SkyMobi - The Largest User Segment of China's Mobile Games Market
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Opportunities and Challenges in the Soon-to-Be World’s Largest Mobile Games Market • Market Overview • Market Breakdown by City Tier • Overview of the largest Chinese user segment William Heathershaw, Head of International Marketing, SkyMobi Updated June 2014
description
A aggregation of data to explain the size and opportunities of China's mobile games market, including its largest user segment whom live in 2nd tier and lower tier cities. Data is sourced from KPCB, Maopao App Store, Super Data, Chartboost, and Umeng.
Transcript of SkyMobi - The Largest User Segment of China's Mobile Games Market
Opportunities and Challenges in the Soon-to-Be World’s Largest Mobile Games Market
• Market Overview• Market Breakdown by City Tier• Overview of the largest Chinese user segment
William Heathershaw, Head of International Marketing, SkyMobi
Updated June 2014
China Mobile Internet Users as % of Internet Users
Source: KPCB
Percent of Global GDP
Source: KPCB
Conversion of Users to Paid and ARPPU
Source: Super Data
Comparison: Revenue per Download and CPI Q4 2013
Source: Chartboost/Distimo
Comparison: China and US CPI & ARPU
Source: Super Data
Comparison: China/US MAU & Annual Revenue
Source: Super Data
Know Who Your Customer Is
Population: 1.36 billion
Mobile internet users: 500 million
Mobile gamers: 266 million MAU
All these 266 million gamers are pretty much the same profile, right? NO
Classify Users by the Tiers of Cities in China
• Population• Provincial GDP• Cities with strong economic growth• Geography vicinity to other powerful cities• Advanced transportation infrastructure• Historical and cultural significance
Source: American Chamber of Commerce
Let’s Break it Down
1st Tier cities only have 10% of China’s population
1st Tier Cities: Beijing, Shanghai, Guangzhou, Shenzhen
Distribution of Active Devices in Chinese Cities
Annual Changes of Daily Sessions per User
Source: umeng
Distribution of Active iOS and Android Devices
Source: umeng
Top 5 Android Brands per City Tier (2014 Q1)
Source: umeng
I see the significance of focusing on lower tiered cities…but what do the users look like?
• Game Preferences• Game Preference Trends• User Behavior
Game Preference
Source: Maopao appstore
Game Preference Trend
Casual
Action
Card
Racing
RPG
Adventure
Time
Source: Maopao appstore
Wifi vs Cellular Network Usage for Downloads
Source: Maopao appstore
Success Rates of Downloads Relative to App Package Size
Source: Maopao appstore
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14
238 251
271
316
377
282 298 303
323
354
AVG.RAM AVG.ROM
Handset Performance Increasing, but yet Relatively Low End
Source: Maopao appstore
Most Responsive Time Periods to Promotions
Source: Maopao appstore
Games Are Most Important to 3rd Tier and Below
Source: umeng
“Hmm, do Chinese have money to spend?”
• Most affordable form of entertainment• Able to “show face” through games
Reaching China’s Largest Gamer Segment
• Maopao app store • Pre-installed on 40% of Android handsets sold today in China• 147 million users, 30 million MAU
• Partners• 100+ Chinese OEMs• 40,000+ China Unicom & China Mobile stores• 100+ distribution channels incl Tencent, Qihoo, Baidu, Xiaomi
