2016 China Market Overview – Mobile Internet
English
The recent years see the continuous and rapid growing of Chinese mobile internet users, while the market value has exceeded 2.3 trillion Yuan. The market value of traffic fee no longer dominated the mobile Internet market and had been replaced along with the rise of mobile life and mobile marketing. Moreover, communication, entertainment and life tools were the most frequently used APP categories.
Summary
- The number of China mobile Internet users are forecasted to hit 0.79 billion. The market value of China mobile Internet in 2015 hit 2,300 billion yuan.
- China’s mobile shopping soared and accounted for over 68% of overall China mobile Internet market value. The market value of traffic fee no longer dominated the mobile Internet market and had been replaced along with the rise of mobile life and mobile marketing.
- Female mobile Internet users accounted for 45.4% in 2015, which had made the gender structure of China mobile Internet users more even. Mobile users aged 25-30 accounted for the most, followed by users aged under 24. 10.8% of China mobile Internet users were from Beijing, Shanghai, Guangzhou and Shenzhen. China mobile users with undergraduate education background saw an increase from 14.6% to 20.7%. The proportions of students and freelancer/self-employed using mobile Internet also increased in 2015. Low and high-income users increased in 2015 while middle-level income users decreased.
- By the end of 2015, Guangdong province had the most mobile Internet users of over 100 million. Furthermore, mobile Internet users of developed regions and heavy populated regions, such as Jiangsu, Zhejiang, Shanghai and Shandong, had exceeded 40 million.
- 55% of China’s mobile Internet users spent less than 2 hours daily on mobile Internet. 3 A.M. marked the time when there were the least users. While 12 P.M. and 7 P.M. are the peak time, with 14.5% and 15.8% coverage rates, respectively.
- Communication, entertainment and life tools were the most frequently used APP categories. Female mobile users prefer APPs like social network, online video, online shopping, online music and image editing, etc., while male mobile users prefer online news, utilities, auto and smart devices. 4 A.M. is the trough time for mobile APP usage, while 12 P.M. and 8 P.M. are the peak time for mobile APP usage with 6.1% and 7.3% coverage rates, respectively.
- By the end of December 2015, the number of monthly active smart devices was about 0.9 billion, 68% of which were android-system devices. Compared to the usage of Android, iOS is more widely used in Tier 1 and Tier 2 cities. Android usage is commonly seen in any tier cities of China.
- Apple still ranked first with 286 million devices and a 39% growth rate by the end of 2015 because of customers’ loyalty and high circulation rate. Meizu smartphones had a more than 60% increase of market scale.
- WIFI is the most common way to connect Internet in China. However, it should be noted that 4G is penetrating with a more robust trend, which has grew 25% compared to 2014. Currently, WIFI was 10 times (2,100 MB/per capita) of 4G in terms of mobile Internet traffic, and its daily usage duration was 4 times（103 minutes/per capita）of 4G’s.
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