2014 hong kong mobile market statistics and trends

Num

ber o

f Uni

que

Use

rs/M

onth

0

1,750,000

3,500,000

5,250,000

7,000,000

Q1 Q2 Q3 Q4

Source: UU & Inventory, Q4 2014, Vpon Inc.

Num

ber o

f Ad

Inve

ntor

y/M

onth

0

300,000,000

600,000,000

900,000,000

1,200,000,000

Q1 Q2 Q3 Q4

180% INCREASE IN AD INVENTORY 2014 was a fruitful year and Vpon Ad network in HK is now reaching 600 millions unique users and processing 1 billion Ad inventory per month. The major driving force is the tourists from greater China regions, especially the mainland China tourists.

Vpon Hong Kong ADN Inventory

SAMSUMG remains the market leader and 6 of its phones hits top 10, its board portfolio serves the fragmented users’ behaviors

New stars like Xiaomi Hongmi Note, LG G3, Sony Xperia Z and LG G Pro2 are catching up from behind. The demand for Xiaomi Hongmi Note stays strong and it maintains its 5th position as in last quarter.

Samsung Galaxy Note 2


Samsung Galaxy S3

Samsung Galaxy S4

Xiaomi Redmi Note

LG G3

Samsung Galaxy S5

Sony Experia Z

Samsung Galaxy S2

LG G Pro 2

5.5”

4.8”

5.7”

5.0”

Release in 2014 Apr

Release in 2014 Jun

5.5”

5.1”

5.0”

5.3”

4.3”

Release in 2014 Jul

8.0”

5.0”

Source: UU, Q4 2014, Vpon Inc.

Top 10 Android Devices



Samsung Galaxy S3

Samsung Galaxy S4

Xiaomi Redmi Note

LG G3

Samsung Galaxy S5

Sony Experia Z

Samsung Galaxy S2

LG G Pro 2

5.5”

4.8”

5.7”

5.0”

Release in 2014 Apr

Release in 2014 Jun

5.5”

5.1”

5.0”

5.3”

4.3”

Release in 2014 Jul

8.0”

5.0”


PHABLET 8 top 10 phones are Phablet swhose screen size are within 5’’ - 6.9’’

Phablet is expected to continue to be the mainstream of smartphone.

Top 10 Android Devices

Older Versions0.1%

Lollipop0.0%

KitKat45.8%Icecream

3.1%

Jelly Bean51.0%

45.8% KitKat Version 4.x has been installed by more than 96% users within which half are using Jelly Bean and half are using KitKat

Andriod L, 5.0 released in Nov14, and it does not take any significant proportion of usage now and a longer phase period is expected.


Android OS Versions

iPHONE5 40.5% Near 40% of the iOS users are now using 5S and 5

iPhone 6 and 6+ was released on 19Sep14 in Hong Kong, and it quickly takes about 30% of the users population who are mostly early adaptors


IPHONE 413%

OTHERS1%

IPAD16.5%

IPHONE629.0%

IPHONE540.5%

iOS Devices

iOS63%

iOS731.0%

iOS50.3%

iOS865.7%

65.7% iOS8 iOS8 released in Sep14 and it quickly replaces iOS7 and further phases out iOS6.

Comparing to Android, iOS shows a more unified pattern, 65.7% iOS users are using the latest version which became the majority as soon as it is released.


iOS Versions

Others0%

Chrome Mobile29.0%

Safari33.0%

Android Browser37.8%

29% CHROME Chrome is taking a bigger pie quarter by quarter and we expect it a better HTML5 compatible browser for Ad delivery in 2015

0%

25%

50%

75%

100%

Q1 Q2 Q3 Q4

29%23.3%24.1%4.7%

33%27.4%40.6%49.6%

37.8%49.1%

35.3%45.6%

Android Safari Chrome


Mobile Browsers

Wan Chai5%

Eastern 4%

Southern2%

Central and West4%

Outlying2%

Sai Kung6%

Kwai Tsing8% Tuen Wan

8%

Sha Tin9%

Tuen Mun5%

Tai Po5%

Northern3%

Yuen Long5%

Wong Tai Sin4%

Kwun Tong6%

Sham Shiu Po7%

Yau Tsim Mong5%

Kowloon City10% 53% N.T

New Territories sharing more than half of the total traffic

0%

25%

50%

75%

100%

Q1 Q2 Q3 Q4

53%51%43%29%

32%33%39%50%

15%16%17%21%

HK Island Kowloon N.T


Hong Kong 18 Districts Traffic

53% IN 6 DISTRICTS Central and West, Yuen Long and Yau Tsim Mong, Shatin, Sham Shiu Po and Tuen Wan are districts sharing top traffic which is believed to be generated by the mainland tourists


Simplified Chinese Apps Location-Based Traffic

Others0.5%

SmarTone 18.9%

Hutchison 19.0%

China Mobile 21.5%

csl.40.2%

40.2% csl The market is divided by the four strong players within which CSL was merged with PCCW in July14 to become csl.

Each of four operators provides 4G LTE services


Network Operators

Cellular39.1%

Wi-Fi60.9%

60.9% Wifi Wifi usage shows an upward trend and the possible reason may be due to the reason that all network operator have tuned up in monthly package price of cellular data since July

%Sh

are

of iP

ad

0%

25%

50%

75%

100%

Q1 Q2 Q3 Q4

39%39%41%44%

61%61%59%56%

Wifi Cellular

Source: Ad Inventory, Q4 2014, Vpon Inc.

Mobile Internet Access

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Cellular Wifi

CELLULAR DAYTIME; WIFI NIGHTTIME Cellular traffic peaks at 1 pm and 6 pm which are the lunch and off-work commute hours.

Wifi traffic peaks at 10 pm which is the leisure time before sleep and it matches with the peak hour of video app traffic


Weekdays Hourly Traffic

WIFI DOMINATES IN All HOURS Wifi peaks at 11pm and cellular weekend traffic peaks at 5pm

Wifi weekend traffic shoots higher than cellular one for all hours

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Cellular Wifi


Weekend Hourly Traffic

PEAK HOURS at 1300 and 2200 Android and iPhone traffic spikes at lunch time at 12 am -1 pm and nighttime 8 - 10 pm

iPad traffic increases drastically from 8 - 12 p.m and in nighttime

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Android iPad iPhone


Hourly Traffic by Carriers

Others3.0% News

7.7%Entertainment

46.4%

Video21.7%

Life21.3%

46.4% ENTERTAINMENT Apart from entrainment, life and videos categories, which shares about 43% in total, are valuable for effective branding advertisement

Life categories includes travel, and gourmet search, and beauty apps, to name but a few.


Android Apps Categories

social Network2%

Entertainment2.7%

Life44.3%

News28.5%

Video22.8%

44.3% LIFE iPhone users spend most of the time in Life and News apps including gourmet search, transportation, beauty and fashion.

iPad serves a complement to iPhone for videos, and part of the video traffic on iOS devices are channelled to iPad


iPhone Apps Categories

70.2% VIDEO Most of iPad users download video Apps for Taiwan, Korea, China and Japan TV series or movies

The large screen allow better video and gaming experience and therefore the two category shares almost more than 98% traffic

Others1.3%

Life10.7%

Entertainment17.8%

Video70.2%


iPad Apps Categories

Unique Users Simplied Chinese Language Apps

MON TUE WED THU FRI Sat Sun

22/9-28/9 29/9-05/10(Golden Week)


The Golden Week, in the mainland China, is the name given to a semi-annual 7-day national holiday. Comparing the unique users using apps of simplified Chinese language in the golden week and the week before, an increase of 8-15% is recorded. The users are likely Chinese tourists.

1/10 National Day of PRC

National Day Golden Week

The surge of traffic and unique users in the golden week can be found at the shopping areas like Central and West, Yau Tsim Mong, Wan Chai, Yuen Long and Shatin. Given that the low exchange rate of Hong Kong dollars continues, it reasonably attracts lots of Chinese tourists to Hong Kong. The above data reflects the location dependence of mobile traffic.


Unique Users Simplified Chinese Language Apps

Centra

l and

Wes

t

Wan Cha

i

Easter

n

Southe

rn

Kowloo

n City

Yau Ts

im M

ong

Wong T

ai Sin

Kwun To

ng

Sham Shu

i Po

Kwai Tsi

ng

Northe

rn

Yuen L

ong

Sha Ti

nTa

i Po

Tuen

Mun

Sai Kun

g

Tuen

Wan

Outlyin

g

22/9-28/9 29/9-05/10(Golden Week)



Average Categories Traffic Per User in the National Day Golden Week. 29/9-5/10

NEWS

LIFE

ENTERTAINMENT

TRAVEL

VIDEO

GOURMET SEARCH

SOCIAL NETWORK

Chinese Tourists Lookalikes Local Users

Traveling is mix of plans and surprise, and thus apps about transportation, shopping updates and gourmet search makes plan-on-the-run possible on their mobile phone. The lookalike Chinese tourists have more frequent and higher traffic usage than average local users. It reflects the scenario dependence of mobile traffic.


26Nov morning, police and bailiffs executed Hong Kong court’s injunction order to clear Mong Kok occupation, starting at 9a.m. The traffic in our news category apps showed an abnormally substantial traffic during the morning office hours. It reflect the scenario dependence of mobile traffic.


News Category Apps Unique Users

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

25/11/2014(TUE) 26/11/2014(WED) 27/11/2014(THU)

26/11, 9:00, bailiffs started to dismantle roadblocks

26/11, 18:00, 6000 Police cleared Nathan Road

End of Umbrella Movement - Mong Kok Protest Clearance 26Nov

26Nov evening, 6000 police officers were assigned took removal tactics to cleared Mong Kok occupation and prevent re-occupation and a trough in its traffic is observed right away that. The clearance operations lasted to 2:00. Several hundred of occupants are arrested.


Mobile LBS Traffic At Mong Kok

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

25/11/2014(TUE) 26/11/2014(WED) 27/11/2014(THU)

26/11, 18:00, 6000 Police officers started to clear Nathan Road

26/11, 9:00, bailiffs started to dismantle roadblocks

End of Umbrella Movement - Mong Kok Protest Clearance 26Nov

11Dec morning, police executed court’s injunction order to clear Admiralty occupation, starting at 9a.m. Similar traffic pattern of an abnormally substantial traffic during the morning office hours is observed and it continued at night.



0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

10/12/14(WED) 11/12/14(THU) 12/12/14(FRI)

11/12, 9:00, police started to dismantle roadblocks

End of Umbrella Movement - Admiralty Protest Clearance 11Dec

15Dec morning, police executed court’s injunction order to clear Causeway Bay occupation, starting at 9a.m. Again an abnormally substantial traffic during the morning office hours is found and it forms a consistent picture like what happens on other places’ clearance.



0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

14/12/14(SUN) 15/12/14(MON) 16/12/14(TUE)

15/12, 9:00, police started to dismantle roadblocks

End of Umbrella Movement - Causeway Bay Protest Clearance 15Dec

New year’s eve, mobile traffic peaked at 6pm when is the near off-work hours, it may imply a higher festival mood at office or an earlier clock-off time? How was your new year eve?


Unique Users: 2015 New Year Day

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

12/31/14(WED) 01/01/15(THU) 02/01/15(FRI)

31/12, 17:00-19:00, peak traffic on new year’s eve at

near off-work hours

1/1 & 2/1, 20:00-22:00, users stayed

active at night

New Year’s Eve ＆ New Year’s Day

In normal occasion, holidays traffic is higher than that of working days in each single hours, while we see the opposite on the new year’s eve. The number of users on 31Dec evening is even more than that on the new years day. It reflect the scenario dependence of mobile traffic.


Gourmet Search Category Apps Unique Users

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

12/31/14(WED) 01/01/15(THU) 02/01/15(FRI)

31/12, 18:00-20:00, dinner time on new

year’s eve

New Year’s Eve ＆ New Year’s Day

Location and Scenario Dependence The above is the CTR comparison of a Hong Kong sample real estate campaign between optimized and non optimized results. In many of the previous examples together with this one, we have found the mobile traffic is interlocked with location and scenario dependence. Here is an example how we leverage the power of data to achieve unparalleled campaign performance.

CLICK THROUGH RATE OF A SAMPLE CAMPAIGN IN HK(CALIMED TPH)

CTR

(%)

iOS Fullpage Android Full Page iOS Banner Android Banner

LBS and lookalike Optimized TPH CampaignLookalike Optimized TPH CampaignAverage Non-Optimized Campaign128%29% 139%23%

178% 291%72% 107%

Source: CTR, Q4 2014, Vpon Inc.

AUDIENCE BUY IN ACTION

MULTI REGIONAL AD NETWORKINVENTORY

IMPORT/EXPORT

LOOKALIKE MODULE

DATA DRIVEN

RETARGETING

BETTER ROI

LBS TARGETING

SCENARIO BASED

The above are important elements advertisers should consider when it comes to mobile advertising, and the additional values they brings is driving the market to audience buy.

AUDIENCE BUY IN ACTION