2014 q3 hong kong mobile market trend and statistics
TRANSCRIPT
AGENDAHONG KONG MOBILE MARKET - MOBILE DEVICES MARKET SHARE - ANDROID/iOS SMARTPHONE, PHABLET AND TABLET SHARE
HONG KONG USER BEHAVIOR- LOCATION AND NETWORK OPERATORS SHARE - USER BEHAVIORAL PATTERNS - THE MOST POPULAR APP CATEGORY
HONG KONG SPECIAL DAYS - HKSAR ESTABLISHMENT DAY - DRAGON BOAT FESTIVAL - UMBRELLA MOVEMENT
MOBILE ADVERTISING REVOLUTION - MEDIA BUY TO AUDIENCE BUY - REVOLUTION OF MOBILE ADVERTISING INDUSTRY
ABOUTVpon Inc. founded in 2008, is the leading mobile advertising platform in Greater China. Vpon focus on the area of mobile advertising for mobile devices. With proprietary technology and operating advantages, big data processing and analysis capabilities as well as insights into mobile brand marketing, Vpon has expanded customer base to over 1000 renowned brands including McDonald's, Coca-Cola, American Express and Citibank. !With presence in over 750 cities such as Beijing, Shanghai, Guangzhou, Hong Kong and Taipei, Vpon has over 380 million unique users and has raised some US$ 10 million in a recent round of venture capital funding. With subsidiaries in Shanghai, Tokyo, Taipei and Hong Kong, The company is rapidly-growth mobile advertising platform in Asia. Vpon is one of 2014 Top 6 company which have been selected by Forbes China, and the first choice of international mobile data/marketing platform.
Vpon IN ASIA
PAN-ASIA MAINLAND CHINA. HONG KONG. MACAU. TAIWAN. SINGAPORE. MALAYSIA. THAILAND. THE PHILIPPINES. INDONESIA. JAPAN AND KOREA.
6 BILLION ADVERTISEMENT REQUESTS PER MONTH
No.1
Top 3
Source: UU, Q1 2014, Vpon Inc.
Beijing
Shanghai
Hong Kong
Taiwan!
Tokyo
Vpon - TAIWAN
17 Millions UNIQUE USERS PER MONTH
1.7 Billions ADVERTISEMENT REQUEST PER MONTH
1,000 REPUTABLE ADVERTISERS
Source: UU, Q1 2014, Vpon Inc.
Vpon - HONG KONG
5 Millions UNIQUE USERS PER MONTH
400 Millions ADVERTISEMENT REQUEST PER MONTH
Source: UU, Q2 2014, Vpon Inc.
Vpon PROFILE
MULTI PLATFORM Support iPhone / iPad / Android / mobile website
SDK 4.2.8 Provide high CPM & CPC advertisement revenue
Comply with MRAID standard for international mobile ad
MRAID, Mobile Rich Media Ad Interface Definitions, Source: http://www.iab.net/mraid
HONG KONG MOBILE MARKET
HONG KONG MOBILE DEVICES SHARE
iPad 4.5%
iPhone 15.8%
Android 79.7%
79.7% ANDROID
• Android dominates the Hong Kong market which maintains above 75% for consecutive three quarters
%Sh
are
0%
25%
50%
75%
100%
Q1 Q2 Q3
20%14%23%
80%86%77%
Android iOS
Source: UU, Q3 2014, Vpon Inc.
ANDROID DEVICES SHARE
62.3% PHABLET •Phablets refers to display between 5” - 6.9” and a trend is observed from Q1 to Q3, Phablet share increaseS from 43.4% to 62.3% than others.
Tablet 10.6%
Phablet 62.3%
Android Phone 27.2%
%Sh
are
0%
25%
50%
75%
100%
Q1 Q2 Q3
11%4%11%27%40%46%
62%56%43%
Phablet Phone Tablet
Source: UU, Q3 2014, Vpon Inc.
SAMSUMG •remains the market leader and 8 of its phones hits top 10, its board portfolio serves the fragmented users’ behaviors
•While the jaw dropping new stars Xiaomi Hongmi Note hits top 5 within three months. While the sales performance of LG G3 is comparable to that of Samsung S5
TOP 10 ANDROID MODELS
Samsung Galaxy Note 2
Samsung Galaxy Note 3
Samsung Galaxy S3
Samsung Galaxy S4
Xiaomi Hongmi Note
Sony Xperia Z1
Samsung Galaxy S2
Samsung Galaxy Tab 3
Samsung Galaxy S5
LG G3
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, Q3 2014, Vpon Inc.
PHABLET •seems to be an irresistible tide pushing toward every mobile users. 7 top 10 phones are within 5’’ - 6.9’’ screen size so as the only recent Phablet player - Apple’s iPhone 6+
•For flagships from different brands released starting in 2014Q4, Phablet will be the main stream
TOP 10 ANDROID MODELS
Samsung Galaxy Note 2
Samsung Galaxy Note 3
Samsung Galaxy S3
Samsung Galaxy S4
Xiaomi Hongmi Note
Sony Xperia Z1
Samsung Galaxy S2
Samsung Galaxy Tab 3
Samsung Galaxy S5
LG G3
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, Q3 2014, Vpon Inc.
ANDROID OS SHARE
Gingerbread 2.1%
Ice Cream Sandwich 4.4%
Kitkat 31.8%
Older OS Versions 0.4%
Jelly Bean 61.3%
61.3% JELLY BEAN •Version 4.x has been installed by 93% users within which Jelly Bean dominates
•Andriod L, 5.0 is expected to release in Nov14, and the fragmentation of Android OS should continue
Source: UU, Q3 2014, Vpon Inc.
iPHONE 5S/5 •More than half(53%) of the iOS users are now using 5S and 5
• iPhone 6 and 6+ was released on 19Sep14 in Hong Kong, and the initial sales breaks the record, a quick growth of iPhone 6/6+ is expected
iOS MODELS iPhone 5S
iPhone 5
iPad
iPhone 4S
iPad mini
iPhone 6/6+
iPhone 5C
iPod Touch
iPhone 4
Release in 2014 Sep
Source: UU, Q3 2014, Vpon Inc.
iOS DEVICES SHARE
iPod 2%
iPhone6 2.2%
iPad 30.6%
iPhone 65.5%
31.3% iPad •The percentage share of iPad is going down across quarters, and it is expected the new iPad in Q4 will stimulate its growth
%Sh
are
of iP
ad
0
0
0
0
0
Q1 Q2 Q3
31%40%43%
Source: UU, Q3 2014, Vpon Inc.
iOS SHARE
iOS 5 2%
Older OS Versions 1%
iOS 6 7.6%
iOS 8 8.5%
iOS 7 81.4%
81.4% iOS7 •Since the release of latest OS in Sep 2013, most of the Apple users upgraded to the OS7. Compare to Android, it forms a more unified platform and delivers the most updated functions to users.
•According to the WWDC14, Apple announced the new iOS8, the marketing is expect it fall this year. It shall further replaces the minority iOS4, 5 and 6.
Source: UU, Q3 2014, Vpon Inc.
MOBILE BROWSER SHARE
Others 0%
Chrome Mobile 23.3%
Safari 27.4%
Android Browser 49.1%
49.1% ANDROID •About half of the website traffic comes from the native Android Browser. While Chrome is taking a bigger pie quarter by quarter and it may reveal that more users are switching from Safari to Chrome.
0%
25%
50%
75%
100%
Q1 Q2 Q3
23.3%24.1%4.7%
27.4%40.6%49.6%
49.1%35.3%
45.6%
Source: UU, Q3 2014, Vpon Inc.
HONG KONG USER BEHAVIORAL PATTERN
HONG KONG 18 DISTRICTS TRAFFIC
Wan Chai 5%
Eastern 4%
Southern 2%
Central and West 5%
Outlying 2%
Sai Kung 6%
Kwai Tsing 8% Tuen Wan
8%
Sha Tin 9%
Tuen Mun 5%
Tai Po 5%
Northern 3%
Yuen Long 5%
Wong Tai Sin 4%
Kung Tong 6%
Sham Shiu Po 7%
Yau Tsim Mong 6%
Kowloon City 10%
51% N.T • New Territories sharing more than
half of the traffic and HKI remains steady at 16%
0%
25%
50%
75%
100%
Q1 Q2 Q3
51%43%29%
33%39%50%
16%17%21%
HK Island Kowloon N.T
Source: UU, Q3 2014, Vpon Inc.
SIMPLIFIED CHINESE OS LOCATION SHARE
49% in 3 Districts •Northern, Yuen Long and Yau Tsim Mong are districts sharing top traffic which is believed to be generated by the mainland tourists
Source: UU, Q3 2014, Vpon Inc.
NETWORK OPERATOR SHARE
Others 0.3%
SmarTone 17.8%
Hutchison 19.5%
China Mobile 21.7%
CSL 40.7%
40.7% 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 players provides 4G LTE services
Source: UU, Q3 2014, Vpon Inc.
MOBILE INTERNET ACCESS SHARE
Cellular 39.6%
Wi-Fi 60.4%
60.4% 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
39%41%44%
61%59%56%
Wifi Cellular
Source: UU, Q3 2014, Vpon Inc.
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
WEEKDAYS HOURLY TRAFFIC
Wi-Fi DOMINATES MOST OF THE DAY •Cellular traffic peaks at 1300 and 1800 which are the lunch and off-work hours.
•Wifi traffic peaks at 2300 which is the late-night-home-videos hours.
Source: UU, Q3 2014, Vpon Inc.
WEEKEND HOURLY TRAFFIC
WIFI DOMINATES IN All HOURS •Wifi peaks at 2300 and cellular weekend traffic peaks at 1700
•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
Source: UU, Q3 2014, Vpon Inc.
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 CARRIER
PEAK HOURS at 1300, 1800 and 2200 •Android and iPhone traffic spikes at lunch time at 1 p.m and off-work commute time at 6 p.m
•iPad traffic increases drastically from 8 - 12 p.m and in nighttime
Source: UU, Q3 2014, Vpon Inc.
ANDROID MOST POPULAR APP
Others 3.2%
social_network 2.0%
entertainment 49.2%
videos 15.4%
life 30.3%
49.2% ENTERTAINMENT •Apart from entrainment, life and videos categories are valuable for effective brand advertisement sharing about 45.7%
•Then it is followed by the news and life App concerning gourmet, transportation, beauty and fashion, covering 8%.
Source: UU, Q3 2014, Vpon Inc.
iPHONE MOST POPULAR APP
social_network 2%
news 2.8%
life 50.6%
entertainment 19.6%
videos 25.4%
50.6% LIFE •iPhone users spend most of the time in Life and Entertainment apps including gourmet, transportation, beauty and fashion.
•iPad serves a complement to iPhone for videos, while with the launch of of larger screen size iPhone 6+ may change the user behavior
Source: UU, Q3 2014, Vpon Inc.
iPAD MOST POPULAR APP
79.3% 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
others 0.8%
life 0.5%
entertainment 19.4%
videos 79.3%
Source: UU, Q3 2014, Vpon Inc.
HONG KONG SPECIAL DAYS
HKSAR EST. DAYCENTRAL AND WESTERN DISTRICTS
MON TUE WED THU FRI
30/6-4/7 7/7-11/7
YAU TSIM MONG DISTRICTS
MON TUE WED THU FRI
30/6-4/7 7/7-11/7WAN CHAI DISTRICTS
MON TUE WED THU FRI
30/6-4/7 7/7-11/7
1/7 EST. DAY
1/7 EST. DAY1/7 EST. DAY
Source: UU, Q3 2014, Vpon Inc.
HKSAR EST. DAYYEUN LONG
MON TUE WED THU FRI
30/6-4/7 7/7-11/7
SAI KUNG
MON TUE WED THU FRI
30/6-4/7 7/7-11/7
NORTHERN
MON TUE WED THU FRI
30/6-4/7 7/7-11/7
TUEN MUN
MON TUE WED THU FRI
30/6-4/7 7/7-11/7
1/7 EST. DAY 1/7 EST. DAY
1/7 EST. DAY 1/7 EST. DAY
Source: UU, Q3 2014, Vpon Inc.
HKSAR EST. DAYHong Kong Overall
MON TUE WED THU FRI
30/6-4/7 7/7-11/7
1/7 EST. DAY
OVERALL TRAFFIC DROPS AND OPPOSING RESULTS FOUND IN DIFFERENT AREAS •Central and Western, Wan Chai, Yau Tsim Mong shows a 5-15% drop on the 1st July, one of the reasons may be that the two districts are the major protest/march areas, users’ mobile traffic are jammed or partially blocked during the time.
•Northern, Yuen Long, and Sai Kung shows a 3-10% surge on 1st July, one of the reasons may be that parallel goods traders was especially active on the public holiday.
10% DROP The total traffic of overall Hong Kong drops about 5% on 1st July comparing to the week after.
Source: UU, Q3 2014, Vpon Inc.
MID AUTUMN FESTIVAL
SAT SUN MON TUE WED THU FRI
6/9-12/9 13/9-19/9
FESTIVAL TRAFFIC UP 10% •Comparing to the week after, from Sunday to Tuesday, the Mid Autumn festival week showed an 10% surge.
•8th Sep, Monday was not a holiday and therefore the traffic is comparable to the week after
HOLIDAY, DAY AFTER MID AUTUMN
Source: UU, Q3 2014, Vpon Inc.
Total Traffic for 18 Districts
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
26/9(FRI) 27/9(SAT) 28/9(SUN) 29/9(MON)
UMBRELLA MOVEMENT
UNUSUAL WEEKEND TRAFFIC TROUGH 27/9 and 28/9 weekend daytime traffic was higher than that of 26/9 and 29/9 weekday traffic as it normally should be, while the traffic at the weekend evening 1800-2000 shows an unusual trough which can be attributed to the drop in traffic in Central and Western, Wan Chai and Yau Tsim Mong districts
Source: UU, Q3 2014, Vpon Inc.
Central & Western District
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
26/9(FRI) 27/9(SAT) 28/9(SUN) 29/9(MON)
UMBRELLA MOVEMENT
TRAFFIC HITS BOTTOM AT 1900, 28/9(SAT) The average traffic on 28/9 was lower than normal days, esp. 2 hours after tear gas was employed from 1800-2000, the reason can be that the cellular network at Admiralty was blocked and app traffic turned to Facebook which is not in Vpon network for spreading the news.
26/9, 2300, HKFS and Schloarism
occupied the govt headquarter, riot police are sent
28/9, 0000, Occupy Central officially
started,
28/9, 1600, riot police employed pepper spray
and tear gas, at Admiralty
Source: UU, Q3 2014, Vpon Inc.
Wan Chai District
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
26/9(FRI) 27/9(SAT) 28/9(SUN) 29/9(MON)
UMBRELLA MOVEMENT
28/9, 2300, protesters started to occupy
Causeway Bay
UNUSUALLY LOW TRAFFIC ON 28/9(SAT) Wan Chai and Causeway Bay are hot tourist destinations for shopping and its weekend traffic normally should be higher than that of weekday one. While the opposite happened on 28/9(Sun) for the whole day, and it is possibly due to the protest Admiralty where is immediate next to Wan Chai and fewer citizens localized in Wan Chai.
Source: UU, Q3 2014, Vpon Inc.
Source: UU, Q3 2014, Vpon Inc.
Yau Tsim Mong District
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
26/9(FRI) 27/9(SAT) 28/9(SUN) 29/9(MON)
UMBRELLA MOVEMENT
TRAFFIC DORPS ONLY ON 28/9(SAT) NIGHT The daytime traffic on 28/9 is comparable to other days, however the traffic was much less at nighttime. As the protest in Admiralty fermented, it caused a change in user behavior that traffic may focus on Facebook and one or two major live board-cast media and traffic on other apps were adversely affected.
28/9 2200, protesters started to occupy
Mong Kok
28/9, 1600, riot police employed pepper spray and tear gas,
at Admiralty
REVOLUTION OF MOBILE ADVERTISING INDUSTRY
AD NETWORK AUDIENCE BUY
MEDIA C
MEDIA B
REVOLUTION OF MOBILE ADVERTISING INDUSTRY
MEDIA BUY TO AUDIENCE BUY •Advertisers are expecting highly accurate targeting methods for their specific audience in today’s heavily fragmented mobile audience at the best ROI.
•Given the challenge, use of data analytics to provide solid retargeting solution become crucial. A subtle evolution in the ecosystem of mobile advertising has silently begun and The tide will further push a shift of "Media Buy" to "Audience Buy".
SCENARIO TARGETING
LOCATIONTARGETING
BIG DATA ANALYTICS/RE-TARGETING
VERSATILE AD FORMAT
AudienceTargeted Audience
Individual Media in the Same App Category
Unique Value-addsfor Mobile Network Buy
MEDIA A
MEDIA D
SPECIALIZATION IN MOBILE ADVERTISING With continual evolvement of the ecosystem of mobile advertising, the existing trading elements will specialize themselves in the use of big data into different individual sub-units. Advertisers will be served with flexibility of buying media inventory through multiple supply side platforms in one integrated exchange platform.
REVOLUTION OF MOBILE ADVERTISING INDUSTRY
ABOUT THE REPORT
CONTACT USWebsite:http://www.vpon.com/ !For publishers:[email protected] For advertisers: [email protected]
All data comes from Vpon Inc. !
!
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