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Mobile and Tablet Apps - China - October 2015

“China’s mobile app market is fast growing and rapidly changing with fierce competition. Chinese consumers are actively downloading and using mobile apps, while relatively few of them have spent money on apps yet. Health and wellbeing apps have seen significant growth from last year, demonstrating opportunities for app developers as well as health and wellbeing brands to advertise in such apps”
– Terra Xu, Senior Research Analyst

This report looks at the following areas:

  • Making advertising in mobile apps more effective
  • Marketing in health and wellbeing apps
  • How to grow paid apps and in-app purchases

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Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Demographic classifications
          • Personal income
            • Household income
            • Executive Summary

                • The market
                  • Significant growth in mobile device ownership
                    • A rapidly changing mobile app market
                      • Fierce competition in O2O realm
                        • Better internet connectivity and mobile payment development drive apps market growth
                          • Small portion of consumers paying for apps and in-app services while low user loyalty demonstrates risks in the mobile app market
                            • Key players and innovation
                              • BAT continue to lead the mobile app market while seeking opportunities to expand their territories
                                • Innovation
                                  • The consumer
                                    • Android dominates smartphone OS, and iOS leads in tablet
                                      • Figure 1: Operating system used on mobile devices, July 2015
                                    • Similar download level observed on smartphones and tablets
                                      • Figure 2: Number of apps downloaded in the last month, July 2015
                                    • App store is the most important source to learn about new apps
                                      • Figure 3: How people learn about apps downloaded, July 2015
                                    • Weather apps are most frequently used
                                      • Figure 4: Frequency of using different types of apps, July 2015
                                    • Health and wellbeing apps saw the biggest growth in usage
                                      • Consumers are most willing to pay for apps that can help save money
                                        • Figure 5: Interest in paid apps, July 2015
                                      • Consumers are tolerant of in-app adverts, and content matters more than format when it comes to in-app advertising
                                        • Figure 6: Attitudes towards advertising in apps, July 2015
                                      • 38% of respondents have paid for apps or in-app services
                                        • Figure 7: Experience with paid apps, July 2015
                                      • What we think
                                      • Issues and Insights

                                        • Making advertising in mobile apps more effective
                                          • The facts
                                            • The implications
                                              • Marketing in health and wellbeing apps
                                                • The facts
                                                  • The implications
                                                    • How to grow paid apps and in-app purchases
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • A fast growing and rapidly changing mobile app market, with fierce competition in the O2O realm
                                                            • Growth is likely to be sustained under a number of market factors
                                                              • Few consumers making actual payments and lack of loyalty are key challenges
                                                              • Market Overview

                                                                • Significant growth in mobile device ownership
                                                                  • Figure 8: Smartphone and tablet ownership, December 2013/July 2015
                                                                  • Figure 9: Tablet ownership, by demographics, December 2013/July 2015
                                                                • China has become the third biggest market for iOS app
                                                                  • A rapidly changing mobile app market
                                                                    • Fierce competition in the O2O realm
                                                                    • Market Factors

                                                                      • Connectivity development has laid the foundations for app market to grow
                                                                        • Mobile payment continues to penetrate, allowing consumers to use apps on more occasions
                                                                          • Relatively few consumers paying for apps or in-app service may be a risk to revenue growth
                                                                            • Low user loyalty may be another risk for mobile app market
                                                                            • Key Players – What You Need to Know

                                                                              • Baidu, Alibaba and Tencent dominate the market and continue to expand
                                                                                • Consumer packaged goods brands tap into health and wellness with innovative app marketing
                                                                                  • State’s policies encourage innovative apps to bring experiential online shopping
                                                                                  • Key Players

                                                                                      • Tencent
                                                                                        • Latest development
                                                                                          • Alibaba
                                                                                            • Latest development
                                                                                              • Baidu
                                                                                                • Latest development
                                                                                                  • Key app download platforms
                                                                                                  • Who’s Innovating?

                                                                                                    • Yili launched an app for bus riders to check their health on-the-go
                                                                                                      • Consumers able to virtually try on jewellery on TIY
                                                                                                      • The Consumer – What You Need to Know

                                                                                                        • Android dominates smartphone OS, and iOS leads in tablet
                                                                                                          • Similar download level observed on smartphones and tablets
                                                                                                            • App store is the most important source to learn about new apps
                                                                                                              • Health and wellbeing apps saw the biggest growth in usage
                                                                                                                • Consumers are most willing to pay for apps that can help save money
                                                                                                                  • Consumers are tolerant of in-app adverts
                                                                                                                    • Content matters more than format when it comes to in-app advertising
                                                                                                                      • Mintropolitans are more active mobile app users
                                                                                                                      • Operating System on Mobile Devices

                                                                                                                        • Android continues to dominate smartphones while iOS leads tablets
                                                                                                                          • Figure 10: Operating system used on mobile devices, July 2015
                                                                                                                      • Number of Apps Downloaded

                                                                                                                        • Similar app download level observed for smartphones and tablets
                                                                                                                          • Figure 11: Number of apps downloaded in the last month, July 2015
                                                                                                                          • Figure 12: Online activities on different devices, April 2015
                                                                                                                        • Profile of the heavy app downloaders
                                                                                                                            • Figure 13: Heavy app downloaders, by demographics, July 2015
                                                                                                                        • Ways to Learn about Apps

                                                                                                                          • App store is the most important app discovery channel
                                                                                                                            • Figure 14: How people learn about apps downloaded, July 2015
                                                                                                                          • Android users rely more on word of mouth and search engines
                                                                                                                            • Figure 15: How people learn about apps downloaded, by users of different OS, July 2015
                                                                                                                          • Profile of consumers who are more responsive to advertising
                                                                                                                            • Figure 16: Passive information sources to learn about apps downloaded, by demographics, July 2015
                                                                                                                        • Apps Usage Frequency

                                                                                                                          • Weather apps are most frequently used among app categories surveyed
                                                                                                                            • Figure 17: Frequency of using different types of apps, July 2015
                                                                                                                          • Increasing usage of health and wellbeing as well as education apps
                                                                                                                            • App usage by user payment
                                                                                                                              • Figure 18: Average times of using different types of apps per week^, by paid and non-paid app users, July 2015
                                                                                                                          • Interest in Paid Apps

                                                                                                                            • Consumers are most willing to pay for apps that can save money and add convenience
                                                                                                                              • Figure 19: Interest in paid apps, July 2015
                                                                                                                            • 20-year-olds demonstrate the strongest spending willingness
                                                                                                                              • Figure 20: Interest in paid apps, by age, July 2015
                                                                                                                          • Attitudes towards Apps

                                                                                                                            • 65% consumers are tolerant of in-app advertising in free apps
                                                                                                                              • Figure 21: Attitudes towards advertising in apps, July 2015
                                                                                                                            • 38% of respondents have paid for apps or in-app service
                                                                                                                              • Figure 22: Experience with paid apps, July 2015
                                                                                                                              • Figure 23: Experience with paid apps, by demographics, July 2015
                                                                                                                          • Meet the Mintropolitans

                                                                                                                              • Figure 24: Number of apps downloaded in the last one month, by consumer classification, July 2015
                                                                                                                              • Figure 25: How people learn about apps downloaded, by consumer classification, July 2015
                                                                                                                              • Figure 26: Average times of using different types of apps per week^, by consumer classification, July 2015
                                                                                                                              • Figure 27: Experience with paid apps, by consumer classification, July 2015
                                                                                                                              • Figure 28: Interest in paid apps, by consumer classification, July 2015
                                                                                                                          • Appendix – Methodology and Abbreviations

                                                                                                                            • Methodology
                                                                                                                              • Mintropolitans
                                                                                                                                • Why Mintropolitans?
                                                                                                                                  • Who are they?
                                                                                                                                    • Figure 29: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                                                                    • Figure 30: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                                                                  • Abbreviations

                                                                                                                                  Companies Covered

                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                  Mobile and Tablet Apps - China - October 2015

                                                                                                                                  £3,195.84 (Excl.Tax)