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Mobile Device Apps - China - October 2016

“Apps should be adapted to more devices besides smartphones and tablets. For in-app advertisements, native advertising that fits both the device and consumers’ habits when using apps can enhance efficiency. Consumers do look for various functions on apps, and integrating mobile apps allow consumers to have easy access to niche apps and services.”
– Terra Xu, Senior Research Analyst

This report discusses the following key topics:

  • Are mobile apps coming to an end?
  • Native advertising, a way to enhance in-app advertisements
  • Adapting apps to more devices

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Demographic classifications
          • Personal income
            • Household income
              • Mobile app heavy users
                • Loyal users by operating system
                • Executive Summary

                    • The market
                      • Usage of smartphones and smart TVs increases
                        • Wider coverage of networks, increasing speed and lower fees drive growth in 4G users
                          • Companies and brands
                            • BAT continues to dominate while finance and health apps grow fast
                              • Figure 1: Monthly active users (MAU) of leading mobile apps, June 2016
                            • Live streaming apps become the new hot channel for marketing
                              • Integrating mobile apps
                                • Innovation highlights
                                  • The consumer
                                    • Smart TV penetration increases while tablets face challenge
                                      • Figure 2: Ownership of smartphones, tablets, smart TVs and smart watches, July 2016
                                    • More consumers use iPad in 2016
                                      • Figure 3: Operating systems on smartphones, tablets and tablets, July 2015 and July 2016
                                    • Penetration of mobile apps sees moderate increase, and news and weather remain most frequently used apps
                                      • Heavy users of news, transportation, finance and travel apps show similar age and gender profile
                                        • Heavy users of health apps are willing to use apps to motivate themselves to achieve health goals
                                          • Figure 4: Usage frequency of apps, July 2016
                                        • Consumers download more apps on smartphones, fewer on tablets
                                          • Figure 5: Number of apps downloaded in the last month, July 2016
                                        • Reviews matter to young people when downloading apps
                                          • 20s and 30s more attracted by Internet of Things
                                            • Freemium model attracts heavy users of education, food and health apps
                                              • Figure 6: App usage behaviours, July 2016
                                            • Advertising on WeChat is more appealing than that on Weibo
                                              • Figure 7: Attitudes towards native advertising, July 2016
                                            • Using too much cellular data, malfunctioning and too frequent updates are major frustrations when using apps
                                              • Figure 8: Frustration with mobile apps, July 2016
                                            • What we think
                                            • Issues and Insights

                                              • Are mobile apps coming to an end?
                                                • The facts
                                                  • The implications
                                                    • Native advertising, a way to enhance in-app advertisements
                                                      • The facts
                                                        • The implications
                                                          • Adapting apps to more devices
                                                            • The facts
                                                              • The implications
                                                              • The Market – What You Need to Know

                                                                • Usage of smartphones and smart TVs increases
                                                                  • Wider coverage of networks, increasing speed and lower fees drive growth of 4G users
                                                                  • Market Trends

                                                                    • Usage of smartphones and smart TVs increases
                                                                      • Figure 9: 3G/4G users and Wi-Fi users among mobile internet users, June 2015, Dec 2015 and June 2016
                                                                    • Wider coverage of networks, increasing speed and lower fees drive growth of 4G users
                                                                    • Companies and Brands – What You Need to Know

                                                                      • BAT dominates China app market
                                                                        • Live streaming apps gain popularity
                                                                          • Integrating mobile apps
                                                                            • Innovation highlights
                                                                            • Competitive Strategies

                                                                              • BAT dominates, finance management and health apps see fast growth
                                                                                • Figure 10: Monthly active users (MAU) of leading mobile apps, June 2016
                                                                              • Live streaming apps become popular
                                                                                • Integrating mobile apps
                                                                                • Who’s Innovating?

                                                                                  • Help me more
                                                                                    • Applying for visas via apps
                                                                                      • More connectivity
                                                                                        • Connecting with the experts
                                                                                          • Bringing boutique stores to Chinese mobile consumers
                                                                                            • On more devices
                                                                                              • Delivery through Apple TV
                                                                                                • More apps to be designed for smart watches
                                                                                                • The Consumer – What You Need to Know

                                                                                                  • Smart TV sees increase while tablet faces challenge
                                                                                                    • Loyal iOS users are fans of music, game, finance, shopping and food
                                                                                                      • Penetration of mobile apps sees moderate increase
                                                                                                        • Heavy user profile of popular types of app
                                                                                                          • Heavy users of health apps are motivated
                                                                                                            • Consumers download more apps on smartphones, fewer on tablets
                                                                                                              • Reviews matter to young people when downloading apps
                                                                                                                • Advertising on WeChat is more appealing than that on Weibo
                                                                                                                  • Using too much cellular data, malfunctioning and too frequent updates are major frustrations when using apps
                                                                                                                  • Ownership of Digital Devices

                                                                                                                    • Smart TVs see increase while tablets face challenge
                                                                                                                      • Figure 11: Ownership of smartphones, tablets, smart TVs and smart watches, July 2016
                                                                                                                    • Female-oriented apps to be adapted to smart watches
                                                                                                                      • Tablet owners skew to heavy users of travel, health and education apps
                                                                                                                        • Smart TV can be effective to reach consumers in tier two and three cities
                                                                                                                          • Figure 12: Ownership of tablets, smart TVs and smart watches, by demographics, July 2016
                                                                                                                      • Operating Systems on Mobile Devices

                                                                                                                        • More consumers use iPad in 2016
                                                                                                                          • Android takes lead as operating system on smart watches
                                                                                                                            • Figure 13: Operating systems on smartphones, tablets and tablets, July 2015 and July 2016
                                                                                                                          • Mobile apps should be available on both iOS and Android
                                                                                                                            • Loyal iOS users are more likely to be heavy users of mobile apps
                                                                                                                              • Figure 14: Loyal users of Android and iOS, July 2016
                                                                                                                          • Usage Frequency of Apps

                                                                                                                            • Most consumers use news, weather, video or music apps every day
                                                                                                                              • Consumers tend to use online shopping apps once a week
                                                                                                                                • Map/transportation app usage up since 2015
                                                                                                                                  • Figure 15: Usage frequency of apps, July 2016
                                                                                                                                • Penetration of travel and finance management apps sees increase
                                                                                                                                  • More heavy users of news and video streaming apps observed
                                                                                                                                    • Figure 16: Heavy users of different types of app, July 2015 and July 2016
                                                                                                                                  • Heavy users of news, maps/transportation, finance management and travel apps show similar gender and age profile
                                                                                                                                    • Figure 17: Heavy users of mobile apps, by age and gender, July 2016
                                                                                                                                  • Heavy users of health and finance management apps skew to wealthier consumers and those in tier two and three cities
                                                                                                                                    • Figure 18: Heavy users of mobile apps, by income and city tier, July 2016
                                                                                                                                • Number of Apps Downloaded

                                                                                                                                  • More on smartphones, fewer on tablets
                                                                                                                                    • Figure 19: Average number of apps downloaded on smartphones and tablets in the last month, July 2015 and July 2016
                                                                                                                                  • Consumers are less exploratory about smart watch apps
                                                                                                                                    • Figure 20: Number of apps downloaded in the last month, July 2016
                                                                                                                                  • Parents tend to download more apps on tablets and smart TVs
                                                                                                                                    • Figure 21: Average number of apps downloaded on smart devices in the last month, by gender and presence of children in the household, July 2016
                                                                                                                                • App Usage Behaviours

                                                                                                                                  • Reviews matter to 20-24-year-olds when downloading apps
                                                                                                                                    • Loyal iOS users are more likely to use the same apps on different devices
                                                                                                                                      • Males are more likely to install new apps for discounts
                                                                                                                                        • Downloading for entertainment or practical reasons?
                                                                                                                                          • More things to be done on apps, not necessarily more apps
                                                                                                                                            • Figure 22: Apps usage behaviour, July 2016
                                                                                                                                          • Consumers in their 20s and 30s and mid-to-high earners are more willing to use apps to control other devices
                                                                                                                                            • Figure 23: Agreement with the statement “It is convenient to use apps to control electronic devices”, by age and personal income, July 2016
                                                                                                                                          • Freemium model users skew to heavy users of education, food and health apps
                                                                                                                                            • Figure 24: Usage of freemium model, by mobile app heavy users, July 2016
                                                                                                                                        • Attitudes towards In-App Advertising

                                                                                                                                          • Heavy users of video, music, gaming, finance and food apps are more open to in-app advertisements
                                                                                                                                            • Weibo losing to WeChat in advertising appeal
                                                                                                                                              • Figure 25: Attitudes towards native advertising, July 2016
                                                                                                                                          • Frustration with Apps

                                                                                                                                            • Using too much cellular data, malfunctioning and too frequent updates are major frustrations
                                                                                                                                              • Freemium model appeals to 25-49-year-olds
                                                                                                                                                • Travel apps should keep information up to date, and finance and health apps should offer easy-to-use functions
                                                                                                                                                  • Figure 26: Frustration with mobile apps, July 2016
                                                                                                                                              • Meet the Mintropolitans

                                                                                                                                                • What types of app are they using more often?
                                                                                                                                                  • Figure 27: Heavy users of mobile apps, by consumer classification, July 2016
                                                                                                                                                • Mintropolitans are more active app downloaders
                                                                                                                                                  • Figure 28: Number of apps downloaded in the last month, by consumer classification, July 2016
                                                                                                                                                • Freemium model can appeal to Mintropolitans
                                                                                                                                                  • Figure 29: App usage behaviour, by consumer classification, July 2016
                                                                                                                                                • Advertisements via WeChat and Weibo can attract Mintropolitans
                                                                                                                                                  • Figure 30: Attitudes towards native advertising, by consumer classification, July 2016
                                                                                                                                              • Appendix

                                                                                                                                                • Methodology
                                                                                                                                                  • Abbreviations

                                                                                                                                                  Companies Covered

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

                                                                                                                                                  Mobile Device Apps - China - October 2016

                                                                                                                                                  US $3,990.00 (Excl.Tax)