Domestic mobile internet "three low" effect: get the world of cock silk

March 4 News, AI Media Consulting (IiMedia study) recently released the "2012 China Mobile Phone Application Market Annual Report", the report shows that 2012 China's smartphone users reached 380 million people, mobile internet users age distribution, 20-29-year-old accounted for 36.9%, 10-19 years of age accounted for 27.8%. Education, college (excluding college) of the Internet users accounted for 60%, the monthly income of 500 yuan below the user 19.5% accounted for the highest, low age and low academic background of low-income people gradually constitute China Mobile Internet user base.

The size of the mobile market gradually formed and stabilized

By the end of December 2012, China's mobile phone users have reached 450 million people, of which the smartphone user reached 380 million people, accounting for 84%.

The report also shows that as of the end of last year, the number of Internet users in China reached 560 million people, mobile phone users accounted for more than 80%, is approaching the number of Internet users, the Internet from the PC to mobile phone trend has been unstoppable.

2012 China Mobile Internet market output reached 71.25 billion yuan, a 82.8% increase in the last year, after the crazy growth, the mobile internet market growth in 2013 will be rational, the report is expected to market growth of 47.4% in 2013, the value of more than 100 billion yuan, And 2014, as the market gradually formed, the growth rate will be further reduced to 22.22%.

Gaming social Big hot iOS electric business potential far beyond Android

By the end of December 2012, the app Store had more than 1 million apps worldwide, with Google play and the Windows Phone store using 785,000 and 136,000 respectively, and the global mobile app Store earning about 36.3 billion dollars in 2012. At the same time, there are more than 100 mobile app stores in China.

In terms of application type, both Android and iOS platform, the game has an overwhelming advantage over other types of applications, become the most downloaded application type, the game's download number on the Android platform accounted for the ratio of 34.7%,ios platform for 28.5%.

Second, the most popular is social applications, in both platforms accounted for 18% or so.

Another interesting set of data is that apps and reading apps for the iOS platform are twice times more expensive than Android platforms, meaning that iOS users have a higher ARPU value and market potential than the iOS experience, which is influenced by system performance, Android users have a passion for system tools.

At the same time, the report counted the most commonly used downloads for users, with 63.4% of users downloading apps via the 2G/3G Network, and 54.3% of users downloading apps via WiFi, but still close to 50%.

"Zombie apps" surge app users download only don't use

Compared with the crazy growth in the number of applications, the use of Chinese smartphone users is not satisfactory, the report shows that 66% of users commonly used in the following 10, users commonly used in the number of applications of mobile phone application of 17.2% of the total, low usage rate is one of the reasons that users often face many choices appear exhausted While fragmentation time is limited, only a few applications can be focused.

A large number of applications remain in the user's mobile phone but not be activated, the download is no longer a reliable application of the success of the standard, user stickiness and activity is the more important measure.

For the surviving applications, the most user time is social chat application, accounting for 37.3% of the total time, followed by news reading, audio-visual entertainment and games, and office business, lifestyle, health and other applications use less than 5%.

Low-age, low academic qualifications, and highly educated netizens less than 20%

Low-age, low-educated, low-income is another feature of mobile internet users, last year, the age distribution of mobile phone users, 20-29-year-old accounted for 36.9%, 10-19-year-old accounted for 27.8%.

Education, junior high school education, mobile internet users accounted for the highest, reached 32.1%, high school/secondary/technical schools accounted for 27.2%, junior College (excluding college) education of Internet users accounted for 60%, and university undergraduate and above accounted for only 17.6%.

Under the age of junior college, less than 27% of the users, and the college education of the Internet users accounted for 60%, it is inferred that in the 20-29-Year-old age group has a large number of adult users with low education, this part of the people gradually become a major mobile internet mainstream.

The low age and low education feature also means that the income of mobile internet users is also low. Monthly income of 500 yuan below the user accounted for 19.5%, followed by 3001-5000 yuan users, accounting for more than 18.5, the social structure of the most economic pressure of the population and the most economic pressure of the people constitute the mobile Internet user base.

The report also on the application of statistics, the most popular 10 applications are micro-letter, mobile phone QQ, Sogou Mobile Input method, Sina Weibo, UC Browser, 360 security guards, Taobao, Tencent mobile phone butler, every day beautiful and ink weather.

From the report, although the number of Android terminals constitute the vast foundation of China Mobile internet users, but the iOS users have a greater consumption potential and activity, the two platform users are significantly different, the large-scale long tail effect can overcome the single user high ARPU value is still controversial, but from the user structure, Grasp the cock silk users will grasp the future of China Mobile Internet.