Newzoo-2017全球移动市场研究报告（英文版）-2017-14页-4mb

2017 Global Mobile Market Report Summary

Core Content Overview

This report from Newzoo provides an in-depth analysis of the global mobile market, focusing on smartphone users, app store revenues, and the evolving landscape of mobile device usage and app monetization. It highlights the rapid growth of the mobile ecosystem, the dominance of certain brands, and the emergence of new trends such as mobile virtual reality (VR) and alternative app distribution models.

Main Points and Key Information

1. Smartphone Users and Penetration

• Global Smartphone Users in 2016: 2.3 billion, representing 31% of the world's population.
• Forecast for 2020: 3.6 billion users, nearly half of the global population.
• Total Active Smartphones in 2020: 4.2 billion.
• Top Smartphone Markets in 2017:
  • China: 717 million users (51.7% penetration).
  • India: 300 million users (22.4% penetration).
  • United States: 226 million users (69.3% penetration).
  • Brazil: 79 million users (37.7% penetration).
  • Russian Federation: 78 million users (54.7% penetration).
• Smartphone Penetration by Region:
  • Middle East: Highest penetration (over 75%).
  • Asia-Pacific: Largest market with over 700 million users in China alone.
  • Latin America: Expected to surpass North America in smartphone users by 2020.

2. Smartphone and Tablet Brands

• Top Smartphone Brands in 2016:
  • Samsung: 859 million active devices (31% share).
  • Apple: 704 million active devices (25% share).
  • Huawei, Xiaomi, OPPO, Vivo: Strong presence in China and Asia-Pacific.
• Top Tablet Brands in 2016:
  • Apple: 166 million active tablets (64% share).
  • Samsung: 65 million active tablets (25% share).
  • Lenovo, Huawei, ASUS: Smaller shares but notable in the market.
• Global Tablet Usage:
  • Total Active Tablets in 2016: 260 million.
  • Asia-Pacific: Largest tablet market (over 80 million active tablets).
  • North America and Western Europe: Each had around 60 million active tablets.

3. App Store Revenues

• Global App Store Revenues in 2016: $46.2 billion.
• Forecast for 2020: $85.0 billion, with a CAGR of +21.2%.
• Game Revenues:
  • 2016: $38.6 billion.
  • 2020: $65.0 billion.
• Non-Game App Revenues:
  • 2016: $7.6 billion (16.4% of total).
  • 2020: $20.0 billion (23.6% of total).
• Regional App Store Revenue:
  • Asia-Pacific: $31.8 billion (56% of global revenue).
  • China: $16.4 billion (29% of global revenue).
  • North America: $10.6 billion.
  • Europe: $8.5 billion.

4. Mobile Virtual Reality (VR)

• Mobile VR Market Potential: Greater than tethered VR due to affordability and accessibility.
• Key Players:
  • Samsung Gear VR: Sold 5 million units by January 2017.
  • Google Daydream: 4.9 million compatible devices globally.
• China's Mobile VR Landscape:
  • Local manufacturers like Baofeng Mojing and Pico VR are leading the market.
  • Devices are priced between $20 and $100, using Google Cardboard specs.
• Challenges:
  • Limited VR content on many Android devices.
  • Apple has not released a VR headset, limiting its reach.
  • Compatibility issues hinder adoption.

5. Device Specifications and Monetization

• High-End Devices:
  • Defined as devices with at least 2GB RAM, 2 CPU cores, NFC, fingerprint scanning, 4G, and launched after 2014.
  • High-end users tend to spend more on apps.
• Conversion Rates:
  • Apple iPhone 7 Plus: 4.6%.
  • Samsung Galaxy S7 Edge: 3.4%.
• Device Market Share:
  • High-End Devices (2017): 20.3% of the global smartphone market.

6. App Distribution Trends

• App Store Dominance:
  • Apple App Store and Google Play have dominated app distribution globally.
  • In China, due to political restrictions, alternative app stores have gained significant traction.
• Key Alternative Stores in China:
  • Myapp, 360 Mobile Assistant, Baidu Mobile Assistant, Xiaomi App Store, and Huawei App Store.
• Competition from New Entrants:
  • Amazon and Facebook (via Instant Games) are emerging threats.
  • Direct APK downloads are becoming more common in Asian markets to avoid app store fees.

Conclusion

Newzoo's report underscores the significant growth of the global mobile market, driven by rising smartphone adoption, expanding app store revenues, and the emergence of new technologies like mobile VR. It also highlights the importance of understanding regional differences, device specifications, and evolving app distribution models for strategic decision-making. The report serves as a valuable resource for companies aiming to navigate the complex and dynamic mobile landscape.