2017全球移动市场研究报告（英文版）_12页_4mb

2017 Global Mobile Market Report Summary

Core Content Overview

This report provides a global overview of the mobile market with a focus on consumers and their interaction with actively used devices. It highlights trends in smartphone users, app store revenues, and device specifications, emphasizing the growing importance of mobile technology in various markets. The report is part of a subscription service that includes quarterly updates and a Tableau dashboard for smartphone penetration and app revenue forecasts.

Main Points and Key Information

Global Smartphone Users and Penetration

• In 2016, there were 2.3 billion smartphone users, representing 31% of the global population.
• By 2020, this is expected to grow to 3.6 billion, nearly 50% of the world's population.
• China has the most smartphone users, with 717 million in 2017.
• India overtook the U.S. as the second-largest smartphone market by 2017, with 300 million users.
• The U.S., Brazil, Russia, Japan, Germany, Indonesia, Mexico, and the United Kingdom are among the top smartphone user markets.
• Smartphone penetration is highest in the Middle East, with over 75% of the population owning a smartphone in countries like Qatar, the UAE, Bahrain, and Kuwait.

Smartphone and Tablet Device Usage

• At the end of 2016, 2.8 billion smartphones and 260 million tablets were in active use globally.
• Samsung leads in smartphone market share with 859 million devices, followed by Apple with 704 million.
• Apple dominates the tablet market with 166 million active devices, followed by Samsung with 65 million.
• Asia-Pacific accounts for 80% of the global smartphone market in 2017, with China and India being the largest contributors.

App Store Revenues

• App store revenues are forecasted to grow from $46.2 billion in 2016 to $85.0 billion in 2020.
• Non-game app revenues are expected to rise from $7.6 billion (16.4%) in 2016 to $20.0 billion (23.6%) in 2020.
• Asia-Pacific will be the largest app revenue region in 2017, generating $31.8 billion, with China as the top market within the region, contributing $16.4 billion.
• China is expected to see a CAGR of +21.2% from 2016 to 2020, while the Middle East and Africa and Latin America will experience even stronger growth.

Mobile Virtual Reality (VR)

• Mobile VR presents a more immediate market opportunity than tethered VR headsets.
• Samsung Gear VR has sold over 5 million units by January 2017, but this is only a small fraction of the addressable market.
• China is a key market for mobile VR, with local manufacturers like RiTech, VirGlass, Pico VR, and Baofeng Mojing producing affordable devices.
• Apple and Samsung dominate the high-end device market, with Apple's iPhone 7 Plus and Samsung's Galaxy S7 having the highest conversion rates for app spending.
• Compatibility issues and limited VR content remain significant barriers to mass adoption.

Device Specifications and Market Strategy

• Device specs play a crucial role in determining market potential for apps and services.
• iOS is associated with higher-spending consumers, while Android is more prevalent in younger, cost-conscious markets.
• High-end devices (with features like 2GB RAM, NFC, fingerprint scanning, etc.) are more likely to generate higher app revenues.
• South Korea has a large share of high-end Android devices, leading to higher app spending compared to other Android markets.

App Store Distribution Trends

• App stores are evolving, with non-duopoly distribution channels emerging.
• In China, the ban on Google Play has led to the growth of independent Android stores, which are localized and have a significant market share.
• Developers must distribute apps on multiple stores to reach 80% of the Android market, including Myapp, 360 Mobile Assistant, Baidu Mobile Assistant, Xiaomi App Store, and Huawei's store.
• Alternative distribution models, such as direct APK downloads, are becoming more popular, especially in Asia-Pacific.
• Platform-on-platform businesses, like Line and Kakao, are also challenging traditional app store models by adding their own app stores within their platforms.

Summary Table

Conclusion

The report underscores the rapid growth of the global mobile market, with China and India leading in smartphone users and app revenues. Samsung and Apple dominate both smartphone and tablet markets, while non-game app revenues are expected to outpace game revenues. Mobile VR is gaining traction, particularly in China, but faces challenges in content availability and compatibility. App store distribution is becoming more fragmented, with new players and alternative models challenging the traditional duopoly.