2018全球移动市场报告（英文版）_25页_1mb

Mobile Market Trends Summary

Core Content Overview

This report presents the 2018 Global Mobile Market Report, highlighting key trends in app market revenues, mobile gaming, smartphone usage, and video streaming. It also explores the rise of gaming smartphones and the global smartphone user base.

Main Trends and Key Insights

1. App Market Revenues

• Global app market revenues are projected to exceed $92.1 billion in 2018, with over 75% coming from mobile games.
• Mobile gaming is growing rapidly, driven by increased processing power in smartphones and consumer demand for immersive and competitive experiences.
• Non-game apps are also seeing growth, with video streaming becoming a major revenue driver.

2. Competitive and Immersive Mobile Games

• Mobile games are becoming more competitive and immersive, moving beyond casual games into MOBAs, shooters, strategy games, and MMOs.
• Examples of successful mobile games include PUBG: Mobile, Honor of Kings, Fortnite Mobile, and Pokémon GO.
• Tournaments and reward systems are becoming more common, with Tencent's Arena of Valor and Supercell's Clash Royale leading the way in mobile esports.
• AR technology is gaining traction, with Niantic's Pokémon GO being a pioneer. The company is expected to push the envelope with Harry Potter: Wizards Unite.

3. Gaming Smartphones

• Gaming smartphones are emerging as a specialized category, designed to enhance mobile gaming experiences.
• Key players in the global smartphone market include Samsung and Apple, which together hold over 50% of the global market share.
• China is a major market for gaming smartphones, with local brands like Xiaomi, Oppo, Vivo, and ZTE launching high-performance devices.
• Razer Phone was one of the first gaming smartphones, but Chinese brands are now leading the charge in this space.
• Gaming smartphones are expected to become must-haves for serious gamers, due to their high-end specs, long battery life, and ergonomic design.

4. The Rise of Video Streaming

• Netflix pioneered the video streaming model and is now the largest content producer globally.
• Tech giants like Apple, Google, Amazon, and Facebook are all investing heavily in original video content.
• Streaming services such as Amazon Prime, YouTube Premium, and Apple TV+ are competing with Netflix for subscription revenue.
• Mobile-first video streaming is a growing trend, with YouTube and Tinder leading in non-game app revenues.

5. Smartphone Penetration and User Growth

• Global smartphone users reached 3.0 billion in 2018, with Asia-Pacific being the largest market.
• China is the world's largest smartphone market, with 783 million users.
• India is expected to see significant growth, with 601 million users by 2018.
• Smartphone penetration is increasing in developing markets, with Western Europe and North America having high penetration rates.

6. Top Smartphone and Tablet Brands

• Samsung and Apple are the leading smartphone brands globally, with Samsung having the highest market share at 26.8%.
• Apple dominates the tablet market, with a 67% market share in global active tablets.
• Chinese brands like Oppo, Xiaomi, Huawei, and Vivo are also making a significant impact, collectively accounting for a third of the global active smartphone market.

7. App Store Revenue Forecasts

• App store revenues are expected to grow significantly from $42.5 billion in 2016 to $106.4 billion in 2021.
• Asia-Pacific will be the fastest-growing region, with game revenues expected to increase from $25.8 billion to $68.0 billion.
• Non-game app revenues are also expected to grow, from $12.0 billion in 2016 to $33.3 billion in 2021.

Key Publishers

Top Game Publishers

Top Non-Game App Publishers

Conclusion

The global mobile market is highly competitive, with innovative opportunities for new entrants and existing players. The growth of mobile gaming and video streaming is driving revenue, while gaming smartphones are becoming increasingly popular, especially in China. Smartphone penetration is rising globally, with Asia-Pacific and China leading the way. Tencent, Apple, and Google are dominant players, but new entrants are also making an impact.