2017全球移动市场研究报告_14页-4mb

2017 Global Mobile Market Report Summary

Core Content Overview

This report provides a comprehensive overview of the global mobile market in 2017, focusing on smartphone users, app store revenues, and the evolving landscape of mobile device usage and app monetization. It highlights key trends, forecasts, and insights into how different regions and device types contribute to the market.

Main Points and Key Information

Global Smartphone Users and Penetration

• 2016: 2.3 billion smartphone users, or 31% of the global population.
• 2020 Forecast: 3.6 billion smartphone users, nearly half the global population.
• Active Devices: 4.2 billion smartphones in use by 2020.
• Top Markets:
  • China: 717 million users in 2017, with 51.7% penetration.
  • India: Overtakes the U.S. as the second-largest market, growing to 300 million users by the end of 2017.
  • U.S.: 226 million users, with 69.3% penetration.
  • Brazil, Russia, Japan, Germany, Indonesia, Mexico, and United Kingdom follow.
• Region Breakdown:
  • Asia-Pacific dominates with over 70% of global users.
  • Middle East and Africa show the highest penetration, with over 75% in countries like Qatar, UAE, Bahrain, and Kuwait.

Smartphone and Tablet Brands

• Samsung leads with 859 million active smartphones globally, 31% of the market.
• Apple ranks second with 704 million active smartphones, 25% of the market.
• Top Brands in China:
  • Huawei, Xiaomi, OPPO, and Vivo are the leading Chinese brands, with 60–85% of their user base in China.
• Tablets:
  • Apple dominates with 166 million active tablets, 64% of the market.
  • Samsung follows with 65 million active tablets, 25% of the market.
  • Asia-Pacific is the largest tablet market, with over 80 million active tablets.

App Store Revenues

• 2016: $46.2 billion in global app store revenues.
• 2020 Forecast: $85.0 billion, with a CAGR of +21.2%.
• Game Revenues:
  • 2016: $38.6 billion.
  • 2020 Forecast: $65.0 billion, increasing market share of non-game apps.
• Non-Game App Revenues:
  • 2016: $7.6 billion (16.4% of total).
  • 2020 Forecast: $20.0 billion (23.6% of total).
• Region Breakdown:
  • Asia-Pacific leads with $31.8 billion in 2017, representing 56% of global revenues.
  • China is the largest single market within Asia-Pacific, generating $16.4 billion in consumer spend.
  • North America and Europe are smaller markets, contributing $10.6 billion and $8.5 billion respectively in 2017.

Mobile Virtual Reality (VR)

• Mobile VR is seen as a more accessible market compared to tethered VR.
• Samsung Gear VR and Google Daydream are leading platforms, with 184.4 million and 4.9 million compatible devices respectively.
• China is a key market for mobile VR, with local manufacturers like Baofeng Mojing and Pico VR leading in sales.
• Challenges:
  • Limited VR content availability.
  • Compatibility issues between platforms and devices.
  • High penetration of smartphones in China (over 700 million) but only 3% of them are compatible with VR platforms.

Device Specifications and Monetization

• High-end devices (at least 2GB RAM, 2 CPU cores, NFC, 4G, and launched after 2014) are crucial for app monetization.
• Conversion Rates:
  • Apple iPhone 7 Plus: 4.6%
  • Samsung Galaxy S7 Edge: 3.4%
• Device Impact:
  • High-end devices correlate with higher spending per user.
  • Most iPads in use are over three years old, influencing app revenue dynamics.

Market Trends and Growth

• Asia-Pacific and Middle East and Africa are expected to see the strongest growth in app store revenues.
• China and India are pivotal markets, with China leading in both user numbers and revenue.
• Android dominates in China (72.5% of devices) and generates 61.5% of app store revenues.
• iOS is associated with higher spending per device in mature markets.

App Distribution Models

• App Stores: Apple and Google Play are the primary platforms, but the market is evolving.
• Alternative Models:
  • Direct downloads (APK files) are becoming more popular, especially in Asia.
  • Emerging platforms like Café Bazaar in Iran are gaining traction due to political factors.
• Competition:
  • New entrants like Amazon and Facebook are challenging traditional app stores with alternative distribution models.

Conclusion

The 2017 Global Mobile Market Report underscores the rapid growth of smartphone users and app store revenues, with China and India as key growth engines. The rise of mobile VR and the shift in app distribution models are reshaping the market, while high-end devices continue to influence monetization potential. Newzoo's analysis provides a detailed, data-driven view of the mobile ecosystem, emphasizing the importance of regional and device-specific insights for strategic decision-making.