Vpon Mobile Ad Q1 Hong Kong Mobile Advertising Statistics and Trend

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1 Vpon Mobile Ad 2014 Q1 Hong Kong Mobile Advertising Statistics and Trend

2 AGENDA HONG KONG MOBILE MARKET - MOBILE DEVICE MARKET SHARE - ANDROID/iOS SMARTPHONE, PHABLET AND TABLE HONG KONG USER BEHAVIOR - LOCATION, NETWORK, OPERATORS SHARE - USER BEHAVIORAL PATTERNS - THE MOST POPULAR APP CATEGORY

3 A NEW ERA OF MOBILE VIDEO AD Following the growth of usage and mobile data of smart devices, and controllability of the mobile video s on-demand viewing, smart devices fulfill the needs of each individual consumers in the highly fragmented market. According to Business Insider and Cisco, the growth of mobile video data consumption continues and may share more than 50% of the total data consumption in the next couple of years.! As Vpon s Taiwan Mobile Market Annual Report 2013 shows, Video App is the most popular consumer applications, especially prominent on tablet. Mobile video becomes the most sought-after advertising tool. This report will go into deeper analysis of consumer s viewing pattern.! Source: Cisco Visual Networking Index, 2014, The Future of Mobile, BI Intelligence 2014

4 Vpon - Hong Kong 5 Millions UNIQUE USERS PER MONTH 150 Millions ADVERTISEMENT REQUEST PER MONTH

5 Vpon - Taiwan 17 Millions UNIQUE USERS PER MONTH 1.7 Billions ADVERTISEMENT REQUEST PER MONTH 1,000 REPUTABLE ADVERTISERS

6 Vpon in Asia 香 港 Top 3 台 灣 No.1 PAN-ASIA MAINLAND CHINA. HONG KONG. MACAU. TAIWAN. SINGAPORE. MALAYSIA. THAILAND. THE PHILIPPINES. INDONESIA. JAPAN AND KOREA. 6 BILLION ADVERTISEMENT REQUEST PER MONTH

7 Vpon Profile MULTI PLATFORM Support iphone / ipad / Android / mobile website SDK Provide high CPM & CPC advertisement revenue Comply with MRAID standard for international mobile ad MRAID, Mobile Rich Media Ad Interface Definitions, Source:

8 HONG KONG MOBILE MARKET

9 HONG KONG MOBILE DEVICES SHARE 77.3% With a board portfolio of Android devices being successively released to the market, Android users hits 77% market share ipad users share 5.1% which is 1/3 of the ios users, and their demand is expected to continually rise.

10 ANDROID DEVICES SHARE 43.3% Phablets whose display are among the fastest growth, they have almost the same share as the Android phone, with only a gap of 2.2%. We expect Phablets will be the future mainstream trend. New models Android tablet are released successively and now sharing 11% of the Hong Kong market.

11 TOP 10 ANDROID MODELS Samsung Note2 Samsung S3 Samsung S2 Samsung Note Samsung Note3 Samsung S4 Samsung Note 10.1 Samsung tab 2 Samsung S Adv Sony Xperia Z Release in 2013 Sep Release in 2013 Apr Release in 2013 Feb SAMSUMG Given the board portfolio of screen size and price segments, Samsung dominates the smartphone and tablet market. Note 3, S4 and Xperia Z who were released in 2013 quickly jam into the top 10. The rapid growth in market share of Note 3 even takes over that of S4, it shows users inclined to larger screen size.

12 TOP 10 ANDROID MODELS Samsung Note2 Samsung S3 Samsung S2 Samsung Note Samsung Note3 Samsung S4 Samsung Note 10.1 Samsung tab 2 Samsung S Adv Sony Xperia Z Release in 2013 Sep Release in 2013 Apr Release in 2013 Feb PHABLET displays are the most popular choices, taking half of the top 10.are both in. Within which display of are the most widely accepted Android screen sizes!

13 ANDROID OS VERSION SHARE 87% Version 4.x has been installed by 90% users within which Jelly Bean dominates and takes 80% KitKat released in 2013 Nov reaches 4.4 % and expected to replace Ice Cream Sandwich soon Version 2.x sharply diminished, remains 6%

14 ios DEVICES SHARE 44.3% Consumers are more used to using tablet for internet access; release of ipad Air and ipad mini2 drives another wave of tablet replacement, and it is changing consumers habit when at home and out. iphone 5s and 5c gradually replace their previous models, iphone 4 and 3GS.

15 ios VERSION SHARE 80.7% Since the release of ios 7 in Sep 2013, it becomes the mainstream OS iphone 5S and 5C have built-in ios7 released in Taiwan on 2013/10/25 and therefore achieved the large portion market share; while still 21% is using ios6

16 MOBILE BROWSER SHARE 71.9% Android users are of the highest share, and so is the usage of the built-in browser 4.7% users use Chrome as Android browser

17 HONG KONG USERS BEHAVIORAL PATTERN

18 LOCATION SHARE 5-MILLION UNIQUE USERS 21% on Hong Kong Island and 50% on Kowloon Traffic concentrates in Yuen Long, Shatin, Mongkok, Tsim Sha Tsui, Yau Ma Tei

19 NETWORK OPERATION SHARE 70.4% Top three operators shares Top operators, CSL shares 28.8% Each of five players have 4G LTE

20 MOBILE INTERNET ACCESS SHARE 55.8% Daily traffic through Wifi The wifi usage slightly increase to 55.8%; on the whole, everyone spends roughly half of their time everyday using 3G and wifi

21 WEEKDAYS HOURLY TRAFFIC Cellular Wifi Cellular Daytime Wi-Fi Nighttime Cellular dominates day time usage, lunch time at 12 and off-work commute time at 6 p.m are the peaks Starting from 7 p.m onwards, Wifi takes over when people get back home and reaches the peak at 10 p.m.

22 WEEKEND HOURLY TRAFFIC Cellular Wifi WIFI DOMINATES FROM 2 P.M Wifi traffic increases significantly after 7 p.m Cellular traffic shares less than wifi throughout most of the day, users may prefer to stay at home or places where wifi available.

23 ANDROID HOURLY TRAFFIC PEAK HOURS 6-11 P.M Traffic spike at lunch time 1 p.m 6-11 p.m is the peak hours of Android usage

24 iphone HOURLY TRAFFIC SPIKES AT 1 AND 6 P.M Traffic spikes at lunch time at 1 p.m and off-work commute time at 6 p.m 8-12 p.m is the peak hours of iphone usage

25 ipad HOURLY TRAFFIC PEAK HOURS 7-12 P.M Daytime on smartphones and nighttime on ipad Use of ipad especially for videos increase drastically from 7-12 p.m

26 ANDROID MOST POPULAR APP 84.4% More than half of Android users use Video/Music, Entertainment and Game App everyday, with the advantage of its larger screen. Then it is followed by the News and Life App concerning gourmet, transportation, beauty and fashion, covering 11.3%.

27 iphone MOST POPULAR APP 72.4% iphone users spend most of the time in Entertainment and Life App concerning games, gourmet, transportation, beauty and fashion Reason possibly lies in the small iphone screen, not optimized for video

28 ipad MOST POPULAR APP 87.2% More than half ipad users download Video App for productions from Taiwan, Korea, China and Japan. ipad has its unique user behavior. Use of Video App shows a much higher percentage.

29 ABOUT THE REPORT All analytic data comes from Vpon Inc. CONTACT US Website: For For advertisers:

30 Thank You!