UMENG insight report. Linda Jiang VP Business Development & Marketing Lindajiang@umeng.com

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1 UMENG insight report Linda Jiang VP Business Development & Marketing

2 UMENG Mobile app developer services platform

3 UMENG BaaS platform: one-stop shop for mobile app developer Infrastructure Data Storage, CDN, SNS Integration App Development Crush report, Cloud setting, Testing App Operation Analytics, user feedback, Push notification

4 UMENG Analytics: Understand your app users

5 UMENG Analytics: Understand your app users

6 UMENG Analytics: distribution channel analysis Measure channel performance, acquire high quality users

7 UMENG Analytics: User engagement

8 UMENG Analytics: Funnel analysis Tracking user s inapp conversion rate

9 UMENG Mobile Game Analytics: vertical solutions for mobile game developers

10 590 million active smart devices in China Active devices doubled in 12 months Active Device Growth Trend in Mainland China 590m 500m 380m 245m 2012Q4 2013Q1 2013Q2 2013Q3 Data Source: Umeng Analytics Platform

11 Continuous increase of developers and APPs New apps registered in UMENG platform increased 150% in 12 months Trend of App Increase in China Dec 2011 May 2012 Oct 2012 Mar 2013 Jun 2013 Oct 2013 Data Source: Umeng Analytics Platform

12 Trends of mobile apps 2010 Camera PPTV Zank

13 Domestic Android brands boom Low and middle end Android devices have achieved substantial growth, hoping to win their position in mainland market. Up to Oct 2013, Lenovo gets to the second place instead of HTC Android Device Brand Distribution (Oct 2013) Android Device Brand Distribution (Dec 2012) 30.8% 23.2% Samsung Lenovo Huawei Xiaomi 29.3% 21.3% Samsung HTC Lenovo HTC Huawei 8.2% Coolpad ZTE 10.1% ZTE Coolpad 1.7% 3.3% 4.0% 4.3% 5.2% 5.8% 6.0% 7.4% OPPO BBK K-TOUCH Others 3.8% 3.1% 4.1% 5.1% 4.9% 6.3% 5.5% 6.4% Xioami Motorola OPPO Sony/Sony Ericsson Others Data Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform

14 90% of active Android devices in China have been used less than 14 months 62% of the Android devices have been used for 0 to 6 months, 28% have been used for 7 to 14 months, only 10% have a lifecycle longer than 14 months. In other words, 90% of the users would buy a new Android device 14 months after their previous purchase. he lifecycle of China s Android devices is around 14 months! Android Device Lifecycle 10% 28% 62% 0-6 months 7-14 months 15 months and above Data Source: Umeng Analytics Platform

15 Fall in the percentage of Jailbroken ios devices! ios jailbroken rate is 18% in mainland China, dropped from 42% one year ago 40% 35% 30% 25% 20% 15% 10% 5% 0% ios Jailbroken Rate Change in China Jan 2013 September ios7 released! Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sep 2013 Oct 2013 Data Source: Umeng Analytics Platform ios Jailbroken Rate Distribution Domestic vs Overseas (Oct 2013) 18.0% Domestic 6.6% Oversea Data Source: Umeng Analytics Platform

16 2G still takes the majority of Android mobile networks For those Android users, 3G is much more frequently used in overseas than in China. In Jun 2013, 36.1% users in China connect the internet using 2G network Android Networks Distribution (Overseas vs Domestic) 2G 3G wifi Oversea 12.3% 36.8% 50.8% Domestic 31.6% 20.7% 46.9% Data Source: Umeng Analytics Platform

17 Only 30% of users per month prefer to try out new apps Only 30% of users try out new apps every month. In addition, the top 10% users who are the most curious and adventurous ones downloaded 66% of all the new apps. App Downloaded and Ac3vated (%) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Percentage of China Android users trying out new apps 66%! 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% User Coverage Data Source: Umeng Analytics Platform

18 Android fragmentation- Distribution Channel } } More than 100 Android app stores in China, very fragmented market with only 50% of activations coming from the Top 10 app stores. Only 5.6% activated app downloaded from Google Play. Signified dropped from 21% in This is due to the fact that Google services are absent and deactivated from devices sold in China. Android Apps distributions by Channels 2.5% 0.6% 5.9% 4.2% Third 应 party app stores 8.5% OEM 应 app stores Ads network 络 78.2% Ads network 载 应 运 Operator 营 应 apps stores Other 统 计

19 2013, the year of mobile game! MAU increased 4.5X in 12 months MAU in Mobile Games 2013/ / / / / / / / / / / / /08 Data Source: Umeng Analytics Platform!

20 Users spend more times on mobile games! Average time spend increased 66% Average daily session increased 50%

21 ipad opportunity for game developers! ipad vs.iphone ipad iphone ios Users 23% ios game users 31% Source UMENG Analytics Platform

22 ipad users are more engage in mobile games! 6.9 Average game session length (Min ipad 2 ipad 3 ipad 4 ipad mini iphone 4 iphone 4S iphone 5 Android Source UMENG Analytics Platform

23 Casual gaming still big in China! } } } 42.1% users first play Trivia/Casual games on their phone 22.2% users first play Action/Arcade games. Only 0..4% users first play role playing games The Distribution of Users' First Activated Games (Apr-2013) 3.5% 1.5% 1.2% 0.6% 0.4% 7.5% Trivia Action/Arcade 7.7% 13.3% 42.1% Chess/Card Adventure Sports/Flying/Music Puzzle Strategy Educational/Family/Kids Simulation 22.2% Role Playing Source UMENG Analytics Platform

24 Users Weekend Life: first tier cities for photo shooting; second and third tier cities watching videos at home } } At weekend users in first tier cities like photography apps most and the frequency has increased by 53% in 2013 first half, the following popular app categories are Games and Navigation with a 46% and 16% increase. Users in second tier cities prefer to play games at home, seeing a 54% increase in the first half year. Those photography and Video apps are also their favorite. To enjoy videos and playing games at home are their perfect relaxing life at weekends.! Top 3 Daily Use Frequency Growth Rate (Per User at Weekend) First Tier Districts Second and Third Tier Districts Photo Management 53% Game 54% Game 46% Photo Management 46% Navigation 16% Video 17% Data Source: Umeng Analytics Platform

25 Over1/5 mainland developers are aiming at overseas markets } } Developers in China have shown great interest to the overseas app markets. 25% apps have been developed to compete in these markets.* Although 78% apps are for domestic users, developers in China come to take their place in overseas market, 20% developers having at least one app for the overseas markets. Market Distribution of Mainland Apps (Domestic vs Overseas) Market Interest of Mainland Developers (Domestic vs Overseas) 25% 22% App for domestic users Developer for domestic users 75% App for overseas users 78% Developer for overseas users Data Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform * Note: An app is recognized as for overseas users if 75% of its sessions are from overseas..

26 54% developers will use cross-platform technology within 2 years } Larger amount of developers are considering to use cross-platform technology, and the ratio will be 54% within two years. } PhoneGap is the most popular among all cross-platform technologies with 60% of developers who are using or intend to use it. Interest to Use Cross-Platform Technology Distribution of Html5 Cross- Platform Being Used Used 24.7% 57.5% This year 16.5% 29.0% Next year 12.8% 21.0% 14.6% 7.6% 5.6% No interest 46.1% PhoneGap Appcan Appmobi Sencha Rexsee Others Data Source: Umeng Analytics Data Source: Umeng Analytics

27 73% developers will use cloud service for app management in two years } Cloud service is also in a great demand for developers. 27% of them have already deployed server on the cloud service and another 46% plan to use cloud service in two years. Mobile App Server-Side Deployment Plan to use this year 26% Deployed in the cloud service provider 27% Others 73% Plan to start next year 20% No Plan 27% Data Source: Umeng Analytics

28 UMENG Insight report

29 Working with more than 60,000 developers

30 Thank you } More information: } : } : } Blog: blog.umeng.com } lindajiang@umeng.com 30 30

31 Backup 31 31

32 Trends of mobile apps 147% 85% 80% 69% 50% 44% 29% 28% Finance Business Health Social network Education Video Photo Theme

33 Key Findings } } In second season of 2013, the growth of active devices in China results in more than 500 million 340 million Android active devices and 150 million ios active devices, doubled than half a year ago. Low and middle end Android devices have achieved substantial growth, hoping to win their position in mainland market. Up to Jun 2013, Lenovo gets to the second place instead of HTC. } Only 30% of users try out new apps every month. In addition, the top 10% users who are the most curious and adventurous ones downloaded 66% of all the new apps. } } } 90% of active Android devices in China have been used less than 14 months. Developer team size in mainland China becomes bigger, and those teams greater than or equal to 51 members has increased by 40%. 25% apps are aiming at the overseas markets. 30.5% ios has been jailbroken in mainland China, 10% lower than that of last year, but still 17% higher than international standards. * Note: Device in this report is refer to active device with at least one session of an app on Umeng platform in a given time period, not the device shipments.