2014 Q3 Hong Kong Mobile Market Trend and Statistics

AGENDA
HONG KONG MOBILE MARKET
- MOBILE DEVICES MARKET SHARE
- ANDROID/iOS SMARTPHONE, PHABLET AND TABLET SHARE
HONG KONG USER BEHAVIOR
- LOCATION AND NETWORK OPERATORS SHARE
- USER BEHAVIORAL PATTERNS
- THE MOST POPULAR APP CATEGORY
HONG KONG SPECIAL DAYS
- HKSAR ESTABLISHMENT DAY
- DRAGON BOAT FESTIVAL
- UMBRELLA MOVEMENT
MOBILE ADVERTISING REVOLUTION
- MEDIA BUY TO AUDIENCE BUY
- REVOLUTION OF MOBILE ADVERTISING INDUSTRY

ABOUT
Vpon Inc. founded in 2008, is the leading mobile advertising platform in Greater China.
Vpon focus on the area of mobile advertising for mobile devices. With proprietary
technology and operating advantages, big data processing and analysis capabilities as well
as insights into mobile brand marketing, Vpon has expanded customer base to over 1000
renowned brands including McDonald's, Coca-Cola, American Express and Citibank.
!
With presence in over 750 cities such as Beijing, Shanghai, Guangzhou, Hong Kong and
Taipei, Vpon has over 380 million unique users and has raised some US$ 10 million in a
recent round of venture capital funding. With subsidiaries in Shanghai, Tokyo, Taipei and
Hong Kong, The company is rapidly-growth mobile advertising platform in Asia. Vpon is one
of 2014 Top 6 company which have been selected by Forbes China, and the first choice of
international mobile data/marketing platform.

Vpon IN ASIA
PAN-ASIA
MAINLAND CHINA. HONG KONG. MACAU.
TAIWAN. SINGAPORE. MALAYSIA.
THAILAND. THE PHILIPPINES. INDONESIA.
JAPAN AND KOREA.
6 BILLION
ADVERTISEMENT REQUESTS PER MONTH
Taiwan!
No.1
Top 3
Source: UU, Q1 2014, Vpon Inc.
Beijing
Shanghai
Hong Kong
Tokyo

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

Vpon - HONG KONG
5 Millions
UNIQUE USERS PER MONTH
400 Millions
ADVERTISEMENT REQUEST PER
MONTH

Vpon PROFILE
MULTI PLATFORM
Support iPhone / iPad / Android / mobile
website
SDK 4.2.8
Provide high CPM & CPC advertisement
revenue
Comply with MRAID standard for
international mobile ad
MRAID, Mobile Rich Media Ad Interface
Definitions, Source: http://www.iab.net/mraid

HONG KONG MOBILE
DEVICES SHARE
iPhone
15.8%
iPad
4.5%
Android
79.7%
79.7%
ANDROID
• Android dominates the Hong Kong
market which maintains above 75%
for consecutive three quarters
%Share
100%
75%
50%
25%
0%
Android iOS
14% 20%
23%
77% 86% 80%
Q1 Q2 Q3

ANDROID DEVICES SHARE
62.3% PHABLET
•Phablets refers to display between 5” -
6.9” and a trend is observed from Q1 to Q3,
Phablet share increaseS from 43.4% to
62.3% than others.
Tablet
10.6%
Phablet
62.3%
Android Phone
27.2%
100%
75%
%Share 0%
50%
25%
Phablet Phone Tablet
11% 4% 11%
40% 27%
46%
56% 62% 43%
Q1 Q2 Q3

TOP 10 ANDROID MODELS
SAMSUMG
•remains the market leader and 8
of its phones hits top 10, its board
portfolio serves the fragmented
users’ behaviors
•While the jaw dropping new stars
Xiaomi Hongmi Note hits top 5
within three months. While the sales
performance of LG G3 is comparable
to that of Samsung S5
Samsung Galaxy Note 2
Samsung Galaxy S3
Samsung Galaxy S4
Xiaomi Hongmi Note
Sony Xperia Z1
Samsung Galaxy S2
Samsung Galaxy Tab 3
Samsung Galaxy S5
LG G3
5.5”
4.8”
5.7”
5.0”
5.0”
5.0”
Release in 2014 Apr
Release in 2014 Jun
5.5”
4.3”
5.1”
5.3”
Release in 2014 Jul
8.0”

TOP 10 ANDROID MODELS
PHABLET
•seems to be an irresistible tide
pushing toward every mobile users.
7 top 10 phones are within 5’’ -
6.9’’ screen size so as the only
recent Phablet player - Apple’s
iPhone 6+
•For flagships from different brands
released starting in 2014Q4,
Phablet will be the main stream
Samsung Galaxy S3
Samsung Galaxy S4
Xiaomi Hongmi Note
Sony Xperia Z1
Samsung Galaxy S2
Samsung Galaxy Tab 3
Samsung Galaxy S5
LG G3
5.5”
4.8”
5.7”
5.0”
5.0”
5.0”
Release in 2014 Apr
Release in 2014 Jun
5.5”
4.3”
5.1”
5.3”
Release in 2014 Jul
8.0”

ANDROID OS SHARE
Ice Cream Sandwich
4.4%
Gingerbread
2.1%
Kitkat
31.8%
Older OS Versions
0.4%
Jelly Bean
61.3%
61.3%
JELLY BEAN
•Version 4.x has been installed by
93% users within which Jelly Bean
dominates
•Andriod L, 5.0 is expected to
release in Nov14, and the
fragmentation of Android OS should
continue

iOS MODELS
iPHONE 5S/5
•More than half(53%) of the iOS
users are now using 5S and 5
• iPhone 6 and 6+ was released on
19Sep14 in Hong Kong, and the
initial sales breaks the record, a
quick growth of iPhone 6/6+ is
expected
iPhone 5S
iPhone 5
iPad
iPhone 4S
iPad mini
iPhone 6/6+
iPhone 5C
iPod Touch
iPhone 4
Release in 2014 Sep

iOS DEVICES SHARE
iPod
2%
iPhone6
2.2%
iPad
30.6%
iPhone
65.5%
31.3% iPad
•The percentage share of iPad is
going down across quarters, and it is
expected the new iPad in Q4 will
stimulate its growth
0
%Share of iPad 0
0
0
0
31%
43% 40%
Q1 Q2 Q3

iOS SHARE
iOS 5
2%
iOS 6
7.6%
Older OS Versions
1%
iOS 8
8.5%
iOS 7
81.4%
81.4% iOS7
•Since the release of latest OS in Sep
2013, most of the Apple users upgraded to
the OS7. Compare to Android, it forms a
more unified platform and delivers the
most updated functions to users.
•According to the WWDC14, Apple
announced the new iOS8, the marketing is
expect it fall this year. It shall further
replaces the minority iOS4, 5 and 6.

MOBILE BROWSER SHARE
Safari
27.4%
Chrome Mobile
Others
0%
23.3%
Android Browser
49.1%
49.1%
ANDROID
•About half of the website traffic comes
from the native Android Browser. While
Chrome is taking a bigger pie quarter by
quarter and it may reveal that more users
are switching from Safari to Chrome.
100%
75%
50%
25%
0%
24.1% 23.3%
4.7%
40.6% 27.4%
49.6%
49.1%
35.3%
45.6%
Q1 Q2 Q3

HONG KONG USER
BEHAVIORAL PATTERN

HONG KONG
18 DISTRICTS TRAFFIC
10% 51% N.T
Wan Chai
5%
Eastern
4%
Southern
2%
Central and West
5%
Outlying
2%
Sai Kung
6%
Kwai Tsing
8% Tuen Wan
8%
Wong Tai Sin
Tuen Mun
Sha Tin
9%
5%
Yuen Long
5%
Northern
Tai Po
5%
3%
4%
Kung Tong
6%
Sham Shiu Po
7%
Yau Tsim Mong
6%
Kowloon City
• New Territories sharing more than
half of the traffic and HKI remains
steady at 16%
100%
75%
50%
25%
0%
HK Island Kowloon N.T
43% 51%
29%
39% 33%
50%
21% 17% 16%
Q1 Q2 Q3

SIMPLIFIED CHINESE OS
LOCATION SHARE
49% in 3 Districts
•Northern, Yuen Long and Yau Tsim Mong are districts sharing top traffic which
is believed to be generated by the mainland tourists

NETWORK OPERATOR SHARE
Hutchison
19.5%
SmarTone
17.8%
Others
0.3%
China Mobile
21.7%
CSL
40.7%
40.7% csl
• The market is divided by the four
strong players within which CSL
was merged with PCCW in July14 to
become csl.
• Each of four players provides 4G
LTE services

MOBILE INTERNET
ACCESS SHARE
Cellular
39.6%
Wi-Fi
60.4%
60.4% Wifi
• Wifi usage shows an upward trend
and the possible reason may be due
to the reason that all network
operator have tuned up in monthly
package price of cellular data since
July
%Share of iPad
100%
75%
50%
25%
0%
Wifi Cellular
44% 41% 39%
56% 59% 61%
Q1 Q2 Q3

WEEKDAYS HOURLY TRAFFIC
Cellular Wifi
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Wi-Fi DOMINATES MOST OF THE DAY
•Cellular traffic peaks at 1300 and 1800 which are the lunch and off-work
hours.
•Wifi traffic peaks at 2300 which is the late-night-home-videos hours.

WEEKEND HOURLY TRAFFIC
Cellular Wifi
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
WIFI DOMINATES IN All HOURS
•Wifi peaks at 2300 and cellular weekend traffic peaks at 1700
•Wifi weekend traffic shoots higher than cellular one for all hours

HOURLY TRAFFIC BY CARRIER
Android iPad iPhone
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
PEAK HOURS at 1300, 1800 and 2200
•Android and iPhone traffic spikes at lunch time at 1 p.m and off-work commute
time at 6 p.m
•iPad traffic increases drastically from 8 - 12 p.m and in nighttime

ANDROID MOST POPULAR APP
Others
3.2%
social_network
2.0%
videos
15.4%
entertainment
49.2%
life
30.3%
49.2%
ENTERTAINMENT
•Apart from entrainment, life and videos
categories are valuable for effective
brand advertisement sharing about
45.7%
•Then it is followed by the news and life
App concerning gourmet, transportation,
beauty and fashion, covering 8%.

iPHONE MOST POPULAR APP
social_network
news
2.8%
2%
life
50.6%
entertainment
19.6%
videos
25.4%
50.6% LIFE
•iPhone users spend most of the time in
Life and Entertainment apps including
gourmet, transportation, beauty and
fashion.
•iPad serves a complement to iPhone for
videos, while with the launch of of larger
screen size iPhone 6+ may change the
user behavior

iPAD MOST POPULAR APP
79.3% VIDEO
•Most of iPad users download video
Apps for Taiwan, Korea, China and Japan
TV series or movies
•The large screen allow better video and
gaming experience and therefore the
two category shares almost more than
98% traffic
others
0.8%
life
0.5%
videos
79.3%
entertainment
19.4%

HKSAR EST. DAY
CENTRAL AND WESTERN DISTRICTS
30/6-4/7 7/7-11/7
MON TUE WED THU FRI
YAU TSIM MONG DISTRICTS
30/6-4/7 7/7-11/7
MON TUE WED THU FRI
WAN CHAI DISTRICTS
30/6-4/7 7/7-11/7
MON TUE WED THU FRI
1/7 EST. DAY
1/7 EST. DAY 1/7 EST. DAY

HKSAR EST. DAY
YEUN LONG
30/6-4/7 7/7-11/7
MON TUE WED THU FRI
SAI KUNG
30/6-4/7 7/7-11/7
MON TUE WED THU FRI
NORTHERN
30/6-4/7 7/7-11/7
MON TUE WED THU FRI
TUEN MUN
30/6-4/7 7/7-11/7
MON TUE WED THU FRI

HKSAR EST. DAY
Hong Kong Overall
30/6-4/7 7/7-11/7
1/7 EST. DAY
MON TUE WED THU FRI
10% DROP
The total traffic of overall
Hong Kong drops about 5%
on 1st July comparing to the
week after.
OVERALL TRAFFIC DROPS AND OPPOSING
RESULTS FOUND IN DIFFERENT AREAS
•Central and Western, Wan Chai, Yau Tsim Mong shows a 5-15% drop on the 1st
July, one of the reasons may be that the two districts are the major protest/march
areas, users’ mobile traffic are jammed or partially blocked during the time.
•Northern, Yuen Long, and Sai Kung shows a 3-10% surge on 1st July, one of the
reasons may be that parallel goods traders was especially active on the public
holiday.

MID AUTUMN FESTIVAL
6/9-12/9 13/9-19/9
HOLIDAY, DAY AFTER
MID AUTUMN
SAT SUN MON TUE WED THU FRI
FESTIVAL TRAFFIC UP 10%
•Comparing to the week after, from Sunday to Tuesday, the Mid Autumn festival
week showed an 10% surge.
•8th Sep, Monday was not a holiday and therefore the traffic is comparable to the
week after

UMBRELLA MOVEMENT
Total Traffic for 18 Districts
26/9(FRI) 27/9(SAT) 28/9(SUN) 29/9(MON)
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
UNUSUAL WEEKEND TRAFFIC TROUGH
27/9 and 28/9 weekend daytime traffic was higher than that of 26/9 and 29/9
weekday traffic as it normally should be, while the traffic at the weekend evening
1800-2000 shows an unusual trough which can be attributed to the drop in traffic in
Central and Western, Wan Chai and Yau Tsim Mong districts

UMBRELLA MOVEMENT
Central & Western District
26/9(FRI) 27/9(SAT) 28/9(SUN) 29/9(MON)
26/9, 2300,
HKFS and Schloarism
occupied the govt
headquarter, riot
police are sent
28/9, 0000, Occupy
Central officially
started,
28/9, 1600, riot police
employed pepper spray
and tear gas,
at Admiralty
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
TRAFFIC HITS BOTTOM AT 1900, 28/9(SAT)
The average traffic on 28/9 was lower than normal days, esp. 2 hours after tear gas
was employed from 1800-2000, the reason can be that the cellular network at
Admiralty was blocked and app traffic turned to Facebook which is not in Vpon
network for spreading the news.

UMBRELLA MOVEMENT
Wan Chai District
26/9(FRI) 27/9(SAT) 28/9(SUN) 29/9(MON)
28/9, 2300, protesters
started to occupy
Causeway Bay
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
UNUSUALLY LOW TRAFFIC ON 28/9(SAT)
Wan Chai and Causeway Bay are hot tourist destinations for shopping and its
weekend traffic normally should be higher than that of weekday one. While the
opposite happened on 28/9(Sun) for the whole day, and it is possibly due to the
protest Admiralty where is immediate next to Wan Chai and fewer citizens localized
in Wan Chai.

UMBRELLA MOVEMENT
26/9(FRI) 27/9(SAT) 28/9(SUN) 29/9(MON)
Yau Tsim Mong District
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
TRAFFIC DORPS ONLY ON 28/9(SAT) NIGHT
The daytime traffic on 28/9 is comparable to other days, however the traffic was
much less at nighttime. As the protest in Admiralty fermented, it caused a change in
user behavior that traffic may focus on Facebook and one or two major live board-cast
media and traffic on other apps were adversely affected.
28/9 2200, protesters
started to occupy
Mong Kok
28/9, 1600, riot police employed
pepper spray and tear gas,
at Admiralty

REVOLUTION OF MOBILE
ADVERTISING INDUSTRY

AD NETWORK
AUDIENCE BUY
MEDIA C
MEDIA B
MEDIA BUY TO
AUDIENCE BUY
•Advertisers are expecting highly accurate
targeting methods for their specific audience
in today’s heavily fragmented mobile
audience at the best ROI.
•Given the challenge, use of data analytics
to provide solid retargeting solution become
crucial. A subtle evolution in the ecosystem
of mobile advertising has silently begun and
The tide will further push a shift of "Media
Buy" to "Audience Buy".
SCENARIO
TARGETING
LOCATION
TARGETING
MEDIA A
BIG DATA ANALYTICS/
RE-TARGETING
VERSATILE
AD FORMAT
Targeted Audience Audience
Individual Media in the
Same App Category
Unique Value-adds
for Mobile Network Buy
MEDIA D

SPECIALIZATION IN MOBILE ADVERTISING
With continual evolvement of the ecosystem of mobile advertising, the existing
trading elements will specialize themselves in the use of big data into different
individual sub-units. Advertisers will be served with flexibility of buying media
inventory through multiple supply side platforms in one integrated exchange
platform.

ABOUT THE REPORT
All data comes from Vpon Inc.
!
!
To download the report, please go to Vpon Data Insight:
http://www.vpon.com/en-us/data_report.html
CONTACT US
Website：http://www.vpon.com/
!
For publishers：bd.hk@vpon.com
For advertisers: sales.hk@vpon.com

2014 Q3 Hong Kong Mobile Market Trend and Statistics

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Viewers also liked

Viewers also liked (20)

Similar to 2014 Q3 Hong Kong Mobile Market Trend and Statistics

Similar to 2014 Q3 Hong Kong Mobile Market Trend and Statistics (20)

Recently uploaded

Recently uploaded (20)

2014 Q3 Hong Kong Mobile Market Trend and Statistics