Here are a few useful digital statistics and trends from China, after we spent two days at the GMIC Beijing conference.
The digital landscape is really amazing both by its sheer size – and there’s a lot of room for increase – and its specificity, which you can find more about in our other posts:
- O2O: Why China leads the « Online to Offline » revolution
- Internet Plus: China’s official strategy for the uberisation of the economy
China mobile stats for 2015
China has been #2 in iOS downloads for a while, but just last quarter, it took the top spot, according to App Annie’s Market Index for Q1 2015, thanks in particular to « language learning apps like Duolingo and Babbel, brain training apps like Lumosity, and MOOC platforms like iTunes U and TED », said AppAnnie’s rep on stage.
- Broadband Internet users: 649 million users
- Mobile Internet penetration: 555 million users
- 4G users: 162 million users (should be 250 million users by the end of 2015)
- Mobile Internet revenues: US$1.8 trillion (2014)
Apps usage for China in 2015
- Average number of apps installed by Chinese mobile users: 22. 26% have less than 10 apps installed.
- Use of apps: on average 14 apps used in last 7 days.
- Main use of apps in China: video, payment, social media
- App usage per day: 2 hours
- Top o2o apps: 38% for leisure and entertainment, 37% for group buying, 34% for F&B (restaurant booking), then, in a second category, 18% for traffic, 17% sports, 16% health, 9% travel, 5% beauty, 4% education and 2% real estate.
Advertising stats for China in 2015
Almost $14bn spent on mobile ads in China in 2014 (vs $28bn for the US)
- Average CTR on desktop: 0.88%
- Average CTR on mobile: 2.67%
- Price of 1 fan/follower on WeChat (including creative, management, everything): 5 to 50 yuan (US$0.8-$8)
- Price of impressions on WeChat (again, including everything from creative to management to media buy): 0.5 to 2 yuan, or 500-2000 CPM (US$80-320)
For every 1 rmb of advertising campaigns spent on mobile web, there’s 5 rmb spent on mobile apps
E-commerce stats for China in 2015
- Total retail market in 2014: US$4.4tr
- Total e-commerce market in 2014: US$419bn (online sales represent slightly less than 10% overall sales)
- Out of the $700bn mobile internet revenue expected in 2017 worldwide, China will take $230bn in m-commerce alone (vs $144bn for mcommerce in the US)
- 520 million online shoppers in China in 2015 (vs 140 millions in 2010), vs 200 millions in the US
- 20% penetration for electronics, 3% for groceries
- By 2018, half of all online sales in China expected from Tier-3 cities and below