中国移动互联网应用行业市场前景及投资研究报告-培训课件外文版2024.6抖音微信头条快手

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TRENDSMobileinternetusageinChinaCHAPTER

01OverviewMobileinternettrafficaspercentageoftotalwebtrafficinJanuary2024,byregionShareofmobileinternettrafficinglobalregions2024Shareoftotalwebpageviews30%

40%0%10%20%50%60%70%80%AfricaAsia73.57%69.43%SouthAmericaGlobal55.6%59.45%Europe52.62%NorthAmericaOceania45.48%44.35%4Description:InJanuary2024mobiledevicesexcludingtabletsaccountedfornearly60percentofwebpageviewsworldwide.Meanwhile,over73percentofwebpageviewsinAfricaweregeneratedviamobile.Incontrast,themajorityofwebtrafficinNorthAmericastilltookplaceviadesktopconnectionswithmobileonlyaccountingfor45.5percentoftotalwebtraffic.Whileregionalinfrastructureremainsanimportantfactorinbroadbandvs.mobilecoverage,mostoftheworldhashadtheireyeson[...]

ReadmoreNote(s):Worldwide;January2024;mobileonly,excludingtablettrafficSource(s):StatCounterPenetrationrateofmobileinternetusersinChinafrom2012to2023PenetrationrateofmobileinternetusersinChina2012-2023120%99.1%99.7%99.7%99.8%99.9%98.6%97.5%100%80%60%40%20%0%95.1%90.1%85.8%81%74.5%2012201320142015201620172018Jun.201920202021202220235Description:In2023,around99.9percentofinternetusersinChinausedmobilephonestogoonline.Thenumberofmobileinternetusersreachedaround1.09billioninChinabyDecember2023.

ReadmoreNote(s):China;2012to2023Source(s):CNNICNumberofmobileinternetusersinChinafrom2012to2023(inmillions)NumberofmobileinternetusersinChina2012-20231,2001,090.721,065.11,028.74985.761,0008006004002000846.81816.98752.65695.31619.81556.78500.06419.972012201320142015201620172018Jun.201920202021202220236Description:ThisstatisticshowsthenumberofmobileinternetusersinChinafrom2012to2023.ByDecember2023,approximately1.09billionpeopleinChinaaccessedtheinternetviaamobiledevice,upfromaround1.08billioninthefirsthalfof2023.

ReadmoreNote(s):China;2012to2023Source(s):CNNICNumberofmonthlyactivemobileinternetusersinChinafromMarch2019toDecember2023(inmillions)MonthlyactivemobileinternetusersizeinChina2019-20231,2401,2201,2001,2271,2241,2131,2091,2031,1961,1901,1831,1801,1741,1671,1641,1621,1581,1561,1601,1401,1201,1541,1531,1391,1381,1361,133Mar'19

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Dec'237Description:DrivenbythegrowingmobileusageamongboththeGenZandtheelderlyusers,China'smobileinternettraffichasbeensteadilyexpanding.InDecember2023,therewerearound1.2billionmonthlyactiveusersofmobileinternetinChina.Theuserbaserecordedstablegrowthofslightlyovertwopercentthroughouttheentire2023.ReadmoreNote(s):China;March2019toDecember2023Source(s):QuestMobileNumberofmonthlyactiveinternetusersinChinafromDecember2020toDecember2023,bydevice(inmillions)MonthlyactiveinternetusersinChina2020-2023,bydeviceMobiledevicesPC1,4001,2271,2031,1741,1581,2001,000800600400200071470470168920202021202220238Description:InDecember2023,therewereabout701millionmonthlyactiveusersinChinaaccessingtheinternetviatheirpersonalcomputers.MobiledeviceshavelongbeendominatingChina'sinternetsceneandmanypeoplerelyontheirsmartphonestocompletevariousdailytasks.ReadmoreNote(s):China;December2020toDecember2023;Year-endfiguresinDecemberunlessspecifiedSource(s):QuestMobileDistributionofinternetadvertisingmarketinChinafrom2015to2023withestimatesuntil2025,bydeviceMarketshareofinternetadvertisinginChina2015-2025,bydeviceMobiledevicesPCOTT&smarthardware100%90%80%70%60%50%40%30%20%10%0%0%0%0.3%17%1%1.9%8.3%3.8%7%5.8%5.2%7.6%4.2%8.3%2.8%9.1%2.1%9.1%2%10.8%88.1%201825.5%45.5%89.8%89.2%89%88.9%88.8%2024*88.9%2025*88.3%82.7%201774.5%201654.5%2015201920202021202220239Description:In2023,PCadsaccountedformerely2.8percentofChina'sinternetadvertisingmarket,reachingthelowestpoint.PCwasthemarketpillarforonlineadsbackinadecadeago,yettherisingsmartphoneusagehasdriventheshiftfromPCtomobiledevices.ReadmoreNote(s):China;2015to2023;*Estimate.TherevenuesarecalculatedbasedonfinancialreportsandthestatisticalforecastmodelofQuestMobileADINSIGHT.Thecalculationsexcludelive-streaming,varietyshowtitles,andsponsorshipads.

ReadmoreSource(s):QuestMobileCHAPTER

02ConnectivityNumberofinternetusersinChinafrom2009to2023,byconnectiontype(inmillions)InternetusersinChinabyconnectiontype2009-20232G3G4G/LTE5GBroadband9971,4001,2001,0008001,2891,2801,1701,069805636770554516600498355485.26484449401.61407386.23213349133400297232.8200.3597.28191.11

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220092010201120122013201420152016201720182019202020212022202311Description:In2023,thenumberofbroadbandinternetusersinChinaamountedto636million.Atthesametime,therewerealmostabillion5Gmobilesubscribers.Thelargestshareoffixed-linebroadbandinternetconnectionsprovidedanaccessspeedbetween100Mbpsand1,000Mbps.ReadmoreNote(s):China;2009to2023Source(s):MIITShareofmobileinternetconnectionsinChinain2018to2023withaforecastfor2025and2030,byconnectiontechnologyShareofmobileinternetconnectioninChina2018-2030,bynetworktechnology2G3G4G5G0.3%82%100%90%80%70%60%50%40%30%20%10%0%13%30%36%64%45%51%77%88%79%2%69%54%49%8%5%15%14%12%6%1%20211%202220182019202020232025*2030*12Description:In2022,theshareof4GmobileinternetconnectionsinChinawas54percent.Inthesameyear,theshareof5Gconnectionsreached45percent,anincreaseofsixpercentagepointscomparedtothepreviousyear.

ReadmoreNote(s):China;2018to2023;*Forecast.**Theshareof3Gconnectionswasunderonepercent.DataexcludesHongKong,Macao,andTaiwan.

ReadmoreSource(s):GSMATotalnumberoftelecommunication4GmobilebasestationsinChinafrom2014to2023(inmillions)Mobile4GbasestationtotalnumberinChina2014-20237656.36.035.95.755.4443.723.2832102.631.770.73201420152016201720182019202020212022202313Description:Asoftheendof2023,thenumberofmobile4GbasestationsinChinaamountedto6.3million.4Gbasestationsaccountforthelargestshare,however,thedevelopmentof5Ginfrastructureprogressesrapidly.In2023,Chinesetelecommunicationprovidersaddedoveronemillion5gbasestations.ReadmoreNote(s):China;2014to2023Source(s):MIITNumberof5GbasestationsinChinafrom2019to2023(inmillions)Numberof5GbasestationsinChina2019-20234.03.383.53.02.52.01.51.00.50.02.311.430.770.152019202020212022202314Description:Bytheendof2023,thenumberof5GbasestationsinChinaamountedto3.38million.Withextensiveinfrastructureinvestmentsandambitiousrolloutplans,Chinahasachievedsignificant5Gcoverage.Accordingtoforecasts,thenumberofbasestationswasprojectedtoreachoversixmillionby2024.ReadmoreNote(s):China;2019to2023;*Estimates.Figureshavebeenrounded.ReadmoreSource(s):MIITNumberof5GsubscribersoftelecommunicationscompaniesinChinainDecember2022(inmillions)Breakdownofnumberof5GusersinChina2022,bytelecomcompany700614.01600500400300200100267.96212.730ChinaMobileChinaTelecomChinaUnicom15Description:InDecember2022,ChinaMobilehad614million5Gusers,andChinaTelecomrecorded268million5GusersinChina.Comparedtothepreviousyear,thenumberof5Gusershasincreasedsignificantlyinthecountryandwillbecomethedominantnetworktechnologyinthecomingyears.ReadmoreNote(s):China;December2022Source(s):S;Varioussources(Companydata)CHAPTER

03MobiledevicesDevicesusedtoaccesstheinternetbyusersinChinaasofDecember2023DistributionofinternetaccessinChina2023,bydevicetypeShareofinternetusers0%10%20%30%40%50%60%70%80%90%100%110%MobilephoneDesktopPCLaptop99.9%33.9%30.3%TV22.5%Tablet26.6%17Description:ThegraphshowsadistributionofinternetaccessdevicesinChinain2023,bydevicetype.AsofDecember2023,around99.9percentofinternetusersinChinahadusedasmartphonetogoonline.

ReadmoreNote(s):China;December2023Source(s):CNNICMarketshareofmobileoperatingsystemsinChinafromJuly2014toJuly2023*ShareofmobileoperatingsystemsinChina2014-2023,bymonthAndroidiOSWindowsLinuxSamsungSymbianOSOther/unknown90%80%70%60%50%40%30%20%10%0%-10%Jul

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'2318Description:ThestatisticshowsthemarketshareofmobileoperatingsystemsinChinafromJuly2014toJuly2023.Inthatmonth,Androidheldashareof77.83percentofthemobileoperatingsystemmarketinChina.

ReadmoreNote(s):China;July2014toJuly2023;*StatsarebasedonaggregatedatacollectedbyStatCounteronasampleexceeding15billionpageviewspermonthcollectedfromacrosstheStatCounternetworkofmorethan3millionwebsites.Thesource[...]

ReadmoreSource(s):StatCounterSmartphonepenetrationrateinChinafrom2018to2022withforecastsuntil2027SmartphonepenetrationasshareofpopulationinChina2018-202790%82.8%81%79.1%76.9%80%74.5%71.8%68.8%70%60%50%40%30%20%10%0%65.5%61.5%57.2%201820192020202120222023*2024*2025*2026*2027*19Description:Asof2022,thepenetrationrateofsmartphonesinChinareachedalmost72percent.Accordingtotheforecast,almost83percentofpeopleinChinaaregoingtouseasmartphoneby2027.Thetotalnumberofsmartphoneusersin2022exceededonebillion.ReadmoreNote(s):China;2018to2022;excludesHongKong;*Forecast.Individualsofanyagewhoownatleastonesmartphoneandusethesmartphone(s)atleastoncepermonth.

ReadmoreSource(s):NumberofsmartphoneusersinChinafrom2018to2022withaforecastuntil2027(inmillions)NumberofsmartphoneusersinChina2018-20271,4001,2001,210.61,183.31,152.81,118.91,081.21,039.4993.11,0008006004002000943.2882.2816201820192020202120222023*2024*2025*2026*2027*20Description:In2022,thenumberofsmartphoneusersinChinaamountedtoalmost1.04billion.Accordingtotheforecast,theusernumberwasexpectedtoincreasetoaround1.18billionby2026.Witharound6.6billionpeoplewhousesmartphonesaroundtheworld,Chinaaccountsforover15percentoftotalusers.ReadmoreNote(s):China;2018to2022;excludingHongKong;*Forecast.Individualsofanyagewhoownatleastonesmartphoneandusethesmartphone(s)atleastoncepermonth.

ReadmoreSource(s):TabletuserpenetrationrateinChinafrom2018to2022,withaforecastuntil2027TabletuserpenetrationrateinChina2018-202730%25%26.6%26%25.3%24.5%23.7%22.8%21.7%20.6%19.3%20%15%10%5%17.8%0%201820192020202120222023*2024*2025*2026*2027*21/statistics/973603/china-tablet-user-penetration-rateThisstatisticdisplaysthetabletuserpenetrationrateinChinafrom2018to2022withprojectionsupto2027.In2022,thetabletuserpenetrationrateinChinawasaround22.8percentandthesharewasexpectedtogrowupto26.6percentby2027.

ReadmoreNote(s):China;2018to2022;excludingHongKong;*Forecast.Shareofindividualsofanyagewhouseatabletatleastoncepermonth.ReadmoreSource(s):NumberoftabletusersinChinafrom2018to2022withaforecastuntil2027(inmillions)NumberoftabletusersinChina2018-2027450400350388.9379.5369357.2344.2329.8313.729630025020015010050276.4254.80201820192020202120222023*2024*2025*2026*2027*22/statistics/973659/china-number-of-tablet-usersThisstatisticdisplaysthenumberoftabletusersinChinafrom2018to2022withprojectionsupto2027.In2022,approximately330millionpeoplewereusingtabletsinChinaandtheusernumberwasforecastedtogrowupto389millionby2027.

ReadmoreNote(s):China;2018to2022;excludingHongKong;*Forecast.Numberofindividualsofanyagewhouseatabletatleastoncepermonth.ReadmoreSource(s):CHAPTER

04MobiledemographicsandusageShareofmobileinternetusersinChinainDecember2023,byagegroupAgedistributionofmobileinternetusersinChina2023Shareofusers0%5%10%15%20%25%Bornin1960-1969Bornin1970-1979Bornin1980-1989Bornin1990-1999Bornafter200019%19.4%20.4%18.5%12.4%24Description:InChina,oldergenerationshavebeenslowlycatchingupintechadoption.Aboutone-fifthofthemobileinternetuserswereabove60yearsold,asofDecember2023.Whileyoungernetizensaremoreinterestedintopicsrelatedtocelebrityandanimation,thoseagedover50preferinformativeandeducationalcontent.ReadmoreNote(s):China;December2023Source(s):QuestMobileShareofmobileinternetusersinChinainDecember2023,bycitytierGeographicaldistributionofmobileinternetusersinChina2023Shareofusers0%5%10%9%15%20%25%30%Tier1citiesNewtier1citiesTier2cities18.5%19.9%Tier3cities24%Tier4cities17.2%Tier5citiesandbelow11.4%25Description:InChina,mobileinternetusageinlessdevelopedcitiesandtownshasbeenslowlycatchingup.InDecember2023,over52percentofmobileinternetuserslivedintierthreecitesandbelowinthecountry.TheshortvideoappKuaishou,whichfocusesongrassrootlifecontent,hasbecomeparticularlypopularamongChineseruralsmartphoneusers.ReadmoreNote(s):China;December2023Source(s):QuestMobileAveragedailytimespentonmobileinternetinChinafromDecember2020toDecember2023(inhours)DailyusagetimeofmobileinternetinChina2020-20239877.737.256.726.466543210Dec'19Dec'20Dec'21Dec'22Dec'2326Description:InDecember2023,Chineseusersspentanaverageof7.25hoursperdayonthemobileinternet.Therewereabout1.2billionmonthlyactivemobileinternetusersinChina.Dailylifeservices,socialnetworking,andautomotivenewswerethecategoriesrecordingthehighesttrafficgrowthinthatmonth.ReadmoreNote(s):China;Septermber2020toDecember2023Source(s):QuestMobileShareoftimeusersspentonmobileinternetinChinainMarch2023,bysegmentShareoftimespentonmobileinternetChinain2023byactivityShareoftime15%0%5%10%20%25%30%35%40%ShortvideosInstantmessagingGeneralinformationOnlinevideos26.3%21%7.1%6.1%E-commerce4.7%Others34.8%27/statistics/910551/china-share-of-time-spent-on-mobile-internet-by-activityBite-sizedvideocontentisdrivingthemobileinternetusageinChina.InMarch2023,overaquarterofmobileinternettimewasspentonshortvideos.Instantmessagingwasthesecondmostpopularcategorycontributing21percentoftheusagetime.ReadmoreNote(s):China;March2023Source(s):QuestMobileMarketshareofleadingmobilebrowsersinChinaasofFebruary2024,basedontrafficMarketshareofmajormobilebrowsersinChina2024,basedontrafficShareofwebtraffic30%0%10%20%40%50%60%56.94%ChromeSafari20.15%UCBrowserQQBrowserEdge9.52%7.51%2.73%2.22%Android28Description:AsofFebruary2024,Chromeheldthelargestshareofnearly57percentofChina'smobilebrowsermarket.Meanwhile,UCBrowser,Safari,andothermobilebrowserslaggedbehindChromebyalargemargin.

ReadmoreNote(s):China;February2024Source(s):StatCounterReasonsforusing5GmobileinternetinChinain2022Leadingfactorsforusing5GinternetinChina2022Shareofrespondents0%10%20%30%40%50%60%70%80%FollowcurrenttrendsFastinternetspeed76.1%61%Workorcompanyrequirement34.3%Asaresultofbeingsubjected5G-relatedinformation0.5%29Description:AsofMarch2022,76percentofChinese5Gmobileinternetusersstatedtheydidsobecausetheywantedtofollowcurrenttrends.Another61percentofrespondentsclaimedtheyused5Ginternetbecauseoftheinternetspeeds.

ReadmoreNote(s):China;March2022;1,538respondentsSource(s):iiMediaResearch;Website(/)CHAPTER

05GenZandolderadultsNumberofactiveinternetusersfromGenerationZinChinafromMarch2019toMarch2023(inmillions)GenZactiveonlinepopulationinChina2019-2023160148147146136140120100801156040200Mar'19Mar'20Mar'21Mar'22Mar'2331Description:AsofMarch2023,therewerearound148millionactiveinternetusersthatwerebornbetween2000and2009inChina.Thissmartphonegenerationspentabout8.9percentmoretimeontheonlineworldthantheaverageinternetusers.

ReadmoreNote(s):China;March2019toMarch2023;internetusersbornbetween2000and2009Source(s):QuestMobileDistributionofactiveinternetusersfromGenerationZinChinainMarch2023,bycitytierDistributionofGenZinternetusersinChina2023,bycitytierShareofusers10%0%5%15%20%25%Tier1Newtier1Tier29.2%20.9%20.5%Tier323.4%Tier415.4%Tier5andbelow10.6%32Description:DatainMarch20023showsthatovertwo-thirdsofinternetuserswhowerebornbetween2000and2009inChinalivedinthemoderatelydevelopedregions.Thethirdtiercitieshadthehighestproportion,23percent,oftheusersize.

ReadmoreNote(s):China;March2023;internetusersbornbetween2000and2009Source(s):QuestMobileDistributionoftimespentonmobileinternetamongGenerationZinChinainJune2022,bycategoryDistributionofGenZmobileinternettimespentinChina2022,bycategoryShareoftimespent15%

20%0%5%10%25%30%35%40%VideostreamingSocialmediaGaming37.4%28.5%7.9%ToolsandsystemShopping6.1%4.8%Others15.3%33/statistics/1362920/china-gen-z-mobile-internet-time-spent-distribution-by-categoryInJune2022,videostreamingaccountedforover37percentofthemobileinternettimespentamongGenZusersinChina.Socialmediaandgamingwereothercategoriesgrabbingmostofthescreentimefromtheseyoungmobileinternetusers.

ReadmoreNote(s):China;June2022Source(s):QuestMobileNumberofmonthlyactiveGenerationZusersofselectedappsinChinainMarch2023(inmillions)MostusedappsamongGenZusersinChina2023Monthlyactiveusersinmillions60

8002040100120140WeChatTaobaoAlipay128.36126.07117.12GaodeMapQQ107.53101.6Weibo96.56Douyin93.2834Description:InMarch2023,superappWeChathadaround128millionmonthlyactiveusersoftheGenerationZinChina.Whenitcomestotheactivepenetrationrate,Weibo,QQ,andTaobaoperformedbetterthanWeChat.

ReadmoreNote(s):China;March2023;amonginternetusersbornbetween2000and2009Source(s):QuestMobileNumberofmonthlyactivemobileinternetusersamongadultsagedover50yearsinChinafromSeptember2019toSeptember2023(inmillions)MobileinternetMAUsamongolderpeopleinChina2019-2023350325302300250200150100502472071690Sep'19Sep'20Sep'21Sep'22Sep'2335Description:AsofSeptember2023,therewerearound325millionofmonthlyactivemobileinternetusersagedover50yearsoldinChina.Shortvideoandnewsappsrecordedthehighestdailyusagefromsuchusers.

ReadmoreNote(s):China;September2019toSeptember2023Source(s):QuestMobileDistributionofactivemobileinternetusersamongadultsagedover50yearsinChinainSeptember2023,bycitytierDistributionofmobileinternetusersamongolderpeopleinChina2023,bycitytierShareofusers0%5%10%15%20%25%30%Tier1Newtier1Tier26.8%14.5%18%Tier326.4%Tier420%Tier5andbelow14.3%36Description:Chinahadabout325millionofmonthlyactivemobileinternetuserswhowereover50yearsold.InSeptember2023,almosttwo-thirdsoftheseactiveuserslivedinthethirdtiercitiesandbelow,thelessdevelopedregionsinthecountry.Instantmessaging,e-commerce,andshort-formedvideoswerethemostpopularmobileinternetservicecategoriesamongtheseusers.

ReadmoreNote(s):China;September2023Source(s):QuestMobilePenetrationofmobileinternetservicesamongurbanadultsagedover50yearsinChinainSeptember2023,bycategoryMostusedmobileinternetservicesamongolderpeopleinChina2023,bycategoryPenetrationrate0%10%20%30%40%50%60%70%80%90%89.5%100%InstantmessagingGenerale-commerceShortvideos77.1%69.5%65.4%Maps&navigationGeneralinformationOnlinepaymentOnlinevideo56.6%46.7%40.5%MobilebankingOnlinemusic27.6%27.4%Onlinereading19%37Description:InSeptember2023,abouttwo-thirdsofinternetusersagedover50yearsinurbanChinahadusedonlinemapandnavigationservices.Instantmessaging,e-commerce,andshortvideosappswerethemostpopulartypeofmobileinternetservicesamongChineseolderadults.ReadmoreNote(s):China;September2023;amongresidentsofsecondtiercitiesandaboveSource(s):QuestMobileLeadingappsamongmobileinternetusersagedover50yearsinChinainSeptember2023,bydailytimespent(inhours)PopularappsamongolderadultmobileinternetusersinChina2023,bytimespentAveragenumberofmonthlyhours0.00.51.01.52.02.5KuaishouDouyinSpeedNetEaseNewsXiguaVideoToutiao2.041.871.871.821.71.71.7DouyinKuaishouSpeedDouyinHuoshanWeChat1.641.511.47HaokanVideo38Description:Chinahadabout325millionofmonthlyactivemobileinternetuserswhowereover50yearsold.InSeptember2023,theseolderusersspentovertwohourseachdayontheshortvideoappKuaishou.Overall,Chineseolderadultsspentanaverageof127hoursonmobileinternetpermonth.ReadmoreNote(s):China;September2023;amongappswithover10millionmonthlyactiveusersagedover50yearsSource(s):QuestMobileCHAPTER

06Lower-tiermarketNumberofmonthlymobileinternetusersinlower-tiercitiesinChinafromMarch2019toApril2022(inmillions)Monthlyactivemobileinternetusersinlower-tiermarketinChina2019-20229008007817306926926926836826846846867006005004003002001000644641648March2019

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202240Description:InApril2022,thenumberofmonthlyactivemobileinternetuserswholivedinlower-tierChinesecitiesamountedto692million.Theinternetdemandinthelower-tiermarketwasprojectedtosustainafterthepandemic.ReadmoreNote(s):China;March2019toApril2022Source(s):QuestMobileMostusedmobile