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China Moblie Game Trend

In: Business and Management

Submitted By zhangbao
Words 1137
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• 本报告数据主要采用大数据统计方式获取; • 主要数据包括游戏用户行为习惯和偏好等均通过360手机助手的海量数据统计获得;

• 行业收入成长的预估则通过行业专家访谈、游戏厂商访谈,结合专业数据预测模型得出; • 渠道分发量市场份额数据来自专业第三方数据统计机构TalkingData。


• 趋势1:中国手游市场步入高速轨道,预计2014年全年收入将达260亿元


• • • • • •

趋势2:2014年Q2手游行业留存率平稳,其中动作类游戏留存率最高
趋势3:有IP的游戏在吸量和收入方面较无IP的游戏有明显优势 趋势4:游戏玩家兴趣多元化,其中以躲避跑酷,休闲益智等轻度游戏最受玩家欢迎 趋势5:手机网游支付集中在三个主流渠道 趋势6:不同地域喜好的游戏类型有所差异:江苏人民最擅长经营策略;福建人民最擅长动作冒险 趋势7:杭州土豪玩家最多 趋势8:玩家的付费高峰习惯趋于稳定,付费高峰发生在午饭后和晚上睡觉前




趋势9:市场竞争激烈,Android用户获取成本逐渐提高
趋势10:360手机助手上半年手游分发量处于行业领先位置

1
• 2014年上半年中国手游行业收入规模为125亿元,同比2013年上半年增长83%,
预计2014年全年收入将达260亿元,同比增长75%。 中国手游行业收入规模及预测
83% 75% 69% 370

260 41%

42%
收入(亿元) 增长率

148 125 88

2012年

2013年

2014H1

2014E

2015E

数据源:360手机助手

2
• 虽然进入手游的厂商越来越多,但整体来看,2014年上半年手游行业整体次日留存率相对平稳, 其中动作类玩家次日留存率最高; 2013Q3-2014Q2整体次日留存
35.0% 32.7% 30.0% 31.9% 32.3% 30.9%

2014年上半年不同游戏类型平均次日留存
42%

38%
35% 32% 31% 30% 29% 29% 26% 26% 25%

25.0%

23%

23%

20.0%

15.0%

10.0%

5.0%

0.0% 2013Q3 2013Q4 2014Q1 2014Q2

动 作

棋 牌

消 除

玩 法 融 合 卡 牌

模 拟 经 营

音 乐

休 闲 益 智

传 统

MUG(

SLG(

ACT( )

RAC( 竞 速

策 略

射 击

塔 防

躲 避 跑 酷

RPG

RPG( )

)

)

) 数据源:360手机助手

3
• 抽取游戏排行榜有IP和无IP的游戏统计发现,有IP的游戏下载转化率是无IP的游戏的2.4倍,吸量有明显优势;

且有IP的游戏整体收入水平高于无IP游戏(留存率略高,但差距较小)

有IP

无IP

2倍 2.4倍

下载转化率

收入

留存率

• 注:IP为所有类型,未做限制;有无IP游戏各自抽取30款。

数据源:360手机助手

4
• 游戏玩家兴趣多元化,单类型游戏下载占比不超2成;

• 躲避跑酷,休闲益智等轻度游戏下载量占比有明显优势,相对最受玩家欢迎。
20.0% 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 躲 避 跑 酷 11.0% 9.6% 9.5% 9.2% 7.2% 5.9% 4.8% 17.4% 15.3%

2014年上半年各类型游戏下载量占比

4.5%
2.8% 1.8%

0.9%

休 闲 益 智

棋 牌

动 作

塔 防

消 除

玩 法 融 合 卡 牌

注:根据360渠道分发量在2014年上半年处于领先位置,以及用户在360平台上的行为表现,推出手游行业情况。

ACT( )

传 统

射 击

竞 速

策 略

模 拟 经 营

RAC(

SLG(

MUG(

RPG

音 乐

RPG( )

)

)

)

数据源:360手机助手

5
• 手机网游的支付次数和支付金额越来越多的集中于支付宝、银行卡、360币等主流渠道。
• 2014年6月这3种支付渠道从支付次数以及支付金额占比均达到80%。

主要支付渠道支付次数占比趋势
支付宝
50.0% 38.9% 40.0% 30.0% 37.9% 38.0%

主要支付渠道支付金额占比趋势
43.8% 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 41.7% 40.9% 40.2% 43.1% 41.7% 40.6%

银行卡

360币
43.1% 43.6%

26.8% 22.1% 18.4% 10.4% 10.4% 10.9%

27.5%

26.6%

20.0%
10.0% 0.0% 10.8% 7.6%

15.2% 7.7%

17.7% 8.0%

20.4% 9.4%

22.1% 10.4%

23.1% 11.0%

25.8% 14.9%

11.0%

13.1%

201401

201402

201403

201404

201405

201406

201401

201402

201403

201404

201405

201406

360币在2014年上半年从支付次数以及支付金额上,均呈上涨趋势。随着360支付平台的优化,360币支付占比会越来越高。

数据源:360手机助手

6
• 不同省份喜好的游戏类型有所差异:江苏人民最擅长经营策略;陕西人民最擅长体育竞速;福建人民最擅长动作冒险; 山西人民最爱棋牌;四川人民最消除;黑龙江人民最休闲
各游戏类型下载量占比最高的省份分布

下载量占比:本类型下载量/本地区所有类型游戏下载量。

下载量占比表示该游戏在不同地区的相对喜好度
该指标越高代表该类型游戏在该地区下载的绝对下载量越高。

数据源:360手机助手

6
• 不同城市喜好的游戏类型有所差异:南京人民最擅长经营策略;延安人民最擅长体育竞速;厦门人民最擅长动作冒险; 晋城人民最爱棋牌;上海人民最消除;鹤岗人民最休闲 各游戏类型下载量占比最高的城市分布
晋城市最爱 棋牌 鹤岗市最爱 休闲益智

延安市最爱 体育竞速

南京市最爱 经营策略 上海市最爱 消除 厦门市最爱 动作冒险

下载量占比:本类型下载量/本地区所有类型游戏下载量。下载量占比表示该游戏在不同地区的相对喜好度,该指标越高代表该类型游戏在该地区下载的绝对下载量越高。

数据源:360手机助手

7
• 土豪玩家南方城市相对最较多,其中以杭州最多。无论是ARPU还是土豪占比,杭州都处于领先位置。 ARPU TOP10城市
杭州市 泉州市 长春市 贵阳市 上海市 烟台市 北京市 杭州市 泉州市 烟台市 长春市 昆明市

单日1000元以上付费用户占比TOP10城市

福州市 北京市
珠海市 贵阳市 上海市

福州市 昆明市
厦门市

占比:单日付费1000元以上的游戏玩家占该地区付费玩家的比例;

数据源:360手机助手

7
• 付费用户占比:单日付费2000元,5000元,10000元以上的游戏玩家占该地区所有付费玩家的比例;

• 杭州、长春、北京、泉州、厦门土豪用户最多。

单日2000以上付费用户占比TOP10城市
杭州市
泉州市 长春市 烟台市

单日5000以上付费用户占比TOP10城市
杭州市
长春市 连云港市 泉州市

单日10000以上付费用户占比TOP10城市
杭州市
海口市 南京市 厦门市

昆明市
连云港市 北京市 保定市

厦门市
金华市 北京市 石家庄市

泉州市
长春市 北京市 合肥市

重庆市
佛山市

贵阳市
烟台市

乌鲁木齐市
南昌市

数据源:360手机助手

8
• 用户付费次数和付费金额小时分布基本一致; • 用户付费的高峰发生在晚间的0点,午间的12点和晚间的21至22点。 • 一周之内,付费次数及金额日占比间相差较小,周末的付费较工作日的付费无特别明显的增长。 不同时段付费次数和金额占比
8% 7% 6% 5% 4% 3% 2% 1% 0%

一周内每天付费次数和付费金额占整周比例
20% 15% 10% 5% 12.9% 12.5%

13.7% 13.0%

14.2% 14.2%

14.7%14.8%

14.8%

15.7%

15.6%

16.0%

14.1% 13.9%

0点 1点 2点 3点 4点 5点 6点 7点 8点 9点 10点 11点 12点 13点 14点 15点 16点 17点 18点 19点 20点 21点 22点 23点

0%
周一 周二 周三 付费次数占比 周四 付费金额占比 周五 周六 周日

付费次数占比

付费金额占比

数据源:360手机助手

8
• 即使拆开工作日和周末来统计,该趋势依然成立,即付费高峰发生在午饭后和晚上睡觉前;
工作日/周末付费次数按时段分布
8% 6% 4% 2% 0% 10 11 12 13 14 15 16 17 18 19 20 21 22 23 点 点 点 点 点 点 点 点 点 点 周一至周四 0 1 2 3 4 5 6 7 8 9 点 点 点 点 点 点 点 点 点 点 点 点 点 点 周五 周六 周日 10% 8% 6%

工作日/周末付费金额按时段分布

4%
2% 0% 点 点 点 点 点 点 点 点 点 点 周一至周四 0 1

2

3

4

5

6

7

8

9

点 点 点 点 点 点 点 点 点 点 点 点 点 点 周五 周六 周日

• 数据统计周期:2014/01-2014/06

10

11

12

13

14

15

16

17

18

19

数据源:360手机助手

20

21

22

23

8
• 2014年上半年六个月,付费高峰时段依然稳定,即付费高峰发生在午饭后和晚上睡觉前;
工作日/周末各时段付费用户次数占比(1月)
10.0% 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0%
23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点 点
工作日 周末

工作日/周末各时段付费用户次数占比(2月)
10.0% 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0%
23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
点点点点点点点点点点 点点点点点点点点点点点点点点

工作日/周末各时段付费用户次数占比(3月)
10.0% 9.0% 8.0%

7.0% 6.0%
5.0% 4.0% 3.0% 2.0% 1.0% 0.0%
23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 点点点点点点点点点点 点点点点点点点点点点点点点点

10.0%
9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0%

工作日/周末各时段付费用户次数占比(4月)

10.0%
9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0%

工作日/周末各时段付费用户次数占比(5月)

10.0% 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0%

工作日/周末各时段付费用户次数占比(6月)

23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 点 点 点 点 点 点 点 点 点 点

23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 点点点点点点点点点点

23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 点点点点点点点点点点

点 点 点 点 点 点 点 点 点 点 点 点 点 点

点点点点点点点点点点点点点点

点点点点点点点点点点点点点点

数据统计周期:2014/01-2014/06

数据源:360手机助手

9
• 随着市场的激烈竞争,2014年Android用户获取成本逐渐提高。而受积分墙的影响,

iOS的用户获取成本在一段时间内被拉低。

单位:元

30

25
20 15 10 5 0
6 8

25 20

2013年H2 2014年H1

Android

iOS

数据源:360手机助手

10
• 第三方数据表明,手游分发渠道日趋集中,2014年上半年手游渠道前4名厂商占绝大市场份额, 其中360手机助手手游分发量处于领先位置。

2014年上半年手游主要渠道游戏覆盖量占比

360手机助手

应用宝

百度手机助手

豌豆荚

小米应用商店

91助手

安智市场

移动应用商场

数据源:



本报告由360手机助手撰写和发布。所有数据信息的采集均采用合法渠道获得,尽可能保证可靠、 准确和完整。 本报告可供任何个人、政府相关部门及行业机构、企事业单位参考。 360手机助手将随时补充、更 正和修订有关信息。对于本报告所提供信息所导致的任何直接的或者间接的后果不承担任何责任。

2014年9月…...

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The Trends

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Moblie Phones

...and privacy issues. To begin with, the future is about access, anywhere learning and collaboration, both locally and globally. Teaching and learning is going to be social. Schools of the future could have a traditional cohort of learners, as well as online for learners living across the country or the world also since most businesses and households will be operating with modern technology and in the future which makes the lifestyle of students, families, employees and employers tranquil. Therefore using modern technology to aid education would be beneficial for learners to prepare for the future. However mobile technology can be a distraction in a classroom because these technologies can access various types of applications such as games, movies, messaging or applications that shouldn’t be using for instance a dating application which is not ideal for a classroom. This is possible because the educator does not have any control over the learner’s mobile devices therefore the learners have the freedom to access any applications. This distraction factor will create problems for the learners as well as the educational institute. One of these devices that distract learners currently is the mobile phone; this is a possible factor of learners failing the courses. Secondly, the transfer of information between students and teachers has never been easier. Learners can create documents and immediately upload them to an educator’s electronic folder. Educators can then view the......

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China Tourist Trend

...4 major trends in China’s tourism industry * Posted On: 13th November 2013 * By: Olivier * With 2 Comments 4 major trends in China’s tourism industry On March 25th, the world’s leading tourism technology partner Amadeus released a research report completed by Frost & Sullivan. The report reveals four trends that analyze the future direction of China’s tourism industry. These four trends include: technology and infrastructure applications increased for tourism; Chinese travelers demand more personalized; Asia Pacific travel barriers between countries diminishing and exit procedures more streamlined; high-end and low-end tourism market quick growth. The report noted that technological innovation is the driving factor in the four major trends. Commenting on the report, Amadeus Executive Officer of China, Bart Tompkins said: “The report researches the Chinese tourism market current and future development. In the rapidly changing market, the tourism industry must adapt to these changes and propose appropriate technical solutions, which are the tourism practitioners’ key to success in this fierce competition. Amadeus will work together with the Chinese tourism industry, with innovative technology, to find solutions to deal with these changes, and jointly promote Chinese tourism market with healthy and rapid development. “ CORE TREND ONE: LEAPFROG DEVELOPMENT The first trend to observe is this huge development of Chinese tourists as you can see on the graph......

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Historical Interest Rates and Future Trends in Australia and China Money Market

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Food Containers Markets in China: Industry Growth, Economic Trends, Demand, Capacity, Analysis Report

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Trends in Digital Gaming: Free-to-Play, Social, and Mobile Games

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Sports Architecture in Modern China: a Comparison Between 2008 Olympic Venues and 1990 Asian Games Venues

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