Further Development of China Mobile Internet Industry Sends Lifestyle Apps Riding the Waves. About TalkingData: TalkingData is China’s largest independent Big Data service platform with focus on the mobile Internet. TalkingData offers the best-in-class Big Data products and services varying from mobile app analytics, mobile ad tracking, mobile game analytics, mobile market intelligence, DMP (Data Management Platform), industry consulting, etc. Today, 80% of the Top 50 developers in China rely on TalkingData to track their app metrics, analyze user data points, and optimize monetization. Industry giants such as China Merchants Bank, Citic Bank, Ping An Group also rely on TalkingData’s enterprise Big Data solution to build their core data infrastructure towards the mobile era.

1. TalkingData Data Centre, September 2015
Behind the 1.2 Billion: Further Development of Mobile Internet Industry
Sends Lifestyle Apps Riding the Waves
A Trend Review of Mobile Internet Industry in 2015

2. The number of mobile terminal users are saturating with a
slowdown in the growth of devices
An overview of mobile internet industry
The number of mobile intelligent terminals in
China in 2014Q4-2015Q3
Growth rate （ % ）The number of mobile intelligent
terminals (100 million units)
The total number of mobile
intelligent terminal reaches
1.24billion
By Q2 2015, the number of China's
mobile intelligent terminals has reached
1.18 billion, up from 120 million in Q4
2014. The number is expected to reach
1.24 billion in Q3 this year, but the
overall growth will likely decelerate.
Data source: TalkingData Data Centre; mobile intelligent terminal users refer to the accumulative total of active mobile terminals,
including smartphones, tablets, smartwatches and smart TV boxes.

3. Generations born in the 1990s and 2000s have become major new
force of the mobile internet
An overview of mobile internet industry
Age Structure of Mobile Netizens
Dec. 2014 Jul. 2015 The generations born in the
1990s and
2000stake up a larger
proportion of the total
By July 2015, up to 36.6 percent of
China's mobile intelligent terminal
users are aged 25 and under, a slight
increase from the level of last
December. The younger generation of
mobile netizens is becoming a major
force of the market.
Data source: TalkingData Data Centre
Post-90s
&
Post-00s
Post-80s Post-70s Post-60s Pre-60s

4. Quickest growth witnessed in users in third-tier cities and smaller
ones
An overview of mobile internet industry
Data source: TalkingData Data Centre
Notes ： First-tier cities are Beijing, Shanghai, Guangzhou and Shenzhen, while second-tier ones refer to other provincial capitals,
municipalities, Xiamen, Zhuhai and Shantou Special Economic Zone. The rest of the cities belong to the group of third-tier cities and under.
The number of
users in first-tier
cities has grown
steadily, up 35.1
percent in July
2015 from six
months ago;
The number of
users in first-tier
cities grows 33.2
percent in the
same period,
relatively slower
than that of first-
tier cities and
third-tier cities ；
The number of
users in third-tier
cities and smaller
ones have
witnessed the
fastest growth of
41.5 percent,
higher than that
of first-tier cities
and second-tier
ones
User scale in different
tier of cities
First-tier
cities
Second-
tier
cities
Third-tier cities
and smaller
ones
35.1%
Frost-tier
cities
33.2%
Second-tier
Cities
41.5%Third-tier cities
and smaller
ones

5. Brand concentration in the mobile device market falls, while
domestic brands start taking more market shares
An overview of mobile internet industry
In July, 2015, the top 4 brands used by mobile terminal users have taken up 61.5 percent of the market, down from 64.3
percent in January. Among them, the market share of Apple devices declined 5.8 percentage points, while that of Samsung
rose 1.4 percentage points. The market share of Xiaomi stayed steady, and that of Huawei grew 1.5 percentage points.
Market share of
the Top 4 brands
Market shares of mobile intelligent
device brands
January, 2015 July, 2015
Apple Samsung Xiaomi Huawei Others
61.5%
Market share trends of
the Top 4 brands
Apple Samsung Xiaomi Huawei
Data source: TalkingData Data Centre

6. Over 1 million Apple Watches possessed by Chinese consumers
An overview of mobile internet industry
The number of Apple Watch possessed by Chinese consumers and its growth
Data source: TalkingData Data Centre
Coverage of top Apple Watch apps in following catalogues
SNS
70.0% 28.5%
Entertainment
14.6% 3.4%
Finance
14.2% 3.7%
Sports Dining
2.6% 3.1%

7. WiFi is still most frequently used for internet connection, while 4G
network is gaining popularity
An overview of mobile internet industry
Popularity of Internet Connection
Methods
11.0% of the users chose 4G to
connect with internet, up from
5.2 percent in January, 2015
2G
3G
4G
WIFI
54.9% of mobile terminal users still
use WIFI to connect with
internet;
Data source: TalkingData Data Centre

8.  Users in first-tier cities are the most active ones, while users in third-tier cities and smaller ones
are still developing the habit of using mobile terminals
Behavior analysis of mobile internet users
The average numbers of apps installed and opened
by users in different tiers of cities
• The average numbers of apps installed and
opened by users in first-tier cities are the
highest among all cities; the average numbers
of apps installed and opened by users in
third-tier cities and smaller ones are both
lower than users in first-tier cities and
second-tier ones, as they are still developing
a habit of using mobile terminals.
Users in first-tier cities
averagely install and open the
highest number of apps
The number of apps
installed
The number of
apps opened
First-tier
cities
Second-tier
cities
Third-tier cities and
smaller ones
43.6 41.4 40.4
26.6 25.2 24.7
Data source: TalkingData Data Centre

9. Mobile terminal users are spending less time on traditional apps
and growing more dependent on lifestyle apps.
Behavior analysis of mobile internet users
Average time a person spent on
different types of apps in a day
Users are becoming less dependent on
traditional apps like games, SNS and online
shopping. Meanwhile, they are turning to
apps that are close to daily life, like education
& reading, health & fitness and finance. The
average time a person spent on these apps
has significantly increased from the level at
beginning of this year.
Education
& Reading
Health &
Fitness Finance
Increase
Decline
(minute)
Data source: TalkingData Data Centre

10. Activities of mobile terminal users tend to peak at different times
on working days and weekends
Behavior analysis of mobile internet users
Periods that mobile terminal users tend to be active
on working days and weekends
(hour)
On Working Days, users tend
to be active during early morning (6:00-
7:00), noon break (around 12:00) and
after dinner (19:00-21:00);
Over the Weekends, users to to
be more active during wee hours (0:00-
3:00) and morning (10:00-11:00).
Data source: TalkingData Data Centre
Working Days
After
Dinner
Lunch
Break
Early
Morning
Morning
Wee
Hours
Weekend
Before
Sleep

11. Different groups of people may also vary in activeness during
different periods of the day
Behavior analysis of mobile internet users
Gamer players in Beijing O2O business participants in Hangzhou Financial people in Shanghai
Sleep late and get up early Active before sleepActive in the morning and evening
Beijing ShanghaiHangzhou
Game players in Beijing are more active
during the 22:00-3:00 period than other
groups, and they are relatively active
between 6:00 and 10:00 in the morning;
The activeness of O2O business
participants in Hangzhou tend to peak at
10:00 in the morning and 21:00 in the
evening;
Financial people in Shanghai tend to be
more active than other two groups
between 21:00 and 22:00 in the evening.
Data source: TalkingData Data Centre

12. Top 20 most popular apps
Behavior analysis of mobile internet users
Tencent apps Alibaba apps Baidu apps Other apps
Amongthe top 20 most
popular apps, 16 are works
of Baidu, Alibaba and
Tencent, which have
developed careful market
strategies. Among them,
Tencent have taken up the
largest share.
Data source: TalkingData Data Centre, ranking of Android apps in July, 2015