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Spike in
E-commerce is sweeping mobile usage and activity from social applications
●
Phablet is the most popular mobile device, with 73% of the market
share
●
Shopping apps recorded the largest increase in use, with 170%
●
The time spent on messaging and social applications has decreased slightly
●
New entrants do not care about Apple's title
SINGAPORE – Media
OutReach – November 28, 2018 – Fill the mobile
developer analysis platform within Oath, revealed key information about
mobile business, emerging growth categories and device trends in the South East
Asia this year.
Supported
data from more than 940,000 applications on 2.1 billion devices worldwide, the Flurry software
The "State of Mobile" study also evaluated 14,500 apps and 217 million devices
through this region in 2018.
the
Research has shown that phablets are particularly popular in Southeast Asia, where
Almost three quarters (73%) of the devices used are large-screen mobile phones.
Although phablet is the fastest growing mobile phone segment in the world,
Adoption in this region exceeds growth in the United States, where its
the market share is only 48%.
Meanwhile,
the region is rapidly taking the m-commerce, which has seen the largest segment
growth in 2018. The Flurry study found that the use of mobile shopping apps has
increased by 240% over the past year, followed by health and fitness (170%)
and commercial and financial applications (102%). At the same time, the use of the photographic application
has halved since 2017 and news and magazine applications have dropped 32%
hundred. The use of messaging and social media has decreased slightly, by 2%.
"The
the level of competition between mobile apps has become brutal in Southeast Asia,
although the slowdown in global growth may signal the maturity of the market,
saturation or just the end of the gold rush of the app, "said Rico Chan, Managing Director, Hong Kong, Japan and INSEA of Oath.
he
"Retailers need to consider the pace of growth in mobile commerce and work
with application developers to meet the needs of consumers. Users now see their phones
as more than a tool for taking pictures and catching up with the news
securities."
the
report also showed that there had been small changes between the mobile device brand
use, with the makers of phones and tablets such as Samsung, OPPO and Xiaomi
marginal growth at the expense of Apple. This year, the iPhone and the iPad
major has seen its market share fall from 20% to 12%
Southeast Asia, while Samsung's sales grew by two percent
points, OPPO by three and Xiaomi by four points.
Flurry's key ideas and trends
Report on the state of the mobile:
●
Southeast Asia leads
the phablet revolution:
Regional mobile users are passionate about phablet.
large-screen devices providing 73% of the handset market in Southeast Asia. This
the footprint is also reflected, to a lesser extent, in global adoption figures.
●
Apple loses its bite
Apple's market share dropped by 12 percentage points,
from 20% of the market in 2017 to 12% this year.
Samsung's distribution went from 28% to 30%
hundred.
Share of Chinese brands OPPO and Xiaomi up three
and four percentage points respectively in the Southeast Asian market.
●
Diversification of applications:
The top three categories of application growth in Southeast Asia
are Shopping, Health and Fitness, Business and Finance.
The use of shopping apps has grown significantly thanks to users
be more willing to pay via mobile devices as mobile payments become more
advanced and trustworthy.
On the other hand, the biggest slaughterers were
Photography (50%), news and magazines (32%) and games (28%).
As phones come with a lot more advanced photo editing
functions, users no longer need to use photography apps as much as
before. The use of gaming applications has also decreased, as ironically, mobile gamers
more willing to make in-app purchases at level, so spend less time
in the game to advance the levels.
Fourth place, the use of lifestyle applications increased by 51
percent compared to 2017.
Music and entertainment applications increased 20% in one year
on the year.
Books and benchmark applications increased 17% year-over-year
year.
Although Southeast Asia is one of the highest regions in the world
the commitment of social messaging, growth has decreased by 2% this year,
compared to 2017.
Utilities and the use of productivity applications have also decreased
this year, 28%.
●
Main global trends
Social media sharing – in other words
"Community": encourages mobile consumers to spend more than two hours a day
day on social applications and messaging.
The average mobile consumer spends just under five
hours a day on their smartphone.
Shopping apps have logged more than 17 billion sessions in
2016, effectively turning retail window shoppers into mobile impulse buyers.
The overall use of applications continues to grow. The previous years,
we have seen all categories of applications grow in parallel, but the story is changing. In
2016 mobile apps began to cannibalize their audience, with session and
the growth of time spent in certain categories of applications to the detriment of others.
While messaging and social apps use the rose
44% year-on-year, customization applications, such as emoji keyboards, have declined
46%.
Verizon Media Group / Oath:
Verizon
Media Group / Oath is a division of Verizon located at the intersection of media,
advertising and building technology of a member-centric ecosystem created to serve
Billions. Verizon Media Group / Oath Shaping the Future as a Global Leader in
digital and mobile. For more information, visit www.oath.com.
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