appfood global android advertising industry insights: china’s app download rush kicks off the...
DESCRIPTION
With little research conducted surrounding the mobile advertising landscape during the Chinese New Year, AppFlood explored mobile user behavior and mobile app install trends during chunyun - the 40-day Chinese New Year migration period.TRANSCRIPT
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Global Android Advertising Industry Insights:
China’s app download rush
kicks off the Chinese New Year
2014
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Chinese New Year At a Glance
• Chinese New Year holiday officially started on January 31, 2014 and ended on February 6, 2014.
• The annual Chinese New Year migraCon is called “chunyun” (春运), which occurs between January 16, 2014 and February 28, 2014.
• For many Chinese, Spring FesCval is the only Cme of the year they’ll reunite with loved ones, and they’ll even travel for days by train, bus, or air to reunite with family.
• It’s not uncommon for Chinese to take two or three weeks off of work for Spring FesCval.
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Mobile users are active during Lunar New Year Average clicks during the period January 16 are 51.5% higher than before the 16th, suggesCng an increase in mobile acCvity during the Chinese New Year holiday.
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Mobile users rushed to download apps before chunyun.
The install rate during the holidays decreased 1.37% per day during chunyun for a total decline of 28.7%
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What app categories were popular during CNY?
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Arcade games topped the list, followed by entertainment apps
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Productivity apps and arcade games were the most downloaded categories
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Should mobile advertisers buy ads for Chinese New Years?
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Developers on average saw 121.9% more installs during Chinese New Year
January 10 marks the day that adverCsers should begin adverCsing ahead of CNY.
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Chinese users are affordable at an average of just $0.29 during chunyun
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If China is on your mind, don’t miss out on advertising
during Chinese New Year
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Read AppFlood’s full report:
China’s app download rush kicks off the Chinese New Year
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