Published on February 18, 2014
• Chinese New Year holiday officially started on January 31, 2014 and ended on February 6, 2014. • The annual Chinese New Year migration is called “chunyun” (春运), which occurs between January 16, 2014 and February 28, 2014. • For many Chinese, Spring Festival is the only time 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 Festival.
Average clicks during the period January 16 are 51.5% higher than before the 16th, suggesting an increase in mobile activity during the Chinese New Year holiday.
The install rate during the holidays decreased 1.37% per day during chunyun for a total decline of 28.7%
January 10 marks the day that advertisers should begin advertising ahead of CNY.
China’s app download rush kicks off the Chinese New Year
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