AppFood Global Android Advertising Industry Insights: China’s app download rush kicks off the Chinese New Year

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Information about AppFood Global Android Advertising Industry Insights: China’s app...

Published on February 18, 2014

Author: papayamobile



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.

Global Android Advertising Industry Insights: China’s app download rush kicks off the Chinese New Year 2014

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.  

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.      

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%  

What app categories were popular during CNY?

Arcade games topped the list, followed by entertainment apps

Productivity apps and arcade games were the most downloaded categories

Should mobile advertisers buy ads for Chinese New Years?

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.  

Chinese users are affordable at an average of just $0.29 during chunyun

If China is on your mind, don’t miss out on advertising during Chinese New Year

Read AppFlood’s full report:   China’s  app  download  rush     kicks  off  the  Chinese  New  Year  

AppFlood     is  the  only  100%     transparent  cross-­‐promo7on   pla8orm  for  buying,  selling,  and     exchanging  mobile  traffic.  The  network     gives  developers  an  unrivaled  level  of  transparency     and  control  over  app  marke7ng  efforts.   Launched  by  PapayaMobile  in  July  2012,  AppFlood  has     since  aKracted  more  than  7,000  Android  and  iOS     developers.  Since  launch,  more  than     290  million  unique  handsets     globally  have  displayed     app  promo7ons  from     The  AppFlood     network.    

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