MUST-HAVE STATS FOR GLOBAL MOBILE MARKETING

MUST-HAVE STATS FOR
GLOBAL
MOBILE
MARKETING

BUT IS IT
GLOBAL-READY?
READON,ANDLEARN:
APP STORES
ARE GLOBAL, SO
YOUR MOBILE
APP IS ALREADY
GLOBALLY
DISTRIBUTED.
HOW GLOBAL MOBILE SUBSCRIPTION TRENDS ARE CHANGING THROUGHOUT THE WORLD
TOP MARKETS AND COUNTRIES FOR MOBILE ADOPTION
WHICH COUNTRIES HAVE THE BIGGEST SHARE OF THE SMARTPHONE MARKET
THE LANGUAGES THAT MATTER MOST FOR TOP MOBILE MARKETS

GLOBAL MOBILE
SUBSCRIPTION
TRENDS

45 MUST-HAVE STATS FOR GLOBAL MOBILE MARKETING • 4
1
There are nearly
7BILLIONmobile subscriptions worldwide.
That’s
75%of the world
population
The International
Telecommunication
Union (May 2014)
Source:
1

1
Mobile subscribers
will reach 8.5 billion
by the end of 2016. 8.5BILLION
Source:
Portio Research,
Mobile Factbook 2013
2016
2015
2014
2017
2

3
The majority of
the world’s mobile
market growth
comes from outside
of the United States
and Europe. UNITED STATES
EUROPE

4
More than half of
the world’s mobile
subscribers are in
billion subscriptions,
for 52.1 percent of
the global total.
3.6
BILLION 52.1%

5
By 2016,
Africa and
Middle East
will overtake
Europe as
the second
largest region
for mobile
subscribers.
MIDDLE EAST
AFRICA
EUROPE
2016

6
Source:
International Telecommunication Union, May 2014
GLOBAL MOBILE SUBSCRIPTION TRENDS
DEVELOPING NATIONS
5400M
636M
1265M
26%
366M
1515M
511M
1050M
11.5%
345M
DEVELOPED NATIONS
1147M
2315M
N/A
711M
6915M
GLOBAL
MOBILE CELLULAR SUBSCRIPTIONS (MILLIONS)
FIXED TELEPHONE LINES (MILLIONS)
ACTIVE MOBILE BROADBAND SUBSCRIPTIONS (MILLIONS)
FIXED BROADBAND SUBSCRIPTIONS (MILLIONS)

1
TOP COUNTRIES
FOR MOBILE
ADOPTION

7
There are
14 countries
that boast
over 100
million mobile
subscriptions. 100MILLIONMOBILE
SUBSCRIPTIONS
14COUNTRIES

8 These include China with 1.2 billion
and Mexico with 102.7 million.
102.7MILLION
1.2BILLION

45 MUST-HAVE STATS FOR GLOBAL MOBILE MARKETING •
9
Paul Lambert, Informa (Q2 2013)
Source:
Recent members of the
“100 million mobile club” are
Vietnam, Bangladesh, The
Philippines and Mexico.
Many countries, such as Iran
and Egypt, will also soon join
the club.
100MOBILESUBSCRIPTIONS
ORMORE
MEXICO
BANGLADESH
VIETNAM
THE PHILIPPINES

10 Just 14 countries account for more
than 61 percent of the world’s total
mobile subscriptions.
And they might not be the ones you
expect.
14 61%>Paul Lambert, Informa (Q2 2013)
Source:

11
29 percent of the world’s mobile
users live in India and China.
Subscriber numbers in each of
these countries dwarf the number
of subscribers in the
United States (third place).
29%
Paul Lambert, Informa (Q2 2013)
Source:
INDIA
CHINA

12
Source:
mobiThinking, November 2014
CHINA
VIETNAM
1
8
2
9
3
10
4
11
5
12
6
13
7
14
THE # OF MOBILE
SUBSCRIPTIONS
IN MILLIONS
THE # OF MOBILE
SUBSCRIPTIONS
IN MILLIONS
THE RANK
THE RANK
COUNTRY
COUNTRY
THE 100 MILLION CLUB:
THE TOP 14 MOBILE MARKETS
BY NUMBER OF SUBSCRIPTIONS
INDIA
PAKISTAN
UNITED STATES
NIGERIA
INDONESIA
GERMANY
RUSSIA
PHILIPPINES
BRAZIL
BANGLADESH
JAPAN
MEXICO
127.7M
772.6M
126.1M 128.6M
285.0M 272.6M
116.0M 109.5M 102.M

1
TOP
COUNTRIES FOR
SMARTPHONE
SALES

13
China is now the
top market for
smartphone sales.

14
Growth is forecasted
to be strongest in
India, Indonesia,
Russia and Brazil
(collectively known
with China as BRICI).
CHINA
INDIA
BRAZIL
RUSSIA INDONESIA

15
China surpassed the
United States as the
largest smartphone
according to Strategy
Analytics (November
2011) or Q1 2012,
according to Canalys
(May 2012).
CHINA
UNITES STATES

16
IDC (February 2014) predicted that
420MILLIONsmartphones would be sold in China in 2014

17
Smartphone
growth is
stagnating in more
mature markets,
like the United
States and the
United Kingdom.
UNITES STATES
UNITED KINGDOM

18
Brazil, Russia,
India, China and
Indonesia are
expected by IDC
and Canalys to be
the fast-growth
smartphone
markets over the
next few years.

19
2016
IDC expects India
and Brazil to catch
up and overtake the
UK (currently the
world’s third largest
smartphone market)
by 2016.
INDIA
BRAZIL
UNITED KINGDOM
IDC (November 2013)
Source:

20
The average selling
price of smartphones
is falling rapidly in
emerging markets,
helping to fuel growth in
smartphone sales.
IDC (November 2013)
Source:

21
IDC estimated
that the average
selling price of
a smartphone
worldwide was
forecasted to fall
to $265 in 2017.
$337
$265
2013
2017

22
In Asia, prices are
even lower, with an
average selling price
expected to drop to
$215 in 2017.
IDC (November 2013)
Source:
$262 $215
2013
2017

23
North Americans are
predicted to pay more
than twice the global
average selling price for
a smartphone in 2017.
IDC (November 2013)
Source:
2017
2X

1
THE LANGUAGES
THAT MATTER
MOST FOR
TOP MOBILE
MARKETS

24
If you’re localizing your app for
billion people in mainland China,
Malaysia and Singapore.
Traditional Chinese is a separate written form,
and is used in Hong Kong, Macau, and Taiwan,
as well as overseas Chinese communities.
SIMPLIFIEDCHINESE
TRADITIONAL
CHINESE
MACAU
TAIWANHONGKONG

25
If you’re localizing your app for
India, don’t think you can get away
with only using English. 90% of
Indians, more than 1 billion people,
do not speak English at all.
Surprised? You might have interacted with some of the
150 million Indians who do speak English, and make up
twice the population of the United Kingdom.
1BILLION-NOENGLISH
150MILLION
-FLUENTIN
ENGLISH

26
India is actually home to
several hundred languages,
11 of which are the mother
million people, which
is approximately the
population of Canada.
HINDI
MALAYALAM
GUARATI NEPALI
MARATHI
BENGALI
TAMIL
TELUGU
PUNJABI
KANNADA
URDU
30MILLION

27
The top 9 languages that are most popular for reaching
consumers on mobile apps are: Hindi, Telugu, Bengali,
Gujarati, Kannada, Malayalam, Punjabi, Marathi, and Urdu.
HINDI
MALAYALAM
GUARATI
MARATHI
TELUGU
PUNJABI
KANNADA
URDU

28
If you want to reach mobile users
in Indonesia, the Indonesian
language is your best bet.
Indonesian has about 160 million
native speakers – Indonesian
is widely used as a second
language by people who live in
more rural parts of Indonesia.
160
MILLION
30
MILLION

29
in Brazil? Don’t just ask for
“Portuguese.” The variety of
Portuguese spoken in Portugal
is quite different from the local
language in Brazil.
Brazilian Portuguese will help
you reach its approximately
200 million speakers.
200
MILLION
BRAZILIANPORTUGUESE

30
If you want to reach
mobile app users in
Russia, Russian is
your most important
language. Russian is an
countries too, and is
spoken by more than 2%
of the world’s population.
2%
OFTHEWORLD’S
POPULATION

31
To enter the
Japanese market,
Japanese. These
110 million native
speakers are unlikely
to download an app
that isn’t in their
language.
ENGLISH

32
You can reach 75 million
people who speak
Vietnamese natively by
localizing your app into
this language.
75
MILLION

33
There are 522
languages spoken
people in Nigeria.
173
MILLION
522
LANGUAGES

34
The most popular languages
are Hausa, Igbo, Yoruba,
spoken by tens of millions
of people.
English is also used in urban
areas and segments of the
population with greater
access to higher education.
HAUSA,IGBO,
YORUBA

35
German is another
important world language.
Many German speakers
also speak English, but
most prefer to use apps in
their own language even
if their levels of English
GERMAN
ENGLISH

36
To reach users
in Bangladesh,
localize your app
into Bengali, which
is used by 98% of
the population. 98%
BENGALI

37
Many Filipinos
speak English,
but there are 175
languages spoken
as mother tongues
in the Philippines.
175
LANGUAGES

38
indigenous to the Philippines
with at least one million native
speakers: Tagalog, Cebuano,
Albay Bikol, Pangasinan,
Maranao, Maguindanao,
Kinaray-a, and Tausug.
TAGALOG,CEBUANO,ILOKANO,
HILIGAYNON,WARAY-WARAY,
KAPAMPANGAN,BIKOL,ALBAY
BIKOL,PANGASINAN,MARANAO,
MAGUINDANAO,KINARAY-A,AND
TAUSUG

39
You can reach 90%
of the population of
the Philippines in their
mother tongue by using
90%
13
LANGUAGES

40
To reach Mexico’s
population of 122
million, you need to
localize your app into
Mexican Spanish. 122
MILLION

41
The Spanish language also
million people in 21 countries
Spanish speakers from all
countries can understand
each other, each country has a
different variety of Spanish with
terminology that varies widely
from one place to the next.
21
COUNTRIES
350
MILLION

42
A study, “The Impact of App
Translations” from Distomo showed
that localizing iPhone application text
– 128% more per country, in fact. Not
only that, but companies saw a 26%
increase in revenue for each country
were achieved within just one week of
offering a localized version.
128%
COUNTRY
26%

43
The Distomo study found that
translation is more critical for
some markets than others. In
countries like China, Japan,
and South Korea, customers
pay for iPhone apps available
in their native languages.
CHINA
SOUTH
KOREA
JAPAN

44
A separate report from
ABI Research showed that
localization was critical for
companies seeking to reach
China’s mobile app market, in
which more than 90% of apps
are available in Chinese.
90%
CHINESE

45
50% of Smartling
customers translate into
at least six languages,
double the number of
languages from one
year earlier.
“Global Content Trends in 2014,” Smartling
Source:
50%6LANGUAGES

INTERESTEDINLOCALIZING
YOURMOBILEAPP?
CONTACTUS:
+1866.70.SMART
WWW.SMARTLING.COM
HI@SMARTLING.COM

MUST-HAVE STATS FOR GLOBAL MOBILE MARKETING

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