FREE 2017 GLOBAL MOBILE MARKET REPORT
2017 GLOBAL
MOBILE
MARKET REPORT
TRENDS, FORECASTS, APP
MARKETS, MOBILE DEVICE
USAGE, AND SMARTPHONE
PENETRATION
FREE
VERSION
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1. INTRODUCTION
Foreword, Scope & Methodology, Key Takeaways
2. THE GLOBAL MOBILE MARKET
Smartphone User Forecast, Top Publishers by Game & Non-Game Revenues, Most
Popular Smartphone & Tablet Brands, App Store Revenue Forecast, Features
3. ABOUT NEWZOO
Get the Real Deal, Working with Us, Our Global Partners
TABLE OF CONTENTS
FREE 2017 GLOBAL MOBILE MARKET REPORT FREE 2017 GLOBAL MOBILE MARKET REPORT
This is the maiden edition of Newzoo’s annual Global Mobile Market Report, which aims
to provide subscribers with a global overview of the mobile market with a focus on con-
sumers and their interaction with actively used devices, rather than defning the market
in terms of units shipped. Identical to Newzoo’s other fagship global reports on games
and esports, this report is part of a subscription service that includes quarterly update
reports and continuous access to a Tableau dashboard with smartphone penetration
and app revenue forecasts. The data is derived from our full mobile intelligence portfolio
of services that aims to serve all industries where mobile developments are a key con-
sideration for strategy, product development, or marketing.
GLOBAL MOBILE MARKET REPORT
JELLE KOOISTRA
Newzoo Head of Mobile
“Our mobile intelligence portfolio is the result of almost
two years of preparation, partnering, data sourcing, and
modeling. The resulting intelligence focuses on active
devices, users, and the app (store) economy. From a
geographic perspective, our Chinese partner and strategic
investor TalkingData plays a key role in enabling us to paint
a truly global picture, previously unavailable in the market.”
PETER WARMAN
Newzoo CEO & Co-Founder
“In brief, we believe that the current pace of change in
consumer behavior, media consumption, and technology
requires a new type of intelligence frm that is agile,
innovative, truly global, and ahead of the curve.
Ultimately, we aim to be recognized as the #1 provider of
games, esports, and mobile intelligence in the world. This
report is a key frst step toward achieving that ambition.”
FOREWORDINTRODUCTIONFULL 100-PAGE
VERSION
$6900
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INCLUDES QUARTERLY UPDATES & DASHBOARD ACCESS
SUBSCRIBE: newzoo/global-mobile-report
FREE 2017 GLOBAL MOBILE MARKET REPORT FREE 2017 GLOBAL MOBILE MARKET REPORT
SCOPE & METHODOLOGY
Newzoo’s mobile intelligence service provides unique and broad insight into the mobile
ecosystem, including active devices, users, apps, and app stores. Our analysis of histor-
ical data and current trends forms the basis of our views on key developments shaping
the mobile market. Our market intelligence aims to provide actionable data that helps
answer important questions in areas such as product development and strategy. This
report combines data from three separate but linked models, which are the basis for the
most important takeaways. We reevaluate all our models on a quarterly basis, ensuring
up-to-date information on the market for our clients.
1. APP REVENUES MODEL & FORECAST
Newzoo’s app store revenue forecast model is based on analysis of several data sources,
including historical app store data, the fnancial performance of relevant companies,
and socio-economic development indicators for individual countries, such as internet
and smartphone penetration rates. Historical app revenue and download estimates are
corroborated by data from our strategic partner Priori Data and Newzoo’s proprietary
app store tracking technology.
Key defnitions:
including third-party Android stores. Advertising and e-commerce revenues are
excluded.
subscriptions, or paid installs from apps that are not categorized as games by app
stores.
or paid installs from apps that are categorized as games by app stores.
2. SMARTPHONE USERS MODEL & FORECAST
A key part of the report is sizing the smartphone market in terms of active users, rather
than units shipped. We focus on how many consumers use a smartphone on at least
a monthly basis. To calculate this, we have developed a detailed model using several
socio-economic development indicators per country. Most importantly, we consider
a country’s economic development to determine how many consumers can aford
a smartphone. Furthermore, we make use of demographic variables, as the smart-
phone penetration in certain age groups will be higher than others. We also adjust
for inequality to ensure a country’s wealth is representative of the larger population,
rather than a select group that is able to aford a smartphone. Finally, census data
allows us to monitor the total size of various countries, and how this will develop in the
near future. Results are benchmarked with key clients and partners in the industry, as
well as third-party reports and industry news.
Key Defnitions:
uses it at least once a month.
least once a month by smartphone users.
3. SMARTPHONE & TABLET TRACKING
Newzoo’s Smartphone and Tablet Tracking service is also based on a combination
of various data sources. We collect and process global monthly device usage data
from strategic partners, giving us aggregated data on the number of actively used
devices and models around the world, enriched with more detailed information, such
as chipset, screen size, or memory size per model. In total, the monthly sample consists
of more than 400 million devices. The results are extrapolated to total smartphones
and tablets actively used in each country and provide key insights into the MAU of
brands, models, and spec details (e.g., type of device, battery sizes, screen resolutions,
and many more characteristics). We focus on the two dominant mobile operating
systems, iOS and Android, and cover the top 100 countries in terms of smartphone
users. Together, these 100 countries cover 98.5% of the smartphone users in the world.
Key defnitions:
ating system.
system.
device software.
scanning, 4G compatibility, and a launch date after 2014.
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