China’s mobile app market is fast growing and ever-changing with fierce competition. Consumers are actively using different mobile devices to get online. The penetration of smartphones and tablets has reached 99% and 95% respectively among online users across tier one to three cities, with similar app download level on both devices.

Health and wellbeing apps see a significant growth in usage from last year, indicating opportunities not only for app developers, but also for companies and brands to advertise in them by providing health advice and promoting their products and service to consumers based on their health data.

Although only 38% consumers surveyed have spent on apps, they show a higher interest in buying apps or in-app services, especially the problem-solving and solution-based apps that can help them save money, facilitate their life and improve work efficiency.

For the purpose of this report, mobile apps are defined as software downloaded to mobile phones and tablets, subsequent to the purchase of the hardware. Software that comes built in with the purchase of hardware is not the subject of this report, regardless of whether it is considered as an app or not.

This follows the same definition as Mintel’s previous report on Mobile Phones and Apps – China, February 2014.

‘High earners’ in this report are defined as those who have monthly personal income of RMB 8,000 or above.

‘Mid earners’ refers to those who have monthly personal income of RMB 5,000-7,999.

‘Low earners’ are defined as those with monthly personal income of RMB 4,999 or below.