Playthings don’t lose your mind to become the most popular application type

February 3, LeTV announced its 2014 smart TV application industry report today. The report shows that with the rapid development of smart TVs, large-screen applications also usher in a large-scale outbreak of opportunities. 2014 was the outbreak of smart TVs. Smart TV sales exceeded 30 million, and the market penetration rate was close to 70%. The end of the 70s and 80s are the main force of TV application downloads, accounting for about 70%; game applications are the most popular types of smart TV applications, and game apps downloads accounted for 25% of Q1 in the second half of 2014. Increased to 48% of Q4. In 2015, the penetration rate of the smart TV market will exceed 85%, and smart TV applications will continue to dominate the market in games, video, and preschool education.

Market market: smart TV applications will become a major trend

2014 was the year of the outbreak of smart TVs, and it was also the year of the emergence of smart TV applications. The categories of smart TV application market were becoming more and more abundant, and users' habits of using smart TV applications were gradually being developed.

With the advent of the smart TV era, the cycle for users to replace television has gradually shortened to 3-5 years. This has brought new replacement demand, which is the main source of new shipments. According to data from LeSports, 57.7% of Super TV sales came from replacement requests. IDC predicts that TV shipments in 2015 will be comparable to 2014, and the domestic TV market will shift from an incremental market to an inventory market.

In the current market of smart TVs, Android is the mainstream of the market. As of the end of 2014, domestic smart TVs and box sales totaled more than 100 million. The annual sales of smart TVs exceeded 30 million, and the market penetration rate was close to 70%, of which the Android system accounted for nearly 70%. It is estimated that the penetration rate of smart TV market will reach 85% in 2015.

As Internet companies have entered the smart TV industry, the hardware configuration and performance of the TV industry has rapidly increased. This has played a very important role in promoting the development of TV applications. According to the home appliance market online sales TOP50 model statistics, quad-core CPU accounts for nearly 50%, 1080P full HD
The screen has become a standard, 4K screen is rising. Better picture performance and more powerful performance support will guarantee the TV application experience.

The growth in sales and performance of smart TVs has driven the development of application development, but the spring is yet to come. In 2014, the total number of newly-added applications was more than two thousand, which could not meet the needs of the 100 million smart TV and box stock market.

User characteristics: 70 people after the end of 80 is the main application of television downloads

Among smart TV users, those who like to download applications, they like to download those applications? The 2014 smart TV application industry report shows that after the end of the 70s and 80s, it became the main force for the download of smart TV applications, while gaming, video, education and other application types were the most popular.

From the point of view of the popularity of smart TVs, the penetration rates of regional smart TVs with advanced economies and high levels of Internet penetration are relatively high. Smart TV sales in Guangdong led the country. Beijing and Jiangsu ranked second and third respectively.

From the perspective of the use of smart TV applications, the population at the end of 70 and 80 is the main contributor to the download of TV applications, accounting for about 70%. According to the analysis, most of the groups in this age group have already entered marriage and family, and will have greater demand for education and life applications.

From the perspective of different gender users' demands for smart TV applications, because male users are more enthusiastic about electronic digital products and receive faster, the proportion of applications in smart TV applications is nearly 9 times that of female users. There is a huge user base for games, information, tools and other types of applications that male users prefer.

According to the time dimension of download and use of applications by users, compared with the trend of daily average start-up volume of traditional digital TVs, the time period for downloading and application of smart TV users has clearly peaked at noon. 19:00-21:00 in the evening is the prime time for users to use smart TVs. The users who play the application have a peak delay of 1 hour compared to the traditional TV users, and the heat is more lasting. User downloads peaked on Saturday.

The 2014 Smart TV Application Industry Report pointed out that games are the hottest types of smart TV applications. LeTV's open platform data shows that in the second half of 2014, the percentage of game app downloads has increased from 25% for Q1 to 48% for Q4, nearly half.

The reason for this is on the one hand because of the increase in the adaptability of video games, the entry of high-quality games, and the lifting of the ban on game consoles. This has led people to noticeably increase their attention to smart TV games this year; on the other hand, due to policy monitoring in the third quarter Since the video-related applications were off the shelf, the number of game downloads increased further.

From the development side and platform side, casual games account for more than half of all platforms. With game developers focusing on the TV platform, they have more experience, more serious games, and leisure games. The drop in the number of types may be reduced.

From the perspective of user downloads and usage, casual games continued to rank first in 2014, and shooting and parkour games with stronger immersive experiences on large screens increased significantly. Although the number of game aggregation halls is small, it is popular among users and the volume has grown rapidly. The games with the top ten downloads per month are mostly from well-known mobile game adaptors. For example, the number of sports-plus-plus games tailored for TV is less. The reputation of the game and the degree of adaptation to the TV platform are the key factors that influence user selection.

In addition, the growth of peripheral games is also very rapid. Through the interaction between the peripherals and the smart TV, the sense of control of the video game experience has been enhanced and gradually attracted the attention of game users. During the summer vacation of 2014, the download of peripheral games climbed significantly and reached the wave peak. In the second half of 2014, with the introduction of premium games, the number of downloads of peripheral games continued to rise after a short period of decline. In December, the number of downloads increased by 30 times compared with January, and the percentage increased by 16 percentage points. This trend also drove the game. Sales growth of accessories.

Similar to the trend of PC and mobile phones, RPG games also have a strong ability to attract gold in the smart TV field. For every 100 paying users, there are 44 card players and 15 leisure players. For sports racing and flight shooting players, 25 RPG game users account for only 10% of the paying users, but the ARPU is much higher than this. Other types.

On the large screen side of smart TVs, less than 1/6 of the application download conversion rate is over 30%. The analysis pointed out that the payment method is an important factor influencing the conversion rate of orders, and a payment method that is more suitable for TV screens will bring about an effective improvement in user experience and platform realizing ability.

Application Distribution: Non-game application video leader

TV was once an exclusive TV station. Watching TV is a habit of many people. Today, video applications are still an important type of people's lives. According to the 2014 Smart TV Application Industry Report, in the non-game application download TOP100, the number of video applications accounted for only 16%, but the download volume was close to 40%. It can be seen that “seeing” is still the strongest demand of users for TV.

In addition to video applications, very useful cross-screen applications have a large market space. The multi-screen interactive application builds a bridge between the mobile phone and the television, and enhances the TV large-screen experience through the convenient interaction of the mobile phone. Such applications will become one of the important entrances for television applications in the future. In the fourth quarter of 2014, the number of downloads of multi-screen interactive apps increased by 130% over Q1 and 13.7% in tools.

Living room education is also an important type of smart TV application. In Q3~Q4 in 2014, the number of downloads for educational applications increased significantly compared with the previous quarter, and large-screen education under the family scenario will gain more recognition. With the well-known education brands such as Hujiang.com, New Oriental, and VIPABC entering the OTT space, the living room education market landscape in 2015 may be rewritten.

At present, younger couples account for more than half of smart TV users, and there is a large demand for early childhood education. Preschool education application downloads occupy an absolute advantage in education classification and are in an upward trend. This will provide developers and the education industry with many development opportunities.

LeTV Application Open Platform Drives Big-screen Application Development

As the organizer of the 2014 Smart TV Application Industry Report, LeTV Open Application Platform is a service platform that integrates tool service, flow support, and business realization. It is the most authoritative open platform for smart TV applications in China. The platform is supported by music ecology, and is based on the LeTV application store, game center, LeUI distribution portal, and provides application developers with multi-terminal, high-quality massive user resources.

As the largest smart TV application platform in China, LeTV App Store has comprehensively covered LeTV TV Super TV and LeTV Box, and has in-depth cooperation with traditional TV manufacturers, with a brand coverage rate of 60%. The game center is a vertical game platform for application stores, and it is dedicated to providing users with safe mass-market TV games. LeUI application desktop will be applied to the front of the application download, users can directly download popular applications without logging in to the application store. Relying on the scale of users of super-TVs and massive boxes, boot advertising has a 90% monthly boot rate, allowing brands to reach users.

It is understood that LeTV's open application platform is continuously extending the service capabilities of developers, forming a one-stop ecological service closed loop from operations and technical support to liquidation. Lok is regarded as a developer providing multiple supports such as SDK, cloud services, IP, and funds, marketing, and profit model. In the profit model, LeTV provides developers with a source of revenue through the use of payment and advertising. LeTV will use the complete ecosystem of "platform + content + terminal + application", facing upstream and downstream, and bring more user and advertising revenue to application developers.

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