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Daily active user (DAU) Looking at the macro environment, we could observe that, as shown in Figure 8, the penetration rate of mobile internet in China has reached 98% in 2017 – 98 out of 100 internet users are users of the mobile internet. This is over four folds of the penetration rate back in 2007, which was only 24%. This huge amount of increase indicates the fast development of Chinese economy and the increasing degree of Internet coverage but also shows that the future growth is very limited. More specifically, if we look at the MAU of mobile Internet in China, we can see that the number is still growing but at a slower speed, as compared to the same period last year even much slower to the year before last year. As depicted and shown in Figure 9, the annual net gain of MAU was 61 million in 2017 and 43 million in 2018. Looking at the growth rate, the year-on-year growth of MAU at the end of 2018 is below 4.2%, whereas that of the end of 2017 and 2016 were 6.3% and 17.1%, respectively. The dramatic decrease in the growth rate of MAU also indicates that the market has reached the mature stage, potential increase in the future is restricted. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 95% 98% 66% 61% 75% 69% 81% 86% 90% 40% 24% 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Figure 8: Penetration rate of mobile Internet in China, 2007-201720 20 Source: Statista - 37 - Penetration Rate [%]PDF Image | Analysis of ByteDance with a close look on Douyin TikTok
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