On January 11, QuestMobile, an authoritative third-party data agency in China, released the "Revelation of China's Mobile Internet Development (I)", taking stock of the main characteristics of China's Internet development in the past two years.
The data shows that with the gradual increase in mobile Internet penetration, the growth rate of user scale is slowing down steadily, although facing the total population ceiling, as of September 2021, it still reached a record high of 1.167 billion, of which the user scale of the sinking market reached 692 million, an increase of 1.5% year-on-year. The average monthly single-day use time of mobile Internet users reached 6.6 hours, and the number of monthly per capita single-day use reached 115.1 times, all of which showed different degrees of growth.
QuestMobile pointed out that overall, the demand for online behavior of people in the sinking market is low, and the TGI concentration in many industries is lower than 95, but the short video form is preferred, and the TGI index reaches 104. The active penetration rate of short video is as high as 82.3%, second only to the two major scenes of instant messaging and mobile shopping.
"Compared with the users of the whole network, the users of the sinking market have higher life satisfaction." QuestMobile proposes that optimizing the price sensitivity of users in the sinking market and the migration of offline habits is the main means to successfully step into the sinking market. "Cost-effectiveness is still the mainstream for a long time, but it is also necessary to pay attention to the quality of word-of-mouth." Branding needs to cater to the tastes and interests of sinking users. In addition, the application operation should also be simple and easy to understand, and the interface should be friendly. ”
The number and proportion of users across the network are showing younger and older characteristics, and both the number and proportion are constantly increasing. From the perspective of city grade distribution, the proportion of internet users in new first-tier, second-tier and third-tier cities is increasing, and third-tier cities with stronger comprehensive economic strength are the most important force in the sinking market.
Affected by the dual impact of the aging of the population and the high popularity of the Internet, the proportion of elderly users among all Netizens has increased rapidly. As of September 2021, the number of monthly active users of the silver-haired population over the age of 50 has reached 247 million, an increase of 19.3% year-on-year, and the "silver-haired economy" brought by it cannot be underestimated.
At the same time, young users have also become an important increase in the netizen group. In September 2021, Gen Z users increased by 13.5% year-on-year to 312 million, making it the main component of the mobile Internet. How to serve the trendy and consumption-powered Generation Z is a proposition that most Internet companies focus on. Mobile social, mobile shopping and mobile video products have the highest penetration rate among the Z generation user group.
Shenwan Hongyuan (Hong Kong) recently released a report also proposed that short videos represented by Douyin and Kuaishou have created an incremental market for the mobile Internet and changed the existing traffic pattern. Due to the fragmented characteristics of short videos, short videos have expanded more content consumption scenarios and enriched the entertainment and leisure activities in the sinking market. While creating new increments in the content consumption industry, it has contributed to the main increase in the length of the mobile Internet since 2018.
Third-party analysis believes that although short videos have bilateral network effects, they cannot monopolize the supply of content, which also provides a basis for the "breaking of the circle" of different types of content. For example, Douyin strengthens the recommendation and operation of algorithms to highlight beautiful and trendy content; Kuaishou has a good foundation in the sinking market from private domain traffic based on "attention" to expanding public domain traffic, with a tone of grounding and rich community temperature. As of the close of trading on the afternoon of the 11th, Kuaishou closed at HK$80.5 per share, up more than 3 percentage points from the previous day, and CICC and others maintained a "outperform industry" rating.