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The new information industry is sinking, with over 60% of users located in Tier 3 and below cities
- Categories:Related Industries
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- Time of issue:2020-10-30
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(Summary description)After the peak of the epidemic period in the new information industry, user demand has declined, but from June to July, perhaps due to the impact of the "graduation season", there has been a small increase in active users in the industry, and the MAU in July was close to 7. Billion;
The new information industry is sinking, with over 60% of users located in Tier 3 and below cities
(Summary description)After the peak of the epidemic period in the new information industry, user demand has declined, but from June to July, perhaps due to the impact of the "graduation season", there has been a small increase in active users in the industry, and the MAU in July was close to 7. Billion;
- Categories:Related Industries
- Author:
- Origin:
- Time of issue:2020-10-30
- Views:0
Information
1. After the peak of the epidemic period in the new information industry, user demand has declined, but from June to July, perhaps due to the impact of the "graduation season", there has been a small increase in active users in the industry, and the MAU in July was close to 7. Billion;
2. In 2020Q3, among the mainstream new information platforms, Baidu APP's data performance is outstanding, maintaining a lead with a user coverage rate of 42.7%; in addition, the daily number of new users of Baidu APP remains at about 1.5 million, which is a major new information platform Zhongxin The platform with the largest increase in users;
3. When more than 70% of users choose to use information platforms, they are most concerned about the factors of information content (such as content richness, content quality, immediacy, etc.); it shows that as a bridge connecting users and information, content is more important to new information platforms. It is the core element of retaining users for a long time;
4. At present, news information is still the largest category of information for the audience. User groups of different genders, ages, and occupations have obvious differences in preference for news information and pan-entertainment information, while the circle of knowledge information has a relatively wider coverage;
5. In recent years, users' preference for graphic information has declined, and their attention has shifted more to short videos and live broadcasts; the live broadcast format that has just started is like a "dark horse" in the new information industry. The rapid growth has developed into one of the important carriers of knowledge information;
6. Facing the increasing content demand of users, self-building ecology and building core content assets will be the standard for leaders in the new information industry, and high-quality content creators will also become the focus of the top platform; in the second half, content ecology The head platform that tends to be perfect in construction may put more attention on "monetization".
1. Overview of the new information market
1) After the peak of the epidemic period in the new information industry, user demand has declined, and the number of active users has declined from March to May 2020; but from June to July, it may be affected by the "graduation season" and the industry is active There has been a small increase in users, and the MAU in July was close to 700 million;
2) As a bridge connecting users and information, content is the core element of long-term retention of users for new information platforms; information content has developed from a single professional editing and editing to a flourishing production model. At this stage, the content ecology is gradually perfect;
3) At present, the construction of information content has developed three modes: self-collection and self-editing, self-built ecology and content aggregation; self-collection and self-editing mode can guarantee the quality of content, the content richness under the content aggregation mode is higher, and the self-built ecological mode It combines the advantages of the above two.
New information platform refers to a platform that takes information content distribution as its core product capability and integrates technical means to achieve personalized information distribution. As the development of the mobile Internet industry enters the second half, competition for user traffic has intensified. Major information platforms continue to use their unique advantages to grab the attention of information users. At present, the information industry has developed two major types of platforms, new information and pan-information. The difference between the two is mainly in the ability of information content distribution: the new information platform takes information content distribution as the core product capability, through self-subscription, manual screening or Intelligent technology push and other means realize personalized information distribution, represented by Toutiao, Baidu APP and Tencent News; pan-information platforms use information content distribution as a product subordinate capability, such as mobile browsers and social platforms.
Aurora iAPP data shows that starting from March 2020, as the epidemic improves, the new information industry as a whole has a low tide effect, and the number of active users has fallen to a relatively normal level; from June to July, it may be affected by the "graduation season". As a result, users have increased demand for relevant information and content such as college entrance examinations, university voluntary reporting, and recruitment. Active users in the industry have seen a relatively significant increase. MAU in July was close to 700 million, which was an increase of about 15 million from Q2 in April. The fall back.
As a bridge connecting users and information, content is the core element of long-term attraction and retention of users for new information platforms. The content of information has developed from a single professional acquisition and editing to a production model of full bloom. At this stage, the content ecology is gradually improving.
At present, the construction methods of information content can be divided into three modes: self-collection and self-editing, self-built ecology and content aggregation; self-collection and self-editing means the whole process of content production is completed by the professional editing team inside the platform, and self-built ecology is information The content is mainly produced independently by the platform in cooperation with the media, and the content aggregation is the platform using data capture, search engine and other technical means to aggregate external content on the platform.
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