The user demand of the new information industry declined after the peak of the epidemic period
Release time:
2020-10-30
1. The user demand of the new information industry declined after the peak of the epidemic period, but from June to July, perhaps affected by the "graduation season", the active users of the industry showed a small fluctuation growth, and the MAU in July was close to 0.7 billion;
2.2020Q3, among the mainstream new information platforms, Baidu APP has a bright data performance, leading with a user coverage rate of 42.7. In addition, Baidu APP has maintained a daily number of new users at about 1.5 million, which is the platform with the largest number of new users among the major new information platforms;
3. When more than 70% of users choose to use the information platform, they are most concerned about the factors of information content (such as content richness, content quality, immediacy, etc.); Explain that as a bridge between users and information, content is the core element for the new information platform to retain users for a long time;
4. At present, news information is still the most popular category of information. User groups of different genders, ages and occupations have obvious differences in their preferences for News and pan-entertainment information, while the coverage of knowledge information is relatively wider;
5. In recent years, users' preference for graphic information has been declining, and their attention has shifted to short videos and live broadcasts; the live broadcast form 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-built ecology and core content assets will be the standard for the leaders of the new information industry, and high-quality content creators will also become the focus of competition for the head platform. In the second half, the head platform, which tends to improve the content ecological construction, may pay more attention to "cashing in.
1. New Information Market Overview
1) The new information industry in the epidemic period after the peak of user demand has declined, March to May 2020 active user size decreased month by month; but to June to July, perhaps by the "graduation season", the industry's active users appeared a small volatility of growth, July MAU close to 0.7 billion;
2) As a bridge between users and information, content is the core element for the new information platform to retain users for a long time;
3) At present, the construction of information content has developed from self-editing, self-built ecology and content aggregation three modes.
The new information platform refers to the information content distribution as the core competence of the product, the integration of technical means to achieve personalized information distribution platform. As the development of the mobile Internet industry enters the second half, the competition for user traffic is fierce, and the major information platforms continue to use their unique advantages to seize the attention of information users. At present, the information industry has developed two types of platforms, new information and pan-information. The difference between the two is mainly in the ability to distribute information content: the new information platform takes information content distribution as its core product ability, and realizes personalized information distribution through self-subscription, manual screening or intelligent technology push, represented by today's headlines, Baidu APP and Tencent News; pan-information platform is based on information content distribution as a product subordinate capabilities, such as mobile browsers and social platforms and other products.
Aurora iAPP data show that starting from March 2020, with the improvement of the epidemic situation, the new information industry as a whole showed a low tide effect, and the scale of active users fell back to a relatively normal level. From June to July, perhaps due to the influence of the "graduation season", users' demand for college entrance examination, university voluntary reporting, recruitment and other related information content has increased, and the active users in the industry have seen a relatively obvious growth. MAU in July was close to 0.7 billion, the month-on-month Q2 grew by about 15 million in April, but then fell back.
As a bridge between users and information, content is a core element for new information platforms to attract and retain users for a long time. Information content has developed from a single professional editing to a production mode of Baihua Qisheng. At this stage, the content ecology is gradually improving.
At present, the construction mode of information content can be divided into three modes: self-editing, self-building ecology and content aggregation. The whole process of self-editing, I .e. content production, is completed by a professional editing team within the platform. Self-building ecology, I .e. information content, is mainly produced independently by the platform in cooperation with self-media. Content aggregation is that the platform uses technical means such as data capture and search engine to aggregate external content from all directions on the platform.
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