DCCI data media properties , said micro- user sticky Bo greater than SNS
uly 22 morning news , DCCI has released the first half of 2010, Internet and interactive marketing data . Shows that micro- Bo the proportion of users every day to reach 41.7% using the 2- 3 days once the user reached 26.9%. DCCI that the micro- Bo user stickiness , higher loyalty , SNS use of the frequency has stabilized .
DCCI figures show : microblogging user stickiness , higher loyalty , SNS use of the frequency has stabilized . Microblogging users every day to use the ratio to 41.7% of a 2- 3 days to reach 26.9% of users only use a proportion of micro- Bo reached 41.9% , while the proportion of SNS use every day , 35.7% ,2 -3 20.8% once a day , using 2-3 SNS website up to 32.3% ratio .
DCCI Internet Data Centre Hu Yanping analysis : in the traditional sense of the audience is gradually disappearing , the era of micro- public ; network so that everyone not only suffering from the copies . A production of the consumer before the first self-organized network of individual real-time via the Internet; micro survey the public is no longer an abstract sense of the group or the general public , Focus Narrow Focus , more than the niche market differential , differential to the individual ; the micro- Public interaction and sufficient to influence from the media , self- completion of share exchange , consumer decision-making process .
Following DCCI data :
Core found : a real-time from microblogging platform media information , SNS was personal and interpersonal network of friends displayed .
Features highlights from the media, microblogging , SNS is still an important social network . DCCI2010 the first half of Internet survey data : micro- micro- Bo Bo users mainly for the purpose of recording their feelings, to find the same interest groups, discuss issues of common interest in the topic and so on, users will be microblogging as a real-time information exchange platform, compared to Case , SNS users are mainly using the SNS platform contact old school , new friends , will be SNS media as a major interpersonal network of friends .
Microblogging dissemination of information from the preferred media types , SNS obvious characteristics of individual display . DCCI2010 the first half of Internet survey data : the user ’s favorite microblogging application, comments , concerns , hot topics , forwarded out the top four . SNS top two functions are log, albums , product applications user preference difference in function reflects the deep motives of the different media options , SNS users tend to personal impressions tend to focus on micro- Bo is hot information, instant messaging, and Forward the information of interest to form a human-centered self- Media .
SNS user’s friends from the source and content of micro- Bo or persons of concern to the distribution of more than confirmed the view . In the micro- content distribution of concern to Bo , the industry experts , celebrity front ratio , while the close relationship between SNS users have friends , classmates , relatives , family members as the main contact for , microblogging users to access industry information apparent motive Professional Information .
More inclined to information media microblogging platform , SNS is still vertical community site expertise . DCCI2010 the first half of Internet survey data show : the media microblogging features lead to greater reliance on the content and content aggregation platform, and portals just with the media ’s inherent advantages , therefore , the DCCI statistics of the microblogging site ’s coverage, Comprehensive portal on the micro- micro- Bo Bo coverage of up to 92.3% of users , while the vertical type microblogging site coverage is only 32.7% ; comparison SNS community site , compared with the vertical expertise , vertical SNS SNS users web site on the coverage 95.6 %, while coverage of the portal on the SNS users 49.5% .
Core found in 2 : Micro- Bo viscous media and loyalty were higher than SNS, the media highlighted the value .
Microblogging user stickiness , higher loyalty , SNS use of the frequency stabilized . DCCI2010 first half of Internet survey data : micro- micro- Bo Bo users the frequency of daily frequency of use was the highest , reaching 41.7% of the 2- 3 days once the user reached 26.9% , In addition, the main use of the micro from the user Bo number of terms , microblogging users to use only a proportion of 41.9% , high frequency of use of the user , but is more concentrated in a micro- Bo on loyalty highlights . The SNS uses a ratio of every day , 2- 3 days 35.7% 20.8% once , use 2-3 to reach the highest proportion of SNS sites 57.6% . Data showed higher micro- Bo ’s loyalty , more users tend to use every day , SNS use of the frequency has stabilized , and the site more user , SNS sites for more alternatives .
Three core findings : microblogging media marketing model or brand is more suitable for display , the market is dialogue , communication that is communication .
Microblogging marketing model , or more appropriate advertisements , SNS implantation of advertising to attract a higher degree . DCCI2010 the first half of Internet survey data show : If placement in micro- Bo , the user that they paid more attention to the top five are showing the type of advertisements (including banner ads, rich media ads , text ad , sound animation , static Animation ) , compared , SNS users are more concerned about the main form of product placement advertising . DCCI believes that as a high degree of micro- Bo -rich platform for information , product placement is currently being used as foreign Twitter keyword advertising, and ready to use the topic in the vicinity of the matching text advertising implantable strong , may not be suitable for China’s current Internet User in a complex information environment of advertising attention and cognition .
Core found 4 : Micro- Bo and the SNS should be emphasis on mobile platforms , the application of e-commerce as a user concern .
Whether or SNS microblogging platform should not ignore the development potential of mobile phones . DCCI2010 the first half of the Internet survey data show : microblogging mobile phone users and the SNS users login to access the rates were 39.0% , 35.7% were more than 3 percent . Combined with DCCI predicted before , in 2013 , mobile phone users accounting for 52.9% of China’s population will reach will go beyond 2013, the number of PC users , this will be formally declared beyond the era of mobile Internet , PC and phone will show a comprehensive integration of the Internet . As the mobile Internet era , whether or SNS microblogging mobile platforms should be emphasized in future all applications and services , to use as a platform for the development of high growth potential .
E-commerce or to become the basis of micro- Bo and the SNS Apps , games are not SNS drive future growth . DCCI2010 the first half of Internet survey data show : microblogging users want new features added in the e-mail came first to reach 51.46% , indicating that micro- Bo users expect more private means of communication , and e-commerce has become the user The third most want to increase the application , the ratio reached 36.1%. SNS users most want to increase the functionality of , the log is still the main hope to increase the user ’s application , the game is only in fourth place , compared to 49.0%, DCCI that the game is not the driving force of growth in the future SNS , SNS should be log Album generated content such as user-friendly as the main basis for application development and application . Meanwhile , e-commerce as a micro- Bo and SNS users want to increase the application of the future , its potential to be overlooked , according to DCCI statistics , SNS users to discuss the brand -related information includes a large number of Group buy . Product of dialogue , people-centered response to the marketing needs of the 2.0 era, demand and e-commerce needs more docking method .