On January 11, China's third-party data organization questmobile released the revelation of China's mobile Internet development (I) (hereinafter referred to as the development revelation). The report points out that in the stock era, the use intensity of mobile phones by Internet users is still increasing, and more offline scenes are integrated online, which has become the main theme of Internet development. With the sinking market and nearly 700 million monthly active users, how to dig the huge market has become a necessary test for Internet enterprises to achieve sustainable development.
The mobile Internet began to face the ceiling of the total population. Questmobile data show that as of September 2021, the total number of mobile Internet users was 1.167 billion, an increase of only 14 million compared with 1.153 billion in September 2020. However, people's dependence on the mobile Internet has steadily deepened. By September 2021, mobile Internet users had spent 6.6 hours per person per day per month, an increase of 8.2% year-on-year. The number of times per person per day per month had reached 115.1, an increase of 3.1% year-on-year. The Internet has further penetrated into people's daily life.
The high popularity of the Internet has also led to the same changes in the structure of Internet users and the population structure. According to the development revelation, as of September 2021, the whole network users are younger and older, and the number and proportion are increasing. From the perspective of urban hierarchical distribution, the proportion of Internet users in the new first tier, second tier and third tier cities is increasing. The third tier cities with stronger comprehensive economic strength are the main effective force to sink the market.
It has attracted much attention that due to the impact of the epidemic, the lifestyle of Internet users sinking the market has been forced to change. The number of monthly active users reached a peak of 730 million in March 2020 and remained at about 692 million in September 2021. How to serve the huge number of users in the sinking market has become an important strategy for the sustainable development of Internet enterprises.
Questmobile data show that, on the whole, the Internet behavior demand of people in the sinking market is low, and they prefer the form of mobile video, especially short video, with an active penetration rate of 82.3%, second only to the two just needed scenarios of instant messaging and mobile shopping. In addition, the active penetration rate of map navigation, payment and settlement and online video is also significantly higher than that of comprehensive information, mobile music and financial management.
"Compared with the users of the whole network, users in the sinking market have higher life satisfaction." Questmobile believes that optimizing the price sensitivity and offline habit migration of users in the sinking market is the main means to successfully set foot in the sinking market. "High cost performance is still the mainstream for a long time, but we also need to pay attention to word-of-mouth quality. The application operation should also be simple, easy to understand and friendly."
It is worth mentioning that, under the dual influence of the aging population and the high popularity of the Internet, the proportion of elderly users in all Internet users has increased rapidly. By September 2021, the number of monthly active users of silver haired people over the age of 50 had reached 247 million, with a year-on-year increase of 19.3%, bringing about a "silver economy" that can not be underestimated.
(source: China Securities Journal · China Securities Network)
