The new information platform of the head has exceeded 100 million monthly livelihoods, and continues to increase the layout of short video and live content.
Editor’s note: This article is from the micro-channel public number “aurora JIGUANG” (ID: lovejpush), Author: Aurora JIGUANG.
Aurora Mobile (NASDAQ:JG) released the “Annual Inventory Report of the New Information Industry in 2020”, in-depth analysis of all aspects of the new information industry from the perspectives of the new information industry market overview, new information industry development trends, and user insights into the new information industry .
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New information industry overview:At the end of 2020, new information The industry’s monthly active life remains above 600 million, and the network penetration rate is close to 80%. The new information platform is still an important channel for users to obtain timely information; among them, top platforms such as Baidu APP, Toutiao and Tencent News maintain a dominant position, with MAU reaching 100 million Level of volume
Content ecological trend: Faced with the trend that users prefer more “video-based” information content expression, the new information platform of the head continues to add short video and live content to attract users’ attention. At the same time, it builds its own content ecological barriers by supporting and incubating content creators and creating core IPs
Service ecology trend: New information users tend to use service applications daily. In order to satisfy users’ one-stop needs from information content to services, the new information platform at the head of the new information platform focuses on the entire scene The construction of the service ecology can extend the staying time of users and provide rich soil for the commercial realization of the platform
Business monetization trend: For the new information platform, the effective application of technical means can help the platform improve the ability of advertising monetization; but in addition to advertising revenue, the head new information platform has begun to use the content ecology To open up e-commerce channels and bring higher commercial value to the platform
Industry competition trends:
New information industry market overview
New information industry definition and industry chain map
The new information platform is a platform that uses information distribution as its core capability and integrates technical means to achieve personalized distribution
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The information platform carries very important information content and information distribution functions. As the channels for users to obtain information become more abundant, the information industry has developed two major types of platforms: new information and pan-information: New Information Platform It refers to a platform that uses information content distribution as the core capability of a product to achieve personalized information distribution through technical means. It is represented by comprehensive information platforms such as Baidu APP, Toutiao, and business portal platforms such as Tencent News; pan-information platforms are information Content distribution as a subordinate capability of products, such as mobile browsers and social platforms.
Inventory of financing mergers and acquisitions in the new information industry
Inventory of major events related to financing and mergers and acquisitions in the new information industry in 2020
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In 2020, the epidemic has brought opportunities and challenges to the entire Internet industry. Many Internet companies choose capital operations to seek development opportunities; focus on the information industry, such as Tencent, Baidu, ByteDance and other Internet giants. Acquisitions and mergers and acquisitions have brought favorable development resources to the new information platforms of each company. In addition, related companies such as Yidian Information, Interface, Financial Association and other related companies also have relatively large capital changes, and future development will usher in new opportunities
New information industry user scale changes and platform operation data comparison
The overall monthly active life of the new information platform exceeds 600 million, covering nearly 80% of mobile netizens
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The new information platform has greatly improved the efficiency and experience of users’ information acquisition by relying on the continuous in-depth optimization of content construction, recommendation mechanism and content presentation methods, so it can continue to attract users to use related products
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In 2020, the MAU of the new information industry will have peaks in the two periods of “epidemic outbreak” and “graduation season”; as of December, the industry’s monthly active life will remain above 600 million, and the network penetration rate Close to 80%, indicating that the new information platform has become the main channel for users to obtain timely information
The echelon of new information platforms has differentiated significantly, with Baidu APP ranking first with a penetration rate of over 40%
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According to the degree of user coverage, the current new information platform is mainly divided into three echelons. Baidu APP has obvious user advantages, occupying the first echelon alone with a penetration rate of more than 40%, and the penetration rate is 1.7 year-on-year 10% growth; Tencent News and Toutiao form the second echelon, with a penetration rate of about 20%;The remaining platforms are the third echelon, with a penetration rate of less than 10%
Baidu APP, Toutiao and Tencent News are the top platforms, and the advantages of active users are highlighted
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Currently, only the three new information platforms, Baidu APP, Toutiao and Tencent News, have a MAU of 100 million. Among them, Baidu APP leads the top platforms with a relatively obvious monthly advantage and maintains a stable development trend
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For other new information platforms with a penetration rate of the top 10, MAU is basically at the tens of millions level; among them, Sina News’s MAU increased by 65.1% year-on-year, and currently ranks fourth in the industry with nearly 40 million; the rest The MAU of the platforms all showed different degrees of year-on-year declines. Among them, the two platforms Qutoutiao and Kandian Kuaibao showed the most obvious decline. The early adoption of the online earning fission marketing model of these two platforms quickly stimulated the growth of users, perhaps too much. At the stage of “subsidy pull new”, active users are currently showing a clear downward trend
New information industry development trend
User growth-the development trend of new information platform drainage mode
Wangzhuan + split has become the current mainstream user drainage model in the new information industry
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With the development of the Internet media era, the user drainage model of the new information industry is also constantly iterating, especially when the industry enters the second half, the way of acquiring customers is changing from traditional methods such as application store promotion and mobile phone manufacturers pre-installation. Diversified changes in marketing gameplay, such as growth incentives, development of derivative apps, social fission, and information flow diversion, are currently the more mainstream models of attracting new users
Content ecology-changes in user information form preference
Users’ preferences for the form of information content have changed, and the trend towards video is obvious
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In recent years, users’ preference for graphic information content has decreased, and more attention has been shifted to short videos, long videos, and live broadcasts; among them, short videos rely on their “short and powerful” characteristics , Spreading rapidly in the entire content industry; live broadcasting has the characteristics of full-time, real-time, interactive, etc., which greatly enriches the user experience of obtaining information, and also provides a great opportunity for the commercial realization of the platform; in the future, With the development of 5G technology, the Internet live broadcast experience will be greatly improved. By then, the form of information + live broadcast may grab more users’ attention
Content Ecology-New Information Platform Content Form Layout Strategy
The head platform continues to make efforts to deploy short video + live broadcast services to meet the continuously escalating needs of users
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In recent years, short videos and live broadcasts have continued to be popular on the entire content industry track, and the new information platform at the head is constantly increasing the layout of diversified content expression forms. On the one hand, it helps to improve its own content ecology. On the other hand, it meets the escalating information needs of users; for example, Baidu will focus on pan-knowledge live broadcast in 2020, choosing to deploy its live broadcast business from “information and knowledge” as the entry point, and will continue to expand to pan-entertainment live broadcast and pan-entertainment. Make efforts in the field of knowledge short video to seize user traffic and user time for the main platform Baidu APP
Content Ecology-New Information Platform Content Ecology Competition Trend
Excellent creators and IP assets have become the focal point for the new information platform to build content ecological barriers
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As the mobile Internet industry changes from an incremental market to a stock market, how to extend user retention time and stimulate user activity has become the focus of consideration for major players; marketing methods can attract new users and temporarily stimulate user activity, but Content is the core element that promotes long-term retention of users and maintains user activity; especially users’ demand for content quality is increasing day by day. Players on the new information industry track realize the value of high-quality content, build a content ecosystem, and cultivate high-quality content creators And the creation of core IP assets is already the focus of current competition for new information platforms
Business model-new information user mobile service demand preference
New information users show more obvious demand for online services on the mobile terminal
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Combined with the age distribution of new information user groups and application classification preferences, users should be mostly post-80s and post-90s groups active in the workplace, and they are the main force in the consumer market. For travel, car services, Real estate services, etc. have relatively high demand; at the same time, this part of the user group is more concerned about their own health, so they prefer to use medical and health-related applications; due to the high degree of dependence on the Internet, they are also more inclined to buy online Medicine, grocery shopping, etc.; overall, new information users have a higher preference for service applications
Business model-New information platform service ecological layout strategy
The new information platform creates a full-scenario service ecosystem to meet users’ one-stop needs from information to service
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In order to meet the diversified mobile service needs of users, the new information platform is no longer limited to the distribution of information and information content, but is built with information and information as the core, and contributes to leisure and entertainment, health, education, and life. A one-stop platform for the expansion of multiple scenarios such as services; on the one hand, it meets the closed-loop needs of users to obtain information and services on one platform at the same time, saving time and steps for switching apps, on the other hand, it is conducive to the platform itself to improve the ecological chain and extend The stay time of the user, and finally realize commercial realization
Business model-new information platform business boundary expansion trend
The new information platform opens up e-commerce channels based on the advantages of the content ecology, realizing the expansion of the business boundary
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The new information industry has developed to the current stage. In addition to advertising revenue, many new information platforms at the top are constantly exploring other new ways to monetize traffic, especially those with Baidu APP and Toutiao. The head platform with rich content ecological advantages has enough strength to broaden the channels for realizing knowledge and information, and maximize the utility of high-quality content; for example, Baidu APP began to test the waters in the e-commerce field in 2020, and made a “you information The business layout strategy of “delivering goods”, and its preliminary results also show that the closed business loop formed by the information search portal + high-quality content ecology + e-commerce provides a good cash export for content creators and the platform itself
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Business model-New information platform traffic value comparison
In the new information platform, Baidu APP has the most advertising monetization ability, and the mobile ecological layout will bring higher commercial value
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According to the Aurora traffic value model, Baidu APP has become the new information platform with the highest user traffic value due to its high active user scale and user stickiness. It is estimated that its current traffic value exceeds 50 billion yuan. , With high advertising monetization capabilities; secondly, Toutiao and Tencent News ranked second and third in the industry with 36.47 billion yuan in traffic value and 12.86 billion yuan in traffic value respectively. In general, the top new information platform in advertising In terms of monetization ability, it has formed a relatively obvious advantage comparison with other platforms. In recent years, platforms such as Baidu APP and other platforms have continued to exert their efforts in content and service ecology, which has brought great monetization potential.There will be more room for improvement in commercial value
Business model-New information platform advertising monetization model development trend
The application of technology brings a stronger driving effect to the monetization value of advertising on new information platforms
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Currently, the information platform no longer adopts the extensive advertising display mode. Especially for the new information platform, due to the high level of technology, the use of technology to drive advertising has become a mainstream model : First use big data technology to gain insights into users’ current personality characteristics, consumer demands and behavior preferences, etc., to form labels, then use AI engine recommendations and other technologies to achieve efficient matching between consumers and interest products and brands, and use dynamic creative optimization Technology to form interactive advertising content, while ensuring user experience, attract users to actively participate, increase the value of brand exposure, and bring more advertising monetization opportunities to the platform
New information industry user insight
User profile and changes-gender, age
The user community of the new information platformIndividual structure tends to be balanced, and middle-aged and elderly users have increased in recent years
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In the past two years, the overall gender distribution of users of the new information platform has become more balanced, and the demand for information from female users has increased significantly
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In addition, the current new information platform is still mainly composed of young users aged 35 and below (76.7%); but in the past two years, the proportion of users aged 46 and above has increased from 4.3% in 2018 Increased to 11.0% in 2020, the growth trend is relatively obvious; on the one hand, the reason is that the penetration rate of smart phones among middle-aged and elderly people is increasing, and on the other hand, the online profit fission marketing model that has emerged in the information industry in the past two years has also absorbed Many middle-aged and elderly users
User base portrait and changes-city level distribution
The users of the new information platform in high-tier cities are showing a slight growth trend, and the content and service ecology may be upgraded or driving factors
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In 2020, users in low-tier cities will still account for the majority of new information platforms, and the total proportion of third-tier cities and below is 56.7%; however, the proportion of users in high-tier cities has shown a slight increase in the past two years Among them, Beijing’s share of growth is the most obvious, followed by Changsha, Kunming, etc. The top 10 cities with increased user share are mostly new first-tier cities; in recent years, some major information platforms have upgraded their content and service ecology, perhaps Important factors to promote user growth in high-tier cities
User basic portrait and changes-head platform user structureDistribution
The head platform shows a different user structure distribution, and the Baidu APP user circle is relatively wider
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Comparing the user portraits of the three new information platforms, Toutiao and Tencent News accounted for more male users and a relatively higher age group, while Baidu APP showed a more balanced gender distribution. For the characteristics of younger users, the difference in the proportion of users in the three age groups of 45 and below is relatively small; in addition, the overall difference in the user city level distribution of the three platforms is not obvious; in general, Baidu among the three platforms The user circle covered by APP is relatively wider, and its ever-enriching mobile ecology in recent years may be the main reason for attracting users from different circles to use the platform
User app installation requirements-per capita number of app installations
New information users tend to install fewer similar information apps, and industry competition is becoming more intense
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Currently, the number of new information app installations per capita has maintained more than two, and nearly 60% of users use more than one new information type app, but the proportion has dropped significantly compared with the previous two years; description In recent years, users’ loading habits for new information apps have changed, and they tend to install fewer information apps of the same type
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In 2019, the online earning model has grown rapidly in the information industry, so users installed more new information apps at that time; as track players continue to increase, there is a trend of homogeneity. In this case Under the circumstances, users may be more inclined to retain a platform with wide content coverage and high quality to meet daily information needs, reflecting the increasingly fierce competition in the information industry
User app installation requirements-new information app exclusive rate
The head platform that meets the diverse needs of users breaks through the crowded track
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Due to the large number of track players, most new information apps do not have an exclusive advantage in the industry. Combined with the trend of users tending to install fewer information apps, the market concentration of the new information industry will increase. The higher it comes; in recent years, Baidu’s strategy in the mobile ecosystem has enabled Baidu APP to establish a more complete closed-loop model, which can meet the diverse needs of users in a one-stop manner, and has the highest exclusive rate in the new information industry
User app usage requirements-per capita startup times, per capita usage time
Users have formed a relatively stable new information app usage habit, and “open at any time, watch at any time” becomes the main scene
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In the past year, after removing the special factors of the epidemic, the stickiness of users to the new information app has basically shown a stable development trend; on average, each active user opens the new information app 3 times a day and spends it every day Nearly 40 minutes on this type of platform; during the outbreak, users’ demand for information platforms became more obvious. The per capita frequency peaked nearly 4 times, and the per capita duration was close to one hour. In general, after the recent years Development, the new information app has become a “high-frequency rigid demand” product
User app usage requirements-new information platform user stickiness comparison
Personalized distribution + rich content ecology enables the new information platform to have higher user stickiness
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From the perspective of per capita usage frequency and per capita time, users of comprehensive information platforms are relatively high. Among them, Baidu APP and Today’s Toutiao have the highest user stickiness, indicating that in addition to personalized information distribution functions, rich Content ecology is also a key factor in attracting users to use the platform frequently
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The overall user stickiness of portal-type new information platforms is not high. Among them, Tencent News and Sina News have official media accounts on their own social platforms (WeChat and Weibo), and the social platforms themselves It is a channel for obtaining information for more audiences. Therefore, the independent applications of Tencent News and Sina News have relatively high active users, but the overall user stickiness is not high
Report description
1. Data source
1) Aurora (Aurora Mobile, NASDAQ:JG), derived from the industry data collection of the Aurora cloud service platform and Aurora 1) APP platform for long-term monitoring of various mobile applications, combined with data mining and large sample algorithms Statistical analysis; 2) Aurora research data, online research through the Aurora research platform; 3) Other legally collected data. All of the above are based on relevant laws and regulations, with the legal authorization of users to collect data, and the data is desensitized to form a big data analysis report.
2. Data cycle
ReportReport the overall time period: January 2018-December 2020.
3. Data index description
For specific data indicators, please refer to the notes on each page.
4. Disclaimer
The data and information provided by JIGUANG are estimated and analyzed based on large sample data sampling, small sample research, data model prediction and other research methods. As any data sources and technical methods in the field of statistical analysis have limitations, Jiguang JIGUANG is no exception. The data and information estimated and analyzed by JIGUANG based on the above methods are for reference only. JIGUANG does not guarantee the accuracy, completeness, applicability and non-infringement of the above-mentioned data and information. The legal consequences of any action taken by any institution or individual invoking or based on the above-mentioned data information have nothing to do with JIGUANG, and the relevant disputes or legal responsibilities arising therefrom shall be borne by the actor.
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