This report focuses on Tencent news users ’consumption preferences for educational graphics and short video content, commentary sentiment performance, and hot word analysis, etc., to help content partners produce educational content and business partners more accurately. Advertising.
Editor’s note: This article comes from WeChat public account “All Media Pie” ( ID: quanmeipai), author ConTech data experiment.
Introduction
The AllMedia ConTech Data Lab released the third vertical industry report. This report focuses on Tencent news users ’consumption preferences for graphic and short video content in education, commentary sentiment performance, and hot word analysis. Partners are more targeted to produce educational content, and business partners are more precise in advertising.
declaration
Data source
Based on Tencent News users’ consumption of educational content in the period from January to June 2019, it combed out the production of relevant content in the educational field, user reading preferences, user comments emotional performance and hot word analysis, and different User groups ’consumption preferences for educational content.
Analysis conclusions
The content published in the report is a collaborative research and analysis of Tencent News ConTech’s All Media School Data Lab and Associate Professor Zhuang Yongzhi of the School of Journalism and Communication of Nanjing University based on the big data of Tencent News and the actual industry situation.
Report feed
1. Young users account for an absolute majority (84.8%). Exams are the focus of attention, especially the college entrance examination, middle school entrance examination, postgraduate entrance examination, and civil service examinations are the core. Users particularly hope that the media’s educational information will provide them with identification and use of high-quality educational resources. Guidelines;
2. Users are eager for education equity and social mobility, and pay special attention to family education and campus safety;
3. Users in more developed provinces and cities pay more attention to education information;
4. Tsinghua, Peking University, and Harvard, Yale and other famous schools have attracted much attention;
5. Users expect the media to promote fairness construction with public opinion supervision.
Full report
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1. Young users account for an absolute majority (84.8%). Exams are the focus of attention, especially the college entrance examination, middle school entrance examination, postgraduate entrance examination, and civil service examinations are the core. Users particularly hope that the media’s educational information will provide them with identification and use of high-quality educational resources. Guidelines;
2. Users are eager for education equity and social mobility, and pay special attention to family education and campus safety;
3. Users in more developed provinces and cities pay more attention to education information;
4. Tsinghua, Peking University, and Harvard, Yale and other famous schools have attracted much attention;
5. Users expect the media to promote fairness construction with public opinion supervision.
Full report
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