What does it look like for parents to commit internet addiction?
Editor’s note: This article is from the WeChat public account “Deep sound (ID: deep-echo) , author: Lu Yue
Core points:
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Silver-haired mobile phones in the sinking market must be used by many people.
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The short video app occupies a lot of entertainment time. Long video, free novels, and games compete for time on the same track. Long video has fallen.
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The attractiveness of reading the money-making model has declined, and the “smell the Internet to make money” scam has increased, and the sense of self-protection of the silver-haired people urgently needs to be improved.
The TV just doesn’t listen, the phone is held for three hours, the vibrato is all swiped, the fun and the landlord are playing …
When you go home during the Spring Festival, do you find your parents in the sinking market, their “mobile Internet surfing life” is more abundant than you think?
In fact, middle-aged and elderly people who are increasingly addicted to mobile phone screens have become a new group of people who have attracted much market attention in the past. (Link) mentioned that digital age has become a double variable of online time and consumption growth.
The number of silver-haired groups is larger than expected.
According to the “Silver Hair Crowd Insight Report” released by QM, the number of domestic silver hair crowds has exceeded 430 million. As of December 2018, the average monthly usage time of the mobile Internet for silver hair crowds exceeded 118 hours, an increase from December 2017. twenty one%. And the growth rate of the per capita use time of the mobile Internet as a whole is only a single digit in June 2019. In contrast, the silver-haired crowd is clearly becoming the most active and vital group in China’s Internet.
Behind the data, what channels do silver-haired people use to get online? Which apps build the understanding of the Internet for the silver-haired? What products have made the silver-haired people’s dependence on the Internet deeper?
In order to answer the above doubts, during the Spring Festival holiday, “Shenxiang” surveyed the installed apps of the silver-haired people around them to find out: who can occupy a place on the screen of their parents’ phones.
E-commerce online shopping: low prices and promotions are the only way to go
When you are cutting hands on mainstream e-commerce platforms such as Taobao, JD.com, and Koala, your parents have become new users of online shopping.
Silver-haired people are no strangers to online shopping.
Even in the sinking market where the network penetration rate is relatively slow, a considerable part of the silver hair crowd has started online shopping through e-commerce platforms such as eBay in the PC era. After the popularity of the mobile Internet, the online shopping of silver-haired people has shifted from computers to mobile phones, and Taobao has always been a must-install.
However, Pinduoduo is rapidly attacking this market. According to field observations and interviews, “Deep Sound” has found that in recent years, Pinduoduo has changed Taobao ’s status as the “only one” for a long time and fully occupied the sinking. Market, among the silver-haired people who sink the market, Pinduoduo is almost a must-have shopping app for everyone.
How did Pinduoduo get the silver-haired users in the sinking market? It can be found from the interview that WeChat provided them with a very wide and efficient channel for acquiring customers. From discovery and download to regular use of Pinduoduo, it usually goes through the following process:
-
WeChat pull new: See WeChat friends or WeChat groups share activities information such as “newcomer exclusive 1 yuan purchase”, “bargain free get” and other activities, then download and participate in it.
-
Preferential promotion: After downloading, users can get certain discounts by signing in to check in, group purchase, share bargaining, ten billion subsidies, and planting trees to get fruits, etc., and fully immerse them.
-
Building trust: After a long time of participation, users clearly see a certain amount of discounts when shopping, so they have built a sense of trust in the app.
It’s not hard to see that “concessions” are the first consideration for silver-haired people in sinking markets.
The hot Taobao live broadcast now has certain appeal to the silver hair crowd. Unlike most young people who are looking after Li Jiaqi and Wei Ya, the silver hair crowd does n’t care who the anchor is when they watch Taobao live broadcast, but they pay more attention to the live broadcast room. Is the product pushed in lower than the price when purchased directly? When choosing to enter the live broadcast room, the silver-haired crowd was particularly concerned about the live broadcast with the titles of “Taobao Leak Detection” and “Clearance Sale”.
However, because the steps of live shopping are more complicated, there are not many actual purchase behaviors of silver-haired people.
Apart from Pinduoduo and Taobao, several more “niche” shopping rebate apps and discount-based apps are gradually occupying the silver-haired market, such as the only product slogan that says “30% off every day” , Shopping back to “push coins” can be offset by the cute push of money, the main low-price sale and wake-up purchases. It is understood that, except for Vipshop, the latter two apps are learned and downloaded by users from the advertisements in the short video app.
From left to right: Vipshop, cute push, wake up
In addition, the silver-haired people will be more cautious when buying medicines. They will not use Taobao directly, but will choose an app that specializes in medicine purchases, such as the pharmacy online mall. The core function of this product is “drug comparison”. Use this function to find the most cost-effective one among many online pharmacies on the APP.
All in all, from the observation results, we can see that the ultimate weapon for leveraging the online shopping market of silver-haired people is definitely price.
Leisure: Square dance is the absolute entrance
As the children grow up, the seniors are also nearing retirement, so they are beginning to have a lot of free time. Today, entertainment apps on mobile phones have replaced televisions and become the new favorite of the silver-haired.
Compared to younger users, the silver-haired family presents some different user characteristics:
-
Every day available for entertainment and weaker fragmentation;
-
Entertainment habitsIt is easy to show a “fixed” trend, that is, it is easier to form fixed habits and more immersed for a long time using APP.
Although the fragmentation feature is weaker, compared with the long video platform, the short video can gain the favor of the silver-haired.
Currently, short videos have fully occupied most of the entertainment time of silver-haired people. The “Sinking Market Report” released by QuestMobile has shown that as of the end of March 2019, short video has become the industry with the largest growth in the size and duration of sinking users, and the number of users per user has increased to 3.4. Heavy users increased by 251%.
After researching several elders ’mobile apps and observing their usage habits, Deep Sound found that the actual situation is in line with the report. They use the short video app most frequently and for the longest time during entertainment. Most of them will install the two apps of Douyin and Kuaishou on their mobile phones at the same time. There is no particularly obvious distinction between Shakiu and Kuaishou on content preferences.
An unexpected finding was that Baidu’s good-looking videos are quite popular among the silver-haired people who sink the market. One of the important reasons is that, unlike Douyin and Kuaishou, good-looking video retains the traditional content vertical partition setting in product design, which is different from Douyin’s full-screen scrolling playback and Kuaishou waterfall. The impact of this is Middle-aged and older users have more initiative to choose content.
Deep Sound during communication found that middle-aged and elderly users are confused about the vibrato, the inability to select content categories, and the video content that has been brushed after a period of time becomes more and more the same.
The second impact of the good-looking video settings content section is that its two subchannels, “Music” and “Square Dance”, are very attractive to the silver-haired, and the algorithm recommendation for music partitioning can always be consistent with the middle and elderly. Music preferences, and the square dance division will directly attract users with dance teaching and finished dance clips. According to the previous public information, good-looking video not only vigorously supported the square dance category in 2019, but also held a three-month national square dance exhibition competition. It can be seen that the good-looking video is also tilted towards the silver-haired crowd in operation.
Although the silver-haired people have relatively abundant free time, the competition is still fierce. Including short videos, long videos, free novels, mobile games, and even audio apps are robbing them of their time.
Silver-haired mobile phones in the sinking market must be used by many people.
The short video app occupies a lot of entertainment time. Long video, free novels, and games compete for time on the same track. Long video has fallen.
The attractiveness of reading the money-making model has declined, and the “smell the Internet to make money” scam has increased, and the sense of self-protection of the silver-haired people urgently needs to be improved.
The TV just doesn’t listen, the phone is held for three hours, the vibrato is all swiped, the fun and the landlord are playing …
When you go home during the Spring Festival, do you find your parents in the sinking market, their “mobile Internet surfing life” is more abundant than you think?
In fact, middle-aged and elderly people who are increasingly addicted to mobile phone screens have become a new group of people who have attracted much market attention in the past. (Link) mentioned that digital age has become a double variable of online time and consumption growth.
Source “Deep Sound” report The number of silver-haired groups is larger than expected.
According to the “Silver Hair Crowd Insight Report” released by QM, the number of domestic silver hair crowds has exceeded 430 million. As of December 2018, the average monthly usage time of the mobile Internet for silver hair crowds exceeded 118 hours, an increase from December 2017. twenty one%. And the growth rate of the per capita use time of the mobile Internet as a whole is only a single digit in June 2019. In contrast, the silver-haired crowd is clearly becoming the most active and vital group in China’s Internet.
Behind the data, what channels do silver-haired people use to get online? Which apps build the understanding of the Internet for the silver-haired? What products have made the silver-haired people’s dependence on the Internet deeper?
In order to answer the above doubts, during the Spring Festival holiday, “Shenxiang” surveyed the installed apps of the silver-haired people around them to find out: who can occupy a place on the screen of their parents’ phones.
E-commerce online shopping: low prices and promotions are the only way to go
When you are cutting hands on mainstream e-commerce platforms such as Taobao, JD.com, and Koala, your parents have become new users of online shopping.
Silver-haired people are no strangers to online shopping.
Even in the sinking market where the network penetration rate is relatively slow, a considerable part of the silver hair crowd has started online shopping through e-commerce platforms such as eBay in the PC era. After the popularity of the mobile Internet, the online shopping of silver-haired people has shifted from computers to mobile phones, and Taobao has always been a must-install.
However, Pinduoduo is rapidly attacking this market. According to field observations and interviews, “Deep Sound” has found that in recent years, Pinduoduo has changed Taobao ’s status as the “only one” for a long time and fully occupied the sinking. Market, among the silver-haired people who sink the market, Pinduoduo is almost a must-have shopping app for everyone.
How did Pinduoduo get the silver-haired users in the sinking market? It can be found from the interview that WeChat provided them with a very wide and efficient channel for acquiring customers. From discovery and download to regular use of Pinduoduo, it usually goes through the following process:
-
WeChat pull new: See WeChat friends or WeChat groups share activities information such as “newcomer exclusive 1 yuan purchase”, “bargain free get” and other activities, then download and participate in it.
-
Preferential promotion: After downloading, users can get certain discounts by signing in to check in, group purchase, share bargaining, ten billion subsidies, and planting trees to get fruits, etc., and fully immerse them.
-
Building trust: After a long time of participation, users clearly see a certain amount of discounts when shopping, so they have built a sense of trust in the app.
It’s not hard to see that “concessions” are the first consideration for silver-haired people in sinking markets.
The hot Taobao live broadcast now has certain appeal to the silver hair crowd. Unlike most young people who are looking after Li Jiaqi and Wei Ya, the silver hair crowd does n’t care who the anchor is when they watch Taobao live broadcast, but they pay more attention to the live broadcast room. Is the product pushed in lower than the price when purchased directly? When choosing to enter the live broadcast room, the silver-haired crowd was particularly concerned about the live broadcast with the titles of “Taobao Leak Detection” and “Clearance Sale”.
However, because the steps of live shopping are more complicated, there are not many actual purchase behaviors of silver-haired people.
Apart from Pinduoduo and Taobao, several more “niche” shopping rebate apps and discount-based apps are gradually occupying the silver-haired market, such as the only product slogan that says “30% off every day” , Shopping back to “push coins” can be offset by the cute push of money, the main low-price sale and wake-up purchases. It is understood that, except for Vipshop, the latter two apps are learned and downloaded by users from the advertisements in the short video app.
In addition, the silver-haired people will be more cautious when buying medicines. They will not use Taobao directly, but will choose an app that specializes in medicine purchases, such as the pharmacy online mall. The core function of this product is “drug comparison”. Use this function to find the most cost-effective one among many online pharmacies on the APP.
All in all, from the observation results, we can see that the ultimate weapon for leveraging the online shopping market of silver-haired people is definitely price.
Leisure: Square dance is the absolute entrance
As the children grow up, the seniors are also nearing retirement, so they are beginning to have a lot of free time. Today, entertainment apps on mobile phones have replaced televisions and become the new favorite of the silver-haired.
Compared to younger users, the silver-haired family presents some different user characteristics:
-
Every day available for entertainment and weaker fragmentation;
-
Entertainment habitsIt is easy to show a “fixed” trend, that is, it is easier to form fixed habits and more immersed for a long time using APP.
Although the fragmentation feature is weaker, compared with the long video platform, the short video can gain the favor of the silver-haired.
Currently, short videos have fully occupied most of the entertainment time of silver-haired people. The “Sinking Market Report” released by QuestMobile has shown that as of the end of March 2019, short video has become the industry with the largest growth in the size and duration of sinking users, and the number of users per user has increased to 3.4. Heavy users increased by 251%.
After researching several elders ’mobile apps and observing their usage habits, Deep Sound found that the actual situation is in line with the report. They use the short video app most frequently and for the longest time during entertainment. Most of them will install the two apps of Douyin and Kuaishou on their mobile phones at the same time. There is no particularly obvious distinction between Shakiu and Kuaishou on content preferences.
An unexpected finding was that Baidu’s good-looking videos are quite popular among the silver-haired people who sink the market. One of the important reasons is that, unlike Douyin and Kuaishou, good-looking video retains the traditional content vertical partition setting in product design, which is different from Douyin’s full-screen scrolling playback and Kuaishou waterfall. The impact of this is Middle-aged and older users have more initiative to choose content.
Deep Sound during communication found that middle-aged and elderly users are confused about the vibrato, the inability to select content categories, and the video content that has been brushed after a period of time becomes more and more the same.
The second impact of the good-looking video settings content section is that its two subchannels, “Music” and “Square Dance”, are very attractive to the silver-haired, and the algorithm recommendation for music partitioning can always be consistent with the middle and elderly. Music preferences, and the square dance division will directly attract users with dance teaching and finished dance clips. According to the previous public information, good-looking video not only vigorously supported the square dance category in 2019, but also held a three-month national square dance exhibition competition. It can be seen that the good-looking video is also tilted towards the silver-haired crowd in operation.
Although the silver-haired people have relatively abundant free time, the competition is still fierce. Including short videos, long videos, free novels, mobile games, and even audio apps are robbing them of their time.
-
Good-looking video