With the development of personalized recommendation technology, China's information industry has entered the era of pan-information, which is marked by the fact that the production and distribution of information content has shifted from reading volume as the judging standard to user needs as the center, with search technology as the aid, and users' access to information has become more efficient. Efficiency and satisfaction are greatly improved.
According to CNNIC data, as of March 2020, the number of mobile Internet users in my country has exceeded 900 million, which is close to the total number of Internet users. The pan-information industry has entered a user-scale stock market. By understanding user needs, each information platform provides more accurate personalized push and More comprehensive search engine services and other means to improve user stickiness and compete for the incremental market of user usage time.
Each head information platform quickly extended its layout to multiple fields, and the content ecology was gradually enriched.
Graphic: Scale of mobile Internet users and the proportion of total Internet users from 2013 to 2019 (unit: million), data source: CNNIC
(2) User preference for video content increases
In recent years, with the explosion of short video platforms such as Douyin, Kuaishou, Weishi, etc., users have a higher and higher preference for video as a combination of sound and picture. Video content covers various fields, which is in line with the fragmented reading of today's users. Habit.
In the third quarter of 2020, the proportion of users’ preference for graphic information was lower than that of video information in the first quarter. In 2020, most Chinese consumers were exposed to video in the form of content. As of June 2020, short The video penetration rate reached 65.8%.
In today's fast-paced world, people are more interested in short video information that is rich in information, fragmented to read, and easy to share and spread.
Tencent News Client is an official mobile information product under Tencent, which provides users with 7×24 hours of efficient and high-quality information, featuring all-weather, all-round, timely reports and other product features.
In addition to a large amount of high-quality information, Tencent News client is also deployed in video, live broadcast, audio, novels and other country email list aspects to provide users with an immersive experience. The establishment of the community promotes the interaction between users and greatly increases user stickiness.
2. Industry overview
1. Market size
The huge number of netizens has injected a lot of momentum into the mobile information industry. As of the first half of 2020, the number of mobile Internet users in my country has exceeded 900 million, of which 99.7% use mobile phones to access the Internet. As of September 2020, the number of monthly active devices (including mobile phones and tablets) in China has exceeded 1.43 billion.
In-feed advertising is the main revenue method for mobile information platforms. In the past five years, mobile advertising has risen rapidly at twice the growth rate of Internet advertising, and the focus has gradually shifted from the PC side to the mobile side. The mobile information industry has a very broad market space.