China Mobile Internet User Research Prepared for Apira Meeting Dec, Daniel Chi

Transcription

1 China Mobile Internet User Research Prepared for Apira Meeting Dec, 2008 Daniel Chi

2 Index 1. Overview 2. Behavior Segmentation & Trends 3. Application Development 4. Internet Influences 2

3 Profile of Mobile Internet User Chart- Gender Proportion Chart- Birth Year Proportion Female 25.4% 90s 9.2% Before 70s 3.7% 70s 16.3% Male 74.6% 80s 70.8% Male holds the big part of mobile internet user, account for 74.6% by Sep,2008. Female users still increase fast. CNNIC predicts that the balance between male and female users will be reached in 5 years. User who was born in 1980s, is now at the work age, and have passion to enjoy the new thing. The birth year proportion shows the 80s account for 70.8% of the whole share. 3

4 Profile of Mobile Internet User 40% 35% Chart- Educational Level Proportion 33.9% 30% 25% 23.6% 23.1% 20% 15% 15.3% 10% 5% 0% 0.2% 1.6% Doctor Master Bachelor College High School Junior School 1.7% Under Junior High educational level promised a good knowledge condition to use the mobile internet. Low percentage of users with doctor/master degree owing to people penetration rate. 7.8% 8.0% 1.7% 4.9% 8.3% Chart- Occupation Proportion 2.2% White Collar Student Personal Business Casual Labor SOHO 41.2% Jobless Teacher Blue Collar Official Driver Soldier Peasant Hospital Work 19.2% Chef Others 4

5 Diversity of MIU Behavior Chart- Logon stay each time Chart- Logon Frequency 40% 35% 30% 25% 20% 15% 10% 5% 0% 22.8% 34.6% 22.0% 10.3% 4.4% 1.3% 1.3% 3.2% Once a week 9.8% 1-3 times a month 17.0% Others 2.8% Many times a day 34.0% Less than 15 min About 30 min About 1 hour About 2 hours About 3 hours About 4 hours About 5 hours More than 6 hours Per 2-6 day 21.5% Once a day 15.0% 89.6% Mobile internet is an important tool for users. Logon frequency and logon stay time are both increased in these years. Fee rules, better applications are the main reasons. 5

6 Diversity of MIU Behavior Chart- Brand User Proportion 100% Gotone M-zone Eazyown 80% 60% 40% Company worker take the first seat with it s 42.3% of user amount. Student is also an important user group for hold 11.1% of user amount. 20% Chart- Brand User Occupation Proportion 0% Fee and user amount are the main reason to EAZYOWN user getting online. 9.2% 1.3% 9.9% Company work 6.2% Student Casual Labor 10.2% 9.8% 11.1% 42.3% Personal Business SOHO Jobless Peasant Others 6

7 Index 1. Overview 2. Behavior Segmentation & Trends 3. Application Development 4. Internet Influences 7

8 MIU Segmentation China mobile internet user s surfing behavior has some characters: 1. Wide Spread 2. Transitivity 3. Stickiness Big coverage of China mobile networks Mobile internet can be accessed everywhere Most user is from south-eastern seaside cites Trust network Application leads users Anytime, anywhere Fee rules development 8

9 MIU Segmentation Chart- Use Habit Classification High Frequency Low Active Passive Positive Amount of user Lazy Short Stay at each logon Definition: High Frequency --at least use mobile internet once a day. Low Frequency less than once a day. Long Stay at least use 30 minutes a day. Short Stay less than 30 minutes a day. Long Base on above criteria we setup an matrix, divide user into four sections: Active, Positive, Passive and Lazy. 9

10 Portrait of MIU Matrix Chart- User Matrix 67.80% 48.90% 30.00% Active Passive GZ SZ Casual Labor Jobless Worker Junior School South China High School Student College SOHO Female NC Male White Collar Under Junior 30.00% 57.35% 84.70% NW MC EC Other Personal Business SW BJ SH North East Teacher Bachelor Positive Master Lazy Gender, education and region detract users, but occupation does not influence users much. Male users are fond of mobile internet. High educational level related to long logon stay. Positive and Lazy are basically located in Beijing and Shanghai. Education Region Gender City Occupation 10

11 MIU Behavior Trends Chart- First Logon Year 35% 30% 30.4% 27.5% 25% 20% 16.5% 15% 10% 8.4% 6.8% 10.4% 5% 0% Befor This chart shows an increasing new mobile internet user amount. In 2007, the increasing rate speeds up. Obviously, follow the trend, the new mobile internet user in 2009 would be quite large. 11

12 Index 1. Overview 2. Behavior Segmentation & Trends 3. Application Development 4. Internet Influences 12

13 Present Applications Chart- Present Applications 2.3% 2.7% Chat/IM News 5.7% 31.2% Search Book 7.9% 8.6% 9.8% 24.1% Image/Tone Music Mail BBS/Community Video Business Game Securities TV Blog Dating Web Others Chat and Instant Messenger are still the best application. Capital pushes the Community and Dating application. Xiaonei.com jumped up. Entertainment still lead the applications, but business and study related products develop fast, mobile mail is an example. Big internet companies begin to take care of this market, on the other side, technology oriented companies also have brilliant future in market alike mobile TV. 13

14 Application Future Chart- Application Forecast High Anticipation Low ROCKET DOG Mobile TV M Video M Blog Community Dating STAR M Game M Music Securities Mail DROP Bad Present Status Good Definition: Present Status application market show at present time. Anticipation application in future market. Base on above criteria we setup an matrix, divide user into four sections: Rocket, Star, Dog and Drop. 14

15 Index 1. Overview 2. Behavior Segmentation & Trends 3. Application Development 4. Internet Influences 15

16 Percentage of Internet Use Chart- Percentage of Internet Use Both 94.5% Only Mobile 5.5% 1. Internet penetration rate remain high, this allows people in most place can access to the internet. 2. A high superposition occurred between internet and mobile internet, which definitely connect the habit of behavior, and influence each other. 16

17 Percentage of Internet Application Chart- Internet Application Proportion for MIU 100% 80% 60% 89.3% 70.6% 67.2% 86.8% 83.6% 83.1% 71.9% 94.0%75.1% 84.5% 89.9% 74.0% 66.2% 40% 20% 0% Chat/IM Dating BBS Blog News Search Books Mail Game Music TV Video Securities 94% of Mobile user also use internet system 89.9% of Mobile securities user also use internet securities software. Only 66.2% of mobile TV user put eyes on internet TV program, it is the lowest proportion in whole the applications. 17

18 Year of The First Use Chart- First-Use Comparison 70% 60% 50% 40% 30% 20% 10% 0% 61.6% 8.39% Before 2004 Internet MobileNet 30.45% 27.55% 16.47% 11.1% 10.36% 6.78% 8.4% 7.6% 7.8% 3.6% The transformation rate of new internet user to mobile internet user is lower that the old internet users. This indicates that internet users need time to transfer. User increasing rate is going faster in recent years. Mobile internet users are mainly transferred from old net age internet users. Stickiness is a distinct character of these old internet users. These old internet users start to use mobile internet, with using applications in two way, is an important trend. 18

19 北京市海淀区中关村南四街四号中科院软件园邮编 :