The gate of profit: Analysis of Internet users ' value

Internet

With the popularization and wide application of the Internet, its audiences are becoming more and more large, and the Internet has become an indispensable tool and medium in the life of more and more people. This brings about the diversification and complication of the user composition, makes the Internet to the user's value, and the user brings the huge value to the Internet profession to be more and more difficult to clarify.

Now, the needs of netizens are no longer a single email and browsing information, but rather a shift to more diverse, autonomous and interactive applications, such as personalized instant news, web forums, personal space, instant chat tools, online games and other Internet products and services. These growth figures and emerging businesses all convey a message with unmistakable clarity: the growing number of Internet users and the increasingly sophisticated network consumer groups, forming a huge consumer farm, has a strong consumption and active market transactions, for the entire industry has brought great value and growth space. Because of this, in-depth analysis of user composition and consumption, use habits of the changing trend, become aware of Internet users as consumers and network users of the dual identity of the real value, but also the enterprise Internet Marketing this platform to obtain innovative ideas of the important Research object and foundation.

User opportunities: Rapid growth of user groups, increasingly diversified Internet applications

Data from the Internet GUIDE 2007 China Internet Survey Report, 2006 China Internet users personal Internet consumption market total size of about 276.746 billion yuan, compared to 2005 187.653 billion Yuan year-on-year growth of 47%. Internet consumption, including Internet, shopping, gaming and other online spending, is 169.57 yuan per month, up 7.46 from 157.8 yuan in 2005. The word netizen, is becoming the mainstream vocabulary of this era, the influence on the market and society is increasing. They have received unprecedented attention, the Internet is increasingly rich in various applications, all around the user's feelings and experience to unfold.

Search engines, instant messaging, and a variety of emerging internet services portals, along with traditional internet services, offer 50 segments of the 16 Internet sectors, including search engines, integrated portals, and e-mail, to hundreds of millions of users.

The mature user group of the Internet is characterized by unmarried users of male 18~30岁, and more concentrated in the economically developed areas such as East and South China, among which the undergraduate and college education users accounted for nearly 2/3. As a new generation of consumer groups embracing Internet media (1976~1994), they have shown a heavy reliance on internet media, which has become the most common medium for them to have a major impact. The current flow of the first Chinese portal Tencent Network for example, its users daily use more than 80% of people visit Tencent network more than two times a day, more than 60% of users on the Internet more than 20 hours a week. The internet has become the first choice for many people to get information on a daily basis, and their preference for using the Internet appears more intense, and loyalty is higher than the traditional media audience.

Industry opportunities: Surging demand for users, expanding market size and escalation

In all 50 segments of the internet market, the most popular online advertising (excluding search engines), online games in two areas of the 2006 market revenue scale reached 49.8, 5.96 billion yuan, respectively, 2005 growth of 50.91, 61.96. In 2007, 2008, in the base has been relatively high, the network advertising market will continue to maintain the size of 51.8 and 55.6% growth.

Obviously, such a change to the Internet industry is clearly a market opportunity, this opportunity requires the Internet enterprises to use the content of the subdivision, fully meet the needs of the user's growing updates to grasp.

User's dilemma: The market is changeable, the value appeal is no longer simple

In an increasingly sophisticated Internet application, users often ask themselves: what exactly do I need, a fancy interface, or a faster response? Can fully display the colorful space of self, also mumbling the privacy of the garden?

As a user of Internet media, users have the characteristics of "passive acceptance and active acquisition". In other words, they are in need of access to information, and only when they want information will take the initiative to browse, access, in general, they are passive information acquisition mode. By contrast, most users are very focused on the Internet experience, and the quality of Internet service and product experience is increasing. Take the network advertisement for example, the overwhelming majority of users express to the "unaffected type" advertisement, namely does not interfere the reading, the work advertisement, accepts the degree to be high. and coverage of the Web page, resulting in slow speed of advertising more objectionable. The traditional Web page advertisement quantity is many, the mistake hits the high, the type is multifarious, when browsing the news and the login mailbox, very easy to have the advertisement to cover or to create the obstacle, may even cause the boredom sentiment, causes the user experience satisfaction to descend.

Many social female users are used to consumption, and present a high amount of spending, frequent, and strong brand preference and inertia consumption behavior characteristics. They have a higher level of media attention, there is a strong emotional appeal, the Internet Community products demand exuberant, E-commerce also has a strong enthusiasm for participation, and professional white-collar users to pursue quality of life, wont to collect a lot of information, the quality of goods and services to compare to decide how to buy. Because they are more than a field of professionals, the demand for information is the highest, and the information quality requirements are quite high. As Tencent's collaboration with the Wharton School, internet portal is seeking through the rich content and in-depth cooperation in the field of expertise to meet the ever-expanding and refined user needs, thereby locking the user base, personalized, diversified content services to do the full effort, so that the user's value is fully reflected.

In addition, career builders and student users are mostly coming or just moving towards society, income is not very high, but are actively looking for their own brand and consumer objects, professional, rich entertainment products and content has a great demand and consumption potential, they will be in-depth experience or even study the content of Internet products and services, and will actively participate in experience, comments, thus forming brand reputation and image. They need interactive, highly entertaining products and services to meet their own entertainment needs and fully express themselves and demonstrate individuality.

Industry challenges: Sophisticated integrated operation for internet companies demanding higher

Pay attention to these Internet users to observe the daily consumption habits, it is not difficult to find that most of them have a relatively fixed consumption habits, there is a more regular way to shopping malls, supermarkets, shopping malls consumption behavior habits. The daily consumption is still the diet, accounting for nearly 30%, while daily shopping accounted for about 20% of the total income. In addition, in the network ads affect the actual consumption of users than the larger it/digital, clothing, tourism/travel, diet, automobiles, books, real estate and other consumer areas, almost all users need to buy products, will be online inquiries related information. All these make their value in the corresponding field is particularly prominent.

In the face of this growing user value, the user's needs are constantly escalating. It should be seen that such an increase will not only bring the Internet industry increased user value-added, but also to the Internet industry needs to build content deep, user segmentation, precision positioning of the integrated marketing platform business challenges. How to deal with these challenges, is placed in front of each of the Internet enterprises subject. It is gratifying to note that China's internet companies have been at the forefront of international peers in this regard, as the BBC Radio Corporation of China said at the end of last year, when it came to the attention of Chinese Internet companies Tencent: they are pursuing a realm that satisfies the needs of users, meets the needs of advertisers, and innovates and explores them constantly.

Moreover, Tencent, as the largest Chinese web portal, has shown great commercial potential in meeting the needs of users who are expanding and refining. And a wealth of product lines and a variety of forms of communication, channels of modular marketing will be the Internet as a new medium platform for the advantages of play incisively and vividly. Needless to speak, Tencent as the representative of the emerging network media, the user has a strong attraction and brand promotion, and its user value can not be underestimated.

Even the most daring forecasts, it is difficult to estimate the future of the Internet consumer market and the capacity of the advertising market, the user value of the strong growth momentum, so that the Internet platform as a medium of communication and marketing channels as the driving force of the brand is beyond doubt. Today's internet industry presents a "Montreal gold" attractive situation, this excellent situation, not only the Internet enterprises themselves to develop, but also to open up the market for enterprises to open the door.