Analysis on the trend of internet communication in China

At present, China's mobile phone users have exceeded 900 million people, has accounted for China's total population of two-thirds. The proportion of consumers using mobile phones is already climbing, and mobile internet is now an unstoppable trend.

The competing Consumer Insight team (Mediacom Insight) conducted a survey of the use of homologous "three screens" for consumers in 22 cities, 15-55 years of age, in the study of the use of specific categories of media, and in the study found that the same consumer in mobile phones, television, The time allocation on the computer's three-piece screen is already taking place that is meaningful and we may not have noticed the changes clearly.

The study found one: on weekdays, the consumer three-screen use time is distinct; on weekends, the proportion of computers and mobile phones is constantly eating away at TV time.

In the working day, "three screen" separatist use time period of the phenomenon in the study is very obvious. And in the morning 6 to 8, 12 o'clock noon, 5 o'clock in the afternoon to 6, such as debris break time, is active mobile phone use time period, while the day 9 to 6 o'clock in the evening working time period is the computer Internet time zone, while the television still occupy the Night 7 o'clock to 11 o ' Night leisure time.

Over the weekend, before 6 o'clock in the evening, the proportion of computers and mobile phones is constantly eating away at the time of "watching TV". Even the traditional TV prime-time period of 6 o'clock to 10, the use of computers and mobile phones is not low.

As an extension of the PC Internet, the mobile internet has become a popular trend of internet communication, the study found.

Working days, consumers use the debris time of commuting to the vehicle, through the mobile Internet, microblogging, reading E-books, playing online games, and so on, these habits are different from the PC Internet.

Over the weekend, the use of mobile phones and computers increased, representing consumers ' dependence on the internet and mobile phones during social and leisure periods.

This "internet + Mobile Internet" digital use pattern in the first-tier cities are particularly evident. According to the encounters Media research, it shows that the influence of digital media on brand shaping and product sales is steadily increasing. Therefore, we recommend that brand owners pay close attention to the "Internet + Mobile Internet" combination of communication programs.

The study found that three: holiday TV stalls to female consumers "charm."

During the holiday season, rich TV programs keep women still in front of the television, while men continue to socialize and become the main users of mobile internet and Internet. Therefore, it is recommended to adopt a combination of TV, internet and mobile internet in the holiday promotion of all kinds of female products.

"In the increasingly fragmented media environment, consumers are more exposed to the ' screen ' and the media can't just ' mix face '," said Fussa, head of the Mediacom Insight team. Image ' management, through the custom content or the novel interactive form, plays an irreplaceable medium in the consumer life. At the same time, the boundary between the channel and content is becoming more and more blurred, which is about to arouse a new round of media management. ”

Research methods

The study focused on 18-55-year-old consumers, with a sample volume of 4200.

Coverage: 21 One or two-line cities including Beijing, Shanghai and Guangzhou.

About Competitive Media

Competitive media is the world's leading professional media communications agencies, in the World 89 countries have 116 offices, the annual media contract of about 25 billion U.S. dollars (data source: RECMA). It has Mediacom consortium and is responsible for interactive marketing; Mediacom Business Science, responsible for business analysis and consultation; Mediacom Insight, is responsible for research market and consumer behavior psychology; Mediacom ESP, to provide customers with special program cooperation integration program and evaluation. These full-time departments are leading the field. Competition for the media under the group, group of Wuyi is the world's leading marketing services communications organization WPP's media management group.