Analyzing the current situation of SNS in China and grasping the psychology of SNS users

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Strictly speaking, domestic SNS is not social Networking services (social network Service), but social receptacle site. To Renren, net, 51.com three SNS platform as the representative, combined with some relatively reliable data, it is not difficult to generalize the mainstream SNS user's commonness.

Consult magnanimous consulting August research data and through the Python program to obtain school, 51.com the latest application data, summed up some of the common characteristics of domestic SNS:

I. User characteristics

1. Small Webgame platform based on user interaction;

2, male and female sex user proportion basic balance (male 52.5: female 47.5);

3, the main user group age distribution between 16~30岁. Among them, 21~25岁 accounted for 59.1% of the main user groups;

Second, the analysis SNS Basic application Use situation: Displays the light interaction

There are six basic applications: logs, photo albums, gifts, sharing, voting, recording, user use percentages are as follows:

Albums: 81.3% logs: 72.1% records: 67.6% share: 48.4% Gifts: 37.2% votes: 32.4%

Purple indicates female user data, blue for male user data

From the distribution map, we can see that the basic application scenario is basically one to the male and female sex users. In addition, two of fluctuating data also need to focus on: records and gifts. SNS "Record" is the miniature of Instant blog (mini blog), by domestic and foreign instant blog can not access the impact, resulting in a large increase in the use of records, so SNS "record" There is room for excavation, and "gift" application is lack of interactivity, and by the impact of individual SNS platform charges, resulting in a decline in the use rate. A series of data show that in the basic application link, user interaction behavior demand is weak, but there is a strong display mentality.

Analysis of common features among popular applications (high viscosity application prerequisites)

To Network (Renren) and 51.com as the representative, from the Xnapps to obtain the latest user data (September 9), through the installation of total number of users and the number of active users of the intersection to screen horizontal screening, a series of repeated applications.

1, the Campus net (as of September 9, a total of 988 applications)

TOP20 applications filtered by total number of users by application are: Happy Farm, dog, games, Sunshine Ranch, small Game Center, happy farmers, testing, speed racing, happy Aquarium, Texas Poker, all the landlords, fighting beds, kicking fart, my restaurant, Houle Hotel, Happy Fish pond, glorious Hospital, new cohabitation era , basketball superstar, hotel tycoon

TOP20 applications filtered by active user numbers are: Happy Farm, Sunshine Pasture, happy Peasant, happy aquarium, Happy Fish Pond, Houle Hotel, building A, glorious hospital, my restaurant, Animal Park, dog, Happy swineherd, basketball superstar, Texas Poker, Bubble fish, sea floor total movement, basketball infinity, small game Center , happy kitchen, crazy white-collar

The intersection of the total number of users and the number of active users two dimensions is: Happy Farm, dog, Sun Ranch, Games Center, happy farmers, happy Aquarium, Texas Poker, my restaurant, Happy Fish pond, basketball superstar, Houle hotel, Glory Hospital

Network (Renren) TOP20 application usage There are currently 988 applications

2, 51.com (as of September 9, there are 93 applications)

TOP20 by active user number are: 51 Garden, Dream West Tour, KFC, suck music infinite, star fall in love with me, I bought school, happy card, mold version change, ant home, Happy Zoo, cartoon photo production

TOP20 applications by active user number are: 51 garden, Happy Zoo, template change, city track, Small fool Home Show, Ant Homeland, happy Card, KFC, suction music infinity, seabed World, Dream West Tour

The total number of users and the number of active users of two dimensions of the intersection of the application is: 51 Garden, Dream West Tour, KFC suction Music Infinity, happy card, mold version change, ant home, Happy Zoo

51.com TOP10 Application Usage There are currently 28 applications

The classification of the intersection of the net and the 51.com can be divided into demand-type interaction (Farm Class), to form a display class (such as dogs), casual games (chess and cards), embedded cooperation (such as KFC suction music infinity) and DIY (such as template change) 5 categories, including the demand-type interactive application (Happy farm, Sun Pasture, Happy farmers, happy fish ponds, glorious hospital, my restaurant, basketball superstar, Houle Hotel, 51 garden, Happy Zoo, Ant home is the demand-type interactive application of the most popular, see the figure below.

Demand-Type interactive applications have the following same characteristics:

Features of conflicting requirements (such as game points, game props, etc.)

Interactive scene More (not only friends trading, parking stickers so boring)

Simple scene, can quickly complete the cycle task (raising animals, harvesting crops only a few clicks mouse can complete a cycle task)

The rules are simple, most users can get started without reading help

Task line length, need to spend more time to follow up tasks to obtain psychological needs (operators can be based on operational requirements to expand the task at any time, such as adding game props, game cycle tasks)

In the actual operation also need to pay attention to more details, such as user experience, such as the value chain system, interactive task system, etc., left to think.

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