Easy Media Mobile internet Research report: App becomes important media

"TechWeb Report" February 4 News, Easy Media recently released "Easy Media 2010-2012 China Mobile internet netizen Research and Analysis Report", the report shows that China's smart machine market share in 3 years to achieve leapfrog growth, app has become an important media.

The report shows that China's smart machine market share in 3 years to achieve leapfrog growth, and mobile internet users of the mobile Internet time and frequency of the trend has been rising year by day. In the 2010, mobile Internet users used the basic function of mobile phones as the mainstream, accounted for up to 64%, the proportion of the intelligent machine accounted for only 27%; in 2011, the number of smartphones in mobile internet users doubled the growth, by 2012, the ratio of the smart machine has reached 71%, the proportion of basic function mobile phone has shrunk to 22 %。

In addition, mobile internet users daily use of mobile phone to surf the internet is also rising every year. Daily use of mobile phones more than 2 hours a year, the proportion of more than 5 hours a day in 2012, more than 13% Internet users have reached the network. From the frequency of mobile internet, mobile internet users have more and more internet use of mobile phones every day. The proportion of the following 1 times per day declines, from 54% in 2010 to 33% in 2012, and 4 times a day in 2010, only 22% of users have more than 4 times a day on their mobile phones, up to 37% in 2012.

In addition, the report also analyzes the usage habits of mobile internet users. First from the point of view of the use of the site: road and outdoor as once users of the most frequent use of mobile internet sites, nearly two only to achieve a small increase in the home use of mobile internet growth rate, up to 50% by 2012, home has become the main mobile internet sites. The report shows that 8% of mobile internet users will use mobile phones when watching TV, mainly to visit social networking sites, while in the program broadcast and advertising during the use of mobile phone to view information and mail is also very high. Secondly, from the point of view of users using mobile Internet: Browsing news is always the main behavior of mobile internet netizens surfing the Internet, but the proportion of instant communication is second, but its ratio is decreasing year by year. In addition, with mobile phone games, social, audio-visual entertainment, shopping, the proportion of years of growth, mobile video advertising and mobile operators in the 2013 has great potential for development.

The report also notes that app has become an important medium. In terms of app numbers, the proportion of installed more than 10 apps has increased year by day, with fewer than 10 per cent falling; nearly half of the users in three years have been using apps for 1 hours daily, and in 2012 the number of heavy users using apps for more than 5 hours per day has reached 10%, and the user's and users download the app channel distribution is increasingly uniform, 2010, the Internet and WAP download station is the user download the main channel of app, to 2012, they and mobile phone application store, mobile forum, brand official website and other channels increasingly show a close situation. Among them, the brand official website in 2012 The growth is extremely remarkable, explained that nowadays more and more brands begin to pay attention to the brand app marketing, the good Word-of-mouth has become one of the important impetus which the app downloads.

Easy Media was founded in early 2007 in the United States Silicon Valley, positioning in an integrated digital advertising platform. Through a large number of advertising experience and data accumulation, to achieve the supply end to the demand side of the integrated digital advertising platform. Its mobile advertising platform integrates WAP Web sites and app applications, providing the operating system/brand/model of directional means to help advertisers complete advertising. Data show that as of July 2012, the Internet platform for easy media coverage of 510 million independent users per month, mobile internet platform covers 275 million independent users.