How to truly understand the needs of Web site users three: 24~35岁 age-level user analysis

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The next is to talk about from the age of such a group of people from 24~35岁, this group of people from the popular sense will, belong to the network industry favorite, but also the most easily produce direct economic benefits of a group of potential consumers.

Usually to such an age level, basically, there is steady work, and stable work can bring about a basic steady and increasing income, and because of the not-so-old relationship, so that a group of people, than other age groups in the wider acceptance of the network brought about by the variety of fresh consumption patterns.

Mentions the network consumption idea, had to interrupt the key elaboration. From the inception of the network, because of its high degree of freedom and famous, more time in the network on the basis of creativity, from the initial personal web-oriented performance form, a short span of more than 10 years on the development of: Portal station, industry stations, E-commerce, personal sites and many other forms, and consumption patterns, There are similar payment treasure intermediary payment platform, mobile phone consumption platform, virtual money consumption, etc., can be described as overwhelmed, rich in variety.

The variety also poses a very complex problem: consumers are not adaptable, in fact, humans are a highly adaptable animal, as long as a person in a relatively calm environment of life, over time will form a high dependence on the environment, leading to our often said loyalty.

Such an explanation would be a good illustration of a common problem many web operators encounter when they promote their sites: why my website function is stronger than a station, the page is also more beautiful than a station, a station is just more than I set up a year, but no matter what tricks to use, Can not be a station of the user completely transferred to their own site, and even if part of the original a station users choose this site, or the habit of a few, it is difficult to form a strong web site dependence.

In fact, simply speaking, is a kind of dependence on the original environment, familiar interface, familiar with the Web site culture, cordial discussion atmosphere, as well as the acquaintance of the version and friends, these have formed a strong sense of dependence on the original site.

But through a pattern can quickly copy the original site environment and atmosphere: pull away the original moderator team and main posts, so that in a short period of time to change the original site's cultural structure, so that a large number of new users and site followers can not adapt to such changes, thus destroying the long-term establishment of the site culture atmosphere.

This is why the Xiamen Small Fish Forum in the early days of the publication of the main group of Runaway, the network industry, especially the Web site operators are particularly concerned about the reasons, because of large-scale, formed, already mature team of moderators group Exodus, so that one night there is almost a small fish forum popular, style exactly the same forum, Such behavior has to say is a heavy blow to the original forum.

But even so, most of the fish forum's basic users remain in the small fish Forum, and through this collective exodus, on the contrary make some people who are not very optimistic about the middle class users walked to the small fish Forum management, almost the big change to the last to replace the moderator themselves, and did not bring the small fish forum to ruin.

To a large extent, due to the collective exodus of moderators, for a small and medium-sized forum to water may be a fatal blow, but for a few years, the whole system, system, culture has been fully mature large communities, is only skin trauma. Because a large number of basic Internet users or trust this platform: you moderators go and stay with me, as long as I can post, to see what I am interested in, moderators go can also recruit.

So the above wordy said so much, actually want to point out: Site operators must form a unique attraction of the site, a feature should be independent of the site system, talent structure, forming a cultural trend, such a cultural trend is to attract 24~35岁 users are essential characteristics.

This type of user, usually because of a stable income, so is the main social consumption group, and through a few years or even more than 10 years of social, but also make them more than their students in school so a trace of rational and calm,

And because this age gradually entered the life of the first consumer climax stage: Marriage and the birth of children, so that the age of users have a strong consumption impetus, such a driving force directly lead to the huge increase in their consumption capacity.

Currently in the network world, basically successful operation and profitability of the site are focused on these people for potential users of the stage, such as the acquisition of this year I love discount net, can be tens of millions of acquisition, the money is not a fool, I love the user layer of discount network is 20~35岁, urban residents mainly of the huge consumer market.

There is a relatively hot last year, various types of food websites, such as the git, such as the site can be profitable, basically rely on the community 24~35岁 This group of people, the last article, the student group of the consumer market, the basic is limited to all over the school, and through the phone to order meal, and each consumption in more than 100 yuan, Only after work in the 35 friends to eat dinner party workers.

Another example is the current very fashionable Wedding category website, this kind of web site is usually the object of immediate marriage or preparation of marriage, if not early marriage to high school or late to twilight, I believe they are also in this age layer, and the red Child and other mother and infant website is also aimed at 26 years old ~ 35-Year-old Adult market, this is not a large number of examples.

So in the course of the operation of the website, for such a group of people, it is certainly to use all means to try hard to grasp it firmly in their hands, but how to proceed, or to say such a group of people, they really have that characteristics?

I. High level of network acceptance

A high degree of network acceptance, usually reflected in the network of emerging business understanding and support, for example, the Tianya and 7 days of joint launch of the network booking business, the end of the earth has been a lot of people's support, the end of the Earth also mercilessly earned a commission, if the end of the Earth in the beginning of the station to carry out this service, certainly no one will actively participate in , but through years of development, Tianya Basic users have grown up and gradually understand the emerging network business model, more importantly, most users have entered the backbone of the society, a variety of commercial activities and travel has become commonplace, which is the end of the world to launch the important basis for the success of housing services.

But with a high degree of network acceptance, does not mean that you can use the technology to play with users, in short, the site function is not too complicated, said that the mobile phone ordering around the cell phone ordering to promote and develop response function, the process is simpler, do not develop some of their own creative things, to pay attention to even this age layer, There are still a lot of people like to set the hao123 as the homepage, if the function development is too complex, the loss of this part of the business users will let operators regret.

Two. Low degree of business loyalty

Such a feature can be said that a lot of commercial web sites are most unwilling to see, but also very often happen, because in the community to survive, has made this class to develop the habit of around, and the rational choice of things, but also make a lot of commercial advertising and soft text can not directly affect its effect.

Then the site in the summary of this feature can be a comprehensive analysis of a phenomenon: the United States E-commerce level is very high, there are many businesses will gradually put their ads to some influential personal blog, through the combination of advertising and blog content to attract changes in consumer attitudes.

Because people conduct consumer behavior is a comparison of decision-making process, each more than the transaction behind the consumer thinking and comparison traces, then in the Network society can determine the final purchase intention of consumers, only in the selection of information processing in the process of impact and change.

In fact, the success of Taobao is to fully cater to the smart Chinese character characteristics: Want to compare? Tens of thousands of shops casually choose, afraid of being cheated? Credit ratings help you make decisions that are so fitting into the business model of your countrymen that it is difficult to succeed.

Three. The combination of rational consumption and impulsive consumption

Because this group of people have a strong ability to consume, demand is so strong that they must be around before they make a decision, but because of the steady economic income that makes it possible for them to spend small amounts at any time when they want, it can also explain why Taobao often appears: this I like, Take a message like that.

Then in doing this kind of person business, should stimulate consumption and rational content combination use, regardless of commodity profit, introduction and all kinds of decoration is essential, large consumption attention rational combination, small commodity attention to cause potential consumer group consumption desire.

In a word, 24~35岁 users are the current network consumption, network culture, an important part of the marketing for this type of users is the network industry is always the same hot topic.