In the first half of 2014, Internet users used the Web application more deeply

First, the overall status of Internet applications

In the first half of 2014, Internet users used the Web application more deeply. Communication and communication applications, instant messaging usage continues to rise, the status of the largest network applications more stable. Microblogging market gradually entered a mature period, the entire market showed a trend of concentration. Social networking sites continued to decline, mobile social gradually converged to a single application. Mobile commerce applications, driven by mobile payment, are now leapfrogging and have become more and more important in network applications. The scale of Internet users in mobile payment online, mobile online shopping, online banking for mobile phones and mobile travel booking applications all exceeded the scale of six months 40%, driving the overall growth of Internet business applications. Leisure entertainment applications, mobile online games and mobile Internet music usage continued to grow rapidly in 2013, the overall development of the downlink context, online games, online music rebound in the first half of 2014, the basic rate of return to the end of 2012 level. However, with the launch of major brand mobile search apps, multi-channel promotion of mobile browsers, and user diversion for various applications, the number of users of mobile search engines remained strong at a high level. Internet financial applications for the first time into the survey, Internet financial products in just one year, the utilization rate of more than 10%.

Mobile payment driven business applications rapid growth

In the first half of 2014, mobile payment became the biggest highlight of the development of network applications. The scale of users grew by 63.4% in half a year, and the utilization rate increased from 25.1% at the end of 2013 to 38.9%. Mobile payment opens up various business applications, driving the rapid growth of business applications such as mobile shopping, mobile phone group buying and mobile phone travel booking. Compared to the end of 2013, mobile phone shopping, mobile phone group buy and mobile bookings netizens scale growth rate reached 42.0%, 25.5%, 65.4%, business applications in the Internet application status more and more important.

Mobile games drive the growth of online game users

As of June 2014, the number of online game users in China reached 368 million. The utilization rate rose to 58.2% from 54.7% at the end of 2013, and the utilization rate basically returned to the level of the end of 2012. The utilization rate of mobile games was 47.8%, an increase of 4.7% and the scale of growth was 36.48 million, which was the main driving force for the growth of game users.

Internet users increased financial management

The convenience of the Internet opened up the capital chain and reduced the management and operation costs of wealth management products. The long tail effect of the Internet aggregates scattered funds for individual users, which not only improves the position of Internet wealth management operators in commercial negotiations, but also enables individuals to obtain higher returns on their scattered funds. Within just one year after the launch of Internet financial products, the number of users reached 63.83 million with a usage rate of 10.1%.

Social networking site usage continues to decline

In the first half of 2014, the number of social networking sites in China was 257 million, a decrease of 20.47 million from the end of 2013. The utilization rate of social networking sites among Internet users was 40.7%, down 4.3 percentage points from the end of last year, and the user scale and usage rate continued to decline. In recent years, social applications have been updated rapidly and have greatly shunted users of social networking sites.

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Second, the application of information acquisition development

Search engine

As of June 2014, the size of China's search engine users reached 507 million with a utilization rate of 80.3% and the number of users increased by 17.83 million as compared with December 2013, an increase of 3.6%. In the meantime, the number of mobile search users reached 406 million with a utilization rate of 77.0%. The number of subscribers increased by 40.8 million from December 2013, an increase of 11.2%. With the rapid growth of mobile search users, mobile search has surpassed mobile news to become the second largest mobile application besides mobile instant messaging.

In the first half of 2014, the practical application of search engine innovation made some progress. Based on the technologies of "semantic search" and "knowledge atlas", the company integrated many kinds of information such as social, video, travel and software application downloads to develop a new online search Products, improve search accuracy, optimize user experience. At the same time, search companies continue to expand the channel of traffic: on the one hand, through the cooperation with the Internet service enterprises in application distribution platforms, social networking sites, group buying and other fields, investment or mergers and acquisitions to enrich the traffic sources and search for product content and forms; on the other hand, Companies are pushing independent search apps for mobile traffic while pursuing in-app search and innovative application distribution. By breaking the barriers between APPs, increasing APP activity, activating the long tail application market, users are presented with highly relevant quality Content, improve the accuracy of mobile search. The search engine has formed a search service integrating search, entertainment, shopping, social networking and local living services with search products as the core on both the PC side and the mobile side to enhance user experience and stickiness.

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Third, business transaction application development

Online shopping

As of June 2014, the number of online shopping users in China reached 332 million, an increase of 29.62 million over the end of 2013, representing a 9.8% increase in the semi-annual period. Compared with December 2013, the proportion of Internet users using online shopping in our country increased from 48.9% to 52.5%. In the meantime, the growth of mobile-phone shopping in the mobile commerce market reached 205 million with a semi-annual growth rate of 42%, 4.3 times of the overall growth in the online shopping market. The use of mobile shopping increased from 28.9% to 38.9%.

In the first half of 2014, the increase in the number of online shopping users benefited mainly from the following five aspects: Firstly, the joint enterprises of the relevant departments such as the Ministry of Commerce and other departments stepped up efforts to rectify the market and crack down on counterfeit goods so that the network integrity environment was improved; secondly, the new "Consumer Protection Law" provides online shopping no reason to return within 7 days to strengthen the protection of consumers; Third, e-commerce platform and delivery companies to launch scheduled delivery and delivery services such as the day to enhance logistics efficiency, logistics service competition upgrade to Delivery time accuracy; Fourth, companies vigorously promote the mobile shopping, mobile payment convenience and greater margin than the PC-side to promote the rapid development of mobile-side shopping; Finally, companies based on the introduction of large data applications C2B customization Innovative models to better match the individual needs of users, to achieve accurate sales.

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2 buy

As of June 2014, the number of China's group purchasers reached 148 million, an increase of 7.6 million from the end of 2013, representing a growth rate of 5.4% per annum. Compared with December 2013, the proportion of Chinese Internet users using group buying increased from 22.8% to 23.5%. Compared to the overall market buy, mobile phone buy more rapid development. The number of mobile phone users to buy reached 102 million, a half-year growth rate of 25.5%, the proportion of mobile phone users to buy from 16.3% to 19.4%.

In the first half of 2014, the growth rate of group purchase website users gradually slowed down and tended to develop steadily. The main reason for the growth of group purchasers can be attributed to the following three aspects: First, the overall market environment in the group buying industry has been effectively improved. After the survival of the fittest market choice to a high degree of concentration, the top five occupy more than 90% market share. Second, companies continue to improve service quality and enhance user experience. Mainly as follows: Group purchase restrictions to reduce consumer spending more rich, through the mobile terminal to achieve the "order - payment - consumption" synchronous "real-time service model." Thirdly, Group Buying has become one of the regular promotion methods for local life service enterprises. It caters to the public's "excellent value for money" mentality of consumption and prompts users to form consumption habits that prioritize group buying activities. Fourthly, the competition between Internet giants' capital injection of professional buying websites and e-commerce platforms and professional buying websites will further promote the overall service of the buying industry and attract more netizens to use the group buying service.

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3. Online payment

As of June 2014, the number of users using online payment in our country reached 292 million, an increase of 32.08 million from the end of 2013, representing a 12.3% increase in the first half of the year. Compared with December 2013, the proportion of Chinese netizens using online payment increased from 42.1% to 46.2%. In the meantime, mobile payment grew rapidly, reaching 205 million subscribers, a 63.4% growth rate for semi-annual growth, and an increase from 25.1% to 38.9% for Internet users.

Online payment is the fastest growing business users of business applications, the reasons for the following three aspects: First, online payment to open up a variety of business applications, access to rapid development channel. Internet shopping, online travel booking and other Internet business applications rapid growth of linkage effect to promote the development of online payment. Second, the rapid development of mobile payment, online payment has a stronger alternative effect. Mobile online payment and consumer life closely combine to expand the application scenarios and data services (such as billing function), in the business of "cash subsidies", "discounts," "high yield" and other promotional measures to promote online Pay the rapid growth of user scale. Such as taxi software, life-based payment, payment tools based on public financial products, college entrance examination points and so on. Third, to further improve the safety environment and safety performance of payment instruments, provide better support and protection for users.

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Internet banking

Into 2014, the outbreak of strong growth in Internet finance, crowdfunding business model media frequently reported more public awareness, P2P net loan practitioners more than a thousand enterprises, especially the Internet financial products, the development of only a few months sales reached trillion scale Therefore, this survey joins the content of wealth management products with the highest participation by Internet users in the Internet financial model. As of June 2014, the scale of Internet wealth management products in China was 63.83 million, with a utilization rate of 10.1%.

The rapid growth of Internet wealth management products in one year depends on the following reasons: From the perspective of Internet characteristics, the convenience of the Internet opens up the capital chain, reduces the management and operation costs of wealth management products, and the long tail effect of the Internet aggregates individual users. Funds, not only improve the status of Internet banking operators in business negotiations, but also make personal scattered funds get higher return on earnings. From the user's needs, Internet banking products with low threshold, high yield, high liquidity characteristics fit the public wealth management needs. One yuan from the purchase, according to the day earnings, T +0 redemption mode the same day, while the rate of return higher than the current bank savings ten times, compared to bank savings has overwhelming advantages; From the purchase channels, the Internet financing product purchase channels Relying on large-scale users, the use of high frequency, the development of mature third-party payment platform for the purchase of products to provide great convenience.

5. Travel booking

As of June 2014, the number of netizens who booked air tickets, hotels, train tickets or travel online reached 190 million, an increase of 8.83 million from the end of 2013, representing a 4.9% increase rate for the first half of the year. The proportion of Internet users booking travel online From 29.3% to 30.0%. Internet users booking air tickets, hotels, train tickets and travel packages online accounted for 23.9%, 11.7%, 10.7% and 8.1% respectively. It is worth noting that the number of netizens subscribing to travel online has increased rapidly, increasing by 12.57 million or 32.4% in the first half of the year, making the largest contribution to the growth of overall online travel booking users. In the meantime, the number of mobile phone bookings for air tickets, hotels, train tickets or travel trips reached 75.37 million, an increase of 29.8 million from December 2013, representing a semi-annual growth rate of 65.4%. The proportion of Internet users booking online using mobile phones was 9.1 % To 14.3%.

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The growth of online travel booking subscribers is mainly attributed to the following three factors: First, the strong support of relevant government departments. China National Tourism Administration identified 2014 as "the year of smart tourism [1]" and encouraged enterprises to improve the service quality and user experience of online travel booking by means of advanced technologies such as cloud computing technology, Internet / mobile Internet and intelligent terminals. Second, social capital has a high investment in tourism and an active investment and merger in the industry to promote the overall improvement of the tourism industry and service quality. Third, the improvement of tourism products and promotion of corporate promotional efforts have intensified. The popularization and application of mobile APPs have stimulated the travel needs of consumers and prompted a large number of offline travel reservations [2] to be transferred online.

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Fourth, communication and communication applications development

Instant messaging

As of June 2014, the number of instant messaging users in China reached 564 million, an increase of 32.08 million over the end of 2013, representing a six-month growth rate of 6.0%. The utilization rate of instant messaging was 89.3%, an increase of 3.1% from the end of 2013, with the utilization rate still top in the first place.

Instant messaging, as the most basic network requirement of Internet users, is not only the number one user of Internet users, but also shows the steady growth of usage. The reason for this is mainly due to the rapid growth of instant messaging users. As of June 2014, the number of mobile phone instant messaging users in China was 459 million, an increase of 28.42 million from the end of 2013, representing a six-month growth rate of 6.6%. The utilization rate of mobile instant messaging was 87.1%, an increase of 1% over the end of 2013.

As mobile instant messaging products open up the entire eco-chain, games, e-commerce, O2O and other services will reach users through instant messaging portals. And this potential huge entrance value, makes the mobile instant messaging products once again become the focus of the industry. In order to gain a foothold in the mobile terminal entrance dispute in the future, other Internet giants such as E-commerce and other fields have also begun to actively make arrangements for instant messaging, including launching their own products or adopting mergers and acquisitions to match existing products in the market. In the integrated mobile phone instant messaging market, the market pattern has basically been determined; but in some vertical mobile instant messaging market, it is likely to usher in a new round of fierce battle. Currently, from the successful development of vertical mobile instant messaging products, looking for a differentiated route with unique positioning can we continuously increase the number of users and enhance the user's stickiness.

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2. Blog / personal space

As of June 2014, the number of users of blogs and personal space in China was 444 million, an increase of 7.72 million over the end of 2013, an increase of 1.8%. Internet users in the utilization rate of 70.3%, slightly lower than the end of 2013. Among them, the use of the blog was 19.3%, the user size of 122 million; personal space utilization was 65.1%, the size of the user 411 million.

As a platform for content distribution, the content of blog is relatively long and lack of interaction with users, which can not meet the demand of people to pay attention to and release information anytime and anywhere. They are gradually replaced by the functions of other social applications and gradually transformed into niche during the competition Application, now the development of the blog is elite, professional characteristics; personal space development is exactly the opposite, it keeps growing with the user's product innovation capabilities, a collection of the current popular social products, a variety of functions to complete the social Class application transformation, to meet the social needs of users, user size and utilization has remained at a high level.

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3. Micro-blog

As of June 2014, the number of microblog users in China was 275 million, a decrease of 5.43 million from the end of 2013 and the utilization rate of Internet users was 43.6%, which is not much different from that of the end of last year. Among them, the number of mobile micro-blog users was 189 million, a decrease of 7.94 million from the end of 2013, with a utilization rate of 35.8%. After experiencing a rapid growth period from 2011 to 2012, the micro-blogging market has gradually entered a mature stage. The entire market shows a trend of concentration. Some operators' adjustments to the development strategy of micro-blogging business have contributed to the overall size of micro-blogging users The reduction.

From the development trend analysis, as the user maturity and content preferences deepen, its own attributes are also changing. First of all, the role of the microblogging platform has been enhanced. It has become an information exchange platform for individuals, institutions and other media. It also provides platform support for mobile phone applications and social networking. Secondly, from the content perspective, Content, based on the beginning of the emergence of some vertical, refined content, personalized satisfaction for the user gradually increased satisfaction; third, from the user trends, micro-blog users gradually "sink" from the early to First and second tier cities, and gradually developed to level three or four and even lower areas; Finally, from the perspective of the value of application, with the accumulation of micro-blog data, micro-blog in public opinion management, behavior prediction, online marketing play more value .

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4. Social networking site

As of June 2014, the number of users of social networking sites in China was 257 million, a decrease of 20.47 million from the end of 2013. The utilization rate of social networking sites among netizens was 40.7%, down 4.3 percentage points from the end of last year. The number of users of mobile social networking sites was 134 million, a decrease of 20.43 million from the end of 2013, with a utilization rate of 25.4% and a decrease of 5.5 percentage points from the end of last year. The overall size of social networking sites and the number of users on the mobile phone side continue to decline, and the development prospect is not optimistic.

The continued decline in the size and usage of social networking sites is due to the challenge from competitors. In recent years, social applications have been updated rapidly to divert users from some social networking sites. On the other hand, social networking sites have their own reasons. As a result, Slow innovation, deviation from the center of gravity of operations, failed to meet the core needs of social users, coupled with the limitations of some of the social networking site users, when the user status changes, easy to get out of the original relationship chain, resulting in the loss of users. The above reasons cause "pan-social" social networking sites less interaction, less updates, less original content, affecting the quality of communication, thereby reducing the user's willingness to use.

Although the development of social networking sites is not optimistic about the future, but as a social networking application of the basic elements of integration with other applications, has become a norm. Online shopping, online payment, online games, online video, search and other services have introduced social elements, through the use of social relations on the traction of user behavior to promote the development of the application itself.

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Fifth, the development of online entertainment applications

Online games

As of June 2014, the number of online game users in China reached 368 million. The utilization rate of Internet users rose to 58.2% from 54.7% at the end of 2013, increasing by 30.8 million. The number of mobile online game users was 252 million, with usage increasing from 43.1% at the end of 2013 to 47.8% with a growth of 36.48 million. Mobile-side game users have become the most important driver of growth, meanwhile, it means that client game users will further improve their mobile game transformation.

Client-side online games have always dominated the Chinese game market, and its development has laid a huge foundation for the development of other game types. As a result, mobile games have been rapidly developed in the conditions of mobile Internet access and have also become the year 2014 In the first half of the game the main driver of user growth. From the overall development trend analysis, China's gaming industry has gradually out of the dominant online games period. First of all, further relaxation of the game policy, the establishment of a free trade zone to allow foreign-funded enterprises to engage in the production and sale of game equipment, games, user choice to broaden the use of; Second, improve the network and the diversity of Internet access devices to promote the development of multi- Thirdly, as a part of the cultural industry, the game is becoming more closely integrated with the industries such as film, television and literature, gradually forming a two-way interaction between film, literature and games, and promoting the development of the whole industry.

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2. Internet literature

As of June 2014, the number of users of online literature in our country was 289 million, an increase of 14.98 million over the end of 2013, representing a 5.5% annual growth rate. Internet users' online literacy rate was 45.8%, an increase of 1.4 percentage points from the end of 2013.

Network literature after more than 10 years of development, and gradually formed a complete industrial chain. In this industrial chain, as the upper reaches of the online literature, IP intellectual property chain will be opened up through the IP authorization, according to the content of literature launched games, animation, television and a series of derivatives. Web literature copyright development has brought tremendous value, expanding more business models. In the future, under the general trend of integration of cultural industries, cultural industries such as literature, games, film, animation and so on will no longer be independent individuals but will become a state of cross-integration.

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3. Web video

As of June 2014, the number of online video users in China reached 439 million, an increase of 10,570,000 from the end of last year. The subscriber growth rate was 2.5%, a marked slowdown. Internet video user usage was 69.4%, basically the same as last year. Among them, the number of mobile video users in China was 294 million, an increase of 47.09 million from the end of 2013, an increase of 19.1%. Internet users utilization rate was 55.7%, an increase of 6.4 percentage points from the end of 2013.

In the first half of 2014, there were some new changes in the development of online video, mainly in the following aspects: Firstly, online video users continued to move to mobile terminals. The improvement of the network environment, the popularization of smart devices and the promotion of video vendors on the client side jointly promote the rapid growth of mobile video users. According to CNNIC's "2013-2014 China Network Video Application Research Report" released in June this year, the utilization rate of video users on the PC side is declining and the usage rate on the mobile terminal is increasing, especially for young users aged 10-29 years. Mobile video watching the proportion of more than 69%. Second, the content, the major video site content self-made efforts to increase. Strong television stations began to nurture their own network of channels of communication, tightening the copyright of home-made programs. In this situation, all video websites regard home-made programs as the focus of development. Star and gold production teams all join the making of home-made dramas. 2014 World Cup, video sites are also generous self-made programs for the World Cup video marketing. Thirdly, on the policy front, the State Administration of Press, Publication, Radio, Film and Television, the State Administration of Radio, Film and Television, has stepped up its supervision over online audio-visual programs and the video website has entered into the television network to face policy risks. In recent years, Internet TV has developed rapidly in the country. According to the findings of the survey, 14.1% of Internet users had used television to access the Internet in the past six months. After the "closing letter", users can no longer view the free content through the aggregation software or the video client on the Internet box, and the pain of the Internet video enterprise will be inevitable.

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