Large data analysis small age user group

You can hate "The Little times", but you can't ignore the "small" audience, because they may decide the future of Chinese movies.

Throughout the July, controversy over the "little Times" has been brewing. From Sina Weibo's "Big V Joint Controversy" (Saint, Liming micro-blog together against "Small time" fan siege) to the "People's daily" issued a criticism, in all walks of life to "small time" of the criticisms, everywhere visible "great God class" high-end black. On the opposite side, it is the "small time" huge fan group spontaneously continuously and fiercely defend the interest of their idols. In a controversial voice, the cost of only 20 million yuan "small time" has been close to 500 million yuan at the box office. It is even expected to be the "most profitable" Chinese film of the year, based on the return on investment.

In addition to the surprise of the box office data, data on the new media is enough to show how small times has been a huge wave in the marketplace. We can see from the micro-blog of the amount of data statistics, the "small Time" on the fifth day, Sina Weibo on the "small era" on the date of the mention volume reached an astonishing 1.95 million. By contrast, "to youth", "Chinese partner", "the West to drop the Devil" The topic of the film, the release period of the highest one-day reference volume did not exceed 500,000, only the equivalent of "small time" One-fourth.

So, "small time" is to belong to who the small age? What are the characteristics of the audience in the small age, and what are they paying attention to?

Several state studios (at the end of this article) using the new media data analysis means, the "small era" of the audience of the survey and analysis. Next, let us from the angle of large data, the precise positioning of the so-called "brain residue" movie audience, Know more.

Data acquisition method

Group outline

According to the age composition of the data, the average age of "Xiao Times" is 20.3 years, and the average age of "youth" is 22.5 years. In contrast, small-time audiences are younger.

In the "small age" of more than 90,000 micro-bloggers, women accounted for more than 80%, nearly half or micro-Boda. So to speak, young women in Little times, it is also a more active group of new media, such as Weibo, who actively participated in the movie's viewing, commenting, sharing, spreading and even arguing, creating several times more than other films about the micro-blogs of the "Small Time". They are not only the main audience group of "small Time" film, but also the dissemination and marketing of this film has played a key role in pushing hands.

Regional public opinion Participation index

From the regional distribution, we also see some interesting phenomena. In Hubei, Sichuan, Zhejiang, Jiangsu, Jiangxi, Hunan, Liaoning, Guangxi, Chongqing, Henan, Guizhou and other regions of the audience public opinion participation index ranked in the top 10, these areas of the audience discussion "Small time" more active. The participation index of Beijing, Shanghai and Guangdong is at the bottom of the scale.

Generally speaking, the Weibo public opinion is the most active in the north, but the micro-blog public opinion about "the small time" embodies the completely opposite situation. This reflects, to some extent, the regional distribution of "small-time" audiences to the two or three-line cities and regions, while being sought after by young viewers in these areas, while viewers of the north-wide area are less enthusiastic about the "little times".

The portrait of the audience in the small time

"Crown map" outlines the "small era" of the Group of Micro-blog keywords, "Brain residue Powder", "Lin Yu", "non-interference", "Yang", "Tse-Feng", "Top Combine" ...... Together, they outline the topic that the audience is most concerned about. Many people say that the small age is a brain residue film, and through its audience of the key words analysis, we found that "brain residue powder" is actually the most eye-catching existence. Of course, when we specifically look at the context, we will see that the "brain residue" of the micro-blog is mostly said, "I am not four of the brain residue powder, but I like the" Small Time "," no matter what others think, I am "small time" of the brain residual powder "such words ..." the brain residue is actually become their self-deprecating label.

Looking at this picture, we can boldly imagine, if there is such a film: please new Guo Yan fencing, Yang, Nicholas Tse starring, top combine, inflammation of the eggs, May days to sing the theme song, continue to tell the story of friendship forever, this movie will also sell it?

<p the people they care about TOP50

"Small time" audience most concerned about the TOP50, film and television entertainment star ratio of more than 80%. Among them Guo (third), Ko Jindong Kai (seventh), Yang (eighth) These "little times" signs of the appearance of no suspense in the top ten.

It is particularly noteworthy that the hosting group of Happy Camp is extremely eye-catching in this list. Jiong, Xie Na is the top two most people pay attention to, "small time" the audience of nearly half of the audiences are concerned about the two happy family Tai. While several other happy family members, Du Haitao ranked in the top 20, wuxin in the Top 30, Li Weijia in the top 50. The five members of the happy family rank all in front of Veggieg (Faye Wong), Xiaoming, Li Bingbing, Wu and other big-name stars.

From another phenomenon, we can also see the "Happy Camp" for these young viewers influence. At the beginning of the year, the happy family's comedy film, "Happy Home," showed a low rating on Douban and time online, with only 2.7 points and 1.8 points, but was gently rolled away from the market to 160 million box-office. Also, during the release of the film, its watercress rating was once a fan audience brush to 8 points or more. Visible, if the film side want to from this group of young viewers purse, in the film for the publicity, on the "Happy Camp" to turn a lap, may be more than twice.

They focus on the corporate brand top10& they use the phone brand

Some statistics are also interesting, so we can have a glimpse of the consumption habits of this group.

More than 60% of viewers in the audience are using the iphone, which is much higher than the iphone's share in the Chinese market, showing the group's special preference for the iphone. Now on Taobao even has spawned a new business: As long as the payment can get such a service, no matter what mobile phone microblogging, the release terminal will display "from: iphone client."

And in their corporate brand TOP10, Chanel Chanel, Dior Dior, Louis Vuitton and other luxury brands are on the list, reflecting the young group's desire for high-end consumption.

Epilogue: A movie?

In this year's Shanghai Film Festival Forum, Guo explained why the famous directors did not sell a film: "The Chinese film market audience has changed from the previous generation to the next generation." The average age of the 2009 was 25.7 years, but at 2013 years it had become 21.7 years old. If you use the idea of a generation to make a film, there will be problems. "He thinks his work captures and expresses the common feelings of this generation of young audiences--the main audience of the little times, it is a group of 20 years old up and down, love to see" Happy Camp "and" non-interference ", like to read Guo's book, like watching Yang play, like to use the iphone to send micro-love expression of the girls.

In a wave of "criticism" by the micro-Broad V, "little Time" producer An Xiaofen said, "We just made a movie that kids like ... There are their favorite actors, listening to music, like the picture is enough ... A film is not a country, just a movie, no need to be so hoarse.

In the film Circle, the works of the so-called "win, lose", "High, Low", "Good, bad", and no balance can weigh. As a phenomenon-level film in the history of Chinese film, the analysis and discussion of the small time will also exist in the case analysis of Chinese films. However, "any analysis of a film, leaving the link between it and the current Chinese film trend, will not come to the correct conclusion (the Pearl River Pictures)." Now that the "little times" has brought the mainstream audience of a new generation of Chinese films to the Chinese film people, then the filmmakers should think about what to show them.