Mobile Internet grass-roots Carnival: The value of three or four-line town users highlights

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Tencent Science and Technology Zong January 17 report

The time has come for the mobile internet to be a national carnival.

Recently, Hunan TV's "Day Up" program in a very entertaining way to introduce the camera 360, sing it, the public comments and other five applications, detonated a perfect "application of the storm." Program broadcast that night, was wildly downloaded five application uniform crowding out the top five of the App Store list, because the new user is usually several times, sing the server even once downtime.

The power of television entertainment has been shown to be exhaustive, but more importantly, mobile Internet practitioners have reached another world. "The core needs of the mobile Internet in the three or four-line cities have been there, but they have not been fully explored and amplified," he said. "Sing," said CEO Chen. Hunan TV's audience of a relatively high proportion of people from the non-first-tier cities in the vast urban and rural areas, which is also a large user groups.

Relatively lively city, this is a relatively unfamiliar world. One or two-line cities with high incomes, three or four-line cities with the largest consumer population, their slow pace of life, a considerable amount of disposable income and a voracious appetite for consumer upgrades, and mobile internet practitioners struggling with user size and business models, are beginning to realise Entering the three or four-line city becomes the real nuggets of mobile internet.

Another World

When the first-tier city white-collar with the iphone, Brush Weibo, chatting with micro-letter, playing PA, enjoy the mobile Internet application World, the three or four-tier cities and even more sinking of the 46-tier city people are using the mobile Internet to close the distance with the Earth.

After graduating from Xiao Li's University, she went to work in the township of a county-level city around Beijing, when he took a Nokia N9. Because the application of N9 is less, Xiao Li every day in N9 forum and netizens discuss a variety of software, a free installation application, not at any time to unload. She especially wants an iphone.

Li's colleagues do not like her mobile phone application knowledge access, but young colleagues are using smartphones, play the most is the game, work space on the mobile phone to fight the landlord, cut fruit for pleasure. Also use social software, such as mobile phone QQ, micro-blog and micro-letter, will also be a small number of e-books or music software, but also with 360 of mobile phone guards to intercept spam messages. Xiaoli found that they use the most is mobile phone QQ.

New Year's Day, working in Beijing's small odd back to their hometown-Xuzhou, Jiangsu, and a few classmates of similar age, kit found that these students use mobile phones and applications and their own is not bad much. Women are influenced by Hunan TV and Korean dramas, the use of mobile phones are mostly Samsung or music mobile phones, most of the applications with micro-letter, Taobao, Beautiful said. They have a self-portrait artifact, of course, there are beauty mito this tool. Boys use the application is relatively simple, without exception is a variety of games, of course, there is Youdao dictionary and ink weather.

Also on New Year's Day, Wang, who works in Beijing, returned to his hometown in the northeast. He found that, in addition to the Apple iphone, the most popular Android phones were in the home. After buying a mobile phone, the salesman will help install a batch of applications, including QQ, micro-letter, Mo Mo, Angry Birds and other mainstream games and applications.

The fun of these people on their phones supports a set of data: In 2012, the proportion of Internet use of mobile internet devices in three or four-line cities reached 32%, a 351% increase from 2009. One access device has a smart phone accounted for 20%, the average mobile phone accounted for 21%. Three or four-line city users use mobile phone instant messaging accounted for 93%, mobile phone search accounted for 27%, E-books accounted for 22%, while one or two-line city instant communications accounted for 83%, search 67%, News 58%, Weibo 43%.

Two Worlds

When people exclaim mobile internet in the three or four-line city so rapid popularization, the appropriate search technology CEO Wangxi that the mobile internet has already existed, just a gleam of people did not find it, "the world will not because you do not know and does not exist." ”

As a person who has been in the mobile internet industry for many years, Wangxi that the mobile internet needs more in the three or four-tier cities, the first batch of mobile internet users is not from a front-line city, is precisely the lack of information demand developed 46-tier cities. Mobile Internet users migrate from undeveloped cities to developed cities.

Early access to the Internet by mobile phone users are relatively low-end, in remote areas or three or four of lines of urban migrant workers and students, they often do not have access to computer equipment, but they will have mobile phones, usually watch news, chat, play games, under the conditions of traffic allowed to watch video.

"The mobile phone is the first Internet tool for people, even the first electronic device. All the time. Only with the development of 3G, people in the hands of the mobile phone is changing. From the previous Nokia, the 2G mobile phone with MediaTek chip into the thousand-yuan Android smart. "The demand for Internet, entertainment and information services has not changed," Wangxi said. ”

Careful observation found that, due to the different environment and the crowd structure, the first-tier cities and the three or four-line city mobile internet users have a lot of different habits.

First-line white-collar more use of the iphone or Android high-end mobile phones, three or four-tier city users also use the iphone, but most of the choice of carrier prepaid phone to send mobile phones, the conditions of a better user will choose such as Samsung, HTC and other mobile phones, and the general users prefer to choose Gionee, ZTE, Huawei and Lenovo's domestic handsets. Wang found that these users had a much higher demand for screens than any other segment, and that issues such as processor frequency, dual or quad cores, memory size, or display of core models were not considered by consumers. Consumers in the selection of mobile phones will be a variety of screens with the size of the phone to compare, often choose the best screen effect.

First-line white-collar most of the time in front of the computer work, the use of mobile phones is mostly fragmented time, the application in addition to meet the needs of beer and skittles, but also a part of more personalized applications. Especially in the IT industry, they like to explore applications. Users in the three or four-line city live relatively slowly, with less pressure and large chunks of time cruising on the mobile internet. They are more entertaining needs, the most is playing games. In the application of the choice, in addition to the mobile phone pre-installed applications, they prefer word of mouth, see what others use good, also download a to play.

From the flow point of view, because in the three or four-line City wireless network coverage is not high, most people still rely mainly on the Internet mobile phone traffic, 100M per month. Some older users will deliberately turn off the GPRS signal to prevent traffic from running. And young people will buy a home broadband wireless route, using a homemade WiFi internet.

New opportunities for the three or four-line city

Because the low-end mobile phone users in the use of mobile internet than the first-line city white-collar users to be more active, high-frequency, and the use of a long time. Tesco CEO Lin Lechang has been a mobile phone dealer since 2010 and has been targeting mobile internet users using low-end handsets. He called this behavior "demotion".

Lin Lechang found that in the online shopping, the first-tier urban white-collar more focused on the purchase of brands, and keen parity, hoping to use the cheapest price to buy the best quality goods. But low-end users are not sensitive to prices, they do not pursue the brand, but more practical.

But the user downgrade instead let Lin Lechang achieved unexpected success. 2012 The average customer price of 380 yuan, more than Taobao 200 yuan per customer unit price. 2013 turnover is expected to hit 100 million. Although this figure for Jingdong, Taobao is still a fraction of the mobile power, especially in the low-end users of the mobile business sector, has seen the hope of continuing to move forward.

For people in the three or four-line city, "Don't underestimate the consumers of this group, they are often the" paid users "that many mobile app developers are trying to find. Wang Yuquan, the bank's capital partner, made the proposal.

Wang Yuquan predicts that in 2013, the further popularity of smartphones will pry into a new market, "This new market is in addition to the first-tier cities outside the market, 2013 years will point to the new wave of wireless internet, the emergence of a group of popular companies based on Fashion entertainment." ”

He believes that the next wave of mobile Internet applications should aim at fashion entertainment, China's fashion user model is the three or four-line city of secondary technical school students, rather than a small city of Wenqing, they like the good Chinese voice and the most dazzling national wind, rather than the first fashion young people listen to the "good voice of America."

2013 China's mainland market smartphone shipments will reach 300 million, low-end smart machines in the three or four-tier cities, rural areas will continue to accelerate the popularity of mobile data services are falling prices, when people, mobile phones, application accumulation, a mobile internet from the overwhelming force will be unstoppable.