Mobile Internet rapid development, in China, mobile device activation volume gradually climbed

In recent years, the rapid development of mobile Internet, in China, mobile device activation volume climbed gradually, has become a mobile terminal important consumer market, this point, from the iphone 5s choice of mainland China as the first batch of the sale area can be seen. Mobile Internet has gradually formed a mature system, its main equipment terminal, platform and service composition of the industrial system, completely changed the pattern of the Internet, to a large extent, changed the vast number of Internet users online behavior, but also deeply affect the Internet users of life and other lifestyles of the level. In the use of time, reading, communication more and more clearly show the characteristics of fragmentation, another different direction is the large number of long time video, games and other applications of high-speed development, so that mobile users to use mobile devices more and more time, many mobile applications such as micro-mail is social, reading, mobile games, The combination of business and so on, so that the mobile Internet initially presented in addition to a comprehensive platform features, but also to explore the hidden in the mobile internet, huge economic benefits, and E-commerce on the great potential.

Mobile Entertainment is currently the main application mode of Chinese mobile phone users, mainly focusing on reading, video, games, music and so on, as can be seen in the "2013 Mobile internet Entertainment Report" released yesterday by China Internet Network Information Center (CNNIC). Mobile music is the most used entertainment class applications, in the mobile phone users accounted for 61.4%, followed by mobile phone reading applications, accounted for 56.5%. Mobile games and mobile video accounted for slightly lower, respectively, 44.9% and 37.6%.

Mobile Entertainment in the use of the scene, there are obvious fragmentation trends, on the other hand, due to the use of the formation of habits, but also at night before bedtime, lunch break, fixed rest time to form a fixed use habits. According to the data, 77.8% of mobile entertainment users in the evening before bedtime to use hands, 73.2% of mobile entertainment users at home/dormitory rest time to use, visible, mobile entertainment has become a normal user lifestyle, habit-driven role is constantly highlighted.

1. Game

In the 2013, mobile gaming showed an explosive growth. As of August 25, 2013, the number of users of mobile phone games in China has reached 208 million, and the proportion of mobile netizens is 44.9%. All kinds of mobile games, a single game to occupy the dominant position in the mobile game accounted for up to 92.4%, mobile phone network game accounted for 56%. Major game manufacturers have joined the mobile game product research and development and market development, mobile gaming market continues to prosper while the competition is increasingly fierce.

From the game type, mobile phone network game users than the mobile phone game users in mobile games more viscous. Data show that the average number of mobile phone network game users in more than 30 minutes per use ratio is higher, are higher than the mobile phone game users, and mobile network game users play games 1-2 times a day and a higher proportion. Mobile network game users more serious game users, that mobile phone users game user price potential is relatively greater.

2, Video

With the development of mobile Internet, using mobile phone to watch video has become the mainstream entertainment of mobile phone users, the user scale is larger. According to the survey, mobile video users accounted for 37.6% of the number of mobile users, the user size reached 174 million. The increase in the number of mobile video users is mainly due to the expansion of the size of the 3G mobile phone users and the increase in the proportion of home WiFi, as well as the improvement of mobile hardware performance and social network sharing.

Mobile video User's overall stickiness is strong. From time to point of view, mobile video users every time watching mobile video, "30 minutes-1 hours" of the user ratio of 29.1%, "1 hours-2 hours" of the user ratio of 26.7%, indicating that mobile video users watch longer. From the frequency point of view, mobile video users watch mobile video frequency, "a few days" of the user ratio of 25.2%, a day "1-2" user ratio of 26.3%, accounted for the most, indicating the frequency of mobile video users, has been a preliminary use of mobile phone video habits.

3, Reading

Data show that the proportion of users who use mobile phones for reading is 56.5%, and the user size is 262 million. Netizens use mobile devices to read literature at any time and anywhere, which can meet the needs of users ' fragmented reading, and speed up the rapid spread of online literature. Mobile phone reading long development prospects, the Internet well-known enterprises, entrepreneurs have to layout mobile phone network literature.

Mobile reading has changed the traditional reading, and become the main way of reading for mobile internet users. According to the survey, users use the most reading methods for mobile phone reading, accounting for up to 75.1%, and for paper books reading and computer reading ratio is relatively small, only 14.9% and 10%, mobile phone reading market has greatly impacted the traditional reading market. Mobile reading users each time the phone is short, but the reading frequency is high, it explains the mobile phone users to read the fragmentation of time, the characteristics of multiple reading, with a short time to read the replacement of long time reading to flexibly grasp the reading time, to meet the need to read anytime, anywhere. In the mobile phone reading long, to 10-30 minutes, accounted for 34.7%, in the mobile phone reading frequency, to 1-2 times a day, accounting for the ratio of 17.4%.

4, music

Since the time of the functional machine, mobile music has become an important entertainment way for mobile phone users. Mobile internet age, with the popularity of smartphones and the construction of wireless networks, mobile music applications more convenient, more abundant music resources, more and more mobile phone users to music entertainment. According to the survey, mobile phone music users accounted for more than 61.4% of mobile users, the user size of 285 million, mobile music services become mobile phone users of the main entertainment mode. In the way of listening to music, in the era of smartphones, mobile music software is the main way to listen to music, 73.1% of users use mobile music software to download or listen to music online. Only 25.1% of users listen to music in the form of a mobile browser.

When listening to music, mobile music users do not listen to music for a long time. 41.6% users listen to music every time for 10-30 minutes, 23.8% users listen to music every time for 30 minutes-1 hours. This shows that most mobile music users in the fragmented time to listen to music, transportation, lunch break and so on for a short time is the mobile phone music application of the main place.

5, pay the habit

Relying on mobile internet development of mobile entertainment users, its size and user stickiness are constantly improving, rapid development, but the mobile phone users pay habits did not develop, business model and further exploration. Data show that only 26.9% of mobile entertainment users in the last six months for mobile entertainment services paid fees, the overall pay ratio is lower. The percentage of mobile gaming users paid is relatively higher than that of mobile users, accounting for 27.4% and 20% respectively. Mobile music users pay the lowest proportion, only 5.6%.

From the cost of payment, China's mobile entertainment users in various mobile entertainment applications on the monthly fee of 50 yuan below the main. Among them, mobile phone reading and mobile music, 10 yuan below the highest rate of payment, respectively, 65.3% and 73.2%, the amount of pay is lower. Mobile games and mobile video, to 6 yuan to 50 yuan paid mainly, the proportion of 55.4% and 65.8% respectively.

6. Conclusion

With the popularization of the smartphone, the improvement of the network environment and the improvement of the information technology, the mobile Internet in our country has developed rapidly, changed people's life style greatly, and become a comprehensive platform of social, entertainment and business for our netizens. Mobile Internet with great convenience and minimal restrictions on the use of the scene, access to the vast number of users and love, it can be said that the extremely dependent on the mobile internet, a new generation of netizens are gradually formed, consumer scenarios and pay habits are slowly forming, this is now in the ascendant of mobile electric business entrepreneurs, Not to mention a good opportunity. Behind the huge mobile internet user base that is forming, there are huge business opportunities.

Data source: China Internet Network Information Center (CNNIC)