Mobile phone--another "lover" in life

from one birth Mobile Internet is not a Popular and The needs focus and tools, but a new world full of personalized needs, which in turn has a distinctive "ethnic" character. This will profoundly affect the entire business chain of form and value allocation rules.

In addition to eating and sleeping, how much of your life is spent on mobile phones?

In fact, now the "phone" and "phone" these two words in the meaning of the intersection has become less and more, but people and mobile phone stickiness is getting higher. The intelligent terminal, which accompanies us 16 hours a day, is becoming a new "sense" of people, whether active or passive, and more and more people perceive the world through this gadget and feel the world. And this, just the primary stage of mobile internet, mobile phone is only in the "larva stage" of things, no one can accurately predict its ultimate state will appear.

Mobile Internet is not the mobile of the Internet. Even the two worlds have distinct shapes and schemas. One of the most important is that with the rise of the PC Internet, the core needs of the public focus on information acquisition and Mail communication is not the same, the mobile Internet from the birth is not a "popular" and demand focus of the tool, but a personalized demand, and then have a bright " The new world of the characteristics of ethnicity.

Smart terminals and the arrival of the 3G era have created a myriad of applications around mobile phones that are no longer just a tool for texting. When you're in a subway compartment, 10 people with mobile phones may be using their mobile phones to do 10 different things. Mobile Shopping, mobile phone microblogging, mobile games, Mobile phone Reading these increasingly rich applications will make users belong to different ethnic groups for their most enthusiastic applications.

"Ethnicity" is inherently the gene of mobile internet. Because mobile phones and other intelligent terminals are very recent, it can be seen as a part of people, behind which is the individual needs and habits of each individual. This will further the concept of "Volkswagen" in the mobile era gradually weakened, replaced by the "ethnic" concept of the increasingly strengthened.

For mobile internet practitioners, this change means a radical change in mindset. For example, the demand for mobile phones and applications, different groups of people are not the same, at the same time, a person may also belong to several different groups. In a mobile internet world, the positioning of products becomes more complex because of ethnicity.

On the other hand, ethnic identity also determines that mobile internet will have a different business model from the PC era. As an ethnic market, by analyzing the ethnic groups of several users, we can basically define the user's needs and behavior habits, even identity, so that the precise definition of the user population becomes possible. In the mobile internet age, users of every mobile phone are clearly defined, well-defined faces that can be accurately described, relative to the blurred image of the user behind a single computer. This will make the mobile internet advertising model and the PC Internet is not accurate traffic mode is very different.

Therefore, "ethnicity" is an important key word to understand the mobile internet. It is no exaggeration to say that it affects all aspects of the business chain and even creates a new form of business model and value chain.

New discoveries in the perspective of ethnic groups

The concept of "mobile community" was first discovered and proposed by 3G portal for many years. As the authoritative expert of the new media Research in China, Professor Liu De of the School of Communication of Peking University through the comprehensive user data of 3G portal and UCWeb, the "first quadrant" of the Joint Research organization has carried on the thorough research and the analysis to this concept, proposed that the Chinese handset user is moving toward the ethnic evolution view

In this study, there are two main dimensions of communication and self-help, entertainment and utility, mobile phone use of the crowd is divided into discount families, search family, Pat Hakka, wealth management, micro-bloggers, mobile phone shopping family, such as 17 major groups of people, this is the first time from an academic point of view of the mobile phone users through the group's way to accurately divide.

The research is valuable because it comes from digging deeper into the real-world data provided by the mobile Internet, represented by 3G portals and UC browsers. One of the researchers in the mobile community, the first Quadrant market consultancy senior Analyst Jing Jing, the study, many of the mobile internet users of the habit of discovery, completely subvert the traditional internet age people's mindset.

For example, many people think that the use of mobile phones to find discount information should be no money for young people, students, in fact, the data show that the mobile phone discount family is a middle-income group of young, highly educated, female-oriented. Behind it is a system of urban life that seeks discounts to some extent to find a sense of inclusion in urban life.

For example, the gender division, men like functional search, women prefer recreational search. The difference has created women to spend more of their time on mobile apps (men prefer to use them when they need them), and the result is that, unlike the male-dominated PC era, the development of mobile Internet is increasingly driven by mature women aged around 30. On the one hand, explain why on the mobile platform to squeeze fragmented leisure games, camera applications will be quickly popular-although many popular games are simple to the game enthusiasts seem to feel "retarded." On the other hand, a mobile internet, led by women around the age of 30, will have a more far-reaching social impact.

In addition, the traditional idea that the mainstream of mobile phone shopping is a first-line urban female white-collar workers, it is not true. In the mobile shopping community, from the system within the middle and high income is the main crowd (many institutions do not work on the extranet), and this group of mobile phone third-party payments and mobile banking has a high degree of recognition.

These seemingly improbable conclusions are being validated on mobile Internet by massive user data. In fact, the trend of ethnic groups is obviously far more than the general sense of people's imagination, to some extent this is the inevitable times.

"The development of this society is becoming more and more finely differentiated. Fine differentiation itself is a diffusion process, but it needs to find a sense of cohesion, then there will be groups with their own values, emotions, the cause of the Union of some small groups. It looks small, but these groups are surprisingly large together. Seems to be a small trend, in fact, is a huge split-type trend. The social significance of this state is much stronger than those of the useless, and each description of this detail represents a much deeper insight into society. "Cell phone ethnicity researcher, professor of journalism and communication at Peking University, the first Quadrant academic advisor Liu De said.

At the same time, mobile Internet brings us a whole new world. In this world, past experiences often fail. From the study of different ethnic groups in this world, we may be able to peek into the law of the mysterious Society.

"In the New World of mobile internet, millions of people sniff out huge opportunities, but it's hard to see where the opportunities are." If we can study the way of life of every typical group of 1 billion mobile phone users in a sociological way, we will see that they are actually made up of a group of distinct characters. And, if the group's thinking way to re-examine the mobile Internet, will find that in fact, caves. "Liu De thinks.

From the macro level of the ethnic groups, if we do a thorough reading, we will find that these 17 groups in the communication, practical, self-help and entertainment quadrant of the four dimensions are not equal distribution, which also reflects the real development of domestic mobile internet stage.

The need for practical and self-help has brought together 6 ethnic groups, including the largest user base of discounts and wealth management, showing the most dense distribution. This shows that through the mobile phone for self-service practical search, still is the current mobile phone users The most important behavior habits. Mobile phones are being used as a tool in the current more important way.

Surprisingly, even though the social opportunities of mobile internet have been talked about, flexible social networking based on mobile phones is also in the ascendant. However, the data show that in the communication and entertainment quadrant, there are only 3 ethnic groups, the scale is not very large. After all, compared with the rosy vision of mobile socializing, current smartphone penetration is still low at home. When most people are not accustomed to using smartphones, the entertainment properties of the mobile phone are naturally made available in the tool properties. That's why even though micro-letters and rice chats have become common, most people can't say goodbye to text messages. On the contrary, mobile phone search in the current has a broad market demand.

However, with the real popularity of mobile internet in the next two years, these groups are bound to change, in the communication quadrant will grow more and larger groups. When the mobile phone is truly a mobile Internet access terminal, the need for communication around it will burst into greater potential for innovation. In the current mobile phone applications, tools and entertainment applications are still mainstream, more often, the mobile phone or as a tool for search or mini games in people's lives. In fact, in Apple and Android app stores, developers have been scrambling to fill in the blanks in utility applications and compete fiercely with the same types of tools. It can be expected that in the next two years, the tool group will not be too rapid development, of course, not excluding the development of mobile Internet with the new tools of the needs of the people.

But in the entertainment group, because the handset innate personal and the entertainment attribute, will also produce more entertainment class application in the future. However, although the number of applications will increase, it is difficult to evolve new ethnic groups. With the future development of mobile social networking, the growth potential of self-help groups is limited and the population base will shrink further.

New Media and new advertising

Under the trend of mobile internet ethnicity, the first one deeply affected is the change of advertising mode under the media trend of mobile phone.

One of the initiators of the research, 3G Portal President Zhang, said that the emergence of mobile internet ethnicity makes the precision of mobile advertising no longer just a slogan. "In the present stage of development, the analysis of the ethnic groups is a very important part of our media value to the realization of customer information transfer value." The most obvious is to tell advertisers how to distinguish between user types. ”

For example, in people's impression, the bank is a relatively conservative and traditional industry, but the understanding of ethnic groups, but the traditional industry and mobile interconnection to produce a chemical reaction bridge. After a group study of mobile phone users, the 3G portal was pleasantly surprised to find that the discount family of mobile phones is often the most interesting type of person in the mobile banking business. Many users who seek discounts are mostly in the outside world, and discounts are often accompanied by phone payments, making it an opportunity for banks that have been hoping to get into the mobile arena.

The Guangdong Development Bank recently wanted to promote their credit card business. 3G Portal After seeing the judgement of the trend of the ethnic groups found that the main discount of the wide-range credit card In fact and the group is a deep fit, so to help the broad distribution in accordance with this targeted advertising, the effect is very obvious. "said Zhang.

In addition to the precise advertising opportunities brought by ethnic groups, more and more clear image of the ethnic groups has brought inspiration to many advertising innovations.

A typical group of mobile internet users is the app talent. This group of people are keen to try out new, playful apps that are crazy followers of new technology, like novelty, and dislike everything without personality. Around this app-heavy application crowd, some companies have developed playful apps as a new form of advertising.

For example, Philips Lighting recently developed a type of lighting app, is to teach users how to decorate the home lighting, you can make the lights feel better, users in the practical, but also imperceptibly accepted the Philips ads. The same attempt comes from every guest. In every guest's app, users upload photos of themselves, together with their T-shirts to synthesize a picture of a new T-shirt, while entertaining with a fitting function.

These attempts from marketers are just the beginning. With the trend of mobile interconnection more obvious, advertising industry will face more profound changes. "I've always believed that mobile internet will redefine advertising. Mobile based advertising will eventually become useful information to users. In the past, mass media advertising was advertised, and advertising on the mobile Internet was increasingly targeted at individuals. "3G Portal President Zhang said.

The cross and evolution of ethnic groups

At the same time, the trend of mobile phone users ' ethnicity will bring profound influence on the development of mobile application.

"Now we're sorting out more than 10 ethnic groups, and there may be hundreds of ethnic groups in the future, but that's not important." The important thing is that people used to do apps on mobile phones mostly by tapping their brains and inspiration. If the product developer can understand the user from the group's thinking, some more users will develop the application of the pain point, which is based on the rational data analysis, also can make the product vitality more lasting. "Zhang said.

Perhaps the biggest revelation for the application developers is that they have the first chance to see who their users are and to understand what "I have developed". For developers, ethnicity is not just an academic conclusion, but should be a way of thinking: accustomed to the real rational, rigorous thinking to do products.

"There are a lot of people in the mobile phone population and there is a partial overlap between different groups. If it comes down to this, they actually reflect 3 of the most important needs on the mobile internet today: media, tools and entertainment. "Zhang said.

Can say, in the first phase of mobile Internet, media, tools and entertainment, the basic level of information needs of mobile phone users in the mainstream applications, then, as the mobile Internet more in-depth and the real world docking, with the development of different ethnic groups and evolution, the future mainstream applications will focus on where? What kind of innovative opportunities will the evolution of ethnic groups bring about in the future? Successful people in the future need to make an accurate response to the actual action and product.

For example, from the ethnic point of view, the mobile phone users of the groups are not the same, they will evolve as the mobile interconnection of the world's new application of the gradual evolution of the trend of these trends is very important "weather forecast."

At the same time, these different ethnic groups will inevitably have cross, because everyone will not only belong to a certain ethnic groups, many groups of users overlap is relatively high, user behavior is relatively close. For example, in the mobile phone's various ethnic groups, keen on mobile phone instant Messaging Im clan with other ethnic groups have a high degree of relevance. For the older single child and the 25-year-old who is not the only one-child group, the use of fragmented time through the mobile phone for pressure-free communication so that they feel no longer alone. They love to visit Taobao, to accept the mobile internet on the new things have a high degree of enthusiasm, mobile phones become their most important tool to pass the boring time. Because of the similarity of behavior habit, this crowd also easily become the handset shopping family, the discount family and the search clan.

For developers, the evolution and intersection of ethnic groups often means the opportunity to innovate.

"The Chinese geek and the first generation of real product managers, should be in the data analysis and methods of growth, so the ' mobile Community ' theory for the industry's value is enormous." "Zhang said.

The big future of mobile phone

If we look at it from a sociological perspective, we will find that the migration of mobile Internet is just the beginning, and the future evolution of mobile phones will be more far-reaching. From the perspective of human reconstruction from mobile phone, the emergence of ethnic groups is only the future of online, and ubiquitous wisdom of the network.

Kelly, a Master of technical philosophy, once raised the concept of the one in his "runaway". He uses the example of a hive to explain: the behavioral characteristics of a colony that cannot be found by the individual bee. But the overall behavioral characteristics of the colony are from many individuals, such as the memory capacity of the colony. If a certain lever is used to measure the memory capacity of a colony, it is much longer than the memory of a single bee.

The same is true with mobile phones. Individual to see mobile phone users may not be aware of what unique behavioral characteristics, but when these users form a group, it will emerge a very distinct group characteristics. And these features will become a more distinct demand, pulling technology and application of the continuous development. The larger the population, the more obvious the group characteristics, and the faster the development of technology and application.

For example, the development of NFC technology in intelligent terminals, the reason why the recent acceleration in the global, and discount groups in the mobile Internet development has a direct relationship, the future of the most killer applications will also be in the Discount field, a large number of people to shoot the group, is also a picture tool to become the most popular tool on the intelligent terminal, the core driving force, And the intersection of the customers and the information-issuing freaks, mobile social groups and so on, has further created the social attempt of the picture tool. In the future, monitoring the trend of ethnic groups, we can better understand the mobile Internet development trend.

From a microscopic point of view, smart terminals such as mobile phones are becoming the sixth sense of human beings--an increasingly body of heat, emotion, and self-awareness--that will become the key to a smart network. From the macroscopic point of view, human access to the form of the intelligent network, often through specific demand-driven, in the form of ethnic groups to achieve.

It's a whole new world. What the world needs and what is imperfect today will be an opportunity in the new world.

China Mobile Internet 10 major ethnic groups

1. Discount Families

The main body of the discount family is 22-30 years old, the middle and low income young worker family and student family. Most of them have university education, rational consumption concept, pay attention to the quality of life, using mobile phone search discount information is their consumption behavior assistance.

The search discount is not a patent for low-income people. On the contrary, generally speaking, with the increase in personal monthly income, the proportion of the discount group increases, but the trend of growth is gradually slow, as a kind of moderate financial lifestyle, the group of discount people is actually a more tolerant of new things to accept the group. The integration of NFC technology on intelligent terminals, the further evolution of group purchase and check-in are inseparable from the research and grasp of discount groups.

2. Search Clan

Mobile search from the overall view is a young activity, but the difference between the gender is not large, the popularity of higher. Urban people are still the main mobile search group, from the population base, the search family accounted for 24.6% of the overall, mainly in the city of young single mobile phone users. They are mainly college students or young people just on the job, and mobile internet search information is an important way for them to get information.

As the main force of the search clan, non single men, aged 30, have grown in working life, the need for mobile search and access to information has risen and surpassed women, but after the age of 40, especially close to the age of 50, the demand for mobile search information has dropped rapidly, and the reliance on mobile search is lower than that of women.

3. Mobile Phone game Family

The main body of mobile phone game is 17-35-year-old young people, they are not just grassroots internet users, most of them are in the higher education level of the urban male mobile phone user. They often use their mobile phones to play games when they eat, wake up, work, class and go to the toilet, and they are far more intelligent than the overall level.

Mobile gaming families are often the main players in the consumption of smart machines. Family monthly income of 4000-14999 yuan more preference for fashion, entertainment and strong mobile phone brands, and more entertainment-enabled smart machines preferred.

4. Pat Guest

Many of the guests were young and fashionable, aged 17-30. They like to use their mobile phones to snap and upload them to the Internet and share them with others. The people who use mobile phones to surf the internet earlier than the "mobile phone" overall, is an early contact with the mobile Internet population, has a more sophisticated mobile internet use habits.

In the mobile internet world, the Pats the guest clan is the true veteran, they often also become the mobile Internet opinion leader. A group of people who know more about their mobile operating systems, have a stronger grip on their handsets, and nearly half of the apps that come with them on their handsets account for less than 50%. In fact, because of the natural connection between taking photos and mobile phones, the group of people on the mobile internet is the one who leads the change.

5. Financial family

The wealth-management family accounted for 10.6% of the total, with the 23-35-year-old urban young men as the main. Their social participation is high, energetic, in the work and life of the rising and golden period, they have a higher demand for financial management, finance information and business concerns and the use of major groups.

Overall, the demand for mobile banking is closely linked to personal income, and the likelihood of a higher income group with more disposable income becoming a mobile-banking family has risen sharply.

More men than women participate in society and take responsibility, more interested in finance, so the demand for mobile banking is higher. In the female group, non single women generally enter the mature stable period of work, the formation of family, responsibility, especially the rise of family responsibility, so that their attention to the message from the entertainment fashion to life finance and so on, so the demand for mobile banking is higher than single women.

6.IM Family

Mobile IM family to the 17-35-year-old middle and low-income urban youth dominated. They often use Instant messaging tools (QQ, MSN, etc.), communicate and contact friends through mobile version of Instant Messaging tools, and use more than 3 instant messaging tools on their phones. They and friends more through the micro-blog @, Renren and other SNS social networking sites to contact. For mobile IM families, most of them live in cities and work busily, using fragmented time through mobile phone pressure-free communication, which makes them not alone. They have a strong ability to accept new things: Have a certain degree, but not too high, understand everything, but not all understand. So they are less worried, more mobile, and easy to become advocates of innovative products on the Internet.

7.APP Talent

The app family accounts for 7.4% of the total, consisting mainly of two types of users. One is young single, highly educated city users, they have high professional and instrumental requirements for the app, such as Life consulting, communication AIDS, Office tools and navigation maps, and other apps such as low education, young, and only rural household accounts, and their demand for apps is mainly entertaining.

From the Internet, the single group more because the job needs to use mobile phone internet, rather than the single group of mobile internet time for more garbage time, entertainment property is stronger.

8. Mobile Check-in

The main body of the mobile phone check-in Group is 19 years old to 34 years old City young working family, many enterprises and institutions in the middle and high level, the higher the income the more love to play sign in. Most of them have two handsets, Symbian, Android and iOS are the main operating systems they use. They live in a rich, energetic and economic power chasing a fashionable and diverse lifestyle.

Frequent business trips to unfamiliar cities, allowing check-in families to keep their surroundings fresh and stimulating, sign up at some point as a way to find "fellow travellers" in unfamiliar places. According to the proportion, the working crowd occupies more than 80% of the Check-in family, the student number is few. This has a certain correlation with the working family's diverse life route and living environment.

9. Mobile Shopping

Mobile shopping family in the overall accounted for 7.4%, the age is mainly concentrated in between 18-38 years old, they often use mobile phone shopping, enjoy mobile phone mobile shopping brings convenience. and mobile phone access to Taobao, when and excellence, Taobao is their favorite shop, 62.6% of mobile phone network users installed mobile phone version of Ali Wang Wang. 91.8% of them believe that mobile internet shopping has become a part of their lives.

From the timeline, mobile shopping in 2008 after the popularity of soaring, the 2010 began shopping in the mobile phone people are the largest mobile phone shopping group. This with the major operating systems launched by the mobile phone Taobao client has a close relationship. At the same time, the major mobile phone shopping sites such as "immediately buy" and so on, also began to be known to mobile phone people and use.

10. Mobile Social

Mobile phone social group accounted for 3.7% of the total, mainly distributed between 19 years old to 31 years old, of which 30% are college students, 60% more than the young office workers. More than half of them are willing to get to know some people through cell phone Weibo and SNS websites, and 82.5% of people are now more connected with friends through social networking sites such as Weibo and Renren.

The mobile social group contacts the social objects of the acquaintance and the weak relation, the personal status, the reprint and the sharing, the log release, the photograph, the on-line chat is the social community commonly used function. Mobile social users are usually willing to return to their friends, classmates, and co-workers, and nearly half of their mobile social partners keep in touch and interact with people who are familiar with the internet but are not familiar with the situation.