News client into the main information channel

The start of the World Cup in Brazil has brought tremendous traffic to the Internet media and the mobile Internet media products have also developed rapidly in this sporting event. Under the trend of media mobilization, it is particularly important to grasp the changes of user habits. According to the monitoring data of major mobile Internet products during the first round of the World Cup group race by Analysys, the mobile platform has gradually become the main entrance for the user to watch the game.

News client into the main information channel

According to Analysys monitoring data show that June 10 - June 14 in just 5 days, the news client UV increased significantly. Among them, Tencent news client UV from 18,643,200 on the 10th to the 14th rose to 22,992,000, an increase of 23.3%. Sohu News client UV increased from 14,692,500 to 17,381,200, an increase of 18.2%. It is worth mentioning that today's headline increased from 6.6695 million to 9.0982 million, an increase of 36.4% record growth.

It can be seen that the average growth rate of 29% shows the strong demand for news clients by mobile Internet users during the World Cup. According to the analysis of the industry, the reason is that most of the World Cup games time in Beijing early in the morning, fans disrupted the rest of the game so that most people get access to match anytime, anywhere information needs increase, access to news time more and more fragmented. At the same time, news clients have more convenient information classification than traditional media. Almost all clients have added World Cup page cards to facilitate users to check the events.

Mobile video duration "Preference" within 15 minutes

Monitoring data from Analysys suggests that mobile Internet users have a near-identical preference for video duration. On the 13th and 14th days after the start of the race, Tencent's single-use per-user duration for video clients was 14.76 and 15.49 respectively. Sohu video client is 13.9 points and 14.48 points, Ikki Arts 14.74 and 14.9 points, divided into two or three. According to statistics, the per capita single-use duration of each major video client is stable at 13-15 minutes.

It is understood that during the World Cup major portals have introduced the relevant original video sections, such as Tencent's "Brazil on the tiptoe", "superstar face to face", "Flying Fish fans show" Sohu's "superstar dialogue" Sina " World Cup Road, "and so on. Although the content is different, but basically the time control in the duration of 8-20 minutes interval, which also illustrates the video content providers to grasp the user. Another reason is that at present the domestic mobile network tariff is still expensive, slow, objective network environment has led to the user's choice is limited.

Short video entry dazzling results

It is noteworthy that, to be able to "quick response" short video has also been more sought after. During the World Cup, the UV of the micro-optic increased from 143,700 to 162,800, an increase of 13%, the second-beat UV increased from 6700 to 7200, and the micro-shot UV increased from 7300 to 7800.

In fact, both traditional media and new media are struggling to do such "real-time" content, especially when CCTV is not available for live broadcast. Therefore, the short video APP, which is represented by micro-second, second-beat and micro-beat, has set up an online platform for rivaling CCTV Sports for the first time in the contest.

Take the example of Germany 4: 0 Portugal for example. A series of micro-vocals from the competition "Micro-squeezed Grape Juice" has been updated. Even those who have not watched the live broadcast can know the whole game well. Selfie video interaction with the traditional text has a more direct emotional catharsis effect, it is conceivable that the original short video sharing in the future there is a broader space for development.