Research on the shape of the user (phase II)

As soon as the article was published (the study of the user morphology of the three-person), it received great attention. Today's group (User experience QQ Group: 32310781) One of Huawei's classmates commented that "The process of analysis is helpful, but it doesn't feel deep enough". So there is this study of the user shape (phase II). This article will attempt to find a basis for helping us understand this group from a large number of factual data cases.

What is a?
90 refers to the http://www.aliyun.com/zixun/aggregation/16333.html ">90 era." The man who was born after 1990 years. Unlike other people born in a different age is more youthful vigor and vitality, with the passage of time, the younger generation is increasingly becoming the main force of society.

Why pay attention to the other?
By 90, they were about to enter the age of 20 by 2010. They already have a lot of college entrance examination, 6 years old school + 5 years primary School + 4 years Middle School +3 years senior = 18 years old. College means that this group already has an initial spending power. We watch movies, they also watch movies. We are "hot and spicy". They don't buy food outside either. We go shopping on the internet and they buy it. There is a profit on consumption, there is a profit on the market there are huge business opportunities. As a business, not early attention to the explosion of the consumer group, the first bucket of gold must be missed. Pay attention to them is to focus on the fate of enterprises.

How to study the pattern of the Internet users?
Adopting the method of combining qualitative analysis with quantitative research, based on the data of Iris, the latest netizen report of China Internet Network Information Center (CNNIC), Internet laboratory and Baidu Search index, webmaster statistic data, some questionnaires or telephone survey were used as means to form a systematic research report.

90 Internet users in the overall proportion of the situation:

Hint: The proportion of the Internet users in the whole population: 27.315 million of the total number of Internet users accounted for 13%.

Among them, the TGI index = [Proportion of groups with a certain feature in the target group/group with the same characteristics in the total]* standard number 100; The number of sites covered by a certain type of site TGI mean = The average number of sites covered by each site TGI.

A summary of the characteristics of Internet users ' access behavior
Features one: The Internet users of shopping, entertainment and video and other types of Web site preferences are strong, see the previous article >>

In addition, the low concentration of the site is very decentralized, for reference only, the comprehensive portal is a low concentration of the site type.

Feature two: The popularity of small shopping websites in the group of users is higher than the overall netizen.

In turn, Taobao, Pat, when, Chihiro, wheat nets, Amazon and so on

The above phenomenon shows that, although the large-scale shopping site (total Netizen week coverage number ranked in front of the site), the number of weeks coverage is also in the forefront, but the relative overall netizen access preference is not strong, while for small shopping sites (total Netizen week coverage number ranked after the site), although 90 Zhou coverage is significantly smaller than large shopping sites, but the number of TGI coverage is significantly higher than large shopping sites. Based on the above facts, we can get the following conclusion: Although the large shopping site more than the number of Internet users week coverage of small shopping sites, but for small shopping sites, the user's preference for the visit is significantly stronger than the overall netizen. (This phenomenon is analyzed from iresearch)

Feature three: The Internet users ' preference for small websites is ubiquitous, and the distribution law is more random. See previous article >>

The site of the total number of people covered in the week is more random, no obvious features, no guidance or valuable conclusions.

Hierarchical cluster analysis of four indexes after standardization

Hierarchical cluster analysis of four indexes after standardization

The basic attribute description of each class of clustering website

The behavior of Internet users in the traditional large web sites has common characteristics:

A. The interest orientation of things tends to be entertaining;

B. The choice of the necessary information media is biased towards the mainstream, rather than the choice preference of the necessary information media, in order to highlight the difference;

C. A strong sense of self-protection, like to get together with their peers, the specific media crowd characteristics obvious;

D. Open minded and receptive to new things, but deep and persistent concerns are poor.

Take a look at the actual example:

Many large enterprises have found such business opportunities, divided into the beginning of the user market.

Case 1, Samsung Cool

At present, it has been replaced by the focus of social attention. In the 2009 China International Information and Communication exhibition, just finished the media interview Luki in the "cool" booth before wandering, he with a Korean accent Chinese asked reporters: "You think this phone how?" Young people will like it? ”

Case 2, Li ning "shoes"

In the face of 90, many enterprises in the past to consumer experience, methods have to be upgraded. Through the report, it can be found that there are unique characteristics of the consumer. I love the first brand, but when Li Ning "shoes" after the advent of their enthusiastic pursuit of the second, the third brand seize the opportunity to pull the top. At the same time some of our neglected industries are likely to explode a huge business opportunities, the group likes personalized jewelry. According to Taiwan General Research Institute of former President Lin Zi-Min, in Taiwan Beauty salons, jewelry and other industries, the first led to the consumer boom.

Related comments: Li Ning's embarrassing shoes. Very, very powerful >>

Li Ning Sports shoes selling broken goods • Oriental Guardian Digital Press >>

Case 3, Apple, IPAD

The group has more consumer resources than any previous generation, according to the Hurun statistics, forums entrepreneurs have 39.21% of China's wealth, and the parents of this generation.

Pay attention to the consumption of consumers should pay attention to their possible new trend of consumption. And planners, data analysts, web designers, enterprises should seize this group, study the user shape of this group.

Thank you for your reading, please leave a message. I hope to help you ^_^

Source: http://www.hiued.com/?p=153