"Social fatigue" puzzles the Internet: microblogging activity plummeted 40%

China's Twitter and Chinese version of Facebook have all been embarrassed in recent times. China's social networks are becoming quieter? Gwi, one of the world's largest Internet users, has just released a message: In 2012, Sina Weibo's user activity declined by 40%! and soon, A Chinese version of Facebook said that the two highlights of its 2012 earnings: sticky rice net revenue growth 150%, game business full-year revenue growth of 113%. But look carefully, these two are not all the company's housekeeping products. It turns out that by the 4th quarter of 2012, the housekeeping product "Renren" has been a small number of people, and everyone company's total loss of 75 million of dollars a year. Have the Chinese version of Twitter and the Chinese version of Facebook been embarrassed for some time recently? The tide is in fact a similar scenario, which was rehearsed on Facebook, the social network's predecessor, two years ago. In the US, in the 2011, "Facebook fatigue" began to spread, and Facebook users ' social behavior not only increased, but also reduced the number by more than 10% by sending information and searching for new contacts. Many earlier users were increasingly insulated from Facebook. In fact, not only the United States, in Britain, Germany, the traditional internet market, "Facebook fatigue" spread the speed is also quite surprising. The UK continues to show a one-month reduction in 100,000 users. Without the emerging markets bracing for Facebook, the 2012 Facebook listing would never have been the same. has social fatigue spread to China? According to a report released by the China Internet Network Information Center, 45.8% of users in 2012 believed that social networks were "wasting time" and "delayed learning and work"; 40.4% said they were "bored" with social networking sites, while another 39.9% said social networking was not very useful. What do people want to do?—— the Internet behavior of users is becoming more and more dispersed, news, social, recreational, shopping ... The user's point of interest is becoming more and more dispersed. In particular, 2/3 of users think they spend more time watching video online than on social networks. This situation is the first time in the network behavior over the years. How will Internet innovation next in the age of subtraction? It can be said that the prevalence of social network fatigue shows that the virtual world has prospered to the point of entering the conflict with the real world. ' You don't know who is swimming naked after the low tide, ' Mr. Buffett said. Then, when the virtual world conflicts with the real world to a certain extent, unless it becomes a part of the user's life (such as: online shopping, video, games), or to help users improve the efficiency of the application, those with the real life conflict with the application of the majority of users do "subtraction" test. Micro-credit to the micro-blog sniper, there is this meaning. In the "weak relationship" micro-blog on the performance side and the viewing party are tired, so strong relationship (and closer to life) of friends and relatives to communicate, in the more rich function of the stimulation of the needPlease。 The same is true of Google +, which miraculously leapt to the world's second-largest social network in 2012. Instead of developing a generic relationship like Facebook, it is returning to improving the efficiency of its users: creating a strong social circle (closer to real life) and incorporating Google's various products (convenience). If the former is the rich user life of the Internet application more market, then some time in the future, so that users live more easily, help users of time to do subtraction application, will become a trend.