Survey on user behavior of Chinese Knowledge FAQ website

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In December 2008, Eric Consulting conducted a special study on the user behavior of the Chinese network knowledge question and answer platform to summarize the overall visit, brand selection, product satisfaction and potential demand of the users in the network knowledge question and answer system in the past year. The survey found that by the fourth quarter of 08, the total number of visitors to the China quiz platform broke through 4 billion times, twice times the same period last year, and the knowledge question and answer platform was widely popularized.

In terms of user brand choice, Baidu knows to occupy nearly half market share, is the most frequently used knowledge question and answer platform for Chinese users. But excluding brand factors, specific to the user on the knowledge of the platform for product satisfaction, users of Tencent search questions asked questions and answers the highest quality of satisfaction. At the same time, in the exclusion of brand factors interference, Baidu know and Sina love to ask and other heavy users also to search questions asked questions and answers quality evaluation of the highest, the top to the satisfaction of the favorite platform.

Eric Consulting believes that this reflects that the current choice of knowledge quiz platform users is influenced by brand factors, but the meridian Research combined with the offline discussion found that the user to answer the quality and problem response speed more attention, Eric Consulting Accordingly suggested that leading operators in the development of brand strategy should also maintain product innovation, improve the user experience.

2008 China Knowledge Quiz platform users quarterly access Breakthrough 4 billion times, doubling growth

According to the introduction of the Internet user Behavior Continuity monitoring System Iusertracker in the past year, China's network knowledge Quiz platform users quarterly total visits to monitor, 2007q4-2008q4 period, the question and answer platform quarterly total number of visits have increased significantly, From the same period last year 2.07 billion times, rose to 08q4 4.04 billion times, year-on-year doubling of growth, the annual number of visits to break through 12.7 billion times. From the user per capita use of the situation, as of November 08, the monthly number of visits per capita breakthrough 7.7 times, marking the question and answer service frequent use. Eric Consulting that the above data reflects the users to meet their own information needs changes, from passive query information to the active exchange and sharing, set up on the basis of the knowledge quiz platform has been developed rapidly.

Baidu know for users most commonly used knowledge quiz platform, the monopoly of nearly half market share

In December 08, the questionnaire was placed in the research community by computer online survey, and the user took the initiative to fill in the questionnaire to obtain information to investigate the brand selection of Chinese knowledge quiz platform users. The survey found that in the user's most commonly used knowledge quiz platform selection ratio, Baidu know occupy 49.5% of the market share in the brand choice of people in the absolute leading position. Second search asked to occupy 24.8% of the market share in the brand's attractiveness to obtain nearly one-fourth user recognition. Again for Yahoo Knowledge Hall (11.9%), Tianya question and Answer (7.4%), Sina Love to Ask (4.8%) and Strange Tiger Encyclopedia (1.6%).

Eric Consulting analysis of User brand choice that Baidu know monopoly near half market share because of good brand advantages, there is a huge search user base, and web search and know the strong link between the platform.

First, Baidu knows the brand advantage to a considerable extent from Baidu in the search engine market advantage. According to the latest estimate of the 2008 China search demand market share, Baidu accounted for about 74%. Relying on Baidu in the search engine market's enormous influence, Baidu know with a higher brand value.

Second, Baidu knows that there is a huge search user base to support. According to the latest data from Iusertracker, the user's behavioral continuity monitoring system, Baidu's monthly coverage exceeded 170 million people. The vast search user group for Baidu to know and so provide a good interactive atmosphere, adding to Baidu know the brand influence.

Third, web search and Baidu know the close combination of attracting users to use. Baidu Web search will search results and know that the full interaction and integration, will be aware of the relevant answers Baidu in the results list of the home page prominent position, promote the search users and know the interoperability of users to enhance the awareness of Baidu know.

Search questions and answers platform to solve the problem of professional intentions, answer the quality of users praise

Eric Consulting in the survey at the same time pay attention to the knowledge of product satisfaction, in December 08 through the computer Online online survey method will be placed in the survey of the investigation community, the questionnaire randomly sampled 15000 Baidu know, search and ask questions, Sina Love asked questions, such as platform, Remove the brand question and answer platform of the page design and brand logo, only to retain questions and answers to the text, by the user initiative on the subject evaluation, in this way to avoid brand factors, survey users of the knowledge and answers platform product experience.

According to the findings, the survey found that Chinese knowledge question and answer users (regardless of the most common use of the platform to choose) generally on the search questions have solved the problem of the highest quality evaluation, in many platforms occupy an absolute advantage. The problem solved is a question-and-answer question in the quiz platform, the user's evaluation mainly from the answer and the question match degree, divides into the professional effective answer, refers to the answer attentively and is not casually copies, the general effective answer, only refers to the correct answer but may have the duplication phenomenon; Purely advertising refers to the inclusion of an advertising element in the answer.

According to the user on each question and answer platform has solved the question and answer question appraisal situation, thought that searches the question and answer question question the pure professional effective answer proportion highest, reaches 43.1%, but the regular answer occupies 44.9%, the invalid answer and the advertisement ingredient also is lowest, respectively only 7.6% and 4.5%. And users of Sina love questions and answers to the evaluation of the second, its professional effective answer accounted for 38.7%, the general effective answer accounted for 45.9%, and the ineffective answer and the corresponding increase in advertising components. Users of Baidu know questions and answers to the evaluation of the most time, the professional effective answer is only 27.9%, the general effective answer accounted for 44.8%, but the invalid answer accounted for 20.1%, advertising components accounted for 7.2%.

Eric Consulting Analysis Search ask questions and answers the quality of the reasons for all users, that there are three reasons, the product features outstanding, active users, with exclusive services and audit team.

First, search and ask the product features outstanding. Search and ask products with additional picture features not available on other questions and answers platform, can make the question and answer both sides can more clearly express their views. Eric Consulting through the offline discussion, found that questions and answers users are mainly confused by language expression is difficult to describe, search and ask the picture function well to make up for this defect.

Second, the search to ask the user actively enthusiastic. Search questions by providing a good prestige display mechanism and reward mechanism, so that the question can be answered by the QQ software at any time to show prestige, and participate in "Ask the Star" and other activities to obtain recognition, but also to get line online under the real rewards. This has greatly mobilized the core user's enthusiasm, has created the good atmosphere for the user interaction.

Third, search and ask for a dedicated customer service audit team. Eric Consulting through the answer to the question page analysis, found that there are special experts to answer the relevant classification of questions, provide professional and effective answers. In addition, user research reflects the lack of advertising content, ineffective answer to the situation, the advisory believes that there should be a special person and the system to answer questions, reduce irrigation and uncivilized phenomenon.

Baidu know heavy users of search and ask questions and answers quality approval of Baidu know, show "halo effect"

While examining the overall user's satisfaction with each platform, also continue to subdivide the platform to study the heavy users (that is, in the "most frequently used quiz platform," The choice of a brand user), in the same exclusion of brand factors, only to investigate the user's satisfaction with the question and answer text. To Baidu know heavy users as an example, according to research results found that Baidu know heavy users to search and ask questions and Sina Love asked the answer to the question of quality satisfaction is more than Baidu know itself, the user mentality presents "halo effect."

According to the results of the study, in the exclusion of brand factors, Baidu know heavy users think that the question of search and answer questions pure professional effective answer the proportion of the highest, up to 41.4%, while the regular answer accounted for 44.6%, ineffective answer and the lowest advertising ingredients. And Baidu know the heavy users of Sina love question and answer quality also has a good evaluation, professional effective answer accounted for 37.5%, the general effective answer accounted for 45.6%, and ineffective answer and advertising ingredients are not many. Instead, Baidu know that users of Baidu know questions and answers questions of the most time, professional effective answer is only 26.1%, the general effective answer accounted for 42.8%, but the invalid answer accounted for 23.2%, advertising content is relatively large.

Eric Consulting analysis excludes brand factors the user's change to product evaluation thinks that the user behavior shows the "Halo effect" in psychology, that is, the user trusts a brand, even if the product of the brand is inferior to other products, it will still choose Trust. Eric said that the above research on the one hand reflects the strong brand of Baidu and users of the inertia of use, on the other hand also reflects the search to ask in the product function has shown more than the same platform, brand expansion should become the focus of future work.

Knowledge FAQ Users value the answer quality and response speed, operators need to focus on improving

Eric Consulting specially investigates the user's urgent need to improve the question-and-answer product to understand the factors that affect the user's choice in addition to the brand factor. Research found that users most eager to improve the quality of the answer is the improvement, Eric consulting that operators can refer to the search and search products and customer service for reference. Second, the user expects the problem to be solved faster, Eric Consulting that the appropriate solution is to prompt the user to resolve how long it will take, when the problem is resolved through real-time communication software feedback to the user, in this regard search and ask to make a good attempt, in the Ask the interface can prompt users to get answers to the time required, At the same time through the QQ software prompt. Eric Consulting It is therefore recommended that leading operators improve the product and optimize the user experience, starting with the question-answer quality and response speed.

Eric Consulting through the investigation at the same time found that the operators in the product entry, problem classification, page layout and other aspects have their own advantages and worthy of reference to each other's solutions, will be released through a series of later press releases to promote the network knowledge question and answer platform overall industry development.

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