The market for mobile reading is expanding

Recently, there has been a discussion on Weibo: Are you still reading? If you are still reading, is it a traditional book or an ebook? What do you use to read E-books, ipads, or mobile phones? by what reader? Is it more to look at, fresh fruit, zaker or other? For the future reading mode, you publish your own opinion.

There is nothing unexpected about the outcome of the discussion. While most people are still reading traditional books, they have less time to read. More and more time is being replaced by reading in the form of a mobile phone or a tablet computer. I also found a playful phenomenon, the older the more they like to read traditional books, on the contrary, the younger the smaller the more accept mobile reading. In the discussion, there is also an IT man who completely abandons the traditional reading and only reads some gossip and entertainment news from the phone. For the generation of these "fingertips", the high reliance on mobile terminal reading has evolved into a trend.

In the discussion, more people mentioned that they like reading because they like "the feeling of flipping books". This sounds very literary, but it conveys a brutal truth: traditional books have turned from spiritual consumption necessities to spiritual consumption "luxuries", and books are likely to become collectibles in the future. Many people mentioned that when he finished reading an ebook, if the feeling of the content is better, he will buy a copy, for repeated reading and collection. This for some traditional publishing industry and traditional media practitioners, is undoubtedly a bad news, and for people engaged in mobile reading business, it is not a gospel.

Now people's time has been cut by social networks and smartphones fragmented, reading time is more and more fragmented, in the mobile terminal can not read too deep content, so the content of mobile terminals should also match the needs of users. I divide the reading in the mobile terminal into three categories:

One is heavy reading, like reading a long ebook. I recently read a biography of a leader on the ipad, the reading experience is not bad, the important thing is not to turn on the lamp. The popularity of tablets makes it possible for readers to read E-books, and the reading experience is almost the same as reading a traditional book, except that it doesn't feel like flipping a book.

Then slightly read. Like browsing a magazine or reading blogs and columns through an RSS reader. Now more and more people, began to accept zaker, fresh fruit and other clients, light reading will gradually become the main battlefield of mobile reading.

There is also a super light reading, such as using the news client to browse some entertainment gossip information, or use the microblogging client to browse some information, browse the micro-letter public number of the joke and jokes. The market is the biggest, the competition is too fierce, because there are a lot of giants in it. For example, the portal is competing for news clients, while microblogs and micro-letters have a huge user base. This market, the future will be the world of major internet giants.

No matter what platform, to retain users, must provide high-quality content. For heavy reading of the E-book market, the biggest problem for startups is copyright, how to get more high-quality books copyright, is the key to success or failure, which also requires huge investment. How can you persuade a "man's outfit" magazine to enter your platform for light reading, which also faces the issue of empowerment? Of course, there may be no better way than money and interest. Of course, in addition to these magazines, light reading clients can also attract some readers by aggregating some blogs or column articles, but this is only for it enthusiasts and VC practitioners, and women who like to browse fashion magazines are being photographed in large numbers. For ultra light Reading, has been said before, the portal site has sufficient content and traffic, as long as the content and traffic to mobile clients on the line, not anyone can afford to play.

In a word, for the mobile reading market, indeed, the market is very large, but it is "the game of the rich", the need to invest in the human and material resources are very large, this is not the general entrepreneurial companies can be harnessed, which is why the end of the Lei, a grand stake in fresh fruit, 360 of the reasons for the Viva.

For mobile reading, there is a little different from the traditional reading, that is, the recommendation of books and articles, which is the value of each platform. In the future, it is based on the recommendation of the social relationship, or the intelligent recommendation based on the algorithm, and I will write an analysis later.