White paper on mobile app purchases in the first half of 2020 From Thermal cloud data

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The following is the White paper on mobile app purchases in the first half of 2020 From Thermal cloud datarecommended by recordtrend.com. And this article belongs to the classification: research report, Mobile applications.

Pdf download address: https://t.zsxq.com/3ZZbMFq

Today, hot cloud data released the white paper on mobile app purchase in the first half of 2020, which deeply analyzed the trend of mobile app purchase during the epidemic period in the first half of 2020, as well as various growth industries. This paper is an excerpt from the white paper.

1. Overview of mobile app market during the epidemic

At the beginning of 2020, affected by the new coronavirus epidemic, various industries are undergoing great transformation and transformation. According to the adinsight monitoring data of thermal cloud data, the top 3 mobile app types of Q1 launch creative group are all related to the degree of offline entity Association. It can be seen that based on the mobile app delivery end, the degree of trauma of the epidemic is more obvious especially for the real economy.

According to the behavior of mobile app users, the online time of Internet users during the “housing economy” period increased significantly. As of March 2020, the average weekly online time of Chinese Internet users was 30.8 hours, an increase of 2.9 hours compared with June 2019. This is a new opportunity for accelerating the development of housing economy industry.

According to the hot cloud data for domestic mobile app market monitoring, since the beginning of this year, the number of domestic app purchases has maintained a stable growth trend. Especially in the post epidemic stage, various industries are gradually entering the recovery period, and the competition in purchasing volume will be further upgraded, and more attention will be paid to the adjustment of marketing methods, cost control, operation strategies, and technological innovation, so as to maximize the ability of enterprises to resist the epidemic and realize quickly.

During the epidemic period, pan entertainment industry entered a period of adverse growth. Data shows that the growth rate of users in Pan entertainment live broadcasting industry increased during the epidemic period. On the one hand, users are isolated at home, which increases the demand for Pan entertainment products such as short video and mobile games, and the stickiness is enhanced; on the other hand, the two-way deep penetration of Pan entertainment platform and live broadcast platform further improves the user retention rate of Pan entertainment app. However, from the overall data, the scale of Pan entertainment live users fluctuated slightly, basically maintaining at 160 million. The market is about to enter the stock stage, and the competition will be more intense.

Based on the strong competition of Pan entertainment app for users’ use duration during the epidemic period, pan entertainment app also has an anxious buying competition situation. According to adinsight, the hot cloud data, as of the first half of this year, the number of Pan entertainment app purchases was nearly 5000, accounting for 71% of the total number of mobile app purchases in the first half of 2020. However, from the perspective of the proportion of subdivided types of Pan entertainment app, the number of mobile game purchases still occupies the main part of Pan entertainment app, but its proportion is lower than that of last year. It can be seen that, based on the large amount of online time contributed by the epidemic “house traffic”, pan entertainment apps other than mobile games are also increasing investment in buying and attracting customers.

According to the trend of the proportion of creative groups put into various pan entertainment apps in recent half a year, the total proportion of mobile game and social app (including short video) is about 90%. In contrast, social apps still rely on the “flow entrance” and “live broadcast” of super apps in this category. From the outbreak of the epidemic to the resumption of work in succession (January to April), the buying behavior of social apps broke out. During the period from May to June when the epidemic situation was gradually stable, the proportion of mobile games was increased. It can be seen that with the increasingly stable epidemic prevention and control and the gradual return to work, the proportion of mobile games has begun to increase steadily. And in the first golden week after the outbreak of the epidemic, the mobile game buying market ushered in a new growth inflection point.

2. The market supply of mobile games is generally low, and “mild + social” mobile games have become popular

From the supply side, in view of the severe situation of the epidemic, the new growth rate of mobile travel market in the first half of 2020 is generally lower than that of the same period last year. From the data point of view, in the first half of 2019, due to the cold winter of the industry and the plate number and other reasons, the new growth rate was only 20%; on the contrary, the average growth rate of purchase volume in the first half of this year further decreased. In addition to the epidemic itself, on the one hand, Apple’s app store and pangolin’s continued high pressure on the “version policy”; on the other hand, with the large factories entering the market and the mainstream delivery platform becoming increasingly heady, the purchase cost of mobile games on the market began to rise.

From the perspective of buying effect, the activation rate of mobile game purchase in the first half of the year ended the downward trend after last summer vacation under the strong flow dividend. However, in view of the excessive reclamation of the game operation level by most mobile game manufacturers in Q1, this also occupied the space of mobile game players for activation and payment data increment in April to a certain extent. After that, with the marketing of “Labor Day”, “mother’s Day” and “520” and other festivals, the data of mobile tour purchase effect in May began to improve.

During the epidemic period, the “online earning” and “leisure” mobile games were the most eye-catching. In the first half of the year, the top three types of mobile games were all “light category” mobile games, especially the growth rate of online earning mobile games exceeded 40%. Whether it is the manufacturers’ continuous proficiency in the “coin scattering” trick, or its gradually formed buying scale, online mobile games have gradually broken away from the previous “game type + online earning” dependency relationship, and has become a school of its own.

Leisure hand games also increased during the epidemic. Not only in terms of new growth rate, but also in the first half of this year, according to the top 5 types of investment creative group, its investment volume has surpassed the simulation business category, ranking second. It can be seen that whether it is the number of products or the number of creative groups, leisure mobile games have begun to launch an impact on the next target, No.1 role-playing mobile games.

In the first half of this year, the market trend of mobile game buying volume has become more and more obvious. In particular, the large factory effect has obvious buying advantage under the policy environment of “high edition pressure” during the epidemic period. According to the data, among the top 500 Mobile Games launched in the first half of 2020, the proportion of new purchases this year is only 50, far lower than the level of the same period last year.

According to the heat chart of media types for various mobile games in the first half of 2020:

The RPG, MMO and cards of heavy category hand games are more from “big factories” and the budget is sufficient, so the popularity of comprehensive video and short video media is high.

Simulation operation, sports and racing mobile games, which are closely related to the real industry, have higher preference for the corresponding industry community or vertical media.

Due to the influence of policy and other sensitive factors, chess and card games and online earning mobile games tend to be more relaxed mobile tool media.

3, tiktok effect of social App is aggravated, and the Kwai Chung and the fast hand have extended the war to overseas.

Social app also ushered in explosive growth under the catalysis of housing economy. Take the short video App as an example, by the double factors of Q1’s “epidemic + Spring Festival”, headlines, Tencent, Kwai Fu, Baidu and others are added to the “battle” of the short video industry. According to public data, as of March this year, users’ use of short video app increased by 80% compared with last year. At the same time, in the buying market, the number of social apps has also increased dramatically. According to the hot cloud data, for the first half of 2020, the social app has surpassed the life service and online shopping app, ranking second.

The phenomenon of short video app’s buying is very obvious. According to the Kwai Chung data Adinsight, the number of creative groups in the two months of App in the 1-6 months was 3/4 of the total number of short video App tiktok. In addition, headlines, Kwai and other short video head App will also rely on the outbreak of the outbreak during the outbreak, further accelerate the layout of its commercialization system. Affected by this year’s epidemic, the growth rate of the whole industry of Internet advertising has slowed down significantly, and the headedness effect among Internet giants continues to intensify. Public data forecast, 2020 domestic Internet head enterprises will occupy 80% of the domestic Internet advertising market share, and Kwai + plus about 1/4.

At the same time, the short video giants are also actively developing different from the traditional advertising cash way. Tiktok and Kwai Fu, which rely on massive traffic, have been increasing live broadcast. “Live broadcast with goods” has quietly become the best tool for traffic realisation efficiency. On the other hand, short video App seems to be tired of the “App” attack market, and begins to turn its attention to overseas markets. Tiktok has been making remarkable progress in overseas countries such as North America and India, as the flow of traffic has matured. The Kwai has accelerated business expansion in Russia and Brazil. The overseas version of the two apps also achieved very good results during the first half of the epidemic. It can be seen that during the outbreak, both at home and abroad. The competition for buying short videos is gradually upgrading. The competition for traffic between head apps has been in full swing.

4. Online education app continues to gain more customers, and pre-k12 becomes a new “overtaking” track

After the relatively low-cost customer acquisition period in the early stage of the outbreak of the epidemic, the online education industry in the post epidemic era, with the upgrading of competition, the cost of acquiring customers has gradually reached a high level, and it is facing the same problem as offline promotion that “the unit price of acquiring customers is high, and it is difficult to transform”. Under the background of the rapid increase of short-term online penetration rate brought by this round of epidemic, it is still unclear who can better improve the retention rate and renewal rate of users in the future and hold the victory fruit of this dividend period to the greatest extent. Therefore, how to design a good online education model has always been the focus of online education.

According to the industry data of the hot cloud data appadhoc A / B testing platform, according to the industry distribution of the times of optimization tests for landing pages launched by themselves during the Q1 epidemic, 20% of the “landing page optimization test data” came from the education industry, second only to e-commerce. It can be seen that the online education industry attaches great importance to the refined operation of customer acquisition. Not only at the customer acquisition level, the online education industry is also facing the dual test of refinement and homogenization of user experience for the ultimate realization efficiency improvement. Therefore, only efficient and accurate multi-dimensional data analysis is an important prerequisite for continuous in-depth mining of key optimization factors, so as to improve the retention and conversion rate of each link between “click to pay” on the web side or app side of online education.

Combined with the characteristics of online education industry for emphasizing content delivery and the experience of browsing for potential target customers mentioned above, information flow advertising has become the only way for online education industry to buy. According to the data of relevant research institutions, in 2019, the top advertisers of education and training “smashed” 80% of their investment budget in information flow advertising. According to the adinsight product monitoring of hot cloud data, during the epidemic period in the first half of this year, there were nearly 280 online education apps that had bought in, and the trend of the number of creative groups launched in each month also went up. Especially in June before the summer training peak season, nearly 400000 creative groups were put into online education apps in a single month.

K12 education app is undoubtedly the most fierce vertical type of online education purchase. According to Tencent’s data, during the epidemic period, the direct contact penetration rate of K12 online education target population increased from 37.5% to 56.7%. On the one hand, the new rising big factories represented by the headlines have entered the game strongly; on the other hand, some “old” k12 education apps further subdivide the track, gradually turning their attention to the pre-school group (pre-k12) and playing the signboard of “Ai intelligence” one after another. According to the distribution of top 5 creative groups of each vertical type of online education in the first half of the year, the long tailed degree of K12 app is second only to English app. However, it should be noted that a considerable number of English apps are also targeted at the “pre-k12” of English subjects. Therefore, on the whole, K12 + pre-k12 is the most common type of educational app with purchase competition.

According to the increasing trend of a ρ P of various types of education, the following is true

K12 app: it is undoubtedly the app type with the highest average growth rate in the first half of the year. In addition to the causes of the epidemic, the winter vacation also plays an important role in the promotion of k12 education app.

With the increase of the number of “app / app” courses and the number of “app / app” courses in the period of “three months to six months”, the interest rate of “app / app” has been gradually improved. Among them, driving test and financial / financial related professional title examination apps increased the fastest after returning to work; for young users, with the epidemic prevention and control tending to be stable, the increase of interest / skill education app has gradually shifted from instrument training to children’s programming and art courses.

English app: during the outbreak period (from January to February), adult English training apps were mainly used. With the gradual stabilization of the epidemic situation, the proportion of the new pre-k12 track was gradually increased.

5. Live e-commerce promotes the rapid upgrading of e-commerce and 618 is the best entry point for industrial transformation

Compared with the heavy blow to offline retail industry during the epidemic, the impact on e-commerce industry is relatively small. Although the policy of logistics control during the epidemic period caused the e-commerce industry to stagnate for a period of time; but generally speaking, the epidemic has both opportunities and challenges for the e-commerce industry. After entering may, the business volume and revenue growth rate of China’s express industry exceeded 30% year on year. And behind this is the increment brought by live e-commerce and consumption in the later stage of the epidemic. According to adinsight product monitoring of thermal cloud data, in the first half of 2020, the total number of creative teams for e-commerce apps accounted for 80% of the total application apps. Its “big buyer” status is still very obvious. Especially in the first “Golden Week” and “618 Shopping Festival” after the outbreak of the epidemic, the proportion of e-commerce app itself was further increased.

E-commerce apps are becoming more and more fragmented. The proportion of vertical e-commerce apps increased significantly. According to the top 3 distribution of vertical e-commerce app delivery in each month in the first half of the year:

Fashion footwear app has always been in the top position. Even if the epidemic is rampant, it does not stop users from preferring fashionable shoes and clothing, a traditional category of e-commerce.

During the outbreak of the epidemic, the number of idle apps increased by leaps and bounds. It seems that on the “stall economy”, the “online stall economy” of the e-commerce industry is more advanced.

The epidemic situation of jadeite and jadeite was stable in the third stage. With the gradual stabilization of the epidemic prevention and control and social return to work, the consumption ability of users has been alleviated, and the demand of “high customer price” category has been released to a certain extent.

According to the comparison of the copywriting keywords of the two apps in 618 Shopping Festival, we can also see the difference of customer acquisition strategies between the two apps: on the one hand, Taobao focuses on “new summer” and “seasonal food” based on the platform advantages of clothing products; on the other hand, it encourages users to bring in new products through welfare; Jingdong, on the other hand, is expanding its categories based on the consistent “quality and service” reputation of the platform. There are three places in the top 10 of Jingdong for shoe products.

Throughout this year’s 618 Shopping Festival, the social attributes of e-commerce have been upgraded again, and live delivery has become a new driving force for online shopping. On the user demand level, the rapid increase in the popularity of live e-commerce users and the generally high conversion rate of live broadcasting mode have brought about a large increment of e-commerce live broadcasting and become the core force driving the overall growth of the market. According to the data of relevant research institutions, the scale of live e-commerce in 2020 is expected to reach 961 billion, with a year-on-year increase of 122%. The epidemic situation has promoted users’ willingness to purchase online significantly, and users’ online shopping habits during the epidemic period are expected to continue to maintain after the epidemic.

At the platform level, tmall and JD reported the sales figures of the 618 Shopping Festival, 698.2 billion and 269.2 billion respectively. Among them, there are 600 brands and business presidents of tmall participating in 618 Taobao live delivery. As of 7 June 17th, Taobao’s live broadcast guided transactions increased by more than 250% over the same period, and 13 live broadcast Kwai billion, while Jingdong 618 began 2 minutes, and Jingdong’s live broadcaster was broken 100 million. In June 16th, Jingdong and fast hand jointly launched quality shopping special, and the star anchors broadcast the goods on a single day with 1 billion 420 million yuan.

Specifically, Taobao’s e-commerce activities in this year’s 618 shopping festival mainly focus on live matrix and emphasis on social play. In order to enhance the user’s innovation and stickiness, Taobao has set up a new way to share fission coupons and red packets to enhance user retention. In addition, Taobao will form the official super anchor matrix with top1000 + anchors to provide product support, traffic support and official honor support. Jingdong 618 activity introduces Jingdong birthday party and brand Fubao activities to attract users to participate in 618 promotion through interactive games, and help businesses deposit brand members through activities such as gold coins + brand coupons.

Many live e-commerce platforms shoulder more social responsibilities during the epidemic. During this year’s “618” Shopping Festival, many e-commerce platforms have built consumption poverty alleviation zones as always. With the content-based and immersive marketing scene constructed by the “live + e-commerce” mode, farmers can use the “new farm tools” to get rid of poverty with only one mobile phone and a self timer, and benefit from this new path of consumption poverty alleviation. Major e-commerce platforms also reflect their own platform value and social value during the period of “national anti epidemic”.

6. Summary

Throughout the epidemic period, live broadcast tools have become an indispensable tool for enterprises in various industries in the process of self-help. With its strong interactivity and live sense, live broadcast attracts many users to participate, and becomes the closest interaction mode between enterprises and users. With the gradual formation of users’ life and consumption habits, live broadcasting will become an indispensable part in the development of more industries and enterprises.

At the same time, more and more enterprises join the live broadcast industry, the market competition is more intense, enterprises will invest more energy and expenses in mobile marketing. In addition, with the transfer of user interest and lifestyle, enterprises need to do more in-depth refined operation and explore new marketing methods. During the epidemic period, in order to help advertisers better cope with the epidemic situation and improve the efficiency of enterprise mobile marketing, hot cloud data continued to pay attention to the development trend of the industry, and made more in-depth exploration in mobile marketing, providing more efficient, intelligent and professional mobile marketing solutions.

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