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The following is the Insight report of leisure and entertainment in China’s sinking market under the influence of epidemic situation From 58 Tongzhen recommended by recordtrend.com. And this article belongs to the classification: Life data, User Research, research report.
58 Tongzhen released the “insight report on leisure and entertainment in China’s sinking market under the influence of the epidemic”, through the investigation and statistics of 6315 valid samples, to interpret the leisure and entertainment behavior of county users during the epidemic period. In this survey, 54.01% of the users are male, and 36.2% of the users are 31-40 years old. The proportion of technical secondary school / Senior High School / vocational high school education was 38.76%, and the proportion of college degree or above was 23.71%. Among them, 35.25% of the people with stable employment, such as state-owned enterprises, civil servants, public institution personnel and private enterprises, 79.62% of the users are married and have children, and 40.52% of the users have two or more children. According to the monthly income of the respondents, the income of users in the sinking market is mainly below 6000 yuan, accounting for 84.19%.
According to the statistics of 58 Tongzhen “insight report on leisure and entertainment in China’s sinking market under the influence of the epidemic”, the average daily leisure and entertainment time of users during the epidemic period is as long as 6.69 hours, 67.32% of users in the sinking market take mobile phone leisure and entertainment as the preferred way, and the average daily mobile phone entertainment time is as long as 6.02 hours. 53.35% of the sinking market users chose to watch news on their mobile phones, followed by short videos and movies, accounting for 48.84% and 47.51% respectively. It can be seen that the epidemic situation affects the hearts of people all over the country. Even in leisure and entertainment, we should pay attention to the international and domestic epidemic situation and learn the latest anti epidemic information.
During the period of epidemic prevention and control, watching video is a necessary leisure choice for many people. 58 Tongzhen “insight report on leisure and entertainment in China’s sinking market under the influence of the epidemic” shows that 99.14% of the sinking market users have the habit of watching videos during the epidemic period. In terms of the types of watching videos, 53.21% preferred TV series, followed by news and movies, accounting for 48.41% and 44.51% respectively. During the epidemic period, 12.83% of users recharged in order to watch videos, and 7.89% of users ordered paid videos. 90.83% of the users said that the viewing habits of online video had changed. Among them, 49.83% of the users watch videos longer than usual, 37.24% of the users watch more types of videos, and 28.65% of the users choose to watch videos on more platforms.
58 Tongzhen’s “insight report on leisure and entertainment in China’s sinking market under the influence of the epidemic situation” also showed that 98.62% of users had the habit of watching short videos during the epidemic period, and the three most popular types of short videos were local news, news information and humor, accounting for 55.06%, 51.78% and 44.86% respectively. Short videos with a duration of 15 seconds to 3 minutes are more popular among users in the sinking market, accounting for 58.33%. In terms of types of short video bloggers, social celebrities, acquaintances and entertainment stars are more concerned. During the epidemic period, 87.65% of the users’ habit of watching short videos changed. Among them, 45.65% of the users spent more time watching short videos than before, and 13.78% of the users were more willing to participate in short video like, comment and other interactions than before.
According to the survey data of 58 towns, 89.79% of users had the habit of watching live broadcast during the epidemic period. News, reality show and shopping live broadcast respectively occupied the top three types of live broadcast preferences, accounting for 53.3%, 37.15% and 19.38% respectively. Men prefer live broadcast of games, events and press conferences, while women prefer live broadcast of shopping. During the epidemic period, 81.24% of the users’ habits of watching live broadcast changed, among which 42.57% of the users watched live broadcast longer than usual, and 34.11% of the users watched more types of live broadcast. 12.25% of the users are more willing to participate in the interaction such as giving praise and comments to the anchor than in the past. During the epidemic period, due to the lack of offline and face-to-face communication, offline users place their feelings of social interaction on the Internet, which improves the initiative of online interaction.
Compared with the past, the enthusiasm of game users during the epidemic period has generally improved. 58 Tongzhen’s “insight report on leisure and entertainment in China’s sinking market under the influence of the epidemic situation” shows that 69.03% of users in the sinking market will choose to play games during their leisure and entertainment time during the epidemic period. Among them, mobile client games account for 36.67%, ranking first, and small program games account for 32.3%, ranking second. Compared with the past, 66.03% of the users’ game entertainment habits changed during the epidemic period, mainly in that 23.8% of the users played games longer, 21.38% of the users tried to play more games, and 19.81% of the users didn’t like playing games before and joined the game queue during the epidemic period.
In addition, according to the data of 58 Tongzhen “insight report on leisure and entertainment in China’s sinking market under the influence of the epidemic”, during the epidemic period, 81.52% of users had the habit of insisting on exercising, but 64.56% of users chose to exercise at home. 78.24% of the users said that the epidemic had changed their fitness habits. Among them, 33.59% of the users changed from outdoor exercise to indoor exercise, and 21.76% of the users did not like exercise before and began to exercise during the epidemic period. On the whole, affected by the epidemic, people attach great importance to their health.
58 according to the report of Tongzhen, 68.88% of the users in the sinking market have had the experience of online entertainment recharge payment. Among the online entertainment payment users, men accounted for 58.14%, and users aged 31-40 accounted for 36.69%. In addition, video, games, reading, music and online shopping are among the top five types of online entertainment payment. In the past year, users in the sinking market mostly paid less than 100 yuan for online entertainment recharge, accounting for 38.14% (this amount only refers to member recharge, excluding shopping consumption). However, the average consumption amount of the paid users interviewed in the past year was 621 yuan. Due to better experience, 36.69% of users choose online entertainment payment, and high cost performance and support for genuine are also the main driving factors for users to pay.
Looking forward to the sinking market after the epidemic, 58 Tongzhen’s “insight report on leisure and entertainment in China’s sinking market under the influence of the epidemic” shows that 60.24% of users think that leisure and entertainment habits can return to their normal state within three months. After the end of the epidemic, the most important thing users want to do is work to make money, accounting for 48.43%, followed by accompanying their families, traveling, physical exercise and eating out. The depressed consumption demand during the epidemic period will gradually release after the end of the epidemic. Dining out, local travel, fitness, house purchase and car purchase may quickly pick up and obtain greater development space. Township users can meet the needs of various life service consumption scenarios through 58 towns.
By analyzing the leisure and entertainment habits of the users during the epidemic period, 58 Tongzhen not only has a more comprehensive and profound insight into the user behavior, but also can meet the needs of users in a more targeted way. According to the introduction, relying on the “social relationship + semi acquaintance network”, 58 Tongzhen will bring more thoughtful and intimate user services in the “second half” of the epidemic, and bring more high-quality and efficient localized life information service experience for sinking users through online platform, mayor network, information release and mutual assistance.
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