Online education app buying trends and delivery insights!

According to Adinsight product monitoring by Reyun Data, since the start of the school season (September-November), a total of more than 120 online education apps have been launched.

In the past three months, the proportion of online education apps that buy traffic has slightly decreased compared to the summer vacation. However, judging from the number of new online education apps from the summer vacation to the start of school, more than 70% of the new apps came from the summer vacation and the overall number of education apps after the start of school has not decreased. It can be seen that online education apps that buy traffic have basically started their own "traffic buying layout" during the summer vacation.

According to the trend of online education app purchases in the past six months, July was the month with the highest proportion of apps launched and this was mainly due to a large number of new additions - the rate of new products launched that month was as high as 10.5%. In addition, November is the month with the highest investment share since the start of the school season. However, considering the new addition rate in the past three months, the launch of education apps in September-November was mainly due to the continued launch of a large number of non-new (existing) online education apps.

Comparing the number of online education apps on iOS and Android devices, the two devices have basically the same share. However, judging from the new additions in the past six months, the proportion of Android devices is slightly higher than that of iOS devices.

Short video media has become the media type with the largest number of products launched in online education apps. Previously, the media type with the most educational apps during the summer vacation was comprehensive information, but it has now been surpassed by short video media.

In addition, the above two media types attracted more than half of the online education apps for delivery. The picture on the right shows the names of the top 10 media outlets that launched online education apps during the start of the school year (the top 10 media outlets are ranked in no particular order). According to the media types of the Top 10, the number of each type of media is roughly the same and all of them are Toutiao, Tencent and Baidu media.

Judging from the intersection between the secondary classification of online education apps and the number of products launched during the school season, after a significant increase in August during the summer vacation, the proportion of English apps launched since September has declined, but it still ranks first. Since the end of last semester (June), the proportion of primary and secondary education apps has gradually decreased.

Career & Skills Apps accounted for 25% of the total number of products launched during the summer vacation, which is the same as the proportion of Primary and Secondary Education Apps. Compared with the data during the summer vacation, the number of piano practice apps still ranks first among career & skill apps; driving test apps surpass children's programming apps and rank second; and the proportion of children's programming apps has gradually decreased after the winter vacation, summer vacation and after the start of school.

Judging from the number of creative groups launched in online education apps, the launch volume has increased sharply since the start of the school season. Especially affected by Double 11, the number of creative groups launched in November increased by 92%. Based on the collation of a large number of online education advertising copy in November, the frequency ratio of similar keywords such as "Double 11" stands out.

Judging from the distribution of various delivery materials of online education apps, the proportion of video materials has increased significantly compared to the summer vacation, and more videos are delivered on iOS devices. On the contrary, the proportion of image (single image + multiple images) materials delivered on Android devices is higher than that on iOS devices.

In terms of the distribution of the proportion of creative groups released by each second-level classification of education apps, primary and secondary education apps have surpassed the comprehensive apps that have been ranked first since the beginning of this year, and have become the type with the most creative groups released since the start of the school year, with a proportion of nearly 30%. In contrast, there was no significant change in the volume of English and vocational & skills education apps after the start of the school year.

Primary and secondary education apps have become the type of online education apps with the highest growth rate in the number of creative groups launched at the beginning of the school year, with a growth rate of more than 90%; followed by English apps and comprehensive apps. Compared to the summer vacation, the growth rate of all types of online education apps, except for primary and secondary education, has declined.

In addition, a comparison of the growth rates of the main types of online education apps from September to November shows that based on the “vigorous” buying trend of online education apps during the summer vacation, the growth rates of various apps entering the new semester in September were relatively “calm”. However, as “Double 11” approached, various types of education apps showed obvious “hot-selling” performance, with significant growth rates.

Below is the specific ranking of the top 20 online education app delivery materials during the start of the school season. Judging from the distribution of types of the Top 20 apps, the types of online education apps are distributed relatively evenly. Among them, primary and secondary education and early childhood education apps are still the most popular types in the top 20.

The following chart shows the top 3 online education app creative groups from September to November (in no particular order) based on nearly 40 traffic platforms monitored by Adingsight - ByteDance, Tencent Social Advertising, and Baidu Information Flow , showing the top 3 apps with the most creative groups from September to November.

By sorting out and comparing the top 3 apps in terms of creative group volume for each major type of online education apps, Yuanfudao, English Fluency, Shanda Education and Banyu Picture Books were the apps with the highest volume of creative group volume in each type from September to November.

According to the launch trends of the above four apps during the school season, except for the No.1 early education app, Banyu Picture Book, the other three maintained very high launch growth in November.

Combined with the figure below, through the ratio of the number of creative groups launched by the top 3 of each type and the total launch volume of that type, it can be seen that: the "head-oriented" characteristics of the launch of comprehensive and early childhood education apps are more obvious ; on the contrary, the overall buying competition for primary and secondary education and English apps in the school season from September to November is more intense, but with the arrival of Double 11, the relatively "head" apps of the two types stand out in the launch, and the proportion of "head-oriented" launch of this type has increased.

After a horizontal comparison of the types of materials released by the top 1 of the four types, it was found that Yuanfudao and English Fluency mainly use video materials for release. In comparison, Yuanfudao has a higher preference for releasing video materials. Shande Institution, given its positioning as a "wide user" in comprehensive education, has a relatively balanced proportion of various release material forms.

Based on the “copywriting insights” function of the Adinsight product, the keywords for all the delivery materials and copywriting of online education apps monitored during the school season are summarized. Generally speaking, they can be summarized into four categories: subject keywords, education stage keywords, famous teacher keywords and registration promotion keywords.

The following are the top 3 creative materials and copywriting associated with the image and video materials released by 4 apps in Q3.

Author: Hot Cloud Data

Source: Hot Cloud Data