What are the characteristics and trends of online education apps in market launch?

With the maturity of mobile Internet technology, online education apps have gradually become an important channel and learning tool for people to receive education and further studies due to their efficient use of fragmented time and convenience of use. From the macro perspective of the demand side, the latest "Online Education Industry Insight Report" released by QuestMobile shows that the number of monthly active users of education apps has exceeded 220 million.

At the same time, the full opening of second-child policy and other related policies are also considered to be favorable factors for further increasing the demand in the online education market. In addition, judging from their actual consumption characteristics, Chinese families are very willing to spend money on their children's education. According to the "2017 China Family Education Consumption White Paper", education expenses account for more than 50% of annual household expenditures.

It can be seen that the development of online education apps in 2018 was very rapid. In response to the above-mentioned growing market demand, what specific characteristics and trends will the wide variety of online education apps show in their specific market launches?

1. Among the four vertical types of online education apps, primary and secondary education apps account for the largest number of launches, followed by English apps;

2. The number of online education apps has increased significantly since September, especially primary and secondary education apps and early childhood education apps;

3. "Shangde Institute" and "English Liulishuo" are the two online education apps that put out the most materials in 2018;

4. "Single-image and large-image" is the most popular form of advertising for online education apps, while video ads appear more often on iOS devices, and most "three-image" ads are more often placed on Android devices;

5. Analysis of keywords used in online education apps in 2018.

In summary, the advertising market of online education apps in 2018 can be summarized into the following three characteristics:

Examination-oriented education is still a rigid demand in the market

The number of primary and secondary education apps still dominates the online education app market, and most apps use "grades" and "famous teachers" as important promotional points. This is also a concentrated reflection of the overall characteristics and detailed demands of China's online education market.

Quality education is "busy taking over the hill"

In addition to the above-mentioned mainstream online education apps, apps in various vertical categories are gradually trying to diversify and expand their “category boundaries”. According to this report, apps such as piano practice and children's programming are gradually increasing their investment efforts. This also shows that a "land grabbing" trend is gradually taking shape in the vertical field of the online education industry.

Teachers become core competitiveness

Most online education apps have their own "confident" exclusive "learning (product) model", and teaching staff is becoming an important point for differentiating between apps. Especially with the booming popularity of English apps and the emerging concept of quality-oriented education, slogans such as "1-on-1 foreign teachers" are spreading rapidly.

Source: Reyun Data (ID: reyunshuju)