up to date! Data rankings of 56 information flow advertising media platforms!

The following is the latest traffic rankings of 56 popular information flow platforms in December and an analysis of the overall growth trends of major information flow platforms in 2018.

This issue's list is divided into two parts: monthly active users and crowd portrait data of each information flow platform, and mobile terminal data ranking. The overall data can be used to infer the traffic trend in January and February, and provide a reference for more accurate targeting of information flow advertising .

Next, let’s take a look at the overall data performance of the major information flow platforms last month:

▼ Overall Ranking

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Judging from the latest monthly active data of the overall list, among the 56 traffic platforms, the traffic fluctuations of most platforms are small, and the increase and decrease are relatively balanced. Let’s take a detailed look at the data performance of each dimension of each major platform.

Overall distribution trend chart (click to view larger image)

▼ Top three monthly active users

▼ Top three monthly active users with the largest decline

The overall data shows:

Among the 56 information streaming platforms counted, half maintained year-on-year growth, while half declined .

Sina Finance led the increase, with Qutoutiao and Himalaya performing well as the top three. Sohu Video, Xiaomi Video, Sohu News also saw significant increases. Tik Tok, Kuaishou, Yidian Zixun also saw increases to varying degrees.

UC Headlines, DoCar, and QQ Space ranked the top three in terms of decline. Sina Sports, DoCar, and Youku saw a more obvious decline in monthly active users. Tencent Video, Xigua Video, and Volcano Video also saw a decline.

▼ Top 10 male users

Overall trend of male proportion (click to see larger image)

▼ Top 10 female users

Overall trend of female proportion (click to see larger image)

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The above are several platforms where the difference in the proportion of men and women is large, and we also need to pay special attention to them. For example, the proportion of men in the automobile, sports, and finance-related fields is prominent, and the proportion of women in the mother and baby-related fields is prominent. Especially when the gender attributes of your product are very obvious, these platforms must be evaluated.

▼ Top 5 under 24 years old

▼ 25-30 years old TOP 5

▼ TOP 5 aged 31-35

▼ TOP 5 aged 36-40

▼ TOP 5 aged 41 and above

Overall distribution of age ratio (click to see larger image)

The following is the mobile terminal device index. Those who have device-specific setting needs can refer to it~ (data time dimension January 14th - January 20th)

▼ Top 10 mobile phone manufacturers

▼ IOS model TOP list

▼ Top Android Models

The following is an analysis of the growth trends of various information flow advertising media platforms in 2018: (horizontal axis: month, vertical axis: monthly active users in 10,000 units)

WeChat is still the leading social platform , and the overall growth is relatively small. It is difficult for the current social product landscape to have a major breakthrough. However, whether the recent launch of Duoshan, a social product under Douyin, can have an impact on traditional social software in the era of short videos still needs time to verify, so we will wait and see.

The top players in the information category were relatively stable overall in 2018, and the growth rate has reached a certain ceiling. But some up-and-coming companies are still worth noting, such as Zaker News, which has not been fully commercialized. There is still a lot of traffic space for us.

In addition, vertical media such as Sina Sports and DoCar.com are affected by sports events and their traffic fluctuates greatly within a certain period of time. Therefore, we need to make early arrangements based on the situation.

The overall development of browsers has basically reached its ceiling. Therefore, when choosing traffic, we need to respect two points:

1) First look at the volume, and try to choose a platform with a larger volume.

2) Secondly, look at the quality, that is, the mainstream user groups corresponding to the platform, and whether their attributes are consistent with their own products.

Videos require us to always pay attention to popular dramas or programs, such as iQiyi's "Story of Yanxi Palace", which will to a large extent lead to phenomenal traffic fluctuations.

2018 is the first year of short videos. This year, the growth rate of Douyin and Kuaishou was relatively large , and they became the new favorites of advertisers in terms of traffic .

After Douyin and Kuaishou successfully seized users' fragmented time and harvested the first batch of short video users to enjoy huge traffic dividends, BAT also rushed to the short video field. Coupled with the strengthening of policy supervision, user growth began to slow down. In this context, Douyin and Kuaishou turned to concentrated commercialization and traffic monetization. The " short video + e-commerce " model also quickly exploded in 2018, and Douyin became a recognized platform for selling goods.

Short videos will still have a growth trend in 2019, so friends who haven’t yet deployed short video advertising should hurry up.

NetEase is a magical company. Whether it is music products or cloud classrooms, there is a phenomenal fission dissemination effect every year. For us, this marketing communication method is more worthy of learning. Next are Himalaya and Lizhi, which are currently more inclined to knowledge payment. If your product is suitable for fission propagation or involves knowledge payment, you can try these platforms.

Wifi Master Key continued to grow significantly from May to July, Ink Weather tended to decline overall, and the Chinese Perpetual Calendar remained stable.

This type of vertical platform, such as the automotive industry and the sports industry mentioned above, has relatively higher user loyalty and stickiness. We selected three representative platforms for analysis. Focus on Dochedi, which has the capital and traffic support of Toutiao. It fluctuated significantly in 2018. Where there is fluctuation, there is traffic dividend, and suitable products can be deployed.

The maternal and infant category is also a highly vertical platform, still mainly based on Mayu and its products. It is relatively mature and stable overall, with high user stickiness, especially female users, who have strong purchasing power for maternal and infant products.

Source: Aichisem