How do post-00s use mobile Internet?

Baidu released the "2015 New Year's Edition of Mobile Internet Development Trend Report" (hereinafter referred to as the "Report"), which analyzes and provides insights into the mobile Internet behavior of the post-00s. The so-called post-00s mainly refer to school-age children and teenagers aged 6-15, with an average age of 12 years old, ranging from the first grade of elementary school to the third grade of junior high school. If you only regard the post-00s as a group of "naughty children", then you are underestimating them. The report shows that the post-00s, as a generation of mobile Internet, are growing into the backbone of supporting the development of mobile Internet. So, what are the characteristics of this group's behavior in mobile Internet, and what enlightenment can it provide for the management of parents and teachers and the marketing of enterprises?

Post-00s are more willing to try new applications and technologies

Compared with their predecessors whose behavior characteristics tend to be solidified, the post-00s, as veritable fresh meat, have been labeled as "pioneers of trying new things". According to the report, the mobile phone brands that post-00s pay attention to are younger. They prefer foreign brands and new brands such as Xiaomi and Meizu, and the models are relatively rich. However, the mobile phone brands actually used by post-00s are not significantly different from the market. The reason is difficult to explain. Perhaps it is because even if the fresh meat pays more attention, it is still the parents of the post-70s and post-80s who pay the bills. They cannot live independently financially and cannot help themselves. In addition to smartphones, post-00s users prefer to try new and long-tail applications, and downloading such applications is 1.3 times that of the market.

The post-00s are more receptive to new technologies and are more willing to try them. For example, they prefer "lazy search" in mobile search, and they use the newly emerging voice and image search in 2014. According to the data, among the overall mobile search users, the post-00s account for nearly 17% and contribute 34% of voice and image search requests.

The student party identity triggers the night effect and weekend effect

These young and unconventional people born in the 2000s are currently students from the first grade to the third grade of junior high school, so their behavior is very similar to that of countless predecessors when they were students. First of all, the post-2000s tend to use apps for office learning, games, and music. Since students' daily lives are relatively simple, as the saying goes, a combination of work and rest, in addition to reviewing what they have learned in class, the post-2000s also need entertainment to relieve fatigue.

Secondly, due to the restrictions of students' work and rest time, the behavior characteristics of the post-00s show two regular effects: night effect and weekend effect. With the popularization of smart phones, the post-00s' main entertainment is concentrated on the mobile Internet. Looking back at the entertainment of the post-80s and post-90s, it was relatively simple. The post-00s' mobile phone usage time is mostly released in the evening, and it increases greatly on weekends, mainly involving entertainment applications, including games, online videos, etc.

Speaking of cramming, it must be a common feature of those who have experienced it before the exam, and the post-00s are no exception. In the past, our parents ordered us not to watch TV or play games, and we could only study hard with tears in our eyes; and the post-00s would reluctantly uninstall a large number of social and entertainment applications before the exam, trying to improve their learning efficiency by isolating themselves from the world. After the exam, nearly 57% of the applications were reinstalled, and another 43% of the applications were forgotten. Therefore, the period before and after the exam has become a concentrated outbreak period for them to update and replace applications.

Four major development trends of mobile Internet driven by post-00s

As a user group with unlimited potential, the behavioral characteristics of the post-00s also deeply affect the development trend of mobile Internet. First of all, whether it is smart phones or applications, products and brands tend to be younger. Compared with other groups, the post-00s are pioneers in trying new things, so only products that truly impress them who "love the new and hate the old" can stay on their mobile phones. Secondly, based on the three major effects of the post-00s (night effect, weekend effect, and pre-exam effect), operations for them will also tend to be seasonal, especially after the exam should be regarded as the golden period for the promotion of entertainment applications. And voice and image searches that are deeply loved by the post-00s will gradually become mainstream with the rise of this group. ***, the proportion of post-00s who own tablet devices is much higher than the market average. For them, the experience between multiple screens and cross-screens will also become an important consideration