2020 App Purchase Report

Introduction

According to the data, in October 2020, the number of "live broadcast" related products in the application app release copy was nearly 250, accounting for about 12%. Among them, the education industry has the largest proportion of products launched, nearly 30%. During the epidemic, under the background of “suspending classes but not learning”, online education ushered in explosive growth. After the epidemic stabilized, users' online learning habits continued, especially the form of “live classes”, which was widely accepted by the public.

Social and online shopping apps are second only to education apps, accounting for 18% and 11% respectively. Social apps themselves have the feature of searching for nearby people based on geographic location. When combined with live streaming based on interests and making friends, the interactive relationship becomes more frequent, and “live streaming” enhances the user’s stickiness to the platform. Online shopping apps naturally have the genes for live streaming sales. With the powerful sales capabilities of top anchors and the proliferation of live streaming in stores, live streaming has become an indispensable element of online shopping.

In addition to the above-mentioned fields, "live broadcast" copywriting also has a large amount of investment in other industries such as short videos, audio and video, and reading. This article will specifically analyze the specific situation of the "live streaming" related industries and buying volume in the application app release copy in October.

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According to ADI data from Reyun Data, short videos had the highest proportion of "live broadcast" related creative groups in the application app copy in October, exceeding 40%. Next are education and social networking, and the three industries together account for more than 90%. Specific analysis of the TOP5 situations in each major industry:

(1) In the short video industry, the trend of "live broadcast" copywriting becoming the top is emerging, with "TikTok Short Video", "TikTok Speed ​​Version" and "TikTok Volcano Version" accounting for nearly half of the total.

(2) In the education industry, the segment with the highest relevance to “live streaming” copywriting is still K12, and primary and secondary school students are the most important user group for “live streaming classes”. Apps from major education companies such as Zuoyebang, GSX, and TAL Education Group account for a relatively high proportion.

(3) In the social industry, the sub-sectors associated with “live broadcast” copywriting are more diversified, involving vertical communities, stranger social networking, entertainment live broadcasts, etc., with a relatively even and dispersed proportion.

(4) In the online shopping industry, Alibaba has the largest share, with Taobao Mobile and Alibaba (1688) accounting for more than 80% in total. At the same time, only the vertical e-commerce app "Duizhuang Jade" was included in the top five.

Judging from the proportion of "live broadcast" related creative groups in major industries in October to the overall creative groups launched this month, a polarized distribution trend is shown. The penetration rate of "live broadcast" elements in short video, social, and education industries is relatively high, exceeding 5%, while that in other industries is less than 1%.

In October, half of the apps that used "live streaming" as a keyword for their copywriting chose comprehensive information or short video media. By analyzing the types of media related to "live broadcast", Reyun Data found that comprehensive information and short videos accounted for the highest proportion, exceeding 20%. Judging from the TOP10 media investment, the top media are still dominated by "Toutiao and Tencent", with Toutiao ranking first, accounting for more than 50%. Cheetah Clean Master has become the media with the highest proportion of non-Tencent-affiliated media.

Judging from the ranking of the proportion of Android and iOS creative groups related to "live streaming" in major industries in October, the top industries are highly overlapping, with the top four being online shopping, real estate, education and short videos. After the fifth place, the industries are quite different. The Android creative group focuses on social networking and reading, while the iOS creative group focuses on life services and business travel.

Entertainment apps and social apps focused on increasing the proportion of "live broadcast" copy in late October. According to the changes in the proportion of Android creative groups in the first, middle and last weeks of October, short videos, education, social networking and entertainment all increased the delivery of "live broadcast" copy in the second half of the month. Entertainment accounted for more than 70% in the second half of the month, while online shopping, audio and video, and automobiles accounted for a large proportion in the middle of the month. Judging from the trend of the proportion of the iOS creative group, the proportions of the three time periods of social and entertainment have changed greatly, with social accounting for nearly 60% in the second half of the month and entertainment accounting for more than 80% in the second half of the month.

Comparing the changes in the number of "live streaming" related products and creative groups in early, mid-to-late October, the number of products launched and the number of creative groups both showed an upward trend. In late October, the number of "live streaming" related products was nearly 200, and the number of creative groups exceeded 86,000. As "Double 11" is approaching, in addition to online shopping increasing the investment in "live broadcast" copywriting, short videos, education, and social networking are also participating in the "Double 11" popularity through "live broadcast" copywriting.

The following Reyun data will analyze the popular copywriting and HOT materials of "live broadcast" in short videos, social networking, education, and online shopping.

In the short video app industry, Douyin and Kuaishou started live streaming early on, trying to combine the attributes of short videos with the interactivity of live streaming, but they have different focuses. Due to its strong BGM gene, Douyin focuses more on music, and later expanded into the field of live streaming with goods; while Kuaishou focuses on games, funny and beauty videos.

In the social app industry, the "live broadcast" element is more diverse. Dating live broadcasts focus more on "nearby people in the same city", "good looks", "anchor chat", etc. Game live streaming platforms have increased their investment in content such as "game events", "e-sports anchors", and "famous game guides".

In the online education app industry, Reyun Data has analyzed the volume buying situation in the K12 market in detail in the "Online Education App Volume Buying Report". The keywords used in the copywriting coincide with the popular copywriting of education "live broadcasts", and are mainly based on "famous teachers teaching", "improving grades", and "teaching aids packages". In addition to examination-related subjects, the "live broadcast" copywriting also involves other teaching and training fields, such as certified public accountants, programming, etc.

In the online shopping app industry, jadeite ranks first in the product categories involved in online shopping "live broadcast" copywriting. The ranking is mainly followed by 3C digital products, clothing and accessories, and home furnishings. By comparing the copywriting related to "live streaming" and "non-live streaming", Reyun Data found that live streaming products place more emphasis on "direct sales from manufacturers", "picking up bargains" and "large packaging", while non-live streaming products place more emphasis on "special sales" and "high cost performance".