Report on the changes in mobile Internet users’ habits: What are the opportunities behind the shift from general social interaction to in-depth services?

The mobile Internet is moving from online applications and the concept of user time to a new state: mobile + service.

QuestMobile data shows that in the past few years, the structure of mobile Internet users has become increasingly stable. In terms of terminals, high-end devices (over 3,000 yuan) account for 30%; in terms of networks, 4G accounts for 40%; in terms of the number of apps, the number of users with more than 26 apps continues to grow; in terms of stickiness, the average monthly time spent by users has reached 125 hours.

Behind this, mobile + services have penetrated into every aspect of life. As of November, Alipay's monthly active users have exceeded 650 million, still maintaining a high growth rate of more than 50%. In comparison, the number of WeChat Pay users is at least 558 million.

It is particularly noteworthy that the integration of services and content has become a basic demand of users around categories such as user life services, pan-social interaction, and content. The short-path implementation model has become the core model of "mobile + service". This is probably the biggest problem encountered by the traffic business in the past.

How to seize the opportunity of evolution? The following is a report on the changes in mobile Internet users’ habits by QuestMobile.

I. Overview of Mobile Internet Development

1. Development history of mobile Internet

II. Changes in Internet Behavior of Mobile Internet Users

1. Terminal changes: low-end migration to mid-range, high-end remains stable

The price of low-end and mid-range mobile phones is shifting towards 2,000-3,000 yuan;

High-end phones (priced over 3,000 yuan) account for more than 30% of the market share, showing a stable trend.

2. Changes in data usage habits: WIFI is the main method, and some people have developed the habit of using 4G

Referring to the development history of 4G's rapid penetration and acquisition of stable users, it can be predicted that 5G will also quickly penetrate and popularize among the same group of people in the future.

3. APP Migration: The proportion of more than 26 applications is still rising, and mobile Internet users still have the desire to try new things

4. Increased user stickiness: usage time continues to grow, further competing for user attention

3. Mobile and convenient life forms diversified application scenarios

1. Mobile Internet has penetrated into every aspect of people’s lives

2. Development and changes of mobile payment

1) Multiple mobile payment service scenarios drive user growth

2) Relying on mini programs, mobile payment expands new application scenarios

Based on the user scale of the Weekend Shake Mini Program, it can be estimated that the number of WeChat Pay users is at least 558 million.

3. Development of life service usage habits: Users have accepted convenient service scenarios and formed usage habits

Providing convenient life services is one of the two major usage scenarios of mobile Internet. The application scenario of linking "online + offline" services based on local life services has been developed and expanded to toB services to form a closed-loop service ecosystem.

4. Changes in mobile shopping habits: from simple shopping to consumption sharing and fission

5. Changes in mobile social networking: acquaintance social networking has evolved into multiple service scenarios, stranger social networking scenarios have been formed, and pan-social networking has developed vertically

4. Content reliance enhances user stickiness

1. Changes in content attractiveness: Dependence is increasing

The improvement in production efficiency has brought more leisure and entertainment time to the people. Among them, personal leisure and entertainment, along with the development of mobile Internet, has been able to make the most of fragmented time.

Another usage scenario of mobile Internet is to enhance user stickiness through content.

The user scale of typical content areas continues to grow

Among them, financial information, short videos, radio stations, and mobile animations grew strongly and attracted users' attention.

2. Changes in content payment: Actively choosing content leads to the formation of payment habits

Taking comprehensive video as an example, users are migrating from watching videos on TV to mobile Internet, and the payment is increasing.

Multi-platform membership is becoming a trend, represented by comprehensive videos and mobile games

The active choice of content by paying users has reduced their dependence on the platform, while their willingness and ability to pay have increased.

5. Upgraded lifestyle of mobile Internet users: content and services are inseparable, and time allocation determines value

1. Single-function platforms evolve into composite content platforms, using content to enhance platform value

2. The single media form develops into a diversified and composite media form, forming a multi-entry panoramic traffic flow and boosting the growth of new traffic