A brief analysis of the 2014 Open Platform White Paper: 5 tips for mobile app operations

[[124771]]

In the distribution of non-game categories on mobile open platforms, social, tools, and audio-visual life are still the most popular among users; and in the game operation model, the market share of ARPG and numerical RPG games is growing rapidly. In this issue, Kaiping Jun extracts useful big data for mobile developers based on the "2014 China Internet Open Platform White Paper" to teach you how to play mobile development!

1. What are the characteristics of mobile users?

1. Mobile users

Mobile users tend to be more educated. Boys pay more attention to sports information on mobile devices than on PCs . Girls pay more attention to beauty and skin care information on mobile devices. Boys and girls are consistent in their preference for leisure and entertainment information on mobile devices.

There are three small peaks for PC users in a day, namely 11:00 a.m., 16:00 p.m., and 9:00 p.m., while there are two peaks for mobile users , 12:00 p.m. and 10:00 p.m.

2. Characteristics of App Store users

The number of days that high-active users of App Store (users who visit App Store more than 4 days a month) visit App Store has continued to grow, except for the impact of the Spring Festival in February. In addition, these users contribute more than 70% of App Store's distribution volume.

At the same time, the number of new applications (not updates) downloaded by users on App Store has continued to grow.

According to statistics, more than 25% of App Store users have made payments on the Tencent platform in the past six months.

More than half of the users in App Store are mobile game users.

3. Mobile game user analysis

Compared with mobile users, users with bachelor's degrees have become the largest group, and the preference for higher education is more obvious. In addition, users in third-tier cities account for 60% of the total users .

More than 60% of users are accustomed to playing mobile games in a WiFi environment, and the proportion of 2G network environment also exceeds 20%. The 2G network can meet the rigid requirements of weak network games for style, but cannot support large-scale online games.

2. What are the mobile operation models?

1. Non-game operation model

As of August, non-game categories on the platform accounted for 80% of the total distribution, and showed a continuous upward trend. Among them, the top 6 categories accounted for 70% of the non-game distribution, with obvious category advantages. From the perspective of the number of non-game apps on the platform, it continued to rise in the first half of the year.

From the perspective of the distribution volume of non-game categories on the Tencent Open Platform mobile terminal, the top three categories are: social, tools, and systems, followed by: video, music, life, and security. The number of apps in each category is also proportional to it, and many new application developers still focus on advantageous categories as their first choice.

2. Game operation model

In 2014, the market share of ARPG and numerical RPG games grew rapidly, while mixed RPG, SLG and board game products gradually became the core gameplay.

The retention rate of ARPG games is the highest among all games, among which the representative works "Gods and Demons" and "All People Kill Immortals" have relatively high retention levels.

3. Five tips for mobile app operation

1. Exchange traffic with the platform to gain new users

About 590 developers exchanged traffic with Tencent apps, gaining an average of 600,000 new users per day, a 15-fold increase from April.

2. Exclusive first release

Currently, Tencent App Store has opened its first-release cooperation model to developers, and fully disclosed the cooperation details. All apps that have been launched on App Store can apply for first release. Developers only need to apply through the official website of the open platform to access the first release of App Store and easily obtain hundreds of millions of traffic.

3. Little Red Flower Application

The "Little Red Flower Award" is an exclusive promotion brand of App Store. It recommends one app every week, aiming to discover emerging high-quality apps and provide more promotion resources and in-depth cooperation opportunities for outstanding newcomers. After winning the "Little Red Flower Award", the average daily volume of many emerging apps has increased by 8-10 times, and the popularity of the apps has been greatly improved.

4. Innovative operation methods to promote promotion and retention

For apps with high-quality content, the platform has launched a new content-based promotion method, which is widely applicable to categories including video, music, reading, shopping, and life. By displaying content that users are interested in on the platform, the download conversion rate and activation rate are improved. This method successfully increased the page download conversion rate by 45% and increased the activation rate of downloaded users.

5. Leverage Tencent’s mobile game growth path

● New game testing: When a game is newly launched on Tencent’s mobile platform, there will be a 5-7 day data testing period during which sample users will be imported to examine the numerical capabilities of the game in all aspects.

● Platform capability access: Games with strong data capabilities are open to access Tencent's mobile platform capabilities, such as "friend relationship chain, WeChat login", etc. Through user self-propagation, application information can reach all friends through mobile QQ, WeChat and other channels.

● Exclusive first release: For games that meet the platform’s data standards, the platform integrates resource distribution and dissemination in conjunction with new launches and new version releases, bringing hundreds of thousands of downloads per day to the application.

● In-depth operation: After the first release, games that meet the data requirements use platform self-upgrades, WiFi downloads, gift package activities, rebate activities and other capabilities, combined with free resource promotion, to enter a period of in-depth and stable game operations.

Original text: http://www.appying.com/ziliao/tengxun/