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2020年中国互联网月度流量分析报告—4月流量大盘与3大热点
核心摘要:
流量走势
周活跃设备数平稳上升,周时长下滑8周后有所回升, 2020年4月移动端整体流量保持平稳运行,周活跃设备数稳步上升。周总使用时长从2.10-2.16开始不断下滑,下滑8周后有所回升。
用户结构
2020年4月男性用户规模更大,但女性用户同比增长率更高;从年龄段分布看,30+用户的同比涨幅远高于低于30岁的用户群体;从收入说看,中高收入水平的用户涨幅最大;从城市线级分布看,高线级市场月活跃设备数出现负增长,下沉市场尚有发展潜力,月独立设备数同比去年增长6.7%。
出行复苏
节假和政策因素促进出行复苏,复工以来周活增长1.16亿,新一线和二线是增长主力,用户旅游出行需求高速提升,五一前11天日活均突破1.8千万,导航地图行业迅速复苏,并且从3.23-3.29开始周活跃设备数超越去年同期。头部APP高德地图和百度地图的周活同比增长均高于行业平均水平。
中年偏好
在40+人群中,用户对金融理财行业偏好最高,其次是社交网络和健康医疗,在触媒偏好TOP10APP中证券APP占80%;在娱乐偏好中,中年最爱广场舞视频以及棋牌游戏,在TOP15APP中有8款为棋牌类游戏;网络购物和团购是中年用户群体最偏好的二级行业。苏宁、阿里系、小米占据最受40+用户偏好的购物APP。
全民教育
超长寒假促使用户粘性上一新台阶,从用户粘性指标来看,超长寒假是培养用户习惯的的好时机,单机月有效时长连续3月突破3小时,4月相比1月增长了24.2%。
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