Demographic dividend is over, segmented industries and technological innovation will be the growth point of the application market in the future
Mobile application market development so far, the overall can be summarized as mode exploration phase, the Internet service migration period, outbreak period, niche demand mining period, the user just need to be basically satisfied application, user interest falling the moment, niche business penetration and combined with innovative technology, will become the future application of market growth.
App penetration has reached a peak, and social and entertainment needs have just been unleashed
In 2016 years, the application of social communication is still the coverage and highest utilization category, and video, games, network shopping class application both belong to the general usage and applications of high coverage categories, social and entertainment as the rigid demand of mobile intelligent terminal users, user market basic release and market pattern basically stable.
The application coverage of real estate, health and beauty has maintained growth, and the potential of emerging industries has been unleashed
In 2016, the application categories with high coverage, such as communication and social networking, video and music, showed weak growth, and the industrial application market was basically saturated. Due to the impact of online car-hailing policies, the coverage rate of travel applications has shown negative growth. The coverage of real estate applications is the fastest growing category in 2016, and the coverage of consumer applications such as catering, health and beauty, and education is also growing, and the market potential of subcategory applications is being released.
With diversified application scenarios, live video broadcasting is moving from a pan-entertainment era to a pan-life era
In 2016, the rise of live mobile video broadcasting, the introduction of traditional show mode in the PC era made live mobile video broadcasting find the most direct cash mode, and became a hot spot sought after by capital. In addition to the popularity of live live content, mobile video live broadcast, as a form of information transmission, can be combined with e-commerce, variety shows, stars and other content, embedded in the application in the form of tools, so that more life-oriented content can be introduced to become a pan-life-oriented and scene-oriented live broadcast.
Layout of the last kilometer of travel, bike sharing market ushered in the outbreak
Shared cycling concept has a long history, but really have high-speed development period in 2016, in the current market has contracted municipal bike rental business started with wing on line, campus bicycle sharing and drabs ofo: sharing a bike travel huge investment, tencent invested for the bike, and joeyz bicycle, optimal worship the bike and other companies in the race. As one of the few investment outlets in 2016, bike-sharing ushered in the explosion of the industry with the investment of capital.
We media content specialization, video will become the future of content development direction
We-media content has existed on the Chinese Internet for more than 11 years, since the launch of Sina blog in 2005 introduced the concept of media. From blogs and microblogs in the Internet era to wechat public accounts and Toutiao accounts in the mobile Internet era, the value of “we media” has gradually been reflected. In the future of mobile live video broadcasting, we media content will tend to be specialized, and video content will become the driving force.
Originality and copyright are respected, and content payment is being accepted by more people
As income levels and copyright awareness rise, content payment is becoming more accepted by more people and the value of quality content is reflected. In terms of video content, all online video websites continue to deepen their efforts in self-made drama content. “PGC content + paid members” has become the revenue growth point. The value plus Live functions of Fenda and Zhihu enable high-quality community content to find a way to monetize, and paid Q&A will help high-quality content contributors get returns.
The post-90s segment demand is released, and the mobile marriage application market keeps growing
As more post-90s enter the marriageable age, the market scale of mobile marriage applications that are more in line with the habits of young people is growing. The coverage rate of mobile marriage applications, whether it is social marriage or wedding service, has maintained a growing trend in 2016. The segmented demand of the post-90s is being released, driving the growth of partial segmented application market.
Under the role of capital and policy, the taxi travel industry faces challenges
In 2016, Didi Chuxing and Uber China merged, ushering in another round of integration of ride-hailing apps. From the Interim Measures for The Management of Online Booking Taxi Business Services in July to the detailed rules of each city at the end of the year, car-sharing as a “network booking” behavior is facing a standardized transformation of the industry. Under the pressure of capital and policy, the user habits cultivated through subsidies face challenges. The taxi travel industry bid farewell to wild competition and ushered in the process of industry standardization.
The industry environment affects the application market, and the utilization rate of civil aviation applications is improved
In 2016, airlines continued to focus on the improvement of direct generation, rather than handing over user data and channels to otAs and agents. Since January, a number of airlines have ended their cooperation with mainstream OTA channels and focused on building direct sales channels through official mobile apps and official websites. In the second half of this year, the usage rate of civil aviation applications has been steadily improved, and users’ new purchasing habits are being cultivated.
The rapid development of global mobile Internet creates more conditions for domestic applications to go abroad
As the demographic dividend of mobile Internet in China is close to saturation, more Chinese mobile Internet applications will go “overseas” in the future, and international layout will become a trend, and investment will become an important means of layout. The overseas experience and market accumulation of domestic hardware manufacturers, as well as the cooperation of distribution channels, will help domestic applications face global competition in the international market. The localization of application content and service will be the key to competition, while cultural differences and different user habits will be the main challenges faced by domestic applications.
Southeast Asia, India, Brazil and other emerging markets become the focus of the international layout
At present, the smart mobile terminals in southeast Asia, India, Brazil and other emerging markets are dominated by middle and low-end devices, and there are still large demographic dividend and replacement dividend in the local smart mobile terminal market. Xiaomi’s sales in India have exceeded $1 billion, and huawei, OPPO and other manufacturers are also actively expanding overseas markets, while domestic applications
