短视频社交和Vlog哪个是行业新风口,这份报告给出了答案
生活作者: 酷鹅用户研究院
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摘要酷鹅用户研究院(微信ID:kueclub)特开展短视频专项研究,全面解读2019短视频行业……
一面是经济寒冬,一面是短视频火热。2019短视频持续保持高增长态势,独立用户数达6.4亿。
短视频行业有哪些新趋势?用户为何会刷到停不下来?短视频社交和Vlog哪个是未来的潜在增长点?
酷鹅用户研究院(微信ID:kueclub)特开展短视频专项研究,全面解读2019短视频行业发展新趋势、用户行为与行业机会点。
1、短视频平台用户的使用呈多元化,内容是短视频平台的核心竞争力
65%用户安装2个及以上短视频APP,内容全面多样化是用户选择短视频平台主要考虑因素,深度、独家内容正成新的平台竞争力。
2、短视频营销价值较大,女性和三四线用户更容易转化
四成用户因观看短视频内容而产生消费,女性和三四线用户更容易受短视频营销影响而消费,是更具营销价值的用户群体。
3、用户在短视频平台社交意愿低,短视频用户社交更多是基于内容的互动,而非社交关系互动
用户在短视频平台社交意愿低,用户之间的互动主要是基于内容层面的互动,私信聊天、分享等社交需求仍会转移到微信等社交平台满足。
4、Vlog在短视频用户中的渗透率低,Vlog覆盖的是短视频用户中的小众用户
六成短视频用户没有听说过Vlog,听说过Vlog的用户中,近七成没有看过Vlog。Vlog用户以一二线、高学历、年轻、女性用户为主。
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