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PP指数:网络视频综艺年,用户去哪儿? - 站长搜索
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PP指数:网络视频综艺年,用户去哪儿?

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2014-01-10 10:24:38 转载来源: 网络整理/侵权必删

1月1日,江苏卫视综艺独播在PPTV聚力开启,也为2014网络视频综艺档打响头炮。回首2013,网络视频《中国好声音》先声夺人、《非诚勿扰》坐拥江山、《爸爸去哪儿》后来居上,蓦然回首,综艺已取代大剧成为用户追之唯恐不及的热播内容。

1月1日,江苏卫视综艺独播在PPTV聚力开启,也为2014网络视频综艺档打响头炮。回首2013,网络视频《中国好声音》先声夺人、《非诚勿扰》坐拥江山、《爸爸去哪儿》后来居上,蓦然回首,综艺已取代大剧成为用户追之唯恐不及的热播内容。那么广告主应如何在综艺为王的年代里挖掘用户归属?本文将就移动用户行为习惯试析一二。(以下数据均取自PPTV聚力移动APP)

综艺用户的年龄分层方面,18-30岁用户接近总体用户的65%,是综艺用户中的中坚力量。这部分人群之中多为大学生以及白领等已工作人群,自主独立的购买能力强,是广告主针对性投放的重点。当然,18以下年龄段用户也不容忽视,虽然只占据总用户的不到8%,但是年龄小的用户反而更易依赖家长购买商品。

在通过PPTV聚力移动APP观看综艺用户的人群之中,男性与女性用户比例接近6:4,这个比例小于全平台男性与女性用户比,可见女性用户相对更青睐综艺内容。相较男性而言,女性比较感性,更容易形成冲动消费,是广告主精准营销的最佳对象。

在地域方面,北上广深以及长江三角区域等经济发达地区人群通过移动端观看综艺内容的比例明显高于其他地区,很明显,这些用户所在地区生活节奏较快,其对于综艺娱乐需求较大;此外,该地域用户购买能力同样强于其他地区,因此通过移动端收看综艺内容的用户更多。

由上图可知,收看综艺内容的安卓用户与iOS用户比例为6比4,其中iPhone客户端与iPad客户端各占据接近20%的份额。由此可见,针对机型采取不同投放策略的广告主应考虑适当在安卓客户端加强投放比重。

据悉2013年以来,PPTV聚力在移动营销方面已积累82个用户、283笔订单,其中在移动营销广告主中,试水最多的行业分别是奢侈品、汽车以及快消。据透露,2013年Q3季度,PPTV聚力移动营销收入同比拓展10倍,伴随综艺风的兴起,2013年Q4以及2014年Q1有望再获佳绩。

标签: PP指数 PPT V聚力 网络视频 综艺年 用户 去哪儿 中国好声音

标签: PP 指数 网络视频 综艺 用户 哪儿


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