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1、2017.11中國消費者的數字行為真相CHINA CONSUMERSREAL SCREEN BEHAVIOUR1A DAY THAT IS EXTENDED BY DIGITAL延長待機的一天COMPLEMENTARY ROLES OF SOCIAL&ECOMMERCE社交與電商相輔相成的曲線走向34CHANGING ROLE OF MOBILE VS.PC手機和電腦的角色演變5DUAL SCREEN AND MULTI-TASKING BEHAVIOUR“重屏”下的多任務行為2CLAIMED&ACTUAL BEHAVIOUR 認知行為 VS.真實行為KEY HIGHLIGHTS|關鍵內容A

2、DAY THAT IS EXTENDED BY DIGITAL延長待機的一天1Times of usage 用戶使用量集中性(頻次)DIGITAL SCREENS EXTEND EVERYDAY LIFE,PEAKING AT THE START&END OF THE DAY電子設備，尤其是智能手機將清醒的時光延長至深夜Peak in the morning and night time早晚的高峰期A small peak at mid-night 半夜的小高峰Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)Sourc

3、e:CNRS,18-45 y.o.Internet UserCONSUMERS REGULARLY UNDERESTIMATE THEIR SCREEN USE這與消費者自我認知的數字生活差異很大Consumers do not realize how much they use their mobile devices,especially in the morning and around mid-night消費者似乎并沒有意識到自己在白天和半夜對電子設備的沉浸度DIGITAL SCREEN USE IN T3/4 CITIES FOLLOWS THE SAME PATTERN AS IN

4、 T1/2 CITIES,EXCEPT FOR THE MIDNIGHT PEAK在整體使用量上，不同城市級別的差異正逐漸消失TIER 3-4|3-4 線城市TIER 1/2|1/2 線城市Times of usage 用戶使用量集中性(頻次)Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)56789101112131415161718192021222301234（hour）MHI10K RMB 家庭月收入1萬MHI 10K RMB 家庭月收入 1萬Times of usage 用戶使用量集中性(頻次)Base:18

5、-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)56789101112131415161718192021222301234（hour）THIS IS ALSO TRUE OF INCOME LEVELS,WITH HIGHER INCOME USERS ONLY SLIGHTLY MORE ACTIVE不同收入級別之間的差異也并不顯著，相較而言，中等收入以上的群體活躍度相對較高WEEKEND 周末WEEKDAY 工作日Times of usage 用戶使用量集中性(頻次)567891011121314151617181920212

6、22301234（hour）Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)THERE IS SIGNIFICANTLY MORE DIGITAL SCREEN USE ON WEEKDAYS THAN AT WEEKENDS和周末相比，人們在工作日的沉浸度更高啟示Consumers havent realized how deeply digital screens impact their daily lives,especially on weekdays.As Tier 3-4 markets usage ha

7、s caught up,we believe that the“always on”consumer is now mainstream.This indicates digital screens much wider and deeper influence in China cross different regions and market tiers than ever before.Mobile usage peak times are 8-10 am,8.30-10.30pm and midnight-1am(T1/2).PC peak time is 8-11am.消費者并沒有

8、意識到數字設備已經深深地滲透并影響著他們的日常生活，尤其是工作日。而三四線城市與一二線城市匹敵的數字設備使用量更展現出中國消費者開始呈現出趨主流的”時刻待機”的狀態。這體現出數字媒體在中國愈加廣泛的影響力，無論是在一線城市還是二三線城市。智能手機的使用高峰是上午8:30-晚上10:30，而一二線城市更是呈現出午夜的小高峰。電腦的高峰則在上午8-11點。IMPLICATIONCLAIMED VS.ACTUAL BEHAVIOUR 2認知行為 VS.真實行為之間認知行為和真實的行為總是存在一道鴻溝THERE IS ALWAYS A GAPBETWEENCLAIMED&ACTUAL BEHAVIOU

9、R56789101112131415161718192021222301234Mobile(Actual)手機(實際行為)Mobile(claim)手機(認知行為)Consumers believe that their social use“should”peak in leisure moments,like lunchtime and evenings,however it actually spreads throughout the day.The actual use starts much earlier and ends much later than claimed data

10、 would indicate.在人們的想象中，社交行為“理所應當”集中在閑適的中午和傍晚，然非如此，而是分布在一天中的各個時段。而實際的行為也比認知行為開始得更早、結束得也更晚。社交行為Social behaviourBase:Mobile WeChat User;claimed data from CNRS|手機社交用戶;認知行為數據來自CNRS“UNEXPECTED”BEHAVIOUR“意料之外”的社交行為Base:Mobile online shopper;claimed data from CNRS|移動端網購用戶;認知行為數據來自CNRS5678910111213141516171

11、8192021222301234Mobile(Actual)手機(實際行為)Mobile(claim)手機(認知行為)移動端的網購行為分布Online Shopping on MobileFOR ONLINE SHOPPING,USE ALSO STARTS MUCH EARLIER AND ENDS MUCH LATER THAN CLAIMED對于網購行為而言，實際比認知行為同樣開始得更早、結束得更晚Base:Mobile gamer;claimed data from CNRS|手游用戶;認知行為數據來自CNRS56789101112131415161718192021222301234

12、Mobile(Actual)手機(實際行為)Mobile(claim)手機(認知行為)手游行為分布Mobile GamingMOBILE GAMING USE SHOULD BE EASIER TO REPORT,BUT IS VERY DIFFERENT ESPECIALLY IN THE EVENING而對于手機游戲，實際也比認知行為開始得更早56789101112131415161718192021222301234Mobile(Actual)手機(實際行為)Mobile(claim)手機(認知行為)天氣APP使用行為Weather APP UsageBase:Weather APP u

13、ser;claimed data from CNRS|天氣APP用戶;認知行為數據來自CNRSTHIS COGNITION GAP ALSO EXISTS FOR VERY SIMPLE BEHAVIOUR,LIKE CHECKING THE WEATHER這樣的認知差異同樣存在于行為較為簡單的天氣APPConsumers heavier usage of mobile devices when compared with their claimed behaviourshows that they have deeper reliance on their mobile devices th

14、an they think,even for very simple actions.Meanwhile,our research shows that the gap between claimed data,based on“rationalized”answers,and the actual behaviouris significant.Hence,marketers need to pay more attention to real consumer behaviour,through observation and behaviourtracking methodologies

15、.這些實際行為相比較感知行為所產生的差異，體現出消費者對電子設備的依賴度遠超過其想象，甚至是在非?；A的行為方面。同時，目前市場上大部分的數據是基于以問題的方式收集的答案為主，但是這樣得到的是受訪者自己給出的答案，通常是經過大腦思考后的結果，與真實的行為和想法存在著差異。因而在解讀通過問題收集到的數據時，必須考慮到所收集的方式，尤其是研究方法、樣本結構、問卷設計；另一方面，也需要更多地關注真實的行為數據，尤其是觀察法與行為監測。如此，才能收獲更貼近于客觀真實的分析結果。啟示IMPLICATION社交與電商相輔相成的曲線走向COMPLEMENTARY ROLES OF SOCIAL&ECOMME

16、RCE3Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)SOCIAL&SHOPPING BEHAVIOUR ANCHOR DIGITAL SCREEN USE社交與消費主導下的數字時代：社交和網購鋪墊了整體的行為曲線社交社交網購網購瀏覽資訊瀏覽資訊生活方式生活方式用戶使用量集中性(頻次)Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)7Average Daily Access平均每天打開社交APP次數93%Monthly Usage rate月

17、使用率Daily Time Spent 平均每天打開社交APP次數98 min270%38 minCOMPARATIVELY,SOCIAL USAGE DOMINATES IN TERMS OF FREQUENCY AND TIME SPENT相較之下，社交行為在頻率和時長上都處于領先的地位Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)2345678910 11 12 13 14 15 16 17 18 19 20 21 22 23 012345678910 11 12 13 14 15 16 17 18 19 20

18、 21 22 23SHOPPING/網購SOCIAL/社交23456789 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0123456789 10 11 12 13 14 15 16 17 18 19 20 21 22 23SOCIAL/社交SHOPPING/網購VS.USUAL平時11.11Usually,the online shopping usage pattern follows social behaviour patterns在平日中，網購的行為曲線緊隨社交曲線Only during big events,like Double 11,do

19、es online shopping use overtake social use.而當大型的購物節，尤其是雙十一發生時，電商成為主導，甚至領先于社交曲線11.1011.11WHILST ALWAYS COMPLEMENTARY,ECOMMERCE USAGE TAKES OVER ONLY FOR SHOPPING FESTIVALS網購和社交的行為曲線都相輔相成，而在大型的購物節，網購曲線會趕超社交Base:Social APP User|社交APP用戶2.2Average#of Social Apps人均使用手機社交APP數量2 APPs1 APP#of social APPs使用的社

20、交應用的數量3 APPsCommon Combinations常見組合ON AVERAGE PEOPLE USE TWO SOCIAL APPS 平均而言，人們會使用2.2個社交APP20%41%32%微信WeChatQQ微博WeiboTimes of Usage用戶使用集中性(頻次)56789101112131415161718192021222301234（hour）THE ROLES OF SOCIAL PLATFORMS HAVE EVOLVED TO FILL QUITE DIFFERENT CONSUMER NEEDS隨著產業的發展，網絡社交平臺開始賦予了更多的角色Thanks t

21、o the increasing use of Wechats information browsing/searching,payment,and social commerce functions,Wechatshows significantly higher usage in morning and mid-night time.由于日漸增長信息瀏覽/查詢、支付、社交網購等的行為，微信在上午和深夜的使用量呈現出了更大的差異。56789101112131415161718192021222301234（hour）Weibo 微博Info Browsing 瀏覽資訊Average Dail

22、y Usage每天啟動頻次Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)*Browsing Behavior including News/Magazine/Interest related Info(Sports,Housing,Auto,Mom&Baby,Travel,ACGN,Constellation,etc.)WEIBOS CURVE IS CLOSER TO“INFO BROWSING”,WHICH REFLECTS ITS NEW ROLE AS A SOURCE OF INFORMATION而微博卻異

23、于社交，和瀏覽資訊的曲線走向一致，這意示著其角色的轉變Social and eCommerceare central to Chinese consumers digital life.Marketers need to understand how social and eCommercecomplement each other.This can help maximize their effectiveness in integrated communication strategies.Social use patterns highlight that peoples behavio

24、urhas gone far beyond simply connecting with their friends&communities.The speed of evolution and extension of functions/roles shows its deeper impact on consumers lives.社交和電商鋪墊了當下中國人的數字媒體生活，尤其需要理解其相輔相成的曲線所映射出的切換行為和相互作用力。這樣就能更準確地設定社交和電商在營銷計劃中的角色和作用，以更整合性的策略來最大化數字營銷的效果。社交行為的曲線展示出社交之于消費者而言，已經遠超過僅僅在社交方

25、面的意義，而社交功能和角色的擴張及演變速度也顯示著其對消費者生活的影響。啟示IMPLICATION手機和電腦的角色變化CHANGING ROLE OF MOBILE VS.PC4Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)%Used PC and mobile in P1M 過去1個月中用過電腦和智能手機85%Tier 1/2 一二線城市82%Tier3/4 三四線城市MOST PEOPLE REGULARLY USE BOTH PC AND MOBILE IN DAILY LIFE大部分的用戶平時會使用電腦和智能

26、手機Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)82%74%82%82%75%73%Tier 1/2 一二線城市Tier 3/4 三四線城市Usage by Tier 不同城市級別的使用率Mobile 智能手機PC 電腦PC電腦Mobile智能手機MOBILE AND PC ARE ALMOST EQUALLY USED FOR ONLINE SHOPPING以網購為例，智能手機和電腦是主要的網購設備Base:online shoppers|網購用戶Monthly usage按月使用行為55%30%15%Mobil

27、e+PC移動端和電腦端都網購THERE IS A SIGNIFICANT OVERLAP MORE THAN 50%OF PEOPLE SHOP ACROSS PC AND MOBILE DEVICES這其中,出現了較大的重疊，55%的用戶會既使用智能手機又通過電腦進行網購Mobile ONLY僅移動端網購PC ONLY僅電腦端網購USES APPS4TIMES A DAYSPEND6MINS PER TIMEUSES SITES7TIMES A DAY SPEND 4MINS PER SITEOPENS 26WEBPAGES A DAYSPEND 1MINS PER PAGEPC shopp

28、ers open sites more frequently and stay for a shorter amount of time.This may indicate a more action or task oriented use for PC shopping,vs a browsing or impulse role for Mobile shopping.由于電腦端更易實現多任務和便捷切換對比，用戶打開站點較為頻繁，在單頁面和站點上停留的時間也較短。使用APP每日4次平均每次用6分鐘使用購物網站每日7次平均每個網站4分鐘平均每日打開26個頁面每個頁面平均停留1分鐘Mobile

29、智能手機PC電腦Base:Mobile shopper 移動端網購用戶Base:PC shopper 電腦端網購用戶HOWEVER,EACH DEVICE PLAYS A DIFFERENT ROLE但即便都是網購，不同設備所扮演的角色卻有所不同17.5%16.0%Mobile 手機PC 電腦52.7%71.9%Mobile 手機PC 電腦Monthly Usage Rate月使用率Daily Usage Rate日使用率BROWSING Information including News,information,e-magazine,real estate,sports,entertain

30、ment news,home deco,auto,M&B瀏覽信息包括新聞、雜志、房產、體育、娛樂、家裝、汽車、母嬰等PC USAGE LEADS ONLY IN GENERAL INTERNET BROWSING MONTHLY USAGE除網購之外，在進行信息瀏覽的時候，雖然手機和電腦都是使用較多的設備Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)Daily usage frequency 日使用頻率4.24.4Total Time spent per day(min)日使用時長(分鐘)8528Time spent

31、 for each time(min)單次使用時長(分鐘)206Base:users|基于用戶Time spent on Mobile in terms of info browsing is significantly longer than PC,reflecting deeper immersion when it comes to browsing and reading.手機的單次使用和總時長遠高于電腦端，體現出其在瀏覽和閱讀上更沉浸式的使用行為。Mobile智能手機PC電腦MOBILE BROWSING SESSIONS INDICATE MUCH DEEPER IMMERSION

32、 THAN PC但同樣，手機也體現出了更深的沉浸度Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)56789101112131415161718192021222301234（hour）Mobile 智能手機PC 電腦LIFESTYLE APP USE IS ALMOST EXCLUSIVELY MOBILE而對于生活方式類而言，移動端更是已經擁有著主導性的地位Monthly usage rate 月使用率Daily Usage rate 日使用率Daily time spend among user日使用時長(基于用

33、戶)41min12.4%50%MAP地圖TRANSPORTATION交通出行INTEGRATED SERVICE生活服務TICKET票務56789101112131415161718192021222301234（hour）Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)USAGE OF LIFESTYLE SERVICES VARIES ACROSS THE DAY,MAPS ARE THE MOST OFTEN USED APP CATEGORY BY VOLUME生活方式類的使用行為分布在一天的各個時段手機端 M

34、obile-工作日手機端 Mobile-雙休日Average Daily Clicks每天啟動頻次1.3Base:user 基于用戶Daily Usage Frequency日使用頻次56789101112131415161718192021222301234（hour）Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)10%Base:ALL 基于所有樣本Monthly usage rate 月使用率CHECKING WEATHER IS A HIGHLY SPECIFIC ACTION WHICH HAS CLEAR

35、USAGE PATTERNS查詢天氣是一個目的性極強的行為，因而發生的方式也非常清晰To consumers,Mobile and PC screens clearly play different roles for different activities.Hence the usage occasion,purpose,frequency,and time spent differ widely across digital activities.Marketers need to understand how different screens are used for both ta

36、sk-based actions and more general browsing in order to deliver the most relevant communication message.對于消費者而言，智能手機和電腦在不同的場景和行為上扮演著不同的角色，因而在不同終端對于不同媒介平臺的使用場景、目的、頻率、和時長都各不相同。營銷人員需要理解不同設備在不同場景下所涉及的使用行為，來為溝通策略做出更有效和更有針對性的選擇。啟示IMPLICATION“重屏”下的多任務行為DUAL SCREEN AND MULTI-TASKING BEHAVIOUR5%Percentage of

37、using PC and Mobile at the same time有同時使用電腦和手機行為的用戶Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)ONLY 38%OF USERS WERE TRACKED USING MOBILE AND PC AT THE SAME TIME有一個值得的現象是，38%的用戶有”重屏“行為，即同時使用電腦和手機的行為Base:18-45 y.o.Internet User(single source)|18-45歲的互聯網用戶(同源樣本)Average Line 平均線Duplic

38、ation in a day雙屏行為的比例分布56789101112131415161718192021222301234（hour）SCREEN DUPLICATION PEAKS IN THE MORNING AND EVENINGS這樣同時進行的“重屏”行為出現在一天中的各個時段，在上午和傍晚達到高峰Base:multi scree users|雙屏用戶社交Social購物Shopping搜索+瀏覽Search新聞/資訊/電子報刊Browsing Info財經Finance生活服務Lifestyle視頻OTV閱讀/教育/學習Reading/Education音樂廣播Music/Broad

39、cast游戲Game天氣Weather拍攝美化Photo運動/健康/瘦身Sports/Health/FitnessHighHigh高LowLow低Single Device 單設備行為Purpose driven,suitable for precise targeting with relevant message目的性驅動，更偏精準投放，需用相關度高的信息Multi Device 雙屏行為General browsing activities偏瀏覽性或較休閑的行為，待接收啟發性的信息CROSS-SCREEN USAGE BEHAVIOUR IS FOCUSED ON MORE GENERA

40、L BROWSING ACTIVITIES相較之下，雙屏行為更容易發生在較為休閑或瀏覽性行為上DEVICE USAGE DEVICE USAGE 設備使用ACTIVE LEVEL OF ACTIVITIESACTIVE LEVEL OF ACTIVITIES行為的月活躍度SINGLE DEVICE單一設備MULTI-DEVICE 雙屏行為Actual cross-screen behaviourshows the importance of both screens remains for many activities,with the exception of lifestyle apps

41、.While smartphones are used more frequently in fragmented time with higher concentration and immersion,PCs are used for comparisons and multi-tasking.Considering cross-screen usage is important for social,search and ecommerce strategies in particular.啟示IMPLICATION智能手機和電腦的“重屏”行為展現出這兩個數字設備在不同行為上的重要意義。

42、智能手機更偏高頻、碎片化、與單任務聚焦，而電腦更容易切換對比與多任務操作。營銷人員需要理解這樣的重屏行為背后的意義，為消費者創建更具有多屏互動性的、更加完整流暢的品牌溝通體驗。APPENDIXMETHODOLOGY研究設計附錄42Methodology研究方法Using mteer to track pre-recruited single-source samples digital behaviour通過招募并在其設備中安裝METER監測軟件，追蹤電腦和智能手機同源用戶真實的數字設備使用行為Sample Design樣本設計N=2000,18-45 y.o.,PC AND mobile u

43、sers in Tier 1-4 cities2000個一線到四線的18-45歲使用電腦和手機的用戶REAL USAGE BEHAVIOUR WAS TRACKED THROUGH SINGLE-SOURCE SAMPLES WITHIN A BEHAVIOUR TRACKING STUDY追蹤監測同源用戶在電腦端和手機端的真實使用行為Wavemaker,a new billion-dollar revenue agency formed from the merger of MEC and Maxus with a fresh vision focused not only on media

44、,but also on content and technology;and the combination of the three drives rapid growth for our clients.We are a part of GroupM,WPPs global media investment management company.For more information,go to Wavemaker,是一家十億美元營收級別的新型代理公司，由尚揚與邁勢兩家代理公司合并而成。新型公司的全新理念不僅側重于媒介傳播，同時結合內容營銷及科技革新為一體；將三者結合運用于營銷策略來驅動我們客戶的效益增速。我們是WPP廣告傳播集團下,全球頂尖媒體投資管理集團群邑旗下的一家代理公司。欲了解更多，請登錄官網：ABOUT US關于我們DateTHANK YOU!FOR FURTHER INFORMATION,PLEASE CONTACT:LINNA ZHAO:LISA DAI:LYN WANG:RACHEL HUANG: