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On 25 august, the headline count center released the mobile information industry subdivision report for the first half of 2016, which provides a detailed breakdown of the 10 main areas of finance, technology, sports, entertainment and play from the type of information and user reading behaviour。
Financial and video information to be developed
Data show that user habits for viewing financial videos at the mobile end are not fully established and that video penetration is generally low. In the last quarter, the ratio of video broadcast and graphic reading increased from 2. 50 per cent to 6. 12 per cent, and the ratio of video broadcast time and graphic reading time increased from 4. 67 per cent to 8. 93 per cent, indicating that well-planned financial-type video (short video) information is yet to be developed by content entrepreneurs。
Long-term information is the most valuable technology
Similar to financial and economic information, video penetration in technology is low. Despite the fact that in the last quarter, the ratio of video broadcast and graphic reading increased from 22. 91 per cent to 29. 52 per cent, the ratio of video broadcast time and graphic reading time increased from 38. 05 per cent to 49. 83 per cent, and digital penetration of video-based technology has increased significantly and is still to be developed in the future。
Sports video and long-term information are in great demand
The number and length of reading of sports-type information in the last quarter have shown that users ' preference for and insinuation in video-based sports information has increased. Thus, the demand for video content in the sports subdivision remains enormous. On the other hand, there is still a large market for long articles on sports information. Although information under 1,000 words accounts for more than 80 per cent of total information on sports, in practice users spend the most time reading medium-to-long information on 1,000 to 3,000 words. Among them, users have the highest readability of long messages over 2000-3,000 words, with maximum content value and dissemination。
Half-yearly growth in entertainment-type information
Unlike sports-like information, graphic combinations and short video applications in general entertainment information are mature, and video content, such as star gossip, video and video, are more attractive to users. The report shows that entertainment interest users account for 54. 25 per cent of today's headline full-platform users, with a single comparison of the full-platform data, close to immersion in the reading of entertainment information at different lengths, and smaller differences in content value and dissemination power。
Short and medium information in the game class is most valuable
In the first half of 2016, video video messages of the type of game showed spectacular performance, with the ratio of video broadcast and graphic reading increasing from 36. 30 per cent to 70. 58 per cent in the last quarter, while the availability of video content increased significantly, creating a user preference for video content, which increased from 66. 38 per cent to 112. 59 per cent. The short-term rapid outbreak of video information on the game demonstrates the user's acceptance of this form of content, which still has great potential in the future。
By august 2016, the number of front page users had reached 530 million today, with more than 55 million active daily users, 130 million monthly active users and more than 74 minutes per day for single users。
