Ten maps of trends in the internet dating industry: mobile power, competition in the industry entering the second half field
I. The mobile internet dating market will be the main development of the industry
1. Exploratory development period (1998-2009)
The internet dating and dating industry began in 1998 with the establishment of china's first online dating website, the china friends centre, and the exploration and development of china's internet dating and dating industry。
2. Pc internet dating and dating are gradually maturing (2009-2012)
After more than a decade of exploration and development, the number of businesses in the internet dating and dating industry increased significantly in 2009, with a relatively broad user base and a steady pattern of industry regulation and operation. Since 2010, the launch of numerous dating television programmes has led to a significant increase in the visibility of internet dating websites and brought the internet dating industry to maturity. During the same period, the market for mobile internet couples was established on an initial scale and the pattern of profitability was largely established。
3. Mobile internet couples entering a period of rapid growth (2012-present)
With the rapid development of the mobile internet, the mobile internet dating market has grown dramatically. Compared to the pc end, mobile internet dating products reach a wider range of users, allowing them to access the internet at any time and anywhere. Currently, users of the main internet dating service providers are more active at the mobile end than or near the pc end, and the mobile internet dating market will be the main direction for the industry。
On the other hand, with changes in user behaviour, the size of the pc-based dating and dating market has slowed down, traditional pc-based internet dating and dating service providers are turning to the lower-line market in search of profit opportunities, and services such as telephone calls and datings have become new growth points。
Total market size has reached $6 billion
In 2014, our internet dating market was 2,225 million yuan, an increase of 40. 25 per cent over 2013. In 2017, china's internet dating market was over 6,01 billion yuan. The annual compound growth rate from 2014 to 2017 will be 39. 27 per cent. In the future, china's internet dating market will continue to grow at a high rate。
Iii. Moving-end size beyond the pc-end
In the context of the rapid development of mobile internet and the significant increase in mobile equipment holdings, and in response to the demand of users for mobile internet dating services, china's main internet dating service providers have started to increase their mobile-end inputs, launching successive mobile client platforms such as the wap website, android and ios, and rapidly growing mobile internet dating markets. In 2014, our mobile internet dating market reached 1,165 million yuan, an increase of 50 per cent over 2013, with an explosive growth rate; in 2017, china's mobile internet dating market reached 3,431 million yuan, with an average compound growth rate of 43. 34 per cent between 2014 and 2017. China's mobile internet dating market will continue to grow at a high rate in the future。
In terms of the size of users, with the rapid growth of mobile internet, the 3g/4g network coverage has increased, the public and commercial areas of wi-fi coverage has increased considerably, and users have ready access to the internet, increasing their dependence on the internet and promoting a rapid increase in the size of mobile internet couples. In 2017, china had over 100 million mobile internet dating users, with an average annual compound growth rate of 70. 78 per cent from 2014 to 2017。
In terms of market structure, the size of china's mobile internet dating market reached 52. 4 per cent in 2014, surpassing the pc for the first time in the overall internet dating market. China's internet dating market is undergoing a shift from the pc to the mobile end. As mobile internet construction is further refined, the share of mobile internet dating markets will expand further, reaching 57. 1 per cent of the total internet dating market in 2017。
With the rapid development of the mobile internet and the gradual spread of the smart mobile end, china's major internet providers have started to increase mobile market input. Since its inception, it has been located in mobile dating services, with easy-to-use design of products based on extensive mobile internet dating experience and a deep understanding of mobile dating products, making the interface simpler and more functional, and with a large number of users accumulated through the wap and mobile end, leading the mobile internet dating industry. With the development of mobile internet eco-systems, the mobile product forms and business platforms of internet dating service providers have become more diversified, and a multi-platform system of mobile operations has been developed that includes ios clients, android clients and wap。
In the ranking of the size of the income of internet dating service providers, the four top markets are the year of the century, the lily network, the friends' share and the love network, with market shares of 27. 6 per cent, 15. 3 per cent, 14. 9 per cent and 14. 2 per cent, respectively, accounting for 72 per cent of china's internet dating market。
Iv. Mobile-end profit patterns are mature
Mobile internet couples service providers independently complete the development and operation of their products, branding and product promotion through conduits and advertisers, and profit settlement through payers。
In terms of the content of mobile internet dating and dating services, the main profit patterns are: income from mail exchange services, income from value added services, advertising and income promotion。
Income from mail exchange services
The basic service for the exchange of correspondence when friends are on-line with the user, who buys the virtual currency in advance and pays for it on a monthly, quarterly or annual basis in order to communicate and communicate with other members on-line。
Income from value-added services
Users pay for other value-added services other than correspondence exchanges, including virtual gifts, front page displays, ranking enhancement and online chats。
3. Income from advertising and promotion
Mobile internet dating service providers advertise or promote and charge fees on their platforms or products。
Analysis of trends in industry
1. Rapid growth in mobile internet dating markets
Mobile internet dating and dating products have advantages over the traditional pc internet dating and dating products, such as ease of use, information browsing patterns that are in line with user needs, operating models that stimulate user enthusiasm and provide lbs location services。
(1) accessibility
As mobile devices such as mobile phones are portable, users have access to mobile internet dating services at all times and wherever possible, and the use of products has increased significantly。
(2) information browsing patterns match user needs
The interface for mobile internet dating products is mainly photo-oriented and corresponds to people's reading habits. At a faster pace of life, simple interfaces allow users to access more effective information in a relatively short period of time and save users time costs。
(3) operating mode stimulates enthusiasm among users
The touch screen operation of the mobile end product better meets the strong demand of users for impulse expression than the use of the mouse in the pc end product, while the easy-to-peer design of the mobile end product greatly enhances user engagement and fosters user habits, thereby increasing user viscosity。
(4) lbs location service available
Based on lbs technology, mobile internet dating users are able to search for heterosexual users who meet their own requirements at any time and any time, so that they can experience life situational services while improving their chances of finding an ideal partner。
In addition, the increased availability of networks has led to a rapid increase in the size of mobile internet users and reliance on smartphones. At the same time, there has been a significant increase in the prevalence and safety of mobile payments, which has led to the emergence of mobile payment habits among users and has contributed to the rapid and sustained growth of mobile internet dating markets。
2. Trends in product breakdown
Mobile internet couples have a relatively short active life cycle, and users leave intermittently when they find a suitable partner. In order to meet the multiple levels of user demand and extend the life cycle of the product, the future trends in the enrichment of the product line will be as follows:
(1) reach out to friends: from the point of view of the needs of friends and friends, capture of users at the front end and accumulation of potential user groups for married users
(2) branch outreach: when the client seeks out a partner, it also offers services such as marketing of products on topics such as love, as well as games, advertising, etc., to enhance the user viscosity while making the flow cash
(3) post-term extension: after the demand for marriage has been met, services such as wedding and wedding celebrations are provided, and the needs of users at the dating stage are further explored to extend the life cycle of the industry。
3. “big data” will lead to a breakthrough in the mobile internet dating industry
In the context of the rapid development of big data, the development of the mobile internet dating industry requires full access to and effective use of data. Mobile internet dating service providers have access to user values, hobbyes, habits, love views, etc., through questions and answers. Effective analysis and processing of the above data through big data technology will enable marriage service providers to keep abreast of market demand and provide targeted products and services to users, and will facilitate the continuous refinement of interactive platforms for information. A wide range of internet-based big data can provide a more matching referral service to mobile internet dating sites, to transform user experience and match effects, and to “data to be a bridesmaid”。
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