20192 iResearch I 2020 2110.3 3 iResearch I 10 2019 4 1 2345 iResearch I 2017 2019 2011 3 GIF GIF 2012 11 2013 8 2014 5 2015 2016 92017 20 2018 3 APP 2018 6 APP 2018 10 2019/PGC 2019 6 iResearch I 2017-2018 2018 MCN 2018 467.1 744.7%2019 1006.5 2021 19.0 55.3 467.1 1006.5 1506.4 2110.3 190.3%744.7%115.5%49.7%40.1%2016 2017 2018 2019e 2020e 2021e%2016-2021 7 iResearch I 2019 2019 2018 2018 2017 2019 2018 6 6 2019 2018 15 57 8 iResearch I5.76.36.4 6.4 6.56.77.07.17.07.1 7.27.37.68.1 8.1 8.28.48.5 8.5 8.68.48.550.1%49.8%51.6%53.4%53.1%54.4%59.3%59.4%60.7%61.5%60.2%9.2%2.7%-0.5%1.8%3.7%3.0%1.6%-1.5%1.9%1.6%1.8%4.2%5.6%0.0%2.0%1.6%1.3%0.9%0.9%-2.6%1.2%mUsersTracker-2018 1-2019 10%Usertracker 2018 5.7 7.3 46.9%54.4%2019 2019 1 7.6 2019 10 8.5 1%Usertracker 2019 10 APP APP 60%1%9 iResearch I BAT PC Martech 2019 10 iResearch I banner OTT Over The Top OOH out-of-home IOT Internet Of Things PC OTT OOH IOT APP/45.4%32.1%2019 11 1 23412 iResearch I Usertracker 2019 APP 54%TGI 101.7 TGI 98.6 25-35 51.3%24 25-35 80%TGI 104.2 TGI Target Group Index TGI=/*100 Usertracker TGI:98.6TGI:101.724 28.5%25-30 24.9%31-35 26.4%36-40 14.2%40 6.0%TGI:105.2TGI:103.4TGI 85.0TGI:104.1TGI:86.3 80.5%9.1%10.4%TGI:104.2TGI:84.1TGI:87.22019 13 iResearch I 22.37%TGI 99.1 TGI 102.5 106.3 107.5 TGI Target Group Index TGI=/*100 Usertracker 10.2%19.5%22.4%18.8%13.4%5.2%2019 TGI 89.1TGI 95.4TGI 99.1TGI 102.5TGI 106.3TGI 107.514 iResearch I75.6%64.3%63.3%54.0%51.1%36.5%34.6%/2019 75.6%-N=1000 2019 11 Click TOP3 60.5%51.0%47.4%44.4%42.3%40.8%34.7%UI 2019 15 iResearch I 63.3%55.5%/1-3 30 3-5 N=1000 2019 11 Click 38.00%32.20%29.60%19.30%17.20%10.60%7.20%2.60%1-3 30-1 3-5 15-30 5-10 10 15 2019 16 iResearch I0.2%2.3%4.9%6.4%11.9%4.3%7.3%26.3%29.1%7.3%2019 18:00-22:00 12:00-14:00 N=1000 2019 11 Click 58.9%39.0%37.2%32.8%31.8%30.7%23.4%19.1%4.2%/2019 17 iResearch I 5-10 2 3 2-5 5-10 10-30 30 5 N=1000 2019 11 Click 2-5 32.4%2-6 24.9%1 13.5%10 13.1%5-10 12.1%1 3.0%1 1.0%2019 1.0%10.9%36.1%32.9%19.1%1 1-5 5-10 10-30 2019 18 iResearch I 67.2%59.0%55.6%43.5%33.7%33.0%12.3%6.9%/2019/N=1000 2019 11 Click 留言/私信 娱乐属性 45.4%38.2%36.3%31.4%30.6%30.0%26.5%2019 19 iResearch I 1 51.6%2 40.9%62.27%32.6%31.87%N=1000 2019 11 Click 51.6%48.0%40.9%27.3%2019 62.3%32.6%31.9%7.7%2019 20 iResearch I 2-3 6 300-499 35.5%50-80 4 N=727 2019 11 Click 1000 9.2%300-499 35.5%500-799 20.9%50-299 18.8%50 7.4%800-999 8.1%2019 17.6%19.5%37.0%13.6%4.5%7.7%1 1 2-3 4-6 7-10 102019 21 iResearch I 42.7%N=1000 2019 11 Click 42.7%33.5%32.7%32.6%31.6%29.0%22.3%22.0%12.9%/2019 45.4%44.5%42.9%37.0%36.7%35.1%32.1%27.1%/2019 22 iResearch I49.6%48.1%44.0%39.8%34.6%34.4%34.1%23.2%2019 1 49.6%2 3 4 APP 62.5%N=1000 2019 11 Click 0.0%20.0%40.0%60.0%80.0%2019 23 iResearch I N=1000 2019 11 Click 45.4%43.5%41.9%40.4%37.7%36.7%35.9%33.1%/2019 52.2%50.3%42.2%38.7%37.4%34.1%31.1%2019 24 iResearch I54.9%54.9%46.7%35.4%34.3%5.6%/2019 54.9%54.9%39.2%N=1000 2019 11 Click 54.9%45.5%39.2%38.3%30.9%V2019 25 1 23426 iResearch I 2019 27 iResearch I-50.3%62.5%52.9%45.4%43.5%44.0%49.6%39.8%2019 KOL 28 iResearch I-AppStore 123+2 54.9%应用商店下载APP45.4%社交媒体45.4%59.4%2019 29 iResearch I-54.9%进一步获取更多产品信息54.9%点击广告查看详情52.2%是我感兴趣的产品52.2%54.9%54.9%1 LOGO 2 2019 30 iResearch I-51.6%48%62.3%51.6%跳 转 外部购 买48.0%内 置 电商 购 买 62.3%32.6%31.9%2 1 2019 31 iResearch I-/20:0017:00/7:00 12:00 18:0013:00/17:00 12:00 20:00 18:00-22:00 12:00-14:002019 32 1 23433 iResearch I,01,02 2019-34 iResearch I 2019-35 Keep Learning 400-026-2099 36