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2018711_艾瑞咨询_2018年中国泛娱乐直播营销趋势解读（34页）.pdf

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2018711_艾瑞咨询_2018年中国泛娱乐直播营销趋势解读（34页）.pdf

2018 2 2018.7 iResearch Inc 2016 2018 SMS B YY+2018 2018 34.2 3 1 2 3 44 2018.7 iResearch Inc 2018.7 iResearch Inc mUserTracker 2018 4 APP 738.6 30.6%6.1%mUserTracker.2016.4 400 1 mUserTracker.2018.4 400 1 36.5%35.9%8.8%8.1%4.1%3.8%2.8%mUserTracker-2018 4/APP 48.3%29.8%6.6%5.8%4.3%3.3%2.0%mUserTracker-2016 4/APP 5 2018.7 iResearch Inc mUserTracker 2017 2017 2018 2018 2 2017 2 12.9%mUserTracker.2018.4 400 1 15075140351384213796141581505815379 15372 153761524515121154161537915849150751484717.1 17.2 17.3 17.4 17.5 17.6 17.7 17.8 17.9 17.10 17.11 1712 18.1 18.2 18.3 18.4mUserTracker-2017 1-2018 4 6 2018.7 iResearch Inc mUserTracker 2018 2017 2018 1 2017 1 8.4%mUserTracker.2018.4 400 1 7915579929773437941979612789427869280275817607871178003833798580080108823388542217.1 17.2 17.3 17.4 17.5 17.6 17.7 17.8 17.9 17.1 17.11 1712 18.1 18.2 18.3 18.4mUserTracker-2017 1-2018 4 7 2018.7 iResearch Inc&PGC/PUGC LBS VR 2018 8 2018.7 iResearch Inc 2016-2018 26 18 30 12 2016 10 1401 5400 37 2017 20182016-2018 9 2018.7 iResearch Inc PGC+AR AR C B C 2018 10 1 2 3 411 2018.7 iResearch Inc 2018.7 iResearch Inc mUserTracker iUserTracker 2016 1 PC 66.8:33.2 2018 1 57.0:43.0 52.9:47.1 CNNIC 52.6:47.4 2018 1 35 85.6%2016 1 PC 5.5%mUserTracker.2018.1 iUserTracker 2016.1 mUserTracker.2018.1 iUserTracker 2016.1 iUserTracker&mUserTracker-2016 1 2018 1 33.2%66.8%2016 PC 43.0%57.0%2018 35 85.6%35 80.1%iUserTracker&mUserTracker-2016 1 2018 1 12 2018.7 iResearch Inc 2018.7 iResearch Inc 19.3%37.6%36.8%6.3%2018 4 TGI 36.8%42.3%Media Planner.2018.4 TGI TGI 100 100 Media Planner.2018.4 TGI TGI 100 100 8.4%13.8%15.2%23.7%22.9%16.1%2018 4 TGI 106TGI 10713 2018.7 iResearch Inc 2018.7 iResearch Inc PC N=828 2018 5 iUserSurvey iClick N=828 2018 5 iUserSurvey iClick 24.5%27.1%29.7%31.2%33.2%34.4%34.5%40.0%48.3%49.4%/2018 23.6%26.2%28.0%28.7%30.4%33.1%37.3%39.1%41.1%63.2%/2018 14 2018.7 iResearch Inc 2018.7 iResearch Inc 24 80 36 N=828 2018 5 iUserSurvey iClick N=828 2018 5 iUserSurvey iClick 2018 TGI 130 TGI 123 TGI 120 TGI:115 TG1:112 TGI:109 TGI:107 TGI:107 TGI 113 TGI 106 TGI 1052018/TGI:161 TGI:146 TGI:132 24 25-30 31-35 36-40 TGI:120 TGI:111 TGI:119 TGI:114 41 TGI:118 TGI:108 TGI:185 TGI:146 TGI:144 15 2018.7 iResearch Inc 2018.7 iResearch Inc 12.9%40 C N=828 2018 5 iUserSurvey iClick N=828 2018 5 iUserSurvey iClick 12.9%17.6%30.3%34.1%41.9%44.4%46.4%50.5%/2018 24 TGI 12725-20 TGI 11640 TGI 113 41.2%43.6%15.2%2018 24 TGI 14025-20 TGI 12016 2018.7 iResearch Inc 2018.7 iResearch Inc 35 100 30 N=828 2018 5 iUserSurvey iClick N=828 2018 5 iUserSurvey iClick 100 42.9%101200 17.3%201500 15.8%5011000 13.0%1000 11.0%2018 11.2%12.0%14.4%15.0%15.5%23.3%24.9%30.9%37.2%38.8%2018 35 TGI 14024 TGI 15824 TGI 15625-30 TGI 12917 1 2 3 418 2018.7 iResearch Inc+2018+B+2018 19 2018.7 iResearch Inc B 2018 34.2 1.3 8.4 18.4 34.2 52.3 1.8%3.7%4.2%5.3%6.2%-1.0%0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%0.0010.0020.0030.0040.0050.0060.0070.0080.002015 2016 2017 2018e 2019e2015-2019%20 2018.7 iResearch Inc 2018 21 2018.7 iResearch Inc 86.0%24 25-30 30 N=828 2018 5 iUserSurvey iClick 86.0%28.3%2018 24/TGI 17425-30 TGI 12530 TGI 12286.0%22 2018.7 iResearch Inc N=828 2018 5 iUserSurvey iClick 34.4%29.6%27.7%23.9%23.6%20.4%20.2%19.0%18.5%2018 TGI 128 TGI 129 TGI 13423 2018.7 iResearch Inc IP 36 25-30 24 N=828 2018 5 iUserSurvey iClick 51.3%46.3%41.9%36.0%34.8%33.8%/VR 2018/36TGI 12124 TGI 11725-30 TGI 11324 2018.7 iResearch Inc App Banner logo PGC+PUGC/AR/2018 25 2018.7 iResearch Inc B PGC PUGC YY PK YY YY LBS TOB VLOG 12 2018 26 2018.7 iResearch Inc+ARVR/LBS+IP 2018 27 1 2 3 428 2018.7 iResearch Inc+IP 2018 1+1+1 107 107 107+IP 2018+IP 2018 2018+29 2018.7 iResearch Inc 2018 5 Banner 1.98 8117 100 ICON H5 2.38 PK 2018 30 2018.7 iResearch Inc APP+LBS UGC 2018 31 2018.7 iResearch Inc YYYY YY+YY 2018 YY 32 Keep Learning 400-026-2099 33

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