20191215_艾瑞咨询_2019年中国网络广告营销系列报告-3C行业篇（32页）.pdf
2019 3C 2 Contents|01|3C 02|3C 03051503|3C 233 iResearch I 3C 3C 3C 3C vivo 3C KOL 3C 4 iResearch I 01020304 2019 TOP PC 47.6%2019 Q1-Q3 21.4%2019 OTT 2019Q2 120%Q3 2019 Q1-Q3 2019Q1 2018Q1 2019Q2 12.8%2019Q3 19.1%2018Q2 2019Q3 3C 2019Q3 50.4%2019 500 68 52 5000 17 9 8 5 5 3C 6 iResearch I iResearch I AdTracker 8.02 11.99 11.90 11.27 8.30 10.45 9.12 2018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2 2019Q3 3C 2019 Q1-Q33C 2019Q1 2018Q1 2019Q2 12.8%2019Q3 19.1%2019 Q1-Q3 52.8%3C AdTracker 111048176049124777886875876765115705262018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2 2019Q3 AdTracker-2018Q1-2019Q33C AdTracker-2018Q1-2019Q33C-12.8%-19.1%411874194408 52.8%7 iResearch I iResearch I4855274503192322402242018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2 2019Q3 5429148930211 5000-1 1000-5000 500-1000 2019 2018 AdTracker 3C 2018Q2 2019Q3 3C 2019Q3 50.4%2019 500 68 52 5000 17 9 8 5 AdTracker AdTracker-2018Q1-2019Q33C AdTracker-2018&2019 Q1-Q33C 8 iResearch I 2019 AdTracker 57.16%46.99%49.03%52.37%61.95%70.90%61.27%5.80%11.95%20.97%16.86%14.72%9.53%15.81%13.03%14.84%10.79%12.90%7.81%5.42%8.01%7.04%8.32%5.73%4.09%5.40%5.24%4.93%5.92%4.89%5.60%7.03%4.98%5.18%6.55%3.47%2.97%2.91%3.13%3.72%2.04%2.29%7.59%10.04%4.97%3.62%1.42%1.69%1.14%2018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2 2019Q3 AdTracker-2018Q1-2019Q3 3C 9 iResearch I AdTracker PC 2019 PC 47.6%2019 Q1-Q3 21.4%2019 OTT 2019Q2 120%Q3 AdTracker-2018Q1-2019Q33C PC OTT 4.76.55.8 5.93.0 3.12.82018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2 2019Q32.8 4.6 5.5 5.0 4.9 6.8 6.0 2018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2 2019Q30.7 1.1 1.4 1.3 1.5 2.4 0.9 2018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2 2019Q310 iResearch I 0.10.10.10.40.41.23.03.019.535.6IT 2019Q3 0.10.10.20.20.31.12.74.225.738.5 IT 2019Q2 0.2 0.2 0.2 0.2 0.3 0.6 1.7 3.4 20.9 25.2 IT 2019Q1 AdTracker AdTracker-2019Q1-Q33C TOP10 11 iResearch I iResearch I AdTracker 0.7 0.8 0.9 1.0 1.1 1.1 1.2 1.1 1.3 1.1 0.9 0.9 0.9 201809201810201811201812201901201902201903201904201905201906201907201908201909 PC AdTracker AdTracker-2018 9-2019 9 3C AdTracker-2018Q1-2019Q33C 2019 3C PC 3C IT Q3 Q1 30%Q2 3C 1.51.41.00.40.40.41.4 1.61.42919Q1 2019Q2 2019Q3IT 12 iResearch I IT Q2 2019Q1-Q3 11.2 13.7 18.2%IT 25%3C 3C 2019Q2 4.7 AdTracker AdTracker-2018Q1-2019Q33C 1.82.83.42.82.11.9 2.02.43.84.03.92.84.73.13.85.44.54.63.33.94.02018Q1 2018Q2 2018Q3 2018Q4 2019Q1 2019Q2 2019Q3IT(13 iResearch I iResearch I AdTracker 2.11 1.20 1.18 1.09 0.94 0.72 0.65 0.64 0.61 0.50 vivo X27 supersonic iphone vivo iQoo A3 P30 V11absolute 413864536252500-1000 1000-5000 5000-1 1 2019 2018 3C TOP10 2019 TOP 2019 1 1 2 4 5000 5000 2019Q1-Q3 TOP10 AdTracker AdTracker-2019Q1-Q33C TOP10AdTracker-2018&2019 Q1-Q33C 14 iResearch I iResearch I815247220 217210176 175162 161154 vivo X27 iphone OPPO Reno IBM P30 AdTracker 148.1 145.3 127.1 112.1 105.9 100.5 96.9 87.0 71.5 70.9 vivo X23vivo X27Provivo NEXvivo X27 vivo s1vivo iQoo 3C TOP10 IBM vivo AdTracker AdTracker-2019 3C TOP10 AdTracker-2019 3C TOP10 15 3C KOL 16 iResearch I 3C 3C 18-50 OneMedia KOL,3C 18-50 8 9 OneMedia 53.5%46.4%12.0%22.4%18.8%16.9%8.8%13.5%7.5%17 18-24 25-30 31-35 36-40 41-50 51 13.4%21.3%23.8%17.5%14.2%9.8%9.6%31.1%59.3%OneMedia-2019 10 3C 17 iResearch I11.7 11.6 5.7 1.3 1.0 APP 3C APP 25 5784 mUserTracker-2019 10 210 210 205 203 195 186 185 184 177 177 TGI UserTracker 18 iResearch I KOL 3C TGI 92.6 2008934 0.9%153.6 2.8 91.8 1283574 0.7%148.1 2.3 91.3 1677407 0.8%144.6 2.1 91.1 955985 0.5%143.9 3.1 90.5 3512822 0.9%135.5 2.6 89.6 640253 0.3%136.7 3.4ZEALER 89.4 822737 0.4%136.8 2.3 89.3 513263 0.3%140.8 1.8 89.0 1297705 0.4%129.9 3.2 88.9 849317 0.4%135.1 1.9 TGI 90.8 31208306 7.0%127.4 1.2 90.6 29814996 6.8%126.1 1.2 89.2 16250770 4.0%122.3 1.1 88.3 15766777 3.5%117.7 1.1-88.3 4995461 1.6%123.5 1.1 88.1 7913440 2.0%119.4 1.2 87.9 13794373 3.0%115.8 1.2 87.7 4468469 1.3%121.6 1.0 87.5 39275153 6.7%106.9 1.4 87.5 3766957 1.2%121.3 1.0TOP10KOLOneMedia-2019 10 3C&KOL TOP10KOL 1.2.OneMedia 1.OneMedia TA TA 2.TA TA TGI TA KOL TA TGI KOL TA TGI TA KOL 3.OneMedia 3 KOL KOL 19 iResearch I APP 3C 17.1 APP APP 3C KOL APP 30 5759 17.1 14.8 4.5 2.5 1.2 323 269 262 256 252 247 211 206 199 191 VUE TV-TGI mUserTracker-2019 10 UserTracker 20 iResearch I KOL TGI InsDaily 89.6 7891990 4.5%128.9 1.7 89.3 917784 1.0%137.7 2.0 Sir 88.9 4588560 3.1%125.6 2.2 88.8 1289452 1.0%130.4 3.1 88.8 458355 0.6%139.7 1.9 gogoboi 88.5 1054705 1.0%134.0 1.7 WhatYouNeed88.4 1241457 1.1%132.9 1.5 88.3 1411533 1.1%129.1 2.4 88.3 518747 0.5%135.2 2.2 CJ 88.0 959590 0.8%128.8 2.7 TGI Austin 93.4 35524384 12.4%151.3 1.3 YUYU 92.5 17354305 6.8%149.9 1.1 _Babe 92.3 17676896 6.6%146.7 1.4 92.2 13116170 5.6%148.6 1.3 omi 92.1 11050040 5.1%148.0 1.4 92.0 26691385 8.0%142.7 1.4 91.2 25394049 7.2%138.0 1.4 Cary 91.1 20351800 6.2%140.2 1.1papi 90.7 16090570 5.3%138.3 1.2 90.7 19071097 5.8%137.4 1.2TOP10KOLOneMedia-2019 10 3C&KOL TOP10KOL 1.2.OneMedia 1.OneMedia TA TA 2.TA TA TGI TA KOL TA TGI KOL TA TGI TA KOL 3.OneMedia 3 21 iResearch I APP 3C 68.3 APP APP KOL 30 25459 68.3 57.2 14.4 7.9 4.5 UserTracker 170 161 159 159 158 156 155 153 153 152 uki-108 TGI mUserTracker-2019 10 22 iResearch I KOL KOL TGI 88.7 2008934 0.8%134.6 2.8 88.4 1283574 0.6%136.6 2.3 88.4 86736 0.1%150.9 2.8 88.3 1677407 0.7%134.8 2.1 87.0 955985 0.4%128.0 3.1 86.6 3512822 0.8%120.8 2.6ZEALER 86.6 822737 0.3%128.2 2.3 85.8 2079914 0.6%119.9 2.1 85.5 387753 0.2%127.3 2.3 85.3 205266 0.1%129.7 2.3 TGI Austin 89.8 35524384 7.9%129.3 1.3 data 87.8 33301358 7.0%118.6 1.1 YUYU 87.4 17354305 4.3%119.8 1.1 87.3 26826305 5.9%115.3 1.4 87.3 41298458 7.7%111.8 1.7 _Babe 87.3 17676896 4.2%117.4 1.4 Cary 87.2 20351800 4.7%118.2 1.1 87.2 53145574 10.4%110.2 1.5 87.0 10140297 2.7%118.2 1.6 86.9 13116170 3.3%117.9 1.3TOP10KOLOneMedia-2019 10&KOL TOP10KOL 1.2.OneMedia 1.OneMedia TA TA 2.TA TA TGI TA KOL TA TGI KOL TA TGI TA KOL 3.OneMedia 3 KOL KOL 23 CC ENVY Supersonic 24 iResearch I CC9+MIUI KOL KOL CC+A good story and A nice price 90 25 iResearch I CC9+1.2.OneMedia 1.OneMedia TA TA 2.TA TA TGI TA KOL TA TGI KOL TA TGI TA KOL 3.OneMedia MIUI APP IT IT168+KOL%94.13 1 Lite 91.66 11.56%91.41 8.09%90.87 6.78%89.59 2.47%89.9 2.34%89.26 1.87%88.79 1.29%88.49 1.01%88.55 1.00%88.16 0.82%MIUI 88.35 0.79%88.06 0.70%86.56 0.21%86.65 0.20%82.67 0.09%OneMedia-2019 10 26 iResearch I ENVY+KOL+,ENVY offer ENVY ENVY#ENVY#KOL+KOL#offer 214 53+ENVY KOL ENVY 1.3 6 27 iResearch I ENVY+KOL+,5 52 56 0.5%7.6%8.1%offer SVC ENVY-Sponsorship Value Creator 1.2019 10 28-2019 11 24 2.3.SVC-ENVY X offer SVC SVC1144328 iResearch I Supersonic 1 2 1 2 Supersonic 29 iResearch I Supersonic AdTracker Supersonic Supersonic 1.2 2019 1.2 1262019 Supersonic 126.86 86 2019 95%30 Keep Learning 400-026-2099 31
