202117_艾瑞咨询_2020年中国原创财经新媒体案例研究报告（53页）.pdf

20202 iResearch I()2020 10 736 50%3C 78.1%22.7%SMS“”NPS 51.5%iClick 2020 iClick 01 iClick 1 2 2020.09-2020.10 188002 iUserTracker PC mUserTracker 32021.1iResearchI 42021.1iResearchITGI TGI TGI Target Group Index TGI TGI=/*100TGI TGI TGI 100 100,TGI(4)15 30 70 51 23 46 iResearch I PC GPRS/GSM3G 4G/5G 1.02.03.0 5.0/App 7x24+4.07 iResearch I 2020 1-10 UserTracker 2020 10 84931 1 UserTracker 84,52687,21785,30984,468 84,629 84,782 84,344 84,792 84,633 84,9312020.159.65%61.48%2020.2 2020.360.05%59.59%2020.459.45%2020.559.47%2020.659.37%2020.759.30%2020.859.11%2020.959.23%2020.10%8 iResearch I 2020 Q4 211,2018Q3-2020Q4 2019 2019 4 70 2020 1 1181271201511471551071451902112019Q1-2.6%2018Q3-6.9%26.2%2018Q48.2%-6.0%2019Q2 2019Q35.2%2019Q4-30.9%2020Q135.9%2020Q230.8%2020Q310.8%2020Q4e%9 iResearch I 21 10 iResearch I 30 3/App 21 21 21 21 21 21 21 21 11 iResearch I iResearch I2020 1-10 2020 1-10,2020H2 700,UserTracker 2020 App App 1 UserTracker 675693703696 697708 706723741 736 47.7%46.7%46.4%47.6%50.4%47.6%47.8%48.4%49.9%49.8%1 UserTracker121 23 413 iResearch I N=1000 2020 9 iClick 1 5678234 26-45 26-35 50.5%,36-45 29.6%.88.3%60.1%39.9%39.8%,36.8%83.6%76.5%8 88.5%8 87.1%1 80.4%6473.8 69.4%3 63.5%514 15 iResearch I-60.1%26-45 88.2%N=1880 N=1000 2020 9 iClick 7.8%50.5%25 6.8%12.1%45 26-35 36-45 29.6%51.7%29.6%12.0%38.9%60.1%61.1%39.9%86.7%88.3%11.7%13.3%2020 16 iResearch I%-80.4%83.6%76.5%7.1 N=1000 2020 9 iClick 80.4%7.8%4.2%7.9%37.0%20.2%10.7%6.0%6.2%83.6%/23.5%8.1%31.9%36.4%76.5%7.1 83.6%8.6%3.5%16.1%71.8%12.1%40.4%27.1%19.4%17 iResearch I-TGI 115.7 88.5%8000 87.1%10000 15000 25000 TGI N=1880 N=1000 2020 9 iClick 26.8%28.3%39.8%34.4%14.9%17.0%13.9%14.5%4.6%5.8%62.7%10.6%21.0%18.9%38.0%11.5%3 5 5 8-1 5 5-8 1 5-3 5 8 88.5%22.5%8.5%17.0%12.9%18.8%20.3%3 5-7 71 5-2 5 1 2 5-3 5 1-1 5 1 87.1%TGI=115.718 iResearch I-,()6473.8 8712.5 N=1000 2020 9 iClick.79.1%77.5%77.3%76.8%58.6%68.6%23.2%6.9%14.7%20.4%25.8%17.6%13.0%1500 5001-8000 1501-3000 8000-15000 3001-5000 15000 6473.8 69.4%3,43.6%5 20.7%13.1%22.2%28.2%11.2%1500 15000 1501-3000 5001-8000 3001-5000 8000-15000 8712.5 63.5%5,41.3%8 8.5%4.6%19 iResearch I-82.1%79.5%N=1000 2020 9 iClick 47.7%63.8%52.1%47.3%46.6%42.4%46.6%/82.1%73.2%72.8%69.8%69.6%-%-%79.5%6.5%14.0%78.2%68.0%29.4%20 21 iResearch I 85.3%1-3 1 71.8%TGI 106.3 71.5%15 30 TGI 110.7 TGI N=1880 N=1000 2020 9 iClick 34.9%36.9%3-5 34.7%3-5 36.5%25.4%25.6%2.8%3.1%1-6 6-12 3 1-3 20.6%20.9%14.6%35.5%33.1%29.2%29.4%12.7%2.0%2.1%24.3%8-15 44.6%15-30 30 8 48.0%26.9%23.1%22.2%5.4%5.5%TGI=107.3TGI=106.3 TGI=110.72020 22 iResearch I 8:00-10:00 12:00-14:00 18:00-22:00 59.0%58.6%48.5%40.3%34.5%Top520:00-22:005.2%1.1%27.0%4:00-6:000:00-2:001.7%2:00-4:006:00-8:0040.1%8:00-10:0028.5%10:00-12:0022:00-24:0037.1%12:00-14:0024.5%14:00-16:0037.8%23.1%16:00-18:0018:00-20:0039.4%10.8%N=1000 2020 9 iClick23 iResearch I App 96.3%TGI 169.0 TGI N=1880 N=1000 2020 9 iClick 69.0%67.5%66.5%45.2%24.0%0.3%11.2%47.3%49.0%29.0%59.0%3.4%0.9%TGI=169.096.3%24 iResearch I iResearch I N=1000 2020 9 iClick N=1000 2020 9 iClick 59.4%53.6%45.0%35.0%33.9%32.3%27.5%27.3%34.9%41.2%45.2%49.2%50.2%46.4%48.7%39.0%9.8%15.8%15.9%21.3%23.8%33.7%/36.0%32.5%30.8%22.9%22.6%18.8%QQ QQ 71.4%61.2%33.2%30.2%28.1%25.4%5.7%5.2%25 iResearch I,89.2%60%TGI 110.0 82.4%21-100 TGI N=1880 N=1000 2020 9 iClick 5.3%59.9%5.5%54.5%29.3%32.3%6.4%6.8%TGI=110.0 7.3%1-20 21-50 201-500 500 51-100 101-200 18.6%20.7%13.3%14.7%18.4%18.0%19.1%18.8%15.0%14.0%6.2%8.3%7.6%V 52.0%52.0%46.1%45.7%42.8%37.9%37.9%26 27 iResearch I iResearch I N=1000 2020 9 iClick N=1000 2020 9 iClick V 38.0%47.6%/56.1%50.5%46.2%45.7%44.6%43.5%42.1%40.2%28.8%58.8%FM QA 63.2%55.9%34.0%31.3%22.7%31.0%28 iResearch I iResearch I 5 8 N=1000 2020 9 iClick N=1000 2020 9 iClick 8.28.38.48.58.6/88.18.28.38.48.58.6/29 iResearch I TGI N=1880 N=1000 2020 9 iClick 25%15%5%10%30%35%40%45%20%TGI=117.0 TGI=112.6 TGI=110.9 TGI=108.4 TGI=107.2 TGI=111.7 TGI=110.4 TGI=103.6 TGI=106.5 TGI=107.6 TGI=107.3 TGI=103.030 iResearch I iResearch I NPS NPS 51.5%,NPS 51.5%44.4%N=1880 N=1000 2020 9 iClick N=1000 2020 9 iClick Passives52.5%Promoters Detractors56.7%8.1%38.1%5.2%39.4%51.5%44.4%NPS=51.5%NPS=44.4%19.2%/21.4%/34.0%/22.1%34.6%38.1%37.8%35.8%28.3%19.7%19.2%17.0%12.7%12.3%11.5%311 23 432 iResearch I 1 77.1 77.1,N=1000 2020 9 iClick 1%TOP5,42.3%39.6%27.2%22.9%20.1%10 9.8%10-30 26.4%20.4%30-50 50-100 100-300 300 24.8%14.5%4.2%77.1 1/71.6%55.2%58.3%68.9%66.0%50.2%61.8%45.6%61.0%45.1%46.0%58.7%41.0%53.3%32.4%23.2%39.5%20.1%12.4%15.9%71.7%33 iResearch I iResearch I N=1880 N=1000 2020 9 iClick N=1000 2020 9 iClick 56.4%/85.3%84.7%83.1%81.5%68.8%66.7%65.5%64.0%62.8%60.5%57.5%1()5416.44610.76553.412734.76852.513129.7 46.6%43.7%35.2%28.1%21.5%4536.73809.14587.18171.04211.87220.234 iResearch I iResearch I/1/2,66.8%51.8%28.9 36.9 15 31-50 N=1000 2020 9 iClick TGI N=1000 2020 9 iClick/%/%51.8%66.8%80 25.9%15 16-20 21-30 18.0%31-50 51-80 24.3%35.0%25.1%17.4%4.3%24.1%15.7%9.3%3.0%5.2%28.9 36.9 TGI=106.412.2%39.6%27.2%21.0%35 iResearch I SUV 20.3%SUV TGI 110.0 2/2,SUV TGI N=1880 N=1000 2020 9 iClick/(A4)(7)(A7)4.8%SUV(A5)()SUV()(5)(Polo)(A5)10.2%34.9%12.6%19.8%3.7%15.0%20.5%12.9%12.9%6.3%20.3%5.4%4.3%3.7%3.1%3.4%2.9%/TOP5TGI=110.031.3%82.2%9.7%13.8%45.4%23.4%19.2%12.9%11.5%9.7%8.1%13.3%10.0%9.5%8.7%5.2%36 iResearch I iResearch I 1/2 84.8%45.8%8.7%120-180 180 60/%84.8%45.8%91-120 60 61-90 14.4%2.6%1.7%51.1%21.1%36.2%121-180 180 23.0%36.7%2.2%10.9%TGI=108.1TGI=106.123.2%6.5%8.7%45.5%16.1%TGI N=1880 N=1000 2020 9 iClick TGI N=1880 N=1000 2020 9iClick37 iResearch I 2/2 303.4 447.4 69%TGI 128.4 TGI N=1699 N=913 2020 9 iClick/101-300 1000 24.5%100 301-5005.8%501-1000 9.0%23.5%13.8%39.6%31.9%24.2%26.3%1.6%447.4 427.5%37.3%29.7%17.2%11.4%4.4%69%63.3%TGI=118.8TGI=107.3TGI=128.438 iResearch I,20-30 30-50 1.2%N=1699 N=913 2020 9 iClick%17.5 17.2 49.0%45.8%62.5%43.0%33.1%1.2%98.8%TOP5 65.9%59.7%56.3%43.2%18.6%5 5.01-10 10.01-20 20.01-30 30.01-50 1.9%1.8%9.0%50 6.0%26.7%11.2%30.1%7.2%28.2%20.5%19.7%37.5%39 iResearch I5147.1 4578.6 5510.7 5678.4 2627.1 1934.6 3004.8 5665.7,88.7%N=1000 2020 9 iClick(,)()()()()()()()60.0%58.2%56.0%55.5%53.5%53.5%46.9%25.8%11.7%()TOP3(,)89.3%40 iResearch I4268.4 6093.9 3948.0 5427.4 2721.2 2144.92692.3 7716.8 3C,92.1%3C 7716.8 N=1000 2020 9 iClick 30.9%48.2%42.5%/()3C 68.0%59.1%47.1%45.9%33.8%7.9%3C()TOP3 92.1%41 iResearch Inc 1/,/1 76.3%1 4945.3 70%1 5432.6 N=1000 2020 9 iClick 1 1()1 1()K12 1 29.2%25.8%23.0%22.2%21.2%17.7%17.4%17.3%14.5%13.5%23.7%1382.51927.51939.52558.21708.81767.21772.51970.21631.72202.715.8%14.8%16.5%13.6%14.6%14.3%9.9%11.7%13.9%8.1%30.0%2650.42591.12786.63652.72561.52939.42465.53065.72413.93586.376.3%1 70%1 4945.3 5432.6 42 iResearch I iResearch I,78.1%TGI=112.6 TGI N=1000 2020 9 iClick N=1000 2020 9 iClick 34.9%6.5%15.4%33.8%9.4%App App 78.1%App TGI=104.0TGI=112.6 24.0%()()()22.6%21.1%22.5%27.1%H5()26.8%17.0%25.7%21.4%23.8%23.6%20.9%20.7%18.9%43 iResearch I iResearch I/,88%N=1000 2020 9 iClick N=1000 2020 9 iClick/44.6%/39.3%35.3%35.3%22.7%22.4%12.0%88%46.9%16.0%53.9%12.8%59.8%37.0%28.2%50.7%46.7%29.1%15.3%40.2%11.7%39.2%15.0%36.1%14.2%35.0%11.2%33.5%34.5%11.4%44 iResearch I,N=1000 2020 9 iClick 45%42%41%42%41%39%38%35%40%37%34%36%33%31%30%36%37%38%37%36%36%35%38%31%33%32%30%30%29%27%19%21%21%21%23%25%26%27%29%31%35%35%38%40%42%3C/%451 23 446 iResearch I 02 0103 04 App YiMagzine&CBNData 2016 47 iResearch Inc,CBNData CBNData CBNData CBNData/48 iResearch Inc 49 iResearch I iResearch I 24 UserTracker 10.512.316.07.89.49.52019.8 2018.8 2020.8+52.2%24 7x24&App App 50 iResearch Inc,2020 8 2020 1 PPT 2020 8 logo 51 Keep Learning 400-026-2099 52