2018831_艾瑞咨询_2018年大学生消费洞察报告（60页）.pdf

2018&2 KOL 3800 14 2800 SMS 3 1 2 3 4 4 54 3.9 4.3 4.8 5.3 6.0 6.8 7.9 9.4 11.5 13.3 15.8 18.7 21.4 24.3 27.2 30.1 33.2 36.6 9.710.111.89.113.314.915.818.222.715.918.818.514.513.21210.710.4 10.2-20-15-10-505101520250102030405060702000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 20172000-2017%18 2010 2008 22.7%2017 36.6 10.2%5 1994 1997 1998 1999 2000 2002 2003 2009 SNS,QQ SNS 2011 2012&1994-2000 2001-2009 2010-2018 6 593/812/1405/2017 30,175,430 3815.68 7 APP 2018 1-6 APP mUserTracker 2018 1-6 MediaPlanner 2018 6 1332 1239 1393 2160 1629 1639 1554 1141 789 1580 1290 1147 mUserTracker-2017 6-2018 5 APP APP App 1 MediaPlanner-2018 6 APP 8 48%52%10244 9 1 2 3 4 4 510 8 2 9 211 2018 56.8%66.0%69.9%17.2%32.7%2018(N=10,244 2018 6 iUserSurvey APP 58.5%27.3%38.1%42.4%46.7%12 N=10,244 2018 6 iUserSurvey APP 64.7%46.1%43.2%38.9%35.2%35.0%34.6%27.7%18.5%/2018 76.6%50.8%43.9%39.2%37.%53.6%51.8%39.9%39.8%39.3%/TOP5/13-1.1%2018/N=5336 2018 6 iUserSurvey APP 88.2%83.8%81.7%77.8%75.3%67.9%66.9%57.4%43.5%39.3%/2018 N=5336 2018 6 iUserSurvey APP 81.3%2-38.8%1-2 3.8%5.0%2018 14-19.7%N=5336 2018 6 iUserSurvey APP 47.8%43.8%40.8%39.3%38.9%37.3%36.2%35.3%/BB 2018 N=5336 2018 6 iUserSurvey APP 19.7%2-3 12.8%1-2 16.8%33.6%2018 15-55.7%48.5%N=4908 2018 6 iUserSurvey APP N=4908 2018 6 iUserSurvey APP 55.7%22.7%22.5%18.8%15.4%14.7%11.7%8.0%7.0%3.7%/2018 48.5%2-3 13.0%1-2 6.8%20.7%11.0%2018 16 3.3%2-3 2.0%1-2 1.7%9.3%83.7%2018-16.3%7%1.9%BB 1.7%95 BB 18.8%N=4908 2018 6 iUserSurvey APP 1.N=4908 2018 6 iUserSurvey APP 2.N=532 95 iClick 2018 3 1.9%1.7%1.6%1.5%1.4%1.1%1.1%0.9%BB/2018 95 BB 18.8%95/8.8%17 10 26.0%13.0%6.8%5.8%2.6%2.6%1.7%1.4%1.4%1.2%2018 TOP10 N=3351 2018 6 iUserSurvey APP N=344 1 2018 6 iUserSurvey APP TOP3=45.8%12.2%7.1%6.4%5.1%4.5%3.8%3.2%3.2%3.2%2.6%YSL SK-II TOP10 18 3 M.A.C YSL MAC YSL Dior TOP10 N=2634 2018 6 iUserSurvey APP 7.7%6.2%5.8%5.6%4.7%4.6%3.8%3.7%3.7%2.2%M.A.C YSL Canmake2018 TOP10 6.6%6.5%3.7%3.5%2.9%2.8%2.7%2.3%2.1%1.9%AHC 2018 TOP1019/+TGI=/*100 TGI N=10,244 2018 6 iUserSurvey APP 99 101 102 98 102 101 97 94 95 102 104 109/92 103 109 108 94 102 106 105 92 103 107 116 90 103 111 117 89 104 110 118 92 102 111 109/78 107 124 129 TGI20 14 2836.321 3C N=10244 2018 6 iUserSurvey APP 3C/38.0%40.4%37.2%2018 800 3C 22 14 55.7%1.35 9 2.75 17 2.76 1.83 2.33 1.35 9 13 15 17 2018 1.N=10244 2.N=4187 3.N=3189 4.N=2401 3.N=412 2018 6 iUserSurvey APP 23 76.1%72.2%58.8%56.0%42.1%84.97%68.27%63.64%58.18%57.18%12345134522018 TOP10 TOP10 N=4320 2018 6 iUserSurvey APP N=5336 2018 6 iUserSurvey APP 24 2937.9 2742.9 2937.9 1.N=10244 2.N=5336 3.N=4908 2018 6 iUserSurvey APP 2777.2 2863.4 2903.1 2735.72018 28003365.6 2981.5 2594.2 2836.3 25 95%6:4 90%26 N=10,244 2018 6 iUserSurvey APP 79.3%51.9%39.3%33.9%29.7%23.9%9.0%5.0%711/2018 83.0%44.1%34.8%21.6%/19.1%27 23.9%63.6%N=4320 2018 6 iUserSurvey APP N=5336 2018 6 iUserSurvey APP 23.9%22.1%17.9%13.0%11.3%6.1%5.8%2018 63.6%31.1%28.1%23.7%19.0%10.6%8.4%/2018 60%40%28 90.7%TGI TGI TGI N=10244 2018 6 iUserSurvey APP 90.7%TGI=/TGI100 90.7%39.1%34.0%8.7%5.5%3.8%2.1%6.3%2.7%1.9%2018 29 1 2 3 4 4 530 31 56.4%44.3%N=10244 2018 6 iUserSurvey APP 1.N=4187 2.N=3189 3.N=2401 4.N=412 2018 6 iUserSurvey APP 56.4%44.3%21.9%20.4%18.6%17.3%16.0%2018 2018 TGI TGI=/TGI100 TGI10032 54.0%30.6%9.8%3.6%1.9%2018/1-2 2-3 3-5 5 84.6%2 62.3%2-3 N=412 2018 6 iUserSurvey APP N=412 2018 6 iUserSurvey APP 17.3%44.8%17.5%20.5%2018 1 2 3 4 2 84.6%2-3 62.3%33 TOP10 AHC AHC N=5034 2018 6 iUserSurvey APP N=5008 2018 6 iUserSurvey APP 79.8%67.1%63.4%62.4%60.1%56.5%40.9%37.9%35.6%29.0%25.0%15.3%7.5%2018 TOP1034 iPhone 0%10%20%30%40%50%60%70%80%90%100%iPhoneHUAWEIXiaomiOPPOVIVOMeizuSamsung2018 OPPO VIVO OPPO VIVO 2018 35 45.3%36 KOL/N=10,244 2018 6 iUserSurvey APP N=10,244 2018 6 iUserSurvey APP 58.9%41.2%40.2%36.7%12.8%12.1%10.7%/2018 69.8%52.1%50.0%42.5%34.8%27.8%/TOP3/37 15.2%23.2%24.3%28.7%54.8%2018 54.8%N=8619 2018 6 iUserSurvey APP/*100111.0 115.6 77.6 77.0 88.9 TGI=/TGI100 TGI100 38 81.5%90.8%N=10244 2018 6 iUserSurvey APP 81.5%84.3%87.1%90.8%2018 80%39 117.3 101.6 72.1 26.5%22.6%TGI 117.3 APP 41.6%28.1%28.4%/*1002018 VS 2018 N=10244 2018 6 iUserSurvey APP 1.N=4187 2.N=412 2018 6 iUserSurvey APP TGI=/TGI100 TGI100 40 APP+APP APP APP MediaPlanner 2018 6 MediaPlanner 2018 6 2018 APP 2018 APP 41 1 2 3 4 4 542 96.8%53.1%50.7%39.3%7.6%43 100 74 132 78 74 134 64 93 113 104 108 89 180 113 74 2.3%6.8%38.8%34.5%17.6%600 600-800 800-1200 1200-1800 1800 2018 2018 1405.3 730.9 1800 TGI=/*100 TGI N=10,244 2018 6 iUserSurvey APP TGI 1800 800 731 1405 44-1405.3 813.7 591.6 2018 N=10,244 2018 6 iUserSurvey APP N=10,244 2018 6 iUserSurvey APP 2018 1405 593/812/800 925 847 759 704 616 548 2018 45-800 62%46.1%15%N=10,244 2018 6 iUserSurvey APP 62.0%46.1%15.0%2018 800 46 49.3%39.3%11.9%4.4%4.1%55.2%43.2%N=10244 2018 6 iUserSurvey APP 49.3%50.7%2018 1.N=5336 2.N=4908 2018 6 iUserSurvey APP 7.6%2018 10.7%4.8%47 2018 WHY 76.7%74.1%54.0%57.5%39.8%34.6%/N=10244 2018 6 iUserSurvey APP 48 1 2 3 4 4 549 70.3%30.1%29.2%28.3%50 27.7%27.3%23.1%N=10244 2018 6 iUserSurvey APP N=10244 2018 6 iUserSurvey APP 70.3%29.8%30.9%29.1%28.7%34.5%32.5%32.4%40.0%32.5%30.3%65.0%70.1%77.2%81.6%2018 51 2014 52.4%41%N=412 2018 6 iUserSurvey APP N=10244 2018 6 iUserSurvey APP 68.1%63.1%62.0%59.6%59.0%54.9%54.9%54.1%47.9%45.6%43.2%40.6%52.4%36.9%4.1%6.6%2018 2018 52 1 2 3 4 4 553 54-2018 3C 3C 2836 14 37%2018 1405.3 6 4 55-2018 56-QQ 2018 57 2018=2018*10 2017 2018 4240.55 2455.37 1785.18 2836.30 58 Keep Learning 400-026-2099 59