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艾媒报告|2019中国信息流广告市场研究报告
本报告研究涉及企业/品牌/案例:阿里,百度,腾讯,字节跳动,UC浏览器,头条,QQ浏览器,360手机卫士,搜狐,网易新闻,趣头条,wifi万能钥匙,快报,微信,抖音,火山小视频,淘宝,天猫,优酷,陌陌,小红书
信息流广告是指一种依据社交属性,对用户喜好和特点进行智能推广的广告形式。2019中国移动广告市场规模将达4158.7亿元。随着互联网潜能不断释放,广告主需要更精准的广告投放方式,信息流广告应运而生。iiMedia Research(艾媒咨询)数据显示,腾讯系和阿里系的信息流产品覆盖了超6亿用户量,处于市场前列,2019年有46.5%的用户会花费15秒以上时间浏览信息流广告,相较于2018年有所增加。46.0%的用户对信息流广告持正面态度,信息流广告用户体验有所上升。内容吸引力是网民对信息流广告推荐技术最主要诉求,超三成用户认为推动内容应具备吸引力。信息流广告数量、内容质量仍有较大改进空间,43.2%的用户认为推荐广告过多是信息流广告最大不足,用户对广告安全新和推送精准性提出更高要求。未来,场景延展、服务升级将成为信息流广告发展方向。
Information flow advertising refers to an advertising form that intelligently promotes users' preferences and characteristics according to social attributes. The scale of China Mobile Advertising market will reach 415.87 billion yuan in 2019. With the continuous release of Internet potential, advertisers need more precise ways of advertising delivery, and information flow advertising emerges as the times require. As the data of iiMedia Research showed, Tencent and Alibaba's information flow products cover over 600 million users and are in the forefront of the market. In 2019, 46.5% of the interviewed information flow users spent more than 15 seconds on information flow advertises, compared with that in 2018. 46.0% of the interviewed users hold a positive attitude towards information flow advertisement, and the user experience of information flow advertisement has increased. Content attraction is the main demand of Internet users for information flow advertisement recommendation technology. More than 30% of users believe that promoting content should be attractive, and users put forward higher requirements for new and accurate advertisement security. In the future, scenario extension and service upgrading will become the development direction of information flow advertising. -
艾媒报告|2019中国骚扰电话市场状况与用户感知调查报告
本报告涉及企业/品牌包括:360手机卫士、中国移动、中国联通、电信、英特尔
骚扰电话问题常年困扰着大众日常生活。iiMedia Research(艾媒咨询)数据显示,2018年中国骚扰电话拨打量已超过了500亿次,两成网民接到的电话中超过一半是骚扰电话,而且每周都能接到骚扰电话的网民达到了85.4%。骚扰电话问题肆虐下,对于它的治理却几乎看不到成效。超过九成的网民表示对骚扰电话的治理情况感到不满意,甚至有43.1%的网民表示最近一年接到的骚扰电话比以往要更多。其实骚扰电话的拨打都需要接入到电信运营商,要对其进行治理是有办法的。但骚扰电话有牵涉到巨大利益链条,由销售电话和骚扰电话支撑起来的中国呼叫中心市场规模2018年就达到了190.2亿元。巨大利益关系下,超四成网民认为骚扰电话问题主要归责于电信运营商。
Telephone harassment has plagued people’s daily life for years. As the data of iiMedia Research showed, the number of harassment calls in China exceeded 50 billion in 2018. One fifth of netizens implied that more than half of the calls they received are harassment calls. While 85.4% of them received harassment calls every week. The problem of harassment calls is rampant, but the solution to the problem is almost ineffective. More than 90% of the netizens express dissatisfaction with the management of harassment calls, and 43.1% even implied that they had received more harassment calls in the past years than before. In fact, the harassment calls need access to telecom operators, and as the result there are ways to deal with it. But harassment calls business involves a huge chain of interests. The scale of China call center market, supported by the sales calls and harassment calls, reached 19.02 billion yuan in 2018. Under the enormous interest relationship, more than 40% of netizens believe that the problem of harassment calls is mainly attributed to the telecom operators. -
艾媒报告|2019中国网络游戏企业社会责任感专题研究报告
本报告研究涉及企业/品牌包括:腾讯游戏、网易游戏、三七互娱、完美世界、多益网络、巨人网络、昆仑万维、盛趣游戏、游族网络、世纪华通、英雄互娱、掌趣科技、游久游戏、龙图游戏、吉比特、光线传媒、中文传媒、乐元素、网龙、欢悦互娱、天神娱乐、浙数文化、中手游、恺英网络、冰川网络、顺网科技、云游控股、华清飞扬、第七大道、柠檬微趣、盛天网络、电广传媒、奥飞娱乐、IGG、全科文化、金山软件、际动网络、铁血科技、天舟文化、凯撒文化、拓维信息、乐游科技控股、掌中飞天、塔人网络、深海软件、迅游科技、博雅互动、宝通科技、人人游戏、云畅游戏
iiMedia Research (艾媒咨询)数据显示,2018年中国手机游戏市场规模接近1500亿元,较2017年增长26.4%,而对于游戏行业整体而言,2018年增速仅为5.3%。近年游戏行业发展繁荣主要由手机游戏高速增长所致,目前行业头部企业如腾讯游戏、网易游戏均在手游领域投入巨大。2018年收入前50手游新品中,腾讯、网易研发的游戏合计收入占比达到44.4%。近年来,中国游戏企业重视企业形象和社会责任,iiMedia Research (艾媒咨询)数据显示,社会责任感TOP50网络游戏企业中,三分之二来自于北上广深一线城市。在企业上市情况方面,A股上市企业占比高达56.0%,经济效益对于企业发挥社会责任感起到关键作用。腾讯游戏、多益网络社会责任感得分分别为上市企业和非上市企业之首,头部企业更需发挥行业领头作用,树立良好业内形象。
As the data of iiMedia Research showed, the scale of China mobile game market in 2018 is close to 150 billion yuan, with an increase of 26.4% over 2017. While for the whole game industry, the growth rate in 2018 is only 5.3%. In recent years, the development and prosperity of the game industry is mainly caused by the rapid growth of mobile games market. At present, leading enterprises in the industry, such as Tencent games and Netease games, have invested tremendous amounts in the field of mobile games. Tencent and Netease accounted for 44.4% of the total revenue of the top 50 mobile games in 2018. In recent years, Chinese game companies attach great importance to corporate image and social responsibility. As the data of iiMedia Research showed, two-thirds of TOP50 online game companies with most social responsibility come from first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen. As for the listing situation of enterprises, the proportion of A-share listed enterprises is as high as 56.0%. Economic benefits play a key role in the social responsibility of enterprises. Tencent Game and Duoyi Network have the highest scores of social responsibility for listed and non-listed enterprises respectively. Head enterprises need to play a leading role in the industry and establish a good image in the industry.
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