In the mobile era, the boundaries of the media are also expanding. Is mobile media the same as a news client? Of course not. Mobile media = content media + relationship media + service media. Since 2013, China's online media has undergone a transformation in three directions: video, social, and mobile, and of course, all of these three directions will ultimately end up on the basic premise of mobile.
Before studying the development trend of China's mobile media, it is necessary to understand what today's users are becoming.
In October 2014, Penguin Intelligence conducted a two-round survey involving 200,000 mobile users, which didn't try to cover all mobile users, but focused on mobile media-related behaviors of mobile users to reveal the consumption of news and information as well as their related social, entertainment, and other services. The survey did not attempt to cover the entire population of mobile users, but rather focused on mobile media-related usage behaviors to reveal user behavioral preferences for news and information consumption and its associated social, entertainment and other services.
-Mobile Terminal Usage Habits
First of all, the concept of mobile Internet has not been in China for a long time, but in just a few years, the users of mobile terminals have become heavy users, and among the surveyed users, those who use mobile terminals for more than 5 hours a day have the highest proportion of all the hours, more than 26%, plus those who use mobile terminals for 3-5 hours a day, and those who use mobile terminals for more than 3 hours a day have the highest proportion. The proportion of users who use mobile terminals for more than 5 hours a day is the highest among all, more than 26%. Nearly 50% of the users are very heavy users of mobile devices, and nearly half of them use mobile devices between 21 and 24 hours. In addition to their work and study, most of their time is devoted to the mobile Internet or mobile media, and from the point of view of the use of time, basically their night life is accompanied by mobile devices.
As users increasingly use mobile devices, the proportion of them watching news is also unusually high. Nearly 70% of users use mobile terminals to read news information, and the number of users who mainly rely on computers to read news has dropped to less than 10%. The use of news is the highest among all the apps downloaded by users, and it is hard to separate the two words, news and socialization, like shadows, which means that the so-called no socialization, no news, has become a reality for today's users.
Nearly 80% of users surveyed answered "yes" to all three questions,
the first: do you share news on social media?
The second question: Is it because of social media platforms that some news gets more attention?
Third question: is it an increase in knowledge of news because of the use of social platforms ?
For mobile media users, news consumption is their most important need, and in addition to this, they have a wide range of interests in areas other than news, and entertainment is of course a big part of mobile media. Games, novels and music are almost equal in the entertainment field. It is worth noting that in a survey of more than 100,000 users, video clients accounted for the second largest share of users after news clients, video clients are both playback tools and integrated media.
At the same time, it is worth noting that today's mobile terminal for many users has become a platform for their life and services. Almost 20% of users on mobile terminals have had the experience of paying for entertainment content, which is good news for the relevant industry, they are willing to spend money for entertainment content. But at the same time, we should also see that 40% of users said they are not willing to spend money on entertainment, no matter now or in the future. Therefore, there is still a long way to go to cultivate such a habit of paying for entertainment in the field of content, including entertainment content. Of course, mobile payment has become a very common behavior today, the 2014 "double eleven" data is the strongest evidence.
In addition, in the field of mobile services, it should be said that online education, online health care and online business should be a promising area. Nearly 60% of Internet users have shown interest in these areas, and some have already tried these applications. Today, when the service becomes more and more people's general needs, how to content media and service platform through, this may be in the mobile terminal media development is a very important consideration.
? The scene of the mobile era
Today's so-called mobile era is actually an era of the scene. This scene, sometimes may be biased towards a description and study of the spatial environment, sometimes may be biased towards the study of people's behavior in a particular situation, regardless of which, today's behavior of Internet users on mobile terminals is dependent on the specific environment. In today's mobile client use, in addition to general leisure time, the bathroom and bed are also the most common scenarios for people to use the client.
Nearly half of users access mobile media during breaks or leisure time. More than 60% of users will access mobile media in the fragmented time, these jokes, paragraphs and other content opportunities jokes, gossip, paragraphs are not enough "high" in fact, they have become a media of their own, and popular.
The further segmentation of mobile media , will bring the market for literature and history, but subculture is ultimately the seasoning , can not be a necessary condition for the rapid development of mobile.
Years ago, when we discussed whether the future of online media will impact the paper media, at that time someone was proud to say that he could move the newspaper to the bathroom, can you move the computer? It was difficult to comment at the time, but today there has been a big change, the so-called bathroom reading material is being transformed from the traditional newspapers and magazines to cell phones and mobile terminals.
In addition, the scene in our mobile space is changing to a new context of public transportation. Similarly, the old scenario of people holding a book or reading a newspaper on a bus or subway is being replaced by a scenario of people looking down at their cell phones. This is a very important change in the entire mobile scene, for mobile consumers, in fact, sometimes they may be the scene to consider mainly to see whether it is cheaper, or whether there is a computer at hand. But the survey also found that nearly 1/3 of the users will not think twice to choose to use the mobile terminal shopping in any scene, under any circumstances, which is also beyond imagination.
1 one of the elements of the scene:
Space and environment in the mobile era, in addition to socialization has become a new element of the media, we should pay more attention to the scene of this new element. Scene is further subdivided into two kinds: the first is a fixed scene, that is, the environment of people's daily life, related to living habits, is a "constant", the change of this constant from the survey results, in the past more in the living room, the study, and now turned to the bathroom, the bed such as a more private place, which is the birth of the fixed scene .
At the same time, eating (dining table), a scene that in the past was rarely "invaded" by computer terminals, is today commonly interfered with by mobile terminals.
While mobile devices are changing the scenarios of media use in the home, they are also affecting the relationship between family members, and the factors of communication between family members are gradually increasing. How to develop new functions for such a scene in the family, make up for the broken relationship between family members, and promote the interaction of family members should be an important direction for the future design of mobile products. In today's schools or organizations, the use of mobile Internet has broken the "closed" and "focused" nature of work and study, blurring the boundaries between work, study, rest and entertainment. This also highlights the fragmented nature of mobile information consumption.
Another kind of mobile scene is the environment that people "encounter" in their activities. For example, when a customer is in a bookstore, whether he came from home, or just strolled to the bookstore by the side of the shopping mall, these two situations are completely different: he came to the bookstore is a very serious, very hard behavior, or a very casual behavior of passing by. Therefore, it is helpful to know his previous orientation and previous needs to better judge his needs at this moment. The next extension is to guide him to a new place, whether it is a nearby movie theater or a trail house after he has finished reading a book. This is also the mining of scenes. This is the direction that needs to be further researched when doing mobile media today, as well as the direction of business application.
Robert Scoble and Cher Isreal wrote in The Coming Age of the Scene: "In the era of the mobile Internet, the significance of the scene (context) has been greatly strengthened, and mobile communication is a service based on the scene (context), i.e., the perception of the environment and the adaptation of information (services). The five factors related to the scene era are big data, mobile devices, social media, sensors, and positioning systems." The scene of the application must be the detonation point of the future of mobile media.
The mobile scene Chong analysis and application is divided into three stages. The first stage is: where to come from, analyze the correlation between the user's previous space and the current space, analyze the correlation between the user's previous behavior and the current behavior. The second stage is: where are you now, analyze and satisfy the user's needs in this scene at this moment. The third stage is: where to go. To provide users with a course of action navigation, to provide users with new needs of the induction.
With the information overload. As information overload becomes more pronounced, the need for personalization becomes more pronounced, people's mobile communication deepens, and the spatial scene becomes a new variable, while big data provides personalized information services). Recommendations such as "Today's Headlines" attempt to address personalization based on individual preferences. The next direction will be scene- and context-appropriate personalization. For example, Breaki ngNews.com applies the new thinking of "letting the news run after the user" in the client, embedding geolocation information in the report, finding the user through GPS, and realizing accurate news delivery.
2 elements of the scene two:
The real-time state of the user, whether it is a stationary scene or a mobile scene, the real-time state of the people with the role of spatial factors ****. The user's real-time state includes their own data as well as information about the environment they are interested in. In the past, it was impossible to collect real-time information about the user, but now the emergence of wearable devices has made this dimension of data collection and real-time data a reality.
Baidu's BaiduEye, a wearable device released in 2014, is an attempt to target information collection and personalization in specific spaces, such as shopping malls and museums. When people are in a museum, the exhibits they are interested in are relevant to their line of sight, and BaiduEye learns about the exhibits the user is interested in, and then automatically acquires information about those exhibits and transmits it to the user via voice.
In addition to wearable mobile devices, stationary devices are also able to monitor and analyze user behavior in real time, such as the Argentine company Shopperception through the three-dimensional sensors set in the ceiling, instantly learn what customers look at the goods, where to stay, buy what goods need how long it takes to move the state of the user's behavior.
Intel's Ambient Awareness Marketing solution takes the collection of real-time user data to the next level. When a consumer passes by an Intel Core processor-based digital signage, Intel AdFrame technology analyzes and adapts content and user interfaces to be more relevant and personalized to the audience based on weather, social media, and information including the customer's age, gender, and cell phone.
3 The third element of the scenario:
User inertia People's needs and behavioral patterns in various scenarios are often thought of as inertial extensions of their past life experiences, and in today's DT era, based on wearable devices, user inertia can be identified, matched, analyzed, and stored in a more accurate way.
Virgin Atlantic carried out an experiment at the beginning of the hook in 2014, using Google Glass and Sony smartwatch to accurately realize the identification of first class passengers, and take dietary preferences, last trip information, destination information, etc., in order to quickly provide personalized service.
4 Scenario element 4: social atmosphere
In the book "The Coming Age of Scenarios", the two authors also listed social media as an important element of the scenario era, and pointed out that it is through online conversations that we make clear our own preferences, location, and the goals we seek. These elements allow technology to understand scenarios such as "who you are", "what you are doing" and "what you might do next " . It can be seen that the analysis of data about users and their associates in social media can support scenario analysis in another dimension .
It is important to note that the ultimate goal of scenario analysis is to provide information or services adapted to a particular scenario. Service adaptation has a wider scope than information adaptation, more varied means, and meets more diverse needs, but both information and service adaptation are associated with a certain form of adaptation. From the point of view of information delivery, adaptation not only means matching the content with the scene, but also means that the form is adapted to the reading needs of a particular scene.
For content producers in mobile media, an important goal today is to distill and re-present the essence of the text through other forms of expression, such as infographics and PPT. As a result, the headlines of today's mobile media are more and more often characterized by words such as "one minute to read", "two minutes to understand", "eight pictures to let you know", etc. Of course, this is still only the mobile reading style. Of course, this is still only mobile reading style, how the personalized characteristics of different scenes of information reading in the form of presentation to make statements need to be further explored in the future.
When the mobile media in the content media, relationship media, service media in the three directions of expansion,
the main task of mobile media is to complete the formation and organization of information flow, relationship flow and service flow. The platform with strong "flow" also has the potential to become the "entrance". When more and more information and services rely on the scene of this change, the scene itself can become the core logic of information organization, relationship organization and service organization, can become the information - relationship - service and other links, the scene itself may become the new entrance to the mobile media.
Although today when we discuss the significance of the scene, we try to analyze the scene as the basis for designing new products and improving service quality. However, it should be noted that the changes in the information consumption scene or social scene brought about by mobile communication are not always in the direction of a more humane and friendly development, and even it may be to a certain extent, the erosion of human good nature, and the destruction of the friendly relationship between human beings and the environment (spatial or interpersonal). Therefore, the development and application of scenarios should be subject to a certain degree of vigilance and moderation. The mobile service providers of the future may not want to intrude themselves into every scenario. At some point, the goal of scenario analysis may not be penetration, but rather avoidance.
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