? Compared with other media, audio is more focused on content. At present, the mainstream mobile audio products such as dragonfly fm, Himalaya, lychee fm, lazy people listen to books. All in the use of their own product features and advantages to tap users, and maintain a high degree of user activity. The way to realize the constant updating and iteration, generate higher user stickiness.
This article is mainly centered on the dragonfly fm user and operational needs analysis.
Dragonfly FM function guide
Market analysis
User profile
User demand analysis
Operational demand analysis
Function guide:
According to the "2019 China Network Audiovisual Development Research Report", we know that the network audio users have now exceeded 300 million, and the user utilization rate is the highest in the new first-tier cities. cities with the highest user utilization rate. At present, mobile radio is in a mature period, the business form and business model are mature, and the brand value has become the core competitiveness of the enterprise.
Since 2012, the scale of mobile audio users has been increasing, but the user growth rate has been slowing down since 2014. The demographic dividend has disappeared and the user scale has stabilized. Maximum retention of users to maintain viscosity and effectively improve the commercial realization ability is the main goal of the product.
Dragonfly fm was the first to open up the Internet mobile audio market in 2011, quickly aggregating more than 3,000 radio stations at home and abroad, relying on professional content production, inviting radio hosts, KOLs and self-publishers to station on the platform. Early accumulated ten million users. But then the rise of Himalaya, Lychee fm and other audio platforms, the increase in competition, so that the current dragonfly fm slightly tired.
? As the market for the ear economy becomes more and more mature, users respect high-quality, boutique audio content. The main PGC model of dragonfly in this point to ensure that users can efficiently obtain valuable information, but also the advantages of dragonfly. However, the platform is too much stationed in the head of dragonfly KOL, resulting in a lack of platform blood production capacity. The money-making is big V, the money-losing is the platform. Compared with the UGC model of Himalaya, the decentralized model can reduce the cost of the platform, and the content is also more rich and diverse, which can cater to a wider range of people. Dragonfly's focus on humanistic programs also leads to lower cash flow compared to knowledge-oriented programs. The user's demand for spiritual entertainment payment is not as high as the demand for self-improvement, and the profitability is limited.
? Dragonfly's average daily active number is around 7.3 million, and the next month retention rate is 68.3%. Compared to the number of active people Himalaya is much less. But the next month retention rate is higher, which indicates that Dragonfly fm has more sticky users.
The commercial realization of the way live, buy audio, membership mechanism and so on. According to the report of Avery's data, the content of the mainstream audio software on the market is mainly podcasts, paid audio, live audio, and audiobooks.
With the rise of the live broadcast industry, the major audio software has entered, of which, 2016 is a concentrated outbreak period. According to Avery's data, China's audio live streaming users are highly active, and the average monthly reward of 25-100 yuan accounts for 59.2%.
Dragonfly FM deployed the field of live broadcasting in the concentrated outbreak of 2016. It also launched a three-year 1 billion cash support anchor ecology, "two out and one in" internationalization strategy, from the source to foster the development of live ecology.
Under the trend of full scene, mobile radio mainly takes two ways to integrate upstream and downstream resources:
? ? -Upstream cooperation with copyright holders and big names to create platform quality content and IP;
? ? -Downstream cooperation with car companies and smart speakers and other software carriers, intended to develop the car networking market, and smart speaker market. Broaden content distribution channels.
? ?2020 In March, Dragonfly FM and Xiaomi reached a strategic cooperation, the two sides will establish a closer strategic synergistic relationship, *** with the exploration of creating an intelligent audio ecosystem in the AIoT era. It is hoped that in the future, relying on Xiao Ai speakers, will effectively increase the brand value of Dragonfly and the number of users.
According to the 2019 China Network Audiovisual Development Research Report, we can see that network audio users are characterized by masculinity, high education and urbanization. The age distribution is mainly between 20-50 years old. News, music and audiobooks are users' favorite mobile radio content, accounting for 46.4%, 38.6% and 36.5% respectively. In addition, traffic audio programs are also quite popular.
Based on four broad categories of user motivation: money, mental entertainment, socialization, and progress. In recent years, with the vigorous increase in social competition, users' anxiety has increased, and intellectual content is favored by users out of the motivation of progress.? The head KOL on the Dragonfly platform focuses on content of spiritual entertainment, which will miss a large number of knowledge-oriented user groups. And knowledge-oriented users are most willing to pay for content. The reason is that the knowledge pay program will be potentially defined by the user as "investment", through the mastery of knowledge and skills can be in the later life of the work of the return.
Male to female ratio:
57.1% to 42.9%.
Age distribution:
The majority of people are 26-35 years old, followed by 19-25 years old. This may be related to the professional content that Dragonflyfm focuses on, while 19-35 years old is the age group with the strongest learning ability and curiosity about things.
Cultural level:
Overall, it shows a high degree of education, with 32.6 of core users having a bachelor's degree, followed by 24.9 in high school and 22.4% in college.
Geographical distribution:
The users of Dragonfly FM are mainly in the center and the east. And 14.9% of the core users live in first-tier cities and 23.5% live in new first-tier cities.
Users' preference:
Consumption ability:
The monthly income of the core users of Dragonfly FM is concentrated in the range of 3000-8000. This basically matches the age structure. The average monthly personal consumption budget is between 1,000-3,000, which indicates that they all have a certain degree of spending power, in terms of the ability to pay for high-quality audio.
The user group of Dragonfly can be divided into three categories, one is the audience, one is the anchor, and one is the head KOL. The demand of the audience comes from the scene of the fragmented time, and the demand of the anchor lies in the low cost of the platform, and it is convenient to share their own audio works to obtain a certain degree of fame and income. Head KOL's content is professional and of high quality, and what it needs is platform support and promotion.
According to the above distribution of the population of Dragonfly FM, I roughly list the interests of different age groups.
For students aged 19-25: use fragmented time, such as going to and from class, eating, between classes, before bed. Through the audio platform for further study, further education, access to life and career planning, and so on. For example, foreign language learning, skills training.
For 25-35 year old office workers: office workers have a high demand for entertainment and career development. They have a high demand for entertainment and career development, and are free of money. There is a strong demand for high-quality content. At the same time, half of the users with the formation of the family, buy real estate policy and other information, for the children's education and other issues such as the importance of the need for some parenting programs and children's programs for children. And there is a great tendency to pay. For those who have a car, there is also a need to listen to traffic programs.
For the middle class aged 35-50: they have more time, and a higher ability to pay. And the experience of the "older generation" of people using the radio will make them more adaptable to mobile audio programs. Therefore, user stickiness is also higher. They have a high demand for high-quality business and finance, traditional literature, history and other content. At the same time, the traffic program for car owners is also very much needed by this part of the users.
Portable and efficient uploading
Operation and management needs after uploading
Realization needs
Community management needs
Content distribution needs
Professional recording studio
Relevant knowledge charging needs
Portable and efficient uploading
Operation and management needs after uploading Management Demand
Realization Demand
Community Management Demand
Content Distribution Demand
In the user experience of Dragonfly, the opening screen advertisement is the most interactive graphic advertisement form that can realize high user reach, followed by patch advertisement in the program playing interface. The higher of audio ads comes from the program title and the anchor's spoken word. The use of effect weights for these ad positions can greatly improve the advertising effect.
The user listening device is gradually rich, dragonfly FM gradually build the whole scene of the ecological environment. Handbook, tablet PC, pc computer, car listening device, smart speaker, smart watch are now users will use to. The gradual penetration of every listening device provides greater convenience for full-scene marketing. Dragonfly fm and millet reached a strategic cooperation is a good start to the smart speaker. Future cooperation with car companies is also essential.
It is reported that the number of monthly active users of the whole scene ecology of dragonfly FM reached 130 million, with an annual growth of nearly 30%, and the total duration of listening to intelligent devices on a single day reached 25 million hours, with access to 90 million intelligent devices, and 600 partners; the main open source dragonfly FM audio ecology in the platforms in the content of the listening rate, the amount of playback and playback time of the three major data ranked the first in the industry.
In the core users of Dragonfly FM, the user's favorite content or audiobooks, accounting for 66%. Audio albums come next, accounting for 52%. Launching more high-quality audiobooks and audio album-type programs will help increase higher user stickiness.
When users use audio software in fragmented time, most of the time they are pursuing further satisfaction in the gap between work or study, which may be satisfaction for relaxation, satisfaction for knowledge advancement, or satisfaction for maximizing the use of time, such as dual use. Therefore, making users feel satisfied is the key to improving user stickiness.
? Through the research, we can statistically approximate the relationship between user satisfaction and demand. There is still some room for improvement in user satisfaction. This is the short board of dragonfly fm can be improved later. Moreover, we can see that the core users of Dragonfly FM have high satisfaction in content, but there is a lack of content recommendation mechanism. Users will lose their attention to the product if they can't see their favorite programs on the homepage or on the push. Overall, Dragonfly's UGC model ensures high-quality content that is sought after by core users.
College students:
The needs of college students are mainly to pass their free after-school time. This group of people has a greater interest in dating, secondary yuan, campus themes, entertainment gossip, celebrities, gentle and melodious voices, and the types of programs that are interesting. This group of people will listen to programs for the sake of good voices and favorite anchors, seeking emotional ****ing.
? Dragonfly FM in the social plate has not been laid out, compared to Himalaya and Lychee FM has opened the discovery plate, to recommend users interested in the content, increase the user's length of use and viscosity. Lychee FM even opened the topic list, guiding users to participate in the discussion to improve community activity. And through the hot star topic list, it attracts a lot of star-catching users through the star's hotness.
Commuters:
Commuters between the ages of 26-35 years old, in addition to their own interest in the demand for content, components of the family after having children. According to the results of the research, parent-child family users play children's audio content for their children, fairy tales, children's songs, animated audio version and poetry accounted for the largest proportion.
For women who need to raise a child under four years old or prepare for pregnancy, listening to childcare programs is mainly to meet the demand for access to specialized knowledge content. In addition, there is a need to listen to audio programs to relax and get rid of stress. This group of people focus on listening to foreign languages, mother and child, emotional, on parenting, education, children's programs needs.
? As for the demand for housing, ready to buy a car and have a car users, they will be fixed to listen to the national housing policy, science and technology popular science programs. Car reviews, book reviews and other related content also have a high degree of attention. They listen to audio to meet the demand for information acquisition, access to specialized knowledge content, and access to content of interest. In addition, listening to traffic FM can also satisfy the need to utilize fragmented time during driving.
? Play page or points mall can launch children's toys, milk powder, children's interesting books and other products.
With the rise of "pay for knowledge", pay for knowledge has permeated the Internet industry's mode of operation from the self-media cash model. Knowledge payment has always been controversial and is considered to be "flimsy", "selling anxiety", etc. More and more Internet products have been put on the market. More and more Internet products have to pay for knowledge as a platform and the depth of the operation between the user as a profit model, and according to the product served by different users, and presents different characteristics. And dragonfly fm to online audio content knowledge paid program as a member of the boutique or sold separately in the form of columns.
? The rise of the live broadcast industry, so that the paid scene that emphasizes the user to reward also has a strong ability to cash.
? ? The introduction of the algorithmic recommendation model, based on the comprehensive labeling of user data, the platform to do the knowledge of paid content "thousands of people" to meet the user's personalized content consumption needs, and to create an immersive experience, so that the knowledge of paid "information" to actively find people! In the end, it can also improve the success rate of users to buy high-quality content and pay to become a member. The user scale of such a platform is often large, the flow is high, and can attract high-quality content producers to "sell more at a lower price", lowering the threshold of knowledge popularization.
? Launched a marketing campaign similar to the e-commerce platform to release the rights and interests of members. Stimulate user consumption.
? In addition, Dragonfly FM launched a points mall, the use of points to offset concessions to guide users to buy internal goods, points can be obtained by using the app to sign in, listen to the content, do the task or even spend money to buy and other ways to get. Diversify user operation methods. Improve the fun, increase the user login time, retention rate.