Introducing big data into P2P lending, what kind of "chemical reaction" will be generated? What kind of people are concerned about P2P? What kind of investment habits do they have? Understanding this information, you hold the key to unlocking the P2P lending industry.

GEO, a big data service provider, recently collected user browsing data from 429 P2P lending websites in Beijing, Shanghai, Guangdong, Zhejiang, and Jiangsu from December 1 to 31, 2013, with a sample size of 1,190,672,621, and analyzed the attributes of lenders and borrowers, investment habits, and so on, on the P2P platforms. habits, etc.

After comparative analysis, GEO has come up with the following conclusions:

Feature 1: Lufthansa's website ranks first in terms of pageviews and unique visitors;

Feature 2: The user overlap among the top three P2P websites is low, with the percentage of overlapping users being only 0.3%, which indicates that the P2P websites have not yet reached the stage of competing with each other for users;

Feature 3: The user overlap among the top three websites is low, with the percentage of overlapping users being only 0.3%, which indicates that the P2P websites have not yet reached the stage of competing with each other for users.

Feature 3: the main body of users for the 30-40 years old young men group; in which most of the business people, the use of the loan for Taobao operation;

Feature 4: the most P2P people concerned about the investment products is the stock, the most concerned about the loan products is the bank credit, the P2P people and the stock crowd has the highest degree of overlap;

Feature 5: P2P website's Transaction volume peaks at night, browsing volume is concentrated in the morning and evening;

Feature 6: the average browsing time of the user is nearly half an hour, visitors to the lending attention is significantly higher than the borrowing;

Feature 7: P2P website attaches importance to the diversion of traffic from the search, finance and economics website, lender diversion word is mostly the brand name of the P2P website, borrower diversion word in the loan category vocabulary accounted for 1/3;

Feature 8: the goods that lenders are most concerned about are Samsung and Apple cell phones, and borrowers are most concerned about clothing, shoes, hats and Huawei cell phones;

Feature 9: the luxury brand that lenders are most concerned about is Chanel, and borrowers are most concerned about is Dior;

Feature 10: WeChat is the most popular social platform for lenders and borrowers to pay attention to.

Feature data interpretation:

Feature 1: Lufthansa is currently the most popular platform in the domestic P2P lending industry. The state-owned background and Ping An's existing goodwill have gathered more and more users. It can be said that Lufthansa is currently the benchmark of China's P2P online lending industry.

Feature 2: The entire P2P lending industry is still in a period of growth, and industry consolidation has not yet begun. As more and more state-owned companies and Internet giants begin to enter the P2P lending industry, the industry pattern will change further.

Feature 3: The people who use the loan business are mainly self-employed, and their business activities are mainly carried out through online channels. It can be seen that there are still certain thresholds for online lending services: 1) loan borrowers usually need to have certain Internet skills; 2) loan borrowers usually have a certain degree of experience and acceptance of online payment services. Therefore, the popularization of mobile client payment will introduce more online loan users.

Feature 4: The pursuit of stocks illustrates investors' tolerance for risk. Data show that people who use P2P platforms to invest have a higher tolerance for risk and a stronger willingness to pursue returns. During the period of low stock returns, P2P investment products provided investors with higher yields than other forms of financial management. However, when the stock market picks up, the P2P industry may experience a lack of liquidity.

Feature:6: Higher focus on lending indicates that users of P2P platforms have a higher demand for investing than lending.

Feature:8: Lenders' preference for high-end consumer goods indicates stronger spending power of lenders and weaker spending power of borrowers.

Summary:

At present, among the users of P2P platforms in general, there are more people who have the willingness to invest than those who have the need to borrow. These users have a strong willingness to invest, but also at the same time have a strong sense of risk. Therefore, in the choice of the platform's object of attention, they tend to pay attention to brand platforms with higher credibility and reputation. investors of P2P platforms have stronger spending power and a stronger tendency to pursue returns. When the stock market picks up, the overall liquidity and stability of the P2P industry may be greatly affected. In addition, the current P2P platform still has a certain threshold for user entrance. The popularity of the experience and recognition of mobile payment methods may bring more users to the P2P industry.