Aurora: Research Report on mobile Internet derived app

category:Internet
 Aurora: Research Report on mobile Internet derived app


2. In June 2020, the coverage penetration rate of the fast version app will reach 42.9%, which will increase nearly 30 times in three and a half years;

4. Since March this year, the penetration rate of Taobaos special edition has been rising; as of July this year, the penetration rate of Taobaos special edition has reached 5.9%.

1u3001 Overview of mobile Internet derived apps

Derivative function similar sub app, play with the Internet, deep plough

The growth of APP users needs the cooperation of product, operation, market, technology and other aspects. From the product level, at the initial stage of the product, APP focuses on the user pain points of a certain core circle layer and encircles users with core functions; in the mature stage, APP constantly increases functions to build its own business barriers and commercial realization; The bloated functions of app itself will increase the learning cost of new users and affect the efficiency of old users who only focus on core functions. Internet derived play, that is, the standard version of APP derivative function similar sub app touch a specific circle, is precisely to solve this problem; more often, this kind of derivative app will directly add speed version after the Standard Version app to distinguish.

Functional similarities and differences between derived app and main app

The complex additional functions are eliminated to meet the core needs of users

Large factories gather together to develop derivative app

The development of high-speed version of APP has become the routine operation of large Internet companies

Tencent, Alibaba, Baidu, byte jump and other large factories have a number of high-speed version of the app online. The aurora released the 2020Q2 penetration top20apps list (penetration rate is greater than 20%), and 8 app has the extreme speed version; these app mostly come from Tencent, Baidu, byte beating, Kwai and other mobile Internet factories, indicating that the extreme speed app has become the standard of the Internet factory.

It covers all kinds of fields, especially the online app

It is not only exclusive to large mobile Internet companies, but also widely covers live video, utility tools, system applications, social networks, news and other fields, especially those that provide pure online information services. There are more than 300 fast version apps in the application market.

User scale of the fast version app

As of June 2020, more than 40% of users have installed the super speed app

Comparison of development trend of subdivided fields

Super speed version has a wider range of users

Through the online profit model, the fast version grows in the sinking market

According to Auroras data, in the past few years when the online profit model of the fast version app has sprung up, the proportion of male and female users of the fast version app in 2020 will be more balanced than that in 2018. Users aged 18-25 will increase from 23.7% in 2018 to 32.8% in 2020, attracting more young users. At the same time, there is a certain increase in users over 45 years old. In terms of geographical distribution, the proportion of users of the fast version app in cities below the third tier will increase to 40% in 2020.

High speed Android mobile phone user model price rise

The number of models within 1000 yuan decreased sharply, and the low and medium configuration models in the range of 1-3 thousand yuan were the mainstream

According to Auroras data, it can be seen from the price changes of Android mobile phone users in the extreme speed version in 2018 and 2020 that the proportion of 1000 yuan mobile phones has decreased, from 43.6% in 2018 to 21.4%, while the terminal with 1-3 thousand yuan has become the highest price range; the increase of users mobile phone price means that the mobile phone performance is also improving. In June this year, the coincidence degree of the four large-scale (top 4 penetration rate) high-speed apps and standard apps in the market exceeded 40%; combined with the increase of mobile phone price of fast version app users, it shows that the pressure of users mobile phone hardware is not big, but they really need the fast version app to help improve the use efficiency or get more profits.

2u3001 The underlying logic of developing derivative play

Mobile Internet products pay attention to user experience as the center, it can be said that user thinking is the core and foundation of mobile Internet thinking; after the mobile Internet entered the second half, product development became a arena of idealism and commercialism. In order to expand the user group and commercialize, developers add various modules and functions on the basis of the main functions of the product. At the same time, the aurora data shows that the total number of apps installed on mobile phones per capita of Internet users is also increasing. This leads to the phenomenon that the products used by users become bloated, with complex functions and information spillover while building their own product ecology and commercial barriers, From this point of view, the launch of the super speed version is the return of the product centered on user experience.

Deep ploughing logic under the ceiling of Internet traffic

Create new growth momentum under the new normal of Internet traffic

According to Auroras data, in the past year, the total number of smart phone devices in China has only changed by 3 million, which can be seen from the disappearance of the demographic dividend of the domestic Internet. Under the stock market conditions, continuous improvement and innovation of product functions is a good way to retain users; in terms of maintaining the growth of product users, the ultra fast app with user experience as the center or the magic weapon to win by surprise; Small and fast features become a stepping stone for users to download; the fission mode of online earning with subsidies and inviting friends to reward has become an effective way to obtain sinking or income sensitive users, and the fast version + Standard Version has become a two-wheel drive for continuous operating users under the traffic ceiling.

PlanB as a user

In extreme cases, the fast version app is responsible for the retention and activity of the main app users

With the continuous improvement of relevant laws and regulations on network information in China, the regulatory authorities efforts to review the contents of products have also been strengthened; in the early stage, many content-based products have been named or even directly removed from the shelves by the relevant departments, resulting in a sharp increase in the risks of the products; because the fast version app is equivalent to the standard version of the app that retains the core function, in extreme cases, The fast version app can take on the function of retaining and activating the main app, forming an additional layer of guarantee for product operation.

3u3001 Data analysis of main derived apps

Both the tiktok and the fast hand were Kwai Chung in the second half of 2019. The short video speed version deleted the standard live broadcast, social interaction, video publishing, and electricity providers. The reward and invitation bonus modules were added to the video. The tiktok Kwai Kwai Kwai data show that the development speed of the two extreme speed app is better than that of the standard version. In July 2020, penetration speed and MAU speed were faster than that of the voice speed version. As of July 2020, the speedway speed penetration rate reached 20.2% and MAU reached 217 million. In addition, the number of new users increased, the average speed of the voice was faster than that of the tiktok version, but the average rate of July was 3 million 438 thousand and 100, but the 30 day installation rate was lower than that of the fast speed version.

Nearly 70% tiktok tiktok version of the user is equipped with short video.

Kwai tiktok tiktok Kwai data show that in the four short video app, the fastest use of the fastest version of the jitter is the fastest, and the fastest version of the fast speed version is longer than the fast hand. The Kwai speed version and the fast speed version are the same as the number of people starting up, which is lower than the Standard Version app. Tiktok tiktok is more tiktok than Kwai speed version, which means that more users may come from the short video stream of jitter. The tiktok version of the new source and the most unloaded app are tiktok short videos, accounting for over 17%.

User profile features

King of growth in low line city -- fast version of Kwai Chi

Kwai Kwai data show gender tiktok tiktok version of male users is slightly higher than that of jitter; fast hand extreme version is the opposite; fast hand version of female users is faster than that of fast hands. Age distribution, the two short video speed version of users aged 46 and above and 26-35 years old users accounted for the proportion of all, and the tiktok version of the 26-35 year old accounted for a larger proportion of the increase. Kwai Kwai tiktok, the two short video speed version app, accounts for three of the citys users, and the proportion of users in the urban level is still below that of the fast version. The deep tillage of the fastest speed version of the city in the three line and below the city is probably the key to the fast version of the extreme speed version of the app trend.

Case 2 - Baidu Express Edition

In three years, Baidus top speed version has achieved 4.9% penetration rate

According to Auroras data, baidu speed version is a Baidu derived app that combines the smooth experience of search and information as well as doing tasks to get cash. Since 2017, the penetration rate of Baidus super speed app reached 4.9% in July this year, while Baidus was 41.8%. After the Spring Festival in 2019, the growth trend of Baidus super speed apps penetration rate began to slow down; the difference between the Mau of Baidus super fast edition and Baidus in July was more than 10 times, However, the difference in the number of new users per day is small, but there is a problem that the retention rate of installation in 30 days is low.

Operation data analysis

More than 40% of Baidus fast version users have Baidu at the same time

User profile features

Male users prefer Baidu Express

Auroras data shows that, compared with Baidu, Baidus super speed version accounts for 55.7% of the total number of men, and accounts for 39.6% and 16% respectively in the age group of 26-35 and 46 years and above; in terms of the geographical distribution of users, the geographical sinking feature is not obvious; it shows that Baidus super speed version is mainly for the service of users efficiency; Upgrading the task reward system may attract more diverse users for Baidu Express Edition.

Case 3 - todays top story

In February 2019, the penetration rate of todays headline speed version reaches 13.3%

Compared with todays headlines, the top speed version of todays headlines streamlines channels such as attention, and adds task modules in the bottom tab column to integrate simplification with red envelope playing. According to Auroras data, as of July this year, the penetration rate of todays top-notch fast edition reached 12.3%, reaching the level of two-thirds of the Standard Version app; the penetration trend is similar to that of Baidus, and the growth slows down after the Spring Festival in 2019; the Mau of todays top-notch fast edition in July was close to 60 million, with daily new users of more than 400000, close to half of the Standard Version app, but the 30 day installation retention rate is low, only 32%.

Operation data analysis

Auroras data shows that, in terms of user stickiness, the per capita usage time and per capita startup times of the fast version of the headlines are close to those of the standard app. In terms of user overlap, the coincidence degree between todays top story and todays top page is 44.3%, which is close to that of Baidu Express Edition and Baidu. The most important app of new user source and unloading users destination in todays top story Express Edition are todays headlines, but the proportion is less than 10%.

User profile features

Todays headline speed version attracts more middle-aged and elderly users

Case 4 - interesting (Tencent News Express Edition)

Tencent News super speed version is gorgeous and interesting, and its operation needs to be strengthened

In the middle of this year, Tencent News Express was upgraded to Yuwei and positioned as a better life community for young people. According to Auroras data, from the penetration trend, June 2019 is the highlight time since the release of the super speed version, with the penetration rate reaching 1.3%, and then it began to fall. The major update in June this year has not brought significant improvement to the penetration rate; the Mau of Youwei July was about 2 million; the number of new users per day was 1000, and the 30 day installation retention rate was less than 40%. On the whole, after the revision, the interesting operation data needs to be improved. Whether the user growth can be brought by the original super speed version needs further observation.

Operation data analysis

More than 60% of interesting users install Tencent News at the same time

Auroras data shows that in terms of user stickiness, the per capita usage time of interesting users is 7 minutes, which is far lower than that of Tencent News; the per capita startup times are 1.94 times, slightly lower than that of Tencent News; in terms of coincidence degree, the coincidence degree of Youwei and Tencent News is 64.7%; among the new users, the proportion of todays headlines and Tencent News is close, both more than 5%; unloading users will flow to Tencent News, There may be the factor of refluxing the standard version after the fast version is revised.

User profile features

Auroras data show that in terms of gender distribution, male users account for a higher proportion of interesting users. In terms of age distribution, the proportion of users aged 18-25 and 46 and above was higher than that of Tencent News. In terms of city grade distribution, the proportion of interesting users in new first tier cities and second tier cities is relatively high.

Case 5 - Tencent video speed Edition

In July 2020, the penetration rate of Tencent video speed edition reached 0.7%

For the fast version of Tencent video, which aims to be faster and smoother, only two columns of home page and personal center are reserved in the bottom tab to enhance the users focus on video brushing. According to Auroras data, since its launch in 2019, the penetration rate of Tencent video speed version has remained within 1%; in July 2020, the penetration rate reached 0.7%, Mau reached 6 million, the daily number of new users was about 40000, and the 30 day installation retention rate was 50.8%.

Operation data analysis

45.6% of Tencent video users installed Tencent video

User profile features

45.4% of Tencent video users aged 26-35

Case 6 - Taobao Special Edition

Since March this year, the penetration rate of Taobao special edition has been rising

Taobao special edition to c2m factory direct sales mode as the core, focusing on saving money and good things and shopping red packets. According to Auroras data, since its launch in 2019, Taobaos special edition has emerged in double-11 in 2019; since March this year, Taobaos special edition has ushered in a second rising period; as of July 2020, the penetration rate of Taobaos special edition has reached 5.9%, and the Mau in July is 38 million.

Operation data analysis

Taobao special price version and mobile phone Taobao overlap nearly 95%

Auroras data show that the average use time of Taobao special edition is half of that of mobile phone Taobao, and the average startup times of Taobao special edition is 2.75 times, lower than 3.70 times of mobile phone Taobao. 6.54% of the new users of Taobao special price version came from pinduoduo, and 11.97% of the users who unloaded Taobao special price version installed pinduoduo.

User profile features

Taobao special edition is more popular with users aged 26-35 and 46 and above

Case 7 - Weibo Express

In July 2020, the penetration rate of Weibo fast version is lower than 1%

Operation data analysis

Nearly 30% of users of the fast version of microblog have microblogs

Auroras data shows that the per capita usage time and the per capita startup times of Weibo express version are lower than Sina Weibo in terms of user stickiness; to some extent, this phenomenon is in line with the performance and efficiency optimization goal of microblog speed version. Among the new users of the fast version of microblog, 17.31% of the new users have Sina Weibo, which reflects the substitution effect of the super speed version for Sina Weibo. From the perspective of application coincidence degree, the coincidence degree between the fast version of microblog and Sina Weibo is only 29.4%.

User profile features

Auroras data shows that the proportion of female users of sina Weibo is slightly higher than that of sina Weibo, with male users accounting for 58.5%, more than female users; in terms of age distribution, the proportion of users between 26-35 years old and 46 years old and above is higher than that of sina Weibo; in terms of city level distribution, the proportion of super fast microblog users is basically the same as that of sina Weibo.

In July 2020, the Mau of Huazhu is close to 400000

In 2020, Didi travel announced the three-year strategic goal of 0188. The last two 8s indicate that the penetration rate of domestic travel is 8%, and the Mau of global service users exceeds 800 million; it can be imagined that user growth will become the focus of didi travels future work; it can be inferred that huaxiaozhu, recently launched, is also an app derived from this goal. Huaxiaozhu mainly promotes the buy it now mode of itinerary, and introduces user reward forms such as simple task or check-in, recommendation and reward. It combines online earning mode with travel industry and advocates creating affordable travel brand. In July 2020, huaxiaozhu Mau is close to 400000, and the daily number of new users is nearly 30000. Overall, the platform is still in the initial stage of start-up. At present, the per capita use time and startup times of huaxiaozhu are lower than didi travel; the user coincidence rate is more than 50%; from the perspective of the new users of huaxiaozhu, the impact on other apps in the same industry is small.

User profile features

Nearly half of the users are from the third tier cities

Auroras data show that the gender distribution and age distribution of huaxiaozhu users are close to didi travel; in terms of urban grade distribution, huaxiaozhu accounts for 49.9% of the users in the third tier cities, which is far higher than Didis 17.3% of the citys grade.

Case 9 - Himalayan Express

Since the Himalayan version was launched last year, the penetration rate of the Himalayan version has increased steadily by 30.7 million, which shows that the penetration rate of the Himalayan version has increased by 30.7 million since the Himalayan version was launched last year. The coincidence rate of Himalayan speed version and Himalaya is 25.7%, which is in the middle and low level in all cases.

Operation data and user profile analysis

Auroras data show that, compared with Himalaya, the per capita usage time and per capita startup times of the Himalayan express edition have been improved, indicating that the online profit model has strengthened the user stickiness of the Himalayan speed version. The gender distribution of Himalayan Express Edition is basically the same as that of Standard Edition; users aged 26-35 and 46 and above account for a large proportion; users in third tier cities and below account for 34.9%, which is higher than that of Himalayan users in this city level.

Case 10 - meter reading speed Edition

Midou novel is a free online literature reading app of qutoutiao; in June 2019, the super speed version of Midu was launched, and the penetration rate of this node Standard Version app was stagnant; since then, in October 2019, the penetration rate of midiu fast edition exceeded that of Midou novel; after about half a year (March 2020), the monthly average dau of midiu super speed edition caught up with that of Midou novel.

The user quality of MI Dus fast Edition

Milu super speed version users are relatively more light users

Case 11 WiFi master key Express

WiFi master key express is a slimming version of WiFi master key that adds the walking money model. According to Auroras data, from the perspective of penetration trend, WiFi master key penetration rate has continued to decline since 2019. The WiFi master key speed version launched in early 2019 has maintained a certain growth, reaching a peak in February this year, with penetration of 2.3%, and then falling back; in July this year, the number of Mau of WiFi master key super speed version was 15 million, the daily number of new users was 204400, and the 30 day installation retention rate was 35.1%.

User stickiness and portrait features

The user stickiness of WiFi master key super speed version is higher than that of standard version

Report description

1) Aurora mobile, NASDAQ:JG uff09Based on the industry data collection of Aurora cloud service platform and the long-term monitoring of various mobile applications by Aurora IAPP platform, data mining and statistical analysis are carried out in combination with large sample algorithm; 2) Aurora survey data is conducted through the aurora survey platform for network research; 3) other legally collected data. The above data are collected according to relevant laws and regulations and authorized by users, and big data analysis report is formed after data desensitization.

2. Data cycle

The overall reporting period: January 2017 to July 2020.

3. Data index description

Please refer to the notes on each page for specific data indicators.

4. Disclaimer

The data information provided by Aurora Jiguang is estimated and analyzed based on large sample data sampling, small sample investigation, data model prediction and other research methods. Due to the limitations of any data sources and technical methods in the field of statistical analysis, Aurora Jiguang is no exception. The data information estimated and analyzed by Aurora Jiguang according to the above methods is only for reference. Aurora Jiguang does not guarantee the accuracy, integrity, applicability and non infringement of the above data information. The legal consequences of any action taken by any organization or individual based on or based on the above data and information have nothing to do with Aurora Jiguang, and the relevant disputes or legal liabilities arising therefrom shall be borne by the actor.

5. Other explanations of the report

Aurora data research institute will make use of its big data capability to carry out more detailed analysis, interpretation and business insight in various fields. Please look forward to it.

6. Copyright notice

This report is written by Aurora Jiguang. All words, pictures and forms in the report are protected by relevant trademark and copyright laws. Part of the content is collected from public information, and the ownership is owned by the original author. Without the written permission of the company, any organization and individual shall not copy or transmit in any form. Any unauthorized use of this report will violate the copyright law of the peoples Republic of China and other laws and regulations.

About Aurora

Aurora mobile (NASDAQ: JG), founded in 2011, is Chinas leading developer service provider. Aurora focuses on providing stable and efficient message push, instant messaging, statistical analysis, Aurora sharing, SMS, one click authentication, deep link and other developer services for mobile application developers. As of March 2020, Aurora has provided services for about 1.5 million mobile applications, with 37.2 billion installed development kits (SDKs) and 1.36 billion independent active devices per month. At the same time, Aurora continues to empower developers and traditional industry customers to launch precision marketing, financial risk control, market insight, and commercial geographic service products, committed to improving operational efficiency and optimizing decision-making for society and all walks of life. Source: editor in charge of mass news: Chen Tiqiang_ NB6485

Aurora mobile (NASDAQ: JG), founded in 2011, is Chinas leading developer service provider. Aurora focuses on providing stable and efficient message push, instant messaging, statistical analysis, Aurora sharing, SMS, one click authentication, deep link and other developer services for mobile application developers. As of March 2020, Aurora has provided services for about 1.5 million mobile applications, with 37.2 billion installed development kits (SDKs) and 1.36 billion independent active devices per month. At the same time, Aurora continues to empower developers and traditional industry customers to launch precision marketing, financial risk control, market insight, and commercial geographic service products, committed to improving operational efficiency and optimizing decision-making for society and all walks of life.