TV companies have been depressing for a long time. Due to the popularity of the Internet and the prosperity of mobile, many television users have been transferred to PCs and mobile terminals. For this reason, color TV users have lost a lot, and their value has also been greatly reduced.
However, with the gradual deepening of the triple play, especially the emergence of smart TV, this situation has changed. There are clear signs that TV users are returning to the living room. Some experts predict that the living room will be the object of future PC, mobile and television competitions. Battle for war will be explosive.
According to Ove Cloud's big data, television, mobile devices and PCs are the main viewing devices. Before the smart TVs appeared, the total number of mobile and PC users exceeds the TV. The living room has been lost before 2000. Gather the attractiveness of user viewing.
The problem is that with the rapid growth of smart TVs in the past year, users have gradually shifted from PCs and mobiles to smart TVs. The reason is that compared with PCs, mobile phones and tablets, smart TVs have the advantages of a large screen and a good viewing experience, and have been widely recognized by users.
If smart use behavior is defined as, in addition to the use of smart TV to watch live broadcasts, other collectively referred to as smart behavior, smart use accounted for 45% in July this year, 56% in August, 50% in September, 48% in October, The duration of smart use is almost equal to the length of traditional live broadcast. Smart TV is no longer just a publicity gimmick. Users have gradually become accustomed to smart new usage.
According to the 10-month tracking of big data, the number of online days of smart behavior is 10 days, and the average online time is 2 days per week. The daily average duration of smart behavior is 120 minutes per day and 150 minutes per day during the summer vacation. With the words of Li Wei, general manager of Orvi Cloud's strategic consulting division, user intelligence habits are basically formed and tend to be stable.
The check data also shows that smart behavior shows a double-peak situation at the time of online, which usually occurs between 12 noon and 13 noon, and the number of active users during the weekend is higher than the working day. The check data is used as the data source company of the Ovid Cloud Net Shares, and it fully understands the changes in users' use behavior.
Ove Cloud.com launched the China OTT Development Research Report in April this year. The report is launched on a monthly basis and the Smart TV APP Active Index is announced. According to the published 6-month active index of APP, if 110 is a watershed, 4 months are more active than 10. Among them, in the third quarter of 2015, the per capita number of APP launches increased by 7 person-times from the previous quarter to 26 per capita. In the third quarter, the period of single-use APP increased by 9 minutes from the previous quarter, reaching 30 minutes per capita.
The report data shows that in the third quarter of 2015, all types of smart TVs have different APP indices, of which the audio and video class arrival rate is 69.8%, the tool class arrival rate is 14.9%, the life class arrival rate is 11.8, and the game class arrival rate is 2.8%. The lowest education is 0.7%. Looking at the active index of smart TV category APP in October, the video index is 129, the game index is 110, and the other index including shopping, tools, etc. is 123. Both sets of data show that “seeing†on smart TVs is still the most important requirement of users.
According to various research results and related indicators of Ove Cloud.com big data and check data, the rapid increase in the scale of users, the steady increase in user stickiness, and the smart TV's large-screen experience are significantly better than those of PCs and mobiles. Heavy return will certainly help the rapid development of smart TV ecology. It can be foreseen that the development of the television industry into the smart era is already unstoppable!
However, with the gradual deepening of the triple play, especially the emergence of smart TV, this situation has changed. There are clear signs that TV users are returning to the living room. Some experts predict that the living room will be the object of future PC, mobile and television competitions. Battle for war will be explosive.
According to Ove Cloud's big data, television, mobile devices and PCs are the main viewing devices. Before the smart TVs appeared, the total number of mobile and PC users exceeds the TV. The living room has been lost before 2000. Gather the attractiveness of user viewing.
The problem is that with the rapid growth of smart TVs in the past year, users have gradually shifted from PCs and mobiles to smart TVs. The reason is that compared with PCs, mobile phones and tablets, smart TVs have the advantages of a large screen and a good viewing experience, and have been widely recognized by users.
If smart use behavior is defined as, in addition to the use of smart TV to watch live broadcasts, other collectively referred to as smart behavior, smart use accounted for 45% in July this year, 56% in August, 50% in September, 48% in October, The duration of smart use is almost equal to the length of traditional live broadcast. Smart TV is no longer just a publicity gimmick. Users have gradually become accustomed to smart new usage.
According to the 10-month tracking of big data, the number of online days of smart behavior is 10 days, and the average online time is 2 days per week. The daily average duration of smart behavior is 120 minutes per day and 150 minutes per day during the summer vacation. With the words of Li Wei, general manager of Orvi Cloud's strategic consulting division, user intelligence habits are basically formed and tend to be stable.
The check data also shows that smart behavior shows a double-peak situation at the time of online, which usually occurs between 12 noon and 13 noon, and the number of active users during the weekend is higher than the working day. The check data is used as the data source company of the Ovid Cloud Net Shares, and it fully understands the changes in users' use behavior.
Ove Cloud.com launched the China OTT Development Research Report in April this year. The report is launched on a monthly basis and the Smart TV APP Active Index is announced. According to the published 6-month active index of APP, if 110 is a watershed, 4 months are more active than 10. Among them, in the third quarter of 2015, the per capita number of APP launches increased by 7 person-times from the previous quarter to 26 per capita. In the third quarter, the period of single-use APP increased by 9 minutes from the previous quarter, reaching 30 minutes per capita.
The report data shows that in the third quarter of 2015, all types of smart TVs have different APP indices, of which the audio and video class arrival rate is 69.8%, the tool class arrival rate is 14.9%, the life class arrival rate is 11.8, and the game class arrival rate is 2.8%. The lowest education is 0.7%. Looking at the active index of smart TV category APP in October, the video index is 129, the game index is 110, and the other index including shopping, tools, etc. is 123. Both sets of data show that “seeing†on smart TVs is still the most important requirement of users.
According to various research results and related indicators of Ove Cloud.com big data and check data, the rapid increase in the scale of users, the steady increase in user stickiness, and the smart TV's large-screen experience are significantly better than those of PCs and mobiles. Heavy return will certainly help the rapid development of smart TV ecology. It can be foreseen that the development of the television industry into the smart era is already unstoppable!