WAP用户钟爱流媒体 半数用户愿月付20元

南方日报

  手机上网用户最钟爱视频播放

  哪些人在用手机上网?哪些服务最受手机网民欢迎?最近,3G门户网、艾瑞市场咨询公司等联合主办了“2006中国无线互联网新网民大调查”。

  出炉的报告显示,中国手机网民最青睐视频播放等流媒体业务,对在线网络游戏却不甚感冒。这一结果无疑将为运营商和服务商开拓3G时代的手机应用提供参考。

  半数用户愿每月支付20元

  调查显示,64%的手机网民只上免费WAP站点,其中13.8%的用户只上运营商的主网站,16.1%只上手机的内置网站。

  调查显示,2006年用户的手机上网行为更为合理,30.1%手机网民选择忙中偷闲,一有空就上网;只有1.8%用户在某种明确需求时才用手机上网。可见,手机上网正在成为网民的一种习惯,对用户的粘贴性很高。

  在上网费用方面,未来的3G时代,52.5%的用户表示每月愿为手机上网支付20元以下,这恰好是运营商目前制定的手机上网套餐费用。除了服务费外,手机网民在3G应用的其他方面,消费心理也趋向成熟。

  在硬件方面,过半数用户用于购买3G手机的价格在2000元以下;接受4000元以上的用户仅占1.6%。

[启示1]

  运营商制定的手机上网资费不能过高。用户上网需求的旺盛,还要伴随手机上网资费的降低,无线互联网才能呈现出繁荣景象。

  新网民向女性与高端群体蔓延

  2006中国无线互联网新网民仍以男性为主,男性占了68%。但是,由于手机上网操作不断简易,内容的不断丰富,女性用户的规模正在逐年壮大。

  报告指出,中国无线互联网新网民女性用户的比率不断上升,从2004年的14%到2005年的21%,发展到2006年的32%,三年间增加了18个百分点。中国无线互联网新网民中女性用户的不断增长,将有利于无线互联网更全面的发展。

  此外,随着以手机电邮、手机即时通讯工具和手机支付等移动商务功能的不断完善,高学历人数的比重快速增长。今年的一大看点是,新网民中,硕士及以上用户的比重从2004年的0.4%增长到2006年8.7%。

  [启示2]

  随着高收入、高知识构成的网民进入无线互联网,这个新生网络上将有更多的商业空间随之诞生。而女性用户的增加,这对于很多WAP网站以及运营商的服务供应商来讲,意味着需要开发更多适合女性玩家的服务,比如时尚资讯、宠物饲养类的手机游戏、情感交友节目等等,以适应新市场的增长。

  手机网游失宠,流媒体应用最受期待

  手机上网应用有三大“金矿”:手机网游、流媒体播放与电子商务。这几大服务一直是SP或WAP网站的必争项目,然而掏钱买单的用户怎么看呢?

  根据超过5万名用户的抽样调查结果,“观看流媒体直播、视频电影”等业务成为3G应用后,手机用户最为期待的服务,占38.4%的比例;其次是视频电话,占22.7%,地图定位占18.4%,电子商务占14.8%。而此前一直被业界看好的“在线网游”名列最后,仅有5.8%的比例。

  这些应用在不同人群中所表现出的受欢迎程度也有区别。其中,有81.5%企业高层管理人员最期待手机地图定位;视听娱乐则成为无业/退休人员和学生的最爱,所占比重分别是93.6%、69.6%;有56.6%工人/服务人员对视频电话充满期待,而60%专业技术人员则对电子商务服务情有独钟。

  [启示3]

  3G时代,手机上网会进一步向高端人群扩散,因此流媒应用与商务功能将被看好,尤其是2008年北京奥运会更是将为手机流媒体带来巨大的应用与商业利益。而在目前2.5G状况下,被学生与年轻群体追捧的手机网游却有可能失去市场。

  对于很多3G应用开发商而言,它们需要调整自己的服务方向,多针对手机网民的需要开发一些相应的服务项目。而一些不被看好的项目则应减少投资。

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