2019年上半年微信小程序市场研究报告外卖、电商等服务集中趋势明显
作者:艾瑞
来源:艾瑞咨询
核心摘要:
在人口红利瓶颈期,转向小程序战场是各超级互联网公司的重要战略。小程序依托于超级APP的巨大流量池,其功能会因自身流量和场景的差异而有所不同。而微信小程序坐拥中国最大的社交流量池,以较为克制的方式进行用户引流,为生活、娱乐、社交等场景赋能。
微信小程序在渗透率和粘性方面都表现极佳。根据艾瑞i-Click2018年8月抽样调研数据显示, 1416名被试者中使用过微信小程序的比例高达90.4%,其中近半数(48.7%)使用微信小程序的被试每天使用微信小程序的次数为5次以上。
微信小程序的头部集中趋势明显,截至2019年6月,在月活TOP100微信小程序中,电子商务、美食外卖、旅游出行、便携生活和游戏服务类这五类共占据了71席,其中电子商务类分布占比最大为20%。另外截至2019年Q2末,500万以上量级的小程序个数较Q2初明显增多,微信小程序的社交裂变和集聚效应突出。
根据艾瑞i-Click2018年8月抽样调研显示,美食外卖、电子商务、综合资讯以及旅游出行中被更多的人认为其实用性大于APP。电子商务小程序中网络购物稳居主流,美食外卖小程序中美团点评占据半壁江山,快餐、奶茶类借势小程序增强商机。综合资讯类微博小程序一骑绝尘,头部效应突出。旅游出行类小程序月活跃设备TOP5地位稳固,OTA小程序月活超APP端。
2019年Q2表现突出的小程序之间存在一些共性,例如:男性比例高,40+用户超APP端、天秤座占比高,在三线以下城市的下沉效果突出。用户画像的共性一方面可能受微信整体用户指标的影响,例如微信男性用户多余女性。另一方面是小程序本身的产品属性影响的,例如微博的下沉用户比例低于同程艺龙和小影+。











































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