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中国互联网市场“大而独特” 用户为何“喜新厌旧”?

2017-09-22 07:42:46   中国经济网

中国的“新四大发明”——高铁、支付宝、共享单车和网购影响到了我们的日常生活,其中三大发明都跟互联网有关,独特的互联网创新文化造就了全球互联网发展进程中绝无仅有的“中国特色”。

中国互联网规模巨大

截至2016年,中国的网民总数已达7.1亿,约等于美国与印度的网民总量,占全球网民总数的1/5。2016年中国的互联网消费规模高达9670亿美元,仅次于美国。

在全球市值排名前十的互联网公司中,阿里、腾讯、百度、京东、网易5家中国公司入列,与美国分庭抗礼。

用户更年轻

中国网民更年轻,以2016年数据为例,中国互联网用户平均年龄为28岁,美国平均年龄为42岁,相差14岁。出中国总体人口结构更年轻以外,中国高年龄段网民渗透率显著低于美国,也是导致中国网民更年轻的原因。中国60岁及以上年龄段中网民渗透率仅12%,美国65岁及以上年龄段中网民渗透率高达66%。

用户更移动

以2016年数据为例,在接入互联网各终端中,中国均落后于美股,维度移动端的渗透率高出美国达12%(中国:90%,美国:78%)。此外,中国有将近四分之一的手机原生网民,而美股这一比例仅为11.3%。中国手机原生网民的一般特征是:年龄较低、学历较低(初中及以下),收入水平较低(尤其是农村外出务工人员、农民)、乡村居民。

用户更草根

从受教育程度看,以2006年数据为例,中国高中及以下网民占比高达51%,美国仅9%;中国大专及以上网民占比仅21%,美国则高达64%。从城乡分布看,中国农村网民占比为25%,而美国为17%。

用户更“喜新厌旧”

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