中国移动消费主要特征及未来发展趋势

The Characteristics of China's Mobile Consumption and Its Future Development Trend

中国移动互联网普及率不断上升,移动应用快速增长,移动服务不断丰富,移动消费群体加速渗透,用户行为、需求特征愈发明显。基于中国联通全网用户数据进行大数据挖掘,研究发现,"70后"和"80后"是移动消费主力,且月均消费2 000元以上的中高消费用户占比提升;移动消费行为全天候,不同年龄、学历、消费能力、手机品牌的用户表现出不同的消费行为特征,电商、团购、旅游、网约车和支付五大移动消费平台的用户使用时间也不尽相同;服装服饰和数码类商品为主要的移动消费商品,女装和高端电子产品对苹果、三星用户吸引力更大;服务O2O市场增长迅猛,外卖服务市场爆炸式发展,在线旅游服务渗透率持续提升。未来,在政策支持、消费升级和网络环境改善的助力下,移动消费发展形势依然向好,但移动端流量红利逐渐消失,市场增量空间缩小,移动消费市场将进入平稳发展期,主要表现为跨界融合主导移动消费市场,移动消费模式向资源共享化发展,物联网引导线上线下消费融合。

The popularizing rate of China’s mobile consumption has been gradually increased;mobile Apps has been development rapidly;mobile service has been enriched;mobile consumers have been increasingly permeated;and the characteristics of user behavior and demand have been demonstrated more obviously.The authors carry out big data mining based on users data of China Unicom.It is found that:people born in1970s and1980s are the main forces of mobile consumption,and the percentage of consumers who spend more than2000RMB per month has been increased;the mobile consumption is allweather behavior,consumers with different age,education background,capability for consumption,and brand of mobile phone will demonstrate different characteristics of consumption behavior,and the using time of users on such different mobile consumption platforms as e-commerce,group shopping,tourism,online hailed car and payment is different;apparel and digital products are the main mobile consumption goods,women’s dress and high-end electronic product can attract more users who use the mobile phone of Apple and Samsung;the development of service O2O market is very rapid,the taking-out market has been developed more rapidly,and the permeability of online tourism service market has been continuously improved.In the future,with the help of policy support,consumption upgrade and the improvement of network environment,the development trend of mobile consumption will be better,but the dividend of mobile traffic will gradually disappear,the market space will be narrowed,the development of mobile consumption market will enter the stage of stable development,which will be demonstrated as the cross-boundary-integration-oriented mobile consumption market,the resources-sharing-oriented development,and the internet-of-thing-oriented O2O consumption integration.