热云-中国应用类 APP 营销特征与偏好洞察final

APPInsights

ofChina

Non-gamingApps

Marketing

Features

andPreferenceW

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W

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M1CAS120+1020221——

20221231AppApp————

O2O————WiFi///App//App◼◼◼◼◼◼◼&01APPPart

1AppApp2021–2022App◼2022App1.16,2006,0005,8005,6005,4005,2005,00080.00%70.00%60.00%50.00%40.00%30.00%20.00%10.00%0.00%2,30026%67.1%App49.0%2021

年2022

年CASPart

1App2021–2022App&23.1%14.6%21.9%11.8%20.7%10.2%◼◼2022App/19.4%6,0005,0004,0003,0002,0001,000015.5%6.4%16.9%11.4%15.2%10.3%20.0%10.0%0.0%14.8%13.9%10.1%11.8%12.0%2021610.1%10.5%12.6%2.3%

6.7%11.1%-10.0%-20.0%-30.0%-40.0%-50.0%-60.0%-70.0%2022Q23.156App1234567891011122022202120222021CASPart

1AppAppApp2021–2022App◼◼◼AppAppNo.13+2.2%

+1.3%

+3.4%+1.6%30%25%20%15%10%5%-2.0%

-0.8%

-2.6%

-1.4%

-1.0%-1.1%

-0.3%

-1.0%-0.1%

-0.2%

-0.4%2021AppApp3App2022App2022App4App0%20222021CASPart

1AppAppO2OApp2022AppApp◼◼App20212022App350176%70%80%70%60%50%40%30%20%10%0%175%2022130.0%30.0%83%40%45%28%App16%15%7%5%7%54%1%0%-8%-9%51%-25%32%App49%47%45%

45%

45%

44%42%

42%53%App-70.0%-170.0%-270.0%-370.0%36%App29%24%◼O2OAppApp2022App2022AppCASPart

1AppAppAppTo

p

1O2O2022AppTop

5123456789101112Part

1App2022App◼2022App16014012010080◼861120223App6118AppApp60O2O81840200123456789101112CASPart

1App2022App◼◼AppQ1770%64%60%52%46%App45%40%39%Q1Q2Q3Q4CASPart

1AppAppNo.1App2022App◼App40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%35.8%AppAppAppApp◼◼202218.2%3App9.2%7.6%App7.1%4.2%

4.1%

4.0%4.2%1.4%

1.2%

1.2%0.6%

0.4%

0.4%0.2%0.00%AppCASPart

1AppAppApp2022App◼◼202269AppTop1202299AppApp919088797672717164/6361616158◼AppCASPart

1AppAppApp2022App◼◼App8100%90%80%70%60%50%40%30%20%10%0%AppSKU◼AppAppAppCASPart

1AppAppApp2022App◼App4,3563Appapp3,111AppApp1,8821,3251,115945845784

745655611542

516

510350CASPart

1App2022App◼◼◼AppApp11124,0003,5003,0002,5002,0001,5001,000500AppAppAppQ310App/0123456789101112CASPart

1App◼App112022App681010,0009,0008,0007,0006,0005,0004,0003,0002,0001,0000App12◼◼AppApp112022App1234567891011129CASPart

1App2022App◼App1,2001,000800600400200011App2◼AppApp123456789101112CASPart

1App2022App◼◼91030025020015010050Q4AppQ42.55–8AppApp0123456789101112CASPart

1App20232022App◼Q1App3,0002,5002,0001,5001,00050032,700App0123456789101112CASPart

1AppAppApp952022AppTop

30AppAppApp111121314151617181920212223242526272829302345678UC9WIFI10()CAS02AppPart

2AppApp

——2020–2022App2020–2022AppTop

5◼◼2022App3,000App202269%65%App54%2020–2022Top5App202234%Top524%20%202020212022202020212022CASPart

2AppApp

——2022App/◼◼56App1,3001,2001,1001,000900800700600500400300200100090080070060050040030020010001,100AppAppApp123456789101112CASPart

2AppApp

——AppAppApp2022App◼AppAppApp4,

2.7%,

3.0%,Wifi0.4%,,/,8.2%15.2%,,1.3%WifiApp26.7%20.0%,,,38.3%9.9%7.2%/◼AppApp,AppWifi12.7%,9.6%App,10.3%,wifi17.8%,16.8%CASPart

2AppApp

——App2022ppWifiAppApp16040200*CASPart

2AppApp

——App2022App◼◼App2022600500400300200100080%70%60%50%40%30%20%10%0%70%500260%57%57%57%56%AppApp51%32%39%33%33%27%25%2023AppCASPart

2AppApp

——2022◼◼WifiApp90%80%70%60%50%40%30%20%10%0%79%App71%70%66%63%61%60%54%53%37%35%16%CASPart

2AppApp

——/AppAppApp1234512345123452345Wifi/AppWIFIWIFIWIFIAppUCApp123451234512345WIFIWIFICASPart

2AppApp

——AppAppApp1234512345123453DAIAI/AppAppApp123451234512345V4CASPart

2AppApp——,13.5%,,7.3%38.3%,20222022,45.3%8.7%,61.7%,25.2%20221.5

w1.2

w9.0

k6.0

k3.0

k0CASHOT01-0101-2802-2403-2304-1905-1606-1207-0908-0509-0109-2810-2511-2112-18Part

2AppApp——2022

Top2022

Top热度No.1No.2No.3No.4No.5文案

(吸睛痛点

+定位用户

+营销卖点

)CASHOTXX~CASPart

2AppApp,

0.5%27.3%,

1.6%——,2345,2022202244.5%,55.5%,70.6%20224.0

w3.0

wCASHOT2.0

w1.0

w001-0101-2802-2403-2304-1905-1606-1207-0908-0509-0109-2810-2511-2112-18Part

2AppApp——2022

Top23452022

Top热度No.1No.2No.3No.4No.5文案

(吸睛痛点

+定位用户

+营销卖点

)XXXXXXXX15CASHOTXX,XXXXCASPart

2AppApp——,

6.5%,9.7%3D,,38.6%2022202210.1%,,57.9%61.4%,15.8%20222.0

w1.5

wCASHOT1.0

w5.0

k001-0101-2802-2403-2304-1905-1606-1207-0908-0509-0109-2810-2511-2112-18Part

2AppApp——2022

Top3D2022

Top热度No.1No.2No.3No.4No.5文案

(吸睛痛点

+定位用户

+营销卖点

)App!CASHOTAICAS02AppPart

2AppApp

——2021–2022App&◼AppAppK121,0672022202199963248220212022AppAppCASPart

2AppApp

——2022App◼1–4App600500400300200100030025020015010050/App◼1–4App0123456789101112CASPart

2AppApp

——K12

App2022App◼◼K12AppApp/,

2.1%,

3.2%,

4.3%,,9.7%15.4%App2022,,App/,6.0%,5.2%App,44.1%44.9%9.0%,

7.5%,/10.1%,,

25.9%12.5%CASPart

2AppApp

——App/App2022AppApp◼◼AppApp18016014012010080/AppAppApp6040200AppCASPart

2AppApp

——App2022App◼18016014012010080AppApp◼AppApp6040200*CASPart

2AppApp

——App2022App◼App100%90%80%70%60%50%40%30%20%10%0%AppApp94%◼AppCASPart

2AppApp

——/AppAppApp123451234512345AppApp(App1234512345EF)12345CAMBLYPTECAS11BUSUUPart

2AppApp

——,5.5%,,22.0%31.7%20222022,19.4%QQ,9.9%视频素材,94.5%QQ17.0%,20221.2

w9.9

k6.0

k3.0

k0CASHOT01-0101-2802-2403-2304-1905-1606-1207-0908-0509-0109-2810-2511-2112-18Part

2AppApp

——App——2022

Top2022

Top热度文案

(吸睛痛点

+定位用户

+营销卖点

)No.1No.2No.3No.4No.506030CASHOT3202203CASPart

2AppApp

——,2.0%,

16.1%QQ5.0%,20222022,,7.0%7.2%,65.0%,98.0%202210.0

w8.0

w6.0

w4.0

w2.0

w0CASHOT01-0101-2802-2403-2304-1905-1606-1207-0908-0509-0109-2810-2511-2112-18Part

2AppApp

——2022

Top2022

Top热度No.1No.2No.3No.4No.5文案

(吸睛痛点

+定位用户

+营销卖点

)100009CASHOT000CASPart

2AppApp

——,,

15.2%21.3%,5.2%20222022,,11.3%51.8%,,79.0%16.5%20222.0

k1.5

kCASHOT1.0

k500001-0101-2802-2403-2304-1905-1606-1207-0908-0509-0109-2810-2511-2112-18Part

2AppApp

——2022

Top2022

Top热度No.1No.2No.3No.4No.5文案

(吸睛痛点

+定位用户

+营销卖点

)CASHOT0–6CAS02AppPart

2AppApp

——App2020–2022App◼◼AppAppApp8192022800447App357App9.6%2020App6.8%202226223465202020212022AppAppCASPart

2AppApp

——2022App◼◼AppQ1700600500400300200100060050040030020010006333App575569600536467App404376AppAppApp3139181165160169100847245413023151710109123456789101112CASPart

2AppApp

——2020–2022AppTop

5◼AppAppApp

top

559.5%2022App58.2%55.0%App2023202020212022CASPart

2AppApp

——2022AppTop

20AppApp1211121314151617181920QQ3()45678910Part

2AppApp

——,3.0%,,,13.