中国视频直播软件龙珠直播longzhu用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS

&

BRANDSVideo

live

streaming

services:Longzhu

followers

in

ChinaConsumer

InsightsSeptember

2023Consumer

Insights

Global

surveyIntroductionReportoverviewGlobal

survey

methodology

(1)Design:

OnlineSurvey,

split

questionnaire

designThis

report

offers

the

reader

acomprehensiveoverview

ofLongzhu

followers

in

China:

who

they

are;what

they

like;

what

they

think;

and

how

to

reachthem.

It

provides

insights

ontheir

demographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

of

eachcountry

withAmerican

English

offered

as

an

alternativeAdditionally,

the

report

allows

the

reader

toRegion:

56

countriesbenchmark

Longzhu

followers

in

China

(’’brand

users’’)against

Chinese

video

live

streaming

siteusers

ingeneral

(’’category

users’’),

and

the

overall

Chineseonliner,

labelled

as

’’all

respondents’’

in

the

charts.Number

of

respondents:•

12,000+

forcountries

withthe

extended

survey(including

China)•

2,000+

for

the

basic

surveyThe

report

is

updated

quarterly

and

isbasedondataSample:

Internet

users,

aged

18

–64,

quotas

set

ongender

and

agefrom

theConsumer

Insights

Global

survey,

aninternational

survey

that

covers

more

than

15,000brands

across

56

countries.Fieldwork:•

Continuous

from

January

to

December•

Countries

that

receivethe

extended

survey

areupdated

fourtimes

ayear2Notes:(1):

See

the

fullmethodology

for

a

detailed

overviewof

the

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsLongzhu

ranks

eighth

among

video

live

streaming

services

in

ChinaManagement

summary:

brand

usageand

competitionTop

10

most

used

video

live

streaming

services

in

ChinabilibiliHuya69%44%Douyu40%YY

Live22%Inke18%17%QQ

egameChushouLongzhuQQ

nowTrovo

Live11%10%10%5%4Notes:"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=1718,video

live

streamingsiteusersConsumer

Insights

Global

as

of

September

2023Sources:Longzhu

followers

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumer

lifestyleConsumer

attitudesMarketing

touchpointsLongzhu

has

ahighshareoffollowersthat

are

Millennials

compared

to

thetotal

online

population.Safety

and

securityis

less

important

toLongzhu

followers

than

to

other

videolive

streaming

siteusers.Itstands

out

that

36%

ofLongzhufollowers

don’t

mindwhen

companiesusetheir

personal

data

for

advertising.Longzhu

followers

access

the

internetviaasmartwatch

more

often

than

theaverage

video

live

streaming

siteuser.53%

ofLongzhu

followers

are

female.Arts

and

literature

are

relativelyprevalent

interests

ofLongzhufollowers.27%

ofLongzhu

followers

are

laggardsor

in

the

latemajorityofinnovationadoption.On

social

media,

Longzhu

followersinteract

withcompanies

more

oftenthan

other

videolive

streaming

siteusers.Longzhu

has

alargershare

offollowerswithahighincomethan

other

video

livestreaming

services.Gardening

and

plants

are

relativelypopular

hobbies

among

Longzhufollowers.A

relatively

highshareof

Longzhufollowers

think

that

climatechangeis

anissue

that

needs

to

be

addressed.Longzhu

followers

remember

hearingads

onmusic

portals

andstreamingservices

more

often

than

other

videolive

streaming

siteusers.25%

ofLongzhu

followers

live

in

largecities.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Type

ofcommunity•

LGBTQ+Longzhu

has

a

high

share

of

followers

that

are

Millennials

compared

to

thetotalonline

populationDemographic

profile:

generationsAge

of

consumers

in

ChinaBrand

users16%51%28%5%Category

usersAll

respondents22%48%26%3%22%43%29%6%Generation

ZMillennialsGeneration

XBabyBoomers7Notes:’’How

old

are

you?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=173,Longzhu

followers,n=1718,video

livestreamingsite

users,n=24522,allrespondentsSources:Consumer

Insights

Global

as

of

September

202353%

of

Longzhu

followers

are

femaleDemographic

profile:

genderGender

of

consumers

in

ChinaBrand

users47%53%Category

usersAll

respondents51%49%51%49%MaleFemale8Notes:’’What

is

your

gender?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;

Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Sources:14%of

Longzhu

followers

have

an

upper

secondary

education

with

thepermission

to

go

to

universityDemographic

profile:

educationConsumer’s

level

of

education

in

China56%53%47%18%17%14%14%13%12%12%12%11%4%

4%3%3%2%

2%1%0%

0%Noformaleducation

/primary

schoolLower

secondary

Upper

secondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAll

respondents9Notes:’’What

is

the

highest

levelof

education

you

have

completed?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=173,Longzhu

followers,n=1718,videolive

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Sources:Longzhu

has

a

larger

share

of

followers

with

a

high

income

than

other

video

livestreaming

servicesDemographic

profile:

incomeShare

of

consumers

in

China

in

the

high,

middle,

and

low

thirds

of

monthly

household

gross

incomeBrand

users48%30%22%Category

usersAll

respondents42%29%29%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

to

only

include

respondentsthat

provide

incomeinformation,recode

based

on

’’Monthly/annualhousehold

income

(local

currency)’’;

Single

Pick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

towatch

video

livestreams?";

Multi

Pick;Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

the

average

onliner,

Longzhu

followers

are

relatively

likely

to

live

ina

nuclear

familyDemographic

profile:

householdclassificationType

of

households

in

which

consumers

in

China

live55%52%48%16%15%14%14%13%11%10%9%8%7%

7%6%4%

4%3%2%

3%Other1%Single

householdCouplehouseholdSingle

parenthouseholdPartnersand

childrenMulti-generationalfamilyTwo

or

morerelated

adults

householdtypesBrand

usersCategory

usersAll

respondents11

Notes:Sources:Typology

based

on

’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of

14

in

household’’;

Single

Pick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

ofSeptember

202325%

of

Longzhu

followers

live

in

large

citiesDemographic

profile:

type

ofcommunityCommunities

where

consumers

live

in

China52%50%45%26%25%22%15%15%14%7%6%6%5%3%2%Rural

community2%

2%2%Small

townMedium-sized

townLarge

cityCity

withover

1Megacity

withover

5millioninhabitants

millioninhabitantsBrand

usersCategory

usersAll

respondents12

Notes:Sources:’’In

what

type

of

community

do

you

live?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsiteusers,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

20232%

of

Longzhu

followers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

status

of

consumers

in

ChinaBrand

users2%95%89%88%2%Category

usersAll

respondents6%5%5%7%YesNoWouldrather

notsay13

Notes:Sources:’’Do

you

consider

yourself

part

of

the

LGBTQ+

community?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=173,Longzhu

followers,n=1718,videolive

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Maininterests•

Hobbies

&

leisure

activities•

Sports

activities•

Sports

followedSafety

and

security

is

less

important

to

Longzhu

followers

than

to

other

videolive

streaming

site

usersConsumer

lifestyle:

life

valuesMost

important

aspects

of

life

forconsumers

in

China43%

43%37%38%38%38%34%33%37%36%37%35%34%34%32%28%31%25%29%29%28%28%28%25%24%22%22%13%10%9%Making

myowndecisionsA

happyrelationshipAdvancingmycareerSafety

andsecurityAn

honestandrespectable

lifeLearningnew

thingsSocial

justice

To

besuccessfulHaving

agoodtimeTraditionsBrand

usersCategory

usersAll

respondents15

Notes:Sources:’’Out

of

the

followinglist,which

are

the

3

mostimportant

aspects

to

you

in

life?

Please

choose

exactly

3.’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023Arts

and

literature

are

relatively

prevalent

interests

of

Longzhu

followersConsumer

lifestyle:

maininterestsTop

10

interests

of

Longzhu

followers

in

China45%44%43%42%42%40%40%39%38%37%34%34%34%33%30%28%33%33%32%32%30%28%25%26%24%22%22%21%19%20%Health

&fitnessFood

&diningSportsScience&technologyMovies,TV

shows&musicTravelArts

&literatureVehicles

&mobilityFinance&economyCareer

&educationBrand

usersCategory

usersAll

respondents16

Notes:Sources:’’What

topics

are

you

personally

interested

in?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023Gardening

and

plants

are

relatively

popular

hobbies

among

Longzhu

followersConsumer

lifestyle:

hobbies

&leisureactivitiesTop

10

hobbies

and

leisure

activities

of

Longzhu

followers

in

China48%47%41%45%42%41%39%38%36%35%34%31%33%32%30%31%31%31%30%30%28%29%28%27%24%23%22%19%15%15%OutdooractivitiesDoing

sportsand

fitnessVideogamingTravelingTech/computersCooking/

bakingPhotographySocializingGardeningand

plantsReadingBrand

usersCategory

usersAll

respondents17

Notes:Sources:’’What

are

your

personal

hobbies

and

activities?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=173,Longzhu

followers,n=1718,video

livestreamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Longzhu

followers

are

more

likely

to

go

dancing

than

other

video

live

streamingsite

usersConsumer

lifestyle:

sports

activitiesTop

10

sports

activities

of

Longzhu

followers

in

China32%32%28%27%27%25%25%24%23%23%20%23%20%23%21%20%19%19%17%16%

16%13%14%13%11%11%9%9%8%6%BasketballBadmintonCyclingFitness,aerobics,cardioRunning/

JoggingHikingDancingTableTennisGolfSoccerBrand

usersCategory

usersAll

respondents18

Notes:Sources:’’Which

of

these

sports

or

activitiesdo

you

do

at

least

occasionally?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=94,Longzhu

followers,n=1014,video

live

streamingsite

users,n=12877,allrespondentsConsumer

Insights

Global

as

of

September

2023Longzhu

followers

are

more

likely

to

follow

cycling

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

followedTop

10

sports

followed

by

Longzhu

followers

in

China27%21%18%17%17%17%16%12%16%14%13%11%12%11%11%10%10%9%9%8%8%7%7%6%6%6%5%5%3%2%BasketballAthletics(track

&field)CyclingSoccerTabletennisGymnasticsTennisBoxingSwimming/

divingCricketBrand

usersCategory

usersAll

respondents19

Notes:Sources:’’In

which

of

these

sports

do

you

follow

competitions,leagues

or

teams?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=69,Longzhu

followers,n=563,video

live

streamingsiteusers,n=6479,all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudes

towards

online

advertising•

Innovation

adoption•

Challenges

facing

the

country•

Politics20It

stands

out

that

36%

of

Longzhu

followers

don’t

mind

when

companies

usetheir

personal

data

for

advertisingConsumer

attitudes:

marketing

&

social

mediaAgreement

with

statements

towards

marketing

&

social

media

in

China50%43%42%41%40%36%36%33%30%29%24%21%20%14%

14%Ihave

bought

productsbecausecelebrities

orinfluencers

advertisedthemIdon’t

mindadvertising

if

Igetfree

content

in

returnIdon’t

mindwhencompanies

usemypersonal

datafor

advertisingIusead

blockers

whenbrowsing

the

internetIoften

have

difficultydistinguishingadvertising

from

contentBrand

usersCategory

usersAll

respondents21

Notes:Sources:’’Which

of

these

statements

apply

to

you?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watchvideo

livestreams?";

MultiPick;

Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsiteusers,n=4080,all

respondentsConsumer

Insights

Global

as

of

September

202327%of

Longzhu

followers

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:

innovationadoptionInnovation

adopter

types

based

on

statementstowards

innovation

by

consumers

in

China48%47%40%30%27%23%16%14%13%13%12%10%2%2%2%InnovatorsEarlyadoptersBrand

usersEarlymajorityCategory

usersLate

majorityAll

respondentsLaggards22

Notes:Sources:Recode

based

on

’’Which

of

these

statements

regardingtechnology

apply

to

you?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=173,Longzhufollowers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Longzhu

followers

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:

challenges

facingthe

countryThe

10

most

important

issues

facing

China

according

toLongzhu

followers35%35%

35%31%33%32%31%28%31%31%30%29%29%28%28%27%27%25%27%26%25%24%24%23%

22%23%

22%16%12%12%EnvironmentHealth

andsocial

securityClimate

changeFood

andwater

securityRising

prices/

inflation/Unifyingthe

countryEducationEconomicsituationHousingDefense

&foreign

affairscost

oflivingBrand

usersCategory

usersAll

respondents23

Notes:Sources:’’What

do

you

personally

think

are

the

mostimportant

issues

in

your

country

of

residence

that

need

to

beaddressed?’’;Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

Longzhu

followers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:

politicsPolitical

attitudes

of

consumers

in

ChinaBrand

users24%44%27%5%Category

usersAll

respondents21%47%22%10%21%45%22%12%LeftCenterRightPrefer

not

to

answer24

Notes:Sources:Recode

based

on

’’Many

people

use

the

terms

’left’

and

’right’

when

they

want

to

describe

politicalviews.

Where

would

you

place

yourself

on

a

scale

from

left

to

right?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

inthe

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=173,Longzhu

followers,n=1718,video

livestreamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usage

by

device•

Social

mediausage•

Media

usage

by

channel•

Digital

advertising

touchpoints•

Non-digital

advertising

touchpointsLongzhu

followers

access

the

internet

via

a

smartwatch

more

often

than

theaverage

video

live

streaming

site

userMarketing

touchpoints:

internet

usage

by

deviceDevices

consumers

in

China

use

regularly

toaccess

the

internet97%94%

94%72%71%71%69%69%67%58%58%57%56%54%53%51%42%39%36%34%31%31%29%24%23%19%17%SmartphoneTabletSmart

TVDesktop

PCBrand

usersLaptopSmartwatchGaming

console

Smart

speakers

Streaming

deviceCategory

usersAll

respondents26

Notes:Sources:’’Which

of

these

devices

do

you

regularly

use

with

an

internetconnection?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023On

social

media,

Longzhu

followers

interact

with

companies

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:

social

media

usageSocial

media

activities

in

China

by

type51%46%48%46%41%46%45%40%46%44%

44%

44%44%43%41%39%

39%39%38%34%36%36%30%32%32%32%28%27%25%23%4%2%2%2%1%0%FollowedpeopleSent

private

Liked

postsPostedpictures/

videosCommentedonpostsLikedcompanypostsPosted

texts/

statusSharedposts

byother

usersFollowedcompaniesSharedcompanypostsIhave

only

Ihaven’t

usedusedsocial

social

mediamediamessagesby

otherusersupdatespassivelyBrand

usersCategory

usersAll

respondents27

Notes:Sources:’’Which

of

these

things

have

you

doneon

social

media

in

the

past

4

weeks?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=173,Longzhu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Longzhu

followers

tend

to

read

daily

newspapers

more

often

than

video

livestreaming

site

users

in

generalMarketing

touchpoints:

mediausageby

channelType

of

media

consumers

in

China

have

been

using

in

the

past

4

weeks80%67%73%71%70%70%68%65%62%52%62%57%53%53%51%51%38%48%39%

38%35%34%33%32%30%30%29%29%27%26%25%13%12%Digital

videocontentTVMovies

/cinemaDigital

musiccontentMagazinesDailynewspapersRadioPodcastsOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAll

respondents28

Notes:Sources:’’What

kind

of

media

have

you

used

in

the

past

4

weeks?’’;

Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=173,Longzhu

followers,n=1718,video

livestreamingsite

users,n=12469,allrespondentsConsumer

Insights

Global

as

of

September

2023Longzhu

followers

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

video

live

streaming

site

usersMarketing

touchpoints:

digital

advertising

touchpointsTop

10

places

where

Longzhu

followers

in

China

have

come

across

digital

advertising

in

the

past

4

weeks44%43%42%39%39%39%38%36%38%38%33%35%32%36%35%30%34%34%33%32%30%27%25%24%24%24%23%22%21%20%Music

portalsOnlinestoresWebsitesand

appsofbrandsSearch

engines

Videoportals

Videostreaming

VideogamesservicesSocial

mediaEditorialwebsitesand

appsBlogs/forumsBrand

usersCategory

usersAll

respondents29

Notes:Sources:’’Where

have

you

come

across

digital

advertisements

in

the

past4

weeks?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=173,Longzhu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Longzhu

followers

remember

ads

they

saw

in

printed

magazines

and

journalsmore

often

than

other

video

live

streaming

site

usersMarketing

touchpoints:

non-digital

advertising

touchpointsPlaces

where

consumers

in

China

have

come

across

non-digital

advertising

in

the

past

4

weeks51%49%49%49%47%47%43%43%41%40%38%37%36%35%35%34%24%23%21%

21%21%20%19%

19%On

TVOn

advertisingspacesDirectlyinthe

storeAt

the

movies/cinemaInprintedmagazinesand

journalsInprinteddailynewspapersOn

theradioBymailshot

/advertisingmailonthe

goBrand

usersCategory

usersAll

respondents30

Notes:Sources:’’Where

have

you

come

across

non-digital

advertisements

in

the

past4

weeks?’’;MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;

Base:

n=173,Longzhufollowers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGain