数字驱动

2019年微信小程序用户行为研究报告

2019-07-31 23:24:24 841 作者:数字驱动
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2019年微信小程序可谓火爆异常,正如张小龙所说的,微信小程序无需下载、不占内存、即用即走,简单便捷的特性,吸引BAT四大巨头竞相涉足,那么10亿用户体量的微信小程序用户有哪些使用偏好?酷鹅用户研究院近日发布了一份2019年微信小程序用户行为研究报告,以供大家参考。


2019年微信小程序用户行为研究报告


1、微信小程序用户规模大,但用户习惯并未完全养成


截至2018年底,微信小程序用户规模超6亿,经常使用用户仅占34%,临时使用是首要场景,扩充小程序的持续性使用场景可以帮助小程序用户培养使用习惯,走了再来。


2、查找不便、运行卡、功能单一是小程序存在的主要问题


尤其是对小程序缺少认知的中老年用户,查找不方便会影响用户使用。明确路径、提升操作流畅性是提升用户粘性的关键因素;其次,目前功能相对单一,增加实用功能是当下需要努力的方向。


3、未来,实用、休闲类小程序更受用户欢迎


近7成用户看好小程序,超4成用户认为小程序可以替代不常用APP;年轻用户喜爱创意休闲,年长用户看重生活实用;未来线下、生活类场景仍是小程序的重要战场。


4、兴趣驱动型小程序可能成为APP吸引用户的有效方式


3成用户通过尝鲜试用小程序后愿意下载并使用同款APP;目前下载APP仍以利益诱导、功能解锁为主要下载动机,留存率不高;而通过用户试用小程序、激发兴趣才是引导用户下载使用APP的有效方式。

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