20 15 how many hundred million wechat users were there in may?

20 15 good news and bad news behind the latest wechat data

On May 13, Tencent released its first quarterly report, from which we can learn about the latest development of WeChat. Combined with the existing relevant data, the author made a correlation analysis on several trends of the development of WeChat.

On May 13, Tencent released its first quarterly report, from which we can learn about the latest development of WeChat. Combined with the existing relevant data, the author made a correlation analysis on several trends of the development of WeChat.

Data source:

Tencent Holdings Limited 20 15Q 1 Financial Report (unaudited)

Tencent Holdings Limited Annual Report 20 14

2065438+2004 Interim Report of Tencent Holdings Limited

Penguin Zhiku's WeChat "Influence" —— One of the Digitization Research Reports of WeChat Platform

First, the monthly active users of WeChat increased by nearly 50 million: the growth accelerated.

The number of monthly active users of WeChat 2015 q/kloc-0 reached 549 million. Compared with 500 million monthly active users in Tencent's 20 14 annual report, the number of new active users in this quarter reached 49 million, up nearly 10% year-on-year, even better than the average growth of 6.8% in the previous two quarters. To some extent, people's doubts about the slowdown of WeChat growth have been dispelled.

Due to the lack of detailed data, the outside world has no way of knowing the source of new active users. However, combined with recent reports about poor overseas expansion of WeChat, these 49 million new active users should mainly come from Chinese mainland.

In fact, the number of new registered users of WeChat with 90% smartphone installed capacity is very limited, so most of the new active users should be re-enabled by silent users after pre-registration. One possible explanation for this phenomenon is the driving effect of WeChat after it gradually became the basic daily social tool for most people.

In the scene of reunion of strangers or friends, the past phone number exchange has become mutual WeChat friends. In daily contact, from calling, texting to sending WeChat, it can undoubtedly effectively mobilize the activity of silent users.

Second, WeChat friends are less and less distressed

The first data research report of WeChat platform released by Penguin Zhiku in June of 20 15 shows that nearly 40% of WeChat friends have less than 50 users, while more than 60% have less than 100 users.

at present

In reality, the number of friends varies greatly among people of different ages, genders and occupations. Wechat, which mainly socializes acquaintances, is far from completing the transfer of offline social relations to online. If wechat is considered, it will inevitably become strange.

Human social tools, then this journey is still very long. Ideally, to realize the complete transfer of offline social relationships, there must be at least 300 WeChat friends to cover most offline relationships.

but

According to Robin Dunbar, a professor of evolutionary anthropology at Oxford University, Dunbar number, the upper limit of the number of "inner circles" that human beings can maintain intimate relationships is about 150. This is due to the size of the neocortex of the human brain.

Limited, the cognitive ability provided can only make a person maintain a stable interpersonal relationship with about 150 people. Even if many people have several times this number of friends on social media, they basically stay on "favorite friends".

Many active users of WeChat, after the number of friends exceeds 1000, are embarrassed to find that their WeChat is full of silent zombie friends, and the friends added in various social occasions because of feelings have never been seen again. The circle of friends is also full of junk information because of the invasion of strangers, while the status of real acquaintances is submerged in the constantly refreshing waterfall.

Penguin Zhiku's survey data came from a year ago, but now, the expansion of the number of friends is a fact. For individuals, how to deal with strangers' "invasion" into the circle of friends can refer to the practice of Liu Xinzheng, the former operation director of Weibo: "Sometimes I don't want to give my phone number to strangers, so I add WeChat friends, but strangers will block my circle of friends in both directions for the first time."

For the WeChat team, how to deal with this inevitable trend, in addition to blacking out users, may need to provide more options.

Third, the dream of WeChat public service and mobile Internet infrastructure

In order to break the curse of the decline of social tools, WeChat must be upgraded to become the entrance to the mobile Internet; If WeChat wants to become the entrance of the mobile Internet, it can't stop at chatting tools. The positioning of Penguin Empire for WeChat is to become the infrastructure of the mobile Internet era.

The opening of official WeChat accounts by local governments at all levels has become an excellent opportunity for Ma and Zhang Xiaolong to realize this dream. The "internet plus" white paper on government and people's livelihood wechat shows that by the end of 20 14, the total number of government wechat in China has reached 40,924, among which the provincial and municipal departments are the main force in the operation of government wechat, and the official WeChat accounts opened by the public security and medical systems account for 36.7% of the total.

These government departments related to people's lives have opened windows on WeChat, and the services that can be docked with this window have gradually become stronger and richer from the initial provision of information. In the "WeChat Smart City" launched by WeChat, the "city service" of the mobile phone portal integrates many livelihood services, from weather forecast to Hong Kong, Macao and Taiwan passes.

this

The significance of this strategy lies in greatly improving the life tool attributes of WeChat. In addition to chatting to kill time, if you need to deal with some life affairs, if you can also remind people of WeChat at the first time and finish it on WeChat,

This will be a huge breakthrough. Once new user habits are developed, users' dependence on WeChat will greatly increase. Wechat will become a real infrastructure like hydropower in life.

At the same time, WeChat will also become a veritable "traffic black hole" on the mobile Internet. Penguin Zhiku's report shows that 40% of users' WeChat traffic accounts for more than 30% of the total traffic, and 46.3% of respondents prefer WeChat when using APP, which obviously has more room for improvement.

serious

The news is that, as has been criticized by innovators, the dominance of WeChat may also lead to the deterioration of the overall application ecology. Of course, the criticism of industry leaders has not gradually disappeared, but has run through the entire history of the Internet.

The case of "subversive innovation" shows that all applications have a life cycle, and latecomers will always open up new horizons in unexpected places, just like WeChat subverted the once-prosperous Weibo I in just two or three years.

Sample.

Fourth, the number of WeChat payment users reached 400 million: an amazing increase.

exist

In the annual report of 20 14, "the total number of user accounts of QQ mobile wallet and bank card bound by wechat payment has exceeded 10 billion", which is the data up to 20 14 and 3 12, and the latest data even shows wechat payment.

Users reached 400 million. There are differences between the two groups of data. "User account bound to bank card" and "WeChat payment user" are not exactly the same, because you can use WeChat to pay without binding bank card.

Due to the differences in statistical standards, it is impossible to simply compare the two sets of data. However, the sharp increase in the number of WeChat payment users should be an indisputable fact. Behind the amazing growth rate is the full promotion of WeChat.

During the Spring Festival, the total investment reached several billion yuan. Through cooperation with CCTV, WeChat skillfully used traditional red envelopes to customize the scene and successfully launched the participation of the whole people. The shaking peak appeared at 22: 34 on New Year's Eve, and the shaking frequency reached 86.5438+0 billion times/minute.

After the Spring Festival, WeChat payment was also promoted through wider cooperation. Including the establishment of "WeChat Payment Day", the whole process of hospital WeChat treatment together with "Beijing Medical Link", the realization of WeChat payment and ticket purchase together with scenic spots, and the realization of online and offline WeChat payment preferential activities together with Carrefour and Giordano.

Behind the full promotion is the key role of WeChat payment in the closed loop of WeChat commercialization. In order to solve the convenience and security of online and offline consumption settlement, it is an inevitable choice to build your own mobile payment tool. Even in the face of strong competitive pressure from Alipay, we should go all out.

Verb (abbreviation of verb) Wechat official account's happiness and sadness.

The original intention of the official WeChat account was to provide "talking capital" for the entire WeChat ecosystem and improve the content that users can read and share. But now, the WeChat ecosystem is facing a serious flood of content. An obvious reference standard is that in June last year, the number of official WeChat accounts reached 8 million, and it grew at a rate of 6.5438+0.5 million per day. Today, the total number has exceeded10 million.

flat

Behind the fear of "every official WeChat account 130 people" is that the dividend period of official WeChat accounts has passed, and the survival situation of operators is polarized. Tuba, which succeeded in millions or even tens of millions in the early stage, has earned a lot of money. Later,

Unless there is extremely high-quality content, such as One, or promotional investment at no cost, such as Lufax Lufax or Focus Exclusive, it is extremely difficult to make a breakthrough.

root

According to the data monitored by the new list (newrank.cn), the opening rate of WeChat official account keeps declining, and the favorable rate is also gradually decreasing. On the one hand, although users are still subscribing to various official WeChat accounts, due to

Limited energy, not enough time to check one by one every day. On the other hand, WeChat users are more accustomed to reading articles shared by others in the circle of friends, which leads to the "Matthew effect". The better the better, the worse the worse. Wechat official account operation

The competition between users is essentially a struggle for users' attention.

Judging from the recent policies, the official attitude of WeChat to various official WeChat accounts has changed greatly.

At present, the original function has entered the stage of large-scale public beta. Most certified media accounts and some high-quality personal accounts that insist on originality, as well as personal business accounts, have obtained a full set of functions including original statements, appreciation, comments and article templates. For high-quality content producers, WeChat will give strong support.

Judging from the recent official policies of WeChat, the promotion of WeChat shake and the speeches of WeChat open class, we can guide enterprises to actively use and explore various possibilities by giving more interfaces, more functions and more case teaching to enterprise accounts with greater commercial realization potential, especially service numbers and enterprise numbers.

but

Wechat is trying to curb the official account of grassroots WeChat, lacking the ability of original content, and basically relying on copying and pasting. In addition to wasting the server resources of WeChat, their contribution is really lacking. "Even the smallest individual has its own.

Your own brand "doesn't mean that everyone will be treated equally. Recently, more and more titles have become a very clear "bright sword" of WeChat official, and it is not excluded that the official self-built copyright of WeChat will be original in the future.

The possibility of a library.

Therefore, after the official attitude and policy of WeChat are clear, the official account of 20 15 China WeChat is likely to face a major reshuffle.