Changes of online consumption habits of online consumers in recent years.

With the rapid growth of online media and the large-scale popularization of the Internet, not only the contact and attention of netizens to other media have shifted, but also the proportion of non-netizens-people who don't surf the Internet who are exposed to traditional media has shown a very obvious downward trend in the past four years, among which the reading proportion of magazines has dropped most obviously, and the reading proportion in 2004 has dropped 12.5% compared with 5438+0 in 2006.

With the increasing consumption of online media, the structure and consumption behavior of netizens-online media consumers are also changing. In 2004, the proportion of netizens using the Internet to download songs and movies, play online games, read news and inquire about all kinds of information increased by 26.3%, 14.2%, 12.6% and 9.0% respectively compared with 2006, which became the fastest growing online behavior. Judging from the increase in the proportion of news reading, the Internet has gradually strengthened the media image, which has a greater impact on traditional media.

Compared with 200 1 year, the location of internet users has gradually changed from internet cafes-down 12.2% to families-up by 20.2%, and the trend of popularization of online media consumption has become increasingly obvious. At the same time, the stickiness of online media has increased significantly, and the average online time of netizens has increased by nearly 70%, from 5.27 hours of 200 1 to 8.8 hours in 2004.

Internet users' consumption: more pursuit of fashion and value

Compared with traditional media audiences, netizens are more fashionable and value-oriented, more open, guiding and adventurous, sensitive to new technologies and keen on high-end brands. The research on consumer behaviors and lifestyles such as "I often go to western-style fast food restaurants", "I pursue fashionable and novel things" and "I like to try new brands" shows that the TGI index of netizens (TGI index = the proportion of groups with certain characteristics in the target group/the proportion of groups with the same characteristics in the whole, the benchmark value is 100) is much higher than that of traditional media audiences. Due to the special consumption patterns of netizens, they also occupy a strong position in many products, especially trendy products and high-end brands, which makes online media more influential in consumption. For example, netizens' consumption of laptops, digital cameras and video cameras is much higher than that of non-netizens, even as high as 200 percentage points. Judging from the average TGI level of various media, netizens are nearly twice as high as non-netizens.

Therefore, compared with other media audiences, netizens are more pursuing fashion and value, more open, more guiding and adventurous, sensitive to new technologies and keen on high-end brands.

In the consumer market of different products, what is consumers' contact with online media? Take the mobile phone market as an example to illustrate. From 200 1 to 2004, both mobile phone consumers and non-mobile phone consumers showed a consistent growth trend-the contact rate of the four traditional media declined to varying degrees, but the contact growth rate of mobile phone consumers was 10.8%, which was much higher than the 2.4% of non-mobile phone consumers. Is the mobile phone consumer market a special case? With this problem, we have analyzed and studied the insurance market, sports shoes market and tourism market respectively: these markets all show amazing consistency: product consumers are much more exposed to online media than non-product consumers.

Similar phenomena still exist in different market segments of the same product, namely "high-end brand" and "low-end brand" markets. In the notebook computer, TV and sports shoes market, the growth rate of consumers' network contact of high-end brands is higher than that of consumers of low-end brands. These phenomena show that consumers have a more positive attitude towards online media, and they love and trust online media more and more.

High-value consumer groups: more affected by the network.

What kind of consumer groups are "high value groups"? What is the influence of the Internet on this group? We define "high-value groups" as people aged 24-34 with a monthly income of more than 3,000 yuan and a college degree or above. The media contact trend of this group is similar to that of mass consumers, with the traditional media contact rate decreasing and the online media contact rate increasing. Moreover, the average network contact rate of this group in 2004 was 8 1.8%, which was nearly 50% higher than the average level of netizens. The average time for high-value groups to use the Internet increased from 10 hours in 2006 to 13.2 hours, an increase of about 32.0%. This ratio is slightly lower than the growth ratio of the average netizen's network contact time in four years-66.9%. On the other hand, it also proves that high-value groups are the guides of online consumption, and it also proves that the popularity of the Internet has made remarkable progress in the past four years.

We might as well call the high-value groups that use the Internet "high-value group netizens". Then, by comparing "ordinary people", "ordinary netizens", "high-value groups" and "high-value group netizens", it is found that there are significant differences in product consumption ability among different groups. The consumption index of "high-value group netizens" is higher than the first three groups in the consumption of different products. This shows that online media has a great influence on the consumer market, and we can simply express it as? High-value group+online media = huge consumption capacity and potential. Due to the great influence of the "high-value group", we also conducted market research on this group, namely "China Xinfu Market and Media Research -H3" for the realistic high-value group and "CUS 2 1" for the potential high-value group.

H3 selects the "three highs"-people with high consumption, high education and high sensitivity who have the global thinking and vision, knowledge system and skills required by the new economy, and the ability to create, accumulate and dominate wealth, and deeply studies the consumption habits of high-end products, high-end brands and high-end media closely related to China's new wealth. The study selected 18 cities and 10000 "three highs" samples aged from 18 to 45 years old. The results also show that the newly rich groups are greatly influenced by online media.

The product consumption difference of different groups shows the influence and function of online media, especially: high-value group+online media = huge consumption capacity and potential.

CUS2 1 is an annual continuous research project aimed at the consumption trend, brand concept, media contact, values and lifestyle of contemporary college students, another potentially powerful group in China mass market. The results show that online media is the first media contacted by college students in China-the contact rate is? Internet 83.3%, newspaper 80.7%, magazine 72.3%, radio 55.9%, TV 37.4%, cinema 33.4%. In addition, online students' product consumption ability is higher than that of non-online students.

By analyzing the data of CMMS, H3 and CUS2 1, we find that? Whether in the mass market or niche market, whether it is a typical consumer group or a special consumer group, whether it is a real high-value group or a potential high-value group, online media has a stronger influence on high-value consumer groups.

It can be seen that the influence of online media in today's society can not be ignored, and impressing consumers through online media has become an important means for enterprises to promote the market. We have reason to believe that following the "28 Law" will be the knowledge of most enterprises. Whether it is a high-end brand or a low-end brand, they should pay more attention to products, customers and a few high-value consumer groups that provide 80% revenue.