1, today's headlines have a high proportion of male TGI, and1people aged 9-35 account for nearly 70%, with a significant distribution of users in high-speed cities.

2. 18-30-year-olds prefer to read headlines at night, and 40-year-olds have the highest TGI activity at 5 am.

3. Users' awareness of active search has improved, and the popularity of car search has increased by 36 times year-on-year. Men love sports cars, while women love food and health.

4. Sports, agriculture, rural areas and education are more interactive, while entertainment and pets are more active.

5. Create key vertical industries and grow rapidly in sports, automobiles, digital technology and tourism.

Analysis of Today's Headline User Portrait, Reading Preference and Behavior

The full text is divided into three parts: today's headline user scale data and behavior characteristics analysis; User attribute analysis; User preference analysis

First, today's headline user scale data and behavior characteristics analysis. Today's headlines have formed a stable active crowd, with monthly activity of 260 million, daily activity of 1.200 million and daily usage of1.2 times per capita, ranking first in the comprehensive information platform. The daily usage frequency is more than 10-20 times, accounting for about 40%, far exceeding the usage frequency of other information platforms, and the usage time is more than 30% of the total users. The leading period of activity is distributed in the early morning, which is significantly higher than other platform users in the same period, leading by more than 2 points). Of course, it is obvious to lead in the afternoon and after dinner, but compared with other platforms, it is generally 1 minute, but in comparison, this leading activity in the early morning is more conspicuous. Today, headline users have the highest overlap with Tik Tok users, which is 54.6%, with their own watermelon platform 18%, and with volcanic eruption 14.8%.

Second, the analysis of user attributes shows that men account for 10 percentage point, and women account for 19-35 years old, accounting for 70%. Users over 35 years old have a particularly high preference for headlines, which can be called heavy users. 70% of users are distributed in 234-tier cities. Male users in first-tier and new first-tier cities account for 60%, but users aged 36-45, especially those aged 465,438+0-45, prefer to use headlines. In contrast, although female users account for 60% in first-tier and new first-tier cities, most of them are located in cities below the third tier, and those over 46 are. The top ten provinces with more users are: Guangdong, Jiangsu, Sichuan, Shandong, Henan, Zhejiang, Hebei, Hunan, Guangxi and Hubei. Among them, the top ten cities in Sichuan and Guangxi with higher preference than other provinces are: Shanghai, Beijing, Chongqing, Guangzhou, Chengdu, Shenzhen, xi, Tianjin, Wuhan and Harbin. From the age point of view, after 19-24 years old (95), 60% are men, and most of them are new first-line users aged 25-30 years old (90). Men are dominant, first-tier, new-tier and third-tier cities prefer 3 1-40 years old (80), and men are 65438+ more than female users. 4 1 year-old (before 80), male users are higher than female users 1 1 minute, mainly concentrated in the third, fourth and fifth tier cities. In reading habits: post-90s prefer to read headlines at night, 1-4 is the most active; Before 1980s, most users were at 5: 00 -8: 00 in the morning, so some people in the middle were more active after work and in their free time. That is 12, around 9 pm. Let's make a hypothesis here. You send emails in the morning. What do you suggest? Obviously, people over the age of 40 are reading at this time. Obviously, if you post articles about health preservation or related to this group, the opening rate will definitely be high. From the distribution of interests, I like nastic movement and fashion better after 1995, and nastic movement and baby carriages better after 1990. After 80, I prefer political sports and parenting health cars. After 70, they prefer health education before 70, and prefer healthy food tourism outside political history.

Third, user preference analysis.

1, Fashion: Women score 50 points more than men, but people aged 3 1-50 prefer to get fashion information through headlines, and people in major first-tier, new first-tier and fourth-tier cities prefer to watch fashion content with headlines.

2. Gourmet: Women are 44 points higher than men, and 365,438+0-50 people prefer to get such information through headlines. People in first-tier and fourth-tier cities prefer to read food information through headlines.

3. Real estate: The proportion of men and women is equal, and users in first-and second-tier cities read this kind of content, and 4 1-49 likes reading this kind of content very much.

4. Home: There are more women than men. There are many such articles in third-and fourth-tier cities. Can you deduce that the third-and fourth-tier cities are welcoming the renovation tide, and you want to open a home improvement shop, how would you choose the site?

5. Cars: Men have 40 points more than women, and the preference for reading car information in third, fourth and fifth tier cities is particularly high. Of course, most people are between 30 and 49 years old.

6. Workplace: The proportion of men and women is basically the same. There are many such articles aged 24-40, mainly front-line users.

7, parenting: women are 50 points more than men, fourth-tier cities! This is very interesting. Special users in fourth-tier cities have seen a lot in this regard.

8. Education: 3 1 year-old has a particularly high preference for education. The more such articles, the more such articles. Have you ever wondered why?

9. Games: Pay attention to two age groups, 18-23, 3 1-40 years old, one line, four lines and five lines, and pay special attention to this.

10, Tourism: Men are higher than women 1 1 minute, and they are particularly interested in 3 1 age group. Fifth-tier cities have higher reading preference than 1 and second-tier cities.

1 1, physical education: over 70% of men, mainly first-and second-line users are studying 12, health and wellness: women are studying more than men, over 4 1 year-old, studying the first, third and fourth lines, and culture: men are higher than women 16 points. 14, finance and economics: more than 70% men. After 70, I am most concerned about finance and economics, first-and second-tier cities. 15, science and technology digital: the proportion of men is high, and the preference of 3 1-40 years old is high, mostly users in first-tier cities.