2021-2022新消费人群研究报告.pdf

2021-2022新消费人群研究报告 CONTENTSY/Z-30102 Y/Z-2403-83Part 1Y/Z&Y 1980 1994 Z 1995 2009&Y Z Y Z 3.15 2.33 Y Z 6.68 4.94 Y Z Y 3.15 Z 2.33 Y 6.68 Z 4.94 Y Z Z 2020 Z 090001800027000360001980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Y Z Y Z Y Z 15 10 20102019 Z,53.4%,46.6%,51.7%,48.3%&Z 12.9%17.9%19.2%23.8%19.8%14.3%1039097105 107112040801200%10%20%30%Z TGI 9.9%18.0%18.6%24.4%19.6%12.6%799194108 10698040801200%10%20%30%Y TGI Z Y TalkingData Y 51.7%48.3%Z 53.4%TalkingData Z TGI Y Y Z-150-100-50050100150 TGI Y Z Y TGI Z Z Y TGI=100TGI=100 Y Z/Y Z Y/Z QQ luckin coffee TalkingData TGI 3 Y Z Y Z Y Z Y Z Y Z Y Z 0%20%40%60%Y Z Y Z Z Y Z Y Z Y Z 0%20%40%60%80%100%Y Z Y 17.9%Z 27.5%Y 25.0%Z 17.1%Y 35.1%Z 27.0%Y 21.9%Z 28.4%Y Z Y Z Y Y Z Y Z 17.4%14.0%76.1%77.4%6.5%8.5%Y Z 38.3%65.8%50.5%39.5%74.6%57.0%29.6%39.5%47.8%21.9%30.2%46.3%Y Z Y Z Y Z Z Y Z Y Z 0%20%40%60%80%Y Z 0%20%40%60%80%Y Z 13 Z Y Z Z Z Z Z Y Part 2 Y/Z TalkingData Z Y 10%2021 2016 10%15055153321377614525152831675910.9%10.2%10.2%10.2%9.9%10.8%0%5%10%15%0600012000180002016 2017 2018 2019 2020 2021/1/2000 500 200 2 17 21752274204020992294280810.5%10.3%9.0%10.4%14.0%20.4%0%6%12%18%24%08001600240032002016 2017 2018 2019 2020 2021 1 2000 500 200 2 2021 86 33 34.3%16.0%14.5%86726048332926020406080100 2021 34.3%21.0%16.0%14.5%7.3%4.7%2.2%2021 2021 TOP10 2021 No.1No.2No.3No.4No.5No.6No.7No.8No.9No.10 TOP10/Y Z Z Y Z Y Z Z Y Z 2021 Y 1/2/3/4/5/6/7/8/9/10Z 1/2/3/4/5/6/7 8/9/10 Y Z/Y Z 73%Y Z Z Y/73.4%73.6%72.2%69.6%51.7%53.0%51.4%50.9%38.9%37.8%10.7%8.0%Y Z 51.9%59.0%Z Y Y Z Z Y Y Y Z 47.9%44.6%Y Z 45.8%44.5%Y Z 37.2%35.1%Y Z 33.2%27.1%Y Z Y Z 25.6%22.7%Y Z 24.8%22.8%/Y Z 23.6%23.2%Y Z Y Z 20.9%10.7%Y Z 18.7%11.6%Y Z 15.5%15.1%3.1%3.5%Z Z Y Z 4.8%Y 10.3%Z Y Z Y Z Y Z 10.3%4.8%82.1%85.7%4.0%6.3%Y Z 3.6%3.2%0%20%40%60%80%/Y Z 2021 360 2021 MPV MPV 2471.02371.02144.42017.82148.21.4%-4.1%-9.6%-6.0%6.5%-20%-10%0%10%20%08001600240032002017 2018 2019 2020 2021 77.7125.6120.6136.7352.153.3%61.6%-4.0%10.9%157.6%-10%50%110%170%01503004502017 2018 2019 2020 2021 2018 2020 2021 2021 157.6%9 9 201.5161.440.231.00100200300 2021 1.0 1.1 70.7%3.0 2021 L7 2021 12 2021 5 360 2021 3 2021 1 2021 4 2021 10 2021 360 2021 1.0 1.1 3.0 /4S/2021 12 TOP10 12123 No.1No.2No.3No.4No.5 No.6No.7No.8No.9No.10 TOP10 TOP TOP 2021 12 6 5 3 2000000040000000600000001 2 3 4 5 6 7 8 9 10 11 12 2021 TOP 4 6 0204060801001201400%5%10%15%20%Z Z Y TGI Y Z TGI 100 Z 0204060801001201400%5%10%15%20%Y TGI TGI Y Z 825 Z Y Y 76.7%Z 45.7%Y Z 825 3.9%6.2%21.3%31.4%20.5%13.8%2.9%2.4%7.2%24.6%33.8%18.8%10.1%2.9%0%15%30%45%5 5-8 8-12 12-18 18-25 25-40 40 Y Z 67.8%11.4%9.9%10.6%0.5%70.5%14.5%7.2%7.7%0.5%0%30%60%90%()()Y Z Y 76.7%Z 45.7%Y 23.3%Z 54.3%Y Z Y 46.0%Z 40.2%Y Z Y Z Z Y 1.8%6.0%22.0%26.7%27.2%12.6%3.7%4.7%13.3%29.2%24.6%15.6%9.6%3.0%0%15%30%45%5 5-8 8-12 12-18 18-25 25-40 40 Y Z 33.0%24.9%12.8%29.3%1.8%27.9%14.3%16.9%40.9%2.0%0%20%40%60%()()Y Z Y 46.0%Z 40.2%Y 15.6%Z 22.2%Y 17.6%Z 12.3%Y 12.8%Z 5.7%Z Y Z Z Y Z Y 70.0%65.1%62.1%58.4%53.5%48.1%42.0%41.2%40.9%26.7%26.6%24.9%23.2%Z 66.7%68.1%62.6%61.2%57.1%54.7%42.3%40.2%47.6%27.0%26.4%30.9%28.1%0%20%40%60%80%Y Z Y Z Y Z 0%20%40%60%80%/Y Z 0%25%50%75%Y Z 2021 2000 Z 2021/11.9%/2018 2020 2020-8.5%2021 11.9%1 4/14557137071351712365138427.8%8.0%2.9%-6.6%12.7%0.9%-5.8%-1.4%-8.5%11.9%-10%-2%6%14%0600012000180002017 2018 2019 2020 2021/1/2000 500 200 2 /2020 88.7105.1138.7144.6225.710.6%18.5%32.0%4.3%56.1%0%20%40%60%01002003002017 2018 2019 2020 2021 166.9241.0339.3355.1493.325.0%44.4%40.8%4.7%38.9%0%12%24%36%48%01503004506002017 2018 2019 2020 2021 51.163.881.8 81.7100.1-5.2%24.8%28.2%-0.1%22.5%-10%0%10%20%30%03060901202017 2018 2019 2020 2021 2021 TOP10/No.1No.2No.3No.4No.5 T No.6No.7No.8No.9No.10 TOP10 2021/Y Z 2021 Y Z Y Y 1/2 3/4 5 6 T 7 8/9 10Z 1/2/3 4 5 T 6 7/8 9/10 Y 57.1%Z 51.9%Y Z Z,57.1%,43.0%Y,51.9%,48.1%Z 5.3%15.9%16.7%29.3%25.7%14.7%50929411311910003060901200%10%20%30%40%Y TGI 8.1%18.1%16.9%28.8%24.9%16.1%771059611111611003060901200%10%20%30%40%Z TGI 42Z Z Y Y Z Z Z Z TGI 100 Z Z 04080120160 TGI Y Z Y Z Z Y TalkingData Y Z Z Y 0%30%60%90%120%Y Z 01002003000%20%40%60%80%100%Y 01002003000%20%40%60%80%100%Z Z Z TGI Y Z Z TGI Y Z Z 0501001502000%10%20%30%40%50%60%70%Z 0501001502000%10%20%30%40%50%60%70%Y TGI TGI TGI TGI Z Y Z Y Z Z Y Z Z Y,86.2%Z,86.5%0%20%40%60%80%Y Z Z Y Z Y Z 50%Y Z Y Z Z Y Z 0%20%40%60%80%App/Y Z 73.7%57.3%53.4%46.8%45.0%37.3%31.8%71.6%56.0%50.8%42.3%41.5%36.1%31.3%0%20%40%60%80%100%Y Z Z Y Z Y Z Y Z Z 0%20%40%60%80%57.0%51.9%69.1%71.1%38.4%40.0%15.6%13.3%Y Z Y Z 2021 5 2021 4 TalkingData+KOL 2021 5 XDNA 2021 4 Z 2021 3 12 MCN 24 C 2021 4000 2222 2222251426192992340040268.3%13.5%9.6%12.6%9.5%14.0%0%4%8%12%16%20%090018002700360045002016 2017 2018 2019 2020 2021 1 2000 500 200 2 2021 126 138.85 50 25.4%C A 25.4%22.2%11.9%11.9%8.7%6.3%6.3%1.6%5.6%2021 2021 126 138.85 50 2021 TOP10 2021/No.1No.2No.3No.4No.5/No.6No.7No.8No.9No.10 TOP10 Y Y Z Y TGI Y Z Z 050100150200250 TGI Y Z Y Z Z Y Z Z Y Z Y Z Z TGI B612 0%30%60%90%120%Y Z 0501001502000%10%20%30%40%50%60%70%Y 0501001502000%10%20%30%40%50%60%70%Z TGI TGI Z Y Z Y Y Z Y Z Y Z Y 51.3%26.6%18.2%2.8%1.0%53.7%23.3%19.8%1.9%1.4%0%20%40%60%4-6 1-3 2-3 Y Z 77.0%53.0%33.5%80.6%52.8%23.6%0%30%60%90%Y Z 85.8%86.5%Y Z Y Z Y Z Y Z Y Z Y Z Z Y 0%20%40%60%80%100%/Y Z 0%30%60%90%Y Z Y Z Y Z Y Z Z Z Y 38.0%38.2%Y Z 73.1%57.6%38.6%80.4%58.4%23.8%0%30%60%90%Y Z 38.9%42.1%14.2%2.5%2.2%26.9%37.1%17.5%3.8%6.6%0%15%30%45%3-5 1-2 2-3 Y Z Y Z Y Z Z Y Y Z Y Z/0%30%60%90%/Y Z 0%20%40%60%80%100%/BB/Y Z Z Y Y Z Z Y Y Z 61.8%60.1%53.9%56.8%49.9%58.1%49.9%45.6%39.5%39.9%YZ 35.9%24.7%Y Y Z Z Y Z Y Z 0%20%40%60%80%App/Y Z 72.7%59.5%57.6%54.1%46.2%31.5%65.8%57.1%60.8%58.7%43.0%33.9%0%20%40%60%80%100%Y Z Y Z Y TOP10 8 2 Z TOP10 5 Y Z Y 2021 Y 1/2/3 4 5/6/7 8 9/10Z 1/2/3/4 5/6 7 8 9/10 Part 3 Y Z Y Z Y Z Z Z Y Z TalkingData IP IP IP 2021 IP IP IP 2021 VR/AR VR/AR TalkingData TalkingData TalkingData TalkingData TalkingData AppAnalytics TalkingData GameAnalytics TalkingData Ad Tracking 2021 1-2021 12 Android+iOS TGI Target Group Index TGI=/*100 2021 1-2021 12 25.6%31.9%20.4%11.1%11.0%Y 52.6%Z 47.4%1500 2022 2 Y Z Y 80 85 90 Z 95 00 TalkingData Y 3039 Z 1824 Y 3140 Z 1823