201988_艾瑞咨询_2019年中国在线旅游平台用户洞察研究报告（78页）.pdf

2019 22019.8 iResearch I 54.1%56.9%44.8%PC 43.3%2019 63%SMS32019.8 iResearch I iClick 2019 iClick 01 iClick&1/2 2019.03-2019.04 352602iUserTrackerPC mUserTracker42019.8 iResearch I 15 30 70 TGI TGI TGI Target Group Index TGI TGI=/*100TGI TGI TGI 100 100,TGI CAGR CAGR CAGR=(/)(1/N)-15 12 3 462019.8 iResearch I2018 PC iUserTracker 2017 2018 3 PC 7 11 Usertracker 124901055310722101209918967110735 10806109558772972095125.3%-15.5%1.6%-5.6%-2.0%-2.5%11.0%0.7%1.4%-19.9%10.8%-2.1%7.5%2.8%-6.2%-12.2%-13.9%-16.6%-12.1%-16.9%-14.4%-27.3%-18.1%-19.8%18.1 18.2 18.3 18.4 18.5 18.6 18.7 18.8 18.9 18.10 18.11 18.12%iUserTracker-2018 1-12 72019.8 iResearch I19807 20681 19080 18791 18288 20136 20613 20867 21242 21562 20649 19873 17.7%4.4%-7.7%-1.5%-2.7%10.1%2.4%1.2%1.8%1.5%-4.2%-3.8%55.4%70.6%88.3%74.1%60.3%80.2%66.5%29.7%26.4%25.8%28.7%18.1%18.1 18.2 18.3 18.4 18.5 18.6 18.7 18.8 18.9 18.10 18.11 18.12 App%2018 APP mUserTracker 2018 APP 55%PC 1 6 Usertracker mUserTracker-2018 1-12 APP 82019.8 iResearch I478530370643397116367415 368827324693410112359440373334296179302218 30462026.3%-22.5%7.1%-7.5%0.4%-12.0%26.3%-12.4%3.9%-20.7%2.0%0.8%40.3%46.3%47.9%35.0%34.4%17.7%27.1%6.9%9.5%-8.8%-8.4%-19.6%18.1 18.2 18.3 18.4 18.5 18.6 18.7 18.8 18.9 18.10 18.11 18.12%2018 PC iUserTracker 2018 2018 10 2017 Usertracker iUserTracker-2018 1-12 92019.8 iResearch I581918 546275 507274 508839 516583 527156 580635 572354 556854 589909 553624 602592 23.1%-6.1%-7.1%0.3%1.5%2.0%10.1%-1.4%-2.7%5.9%-6.2%8.8%10.4%21.3%31.6%25.9%23.1%36.6%37.2%26.5%19.8%31.6%39.3%27.5%18.1 18.2 18.3 18.4 18.5 18.6 18.7 18.8 18.9 18.10 18.11 18.12 App%2018 APP PC APP 2018 27%Usertracker mUserTracker-2018 1-12 APP 10 12 3 411 122019.8 iResearch I21.4%15.3%14.2%12.0%9.9%9.6%5.5%4.3%7.8%/8.8%16.9%23.7%20.5%14.8%11.7%3.5%-26-35 88.3%80/90 46.3%N=1735 2019 3 iClick 10.4%25.9%54.3%8.1%1.3%/MBA 20 26-30 31-35 36-40 41-50 50 21-25-31.8 2019-/132019.8 iResearch I5.5%7.7%25.5%26.5%34.9%3000 3000-5000 5001-10000 10001-20000 20000-56.6%1 60%N=1735 2019 3 iClick 16.3%18.1%37.7%17.4%10.5%3000 3000-5000 5001-10000 10001-20000 20000 21.6%24.6%22.7%13.1%18.0%40.6%8.6%48.0%2.7%56.6%61.4%2019-/142019.8 iResearch I-37.8%N=1735 2019 3 iClick 2019 TOP103.6%3.7%4.3%4.8%5.1%5.5%5.8%6.0%8.0%12.5%37.8%.152019.8 iResearch I-(TGI110)N=1735 2019 3 iClick 47.1%46.1%43.6%33.4%33.0%30.1%29.6%22.3%20.7%13.9%2019 TOP10TGI=124 TGI=119TGI=109TGI=119TGI=110TGI=120 61.8%34.9%32.4%21.4%14.1%11.6%11.6%11.2%10.9%10.6%2019 APP TOP10TGI=182TGI=134TGI=132/TGI=127162019.8 iResearch IZ-N=153 20 2019 3 iClick 59.5%TGI=117 87.6%：49.7%TGI=12046.4%TGI=114“价格 我来 是很重要的影响因素”“我 商品 更看重 用性”-72.5%TGI=140-35.9%TGI=168-17.0%TGI=160/-49.7%TGI=114-36.6%TGI=121-32.0%TGI=144 APP 31.4%/61.4%51.6%-3 3C 8.8%172019.8 iResearch I-N=833 2019 3 iClick 48.0%-53.7%46.3%31-40 51.4%TGI=145 33.6%TGI=13575%1：“我 商品 更看重 用性”“我宁愿多花一点 品 比 好的 西”-17.5%TGI=124-15.1%TGI=131-5.8%TGI=130/-36.4%TGI=109-15.7%TGI=113()-7.3%TGI=12281.4%40.9%27.5%9 64.6%42.7%1 3C APP 182019.8 iResearch I-N=484 1 2019 3 iClick 27.9%-61.0%39.0%26-35 53.7%TGI=122 52.7%TGI=21249.2%3 TGI=268：-17.4%TGI=123-14.7%TGI=127-13.6%TGI=125/-39.3%TGI=118-34.7%TGI=105/-33.1%TGI=11285.3%37.4%35.5%31.0%TGI110 53.5%26.8%TGI=126 5 56.1%TGI=139 3C APP 29.5%TGI=142 34.2 192019.8 iResearch I-N=1194 2019 3 iClick 68.8%-46.1%53.9%47.6%40.6%26-35 45.2%27.6%TGI=11164.7%1：-12.1%TGI=105-6.9%TGI=109/-31.3%TGI=106-14.7%TGI=105/-12.2%TGI=10874.3%34.9%24.4%23.0%TGI105 APP 202019.8 iResearch I-N=541 2019 3 iClick 31.2%-55.3%44.7%25 27.9%TGI=108 18.3%15.7%TGI=111：O2O-37.2%TGI=114-13.5%TGI=120-11.3%TGI=114-42.1%-34.7%TGI=10366.0%11.5%TGI=107 APP TGI=10421 12 3 422 232019.8 iResearch I 2019.8 iResearch I5.7%55.2%26.7%12.5%4.7%48.7%21.6%25.0%2 3-5 6-7 7%32.4%43.0%19.2%5.4%40.5%39.4%12.3%7.8%0-2 3-4 5-8 8%-/4 8 7 1/4 N=2095 N=1735 2019 3 iClick N=2095 N=1735 2019 3 iClick=3.5=3.2=4.9=5.2 2019-/242019.8 iResearch I 2019.8 iResearch I71.4%41.2%32.1%24.1%19.8%17.4%50.0%28.3%24.8%24.8%8.6%39.7%77.8%60.5%41.2%18.0%15.8%14.4%12.1%71.7%59.0%38.7%14.2%14.6%25.9%11.6%-39.7%25.9%N=2095 N=1735 2019 3 iClick N=2095 N=1735 2019 3 iClick 2019-252019.8 iResearch I 2019.8 iResearch I31.5%17.9%24.5%35.0%44.0%47.2%30.6%18.8%28.6%39.8%40.8%41.3%-30%76%63%N=2095 N=1735 2019 3 iClick N=2095 N=1735 2019 3 iClick 2019-262019.8 iResearch I-N=2095 N=1735 2019 3 iClick 41.9%38.6%29.2%25.8%25.6%25.5%23.9%20.7%16.9%15.0%32.5%28.3%25.6%22.3%22.3%22.1%19.3%18.7%18.2%18.2%38.2%34.7%30.5%27.9%26.6%26.3%25.1%24.2%23.9%15.9%32.6%29.5%29.5%28.0%27.8%27.6%24.7%22.5%21.9%20.3%2019/TOP10 272019.8 iResearch I-14.4%16.6%N=2095 N=1735 2019 3 iClick 47.7%21.0%16.6%7.3%6.2%1.2%47.3%24.4%14.4%8.0%5.1%0.9%43.1%19.4%19.1%8.7%7.8%1.9%2019/TOP10 43.0%23.8%15.1%9.5%6.4%2.2%42.1%35.3%31.7%24.5%22.1%15.9%15.4%13.9%13.5%12.3%40.0%27.9%24.6%23.1%19.6%19.0%17.5%16.9%16.1%15.1%35.2%34.6%30.6%24.5%18.1%16.7%16.2%13.9%13.7%13.1%42.2%34.5%32.8%25.8%20.3%19.3%18.9%16.8%16.6%16.2%282019.8 iResearch I-70%N=2095 N=1735 2019 3 iClick 72.5%29.1%28.4%26.5%11.0%6.9%1.2%.3%70.8%33.1%23.6%29.3%13.3%6.5%.2%.6%59.9%27.4%27.2%25.9%10.0%9.8%7.0%12.4%62.7%23.7%29.1%31.3%13.3%13.1%5.3%11.1%2019-292019.8 iResearch I-SUV N=2095 2019 3 iClick 50.1%44.2%41.5%19.2%48.9%46.8%42.0%24.0%88.2%31.6%28.0%13.4%60.2%52.7%48.5%42.3%41.5%SUV MPV 76.8%44.4%36.1%26.6%22.4%10.0%22.4%21.6%20.3%18.7%17.4%16.2%16.2%12.9%11.2%10.4%27.8%38.5%27.4%6.3%2-3 3-5 5-10 10 2019-302019.8 iResearch I-44.5%SUV N=1735 2019 3 iClick 44.5%43.4%26.1%23.0%45.2%49.4%29.6%30.5%85.1%24.7%15.8%6.3%59.2%51.5%53.3%34.3%SUV MPV 65.1%48.5%30.2%16.0%11.8%7.7%34.9%23.1%15.4%14.8%13.0%12.4%11.8%10.7%10.1%10.1%25.9%34.6%25.6%13.9%2-3 3-5 5-10 10 40.8%2019-312019.8 iResearch I-53.6%39.4%25.1%/86.1%N=2095 2019 3 iClick 13.5%14.0%23.0%23.9%24.1%24.3%25.0%25.1%39.4%53.6%63.8%34.3%29.1%18.5%16.6%QQ/TOP5/30.9%23.2%11.0%8.7%8.2%/2019-322019.8 iResearch I-(65.6%)(74.2%)(64.5%)20%N=2095 N=1735 2019 3 iClick 2019 65.6%60.9%54.2%33.4%22.3%20.6%18.8%/74.2%68.0%64.5%36.0%30.8%19.2%14.5%/33 342019.8 iResearch I-2 N=2095 N=1735 2019 3 iClick 36.4%35.4%17.1%8.0%2.5%.5%.1%3.6%30.8%29.1%24.9%9.1%1.9%0.6%1.1%7.4%14.9%28.8%28.8%13.5%5.7%1-3 4-7 8-14 15-30 1-2 2-3 3%35.4%26.0%16.9%15.3%4.7%0.5%1.1%11.8%25.1%19.8%26.7%12.6%2.4%1.4%3.4%6.3%12.2%30.4%24.7%9.9%13.1%1-3 4-7 8-14 15-30 1-2 2-3 3%=8.0=16.6=36.7=11.0=18.6=38.9 2019-352019.8 iResearch I-45.1%/APP N=2095 N=1735 2019 3 iClick 31.0%43.3%17.0%8.7%45.1%29.5%16.3%9.0%2019/APP 362019.8 iResearch I-N=2095 N=1735 2019 3 iClick 2019/APP 52.40%40.40%37.00%34.00%33.80%33.70%30.00%29.10%28.20%23.20%72.70%34.9%48.1%37.2%42.5%40.1%24.1%28.6%23.3%26.7%3%5372019.8 iResearch I-50%N=2095 N=1735 2019 3 iClick 54.2%43.4%41.1%38.2%27.5%14.9%4.0%53.3%40.4%49.5%47.4%19.0%6.9%4.6%2019 38 392019.8 iResearch I499798842354369351293124640 2019-6935 12931 N=2095 N=1735 N=835 N=114 N=120 N=427 2019 3 iClick TGI=131TGI=139TGI=104402019.8 iResearch I-/N=375 N=426 N=393 N=541 2019 3 iClick 8068690766346314 15025125901282411883 26929238312324023382 2019-412019.8 iResearch I53.3%54.1%35.1%40.3%31.3%21.1%36.6%38.3%69.5%53.0%44.8%37.9%35.4%17.8%29.0%30.5%-69.5%53.0%N=2095 N=1735 2019 3 iClick 2019 422019.8 iResearch I-72.0%N=2095 N=1735 2019 3 iClick KOL/52019 TOP556.9%54.5%51.5%48.8%43.2%35.5%25.6%71.2%67.8%72.0%56.3%39.4%32.0%24.3%432019.8 iResearch I-/N=2095 N=1735 2019 3 iClick 33.1%31.1%27.1%7.9%0.8%/39.3%27.1%20.0%8.7%4.9%2019 44.8%22.9%17.7%6.2%4.5%1.7%2.2%37.6%26.5%21.0%7.0%1.6%0.8%5.6%442019.8 iResearch I-80%N=2095 N=1735 2019 3 iClick 76.2%72.3%39.1%26.0%19.9%11.1%.5%79.5%70.9%42.9%9.3%21.9%2.9%3.2%80.7%84.9%68.1%59.5%39.9%29.8%29.8%26.0%18.3%13.6%12.0%69.2%50.6%33.3%31.1%23.8%22.8%11.8%9.2%6.2%/%1%/2019-452019.8 iResearch I-10521 1 20000 N=2095 N=1735 2019 3 iClick 0%5%10%15%20%25%1000 1001-3000 3001-5000 5001-8000 8001-10000 10001-20000 20001-50000 50001%10343 10521 2019 46 45.1%89.9%4 8 68.7%6935 12931 69.5%53.0%37.6%84.9%10521 47 12 3 4482019.8 iResearch I 2019.8 iResearch I/APP/APP/55.1%47.0%46.1%45.4%41.0%22.7%16.2%11.4%42.2%29.0%37.5%50.5%37.3%16.1%16.2%8.4%51.5%39.2%36.1%35.7%32.1%30.7%29.2%19.1%55.9%34.0%29.7%28.4%32.5%27.9%25.8%12.1%/APP 50.5%/APP N=2095 N=1735 2019 3 iClick N=2095 N=1735 2019 3 iClick 2019-/49 3C 502019.8 iResearch I TGI=125(TGI=154)N=1735 2019 3 iClick 2019-68.8%48.8%41.6%40.9%38.1%29.7%28.1%23.2%15.2%6.0%2.1%/%71.2%50.6%41.4%42.3%39.6%29.5%29.9%24.8%15.5%6.0%2.0%69.5%48.7%44.2%42.8%39.9%30.3%31.5%24.9%17.7%7.4%1.8%71.7%51.9%32.1%49.2%40.3%38.4%31.0%29.1%17.5%4.9%1.9%TGI=125TGI=154512019.8 iResearch I/N=1735 2019 3 iClick 2019-73.2%46.7%42.5%43.4%39.0%30.8%29.3%24.9%14.8%6.3%1.9%63.7%49.6%40.8%40.8%38.9%32.0%27.7%24.8%15.2%3.5%0.5%/%73.3%50.1%37.4%44.3%39.7%29.5%32.6%24.7%16.8%6.6%1.8%66.7%50.4%40.8%43.9%36.0%25.4%25.0%18.9%12.7%6.6%3.9%64.9%47.6%33.2%44.7%35.5%28.8%23.6%20.4%15.7%7.3%3.5%522019.8 iResearch I;N=1735 2019 3 iClick 50.6%50.6%42.5%39.5%34.0%33.4%30.5%23.7%9.4%52.3%51.6%44.6%39.5%33.5%34.1%30.1%24.8%9.4%51.9%53.3%43.5%41.9%36.7%32.9%32.0%23.7%11.1%55.9%55.2%42.7%42.5%32.5%36.6%28.0%25.2%9.5%2019-TGI=113TGI=128532019.8 iResearch I/N=1735 2019 3 iClick 2019-52.9%50.6%41.9%39.2%34.0%34.7%30.8%22.6%8.4%54.1%49.7%44.8%37.2%34.6%32.3%27.9%26.5%8.4%/%49.7%54.7%42.9%39.8%34.3%31.3%34.1%22.8%9.6%50.7%50.2%44.4%38.0%36.6%38.0%25.4%24.9%11.2%44.3%46.5%38.7%43.6%31.2%31.9%32.3%22.3%10.3%542019.8 iResearch I61.8%26.9%7.9%3.3%63.9%25.6%7.7%2.8%62.9%27.2%7.4%2.5%54.3%31.4%9.1%5.2%31.4%N=1735 2019 3 iClick 2019-/58.7%27.9%9.6%3.8%59.8%28.8%7.2%4.2%63.7%27.2%7.1%1.9%65.9%20.5%9.3%4.4%63.1%27.3%7.1%2.5%55 68.8%48.8%61.8%40%50.6%56 3C 572019.8 iResearch I 71.7%3.0 N=1735 2019 3 iClick 38.2%26.8%5.3%1.4%28.3%38.1%26.2%5.2%1.8%28.7%39.1%28.3%5.7%1.5%25.4%38.4%38.0%7.8%3.0%12.9%1-2 3-5 6-10 10%2019-2.2 2.2 2.3 3.0 582019.8 iResearch I 76.3%62.6%N=1735 2019 3 iClick 40.3%28.5%4.8%2.7%23.7%38.7%29.3%4.9%0.9%26.1%36.6%27.7%7.1%1.3%27.2%40.8%25.4%3.1%1.3%29.4%34.8%21.1%5.8%1.0%37.4%1-2 3-5 6-10 10%2019-76.3%73.9%72.8%70.6%62.6%592019.8 iResearch I 2019.8 iResearch I33.3%27.9%25.2%22.8%21.0%10.7%5.4%4.7%2019 7909930857487646316587986472187440972470 8 79099 N=1735 2019 3 iClick N=1735 2019 3 iClick 2019 602019.8 iResearch I36.4%30.4%29.3%27.3%24.8%11.3%5.2%5.1%35.0%29.6%26.8%24.2%23.8%11.8%5.4%4.6%43.2%35.4%29.7%30.0%27.0%11.8%9.5%5.3%11 N=1735 2019 3 iClick 10907338661755328241211029384063103500105600 2019 2019 612019.8 iResearch I 10 8 N=1735 2019 3 iClick 91189105863414006500076532825005858346087 38.1%30.1%26.7%25.3%24.8%9.3%8.0%6.1%35.9%19.0%27.7%25.6%22.5%4.9%11.0%4.2%30.8%20.6%29.3%26.7%26.0%2.8%12.0%4.1%29.8%18.4%28.5%25.0%19.7%6.1%14.9%4.8%29.4%15.3%27.5%22.7%18.8%3.8%8.9%4.5%2019 2019 62 2.2 76.3%87829 33.3%63 3C642019.8 iResearch I 53.7%39.5%N=1735 2019 3 iClick 2019-/53.7%28.0%18.2%51.8%30.0%18.2%50.8%28.8%20.4%43.3%38.8%17.9%48.8%31.8%19.4%57.0%27.3%15.7%48.2%27.0%24.8%65.3%18.7%16.0%55.1%30.7%14.2%652019.8 iResearch I N=2095 N=1735 N=835 N=114 N=120 N=427 2019 3 iClick 2019 44.7%34.4%32.7%21.8%20.6%16.5%10.8%8.2%7.0%51.8%30.5%18.8%12.4%15.2%15.5%7.4%7.4%11.4%662019.8 iResearch I 2019.8 iResearch ISUV SUV 15.8%N=2095 N=1735 2019 3 iClick N=2095 N=1735 2019 3 iClick 46.4%22.7%14.0%8.1%5.1%3.5%.2%45.0%16.9%15.8%8.8%5.0%4.4%4.2%SUV MPV 33.0%26.3%24.1%20.3%17.1%16.8%11.4%10.6%9.0%7.4%23.6%19.2%22.9%21.5%11.6%20.1%9.0%18.2%5.9%10.6%38.0%33.0%19.4%12.0%9.3%TOP52019 2019 TOP10672019.8 iResearch I 51.8%N=2095 N=1735 N=835 N=114 N=120 N=427 2019 3 iClick 51.8%45.4%41.6%35.9%35.5%32.9%30.9%27.7%26.5%18.9%52.8%44.8%44.1%35.6%31.5%35.5%27.4%28.6%38.0%14.3%5%62019 682019.8 iResearch I 25.1 0%5%10%15%20%25%30%35%40%45%80 50-80 35-50 25-35 15-25 8-15 8%25.1 50.6%25 15-25 8-15 38.7%N=1735 2019 3 iClick 2019-25.1 27.7 24.5 26.1 24.2 21.969 39.5%51.8%52.8%44.8%25.1 45.0%SUV 70 3C 712019.8 iResearch I 17.1%25.2%21.3%36.4%3C 63.6%30.4%N=2095 N=1735 2019 3 iClick 2019 45.8%19.9%15.1%5.7%3.4%3.1%2.0%1.9%1.0%1.8%44.0%30.4%9.1%5.1%3.4%3.7%1.6%0.8%0.4%1.3%OPPO vivo%2%2019 722019.8 iResearch I57.6%41.8%33.2%29.7%26.1%21.3%19.5%7.5%7.1%6.4%60.8%36.8%28.4%31.8%16.3%20.4%14.3%2.6%4.3%2.8%/%5%6 3C 67.6%61.0%N=2095 N=1735 2019 3 iClick 2019 732019.8 iResearch I 3C 4537 0%5%10%15%20%25%7000 6000-7000 5000-6000 4001-5000 3001-4000 2001-3000 2000%4126 4537 3C N=2095 N=1735 2019 3 iClick 2019 4126 4537742019.8 iResearch I 3C 3C 5059 5000 51.4%4100 4000 54.6%N=1735 2019 3 iClick 5059 4548 4410 4374 41000%5%10%15%20%25%30%7000 6000-7000 5000-6000 4001-5000 3001-4000 2001-3000 2000%2019-75 3C 63.6%60.8%36.8%4537 4126 44.0%30.4%67.6%61.0%76 Keep Learning 400-026-2099 77