The integration of social platforms and information flow platforms is creating a "traffic black hole", which is constantly attracting super entrances to surrounding traffic. Especially when they have functions that other apps have, users are more likely to be text message service sucked into the "black hole". Where the C-side traffic is, is where the flames of war are, and is the main battlefield of the consumer Internet. We found that the traffic war in the mobile Internet world has not settled, and even a traffic giant like BAT is facing threats from all sides. Behind the churn of traffic, the underlying logic of the Internet world is showing its strength and unleashing its power step by step, and this change is leading the consumer Internet into a new era.
1. The basic pattern of traffic distribution On the whole, the scale of Chinese netizens has continued to grow, and the proportion of mobile netizens in the total netizens has also continued to grow. According to the "Statistical Report on Internet Development in text message service China", in 2018, the number of netizens in China was close to 830 million, of which 98.6% had access to the mobile Internet, and their consumption behaviors appeared more on the mobile terminal. It is not difficult to find that the mobile terminal will be the decisive battleground in the consumer Internet traffic war. The continuous increase in the number of netizens does not mean that the traffic dividend in the Internet world still exists.
The general feeling of entrepreneurs who consume the Internet track is that traffic is becoming more and more difficult to obtain and more expensive. The following two sets of data may illustrate some issues: According to QuestMobile research, on the one text message service hand, the number of monthly active users of the mobile Internet continues to rise, reaching 1.138 billion in February 2019; on the other hand, the growth rate of monthly active users has been declining. The year-on-year growth rate fell to 3.9% in March 2019. From the point of view of the time spent online by netizens, the growth rate of monthly per capita daily usage time has accelerated. In December 2017, the year-on-year net increase was 12.5 minutes,