Europe: High Traditional Media App User Stickiness
Europe is the birthplace of the modern news industry, therefore its news reading tradition and habits are very deep-rooted. For example, England’s Guardian and Daily Mail, Germany’s Der Spiegel and Focus, France’s Le Monde and Le Parisien, and Spain’s El País all enjoy undisputed authority in their respective countries. In the European news app market, Flipboard and news apps published by Google occupy leading positions, but news apps published by traditional media outlets have a much higher user stickiness in terms of average weekly openings due to their high-quality content and the large user bases they accrued during the newspaper age. They trail closely behind Flipboard and Google in terms of active penetration rate, and have secured a stable market position, forming the second tier in Europe’s news and information app market. It’s clear that high-quality content and a high degree of authority built upon long-term readership are still key to increasing user stickiness in Europe.
Explanation of data:
1.Unless otherwise marked, all data was gathered from Cheetah Mobile’ s 3.1 billion installations and 623 million monthly active users worldwide;
2.Data was collected from the normal use of Cheetah Mobile’ s products, adherent to all relevant laws and regulations;
3.Appinsight data is limited to the scope of Cheetah Mobile’ s products and user distribution; only applicable to the Android platform
India: Chinese Publishers Making a Push, Fierce News App Competition
Of all the countries studied in this report, India is the country with the fiercest market competition. Moreover, India’s mobile news reading market has not yet produced a clear leader, and there exists plenty of space for growth across the entire market. Due to a multilingual cultural background (India’s constitution lists 18 official languages), India’s news apps must offer at least two language options. The number one app in India, Dailyhunt, offers 13 different language options. Additionally, many Chinese news app publishers are publishing personalized news recommendation apps in India based on India’s position as an emerging mobile internet market. They already make up a significant portion of India’s news app rankings.
Japan: Yahoo Series News Apps Dominate Market, Vertical Markets Flourishing
Based on the high market penetration rate of news apps in Japan, it’s clear that Japan has the most mature news app market of all the countries researched by Cheetah Global Labs. The market is dominated by Yahoo, where four Yahoo apps and plug-ins with news and information push features account for 78% of the market. Personalized recommendation app SmartNews is the second-ranked news app in Japan.
Japanese users have two notable requirements for news apps: seismic information and weather information. Every comprehensive news app in Japan features these two pieces of information in prominent locations. Vertical apps also enjoy greater popularity in Japan than in other countries. For example, グノシー エンタメニュース?スポーツニュース?マンガも無pushes comic book content to users, while MERY and TRILL primarily provide clothing and beauty information. Spotlight is the leader in leisure, lifestyle and entertainment news.
Through the analysis of news app data in the above report, we can see that as readers increasingly gravitate towards real-time, fragmented news, it’s creating growth opportunities for aggregation-style apps. News aggregation apps have already become mainstream across the globe, with slight differences in ever country.
US: personalized recommendation apps new emerging force
Due to differences in user habits, the news aggregation app trend seems to have caught on somewhat later in the US. According to statistics published by the Pew Research Center in May 2015, although mobile traffic to most websites in the US has already surpassed desktop traffic, desktop users still spend more time on websites per visit. Although the market share of news apps in the US is still lower than Japan, China and England, user stickiness of apps published by traditional media outlets is higher than news aggregation apps. However, through big data analysis, we have discovered that US users are welcoming algorithm-based personalized news recommendation apps, as they are becoming an emerging force in the US news app market.
China: personalized recommendation apps dominate market
If 2015 can be considered a tumultuous year in the news app market in China as personalized news recommendation apps completely surpassed portal news apps, 2016 can be considered a year of consolidation and growth for personalized recommendation apps. Algorithm-based recommendations have already become mainstream in Chinese news apps. Not only have powerful new competitors like Tiantian Kuaibao appeared in the market, but every portal news app has also added personalized recommendation features as they try their hardest not to be left behind.
India: Chinese publishers intensify market competition
Multiple Chinese app publishers have released personalized recommendation apps in India’s emerging market as part of their overseas development strategies. At the same time, the introduction of Chinese apps is making India’s news app market competition particularly fierce.
Europe: traditional media apps high user stickiness
The European market is relatively similar to the US, but the market situation is even more homogenous, with even fewer market competitors, and apps published by traditional media outlets enjoy even greater credibility than in the US.
Japan: most mature major news app market
Japan has a highly developed news app market. In addition to Yahoo dominating the overall news app market, Japan has a more dynamic vertical app market than any other country.
China leads personalized news app trend, but stills faces challenges
On a global scale, Chinese publishers have become the leading force in personalized news recommendation apps. However, China’s personalized news recommendation apps have encountered numerous problems. One problem is app homogenization as apps copy each other’s core user experiences and interfaces. The second issue is that copyright protections are becoming increasingly stringent in China. Personalized news recommendation apps can no longer use technology to simply grab any online news content they please. Copyright limitations and rising copyright costs have already become the largest factors limiting the rapid growth of aggregation apps. The third issue is that simple algorithm-based recommendations lead to the simplification and vulgarization of content. If things continue in this way, these types of apps will lose large numbers of high quality users.
Therefore, although China is extending the limits of what is possible in the mobile news app industry, based on communication quality and communication effect, China still can’t be considered a world leader in the global mobile news market structure. In terms of the combination of advanced news distribution technology and an advanced news philosophy, Chinese app publishers still have a long way to go.