Through these data, we found that the main user group of Douyin is still the younger generation in first- and second-tier cities such as Beijing, Shanghai, Chengdu, and users under the age of 35 account for about 80% of the total users .
The characteristics of this group of people are:
The pace of life is fast and the pressure of life is high.
The pursuit of independence, the desire to gain a sense of identity.
Easy to accept new things.
Likes to pursue Internet hotspots, and has demands for Internet communication, complaining, and playing stalks (Weibo, Hupu, Tieba, Station B, etc.).
High cognitive level, good at using digital tools, and have certain creative and operational capabilities (personally, I feel that I have a wide range of knowledge and a wide horizon, and the corresponding operational capabilities should also be better.).
Have strong spending power, especially the user group between 25 and 35 years old. The consumption concept of people under the age of 25 may be more radical, which is embodied in following the trend of big names and pursuing celebrity effects (according to personal perception, dog head saves life, etc.).
These users are most of the main force of network products, which provides certain inherent advantages for Douyin to further develop in other directions .
4. User classification
According to the purpose of use, we can roughly divide users into the following categories:
The recommended page on the country email list home page is the starting page after successfully entering the app. Swipe right to enter Follow, swipe right again to enter local, and swipe left to return to the previous page. Swipe left on the recommendation page to enter the home page of the current video account, and swipe right to return.
Swipe up to view the next video, swipe down to view the previous video. In addition, the page supports click to pause, double click to like. The click pause has a certain delay, which should be to distinguish between single and double click operations.
In general, it is very convenient to operate with one hand, allowing users to continuously obtain new video content from three aspects: positioning area, intelligent recommendation, and following accounts. Kuaishou has also changed from the previous dual-column multi-video display to the Douyin style, proving that this style is very popular.
Here, the local page adopts the method of double-column multi-video display . I guess it is because the push method of the local page is completely based on the distance and does not go through the recommendation algorithm, so the video quality varies. This method should allow users to choose what they are interested in. Browse for details.
However, after clicking to view a specific video, you can use slide down, slide up (the first video on the local page does not support slide up after entering) and other methods to browse.