Traffic Changes of Digital Media in 2021Q1

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Consumers’ attention changes with the content and the average daily usage time of video media increased slightly MOM during January and February

• Content in line with the current atmosphere has received more attention. The average daily usage time on Youku and MGTV have increased YOY, and the number of ticketing media users has risen continuously.

• By absorbing traditional history and culture to resonate with consumers and enriching its own content system, the traffic of  “Honor of Kings” ranked first.

Among the changes in mainstream media traffic from January to February, the traffic of video media (including long videos and short videos) increased slightly compared to the past three months. Due to the influence of the Single’s Day promotion, the traffic of the e-commerce media from January to February decreased compared with the past three months.

Changes on Traffic of Main Digital Media Type from Jan to Feb

As no medium and high risk areas appears any more across the country, it is predicted that the use of travel media will usher in a small peak during Qingming and Labor Day

From January to February, there were sporadic outbreaks of epidemic across the country. In order to prevent the further spread of the epidemic, the government encourages to stay put during the Spring Festival. In this condition, passenger during the Spring Festival in 2021 decreased by nearly 60%, and the number of people returning home are greatly reduced. Take 12306 APP as an example, the traffic has declined YOY from January to February, compared with the previous Spring Festival, and consumers' attention has shifted more on how to celebrate Spring Festival in local.

As no medium and high risk areas appears any more across the country after the holiday, the epidemic has gradually been under control. Consumers will have a strong desire to travel or return home. Considering the increase in the number of tourists during Qingming and Labor Day holidays after the epidemic last year, it is predicted that tourism will also usher in a small peak during the holidays in Q2 of this year.

Home shopping, home-delivery services and other local entertainment have attracted more attention, and the media volume of Dianping, Meituan, Didi, and Freshhema has increased

Under the safe consumption awareness of "non-contact, less gathering", diversified entertainment and leisure activities such as home shopping, home-delivery service, and travel in outskirts have attracted more attention. The traffic of O2O APP, such as Dianping and Meituan, and local travel APP like Didi, Helloglobal, and Dida, increased significantly YOY. Due to the epidemic last year, consumers developed the habits of buying fresh food online and traffic of fresh food e-commerce apps like Freshhema and Dingdongmaicai still increased slightly YOY from January to February this year.

At the same time, according to data from the Ministry of Commerce,  the sales of main retail and catering companies nationwide during the Spring Festival this year were approximately 821 billion, which increased by 28.7% than that in Spring Festival last year, and increased by 4.9% compared with 2019. In the six days before the Spring Festival, the national online retail sales exceeded 120 billion, and the number of express delivery was 480 million, which increased three times than last year. The local consumption demand of consumers has been released in a concentrated manner.

Spring Festival Shopping Gala and Women’s Day promotion are warmed up in advance and the event cycle is lengthened, which drove the media traffic of Taobao, JD and Pinduoduo grow

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