抖音短视频用户画像.pdf

时间周期时间周期 本报告数据均采集于2019年6月（除特别说明外）数据来源数据来源 第三方数据取自“QuestMoblie”内部数据取自“巨量引擎商业算数中心”人群说明人群说明名词解释名词解释 报告中所提及的所有人群，均为使用抖音行为的人群 垂直行业人群的指标说明详见附录 报告中所分析人群均为18岁以上成年人 TGI：是指人群较总人群的偏好度，数值越大说明该样本人群相较总体人群对该事物关注更高。TGI=目标群体中具有某一特征的群体所占比例/总体中具有相同特征的群体所占比例*100 重合用户是指用户同时使用A与B两款APP 的交集用户数 高线城市包括一线、新一线城市和二线城市；低线城市包括三线及以下的城市 人均单日使用时长：在统计周期内，对该应用的每日人均使用时长求平均值。人均单日使用次数：在统计周期内，对该应用的每日人均使用次数求平均值。说明：抖音用户快速增长，抖音用户快速增长，DAUDAU超超3.23.2亿亿月活月活MAUMAU5 5亿亿人均单日人均单日使用次数使用次数2323次次日活日活DAUDAU3.23.2亿亿抖音视频活跃用户数据抖音视频活跃用户数据说明1：DAU 指标取自抖音短视频，统计时间为2019年7月说明2：MAU、人均单日使用次数、人均单日使用时长指标取自QuestMobile，统计时间为2019年6月人均单日人均单日使用时长使用时长6969分钟分钟月活用户：抖音较去年同期增幅月活用户：抖音较去年同期增幅61%61%，远高于，远高于短视频行业均值短视频行业均值6.28.23.04.92018-062019-060.01.02.03.04.05.06.07.08.09.0短视频MAU(亿)抖音MAU（亿）20192019年年6 6月月vs 2018vs 2018年年6 6月月同比增长率同比增长率短视频整体短视频整体+32%+32%抖抖 音短视频音短视频+61%+61%说明：短视频是移动视频的二级分类，包括抖音、快手、西瓜视频、火山小视频、微视、好看视频等APP短视频整体 vs 抖音短视频 月活用户规模增长情况抖音抖音DAUDAU位居位居一级移动视频一级移动视频领域榜首，是快手的领域榜首，是快手的1.51.5倍倍抖音快手爱奇艺腾讯视频优酷视频火山小视频西瓜视频哔哩哔哩芒果TV好看视频20192019年年6 6月月TOP10TOP10移动视频日均活跃移动视频日均活跃用户用户规模规模日均活跃用户（万）抖音DAU=快手*1.5倍抖音DAU=爱奇艺*2.2倍抖音DAU=腾讯视频*2.3倍说明：移动视频是一级分类，包括在线视频、聚合视频、短视频、娱乐直播、游戏直播、电视直播、视频播放器、VR视频和视频工具等二级细分领域说明：重合用户是指用户同时使用A与B两款APP 的交集用户数。A用户重合率=同时使用A与B两款APP的交集用户/使用A款应用的用户数*100%去重后用户重合度是指同时使用两款APP的重合用户数占去重后两款APP用户数之和的比例。抖抖音与今日头条重合度最高，与火山重合度最低音与今日头条重合度最高，与火山重合度最低20192019年年6 6月月抖音抖音 VS VS 今日头条今日头条 重合用户重合用户抖音重合率抖音重合率19.1%19.1%重合用户重合用户1.41.4亿亿23.4%23.4%去重后重合度去重后重合度20192019年年6 6月月抖音抖音 VS VS 西瓜视频西瓜视频 重合用户重合用户抖音重合率抖音重合率14.7%14.7%重合用户重合用户71577157万万13.1%13.1%去重后重合度去重后重合度20192019年年6 6月月抖音抖音 VS VS 火山火山 重合用户重合用户抖音重合率抖音重合率10.9%10.9%重合用户重合用户52925292万万9.8%9.8%去重后重合度去重后重合度抖音人均日使用抖音人均日使用1010-1919次领先次领先，3030分钟以上的时长占比位居第二分钟以上的时长占比位居第二14.0%13.3%11.9%14.3%12.8%13.3%18.4%18.6%9.8%13.9%0%20%40%60%80%100%微信QQ支付宝手机淘宝爱奇艺腾讯视频抖音短视频高德地图搜狗输入法百度20192019年年6 6月月全网全网TOP10 APPTOP10 APP人均日使用频次人均日使用频次1-9次10-19次20次以上28.9%37.6%10.3%11.8%33.4%33.0%34.2%17.1%9.7%29.2%0%20%40%60%80%100%微信QQ支付宝手机淘宝爱奇艺腾讯视频抖音短视频高德地图搜狗输入法百度20192019年年6 6月全网月全网TOP10 APPTOP10 APP人均日使用时长人均日使用时长1-59秒1-3分钟3-10分钟10-30分钟30分钟以上抖音是全网抖音是全网TOP5TOP5中领先的短视频中领先的短视频APPAPP，1010-2222点活跃度领先于快手点活跃度领先于快手18.1%11.5%10.7%11.7%11.3%20.6%17.3%15.5%17.3%22.4%34.4%34.1%40.4%37.1%46.7%42.0%43.2%49.6%44.7%52.8%38.1%39.9%44.1%41.3%46.8%39.2%42.9%47.1%43.3%50.6%49.1%54.0%57.6%51.7%57.5%36.1%36.2%38.6%36.3%33.9%0%10%20%30%40%50%60%70%80%90%100%快手抖音短视频搜狗输入法QQ微信20192019年年6 6月全网月全网TOP5 APP TOP5 APP 日均时段活跃用户占比分布日均时段活跃用户占比分布1:001:003:003:004:004:006:006:007:009:007:009:0010:0012:0010:0012:0013:0015:0013:0015:0016:0018:0016:0018:0019:0021:0019:0021:0022:0024:0022:0024:00抖音男女用户较均衡抖音男女用户较均衡，3535岁以下占比近岁以下占比近7 7成，高线城市保持较高占比成，高线城市保持较高占比52.2%47.8%21.7%24.8%22.9%11.4%7.2%5.3%7.0%16.8%20.4%24.8%18.9%12.2%0%10%20%30%40%50%60%抖音用户属性：性别抖音用户属性：性别 vs vs 年龄年龄 vs vs 城市级别城市级别56%44%抖音抖音TOP10TOP10用户分布于人口十大省，前十城市均属于一线或新一线用户分布于人口十大省，前十城市均属于一线或新一线10.0%6.9%6.6%6.3%6.0%5.4%4.6%4.6%4.1%3.6%2.4%2.0%1.8%1.8%1.7%1.5%1.5%1.3%1.1%1.0%0%2%4%6%8%10%12%抖音用户属性：省份抖音用户属性：省份 vs vs 城市分布城市分布 TOP10TOP10说明：2018年全国各省人口总数排行榜TOP10：广东、山东、河南、四川、江苏、河北、湖南、安徽、湖北和浙江。抖音男性、女性用户的年龄段和城市级别分布相似，抖音男性、女性用户的年龄段和城市级别分布相似，1919-3535岁用户岁用户占比近占比近7 7成成22.3%24.3%22.6%11.9%8.2%4.6%7.3%17.3%20.3%24.6%18.6%11.9%0%5%10%15%20%25%30%21.0%25.3%23.2%10.8%6.1%6.1%6.7%16.3%20.4%25.0%19.2%12.5%0%5%10%15%20%25%30%女性用户女性用户年龄段和城市级别分布年龄段和城市级别分布男性用户男性用户年龄段和城市级别分布年龄段和城市级别分布高线较低线城市的用户分布中，男性、高线较低线城市的用户分布中，男性、1919-2424岁的用户占比略高岁的用户占比略高53.0%47.0%22.8%25.0%22.4%11.2%7.0%5.1%0%10%20%30%40%50%60%51.5%48.5%20.7%24.6%23.3%11.5%7.4%5.6%0%10%20%30%40%50%60%低线城市低线城市年龄段和城市级别分布年龄段和城市级别分布高线城市高线城市年龄段和城市级别分布年龄段和城市级别分布9595后较后较9090后的用户分布中，男性、高线城市用户占比略高后的用户分布中，男性、高线城市用户占比略高51.2%48.8%7.2%17.1%20.4%24.7%18.7%12.0%0%10%20%30%40%50%60%9090后（后（2525-3030岁）岁）性别性别 vsvs城市级别分布城市级别分布53.6%46.4%7.7%18.3%20.7%24.0%18.0%11.3%0%10%20%30%40%50%60%9595后（后（1919-2424岁）岁）性别性别 vsvs城市级别分布城市级别分布8080后较后较8585后的用户分布中，男性占比略高，城市级别分布差异不大后的用户分布中，男性占比略高，城市级别分布差异不大54.6%45.4%6.8%16.4%20.3%25.0%19.0%12.5%0%10%20%30%40%50%60%8080后（后（3636-4040岁）岁）性别性别 vsvs城市级别分布城市级别分布51.6%48.5%6.8%16.1%20.4%25.1%19.2%12.4%0%10%20%30%40%50%60%8585后（后（3131-3535岁）岁）性别性别 vsvs城市级别分布城市级别分布8080前的男性占比高，低线城市用户占比近前的男性占比高，低线城市用户占比近6 6成成53.4%46.6%6.5%15.7%20.1%25.3%19.5%12.9%男性女性一线城市新一线城市二线城市三线城市四线城市五线及以下城市0%10%20%30%40%50%60%抖音抖音8080前（前（4040岁以上）性别岁以上）性别 vsvs城市级别分布城市级别分布3月6月晚高峰21点午间小高峰12点6 6月较月较3 3月活跃度提升显著，月活跃度提升显著，5 5-1717点活跃度提高点活跃度提高,晚高峰仍在晚高峰仍在2121点点20192019年年3 3月月 vs 6vs 6月月 抖音用户活跃时间段分布抖音用户活跃时间段分布6月活跃提高5点-17点工作日周末晚高峰21点午间小高峰12点周末活跃7点-16点周末活跃下降19点-22点周末较工作日更活跃，周末从周末较工作日更活跃，周末从7 7-1616点活跃度提高，点活跃度提高，1919-2222点有所下降，点有所下降，1212点和点和2121点两个小高峰时段不变点两个小高峰时段不变20192019年年6 6月抖音用户月抖音用户 工作日工作日 vs vs 周末周末 时间段活跃分布时间段活跃分布不同性别人群不同性别人群兴趣偏好兴趣偏好不同代际不同代际兴趣偏好兴趣偏好上半年上半年兴趣偏好变化兴趣偏好变化垂直行业人群画像垂直行业人群画像时尚时尚|美食美食|汽车汽车|母婴母婴|教育教育|运动运动视频拍摄偏好视频拍摄偏好拍摄道具拍摄道具 演绎演绎 创意创意 生活生活美食、动植物、运动类视频依然热度较高美食、动植物、运动类视频依然热度较高拍摄日常生活演绎美食动植物创意运动知识舞蹈亲子旅行游戏时尚汽车二次元0%5940%11879%17819%23759%29698%35638%41578%47517%53457%59397%65336%71276%77216%83156%89095%95035%100975%106914%112854%118794%124733%130673%136613%142552%148492%154432%160371%166311%172251%178190%184130%190070%196009%201949%207889%213829%219768%225708%231648%237587%243527%249467%255406%261346%267286%273225%279165%285105%291044%296984%302924%308863%314803%320743%326682%332622%338562%344502%350441%356381%362321%368260%374200%380140%386079%392019%397959%403898%409838%415778%421717%427657%433597%439536%445476%451416%457355%463295%469235%475175%481114%487054%492994%498933%504873%510813%516752%522692%528632%534571%540511%546451%552390%558330%564270%570209%576149%582089%588028%593968%599908%605848%611787%617727%623667%629606%635546%641486%647425%653365%659305%665244%671184%677124%683063%689003%694943%700882%706822%712762%718701%724641%730581%736521%742460%748400%754340%760279%766219%772159%778098%784038%789978%795917%801857%807797%813736%819676%825616%831555%837495%843435%849374%855314%861254%867193%873133%879073%885013%890952%896892%902832%908771%914711%920651%926590%932530%938470%944409%950349%956289%962228%968168%974108%980047%985987%991927%997866%1003806%1009746%1015686%1021625%1027565%1033505%1039444%1045384%1051324%1057263%1063203%1069143%1075082%1081022%1086962%1092901%1098841%1104781%1110720%1116660%1122600%1128539%1134479%1140419%1146359%1152298%1158238%1164178%1170117%1176057%1181997%1187936%1193876%1199816%1205755%1211695%1217635%1223574%1229514%1235454%1241393%1247333%1253273%1259212%1265152%1271092%1277032%1282971%1288911%1294851%1300790%1306730%1312670%1318609%1324549%1330489%1336428%1342368%1348308%1354247%1360187%1366127%1372066%1378006%1383946%1389885%1395825%1401765%1407705%1413644%1419584%1425524%1431463%1437403%1443343%1449282%1455222%1461162%1467101%1473041%1478981%1484920%1490860%1496800%1502739%1508679%1514619%1520558%1526498%1532438%1538378%1544317%1550257%1556197%1562136%1568076%1574016%1579955%1585895%1591835%1597774%1603714%1609654%1615593%1621533%1627473%1633412%1639352%1645292%1651231%1657171%1663111%1669050%1674990%1680930%1686870%1692809%1698749%1704689%1710628%1716568%1722508%1728447%1734387%1740327%1746266%1752206%1758146%1764085%1770025%1775965%1781904%1787844%1793784%1799723%1805663%1811603%1817543%1823482%1829422%1835362%1841301%1847241%1853181%1859120%1865060%1871000%1876939%1882879%1888819%1894758%1900698%1906638%1912577%1918517%1924457%1930396%1936336%1942276%1948216%1954155%1960095%1966035%1971974%1977914%1983854%1989793%1995733%2001673%2007612%2013552%2019492%2025431%2031371%2037311%2043250%2049190%2055130%2061069%2067009%2072949%2078889%2084828%2090768%2096708%2102647%2108587%2114527%2120466%2126406%2132346%2138285%2144225%2150165%2156104%2162044%2167984%2173923%2179863%2185803%2191742%2197682%2203622%2209562%2215501%2221441%2227381%2233320%2239260%2245200%2251139%2257079%2263019%2268958%2274898%2280838%2286777%2292717%2298657%2304596%2310536%2316476%2322415%2328355%2334295%2340234%2346174%2352114%2358054%2363993%2369933%2375873%2381812%2387752%2393692%2399631%2405571%2411511%2417450%2423390%2429330%2435269%2441209%2447149%2453088%2459028%2464968%2470907%2476847%2482787%2488727%2494666%2500606%2506546%2512485%2518425%2524365%2530304%2536244%2542184%2548123%2554063%2560003%2565942%2571882%2577822%2583761%2589701%2595641%2601580%2607520%2613460%2619400%2625339%2631279%2637219%2643158%2649098%2655038%2660977%2666917%2672857%2678796%2684736%2690676%2696615%2702555%2708495%2714434%2720374%2726314%2732253%2738193%2744133%2750073%2756012%2761952%2767892%2773831%2779771%2785711%2791650%2797590%2803530%2809469%2815409%2821349%2827288%2833228%2839168%2845107%2851047%2856987%2862926%2868866%2874806%2880746%2886685%2892625%2898565%2904504%2910444%2916384%2922323%2928263%2934203%2940142%2946082%2952022%2957961%2963901%2969841%20192019年上半年抖音用户偏好观看的视频类型年上半年抖音用户偏好观看的视频类型2019上半年视频播放量拍摄日常生活美食动植物创意运动游戏汽车演绎旅行知识舞蹈二次元亲子时尚影视0%1503%3006%4510%6013%7516%9019%10522%12025%13529%15032%16535%18038%19541%21045%22548%24051%25554%27057%28560%30064%31567%33070%34573%36076%37580%39083%40586%42089%43592%45095%46599%48102%49605%51108%52611%54114%55618%57121%58624%60127%61630%63134%64637%66140%67643%69146%70649%72153%73656%75159%76662%78165%79669%81172%82675%84178%85681%87184%88688%90191%91694%93197%94700%96204%97707%99210%100713%102216%103719%105223%106726%108229%109732%111235%112739%114242%115745%117248%118751%120254%121758%123261%124764%126267%127770%129273%130777%132280%133783%135286%136789%138293%139796%141299%142802%144305%145808%147312%148815%150318%151821%153324%154828%156331%157834%159337%160840%162343%163847%165350%166853%168356%169859%171363%172866%174369%175872%177375%178878%180382%181885%183388%184891%186394%187898%189401%190904%192407%193910%195413%196917%198420%199923%201426%202929%204432%205936%207439%208942%210445%211948%213452%214955%216458%217961%219464%220967%222471%223974%225477%226980%228483%229987%231490%232993%2344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106104 101 99 98 98 95 94931271211141131101081081071071060%10%20%30%40%50%60%70%80%020406080100120140占比TGI抖音男性兴趣类别用户抖音男性兴趣类别用户TGI TOP10TGI TOP10抖音女性兴趣类别用户抖音女性兴趣类别用户TGI TOP10TGI TOP10不同性别人群不同性别人群兴趣偏好兴趣偏好0000后对时尚穿搭、知识读书类视频偏好度较高后对时尚穿搭、知识读书类视频偏好度较高140 136132 131 130 129 125 116 1161140%10%20%30%40%50%60%70%80%游戏时尚穿搭知识/读书教育数码科技二次元萌宠军事音乐生活用品020406080100120140160占比TGI抖音抖音0000后（后（1818-1919岁）兴趣类别用户岁）兴趣类别用户TGI TOP10TGI TOP10不同代际不同代际兴趣偏好兴趣偏好9090后对二次元、游戏、读书知识类视频偏好度较高后对二次元、游戏、读书知识类视频偏好度较高106105103102102101999999970%10%20%30%40%50%60%70%80%二次元游戏读书/知识时尚穿搭数码科技萌宠生活用品美食体育运动旅行92949698100102104106108占比TGI抖音抖音9090后（后（2020-2929岁）兴趣类别用户岁）兴趣类别用户TGI TOP10TGI TOP10不同代际不同代际兴趣偏好兴趣偏好8080后对母婴、建筑装修、汽车类视频偏好度较高后对母婴、建筑装修、汽车类视频偏好度较高1071061051011001001009999990%10%20%30%40%50%60%70%80%母婴建筑装修汽车旅行美食军事音乐美妆舞蹈体育运动949698100102104106108占比TGI抖音抖音8080后（后（3030-3939岁）兴趣类别用户岁）兴趣类别用户TGI TOP10TGI TOP10不同代际不同代际兴趣偏好兴趣偏好7070后对建筑装修、音乐、美妆类视频偏好度较高后对建筑装修、音乐、美妆类视频偏好度较高1241201191161151121111111071040%10%20%30%40%50%60%70%80%建筑装修音乐美妆母婴汽车舞蹈军事旅行教育美食9095100105110115120125130占比TGI抖音抖音7070后（后（4040-4949岁）兴趣类别用户岁）兴趣类别用户TGI TOP10TGI TOP10不同代际不同代际兴趣偏好兴趣偏好6060后对母婴、音乐、美妆类视频偏好度较高后对母婴、音乐、美妆类视频偏好度较高118116115112110106104101100990%10%20%30%40%50%60%70%80%母婴音乐美妆舞蹈建筑装修旅行汽车美食军事教育859095100105110115120占比TGI抖音抖音6060后（后（5050-5959岁）兴趣类别用户岁）兴趣类别用户TGI TOP10TGI TOP10不同代际不同代际兴趣偏好兴趣偏好6060前用户前用户对音乐、舞蹈、美妆类视频偏好度较高对音乐、舞蹈、美妆类视频偏好度较高1061041021019999989796960%10%20%30%40%50%60%70%80%音乐舞蹈美妆母婴旅行萌宠建筑装修美食生活用品体育运动9092949698100102104106108占比TGI抖音抖音6060前（前（6060岁及以上）兴趣类别用户岁及以上）兴趣类别用户TGI TOP10TGI TOP10不同代际不同代际兴趣偏好兴趣偏好用户拍摄喜欢使用创意贴纸表达个性化，用户拍摄喜欢使用创意贴纸表达个性化，变美、炫酷、搞笑、可爱、浪漫特效更受欢迎变美、炫酷、搞笑、可爱、浪漫特效更受欢迎超大头猴哥变老大嘴走四方玫瑰爱你三千遍小恶魔控花擦拭变美浪漫气氛京剧武旦飘落小猪猪左右镜像控雨流星雨双屏白色小喵咪憨厚分三屏花样年华0%94%189%283%378%472%567%661%756%850%945%1039%1134%1228%1323%1417%1511%1606%1700%1795%1889%1984%2078%2173%2267%2362%2456%2551%2645%2739%2834%2928%3023%3117%3212%3306%3401%3495%3590%3684%3779%3873%3968%4062%4156%4251%4345%4440%4534%4629%4723%4818%4912%5007%5101%5196%5290%5385%5479%5573%5668%5762%5857%5951%6046%6140%6235%6329%6424%6518%6613%6707%6801%6896%6990%7085%7179%7274%7368%7463%7557%7652%7746%7841%7935%8030%8124%8218%8313%8407%8502%8596%8691%8785%8880%8974%9069%9163%9258%9352%9447%9541%9635%9730%9824%9919%10013%10108%10202%10297%10391%10486%10580%10675%10769%10863%10958%11052%11147%11241%11336%11430%11525%11619%11714%11808%11903%11997%12092%12186%12280%12375%12469%12564%12658%12753%12847%12942%13036%13131%13225%13320%13414%13509%13603%13697%13792%13886%13981%14075%14170%14264%14359%14453%14548%14642%14737%14831%14925%15020%15114%15209%15303%15398%15492%15587%15681%15776%15870%15965%16059%16154%16248%16342%16437%16531%16626%16720%16815%16909%17004%17098%17193%17287%17382%17476%17571%17665%17759%17854%17948%18043%18137%18232%18326%18421%18515%18610%18704%18799%18893%18987%19082%19176%19271%19365%194