PPTV Issues PP Index, China's First Analysis Report On Mobile Video Users
SHANGHAI, July 30, 2013 /PRNewswire/ -- PPTV has issued the PP Index, China's first mobile video user analysis report, based on PPTV's massive mobile user data in association with Umeng, China's largest mobile application statistics analysis and developer service platform. It is released on the 9th day of each month and the third edition was released on July 9th. As China's only report in the field of mobile video analyzing and interpreting authoritative data, every edition of PP Index will be directly sent to over 10,000 advertisers as an important basis for their consideration of mobile advertising on video sites.
Data has shown that PC users are shifting towards mobile terminals, and mobile video has become the most popular application of the mobile Internet. Equipped with first-mover advantage, PPTV's mobile terminal has accumulated over 150 million installed users and 70 million monthly active users. It is based on such a large and active database that PP Index enables PPTV and a third-party mobile data analysis agency -- Umeng to systematically analyze the viewing habits of mobile video users. This displays the guiding significance of the PP Index.
Take the analysis of viewing habits of iPhone users and iPad users in the third issue of PP Index for example, the study found that iPhone users are more flexible and fragmented in viewing relative to iPad users. When PPTV pushed live information about the launch of the Shenzhou-10 Spacecraft to iPhone users and iPad users simultaneously, nearly 50 percent of iPhone users clicked to view, while the figure was only about 25 percent for iPad users; the distinct difference is reflected in the users' screening behavior as well. When entering the TV Series channel, only 25 percent of iPhone users chose to watch TV series, far lower than the 40 percent watching highlights and 20 percent watching previews; while over 30 percent of iPad users chose to watch TV series, 23 percent watched highlights and 20 percent watched previews. The data analysis would help advertisers better focus their advertising campaigns on breaking social events and new TV series.
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