The proportion of male and female users is balanced: there is basically no difference between male and female users at the level of 42%. There seems to be no gender boundary in the matter of loving music.
Original musicians are the biggest contributors besides ordinary users. Netease cloud users have four labels: ordinary users without labels, talent labels (usually porters of videos or music in a certain circle), musician labels (original musicians) and big V (official certification).
Among them, musicians account for 3%. In fact, this ratio is obviously incorrect. There are three musicians in every 100 people, so musicians will become very common in their lives.
The reason why the proportion is so high is that the logic of the crawler crawls according to the breadth-first association between the attention list and the fan list, so users with a large number of followers and fans have a higher probability of being drawn, and there are survivor errors. To some extent, most users who climb up are active users, not random samples.
But from another point of view, the probability of active users being crawled is very high, because it is a way of associated crawling, so it is meaningful to look at the three labels of musician, talent and big V alone, because almost all of these two active user groups have been crawled, and the probability of missing them is very small.
Excluding the data of ordinary users and leaving only special users for comparison, we can see that original musicians account for the vast majority of special user groups. Netease Cloud Music has the soil for some lesser-known musicians to publish their own works and cultivate their own fans. Want a fire, sing folk songs.
According to the number of users' fans, the first one is the official account "Cloud Music VIP", with 6 million fans, which means that about 6 million users have purchased members. Considering that vinyl membership was launched on June 2065438+June 2, 20081,the liquidity is good in less than one year.
In addition, online celebrity Joker Xue ranked second, far ahead of others, and this doyen is still a fire among internet celebrities.
Secondly, the singers who wrote folk songs occupied five of the remaining 10 seats: Zhou Hua, Chen Li, Li Zhi, the landlord's cat and Lao Lang. From this point of view, folk songs have the largest user base in cloud music. Individual users of cloud music can publish their own songs, and it is understandable that folk songs with low creative threshold become hot.
The post-95 generation is becoming the mainstream, and the willingness to pay is positively related to age. The data of users born in 1990 is obviously abnormal. After summarizing the number of users by date, I found the reason: set the default value of date as1990/01/01. The default date for registering a new account is indeed this day. After removing the data of this day and updating the chart, the number of users born in 1990 dropped significantly.
The data showed that the date of birth showed an upward trend when it was less than 1998, and a downward trend after 1998. Come to think of it, children after 2004 are only 18 years old. At this stage, most of them have not yet entered the university, and the proportion of people who can use smart devices for a long time will not be very high. It is inevitable that the number of these people is small. Generally speaking, young people obviously prefer music and love to use Netease cloud music.
The main active users of Netease Cloud Music are the current college students and young people, and the majority of teenagers are potential active users.
Intuitively, the proportion of Vip increases with age. The older you are, the stronger your spending power is, and the higher the proportion of VIP purchases. Simply calculate the correlation coefficient between Vip ratio and age: the correlation coefficient is about 0.83, so it can be considered that Vip ratio has a strong correlation with age.
The level distribution of users is centered on 7 levels. The higher the level, the stronger the willingness to pay. Users at 10 level are listening to music.
By aggregating the level attribute with the average number of songs listened to, we can know the average number of songs listened to by users at each level. With the improvement of the level, the number of corresponding songs has increased exponentially, and the users of 10 level are all demons, and the number of songs listened to has reached 25k. Music counting is de-weighted, which means that the value of a single song will not increase. )
By aggregating the grade attribute with the number of users and calculating the Vip ratio, we can know that the mainstream users are still in three groups of grade 6, 7 and 8. With the increase of grade, the proportion of Vip has an obvious upward trend, and the proportion of users who buy vinyl members at 10 grade has reached 44%, indicating that the increase of user viscosity will promote users to buy Vip. In addition, compare your own data to confirm whether the data is correct.
Uighur users account for half of the country, and users in economically developed areas are willing to pay.
Visualize the data according to the location of users and the proportion of Vip. From the perspective of the number of users, the top three are all taken over by Xinjiang. The other popular cities in Beijing, Guangzhou and Shenzhen are on the list. The proportion of payment is that the more developed the economy, the higher the proportion of payment. The older you get, the higher the payment ratio, which means that the payment ratio is closely related to the consumption power.
Incredibly, Xinjiang users actually occupy almost half of the country. The data in this dimension is actually more reliable, because the default setting of the app is the location of the user's device, and from the user's habits, few people will bother to change a false address.
Randomly select a Xinjiang user for verification and irresponsible analysis: because the language family of Xinjiang users is not Chinese, most of them are Uighurs, and the music culture is completely different from the Chinese circle. They have their own unique subculture music, and Uygur songs and Russian songs are generally accepted by Uighurs.
Under this premise, Netease Cloud Music, a social platform relying on recommendation algorithm, perfectly meets the needs of this small group of music. Compared with the way that QQ music city is king, it is easier for Uighurs to find their favorite songs on Netease Cloud, a small and beautiful platform.
At the same time, we can also analyze the characteristics of mainstream users of Netease Cloud from the typical user group of Uighurs: they have their own judgments on music and like some relatively minority music styles, which are common with listening to acg, classics and folk songs.
But assuming this judgment is correct, Netease Cloud Music app has a very unique potential in regions and countries where music culture is outside the mainstream music system. What can be associated with it is that in many small overseas countries, they all have their own unique music and culture. Does Netease Cloud have a unique advantage in this market?
Because most fans and followers of Uighurs are Uighurs, the correlation is very high. Crawlers search data first according to the breadth of these two lists, so the previous errors may be amplified, and there may indeed be errors in the data in the dimension of region.
Judging from the available data, the mainstream users of Netease Cloud are around 20 years old, have a preference for unique music, use Netease Cloud for a long time and have a high account level. However, vinyl members account for a large proportion of users with strong spending power and high user viscosity.
Music is a market for young people. Netease Cloud Music uses its own advantages to find ways to retain young people, help young singers with real talent and temperature to establish their own reputation, and let young people talk to excellent music, which is an APP with temperature.
Secondly, the power of Netease Cloud Music in the field of subculture should not be underestimated. There should be many small countries with their own unique music culture abroad, and it may be a good choice to work hard in this direction.