The annual "Internet Queen" Internet Trend Report officially released the latest version of 2018 today. Similar to the past calendar year, this report comprehensively summarizes the global Internet development trend in 2017, from users, e-commerce, advertising, consumer spending, data acquisition. 12 chapters on optimization, economic growth drivers, China market, and enterprise software are elaborated.

Overall, as the smartphone market became saturated, the first growth in smartphone shipments in 2017 was stagnant, which affected the growth of mobile Internet users. However, people's online time is still increasing.

Large Internet companies are more important in the economy, but at the same time they face a “privacy paradox”: providing user users with a better user experience while also violating user privacy.

For the Chinese market, the report elaborated on the overall economic development situation, the number of Internet users, online entertainment methods (long video and mobile games), new retail, mobile payment, etc. The report pointed out that China is becoming the global Internet giant center, and The gap in the United States has further narrowed.

Smartphone shipments are growing at zero, but users’ online time is still increasing

The report first gave the conclusion that the growth rate of Internet devices and users continued to decline, and pointed out that 2017 was the first year in which the first smartphone shipments did not show any growth.

Global smartphone shipments increased to 0 in 2017

As the range of users covered by smartphones is becoming wider and wider in the world, growth is becoming more and more difficult to achieve. Similarly, the growth rate of network users has also declined. In 2017, it increased by 7%, compared with the growth rate of 12% in the previous year. Significant decline. More than half of the world's people use the Internet, leaving fewer people without access to the Internet.

Despite this, people's time on the Internet is still increasing. In 2017, the average daily use of digital media by American adults was 5.9 hours, compared with 5.6 hours the previous year, of which 3.3 hours were spent on the mobile side, which was the main source of growth in digital media consumption.

Mobile Internet usage is still growing

Although Apple and Samsung have successively launched high-priced flagship smartphones, the average selling price of smartphones worldwide has continued to decline, and the cost of decline has made underdeveloped markets more accessible to smartphones.

Mobile payments are becoming more and more convenient. China continues to be a leader in mobile payments, with more than 500 million active mobile payment users in 2017.

Voice control products like Amazon Echo are starting to take off. The number of Echo equipment activations in the United States increased from 20 million in the third quarter of 2017 to more than 30 million in the fourth quarter.

Technology companies are facing "privacy paradoxes" and they are caught up in the conflict between using data to provide a better user experience and breaking user privacy.

Technology companies are becoming the vast majority of US businesses. As of April, they accounted for 25% of the total market capitalization of US listed companies. Also in terms of R&D and capital expenditures, technology companies are also a major source of growth.

E-commerce sales growth continues to accelerate. In 2017, US e-commerce increased from a 14% growth rate in 2016 to 16%. Amazon has gained 28% more market share than last year, while offline retail sales continue to decline.

Large technology companies are exploring more business areas. Google is over-extended by the advertising platform through Google Home to the business platform. At the same time, e-commerce giant Amazon is marching into the advertising field.

People spend more on health care, and healthcare providers are expected to offer more advanced consumer experiences, including more convenient medical services, digital transactions, and on-demand drug services.

The trend of technology to subvert traditional industries is also accelerating. In the past, Americans spent 80 years adapting to the use of dishwashers, and the consumer Internet has become popular in less than 10 years.

Technology is also subverting the way we work, and more Internet-based on-demand jobs will dominate in the future.

As artificial intelligence accounts for a larger share of corporate spending, Internet giants Google and Amazon will provide more artificial intelligence services platforms.

Immigration is very important to American technology companies. More than half of the most valuable technology companies in the United States are founded by first- or second-generation immigrants. Uber, Tesla, WeWork, and Wish are founded by first-generation immigrants.

China is becoming the global Internet giant center and the gap between the United States and the United States is further narrowing

As in previous years, in the Internet Trend Report of 2018, the report also took a whole chapter to explain the trend of Internet development in China. The overall judgment of China's Internet environment this year is that the environment is full of vitality and continuous innovation in retail. .

The report first describes from the data that China's overall macroeconomic environment is still continuing to strengthen: the consumer confidence index hit a four-year high, and the manufacturing purchasing managers' index (PMI) continued to rise. At present, China's GDP growth of 62% is driven by consumption. In 2003, this ratio was 35%.

In the context of a sound macroeconomic environment, China's Internet environment has continued to strengthen. At present, the number of mobile Internet users in China is 753 million, an increase of 8% in 2017, a decrease from the year-on-year growth rate of 12% last year. Mobile data usage increased by 162% year-on-year, with a growth rate of 124% in the previous year.

Specifically, the most active part of China's Internet is online entertainment, e-commerce, etc. Among them, online entertainment is mainly divided into long and short video and multi-person interactive mobile games, which showed a significant rapid growth in 2017.

With the popularity of online video content, advertising budgets are increasingly tilting towards the field, and in 2017 it exceeded the budget placed on traditional TV channels.

Short video such as vibrato, fast hand, etc. is hot, occupying a large number of users

Online video advertising budget exceeds traditional TV channels

In the field of mobile games, China's game market revenue surpassed that of the United States, ranking first in the world. With the glory of 80 million Japanese goods and the survival of 50 million days of the Jedi, it became the main force of mobile game revenue.

In terms of retail innovation, China has emerged from the online to the offline. At present, online retail accounts for 20% of total retail sales, the highest proportion in the world. E-commerce continued to grow strongly, up 28% year-on-year, and mobile terminals accounted for 73% of GMV.

In addition, China has experienced rapid growth in areas such as online payment, advertising, and shared travel. Mobile payment grew by 209% year-on-year, compared with 116% in the previous year, led by Alipay and WeChat.

Online advertising business revenue increased by 29% year-on-year, and the growth rate was the same as the previous year. The travel sector has a growth rate of 96%, accounting for 68% of the global market share, and is still growing.

China is becoming the center of the world's largest Internet company. As of May 29, among the 20 Internet companies with the highest market capitalization or valuation, China has 9 and 11 in the United States. Five years ago, there were only two in China and nine in the United States. The gap between China's position in the global Internet and the United States is further narrowing.

China's Internet status and the US gap further narrowed

The report also said that Chinese users are more willing to share personal data. In a survey, “Do you want to share personal data (financial, driving records, etc.) to get more returns?” This question, 38% of Chinese users have chosen Agree, only 25% of US users are willing to do so.

More Chinese users expressed their willingness to share personal data

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