DCCI:2010年上半年中国互联网互动营销数据报告

DCCI数据显示：刚刚过去的6月，中国互联网完成历史性一跃，用户产生的内容的流量超过网站专业制作内容流量，前者页面浏览量占互联网总流量的比例达到50.7%,后者为47.32%。博客、论坛、SNS、问答等应用的流量份额超过了新闻、搜索、电子商务等关键领域的总和。用户创造网络,2.0正式超越1.0。

DCCI互联网数据中心胡延平分析认为，用户产生的流量的变化，标志着微众时代的时代到来。社区、新闻资讯、电子商务、搜索等主要应用的流量结构变化分析显示，尽管主要应用的流量的绝对值都在增长，但是社区流量的份额占比数据急速跃升，而纯新闻资讯流量份额占比下降明显，流量转移背后是信息渠道、传播载体、话语秩序的转移，用户之间的渠道成为主渠道。这必将使得各方重新思考互动营销的价值。互联网用户及消费者已处在一个觉醒的、连接的、实时的、自组织的网络之中；推广、宣传、促销、广告的效果越来越弱，口碑、沟通、对话、分享、交流的效果越来越强，这些特性将互联网Web2.0的特性发挥到极致，用户充分体验了即时沟通、实时共享的传播乐趣，并乐在其中。

不同以往，在互联网、互动营销数据发布环节，除了关键指标、常规市场数据的发布，广告、营销所依附的传播环境、媒体生态的中长期变化等都做了深度透析。互联网对报纸等其它媒体的超越点，社区对门户、搜索的超越点，社区品牌广告对于门户品牌广告的超越，手机应用相对于PC应用的关键超越点等各类终端的融合、移动终端的市场消长也在现场集中解析。

社区页面浏览量（PV）占比远远超越其他互联网应用/服务，成为2010上半年PV占比最高的互联网应用/服务。DCCI2010上半年中国互联网调查数据显示：2010年上半年社区的页面浏览量首次过半，达50.1%，成为2010上半年PV占比最高的互联网应用/服务。随着SNS网站的兴起，社区的页面浏览量占比在2008年底首次超越资讯类、搜索类应用，跃居榜首，并从2008年下半年开始呈强势上涨，pv占比一路攀升至2010上半年的50.1%。而资讯类应用的PV占比则一路下滑，2010上半年仅占8.8%。

互联网用户视频、社区访问时长显著超越新闻/资讯，社区化应用成为粘性最高应用。DCCI2010上半年中国互联网调查数据显示：互联网用户将越来越多的时间用于娱乐/休息，其中用于观看网络视频的时间增长最为显著，世界杯掀起的网络旋风，使用户观看网络视频的时长明显增加。目前，用户将近40%上网时间用户网络社区（包括一切用户原创的内容），20.4%上网时间用户观看网络视频，且呈快速增长态势。

中国互联网网民渗透率将在2013年超过50%。DCCI2010上半年中国互联网调查数据显示：预计在2010年末，中国互联网网民规模将达到4.69亿，网民渗透率首次超过总人口的30%，达35%。随着WEB2.0时代的到来，中国互联网网民2013年的规模将达7.18亿，网民渗透率过半，达52.7%。

中国互联网用户2010年总页面浏览量达10940.1亿页，与2007年相比增长2.12倍。DCCI2010上半年中国互联网调查数据显示：2010年度总页面访问时长达2211亿小时，相比2007年增长2.09倍；2010年度总页面浏览量达10940.1亿页，相比2007年增加了2.12倍。

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