QuestMobile: 2020 WeChat Mini Program Half-Year Report The epidemic has catalyzed the WeChat Mini Program to break through the thousand-user mark, and the battle for commercial value has quietly begun.

Dear friends, what did you think of the last "Half-year Advertising Market Report"? In the background, a friend who touched Mr.QM said: This year is full of difficulties, come on! Thank you, you too, come on! Indeed, crisis always has both danger and opportunity. Seize the opportunity and you will always find a better path!

Now, Mr.QM will share with you the first half of the year's mini program report to show you the true meaning of the coexistence of crises. With the entry of Meituan and JD.com, the mini program ecosystem is growing stronger and stronger. Among them, the three BAT platform companies with more than 1 billion users are gradually getting better, the commercialization speed continues to increase, and their respective advantages have also emerged: WeChat social fission + rich types; Alipay focuses on consumption + finance + new retail; Baidu focuses on search + information flow + open source services.

Specifically, this round of epidemic has stimulated a boom in online services and has also greatly helped mini programs, which can be said to be the key to the mini program landscape. Taking the leader WeChat mini program as an example, as of June 2020, the monthly coverage of WeChat mini programs has reached 830 million users, an increase of 11.6% over last year, and user stickiness is also continuing to increase. The average number of active days per person has also increased by 23.8% year-on-year. The number of mini programs with more than one million monthly active users has exceeded 1,000, and the average number of users per user has also increased to 9.8.

Judging from the growth in the first half of the year, the exploration and competition for commercial value has quietly taken place. As of June 2020, the top five mini programs with the largest year-on-year net increase in monthly active users of over 100 million were Jingxi (MAU 245 million in June 2020), Didi Chuxing (MAU 173 million in June 2020), Kanyikan+ (MAU 221 million in June 2020), WeChat City Services (MAU 158 million in June 2020), and Bill Payment (MAU 187 million in June 2020).

Judging from the user portrait, young users aged 19-24 account for a relatively prominent proportion of WeChat Mini Programs, reaching 18.0%. At the same time, users with medium to high online consumption power are close to 70%, and the proportion of users in second-tier cities and above exceeds that of the entire WeChat APP. The commercial value of Mini Programs is evident.

Why did this change occur? The epidemic is undoubtedly a catalyst. The digitalization process of the whole society has accelerated. Government-related mini-programs have cultivated user habits. Especially for young users, lightweight and convenient mini-programs have become daily essential tools. Shopping, dining, and takeout have gradually introduced public domain traffic and activated private domain traffic. With a closed-loop operation model with multiple functions, the commercial value has increased exponentially...

How to do it specifically? You may want to read the report.

2. WeChat Mini Programs attract more young users aged 19-24, with outstanding middle and high online consumption capacity, and the proportion of second-tier and above cities is slightly higher than that of WeChat APP

4. The number of WeChat mini-programs is growing rapidly. The number of mini-programs with more than one million monthly active users has exceeded 1,000, and the average number of mini-programs used by users has also increased to 9.8.

5. Mini Programs with more than one million monthly active users are more concentrated in the range of 1 million to 5 million. The trend of head concentration is evident, and the number of Mini Programs with more than 100 million monthly active users has increased to 8

6. The active users of WeChat Mini Programs are mainly concentrated in the fields of life services and mobile shopping. Driven by the impact of the epidemic, many industries have achieved substantial growth, among which the education and learning industry has achieved a year-on-year growth rate of 102.1%.

7. The epidemic has become a key factor affecting the mini-program landscape in the first half of the year. All types of mini-programs have shown strong growth momentum; the majority of the top growth are from Tencent’s own mini-programs

4. WeChat mini-programs help offline stores expand new online channels

5. WeChat Mini Programs help giants gain new traffic

5.1 E-commerce competition has opened up a new battlefield in the field of WeChat mini-programs, and the group-buying model has been fully utilized under the soil of WeChat social traffic; driven by the 618 e-commerce shopping festival, the scale of users covered by Jingxi has increased significantly

5.3 Pinduoduo APP users are mainly middle-aged people aged 31-40, while mini programs have opened up more people under 30 and over 41, achieving coverage of users of different age groups