1. Age composition of users in Zhihu:
According to the data of Guo Sheng Securities, 15-30 users account for 90%, of which 20-25 users account for half of Zhihu. As can be seen from the data, the users in Zhihu are mainly younger.
2. Education distribution of users in Zhihu:
People with high education, high income and high purchasing power have always been the most valued target customers of brand owners. According to the data of iResearch and Pacific Securities, 80% of users in Zhihu have bachelor degree or above, and nearly 20% of them have overseas study background.
They are either opinion leaders in their respective industries or knowledge-based middle class who are full of demand for professional knowledge. They pursue quality life, pay attention to self-improvement, have diverse interests, are curious about new things, and are the people who lead the mainstream of society. High quality consumers are accompanied by more rational consumption, which is the advantage of knowledge marketing.
3. Portrait of Zhihu users:
The quality of users is high and the consumption potential needs to be tapped. According to the company's prospectus, there are many male users in Zhihu, mainly in first-tier and new first-tier cities, among which nearly 80% are users under 30 years old, and over 80% are users with bachelor degree or above.
Younger, highly educated and high-income user groups highlight the high quality of users in Zhihu, which is in line with the positioning of Zhihu's professional content platform, with high consumption power and great potential for mining. Moreover, users in Zhihu are diversified, and the growth rate of young users and users in second-tier cities is fast. With the further optimization of the user structure, the future platform business revenue growth potential is huge.
4. Ratio of male to female in Zhihu:
According to the prospectus of Zhihu and the data of TF Securities Research Institute, 56.9% of users in Zhihu are male and 43. 1% are female. According to QM, the data of TF Securities Research Institute shows that the proportion of female users has been increasing continuously in the past four years, which is inconsistent with the data disclosed by Zhihu and is only for reference.
5. Distribution of user cities in Zhihu:
According to the prospectus of Zhihu and the data of TF Securities Research Institute, first-tier and new first-tier cities are the main users of Zhihu, accounting for 52.6%. The data of the past four years show that the number of users in third-and fourth-tier cities and other cities is increasing continuously, but this data is inconsistent with the data disclosed by Zhihu, and it is only for trend reference.
6. The behavior preference distribution of APP users in Zhihu;
According to the data of 36kr, Questmobile and China Merchants Securities, Zhihu APP users are mainly concentrated in the fields of education and skills.
7, Zhihu content heat:
According to the data of Zhihu and Guotai Junan Securities in recent years, the contents of fashion, education and health are very hot.
8, Zhihu problem distribution:
According to the data of Zhihu and Guotai Junan, the distribution of problems in Zhihu is relatively balanced, but education, science and technology, health and fashion account for half of the problems in Zhihu, of which education accounts for 2 1%, which shows that Zhihu users attach importance to education.
9, Zhihu creator and content:
In recent years, there are 4,365,438+million creators in the community, contributing about 353 million pieces of content, covering more than 654.38+million vertical fields and more than 5,765,438+million themes.
According to the data of a single quarter, the number of monthly active creators in Zhihu has reached 3.3 million, and the per capita creative output is 3.6 pieces/month, which are significantly higher than those in Mile Mile. It can be seen that Zhihu is not short of creators or content, but has not fully tapped the value contained therein.