23个百万月活券商App内容丰富度和合规测评

Core Insights - The construction of a content ecosystem has become a crucial aspect for brokerage apps to enhance competitiveness amid ongoing pressure on commission rates, accelerated wealth management transformation, and significant changes in user information acquisition habits [1][2] - Brokerages are shifting their business model from transaction channels to deeper wealth management, necessitating the establishment of trust through content, which includes precise research results, advisory services, and educational compliance [1][2] - Users primarily seek financial product trading and services from brokerage apps, but investment decisions heavily rely on news and information services, making a rich content ecosystem essential for meeting users' "one-stop" financial service needs [1][2] Evaluation Overview - The evaluation conducted by the 21st Century Business Herald from April to June 2025 assessed the content ecosystem of 23 brokerage apps with over one million monthly active users [1][11] - The evaluation focused on three primary indicators: functionality, content compliance, and user experience [5][6] Sample Selection and Metrics - The evaluation included 23 brokerage apps with a monthly active user count exceeding one million, based on data from iResearch [3][11] - The evaluation metrics included functionality (33% weight), content compliance (40% weight), and user experience (27% weight) [5][6] Key Findings - Brokerage apps have strategically invested in a comprehensive content ecosystem that goes beyond supplementary functions, becoming essential for user engagement, brand building, and business growth [9] - Real-time news updates have become a standard feature, while the depth of educational content and video/live content varies significantly, with many apps showing low update frequencies for educational materials [9] - Although most content comes from licensed institutions or individuals, some apps still harbor compliance risks, particularly in sections like VIP information and individual stock pages [9] - Enhancing user stickiness through a "one-stop" content supply requires a focus on layered content delivery to help users quickly identify high-quality information, which remains a challenge for most brokerage apps [9]