消费行业：2024年中国内容社区平台用户价值洞察报告

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The report highlights a shift towards rational consumer behavior, with an increasing emphasis on practical value and cost-effectiveness in purchasing decisions [3][12][28] - Content community platforms, particularly those with high-quality and professional content, are becoming essential for brands to engage consumers effectively [5][29][53] - The report indicates that over 68% of advertisers plan to increase their marketing budgets for community social platforms in 2024, reflecting their growing importance in the marketing landscape [18][26] Summary by Sections 1. Consumer Behavior Trends - Post-pandemic, consumer spending has become more cautious, with a notable decline in the proportion of disposable income spent on consumption [8][28] - The consumer confidence index has been on a downward trend since 2022, indicating a more prudent approach to spending [11][28] - Over 70% of consumers are now more rational in their spending habits, focusing on practical and essential goods [12][28] 2. Value and Impact of Content Community Platforms - Content community platforms provide diverse content ecosystems that meet consumer needs for information during the pre-purchase decision-making process [5][53] - High-quality content on these platforms significantly enhances marketing effectiveness compared to traditional advertising methods [5][36][53] - The report emphasizes that community social platforms are becoming the primary marketing battleground for brands, with a focus on authentic and professional content [4][29] 3. User Insights of Content Community Platforms - Users of content community platforms prioritize product performance, functionality, and price when making purchasing decisions [6][65] - The report notes that users are increasingly relying on content from platforms like Zhihu for product information and recommendations, which aids in their decision-making [31][62] - Zhihu users, characterized by higher education and income levels, are particularly valuable to brands due to their willingness to pay for quality experiences [54][56] 4. Insights into Vertical Industry Users - The report indicates that community social platforms have surpassed 800 million users, highlighting their extensive reach and influence [18][29] - Advertisers recognize the higher audience targeting accuracy and engagement potential of community social platforms, leading to increased marketing budgets [26][29] - The report suggests that brands are exploring more effective ways to connect with consumers, moving away from low-price promotions that have shown diminishing returns [4][29]