2018年K12教育用户群体研究报告

? K12? ? 2018.10 JIGUANG Confidential. All Rights Reserved. 2 K12?/ ?4? ?%?4?p?1? ?0?7?a?9?9? ?5?2?2?.?3 ?K?1? ?5?2018.09 JIGUANG Confidential. All Rights Reserved. ?4? ? ?4? ?0?52?751.?. %? %?.753? 3 ? K12? ? ? K12? ? ? JIGUANG Confidential. All Rights Reserved. K12?app? ?app ? K12? ? ? ?1-2?2?15? ? K12? ? 4 ?1 ?2 ?3 ?4 ? JIGUANG Confidential. All Rights Reserved. ?5 K12? CHAPTER 01 6 ? ? ?2 ? ?K?K? ? ?95%?1? ?95%?1? ?2018.09? Q? ? JIGUANG Confidential. All Rights Reserved. 0%10%20%30%40%50%60%70%80%90% ? ?2? ? 6? ? ?4? ? ? ?.? ?/60?96? ? ?%? ? ? ? ?%? ? ? ? ? ?3?75?8? 7 7?5 ?1?K? ?1?2? ?1?K? ? JIGUANG Confidential. All Rights Reserved. 73.69% 72.76% 72.20% 67.16% 63.62% 62.69% 58.02% 55.04% 25.56% ?%?5 75.05% 78.73% 72.39% 74.03% 65.64% 65.24% 63.80% 61.15% 22.90% ?%?5 ? 4?2 ?3? 0? ? ?.? ? ? ? ? ? ? ? ? ? ? ?95%? ?2018.09? Q? ? ?%?%?7?5? 8 0% 20% 40% 60% 80% ? ? ? ? ? ? ? JIGUANG Confidential. All Rights Reserved. 0% 20% 40% 60% 80% ? 0% 20% 40% 60% 80% ? 0% 20% 40% 60% 80% ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?95%? ?95%? ?2018.09? ? Q? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 9 0?7?65 ?%? ?1 ?%?.9? ?.9?%? ? ?%?4?%?%? ? ?95%?4?.? ?2018.09 Q?3? JIGUANG Confidential. All Rights Reserved. 22.95% 11.20% 9.47%9.38% 32.79% 38.73% 40.00% 42.71% 24.59% 31.92% 33.68% 25.00% 9.84% 10.14% 8.95% 12.50% 3.28% 3.63% 5.26% 8.33% 6.56% 4.39% 2.63%2.08% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% ?/0?30? ?.?1?21?0?7?65 98? ?4?6 ?6 ?6 ?6 ?4?6 ?%? ?%? ? ? ? ? ? 10 ? ? ?.?%?%?.?% ? ?%? ?1? ?3?%?%? ? ?4?2018.09 Q?.?2? Q?2? JIGUANG Confidential. All Rights Reserved. 35.29% 8.60% 51.47% 51.81% 17.01% 8.11% 7.84% 32.13% 54.36% 22.97% 14.29% 4.75% 20.75% 33.78% 7.14% 3.32% 32.43% 57.14% 21.43% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% ? ? ? ? ? ? ? ? K12? CHAPTER 02 12 26.30% 37.39% 23.95% 6.48% 5.88% 22.95% 42.62% 27.87% 6.56% 0.00% 31.94% 38.96% 21.04% 4.03% 4.03% 15.71% 37.17% 29.84% 9.42% 7.86% 10.31% 23.71% 29.90% 17.53% 18.55% ? ? ? ?2? 2?2?1?.?.? ? 3? JIGUANG Confidential. All Rights Reserved. ?/? ?95%?6? ?95%?62? ?%?2018.09 Q? ? ?/? ?/? ?/? ?/? ?/? ? 13 ? ? ? ? ? ? ? ? ?pa ?2018.09?pa Q? JIGUANG Confidential. All Rights Reserved. ? ?/? ?app ?/?/? ? ? ? ? ? 14 ? ? ? ? ? ? ? ? ? JIGUANG Confidential. All Rights Reserved. 58.21% 46.27% 30.60% 29.25% 21.94% 22.09% 4.33% 37.70% 60.21% 26.70% 31.41% 23.56% 18.32% 6.81% 29.90% 54.64% 27.84% 22.68% 20.62% 18.56% 17.53% ? ? ?/? ?app ?/?/? ? ? ? ? ? /?95%? /?95%? ?2018.09? Q? ? 15 ?*? ?1? ? ?0? ?.9?1?2? ? ? ?1?/? ?2018.09? Q?9? ?% JIGUANG Confidential. All Rights Reserved. ? 7.60% ? ?/? 9.60% ? 10.80% ? 12.40% ? 16.80%?/? ? ? 17.60% ? 19.20% ? 21.60% ?/ ? 24.80% ?/? ? 31.60% ? ? ? K12? CHAPTER 03 17 ?/? ? 7.28% ? ? 43.82% ? ? 36.15% ? 35.89% ? 21.20% ? 17.82% ? ? 17.56% ? ? 14.69% ? ? 8.58% ? 8.32% ? ?/? 7.41% ?/ ? ? ?.?08? ?2? ? ?8? ?5?7 ? ? JIGUANG Confidential. All Rights Reserved. ?1?2018.09? Q?/?/?.? %? ?/ 18 ? ?%?%? ? ?%4?%? ? ?%?%?3? ?1?%? ?%?%?% ?%?.? JIGUANG Confidential. All Rights Reserved. 54.18% 57.43% 27.70% 24.03% 16.50% 19.76% 2.65% ? 67.97% 33.99% 20.26% 18.95% 30.72% 11.76% 2.61% ? 55.13% 32.05% 12.82% 15.38% 42.31% 15.38% 5.13% ? ? ? ? ? ? ? ? ? 2?95%? 2?95%? ?2018.09? Q? ? ? 19 ? ? ? ? ? ? ? JIGUANG Confidential. All Rights Reserved. 44.53% 35.68% 28.04% 1.05% 1.05% 0.60% 0.00% 0.00% 0.00% 33.85% 41.15% 33.85% 10.94% 11.98% 10.42% 16.15% 6.77% 5.21% 24.49% 37.76% 35.71% 15.31% 9.18% 14.29% 27.55% 26.53% 16.33% ? ? ? ? ? ? ? ? ? ? ? ?2018.09? Q? 20 ? ? ?%?6?%?6 ?%8? ?%.?%?6?8 ?.? ?%.? JIGUANG Confidential. All Rights Reserved. 44.19% 56.64% 65.77% 0.00% 1.24% 1.04% 0.21% 0.41% 0.00% 39.87% 69.28% 66.01% 1.96% 1.31% 3.27% 29.41% 15.69% 3.27% 19.23% 64.10% 56.41% 7.69% 2.56% 7.69% 41.03% 28.21% 12.82% ? ? ? ? ? ? ? ? ? ? ?2?9?2018.09? Q?/?/? ? 21 ? ? ?1? ? ?1?3? ?6?2? ?.? ? JIGUANG Confidential. All Rights Reserved. 0% 10% 20% 30% 40% 50% 60% 70% ? ? ? ? ? ? ? ? ? + ? ? ? ? ? 4?95%?1? ?2018.09? Q?1?0?/? %? ? 22 ? ?1?1? ?1?1?5?1 ?5? ?%?1?. ?4 ?.? ?4?7?1?5? JIGUANG Confidential. All Rights Reserved. 0% 10% 20% 30% 40% 50% ? ? ? ? ? ? ?5? ? ?6-15? ? ?16-30? ? ?30? ? 6?95%?8?4?7? ?2018.09?0? Q?4?3?/?- ? ? 23 ? ?2?1-2? ?5? ?1?3?%? ?.?7?9?6? ? JIGUANG Confidential. All Rights Reserved. ?1-3?3-5?1-2? ? ? 0% 10% 20% 30% 40% 50% 60% 70% ? ? ?5? 1? ? ?3-4? 2? ? ? ?2018.09?1? Q?- ? Q?2?4?/?- ? 24 ? 5? ?5?1?%?%? ?2?6? ? ? ?%? JIGUANG Confidential. All Rights Reserved. 5?1? ? ? ? ? ? ?/app ? ? ? ?2018.09? Q?.? ? 25 ? ? ?.?%6 ?%? ?2? ?%?%?% ? JIGUANG Confidential. All Rights Reserved. ? ? ? ? ? ? ? ? ? ?4?2018.09?7?6? Q?/?%.? ? 26 ? ?%? ?8? ?5?%? ?%?2? ?5?%?% ?.? JIGUANG Confidential. All Rights Reserved. ? 60.29% 49.08% 41.96% 46.44% 30.96% 9.98% 7.33% ? 58.82% 43.79% 54.90% 36.60% 28.10% 5.23% 11.11% ? 51.28% 43.59% 62.82% 34.62% 23.08% 5.13% 7.69% ? ? ? ? ? ? ? ? ?/? ? ? ? ?95%?6?5? ?2018.09? Q? ? ? 27 ? ?7? ? ?/? ? ?7? ?/? 9?3? ?1?2018.09 Q?5?/? JIGUANG Confidential. All Rights Reserved. ? ?/? ? ? ? ? ? ? ? K12?app? CHAPTER 04 29 71.13% 39.31% 24.80% 14.85% 16.80% 9.79% 6.53% 69.44% 27.22% 14.44% 20.00% 15.00% 7.78% 10.56% 53.57% 25.00% 11.90% 40.48% 15.48% 11.90% 4.76% ? ?app? ?1?app?app?. ? ?7?%?3?1?%? ? ?%?0?3?6? ?8? ?%?7?%?4? ?p? ?%?3?3?3 ? JIGUANG Confidential. All Rights Reserved. ? ?app ?app ?app ?app ?app ?app ?app ?app? ?95%?a? ?95%?a? ?2018.09?0? Q?7?app? ? ? 30 ?2?app?0 ?app?top 10?4? ? ? ? ? ? JIGUANG Confidential. All Rights Reserved. ?522? 4? ?1522? ? 3?7. ? 4?6 ? ?6 2? ? ? ? ? ? ? ? ? ? ? ? ? ? ?2?8?09top 10 app ?0?2018.09 ?0?a?1pa?ot? ? 31 ?app? ?4?app?2? ?4?%?2?4?4? ? ?8?4?%?4?a?9?5? ?p? JIGUANG Confidential. All Rights Reserved. ?2018.09? Q?6?4?app?73?. ? ?app? ? ? ? ? ? ? ? ? ? K12? CHAPTER 05 33 K12?037? ?K? ?1? ? ? 1? ?92? ?%?.?%2018.09 ?1?0? Q%?1? Q%? JIGUANG Confidential. All Rights Reserved. 6?1?6?4? 18.68% 22.44% 18.07% 21.12% 10.56% 9.14% ?6?6?6?6?2?6?0?6? ?9? ?.? ? ? ? ? ? ?%? ?*?9?8 34 K12?815? ? ?.?.?%? ?%?5?5?%? ?8?7? JIGUANG Confidential. All Rights Reserved. ? ? ? ? ? ? ? ? ? ? ? ? 15?4?7500? ?15?3?/?6790?15? ?1?2018.09 Q?2? ?/? 35 K12?4? ?3?2 ? ?3?2 JIGUANG Confidential. All Rights Reserved. 2.36% 17.76% 12.07% 12.95% 20.02% 28.36% 6.48% ?6?/? ?%? ?%? ? ?9? ?6?8?2018.09?1?K Q?%?%3? Q?.?%3? 15.21% 8.64% 9.81% 4.81%4.91% 19.33% 8.34% 24.73% 3.24% ?3/?9 2? ? /?/? ?/?/? ? ?/? ? ?/?7? .? ?/5 ? ?1? 36 83.03% 45.40% 44.30% 21.95% 21.12% 14.81% 11.88% 5.73% 0.63% K12? ? ? JIGUANG Confidentia