Original title: In the first month of this year, the financial APP users' activity was low, and the average number of updates of securities firms' APP was the most
In January this year, the activity of financial APP users came out. Despite the support of various marketing activities, the activity of three categories of APP users, namely, banks, securities firms and insurance, declined significantly, and the polarization became increasingly serious.
Among the APP of securities companies, CITIC Securities (CEI) bucked the attack and ranked fourth; In the banking APP category, ICBC, China Construction Bank and Agricultural Bank of China (ABC handheld bank) still ranked the top three in user activity in January this year. The total number of active users of these three banking APP categories reached 143 million, and the leading position is still hard to shake; Among the insurance APP, Ping An's APP, Ping An Good Welfare, performed well. In January, there were 1.147 million active users, up 44.69% month on month.
The number of active users of CITIC Securities APP soared
Counter attack to the fourth place in the industry
Analysys Qianfan's latest Mobile APP Top 1000 List in January 2019 shows that (the statistical data is the monthly active number): in January this year, there were 17 brokers' APPs on the list, and the active number of Huatai Securities (Zengle Fortune Link) was 7.055 million, down 1.03% month on month; The second is Guotai Jun'an (Guotai Jun'an Junhong), with 3.655 million active people, down 3.2% month on month; However, Ping An Securities (Ping An Securities) still ranked third this time, with 3.531 million active people, down 1.67% month on month.
It is worth mentioning that in January this year, the number of active users of CITIC Securities' APP (Trust Investment) increased rather than decreased. The number of active users exceeded 3 million, reaching 3.092 million, up 0.96% month on month, ranking fourth.
At the same time, in January, the active users of brokers' APPs were significantly polarized. Of the 17 listed APPs, only 5 showed an increase in the number of active APPs, while the remaining 12 showed a decline. Among them, the APP of CIC Securities (Handheld Investment) and the APP of Essence Securities (Essence Mobile Securities) performed well, with both active users growing by more than 2% month on month in January.
As for the overall performance of securities companies' APP in January this year, Analysys Qianfan believes that, "After the stock market experienced a large and continuous decline, there was a trend of stabilizing and rebounding in January this year, but the market sentiment was still depressed, and the entry speed of investors slowed down, leading to an overall decline in the number of mobile active users. In the top ten applications in the securities field, except for CITIC Securities' APP and Dragonfly's Gold Touch, the number of monthly active users declined to varying degrees. On the whole, the activity of mobile end users is highly similar to the trend of the securities market. "
Three categories of financial APP
Polarization of active users
Among the banking APP, 23 banks and their credit card APP were on the list, but only Pudong Development Bank (SPD Credit Card), Minsheng Bank (Mobile Bank of Minsheng Bank), Everbright Bank (Sunny Life) and Bank of Jiangsu (Bank of Jiangsu) showed an increase in the number of active users, while the number of active users of the other 19 banking APP declined.
Industrial and Commercial Bank of China (ICBC), China Construction Bank (CCB), and Agricultural Bank of China (ABC handheld bank) still ranked the top three in user activity in January this year, with 52.835 million, 50.443 million, and 39.561 million respectively. The total number of active users of these three bank type APPs reached 143 million, although less than last December, But the leading position is still hard to shake.
The reporter noted that marketing activities will play a role in boosting the growth of APP user activity, such as the Bank of China Mobile Bank launched a lottery for transfer or precious metal transactions, and China Merchants Bank APP launched a lottery to win gifts by inviting relatives and friends to register. Only by increasing more interaction between institutions and users can we achieve win-win results.
To this end, Tian Jie, an analyst with Analysys Qianfan, told reporters that the decline in the activity of financial APP users in January was affected by many factors: first, January is generally the month with the largest cash demand, and from the historical cycle, the number of financial app users in January is also low; Second, the market investment atmosphere is not good. In 2018, the return rate of the overall investment and wealth management market was low, especially the risk of the stock, fund and other markets was amplified. The user scale in the investment market often has a lag effect. In January, the number of new investors in the stock market and the number of active mobile users decreased due to the depressed market investment atmosphere; In addition, the market capital is tight. The end of December to the beginning of January is generally the peak period for enterprise capital settlement. Market liquidity is tight at this stage, and macro monetary liquidity will also affect the investment enthusiasm of the financial market, so the activity of financial APP is generally reduced.
Similar to the user activity of banking and brokerage APP in January of this year, insurance APP also appeared polarization, but the differentiation was more obvious. Among the six insurance company APPs, China Life Insurance (eBaozhang) and Zhong'an Insurance (Zhong'an Insurance) declined significantly, while the rest increased. Among them, Ping An's APP of Ping An Group has outstanding performance, with 1.147 million active users in January, up 44.69% month on month; Pacific Life Insurance also showed strong performance. In January, its APP active users reached 5.762 million, up 9.11% month on month.
In this regard, Yiguan Qianfan said, "Ping An Good Welfare has been comprehensively upgraded at the end of 2018, gradually extending and expanding the service content, providing personalized insurance, annuity, health, festivals, financial management and other one-stop enterprise welfare solutions. This panoramic service fully combines the enterprise welfare scenarios, better solves the welfare needs of enterprise level employees, thus driving the user scale in the following months Rapid growth. "
Average update times of brokerage APP
Win over banking and insurance APP
As a window for direct "dialogue" with customers, APP operation and maintenance become the top priority of financial online business. At present, the main focus of financial APP is gradually shifting from customer acquisition to customer retention.
The reporter counted the number of updates of banking, brokerage and insurance APP in January this year. Among them, the average updating times of 24 banking APP, 17 brokerage APP and 6 insurance APP were 1.13, 2.06 and 1.67 respectively.
Specifically, in January, among the 24 banking APPs, Pudong Development Bank (Pudong Development Mobile Bank) updated the most, 3 times; However, Agricultural Bank of China (ABC Pocket Bank), Postal Savings Bank (Postal Savings Bank) and Everbright Bank (Sunshine Life) have not been updated.
Among the 17 securities firms' APP, Huatai Securities (Shangle Fortune Channel), the dominant securities firm's APP, has been updated the most, up to 4 times; GF Securities (GF Securities E-Taojin) and Shenwan Hongyuan (Shenwan Hongyuan big winner) have not been updated. Among the 6 insurance APPs, Ping An Financial Housekeeper updated the most, 3 times; China Life Insurance (eBao Account) has not been updated.
At present, many financial institutions have made great efforts in APP. From last Christmas to this New Year's Day, the Spring Festival, Valentine's Day and the Lantern Festival, online marketing activities will be held every festival, including red envelopes, gifts, air tickets, etc., which is bound to win a place online.
As for the future activity of APP users, Tian Jie believes that "due to the Spring Festival effect, the user activity of financial APP is still low in February, and will recover normally in March. Of course, the fluctuation of the number of financial APP users with the market environment also indicates that the process of user mobility in the financial industry has progressed to a later stage, and now it is the time of user stock operation."
(Editor in charge: Li Yue, Tong Zongli)
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