It has been more than two years since Tencent introduced its “mini-program” feature within the WeChat ecosystem. A new survey co-authored by Chinese research agency Kueclub (酷鹅研究院) and Tencent Research & Development suggests that over 40% of users think mini programs can replace standalone APPs someday. The report also offers insights into the daily habits and preference of Chinese consumers using WeChat mini-programs and what their behaviors can mean to brands and retailers.
Here are five key takeaways from the survey:
1. Find ways to encourage users’ prolonged stay in mini-programs
As of the end of 2018, WeChat mini-programs had more than 600 million users, of which 34% are frequent users. The report suggested we should focus on ways to encourage users to stay within a specific mini-program as long as possible.
2. Enhance user experience within WeChat ecosystem
The two main reasons for users to abandon a mini program were difficulty in searching within WeChat mini programs and a lack of functionality.
3. Offer convenience to facilitate purchase
30% of respondents indicated they shopped via WeChat mini-programs in 2018. The convenience of getting all things done within the APP as well as group coupons and discounts were two major factors that influenced shopping decisions.
4. Attract users through functionality and entertainment
In the future, WeChat mini-programs that focus on functionality and entertainment will become more popular, the survey noted.
5. Make effort to Identify users’ genuine interests
A better way to direct mini-program traffic to a stand-alone APP download is through identifying a user’s genuine interest rather than offering financial benefits.
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