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最近,新浪微博有一条消息被广泛转发:长虹委托第三方机构调研,北京地区每晚百户的电视开机率是38%,而3年前为75%。据CNNIC调查,2010年有4000万人声称不再看电视,过去3年,网络视频收视率以每年300%～400%的速度增长,因此,消费者的消费习惯正在逐步改变。淘宝网2010年的网购数据中单日交易额峰值为19.5亿元,而到了2011年11月11日,淘宝商城网购单日交易额已高达33.6亿元。如果说淘宝的成功就是长尾市场的典型案例,那么,笔者断言,以我国IPTV、手机电视和网络视频等业务为代表的视频长尾市场离大规模爆发的日子也不会太远。
Recently, a message was widely forwarded on Sina Weibo: Changhong commissioned a third-party agency survey. Beijing turned on 38% of its TVs a night, compared to 75% three years ago. According to the CNNIC survey, 40 million people in 2010 claimed that they would no longer watch television. Over the past three years, online video ratings have been growing at 300% to 400% per year. As a result, consumer spending habits are gradually changing. Taobao net purchase data in 2010, the single-day peak value of 1.95 billion yuan, and to November 11, 2011, Taobao Mall online shopping single day trading volume has reached as high as 3.36 billion yuan. If the success of Taobao is a typical case of the long-tail market, I assert that the long video market represented by IPTV, mobile TV and online video businesses in China will not be too far off from the mass eruption.