Study on user stickiness of Ximalaya APP Based on basic analysis of SPSS

Abstract

With the development of network technology, the traditional radio station began to have a new development opportunities, mobile Internet radio began to come out. The audience can listen to the radio in different use scenarios such as traditional listening devices, smart mobile devices, vehicle devices and so on. In August 2012, Himalaya FM began to build an online audio sharing platform. Today, Ximalaya FM is firmly ranked as the largest number of users and the largest platform in China. As of 2019, Ximalaya apps have more than 600 million active users and have more than 80 million monthly active users, but how to enhance user engagement, improve user activity and usage duration is still a very important issue in the Ximalaya FM operation process. This paper mainly explores the factors influencing the stickiness of the Ximalaya FM users, and uses the literature research method and the questionnaire survey method to analyze the questionnaire sample through the SPSS data analysis. In-depth analysis of the Ximalaya FM users, including their use of behavior characteristics, attitude influence, and the use of quantitative research methods to analyze the factors affecting user stickiness.