更注重健康的千禧一代使自我護理應用收入猛增

Millennials may be a bit obsessed with self-care -- and it's beginning to pay off for the makers of self-care and digital wellness apps.

“千禧一代”對自我護理可能有點着迷，在這種趨勢的推動下，自我護理與數字健身應用廠商的付出開始獲得回報。

According to data from multiple app store intelligence firms, the category is now seeing notable growth.

根據多家應用商店市場研究公司的數據，自我護理應用的收入增長迅猛。

In the first quarter of 2018, the top 10 grossing self-care apps in the U.S. earned $15 million in combined iOS and Android revenue, and $27 million in worldwide revenue, according to Sensor Tower.

根據Sensor Tower的數據顯示，2018年第一季度，美國十大自我護理應用在iOS和安卓兩大應用商店的總收入達到1500萬美元，在全世界的總收入達到2700萬美元。

The firm also found that the top 10 wellness apps (e.g. mindfulness and meditation) made about 170 percent more revenue worldwide in Q1 2018 than the top 10 wellness apps did in Q1 2017 across both the App Store and Google Play. In the U.S., they made about 167 percent more.

Sensor Tower的調查還發現，2018年第一季度，全世界十大健康應用（即正念和冥想）在App Store和Google Play商店的總收入比2017年第一季度增長了170%左右。在美國，它們的收入增幅在167%左右。

However, a big chunk of self-care apps' revenue is being claimed by just two apps -- Calm and Headspace, both of which focus on mindfulness and meditation.

在所有自我護理應用的收入中，大部分被Calm和Headspace收入囊中--這兩款應用都側重於正念和冥想。

Calm, the top grosser, earned about half the total revenue in the U.S. and worldwide, equating to roughly $8 million in the U.S. and $13.5 million worldwide.

作爲排名榜首的自我護理應用，Calm在美國和全世界自我護理應用的總收入中佔到半壁江山，也就是說，它在美國的收入約爲800萬美元，在全世界的收入約爲1350萬美元。

Combined with Headspace, the two generated more than 90 percent of the top 10 apps' revenue last quarter.

2018年第一季度，Calm和Headspace的合併收入在十大自我護理應用總收入中的佔比超過90%。

Apptopia is also reporting a surge in self-care app revenues and installs, but its numbers don't agree with Sensor Tower data.

Apptopia也宣稱自我護理應用的收入和安裝量都出現大幅飆升，但它的結論與Sensor Tower的數據並不完全吻合。

Both firms agreed on the top three, however: Calm, followed by Headspace, then 10% Happier: Meditation Daily. Other mindfulness apps appeared on both charts, including The Mindfulness App and Stop, Breathe & Think.

不過，Apptopia和Sensor Tower在收入排名前三的自我護理應用名單上倒是非常一致，即Calm雄居榜首，Headspace位居第二，Happier: Meditation Daily以10%的收入份額排名第三。還有其他幾款自我護理應用也在出現在Apptopia和Sensor Tower的排行榜上，其中就包括The Mindfulness App and Stop和Breathe & Think。

The discrepancies may be attributed to how the companies define "self-care" -- as it's not a specific app store category -- as well as data quality.

這種不同可能歸因於Apptopia和Sensor Tower對“自我護理”的定義差異--因爲它並不是一個專有的應用商店類別--以及數據質量的差異。

Apptopia also claimed self-care app installs are up year-over-year, with more new self-care apps arriving every year. Regardless of which firm is closer to actual, the trend is clear: self-care app adoption is booming.

Apptopia還宣稱，自我護理應用的安裝量同比出現增長，而且每年都會有新的自我護理應用推出。無論哪家公司的數據更接近於真實狀況，整體趨勢都是顯而易見的：自我護理應用正在快速普及。

Apple, for example, pegged self-care as one of its top four breakout trends for 2017, saying "never before have we seen such a surge in apps focused specifically on mental health, mindfulness and stress reduction."

舉例來說，蘋果將自我護理稱爲是該公司2017年四大突破性趨勢之一，並且表示：“我們以前從未見過專注於心理健康、冥想和減壓的應用銷售出現如此大的增長。”

As to why self-care apps are the latest craze, that's a bit more complicated.

至於自我護理應用最近爲何風靡一時，背後的原因可能更爲複雜一些。

Some experts say millennials' use of the informational resources on the internet increased awareness about self-care in general; others would say the always-on news cycle of the web combined with the depressing nature of social media led to a growing need for self-care tools.

有些專家稱，千禧一代對互聯網上信息資源的使用，整體增強了他們的自我護理意識；也有專家認爲，24小時不間斷的互聯網新聞週期以及令人沮喪的社交媒體性質，讓用戶對自我護理工具的需求越來越大。

And, of course, cynics would argue it's simply because millennials are more self-absorbed than other generations, and this trendy focus on self-care is the proof.

當然，有些人可能認爲，原因其實很簡單，那就是千禧一代比前幾代人更“自戀”，這種專注於自我護理的趨勢就是明證。

But there are plenty of other factors beyond that. Millennials married later and were slower to buy homes as a result -- that may have led them to have more time to remained self-focused, as they may not have had the same set of distracting responsibilities as their parents.

但除此之外，自我護理應用風靡一時還有其他一些原因。千禧一代結婚更晚，購房時間也因此推後，這可能使得他們有更多時間把關注點放在自己身上，他們可能也不像父輩那樣承擔那麼多分散自身精力的責任。

Meanwhile, the stigma around mental illness is also on the decline, which aids a self-care app surge.

與此同時，人們不再像以前一樣對精神疾病諱莫如深，這對自我護理應用的銷售增長也起到了推波助瀾的作用。

However, not all self-care apps are a replacement for traditional mental health care, when it comes to more serious matters.

但是，並不是所有的自我護理應用都可以取代傳統的心理健康教育，因爲這要牽涉到一些更嚴重的事情。

Some of the talk therapy apps were found to be ineffective, expensive, inconsistent in the quality of care provided and, at worst, potentially dangerous.

實際上，有些談話療法應用就被發現效果不明顯，卻價格高昂，而且提供的護理質量也與宣傳的不一致，更爲糟糕的是，可能還會帶來潛在危害。

For those problems that can't be meditated away, please still call a doctor or an emergency hotline.

因此，對於那些無法通過冥想解決的問題，患者最好還是去看醫生，或是撥打心理健康熱線。