各位童鞋搭嘎猴啊，上周"移动互联网半年大报告"看的怎么样？有童鞋在后台留言："上年 用户黏性增长态势确实有点出乎意料，互联网产业韧性相当强啊……"一如此前Mr.QM 说的，随着数字化持续深入，AI技术持续突破，很多变局正在悄然却又不可逆转的发生，这 个过程中，如何寻找到更多新场景、新技术应用来满足用户需求，就是构建企业发展韧性的 关键！ 言归正传，今天就给大家分享一下 2025 年 AI 应用市场半年报。 Qu e s tMobi l e 数据显 示，上半年 AI 应用快速发展，形成了"四大梯队"的应用格局，其中，第一梯队由 AI 搜索 引擎、 AI 综合助手两个赛道构成，已经遥遥领先，截止到 2025 年 6 月，二者的月活跃 用户规模分别达到 6.85 亿、 6.12 亿。 第二梯队由 AI 社交互动、 AI 专业顾问组成，月活跃用户规模分别为 1.26 亿、 1.11 亿。第三梯队由 AI 效率办公、 AI 图像处理构成，月活跃用户规模分别为 0.69 亿、 0.49 亿；第四梯队包括 AI 创作设计、 AI 文案写作、 AI 学科教育等等，均在 0.2 亿左右。 四大梯队应用的表现，落到应用模式上，形 ...

QuestMobile 解决方案经理 1、上半年，哪些细分赛道逆势爆发，增长引擎是什么？ 2、插件形态如何用"无感化"体验碾压原生App？ 3、手机厂商5亿预装红利为何难转化为高活跃？ 主持人:李 雪 8月8日15:00 AI应用半年回顾：谁在领跑？谁被淘汰？ 欢迎扫码预约，来直播间互动赢好礼 直播亮点： 分享嘉宾: 任萌雪 QuestMobile 高级研究经理 手机厂商5亿预装红利为何难转化为高活跃? 15:00-16:00 扫码预约 》》》》》》》》》 直播亮点 上半年,哪些细分赛道逆势爆发,增长引擎是什么? 插件形态如何用"无感化"体验碾压原生App? ...

Core Insights - The article highlights the robust growth of China's mobile internet sector, with a total of 1.267 billion monthly active users as of June 2025, reflecting a year-on-year increase of 2.5% [3][11]. - User engagement metrics show an increase in average daily usage time to 7.97 hours and frequency of use to 117.9 times per day, representing growth of 7.8% and 2.6% respectively [3][13]. - The competitive landscape among top internet companies is intensifying, with significant user growth for JD and Douyin at 13% and 12% year-on-year, while Pinduoduo and Baidu show minimal growth [3][18]. Group 1: Mobile Internet Growth - The overall economic environment in China is stabilizing, with digital economy policies boosting consumer confidence and market activity [9][15]. - The mobile internet user base continues to grow steadily, maintaining an increase of over 2% in the first half of 2025 [11]. - The increase in user engagement is primarily driven by younger and elderly demographics, with a notable shift of users towards first-tier cities [15][17]. Group 2: AI Applications - The AI application market is experiencing fierce competition, with 66.7% of the top 30 AI applications coming from the leading internet companies [4][22]. - The growth of AI applications is evident across various sectors, with significant user increases in AI native apps and plugins [4][26]. - The AI search engine segment has shown the largest growth, indicating a shift in user preferences towards AI-integrated solutions [4][32]. Group 3: Advertising and Marketing - The online advertising market in China surpassed 200 billion yuan in the second quarter of 2025, with a year-on-year growth rate of 6.8% [45][53]. - Brands are increasingly investing in marketing to enhance brand image, with a notable rise in advertising expenditure among beauty brands [59][61]. - The "618" shopping festival remains a critical marketing period, significantly impacting advertising spend and consumer engagement [57][63]. Group 4: Industry Insights - The short video industry continues to consolidate around platforms like Douyin and Kuaishou, with Douyin reaching 900 million users [76][78]. - The online travel sector has seen a 4.4% year-on-year increase in user numbers, reaching 156 million users by June 2025 [107][109]. - The integration of technology in the travel sector is enhancing user experiences, with AI and AR applications becoming more prevalent [111][113]. Group 5: Consumer Behavior Trends - The trend of "lightweight travel" is growing, with consumers favoring immediate purchase options and personalized experiences [116][118]. - The rise of "pet-friendly" services in the travel industry reflects changing consumer preferences, particularly among younger demographics [120][122]. - The demand for experiential consumption is driving innovation in the hospitality sector, with hotels offering unique service combinations [114][116].

Core Insights - The article provides a comprehensive overview of the user scale and growth of various mobile applications in China, highlighting the leading apps in different categories based on their Monthly Active Users (MAU) as of Q2 2025 [2][6]. User Scale of Top Apps - The top app in instant messaging is WeChat with an average MAU of 110,105.33 million [3]. - Douyin leads in short video with an average MAU of 90,392.88 million [3]. - Alipay ranks first in payment and settlement with an average MAU of 92,550.92 million [4]. - Other notable apps include Baidu in search engines with 70,186.45 million MAU and Meituan in local life services with 50,620.42 million MAU [4]. Growth Rankings of Apps (MAU in Billion Level) - The app "Yinshangfu" in payment and settlement saw a growth of 78.50% with an MAU of 18,828.03 million [8]. - "Dazhongdianping" in local life services experienced a growth of 33.40% with an MAU of 15,484.44 million [8]. - "Didi Chuxing" in ride-hailing services grew by 24.44% with an MAU of 13,520.97 million [8]. Growth Rankings of Apps (MAU in Million Level) - "DeepSeek" in AI search engines has a remarkable growth of 6062.68% with an MAU of 2,480.48 million [9]. - "Douyin Mall" in comprehensive e-commerce achieved a growth of 552.24% with an MAU of 4,526.35 million [9]. - "Kimi" in AI applications also showed significant growth of 177.37% with an MAU of 1,273.89 million [9]. WeChat Mini Programs User Scale - The top mini program is "Tencent Mobile Value" with an MAU of 68,949.98 million [12]. - "Life Payment" ranks second with an MAU of 47,149.05 million [12]. - "Didi Chuxing" mini program for ride-hailing has an MAU of 31,284.19 million [12]. Internet Ecosystem Traffic Leaders - "Fengxing Video" leads with a total user count of 3,812.95 million and a daily active user count of 2,484.90 million [15]. - "Mango TV" follows with a total user count of 45,013.20 million and a daily active user count of 6,396.89 million [15]. AI Native App User Scale - "DeepSeek" in AI search engines leads with an MAU of 16,295.20 million [17]. - "Tencent Yuanbao" in AI comprehensive assistants has an MAU of 2,480.48 million [17]. AI Application Plugin User Scale - "Baidu AI" in AI search engines has an MAU of 29,406.49 million [19]. - "Douyin" with its AI search feature has an MAU of 20,972.89 million [19]. Commercial Value of Apps - Douyin leads in short video advertising with a value index of 867.78 and an MAU of 91,423.72 million [21]. - WeChat follows with a social advertising value index of 573.12 and an MAU of 110,409.71 million [21]. Overall Streaming and Variety Show Rankings - The top drama series is "Dafeng Dajian" with a total playback of 11.47 billion [23]. - The leading variety show is "Chengfeng 2025" with a total playback of 5.98 billion [25]. New Energy Vehicle Manufacturer Activity Rankings - BYD leads with an active volume of 9,714,308 vehicles and a quarter-on-quarter growth rate of 8.52% [27]. - SAIC-GM-Wuling follows with 2,426,206 vehicles and a growth rate of 6.27% [27].

Group 1 - The core viewpoint emphasizes the upgrade of scene-driven media, which unlocks marketing potential [1] Group 2 - New scene traffic extension is identified as a breakthrough for brand marketing [1] - Potential media releases differentiated marketing value [1] - Innovative media combinations facilitate efficient reach and expansion of marketing entry points [1]

Core Insights - The article discusses the potential marketing value of media in 2025, highlighting the growth of China's internet market and the increasing competition among media channels [2][3][4]. Group 1: Market Overview - The revenue scale of China's internet market has shifted from double-digit growth to around 2%, with projections indicating it will reach 3.60 trillion yuan by 2025, with internet advertising expected to account for 24.9% [2]. - The competition among media channels has intensified, driven by new technologies and content forms that have integrated with offline life scenarios, leading to significant traffic growth in various sectors [3][4]. Group 2: Advertising and Marketing Trends - Internet platform revenue growth is slowing, but traffic monetization remains stable, indicating a need for innovative marketing strategies that avoid reliance on single channels [6][7]. - The share of internet market advertising revenue is stable, but competition is becoming increasingly fierce, with top media channels capturing over 80% of advertising revenue [9][11]. Group 3: User Engagement and Content Consumption - The evolution of technology and content is changing user engagement, with significant growth in active users and usage frequency for smart hardware apps, which saw a 30% increase in active users from May 2023 to May 2025 [3][19]. - New content forms, such as short dramas, have rapidly increased user consumption time, with overall traffic rising by 126.8% year-on-year by May 2025 [35][37]. Group 4: Emerging Media Opportunities - The article identifies three key drivers for media quality improvement: new technologies, content integration into daily life, and the emergence of new marketing scenarios [15][21]. - Potential marketing value media types are emerging, characterized by high user engagement and diverse application scenarios, providing advertisers with more exposure opportunities [41][43]. Group 5: Future Projections - The report anticipates that the internet market will continue to evolve, with structural opportunities and new traffic sources available for brands to capture user attention [16][22]. - The combination of various media resources and innovative marketing strategies is expected to enhance brand marketing efficiency and effectiveness [70][79].

Core Insights - The article highlights the significant growth in mobile internet usage and user engagement in the first half of 2025, driven by advancements in AI technology and deeper integration into offline scenarios [2][12][14]. User Growth and Engagement - As of May 2025, the number of active mobile internet users reached 1.262 billion, marking a year-on-year increase of 2.2%, with monthly average usage time rising by 8% to 178.9 hours [3][12]. - Monthly active users for mobile video, mobile shopping, travel services, and lifestyle service apps reached 1.167 billion, 1.094 billion, 1.094 billion, and 0.902 billion respectively, indicating a growing trend in these sectors [3][14]. Device Usage Trends - The number of active users for smart devices reached 443 million, with a year-on-year growth of 11.6%, leading all sectors [3][14]. - Smart TV active device count stood at 288 million, with Xiaomi, Skyworth, Hisense, TCL, and Haier being the top five brands [3][19]. Tourism and Travel Services - The travel service app sector saw a monthly active user count of 176 million, up 7.2% year-on-year, with major platforms like Ctrip and Fliggy showing strong user growth [4][27]. - Ctrip and Fliggy's unique user counts reached 139 million and 40.4 million respectively, with year-on-year growth rates of 2.5% and 35.4% [29]. Financial Services - The financial management sector's active user base reached 989 million, with a notable increase in usage frequency by 14% year-on-year [54][60]. - Major banks are integrating AI technologies into their services, enhancing user experience and driving traffic growth [60][63]. Entertainment and Media - The OTT media landscape is thriving, with Mango TV's user base growing by 14.7% to 468 million, driven by innovative interactive content [38][40]. - Short dramas and games on platforms like Douyin are gaining popularity, with top short drama mini-programs exceeding 20 million in traffic [40][44]. Summary of Key Sectors - The article emphasizes the importance of multi-device collaboration and the increasing demand for intelligent experiences across various sectors, including travel, finance, and entertainment [14][15][54].

Group 1 - The core viewpoint of the article focuses on the accelerating technological innovations in the automotive industry, particularly in the context of the electric vehicle (EV) market by May 2025 [1] Group 2 - The article discusses the expected changes and dynamics in the new energy vehicle market by May 2025, highlighting the competitive landscape and potential shifts in market share among key players [1] - It mentions that various automotive companies are launching new models, and the market response to these new releases is a critical factor for future growth [1] - The article identifies popular models and the characteristics that attract consumers, emphasizing the importance of understanding consumer preferences in shaping market trends [1]

Core Insights - The article discusses the competitive landscape of the instant retail app sector, highlighting significant growth in user engagement and the emergence of various operational models among key players [2][3][9]. Group 1: Market Growth and User Engagement - As of May 2025, the monthly active user base for instant retail apps reached 551 million, marking a 6% year-on-year increase, with fresh food e-commerce apps growing by 15% to 128 million users [3][12]. - The competition has intensified with major players like Meituan, Taobao, and JD.com restructuring their services to enhance user engagement, particularly in the "30-minute living circle" for food delivery [3][25]. Group 2: Competitive Landscape - Three main operational models have emerged: "front warehouse self-operated," "store-warehouse integrated self-operated," and "platform aggregation," each catering to different user needs [23]. - The overlapping user base among JD.com, Meituan, and Ele.me reached 77.61 million, a 32.4% increase year-on-year, indicating a shift towards multi-platform usage among consumers [27]. Group 3: User Demographics and Preferences - The user demographic is skewing younger, with users born after 2000 showing a strong preference for food delivery services, while users from the 90s and 00s account for over 55% of the fresh food e-commerce app market [33][35]. - The lower-tier market is becoming a new growth engine, with Ele.me and Meituan's combined user base in this segment reaching 5.167 million, reflecting a 2.6% year-on-year growth [37]. Group 4: Merchant and Rider Dynamics - The demand for instant delivery services is driving an increase in merchant participation, with Meituan's merchant app reaching nearly 17 million monthly active users [44]. - The competition for riders is intensifying, with JD.com's Dada Express leading the market with over 6 million active users, a 368% increase year-on-year [52][56].

Core Insights - The AI application market is experiencing significant growth and diversification, with native apps from internet/AI tech companies and plugin-based AI applications showing explosive growth, reaching 2.6 billion and 5.7 billion users respectively [12][14][18] - Mobile manufacturers still benefit from pre-installation advantages, but their growth momentum needs further observation due to strong competition from internet/AI tech companies [4][12] - The overall user engagement for internet/AI tech native apps is significantly higher, with an average usage frequency of 58 times per month, compared to 17.7 times for mobile manufacturers' native apps [4][14] Group 1: Market Trends - The rise of plugin-based AI applications has become a core model for embedding in various scenarios, leading to a low-cost, widely applicable development model similar to the rapid proliferation of mobile internet ecosystems during the 4G era [3][5] - The user engagement for plugin-based AI applications has reached an average of 34.7 times per month, with a token consumption of 34.2 trillion, indicating deep market penetration [3][5] - The internet/AI tech companies are seeing a clear upward trend in user engagement, with a significant polarization among manufacturers, where 7.8% of AI native apps have over 10 million active users [4][5] Group 2: Application Dynamics - The top five active AI applications include DeepSeek, Huawei Xiaoyi, OPPO Xiaobu Assistant, Doubao, and Xiaomi Super Xiaoai, with monthly active users of 169 million, 159 million, 156 million, 131 million, and 83 million respectively [3][4] - The traditional app landscape is evolving, with a focus on optimizing interface positions and increasing entry points to drive user growth effectively [9][12] - The growth of AI applications is also reflected in the increasing number of entry points and the renaming of products to enhance user recognition, as seen with QQ Browser and Alipay [35][60] Group 3: Competitive Landscape - Major players are adjusting their AI application strategies to attract more users, with Tencent and Douyin focusing on building new competitive advantages through AI applications [5][58] - The AI application landscape is characterized by a pyramid structure, where a significant portion of applications remains at the lower end of the user scale, indicating a long-tail phenomenon [23][30] - The top applications in the AI space are increasingly leveraging their existing user bases and technological advantages to create a more integrated user experience [60][66]