QuestMobile报告：00后月活1.79亿，闲鱼增速超综合电商平台

Core Insights - The report by QuestMobile indicates that by October 2025, the monthly active user base of post-00s on Taobao is expected to reach 155 million, reflecting a year-on-year growth of 11.6%, significantly outpacing other e-commerce apps [1] - The overall monthly active user count for post-00s across the mobile internet is projected to hit 179 million, with a year-on-year increase of 10.1%, representing 14% of all internet users [3] User Engagement and Consumption Trends - Post-00s exhibit a high level of internet engagement, with an average monthly usage time of 217.6 hours and 3,296.7 sessions, both showing increases of 3.7% and 4% respectively compared to the previous year [3] - The willingness to consume among post-00s remains stable, with nearly 95% falling into the high willingness and capability categories, primarily spending between 1,000 to 2,999 yuan, indicating strong consumption potential and a mature consumption structure [3] Interest and Consumption Characteristics - Post-00s show significant interest in sharing, food, and anime/culture, with their e-commerce consumption extending beyond mere shopping to include cyclical and emotional spending [5] - The demand for IP-linked products in the gold jewelry sector has surged, with numerous brands launching thousands of new IP collaboration products on Tmall, driven by the purchasing power of the post-95 and post-00 demographics [5] - The "Guzi economy" is identified as a key driver for post-00s, particularly in the areas of trendy toys and IP culture, with substantial growth in sales during events like Double 11, where over 300,000 new toy products were released [5] Platform-Specific Insights - On the Xianyu platform, there has been explosive growth in both the Guzi and trendy toy markets, with the trading volume for Guzi reaching a historical high and a 167% increase in sales for national style Guzi [5] - The second quarter saw a more than 300% increase in trendy toy trading volume, with a 43.4% year-on-year growth in the number of monthly consumers, and an average spending of 218 yuan per transaction [5]