Sou Hu Cai Jing·2025-12-10 16:55Overview - The report by iResearch presents the overall development trends of China's mobile internet as of Q3 2025, highlighting user behavior shifts towards "low-frequency deep use" with a steady increase in mobile internet traffic [1][6] - As of Q3 2025, the number of monthly active devices reached 1.452 billion, reflecting a quarter-on-quarter growth of 0.83%, while daily usage time per device increased to 282.9 minutes, up 2.3% [1][16] User Changes - The proportion of unmarried users reached 32.7%, an increase of 1.39% year-on-year, with users from second-tier cities and above growing by 4.2%, indicating a core growth driver from the middle-to-high income unmarried demographic [1][22] - User preferences vary significantly by age and city tier, with younger users favoring gaming and entertainment, while those aged 25-30 lean towards parenting and life services [1][39][41] Industry Changes - The artificial intelligence sector emerged as a major growth driver, with monthly active users (MAU) reaching 470 million and a year-on-year growth of 321% [2][14] - The travel and transportation sector saw a steady increase in demand, with MAU reaching 1.13 billion and usage time growing over 15% year-on-year [2][14] - The food delivery sector experienced a decline in user stickiness after a surge due to platform subsidies, indicating a potential slowdown in growth [2][14] - The gaming services sector faced overall traffic decline, but MOBA and shooting games showed resilience with growth [2][14] APP Performance - The top three apps in terms of growth for billion-level MAU were Railway 12306, Doubao, and Quanmin K Ge, while Tencent Yuanbao and Soda Music led the 50 million-level apps [3][13] - The future direction of the industry will focus on AI technology integration, refined operations in niche markets, and enhancing user experience [3]