2024年兴趣社交媒体男性用户营销价值报告

Industry Overview - The community social app industry has seen significant growth in user traffic, with a 9% year-over-year increase in 2023 and a 3.6% increase in market penetration by January 2024 [8] - Male user traffic in community social apps grew by 10% year-over-year in 2023, surpassing the overall industry growth rate [10] - The diversified dating app segment within the community social industry experienced a 35.1% year-over-year growth in male user traffic, with Blued leading in user engagement and stickiness [12] User Demographics and Behavior - Blued users are predominantly young, highly educated, and concentrated in tier-1 and new tier-1 cities, with over 70% holding a bachelor's degree or higher [21] - Blued users exhibit higher income levels, with 63.6% earning over ¥10,000 monthly and 59.5% being post-90s generation, reflecting strong consumption potential [23][24] - Blued users spend an average of ¥5,687 monthly, significantly higher than the overall user average of ¥4,676, with higher spending across all city tiers and age groups [30][31] Consumer Behavior and Preferences - Blued users show a strong preference for trendy, high-quality products, with a focus on individuality and brand reputation, and are more likely to engage in impulsive and forward-spending behaviors [28][29] - Blued users are highly active on social platforms, with 95% engaging in content sharing and discussions, and over 60% using multiple platforms like Weibo and Xiaohongshu for sharing [59][60] - Blued users are more likely to make immediate purchases after being influenced by social media content, with 34.9% making direct purchases after seeing product recommendations, compared to 24.8% of overall users [57][58] Luxury and High-End Consumption - Blued users have a higher propensity to purchase luxury goods, with 49.8% having bought luxury items, compared to 45.1% of overall users, and show a preference for footwear, apparel, and jewelry [90][91] - Blued users are more likely to purchase luxury items as a status symbol, with 50% driven by the desire to showcase taste and individuality, and 17.8% influenced by peer recommendations [92][93] - Blued users spend an average of ¥10,573 on travel annually, with a higher interest in international travel compared to overall users [74][75] Health and Wellness Consumption - Blued users show a strong demand for health-related products and services, with 50.2% engaging in health check-ups and 41.7% purchasing health supplements, reflecting a focus on preventive care [112][113] - Blued users spend an average of ¥4,597 annually on nutritional supplements, significantly higher than the overall user average of ¥3,572, with a preference for protein supplements, probiotics, and collagen products [119][120] - Blued users are more likely to engage in medical aesthetics, with 21.5% having undergone procedures, particularly favoring minimally invasive treatments like microneedling [112][122] Future Consumption Trends - Over 60% of Blued users plan to purchase a car within the next three years, with higher demand among tier-1 and new tier-1 city users, as well as the post-95s generation [124][125] - Blued users exhibit a strong interest in high-end products, with 49.8% having purchased luxury goods, and a preference for items that reflect personal style and social status [90][91] - Blued users are more likely to engage in forward-spending behaviors, with 25.6% classified as forward-spenders and 23.8% as impulsive buyers, indicating a strong consumption potential [32][33]