QuestMobile2025 “她经济”洞察报告：6.24亿“她力量”释放三大场景消费力量，催生多元消费形态！

Core Insights - The report highlights the significant growth of female users in the mobile internet sector, with a total of 624 million active female users as of January 2025, reflecting a year-on-year increase of 2.6% [4][3][6] - Female users exhibit strong online consumption capabilities, with 33.1% of them having a spending capacity of over 2000 yuan, and a notable preference for brands, price, quality, and health considerations in their purchasing decisions [8][9][10] Group 1: User Demographics and Behavior - Female users account for nearly 50% of the total online user base, with significant representation from the post-80s, post-90s, and post-00s generations, the latter showing a 1.4% year-on-year growth [4][6] - The average online usage time for female users has increased to 173.6 hours, surpassing the overall user average by 2.2 hours [5][6] - The user base is increasingly diverse, with nearly 60% of female users coming from lower-tier cities, indicating a shift in consumption attitudes [6][8] Group 2: Consumption Trends - Female users are expanding their consumption boundaries, showing a keen interest in health-related products and services, with a growing emphasis on brand sensitivity and quality [8][11] - The demand for high-end mobile devices is rising, with over 60% of female users opting for devices priced above 2000 yuan, favoring brands like Huawei, Apple, and OPPO [9][10] - The report identifies three main consumption scenarios: social consumption, lifestyle consumption, and durable goods consumption, with platforms like Weibo and Xiaohongshu being particularly popular among female users [2][12] Group 3: Content and Media Engagement - Female users are highly engaged in mobile video, social media, and e-commerce, with significant growth in short video consumption and live streaming interactions [27][28] - The interest in health and wellness content is on the rise, with female users actively following health-related KOLs and engaging in self-care practices [24][23] - The popularity of beauty and lifestyle apps is evident, with major platforms like Meitu and Xiaohongshu seeing high female user engagement [25][32] Group 4: Product Preferences and Innovations - The report notes a growing trend towards smart home devices and health monitoring wearables among female users, with a 16.9% year-on-year increase in active users of health management apps [23][18] - Female consumers are increasingly favoring products that enhance personal care and beauty, with brands like Lancôme and domestic brands like Han Shu gaining traction [15][19] - The automotive sector is also adapting to female preferences, with new energy vehicles designed with features that cater to women's needs [20][21]