QuestMobile2025有孩家庭人群消费洞察报告：有孩家庭月活规模3.62亿，Z世代有孩比例超28%，引发两大消费趋势变化

Core Insights - The article discusses the insights from the 2025 Children's Economy Report, highlighting the growth of families with children and the increasing influence of Gen Z parents in the consumer market [2][9]. Group 1: Family Demographics and Online Engagement - As of March 2025, the active user base of families with children reached 362 million, with an average monthly usage time of 190 hours, reflecting year-on-year increases of 2.8% and 4.8% respectively [10]. - The proportion of 90s parents has surpassed 45%, making them the dominant group, while Gen Z parents now account for 28.2% of families with children, marking their entry into parenting [13][12]. Group 2: Consumer Behavior and Preferences - Gen Z parents exhibit a significantly higher online spending capacity, with 85.5% of families able to spend over 2000 yuan, indicating a strong willingness to engage in higher-end consumption [12]. - Families with children show a preference for sectors that enhance family life quality and child development, such as travel, early education, and fresh food e-commerce [24]. Group 3: Emerging Consumption Trends - The demand for health and experiential consumption is rising among families with children, with active users on platforms like Hema and Sam's Club increasing by 33.6% and 54.2% respectively [21]. - The popularity of educational apps for early childhood, such as BabyBus and iQIYI's Qibabu, reflects a growing interest in engaging and educational content for children [26]. Group 4: Travel and Leisure Preferences - Families with children are increasingly favoring quality travel experiences, with a notable interest in educational travel, such as museum visits and university tours during school breaks [34]. - The demand for family-oriented travel planning and personalized experiences is evident, with significant engagement in apps related to family travel and accommodations [32]. Group 5: Marketing and Advertising Trends - There is a noticeable shift in advertising strategies for maternal and infant brands, with increased investment in short video and social media platforms, reflecting the preferences of younger parents [41]. - The advertising expenditure for maternal and infant products is projected to exceed 2 billion yuan by March 2025, with a year-on-year growth of 26.6% [42].