2025Q1中国移动互联网流量季度报告

User Changes - In Q1 2025, the average number of monthly independent devices in China's mobile internet increased by 2.6% year-on-year, indicating a stabilization in market demand and a shift towards intensified competition in a saturated market [1][5] - User stickiness continues to decline, with effective daily usage time per device at 268.0 minutes, down 3.9% year-on-year, and usage frequency at 63.4 times, down 5.1% year-on-year, reflecting a fierce competition for existing users' attention [1][11] Industry Changes - E-commerce sector saw peak traffic of 1.216 billion in Q1, driven by upgraded gifting features in platforms like Taobao and JD, capitalizing on the Spring Festival marketing [2] - The food delivery market is experiencing intense competition with JD's entry and Meituan's expansion, leading to a multi-player competitive landscape [2][26] - The social network sector is witnessing an influx of over 170 million "TikTok refugees," with Xiaohongshu topping app store download charts in multiple countries [2] - The AI sector is leading with a 46.5% year-on-year growth in monthly active devices, with DeepSeek surpassing 100 million devices [2][44] APP Changes - As of March 2025, the top three apps with over 100 million monthly active users (MAU) showing the highest compound growth are: Personal Income Tax, WiFi Master Key, and Xianyu [3][85] - The top three apps favored by Generation Z users are: Boss Zhipin, Honor of Kings, and Peace Elite [3][87] Mobile Internet Traffic Trends - Q1 2025 saw a slight increase in mobile internet traffic, indicating a transition to deeper competition in a saturated market [4][5] User Engagement Metrics - The proportion of time spent on short videos remains the highest at 29.1%, while video services account for 8.9% of usage time, reflecting a shift towards entertainment content [14] - Communication apps lead in usage frequency, with 43.2% of total usage, followed by short videos and e-commerce [18] Smart Screen Trends - By Q1 2025, the number of smart screen devices reached 339 million, with daily usage time increasing year-on-year [21] E-commerce Overview - In Q1 2025, the e-commerce sector's peak traffic approached last November's levels, with user engagement metrics showing steady improvement [31] - JD's app led the industry with a 3.4% year-on-year growth in traffic, while Taobao and Pinduoduo experienced slight declines [35] AI Industry Overview - The AI sector is experiencing explosive growth, with a 46.5% year-on-year increase in monthly active devices, focusing on practical applications in vertical fields [44] Social Network Overview - The social network sector's monthly independent device count reached 896 million in Q1 2025, a 6.6% increase year-on-year [63] Video Services Overview - The video services sector saw a steady increase in overall traffic, with aggregation video and game live streaming as key growth drivers [71]