QuestMobile 2025男性消费市场洞察：41岁以上用户占比近半，城市分布出现分化，代际习惯差异巨大

Core Insights - The male consumer market is projected to reach 634 million users by April 2025, with a significant increase in monthly usage time to 168 hours, reflecting a year-on-year growth of 6.9% [9][8] - The demographic shift shows an increasing proportion of male users aged 41 and above, expected to reach 48.1%, indicating an aging trend [3][8] - Online consumption capabilities among male users have improved, with 70% of users spending over 1,000 yuan, marking a 1% increase year-on-year [3][8] User Demographics - The male user base is diversifying, with a notable decline in new and second-tier cities, while first-tier cities see a 1% increase in user proportion [3][13] - The online behavior of different age groups varies significantly, with younger males (under 30) being heavy gamers, while middle-aged males (31-45) focus on family-oriented consumption [4][15] Online Behavior and Preferences - Mobile video and social platforms account for over 60% of male users' online time, with video platform usage increasing by 2.2% [11][3] - The top five industries preferred by male users include smart home products, AIGC, traffic violation inquiries, vehicle services, and automotive information, with active user numbers reaching 214 million, 157 million, 146 million, 115 million, and 109 million respectively [3][16] Age Group Insights - Users under 30 are primarily engaged in gaming, with a strong preference for strategy and shooting games, while those aged 46 and above favor traditional card games and news content [4][50] - Males aged 31-45 are characterized as new middle-class consumers, actively participating in financial investments and showing a preference for smart technology and quality consumption [35][36] Consumption Trends - The "male beauty economy" is thriving, with demand shifting from basic skincare to makeup and fragrance products, targeting young male consumers through collaborations with esports and sports IPs [31][20] - Middle-aged males are becoming key decision-makers in family consumption, increasingly favoring smart home products and technology-driven lifestyles [46][44] Media Preferences - The top apps for male users include community socializing, automotive information, and stock trading, with significant user engagement across various platforms [64][66] - For users under 30, popular apps include strategy games and social forums, while those aged 31-45 prefer car services and smart home applications [67][69] - Users aged 46 and above show a strong preference for short video platforms and news apps, indicating a shift towards digital content consumption [71][72]