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 the 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 [1][11] Industry Changes - E-commerce sector saw peak traffic of 1.216 billion in Q1, driven by upgraded gifting features in social consumption, with platforms like Taobao and JD introducing gifting services [2] - The food delivery market is experiencing fierce competition, with JD's entry and Meituan's expansion, leading to a multi-player competitive landscape [2][26] - The social network sector is expanding, with Xiaohongshu benefiting from internationalization and a surge of users from TikTok [2] - The AI sector is leading with a 46.5% year-on-year increase in monthly active devices, driven by practical applications in various verticals [2][44] APP Changes - The top three apps with over 100 million monthly active users in March 2025 are Personal Income Tax, WiFi Master Key, and Xianyu, while the top three apps with over 50 million monthly active users are Huawei Health, Doubao, and Anjuke [3][84][85] - Z-generation users favor Boss Zhipin, Honor of Kings, and Peace Elite, while the maternal and infant group prefers Meitu Xiuxiu, Xiaohongshu, and Xianyu [3][86][88] 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 Trends - Users are increasingly focused on entertainment content, with short videos accounting for 29.1% of usage time, while communication and information aggregation are declining [14][18] - Communication apps lead in usage frequency, with short videos following closely, and female users showing higher engagement than male users [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 - The e-commerce sector's user scale and stickiness are steadily improving, with peak traffic in Q1 nearing last November's levels [32] - JD's app leads the industry with a 3.4% year-on-year growth rate, while Taobao and Pinduoduo see slight declines in active user numbers [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 vertical applications [44][49] Social Network Overview - The social network sector continues to expand, with Q1 traffic surpassing 900 million, and Weibo and Xiaohongshu leading in user scale [65][67] Video Service Overview - The video service sector shows stable growth, with aggregation video and game live streaming as key growth drivers [71][75]
2025Q1中国移动互联网流量季度报告