QuestMobile2025 新蓝领人群洞察报告：月活规模突破6700万，同比飙升30.5%，各平台激烈拼抢服务人员！

Core Insights - The article discusses the emergence and growth of the "new blue-collar workforce" driven by digital platforms, highlighting the increasing online engagement and demographic shifts within this group [4][5][12]. Group 1: New Blue-Collar Workforce Overview - As of July 2025, the new blue-collar workforce has reached 67.67 million monthly active users, representing a year-on-year increase of 30.5% [5][14]. - The average monthly usage time for this group is 230.7 hours, with an average of 3,787.6 uses per month, both significantly higher than the overall internet user average [16][12]. - The demographic profile shows that 75.9% of users are male, while the female proportion has increased by 2.5%. Users aged 40 and above account for over 52.5%, with those under 35 increasing by 6.6% [5][12]. Group 2: User Engagement by Occupation - Monthly active users in specific occupations include 29.24 million for ride-hailing drivers, 18.25 million for freight drivers, 14.03 million for delivery workers, 5.39 million for couriers, and 1.13 million for local repair workers, with growth rates of 23.3%, 11.2%, 74.8%, 13.8%, and 8.1% respectively [5][20]. - The ride-hailing driver demographic is primarily aged 36-50 (63.1%), while delivery workers are mainly under 35 (61.8%) [25][6]. Group 3: Digital Platform Utilization - The competition among platforms for service personnel is intense, with ride-hailing drivers and delivery workers using an average of 1.43 and 1.68 work-related apps respectively, reflecting a year-on-year increase of 0.7% and 25.3% [6][29]. - Popular apps among ride-hailing drivers include Didi and Huaxiaozhu, while Meituan and JD's delivery apps dominate the delivery sector, with significant user growth [5][27]. Group 4: Lifestyle and Consumption Patterns - The new blue-collar workforce shows high engagement in entertainment, shopping, and lifestyle sectors, with a notable preference for short videos and interactive games [40][42]. - Major shopping platforms for this group include Taobao, Pinduoduo, and JD, with a strong inclination towards digital and second-hand trading applications [52][56]. - The preferred smartphone brands among this demographic are vivo and OPPO, with over 20% market share, and a significant portion of users favoring devices priced between 1,000 and 2,999 yuan [54][56]. Group 5: Employment and Recruitment Trends - In the job-seeking landscape, platforms like Boss Zhipin and Zhilian Recruitment lead in popularity, with specialized platforms like Yupaodao gaining traction among blue-collar workers [58].