QuestMobile2025 中国移动互联网秋季大报告：12.69亿人月均使用178.2小时，三大动能推动用户黏性高速攀升！

Core Insights - The report highlights the stable growth of China's mobile internet user base, reaching 1.269 billion by September 2025, with a 2% year-on-year increase. User engagement is also on the rise, with average monthly usage time reaching 178.2 hours, up 8.2% year-on-year, indicating a shift towards high-quality development in the mobile internet sector [4][5][12]. User Engagement and Structure - The user structure is evolving positively, with first-tier city users accounting for 11.2% of the total, a 0.8% increase year-on-year. Additionally, 63% of users fall within the online consumption range of 1,000 to 2,999 yuan, reflecting a steady growth in high-consumption users [4][5]. - The growth in user engagement is driven by the integration of generative AI technologies into daily life, entertainment, and travel services, leading to significant increases in active users across various sectors, including smart devices and mobile gaming [4][5][19]. Market Dynamics and Competition - A new expansion cycle in the mobile internet sector is underway, characterized by increased investments in AI by leading companies. Major platforms are breaking down business boundaries to capture user attention and reshape the commercial ecosystem, resulting in rapid fluctuations in market valuations [5][12]. - The advertising market for the internet reached 187.51 billion yuan in Q3 2025, marking a 6.4% year-on-year growth, with consumer brands playing a crucial role in driving advertising investments [5][51]. AI Integration and Application - The AI market is entering a phase of rapid iteration, with a focus on refining performance within cost-effective limits. The overall scale of mobile AI applications has surpassed 700 million, with a stable internal structure emerging [34][40]. - AI applications are increasingly integrated into various sectors, with mobile AI assistants and in-app AI features showing significant user engagement, indicating a shift towards more specialized and efficient AI solutions [40][44]. Industry Trends and Insights - The online video and short video sectors are experiencing substantial growth, with active user numbers reaching 1.129 billion in the short video industry, driven by platforms like Douyin and Kuaishou [80][84]. - The tourism and travel industry is witnessing a surge in demand, particularly for self-planned trips, as consumers shift towards deeper experiences and emotional connections in their travel choices [124][128]. Advertising and Marketing Strategies - The marketing landscape is evolving, with a notable shift towards soft advertising and content-driven strategies, particularly in the consumer goods sector. Brands are increasingly leveraging social media and influencer marketing to enhance consumer trust and engagement [53][59]. - Seasonal marketing strategies, such as those during the summer and major shopping events, are becoming more prominent, with brands optimizing their campaigns to maximize exposure and conversion rates [60][72]. Conclusion - The mobile internet landscape in China is characterized by stable user growth, increased engagement, and a significant shift towards AI integration across various sectors. Companies are adapting their strategies to leverage these trends, focusing on user retention and innovative marketing approaches to capture market share [4][5][12][51].