QuestMobile 2025“00后”用户消费洞察报告：三线及以上活跃占比近八成，高城市化、高黏性与大纵深特性悄然撬动大变局

Core Insights - The article discusses the consumption insights of the "post-00s" demographic, highlighting their significant engagement with mobile internet and digital platforms, which reflects their strong digital consumption power [11][12]. Group 1: User Demographics and Engagement - As of October 2025, the "post-00s" user base reached 179 million, accounting for 14% of the total internet user population, with a notable urbanization rate across various city tiers [12][20]. - This demographic exhibits high engagement levels, with an average monthly usage time of 217.6 hours and 3,296.7 interactions, surpassing the average internet user by 18.7% and 24.0% respectively [14][18]. Group 2: Consumption Preferences - The "post-00s" show a strong preference for mobile video, social media, and gaming, with mobile video usage accounting for 37.1% of their total engagement, reflecting a 1.3 percentage point increase year-on-year [18][22]. - Their interests are characterized by a focus on social interaction, entertainment experiences, and rapid technology adoption, with a 20.1% year-on-year increase in engagement with AIGC (AI-Generated Content) [22][24]. Group 3: E-commerce and Spending Power - The online consumption willingness of the "post-00s" remains stable, with a significant portion (over 90%) showing medium to high spending intentions, particularly in the 1,000-2,999 yuan range [24][36]. - Major e-commerce platforms like Taobao, JD, and Pinduoduo have over 100 million monthly active users from this demographic, indicating robust growth in online shopping habits [36]. Group 4: Gaming and Entertainment - The gaming preferences of the "post-00s" are concentrated in MOBA, strategy, and shooting games, with popular titles like "Honor of Kings" and "Happy Candies" leading in user engagement [31][33]. - This demographic is also deeply engaged in esports, with significant viewership during major events, such as the LPL and KPL, showcasing their strong interest in competitive gaming [33]. Group 5: Emerging Trends and Innovations - The "post-00s" are driving trends in emotional consumption, seeking both personal fulfillment and social capital through experiences like live events and community engagement [46][50]. - There is a growing interest in niche markets such as pet care and collectible toys, with platforms like Pop Mart seeing substantial user engagement from this demographic [52][56].