Group 1 - The core viewpoint of the report is that the male consumer market is expanding, with a significant increase in online engagement and spending habits among different age groups [1][2] - As of April this year, the total number of male users online has surpassed 634 million, with an average monthly usage time of 168 hours, reflecting a year-on-year increase of 6.9% [1] - Mobile video and social platforms account for over 60% of male users' online usage time, with video platform usage showing particularly notable growth [1] Group 2 - Males under 30 are identified as heavy gamers and outdoor enthusiasts, willing to pay for specialized equipment, with over 50% of this demographic engaging with specific games like "Teamfight Tactics" and "Crossfire: Gunfight King" [1] - The 31 to 45 age group is characterized as the core of the new middle class, showing a preference for smart technology and quality consumption, often balancing family needs [2] - Males aged 46 and above demonstrate a strong preference for card games and news content, increasingly becoming a key demographic for short drama content consumption [2]

Group 1 - The rise of "He Economy" indicates a new trend in male consumer behavior across different age groups [1] - Young males are leading the gaming economy, with a notable increase in male beauty consumption [1] - Middle-aged and young males are driving growth in financial management and automotive sectors, with high penetration of smart products [1] Group 2 - The growth rate of the middle-aged and elderly male demographic is outpacing other groups, with short dramas becoming a new hotspot for engagement [1]

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]