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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 engagement is declining, 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 - The e-commerce sector saw a peak traffic of 1.216 billion in Q1, driven by upgraded gifting features in social consumption, with platforms like Taobao and JD.com enhancing their services [2] - The food delivery market is experiencing fierce competition, with JD.com entering the market and achieving over 10 million daily orders [2][25] - The social networking sector is expanding, with Xiaohongshu benefiting from internationalization and a surge of over 170 million users from TikTok [2][66] - The artificial intelligence sector is leading with a 46.5% year-on-year growth in monthly active devices, driven by practical applications in various verticals [2][43] APP Changes - As of March 2025, the top three apps with over 100 million monthly active users (MAU) showing the highest compound growth are: Personal Income Tax, WiFi Master Key, and Xianyu [3][83] - The top three apps favored by Generation Z users are: Boss Zhipin, Honor of Kings, and Peace Elite [3][85] 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 - User engagement continues to decline, with effective daily usage time and frequency both decreasing year-on-year [11][14] - Entertainment content is increasingly capturing user attention, with short videos accounting for 29.1% of usage time [14][17] Industry Overview - The artificial intelligence sector is experiencing explosive growth, with a 46.5% year-on-year increase in monthly active devices, focusing on practical applications [43][48] - The e-commerce sector is witnessing steady growth in user scale and engagement, with peak traffic nearing last year's November levels [31][34] Popular APP Overview - In the food delivery sector, Ele.me and Meituan dominate the market, while brands like Luckin Coffee are achieving growth through vertical market advantages [28] - In the social networking sector, Weibo and Xiaohongshu lead in user scale, with Xiaohongshu's internationalization efforts yielding significant results [66][70]

Core Insights - The mobile internet traffic in China showed a slight year-on-year growth of 2.6% in Q1 2025, indicating a stabilization in market demand and a shift towards intensified competition in a saturated market [1] - User engagement metrics are declining, with the average daily effective usage time per device dropping to 268.0 minutes, a decrease of 3.9% year-on-year, and the number of daily usage instances falling by 5.1% to 63.4 times [1] Industry Changes - E-commerce sector saw peak traffic of 1.216 billion in Q1, driven by upgraded gifting features in platforms like Taobao, JD.com, and WeChat, leveraging the Spring Festival for marketing [2] - The food delivery market is characterized by fierce competition among major players, with JD.com entering the market in February and achieving over 10 million daily orders, while Meituan and Taobao's collaboration with Ele.me also reached similar order volumes [2] - Social networking app Xiaohongshu capitalized on the influx of over 170 million "TikTok refugees," topping download charts in multiple countries and enhancing its app with English translation features [2] - The AI sector experienced a year-on-year growth of 46.5% in Q1, with DeepSeek leading the industry and surpassing 100 million monthly active devices, focusing on practical applications in intelligent chat and image processing [2] App Changes - In March 2025, the top three apps with over 100 million monthly active users (MAU) showing the highest compound growth were Personal Income Tax, WiFi Master Key, and Xianyu [3] - Among apps with over 50 million MAU, the top three in compound growth were Huawei Health, Doubao, and Anjuke [3] - Preferences among Generation Z users favored Boss Zhipin, Honor of Kings, and Peacekeeper Elite, while the maternal and infant demographic preferred Meitu Xiuxiu, Xiaohongshu, and Xianyu [3]