The online usage duration and online consumption power of male users have increased significantly, with the proportion of users aged over 40 rising.

The total number of male users across all networks has exceeded 634 million, with their average monthly usage duration growing notably by 6.9% year-on-year to 168 hours. Mobile video and social platforms account for over 60% of male users' online time, among which the usage duration of video platforms has seen particularly significant growth. More male users are choosing to move to first-tier cities, while the appeal of settling in lower-tier cities has also strengthened, driving the emergence of a "returning to hometown for settlement" trend. The proportion of middle-aged and elderly male users has expanded, and their medium-to-high online consumption capacity has improved. Male users are the core consumers in the gaming and automotive markets; they also have a strong awareness of investment and financial management, and show greater enthusiasm for exploring cutting-edge technologies such as smart products and AIGC.

Male users aged 31-45 maintain higher online usage stickiness, while those aged 46 and above have shown stronger growth momentum in both user scale and usage duration, leading the growth across all age groups. The online consumption power of users under 30 has improved significantly. The 31-45 age group is more concentrated in high-tier cities, while users aged 46 and above account for more than half of the population in lower-tier cities, forming the main market for the silver economy.

Male Users Under 30: Heavy Gamers and Outdoor Sports Enthusiasts Who Are Willing to Pay for Professional Equipment

Young male users are mostly heavy gamers, preferring strategy and shooting mobile games. As social butterflies, they tend to use forums and post bars. They are also new forces in car consumption, being active on automotive information platforms. Young male users pay attention to e-sports events and are willing to spend on high-quality game content, peripheral products, and professional e-sports equipment. Besides mobile games, they are also core players of PC games and console games.

Young male users prefer to use platforms such as Dewu, Xianyu, and JD.com. They are keen on trendy items, electronic products, and transactions in niche second-hand circles. When buying mobile phones, they focus on cost performance, a sense of technology, and youthful design, and prefer brands like Xiaomi, vivo, and Honor.

The "male beauty economy" is thriving, with user demand expanding from basic skincare to 细分 categories such as makeup and fragrance. Beauty brands have taken the lead in targeting young male users, accurately reaching the target audience through IP collaborations in vertical fields such as e-sports and sports.

In the field of sports and fitness, cycling culture is popular among young men, who are also enthusiastic about professional fitness and have a high preference for professional sports brands.

Male Users Aged 31-45: Prefer Smart Technology and Quality Consumption, with Consumption Scenarios Considering Family Needs

As the core group of the new middle class, male users aged 31-45 are mostly car owners. They are active in financial management and stock trading, and also show distinct characteristics of intelligent living and quality consumption.

In terms of car consumption, male users aged 31-45 pay attention to large space and intelligence to meet multiple scenarios such as family travel and business use. In terms of brand preference, they are more inclined to new energy brands such as Li Auto, AITO, and Zeekr.

Middle-aged men have a certain economic foundation and asset accumulation, with a demand for wealth appreciation. They are the main force in financial management and securities investment, and the frequency of using trading platforms has kept increasing.

Male users aged 31-45 have become the core user group for AIGC applications, accounting for over 45% of users on applications such as Tongyi Qianwen, Tencent Yuanbao, and Wenxiaoyan.

Middle-aged male consumption shows the dual characteristics of being tech-savvy and quality-oriented. Their enthusiasm for DJI products continues to rise. In terms of fresh food e-commerce, they prefer warehouse membership store models such as Metro and Sam's Club.

The consumption of middle-aged men is not limited to their own living needs but also covers various aspects of family needs. They have gradually become important decision-makers in family consumption and pursue a tech-driven lifestyle, with smart home products being their first choice.

Fishing culture has become a signature lifestyle for middle-aged men. While enjoying fishing, they are also loyal viewers of online fishing live broadcasts and teaching videos.

Male Users Aged 46 and Above: Strong Preference for Board Games and News Information, and Gradually Becoming a Key Force in Short Drama Consumption

Traditional board games are the main leisure activity for middle-aged and elderly male users. They prefer browsing comprehensive news and information content and often use tool applications such as weather services and search engines.

Games like Dou Dizhu (Fight the Landlord) and Guandan are very popular among male users aged 46 and above. WeChat mini-games have also won over some middle-aged and elderly male users, with the top 10 mini-programs each having over one million monthly active users.

The online information reading habits of middle-aged and elderly male users are deepening. The traffic of Toutiao and Tencent News APPs has grown steadily, and the content on Sina News is also highly attractive to them.

Short-video news is also popular among middle-aged and elderly men, who prefer to follow official media accounts and show a clear preference for current political and financial content.

In terms of industry growth, the number of users aged 46 and above using short-video APPs has increased by over 30 million. Meanwhile, the user growth in fields such as map navigation, AIGC, and comprehensive e-commerce has all exceeded 10 million. The trend of micro-short dramas has swept the silver-haired population, with middle-aged and elderly people becoming an important growth driver for short dramas.