Report: China's mobile Internet monthly active users reached 1.167 billion, with an average daily usage time of 6.6 hours per person

QuestMobile data shows that as of September 2021, China's mobile Internet monthly active users reached 1.167 billion, with the average daily usage and duration per person reaching 115.1 times and 6.6 hours, respectively. The continuously deepening usage habits have pushed up the degree of digitalization of life. The monthly active users of financial management (1.153 billion), mobile social networking (1.132 billion), and mobile shopping (1.101 billion) have become the three areas with the deepest user penetration. Behind this, it also indicates that profound changes are taking place.

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The first change is that as relevant departments require platforms to break down barriers, the boundaries between giant platforms have become blurred. This has opened up the situation for breaking the APP island effect and brought new paths for penetration between APPs. Mutual benefit of traffic between applications and cooperation between enterprises have become a trend.

At the same time, the development path of mini programs on BAT and other platforms is moving from single-point functions to multi-function and multi-resource integration. For example, among WeChat mini programs, JD.com has Jingxi (105 million), JD Shopping (59.53 million), Jingxi Pinpin (13.27 million), JD Zhuanzhuan (2.13 million), and JD District District Shopping (1.09 million)...

The development of smart terminals has also formed a new battle for scenarios, extending from the bloody battle for smartphones ("HOVX" accounts for a total of 71.5%) to hand-to-hand combat in the fields of smart life, sports and health. As of September 2021, Mi Home (54.28 million), Huawei Sports and Health (47.83 million), Huawei Smart Life (29.33 million), and vivo Sports and Health (13 million) ranked the top four in monthly active users in the smart device industry.

Back to the previous question, the three major trends of platform integration and penetration, application integration within the platform, and extension of smart hardware scenarios have brought new opportunities beyond the mobile Internet, namely new changes in consumption and manufacturing:

In the consumer sector, new consumer brands continue to rise through penetration and integrated marketing models. Catering and retail companies have also transformed themselves digitally and connected their online and offline membership systems (Walmart has built a mini-program matrix of online shopping malls, O2O services, membership services, etc. around its offline stores. Watsons has built a mini-program marketing chain from group buying, online shopping malls, service tools, membership management to game communities through multiple mini-program layouts)...

In the manufacturing industry, home appliances and automobiles, as the areas that interact most directly with users, have completely changed the traditional model of indirect contact and connection with users. Holding users in hand has become the key to manufacturers' transformation. In the home appliance field, Xiaotiancai (10.21 million), Midea Home (7.3 million), and Haier Smart Home (3.53 million); in the automobile field, there are SAIC Volkswagen (3.13 million), BYD Auto (1.41 million), and inCall (1.39 million).