2024 ＂Her Economy＂ Insight Report

Lead:

QuestMobile data shows that the proportion of women in the mobile Internet has continuously increased to 49.5% in the past year. By January 2024, the monthly living scale of female users reached 608 million, up 1.9% year-on-year, among which, the post-90s generation accounted for the highest proportion, reaching 19.4%, and users in second-tier cities and above increased by 6.6% year-on-year.

Influenced by the structural changes of female users, the segmentation of female groups is more clear. The number of users such as urban white-collar workers, young treasure mothers, middle-class people in small towns and urban silver-haired women has reached 42.9 million, 71.72 million, 53.35 million and 65.71 million respectively. The consumption preferences of different groups are quite different. For example, young treasure mothers tend to be "exquisite parenting" and "face value consumption", and tend to improve with smart home products.

In fact, on the whole, the consumption power of female groups continues to improve. As of January 2024, the proportion of female users with online consumption power of more than 2,000 yuan reached 32.8%, an increase of 2.2% year-on-year; Influenced by the demand of fashion design and photo experience, OPPO, Huawei, Apple and vivo account for 23.5%, 21.4%, 20% and 16.3% respectively in the distribution of active terminals.

In addition, in terms of usage habits, sports and fitness, health management, photography, film and television dramas, etc. are all very sticky. Specifically, in terms of fields, mobile shopping and digital reading are the most popular applications, except that the average monthly time spent in social fields reaches 51.9 hours. In January 2024, the average monthly time spent by female users in these two fields reached 13.9 hours and 13.2 hours respectively, up by 38.5% and 11.3% respectively.

How to play specifically? Might as well read the report.

First, the overall online consumption capacity of female users has improved, while the offline consumption demand for local life and film performances has also maintained growth.

1. The proportion of female groups in the mobile Internet continues to rise, and the number of active users has increased to nearly 610 million.

2. The post-90s generation accounts for the highest proportion of the overall female internet users. In terms of inter-city distribution, the sinking market of the third-tier and below is still the main force, but it has shown a trend of shifting to high-tier cities.

3. The consumption power of women has increased year by year, and the high consumption power of more than 2,000 yuan has increased significantly.

QuestMobile data shows that in January 2024, the proportion of female users with online consumption capacity of more than 2,000 yuan was 32.8%, up 2.2% year-on-year.

4. In terms of purchase choice, female consumers pay more attention to fashion design, photo experience and entertainment functions, with OPPO becoming their first choice, and vivo and glory are also favored by female users.

5. Female users pay attention to sports, fitness and health management, like to take photos to record their lives at any time, have a wide interest in film and television dramas, and are keen on discussing and sharing while taking photos and chasing dramas, which shows strong social attributes.

6. The duration of female users’ contact with the Internet continues to increase, but the growth rate is lower than that of the whole network, and the number of apps used per capita is basically stable.

7. The stickiness of women’s use in many industries has increased, and the overall per capita use time of mobile shopping and mobile social APP has increased by more than 3 hours.

According to QuestMobile data, in January 2024, the average monthly usage time of mobile shopping APP for female users was as long as 13.9 hours, an increase of 38.5% compared with 10.1 hours in the same period last year.

8. The number of women in the digital reading industry has increased significantly, and their activity in social platforms has been further enhanced; At the same time of online activity, offline consumer demand such as local life and film performances has also maintained growth.

Second, the four female value groups show different consumption views.

1. Through various factors such as portraits, occupations and consumption characteristics, the huge female group is subdivided into multiple value groups.

2. Urban white-collar women: they prefer instant retail and member store mode, which is the main force of luxury consumption.

2.1 Urban white-collar women pay attention to the quality of personal life while working hard, and often use the fresh e-commerce platform. Traveling and vacationing is also a way for them to enjoy their lives.

2.2 Instant retail platforms such as Ding-dong grocery shopping and JD.COM’s arrival at home meet the immediate needs of women in the fast-paced life of the workplace, and urban white-collar women also love the member store model of Box Horse and Sam.

2.3 Urban white-collar women show strong consumption enthusiasm in the luxury goods market for the needs of the workplace and the concept of enjoying consumption.

2.4 In addition to standard coffee at work, functional tea and chain tea brands are rapidly becoming the new favorite drinks of female white-collar workers.

3, young treasure mom: high spending power, exquisite parenting, but also do not forget to meet their own "face value consumption" needs.

3.1 As a new generation of parenting groups, young mothers use the mother-infant platform to learn parenting knowledge, find scientific parenting methods, and pay attention to children’s preschool education and interest cultivation.

3.2 Young Bao Ma pursues exquisite child-rearing, and has more detailed and diverse needs in maternal and child consumption, and is less sensitive to the price of child-rearing products.

3.3 Self-satisfaction consumption and family consumption go hand in hand, and young mothers’ demand for "face value consumption" remains the same. While paying attention to maternal and child parent-child content, their enthusiasm for beauty cosmetics and fashion information has not diminished.

3.4 Faced with the dual pressures of child-rearing and housework, young treasure mothers tend to use advanced smart home products to improve housework efficiency and improve their quality of life.

4. Middle-class women in small towns: consumers pay more attention to cost performance and pursue personalization, and the demand for social entertainment is high.

4.1 Women in small towns love taking photos and retouching, and they are active in e-commerce shopping platforms, especially in discount e-commerce apps.

4.2 Sharing life through social media has become a normal state, and the use time of middle-class women in small towns in Tik Tok, Aauto Quicker and Xiaohongshu platforms has increased.

4.3 Compared with metropolises, small-town life often has less pressure on life and more leisure time, and has a strong willingness to spend on movies, fitness and tourism.

4.4 In terms of household appliances consumption, middle-class female users in small towns show a trend of intelligent and personalized consumption, and pay more attention to small household appliances such as beauty instruments and smart cleaning products such as sweeping robots.

5. Urban silver-haired women: developing in the direction of "digital life experts"

5.1 The degree of Internet use among urban silver-haired women has further deepened, and the duration and frequency of Internet use have increased.

5.2 Urban silver-haired women gradually develop online use habits, and the scale of APP users such as travel, entertainment, shopping and social interaction has increased significantly.

5.3 Urban silver-haired women are enthusiastic about surfing the Internet, and brushing videos and reading information are the main forms of entertainment in daily life.

5.4 Silver-haired women’s consumer goods are rich and diverse, and their family is still their consumption focus. With the change of consumption concept, silver-haired people have changed from just-needed consumption to quality life consumption.

Third, women’s consumption is more diversified, and marketing for "female power" has become a new trend.

1. "Other consumption" is gradually moving towards "TA consumption" without sexism. Taking automobile consumption as an example, with the rising demand of women to buy cars, more and more car companies are launching models featuring women.

In terms of mobile games, the new work "Love and Deep Space" of stacked paper games and "Beyond the World" of Netease games were launched at the same time, which started the dispute for female users.

2. The film and television works with the theme of "She" have sprung up. Recently, the drama series "The News Queen" and the film YOLO, which interpret women’s perspectives, have both broken the circle and set off a discussion upsurge on "She Power" on social media platforms.

3. The focus of brand marketing on Women’s Day on March 8th focuses on the export of values on topics such as feminism and women’s power, so as to show a richer and more diverse female image.