Today is the holiday of great women on March 8. We specially share our insight into "her economy". Questmobile data show that by January 2022, the active scale of female mobile Internet users had reached 582 million, with a year-on-year increase of 2.3%. The new users mainly came from users in the sinking market (2.4% year-on-year increase in cities under the third, fourth and fifth five year plan) and users in silver haired groups (3.7% year-on-year increase). In addition, in terms of the number of app uses, average daily active periods, consumption ability and Consumption Willingness, The growth is also very obvious. Specifically, in January 2022, female users grew rapidly in the fields of integrated e-commerce, online banking, payment and settlement, map navigation, local life and short video (with a year-on-year increase of more than 50 million). Especially in the sinking market, female users' online shopping consumption potential was continuously released. Take the three fields of integrated e-commerce, online banking and payment and settlement as examples, The contribution rate of net growth of sinking market reached 88.7%, 80.1% and 87.8% respectively. In addition, the Beijing Winter Olympics and the Chinese women's football team have further demonstrated "her economy" and "her strength". The commercial value of female sports has increased significantly. Female athletes are popular with brands, and the participation of female users in content creation has continued to increase. The proportion of KOLs (more than 10 million Maus) in beauty, mother and baby and grass planting has reached 83.3%, 88.9% and 71.7% respectively, This has also brought fire to image and video processing tools. The scale of female users has exceeded 100 million, especially video tools, with a year-on-year increase of 24.8% How to play? You might as well read the report! The scale and stickiness of female active users have increased, which continues to help the "her economy" warm up 1. With the development and penetration of mobile Internet, the number of female users has increased year by year. The number of active users has reached 582 million, and the proportion of the whole network has increased to 49.3% 2. More sinking market users and silver haired people have become the main growth source of female users 3. The use of mobile Internet by female users continues to deepen, and the length and number of APP use remain increasing Questmobile data show that in January 2022, the average monthly use time of female users exceeded 170 hours, and the number of apps used reached 25.6, an increase of 3.1% and 2.6% respectively. 4. With the deepening trend of Internet use, female users are active every day, which has increased significantly compared with the same period last year From the daily average active period, the period after 8:00 has increased, and the growth is most obvious in the noon period from 13:00 to 15:00 and the evening period from 21:00 to 23:00. 5. Women's consumption ability has been continuously improved, which continues to contribute to the "her economy" effect The popularity of various Internet applications has narrowed the geographical differences of female users 1. Driven by the development of digital economy, the penetration of female users in the fields of shopping, consumption, life and entertainment has further improved, and the net growth of six major industries such as comprehensive e-commerce and online banking has exceeded 50 million 2. The attraction of online shopping, financial management and other scenes to female users has continued to deepen, and the consumption potential of women's online shopping in the sinking market has been continuously released, becoming the main source of growth in the field of shopping consumption 3. Taobao, pinduoduo and other head e-commerce platforms are the main choices for female users in the sinking market. Special sale and live broadcast e-commerce apps are deeply favored by female users in the sinking market 4. The form of watching live shopping attracts more and more female users to join, and the penetration of female users in the sinking market has accelerated, which has gradually been on a par with the first and second tier cities 5. Internal and external repair is the focus of women's consumer goods. Beauty products such as skin care and color makeup are highly concerned. Maternal and infant washing and care products are favored by women users 6. Domestic brands of beauty and mother and baby have attracted much attention from female users. Domestic beauty brands such as huaxizi and perfect diary rank among the top. Among the top 10 female attention of mother and baby brands, domestic mother and baby brands such as BabyCare and Balabala account for half 7. Female users show a clear preference for Pan entertainment applications, especially in the field of short video. The per capita use time per month has reached 56 hours and is still growing 8. Female users have used head short video apps for an average of nearly 2 hours a day. Women are favored for online video platforms and elimination games with rich content 9. Digital upgrading promotes the convenience of users' life. Female users show obvious preference for multiple service scenarios such as food recipes, express logistics and local life, and use takeout service apps more frequently 10. Applets have also become an important service window for convenient life. Compared with app, female users use more wechat applets for life services 11. Recharge payment, takeout group purchase and express logistics are the main scenes for women to use wechat apps for life services 12. With the rapid development of smart home, the management of home is more scientific and intelligent. The use of women in smart home applications has been greatly improved and has broad prospects New development trend of "her economy" 1. "Her strength": during the Beijing Winter Olympic Games, the wonderful performance of female athletes represented by Gu Ailing and the professional interpretation of Winter Olympic events represented by Wang Meng boosted the enthusiasm of the whole people to watch the Winter Olympic Games 2. Under the sports upsurge driven by the Olympic Games, sports brands have greatly increased advertising, and female athletes are popular with brands 3. "She shares": KOL content in various fields has become an important source for current female users to obtain knowledge, understand clothing, grass planting brands and other important sources. Female users show obvious preference for KOL in many fields 4. In addition to being an audience, more and more female users with more desire to share participate in content creation. Female creators in KOL industries such as beauty, mother and baby and grass planting account for a prominent proportion 5. The popularity of image and video processing tools has greatly improved the efficiency of content creation. The number of female users of image and video tools has reached 100 million, of which the growth of video tools is the most significant 6. "Her consumption": women have increasingly become an important force in car buyers, and car brands designed for women have an obvious attraction effect 7, the growth rate of women in mobile games is more prominent in the past half year, and the market increments brought by game player Kwai can not be underestimated. 8. With the relatively large popularity of domestic popular mobile games, the female audience of relevant professional league content exceeds that of men (Xinhua News Agency)