Young people are the main user group of mobile internet, while young people from lower tier cities are definitely the fastest growing group. What kind of mobile life do they live? Let QuestMobile tell you!

212 Million Young Mobile Internet Users in Lower Tier Cities

With continuous popularization of mobile internet, post-90s in lower tier cities have become a significant users group. In Feb. 2018, the number of them reached 212 million with 38.6% YoY growth of penetration rate, according to QuestMobile.

Funny Content and Video Were Their Favorite

Funny content and video had the highest interests and preferences TGI.

High Penetration in Mobile Social, Online Karaoke, Mobile Games, Short Video and Photo Services

In addition to the high penetration in above vertical industries, FPS became popular among post-90s in lower tier cities rapidly, as the number of players was 3.5 times as many as that in the same period of last year. Meanwhile, short video and RTS also had doubled viewers/players.

Longer Monthly Time Spent Per User for Pan-entertainment Apps Than Young People in Higher Tier Cities

Comparing with young people in first and second tier cities, the post-90s in lower tier cities spent more time on short video, online video, mobile games, online karaoke and game live streaming, while less time on encyclopedia and e-book apps.

Strong Online Consuming Ability

Post-90s in lower tier cities were rather capable of consuming online and more than 60% of them were using mobile devices priced higher than 2,000 Yuan.

Willing to Pay for Pan-entertainment Content

Post-90s in lower tier cities were relatively willing to pay for pan-entertainment content. Among short video viewers, more than 20% once tipped, while among online video viewers, over 40% once paid.

Rapid Spread of Kuaishou Among Young People

Relying on large amounts of real-life content, Kuaishou spread rapidly among post-90s in lower tier cities, as they were both viewers and content generators. In Feb. 2018, the active users increased by 134.9% comparing with the same period of last year. Meanwhile, its rival, Volcano Video, also witnessed explosive growth of users.

Lower Tier City Post-90s Were Important Supporters of Pinduoduo

Pinduoduo’s model of low price + group buying + social networking was rather attractive to young people in lower tier cities, so we saw substantial growth of this group of users which rose 870.2% YoY.

New Incentive Model Brought Large Numbers of Young Users From Lower Tier Cities to Funny Headlines

While reading news, Funny Headlines’ users can also earn bonus by fulfilling tasks or introduce it to new users, which generated 685% YoY growth of young users from lower tier cities.

Popularity of Online Karaoke Apps

Among online karaoke apps, Tencent Karaoke obtained impressive growth of young users from lower tier cities as well as some enhancement of user stickiness.