Summary of Key Points
In 2026, the number of male mobile internet users exceeded 640 million, accounting for more than half of the total user base. They not only spend more time on the internet (185.8 hours per month, or approximately 6 hours per day) and use it more frequently but also exhibit a continuous increase in purchasing power and willingness to consume (over 70% of their purchases exceed 1,000 yuan, with nearly 80% showing a high desire for mid-to-high-end products). Their internet usage preferences differ significantly from those of women: they have a stronger interest in financial, automotive, and technological content, rather than lifestyle topics such as beauty and astrology. Digital activities have evolved from mere information browsing to managing assets, controlling technology, using entertainment for stress relief, and leading a refined lifestyle, becoming the central focus of their work and daily life. The five major growth areas include finance and economics, automobiles, gaming, AI, and home life. Consumption patterns display a dual characteristic of being both "rational and focused on practical needs (such as technology products and financial management)" and "pleasing for personal enjoyment (such as short-form dramas and outdoor sports).
Detailed Analysis
1. Male Users: A Growing Base with Increased Purchasing Power and Loyalty
Male users constitute a significant portion of the mobile internet market—reaching 642 million in April 2026, accounting for 50.2% of the total user base. They not only have a large number but also use the internet more intensively: they spend an average of 185.8 hours per month on their phones (equivalent to 6 hours daily) and open apps nearly 2,750 times, representing year-on-year increases of 8.4% and 2.8%, respectively. In terms of consumption, they are more willing to spend: over 70% of their online purchases exceed 1,000 yuan, and nearly 80% express a desire to do so, indicating that males are no longer considered a low-consumption group but are increasingly willing to invest in things they are interested in.
2. Significant Differences in Internet Usage Preferences between Men and Women
The focus of men and women when using their phones is vastly different:
- Difference in Usage Scenarios: Both genders enjoy watching videos and socializing, but men spend more time on news, gaming, and travel services; women prefer social interactions and online shopping.
- Content Preferences: Men follow KOLs in finance, automobiles, current affairs, and technology (e.g., stock analysis and new car reviews), while women are interested in beauty, parenting, and astrology. In short, men are more concerned with "macro events" and "cutting-edge technology," whereas women focus on "lifestyle details" and "personal appearance."
3. Finance and Economics: Men Prefer Learning and Practical Application
Men are becoming more professional in the financial sector:
- Rapid Growth: The number of male users of stock trading, financial management, and financial news apps has increased by 10.8%, 14.7%, and 72.7%, respectively, while the number using loan-related apps has decreased, suggesting a shift towards "rational investment" rather than excessive spending.
- Integrated Usage: Men follow a structured approach: they start with professional information (e.g., Cailian Union, Jinsi Data) to gain knowledge, then use platforms like JD Finance and TianTian Fund for financial management, and finally use apps like Tonghuashun and Dongfang CaiFu to trade stocks, forming a complete "theory + practice" cycle. For example, Tonghuashun has over 44 million male users, making it a prominent platform for stock trading.
4. Automobiles and Technology: From Buying to Using, Men Value Experience and Cost-Effectiveness
Men's interest in automobiles and technology products is very specific:
- Automobiles: They no longer solely rely on new car news (the number of users of related apps has decreased); instead, they pay more attention to post-purchase services (apps for smart cars and车主 support have increased by 11.1% and 4.2%, respectively). Brand preferences vary: BYD is the top choice with over ten million users, followed by BMW and Tesla; in cities above the second tier, new brands like Jikr and NIO are popular, while in lower-tier cities, brands like Chery and Geely are favored for their cost-effectiveness.
- Technology Products: Xiaomi, Apple, and Huawei receive the highest level of attention. The majority of men prefer phones in the price range of 2,000-4,999 yuan (46.3%). DJI's aerial photography apps have a high male user base, indicating that men enjoy using technology for outdoor activities and video recording.
5. New Trends in Entertainment and Lifestyle
Men's entertainment and lifestyle preferences are becoming more diverse:
- Gaming: They prefer highly immersive and socially interactive games such as "Delta Action" (flight shooting) and "Eya Sa Sha" (casual social gaming); WeChat mini-games are also popular, with 280 million male users.
- Short-Form Dramas: Men account for 57.9% of short-form drama viewers, which is 15% higher than the average. RedGuo series are particularly popular, and men in lower-tier markets play a key role in their consumption of these dramas, making them a new way for men to relieve stress and find enjoyment.
- Outdoor Sports: Hiking, cycling, and marathons have become part of their lifestyle. Professional apps like Giant Cycling and iGPSPORT are favored, indicating that men are willing to invest in activities that promote health and interests.
Conclusion
In 2026, male users are no longer a "silent consumer group" but rather "all-round players" who use their phones to control their lives. They are rational in their financial management and purchases of technology products, while also enjoying entertainment for stress relief and outdoor activities. Businesses need to understand their "practical needs" and "personal enjoyment scenarios" to effectively target these 640 million users.