QuestMobile has released the “2021 Male Consumption Insight Report” (2021男性消费洞察报告). The report, which is correct as of April 2021, highlights some interesting statistics about men’s online usage and consumer trends.
China is home to 613 million male mobile internet users. Their average monthly usage time exceeds 150 hours, which is 20 hours higher than that of females. The annual online spending power of male users has gradually increased from 104 million RMB in April 2019 to 114 million RMB in 2020, and 122 million in 2021.
Due to the increasing popularity of short-form videos and livestreaming, the influence of beauty Key Opinion Leaders (KOLs) is penetrating to male users. 185 million men are watching beauty influencer content every month. The highest proportion is in the 25-30 age group, accounting for 25.2%, followed by 19-24 years old and 31-35 years, both of which make up 17% of the total. This is driving a growing market for male beauty, skincare, and medical aesthetics.