QuestMobile 2026 Male User Consumption Insight Report: Mobile Internet Becomes the "Operating Hub for Work and Life", the "Asset Management Function" Continues to Rise, and Male Consumption Power is Quietly Surging...

Today, I'd like to share with you the Insights Report on Male Consumption in 2026. According to QuestMobile data, as of April 2026, the monthly active user scale of men on the mobile Internet reached 642 million, a year-on-year increase of 1.2%. The average monthly usage time per male user reached 185.8 hours, and the average monthly usage frequency was 2,747.7 times, showing an increase of 8.4% and 2.8% respectively.

From the perspective of user portraits, the "depth of Internet use" and the trend of differentiation among men are continuously rising. On the one hand, men with an online consumption ability of over 1,000 yuan account for more than 70%, a year-on-year increase of 1.7%. Men with medium to high online consumption willingness account for nearly 80%, a year-on-year increase of 2.7%. On the other hand, compared with female users, male users have a more prominent proportion of usage time in news and information, mobile games, travel services, etc. Specifically in terms of content, financial and economic news, automobiles, current political news, art and culture, and technology and digital KOL content types rank among the top five preferences of men, which are significantly different from women's interests in astrology, beauty, etc.

In fact, this trend is, on the one hand, closely related to men's preferences. On the other hand, and more importantly, it indicates that the mobile Internet is transforming from a carrier of "information consumption" to a comprehensive carrier for life operations such as "asset management + technology control + spiritual entertainment + refined consumption", becoming the "operation center" for men to control their work and life. This is exactly the inevitable result of the continuous improvement of digital infrastructure and the integrated development of online and offline in the past few years.

For example, in the financial and economic field, the monthly active user scales of male users in the stock trading, comprehensive wealth management, and financial news industries were 106 million, 66 million, and 9 million respectively, with year-on-year increases of 10.8%, 14.7%, and 72.7% respectively. Among them, stock trading has become an important way for male users to complete asset management. In April 2026, the monthly active male user scales of Flush, Orient Fortune, and Sina Finance APPs ranked in the top three, reaching 44.674 million, 26.795 million, and 18.578 million respectively.

Professional financial news platforms such as Cailian Press and Jin10 Data (with monthly active male user scales of 2.091 million and 2.033 million respectively), and comprehensive wealth management platforms such as JD Finance and Tiantian Fund (with monthly active male user scales of 27.546 million and 11.678 million respectively) are also popular among male users, highlighting the closed loop of "theoretical learning + practical operation".

In addition, in the consumption field, technology and digital products, outdoor sports, and short dramas have been favored by men, indicating that the consumption power of men is rising. Beneath the rational and restrained exterior, the core that values experience and emotional value has emerged. Taking technology and digital products as an example, the male content attention of brands such as Xiaomi, Apple, and Huawei ranks in the top three, accounting for 42.8%, 39.3%, and 37.7% respectively...

So, how to do it specifically? You may as well read the report.

Summary of Consumption Insights of Male Users in 2026

1

On the foundation of 640 million traffic, male users

are emerging as important definers of consumption trends

1. The scale of active male users has exceeded 640 million, accounting for 50.2% of the whole network, and user stickiness is growing steadily.

According to QuestMobile data, in April 2026, the average monthly usage time per male user reached 185.8 hours, and the average monthly usage frequency was 2,747.7 times, showing an increase of 8.4% and 2.8% respectively.

2. The consumption of male users continues to show a strong growth trend, and the online consumption ability is continuously rising.

According to QuestMobile data, in April 2026, men with an online consumption ability of over 1,000 yuan accounted for more than 70%, a year-on-year increase of 1.7 percentage points. Men with medium to high consumption willingness accounted for nearly 80%, a year-on-year increase of 2.7 percentage points.

3. Mobile video and social media are the common core usage scenarios for both male and female users. At the same time, men tend to prefer news and information and game entertainment, while women spend more time on social interaction and shopping, reflecting different interests and consumption habits.

4. There are structural differences in the KOL content preferences between male and female users. Men pay more attention to macro - issues such as finance, current politics, and technology, while women focus on lifestyle content such as beauty, mother and baby, and fashion, reflecting different information needs and lifestyles.

2

Trend discovery in the five growth areas of male users

In the segmented industries with significant male user preference characteristics, the financial and economic, automobile, AI, game, and life fields have witnessed growth in the past year.

This marks that the digital behavior of male users is undergoing a comprehensive transformation from simple information consumption to in - depth asset management, technology control, spiritual entertainment, and refined life operations.

1. Financial and economic: Rational, knowledge - based, and stable

1.1 Male users in the financial field show distinct new rationalist characteristics of "rational, knowledge - based, and stable".

According to QuestMobile data, in April 2026, the active user scales of male users in the financial news, comprehensive wealth management, and stock trading APP industries increased significantly, with year - on - year growth rates of 72.7%, 14.7%, and 10.8% respectively. At the same time, the active user scales in the consumer finance and cash lending APP industries decreased by 27.2% and 14.6% respectively.

1.2 Male users highly prefer professional financial news platforms and achieve asset allocation on comprehensive wealth management platforms such as JD Finance and Tiantian Fund, reflecting a complete closed loop of "theoretical learning + practical operation".

1.3 Stock trading, as a high - participation and high - frequency financial activity, shows obvious male preference characteristics in its user portrait, reflecting that male users are more active and persistent in investment decision - making.

According to QuestMobile data, in April 2026, the active male user scales of Flush, Orient Fortune, and Sina Finance APPs ranked in the top three, reaching 44.674 million, 26.795 million, and 18.578 million respectively.

2. Automobile consumption: Digital transformation of car - using experience to reshape the relationship between people and cars

2.1 Male automobile consumption is shifting from "front - end traffic competition" to "in - depth exploration of the full - life - cycle value".

According to QuestMobile data, in April 2026, the monthly active scale of male users of automobile information applications reached its peak and then declined, with a year - on - year decrease of 6.9%. However, the penetration of car - using and after - market services continued to increase. The monthly active user scales of male users in the intelligent automobile and car - owner service APP industries increased by 11.1% and 4.2% respectively year - on - year, and the focus of attention has shifted to the "post - purchase experience".

2.2 BYD remains the top choice for male users with over 10 million monthly active users, followed by brands such as BMW and Tesla, indicating male users' dual preference for new - energy and high - end brands.

2.3 Men in second - tier cities and above pay more attention to new - force brands with strong technological sense such as Zeekr, NIO, and Tesla. Men in third - tier cities and below prefer cost - effective local brands such as Chery, Geely, and Changan.

3. Mobile games: High immersion and strong social interaction

3.1 The game demand of male users is becoming more and more differentiated. The growth of flight shooting and MMORPG games is significant, while the strategy and traditional card and chess games are shrinking rapidly. Puzzle and casual games have become the main growth point of the light - category games.

3.2 "Delta Action" leads the growth of male users with a year - on - year growth rate of 128.1%, becoming a new benchmark in the flight shooting game category. "Roco Kingdom: World" and "Goose Goose Duck" represent the innovative breakthroughs in the MMORPG and puzzle and casual game categories respectively, jointly confirming the upgrade of male game demand towards "high immersion and strong social interaction".

3.3 At the same time, the attractiveness of WeChat mini - games to male users continues to increase. The monthly active user scale has reached 281 million, a year - on - year increase of 25.3%. Among them, "Shoot the Zombies", "Tencent Happy Dou Di Zhu", and "