During the Spring Festival, the house is always swiping mobile phones!

　　During the Spring Festival at home, it turns out that everyone is using their mobile phones to scan short videos!

Data shows that during the Spring Festival, video, social networking, and mobile games accounted for 71.8% of people's time, and short videos were the most concentrated.

At the same time, the proportion of information, shopping, travel, and life services also maintained an overall growth.

The impact of digital life on people is deepening during the holiday season.

　　According to a survey by QuestMobile on mobile phone usage during the Spring Festival, during the Spring Festival, the active users of the entire network maintained a slight increase while the overall stability was stable, reaching 872 million in 2022.

Multiple factors have prompted more people to choose to celebrate the New Year locally. During the Spring Festival, active users in first- and second-tier cities showed a significant increase, driving more local entertainment consumption demand during the Spring Festival holiday.

Holidays have made people's demand for the use of the Internet also significantly increased, and the New Year's greetings on the first day of the new year and the Spring Festival Gala have boosted the peak time.

　　According to the distribution of daily active periods of users on the entire network, it can be seen that fewer people stay up late during the Spring Festival holiday, and more people use the Internet during the day. Starting from 9:00 in the morning, the proportion of active users has increased in an all-round way.

　　The data shows that during the Spring Festival, video, social networking, and mobile games still occupy most of people's time, with a total proportion of 71.8%, but the proportion is more concentrated in short videos by industry.

At the same time, the proportion of time spent in vertical industries involving all aspects of people's living needs, such as information, shopping, travel, and life services, has also maintained an overall increase.

Among the apps with more than 100 million active users, the video category has the most obvious increase in duration, occupying six seats in the TOP10.

　　The Spring Festival and the atmosphere of the Winter Olympics have stimulated a new wave of brand promotion, and the local New Year has become the new normal of digital life.

Specifically, the major e-commerce platform giants have maintained their Spring Festival marketing traditions, such as cooperating with CCTV Spring Festival Gala, launching the Spring Festival Red Packet War, and collecting five blessings.

Watching the Winter Olympics has become a new entertainment event for people during the Chinese New Year. The young people in first-tier cities and cities below the fifth-tier are the most active. Gu Ailing and Bingdundun have become the hot spots of attention. Brand invitations and peripheral products continue to be used to vigorously promote the Winter Olympics.

　　At the same time, under the advocacy of the local New Year, the urban holiday entertainment consumption demand remains highly active, and the number of people who purchase and stock up before the festival, travel in the city for entertainment, watch movies, and visit scenic spots after the festival has increased significantly.

Among them, online fresh purchase has become the norm of consumption, and beverages and snacks, as gifts, have received a significant increase in attention.

New Year's Eve has stimulated young people's enthusiasm for cooking, and the application of gourmet recipes has become an important dependency.

　　It is worth noting that watching movies has become the main way of leisure and entertainment for people, and the movie premieres on the first day of the new year are still popular.

There is a strong demand for tours in the city, and urban tours are most prominent in the first and fourth days of the first year.

　　The hosting of the Winter Olympics has attracted worldwide attention, and domestic Migu Video and CCTV, as the main event live broadcast apps, have experienced a significant increase in traffic since the opening ceremony.

The Winter Olympics also aroused people's attention to sports and health. Industry-leading apps such as Keep, Health, and Gudong have attracted many new fans during the Spring Festival.

　　Text / Our reporter Chen Si