China’s digital economy has reached a monumental milestone with the nation’s digital consumer population exceeding 958 million during the first half of 2025, according to official data released by the China Internet Network Information Center (CNNIC). This substantial figure represents 85.3% of the country’s total internet users, underscoring the pervasive integration of digital technologies into everyday consumption patterns.
The demographic breakdown reveals significant generational participation, with Generation Z (born between 1997-2012) constituting 27.2% of all digital consumers. Simultaneously, senior citizens aged 60 and above demonstrate growing digital adoption, accounting for 12.2% of the consumer base. Rural users have emerged as a substantial market segment, representing 26% of total digital consumers, indicating successful digital inclusion initiatives across China’s diverse geographical landscape.
Consumer behavior analysis shows that 39.1% of internet users engaged in purchasing smart products during the reporting period, including smart home devices, digital gadgets, and wearable technology. The report also identified 8.2% of users buying blind boxes, IP-related merchandise, and anime-themed products online, reflecting the expanding diversity of digital marketplace offerings.
A notable trend highlighted in the findings is the synergistic relationship between digital cultural content and consumer spending. Digital entertainment platforms are increasingly driving integrated expenditures across smart hardware, cultural experiences, and tourism services. The lifestyle services sector has witnessed remarkable growth, with over 223 million consumers utilizing online platforms for errands, home services, and maintenance by June 2025, demonstrating the practical applications of digital solutions in daily life.
This massive digital consumer base represents a fundamental shift in China’s economic structure, where digital spending continues to play an increasingly vital role in overall consumption patterns. The data suggests a mature yet still expanding digital ecosystem that continues to evolve with technological advancements and changing consumer preferences.