“Women hold up half the sky,” former Chinese leader Mao Zedong famously said. More than fifty years on, women in China are doing so online, driving digital trends and fast becoming a cohort that marketers ignore at their peril.
By the simplest measures, digital participation is robust among women. In 2020, nearly half (49.4%) of the country’s internet users were female, according to our latest estimates. In fact, internet penetration among females was 69.2%, surpassing the penetration rate among males (67.1%).
Instant messaging was the most popular app category among females in China who used mobile internet every month, followed