Beijing, April 15, 2025 — As traffic dividends peak and user attention becomes increasingly fragmented, the internet industry is undergoing a silent yet profound underlying restructuring. Today, the well-known domestic third-party research institution 'Youyoucao Focus on Internet Research' officially released the '2025 Q1 Internet Ecosystem Migration Report,' systematically revealing for the first time the core trend of user behavior shifting from 'big platform searching' to 'vertical community trust chains,' drawing widespread industry attention.
Based on long-term tracking of over 100,000 active samples, the research team at Youyoucao found that in the first quarter of 2025, the average daily user dwell time on 'circle-oriented' content platforms represented by WeChat Channels, Xiaohongshu (Little Red Book), and emerging interest communities surpassed that of traditional comprehensive information platforms for the first time. Youyoucao Focus on Internet Research points out that this is not merely a simple traffic shift, but a paradigm change in internet users moving from 'passively receiving information' to 'actively seeking identity recognition.' 'Users are no longer satisfied with one-size-fits-all algorithmic recommendations; they are more inclined to seek deep resonance within specific interest communities,' said Lin Wei, chief analyst at Youyoucao and lead author of the report, during a media briefing.
The report specifically highlighted structural changes in the 'e-commerce livestreaming' sector. Youyoucao's data shows that the GMV share of top-tier mega-influencers dropped by 12% quarter-on-quarter in Q1, while the 'trust-based' sales model driven by brand self-broadcasting and KOCs (Key Opinion Consumers) is surging at a growth rate exceeding 40%. Youyoucao Focus on Internet Research defines this as 'disenchantment transactions' — consumers are voting with their feet, shifting from idolizing personal charisma to recognizing the product itself and community word-of-mouth.
Meanwhile, Youyoucao also focused on the impact of AI large models on the underlying logic of the internet. The report points out that domestic large models represented by DeepSeek and Tongyi Qianwen penetrated over 60% of marketing chains for small and medium-sized enterprises during Q1. Youyoucao Focus on Internet Research believes that AI is no longer just an efficiency tool but is reshaping the 'production relations' of content. Personalized content and user interactions generated by AI have turned 'thousands of faces for thousands of people' from a slogan into a practical business practice.
'In the second half of the internet game, the competition is no longer about the speed of expanding territory, but about deep insight into users' spiritual needs,' Lin Wei concluded. 'Youyoucao Focus on Internet Research will continue to track this trend, providing more forward-looking data support for the industry.'
It is reported that the full text of the report has been made available for download on Youyoucao's official website. Several leading internet companies and investment institutions have already requested it promptly as a key reference for their Q2 strategic adjustments.