QuestMobile: The 2020 New Blue-Collar Population Insight Report pays tribute to the 33.79 million new Internet blue-collar workers represented by online car-hailing drivers, couriers, and food delivery riders!

Dear friends, what did you think of the last issue of "Sister Report"? A friend left a message in the backstage: "Is she a sister or an aunt? Mr.QM, please explain it to me clearly!" Oh my God, it is not appropriate to call her sister? It seems that the friends who watch Mr.QM's report every week are all very young, and they can be said to be successful at a young age, rich and talented, successful in their careers, and well-versed in the industry... Well, in this case, bosses, don't forget to show your support to us blue-collar programmers and single dogs, especially the rich ones, show your support O(∩_∩)O

Today I would like to share with you some insights into the new blue-collar population. Over the past decade, urbanization and the impact of Internet platforms have continued to deepen, and a new blue-collar class is taking shape. In the four aspects of "shopping, eating, living, and traveling", it is closely integrated with the digital economy and has developed a large number of new industrial structures: anchors, couriers, food delivery riders, online car-hailing drivers, real estate agents... These people have become one of the main employment groups in the city, and Internet application platforms have also replaced traditional enterprises and become the platform for managing their work. Through the Internet platform, like a gear, it supplements the bugs in the operation of urban management, making the city run more smoothly and more efficiently. So, why would someone say that they don't share their joys and sorrows?

Back to the point, QuestMobile data shows that from July 2016 to July 2020, the number of monthly active users of the new blue-collar population has more than doubled, from 15.48 million to 33.79 million, with an average annual growth of 21.5%. Specifically, in first- and second-tier cities, the new blue-collar population is very active, but as consumption patterns continue to sink, third-tier and below cities also have huge growth potential.

Probably due to their occupation, this group is mainly male, especially food delivery riders, who tend to be young unmarried people, while online car-hailing drivers are mainly older married people. People born in the 1980s and 1990s are the main force of the new blue-collar workers, accounting for nearly 70% in total. At the same time, with the gradual joining of people born in the 2000s, this group is becoming younger and younger. Specifically for typical groups, the monthly active users of the work-end APP for couriers are about 2.487 million, the monthly active users of the work-end APP for food delivery riders are about 4.939 million, and the monthly active users of the work-end APP for online car-hailing drivers are about 11.612 million.

This group of people has a high degree of mastery and dependence on online life. In addition to the express logistics, car services, local life and other fields they often use, they have a high stickiness in payment settlement, online banking and other financial management, map navigation and other daily tools. At the same time, due to the characteristics of their work, they have the dream of entrepreneurship and career, as well as a high enthusiasm for learning, so they have a high frequency of use of short videos, online videos, online music, comprehensive information, online reading, community dating and other products...

What are their specific emotions like? You can read the report.

2. Various factors in the market environment are not only promoting the rapid development of the new blue-collar population, but are also constantly driving the new blue-collar population towards standardization and professionalization.

4. The market demand in first- and second-tier cities is huge, opportunities are greater, and the new blue-collar population is more active; as market consumption sinks, the new blue-collar population in third-tier and lower-tier cities has huge potential for career growth

5. People born in the 1980s and 1990s are the main force of the new blue-collar workers, accounting for nearly 70% in total; with the growth of the post-2000s population, the new blue-collar team is getting younger and stronger

6. Couriers, food delivery riders, and online car-hailing drivers are the three new types of workers born in the mobile Internet era. They are representative groups of the new blue-collar population and serve the huge domestic demand market.

7. The working hours of couriers are relatively stable, mainly from 8 am to 8 pm; the food delivery riders are highly matched with the dining needs of users, and their work peaks during lunch and dinner; the online car-hailing drivers are relatively active for a long time, from 6 am to midnight

8. Most of the new blue-collar workers are men. Among them, couriers, especially food delivery riders, tend to be young and unmarried, while online car-hailing drivers are mostly older married people.

9. The new blue-collar population has a wide range of interests and preferences, which also highlights their professional characteristics and life backgrounds; takeaway riders and couriers show a stronger interest in socializing, entertainment, shopping, etc., while online car-hailing drivers have a more prominent population tendency in terms of cars, information, and financial management.

10. Food delivery riders are keen on games and watching game live broadcasts; couriers have relatively more diverse preferences. In addition to videos, music, and games, they also love online reading apps; online car-hailing drivers prefer video and music apps in the field of pan-entertainment.

2. Learn about entrepreneurship and workplace knowledge through short videos

2.1 New blue-collar workers have a high enthusiasm for learning about entrepreneurship and the workplace. Short video platforms such as Douyin and Kuaishou have become one of their channels for acquiring workplace and entrepreneurship knowledge in addition to entertainment.

3.1 The new blue-collar population aged 19-35, which accounts for more than 60%, is facing the important life node of getting married and starting a family, and has shown a clear preference for the marriage and dating and community dating industries.

3.2 Young blue-collar workers running around in the city streets are eager to get more attention and recognition. Stranger social apps have become a channel for them to expand their social circles.

4.1 New blue-collar users tend to use comprehensive e-commerce platforms for online shopping, and have a clear preference for digital e-commerce and idle transaction platforms

4.2 Quality, price and brand are becoming increasingly important in the consumption of new blue-collar workers

4.3 In terms of consumer focus, car products have become the focus of attention for both male and female new blue-collar workers. In addition, male users are keen on 3C products, while female users prefer beauty and sports products.