Abstract: Devices and methods are provided for preventing user churn, wherein the methods include: collecting target user data corresponding to one or more target users associated with a target application program (101), the target user data including user basic attribute information, user behavioral indicator information and user active indicator information; determining a target user type of the one or more target users based on at least information associated with the target user data of the one or more target users (102), the target user type including a normal active user, an approximately silent user and a silent user; and in response to the target user type of the one or more target users being an approximately silent user, pushing first data for promoting activeness to the one or more target users associated with the target application program (103).