A method and a device for selecting data content to be pushed to a terminal are disclosed. In some embodiments, the method includes: acquiring a user identifier, and acquiring a characteristic value, corresponding to the user identifier, in a preset user attribute type; acquiring data content, and searching for a decision tree object corresponding to the data content; locating a leaf node corresponding to the user identifier in the decision tree object based on the characteristic value, corresponding to the user identifier, in the preset user attribute type; and acquiring the number of clicks and the number of pushes stored in the located leaf node, generating a selection reference value based on the number of clicks and the number of pushes, and selecting, based on the selection reference value, data content to be pushed to a terminal corresponding to the user identifier.