The invention discloses an information pushing method and apparatus. The method comprises the steps of determining to-be-pushed information and a target user; determining a current preference degree of the to-be-pushed information and the target user; reading a historical preference degree set of the to-be-pushed information, wherein the set records at least one historical preference degree of historically determined to-be-pushed information and historical users; according to the current preference degree and the historical preference degree set, determining a preference degree of the target user to the to-be-pushed information relative to the historical users; and when the degree meets a set degree condition, pushing the to-be-pushed information to the target user. According to the method and the apparatus, the current preference degree of the target user to the to-be-pushed information is determined, the preference degree of the target user to the to-be-pushed information relative to the historical users is determined according to the historical preference degree set of the to-be-pushed information, and only when the degree meets the set degree condition, the to-be-pushed information is pushed to the target user, so that the purpose of pushing the information preferred by the target user to the target user is achieved.