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艾媒咨询|2024年中国大学生消费行为调查研究报告
大学生群体对互联网的深度参与使得大学生成为最具潜力和活力的消费主体之一,挖掘大学生群体的消费需求有利于品牌创新营销策略触达目标群体。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024年中国大学生消费行为调查研究报告》数据显示,中国在校大学生数量呈增长趋势,2023年中国高等教育在学总规模达到4763万人,41.1%的大学生月均收入在1501-2000元,预计2024年中国在校大学生的年度消费规模约为8500亿元,消费潜力大。艾媒咨询分析师认为,随着社会的发展和时代的变迁,当代大学生的精神文化需求日益多样化和个性化。当物质生活得到基本满足后,他们会更加注重精神层面的追求和满足,因而对运动健身、游戏、密室逃脱和剧本杀等娱乐休闲项目表现出较高的兴趣。
The in-depth participation of college students in the Internet makes college students become one of the most potential and dynamic consumer subjects. Tapping the consumer demand of college students is conducive to the brand innovation marketing strategy to reach the target group. According to the latest "Investigation and Analysis Report on Consumption Behavior of Chinese College Students in 2024" released by iiMedia Research, the number of college students in China shows a growing trend. In 2023, the total number of college students in China will reach 47.63 million, and the average monthly income of 41.1% of college students will be between 1501 and 2000 yuan. It is expected that the annual consumption scale of college students in China will be about 850 billion yuan in 2024, with great consumption potential. Analysts from iiMedia Consulting believe that with the development of society and the changes of The Times, the spiritual and cultural needs of contemporary college students are increasingly diversified and personalized. When the material life is basically satisfied, they will pay more attention to the pursuit and satisfaction of the spiritual level, so they show a higher interest in sports and fitness, games, escape rooms and script killing entertainment and leisure projects. -
艾媒咨询 | 2024年中国共享单车消费者行为调研分析报告
随着城市化进程的加快,共享单车已成为市民日常出行的重要选择。近年来,共享单车市场规模持续增长,用户数量激增,共享单车迅速席卷了城市的每一个角落。它们不仅重塑了人们的日常出行方式,更成为现代社会共享经济理念的生动实践。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024年中国共享单车消费者行为调研分析报告》数据显示,2017至2023年间,中国共享电单车投放规模经历了显著增长,从2017年的15万辆起步,到2023年达到550万辆的峰值。这一增长趋势反映了共享电单车在解决城市交通问题、推动绿色出行方面的重要作用。
With the acceleration of urbanization, shared bicycles have become an important choice for citizens' daily travel. In recent years, the scale of the shared bicycle market has continued to grow, the number of users has surged, and shared bicycles have quickly swept every corner of the city. They not only reshape People's Daily travel methods, but also become a vivid practice of the concept of sharing economy in modern society. According to the latest "2024 China Shared Bicycle Consumer Behavior Research and Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, between 2017 and 2023, the scale of China's shared electric bicycles has experienced significant growth, starting from 150,000 in 2017. It will peak at 5.5 million vehicles by 2023. This growth trend reflects the important role shared motorcycles play in solving urban transportation problems and promoting green mobility. -
艾媒咨询|2024-2025年中国银发经济投资前景分析报告
随着中国逐步迈入老龄化社会,老年人的衣食住行行业逐渐得到了社会广泛的关注和政府的扶持。发展银发经济是解决中国老年人衣食住行,提升其生活品质的重要途径之一,同时亦有助于带动中国经济发展。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024-2025年中国银发经济投资前景分析报告》数据显示,2023年中国养老产业市场规模为12.0万亿元,同比增长16.50%,预计2024年中国养老产业市场规模为13.9万亿元,2027年市场规模有望达20万亿元以上。
艾媒咨询分析师认为,新一代中老年人受教育程度普遍较高,退休后更加注重生活品质和社交需求,普遍愿意为自己的兴趣爱好买单,为银发经济市场的发展提供了良好的条件。
With China gradually entering the aging society, the clothing, food, housing and transportation industry of the elderly has gradually received extensive social attention and government support. Developing the silver economy is one of the important ways to solve the problem of clothing, food, housing and transportation of the elderly in China, improve their quality of life, and also help to promote China's economic development.According to the latest "Analysis Report on Investment Prospects of China's Silver Economy from 2024 to 2025" released by iiMedia Research, in 2023, the market size of China's pension industry will be 12.0 trillion yuan, an increase of 16.50%. It is expected that the market size of China's pension industry will be 13.9 trillion yuan in 2024, and the market size is expected to reach more than 20 trillion yuan in 2027.
Analysts from iMedia Consulting believe that the new generation of middle-aged and elderly people generally have a higher education level, pay more attention to the quality of life and social needs after retirement, and are generally willing to pay for their interests and hobbies, which provides good conditions for the development of the silver economic market. -
中国品牌杂志社X艾媒咨询|2024年中国品牌营销创新与消费趋势洞察报告
2024年5月7日,备受瞩目的第八届中国品牌发展论坛系列活动在北京盛大举行。本次活动由《中国品牌》杂志社与中国品牌网共同主办,聚焦中国品牌在新时代下的创新与发展,探讨中国品牌在转型升级、中国品牌及品牌国际化等方面的新经验和新做法。艾媒咨询分析师受邀出席本次活动,并与《中国品牌》杂志社携手发布了备受瞩目的《2024中国品牌营销创新与消费趋势洞察报告》。随着经济的不断发展与互联网产业、数据科学的进步,市场消费趋势与品牌营销模式都在逐渐发生转变,AI技术、大数据科学等前沿技术为品牌营销提供了强效助力。iiMedia Research(艾媒咨询)数据显示,品牌营销模式逐渐向细分人群、精准定位的方向转变,2023年中国移动广告市场规模为4646.6亿元,同比增长2.7%,预计2025年市场规模有望突破4800亿元。2024年,54.1%的消费者会在除生活必需品外的其他支出中购买兴趣爱好相关产品,且61.4%的消费者通过短视频平台了解国货品牌信息,简约风和国潮风的广告最受消费者青睐。随着国民人均收入的提高,越来越多消费者愿意为个人兴趣买单,青年消费者已走在时代前列。未来,AI赋能品牌营销、大数据精准营销以及多形式、多类别的全覆盖式营销策略将成为品牌营销发展新趋势。
On May 7th, 2024, the high-profile 8th China Brand Development Forum series of activities was held in Beijing. This event, co-sponsored by China Brand Magazine and China Brand Network, focuses on the innovation and development of Chinese brands in the new era, and discusses the new experience and new practices of Chinese brands in transformation and upgrading, Chinese brands and brand internationalization. Imedia Consulting analysts were invited to attend this event, and jointly released the high-profile "China Brand Marketing Innovation and Consumption Trend Insight Report in 2024" with "China Brand" magazine. With the continuous development of the economy and the progress of the Internet industry and data science, market consumption trends and brand marketing models are gradually changing, and cutting-edge technologies such as AI technology and big data science provide a strong boost for brand marketing. iiMedia Research data show that the brand marketing model gradually to the direction of segmentation, accurate positioning, 2023 China's mobile advertising market size of 464.66 billion yuan, an increase of 2.7%, is expected to 2025 market size is expected to exceed 480 billion yuan. In 2024, 54.1% of consumers will purchase hobby related products in addition to daily necessities, and 61.4% of consumers will understand domestic brand information through short video platforms, and simple style and national tide style advertisements are the most favored by consumers. With the increase of national per capita income, more and more consumers are willing to pay for personal interests, and young consumers have been in the forefront of The Times. In the future, AI enabled brand marketing, big data precision marketing and multi-form, multi-category full coverage marketing strategies will become a new trend in the development of brand marketing. -
艾媒咨询|2021年中国泛娱乐行业体验共享专题报告
本报告研究涉及企业/品牌/案例:网易云音乐,即构,酷狗唱唱,TT语音,微光
受疫情影响,线下娱乐活动纷纷转向线上,推动泛娱乐线上规模增长,短视频、移动游戏、在线音乐等泛娱乐行业主要细分领域的用户渗透率都比较高,面对庞大的用户基础,泛乐行业为挖掘更大的用户价值在产品中注入社交属性,通过增强社交互动来提高用户粘性。基于泛娱乐场景的不断发展,以及云计算、RTC实时互动等技术的迭代,各大泛娱乐平台积极探索共享体验模式,目前已发展出包括一起唱、一起玩、一起看、一起听等模式。通过社交化发展泛娱乐行业,泛娱乐平台不断对共享服务以及功能进行升级,提高共享服务效果,并助力共享服务开拓海外市场。
Affected by the epidemic, offline entertainment activities have shifted to online, promoting the growth of online scale of Pan entertainment. The user penetration in the main segments of Pan entertainment industry such as short video, mobile games and online music is relatively high. In the face of a huge user base, pan music industry injects social attributes into its products in order to tap greater user value, Enhance user stickiness by enhancing social interaction. Based on the continuous development of Pan entertainment scenes and the iteration of cloud computing, RTC real-time interaction and other technologies, major pan entertainment platforms actively explore the sharing experience mode. At present, they have developed modes including singing, playing, watching and listening together. Through the development of Pan entertainment industry through socialization, the pan entertainment platform continuously upgrades shared services and functions, improves the effect of shared services, and helps shared services develop overseas markets. -
艾媒咨询|2021年上半年中国共享出行发展专题研究报告
本报告研究涉及企业/品牌/案例:青桔单车,美团单车,滴滴出行,曹操出行,哈啰单车,神州租车,EVCARD
在共享出行领域中,共享单车、电单车进入稳步发展阶段,特别随着碳中和、健康出行等倡议以及用户逐渐适应市场,共享单车和电单车的用户规模将有一个大幅跃升空间。iiMedia Research(艾媒咨询)数据显示,2019年中国共享电单车数量已达100万辆。预计2025年共享电单车投放车辆将达到800万辆。而网约车领域则开始更关注用户体验和司机权益,iiMedia Research(艾媒咨询)数据显示,大部分用户认为网约车的安全措施如“行程分享”“行程录音”“紧急联系人”“车辆与司机的一致性审查”很有必要,能一定程度上减少网约车违法犯罪行为的发生。
In the field of shared travel, shared bicycles and motorcycles have entered a stage of steady development. Especially with initiatives such as carbon neutrality and healthy travel, and users gradually adapt to the market, the user scale of shared bicycles and motorcycles will have a significant leap. According to data from iiMedia Research, the number of shared motorcycles in China in 2019 has reached 1 million. It is estimated that 8 million shared motorcycles will be launched in 2025. The field of online car-hailing has begun to pay more attention to user experience and driver rights. According to data from iiMedia Research, most users believe that the safety measures for online car-hailing are "trip sharing", "trip recording", and "emergency contacts". It is necessary to check the consistency between the vehicle and the driver, which can reduce the occurrence of illegal and criminal behaviors of online car-hailing to a certain extent. -
艾媒咨询|2021年中国大学生消费行为调研分析报告
本报告研究涉及企业/品牌/案例:淘宝/天猫,京东/京喜,拼多多,抖音
中国在校大学生数量逐年增长。数据显示,2020年中国高等教育在学总规模达到4183万人。同时,随着生活水平的逐渐提高,大学生群体的月均生活费也随之增加,月均收入中位数为1516元,预计2021年中国在校大学生的年度消费规模约为7609亿元,消费潜力巨大。随着时代的发展,大学生消费观念也在改变,加上受群体示范效应的影响,消费逐渐朝向多元化发展,并且愿意将更多花费放在提升自己的能力、视野以及精神享受方面,因而对剧本杀、密室逃脱、萌宠体验馆等新兴休闲娱乐项目表现出较大的热情。
The number of college students in China is increasing year by year. According to the data, in 2020, the total number of higher education students in China reached 41.83 million. At the same time, with the gradual improvement of living standards, the average monthly living expenses of college students also increase, and the median monthly income is 1516 yuan. It is estimated that the annual consumption scale of Chinese college students in 2021 will be about 760.9 billion yuan, with great consumption potential. With the development of the times, college students' consumption concept is also changing. In addition, affected by the group demonstration effect, consumption is gradually developing towards diversification, and they are willing to spend more on improving their ability, vision and spiritual enjoyment. Therefore, they show great enthusiasm for emerging leisure and entertainment projects such as script killing, secret room escape and adoration Experience Hall. -
艾媒咨询|2020年中国共享出行发展专题研究报告
本报告研究涉及企业/品牌/案例:美团出行、滴滴出行、曹操出行。
随着共享出行资本市场回归理性,资本对共享出行行业无止境投入的时代已经结束,近年行业融资事件及总金额均呈现下降状态,2019年,中国共享出行共发生26起融资事件,涉及金额为93.0亿元。面对结束野蛮生长阶段的市场,共享出行企业也与各界共同着手规范化、安全整改,成效也逐步显现。iiMedia Research(艾媒咨询)数据显示,69.0%的受访共享单车用户满意其规范化水平,68.1%的受访网约车用户表示信任目前网约车的安全保障措施。未来除了更加规范的市场运营,共享出行企业也将往区域化、智能化方向发展,通过精细化运营寻求盈利和正向循环。
With the return to rationality of the shared mobility capital market, the era of endless capital investment in shared mobility industry has come to an end. In recent years, the financing events and total amount in shared mobility industry have declined. In 2019, there were 26 financing events involving 9.3 billion yuan of shared mobility industry in China. In the face of the barbaric growth stage of the market, shared mobility enterprises also work together with other organizations to standardized and improve safety, and the results are gradually showing. As the data of iiMedia Research showed, 69.0% of the interviewed shared bikes users are satisfied with its standardization level. And 68.1% of the online car hailing users are confident with the current security measures for services. In the future, in addition to more standardized market operation, shared mobility enterprises will also develop in the direction of regionalization and intelligence, seeking profits and positive circulation through refined operation. -
艾媒咨询|2020上半年中国共享充电宝行业发展专题研究报告
本报告研究涉及企业/品牌/案例:小电科技、街电科技、美团充电。
在质疑声中走过发展爆发和沉淀阶段的中国共享充电宝行业,在2019年进入了规范发展时期,即使2020年受到“新冠疫情”影响,行业发展整体向好的趋势没有改变。iiMedia Research(艾媒咨询)数据显示,2020年用户规模预计达到2.29亿人。但短期内疫情对行业的冲击仍然不容忽视,八成受访共享充电宝用户表示产品使用习惯受到疫情影响发生了变化。具体表现为使用次数降低、时间缩短,其中对于出行场景和大机柜共享充电宝的使用影响尤为严重。行业竞争方面同样迎来变数,美团在年初启动共享充电宝业务,凭借其积累的线下商家资源和自身产品体验优势,避开了新入局企业进入门槛过高等问题,对行业头部企业形成冲击。
China Shared Power Bank Industry, which has gone through the development stages of outbreak and precipitation despite queries, has entered the period of standardized development in 2019. Even though it is affected by the COVID-19 in 2020, the overall development trend of the industry will not change. As the data of iiMedia Research showed, the user scale of China Shared Power Bank industry is expected to reach 229 million in 2020. However, in the short term, the impact of COVID-19 on the industry can’t be ignored. 80% of the interviewees reflected that their use habits of shared power bank has changed due to the impact of COVID-19. Specifically, the usage frequency are reduced and the time is shortened, especially for the usage of shared power bank in travel scenario and the ones in large cabinet. The industry competition also ushered in variables. Meituan launched the shared power bank business at the beginning of the year. Relying on its advantages of accumulated offline business resources and better product experiences, Meituan avoided the problem of high entry threshold for new competitors, and having an impact on the leading enterprises in the industry.
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