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艾媒咨询|2024-2025年中国婚恋社交服务市场研究报告
随着社会经济的快速发展,青年群体婚恋观念正发生改变,单身群体对婚恋对象的要求以及对婚恋社交服务的需求逐渐提高,中国婚恋社交服务行业迎来业态转型、市场需求提高、行业内部问题凸显等挑战与机遇。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年中国婚恋社交服务市场研究报告》数据显示,2014-2023年中国互联网婚恋交友行业市场规模呈增长态势,由26.9亿元增至93.8亿元。2024年,超半数消费者对相亲呈积极态度,其倾向于通过亲友介绍(45.2%)、线上结识(42.1%)、发展老同学老朋友(41.8%)等方式找寻婚恋对象,四成以上消费者对婚恋平台表示担忧,主要担忧方面为婚恋对象信息虚假、营销套路、隐私泄露等,分别占比42.0%、41.6%、41.3%。随着青年群体婚恋观念的改变以及互联网社交方式的多元化发展,婚恋社交服务行业已逐渐由婚恋网站转向社交APP,行业呈现去中心化趋势。未来,行业将拓宽服务渠道与服务方式,逐步建立起行业规范与监管体系。
With the rapid development of social economy, the concept of marriage and love of young people is changing, and the requirements of single people for marriage and love objects and the demand for marriage and love social services are gradually increasing. China's marriage and love social service industry is facing challenges and opportunities such as business transformation, market demand improvement, and prominent internal problems in the industry. According to the latest Research Report on the Development of China marriage social services market research report from 2024 to 2025 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the market size of China's Internet dating industry showed a growing trend in2014-2023, from 2.69 billion yuan to 9.38 billion yuan. In 2024, more than half of the consumers have a positive attitude toward dating, and they tend to find marriage partners through relatives and friends (45.2%), online acquaintances (42.1%), old classmates and old friends (41.8%), etc. More than 40% of the consumers are worried about marriage platforms, and the main concerns are false information about marriage partners, marketing methods, and privacy disclosure. They accounted for 42.0%, 41.6% and 41.3% respectively. With the change of the concept of marriage and love of young people and the diversified development of Internet social networking methods, the marriage and love social service industry has gradually shifted from marriage and love websites to social apps, and the industry shows a trend of decentralization. In the future, the industry will broaden the service channels and service methods, and gradually establish the industry norms and supervision system. -
艾媒咨询|2021上半年中国移动社交行业研究报告
本报告研究涉及企业/品牌/案例:爱聊,陌陌,探探,Soul,派派
iiMedia Research(艾媒咨询)数据显示,2020年中国移动社交用户规模已然达到9.24亿人,预计2022年中国移动社交用户整体突破10亿人。随着5G时代的来临,在原有用户基础上,中国移动社交平台产品的创新将进一步释放社交价值。其次,随着政策推动和大众对社交效率的要求越趋提升,真人社交需求得到激发。真人社交能帮助用户解除移动社交身份顾虑,同时助推婚恋等社交需求效率。iiMedia Research(艾媒咨询)数据显示,66.6%的受访者表示会优先选择有完备实名制认证流程的平台。艾媒咨询分析师认为,真人社交能让用户拥有更良好的移动社交安全感,所以更受用户青睐。此外,在满足用户当下、实时社交需求的同时,移动社交平台将加入更多差异化、个性化功能到产品中,提高用户留存度、形成产品核心竞争功能和优势。移动社交平台将从“发现新关系的工具”转变为用户选择在其载体上进行深入交流的社交平台。
As to the data of iiMedia Research, the number of China's mobile social users has reached 924 million in 2020, and it is estimated that the total number of China's mobile social users will exceed 1 billion in 2022. With the advent of 5g era, the innovation of China mobile social platform products will further release social value based on the original users. Secondly, with the promotion of policy and the increasing demand of the public for social efficiency, the demand for real social interaction has been stimulated. Real person social networking can help users relieve their concerns about mobile social identity, and boost the efficiency of social needs such as marriage and love. As to the data of iiMedia Research, 66.6% of the respondents said that they would give priority to the platform with complete real name certification process. The consulting analyst of iiMedia Research believes that real social can make users have a better sense of mobile social security, so it is more popular with users. In addition, while meeting the current and real-time social needs of users, mobile social platform will add more differentiated and personalized functions to the products, improve the retention of users, and form the core competitive function and advantages of products. Mobile social platform will change from "tools for discovering new relationships" to social platforms where users choose to communicate deeply on their carriers. -
艾媒咨询|2020-2021年中国移动社交行业研究报告
本报告研究涉及企业/品牌/案例:探探。
其他企业/品牌:微信,QQ,微博,陌陌,百度贴吧,知乎,腾讯,Before,避风,有噗。
随着图片社交、声音社交、视频社交等产品形态的创新以及革新,移动社交市场将保持稳健发展态势,iiMedia Research(艾媒咨询)数据显示,2020年中国移动社交用户规模突破9亿人,较2019年增长7.1%。短视频与直播行业的火爆,使得人们交流的方式已从单纯的文字聊天,到图片分享,再到语音沟通,最后到用视频社交的转变。iiMedia Research (艾媒咨询)数据显示,受访移动社交用户交流方式中文字聊天占比约七成,仍为主流交流方式。在倾向交流方式调查中,12.5%受访用户表示倾向使用视频方式,倾向占比超过实际使用占比,用户对视频交流占比提升意愿明显。5G 网络带来的高质量、低延迟特性,势必会大大提升移动社交的产品体验和以及玩法的升级,而 AI 技术使得不同的社交模式具有可行性。未来,随着 5G + AI 技术的持续创新,社交产品场景将更加丰富和新颖,有望重塑用户的社交行为链条。
With the innovation and innovation of product forms such as image socialization, voice socialization, and video socialization, the mobile social market will maintain a steady development trend. As the data of iiMedia Research showed, the scale of mobile social users in China is exceed 900 million in 2020 which is an increase of 7.1% from 2019. The popularity of the short video and live broadcast industry has transformed the way people communicate from simple text chat, to picture sharing, to voice communication, and finally to video social interaction. As the data of iiMedia Research showed, text chat accounts for about 70% of the interviewed mobile social users' communication methods, which is still the mainstream communication method. In the survey on communication methods, 12.5% of the interviewed users indicated that they would prefer to use video methods, and the proportion of inclination exceeds the proportion of actual use, and users are obviously willing to increase the proportion of video communication. The high-quality, low-latency features brought by 5G networks will inevitably greatly enhance the product experience and gameplay upgrades of mobile social networking, and AI technology makes different social models feasible. In the future, with the continuous innovation of 5G + AI technology, social product scenarios will be richer and more novel, which is expected to reshape users' social behavior chain. -
艾媒咨询|2020上半年中国移动搜索行业研究报告
在移动互联网的高速发展下,2019年中国移动搜索用户规模突破7亿人,2020年在新冠疫情推动下,移动互联网加速渗透,预计规模将达到7.54亿人。iiMedia Research(艾媒咨询)数据显示,搜索引擎、社交平台、电商平台是受访网民获取信息的前三大渠道,占比分别为69.6%、49.0%、35.3%。78.4%的受访者表示搜索信息时第一时间会想到移动搜索引擎,对移动搜索有很强的依赖度。对于移动搜索的方式,受访用户最常使用的移动搜索方式是文字搜索,占比达72.6%;而随着AI技术的成熟以及用户使用习惯的深化,使用语音搜索、图片搜索的受访用户分别占44.4%、20.8%。未来移动搜索行业需求将呈现多元化、专业化发展,AI技术的应用成为市场主要发力点,移动搜索市场竞争持续升级,头部市场将在中长期内保持一超多强的市场格局。
With the rapid development of mobile Internet, the scale of China's mobile search users exceeded 700 million in 2019. Driven by the COVID-19 in 2020, mobile Internet penetration will accelerate, and the scale is expected to reach 754 million. As the data of iiMedia Research showed, search engines, social platforms, and e-commerce platforms are the top three channels for interviewed netizens to obtain information, accounting for 69.6%, 49.0%, and 35.3%, respectively. 78.4% of the interviewed netizens said that they would think of mobile search engines as soon as they searched for information so they have a strong dependence on mobile search. For mobile search modes, the most common mobile search mode used by interviewed users is text search, accounting for 72.6%. With the maturity of AI technology and the deepening of usage habits, the interviewed users who use voice search and image search accounted for 44.4% and 20.8% respectively. In the future, the demand for mobile search will show diversified and professional development, and the application of AI technology will become the main force of the market. The competition of mobile search market will continue to escalate, and the head market will maintain a market structure of “one super strong, many stronger” in the medium and long term. -
艾媒报告|2019-2020年中国移动社交行业年度研究报告
本报告研究涉及企业/品牌/案例:玩吧APP,Soul APP,积目APP;其他提及企业/品牌:微信,QQ,飞聊,微博,珍爱网,百度贴吧,豆瓣,知乎,小红书,陌陌,boss直聘,脉脉,钉钉,抖音,keep,绿洲,探探,糖豆,派派,多闪,我是谜
iiMedia Research(艾媒咨询)数据显示,2019上半年中国即时通信应用使用率达到96.9%, 即时通信所代表的移动社交已成网民生活常态,随着国内移动社交生态的发展,预计到2020年用户规模将突破9亿。庞大的移动社交用户规模也意味着更多的市场可能性,而以95后、00后为主的年轻新世代逐渐成为中国移动社交市场的主力军。这部分年轻用户更青睐于轻松、趣味社交形式, 偏好新潮、有趣、多元的社交场景。当前5G、人工智能、VR等技术的发展与变迁驱动音频、视频、直播等新型社交载体加速落地。在技术升级和用户需求提升的背景下,传统移动社交厂商和新入局者纷纷瞄准泛娱乐类社交、校园社交等移动社交细分领域。艾媒咨询分析师认为,在技术变迁、需求细化、厂商积极布局等因素驱动下,中国移动社交行业将迎来新一轮的变革契机。
iiMedia Research data shows that in the first half of 2019, the usage rate of instant messaging apps in China reached 96.9%, and the mobile social network represented by instant messaging has become the normal life of netizens. With the development of mobile social ecology in China, the user scale is expected to exceed 900 million by 2020. The large scale of mobile social users also means more market possibilities, and the younger generation, mainly the post-1995 and post-2000 generations, is gradually becoming the main force in China's mobile social market. This group of young users are more interested in relaxing and interesting social forms, and prefer trendy, interesting and diverse social scenes. The development and changes of 5G, artificial intelligence, VR and other technologies are accelerating the landing of new social carriers such as audio, video and live broadcast. Under the background of technology upgrading and user demand improvement, traditional mobile social network manufacturers and new entrants have targeted the mobile social segments such as pan-entertainment social network and campus social network. iimedia consulting analysts believe that Chinese mobile social networking industry will usher in a new round of opportunities for change driven by technological changes, demand refinement, active layout of manufacturers and other factors. -
艾媒报告|2019年中国移动社交行业专题报告
本报告研究涉及企业\品牌\案例:微信,QQ,微博,陌陌,探探,抖音,全民K歌,豆瓣,知乎,贴吧,珍爱网,钉钉,脉脉,领英,Keep,Soul, 多闪,马桶MT,聊天宝,YY,Real如我,快手,积目,纸条,出去玩,职声,恋爱圈,秀蛋,点心,SUGAR苏格,相亲交友,薄荷运动,绿洲,ZAO,知乎,糖豆
随着技术与文化的变迁,人们的社交需求逐渐趋于个性化、多样化、开放化,以“双微”为代表的成熟社交产品已无法满足移动社交用户日益变化的新需求,移动社交产品的长尾效应进一步凸显。iiMedia Research(艾媒咨询)数据显示,仅有57.6%的受访网民偏好纯熟人社交;视频社交方式成为继文字、图片之后,网民最偏好的社交方式;44.3%的受访网民表示可以接受社交产品电商行为。虽然目前微信的社交关系链庞大且稳固,用户对微信的依赖程度也较高,但过载的人际关系、冗杂的产品功能、浓厚的营销风气、泛滥的内容信息让用户背负越来越重的社交成本,其中过度营销和信息泛滥更是成为众矢之的。艾媒咨询分析师认为,在移动社交市场濒临变革的重要窗口期,微信更应重视内部产品的革新需求。
With the changes of technology and culture, people's social needs gradually become more personalized, diversified and open. Mature social products represented by WeChat and Weibo can no longer meet the ever-changing new demands of mobile social users. Mobile social products The long tail effect is further highlighted. According to iiMedia Research, only 57.6% of the Internet users surveyed prefer the social interaction of the acquaintances; the video social mode becomes the most preferred social mode for netizens after the text and pictures; 44.3% of the netizens surveyed said they can accept the social Product e-commerce behavior. Although WeChat's social relationship chain is huge and stable, and users rely heavily on Wechat, but overloaded interpersonal relationships, redundant product features, strong marketing ethos, and flooding of content information make users bear more and more social costs, over-marketing and information flooding have become the target of public criticism. iiMedia Consulting analysts believe that the mobile social market is on the verge of change, WeChat should pay more attention to the innovation needs of internal products. -
艾媒报告|2019Q1中国陌生人社交市场季度监测报告
本报告研究涉及企业/品牌/案例:快播、陌陌、soul、吱呀、腾讯QQ、微博、知乎、天涯、快手、抖音、Hello语音、微光、比邻、聊聊、密语、耳语、抱抱、遇见、对面、是他、Cue、赫兹
iiMedia Research(艾媒咨询)数据显示,2019年中国陌生人社交用户预计增至6.22亿人。2019年第一季度,陌生人社交风险犹存,多款陌生人“色”交APP被封杀,但同时声音社交开始盛行于95后年轻群体中。艾媒咨询分析师认为,陌生人社交仍属于敏感地带,传统观念仍存在;用户粘性低,线上的虚拟关系维持艰难;陌生人社交平台,易催生色情信息的传播,亦在某种程度上凸显了监管漏洞。 未来,中国陌生人社交市场将呈现两大发展趋势:一是政府监管趋紧,平台如履薄冰;二是陌生人社交平台的业务将更多元化,并加大进军海外市场或寻求其他出路。
The number of stranger social networking users in China is expected to grow to 622 million in 2019, according to the data from iiMedia Research. In the first quarter of 2019, there still exists risks in stranger social networking market. A number of strangers' ““sex““ apps have been blocked, while voice socializing has become more popular among young people born after 1995. Consulting analysts in iiMedia Research reckon that Stranger networking is still a sensitive area due to existing traditional view. People find it difficult to maintain online virtual relationship. Moreover, it is easy for stranger social networking platforms to generate the dissemination of pornographic information, which highlights the failure of the regulations to some extent. In the future, there will be two major trends in China's stranger social market. First, while government regulation is tightening, platforms must treat with caution. Second, stranger social market platforms will enlarge their business and expand market overseas. -
艾媒报告|2019中国企业图片字体版权纠纷专题研究报告
2019年4月视觉中国因黑洞及国旗国徽图片导致的版权维权争议事件,引发了公众对“版权碰瓷”这一企业行为的关注。事件发生后,视觉中国品牌形象一落千丈。艾媒大数据商情舆情监测系统数据显示,视觉中国的言值指数由4月10日的44.3降至4月16日的8.2,网络口碑呈现一面倒的负面态势。iiMedia Research(艾媒咨询)数据显示,78.8%的受访企业认为,视觉中国的维权方式属于敲诈。而超过四分之三的受访企业解决版权纠纷耗时在3个月以上,且69.0%的受访企业认为处理“版权碰瓷”纠纷已对企业造成负担。企业滥用维权导致“版权碰瓷”现象愈加频繁,对于社会秩序已造成严重干扰,这类企业缺乏社会责任感的行为也引来公众愤慨之情,72.4%的受访网民认为行业频发的版权纠纷问题是涉事企业故意而为,38.3%的受访网民认为该类行为已触及公众底线。
In April 2019, the controversy over copyright protection of VisualChina caused by pictures of black holes and of national flag and emblem has triggered public concern about the corporate behavior of copyright infringement. After the dispute, the brand image of VisualChina fell sharply. As the data of iiMedia Public Opinion Monitoring System showed, the Yanzhi Index of VisualChina dropped from 44.3 on April 10th to 8.2 on April 16th, and its comments on the Internet showed a negative trend. As the data of iiMedia Research showed, 78.8% of the interviewed enterprises believed that the way of rights protection acts of VisualChina was blackmail. More than three quarters of the interviewed enterprises took more than three months to resolve copyright disputes, and 69.0% of the interviewed enterprises believed that dealing with copyright infringement disputes had caused a burden on enterprises. The abuse of rights of copyright protection by enterprises leads to the phenomenon of copyright infringement becoming more and more frequent, which has caused serious interference to social order. The lack of social responsibility of such enterprises has also aroused public outrage. 72.4% of the interviewed netizen think that the frequent copyright disputes in the industry are deliberately caused by the enterprises involved. 38.3% of the interviewed netizen think that such acts have touched the bottom line of the public. -
艾媒报告 |2019中国社交电商行业研究报告
本报告涉及企业/品牌包括:拼多多、微盟、云集、好衣库、有赞、全球时刻、宝宝树、蘑菇街、小红书、微信、洋葱、支付宝、花生日记、腾讯、红杉、中通快递、顺丰快递、国和投资、一村资本、天堂硅谷、鼎晖投资、摩根士丹利、瑞士信贷、摩根大通、中金
中国电商行业的高速发展而传统电商又面临着获客成本高的瓶颈,客观上为社交电商发展奠定基础。iiMedia Research(艾媒咨询)数据显示,2019年中国移动电商用户预计增至7.13亿人。社交电商行业的崛起还得益于微信提供社交土壤以及小程序红利,2018年微信小程序电商用户规模已经达到1.32亿人。快速崛起下,2018年中国社交电商行业融资总额超过250亿元。目前中国社交电商主要分为三个类型,社交分享电商、社交内容电商和社交零售电商。其中更为强调裂变传播性的社交分享电商平台用户满意度最高,为7.26。社交电商在发展的同时也由于运营模式问题屡屡传出传销、假货新闻,政府法规以及行业内部监管都亟待加强。
The rapid development of China E-Commerce industry, and the traditional e-commerce platforms are facing the bottleneck of high customer cost, are objectively laying the foundation for the development of social e-commerce. As the data of iiMedia Research showed, the scale of China mobile e-commerce users is expected to increase to 713 million in 2019. The rise of the social e-commerce industry also benefits from the social platform and mini program dividend provided by Wechat. In 2018, the scale of Wechat mini program e-commerce users has reached 132 million. With the rapid rise, the total financing amount of China social e-commerce exceeded 25 billion yuan in 2018. At present, China social e-commerce platforms are mainly divided into three types: social sharing e-commerce, social content e-commerce, and social retail e-commerce platforms. Among them, the social sharing e-commerce platforms which emphasizes fission transmission has earned the most satisfaction with users, which is 7.26. With the development of social e-commerce, pyramid marketing and fake news are frequently spread due to the problems of operation mode. Government regulations and internal supervision of the industry need to be strengthened urgently.
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