艾媒咨询 | 2025年中国短视频/直播市场消费行为调查数据

随着短视频与直播技术的深度渗透，其用户生态呈现多维演进特征，逐步形成以高频互动观看、沉浸式消费场景为核心的数字化生活方式，以内容精准匹配算法为支撑的个性化体验体系，以及虚实交互、跨界融合为特点的产业生态变革。同时基于区块链的内容确权机制与跨平台数据互通架构正重塑短视频/直播机构运作范式，构建起覆盖数字娱乐、社交消费、产业服务的全链路生态闭环。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《2025年中国短视频/直播市场消费行为调查数据》数据显示，短视频/直播内容已成为中国用户日常高频接触场景，其中69.57%的短视频/直播用户为长期活跃观看群体。短视频/直播用户日均观看频次集中分布于4-5次区间，占比达43.82%，且53.19%的短视频/直播用户维持与上年持平的观看习惯，显示出用户黏性持续强化。
从消费生态看，79.32%的短视频/直播用户在平台产生消费行为，其中购物类消费以51.80%的占比主导用户支出结构，短视频/直播用户每月5%-10%的可支配收入投入该领域。平台选择偏好呈现头部集中化特征，抖音以39.40%的占比稳居短视频/直播用户首选平台，其构建的“内容+消费”闭环模式推动“购买便利性”以39.56%占比成为核心消费驱动力。内容生态方面，生活类垂类以36.54%的偏好度占据内容消费榜首，短视频/直播用户主动分享行为占比达32.12%，形成社交裂变传播效应。在平台满意度维度，内容质量指标以33.29%的五星好评率居首，但短视频/直播用户同时反馈存在算法推荐同质化、虚拟交互功能适配性不足等问题。艾媒咨询分析师认为，短视频/直播平台需强化垂直领域内容创新，优化虚实融合技术应用场景，同时完善消费链路中的售后保障机制。建议短视频/直播机构深化区块链确权技术应用，通过跨平台数据互通提升内容分发效率，并建立短视频/直播用户消费偏好动态追踪系统以增强商业转化精准度。
With the deep penetration of short-video and live-streaming technologies, their user ecosystem has shown multi-dimensional evolution characteristics, gradually forming a digital lifestyle centered on high-frequency interactive viewing and immersive consumption scenarios, a personalized experience system supported by content-precise matching algorithms, and an industrial ecosystem transformation characterized by virtual-real interaction and cross-border integration. At the same time, the content rights confirmation mechanism based on blockchain and the cross-platform data intercommunication architecture are reshaping the operation model of short-video and live-streaming institutions, building a full-chain ecological closed loop covering digital entertainment, social consumption, and industrial services. According to the latest "Survey data of consumer behavior in China's short video/live streaming market in 2025" released by iiMedia Research,a global third-party data mining and analysis institution for new economy industries, short-video/live-streaming content has become a daily high-frequency contact scene for Chinese users, among which 69.57% of short-video/live-streaming users are long-term active viewing groups. The daily viewing frequency of short-video/live-streaming users is concentrated in the 4-5 times range, accounting for 43.82%, and 53.19% of short-video/live-streaming users maintain the same viewing habits as the previous year, indicating a continuous strengthening of user stickiness.
From the perspective of the consumption ecosystem, 79.32% of short-video/live-streaming users have consumption behaviors on the platform, among which shopping consumption accounts for 51.80% of the user expenditure structure, and short-video/live-streaming users invest 5%-10% of their disposable income in this field each month. Platform selection preferences show a top-concentration feature, with Douyin holding a 39.40% share as the preferred platform for short-video/live-streaming users. The "content + consumption" closed-loop model it has built has made "purchase convenience" the core consumption driver with a 39.56% share. In terms of content ecology, the life category has a 36.54% preference rate and ranks first in content consumption, and the active sharing behavior of short-video/live-streaming users accounts for 32.12%, forming a social viral spread effect. In the dimension of platform satisfaction, the content quality indicator has the highest five-star approval rate of 33.29%, but short-video/live-streaming users also feedback that there are problems such as homogenization of algorithm recommendations and insufficient adaptability of virtual interaction functions. Analysts from iiMedia Research believe that short-video/live-streaming platforms need to strengthen content innovation in vertical fields, optimize the application scenarios of virtual-real integration technology, and at the same time improve the after-sales guarantee mechanism in the consumption chain. It is suggested that short-video and live-streaming institutions deepen the application of blockchain rights confirmation technology, improve the efficiency of content distribution through cross-platform data intercommunication, and establish a dynamic tracking system for short-video/live-streaming user consumption preferences to enhance the accuracy of commercial conversion.

艾媒咨询 | 2025年中国互联网医疗行业消费行为调查数据

随着互联网医疗服务的深度融合创新，其应用场景持续拓展深化，广泛应用于以在线问诊、慢性病管理为代表的基础医疗领域，以健康咨询、药品配送为核心的便民服务领域，以及AI辅助诊断、远程多学科会诊等技术赋能领域。同时，用户需求驱动服务形态升级，覆盖从以智能预检分诊为主的诊前准备阶段，到以电子病历共享为核心的诊中协作阶段，再到以个性化康复指导为特色的诊后管理全流程。在技术支撑层面，5G+医疗、区块链电子处方等创新应用正重构医疗服务体系，形成线上线下协同发展的新型医疗生态。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《2025年中国互联网医疗行业消费行为调查数据》数据显示，89.77%的受访者都体验过互联网医疗服务，每周使用一次的互联网医疗用户占比达到50.77%，消费者大多通过社交媒体广告接触到互联网医疗，在消费者中有46.91%的人选择了健康管理服务。在互联网医疗用户选择的医疗平台中，丁香医生平台无论是在使用量还是评分上都位居榜首，但互联网医疗用户在使用这些在线医疗平台时也会有顾虑，比如医学信息真假难辨等问题。艾媒咨询分析师认为，政府应与相关平台负责人合作，共同落实完善在线医疗平台的法律法规和各种制度，了解互联网医疗用户使用在线医疗平台的痛点并针对性改善，探索更多互联网医疗用户的使用需求并满足，才能使这个新兴的市场逐步扩大。
With the deep integration and innovation of Internet medical services, its application scenarios continue to expand and deepen, and it is widely used in the basic medical field represented by online consultation and chronic disease management, the convenient service field with health consultation and drug distribution as the core, and the technology enabling field such as AI-assisted diagnosis and remote multidisciplinary consultation. At the same time, user demand drives the upgrading of service forms, covering the whole process from the pre-diagnosis preparation stage based on intelligent pre-examination and triage, to the consultation collaboration stage based on electronic medical record sharing, and then to the post-diagnosis management featuring personalized rehabilitation guidance. At the technical support level, innovative applications such as 5G+ medical treatment and blockchain electronic prescription are reconstructing the medical service system, forming a new medical ecology with coordinated development online and offline. According to the latest survey Data of China's Internet Medical Industry Consumption Behavior in 2025 released by iiMedia Research, Survey data of consumer behavior in China's internet medical industry in 2025, 89.77% of the respondents have experienced Internet medical services. The proportion of Internet medical users who use it once a week reaches 50.77%. Consumers are mostly exposed to Internet medical through social media advertisements, and 46.91% of them choose health management services. Among the medical platforms selected by Internet medical users, Lilac Doctor platform ranks first in terms of usage and score, but Internet medical users also have concerns when using these online medical platforms, such as the difficulty in distinguishing between true and false medical information. Imedia Consulting analysts believe that the government should cooperate with the relevant platform leaders to jointly implement and improve the laws and regulations and various systems of online medical platforms, understand the pain points of Internet medical users using online medical platforms and make targeted improvements, explore and meet the use needs of more Internet medical users, in order to gradually expand this emerging market.

艾媒咨询 | 2025年中国高精定位市场消费行为调查数据

随着高精定位技术的迭代优化，其应用范围也不断扩大，广泛应用于以车辆导航、自动驾驶为例的智慧出行领域，以基础设施监测为例的公共服务领域，以及电网、港口智能监测等产业升级领域。根据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《2025年中国高精定位市场消费行为调查数据》数据显示，道路导航（包括骑行、步行等方式）以48.84%的占比位居首位，凸显了消费者对导航功能的高度依赖，进一步印证了高精定位技术在日常生活场景中的广泛应用。与此同时，“有助于高危行业（如矿业）更便利作业”以51.22%的占比成为消费者最认可的应用方向，表明高精定位技术在高危行业中的潜力备受期待，其提升作业效率和保障安全的特性得到了广泛认可。此外，技术进步与成本降低以50.39%的占比成为影响高精定位技术普及的最主要因素，反映了技术迭代和成本优化在推动市场发展中的关键作用，也为行业未来的创新方向提供了重要启示。艾媒咨询分析师认为，在全球经济迈向高质量发展的新背景下，公共基础设施的运行、行业的解决方案或是大众生活出行领域的数字化，都离不开以数据决策为基础。而高精定位作为精准位置数据获取的基础技术，将延伸更多元化的符合市场发展的数据技术产品和服务，市场需求将持续提升。
With the iterative optimization of high-precision positioning technology, its application scope is also expanding, and it is widely used in the field of intelligent travel with vehicle navigation and automatic driving as an example, in the field of public service with infrastructure monitoring as an example, and in the field of industrial upgrading such as power grid and port intelligent monitoring. According to the latest "Survey data of consumption behavior of China's High-Precision Positioning Market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, road navigation (including cycling, walking, etc.) ranks first with 48.84%. It highlights the high dependence of consumers on navigation functions, and further confirms the wide application of high-precision positioning technology in daily life scenes. At the same time, "help high-risk industries (such as mining) more convenient operation" accounted for 51.22% of consumers to become the most recognized application direction, indicating that the potential of high-precision positioning technology in high-risk industries is highly anticipated, and its characteristics of improving operational efficiency and ensuring safety have been widely recognized. In addition, technological progress and cost reduction accounted for 50.39% to become the most important factors affecting the popularity of high-precision positioning technology, reflecting the key role of technology iteration and cost optimization in promoting market development, and also providing important inspiration for the future innovation direction of the industry. Analysts from IIMedia Consulting believe that in the new context of the global economy moving toward high-quality development, the operation of public infrastructure, industry solutions or digital intelligence in the field of mass life and travel are inseparable from data-based decision-making. As the basic technology for accurate location data acquisition, high-precision positioning will extend more diversified data technology products and services in line with market development, and market demand will continue to increase.

艾媒咨询 | 2025年中国私域流量消费行为调查数据

私域流量指的是个人账号中所沉淀的粉丝、客户，私域流量的特点是用户可直接触达、反复利用。近年来，私域流量市场正迅速崛起，成为企业营销的核心策略，其特点是自主可控、免费复用，能够有效降低获客成本并提升用户生命周期价值。随着公域流量成本攀升和用户需求个性化，私域流量市场规模持续扩大，参与主体和运营模式日益多元化。根据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《2025年中国私域流量消费行为调查数据》数据显示，内容分享平台（如小红书、微博等）以37.22%的占比位居首位，表明消费者更倾向于通过内容分享平台进入商家私域，反映出内容驱动的消费决策趋势显著。与此同时，食品饮料类商品以38.16%的占比成为最受欢迎的品类，凸显了消费者对食品饮料的强烈需求，进一步印证了该品类在私域流量运营中的重要地位。艾媒咨询分析师认为，未来，私域流量将向精细化运营、与公域流量协同发展以及工具专业化方向演进，垂直细分领域、内容电商和本地生活服务等领域蕴含巨大机会。企业需抓住趋势，制定合理策略，以在竞争中占据优势。
Private domain traffic refers to the precipitated fans and customers in the personal account, and the characteristics of private domain traffic are that users can be directly contacted and repeatedly used. In recent years, the private domain traffic market is rising rapidly and has become the core strategy of enterprise marketing, which is characterized by autonomous and controllable, free reuse, which can effectively reduce customer acquisition costs and enhance user life cycle value. With the rising cost of public domain traffic and personalized user needs, the scale of private domain traffic market continues to expand, and the participants and operating models are increasingly diversified. According to the latest "Survey data of consumption behavior of China private domain traffic in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, content sharing platforms (such as XiaoHongshu, Weibo, etc.) occupy the first place with 37.22%. It shows that consumers are more inclined to enter the private domain of merchants through content sharing platforms, reflecting the significant trend of content-driven consumption decision-making. At the same time, food and beverage products accounted for 38.16% of the most popular category, highlighting the strong demand of consumers for food and beverage, further confirming the important position of this category in the private traffic operation. Ai Media Consulting analysts believe that in the future, private domain traffic will evolve in the direction of fine operation, collaborative development with public domain traffic and tool specialization, and there are huge opportunities in the fields of vertical segmentation, content e-commerce and local life services. Enterprises need to grasp the trend and formulate reasonable strategies to take advantage of the competition.

艾媒咨询 | 2025年中国小程序电商用户消费行为调查数据

小程序电商的发展与移动互联网及社交媒体的普及紧密相关。随着平台对小程序电商的扶持政策不断出台，如开放更多流量入口、优化支付体系等，服饰品牌开始纷纷入驻小程序电商平台。从最初简单的商品展示与销售，逐渐发展到如今融合直播带货、社交互动、会员管理等多元功能的综合性电商平台，小程序电商在服饰行业的影响力日益扩大。根据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《2025年中国小程序电商用户消费行为调查数据》数据显示，在众多社区团购平台中，美团买菜以 34.92% 的占比一骑绝尘，荣登榜首之位，成为消费者最为青睐的社区团购平台。而在商品品类方面，生鲜蔬果的占比高达 37.24%，拔得头筹，这一数据直观且有力地彰显出消费者对于新鲜食品的强烈渴求。艾媒咨询分析师认为，服饰行业小程序电商竞争激烈，呈现多元化态势。在产品方面，品牌不断推陈出新，以满足消费者日益多样化的需求。快时尚品牌通过小程序快速上新，保持产品的新鲜感和时尚度，吸引追求潮流的消费者。
The development of small program e-commerce is closely related to the popularity of mobile Internet and social media. With the continuous introduction of the platform's support policies for small program e-commerce, such as opening more traffic entrances, optimizing the payment system, etc., clothing brands have begun to enter the small program e-commerce platform. From the initial simple commodity display and sales, it has gradually developed to a comprehensive e-commerce platform integrating live delivery, social interaction, member management and other functions, and the influence of small program e-commerce in the clothing industry is expanding. According to the latest "Consumer behavior survey data of China's small program e-commerce users in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Meituanmai topped the list with 34.92% of the many community group-buying platforms. Become the most popular community group-buying platform for consumers. In terms of product categories, the proportion of fresh vegetables and fruits is as high as 37.24%, winning the first place, which intuitively and powerfully demonstrates the strong desire of consumers for fresh food. Ai media consulting analysts believe that the apparel industry small program e-commerce competition is fierce, showing a diversified trend. In terms of products, brands are constantly innovating to meet the increasingly diverse needs of consumers. Fast fashion brands through small programs to quickly new, to maintain the freshness and fashion of products, to attract the pursuit of fashion consumers.

艾媒咨询 | 2024年中国共享充电宝行业消费行为调研报告

随着手机普及率的提升和工作、娱乐生活对手机的依赖加深，共享充电宝已成为手机用户外出时不可或缺的刚需产品。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年中国共享充电宝行业消费行为调研报告》数据显示，近九成用户曾遭遇手机电量耗尽的困境，同时，也有近九成用户曾使用过共享充电宝，充分证明了行业坚实的发展基础。目前，共享充电宝市场的头部效应显著，美团（51.59%）占据了主要份额，并收获了较高的满意度。然而，行业在快速发展的同时，也面临着一些亟待解决的问题，包括安全性难以保障（占比45.04%）、同一品牌收费标准不统一及价格标识不显著（占比44.25%），以及充电速度慢（占比33.73%）等。艾媒咨询分析师认为，共享充电宝市场前景稳定明朗，相关企业欲扩大市场份额，需解决安全性、收费标准统一性及充电速度等问题，并持续优化服务体验，提升用户满意度。
With the increasing penetration rate of smartphones and the deepening dependence on smartphones for work and entertainment, shared charging stations have become an indispensable necessity for smartphone users when they are out. The latest report on 2024 China shared power bank industry consumer behavior survey released by iiMedia Research , a third-party data mining and analysis institution for global new economy industries, shows that nearly 90% of users have encountered the predicament of running out of phone battery, while nearly 90% of users have used shared charging stations, fully proving the solid development foundation of the industry. Currently, the head effect in the shared charging station market is significant, with Meituan (51.59%) occupying the main share and achieving high satisfaction. However, while the industry is developing rapidly, it also faces some urgent problems that need to be solved, including insufficient safety guarantees (accounting for 45.04%), uneven charging standards and unclear price indications for the same brand (accounting for 44.25%), and slow charging speeds (accounting for 33.73%). Analysts from iimedia Research believe that the market prospect of the shared charging station industry is stable and clear, and that related companies wishing to expand their market share need to solve issues such as safety, uniform charging standards, and charging speeds, and continuously optimize the service experience to improve user satisfaction.

艾媒咨询 | 2024-2025年中国虚拟现实产业发展及趋势分析报告

随着VR技术在核心芯片、显示屏幕、光学方案、交互技术等方面取得了显著突破，中国虚拟现实产业开始进入深度沉浸阶段，技术生态逐渐完善，行业规模不断上升。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年中国虚拟现实产业发展及趋势分析报告》数据显示，中国虚拟现实市场规模呈上升趋势，2023年中国虚拟现实市场规模达1126.0亿元，同比上升22.8%；预计2028年中国虚拟现实市场规模可达2125.9亿元。有49.0%的受访者表示会购买VR产品，43.7%的受访者表示将来会考虑购买。艾媒咨询分析师认为，虚拟现实行业技术生态逐渐完善，资本的入局推动了虚拟现实设备在分辨率、刷新率、交互方式等方面的提升，增强了虚拟现实的娱乐属性，应用场景进一步拓宽。
As VR technology has made significant breakthroughs in core chips, display screens, optical solutions, interaction technologies, etc., China's virtual reality industry has begun to enter the stage of deep immersion, the technology ecology has gradually improved, and the scale of the industry has continued to increase. The data of “2024-2025 China Virtual Reality Industry Development and Trend Analysis Report” newly released by iiMedia Research (AiMedia Consulting), a third-party data mining and analysis organization of the global new economy industry, shows that the scale of China's virtual reality market is on the rise, and the scale of China's virtual reality market in 2023 amounted to RMB 112.60 billion yuan, a year-on-year increase of 22.8%; It is expected that the size of China's virtual reality market can reach 212.59 billion yuan in 2028. 49.0% of respondents said they would buy VR products, and 43.7% said they would consider buying them in the future. Analysts from AiMedia Consulting believe that the technology ecology of the virtual reality industry has gradually improved, and the entry of capital has promoted the improvement of virtual reality equipment in terms of resolution, refresh rate, interaction mode, etc., which has enhanced the entertainment attributes of virtual reality, and the application scenarios have been further broadened.

艾媒咨询 | 2023-2024年全球及中国信息流广告市场发展状况与消费行为数据分析报告

信息流广告一种依据社交属性，对用户喜好和特点进行智能推广的广告形式。随着目前短视频等快餐式娱乐软件的流行，信息流广告市场得到了一定的发展。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《2023-2024年全球及中国信息流广告市场发展状况与消费行为数据分析报告》数据显示，2018至2023年间，中国网络广告支出从1001.3亿美元稳步上升至2023年的1543.0亿美元。
艾媒咨询分析师认为，随着互联网技术的发展，中国信息流广告市场将迎来更广阔的市场。
Information flow advertising is a form of advertising that intelligently promotes user preferences and characteristics based on social attributes. With the popularity of fast food entertainment software such as short video, the information flow advertising market has been developed to a certain extent. The latest "2023-2024 Global and China Information Flow Advertising Market Development and Consumer Behavior Data Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from 2018 to 2023, China's online AD spending has risen steadily from $1001.3 billion to $154.30 billion in 2023.
Analysts from iiMedia Consulting believe that with the development of Internet technology, China's information flow advertising market will usher in a broader market.

艾媒咨询 | 2024年中国婚恋交友市场发展状况及用户行为分析报告

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年中国婚恋交友市场发展状况及用户行为分析报告》数据显示，2014至2023年间中国互联网婚恋交友行业市场规模整体呈上升趋势，从2014年26.9亿元起步，至2023年达到93.8亿元，年复合增长率约为15%。
艾媒咨询分析师认为，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。
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 "2024 China Dating Market Development and User Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's Internet dating industry shows an overall rising trend from 2014 to 2023. Starting from 2.69 billion yuan in 2014, it will reach 9.38 billion yuan in 2023, with a compound annual growth rate of about 15%.
Analysts from iiMedia Consulting believe that with the change of the concept of marriage and love among young people and the diversified development of Internet social networking methods, the marriage and love social service industry has gradually shifted from marriage websites to social apps.

艾媒咨询 | 2024年中国云游戏市场发展状况与消费偏好数据分析报告

随着“互联网+文化消费”的不断发展，云游戏社会认知度不断提高，得到市场消费者的广泛认可。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年中国云游戏市场发展状况与消费偏好数据分析报告》数据显示，在市场环境方面，中国电子竞技行业市场规模显著增长，从2016年458.3亿元稳步攀升至2020年1365.6亿元，而中国云游戏用户规模亦从2018年初的0.63亿人稳步攀升至2023年初的6.58亿人。这反映出了电子竞技行业的蓬勃发展和巨大潜力和电子竞技在中国文化娱乐产业中的重要地位。
艾媒咨询分析师认为，云游戏市场拥有强劲的动力和巨大的潜力，随着技术进步和市场推广，云游戏用户规模将继续扩大。
With the continuous development of "Internet + cultural consumption", the social awareness of cloud games continues to improve and is widely recognized by consumers in the market. The latest "2024 China Cloud Game Market Development Status and Consumer Preference Data Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that in terms of market environment, the market size of China's e-sports industry has grown significantly, steadily climbing from 45.83 billion yuan in 2016 to 136.56 billion yuan in 2020, while the number of cloud game users in China has also steadily climbed from 63 million in early 2018 to 658 million in early 2023. This reflects the booming development and huge potential of the e-sports industry and the important position of e-sports in China's cultural and entertainment industry.
Analysts from iiMedia Consulting believe that the cloud gaming market has strong momentum and huge potential, and with technological progress and marketing promotion, the scale of cloud gaming users will continue to expand.