艾媒咨询 | 2025年中国剧本杀市场消费行为调查数据

随着剧本杀产业生态的持续完善，其消费行为特征呈现多维分化趋势，主要形成以社交裂变传播为核心的消费生态体系，以沉浸式体验升级为驱动的玩法创新体系，以及以文化融合为导向的内容创作体系三大发展方向。在消费生态层面，用户触达路径已形成以短视频平台引流、线下门店社群运营、熟人社交裂变为代表的传播矩阵，同时通过剧本杀+文旅、剧本杀+党建等跨界模式延伸消费场景。玩法创新领域则呈现出以实景搜证剧场、AI角色交互系统、跨时空剧本联机为代表的科技融合趋势，以及桌面推理、红色教育、情感沉浸等多元形式并存的格局。内容创作体系更聚焦于以国风悬疑、科幻解谜、都市情感为典型题材的垂直细分市场，并衍生出历史复原型、乡村振兴类、非遗活化类等文化赋能型剧本创作方向。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年中国剧本杀市场消费行为调查数据》显示，74.73%的消费者都玩过剧本杀，消费者们偏好和朋友一起玩剧本杀，玩得比较多的是开放本，占比达到69.76%。43.33%的消费者认为剧本杀能够锻炼他们的思维，这是他们游玩剧本杀的一个重要原因，58.33%的消费者都对当前的剧本杀感到满意。但同时消费者们也认为现在的剧本杀存在剧本质量参差不齐，剧本同质化严重，玩法过于单一等问题。艾媒咨询分析师认为，剧本杀工作者应更加关注剧本杀的价格，质量等问题，加强剧本杀工作人员的服务质量，了解更多剧本杀消费者的内在需求。
With the continuous improvement of the play-killing industry ecology, its consumer behavior characteristics show a multi-dimensional differentiation trend, mainly forming a consumer ecosystem with social fission and communication as the core, a gameplay innovation system driven by immersive experience upgrading, and a content creation system oriented by cultural integration. At the level of consumption ecology, the user access path has formed a communication matrix represented by short video platform drainage, offline store community operation, and acquaintance social splitting, while extending the consumption scene through cross-border models such as script killing + cultural travel, script killing + Party building. The field of gameplay innovation shows the trend of technology integration represented by real scene search theater, AI role interaction system, and cross-time script online, as well as the coexistence of multiple forms such as desktop reasoning, red education, and emotional immersion. The content creation system is more focused on vertical market segments with typical themes of national style suspense, science fiction puzzle solving, and urban emotion, and has derived cultural empowerment script creation directions such as historical replicas, rural revitalization, and intangible cultural heritage activation. According to Survey data of consumption behavior in China's scripted market in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 74.73% of consumers have played script kill, consumers prefer to play script kill with friends, and play more open books. That's 69.76 percent. 43.33% of consumers believe that script kill can exercise their thinking, which is an important reason for them to play script kill, 58.33% of consumers are satisfied with the current script kill. But at the same time, consumers also believe that there are problems such as uneven script quality, serious homogeneity of scripts, and too single gameplay. Ai media consulting analysts believe that script kill workers should pay more attention to the price, quality and other issues of script kill, strengthen the service quality of script kill staff, and learn more about the inherent needs of script kill consumers.

艾媒咨询 | 2025年中国密室逃脱行业消费行为调查数据

密室逃脱作为一种新兴的线下娱乐业态，近年来市场规模不断扩大，其受欢迎程度持续攀升。消费群体也日益多元，市场正不断拓展受众边界。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年中国密室逃脱行业消费行为调查数据》数据显示，消费者更期待密室逃脱游戏带来的氛围体验，占比达到33.61%。同时，超过一半的密室逃脱消费者（58.40%）愿意向朋友推荐店铺和主题，这表明密室逃脱行业具有较强的口碑传播潜力。密室逃脱行业在技术创新、消费体验升级和市场拓展方面展现出巨大潜力，未来有望成为娱乐市场中的重要组成部分。但密室逃脱行业也面临一些挑战，如游戏类型和内容的同质化问题。消费者对游戏类型的多样化和内容升级有较高期待，商家需要在剧情设计和谜题难度上不断创新。
As an emerging offline entertainment business format, the market scale of escape rooms has been continuously expanding in recent years, and their popularity has been steadily rising. The consumer group has also become increasingly diverse, and the market is constantly expanding its audience boundaries. According to the latest "Survey data on consumer behavior in China's escape room industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, consumers are more expecting the atmosphere experience brought by escape room games, accounting for 33.61%. At the same time, more than half of the escape room consumers (58.40%) are willing to recommend the store and theme to their friends, which indicates that the escape room industry has strong word-of-mouth communication potential. The escape room industry shows great potential in technological innovation, consumption experience upgrading and market expansion, and is expected to become an important part of the entertainment market in the future. However, the escape room industry also faces some challenges, such as the homogenization of game types and content. Consumers have high expectations for the diversification of game types and the upgrading of content, and merchants need to continuously innovate in plot design and puzzle difficulty.

艾媒咨询 | 2024-2025年中国无人自助台球消费行业市场研究报告

iiMedia Research（艾媒咨询）数据显示，数据显示，2023年中国新增台球相关企业数量达到106641家，同比增长54.1%；2024年1-10月，中国新增台球相关企业数量达到113994家。此外，中国24小时无人自助台球厅数量持续上升，2024年4月同比增速达到25.0%。无人自助台球厅凭借其24小时营业和自主服务的特点，成为休闲娱乐领域的新宠。数据显示，40.6%的无人自助台球消费者每周光顾台球厅达3-4次，每周光顾台球厅5-6次的消费者占比达22.6%。随着科技的飞速发展和消费者对智能化产品需求的日益增长，台球行业正迅速迈向AI智能化时代。部分无人自助台球厅通过提供全屋智能软硬件设备代替人工管理，实现24小时营业，还引入AI教练、AI裁判等功能提升用户体验。
iiMedia Research data shows that the number of new billiards related enterprises in China in 2023 reached 106,641, an increase of 54.1%; From January to October 2024, the number of new billiards related enterprises in China reached 113,994. In addition, the number of 24-hour unmanned self-service pool halls in China continues to rise, with a year-on-year growth rate of 25.0% in April 2024. The unmanned self-service billiard hall has become a new favorite in the field of leisure and entertainment by virtue of its 24-hour operation and independent service. According to the data, 40.6% of self-service billiards consumers patronize the billiard hall 3-4 times a week, and the proportion of consumers patronizing the billiard hall 5-6 times a week is 22.6%. With the rapid development of science and technology and the increasing demand of consumers for intelligent products, the billiards industry is rapidly moving towards the era of AI intelligence. Some unmanned self-service billiards halls achieve 24-hour operation by providing whole-house intelligent hardware and software equipment instead of manual management, and also introduce AI coach, AI referee and other functions to improve user experience.

艾媒咨询 | 2024年中国玩具电商行业发展状况 与消费行为调研分析报告

随着中国经济的持续增长和数字化转型的深入，中国玩具电商行业在2024年迎来了快速发展的新阶段，其特点包括市场规模持续扩大、消费者群体多样化、电商渠道迅速发展、个性化和环保需求日益增长等，行业正面临新的机遇与挑战，需要不断创新以适应市场变化。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年中国玩具电商行业发展状况与消费行为调研分析报告》数据显示，中国移动电商用户规模近年经历了显著增长，从2015年用户数3.64亿，持续增长至2023年达到峰值11.39亿，年均增长率约为15.44%。这一上升趋势反映了移动电商市场的蓬勃发展和用户习惯的转变，其中智能手机普及和移动支付技术的进步是推动增长的关键因素。
With the continuous growth of China's economy and the deepening of digital transformation, the Chinese toy e-commerce industry is entering a new stage of rapid development in 2024, characterized by the continuous expansion of the market size, diversification of consumer groups, rapid development of e-commerce channels, and growing demand for personalization and environmental protection. The industry is facing new opportunities and challenges, and needs to continuously innovate to adapt to market changes. The latest "2024 China toy e-commerce industry development status and consumer behavior research analysis report" released by iiMedia Research (iiMedia Research), a third-party data mining and analysis institution for global new economy industries, shows that the number of Chinese mobile e-commerce users has experienced significant growth in recent years, from 364 million users in 2015 to a peak of 1.139 billion in 2023, with an average annual growth rate of about 15.44%. This upward trend reflects the thriving development of mobile e-commerce markets and the shift in user habits, while the widespread use of smartphones and the progress of mobile payment technology are key factors driving growth.

艾媒咨询 | 2024年微信视频号用户画像与行为洞察报告

随着互联网技术的不断进步和社交媒体生态的演变，微信视频号作为新兴的视频平台，正逐渐成为品牌营销和商业化的新战场。微信视频号坐拥国内庞大的私域流量，其独特优势在于其植根于拥有完整社交链的微信生态，辐射超过13亿用户的社交圈，社交传播的内容具备高信任基因。因此，微信视频号诞生至今，已经成为连接用户与内容创作者的重要桥梁。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年微信视频号用户画像与行为洞察报告》数据显示，从2020年3月到2023年12月，中国短视频行业的用户基数呈现持续上升的态势。截至2023年12月，用户总数攀升至10.53亿，渗透率达到了96.40%。艾媒咨询分析师认为，逐年增长的用户规模表明短视频市场仍有巨大的发展潜力和空间。
艾媒咨询分析师认为，视频号推出了多项商业化工具，包括直播带货、观众打赏、付费内容推广以及广告互选等，为不同粉丝规模的内容创作者提供了丰富的变现途径。在当前的互联网生态中，商业化已成为维系创作者长期留存的关键因素。创作者生产的高质量内容是视频号在竞争激烈的短视频领域中吸引和维系用户关注的核心。因此，视频号的商业化步伐加快，对于建立一个可持续发展的内容生态系统具有重要意义。
With the continuous progress of Internet technology and the evolution of social media ecology, wechat video number, as an emerging video platform, is gradually becoming a new battlefield for brand marketing and commercialization. Wechat video number has huge private traffic in China. Its unique advantage is that it is rooted in the wechat ecosystem with a complete social chain, radiating the social circle of more than 1.3 billion users, and the content of social communication has a high trust gene. Therefore, since the birth of wechat video number, it has become an important bridge connecting users and content creators. The latest "2024 wechat video user portrait and Behavior insight report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from March 2020 to December 2023, the user base of China's short video industry has continued to rise. As of December 2023, the total number of users climbed to 1.053 billion, and the penetration rate reached 96.40%. Imedia Consulting analysts believe that the growing user scale year by year indicates that the short video market still has huge development potential and space.
iiMedia Research analysts believe that the video number has launched a number of commercial tools, including live delivery, audience rewards, paid content promotion and advertising mutual selection, etc., providing a rich way for content creators of different fan sizes to monetize. In the current Internet ecology, commercialization has become a key factor to maintain the long-term retention of creators. High-quality content produced by creators is at the core of video Number's ability to attract and maintain users' attention in the highly competitive short video field. Therefore, the accelerated pace of commercialization of video number is of great significance for the establishment of a sustainable content ecosystem.

艾媒咨询 | 2023-2024年中国城市商业综合体运行大数据与商业决策分析报告

截至2022年末，全国购物中心存量项目达5685个，同比增长5.24%。目前商业综合体仍处于扩张状态但增速逐年放缓。商业地产供需两端均表现趋弱，全国商业营业用房销售面积、办公楼销售面积出现下降，重点城市主要商圈的租金也出现下跌，但中国超大规模市场优势依旧存在。

艾媒咨询 | 2023-2024年中国大学城商圈生态研究与消费行为调查报告

目前，中国大学城的整体规划和开发力度仍较为欠缺，仍未充分利用到大学城的辐射影响。艾媒咨询分析师认为，随着大学城综合体量的快速增长，如何形成集餐饮、娱乐、出游、观赏、购物等业态的环大学城半小时生活圈，形成多业态融合的消费场景，建立多元丰富的大学城商圈消费矩阵，满足大学城商圈主要消费者日益个性化、品质化、新潮化、体验化的消费需求，是未来大学城商圈发展的重要趋势。

艾媒咨询｜2022-2023年中国密室逃脱行业发展及消费洞察分析报告

iiMedia Research（艾媒咨询）数据显示，预计2022年密室逃脱市场规模为79.8亿元，由于线下娱乐消费受到疫情的影响，消费者减少线下消费频次。密室逃脱不断更新迭代，极强的沉浸式体验感吸引了越来越多新的消费者，预计2026年市场规模将达175.9亿元。

艾媒新经济大讲堂第2期：露营经济风口发掘与消费行为监测（演讲版）

中国露营经济核心市场规模和带动市场规模呈现逐年上升的趋势，露营及其相关产业在中国有着较大的发展空间。2021年中国露营经济核心市场规模达到747.5亿元，同比增长62.5%；带动市场规模为3812.3亿元，同比增长率为58.5%。露营地作为文旅产业不可或缺的一个重要的细分领域，在未来，通过“营地+”的模式，与更多相关产业生态做有效的连接与融合，如家具家电行业、服饰行业、食品行业等，以丰富的内容和元素为营地带来市场，形成叠加的经济效应，从而不断为露营地注入新活力，提升露营地的综合效益，有效促进露营地的可持续发展。

艾媒咨询｜2021年度中国在线直播行业发展研究报告

　随着元宇宙概念兴起和人工智能及5G等技术应用普及，在线直播的形式和特效愈发丰富，持续的创新为在线直播行业提供了充足的发展活力，用户规模保持稳定增长。iiMedia Research（艾媒咨询）数据显示，2021年中国在线直播用户规模将达到6.35亿人，预计2022年将达6.60亿人。