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艾媒咨询 | 2025年中国大学生消费背景分析与消费行为调查数据
在社会经济发展与数字化浪潮的双重影响下,中国大学生消费市场呈现多元化特征。根据全球领先的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年中国大学生消费背景分析与消费行为调查数据》数据显示,高校毕业生人数呈持续增长态势。2015年高校毕业生人数为749万人,随后逐年稳步上升,2024年增至1179万人,这表明中国大学生消费市场前景广阔。在2025年中国大学生爱好情况中,运动、健身以37.06%的占比位居榜首,显示出大学生对健康生活方式的重视;二次元和游戏分别以31.12%和27.86%的占比紧随其后,反映出新兴文化和数字娱乐在大学生中的流行。在2025年中国大学生认为产品影响个人消费的因素中,品牌知名度以47.95%的比例成为影响大学生消费的最主要因素,其次是设计(41.30%)和促销活动(37.62%),这两个因素分别位列第二和第三,说明品牌知名度、产品设计和优惠力度都是大学生考虑的重要因素。艾媒咨询分析师指出,未来大学生消费市场将呈现结构多元化、场景数字化、理念绿色化三大趋势:消费从基础生活向知识投资、情感消费拓展;直播购物等数字化场景推动消费向即时交互升级;绿色商品与二手交易等可持续模式潜力释放。企业需紧扣Z世代 “性价比+社交裂变+智能交互” 逻辑提升竞争力,高校与家庭应通过 “消费教育+信用引导” 助力理性消费观形成。
Under the dual influence of social and economic development and the digital wave, the consumer market for college students in China presents diversified characteristics. According to the latest "Analysis of the consumption background and survey data of Chinese college students in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the number of college graduates shows a continuous growth trend. In 2015, the number of college graduates was 7.49 million. Subsequently, it has steadily increased year by year, reaching 11.79 million in 2024, which indicates that the consumer market for college students in China has broad prospects. In the hobbies of Chinese college students in 2025, sports and fitness ranked first with a proportion of 37.06%, demonstrating college students' emphasis on a healthy lifestyle. The second dimension and games followed closely with proportions of 31.12% and 27.86% respectively, reflecting the popularity of emerging cultures and digital entertainment among college students. In 2025, among the factors that Chinese college students believe products affect personal consumption, brand awareness, with a proportion of 47.95%, became the most significant factor influencing college students' consumption. Next came design (41.30%) and promotional activities (37.62%), which ranked second and third respectively. It is indicated that brand awareness, product design and discount intensity are all important factors that college students consider.Analysts from iiMedia Research point out that the future college student consumption market will present three major trends: structural diversification, digitalized scenarios, and green concepts. Consumption will expand from basic living to knowledge investment and emotional consumption. Digital scenarios such as live-streaming shopping drive consumption to upgrade towards real-time interaction. The potential of sustainable models such as green goods and second-hand transactions has been unleashed. Enterprises need to closely follow the logic of Generation Z of "cost performance + social viral + intelligent interaction" to enhance their competitiveness. Universities and families should help form a rational consumption concept through "consumption education + credit guidance".艾媒咨询 | 2025年中国宠物行业市场概况与消费行为调查数据
在情感陪伴需求与消费升级的双重驱动下,中国宠物行业正以多元化态势快速发展。根据全球领先的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年中国宠物行业市场概况与消费行为调查数据》数据显示,2024年中国宠物经济市场规模达到7013亿元,预计2025年为8114亿元。未来,随着宠物饲养渗透率进一步提升、宠物消费场景不断拓展以及行业规范化发展,中国宠物经济市场规模有望持续扩大。在2025年中国消费者饲养宠物类型中,狗的占比最高,达到44.75%,其次是猫,占比为39.11%。这些数据反映了中国消费者饲养宠物的偏好和趋势。在2025年中国消费者购买宠物食品时最关注因素中,喂食和储存的便捷性以38.71%的占比位列第一,显示出消费者对于宠物食品使用便利性的高度重视。紧随其后的是宠物食用喜好,占比37.27%,说明宠物的口味和偏好也是消费者考虑的重要因素。艾媒咨询分析师认为,未来中国宠物行业将呈现三大趋势:一是产品向功能化、精细化升级,中药宠物保健品、鲜食定制等细分赛道潜力释放;二是服务模式线上线下融合加速,“宠物健康服务圈” 推动医疗、美容等服务数字化;三是智能化深度渗透,AI 问诊、智能穿戴设备等技术提升养宠便捷性。企业需聚焦细分场景需求,强化产品创新与服务赋能,在情感消费与科技融合中开拓市场空间。
Driven by both the demand for emotional companionship and the upgrading of consumption, China's pet industry is developing rapidly in a diversified manner. According to the latest "iiMedia Report | Market overview and consumer behavior survey data of China's pet food industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of China's pet economy reached 701.3 billion yuan in 2024. It is estimated to be 811.4 billion yuan in 2025. In the future, with the further increase in the penetration rate of pet keeping, the continuous expansion of pet consumption scenarios, and the standardized development of the industry, the market size of China's pet economy is expected to continue to expand. In 2025, among the types of pets kept by Chinese consumers, dogs accounted for the highest proportion, reaching 44.75%, followed by cats, which accounted for 39.11%. These data reflect the preferences and trends of Chinese consumers in keeping pets. Among the factors that Chinese consumers pay the most attention to when purchasing pet food in 2025, the convenience of feeding and storage ranks first with a proportion of 38.71%, demonstrating consumers' high regard for the convenience of using pet food. Following closely behind is the pet's food preferences, accounting for 37.27%, indicating that the taste and preferences of pets are also important factors that consumers consider. Analysts from iiMedia Research believe that in the future, China's pet industry will present three major trends: First, products will upgrade towards functionalization and refinement, and the potential of sub-sectors such as traditional Chinese medicine pet health products and fresh food customization will be released; Second, the integration of online and offline service models is accelerating. The "Pet Health Service Circle" promotes the digitalization of medical, beauty and other services. The third is the in-depth penetration of intelligence. Technologies such as AI diagnosis and smart wearable devices enhance the convenience of pet keeping. Enterprises need to focus on the demands of specific scenarios, strengthen product innovation and service empowerment, and expand market space in the integration of emotional consumption and technology.
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