艾媒咨询 | 2025年中国财经新闻用户消费行为调查数据

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随着数字化阅读技术的迭代升级，2025年中国财经用户关注呈现渠道移动化、内容专业化特征，聚焦实时行情分析、政策解读及投资策略，偏好短视频与数据可视化呈现形式，付费意愿向深度报告倾斜。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年中国财经新闻用户消费行为调查数据》数据显示，94.90%的用户表示会主动关注财经新闻。用户获取资讯渠道呈现移动化特征，微博/微信与抖音/快手两大社交平台占据主导地位，短视频内容传播效能显著增强。在阅读习惯方面，51.54%用户保持每周4-5次高频接触，单次阅读时长集中于4-10分钟，午间12-14点形成阅读高峰。内容需求聚焦行业经济动态，长视频以41.45%的占比成为最受青睐的呈现形式。用户互动行为呈现积极态势，51.68%受访者习惯通过点赞表达认可。付费阅读需求强劲，69.08%用户倾向为课程、讲坛等知识型产品付费，显示深度内容商业化潜力。但调研同时揭示现存问题：信息过载导致筛选成本升高，垂直领域专业度不足，以及互动功能同质化制约用户体验。艾媒咨询分析师认为，财经媒体需构建“精准推送+深度解读”双轮驱动模式，依托AI技术优化内容分发效率，强化行业专家智库建设以提升专业壁垒。同时应开发差异化付费产品矩阵，完善用户分层运营体系，并在交互设计中融入社交裂变机制，以激活平台生态活力。
With the iteration and upgrade of digital reading technology, in 2025, Chinese financial users pay attention to the characteristics of mobile channels and professional content, focusing on real-time market analysis, policy interpretation and investment strategy, preferring short video and data visualization, and paying willingness to tilt towards in-depth reports. According to the latest "China financial news user consumption behavior survey data in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 94.90% of users said they would take the initiative to pay attention to financial news. The channels for users to obtain information show the characteristics of mobile, and the two social platforms of Weibo/wechat and Douyin/Kuaishou occupy the dominant position, and the transmission efficiency of short video content has been significantly enhanced. In terms of reading habits, 51.54% users maintain 4-5 high-frequency contacts per week, and the single reading time is concentrated in 4-10 minutes, and the reading peak is formed at 12-14 o 'clock in the afternoon. Content demand focuses on the economic dynamics of the industry, and long video has become the most favored form of presentation with 41.45% of the total. User interaction showed a positive trend, and 51.68% of respondents used to express recognition through likes. The demand for paid reading is strong, and 69.08% of users tend to pay for knowledge-based products such as courses and lectures, showing the commercialization potential of in-depth content. However, the survey also revealed existing problems: information overload leading to higher screening costs, lack of expertise in vertical fields, and homogenization of interactive features restricting user experience. iiMedia Research believe that financial media need to build a two-wheel drive model of "accurate push + deep interpretation", rely on AI technology to optimize the efficiency of content distribution, and strengthen the construction of industry expert think tanks to enhance professional barriers. At the same time, a differentiated paid product matrix should be developed, a hierarchical user operation system should be improved, and a social fission mechanism should be incorporated into the interaction design to activate the ecological vitality of the platform.