艾媒咨询 | 为体验与身份买单——2026年新生代市场消费者需求调研报告

近年来，新生代消费群体持续受益于体验经济、社交媒介、圈层文化与悦己消费的全方位赋能，其消费逻辑已从单一的商品功能满足延伸至身份表达、情绪价值、社交参与与沉浸体验等多场景融合。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《为体验与身份买单——2026年新生代市场消费者需求调研报告》数据显示，2020年中国体验经济市场规模为3.22万亿元，2025年升至19.67万亿元，预计2035年将达59.66万亿元。体验经济持续扩容，为新生代“为体验与身份买单”提供了坚实的市场基础。
2026年中国新生代消费者愿大额投入的消费场景中，数码产品以58.70%居首，健身/运动装备与课程（35.09%）和护肤/美妆/医美（33.54%）紧随其后，而收藏品仅占8.39%。在线下体验项目中，轻运动（骑行、飞盘、徒步、攀岩等）每季度至少消费一次的比例最高（28.64%），短途出行/城市微旅行“从未体验过”的比例最低（8.82%），而主题乐园/研学、手工DIY体验的月度高频消费占比均超过26%，密室/剧本杀及演唱会/音乐节的月度消费占比亦在21%以上。新生代消费呈现出“高频轻体验日常化、重体验文娱分层化”的鲜明特征。
艾媒咨询分析师认为，新生代消费者已从“浅层打卡”转向“高频沉浸”，追求兼具社交属性、情绪价值与身体参与的复合型体验，其中轻运动与短途出行正成为日常化刚需，而重体验、强叙事的文娱项目则呈现明显的分层消费特征。建议商家一方面将产品设计为“轻量化+社交化”组合，例如推出周末短途运动社群套餐或主题化徒步路线；另一方面利用高频场景带动低频项目，如以手工DIY工作坊搭配展览门票、剧本杀与城市漫步联票，并通过会员订阅制锁定每月复购意愿较强的核心客群。
In recent years, the new generation of consumers has continuously benefited from comprehensive empowerment driven by the experience economy, social media, niche culture, and self-care consumption. Their consumption logic has evolved from merely fulfilling product functionality to encompassing multiple integrated scenarios, including identity expression, emotional value, social participation, and immersive experiences. According to data from iiMedia Research—a globally leading third-party data mining and analysis firm for the new economy sector—titled "Paying for Experience and Identity: 2026 Market Consumer Demand Research Report for the New Generation of Consumers," the size of China's experience economy market reached 3.22 trillion yuan in 2020, rose to 19.67 trillion yuan in 2025, and is projected to reach 59.66 trillion yuan by 2035. The ongoing expansion of the experience economy has provided a solid market foundation for this new generation of consumers to "pay for experience and identity."
In 2026, among consumption scenarios where China's new-generation consumers are willing to make substantial expenditures, digital products led with 58.70%, followed by fitness/sports equipment and courses (35.09%) and skincare/beauty/medical aesthetics (33.54%), while collectibles accounted for only 8.39%. Among offline experience activities, light sports (cycling, frisbee, hiking, rock climbing, etc.) showed the highest proportion of participants who engaged in them at least once per quarter (28.64%), whereas short-distance travel/city micro-trips had the lowest proportion of those who "had never experienced them" (8.82%). In contrast, thematic parks/educational tours and DIY craft experiences each accounted for over 26% of monthly high-frequency consumption, while escape rooms/role-playing games and concerts/musical festivals also exceeded 21% in monthly consumption share. The consumption patterns of the new generation of consumers are characterized by two distinct trends: "high-frequency, low-experience, everyday activities" and "high-experience, narrative-driven entertainment offerings with clear segmentation."
Analysts at iiMedia Research observe that this demographic has shifted from "superficial check-ins" to "high-frequency immersive experiences," seeking composite experiences that combine social attributes, emotional value, and physical engagement. Among these, light exercise and short-distance travel are becoming essential daily necessities, while high-experience, narrative-driven entertainment offerings exhibit pronounced segmentation in consumer demand. Merchants are advised to, on one hand, design products as a combination of "lightweight features + socialization," such as launching weekend short-distance sports community packages or themed hiking routes; and, on the other hand, leverage high-frequency scenarios to drive engagement with low-frequency offerings—for example, pairing DIY workshops with exhibition tickets, or bundling role-playing games with urban strolls—while utilizing membership subscription models to lock in core customer segments with strong monthly repurchase intent.

艾媒咨询|2021Q3中国第三方手机输入法行业发展研究报告

本报告涉及的案例/品牌/企业：百度输入法，搜狗输入法，讯飞输入法

随着手机网民规模和互联网普及率的不断提升，中国第三方手机输入法用户规模将有望进一步扩大。iiMedia Research(艾媒咨询)数据显示，中国第三方手机输入法保持连续增长趋势，2023年中国第三方手机输入法用户规模预计达到8.30亿人。一方面，AI技术与输入法行业的发展融合不断深化，AI功能逐渐成为了输入法品牌的核心竞争力;另一方面，凭借技术研发技术和深耕行业经验，头部平台逐渐开始拓展B端市场，与不同行业、不同领域品牌进行合作，为其量身定制产品服务方案，多元化的服务更满足更多不同用户群体的需求。
With the continuous improvement of the scale of mobile Internet users and Internet penetration, the scale of third-party mobile input method users in China is expected to further expand. According to iimedia research, China's third-party mobile phone input methods maintain a continuous growth trend. In 2023, the number of users of third-party mobile phone input methods in China is expected to reach 830 million. On the one hand, the integration of AI technology and input method industry is deepening, and AI function has gradually become the core competitiveness of input method brand; On the other hand, relying on technology R & D technology and deep industry experience, the head platform gradually began to expand the b-end market, cooperate with brands in different industries and fields, customize product service schemes for them, and diversified services can better meet the needs of more different user groups.

艾媒咨询|2021年中国大学生消费行为调研分析报告

本报告研究涉及企业/品牌/案例：淘宝/天猫，京东/京喜，拼多多，抖音

中国在校大学生数量逐年增长。数据显示，2020年中国高等教育在学总规模达到4183万人。同时，随着生活水平的逐渐提高，大学生群体的月均生活费也随之增加，月均收入中位数为1516元，预计2021年中国在校大学生的年度消费规模约为7609亿元，消费潜力巨大。随着时代的发展，大学生消费观念也在改变，加上受群体示范效应的影响，消费逐渐朝向多元化发展，并且愿意将更多花费放在提升自己的能力、视野以及精神享受方面，因而对剧本杀、密室逃脱、萌宠体验馆等新兴休闲娱乐项目表现出较大的热情。
The number of college students in China is increasing year by year. According to the data, in 2020, the total number of higher education students in China reached 41.83 million. At the same time, with the gradual improvement of living standards, the average monthly living expenses of college students also increase, and the median monthly income is 1516 yuan. It is estimated that the annual consumption scale of Chinese college students in 2021 will be about 760.9 billion yuan, with great consumption potential. With the development of the times, college students' consumption concept is also changing. In addition, affected by the group demonstration effect, consumption is gradually developing towards diversification, and they are willing to spend more on improving their ability, vision and spiritual enjoyment. Therefore, they show great enthusiasm for emerging leisure and entertainment projects such as script killing, secret room escape and adoration Experience Hall.

艾媒咨询|2021年上半年中国第三方手机输入法行业趋势研究报告

本报告研究涉及企业/品牌/案例：百度输入法，搜狗输入法，讯飞输入法

第三方输入法市场已形成百度、搜狗的双巨头格局。各大输入法平台以智能化、多元化、创新化的技术作为发展核心，研发更多创新型产品和功能，进一步满足用户需求，稳固自身的行业竞争地位。iiMedia Research(艾媒咨询)调研数据显示，当前用户的第三方输入法主要使用场景为社交场景，需要个性化、趣味化体验，同时用户对大段语音输入的要求更高。当前百度输入法的AI输入和语音输入表现良好，用户体验满意度最高，并且粘性最强。
The third-party input method market has formed a dual giant pattern of Baidu and Sogou. The major input method platforms take intelligent, diversified, and innovative technologies as their development core, and develop more innovative products and functions to further meet user needs and stabilize their own competitive position in the industry. Research data from iiMedia Research shows that the current user's third-party input method is mainly used in social scenarios, which requires a personalized and interesting experience. At the same time, users have higher requirements for large-scale voice input. The AI input and voice input of Baidu Input Method currently perform well, with the highest user experience satisfaction and the strongest stickiness.