全球领先的新经济产业第三方数据挖掘与分析机构
关于“营销生态”的报告
-
-
-
艾媒咨询 | 美国广告行业生态多样性与发展状况大数据分析研究
随着社会文化变迁加速，美国广告市场呈现多元化转型特征，少数群体的声音越来越重要。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《美国广告行业生态多样性与发展状况大数据分析研究》数据显示，美国广告行业性取向分布中91%为异性恋从业者。LGBTQ+群体消费影响力持续攀升。66%消费者认同广告商应承担多元代表责任。代际认知差异显著，Z世代对节日视觉符号革新支持率达71%，千禧世代42%认可品牌在多元议题中的领导作用。消费者偏好呈现多元特征，48%黑人群体对同族代言人展现强烈好感，体型多样性代言获69%受众认可。84%非LGBT群体抵制相关广告，接受LGBT广告的消费者期待品牌能提供LGBTQ+福利。真实性成关键诉求，47%受众重视企业内部多元制度建设。艾媒咨询分析师认为，美国广告业正经历文化觉醒、代际冲突、价值重构三重变革。建议广告主构建跨代际传播策略，重点开发25-44岁核心客群；深化少数族裔代言体系，优化黑人、亚裔等群体呈现方式；建立包容性内容审核机制，平衡不同性向群体诉求。行业协会需制定多元营销标准，推动真实性评估体系建设。
As social and cultural changes accelerate and the advertising market in the United States is characterized by a pluralistic transformation, minority voices are increasingly important. According to the latest Big data analysis on ecological diversity and development of American advertising industry released by iiMedia Research, the world's leading third-party data mining and analysis institution of the new economy industry, 91% of the sexual orientation distribution in the US advertising industry is heterosexual practitioners. The consumption influence of LGBTQ+ groups continues to rise. 66% of consumers agree that advertisers should bear the responsibility of diversity representation. There is a significant difference in intergenerational cognition, with the approval rate of Generation Z for the visual symbol innovation of festivals reaching 71%, and 42% of millennials recognizing the leadership role of brands in multiple issues. Consumer preferences show diverse characteristics, 48% of black groups show a strong impression of the same ethnic spokespersons, and 69% of the audience recognizes the diversity of body types. 84% of non-LGBT people have boycotted related ads, and consumers who receive LGBT ads expect brands to offer LGBTQ+ benefits. Authenticity has become a key demand, and 47% of the audience attaches importance to the construction of multiple systems within enterprises. iiMedia Research believe that the American advertising industry is experiencing a triple change of cultural awakening, generational conflict and value reconstruction. It is suggested that advertisers should construct inter-generation communication strategies and focus on developing core customers aged 25-44. Deepen the minority endorsement system and optimize the representation of black and Asian groups; Establish an inclusive content review mechanism to balance the demands of different groups. Industry associations need to develop multiple marketing standards and promote the construction of authenticity evaluation systems. -
-
-
-
中国广告主协会x艾媒咨询 | 2025年中国新消费趋势洞察报告暨品牌营销20周年发展报告
2025年12月20日，由中国企业联合会、中国企业家协会指导，中国广告主协会主办的“2025第二十届中国广告主协会年会”在北京隆重举行。本次盛会以 “新质驱动 品牌领航——新质生产力推动中国品牌高质量发展”为主题，汇聚了国家相关部委领导、会员单位及专委会代表、专家指导委员会成员、国内外知名品牌代表、营销精英、广告服务商、媒体机构等众多嘉宾，共同探讨新质生产力赋能下新消费品牌建设与营销创新的前沿趋势与实践路径，推动中国品牌迈向高质量发展新阶段。
本次活动中，艾媒咨询 CEO 兼首席分析师张毅博士受邀出席并作为主讲嘉宾发布《2025年中国新消费趋势洞察报告暨品牌营销20周年发展报告》，报告首次系统梳理了中国营销生态跨越二十年的宏观变迁轨迹与用户行为模式的深度演变，从技术迭代驱动、消费群体结构剧变、商业模式与营销范式重构、新兴业态爆发以及政策引领高质量发展等多个核心维度进行了全景洞察与前瞻研判，旨在为品牌把握新消费时代脉搏、构建未来核心竞争力提供关键路径与策略支撑，助力中国消费市场行稳致远。
伴随着中国互联网二十年的磅礴发展与数字技术的颠覆性革新，艾媒咨询见证了营销生态的深刻重构与新消费版图的急速扩张。iiMedia Research（艾媒咨询）数据显示，2014-2025年中国移动广告市场规模从275.6亿元增至4867.6亿元。从网民基数的夯实、智能终端的全民普及到网络能力的持续进化与数字基建的迭代，技术浪潮不仅催化了商业模式的革新，更驱动着消费模式不断转型升级，推动新消费业态蓬勃爆发并进入价值深挖的新纪元。
With the vigorous development of China's Internet over the past two decades and the disruptive innovation of digital technology, iiMedia Research has witnessed the profound reconstruction of the marketing ecosystem and the rapid expansion of the new consumption landscape. iiMedia Research data shows that the scale of China's mobile advertising market increased from 27.56 billion yuan in 2014 to 486.76 billion yuan in 2025. From the consolidation of the Internet user base, the universal popularization of smart terminals to the continuous evolution of network capabilities and the iteration of digital infrastructure, the technological wave has not only catalyzed the innovation of business models, but also driven the continuous transformation and upgrading of consumption patterns, promoting the vigorous explosion of new consumption forms and entering a new era of deep value exploration. -
-
- 1
- 2
- 3
- 4
- 5
- 6
- 81
