艾媒咨询 | 2026-2027年手机用户骚扰电话观察报告

近年来，随着移动通信深度普及与数字化生活全面渗透，骚扰电话问题持续困扰广大手机用户，成为影响通信体验与个人信息安全的重要民生议题。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《2026-2027年手机用户骚扰电话观察报告》数据显示，中国智能手机用户规模由2019年的882.2百万人稳步增长至2025年的1152.8百万人，预计2027年将达到1210.6百万人，但增速持续回落，用户规模红利逐步见顶，存量用户的通信体验与隐私保护诉求日益凸显。
从用户应对方式来看，给号码做标记提醒他人（32.57%）、将号码拉入黑名单（31.90%）、安装防骚扰软件（31.49%）及直接挂断（31.49%）为用户主要应对方式，反映出用户已形成一定的主动防御习惯，但治理手段仍以个体规避为主。对于骚扰电话屡禁不止的根源，30.96%的用户认为虚拟运营商审核宽松沦为骚扰电话温床，30.28%认为产业链成熟致使屡禁不止，29.88%指向个人信息泄露。用户认知已从单纯的“拦截不利”转向对源头审核、产业链治理与信息保护的系统性质疑。
艾媒咨询分析师认为，用户对骚扰电话治理的关切已从单纯技术拦截转向源头防控与违法成本过低的系统性焦虑，表明该问题已进入需多维共治的“深水区”。运营商及终端厂商应协同构建“源头审核+AI拦截+用户赋权”的立体防护体系，通过严控入网资质、升级识别模型、开放个性化黑白名单及“号码信用分”查询等功能，并将合规通信与隐私保护作为核心卖点加强宣导，切实提升用户信任与品牌黏性。
In recent years, with the widespread adoption of mobile communications and the full integration of digital lifestyles, the issue of harassment calls has continued to plague a vast number of mobile phone users, becoming a critical public concern that impacts both the communication experience and personal information security. According to data from the latest "2026–2027 Mobile Phone User Harassment Call Observation Report" released by iiMedia Research—a globally leading third-party data mining and analysis institution for the new economy industry—the number of smartphone users in China has steadily grown from 882.2 million in 2019 to 1,152.8 million in 2025, and is projected to reach 1,210.6 million by 2027. However, the growth rate has been steadily declining, and the demographic dividend of user growth is gradually reaching its peak. Consequently, the demands of existing users regarding communication experience and privacy protection have become increasingly prominent.
In terms of user response strategies, marking a number to alert others (32.57%), adding a number to a blacklist (31.90%), installing anti-harassment software (31.49%), and directly hanging up (31.49%) are the primary approaches adopted by users. This reflects that users have developed certain proactive defense habits, yet regulatory measures still primarily rely on individual avoidance behaviors. Regarding the root causes of the persistent prevalence of harassment calls, 30.96% of users attribute it to lax screening standards by virtual network operators, which have become breeding grounds for such calls; 30.28% attribute it to a mature industry ecosystem; and 29.88% point to personal information leaks. User perceptions have thus shifted from merely viewing "blocking as ineffective" to harboring systematic concerns about source screening mechanisms, industry ecosystem governance, and information protection measures.
Analysts at iiMedia Research believe that users' concerns regarding the regulation of spam calls have evolved from a focus solely on technical interception to a systemic anxiety centered on root-cause prevention and control, as well as the excessively low costs of legal violations; this indicates that the issue has entered a "critical phase" requiring multi-dimensional collaborative governance. Telecom operators and device manufacturers should collaborate to establish a comprehensive defense framework comprising "source-level screening + AI-based interception + user empowerment." This framework should include stringent controls over network access qualifications, upgrades to identification models, the provision of personalized black/white list features, and access to "number credit scores," while positioning compliant communications and privacy protection as core value propositions through targeted advocacy efforts. Such initiatives will effectively enhance user trust and strengthen brand loyalty.

艾媒咨询 | 2025年中国搜索引擎行业发展状况与使用行为调查数据

随着大数据和机器学习技术的不断应用，搜索引擎开始更加注重用户的个性化需求。通过分析用户的搜索历史、兴趣爱好和行为模式，搜索引擎能够提供更加精准和个性化的搜索结果。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年中国搜索引擎行业发展状况与使用行为调查数据》显示，2024年中国移动广告市场规模为4762.8亿元，2025年预计达到4867.6亿元。这表明中国移动广告市场已从高速增长阶段过渡至稳步发展的成熟期。随着用户注意力全面向移动端迁移，搜索引擎的竞争维度也从单一的结果准确性，扩展为移动生态体验、广告形式创新与AI技术融合的综合较量。
中国用户在选择搜索引擎时，最关注的因素是“广告少/用户体验好”，占比高达62.32%，远高于其他选项。紧随其后的分别是“搜索结果的相关性”（60.06%）与“信息准确性”（59.21%），反映出用户在追求界面整洁的同时，并未放松对内容质量的核心要求。在2025年用户常用的搜索引擎中，百度以72.52%的占比保持领先，搜狗（30.31%）与360（27.20%）分别位列第二、三位。这表明用户体验已成为影响用户选择搜索引擎的决定性因素，“简洁、少干扰”的产品设计更能赢得用户青睐。此外，头部平台如百度仍凭借其强大的生态壁垒与技术积累占据主导地位。
艾媒咨询分析师认为，中国搜索引擎行业将迎来结构性变革，呈现以下核心趋势：一是核心技术将全面迈向AI原生，传统关键词检索逐步被对话式、生成式搜索替代，用户可直接获取整合答案。竞争重点也将从“信息检索效率”扩展至“生态服务能力”，推动搜索与内容、服务及交易深度融合，实现“即搜即得、即搜即用”。二是商业化模式迎来重构，传统搜索广告占比下降，原生式、场景化广告与AI答案深度融合。与此同时，监管与算法伦理的重要性凸显，数据安全、结果公平性将成为行业健康发展的关键制约因素。
With the continuous application of big data and machine learning technologies, search engines are beginning to pay more attention to users' personalized needs. By analyzing users' search history, interests, and behavior patterns, search engines can provide more accurate and personalized search results. According to the latest "2025 China Search Engine Industry Development Status and User Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the scale of China's mobile advertising market was 476.28 billion yuan in 2024 and is expected to reach 486.76 billion yuan in 2025. This indicates that China's mobile advertising market has transitioned from a high-speed growth stage to a mature period of steady development. As users' attention shifts comprehensively to mobile devices, the competitive dimension of search engines has expanded from the single aspect of result accuracy to a comprehensive competition involving mobile ecosystem experience, advertising form innovation, and the integration of AI technology.
When Chinese users choose search engines, the most important factor they consider is "less advertising / better user experience", which accounts for as high as 62.32%, far exceeding other options. The factors that follow are "relevance of search results" (60.06%) and "accuracy of information" (59.21%), indicating that while users pursue a clean interface, they do not relax their core requirements for content quality. Among the commonly used search engines in 2025, Baidu maintains the lead with a share of 72.52%, followed by Sogou (30.31%) and 360 (27.20%) in second and third place respectively. This shows that user experience has become the decisive factor influencing users' choice of search engines, and a "simple and less distracting" product design is more likely to win users' favor. In addition, leading platforms like Baidu still dominate the market by virtue of their strong ecosystem barriers and technological accumulation.
Analysts from iiMedia Research believe that China's search engine industry will undergo structural changes, presenting the following core trends: First, core technologies will fully move towards AI-native, with traditional keyword search gradually being replaced by conversational and generative search, allowing users to directly obtain integrated answers. The focus of competition will also expand from "information retrieval efficiency" to "ecosystem service capabilities", promoting the deep integration of search with content, services, and transactions to achieve "instant search and use". Second, the commercial model will be restructured, with the proportion of traditional search advertising declining, and native and contextual advertising deeply integrated with AI answers. At the same time, the importance of regulation and algorithm ethics is highlighted, with data security and result fairness becoming key constraints for the healthy development of the industry.