全球领先的新经济产业第三方数据挖掘与分析机构
关于“餐饮消费”的报告
艾媒咨询 | 2026年中国在线外卖平台市场发展状况与消费行为调查数据
依托移动互联网持续普及、即时配送体系不断完善，中国在线外卖市场规模稳步扩容，行业从高速扩张阶段迈入存量稳健增长阶段。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年中国在线外卖平台市场发展状况与消费行为调查数据》显示，当前外卖消费群体特征清晰，以女性用户（54.38%）、27-39岁中青年群体（52.43%）、5001-20000元中高收入职场人群为主，核心消费市场集中于二线、三线及新一线城市。便捷省时、菜品选择丰富是消费者选择外卖的核心原因；平台会员优惠、稳定配送速度、丰富积分福利是用户留存的关键因素。当前行业仍存在诸多痛点，价格补贴缩减、商家卫生问题、入驻商家数量不足是用户降低平台使用频率的主要原因。消费者对外卖食品安全的关注度较高，主要担忧配送污染、餐具清洁度、食品添加剂超标等问题。艾媒咨询分析师指出，在消费需求升级、用户体验要求提升的背景下，外卖行业告别粗放式规模扩张，朝着品质化、安全化、场景多元化方向转型。即时零售、社区团餐配送、高端餐饮外卖是行业未来核心拓展方向，也是消费者的核心需求落点。未来外卖平台需持续优化定价与补贴体系，强化商家资质审核与全链路食品安全管控，完善用户隐私保护与售后服务体系，同时精准匹配不同圈层用户差异化消费需求，推动行业高质量精细化发展。
Relying on the continuous popularization of mobile Internet and the continuous improvement of real-time distribution system, the scale of domestic online takeout market has steadily expanded, and the industry has moved from a stage of rapid expansion to a stage of steady stock growth. The latest survey data on the development status and consumption behavior of China's online food delivery platform market in 2026, released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, shows that the current characteristics of the food delivery consumer group are clear, mainly consisting of female users (54.38%), middle-aged and young people aged 27-39 (52.43%), and middle and high-income workers with a salary of 5001-20000 yuan. The core consumer market is concentrated in second tier, third tier, and new first tier cities. Convenience, time-saving, and a wide selection of dishes are the core reasons why consumers choose takeout; Platform member discounts, stable delivery speed, and rich point benefits are key factors for user retention. There are still many pain points in the current industry, such as reduced price subsidies, hygiene issues among merchants, and insufficient number of merchants joining the platform, which are the main reasons for users to reduce the frequency of platform usage. Consumers have a high level of concern for the safety of food sold to the outside world, mainly worrying about issues such as delivery contamination, tableware cleanliness, and excessive food additives. Analysts from iiMedia Research pointed out that in the context of upgraded consumer demand and improved user experience requirements, the food delivery industry is bidding farewell to extensive scale expansion and transforming towards quality, safety, and diversified scenarios. Instant retail, community meal delivery, and high-end food delivery are the core expansion directions of the industry in the future, as well as the landing points for consumers' core needs. In the future, food delivery platforms need to continuously optimize their pricing and subsidy systems, strengthen merchant qualification review and full chain food safety control, improve user privacy protection and after-sales service systems, and accurately match differentiated consumption needs of different circles of users to promote high-quality and refined development of the industry.-
-
艾媒咨询|2020上半年中国移动支付行业研究报告
本报告研究涉及企业/品牌/案例：华为钱包、美团支付。
随着数字化转型的加速和移动支付技术的发展创新，移动支付逐渐成为社会主流支付模式。数据显示，2019年中国移动支付用户规模为7.33亿人，市场渗透率不断加大，预计2020年规模将达7.90亿人。在新冠疫情的影响下，中国移动支付交易规模增速明显下降，2020年第一季度交易规模为90.8万亿元，同比增速4.8%，但长期来看消费服务线上化将促进规模持续增长。iiMedia Research（艾媒咨询）数据显示，中国移动支付平台用户最常使用移动支付平台的三个场景分别为餐饮消费、小型实体店/便利店消费和电商平台网购，移动支付场景呈现细分多元化发展。在选择移动支付平台时，62.4%的用户优先考虑支付便捷性，提供高效便捷的服务成为移动支付平台发展的关键。
With the acceleration of digital transformation and the development and innovation of mobile payment technology, mobile payment has gradually become the mainstream payment mode in society. Data shows that in 2019, the scale of mobile payment users in China was 733 million, and the market penetration rate is increasing. It is expected that the scale will reach 790 million in 2020. Under the influence of the COVID-19, the growth rate of China mobile payment transaction scale has dropped significantly. In the first quarter of 2020, the transaction scale was 90.8 trillion yuan, with a year-on-year growth rate of 4.8%, but in the long run, consumption and services to online will promote continuous growth in scale. As the data of iiMedia Research showed, the three most common payment scenarios of China mobile payment platform users are catering consumption, small physical store/convenience store consumption, and online shopping on e-commerce platforms. The mobile payment scenario presents a segmented and diversified development. When choosing a mobile payment platform, 62.4% of users give priority to payment convenience. Providing efficient and convenient services has become the key to the mobile payment platforms development.
