艾媒咨询 | 2025年中国电影行业发展数据与消费行为调查数据

随着电影消费数字化升级，观影偏好呈现以类型多元、国潮崛起为代表的内容取向，以智能购票、社交互动为核心的平台选择，以及以衍生付费、即时评论为特色的参与模式。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年中国电影行业发展数据与消费行为调查数据》数据显示，中国消费者观影行为呈现显著社交化与场景化特征。近四成消费者每月观影1-3次，周末及节假日成为主流观影时段，超46%消费者选择与家人共同观影，反映出电影作为家庭娱乐的重要纽带作用。在内容偏好上，国产影片以53.58%的偏好占比占据主导，消费者尤其关注影片情感共鸣与人物塑造，需求导向更趋深层化。消费决策层面，线上购票渗透率持续提升，35.97%消费者线上购票占比达41%-60%，淘票票以超56%使用率成为核心平台。消费者青睐线上购票的主因集中于时效性与便捷性，但跨平台使用障碍成为消费者的主要服务痛点。视频平台领域，腾讯视频以35.89%覆盖率领跑市场，会员专属内容成37.54%消费者选择关键，近八成消费者愿为优质影片开通会员，中短期会员订阅模式更受青睐。艾媒咨询分析师认为，行业需强化购票流程的跨终端兼容性，深化会员权益与衍生内容联动，通过情感化内容运营提升消费者粘性，同时关注家庭观影场景的差异化服务供给，构建全周期观影体验生态。
With the digital upgrade of movie consumption, movie-watching preferences show a content orientation represented by diverse genres and the rise of national trends, platform selection with smart ticket purchase and social interaction as the core, and participation mode featuring derivative payment and instant reviews. According to the latest China film industry development data and consumer behavior survey data released by iiMedia Research, the world's leading third-party data mining and analysis organization for the new economy industry, Chinese consumers' movie-watching behavior presents significant social and scene-oriented characteristics. Nearly 40% of consumers watch movies 1-3 times a month, weekends and holidays have become the mainstream movie-watching period, and more than 46% of consumers choose to watch movies with their families, reflecting the role of movies as an important link in family entertainment. In terms of content preferences, domestic films dominate with 53.58% of preferences. Consumers pay special attention to emotional resonance and characterization of films, and demand orientation becomes deeper. At the level of consumption decision-making, the penetration rate of online ticket purchase continues to increase, with 35.97% of consumers purchasing tickets online accounting for 41% to 60%, and Tao Ticket has become the core platform with a usage rate of over 56%. The main reasons that consumers prefer to buy tickets online are timeliness and convenience, but the cross-platform use barrier has become the main service pain point of consumers. In the field of video platform, Tencent video leads the market with 35.89% coverage, member-exclusive content is the key choice of 37.54% of consumers, nearly 80% of consumers are willing to open members for high-quality videos, and the short and medium term membership subscription model is more favored. iiMedia Research believe that the industry needs to strengthen the cross-terminal compatibility of the ticket purchase process, deepen the linkage between member rights and derivative content, enhance consumer stickiness through emotional content operations, and pay attention to the differentiated service supply of family viewing scenes to build a full-cycle viewing experience ecology.

艾媒咨询 | 2025年中国移动通信行业发展状况与消费行为调查数据

随着移动通信行业的发展，其服务边界持续拓展，规模不断扩大，消费者们越来越关注诸如消费体验、线下销卡、信息安全和流量套餐选择等问题。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年中国移动通信行业发展状况与消费行为调查数据》数据显示，2024年的中国电信业务收入达到1.98万亿元，说明移动通信行业市场规模在不断扩大。消费者选择运营商时最关注信号与网速，其次为资费透明度及套餐性价比，说明消费者比较注重消费的体验与性价比。在消费行为方面，43.65%消费者每月话费支出集中于101-200元区间，且35.89%消费者倾向于每1-2年更换套餐，反映出市场存在持续服务优化空间。尽管80.43%消费者理解线下销卡流程的必要性，但61.54%消费者对手续复杂繁琐表达不满，凸显服务便捷性亟待提升。信息安全领域，67.94%消费者深受骚扰电话困扰，36.21%消费者对运营商推销电话过多提出批评，显示消费者权益保护机制需强化。流量套餐方面，35.78%消费者认为资费优惠不足，同时套餐同质化和流量结转限制成主要痛点。值得注意的是，41.90%消费者对未来通信技术发展最期待的是资费价格降低，其次为网络稳定性提升及信息安全强化。艾媒咨询分析师认为，运营商应重点优化网络质量与资费结构，建立差异化套餐体系，通过简化业务流程提升消费者体验。同时需加强消费者隐私保护机制，降低营销干扰，以增值服务生态构建增强消费者粘性，推动行业高质量发展。
With the development of the mobile communication industry, its service boundary continues to expand, and the scale continues to expand, consumers are increasingly concerned about issues such as consumption experience, offline card cancellation, information security and traffic package selection. According to the latest "Survey data of China's mobile communication industry development and consumer behavior in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution for the new economy industry, China's telecom business revenue in 2024 will reach 1.98 trillion yuan. It shows that the market scale of mobile communication industry is constantly expanding. When consumers choose operators, they pay most attention to signal and network speed, followed by tariff transparency and package cost performance, indicating that consumers pay more attention to consumption experience and cost performance. In terms of consumer behavior, 43.65% of consumers' monthly phone bill expenditure is concentrated in the range of 101-200 yuan, and 35.89% of consumers tend to change plans every 1-2 years, reflecting the existence of continuous service optimization space in the market. Although 80.43% of consumers understood the necessity of offline card cancellation process, 61.54% of consumers expressed dissatisfaction with complicated and cumbersome procedures, highlighting the urgent need to improve the convenience of services. In the field of information security, 67.94% of consumers were troubled by harassing calls, and 36.21% of consumers criticized the excessive sales calls of operators, indicating that the protection mechanism of consumer rights and interests needs to be strengthened. In terms of traffic packages, 35.78% of consumers believe that tariff concessions are insufficient, while the homogenization of packages and traffic carry-over restrictions are major pain points. It is worth noting that 41.90% of consumers are most looking forward to the future development of communication technology is the reduction of tariff prices, followed by the improvement of network stability and information security. iiMedia Research believe that operators should focus on optimizing network quality and tariff structure, establish a differentiated package system, and enhance consumer experience by simplifying business processes. At the same time, it is necessary to strengthen the consumer privacy protection mechanism, reduce marketing interference, and enhance consumer stickiness with the construction of value-added service ecology to promote the high-quality development of the industry.

艾媒咨询 | 2025年中国5G通信应用消费行为调查数据

随着5G技术的深度渗透，其应用场景加速拓展，全面覆盖生活中的多个领域，5G技术逐渐深入到了人们的生产生活方式中。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5G通信应用消费行为调查数据》数据显示，中国用户对5G的认知程度显著提升，44.22%的受访者表示比较了解5G技术。运营商推广活动以34.69%的占比成为用户了解5G的主渠道，凸显行业宣传的核心作用。当前5G手机普及率达79.30%，但用户购机决策呈现矛盾性：54.72%因正常更替机型选择5G设备，而价格因素成为主要阻碍，57.58%认为5G手机昂贵，51.52%担忧通信套餐成本高。在使用场景方面，短视频观看以27.77%的占比成为5G网络质量感知最显著场景，办公区域则以55.43%的使用率成为核心应用空间。艾媒咨询分析师认为，运营商需重点优化套餐资费结构，加强网络覆盖的均衡性建设，同时加速智能终端生态创新。建议终端厂商推出梯度化价格产品，通过技术迭代降低硬件成本，并深化场景化应用开发，真正释放5G技术的普惠价值。
With the deep penetration of 5G technology, its application scenarios are accelerating, comprehensively covering many fields of life, and 5G technology has gradually penetrated into people's production and lifestyle. According to the latest "Survey data of 5G communication application consumption behavior in China in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Chinese users have significantly improved their cognition of 5G, and 44.22% of respondents said they have a better understanding of 5G technology. Operator promotion activities have become the main channel for users to understand 5G, accounting for 34.69%, highlighting the core role of industry publicity. At present, the penetration rate of 5G mobile phones reaches 79.30%, but the user's purchase decision is contradictory: 54.72% choose 5G equipment due to normal replacement models, and the price factor becomes the main obstacle, 57.58% think that 5G mobile phones are expensive, 51.52% worry about the high cost of communication packages. In terms of usage scenarios, short video viewing became the most significant scene of 5G network quality perception with a proportion of 27.77%, and the office area became the core application space with a utilization rate of 55.43%. Analysts from iiMedia Research believe that operators need to focus on optimizing the package fee structure, strengthen the balanced construction of network coverage, and accelerate the ecological innovation of intelligent terminals. It is recommended that terminal manufacturers launch graded price products, reduce hardware costs through technology iteration, and deepen scenario-based application development to truly release the inclusive value of 5G technology.

艾媒咨询 | 2025年中国手办市场消费行为调查数据

手办市场是一个充满活力且具有独特魅力的领域。随着动漫、游戏等文化产业的蓬勃发展，手办作为其衍生产品，市场需求不断扩大。消费群体主要以动漫、游戏爱好者以及收藏家为主。这些消费者对手办所代表的角色和作品有着深厚的情感，愿意为高品质的手办支付较高的价格。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年中国手办市场消费行为调查数据》数据显示，对手办产品持正面态度的消费者占比高达76.33%，反映出手办在中国市场的受欢迎程度较高。同时，有79.27%的消费者表示曾购买过手办，有82.18%的消费者愿意为限量版或特殊主题的手办支付更高的价格，这表明绝大多数消费者对限量版或特殊主题手办具有较高的购买意愿和支付能力，市场潜力巨大。手办作为装饰品在家居布置中扮演重要角色，占比达到46.76%。随着手办文化的普及，越来越多的年轻人也开始加入到手办消费的行列中，进一步扩大了市场群体。
The figurine market is a dynamic and uniquely charming field. With the vigorous development of cultural industries such as animation and games, figurines, as derivative products of these industries, are witnessing a continuous expansion of market demand. The consumer group is mainly composed of animation and game enthusiasts as well as collectors. These consumers have a deep affection for the characters and works represented by the figurines and are willing to pay a higher price for high-quality figurines. According to the latest "Survey data on consumer behavior in China's figurine market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the proportion of consumers with a positive attitude towards figurine products is as high as 76.33%, reflecting the high popularity of figurines in the Chinese market. At the same time, 79.27% of consumers said that they have purchased figurines, and 82.18% of consumers are willing to pay a higher price for limited edition or special theme figurines. This indicates that the vast majority of consumers have a high willingness to purchase and the ability to pay for limited edition or special theme figurines, and the market potential is huge. Figurines play an important role as decorations in home furnishings, accounting for 46.76%. With the popularization of figurine culture, more and more young people are also starting to join the ranks of figurine consumption, further expanding the market group.

艾媒咨询 | 2025年中国电视剧行业市场消费行为调查数据

随着在线视频平台的快速发展，中国电视剧消费模式呈现显著特征，用户行为偏好与行业生态紧密关联。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年中国电视剧行业市场消费行为调查数据》数据显示，在线视频平台以66.54%的观看占比主导用户收视场景，其中爱奇艺以48.05%的平台偏好率成为市场首选。从内容消费习惯看，50.18%的观众日均观看时长为1-2小时，36.54%的用户以“娱乐、打发时间”为核心观看诉求。在内容形态选择上，爱情、都市题材以33.58%的偏好度占据类型榜首，反映现实主义题材的持续吸引力。剧集体量方面，55.19%的观众倾向20-30集中等长度作品，体现市场对叙事紧凑性与内容深度的平衡需求。艾媒咨询分析师认为，当前电视剧消费已形成“内容质量-平台生态-用户粘性”的闭环体系。建议行业参与者重点强化三方面能力建设：一是深耕爱情、都市等核心赛道的同时拓展多元题材创新，二是优化20-30集剧集的叙事结构与排播策略以适配观众习惯，三是通过会员权益分级与独家内容矩阵提升付费转化效率。
With the rapid development of online video platforms, the consumption pattern of Chinese TV dramas shows significant characteristics, and user behavior preferences are closely related to the industry ecology. According to the latest "Survey data of Chinese TV drama industry market consumption behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, online video platforms dominated user viewing scenes with 66.54% of viewing. Among them, iQiyi became the first choice in the market with a platform preference rate of 48.05%. From the perspective of content consumption habits, 50.18% of viewers watch 1-2 hours per day, and 36.54% of users take "entertainment and killing time" as the core viewing appeal. In the choice of content form, love and urban themes occupy the top of the category with 33.58% preference, reflecting the continuous appeal of realistic themes. In terms of drama volume, 55.19% of the audience prefer 20-30 episodes of equal length, reflecting the market's demand for balance between narrative compactness and content depth. iiMedia Research believe that the current TV series consumption has formed a closed-loop system of "content quality - platform ecology - user stickiness". It is suggested that industry participants focus on strengthening the capacity building in three aspects: first, expand the innovation of diversified themes while deeply cultivating the core track such as love and city; second, optimize the narrative structure and scheduling strategy of 20-30 episodes to adapt to audience habits; third, improve the efficiency of payment conversion through the classification of member rights and exclusive content matrix.

艾媒咨询 | 2024年中国电视剧行业消费行为调研分析报告

电视剧已成为现代生活不可或缺的娱乐方式，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《2024年中国电视剧行业消费行为调研分析报告》数据显示，34.03%的观众观看电视剧时间占空闲时间的比例为40%-60%，24.09%的观众则有20%-40%的空闲时间用于观看电视剧。在剧情偏好方面，动作冒险类（33.45%）、爱情都市类（33.27%）以及悬疑警匪类（32.91%）剧集尤为受到观众青睐。至于观剧平台的选择，头部平台优势明显，腾讯视频与爱奇艺占据了市场的较大份额。艾媒咨询分析师认为，目前电视剧观众的剧情偏好呈现出多元化的特点。制片方与剧组应当摒弃一味追求高流量和同质化的传统思维，鼓励多题材作品的繁荣发展，并依据不同平台的受众特征进行精准投放，以实现内容与平台的最佳匹配。
TV series have become an indispensable entertainment mode in modern life. According to the latest "2024 China TV drama industry consumer behavior research analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 34.03% of the audience watch TV series accounted for 40%-60% of their free time, and 24.09% of the audience spend 20%-40% of their free time watching TV series. In terms of plot preference, action-adventure series (33.45%), love-city series (33.27%) and suspense police series (32.91%) were particularly favored by viewers. As for the choice of viewing platforms, the head platform has obvious advantages, and Tencent Video and iQiyi occupy a large share of the market. Analysts from IImedia Consulting believe that the current drama audience preferences show diversified characteristics. Producers and crews should abandon the traditional thinking of blindly pursuing high traffic and homogenization, encourage the prosperity and development of multi-theme works, and accurately deliver according to the audience characteristics of different platforms, so as to achieve the best match between content and platforms.

艾媒咨询 | 2025-2030年中餐出海市场状况与发展趋势研究报告

在经济全球化的背景下，各国文化交流日益频繁，餐饮文化作为文化的重要组成部分，跨越国界的速度不断加快。中餐凭借其丰富的口味、独特的烹饪技艺和深厚的文化底蕴，在国际舞台上逐渐崭露头角，吸引了越来越多国家的人们关注和喜爱。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《2025-2030年中餐出海市场状况与发展趋势研究报告》数据显示，2020年到2024年，国际中餐规模从2275.48亿美元增长到3593.85美亿元；预计2030年国际中餐规模达5776.82亿美元，整体呈现上升趋势。艾媒咨询分析师认为，深度本地化融入是中餐品牌出海成功的关键因素之一。品牌通过菜品本地化、人才管理本地化和供应链本地化，更好地适应当地市场需求。
Under the background of economic globalization, cultural exchanges among countries are becoming increasingly frequent. As an important part of culture, the speed at which catering culture crosses national boundaries is constantly accelerating. Chinese cuisine, with its rich flavors, unique cooking techniques and profound cultural heritage, has gradually emerged on the international stage, attracting the attention and love of people from more and more countries. The latest "Research report on the market status and development trends of Chinese cuisine going global from 2025 to 2030" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that from 2020 to 2024, the scale of international Chinese cuisine increased from 227.548 billion US dollars to 359.385 billion US dollars. It is estimated that the scale of international Chinese cuisine will reach 577.682 billion US dollars in 2030, showing an overall upward trend.Analysts from iiMedia Research believe that deep localization integration is one of the key factors for the success of Chinese cuisine brands in going global. The brand better ADAPTS to local market demands by localizing its dishes, talent management and supply chain.

艾媒咨询 | 2025年中国说唱音乐市场消费行为调查数据

中国说唱音乐市场近年来呈现出快速增长的趋势，这主要得益于年轻消费群体对说唱音乐的极高热情。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年中国说唱音乐市场消费行为调查数据》数据显示，有超过半数的说唱爱好者愿意为说唱音乐付费，反映出该市场潜力较大。其中，付费意愿最高的是数字专辑和参加音乐节，占比分别为51.55%和41.61%。同时，华语（标准国语）以54.45%的占比成为最受欢迎的说唱音乐语言，华语（地区方言）以48.86%的占比紧随其后，反映出华语类说唱音乐在中国的广泛受众基础。随着说唱音乐的流行，品牌合作、版权收入和衍生品销售成为主要收入来源，品牌对说唱音乐的青睐度不断提升，未来说唱音乐与品牌、影视、游戏等领域的合作将更加紧密，商业价值将进一步挖掘。
In recent years, the Chinese rap music market has shown a trend of rapid growth, which is mainly attributed to the extremely high enthusiasm of the young consumer group for rap music. According to the latest "Survey data on consumption behavior in China's Hip-Hop music market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, more than half of rap music enthusiasts are willing to pay for rap music, reflecting the great potential of this market. Among them, the highest willingness to pay is for digital albums and attending music festivals, accounting for 51.55% and 41.61% respectively. At the same time, Chinese (Standard Mandarin) has become the most popular language in rap music with a proportion of 54.45%, and Chinese (regional dialects) follows closely with a proportion of 48.86%, reflecting the broad audience base of Chinese rap music in China. With the popularity of rap music, brand cooperation, copyright income, and derivative product sales have become the main sources of revenue. Brands' favorability towards rap music is continuously increasing. In the future, the cooperation between rap music and fields such as brands, film and television, and games will be closer, and the commercial value will be further explored.

艾媒咨询 | 2024-2025年中国预制菜产业发展蓝皮书

2025年7月18日，第三届中国国际（佛山）预制菜产业大会在广东佛山隆重开幕。来自全球近40个国家和地区的客商、超千家预制菜全产业链企业及采购商参会，共襄产业盛事。本次大会由广东省农业农村厅、佛山市人民政府主办，广东省农业对外经济与农民合作促进中心、佛山市农业农村局、佛山市顺德区人民政府承办，围绕“高质量发展、融合创新、品牌赋能”等关键词，聚焦预制菜产业最新成果，总结发展经验，探讨未来方向，为产业升级注入新动能。
活动现场，《2024-2025年中国预制菜产业发展蓝皮书》（以下简称“《蓝皮书》”）正式发布。《蓝皮书》由第三届中国国际（佛山）预制菜产业大会组委会指导，艾媒咨询、南方农村报共同编写，是系统反映2024-2025年中国预制菜产业发展状况的权威年度报告。
《蓝皮书》内容翔实、逻辑清晰，涵盖七大核心板块：产业发展评价从政策环境、经济环境、社会环境、科技环境四大维度，全面解析预制菜产业发展的支撑体系；产业链与商业模式分析通过梳理产业链上游、中游、下游的全链路格局，剖析商业模式创新；消费市场研究通过大数据分析消费需求特征，并聚焦广东、山东、河南、江苏、湖北等重点省份，解读区域消费差异；园区发展研究通过调研全国预制菜产业园区的规划布局、政策支持、特色产业集群，总结园区发展经验；企业发展研究通过分析企业分布特征、上市企业表现，并选取重点企业进行案例解读；细分领域研究则深入探讨水产、肉禽类、酸菜鱼预制菜、预制鸡排、春节预制菜等细分市场的发展现状与潜力；未来趋势预判从政策引导、数字化转型、消费升级、可持续发展等方面，预判产业未来方向。
《蓝皮书》采用市场调研、大数据分析、深度访谈、案例研究等方法，系统性阐释了中国预制菜产业的发展背景、当前现状与未来趋势，构筑了“政策-产业-企业-消费”多维立体的产业图景。
数据显示，2024年中国预制菜产业延续稳健增长态势，市场规模达到4850亿元，同比增长33.8%，预计2026年市场规模将突破7490亿元。预制菜产业作为农村一二三产业融合的重要载体，对促进农业增效、农民增收、推动餐饮行业标准化、满足消费者便捷化需求具有重要意义。
《蓝皮书》的核心亮点之一是《2024年年度中国各省预制菜产业发展水平排行榜》。该榜单基于预制菜产业传播声量、企业数量和规模、产业园区建设、重点企业平台销量、政策扶持力度、高水平产业交流、分析师评价七大维度指标，对全国31个省（自治区、直辖市）进行综合评分。其中，广东省作为预制菜的“策源地”，在政策、经济等多方面具备发展优势，2024年依然占据排行榜第一位。《蓝皮书》还选取了排行榜中发展水平较高的五个省份进行客观分析与评价。
报告全文内容共计363页、210561字、316个图表。

艾媒咨询 | 2023-2024年中国电影市场运行状况及发展趋势研究报告

传统院线电影发展正从“增量时代”向“存量时代”迈进。尽管银幕数量、影院数量不断增加，但平均电影的上座率仍在下降，显示出观众在市场里的话语权将前所未有地提升。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《2023-2024年中国电影市场运行状况及发展趋势研究报告》数据显示，2023年中国“十一”黄金周电影市场以总票房累计27.34亿收尾，超去年同期83%，总观影人次超6511.4万，同比增长80%。