艾媒咨询 | 2025-2026年中国兴趣教育行业发展状况及消费行为调查数据

随着中国居民人均可支配收入稳步增长、精神文化消费需求持续提升，叠加素质教育普及，国内兴趣教育行业持续扩容。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《2025-2026年中国兴趣教育行业发展状况及消费行为调查数据》显示，2025年中国兴趣教育行业规模达3237.6亿元，行业未来增长潜力充足。兴趣教育市场消费群体以女性、31-35岁人群为主。消费者学习以自我提升为核心诉求，主流消费区间集中在2000-4000元，高频周课学习成为常态。社会技能、健康、形象提升类课程最受青睐，茶艺、书法等生活美学课程热度突出，线上线下融合学习成为主流模式。中国兴趣教育消费者复购表现稳定，多数消费者存在2-3次课程购买行为，超七成消费者对平台课程服务表示满意。消费者选择平台重点关注口碑、学习氛围与价格，且更偏好内容全面的综合性课程。目前行业仍存在明显发展短板，师资力量薄弱、实操课程不足、学习实用性不强是消费者核心痛点，也是制约体验升级的主要因素。艾媒咨询分析师指出，在消费升级与全民自我提升需求增加的背景下，兴趣教育行业正向个性化、品质化、多元化方向发展。未来兴趣教育平台需聚焦师资建设与课程实操升级，深耕热门生活美学、实用技能类课程，大力研发综合性系统化课程体系。同时依托线上、线下融合的教学优势，优化教学服务与价格体系，精准匹配不同圈层消费者的多元学习需求，提升消费者学习体验与复购粘性，推动行业高质量规范化发展。
With the steady growth of residents' disposable income and the continuous rise in demand for spiritual and cultural consumption, coupled with the widespread adoption of quality education, China's interest-based education industry continues to expand. According to the latest report titled "China Hobbies Education Industry Development Status and Consumer Behavior Survey Data from 2025 to 2026" released by iiMedia Research (a leading global third-party data mining and analysis firm in the new economy sector), the scale of China's interest-based education industry reached 323.76 billion yuan in 2025, demonstrating ample future growth potential. The consumer base in the interest-based education market is predominantly female and aged 31-35. Consumers primarily seek self-improvement through learning, with mainstream spending concentrated between 2,000-4,000 yuan. Weekly high-frequency courses have become the norm. Social skills, health, and image enhancement courses are the most popular, while life aesthetics courses such as tea art and calligraphy have gained significant traction. Blended online and offline learning has emerged as the dominant model. Chinese consumers in the interest education sector exhibit stable repurchase behavior, with the majority making 2-3 course purchases. Over 70% of consumers express satisfaction with the platform's course services. When selecting platforms, consumers prioritize reputation, learning atmosphere, and price, while favoring comprehensive courses with extensive content. The industry still faces significant developmental shortcomings, including weak teaching resources, insufficient practical courses, and limited learning utility, which are core pain points for consumers and primary factors hindering experience upgrades. Analysts from iiMedia Research pointed out that against the backdrop of consumption upgrading and increasing demand for self-improvement among the public, the interest-based education industry is evolving toward personalization, quality, and diversification. Future interest-based education platforms need to focus on faculty development and practical course upgrades, delve into popular life aesthetics and practical skill courses, and vigorously develop comprehensive, systematic curricula. Meanwhile, leveraging the advantages of blended online and offline teaching, they should optimize teaching services and pricing systems, precisely match diverse learning needs of consumers from different social circles, enhance consumer learning experiences and repurchase loyalty, and promote high-quality, standardized industry development.