艾媒咨询 | 2025年中国网络安全产业运行状况与用户行为调查数据

在数字化浪潮奔涌、信息技术深度融入各行业的当下，网络安全已然成为守护国家、企业与个人信息资产的关键防线。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年中国网络安全产业运行状况与用户行为调查数据》数据显示，2024年中国网络信息安全市场规模达到735.6亿元。预计2025年中国网络信息安全市场规模可达786.4亿元，2027年中国网络信息安全市场规模达到884.4亿元，说明未来中国网络安全市场前景广阔。在2025年中国用户日常获取、传递和共享信息的网络渠道中，社交平台（微博、微信、QQ）的占比最高，达到61.56%，新闻门户网站/新闻客户端占比56.68%。表明如今中国用户获取信息的渠道主要是网络渠道，网络安全市场潜力巨大。对网络安全相关法律法规了解程度中，占比最高的是“比较了解”，达到了50.71%，其次是“一般”了解的用户，占比20.30%，说明大部分用户对网络安全相关法律的了解程度不够深刻，需要加深。在中国用户网络安全相关培训接受情况中，50.60%的中国用户主要依靠自学来获取网络安全知识。其次是28.99%的用户接受过专门培训但数量较少。这说明大部分网络安全用户的网络安全知识并不够系统专业，网络安全市场具有巨大的发展空间。艾媒咨询分析师认为，未来，中国网络安全产业需紧密围绕技术创新、场景适配与服务优化；同时，需紧跟政策导向，抓住新兴技术领域（如物联网安全、量子通信安全等）的市场机遇，推动网络安全产业迈向高质量发展新阶段。
In the current era when the digital wave is surging and information technology is deeply integrated into various industries, cyber security has become a key line of defense for safeguarding the information assets of the country, enterprises and individuals. According to the latest "iiMedia Report | Survey data on the operation status and user behavior of China's cybersecurity industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of China's network information security reached 73.56 billion yuan in 2024. It is estimated that the market size of China's network information security will reach 78.64 billion yuan in 2025 and 88.44 billion yuan in 2027.It indicates that the future prospects of the cybersecurity market in China are broad. In 2025, among the online channels through which Chinese users obtain, transmit and share information on a daily basis, social platforms (Weibo, wechat, QQ) accounted for the highest proportion, reaching 61.56%, while news portal websites/news clients accounted for 56.68%. This indicates that nowadays, the main channels for Chinese users to obtain information are online channels, and the potential of the cyber security market is huge. Among the users' understanding of laws and regulations related to cyber security, the highest proportion is "relatively familiar", reaching 50.71%, followed by those with "average" understanding, accounting for 20.30%. The above-mentioned survey indicates that the majority of users do not have a deep understanding of the laws related to cyber security and it needs to be deepened. In the situation of Chinese users' acceptance of cybersecurity training, 50.60% of Chinese users mainly rely on self-study to acquire cybersecurity knowledge. Secondly, 28.99% of the users have received specialized training, but the number is relatively small. This indicates that the cybersecurity knowledge of the majority of cybersecurity users is not systematic and professional enough, and the cybersecurity market has a very huge development space.Analysts from iiMedia Research believe that in the future, China's cybersecurity industry needs to closely revolve around technological innovation, scenario adaptation and service optimization. At the same time, it is necessary to closely follow the policy orientation, seize the market opportunities in emerging technology fields (such as Internet of Things security, quantum communication security, etc.), and promote the cybersecurity industry to a new stage of high-quality development.

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.

艾媒咨询 | 2025年中国辣条食品行业发展状况及消费行为调查数据

随着消费者对健康和口味多样化的需求增加，中国辣条食品行业开始向高端化、健康化转型，推出更多低油、低盐、低糖的产品。同时，辣条企业也在积极拓展海外市场，出口量逐年增长。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年中国辣条食品行业发展状况及消费行为调查数据》显示，2024年辣条食品行业市场规模为834.8亿元，2026年预计达到926.5亿元，这一增长趋势反映了中国辣条食品行业的快速发展和市场需求的持续扩大。
在中国消费者购买辣条时考虑的主要因素中，安全因素占比最高，达到48.34%，显示出消费者对食品安全的高度重视。其次是价格因素，说明价格对消费者的购买决策有较大影响。此外，从中国消费者购买辣条的渠道来看，综合电商平台（淘宝、京东等）的占比最高，达到40.98%，显示出消费者更倾向于在这些平台上购买辣条。线下小型商店、便利店的占比为37.66%，位居第二，线下零食专卖店占比35.06%，说明线下购买依然是重要渠道。这反映了中国消费者在休闲食品消费上日趋成熟：既追求品质安全又保持价格敏感，既享受线上便利又需要线下体验的复合型消费特征。
艾媒咨询分析师认为，中国辣条食品行业未来将朝着健康化、高端化与品牌化方向发展。在消费端，随着人们对食品安全与品质要求的不断提升，企业将持续推进配方优化，推出低糖、低油、低盐及零添加产品，并建立完善的原料可追溯体系。在生产端，通过技术升级，实现自动化与智能化制造，显著提升品控水平。渠道方面，线上线下深度融合，零食量贩店与电商定制产品成为新增长点。此外，风味创新与国潮元素的结合，不断拓展消费场景，推动行业从“价格竞争”迈向“价值竞争”，助力整体市场规模持续扩大。
With the increasing demand for health and diverse flavors among consumers, the Chinese spicy strip food industry has begun to transform towards high-end, healthy products, launching more low-oil, low-salt, and low-sugar items. Meanwhile, spicy strip enterprises are also actively expanding their overseas markets, with export volumes growing year by year. According to the latest "2025 China Spicy Strip Food Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for new economy industries, the market size was 83.48 billion yuan in 2024 and is expected to reach 92.65 billion yuan in 2026. This growth trend reflects the rapid development of the Chinese spicy strip food industry and the continuous expansion of market demand.
Among the main factors influencing Chinese consumers' purchase of spicy strips, safety concerns account for the highest proportion at 48.34%, indicating consumers' high regard for food safety. Price is the second most important factor, suggesting that price has a significant impact on consumers' purchasing decisions. In terms of the channels through which Chinese consumers purchase spicy strips, comprehensive e-commerce platforms (such as Taobao and JD.com) have the highest share at 40.98%, showing that consumers prefer to buy spicy strips on these platforms. Offline small stores and convenience stores account for 37.66%, ranking second, while offline snack specialty stores account for 35.06%, indicating that offline purchases remain an important channel. This reflects the increasingly mature consumption behavior of Chinese consumers in the snack food sector: they pursue both quality and safety while remaining price-sensitive, and they enjoy the convenience of online shopping while also seeking offline experiences, demonstrating a complex consumption characteristic.
Analysts from iiMedia Research believe that the Chinese spicy strip food industry will move towards healthiness, high-end, and branding in the future. On the consumer side, as people's demands for food safety and quality continue to rise, enterprises will continuously optimize their formulas, launch low-sugar, low-oil, low-salt, and zero-additive products, and establish a complete raw material traceability system. On the production side, through technological upgrades, they will achieve automated and intelligent manufacturing, significantly improving quality control. In terms of channels, online and offline will be deeply integrated, with snack discount stores and customized products for e-commerce becoming new growth points. Additionally, the combination of flavor innovation and national trend elements will continuously expand consumption scenarios, driving the industry to shift from "price competition" to "value competition" and helping the overall market size to continue to expand.

艾媒咨询 | 2025年中国洗浴服务消费市场调查数据

当前，中国洗浴服务消费市场正从单一清洁功能，向集休闲、社交、餐饮、养生于一体的复合型体验经济转型。消费者愈发注重洗浴服务的品质化与个性化，价格接受度稳步提升。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年中国洗浴服务消费市场调查数据》显示，2024年中国情绪经济市场规模达23077.67亿元，预计2029年将突破4.5万亿元；此外，2024年中国O2O市场规模为33076.1亿元，同比增长18.7%，预计2028年中国O2O市场规模有望突破5.9万亿元。情绪经济升温推动洗浴场所升级为 “情绪疗愈空间”，O2O 的高速增长则打通高效获客与服务优化通道，双向赋能下行业线上线下融合进程持续加速。
在2025年中国消费者最常选择的洗浴场所类型中，综合型洗浴中心占比最高，达到40.27%；其次是高端洗浴会所，占比为23.94%。此外，在消费者必选的核心服务项目中，搓澡（含普通搓澡、特色搓澡）占比最高，达到55.70%。其次是桑拿/汗蒸，占比为48.32%。这表明，当前洗浴消费呈现“体验多元化”与“需求核心化”并存的特征。综合型洗浴中心因其一站式服务能力最受青睐，而搓澡、桑拿等传统项目作为“经典必选项”仍占据不可动摇的地位。未来行业需在丰富业态组合的同时，持续夯实核心服务的专业品质与体验升级。
艾媒咨询分析师认为，未来中国洗浴服务行业将朝着健康化、智能化、多元化方向深度发展，从单一清洁功能转向综合休闲体验。健康养生成为核心，会融合中医理疗、水疗等专业服务，满足消费者保健需求；科技赋能持续深化，智能预约、大数据个性化推荐等技术会提升服务效率与体验；同时，行业跨界融合加速，结合餐饮、亲子、社交等场景打造“洗浴+”模式，还会融入地方文化打造特色体验，成为都市人群休闲社交的重要选择。
At present, the Chinese bath service consumption market is transforming from a single cleaning function to a composite experience economy integrating leisure, socializing, dining, and health preservation. Consumers are increasingly emphasizing the quality and personalization of bath services, and their price acceptance is steadily increasing. According to the latest "2025 China Bath Service Consumption Market Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the scale of the Chinese emotional economy market reached 2,307.767 billion yuan in 2024 and is expected to exceed 4.5 trillion yuan by 2029. Additionally, the scale of the Chinese O2O market was 3,307.61 billion yuan in 2024, growing by 18.7% year-on-year, and is projected to exceed 5.9 trillion yuan by 2028. The warming of the emotional economy is driving bath places to upgrade into "emotional healing spaces", while the rapid growth of O2O is opening up efficient customer acquisition and service optimization channels. Under the dual empowerment, the process of online and offline integration in the industry is continuously accelerating.
Among the types of bath places that Chinese consumers most frequently choose in 2025, comprehensive bath centers have the highest proportion, reaching 40.27%; followed by high-end bath clubs, accounting for 23.94%. Additionally, among the core service items that consumers must choose, scrubbing (including regular scrubbing and special scrubbing) has the highest proportion, reaching 55.70%; followed by sauna/hot steam, accounting for 48.32%. This indicates that the current bath consumption presents a coexistence of "diversified experiences" and "core demand". Comprehensive bath centers are the most favored due to their one-stop service capabilities, while traditional services such as scrubbing and sauna remain indispensable as "classic must-haves". In the future, the industry needs to enrich its business combinations while continuously enhancing the professional quality and experience upgrade of core services.
Analysts from iiMedia Research believe that in the future, the Chinese bath service industry will deeply develop in the directions of health, intelligence, and diversification, shifting from a single cleaning function to a comprehensive leisure experience. Health preservation will become the core, integrating professional services such as traditional Chinese medicine therapy and hydrotherapy to meet consumers' health care needs; technological empowerment will continue to deepen, with technologies like intelligent reservation and big data personalized recommendations enhancing service efficiency and experience; at the same time, the industry's cross-border integration will accelerate, creating "bath +" models by combining with dining, family, and social interaction scenarios, and integrating local culture to create distinctive experiences, becoming an important choice for urban residents' leisure and social interaction.

艾媒咨询 | 2024年中国数字中台市场研究报告

随着云计算、大数据、物联网、人工智能等技术的创新发展，传统产业数字化转型不断加快，数据安全和隐私问题成为用户和企业的关切点，企业对灵活、高效解决方案的需求持续增加，生态合作将成为行业发展趋势。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年中国数字中台市场研究报告》数据显示，2022年中国数字经济总体规模达50.2万亿元，同比增长10.3%。随着传统产业数字化转型不断加快，数字经济基础设施实现跨越式进步，预计2025年达70.8万亿元。中国零售企业在物料管理、销售管理中使用到信息系统较多；零售企业使用的数字化工具主要有数字系统（75.9%）和数字营销（57.6%）；有75.4%的零售企业在接受数字中台服务商服务后经营效率提升6%-25%。数字中台市场集中度较高，大厂技术设施健全，优势明显。当前中台的行业格局由竞争转向竞合，以协同生态为核心，集众所长，企业中台趋向云化、智能化、生态化、全渠道化。
With the innovative development of cloud computing, big data, Internet of Things, artificial intelligence and other technologies, the digital transformation of traditional industries is accelerating, data security and privacy issues have become the concern of users and enterprises, and enterprises' demand for flexible and efficient solutions continues to increase, and ecological cooperation will become the development trend of the industry. According to the latest China digital market research report in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the overall scale of China's digital economy reached 50.2 trillion yuan in 2022, with a year-on-year growth of 10.3%. As the digital transformation of traditional industries continues to accelerate, the digital economy infrastructure has achieved leapfrog progress, and it is expected to reach 70.8 trillion yuan by 2025. Chinese retail enterprises utilize a wide range of information systems in material management and sales management. The primary digital tools employed by retail enterprises include digital systems (75.9%) and digital marketing (57.6%). After receiving services from digital middle-platform service providers, 75.4% of retail enterprises have witnessed a 6% to 25% increase in operational efficiency. The digital middle-platform market exhibits a high degree of concentration, with large companies boasting comprehensive technical facilities and notable advantages. Currently, the middle-platform industry landscape is shifting from competition to cooperation, centered on collaborative ecosystems. It integrates the strengths of various parties, driving enterprise middle-platforms towards cloudification, intelligence, ecologization, and omni-channel development.

艾媒咨询 | 2025年中国小炒类餐饮行业发展状况及消费行为调查数据

在预制菜技术与标准化供应链的双重驱动下，中国小炒类餐饮行业正从规模扩张转向品质深耕，进入“效率与体验并重、细分与创新并行”的产业升级新阶段。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年中国小炒类餐饮行业发展状况及消费行为调查数据》显示，2024年中国餐饮行业市场规模为55718亿元，同比增长7.4%，预计2025年市场规模将达59284亿元。此外，2024年中国预制菜市场规模已经达到4850亿元，预计2026年预制菜市场规模达到7490亿元。这表明预制菜正成为推动餐饮业标准化与规模化的重要力量，也为小炒品类在保持“锅气”与实现效率平衡方面提供了产业基础。
在中国消费者最常消费的小炒类型中，湖南小炒（如小炒黄牛肉）以53.40%的占比高居榜首，成为2025年消费者最常消费的小炒类型。川渝江湖菜（如辣子鸡）以49.75%的占比紧随其后。江西小炒（如余干辣椒炒肉）和闽菜小炒分别以25.44%和25.06%的占比位列第三和第四。与此同时，在消费者了解小炒类餐饮的信息渠道方面，大众点评以52.77%的占比领先，小红书以39.80%的占比位居第二，显示本地生活平台与内容社区已成为影响消费者决策的关键入口。这表明，中国小炒类餐饮市场已呈现“辣味主导、区域集中”的品类格局，且消费决策正深度依赖数字化内容平台，未来具备地域特色与线上运营能力的品牌将更具竞争优势。
艾媒咨询分析师认为，中国小炒类餐饮行业将呈现以下发展趋势：一是区域风味细分化，湘川菜系继续领跑，但区域性小众口味将借助预制菜技术实现标准化突围；二是运营模式双轨化，连锁品牌依托供应链优势加速市场整合，同时“明档现炒+社区小店”模式持续深耕体验经济；三是技术驱动智能化，AI火候控制与智能点餐系统提升出餐效率，数字平台成为引流主阵地；四是消费场景多元化，从单一正餐向“家庭厨房+轻食简餐+户外露营”多场景渗透。
Driven by the dual forces of pre-prepared food technology and standardized supply chains, China's stir-fry restaurant industry is shifting from scale expansion to quality deepening, entering a new stage of industrial upgrading characterized by "efficiency and experience in balance, and coexistence of segmentation and innovation". According to the latest "2025 China Stir-Fry Restaurant Industry Development Status and Consumer 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 catering industry in 2024 was 5,571.8 billion yuan, with a year-on-year growth of 7.4%. It is expected that the scale will reach 5,928.4 billion yuan in 2025. Additionally, the scale of China's pre-prepared food market has reached 485 billion yuan in 2024, and it is expected to reach 749 billion yuan in 2026. This indicates that pre-prepared food is becoming an important force driving the standardization and scale of the catering industry, and also provides an industrial foundation for small stir-fry categories to maintain "wok hei" and achieve efficiency balance.
Among the most frequently consumed stir-fry types by Chinese consumers, Hunan stir-fry (such as stir-fried yellow beef) leads with a 53.40% share, becoming the most frequently consumed stir-fry type in 2025. Sichuan and Chongqing street food (such as spicy chicken) follows closely with a 49.75% share. Jiangxi stir-fry (such as Yu Gan chili and pork) and Fujian stir-fry rank third and fourth with 25.44% and 25.06% shares respectively. Meanwhile, in terms of information channels for consumers to learn about stir-fry restaurants, Dianping leads with a 52.77% share, followed by Xiaohongshu with a 39.80% share, indicating that local life platforms and content communities have become key entry points influencing consumer decisions. This shows that the Chinese stir-fry restaurant market has presented a "dominance of spicy flavors and regional concentration" category pattern, and consumer decisions are deeply dependent on digital content platforms. In the future, brands with regional characteristics and online operation capabilities will have greater competitive advantages.
Analysts from iiMedia Research believe that the Chinese stir-fry restaurant industry will present the following development trends: first, regional flavor segmentation, with Hunan and Sichuan cuisines continuing to lead, but regional minority flavors will achieve standardized breakthroughs with the help of pre-prepared food technology; second, dual-track operation models, with chain brands accelerating market integration by leveraging supply chain advantages, while the "open kitchen + community small store" model continues to deepen the experience economy; third, technology-driven intelligence, with AI heat control and intelligent ordering systems improving meal delivery efficiency, and digital platforms becoming the main attraction; fourth, diversified consumption scenarios, from single formal dining to "home kitchen + light meals + outdoor camping" multi-scenario penetration.

艾媒咨询 | 2025年中国方便粉面市场消费行为调查数据

随着消费需求升级，方便粉面食用场景持续扩展，覆盖以居家速食、户外旅行为核心的便捷餐饮领域，以健康低卡、区域风味为亮点的产品创新领域，以及预制浇头、自热技术等多元化解决方案场景。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年中国方便粉面市场消费行为调查数据》数据显示，56.40%的中国消费者每周食用方便粉面1-3次，高频消费集中于居家速食与校园场景。在消费习惯变迁方面，50.91%的消费者食用频率较以往增长10%以内，显示方便粉面正逐步融入常态化饮食结构。消费者偏好呈现多维特征：47.90%的购买者以满足日常充饥需求为主，其中学生群体贡献显著，学校宿舍场景消费占比达50.05%。产品选择标准中，50.59%的消费者优先关注配料质量，白象以38.21%的品牌偏好度领跑市场，红烧牛肉味以31.43%的占比成为最受欢迎口味。尽管58.33%的消费者对现有产品满意度较高，但行业痛点仍存：45.86%的消费者对食品安全保障提出改进诉求，同时，产品创新滞后问题凸显，同质化风味与单一功能属性制约消费潜力释放。艾媒咨询分析师认为，行业需构建“安全+创新”双轮驱动模式，通过强化原料溯源体系、开发低卡健康配方、融合地域特色风味提升产品竞争力。建议企业深化预制浇头、自热技术等多元场景解决方案，并依托电商大数据洞察年轻群体细分需求，以差异化策略巩固市场地位。
With the upgrading of consumer demand, the convenient noodle eating scene continues to expand, covering the convenient catering field with home fast food and outdoor travel as the core, the product innovation field with healthy low calorie and regional flavor as the highlight, and the diversified solution scene such as prefabricated toppings and self-heating technology. According to the latest "Survey data of consumption behavior of instant noodle market in China in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 56.40% of Chinese consumers eat instant noodles 1-3 times a week, and the high-frequency consumption is concentrated in home fast food and campus scenes. In terms of changes in consumption habits, the consumption frequency of 50.91% of consumers increased by less than 10%, showing that instant noodles are gradually integrating into the normal diet structure. Consumer preference presents multi-dimensional characteristics: 47.90% of buyers mainly meet the daily hunger needs, among which the student group makes a significant contribution, and the consumption of school dormitory scenes accounts for 50.05%. In terms of product selection criteria, 50.59% of consumers gave priority to ingredient quality, White Elephant led the market with 38.21% brand preference, and braised beef flavor became the most popular taste with 31.43%. Although 58.33% of consumers have a high degree of satisfaction with existing products, the industry pain points still exist: 45.86% of consumers put forward improvement demands for food safety and security, at the same time, the problem of lagging product innovation is prominent, and homogenized flavor and single functional attributes restrict the release of consumption potential. iiMedia Research believe that the industry needs to build a "safety + innovation" two-wheel drive model, by strengthening the raw material traceability system, the development of low-calorie health formula, and the integration of regional characteristics to enhance product competitiveness. It is recommended that enterprises deepen multi-scenario solutions such as prefabricated pouring and self-heating technology, and rely on e-commerce big data to gain insight into the segmented needs of young groups, and consolidate their market position with differentiation strategies.

艾媒咨询 | 2025年中国水果市场消费行为分析报告

水果作为人们日常生活中不可或缺的食品，其市场规模庞大且持续增长。随着消费者健康意识的提升、生活水平的提高，以及物流和保鲜技术的发展，水果市场呈现出多元化、高品质化的发展趋势。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年中国水果市场消费行为分析报告》数据显示，53.06% 的消费者表达出购买意愿，这一占比最高，彰显出强劲的消费需求。在水果品类选择上，口感和风味更佳的有机或绿色认证水果备受青睐，占比达49.91%，契合当下消费者对高品质生活的追求。而在关注点方面，42.54% 的消费者将提升安全性、减少农药残留视为关键，凸显出食品安全问题在消费者心中的核心地位。这意味着水果行业在未来发展中，需着重优化品质，扩大有机、绿色水果的供应，严格把控农药残留，以此满足消费者需求，抢占市场先机。艾媒咨询分析师认为，水果市场作为一个庞大且充满活力的市场，具有广阔的发展前景。在消费升级和技术创新的推动下，水果市场将朝着健康、品质、便捷、多样化的方向发展。
As an indispensable food in People's Daily life, fruit has a large and growing market. With the improvement of consumers' health awareness, the improvement of living standards and the development of logistics and preservation technology, the fruit market has shown a diversified and high-quality development trend. According to the latest "Analysis Report on China fruit market Consumption behavior in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 53.06% of consumers expressed their intention to buy, which accounts for the highest proportion, highlighting strong consumer demand. In the selection of fruit categories, organic or green certified fruits with better taste and flavor are favored, accounting for 49.91%, which is in line with the current consumers' pursuit of high-quality life. In terms of concerns, 42.54% of consumers regard improving safety and reducing pesticide residues as the key, highlighting the core position of food safety issues in the minds of consumers. This means that in the future development of the fruit industry, it is necessary to focus on optimizing the quality, expanding the supply of organic and green fruits, and strictly controlling pesticide residues in order to meet consumer demand and seize market opportunities. Imedia Consulting analysts believe that the fruit market, as a large and dynamic market, has broad prospects for development. Driven by consumption upgrading and technological innovation, the fruit market will develop in the direction of health, quality, convenience and diversification.

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年中国情趣用品市场消费调查数据

随着居民物质生活水平持续提升，社会两性观念愈发开放，中国情趣用品市场的消费群体日趋多元化，并呈现出显著的下沉趋势，未来市场空间广阔。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年中国情趣用品市场消费调查数据》显示，2024年中国情趣用品电商市场规模为1165.1亿元，预计2025年市场规模达到1348.5亿元；2024年中国情趣用品市场规模已达1942.14亿元，预计2025年将达到2081.27亿元。随着性观念的转变和电子商务的迅速发展，情趣用品行业迎来黄金增长期。未来行业需持续聚焦产品品质升级与购物体验优化，通过强化私密性与专业性服务，将潜在需求转化为持续消费动力。
2025年中国消费者在购买情趣用品时最关注的三个因素分别是材质、手感（38.44%）、购买隐秘性（33.69%）和产品的功能（32.62%）。此外，在品牌信任构建中，营销信息的真实性与透明度以60.03%的占比位列首位，用户评价反馈（56.51%）与产品质量安全性（50.69%）位列第二和第三。整体来看，消费者的决策逻辑已从单一需求转向“体验、隐私与功能”的综合考量，行业需精准锚定核心诉求，以优质产品、隐私服务与透明营销构建竞争壁垒，助力市场持续健康扩容。
艾媒咨询分析师认为，未来中国情趣用品市场未来将在合规化、智能化与场景化驱动下实现高质量增长。政策层面，材料安全新国标与隐私保护新规将加速行业洗牌，低价劣质产品逐渐退出，医用级环保材料成为主流。在产品端，AI、VR技术深度融合催生情感陪伴类智能产品，女性向、个性化定制款持续走热。渠道层面，线上电商隐私保护升级与线下“两性健康体验馆”转型并行，即时配送服务进一步普及。同时，出海业务将依托供应链优势持续扩容，品牌通过“健康化”“悦己化”营销破圈，推动行业从隐秘消费转向规范化、品质化的成熟赛道。
With the continuous improvement of residents' material living standards and the increasingly open social attitudes towards gender, the consumer base of China's adult products market is becoming more diverse and showing a significant downward trend. The future market space is vast. According to the latest "2025 China Adult Products Market Consumption Insight Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the scale of China's adult products e-commerce market was 116.51 billion yuan in 2024 and is expected to reach 134.85 billion yuan in 2025. The scale of China's adult products market was 194.214 billion yuan in 2024 and is expected to reach 208.127 billion yuan in 2025. With the transformation of sexual concepts and the rapid development of e-commerce, the adult products industry is entering a golden growth period. In the future, the industry needs to continuously focus on product quality upgrades and shopping experience optimization, and convert potential demand into sustained consumption power by strengthening privacy and professional services.
In 2025, the three most important factors for Chinese consumers when purchasing adult products are material and texture (38.44%), purchase privacy (33.69%), and product functions (32.62%). Additionally, in the construction of brand trust, the authenticity and transparency of marketing information rank first with a 60.03% share, followed by user evaluation feedback (56.51%) and product quality and safety (50.69%). Overall, consumers' decision-making logic has shifted from a single demand to a comprehensive consideration of "experience, privacy, and function". The industry needs to accurately target core demands and build competitive barriers through high-quality products, privacy services, and transparent marketing to promote the continuous and healthy expansion of the market.
Analysts from iiMedia Research believe that in the future, China's adult products market will achieve high-quality growth driven by compliance, intelligence, and scenario-based development. At the policy level, new national standards for material safety and privacy protection regulations will accelerate industry consolidation, with low-quality and low-priced products gradually exiting the market, and medical-grade environmentally friendly materials becoming mainstream. On the product side, the deep integration of AI and VR technologies will give rise to intelligent products for emotional companionship, and female-oriented and personalized custom products will continue to gain popularity. At the channel level, the upgrade of privacy protection in online e-commerce and the transformation of offline "two-sex health experience stores" will proceed in parallel, and instant delivery services will further expand. At the same time, overseas business will continue to expand relying on supply chain advantages, and brands will break through the circle through "health" and "self-care" marketing, promoting the industry to shift from hidden consumption to a mature track of standardization and quality.