艾媒咨询 X 21世纪经济研究院 | 2023年中国移动互联网财经新闻用户行为及用户价值分析报告

艾媒咨询与21世纪经济研究院联合发布《2023年中国移动互联网财经新闻用户行为及用户价值分析报告》，结合公开信息与调研数据，洞察中国移动互联网财经新闻生产传播发展态势、解码财经新闻用户行为特征、挖掘财经新闻用户消费习惯与价值。

艾媒咨询｜2023年“董宇辉小作文事件”舆情监测分析报告

近日，“董宇辉小作文事件”相关话题热度不断，引发了大众对公司管理、企业文化和个人价值等方面的质疑和讨论，对此，本报告对“董宇辉小作文事件”进行了舆情监测分析。iiMedia Research（艾媒咨询）数据显示，有关“董宇辉小作文事件”的话题讨论热度自12月11日开始不断上升，整体网络口碑偏向负面，社会大众对事件的看法各异，网友态度呈负面转向。同时，效率、价格与情感是消费者进行直播间购物的重要考量点，直播行业在精神和物质层面对社会具有双重影响。
Recently, the topic of "Dong Yuhui's small essay incident" has been heated up, triggering questions and discussions about the company's management, corporate culture, and personal values, etc. Therewith, this report monitors and analyses the public opinion on "Dong Yuhui's small essay incident". According to iiMedia Research, the topic of "Dong Yuhui's small essay incident" has been rising since December 11, and the overall Internet word-of-mouth is on the negative side, with the general public having different views on the incident, and netizens' attitudes taking a negative turn. At the same time, efficiency, price and emotion are the most important considerations for consumers to make purchases in live broadcasting, and the live broadcasting industry has a dual impact on society in both spiritual and material aspects.

艾媒咨询 | 2023-2024年中国方便食品行业发展研究报告

　　2023年9月4-6日，由中国食品科学技术学会主办的第二十三届中国方便食品大会暨方便食品展在北京召开。大会围绕“变局中的拓展与延伸”，探讨在内需不足的压力下，如何驱动行业向上提升。历经20余年的精心培育，方便食品大会已成为涵盖方便面（米粉、粉丝）、挂面、冷冻食品、调味面制品、自加热食品及方便休闲食品、咸味香精调味料、加工设备、冷链装备、产品包装等上下游全产业链的行业年度盛会，为中国方便食品产业的创新发展提供了强有力的科技支撑。会上，中国食品科学技术学会与iiMedia Research（艾媒咨询）联合发布了《2023-2024年中国方便食品行业发展研究报告》。近年来方便食品购买场景不断扩宽，除了出差旅途、办公室、家庭等场景之外，外出露营、野餐等场景逐渐流行。iiMedia Research（艾媒咨询）数据显示，近年来中国方便食品市场规模不断扩大，2022年中国方便食品市场规模已达5961亿元。

艾媒咨询｜2023年中国虚拟偶像产业发展研究报告

　iiMedia Research（艾媒咨询）数据显示，2022年中国虚拟人带动产业市场规模和核心市场规模分别为1866.1亿元和120.8亿元，预计2025年分别达到6402.7亿元和480.6亿元，呈现强劲的增长态势。随着娱乐需求的增加，AI等技术不断迭代的环境下，中国虚拟人产业高速发展，元宇宙的热潮加速推动虚拟人产业升级。

艾媒咨询｜2022年中国兴趣消费趋势洞察白皮书

90后、00后的新青年消费群体成为消费市场的新力军，推动消费需求更迭，新的消费需求驱动“兴趣消费”潮流涌起。调研显示，兴趣消费产品持续渗透到新青年消费者的生活中，拥有高颜值、IP联名、高品质的「好看、好玩、好用」的产品在新青年消费者中的影响力较强。

艾媒咨询｜ 2022-2023年中国数字藏品运行状况及投资消费行为监测报告

随着数字藏品热度的上升，众多新企业、传统企业（上市公司）和国外企业竞相在该领域争相布局。但由于数字藏品具有一定的虚拟属性、金融属性，尚未有统一的监管规范标准，甚至可能影响信息安全、造成金融风险，建议参与者谨慎入局，政府和平台及时制定规则建立良性监管和行业规制。（声明：本报告仅限学术研究范围，不构成对行业及研究案例背书或推荐，请阅读者理性判断。）

艾媒咨询｜2022年中国品牌营销及消费行为监测报告

移动广告市场在2015年赶上了移动互联网流量爆发的大行情，整体规模迅速增长，2025年预计将达4867.6亿元。随着流量红利逐渐减弱，移动广告结束了流量竞争的时代，整体行业落入稳定发展期，转而步入政策监管加强、内容竞争为王的阶段，规模增速趋于稳定。调研数据显示，在购买商品过程中，超过六成的消费者表示会认准特定品牌；在购买不同品类的商品过程中，消费者对3C数码、美妆护肤等品类的品牌最为重视。消费者最喜欢通过电商平台、社交媒体、品牌官网三个渠道了解产品的相关信息。流量红利消失后，品牌营销进入内容营销时代，好品牌都在深挖品牌内在价值，以品牌IP、差异化形象、产品质量、体验和认知价值等维度展开新一轮的品牌竞争。

艾媒咨询| 2020年中国移动游戏IP价值探析专题报告

本报告研究涉及企业/品牌/案例：腾讯游戏,王者荣耀,多益网络,神武4,阴阳师

受新冠疫情影响，移动游戏获发展机遇，2020年中国移动游戏市场规模达1850.3亿元，预计2021年有望突破2020亿元。在中国移动游戏产业链中，IP起重要的串联、延伸作用，为促进行业规范化、精品化发展，政府部门采取日趋严格的监管措施并鼓励IP开发及转换。iiMedia Research（艾媒咨询）数据显示，51.5%的受访移动游戏用户表示会因IP喜好而玩相应的手游，并对其持有较高的期待值；其中78.9%的受访IP受众玩家有游戏付费习惯。因此在政策利好、市场需求拉动的背景下，游戏企业通过IP改编、自研IP等途径突破内容壁垒，全方位拓展游戏IP题材，进而研发精品游戏，并深挖移动游戏IP价值，不断完善IP衍生产品矩阵，最终构建移动游戏IP生态，提升IP商业化变现效率。
Affected by the Covid-19, China mobile gaming industry have gained development opportunities. In 2020, the scale of China mobile gaming market grew to 185.03 billion yuan, and it is expected to exceed 200 billion yuan in 2021. In China mobile gaming industry chain, IP plays an important role in tandem and extension. In order to promote the standardization and high-quality development of the industry, the government departments have adopted increasingly strict regulatory measures and encouraged IP development and conversion. As the data of iiMedia Research showed, 51.5% of the mobile game users interviewed show that they would play the corresponding mobile games based on their IP preferences, and hold high expectations for them; Amongthem, 78.9% of the IP audience players interviewed have the habit of paying for games. So under the background of good policies and market demand, through IP adaptation and independent research IP, game enterprises break the content barrier, expand game themes in an all-round way and then develop high-quality goods game. Furthermore, game enterprises dig the mobile game IP value, improve the IP derivative product matrix. Finally they build the mobile games IP ecosystem and improve the efficiency of IP commercialization.

艾媒咨询|2020年中国5G手机网民体验及态度调查报告

5G手机在2020年开始迅速扩大在市场的话语权。2020年截至7月，中国5G手机出货量累计达到7750.8万部，占智能手机总出货量的44.2%;上市5G新机型累计119款，占总上市机型的46.5%。而2019年全年5G手机出货量及上市新机型分别仅为1376.9万部及35款。5G手机在市场渗透率的上升最主要因素还是在于各大厂商跟进新款产品的时候转向5G赛道，导致消费者在购买新机时被动接受5G手机产品。iiMedia Research(艾媒咨询)数据显示，受访用户购买5G手机最主要原因在于正常更替手机，占比41.6%。而非5G手机用户中，73.3%认为现阶段大众没有购买5G手机的必要。5G手机目前未体现出明显优于其他主流智能手机的特性，相反，5G通信套餐价格昂贵、商用城市较少，均使置换5G手机的性价比较低，阻碍其市场普及。未来只有从需求端出发激发消费者刚需，将5G在通信传输方面的优势在智能手机体现，同时挖掘能够依靠5G手机搭载的杀手级应用产品，才能加速5G手机普及。

5G smartphone rapidly expand its discourse power in the market in 2020. YTD 5G smartphone shipments were 77.508 million units, represented 44.2% of the total shipment. The total number of new models were 119, accounting for 46.5% of the total new models. Comparatively, total 5G smartphone shipments and new models released in 2019 were 13.769 million and 35. The main reason for the increase of 5G mobile smartphone market penetration is that the major manufacturers turn to compete in the 5G market when they released the new products, which led to consumers’ passively acceptance 5G smartphone. As the data of iiMedia Research showed, 41.6% of the interviewees purchased 5G smartphone because of the normal replacement of the mobile phones. However, 73.3% of non-5G smartphone users think that it is not necessary for the public to buy 5G smartphone at this stage. At present, 5G mobile smartphone do not show obvious advantages over other mainstream smartphones. On the contrary, the high traffic pricing of 5G smartphone and the lack of commercial cities make the replacement of 5G smartphone with low cost performance, and thus hinder its market popularization. In the future, only by standing from the demand side, reflecting the advantages of 5G in communication transmission in smartphones, and developing killer application that can only rely on 5G smartphones, can we accelerate its popularization.

艾媒报告|2019中国新媒体营销价值专题报告

本报告研究涉及企业/品牌/案例：小红书，知乎，微信，微博，豆瓣，爱奇艺，哔哩哔哩，Acfun，腾讯视频，yy直播，淘宝直播，抖音，花椒直播，天下秀，伊利果果昔，德芙，宝洁，虎牙直播

随着Z世代的到来和科技的发展，新媒体营销对新一代用户群体的影响力不断上升。新媒体是继传统媒体之后，在互联网背景下出现的媒体形态，用户从过去被动接受的角色转变为可自主创作的作者与读者身份。iiMedia Research（艾媒咨询）数据显示，新媒体用户中中青年为用户主流，年龄在26岁至40岁的比例超过七成。同时，娱乐、社交、资讯获取为新媒体平台最主要用途，占比分别达到57.8%，53.1%和51.8%，近四成受访用户表示最常接触的新媒体广告形式为图片广告，同时近三成受访用户偏好以图片为主的广告形式。与此同时，新媒体营销同样存在其不足之处，访用户对于新媒体广告传达产品信息的有效性持较为中立的态度，认为新媒体营销广告或其产品信息的可信度一般。新媒体营销广告在传递产品信息、提升广告可信度上仍需继续改善。未来新媒体营销应精耕广告内容，在趣味性、有效性、创新性上寻求提升与突破，提高其信息真实性，如何在保留真实性的基础上深耕内容创作将是新媒体营销未来的发展方向。

With the advent of Generation Z and the development of technology, the influence of new media marketing on the new generation is increasing. New media is a media form emerging in the Internet era after the traditional media. Users have changed from passively accepted roles to independent authorship and reader identity. As the data of iiMedia Research showed, young and middle-aged users of new media are the mainstream of users, with over 70% of them aged from 26 to 40. At the same time, entertainment, social networking and information acquisition are the main uses of new media platforms, accounting for 57.8%, 53.1% and 51.8% respectively. Nearly 40% of respondents indicated that the most frequently contacted form of new media advertising is photo advertising, while nearly 30% of respondents preferred image-based advertising. However, new media marketing has its shortcomings. Interviewed users have a more neutral attitude towards the effectiveness of new media advertising to convey product information. They think that the credibility of new media marketing advertising or its product information is general. New media marketing advertisements still need to be improved in delivering product information and enhancing the credibility of advertisements. In the future, new media marketing should focus on advertising content, seek to improve and break through in interest, effectiveness and innovation, and improve the authenticity of its information. Working for further cultivating content creation on the basis of retaining authenticity will be the future development direction of new media marketing.