金马游乐：2021年第三季度报告

艾媒报告|2018中国大学生在线休闲娱乐行为监测分析报告

教育部数据显示，2017年中国高等教育在校生人数达到3968.9万人，从2013年至今连续5年保持增长。而网络制式变迁和移动互联网发展，使影音、游戏等休闲娱乐类APP在校园市场有广阔的发展空间，各互联网企业也加强关于大学生群体的布局。iiMedia Research(艾媒咨询)数据显示，大学生最喜欢使用社交和休闲娱乐类APP，其中98.9%的大学生有安装音乐类APP。

艾媒报告|2019年中国移动社交行业专题报告

本报告研究涉及企业\品牌\案例：微信，QQ，微博，陌陌，探探，抖音，全民K歌，豆瓣，知乎，贴吧，珍爱网，钉钉，脉脉，领英，Keep,Soul, 多闪,马桶MT,聊天宝,YY,Real如我，快手，积目，纸条，出去玩，职声，恋爱圈，秀蛋，点心，SUGAR苏格，相亲交友，薄荷运动，绿洲，ZAO，知乎，糖豆

随着技术与文化的变迁，人们的社交需求逐渐趋于个性化、多样化、开放化，以“双微”为代表的成熟社交产品已无法满足移动社交用户日益变化的新需求，移动社交产品的长尾效应进一步凸显。iiMedia Research（艾媒咨询）数据显示，仅有57.6%的受访网民偏好纯熟人社交；视频社交方式成为继文字、图片之后，网民最偏好的社交方式；44.3%的受访网民表示可以接受社交产品电商行为。虽然目前微信的社交关系链庞大且稳固，用户对微信的依赖程度也较高，但过载的人际关系、冗杂的产品功能、浓厚的营销风气、泛滥的内容信息让用户背负越来越重的社交成本，其中过度营销和信息泛滥更是成为众矢之的。艾媒咨询分析师认为，在移动社交市场濒临变革的重要窗口期，微信更应重视内部产品的革新需求。

With the changes of technology and culture, people's social needs gradually become more personalized, diversified and open. Mature social products represented by WeChat and Weibo can no longer meet the ever-changing new demands of mobile social users. Mobile social products The long tail effect is further highlighted. According to iiMedia Research, only 57.6% of the Internet users surveyed prefer the social interaction of the acquaintances; the video social mode becomes the most preferred social mode for netizens after the text and pictures; 44.3% of the netizens surveyed said they can accept the social Product e-commerce behavior. Although WeChat's social relationship chain is huge and stable, and users rely heavily on Wechat, but overloaded interpersonal relationships, redundant product features, strong marketing ethos, and flooding of content information make users bear more and more social costs, over-marketing and information flooding have become the target of public criticism. iiMedia Consulting analysts believe that the mobile social market is on the verge of change, WeChat should pay more attention to the innovation needs of internal products.

艾媒报告 |2019年中国休闲食品电商行业研究与发展报告

报告涉及的相关企业或品牌：三只松鼠、百草味、良品铺子、达利食品、桃李面包、绝味食品、周黑鸭、洽洽食品、煌上煌、上海梅林、盐津铺子、黑芝麻、亲亲食品、嘉士利集团、来伊份、有友、天猫、淘宝、京东、苏宁易购

2018年中国休闲食品电商市场销售额为621.3亿元，增速达到23.4%。iiMedia Research（艾媒咨询）预测，未来中国休闲食品电商市场规模将进一步扩大，到2020年中国休闲食品电商市场销售额将达到964.0亿元。目前中国休闲食品电商市场头部企业相对稳定，三只松鼠、百草味、良品铺子连续三年成为TOP3企业。但市场集中度相对分散，2018年市场份额前五名企业的市占率总和不到5%。受健康、原生态、养生等概念驱动，2018年坚果销售增长率达16.3%，阿里平台坚果类产品销量约占零食类产品的25.0%。“科学配比”、“干湿分离”、小包装化的坚果产品销量大涨，2018年的每日坚果销量占整体坚果销量近四分之一，成为新的市场增长点。

In 2018, China's leisure food e-commerce market saw sales of 62.13 billion yuan, up 23.4 percent. iiMedia Research predicts that the size of China's leisure food e-commerce market will be further expanded in the future, and the sales volume of China's leisure food e-commerce market will reach 96.40 billion yuan by 2020. At present, the top enterprises in China's leisure food e-commerce market are relatively stable, with three squirrels, Baicao and Liangpin shops becoming TOP3 enterprises for three consecutive years. But market concentration is relatively fragmented, with the top five companies accounting for less than 5% of the total market share in 2018. Driven by the concepts of health, original ecology and health preservation, the sales growth rate of nuts reached 16.3% in 2018, and the sales volume of nuts products on ali platform accounted for about 25.0% of that of snacks. Sales of “scientific mix“, “separation of dry and wet“ and small package nuts have soared. In 2018, the daily sales of nuts account for nearly a quarter of the total sales of nuts, becoming a new market growth point.

舆情报告|李子柒爆红事件舆情监测报告

本报告研究涉及企业/品牌/案例：新华网,央视新闻,新京报,李子柒

这几天，知名视频博主李子柒，因在境外视频网站上拥有超高人气和关注度，再次引发人们的讨论。许多人认为，李子柒的作品具有文化输出的意义。这一结论也引发了一些争议，但近日共青团中央发声：李子柒的视频内容体现了中国的文化交流自信，是一种生活的新方式。
These days, the well-known video blogger Li Ziqi has once again sparked discussion due to his high popularity and attention on overseas video websites. Many people believe that Li Ziqi's works are culturally significant. This conclusion has also caused some controversy, but recently the Communist Youth League Central Committee voiced: Li Ziqi's video content reflects the confidence of Chinese cultural exchanges and is a new way of life.

艾媒咨询 | 2025年中国线下KTV市场消费行为调查数据

随着线下娱乐业态的加速升级，KTV消费场景呈现多元化发展趋势，主要覆盖以智能点歌系统、沉浸式体验设备为代表的技术革新领域，以生日派对、企业团建为核心的社交聚会领域，以及结合餐饮定制、主题包厢等增值服务的复合消费领域。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年中国线下KTV市场消费行为调查数据》数据显示，56.34%的消费者选择线下KTV作为主要娱乐方式。在消费频率上，48.60%的消费者选择“偶尔”前往，而月均消费2-3次的群体占比达54.17%，反映出中低频次仍是主流。社交属性显著影响用户行为，51.81%的消费者偏好与朋友同行，6-10人规模的聚会占比最高（43.47%），显示其作为群体社交场景的核心地位。从消费偏好来看，44.86%的消费者选择2-3小时的黄金消费时长，单次消费集中在101-300元区间。曲库选择呈现代际特征，流行歌曲和90年代经典构成核心歌单，折射出消费者怀旧与潮流并存的消费心理。尽管41.25%的消费者将KTV作为娱乐放松的首选，但行业仍面临挑战。48.28%的消费者因“新兴娱乐方式增多”分流需求，同时40.42%的用户指出隔音效果差是最大痛点。硬件设施与环境优化成为首要改进方向。艾媒咨询分析师认为，行业需重点强化差异化竞争力：通过升级沉浸式音响设备、优化空间隔音设计提升体验，同时开发主题包厢、餐饮融合等增值服务以增强用户粘性。此外，针对年轻群体偏好灵活匹配时段定价策略，结合智能点歌系统优化歌单推荐算法，或将成为线下KTV突围新兴娱乐业态竞争的关键路径。
With the accelerated upgrading of offline entertainment formats, KTV consumption scenes show a diversified development trend, mainly covering the field of technological innovation represented by intelligent song on-demand systems and immersive experience equipment, the social gathering field with birthday parties and enterprise group construction as the core, and the composite consumption field combining value-added services such as catering customization and theme boxes. According to the latest "Survey data of consumer behavior in China's offline KTV market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 56.34% of consumers choose offline KTV as their main entertainment mode. In terms of consumption frequency, 48.60% of consumers choose to go "occasionally", while the group that consumes 2-3 times per month accounts for 54.17%, reflecting that the medium and low frequency is still the mainstream. Social attributes significantly affect user behavior, 51.81% of consumers prefer to walk with friends, and 6-10 people scale parties account for the highest proportion (43.47%), showing its core status as a group social scene. From the perspective of consumption preference, 44.86% of consumers choose 2-3 hours of gold consumption time, and a single consumption is concentrated in the 101-300 yuan range. The selection of the music library presents the characteristics of generations, and the popular songs and the classics of the 1990s constitute the core playlist, reflecting the consumer psychology of nostalgia and trend. Although 41.25% of consumers regard KTV as their first choice for entertainment and relaxation, the industry still faces challenges. 48.28% of consumers due to the "increase in emerging entertainment" diversion demand, while 40.42% of users pointed out that the poor sound insulation effect is the biggest pain point. Hardware facilities and environment optimization become the primary improvement direction. iiMedia Research believe that the industry needs to focus on strengthening the competitiveness of differentiation: by upgrading immersive audio equipment, optimizing space sound insulation design to enhance the experience, while developing value-added services such as theme boxes and catering integration to enhance user stickiness. In addition, for the young group preference flexible matching time pricing strategy, combined with the intelligent song request system to optimize the song list recommendation algorithm, or will become the key path for offline KTV to break through the emerging entertainment industry competition.

艾媒咨询 | 2025年中国移动游戏市场消费行为调查数据

随着移动游戏产业生态的深化发展，其用户行为模式已形成多圈层渗透格局，主要覆盖以角色扮演、策略竞技为核心的内容体验领域，以社交裂变、IP联动为驱动的用户增长领域，以及UI交互优化、付费系统设计为代表的产品运营领域。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年中国移动游戏市场消费行为调查数据》数据显示，MOBA类游戏以38.29%的玩家覆盖率成为最受欢迎的游戏类型，用户每周投入2-5小时进行游戏的占比达52.21%，且65.19%的玩家会因喜爱IP而选择相关游戏。值得注意的是，动漫/漫画改编游戏以38.36%的偏好度占据IP题材首位，63.77%的用户认为“IP契合自身想尝试的游戏类型”是核心决策因素，同时56.32%的玩家对现有IP改编效果表示满意。在用户行为特征方面，移动游戏深度融入日常生活场景，36.28%的用户选择在饭后或睡前消遣，48.46%的玩家社交圈呈现“游戏与非游戏好友均衡分布”状态。设计偏好方面，功能性服装与实用配饰以42.97%的占比成为最受青睐的虚拟道具类型，而画质优秀（32.66%）和社交话题丰富度（38.05%）则被用户视为关键竞争优势。但调研同时揭示行业现存问题：IP改编存在还原度争议，部分玩家反映游戏内容同质化现象突出；在IP开发维度，如何平衡商业变现与用户体验仍需持续探索。艾媒咨询分析师认为，游戏厂商应聚焦三大优化方向：强化IP改编的叙事连贯性与世界观还原度，建立差异化内容矩阵；创新广告植入形式，通过有奖调研（36.28%偏好度）等激励模式提升用户接受度；深化社交系统建设，基于“社交话题与内容丰富度并重”（38.05%）的用户需求，构建多元互动场景。同时需关注玩家对实用功能（42.97%）与视觉品质（32.66%）的双重追求，推动产品体验的立体化升级。
With the deepening development of the mobile game industry ecology, its user behavior pattern has formed a multi-circle penetration pattern, mainly covering the content experience field with role playing and strategic competition as the core, the user growth field driven by social fission and IP linkage, and the product operation field represented by UI interaction optimization and payment system design. According to Survey data of consumer behavior in China's mobile game market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, MOBA games have become the most popular game type with 38.29% player coverage rate. 52.21% of users spend 2-5 hours per week playing games, and 65.19% of players choose related games because of their favorite IP. It is worth noting that animation/manga adaptation games occupy the first place in IP genre with 38.36% preference, 63.77% of users believe that "IP fits the type of game they want to try "is the core decision-making factor, and 56.32% of players are satisfied with the existing IP adaptation effect. In terms of user behavior characteristics, mobile games are deeply integrated into daily life scenes, 36.28% of users choose to play after meals or before going to bed, and 48.46% of players' social circles show a "balanced distribution of game and non-game friends". In terms of design preferences, functional clothing and practical accessories were the most popular virtual item types with 42.97%, while excellent picture quality (32.66%) and social topic richness (38.05%) were considered key competitive advantages by users. However, the survey also revealed existing problems in the industry: there is a dispute over the degree of restoration of IP adaptation, and some players reflect that the homogenization of game content is prominent; In the dimension of IP development, how to balance commercial realization and user experience still needs to be explored. Imedia Consulting analysts believe that game manufacturers should focus on three optimization directions: strengthen the narrative coherence and worldview restoration of IP adaptation, and establish a differentiated content matrix; Innovative advertising placement forms, through incentive models such as award research (36.28% preference) to improve user acceptance; Deepen the construction of social system, and build multiple interactive scenes based on the user needs of "equal emphasis on social topics and content richness" (38.05%). At the same time, it is necessary to pay attention to the players' dual pursuit of practical functions (42.97%) and visual quality (32.66%) to promote the three-dimensional upgrade of product experience.

艾媒咨询 | 2023年中国辣条食品行业创新及消费需求洞察报告

在众多休闲食品中，辣条口味浓郁，具有独特的咬劲，为消费者带来愉悦和满足感，拥有一定的市场增量空间。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年中国辣条食品行业创新及消费需求洞察报告》数据显示，2022年中国辣条食品市场规模达517亿元，2026年有望达927亿元。对健康美味的休闲食品追求，使得中国辣条消费者在购买辣条时更注重挑选。iiMedia Research（艾媒咨询）调研数据显示，54.6%的辣条消费者偏好香辣口味的辣条；喜欢吃有嚼劲口感的辣条消费者占比达50.1%。

艾媒咨询|2021-2022年中国休闲食品产业现状及消费行为数据研究报告

本报告涉及的案例/品牌/企业：卫龙，三只松鼠，轩妈食品，王小卤

进入第三消费时代后，中国消费者的个性化、多元化需求开始浮现，近年来休闲食品行业浮现了一大批新锐品牌。iiMedia Research(艾媒咨询)数据显示，从2010年到2021年中国休闲食品行业市场规模从4100亿元持续增长至11562亿元，预计2022年增速达7.2%，市场规模达12391亿元。人们越发有意识地关注产品配料，盐、糖、油脂含量成为人们评判食品健康与否的重要标尺，消费者对于休闲食品的健康、成分已经逐渐成为普遍需求。
After entering the third consumption era, the personalized and diversified needs of Chinese consumers began to emerge. In recent years, a large number of cutting-edge brands have emerged in the leisure food industry. According to iimedia research, from 2010 to 2021, the market scale of China's leisure food industry continued to grow from 410 billion yuan to 1156.2 billion yuan. It is expected that the growth rate will reach 7.2% and the market scale will reach 1239.1 billion yuan in 2022. People pay more and more attention to product ingredients. The content of salt, sugar and oil has become an important yardstick for people to judge whether food is healthy or not. Consumers' health and composition of leisure food have gradually become a common demand.

艾媒报告|2019-2020年中国在线音频专题研究报告

本报告研究涉及企业/品牌/案例：荔枝FM,蜻蜓FM,喜马拉雅FM,懒人听书

中国在线音频行业迎“耳朵经济”蓬勃发展新时期。iiMedia Research（艾媒咨询）数据显示，预计到2020年，中国在线音频用户规模将达5.42亿。2020年“耳朵经济”有望进一步激发，内容生态建设仍是发展之关键。
iiMedia Research（艾媒咨询）数据显示， 2019年中国在线音频市场用户规模达4.89亿人，随着在线音频平台的资源投入和品质内容供给，2020年“耳朵经济”有望进一步激发。艾媒咨询分析师认为，在线音频行业发展核心仍然是内容生态的建设，未来三到五年内，内容建设将持续推进，日益向细分化、场景化发展。内生于用户年轻态、热衷表达的UGC模式，将不同于知识付费背景下的PGC模式，由用户参与、携手主播共建内容生态，具有更灵活、更人性化的特点，在优质内容驱动下将更高效赋能行业发展。此外， 5G技术的发展将进一步加速，在线音频行业若能顺利迎接5G+物联网的时代变革，未来在线音频将有望开辟出新的发展空间。
Data from iiMedia Research shows that the number of users in China's online audio market reached 489 million in 2019. With the resource input and quality content supply of online audio platforms, the “ear economy“ is expected to be further stimulated in 2020. Imedia consulting analysts believe that the core of the development of the online audio industry is still the construction of content ecology, in the next three to five years, content construction will continue to promote, increasingly to a fine differentiation, scene development. The UGC model with young users and keen expression will be different from the PGC model under the background of knowledge payment, with users' participation and co-construction of content ecology by anchors. It will be more flexible and more user-friendly, and will be more efficient in enabling the development of the industry driven by high-quality content. In addition, the development of 5G technology will be further accelerated. If the online audio industry can successfully embrace the era change of 5G+ Internet of things, it is expected to open up new development space for online audio in the future.

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