艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。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年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.

艾媒咨询 | 2025年中国汉服产业消费行为调查数据

随着汉服文化的普及与市场成熟，其消费研究维度不断深化，涵盖以消费者认知与态度（如了解程度、文化传播认同）为例的文化渗透领域，以消费行为与产品偏好（如购买频率、价格敏感度、材质倾向）为例的市场决策领域，以场景应用（如日常穿着、租借体验、展览参与）为例的生态拓展领域，以及行业争议（山寨接受度、形制设计争议）。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年中国汉服产业消费行为调查数据》数据显示，56.83%的汉服消费者对汉服比较了解，57.845%的消费者比较能接受汉服，消费者多以社交媒体的方式了解到汉服，占比达到38.62%，并且有54.97%的消费者比较关注汉服的展览，可以看出汉服在国内有一定的流行度和关注度。但购买过汉服的消费者仅有35.92%，其中48.36%的消费者是在大型商场或购物中心中购买的，他们在购买时会多考虑款式、价格等因素。经常穿汉服的场景为传统节日时或者拍个人艺术照时。有30%的人认为汉服太引人注目了，有25.38%的人认为汉服穿起来繁琐，不太实用，不会去购买，而相比购买，大多数人会选择租借汉服，占比来到了60.71%，或者去汉服体验店，去过的消费者占比有62.06%。艾媒咨询分析师认为，在汉服逐渐流行的新背景下，更多地关注汉服市场，了解消费者的相关需求，是占领汉服市场至关重要的一步。
With the popularization and market maturation of Hanfu culture, the research dimensions of its consumption have been continuously deepened, covering cultural infiltration areas such as consumers' cognition and attitude (such as understanding degree, cultural dissemination recognition), market decision-making areas such as consumption behavior and product preference (such as purchase frequency, price sensitivity, material preference), ecological expansion areas such as scene application (such as daily wear, rental experience, exhibition participation), and industry controversy areas such as the acceptance of counterfeits and disputes over shape design.According to the latest "2025 China Hanfu Industry Consumption Behavior Survey Data" released by iiMedia Research (iimedia research), a global third-party data mining and analysis agency for the new economy industry, 56.83% of Hanfu consumers have a relatively good understanding of Hanfu, and 57.845% of consumers are relatively receptive to Hanfu. Consumers mostly learn about Hanfu through social media, accounting for 38.62%, and 54.97% of consumers are relatively concerned about Hanfu exhibitions. This shows that Hanfu has a certain degree of popularity and attention in China. However, only 35.92% of consumers have purchased Hanfu, among which 48.36% of consumers bought it in large shopping malls or shopping centers, and they would consider factors such as style and price when purchasing. The common scenes for wearing Hanfu are during traditional festivals or when taking personal artistic photos. 30% of people think Hanfu is too eye-catching, and 25.38% think it is too complicated to wear and not very practical, so they will not purchase it. Compared with purchasing, most people choose to rent Hanfu, accounting for 60.71%, or go to Hanfu experience stores, with 62.06% of consumers having visited. Analysts from iiMedia Research believe that in the new context of the gradual popularity of Hanfu, paying more attention to the Hanfu market and understanding the relevant needs of consumers is a crucial step to occupy the Hanfu market.

艾媒咨询 | 2025-2026年中国智能客服行业研究及消费者洞察报告

随着人工智能技术的不断进步，中国智能客服市场近年来发展迅速，其服务边界持续拓展，市场规模不断扩大，智能客服系统在提升用户服务效率和服务质量方面表现出巨大潜力。iiMedia Research（艾媒咨询）数据显示，2024年中国智能客服市场规模达482亿元（涵盖智能客服行业涉及的硬件、软件、服务等所有细分市场），预计到2027年，这一数字将增长至907亿元。调研结果显示，仍有三成用户对智能客服的使用体验不满意，当前市场中的智能客服语音识别不准确现象较为突出，84.2%的用户曾遇见语音识别不准确情况，未来中国智能客服需要更加注重用户数据的分析和利用，以提升用户体验和服务质量。同时，注重智能客服的迭代优化，进一步智能化、拟人化，推动行业技术进步，增加用户粘性，推动行业高质量发展。
With the continuous advancement of artificial intelligence technology, the intelligent customer service market in China has developed rapidly in recent years. Its service boundaries have been continuously expanding, and the market size has been constantly increasing. The intelligent customer service system has shown great potential in improving the efficiency and quality of user services. iiMedia Research data s shows that in 2024 China's intelligent customer service market scale up to 48.2 billion yuan (including smart customer service industry involving hardware, software, services, all segments), predicts 2027, the number will increase to 90.7 billion yuan. The results of the questionnaire survey show that still 30% of users are dissatisfied with the usage experience of intelligent customer service. Currently, the phenomenon of inaccurate voice recognition in intelligent customer service in the market is quite prominent. 84.2% of users have encountered inaccurate voice recognition situations. In the future, intelligent customer service in China needs to pay more attention to the analysis and utilization of user data to improve user experience and service quality. At the same time, emphasis should be placed on the iterative optimization of intelligent customer service, further enhancing its intelligence and personification, promoting technological progress in the industry, increasing user stickiness, and driving high-quality development of the industry.

艾媒咨询 | 2025年中国中式糕点行业发展状况及消费行为调查数据

目前，中国中式糕点行业正乘“国潮”东风，进入一个快速现代化与扩张的转型期。新老品牌通过产品创新、渠道变革和文化赋能，成功将其从传统节令食品转变为日常“悦己型”消费，驱动市场持续增长。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年中国中式糕点行业发展状况及消费行为调查数据》显示，2024年中国烘焙食品零售市场规模达6110.7亿元，同比增长8.8%，预计2029年市场规模将达8595.6亿元。中国烘焙食品行业细分市场潜力巨大，随着自媒体的不断发展，各类网红探店、KOL推荐等促使中式糕点、新中式糕点成为新热点，发展势头强劲。
中国消费者在选择中式糕点时，首要关注的因素是“口味和味道”，占比高达45.59%，凸显出产品风味仍是影响购买决策的核心要素。其次，“价格合理”以38.83%的占比成为第二大关键因素，表明消费者在追求美味的同时，也十分注重产品的性价比。此外，有72.03%的消费者明确表示愿意尝试新产品，体现出市场对创新品类具有较高的接受度和消费意愿；而16.39%的消费者持观望态度，则反映部分群体仍需要更多的品质背书或体验激励以促成购买行为。整体来看，中式糕点消费市场呈现出“味觉驱动、理性决策、积极尝新”的典型特征，提示企业应在保持口味优势的基础上，平衡定价策略，并通过产品创新和体验优化持续激活消费需求。
艾媒咨询分析师认为，中国中式糕点行业未来将呈现品质化、健康化与跨界融合的发展趋势。产品方面，低糖、天然原料和功能性糕点需求上升，“零食化”创新持续拓宽消费场景。文化赋能成为核心竞争力，国潮设计和文化叙事深化品牌价值。技术层面，智能制造与数字化供应链提升效率，短保产品与即时配送优化体验。市场层面，三四线下沉市场与海外出口同步推进，本土化创新成为国际化关键挑战。行业将逐步从“网红”模式走向“长红”品牌，供应链管控、产品迭代与文化表达力将成为企业突围的关键。
At present, the Chinese traditional pastry industry is riding on the "national trend" wave and entering a period of rapid modernization and expansion. Both new and old brands have successfully transformed traditional seasonal food into daily "self-indulgence" consumption through product innovation, channel reform and cultural empowerment, driving the market to continue growing. According to the latest "Research data on the development status and consumer behavior of China's Chinese pastry industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the retail market size of China's baking food reached 611.07 billion yuan in 2024, with a year-on-year growth of 8.8%. It is expected that the market size will reach 859.56 billion yuan in 2029. The potential of the segmented markets in China's baking industry is huge. With the continuous development of self-media, various online celebrity store visits and KOL recommendations have made Chinese pastries and new Chinese pastries new hotspots, with a strong development momentum.
Chinese consumers prioritize 'taste and flavor' when choosing traditional pastries, accounting for 45.59%, highlighting that product flavor remains a core element influencing purchasing decisions. Following this, 'reasonable price' becomes the second most critical factor at 38.83%, indicating that consumers value cost-effectiveness while seeking deliciousness. Additionally, 72.03% of consumers clearly express a willingness to try new products, reflecting a high acceptance and willingness to consume innovative categories in the market; while 16.39% of consumers remain cautious, suggesting that some groups still need more quality endorsements or experiential incentives to facilitate purchasing behavior. Overall, the Chinese pastry consumption market exhibits typical characteristics of "taste-driven, rational decision-making, and active exploration of new products", suggesting that enterprises should maintain their taste advantages, balance pricing strategies, and continuously activate consumer demand through product innovation and experience optimization.
Analysts from iiMedia Research believe that the Chinese pastry industry will trend towards quality, health, and cross-border integration in the future. In terms of products, there is an increasing demand for low-sugar, natural ingredients, and functional pastries, with a continuous expansion of consumption scenarios through 'snackification' innovations. Cultural empowerment has become a core competitive advantage, with national trendy designs and cultural narratives deepening brand value. On the technological front, smart manufacturing and digital supply chains enhance efficiency, while short shelf-life products and instant delivery optimize the consumer experience. At the market level, the development of lower-tier markets and overseas exports is advancing simultaneously, with localized innovation becoming a key challenge for internationalization. The industry will gradually shift from the 'internet celebrity' model to 'lasting' brands, where supply chain management, product iteration, and cultural expressiveness will be crucial for companies to break through.

艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告

文创产品作为文化创意与产品设计相结合的产物，近年来在全球范围内迅速兴起。它不仅承载着丰富的文化内涵，还以独特的创意和设计满足了消费者对于个性化、高品质产品的需求。随着人们生活水平的提高和文化消费意识的增强，文创产品行业展现出巨大的发展潜力，成为文化产业的重要组成部分。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年中国文创产品行业消费行为洞察报告》数据显示，当前文创产品市场表现出积极态势，近七成消费者呈现出较高的购买意愿，其中30.31% 的消费者对家居装饰和日常用品类的文创产品需求强烈。在文创品牌选择中，故宫博物院和中国国家博物馆备受青睐，超三成消费者会购买其文创产品，彰显出极高的影响力和认知度。在此良好发展背景下，37.57% 的消费者期待未来文创产品在文化内涵、产品质量和耐用性方面能够得到进一步加强和提升，这也为文创产品的发展方向提供了重要参考。艾媒咨询分析师认为，文创产品行业作为文化产业的新兴领域，市场前景广阔，发展潜力巨大。文创产品行业竞争日益激烈，参与者众多。既有博物馆、美术馆等文化机构，凭借其丰富的文化资源和品牌影响力，在文创产品市场占据一席之地；也有专业的文创企业，通过敏锐的市场洞察力和强大的设计研发能力，推出一系列具有市场竞争力的产品；此外，一些互联网企业也纷纷涉足文创领域，利用其技术优势和平台资源，推动文创产品的创新与发展。
As a combination of cultural creativity and product design, cultural and creative products have risen rapidly in the world in recent years. It not only carries a rich cultural connotation, but also meets the needs of consumers for personalized and high-quality products with unique creativity and design. With the improvement of people's living standards and the enhancement of cultural consumption awareness, the cultural and creative product industry has shown great development potential and become an important part of the cultural industry. According to the latest "Analysis report on China cultural and creative products industry consumer behavior insight in 2025 " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry. According to the data of the Insight Report, the current cultural and creative products market shows a positive trend, and nearly 70% of consumers show a high willingness to buy, of which 30.31% of consumers have a strong demand for cultural and creative products of home decoration and daily necessities. In the choice of cultural and creative brands, the Palace Museum and the National Museum of China are favored, and more than 30% of consumers will buy their cultural and creative products, demonstrating a high influence and recognition. In this good development background, 37.57% of consumers expect that cultural and creative products in the future can be further strengthened and improved in terms of cultural connotation, product quality and durability, which also provides an important reference for the development direction of cultural and creative products. Analysts of IIMedia Consulting believe that the cultural and creative products industry, as an emerging field of the cultural industry, has broad market prospects and great development potential. The competition of cultural and creative products industry is increasingly fierce, and there are many participants. Existing museums, art galleries and other cultural institutions, with their rich cultural resources and brand influence, occupy a place in the market of cultural and creative products; There are also professional cultural and creative enterprises, through keen market insight and strong design and development capabilities, launched a series of competitive products; In addition, some Internet companies have also been involved in the field of cultural and creative products, using their technical advantages and platform resources to promote the innovation and development of cultural and creative products.

艾媒咨询 | 2025年中国阅读行业发展状况与用户行为调查数据

随着阅读需求的增加，消费者对纸质书等的消费体验要求越来越高。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年中国阅读行业发展状况与用户行为调查数据》数据显示，中国消费者年均阅读纸质书籍数量集中在4-6本。实体书店以45.33%的占比成为消费者首要纸质书阅读场所，同时线下书店以41.21%的份额稳居纸质书籍购买主渠道，凸显实体空间的文化吸引力。消费者阅读核心诉求聚焦开阔思维，增长见识，内容分享与做读书摘要成为消费者们的阅读习惯。但消费者指出当前纸质书消费存在定价体系不透明、精品书籍获取渠道有限、书店沉浸式服务不足等问题，部分消费者反映优质出版物供需匹配度有待提升。移动阅读场景的碎片化特征凸显，33.89%消费者利用非固定时间完成阅读。艾媒咨询分析师认为，出版行业需强化实体书店的体验价值，通过主题策展、作者互动等活动增强消费者粘性；同时应优化纸质书价格体系，完善线上线下联动的推荐机制，并针对消费者认知提升需求开发专题书单，构建深度阅读+社交场景的新型纸质书生态。
With the increase of reading demand, consumers have higher and higher requirements for the consumption experience of paper books. According to the latest "China reading industry development and user behavior survey data in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution of the new economy industry, the average number of Chinese consumers reading paper books is concentrated in 4-6. Physical bookstores have become the primary place for consumers to read paper books, accounting for 45.33%, while offline bookstores have steadily occupied the main channel for paper book purchase with 41.21% share, highlighting the cultural attraction of physical space. The core demands of consumer reading focus on broadening the mind, increasing knowledge, content sharing and doing reading summaries have become consumers' reading habits. However, consumers pointed out that the current paper book consumption has problems such as opaque pricing system, limited access to high-quality books, and insufficient immersive services in bookstores, and some consumers reflected that the matching degree between supply and demand of high-quality publications needs to be improved. The fragmentation feature of mobile reading scene is prominent, 33.89% of consumers use non-fixed time to complete reading. iiMedia Research believe that the publishing industry needs to strengthen the experience value of physical bookstores, and enhance consumer stickiness through activities such as theme curation and author interaction; At the same time, the price system of paper books should be optimized, the recommendation mechanism of online and offline linkage should be improved, and special book lists should be developed according to the needs of consumers to improve their cognition, and a new paper book ecology with deep reading and social scenes should be built.

艾媒咨询 | 2025年中国中药茶饮行业发展状况与消费行为调查数据

在健康消费的浪潮下，中药茶饮这一“健康+饮品”的跨界赛道强势崛起。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年中国中药茶饮行业发展状况与消费行为调查数据》显示，2024年中国养生茶饮市场规模为512.8亿元，预计2028年中国养生茶饮市场规模将达到1189.5亿元。随着现代生活节奏加快和健康理念深入人心，养生茶饮凭借其天然、健康的特性日益受到消费者青睐。在中医药文化复兴和“药食同源”理念的影响下，市场涌现出越来越多创新产品，持续推动了中国养生茶饮市场规模显著增长，显示出强劲的发展动力与广阔的市场前景。
中国消费者饮用中药茶饮的方式中，“个人熬煮”占比最高（67.10%），反映出对传统制备方式的显著偏好；线下门店现制消费亦占相当比例（47.56%），显示现制茶饮市场具备良好基础。在饮用场景方面，“身体不适时”占比达74.45%，表明中药茶饮在缓解症状方面的功能性认知深入人心；而“疲劳困乏时”饮用比例也达43.91%，说明其在提神醒脑方面亦具市场需求。整体来看，中药茶饮消费仍高度依赖“药食同源”的文化认同，既被视作缓解特定症状的功能饮品，也逐步融入日常，成为调节身心的健康生活方式。
艾媒咨询分析师认为，中国中药茶饮行业未来将呈现以下三大发展趋势。一是产业现代化与标准化。行业竞争将向上游延伸，推动中药材原料的规范化种植与可追溯体系建设。同时，依托现代萃取技术与生产工艺升级，实现风味与功效的稳定输出，为规模化扩张奠定坚实基础。二是产品功能精准化与多元化。中药茶饮企业将针对睡眠管理、体重控制、情绪舒压等细分需求，开发成分与靶向更明确的精准化产品，满足多元化的健康消费场景。三是消费体验日常化与时尚化，中药茶饮将持续淡化“药感”，强化“时尚养生”标签，深度融入年轻人的日常办公与社交生活，完成从功能性饮品到生活方式品牌的进化。
Under the wave of health consumption, the cross-border track of traditional Chinese medicine tea, which combines "health" and "beverages", has risen strongly. According to the latest "2025 Development Status and Consumer Behavior Survey Data of Traditional Chinese Medicine Tea Industry in China" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of health-preserving tea in China was 51.28 billion yuan in 2024, and it is expected to reach 118.95 billion yuan in 2028. With the acceleration of modern life pace and the deepening of health concepts, health-preserving tea, with its natural and healthy characteristics, is increasingly favored by consumers. Under the influence of the revival of traditional Chinese medicine culture and the concept of "food and medicine sharing the same origin", more and more innovative products have emerged in the market, continuously driving the significant growth of the market size of health-preserving tea in China, demonstrating strong development momentum and broad market prospects.
Among the ways Chinese consumers drink traditional Chinese herbal tea, "personal brewing" accounts for the highest proportion (67.10%), reflecting a significant preference for traditional preparation methods; consumption at offline stores also takes up a considerable share (47.56%), indicating a solid foundation for the market of freshly made herbal tea. In terms of consumption scenarios, "when feeling unwell" accounts for 74.45%, demonstrating that the functional perception of traditional Chinese herbal tea in alleviating symptoms is deeply rooted in people's minds; while "when feeling tired and sleepy" also has a consumption ratio of 43.91%, suggesting that there is also market demand for its ability to refresh and invigorate. Overall, the consumption of traditional Chinese herbal tea still highly relies on the cultural recognition of "food and medicine sharing the same origin", being regarded not only as a functional drink for specific symptoms but also gradually integrating into daily life as a healthy lifestyle for regulating the body and mind.
Analysts from iiMedia Research believe that the traditional Chinese medicine tea industry in China will present the following three major development trends in the future. First, industrial modernization and standardization. Industry competition will extend to the upstream, promoting the standardized planting of traditional Chinese medicinal materials and the construction of traceability systems. At the same time, relying on modern extraction technology and production process upgrades, stable flavor and efficacy output will be achieved, laying a solid foundation for large-scale expansion. Second, product function precision and diversification. Traditional Chinese medicine tea enterprises will develop more precise products targeting specific needs such as sleep management, weight control, and stress relief, to meet diverse health consumption scenarios. Third, daily and fashionable consumption experience. Traditional Chinese medicine tea will continue to reduce the "medicinal taste", strengthen the "fashionable health preservation" label, and deeply integrate into the daily office and social life of young people, completing the evolution from a functional drink to a lifestyle brand.

艾媒咨询 | 美国广告业市场运行状况及用户行为调研数据

近年来，美国广告市场在经济波动与技术革新的双重作用下持续演进。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《美国广告业市场运行状况及用户行为调研数据》数据显示，从2019年到2024年，美国数字广告代理商的收入呈现显著增长趋势。2023年收入为44.75十亿美元，2024年收入为52.4十亿美元。未来，在消费升级和产业创新驱动下，美国的数字广告行业将还会保持强劲增长势头。在美国各有线电视网络广告商支出中，宝洁以972百万美元的支出高居榜首，远超其他公司。伯克希尔·哈撒韦以665百万美元位居第二，艾伯维和百事分别以469百万美元和460百万美元的广告支出紧随其后。在2019-2027年美国CTV广告支出及预测中，美国CTV广告支出呈现显著增长趋势。2023年支出为24.6十亿美元，2024年增至30.1十亿美元，2025年预计达到34.3十亿美元，2026年预计增至38.2十亿美元，2027年预计达到42.4十亿美元。
艾媒咨询分析师认为，未来美国广告业将在技术创新与市场需求的双重驱动下持续变革 。随着 5G、人工智能、大数据等技术的不断发展，广告投放将更加精准、高效，能够实现个性化定制，满足不同消费者的需求 。同时，广告主也将更加注重广告内容的质量和创意，以提升品牌形象和消费者的好感度 。在渠道方面，数字广告仍将占据主导地位，传统媒体与数字媒体的融合趋势也将进一步加强 。此外，随着消费者隐私保护意识的增强，广告行业在数据收集与使用方面将面临更严格的监管，如何在合规的前提下充分利用数据资源，将成为广告主和广告平台需要解决的重要问题 。
In recent years, the advertising market in the United States has continued to evolve under the dual influence of economic fluctuations and technological innovations. According to the latest "Research data on the market operation status and user behavior of the advertising industry in the United States" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the revenue of digital advertising agencies in the United States showed a significant growth trend from 2019 to 2024. The revenue was 4.475 billion US dollars in 2023 and 52.4 billion US dollars in 2024. In the future, driven by consumption upgrade and industrial innovation, the digital advertising industry in the United States will continue to maintain a strong growth momentum. Among the expenditures of advertisers on various cable TV networks in the United States, Procter & Gamble topped the list with an expenditure of 972 million US dollars, far exceeding that of other companies. Berkshire Hathaway ranked second with $665 million, followed closely by Abbvie and PepsiCo with advertising expenditures of $469 million and $460 million respectively. In the US CTV advertising expenditure and forecast from 2019 to 2027, the US CTV advertising expenditure shows a significant growth trend. Expenditure in 2023 was 2.46 billion US dollars, increasing to 3.01 billion US dollars in 2024, projected to reach 3.43 billion US dollars in 2025, projected to rise to 3.8.2 billion US dollars in 2026, and projected to reach 4.2.4 billion US dollars in 2027.
Analysts from iiMedia Research believe that the advertising industry in the United States will continue to transform in the future, driven by both technological innovation and market demand. With the continuous development of technologies such as 5G, artificial intelligence and big data, advertising placement will become more precise and efficient, capable of achieving personalized customization to meet the needs of different consumers. At the same time, advertisers will also pay more attention to the quality and creativity of advertising content to enhance brand image and consumers' favorability. In terms of channels, digital advertising will still dominate, and the trend of integration between traditional media and digital media will also be further strengthened. In addition, as consumers' awareness of privacy protection increases, the advertising industry will face stricter supervision in data collection and use. How to make full use of data resources under the premise of compliance will become an important issue that advertisers and advertising platforms need to solve.

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.

艾媒咨询 | 2026年中国果干蜜饯行业创新及消费者洞察报告

随着国民人均可支配收入稳步提升，消费者对休闲食品的需求逐步增加。作为休闲食品的重要细分品类，果干蜜饯市场迎来更广阔的发展空间。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《2026年中国果干蜜饯行业创新及消费者洞察报告》显示，2024年中国果干蜜饯市场规模达1883亿元，同比增长28.9%，预计2028年有望达到3353亿元。艾媒咨询分析师认为，随着中国居民健康观念的升级，营养均衡、膳食平衡已成为消费者选购食品的核心考量。未来行业将朝着健康化、品质化的方向升级，通过优质原料甄选、先进工艺革新与多元口味创新，打造兼具健康属性与味蕾体验的产品，精准契合消费者的多元需求。
With the steady increase in per capita disposable income of the nation's residents, the demand for snack foods among consumers has gradually risen. As an important subcategory of snack foods, the dried fruit and preserved fruit market is embracing a broader development space. According to the latest "2026 China Dried Fruit and Preserved Fruit Industry Innovation and Consumer Insights Report" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of dried fruit and preserved fruit in China reached 188.3 billion yuan in 2024, growing by 28.9% year-on-year. It is expected to reach 335.3 billion yuan by 2028. Analysts from iiMedia Research believe that with the upgrading of Chinese residents' health concepts, balanced nutrition and dietary balance have become the core considerations for consumers when purchasing food. In the future, the industry will upgrade towards healthiness and quality, creating products that combine health attributes and taste experiences through the selection of high-quality raw materials, advanced technological innovations, and diverse flavor innovations, precisely meeting the diverse needs of consumers.