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｜2024年中国信创产业发展白皮书（完整版）

得益于中国数字经济的迅猛发展，2023年中国信创产业规模达20961.9亿元，2027年有望达到37011.3亿元，中国信创市场释放出前所未有的活力。艾媒咨询数据显示，2024年中国国产PC整机市场规模将达5182.3亿元，中国协同办公市场规模将达370.7亿元。信创基础消费潜力较大，尤其在办公软件领域，办公OA、编辑类的国产软件已普遍被企业应用，如企业微信、WPS等已积累了大量的用户群体。在国家信息安全驱动的需求下，信创产品及解决方案应用将在各行各业的渗透持续加深，行业规模持续增长。
白皮书由艾媒咨询主编，汇编芯片、服务器、整机等十五个信创重要行业数据信息。白皮书共计260页、68258个字、318个图表，内容丰富、数据详实，深入剖析了中国信创产业发展现状、产业链典型细分领域成长情况、标杆企业优秀经验以及未来发展趋势，为行业提供重要参考和决策依据。
Thanks to the rapid development of China's digital economy, the scale of China's credit creation industry will reach 2096.19 billion yuan in 2023, and is expected to reach 3701.13 billion yuan in 2027. China's credit creation market has released unprecedented vitality. Iimedia Consulting data show that in 2024, China's domestic PC machine market will reach 518.23 billion yuan, and China's collaborative office market will reach 37.07 billion yuan. Xinchuang basic consumption potential is large, especially in the field of office software, office OA, editing class of domestic software has been widely used by enterprises, such as enterprise wechat, WPS, etc., has accumulated a large number of users. Under the demand driven by national information security, the application of Xinchuang products and solutions will continue to deepen the penetration in all walks of life, and the industry scale will continue to grow.
The white paper is edited by IIMedia Consulting, compiling 15 important industry data information such as chips, servers, and complete machines. The white paper, with a total of 260 pages, 68,258 words and 318 charts, is rich in content and detailed in data, and thoroughly analyzes the development status quo of China's information and innovation industry, the growth of typical segments of the industrial chain, the excellent experience of benchmarking enterprises and the future development trend, providing important reference and decision-making basis for the industry.

艾媒咨询｜2021年中国信创行业发展状况及竞争格局研究报告

数据显示，中国信创产业规模在2020年突破万亿，2021年信创产业规模达13758.8亿元，预计未来将保持高速增长态势。在iiMedia Ranking艾媒金榜最新发布的《 2021年中国信创企业排行榜Top30 》中，前三十名企业覆盖领域主要以IT基础设施为主。榜单以多个维度针对品牌进行综合评价与排名，华为以96.56的金榜指数排行第一，综合实力较强。

艾媒咨询|2021年中国企业级SaaS服务行业发展及标杆案例研究报告

本报告涉及的案例/品牌/企业：开创云，飞书深诺

随着国内企业体量不断增多，进一步扩大了SaaS行业服务市场主体规模，而互联网技术的发展为SaaS产品带来了深刻变革，企业间相互协作也深化了对SaaS服务的需求，促使国内SaaS行业市场规模呈现稳定增长态势。在政策及社会多种因素利好下，SaaS服务商数量持续增加，iiMedia Research(艾媒咨询)数据显示，2021年中国SaaS行业市场规模达322.6亿元，预计到2023年，中国SaaS行业市场规模将达555.1亿元。行业竞争愈发激烈的环境下，产品质量和用户体验有助于提升品牌口碑，建立自身技术和服务壁垒，提升品牌价值。With the increasing number of domestic enterprises, the main body scale of SaaS industry service market has been further expanded, and the development of Internet technology has brought profound changes to SaaS products. The mutual cooperation among enterprises has also deepened the demand for SaaS services, promoting the stable growth of the market scale of domestic SaaS industry. Under the favorable policies and social factors, the number of SaaS service providers continues to increase. According to the data of iimedia research, the market scale of China's SaaS industry will reach 32.26 billion yuan in 2021. It is expected that by 2023, the market scale of China's SaaS industry will reach 55.51 billion yuan. In the environment of increasingly fierce industry competition, product quality and user experience help to improve brand reputation, establish their own technical and service barriers and enhance brand value.

艾媒咨询| 2021年中国网络安全产业发展报告

近年来，网络安全建设受到国家层面高度重视，陆续推出了《网络安全法》《数据安全法》《个人信息保护法》等多项法律法规，为中国网络安全产业的发展注入了有力的政策支持。iiMedia Research(艾媒咨询)数据显示，2021年，中国网络信息安全市场规模达到926.8亿元。随着政策刺激的持续兑现与技术的进步，未来中国网络信息安全市场规模增幅将进一步扩大，预计2023年市场规模将突破1400亿元。
In recent years, the construction of network security has been highly valued at the national level. A number of laws and regulations such as the network security law, the data security law and the personal information protection law have been successively introduced, which has injected strong policy support into the development of China's network security industry. According to iiMedia Research, the scale of China's network information security market reached 92.68 billion yuan in 2021. With the continuous implementation of policy incentives and technological progress, the scale growth of China's network information security market will further expand in the future. It is expected that the market scale will exceed 140 billion yuan in 2023.

艾媒咨询|2021上半年中国财税类企业服务专题研究报告

本报告研究涉及企业/品牌/案例：优税猫，每刻科技，慧算账

iiMedia Research(艾媒咨询)数据显示，随着财税数字化的推进，中国财税领域企业服务市场规模逐步上涨，预计在2021年将涨至2664.4亿元。艾媒咨询分析师认为，近年来全国市场主体企业数量依然保持增长，给财税领域企业服务市场提供持续的客户来源。凭借政策和技术双重利好，预计市场规模将保持扩张。其次，资本对中国财税类企业服务行业保持信心。代理记账、电子发票、资金管理领域的每刻科技、爱康鼎、深圳高灯等企业B轮融资金额达到了数亿人民币。此外，未来企业降本增效的需求将持续增加，行业将往精细化的方向发展，庞大、当下开发程度低的下沉市场将成为行业规模增长的新战场。
As the data of iiMedia Research, with the promotion of the digitalization of Finance and taxation, the scale of China's enterprise service market in the field of Finance and taxation has gradually increased, and is expected to rise to 266.44 billion RMB in 2021. The consulting analyst of iiMedia Research believe that the number of main enterprises in the national market still keeps growing in recent years, providing a continuous source of customers for China's enterprise service market in the field of Finance and taxation. With the benefits of policy and technology, the market scale is expected to maintain expansion. Secondly, capital maintains confidence in China's enterprise service market in the field of Finance and taxation. In the field of bookkeeping, electronic invoice and fund management, the amount of round B financing of enterprises called Maycur，Aikangding，Shenzhen Gaodeng has reached several hundred million RMB. In addition, the demand for cost reduction and efficiency increase of enterprises will continue to increase in the future, and the industry will develop in the direction of refinement. The huge sinking market with low degree of development will become a new battlefield for the scale growth of the industry.

艾媒咨询|2019中国电子签名行业专题报告

本报告研究涉及企业/品牌/案例：上上签、法大大、契约锁。
随着数字化进程的加速落地，多政府部门先后提及加强和深化电子签名技术应用，同时伴随企业人力成本的增加，增大对电子签名的诉求，进一步加速电子签名技术的普及。iiMedia Research(艾媒咨询)数据显示，电子签名的行业平均使用渗透率接近10%，尤其在人力资源、房地产、物流、制造等领域提升较快，其中合同与协议是电子签名签署的最主要文件类型。近六成用户使用电子签名频率超过100次/周，且普遍表示，电子签名相对于传统签名降本提效功能显著。与此同时，数据安全也广受企业重视，仅四成用户认为自身信息安全得到了100%的保障。艾媒咨询分析师认为，区块链，人工智能等新技术的融合，拓宽了电子签名服务范围，市场集中度也会进一步提升，同时，合规安全能力将成厂商核心壁垒，考核标准逐渐趋严。
With the accelerated implementation of the digitalization process, many government departments have mentioned strengthening and deepening the application of electronic signature technology. At the same time, with the increase in enterprise labor costs, the demand for electronic signature has increased, and the popularity of electronic signature technology has been further accelerated. According to the data of iiMedia Research ，the average penetration rate of electronic signature industry is close to 10%, especially in the fields of human resources, real estate, logistics, manufacturing, etc., where contracts and agreements are the most important documents signed by electronic signatures Types.Nearly 60% of users use electronic signatures more than 100 times a week, and it is generally stated that electronic signatures have significant cost-reduction and efficiency improvements compared to traditional signatures. At the same time, data security is also widely valued by enterprises, and only 40% of users believe that their information security is 100% guaranteed. iiMedia consulting analysts believe that the integration of new technologies such as blockchain and artificial intelligence has broadened the scope of electronic signature services, and the market concentration will be further improved. At the same time, compliance security capabilities will become the core barrier for manufacturers, and the assessment standards will gradually become stricter .