艾媒咨询 | 2025年中国券商自营类APP行业发展状况与消费行为调查数据

随着移动互联网的快速发展和金融科技的不断进步，中国券商自营类APP行业迎来了迅猛的发展态势。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年中国券商自营类APP行业发展状况与消费行为调查数据》显示，2024年中国互联网理财用户规模达到7.4亿人，预计2025年将达到7.6亿人。其中，2024年中国证券APP用户规模为2.4亿人，2025年有望达到2.6亿人。这一增长趋势反映了中国证券市场数字化转型的加速，以及移动互联网技术在金融领域的广泛应用。
在2025年中国投资者使用券商自营类APP的频率中，每周使用的占比最高，为46.00%。其次是每日使用，占比为36.00%。每月使用的占比为12.00%。此外，在功能偏好方面，投资研报与资讯解读以60.00%的占比成为最核心需求，其次是自选股管理功能和交易下单功能，占比分别为46.00%和40.00%。这表明中国投资者对券商自营类APP已形成高频使用习惯与深度内容依赖。券商自营类APP平台应持续优化信息服务的实时性与专业性，强化自选股管理等个性化工具，提升用户粘性与平台价值。
艾媒咨询分析师认为，中国券商自营类APP行业将呈现以下三大发展趋势。一是智能化服务深化，AI投顾与大数据分析将成为标准配置；二是内容生态升级，视频化投教与实时研报构建核心壁垒；三是场景融合加速，平台将嵌入消费、社交等生活场景以提升用户粘性。随着金融科技持续赋能，券商自营类APP将从交易工具演进为综合财富管理平台，推动行业从用户规模竞争转向服务价值竞争的新阶段。
With the rapid development of mobile internet and the continuous progress of financial technology, the self-operated APP industry of Chinese securities firms has witnessed a vigorous growth trend. According to the latest "2025 China Securities Self-operated APP Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the scale of internet finance users in China reached 740 million in 2024 and is expected to reach 760 million in 2025. Among them, the scale of securities APP users in China was 240 million in 2024 and is expected to reach 260 million in 2025. This growth trend reflects the accelerated digital transformation of the Chinese securities market and the wide application of mobile internet technology in the financial field.
In terms of the frequency of Chinese investors using self-operated APPs of securities firms in 2025, the proportion of those who open the APP several times a week is the highest, at 46.00%. This is followed by those who open it several times a day, accounting for 36.00%. Those who open it many times a day account for 12.00%. In addition, in terms of functional preferences, investment research reports and information interpretation, with a proportion of 60.00%, have become the core demand. This is followed by the self-selected stock management function and the trading order function, with proportions of 46.00% and 40.00% respectively. This indicates that Chinese investors have formed a high-frequency usage habit and a deep content dependency on self-operated APPs of securities firms. Self-operated APP platforms of securities firms should continuously optimize the real-time and professional nature of information services, strengthen personalized tools such as self-selected stock management, and enhance user stickiness and platform value.
Analysts from iiMedia Research believe that the self-operated APP industry of Chinese securities firms will present the following three major development trends. First, intelligent services will be further deepened, with AI investment advisors and big data analysis becoming standard configurations. Second, the content ecosystem will be upgraded, with video-based investment education and real-time research reports building core barriers. Third, the integration of scenarios will accelerate, with platforms embedding into consumption, social and other life scenarios to enhance user stickiness. With the continuous empowerment of financial technology, self-operated APPs of securities firms will evolve from trading tools to comprehensive wealth management platforms, driving the industry to shift from user scale competition to service value competition.

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｜赵一鸣零食店消费行为洞察及行业趋势报告（2024）

2023年中国零食集合店市场规模为809亿元，预计2027年有望达到1547亿元。其中，赵一鸣零食成为高知名度品牌，截至2024年6月，赵一鸣零食门店数量已超过6000家。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《赵一鸣零食店消费行为洞察及行业趋势报告（2024）》数据显示，商品品质好（56.6%）和商品种类多（49.2%）是消费者选择赵一鸣零食的主要原因；赵一鸣零食店的消费者在购买零食时展现出多样化的偏好，熟食特产以64.9%的购买率位居榜首，其次是调味面制品（46.5%）；此外，消费者指出赵一鸣零食店存在店内知名品牌零食较少（60.8%）和店面分布过于集中（59.4%）的问题。通过直供模式与数智化仓配体系，赵一鸣零食能够快速响应市场变化。但面对品牌扎堆的市场环境，赵一鸣零食正面临同质化竞争和价格战等多重严峻挑战，需在激烈竞争中寻找差异化定位，加强品牌建设。
The market size of China's snack aggregator stores reached RMB 80.9 billion in 2023 and is projected to reach RMB 154.7 billion by 2027. Among them, Zhao Yiming Snack has emerged as a highly recognized brand, with over 6,000 stores as of June 2024. According to the latest "Insight into Zhao Yiming's Snack Shop Consumer Behavior and Industry Trends Report (2024) " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, high-quality products (56.6%) and a diverse range of products (49.2%) are the primary reasons why consumers choose Zhao Yiming Snacks. Consumers at Zhao Yiming Snacks stores exhibit diverse preferences when purchasing snacks, with cooked food specialties topping the list at a purchase rate of 64.9%, followed by seasoned noodle products (46.5%). Additionally, consumers have pointed out issues such as a lack of well-known brand snacks in stores (60.8%) and overly concentrated store locations (59.4%) at Zhao Yiming Snacks.Through its direct supply model and digital-intelligent warehouse and distribution system, Zhao Yiming Snacks is able to respond swiftly to market changes. However, in the face of a crowded market with numerous brands, Zhao Yiming Snacks is confronted with formidable challenges such as homogenized competition and price wars. It needs to find a differentiated positioning amidst fierce competition and strengthen its brand building efforts.

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年中国高考及院校录取分数大数据分析报告

高考作为中国教育体系中连接基础教育与高等教育的关键枢纽，其报考规模、录取机制及分数线划分始终是社会各界关注的焦点。2025年，中国高考迎来历史性拐点，全国报名人数为1335万，较2024年减少7万，这是自2018年以来高考报名人数首次出现下降。艾媒咨询分析师认为，这一变化背后的驱动因素多元：既源于适龄考生数量的自然波动，也与职业教育、留学等多元升学路径的分流密切相关，高考从“唯一选择”向“重要选择”的转型趋势愈发明显。
而在录取环节，985院校作为高等教育的“金字塔尖”，其录取分数分布始终是考生与家长最关注的风向标。2025年，两类科目的985院校录取分数均呈现出“顶尖集中、梯度分明、学科差异显著”的特征。iiMedia Research（艾媒咨询）数据显示，在历史普通类本科批中，清华大学以24省675.25分的平均录取分数稳居第一，北京大学以670.54分紧随其后，上海交通大学以659.75平均分位列第三；TOP4-10依次为复旦大学（659.38分）、中国人民大学（654.83分）、南京大学（650.38分）、浙江大学（650.08分）、国防科技大学（644.50分）、北京航空航天大学（637.71分）、南开大学（635.83分）。在物理普通类本科批中，北京大学以24省平均688.00分拔得头筹，清华大学以686.29分排名第二，上海交通大学以676.46分位列第三；TOP4-10依次为复旦大学（675.58分）、中国科学技术大学（670.58分）、浙江大学（670.50分）、中国人民大学（667.50分）、南京大学（667.04分）、哈尔滨工业大学（666.67分）、北京航空航天大学（656.33分）。从数据看，学科差异尤为明显。物理类分数整体高于历史类，反映出理科方向的竞争更为激烈，顶尖院校竞争进入“分毫必争”阶段。
As a key hub connecting basic education and higher education in China's education system, the college entrance examination has always been the focus of attention from all sectors of society in terms of its application scale, admission mechanism and score line division. In 2025, China's college entrance examination will reach a historic turning point. The number of applicants nationwide will be 13.35 million, a decrease of 70,000 compared to 2024. This is the first decline in the number of applicants since 2018. Analysts from iiMedia Research believe that the driving factors behind this change are diverse: it is not only due to the natural fluctuation in the number of school-age candidates, but also closely related to the diversion of multiple college admission paths such as vocational education and studying abroad. The trend of the college entrance examination transforming from the "only choice" to the "important choice" is becoming increasingly obvious.
In the admission process, as the "top of the pyramid" of higher education, the distribution of admission scores of 985 universities has always been the most closely watched barometer for candidates and their parents. In 2025, the admission scores of 985 universities for both types of subjects will exhibit the characteristics of "concentrated top-tier, distinct gradients, and significant disciplinary differences" :iiMedia Research Data shows that in the regular undergraduate batch of history, Tsinghua University ranked first with an average score of 675.25 across 24 provinces, followed closely by Peking University with 670.54 points, and Shanghai Jiao Tong University came in third with 659.75 points. The top 4 to 10 universities are Fudan University (659.38 points), Renmin University of China (654.83 points), Nanjing University (650.38 points), Zhejiang University (650.08 points), National University of Defense Technology (644.50 points), Beihang University (637.71 points), and Nankai University (635.83 points) in sequence. In the regular undergraduate batch of physics, Peking University took the lead with an average score of 688.00 across 24 provinces. Tsinghua University ranked second with 686.29 points, and Shanghai Jiao Tong University came in third with 676.46 points. The top 4 to 10 are Fudan University (675.58 points), University of Science and Technology of China (670.58 points), Zhejiang University (670.50 points), Renmin University of China (667.50 points), Nanjing University (667.04 points), Harbin Institute of Technology (666.67 points), and Beihang University (656.33 points) in sequence. From the data, it can be seen that the differences among disciplines are particularly obvious. The overall score for physics is higher than that for history, reflecting that the competition in the science direction is more intense, and the competition among top universities has entered a stage where every penny counts.

艾媒咨询 | 2025年中国折叠屏手机行业数据与消费行为调查数据

在技术迭代与消费升级的双重驱动下，中国折叠屏手机市场呈现爆发式增长态势。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年中国折叠屏手机行业数据与消费行为调查数据》数据显示，2020-2025年中国国产折叠屏手机出货量呈现迅猛增长态势。2020年出货量仅为50.0万台，2024年出货量飙升至859.0万台，预计2025年将达到1490.3万台。未来，随着技术持续迭代、成本逐步降低及价格进一步下探，折叠屏手机有望进一步普及，出货量将持续增长。在2025年中国消费者对折叠屏手机品牌认知度中，华为以45.32%的占比在折叠屏手机品牌认知度中排名第一，远高于其他品牌。三星以31.15%的占比位居第二，小米以30.35%的占比位列第三。在2025年中国消费者购买折叠屏手机时关注方面中，占比最高的是手机电池能耗，占比达到33.69%；其次是手机质量，占比为32.62%。智能系统和外观形象也受到了较高关注，占比均为31.15%。在2025年中国消费者购买折叠屏手机的目的中，娱乐用途占比最高，达到79.46%，显示出折叠屏手机在娱乐领域的巨大吸引力。工具性用途如拍照、录像等占比为53.37%，位居第二，说明折叠屏手机在提升拍照和录像体验方面具有明显优势。艾媒咨询分析师认为，未来折叠屏手机将向 “技术平民化、体验场景化、服务生态化” 方向发展，企业需在屏幕折痕优化、续航提升及售后服务体系建设上持续发力，以推动市场渗透率进一步突破。
Driven by both technological iteration and consumption upgrade, the Chinese foldable phone market has shown an explosive growth trend. According to the latest "iiMedia Report | China's foldable phone industry data and consumer behavior survey data in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the shipment volume of domestic foldable phones in China showed a rapid growth trend from 2020 to 2025. The shipment volume was only 500,000 units in 2020, soared to 8.59 million units in 2024, and is expected to reach 14.903 million units in 2025. In the future, as technology continues to iterate, costs gradually decrease and prices further drop, foldable screen phones are expected to become more widespread and their shipment volumes will continue to grow. In the brand awareness of foldable phones among Chinese consumers in 2025, Huawei ranked first with a share of 45.32%, far exceeding other brands. Samsung ranked second with a share of 31.15%, and Xiaomi ranked third with a share of 30.35%.
Among the aspects that Chinese consumers pay attention to when purchasing foldable screen phones in 2025, the one with the highest proportion is the battery energy consumption of the phone, accounting for 33.69%. The second is the quality of mobile phones, accounting for 32.62%. Intelligent systems and appearance images have also received considerable attention, each accounting for 31.15%. Among the purposes for which Chinese consumers purchase foldable screen phones in 2025, entertainment uses account for the highest proportion, reaching 79.46%, demonstrating the huge appeal of foldable screen phones in the entertainment field. Tool uses such as taking photos and recording videos account for 53.37%, ranking second, indicating that foldable screen phones have obvious advantages in enhancing the experience of taking photos and recording videos. Analysts from iiMedia Research believe that in the future, foldable screen phones will develop in the direction of "technology popularization, experience scenario-based, and service ecosystem". Enterprises need to continuously make efforts in optimizing screen crease, improving battery life, and building after-sales service systems to further break through the market penetration rate.

艾媒咨询 | 2025年中国私域流量消费行为调查数据

私域流量指的是个人账号中所沉淀的粉丝、客户，私域流量的特点是用户可直接触达、反复利用。近年来，私域流量市场正迅速崛起，成为企业营销的核心策略，其特点是自主可控、免费复用，能够有效降低获客成本并提升用户生命周期价值。随着公域流量成本攀升和用户需求个性化，私域流量市场规模持续扩大，参与主体和运营模式日益多元化。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年中国私域流量消费行为调查数据》数据显示，内容分享平台（如小红书、微博等）以37.22%的占比位居首位，表明消费者更倾向于通过内容分享平台进入商家私域，反映出内容驱动的消费决策趋势显著。与此同时，食品饮料类商品以38.16%的占比成为最受欢迎的品类，凸显了消费者对食品饮料的强烈需求，进一步印证了该品类在私域流量运营中的重要地位。艾媒咨询分析师认为，未来，私域流量将向精细化运营、与公域流量协同发展以及工具专业化方向演进，垂直细分领域、内容电商和本地生活服务等领域蕴含巨大机会。企业需抓住趋势，制定合理策略，以在竞争中占据优势。
Private domain traffic refers to the precipitated fans and customers in the personal account, and the characteristics of private domain traffic are that users can be directly contacted and repeatedly used. In recent years, the private domain traffic market is rising rapidly and has become the core strategy of enterprise marketing, which is characterized by autonomous and controllable, free reuse, which can effectively reduce customer acquisition costs and enhance user life cycle value. With the rising cost of public domain traffic and personalized user needs, the scale of private domain traffic market continues to expand, and the participants and operating models are increasingly diversified. According to the latest "Survey data of consumption behavior of China private domain traffic in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, content sharing platforms (such as XiaoHongshu, Weibo, etc.) occupy the first place with 37.22%. It shows that consumers are more inclined to enter the private domain of merchants through content sharing platforms, reflecting the significant trend of content-driven consumption decision-making. At the same time, food and beverage products accounted for 38.16% of the most popular category, highlighting the strong demand of consumers for food and beverage, further confirming the important position of this category in the private traffic operation. Ai Media Consulting analysts believe that in the future, private domain traffic will evolve in the direction of fine operation, collaborative development with public domain traffic and tool specialization, and there are huge opportunities in the fields of vertical segmentation, content e-commerce and local life services. Enterprises need to grasp the trend and formulate reasonable strategies to take advantage of the competition.

艾媒咨询 | 2025年中国企业数字化使用行为调查数据

当前中国企业数字化呈现出良好发展态势，数字化投入持续加大，数字化基础不断夯实。超九成企业在生产经营中广泛应用信息化管理系统、电子商务、云计算等技术，不同行业各有特色，信息传输、软件和信息技术服务业企业应用水平领先，在管理、采购、销售等环节普及度高，生产、研发环节应用逐步深入。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年中国企业数字化使用行为调查数据》，已有86.19%的企业考虑并实施了数字化转型，说明数字化转型已成为企业经营规划中的重要组成部分。其中，制造业在数字化转型企业中占比最高，达到14.74%。其次是信息传输、计算机服务和软件业，占比14.32%。在企业数字化转型的主要困难中，组织层面缺乏整体规划的问题最为突出，其次是数据治理体系不完善和传统IT平台及架构带来的负担。未来，企业数字化转型的前景广阔，同时也挑战重重。随着这些挑战被克服，企业数字化转型将释放更大潜能，推动产业结构优化升级，助力中国经济在数字时代实现高质量发展 。（《艾媒咨询 |2025年中国企业数字化使用行为调查数据》完整高清PDF版共30页，可点击文章底部报告下载按钮进行报告下载）
Currently, the digitalization of Chinese enterprises is showing a favorable development trend with continuous increases in digital investment and continuous consolidation of the digital foundation. More than 90% of enterprises widely apply technologies such as information management systems, e-commerce, and cloud computing in their production and operation. Different industries have their own characteristics. Enterprises in the information transmission, software, and information technology service industries lead in the application level, with high popularity in management, procurement, sales, and other links, and the application in production and R&D links is gradually deepening. According to the latest "Survey data on digital usage behavior of Chinese enterprises in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 86.19% of enterprises have considered and implemented digital transformation, indicating that digital transformation has become an important part of enterprise operation planning. Among them, the manufacturing industry accounts for the highest proportion, reaching 14.74%, among the enterprises undergoing digital transformation. Followed by the information transmission, computer services, and software industry, accounting for 14.32%. Among the main difficulties in the digital transformation of enterprises, the lack of overall planning at the organizational level is the most prominent issue, followed by the imperfect data governance system and the burden brought by traditional IT platforms and architectures. In the future, the prospects for the digital transformation of enterprises are broad, but there are also numerous challenges. As these challenges are overcome, the digital transformation of enterprises will unleash greater potential, promote the optimization and upgrading of the industrial structure, and help China's economy achieve high-quality development in the digital era.

艾媒咨询 | 2025年中国外贸AI智能应用市场洞察分析报告

在全球经济一体化的大背景下，外贸行业竞争愈发激烈。随着人工智能（AI）技术的迅猛发展，其在各领域的应用不断深入，外贸行业也迎来了智能化变革的浪潮。AI 智能应用正逐渐渗透到外贸业务的各个环节，深刻改变着传统的贸易模式和运营方式，为外贸企业带来了新的机遇与挑战。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年中国外贸AI智能应用市场洞察分析报告》数据显示， 88.17% 的工作者已在使用 AI 相关工具或系统，表明 AI 在外贸领域的普及度极高，已然成为外贸工作的重要组成部分。同时，超六成中国工作者认可外贸 AI 在智能数据管理（客户信息、订单等）方面的功能优势，52.76% 的人认为提高数据分析、管理能力十分关键，这不仅凸显了数据管理于外贸业务的核心地位，也强烈预示着外贸行业未来对 AI 数据处理能力有着迫切需求。艾媒咨询分析师认为，AI 不仅已广泛融入外贸工作，其在数据处理与管理方面的能力更是备受关注，有望成为推动外贸行业发展、提升企业竞争力的关键力量。
Under the background of global economic integration, the competition in foreign trade industry is becoming more and more fierce. With the rapid development of artificial intelligence (AI) technology, its application in various fields continues to deepen, and the foreign trade industry has ushered in a wave of intelligent change. AI intelligent applications are gradually penetrating into all aspects of foreign trade business, profoundly changing the traditional trade mode and operation mode, and bringing new opportunities and challenges to foreign trade enterprises. According to the latest "Analysis report on China's foreign trade AI intelligent application market insight in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 88.17% of workers are already using AI-related tools or systems, indicating that AI is extremely popular in the field of foreign trade. It has become an important part of foreign trade work. At the same time, more than 60% of Chinese workers recognize the functional advantages of foreign trade AI in intelligent data management (customer information, orders, etc.), and 52.76% of them believe that it is critical to improve data analysis and management capabilities, which not only highlights the core position of data management in foreign trade business. It also strongly indicates that the foreign trade industry has an urgent need for AI data processing capabilities in the future. AI Consulting analysts believe that AI has not only been widely integrated into foreign trade work, its ability in data processing and management is more concerned, is expected to become a key force to promote the development of foreign trade industry and enhance the competitiveness of enterprises.