艾媒咨询 | 2025年中国大学生消费背景分析与消费行为调查数据

在社会经济发展与数字化浪潮的双重影响下，中国大学生消费市场呈现多元化特征。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年中国大学生消费背景分析与消费行为调查数据》数据显示，高校毕业生人数呈持续增长态势。2015年高校毕业生人数为749万人，随后逐年稳步上升，2024年增至1179万人，这表明中国大学生消费市场前景广阔。在2025年中国大学生爱好情况中，运动、健身以37.06%的占比位居榜首，显示出大学生对健康生活方式的重视；二次元和游戏分别以31.12%和27.86%的占比紧随其后，反映出新兴文化和数字娱乐在大学生中的流行。在2025年中国大学生认为产品影响个人消费的因素中，品牌知名度以47.95%的比例成为影响大学生消费的最主要因素，其次是设计（41.30%）和促销活动（37.62%），这两个因素分别位列第二和第三，说明品牌知名度、产品设计和优惠力度都是大学生考虑的重要因素。艾媒咨询分析师指出，未来大学生消费市场将呈现结构多元化、场景数字化、理念绿色化三大趋势：消费从基础生活向知识投资、情感消费拓展；直播购物等数字化场景推动消费向即时交互升级；绿色商品与二手交易等可持续模式潜力释放。企业需紧扣Z世代 “性价比+社交裂变+智能交互” 逻辑提升竞争力，高校与家庭应通过 “消费教育+信用引导” 助力理性消费观形成。
Under the dual influence of social and economic development and the digital wave, the consumer market for college students in China presents diversified characteristics. According to the latest "Analysis of the consumption background and survey data of Chinese college students in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the number of college graduates shows a continuous growth trend. In 2015, the number of college graduates was 7.49 million. Subsequently, it has steadily increased year by year, reaching 11.79 million in 2024, which indicates that the consumer market for college students in China has broad prospects. In the hobbies of Chinese college students in 2025, sports and fitness ranked first with a proportion of 37.06%, demonstrating college students' emphasis on a healthy lifestyle. The second dimension and games followed closely with proportions of 31.12% and 27.86% respectively, reflecting the popularity of emerging cultures and digital entertainment among college students. In 2025, among the factors that Chinese college students believe products affect personal consumption, brand awareness, with a proportion of 47.95%, became the most significant factor influencing college students' consumption. Next came design (41.30%) and promotional activities (37.62%), which ranked second and third respectively. It is indicated that brand awareness, product design and discount intensity are all important factors that college students consider.Analysts from iiMedia Research point out that the future college student consumption market will present three major trends: structural diversification, digitalized scenarios, and green concepts. Consumption will expand from basic living to knowledge investment and emotional consumption. Digital scenarios such as live-streaming shopping drive consumption to upgrade towards real-time interaction. The potential of sustainable models such as green goods and second-hand transactions has been unleashed. Enterprises need to closely follow the logic of Generation Z of "cost performance + social viral + intelligent interaction" to enhance their competitiveness. Universities and families should help form a rational consumption concept through "consumption education + credit guidance".

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 | 2025-2030年中国一次性卫生用品产业现状及消费者需求洞察报告

中国一次性卫生用品行业正处在高速发展的关键时期，市场呈现出蓬勃的发展态势。随着人们生活水平的提高、健康意识的增强，以及消费观念的转变，消费者对于一次性卫生用品的需求持续攀升。这一需求的转变不仅体现在产品使用频率的增加上，也对产品的品质、功能、安全性和环保性等方面提出了更为严格的要求。随着2025年央视315晚会中，卫生巾翻新黑产链的曝光，对于中国一次性卫生用品行业的质量和安全性再次引发社会的热议。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《2025-2030年中国一次性卫生用品产业现状及消费者需求洞察报告》数据显示2022年开始中国一次性卫生用品市场规模呈现上升回暖趋势，2024年中国一次性卫生用品市场规模达到1296亿元，预计2030年中国一次性卫生用品市场规模将达1713亿元。艾媒咨询分析师认为，随着人们生活水平的提高和对卫生的关注度日益增强，一次性卫生用品的消费需求呈现出持续增长的趋势。消费者对一次性卫生用品品质、功能、设计、安全性、环保性等方面都有着更为严格的标准。
The Chinese disposable hygiene products industry is currently in a period of rapid development, with the market showing a vigorous growth trend. With the improvement of people's living standards, the enhancement of health awareness, and the transformation of consumption concepts, the demand for disposable hygiene products among consumers has continued to rise. This change in demand is not only reflected in the increased frequency of product use but also in more stringent requirements for product quality, functionality, safety, and environmental friendliness. The exposure of the black production chain of refurbished sanitary napkins during the 2025 CCTV 315 Gala has once again sparked public debate on the quality and safety of the Chinese disposable hygiene products industry. According to the latest report "Report on the Current Situation and Consumer Demand of China's Disposable Hygiene Products Industry from 2025 to 2030" released by iiMedia Research, a global third-party data mining and analysis agency for the new economy, the market size of China's disposable hygiene products began to show an upward recovery trend in 2022. It is projected that the market size will reach 129.6 billion yuan in 2024 and is expected to reach 171.3 billion yuan by 2030.Analysts from iiMedia Research believe that as people's living standards improve and their attention to hygiene increases, the demand for disposable hygiene products shows a continuous growth trend. Consumers have stricter standards for the quality, functionality, design, safety and environmental friendliness of disposable hygiene products.

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 | 2024-2025年中国新生代妈妈群体触媒行为及营销趋势报告

在政策驱动和市场需求转变升级下，中国母婴消费行业市场规模不断扩大。iiMedia Research（艾媒咨询）数据显示，2024年中国母婴消费市场规模达76299亿元，预计2027年达到89149亿元。在移动互联时代，新生代妈妈触媒方式多样化，母婴类APP在她们的生活中扮演着越来越重要的角色。iiMedia Research（艾媒咨询）调研数据显示，中国新生代妈妈较常使用的APP类型中，母婴类APP占比高达66.1%，成为她们学习和分享母婴知识（77.9%用户主要目的）的首选平台。
Under the policy-driven and market demand transformation and upgrading, the market scale of China's maternal and child consumption industry has been expanding. According to iiMedia Research, China's maternal and child consumption market will reach 7,629.9 billion yuan in 2024 and is expected to reach 8,914.9 billion yuan in 2027. In the era of mobile Internet, the new generation of mothers have diversified media methods, and maternal and infant apps are playing an increasingly important role in their lives. According to iiMedia Research's survey data, among the types of apps commonly used by new generation mothers in China, maternal and infant apps account for 66.1%, becoming the first choice platform for them to learn and share maternal and infant knowledge (the main purpose of 77.9% of users).

艾媒咨询 | 2025年中国服饰产品消费行为调查数据

时尚潮流的兴起让服饰成为时尚文化的重要载体，设计师品牌层出不穷，引领着全球服饰消费趋势。近年来，随着环保意识的增强和科技的飞速发展，可持续、智能化服饰逐渐崭露头角，为行业发展注入新活力。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年中国服饰产品消费行为调查数据》数据显示，在各类服饰风格中，休闲风以 36.93% 的占比拔得头筹，成为最受消费者青睐的风格，这一数据直观地反映出消费者在日常穿着中，对舒适感的强烈追求。而在材质选择方面，棉质凭借其独特优势，以 32.06% 的占比位居榜首，清晰地展现出中国消费者对于棉质服饰的高度偏好。艾媒咨询分析师认为，未来，服饰企业将继续加大研发投入，推出更多创新产品。在款式设计上，将融合多元文化元素和时尚潮流，打造个性化、差异化的产品。在材质应用上，将更多采用环保、智能、功能性面料，提升产品品质和附加值。例如，可降解面料、智能变色面料、具有健康监测功能的面料等将逐渐应用于服饰产品中。
The rise of fashion trends makes clothing become an important carrier of fashion culture, and designer brands emerge in an endless stream, leading the global fashion consumption trend. In recent years, with the enhancement of environmental awareness and the rapid development of science and technology, sustainable and intelligent clothing has gradually emerged, injecting new vitality into the development of the industry. According to the latest Survey data of consumption behavior of Chinese clothing products in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, leisure style ranks first with 36.93% of all types of clothing styles, becoming the most favored style by consumers. This data directly reflects consumers' strong pursuit of comfort in their daily wear. In terms of material selection, cotton, with its unique advantages, ranked first with 32.06%, clearly showing the high preference of Chinese consumers for cotton clothing. Ai Media Consulting analysts believe that in the future, clothing companies will continue to increase investment in research and development and launch more innovative products. In style design, it will integrate multi-cultural elements and fashion trends to create personalized and differentiated products. In the material application, more environmentally friendly, intelligent and functional fabrics will be used to improve product quality and added value. For example, degradable fabrics, smart color-changing fabrics, and fabrics with health monitoring functions will gradually be used in clothing products.

艾媒咨询 | 2025-2026年中国下沉市场即时配送平台趋势洞察报告

下沉市场，涵盖三四线城市及以下的县镇与农村地区，是我国人口基数最大、面积最大、潜力最大的市场。在消费升级与数字化转型的双重作用下，市场进一步拓展了即时配送服务的应用场景，使之成为推动下沉市场消费活力与经济潜力释放的重要力量。各大即时配送平台纷纷布局下沉市场，即时配送服务逐渐成为下沉市场居民生活不可或缺的部分。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《2025-2026年中国下沉市场即时配送平台趋势洞察报告》数据显示2024年中国即时物流用户规模达7.99亿人，同比增长9.1%，未来随着即时物流的持续扩展，2030年用户规模预计将超10亿人。艾媒咨询分析师认为，随着居民收入和消费支出的增长，消费结构逐渐向“品质化+服务化”升级，消费者对即时配送服务的时效性和品牌力提出了更高要求。
The lower-tier market, which covers counties, towns and rural areas in third - and fourth-tier cities and below, is the market with the largest population base, the largest area and the greatest potential in China. Under the dual influence of consumption upgrade and digital transformation, the market has further expanded the application scenarios of instant delivery services, making it an important force in promoting the release of consumption vitality and economic potential in the lower-tier markets. Major instant delivery platforms are all making inroads into the lower-tier markets, and instant delivery services are gradually becoming an indispensable part of the lives of residents in these markets. According to the latest "Insight Report on Trends of Instant Delivery Platforms in China's Lower-tier Markets from 2025 to 2026" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, the scale of instant logistics users in China reached 799 million in 2024, with a year-on-year growth of 9.1%. In the future, with the continuous expansion of instant logistics, the user base is expected to exceed one billion by 2030.Analysts from iiMedia Research believe that as residents' income and consumption expenditure grow, the consumption structure is gradually upgrading towards "quality + service", and consumers have put forward higher requirements for the timeliness and brand power of instant delivery services.

艾媒咨询 | 2024年中国在线外卖平台市场发展状况与消费行为调研分析报告

随着互联网技术的飞速发展和智能手机的普及，中国在线外卖平台市场在过去几年中经历了爆炸式的增长。这一新兴行业不仅深刻改变了餐饮行业的格局，也极大地便利了消费者的日常生活。特别是在快节奏的城市生活中，外卖服务成为许多上班族和学生党的首选。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《2024年中国在线外卖平台市场发展状况与消费行为调查数据》数据显示，中国消费者整体点外卖频率较高，其中每周点5-10次（平均每天1-2次）外卖的消费者占比最高，达到32.34%。艾媒咨询分析师认为，生活节奏的加快、外卖平台的多样化选择、消费者需求的变化、技术进步的推动以及社会因素的影响等共同作用，推动了消费者点外卖频率的提升和外卖行业的快速发展。With the rapid development of Internet technology and the popularity of smartphones, China's online food delivery platform market has experienced explosive growth in the past few years. This emerging industry has not only profoundly changed the pattern of the catering industry, but also greatly facilitated the daily life of consumers. Especially in the fast-paced city life, food delivery service has become the first choice for many office workers and students. According to the latest "2024 China online food delivery platform market development status and consumer behavior survey data" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Chinese consumers as a whole order takeout more frequently. Among them, consumers who order takeout 5-10 times a week (an average of 1-2 times a day) account for the highest proportion, reaching 32.34%. Analysts from Imedia Consulting believe that the acceleration of the pace of life, the diversification of delivery platforms, changes in consumer demand, the promotion of technological progress and the impact of social factors have all contributed to the increase in the frequency of consumers ordering takeaway food and the rapid development of the takeaway industry.

艾媒咨询 | 2025年中国充电桩行业发展状况与消费者调查数据

在全球汽车产业加速向电动化转型的浪潮中，中国充电桩市场已进入高速发展与结构优化并重的新阶段。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年中国充电桩行业发展状况与消费者调查数据》显示，2024年中国公共充电桩保有量达到482.3台，预计2025年将达到654.3万台。这一增长不仅反映了新能源汽车市场的快速发展，也显示了中国在推动绿色能源转型方面的积极努力。随着新能源汽车补贴政策的实施和充电基础设施建设的加速，充电桩保有量增长速度明显加快。预计未来几年，随着技术进步和政策支持，中国公共充电桩保有量仍将保持快速增长。
在2025年中国消费者能接受的寻找充电桩时长中，占比最高的是“20-40分钟（含40分钟）”，达到54.17%；其次是“40-60分钟（含60分钟）”，占比为25.15%。此外，消费者对新能源汽车充电桩的期望中，占比最高的前三项分别为充电价格降低（36.61%）、“汽车充电宝”能普及使用（36.01%）和充电效率更高（34.08%）。整体来看，消费者能接受的寻找充电桩时长集中于1小时以内，这为充电桩网络布局与寻桩系统优化提供了明确指引。未来行业需通过加密网点覆盖、推进充电价格市场化调控、加速移动补能技术落地及升级快充设备，精准匹配用户需求。
艾媒咨询分析师认为，未来中国充电桩行业将沿“规模扩容、技术升级、布局优化、生态协同”逻辑加速演进。政策驱动下，充电设施数量将实现“三年倍增”，乡镇及农村地区实现全面覆盖，破解布局不均衡问题。技术层面，行业将朝大功率快充与双向充放电（V2G）等方向迭代，既满足用户快速补能需求，也支持电网互动。同时，行业将强化智能调度与价格市场化调控，聚焦用户对效率、成本的核心诉求，推动充电桩从孤立设施升级为智慧能源网络节点，形成“全域覆盖+高效便捷+生态联动”的发展格局，为新能源汽车市场增长筑牢支撑。
Amid the global automotive industry's accelerating shift towards electrification, China's charging pile market has entered a new stage characterized by both rapid growth and structural optimization. According to the latest report "2025 China Charging Pile Industry Development Status and Consumer Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy, the number of public charging piles in China reached 4.823 million in 2024 and is expected to reach 6.543 million in 2025. This growth not only reflects the rapid development of the new energy vehicle market but also demonstrates China's active efforts in promoting the green energy transition. With the implementation of new energy vehicle subsidy policies and the acceleration of charging infrastructure construction, the growth rate of charging pile ownership has significantly increased. It is expected that in the coming years, with technological progress and policy support, the number of public charging piles in China will continue to grow rapidly.
In terms of the acceptable time for Chinese consumers to find a charging pile in 2025, the highest proportion is "20-40 minutes (including 40 minutes)", reaching 54.17%; followed by "40-60 minutes (including 60 minutes)", accounting for 25.15%. Additionally, the top three expectations of consumers for new energy vehicle charging piles are, in order, lower charging prices (36.61%), the widespread use of "car power banks" (36.01%), and higher charging efficiency (34.08%). Overall, the acceptable time for consumers to find a charging pile is concentrated within one hour, providing clear guidance for the layout of the charging pile network and the optimization of the charging pile search system. In the future, the industry needs to increase the density of charging points, promote market-based regulation of charging prices, accelerate the implementation of mobile charging technologies, and upgrade fast-charging equipment to precisely match user demands.
Analysts from iiMedia Research believe that in the future, China's charging pile industry will accelerate its evolution along the logic of "scale expansion, technological upgrading, layout optimization, and ecological synergy". Driven by policies, the number of charging facilities will double in three years, achieving full coverage in towns and rural areas and resolving the issue of unbalanced distribution. Technologically, the industry will iterate towards high-power fast charging and bidirectional charging and discharging (V2G), meeting users' demands for rapid energy replenishment while supporting grid interaction. At the same time, the industry will strengthen intelligent dispatching and market-based regulation of prices, focusing on users' core demands for efficiency and cost, promoting the transformation of charging piles from isolated facilities to nodes of a smart energy network, and forming a development pattern of "full coverage + efficient and convenient + ecological linkage", providing a solid support for the growth of the new energy vehicle market.

艾媒咨询 | 美国广告行业生态多样性与发展状况大数据分析研究

随着社会文化变迁加速，美国广告市场呈现多元化转型特征，少数群体的声音越来越重要。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《美国广告行业生态多样性与发展状况大数据分析研究》数据显示，美国广告行业性取向分布中91%为异性恋从业者。LGBTQ+群体消费影响力持续攀升。66%消费者认同广告商应承担多元代表责任。代际认知差异显著，Z世代对节日视觉符号革新支持率达71%，千禧世代42%认可品牌在多元议题中的领导作用。消费者偏好呈现多元特征，48%黑人群体对同族代言人展现强烈好感，体型多样性代言获69%受众认可。84%非LGBT群体抵制相关广告，接受LGBT广告的消费者期待品牌能提供LGBTQ+福利。真实性成关键诉求，47%受众重视企业内部多元制度建设。艾媒咨询分析师认为，美国广告业正经历文化觉醒、代际冲突、价值重构三重变革。建议广告主构建跨代际传播策略，重点开发25-44岁核心客群；深化少数族裔代言体系，优化黑人、亚裔等群体呈现方式；建立包容性内容审核机制，平衡不同性向群体诉求。行业协会需制定多元营销标准，推动真实性评估体系建设。
As social and cultural changes accelerate and the advertising market in the United States is characterized by a pluralistic transformation, minority voices are increasingly important. According to the latest Big data analysis on ecological diversity and development of American advertising industry released by iiMedia Research, the world's leading third-party data mining and analysis institution of the new economy industry, 91% of the sexual orientation distribution in the US advertising industry is heterosexual practitioners. The consumption influence of LGBTQ+ groups continues to rise. 66% of consumers agree that advertisers should bear the responsibility of diversity representation. There is a significant difference in intergenerational cognition, with the approval rate of Generation Z for the visual symbol innovation of festivals reaching 71%, and 42% of millennials recognizing the leadership role of brands in multiple issues. Consumer preferences show diverse characteristics, 48% of black groups show a strong impression of the same ethnic spokespersons, and 69% of the audience recognizes the diversity of body types. 84% of non-LGBT people have boycotted related ads, and consumers who receive LGBT ads expect brands to offer LGBTQ+ benefits. Authenticity has become a key demand, and 47% of the audience attaches importance to the construction of multiple systems within enterprises. iiMedia Research believe that the American advertising industry is experiencing a triple change of cultural awakening, generational conflict and value reconstruction. It is suggested that advertisers should construct inter-generation communication strategies and focus on developing core customers aged 25-44. Deepen the minority endorsement system and optimize the representation of black and Asian groups; Establish an inclusive content review mechanism to balance the demands of different groups. Industry associations need to develop multiple marketing standards and promote the construction of authenticity evaluation systems.