艾媒咨询 | 2025年中国个人网盘市场发展状况及用户行为调查数据

在数字化浪潮推动下，中国个人网盘市场发展态势与用户行为特征备受关注。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年中国个人网盘市场发展状况及用户行为调查数据》数据显示，2024年中国互联网普及率为78.6%。2024年中国互联网上网人数为110800万人。未来随着科技的不断进步和互联网不断普及，中国互联网上网人数和互联网普及率会进一步上升。在2025年中国个人网盘用户网盘使用情况中，85.05%的个人网盘用户表示正在使用网盘服务，显示出网盘在中国的普及率非常高。这显现出中国个人网盘市场的庞大用户基群。在2025年中国个人网盘用户使用网盘频率中，中度使用网盘的用户占比最高，达到50.12%，说明大多数用户每周使用网盘3次左右。这表明大部分网盘用户对网盘的使用频率较高，需求较为频繁。艾媒咨询分析师认为，未来，市场有望在技术创新与需求升级驱动下持续发展，企业需精准把握趋势，提升服务与竞争力。
Driven by the digital wave, the development trend and user behavior characteristics of the personal cloud storage market in China have attracted much attention. According to the latest "iiMedia Report | Survey data on the development status and user behavior of China's personal cloud storage market in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the Internet penetration rate in China will be 78.6% in 2024. In 2024, the number of Internet users in China was 11,08 million. In the future, with the continuous advancement of technology and the increasing popularization of the Internet, the number of Internet users and the Internet penetration rate in China will further increase. In the 2025 China Personal cloud storage user cloud storage usage situation, 85.05% of personal cloud storage users indicated that they were currently using cloud storage services, demonstrating a very high penetration rate of cloud storage in China. This reveals the huge user base of the personal cloud storage market in China. Among the frequency of cloud storage usage by individual cloud storage users in China in 2025, the proportion of users who use cloud storage moderately is the highest, reaching 50.12%, indicating that the majority of users use cloud storage about three times a week. This indicates that the majority of cloud storage users have a relatively high usage frequency and frequent demands for cloud storage. Analysts from iiMedia Research believe that in the future, the market is expected to continue to develop driven by technological innovation and upgrading demands. Enterprises need to accurately grasp the trends and enhance their services and competitiveness.

艾媒咨询 | 2025年全球及中国主题公园运行大数据及行业升级趋势报告

随着全球旅游市场回暖，全球主题公园亦得到了更好的发展和助力。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年全球及中国主题公园运行大数据及行业升级趋势报告》数据显示2024年第一季度至第三季度，中国出游人数达42.4亿人，同比增长15.30%。艾媒咨询分析师认为，随着旅游产业的复苏，中产阶级人口增加及亲子游趋势加强，中国主题公园行业亦受到正面影响。艾媒咨询分析师认为，相较于国际知名主题公园如迪士尼、环球影城等，中国大部分主题公园所涉及的产业链条短，收入结构相对单一，产品附加值较低。中国主题公园应着力开发多种商业模式，以应对未来不同的市场需求。
With the recovery of the global tourism market, the global theme parks has also been better developed and assisted. The latest "Global and China theme park operation big data and industry upgrade trends report 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from the first quarter to the third quarter of 2024, the number of Chinese travelers reached 4.24 billion people, an increase of 15.30%. Analysts from IIMedia Consulting believe that with the recovery of the tourism industry, the increase of the middle class population and the strengthening of the trend of parent-child travel, China's theme park industry has also been positively affected. Analysts from iMedia Consulting believe that compared with internationally renowned theme parks such as Disney and Universal Studios, most theme parks in China involve a short industrial chain, relatively single income structure, and low added value of products. Chinese theme parks should focus on developing a variety of business models to cope with different market demands in the future.

艾媒咨询｜2024-2025年中国协同办公行业及标杆案例研究报告

随着数字化转型和远程工作需求的推动，中国协同办公行业迅速发展，逐步发展为企业提升运营效率和团队协作方式的关键因素。在企业中通过协同办公行软件构建一套高效的服务框架，成为了企业日常运营中提升沟通效率、加强团队协作的重要工具。在行业竞争日趋激烈的环境下，中国协同办公行业不仅满足了国内企业对高效协作平台的需求，还逐渐将视野扩展到国际市场，成为全球企业服务市场的新动向。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《2024-2025年中国协同办公行业及标杆案例研究报告》数据显示，中国协同办公市场规模2023年已达330.1亿元，预计2025年规模将达414.8亿元。
艾媒咨询分析师认为，在全球化的大背景下，中国协同办公企业通过整合和应用具有中国特色的创新理念和技术优势，可以更有效地与国际企业建立合作关系，提升品牌竞争力。
Driven by digital transformation and the need for remote working, China's collaborative office industry has grown rapidly, gradually becoming a key factor for enterprises to improve operational efficiency and team collaboration. In the enterprise, a set of efficient service framework is built through collaborative office software, which has been becomed an important tool to improve communication efficiency and strengthen team cooperation in the daily operation of enterprises. In the increasingly competitive environment of the industry, China's collaborative office industry not only meets the needs of domestic enterprises for efficient collaboration platforms, but also gradually expands its vision to the international market, becoming a new trend in the global enterprise service market. According to the latest "2024-2025 China Collaborative Office Industry and Benchmarking Case Study Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the scale of China's collaborative office market has reached 33.01 billion yuan in 2023. It is expected that the scale will reach 41.48 billion yuan in 2025.
Analysts from IIMedia Consulting believe that in the context of globalization, Chinese collaborative office enterprises can more effectively establish cooperative relations with international enterprises and enhance brand competitiveness by integrating and applying innovative ideas and technological advantages with Chinese characteristics.

艾媒咨询 | 2025年中国在线考试SaaS消费者行为调查数据

在线考试 SaaS 平台，是基于软件即服务（SaaS）这一云计算服务模式搭建的平台。通过互联网，以浏览器为载体，将在线考试相关应用程序交付给终端用户。近年来，人工智能、大数据等前沿技术的融入，进一步推动平台在智能监考、精准学情分析等方面取得突破，应用场景不断拓展至职业资格认证、大规模招生考试等严肃场景。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年中国在线考试SaaS用户行为调查数据》数据显示，32.06% 的用户高频使用在线考试功能，凸显其作为平台核心功能的地位，反映出用户对在线考试这一基础且关键功能的强烈依赖，也意味着企业要持续优化该功能，确保考试流程顺畅、体验良好。而产品功能与需求匹配度以 26.84% 占比居首，直接表明用户挑选产品时，实用价值远超其他因素。这警示企业在产品研发与迭代时，需深度调研不同用户群体需求，无论是教育机构、企业还是政府部门，都要做到功能精准对接，避免功能冗余或缺失，通过精准匹配需求来提升产品竞争力与用户忠诚度。艾媒咨询分析师认为，中国市场凭借庞大教育与企业用户基数、政策支持、技术进步等优势，增长潜力巨大。尽管面临技术瓶颈、安全隐患、市场竞争等挑战，但随着智能化、个性化、跨行业融合、国际化等趋势推进，行业有望在规范中持续创新发展。
Online exam SaaS platform, is based on the software as a service (SaaS) this cloud computing service model built platform. Through the Internet, with the browser as the carrier, the online exam related applications are delivered to the end user. In recent years, the integration of cutting-edge technologies such as artificial intelligence and big data has further promoted the platform to make breakthroughs in intelligent invigilation and accurate learning analysis, and the application scenarios have been continuously expanded to serious scenarios such as professional qualification certification and large-scale enrollment exams. According to the latest "Data from the China online exam SaaS user behavior survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 32.06% of users frequently use online exam function, highlighting its status as a core function of the platform. Reflecting users' strong reliance on this fundamental and critical function of online testing, it also means that enterprises must continue to optimize this function to ensure a smooth test process and a good experience. The matching degree of product function and demand takes the first place with 26.84%, which directly indicates that when users choose products, the practical value far exceeds other factors. This warns enterprises that in product development and iteration, it is necessary to deeply investigate the needs of different user groups, whether it is educational institutions, enterprises or government departments, to achieve accurate functional docking, avoid functional redundancy or loss, and enhance product competitiveness and user loyalty by accurately matching needs. Analysts from IIMedia Consulting believe that the Chinese market has huge growth potential with its huge education and enterprise user base, policy support, technological progress and other advantages. Despite the challenges such as technical bottlenecks, security risks, and market competition, the industry is expected to continue to innovate and develop in the norms with the advancement of intelligent, personalized, cross-industry, integration, and internationalization.

艾媒咨询 | 2026-2027年中国平台经济行业发展研究报告

数字经济已成为中国经济高质量发展的核心引擎，而平台经济作为数字经济的核心载体，其通过连接供需两端、整合产业链资源、赋能实体经济的独特价值，深刻推动着实体经济数字化转型与消费模式升级。2025年，随着“十四五”规划收官与“十五五”规划启动，中国平台经济行业进入“规范与创新并重、规模与质量齐升”的关键转型期。iiMedia Research（艾媒咨询）数据显示，2024年中国平台经济市场规模约为25.2万亿元，预计2029年市场规模将达到37.3万亿元。
The digital economy has become the core engine for China's high-quality economic development. As the core carrier of the digital economy, the platform economy, with its unique value of connecting supply and demand, integrating industrial chain resources, and empowering the real economy, profoundly promotes the digital transformation of the real economy and the upgrading of consumption patterns. In 2025, with the conclusion of the 14th Five-Year Plan and the launch of the 15th Five-Year Plan, China's platform economy industry will enter a crucial transformation period characterized by equal emphasis on regulation and innovation, as well as simultaneous growth in scale and quality. iiMedia Research data shows that the market size of China's platform economy was approximately 25.2 trillion yuan in 2024, and it is expected to reach 37.3 trillion yuan by 2029.

艾媒咨询 | 2025-2029年中国锂电池行业研究报告

在全球能源结构加速转型与“双碳”目标引领的时代浪潮下，锂电池行业已成为支撑新能源产业发展的核心力量，中国锂电池行业更是凭借政策、技术和产业链等优势在全球市场中占据重要地位。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《2025-2029年中国锂电池行业研究报告》数据显示，2024年中国锂电池市场规模已达到17500亿元，同比增长25.0%，预计2029年将超过5万亿元。艾媒咨询分析师认为，在全球产业智能化与绿色化转型的浪潮下，低空经济、电动车等战略性新兴产业的蓬勃发展，正成为驱动锂电池需求爆发式增长的核心引擎。
In the era of accelerated transformation of the global energy structure and the guidance of the "dual carbon" goals, the lithium battery industry has become a core force supporting the development of the new energy industry. China's lithium battery industry has occupied an important position in the global market by virtue of its advantages in policy, technology and industrial chain. According to the latest "China lithium battery industry research report from 2025 to 2029" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, the market size of lithium batteries in China has reached 1,750 billion yuan in 2024, with a year-on-year growth of 25.0%. It is expected to exceed five trillion yuan by 2029. Analysts from iiMedia Research believe that under the global wave of industrial intelligence and green transformation, the vigorous development of strategic emerging industries such as low-altitude economy and electric vehicles is becoming the core engine driving the explosive growth of lithium battery demand.

艾媒咨询 | 2025年中国种草经济行业发展状况与消费行为调查数据

随着居民消费观念转变，品质消费、服务消费占比持续提升，消费结构不断优化，为社会消费品零售总额的持续增长注入结构性动力。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年中国种草经济行业发展状况与消费行为调查数据》显示，2015-2029年中国MCN行业市场规模呈现持续增长态势，2024年市场规模达到636亿元，预计2029年市场规模突破1000亿元。未来，行业增长趋于平稳，但整体规模仍呈扩大趋势。
在中国种草经济消费者中，61.20%对种草持理性态度，32.56%认为种草是基于他人经验的总结，而6.24%因被欺骗过而不信任种草；被种草的主要渠道中，KOL/达人/博主测评视频占比最高，为55.14%，其次是KOL/达人/博主带货推广占比48.29%，内容社区的素人分享占比45.95%，亲友推荐占比35.36%，其他买家评价吸睛占比24.30%，软文推广占比20.40%。反映出大多数中国消费者不会盲目被种草，对种草持谨慎态度；视频内容和名人效应对消费者有较大影响。
艾媒咨询分析师指出，在未来，中国种草经济将在多方面呈现显著发展态势。在消费模式上，短视频平台凭借算法推荐扩大种草覆盖，社交平台依托圈层传播深化信任链接，二者协同构建“发现-信任-转化”完整链路；在需求端，随着消费者理性意识增强，真实体验类种草内容更受青睐，Z世代对小众品牌、国潮产品的种草需求持续升温，个性化推荐成为核心诉求；技术创新贯穿始终，从AI生成虚拟种草内容提升创作效率，到大数据分析优化种草投放精准度。企业需强化内容合规建设，建立专业种草内容审核机制，杜绝虚假宣传；深耕用户价值挖掘，通过私域运营沉淀忠实粉丝群体，增强品牌认同感；加大技术应用投入，利用AI工具优化内容创作与用户画像分析，以此构建核心竞争力，在规范发展的市场环境中实现增长突破。
With the transformation of residents' consumption concepts, the proportion of quality consumption and service consumption has continued to rise, and the consumption structure has been constantly optimized, injecting structural impetus into the sustained growth of the total retail sales of consumer goods in society. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's Grass-planting Economy Industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the market size of China's MCN industry has shown a continuous growth trend from 2015 to 2029. The market size is expected to reach 63.6 billion yuan in 2024 and exceed 100 billion yuan in 2029. In the future, the growth of the industry will tend to stabilize, but the overall scale will still show an expanding trend.
Among Chinese consumers of the "grass-planting economy", 61.20% hold a rational attitude towards grass-planting, 32.56% believe that grass-planting is a summary based on others' experiences, while 6.24% do not trust grass-planting because they have been deceived. Among the main channels for being influenced, KOL/ influencer/blogger review videos account for the highest proportion at 55.14%, followed by KOL/ influencer/blogger product promotion at 48.29%, content community sharing by ordinary people at 45.95%, recommendations from friends and relatives at 35.36%, and eye-catching reviews from other buyers at 24.30%. Soft article promotion accounts for 20.40%. It reflects that the majority of Chinese consumers will not be blindly influenced and hold a cautious attitude towards it. Video content and the influence of celebrities have a significant impact on consumers.
Analysts from iiMedia Research pointed out that in the future, China's grass-planting economy will show a significant development trend in many aspects. In terms of consumption patterns, short-video platforms expand the coverage of "grass-planting" through algorithmic recommendations, while social platforms deepen trust connections by relying on circle dissemination. The two work together to build a complete chain of "discovery - trust - conversion". On the demand side, as consumers' rational awareness increases, genuine experience-based product recommendation content is more favored. The demand of Generation Z for niche brands and domestic trend products continues to rise, and personalized recommendations have become the core demand. Technological innovation runs through the entire process, from AI-generated virtual seeding content to enhance creation efficiency, to big data analysis to optimize the accuracy of seeding placement. Enterprises need to strengthen content compliance construction, establish a professional content review mechanism for product promotion, and eliminate false advertising. Deeply cultivate user value exploration, accumulate a loyal fan base through private domain operation, and enhance brand recognition. Increase investment in technology application, utilize AI tools to optimize content creation and user profiling analysis, thereby building core competitiveness and achieving growth breakthroughs in a standardized and developing market environment.

艾媒咨询 | 2025年中国鲜花市场消费行为调查数据

随着鲜花消费文化的深度渗透和产业数字化升级，中国鲜花消费市场呈现多维变革趋势。无论是在消费习惯领域、体验需求深化领域、渠道生态重构领域，鲜花市场都呈现了不一样的生机，但同质化严重、物流损耗等行业痛点仍制约市场发展。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年中国鲜花市场消费行为调查数据》数据显示，92.56%的消费者都购买过鲜花，平均一年购买鲜花次数在3-5次的消费者占比有43.28%，消费者单次平均消费多数在51-100元。消费者在购买鲜花时会着重考虑花的新鲜程度、花的价格、花的整体观感等因素。有41.42%的消费者认为鲜花能够给他们带来浪漫感。最多人喜欢的花色是粉色和红色，有80.99%的消费者送过花给别人，有56.11%的消费者认为购买鲜花能够装点环境，45.44%的消费者认为鲜花能够将他们的情感传递给别人。艾媒咨询分析师认为，在当代，扩宽鲜花销售渠道，重视鲜花包装的设计，解决鲜花价格虚高和市场秩序不稳定等问题能够有效地扩大鲜花市场。在未来，鲜花加电商也是一个火热的组合，丰富的鲜花搭配与较多的鲜花款式，丰富的促销活动等都是鲜花电商的优势所在，当然鲜花电商也会存在诸如货不对板，配送不及时，价格不透明，信息安全有隐患等问题。
With the deep penetration of flower consumption culture and industrial digital upgrading, China's flower consumption market shows a multidimensional trend of change: whether it is in the field of consumption habits, the deepening of experience demand, the field of channel ecological reconstruction, the flower market shows different vitality, but serious homogeneity, logistics loss and other industry pain points still restrict market development. According to Survey data of Chinese flower market consumption behavior in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 92.56% of consumers have bought flowers, and 43.28% of consumers buy flowers 3-5 times a year on average. The average consumption of a single consumer is mostly 51-100 yuan. When buying flowers, consumers will focus on factors such as the freshness of flowers, the price of flowers, and the overall appearance of flowers. 41.42% of consumers believe that flowers can bring them a sense of romance. The color that most people like is pink and red, 80.99% of consumers have sent to others, 56.11% of consumers think that buying flowers can decorate the environment, 45.44% of consumers think that flowers can pass their emotions to others. Ai Media Consulting analysts believe that in contemporary times, expanding flower sales channels, attaching importance to the design of flower packaging, and solving problems such as inflated flower prices and unstable market order can effectively expand the flower market. And in the future, flowers and e-commerce is also a hot combination, rich flowers with more flower styles, rich promotional activities, etc., are the advantages of flower e-commerce, of course, flowers e-commerce will also exist such as goods wrong board, delivery is not timely, prices are not transparent, information security risks and other problems.

艾媒咨询 | 2025年中国电子签名行业发展状况与用户行为调查数据

　随着电子签名技术的成熟完善，其应用场景持续拓展，广泛应用于以供应链合同签署为代表的企业服务领域，以政务审批为例的公共服务领域，以及个人事务办理等民生消费领域。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年中国电子签名行业发展状况与用户行为调查数据》数据显示，在企业端数据中，以民营主体为核心应用领域，周均使用电子签名101-500次，偏好短期服务采购，反映中小企业在数字化转型中对轻量化、灵活化电子签约工具的刚需。用户端数据显示，个人签署需求主导市场，由此催生了套餐化消费模式，46.43%用户黏性集中于2-3年使用周期。应用场景以商务合作和企业合同管理为核心，驱动数字化资产管理成为核心价值认知。腾讯电子签以29.48%市占率领先，其优势与用户最关注的操作便捷性形成正向反馈。但行业痛点集中于流程安全焦虑与效率瓶颈，制约体验升级。艾媒咨询分析师认为，需构建多层级身份核验体系强化签署全链路安全，通过AI智能模板优化签署响应速度；针对民营企业高频需求开发行业垂直解决方案，同时完善个人用户端社交化签署场景，依托头部平台生态优势拓展政企协作网络，推动电子签名向全领域可信数字化基建设施演进。
With the maturity and perfection of electronic signature technology, its application scenarios continue to expand, and it is widely used in the enterprise service field represented by supply chain contract signing, the public service field taking government affairs approval as an example, and the livelihood consumption field such as personal affairs handling. According to the latest survey Survey data of development status and user behavior of China's electronic signature industry in 2025 released by iiMedia Research, the world's leading third-party data mining and analysis institution in the new economy industry, private entities are the core application fields in the enterprise-side data, and electronic signatures are used 101-500 times a week. Preference for short-term service procurement reflects smes' need for lightweight and flexible e-contracting tools in their digital transformation. The consumer data shows that the individual signature demand dominates the market, thus giving birth to the package consumption model, and 46.43% of user stickiness is concentrated in the 2-3 year use cycle. The application scenario takes business cooperation and enterprise contract management as the core, and drives digital asset management to become the core value cognition. Tencent e-visa led the market with 29.48%, and its advantages formed a positive feedback with the convenience of operation that users were most concerned about. However, the industry's pain points focus on process safety anxiety and efficiency bottlenecks, which restrict the upgrade of experience. AI Media Consulting analysts believe that it is necessary to build a multi-level identity verification system to strengthen the signing of the full link security, and optimize the signing response speed through iiMedia Research believe that; develop industry vertical solutions for the high-frequency needs of private enterprises, while improving the social signing scene of individual clients, relying on the ecological advantages of the head platform to expand the government-enterprise collaboration network, and promote the evolution of electronic signatures to trusted digital infrastructure in the whole field.

艾媒咨询 | 2025年中国移动游戏市场消费行为调查数据

随着移动游戏产业生态的深化发展，其用户行为模式已形成多圈层渗透格局，主要覆盖以角色扮演、策略竞技为核心的内容体验领域，以社交裂变、IP联动为驱动的用户增长领域，以及UI交互优化、付费系统设计为代表的产品运营领域。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国移动游戏市场消费行为调查数据》数据显示，MOBA类游戏以38.29%的玩家覆盖率成为最受欢迎的游戏类型，用户每周投入2-5小时进行游戏的占比达52.21%，且65.19%的玩家会因喜爱IP而选择相关游戏。值得注意的是，动漫/漫画改编游戏以38.36%的偏好度占据IP题材首位，63.77%的用户认为“IP契合自身想尝试的游戏类型”是核心决策因素，同时56.32%的玩家对现有IP改编效果表示满意。在用户行为特征方面，移动游戏深度融入日常生活场景，36.28%的用户选择在饭后或睡前消遣，48.46%的玩家社交圈呈现“游戏与非游戏好友均衡分布”状态。设计偏好方面，功能性服装与实用配饰以42.97%的占比成为最受青睐的虚拟道具类型，而画质优秀（32.66%）和社交话题丰富度（38.05%）则被用户视为关键竞争优势。但调研同时揭示行业现存问题：IP改编存在还原度争议，部分玩家反映游戏内容同质化现象突出；在IP开发维度，如何平衡商业变现与用户体验仍需持续探索。艾媒咨询分析师认为，游戏厂商应聚焦三大优化方向：强化IP改编的叙事连贯性与世界观还原度，建立差异化内容矩阵；创新广告植入形式，通过有奖调研（36.28%偏好度）等激励模式提升用户接受度；深化社交系统建设，基于“社交话题与内容丰富度并重”（38.05%）的用户需求，构建多元互动场景。同时需关注玩家对实用功能（42.97%）与视觉品质（32.66%）的双重追求，推动产品体验的立体化升级。
With the deepening development of the mobile game industry ecology, its user behavior pattern has formed a multi-circle penetration pattern, mainly covering the content experience field with role playing and strategic competition as the core, the user growth field driven by social fission and IP linkage, and the product operation field represented by UI interaction optimization and payment system design. According to Survey data of consumer behavior in China's mobile game market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, MOBA games have become the most popular game type with 38.29% player coverage rate. 52.21% of users spend 2-5 hours per week playing games, and 65.19% of players choose related games because of their favorite IP. It is worth noting that animation/manga adaptation games occupy the first place in IP genre with 38.36% preference, 63.77% of users believe that "IP fits the type of game they want to try "is the core decision-making factor, and 56.32% of players are satisfied with the existing IP adaptation effect. In terms of user behavior characteristics, mobile games are deeply integrated into daily life scenes, 36.28% of users choose to play after meals or before going to bed, and 48.46% of players' social circles show a "balanced distribution of game and non-game friends". In terms of design preferences, functional clothing and practical accessories were the most popular virtual item types with 42.97%, while excellent picture quality (32.66%) and social topic richness (38.05%) were considered key competitive advantages by users. However, the survey also revealed existing problems in the industry: there is a dispute over the degree of restoration of IP adaptation, and some players reflect that the homogenization of game content is prominent; In the dimension of IP development, how to balance commercial realization and user experience still needs to be explored. Imedia Consulting analysts believe that game manufacturers should focus on three optimization directions: strengthen the narrative coherence and worldview restoration of IP adaptation, and establish a differentiated content matrix; Innovative advertising placement forms, through incentive models such as award research (36.28% preference) to improve user acceptance; Deepen the construction of social system, and build multiple interactive scenes based on the user needs of "equal emphasis on social topics and content richness" (38.05%). At the same time, it is necessary to pay attention to the players' dual pursuit of practical functions (42.97%) and visual quality (32.66%) to promote the three-dimensional upgrade of product experience.