艾媒咨询 | 2024年中国白酒行业发展状况及消费行为调研分析报告

中国白酒行业近年来经历了显著的变革与调整，不仅承载着深厚的文化内涵，也逐渐现代化和全球化。随着全球化进程的推进，白酒这一极具中国特色的酒类产品正逐步走向世界。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年中国白酒行业发展状况及消费行为调研分析报告》数据显示，在消费者了解白酒相关信息渠道调查中，电商平台（淘宝、京东等）占比最高，达到54.22%，艾媒咨询分析师认为，电商平台作为白酒销售和信息传播的重要渠道影响力日益增强，对白酒的推广和市场营销具有重要作用。中国白酒行业在传承中发展，在挑战中寻求机遇，展现出前所未有的生机与活力。Chinese liquor industry has undergone significant changes and adjustments in recent years, which not only carries profound cultural connotations, but also gradually modernizes and globalizes. With the advancement of globalization, liquor, a very Chinese characteristic wine product, is gradually going to the world. According to the latest "2024 China baijiu industry development status and consumer behavior research and analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, e-commerce platforms (Taobao, Jingdong, etc.) account for the highest proportion of consumers in the survey of baijiu related information channels. It reached 54.22%. Analysts of IIMedia Consulting believe that the influence of e-commerce platforms as an important channel for liquor sales and information dissemination is increasing, which plays an important role in the promotion and marketing of liquor.

艾媒咨询 | 2024年中国婚恋交友市场发展状况及用户行为分析报告

随着社会经济的快速发展，青年群体婚恋观念正发生改变，单身群体对婚恋对象的要求以及对婚恋社交服务的需求逐渐提高，中国婚恋社交服务行业迎来业态转型、市场需求提高、行业内部问题凸显等挑战与机遇。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年中国婚恋交友市场发展状况及用户行为分析报告》数据显示，2014至2023年间中国互联网婚恋交友行业市场规模整体呈上升趋势，从2014年26.9亿元起步，至2023年达到93.8亿元，年复合增长率约为15%。
艾媒咨询分析师认为，随着青年群体婚恋观念的改变以及互联网社交方式的多元化发展，婚恋社交服务行业已逐渐由婚恋网站转向社交APP。
With the rapid development of social economy, the concept of marriage and love of young people is changing, and the requirements of single people for marriage and love objects and the demand for marriage and love social services are gradually increasing. China's marriage and love social service industry is facing challenges and opportunities such as business transformation, market demand improvement, and prominent internal problems in the industry. According to the latest "2024 China Dating Market Development and User Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's Internet dating industry shows an overall rising trend from 2014 to 2023. Starting from 2.69 billion yuan in 2014, it will reach 9.38 billion yuan in 2023, with a compound annual growth rate of about 15%.
Analysts from iiMedia Consulting believe that with the change of the concept of marriage and love among young people and the diversified development of Internet social networking methods, the marriage and love social service industry has gradually shifted from marriage websites to social apps.

艾媒咨询｜2024-2025年中国婚恋社交服务市场研究报告

随着社会经济的快速发展，青年群体婚恋观念正发生改变，单身群体对婚恋对象的要求以及对婚恋社交服务的需求逐渐提高，中国婚恋社交服务行业迎来业态转型、市场需求提高、行业内部问题凸显等挑战与机遇。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年中国婚恋社交服务市场研究报告》数据显示，2014-2023年中国互联网婚恋交友行业市场规模呈增长态势，由26.9亿元增至93.8亿元。2024年，超半数消费者对相亲呈积极态度，其倾向于通过亲友介绍（45.2%）、线上结识（42.1%）、发展老同学老朋友（41.8%）等方式找寻婚恋对象，四成以上消费者对婚恋平台表示担忧，主要担忧方面为婚恋对象信息虚假、营销套路、隐私泄露等，分别占比42.0%、41.6%、41.3%。随着青年群体婚恋观念的改变以及互联网社交方式的多元化发展，婚恋社交服务行业已逐渐由婚恋网站转向社交APP，行业呈现去中心化趋势。未来，行业将拓宽服务渠道与服务方式，逐步建立起行业规范与监管体系。
With the rapid development of social economy, the concept of marriage and love of young people is changing, and the requirements of single people for marriage and love objects and the demand for marriage and love social services are gradually increasing. China's marriage and love social service industry is facing challenges and opportunities such as business transformation, market demand improvement, and prominent internal problems in the industry. According to the latest Research Report on the Development of China marriage social services market research report from 2024 to 2025 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the market size of China's Internet dating industry showed a growing trend in2014-2023, from 2.69 billion yuan to 9.38 billion yuan. In 2024, more than half of the consumers have a positive attitude toward dating, and they tend to find marriage partners through relatives and friends (45.2%), online acquaintances (42.1%), old classmates and old friends (41.8%), etc. More than 40% of the consumers are worried about marriage platforms, and the main concerns are false information about marriage partners, marketing methods, and privacy disclosure. They accounted for 42.0%, 41.6% and 41.3% respectively. With the change of the concept of marriage and love of young people and the diversified development of Internet social networking methods, the marriage and love social service industry has gradually shifted from marriage and love websites to social apps, and the industry shows a trend of decentralization. In the future, the industry will broaden the service channels and service methods, and gradually establish the industry norms and supervision system.

艾媒咨询 | 2024年中国00后暑假文娱活动分析报告

随着暑假的到来，文娱行业迎来了消费的高峰期，各类线上线下文娱活动备受欢迎，对于00后群体，他们成长于物质条件相对富足的年代，在暑假中对精神娱乐需求旺盛，悦己消费意愿更强。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00后暑假文娱活动分析报告》数据显示，中国居民在教育、文化和娱乐领域的消费支出比例波动明显，2023年教育、文化和娱乐领域的消费支出比例达到10.8%。
艾媒咨询分析师认为，00后更倾向于参与多样化的文娱活动，包括看电影/电视剧/综艺、听音乐、打游戏、看短视频、刷社交软件/社交论坛和看动漫等，消费意愿较强。
With the arrival of the summer vacation, the entertainment industry has ushered in the peak of consumption, and all kinds of online and offline entertainment activities are very popular. For the post-00s, they grew up in the era of relatively rich material conditions, and have strong demand for spiritual entertainment during the summer vacation, and are more willing to enjoy themselves. According to the latest "Analysis Report on China's post-00s Summer Recreational Activities in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the proportion of Chinese residents' consumption expenditure in the fields of education, culture and entertainment fluctuates significantly. In 2023, the proportion of consumer spending in the fields of education, culture and entertainment will reach 10.8%.
Analysts from iiMedia Consulting believe that the post-00s are more inclined to participate in diversified recreational activities, including watching movies/TV series/variety shows, listening to music, playing games, seeing short videos, browsing social software/social forums and watching animation,etc.,and have a strong willingness to consume.

艾媒咨询 | 2025年中国线下KTV市场消费行为调查数据

随着线下娱乐业态的加速升级，KTV消费场景呈现多元化发展趋势，主要覆盖以智能点歌系统、沉浸式体验设备为代表的技术革新领域，以生日派对、企业团建为核心的社交聚会领域，以及结合餐饮定制、主题包厢等增值服务的复合消费领域。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年中国线下KTV市场消费行为调查数据》数据显示，56.34%的消费者选择线下KTV作为主要娱乐方式。在消费频率上，48.60%的消费者选择“偶尔”前往，而月均消费2-3次的群体占比达54.17%，反映出中低频次仍是主流。社交属性显著影响用户行为，51.81%的消费者偏好与朋友同行，6-10人规模的聚会占比最高（43.47%），显示其作为群体社交场景的核心地位。从消费偏好来看，44.86%的消费者选择2-3小时的黄金消费时长，单次消费集中在101-300元区间。曲库选择呈现代际特征，流行歌曲和90年代经典构成核心歌单，折射出消费者怀旧与潮流并存的消费心理。尽管41.25%的消费者将KTV作为娱乐放松的首选，但行业仍面临挑战。48.28%的消费者因“新兴娱乐方式增多”分流需求，同时40.42%的用户指出隔音效果差是最大痛点。硬件设施与环境优化成为首要改进方向。艾媒咨询分析师认为，行业需重点强化差异化竞争力：通过升级沉浸式音响设备、优化空间隔音设计提升体验，同时开发主题包厢、餐饮融合等增值服务以增强用户粘性。此外，针对年轻群体偏好灵活匹配时段定价策略，结合智能点歌系统优化歌单推荐算法，或将成为线下KTV突围新兴娱乐业态竞争的关键路径。
With the accelerated upgrading of offline entertainment formats, KTV consumption scenes show a diversified development trend, mainly covering the field of technological innovation represented by intelligent song on-demand systems and immersive experience equipment, the social gathering field with birthday parties and enterprise group construction as the core, and the composite consumption field combining value-added services such as catering customization and theme boxes. According to the latest "Survey data of consumer behavior in China's offline KTV market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 56.34% of consumers choose offline KTV as their main entertainment mode. In terms of consumption frequency, 48.60% of consumers choose to go "occasionally", while the group that consumes 2-3 times per month accounts for 54.17%, reflecting that the medium and low frequency is still the mainstream. Social attributes significantly affect user behavior, 51.81% of consumers prefer to walk with friends, and 6-10 people scale parties account for the highest proportion (43.47%), showing its core status as a group social scene. From the perspective of consumption preference, 44.86% of consumers choose 2-3 hours of gold consumption time, and a single consumption is concentrated in the 101-300 yuan range. The selection of the music library presents the characteristics of generations, and the popular songs and the classics of the 1990s constitute the core playlist, reflecting the consumer psychology of nostalgia and trend. Although 41.25% of consumers regard KTV as their first choice for entertainment and relaxation, the industry still faces challenges. 48.28% of consumers due to the "increase in emerging entertainment" diversion demand, while 40.42% of users pointed out that the poor sound insulation effect is the biggest pain point. Hardware facilities and environment optimization become the primary improvement direction. iiMedia Research believe that the industry needs to focus on strengthening the competitiveness of differentiation: by upgrading immersive audio equipment, optimizing space sound insulation design to enhance the experience, while developing value-added services such as theme boxes and catering integration to enhance user stickiness. In addition, for the young group preference flexible matching time pricing strategy, combined with the intelligent song request system to optimize the song list recommendation algorithm, or will become the key path for offline KTV to break through the emerging entertainment industry competition.

艾媒咨询 | 2025年中国音乐行业市场消费行为调查数据

随着智能算法推荐与多终端协同技术的深度融合，音乐应用生态呈现多维渗透态势，显著覆盖以流行乐、国风音乐为主的个性化内容消费领域，以通勤健身、睡前助眠为代表的场景化体验领域，以及云Live互动、社交共享等创新娱乐领域。在技术驱动下，音乐产业正构建起“内容+场景+社交”的三维价值体系。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年中国音乐行业市场消费行为调查数据》数据显示，现代音乐（含流行音乐）以63.27%的偏好占比领跑用户音乐类型选择，反映出大众对主流文化内容的高接受度。终端设备数据显示，手机以49.24%的绝对优势主导用户入口，QQ音乐则以35.90%的活跃占比稳居平台竞争榜首。值得注意的是，社交功能使用率达71.80%，其中52.12%的用户倾向与好友共享音乐内容，体现“音乐+社交”模式的强大吸引力。付费领域呈现两极分化，49.65%用户选择“偶尔付费”，而音质升级（31.10%）与云Live演出（满意度70.70%）成为主要付费驱动力。但行业仍存显著痛点：短视频板块因内容同质化遭遇29.58%用户负面评价，付费意愿受限于免费资源充足性（38.16%）与价格敏感度（30.34%），云Live则面临画质延迟（43.81%）、互动单一（34.69%）等技术体验瓶颈。艾媒咨询分析师认为，平台需强化差异化内容供给，通过AI音效优化与XR技术升级重塑沉浸式体验，同时构建阶梯式付费体系与社交激励机制，在保障基础服务普惠性的同时深挖垂直场景商业价值。
With the deep integration of intelligent algorithm recommendation and multi-terminal collaborative technology, the music application ecology presents a multidimensional penetration trend, significantly covering the personalized content consumption field dominated by pop music and Chinese music, the scene experience field represented by commuting fitness and bedtime sleep, and the innovative entertainment field such as cloud Live interaction and social sharing. Driven by technology, the music industry is building a three-dimensional value system of "content + scene + social". According to the latest "Survey data of Chinese music industry market consumption behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, modern music (including pop music) leads the user's music type choice with 63.27% preference. It reflects the high acceptance of mainstream cultural content by the public. Terminal device data show that mobile phones dominated the user entrance with an absolute advantage of 49.24%, and QQ music ranked first in the platform competition with an active proportion of 35.90%. It is worth noting that the usage rate of social functions reached 71.80%, of which 52.12% of users tend to share music content with friends, reflecting the strong appeal of the "music + social" model. The payment space is polarized, with 49.65% of users choosing to "pay occasionally", while audio quality upgrades (31.10%) and Cloud Live shows (70.70% satisfaction) are the main payment drivers. However, the industry still has significant pain points: the short video sector suffered 29.58% negative comments from users due to content homogenization, the willingness to pay was limited by the adequacy of free resources (38.16%) and price sensitivity (30.34%), and Cloud Live faced technical experience bottlenecks such as picture quality delay (43.81%) and single interaction (34.69%). Analysts from Imedia Consulting believe that the platform needs to strengthen the supply of differentiated content, reshape the immersive experience through AI sound optimization and XR technology upgrade, and build a stepped payment system and social incentive mechanism, so as to deeply dig the business value of vertical scenes while ensuring the inclusiveness of basic services.

艾媒咨询 | 2025年中国托育行业消费行为调查数据

在全球范围内，0-3岁婴幼儿的托育服务已成为各个国家或地区高度重视的家庭政策议题， 并被上升为公共服务体系建设的一部分。随着中国实施“三孩生育政策”，对婴幼儿托育行业的需求正在不断增加，更多家长会考虑将孩子送到托育机构。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年中国托育行业消费行为调查数据》数据显示，居住地附近缺乏合适的玩伴或教育环境的需求以39.29%的占比位居首位，凸显了家长对儿童成长环境的高度关注。与此同时，让孩子提前适应集体生活和通过早期教育开发孩子能力的需求均以35.71%的占比并列第二，反映出家长对孩子社交能力培养和早期智力发展的同等重视。在托育机构选择方面，社区托育机构以45.54%的占比成为家长的首选，体现了他们对便捷性和社区归属感的偏好；公办托育机构则以43.08%的占比紧随其后，进一步印证了家长对公办机构专业性和规范性的信任与青睐。艾媒咨询分析师认为，家长对儿童早期教育和社交能力培养的重视推动了托育需求的增长，同时政策支持和社会资本的涌入也为市场注入了活力。然而，托育市场仍面临着服务质量参差不齐、师资力量不足等挑战。未来，随着标准化建设和科技赋能，托育市场将朝着更专业、更智能、更普惠的方向发展，成为解决家庭育儿难题的重要支撑。
Worldwide, the childcare service for infants and young children aged 0-3 has become a highly valued family policy issue in various countries or regions, and has been elevated as a part of the construction of public service system. With the implementation of the "three-child policy" in China, the demand for infant and child care industry is increasing, and more parents will consider sending their children to care institutions. According to the latest “Survey data of consumption behavior of China's childcare industry in 2025” released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the demand for lack of suitable playmates or educational environment near the place of residence ranks first with 39.29%. It highlights the high concern of parents to the environment of children's growth. At the same time, the demand for allowing children to adapt to collective life in advance and developing children's abilities through early education both took the second place with 35.71%, reflecting the equal importance parents attach to the cultivation of children's social skills and early intellectual development. In terms of the choice of childcare institutions, 45.54% of parents chose community childcare institutions as their first choice, reflecting their preference for convenience and community belonging; Public childcare institutions followed with 43.08%, further confirming parents' trust and favor in the professionalism and standardization of public institutions. Analysts at IIMedia Research believe that parents' emphasis on early childhood education and social skills training has promoted the growth of childcare demand, while policy support and the influx of social capital have also injected vitality into the market. However, the childcare market still faces challenges such as uneven service quality and insufficient teachers. In the future, with the construction of standardization and the empowerment of science and technology, the childcare market will develop in a more professional, smarter and more inclusive direction, and become an important support for solving family childcare problems.

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.

艾媒咨询 | 2025年中国短视频/直播市场消费行为调查数据

随着短视频与直播技术的深度渗透，其用户生态呈现多维演进特征，逐步形成以高频互动观看、沉浸式消费场景为核心的数字化生活方式，以内容精准匹配算法为支撑的个性化体验体系，以及虚实交互、跨界融合为特点的产业生态变革。同时基于区块链的内容确权机制与跨平台数据互通架构正重塑短视频/直播机构运作范式，构建起覆盖数字娱乐、社交消费、产业服务的全链路生态闭环。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年中国短视频/直播市场消费行为调查数据》数据显示，短视频/直播内容已成为中国用户日常高频接触场景，其中69.57%的短视频/直播用户为长期活跃观看群体。短视频/直播用户日均观看频次集中分布于4-5次区间，占比达43.82%，且53.19%的短视频/直播用户维持与上年持平的观看习惯，显示出用户黏性持续强化。
从消费生态看，79.32%的短视频/直播用户在平台产生消费行为，其中购物类消费以51.80%的占比主导用户支出结构，短视频/直播用户每月5%-10%的可支配收入投入该领域。平台选择偏好呈现头部集中化特征，抖音以39.40%的占比稳居短视频/直播用户首选平台，其构建的“内容+消费”闭环模式推动“购买便利性”以39.56%占比成为核心消费驱动力。内容生态方面，生活类垂类以36.54%的偏好度占据内容消费榜首，短视频/直播用户主动分享行为占比达32.12%，形成社交裂变传播效应。在平台满意度维度，内容质量指标以33.29%的五星好评率居首，但短视频/直播用户同时反馈存在算法推荐同质化、虚拟交互功能适配性不足等问题。艾媒咨询分析师认为，短视频/直播平台需强化垂直领域内容创新，优化虚实融合技术应用场景，同时完善消费链路中的售后保障机制。建议短视频/直播机构深化区块链确权技术应用，通过跨平台数据互通提升内容分发效率，并建立短视频/直播用户消费偏好动态追踪系统以增强商业转化精准度。
With the deep penetration of short-video and live-streaming technologies, their user ecosystem has shown multi-dimensional evolution characteristics, gradually forming a digital lifestyle centered on high-frequency interactive viewing and immersive consumption scenarios, a personalized experience system supported by content-precise matching algorithms, and an industrial ecosystem transformation characterized by virtual-real interaction and cross-border integration. At the same time, the content rights confirmation mechanism based on blockchain and the cross-platform data intercommunication architecture are reshaping the operation model of short-video and live-streaming institutions, building a full-chain ecological closed loop covering digital entertainment, social consumption, and industrial services. According to the latest "Survey data of consumer behavior in China's short video/live streaming market in 2025" released by iiMedia Research,a global third-party data mining and analysis institution for new economy industries, short-video/live-streaming content has become a daily high-frequency contact scene for Chinese users, among which 69.57% of short-video/live-streaming users are long-term active viewing groups. The daily viewing frequency of short-video/live-streaming users is concentrated in the 4-5 times range, accounting for 43.82%, and 53.19% of short-video/live-streaming users maintain the same viewing habits as the previous year, indicating a continuous strengthening of user stickiness.
From the perspective of the consumption ecosystem, 79.32% of short-video/live-streaming users have consumption behaviors on the platform, among which shopping consumption accounts for 51.80% of the user expenditure structure, and short-video/live-streaming users invest 5%-10% of their disposable income in this field each month. Platform selection preferences show a top-concentration feature, with Douyin holding a 39.40% share as the preferred platform for short-video/live-streaming users. The "content + consumption" closed-loop model it has built has made "purchase convenience" the core consumption driver with a 39.56% share. In terms of content ecology, the life category has a 36.54% preference rate and ranks first in content consumption, and the active sharing behavior of short-video/live-streaming users accounts for 32.12%, forming a social viral spread effect. In the dimension of platform satisfaction, the content quality indicator has the highest five-star approval rate of 33.29%, but short-video/live-streaming users also feedback that there are problems such as homogenization of algorithm recommendations and insufficient adaptability of virtual interaction functions. Analysts from iiMedia Research believe that short-video/live-streaming platforms need to strengthen content innovation in vertical fields, optimize the application scenarios of virtual-real integration technology, and at the same time improve the after-sales guarantee mechanism in the consumption chain. It is suggested that short-video and live-streaming institutions deepen the application of blockchain rights confirmation technology, improve the efficiency of content distribution through cross-platform data intercommunication, and establish a dynamic tracking system for short-video/live-streaming user consumption preferences to enhance the accuracy of commercial conversion.

艾媒咨询 | 2025年中国互联网医疗行业消费行为调查数据

随着互联网医疗服务的深度融合创新，其应用场景持续拓展深化，广泛应用于以在线问诊、慢性病管理为代表的基础医疗领域，以健康咨询、药品配送为核心的便民服务领域，以及AI辅助诊断、远程多学科会诊等技术赋能领域。同时，用户需求驱动服务形态升级，覆盖从以智能预检分诊为主的诊前准备阶段，到以电子病历共享为核心的诊中协作阶段，再到以个性化康复指导为特色的诊后管理全流程。在技术支撑层面，5G+医疗、区块链电子处方等创新应用正重构医疗服务体系，形成线上线下协同发展的新型医疗生态。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年中国互联网医疗行业消费行为调查数据》数据显示，89.77%的受访者都体验过互联网医疗服务，每周使用一次的互联网医疗用户占比达到50.77%，消费者大多通过社交媒体广告接触到互联网医疗，在消费者中有46.91%的人选择了健康管理服务。在互联网医疗用户选择的医疗平台中，丁香医生平台无论是在使用量还是评分上都位居榜首，但互联网医疗用户在使用这些在线医疗平台时也会有顾虑，比如医学信息真假难辨等问题。艾媒咨询分析师认为，政府应与相关平台负责人合作，共同落实完善在线医疗平台的法律法规和各种制度，了解互联网医疗用户使用在线医疗平台的痛点并针对性改善，探索更多互联网医疗用户的使用需求并满足，才能使这个新兴的市场逐步扩大。
With the deep integration and innovation of Internet medical services, its application scenarios continue to expand and deepen, and it is widely used in the basic medical field represented by online consultation and chronic disease management, the convenient service field with health consultation and drug distribution as the core, and the technology enabling field such as AI-assisted diagnosis and remote multidisciplinary consultation. At the same time, user demand drives the upgrading of service forms, covering the whole process from the pre-diagnosis preparation stage based on intelligent pre-examination and triage, to the consultation collaboration stage based on electronic medical record sharing, and then to the post-diagnosis management featuring personalized rehabilitation guidance. At the technical support level, innovative applications such as 5G+ medical treatment and blockchain electronic prescription are reconstructing the medical service system, forming a new medical ecology with coordinated development online and offline. According to the latest survey Data of China's Internet Medical Industry Consumption Behavior in 2025 released by iiMedia Research, Survey data of consumer behavior in China's internet medical industry in 2025, 89.77% of the respondents have experienced Internet medical services. The proportion of Internet medical users who use it once a week reaches 50.77%. Consumers are mostly exposed to Internet medical through social media advertisements, and 46.91% of them choose health management services. Among the medical platforms selected by Internet medical users, Lilac Doctor platform ranks first in terms of usage and score, but Internet medical users also have concerns when using these online medical platforms, such as the difficulty in distinguishing between true and false medical information. Imedia Consulting analysts believe that the government should cooperate with the relevant platform leaders to jointly implement and improve the laws and regulations and various systems of online medical platforms, understand the pain points of Internet medical users using online medical platforms and make targeted improvements, explore and meet the use needs of more Internet medical users, in order to gradually expand this emerging market.