艾媒咨询 | 2025年中国黄金市场发展状况与消费行为调查数据

随着经济持续发展与居民财富积累，黄金作为避险资产和配置工具的需求显著上升。与此同时，中国黄金市场在国际定价体系中的话语权不断增强，逐渐成为全球黄金市场的重要参与者和影响者。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年中国黄金市场发展状况及消费行为调查数据》显示，2024年中国黄金储备量达到7329万盎司，增持速度显著加快，凸显了明确的长期战略意图。尽管增长迅速，但黄金在中国外汇储备中的占比仍明显低于国际平均水平，这预示着未来仍有持续增持的空间。
中国消费者对黄金投资展现出强烈意愿，高达84.89%的受访者表示“会”通过黄金进行投资，占据绝对主流；有10.36%的消费者持“不确定”态度，仍处于观望中。从投资方式来看，金条、金币等实物黄金最受欢迎，占比41.84%；其次是黄金类股票、基金等金融产品，占比39.12%。整体而言，黄金投资在中国市场认可度极高，其中实物黄金成为消费者首选的配置方式。
艾媒咨询分析师认为，中国黄金市场未来将呈现稳健扩容、结构优化与功能深化的趋势。在避险需求与资产配置多元化驱动下，投资需求持续增长，尤其金条、金币及黄金ETF等产品将吸引更多个人和机构投资者。金饰消费趋于轻量化、文创化与场景化，更贴合年轻群体“悦己”需求。上海黄金交易所国际影响力提升，人民币黄金定价权进一步增强。同时，央行持续增储黄金，助推外汇储备结构优化，彰显黄金在国家金融安全中的战略地位。整体市场将更国际化、多元化与金融化。
With the continuous economic development and the accumulation of residents' wealth, the demand for gold as a safe-haven asset and a portfolio tool has significantly increased. At the same time, China's gold market has been gaining more influence in the international pricing system and has gradually become an important participant and influencer in the global gold market. According to the latest "Survey data on the development status and consumption behavior of China's gold market in 2025" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, China's gold reserves reached 73.29 million ounces in 2024, with the pace of increase significantly accelerating, highlighting a clear long-term strategic intention. Despite its rapid growth, the proportion of gold in China's foreign exchange reserves is still significantly lower than the international average, indicating that there is still room for continuous increase in the future.
Chinese consumers show a strong willingness to invest in gold. As many as 84.89% of respondents said they "would" invest in gold, making it the absolute mainstream choice. 10.36% of consumers remain "uncertain" and are still observing. In terms of investment methods, physical gold such as gold bars and gold coins are the most popular, accounting for 41.84%; followed by financial products like gold stocks and funds, accounting for 39.12%. Overall, gold investment enjoys a high level of recognition in the Chinese market, with physical gold being the preferred configuration method for consumers.
Analysts from iiMedia Research believe that China's gold market will present a trend of steady expansion, structural optimization, and functional deepening in the future. Driven by the demand for hedging and the diversification of asset allocation, investment demand will continue to grow, especially products such as gold bars, gold coins, and gold ETFs will attract more individual and institutional investors. Gold jewelry consumption is trending towards lightweight, cultural creativity, and scenario-based, better meeting the "self-pleasing" needs of the younger generation. The international influence of the Shanghai Gold Exchange will increase, and the pricing power of the RMB in gold will further strengthen. At the same time, the continuous increase in gold reserves by the central bank will promote the optimization of the foreign exchange reserve structure and highlight the strategic position of gold in national financial security. The overall market will become more internationalized, diversified, and financialized.

艾媒报告丨2018上半年中国金融科技专题研究报告（财富管理篇）

财富管理类金融科技产品目前呈现良好发展势头，而各类产品中，独立第三方平台推出的产品发展最为迅猛。iiMedia Research(艾媒咨询)数据显示，近三成用户未来倾向使用独立第三方企业推出的财富管理应用，为增长潜力最高的财富管理应用类型。具备服务专业化、多样化的第三方平台未来将对传统金融机构和互联网巨头财富管理产品形成冲击。

艾媒报告|2018-2019中国金融科技专题研究报告

本报告研究涉及企业/品牌包括:支付宝、财付通、Apple Pay、广发基金、平安证券、华泰证券、Betterment、理财魔方、谱蓝、NEW BANKER、诺亚财富、宜人财富、陆金所、百融金服、平安银行、度小满金融、花呗、任性贷、京东白条、任性付、苏宁金融、京东金融、蚂蚁金服、拍拍贷、融360、易鑫集团、乐信集团、点牛金融、汇付天下、维信金科、51信用卡、灿谷金服、小赢科技、品钛科技、泛华金融、360金融

2018年金融科技成为全球资本青睐的热点产业，发展进入3.0时代。数据显示，截至2018上半年，全球金融科技投资额达580亿元。金融科技在细分领域的应用也得到进一步发展，iiMedia Research(艾媒咨询)数据显示，超六成受访用户认为在使用消费金融产品后消费频率得到提升，而对移动支付产品的覆盖场景完善度表示满意的用户也超过八成。

As the data of iiMedia Research showed, over 60% of the interviewed users thought that their consumption frequency was increased after using consumer financial products. Moreover, more than 80% of the interviewed users show satisfaction for the integrity of the mobile payment products` scenario covering.

艾媒咨询 | 2025年中国投资者股票市场投资行为分析报告

股票市场作为金融市场的重要组成部分，不仅是企业融资的关键渠道，更是投资者实现财富增值的重要场所。其波动不仅反映了宏观经济的运行状况，也受到众多微观因素的影响。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年中国投资者股票市场投资行为分析报告》数据显示，在股票投资领域，中国投资者的行为和偏好呈现出鲜明特点。41.83% 的中国投资者将资金投入科技创新板/创业板，这一占比最高，彰显出他们对科技股的浓厚兴趣。同时，偏好长期投资的投资者占比达34.96% ，体现出部分投资者稳健的投资理念。而超六成投资者认为国家总体经济形势及其持续增长态势对投资决策影响最大，并且他们期望未来能加大对创新型科技板块的投资。艾媒咨询分析师认为，科技股在投资者心中占据重要地位，经济形势是投资决策的关键考量，创新型科技板块投资前景较为广阔。
As an important part of the financial market, the stock market is not only a key channel for corporate financing, but also an important place for investors to realize wealth appreciation. Its fluctuation not only reflects the running state of macro economy, but also is affected by many micro factors. According to the latest "Analysis report on investment behavior of Chinese investors in stock market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the behavior and preferences of Chinese investors in the field of stock investment show distinctive characteristics. 41.83% of Chinese investors put their money into the technology innovation Board/GEM, the highest proportion, highlighting their strong interest in technology stocks. At the same time, investors who prefer long-term investment accounted for 34.96%, reflecting the stable investment concept of some investors. More than 60% of investors believe that the country's overall economic situation and its continued growth have the greatest impact on investment decisions, and they expect to increase investment in innovative technology sectors in the future. Imedia Consulting analysts believe that technology stocks occupy an important position in the hearts of investors, the economic situation is a key consideration in investment decisions, and the investment prospects of innovative technology sectors are broad.

艾媒咨询 | 2025年中国财经新闻用户消费行为调查数据

随着数字化阅读技术的迭代升级，2025年中国财经用户关注呈现渠道移动化、内容专业化特征，聚焦实时行情分析、政策解读及投资策略，偏好短视频与数据可视化呈现形式，付费意愿向深度报告倾斜。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年中国财经新闻用户消费行为调查数据》数据显示，94.90%的用户表示会主动关注财经新闻。用户获取资讯渠道呈现移动化特征，微博/微信与抖音/快手两大社交平台占据主导地位，短视频内容传播效能显著增强。在阅读习惯方面，51.54%用户保持每周4-5次高频接触，单次阅读时长集中于4-10分钟，午间12-14点形成阅读高峰。内容需求聚焦行业经济动态，长视频以41.45%的占比成为最受青睐的呈现形式。用户互动行为呈现积极态势，51.68%受访者习惯通过点赞表达认可。付费阅读需求强劲，69.08%用户倾向为课程、讲坛等知识型产品付费，显示深度内容商业化潜力。但调研同时揭示现存问题：信息过载导致筛选成本升高，垂直领域专业度不足，以及互动功能同质化制约用户体验。艾媒咨询分析师认为，财经媒体需构建“精准推送+深度解读”双轮驱动模式，依托AI技术优化内容分发效率，强化行业专家智库建设以提升专业壁垒。同时应开发差异化付费产品矩阵，完善用户分层运营体系，并在交互设计中融入社交裂变机制，以激活平台生态活力。
With the iteration and upgrade of digital reading technology, in 2025, Chinese financial users pay attention to the characteristics of mobile channels and professional content, focusing on real-time market analysis, policy interpretation and investment strategy, preferring short video and data visualization, and paying willingness to tilt towards in-depth reports. According to the latest "China financial news user consumption behavior survey data in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 94.90% of users said they would take the initiative to pay attention to financial news. The channels for users to obtain information show the characteristics of mobile, and the two social platforms of Weibo/wechat and Douyin/Kuaishou occupy the dominant position, and the transmission efficiency of short video content has been significantly enhanced. In terms of reading habits, 51.54% users maintain 4-5 high-frequency contacts per week, and the single reading time is concentrated in 4-10 minutes, and the reading peak is formed at 12-14 o 'clock in the afternoon. Content demand focuses on the economic dynamics of the industry, and long video has become the most favored form of presentation with 41.45% of the total. User interaction showed a positive trend, and 51.68% of respondents used to express recognition through likes. The demand for paid reading is strong, and 69.08% of users tend to pay for knowledge-based products such as courses and lectures, showing the commercialization potential of in-depth content. However, the survey also revealed existing problems: information overload leading to higher screening costs, lack of expertise in vertical fields, and homogenization of interactive features restricting user experience. iiMedia Research believe that financial media need to build a two-wheel drive model of "accurate push + deep interpretation", rely on AI technology to optimize the efficiency of content distribution, and strengthen the construction of industry expert think tanks to enhance professional barriers. At the same time, a differentiated paid product matrix should be developed, a hierarchical user operation system should be improved, and a social fission mechanism should be incorporated into the interaction design to activate the ecological vitality of the platform.

艾媒咨询张毅：2018-2019中国新经济行业热点解读及趋势分析

2019新经济行业发展趋势论坛演讲PPT。
演讲主题：2018-2019中国新经济行业热点解读及趋势分析。
演讲人：艾媒咨询CEO兼首席分析师张毅

艾媒咨询 | 2024-2025年中国券商自营APP竞争格局及用户行为监测报告

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APP行业迎来了迅猛的发展态势。自2010年中国首批券商自营APP上线以来，各大券商综合发力，从业务、营销、社交等多个方面扩大市场，APP的功能已从最初的股票交易和基本行情查询，扩展到了包括融资债券交易、资讯浏览等多个方面。直至目前，券商自营APP已经成为投资者进行股票交易和投资的首选途径，是连接投资者与金融市场的重要桥梁。这一转变不仅反映了技术的进步，也体现了用户行为和市场趋势的变化。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年中国券商自营APP竞争格局及用户行为监测报告》数据显示，中国证券APP用户规模增长迅速，2024年中国证券APP用户规模为2.4亿人。随着中国证券市场的不断成熟及投资者数量的持续增多，中国证券APP用户规模仍将保持较快增长，预计2025年有望达2.6亿人。艾媒咨询分析师认为，券商通过布局智慧型网点、APP端、PC端和客服中心四种渠道，优化渠道间的交互能力和衔接打造渠道闭环，不断构建以客户为中心的综合服务平台，保证客户的线上线下体验高度一致，提高客户粘性以占领市场。
With the rapid development of mobile Internet and the continuous progress of financial technology, China's brokerage self-run APP industry has developed in a rapid trend. Since the launch of China's first batch of securities brokerage self-run apps in 2010, major securities brokerages have made comprehensive efforts to expand the market from many aspects such as business, marketing and social networking. The functions of the APP have expanded from the initial stock trading and basic market inquiries to include financing bond trading, information browsing and other aspects. Up to now, the brokerage self-run APP has become the preferred way for investors to carry out stock trading and investment, and it is an important bridge connecting investors with the financial market. This shift reflects not only advances in technology, but also changes in user behavior and market trends. According to the latest "2024-2025 The competition pattern and user behavior monitoring report of China's brokerage self-run APP" released by iiMedia Research, Data show that the scale of China's securities APP users is growing rapidly, and the scale of China's securities APP users will be 240 million in 2024. As China's securities market continues to mature and the number of investors continues to increase, the number of Chinese securities APP users will continue to maintain rapid growth, which is expected to reach 260 million in 2025. The iiMedia consulting analysts believe that through the layout of four channels, namely intelligent network, APP, PC and customer service center, brokerages optimize the interaction ability and connection among channels to create a closed-loop channel, constantly build a customer-centric comprehensive service platform, which is ensured that customers' online and offline experiences are highly consistent, and improve customer stickiness to occupy the market.

艾媒咨询 | 2025年11月全球主要行业投融资数据监测月报

2025年11月，全球投融资活跃度和金额均处于较高水平，显示出市场对投融资的持续热情和信心。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11月全球主要行业投融资数据监测月报》显示，2025年11月全球投融资金额为3381.87亿人民币，环比上升43.7%；投融资事件数量为902起，环比上升10.1%。艾媒咨询分析师认为，该月数据波动可能受多重因素影响。一是行业周期因素，如年末企业融资需求增强；二是政策推动，尤其是国家对科技创新的扶持政策进一步激发投资动力；三是市场环境改善，全球经济复苏带动整体投资活跃度上升。
In November 2025, both the global investment and financing activity and the amount were at a relatively high level, demonstrating the market's continuous enthusiasm and confidence in investment and financing. According to the latest "Global Major Industry Investment and Financing Data Monitoring Monthly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the global investment and financing amount in November 2025 was 338.187 billion RMB, a 43.7% increase compared to the previous month; the number of investment and financing events was 902, a 10.1% increase compared to the previous month. Analysts from iiMedia Research believe that the fluctuations in the data for this month may be influenced by multiple factors. Firstly, industry cycle factors, such as the increased financing needs of enterprises at the end of the year; secondly, policy promotion, especially the national support policies for technological innovation further stimulating investment momentum; thirdly, the improvement of the market environment, with the global economic recovery driving the overall investment activity to rise.

艾媒咨询|2020上半年中国移动支付行业研究报告

本报告研究涉及企业/品牌/案例：华为钱包、美团支付。

随着数字化转型的加速和移动支付技术的发展创新，移动支付逐渐成为社会主流支付模式。数据显示，2019年中国移动支付用户规模为7.33亿人，市场渗透率不断加大，预计2020年规模将达7.90亿人。在新冠疫情的影响下，中国移动支付交易规模增速明显下降，2020年第一季度交易规模为90.8万亿元，同比增速4.8%，但长期来看消费服务线上化将促进规模持续增长。iiMedia Research（艾媒咨询）数据显示，中国移动支付平台用户最常使用移动支付平台的三个场景分别为餐饮消费、小型实体店/便利店消费和电商平台网购，移动支付场景呈现细分多元化发展。在选择移动支付平台时，62.4%的用户优先考虑支付便捷性，提供高效便捷的服务成为移动支付平台发展的关键。

With the acceleration of digital transformation and the development and innovation of mobile payment technology, mobile payment has gradually become the mainstream payment mode in society. Data shows that in 2019, the scale of mobile payment users in China was 733 million, and the market penetration rate is increasing. It is expected that the scale will reach 790 million in 2020. Under the influence of the COVID-19, the growth rate of China mobile payment transaction scale has dropped significantly. In the first quarter of 2020, the transaction scale was 90.8 trillion yuan, with a year-on-year growth rate of 4.8%, but in the long run, consumption and services to online will promote continuous growth in scale. As the data of iiMedia Research showed, the three most common payment scenarios of China mobile payment platform users are catering consumption, small physical store/convenience store consumption, and online shopping on e-commerce platforms. The mobile payment scenario presents a segmented and diversified development. When choosing a mobile payment platform, 62.4% of users give priority to payment convenience. Providing efficient and convenient services has become the key to the mobile payment platforms development.

艾媒咨询 X 21世纪经济研究院 | 2023年中国移动互联网财经新闻用户行为及用户价值分析报告

艾媒咨询与21世纪经济研究院联合发布《2023年中国移动互联网财经新闻用户行为及用户价值分析报告》，结合公开信息与调研数据，洞察中国移动互联网财经新闻生产传播发展态势、解码财经新闻用户行为特征、挖掘财经新闻用户消费习惯与价值。