全球领先的新经济产业第三方数据挖掘与分析机构
关于“声音社交”的报告
艾媒咨询|2020-2021年中国在线音频行业研究报告
本报告研究涉及企业/品牌/案例：云听，荔枝，蜻蜓FM，喜马拉雅，懒人听书，中文在线，掌阅，阅文听书，果麦文化，讯飞配音，Clubhouse，Tiya
经过多年发展，中国在线音频行业覆盖用户规模不断扩大。且基于音频的伴随性特点，在线音频平台覆盖的中高收入和年长用户群体较多。iiMedia Research(艾媒咨询)数据显示，中国在线音频40岁以上用户占比11.9%，月收入在10000以上的用户比例也达到27.5%。面对该部分人群，在线音频平台需要输出更多优质内容，用户方面，目前超九成受访在线音频用户也表示有必要提升目前音频平台栏目的内容质量。面对用户诉求，现阶段主流在线音频平台积极推出优质栏目和科教文化内容，同时延伸其他载体渠道的经典IP，让用户能够在音频渠道接触更多优质内容。
After years of development, China online audio industry covers a growing number of users. Based on the accompanying characteristics of audio, online audio platform covers more high-income and elderly users. As the data of iiMedia Research showed, 11.9% of China online audio users are over 40 years old, and 27.5% of the users have monthly income of more than 10000. For these users, the online audio platform needs to produce more high-quality content. In terms of users, more than 90% of the online audio users interviewed also said that it is necessary to improve the content quality of the current audio platform columns. In the face of user demands, the mainstream online audio platform at this stage actively promotes high-quality columns and scientific, educational and cultural content, and extends the classic IP of other carrier channels, so that users can contact more high-quality content in the audio channel.-
艾媒咨询|2021上半年中国移动社交行业研究报告
本报告研究涉及企业/品牌/案例：爱聊，陌陌，探探，Soul，派派
iiMedia Research(艾媒咨询)数据显示，2020年中国移动社交用户规模已然达到9.24亿人，预计2022年中国移动社交用户整体突破10亿人。随着5G时代的来临，在原有用户基础上，中国移动社交平台产品的创新将进一步释放社交价值。其次，随着政策推动和大众对社交效率的要求越趋提升，真人社交需求得到激发。真人社交能帮助用户解除移动社交身份顾虑，同时助推婚恋等社交需求效率。iiMedia Research(艾媒咨询)数据显示，66.6%的受访者表示会优先选择有完备实名制认证流程的平台。艾媒咨询分析师认为，真人社交能让用户拥有更良好的移动社交安全感，所以更受用户青睐。此外，在满足用户当下、实时社交需求的同时，移动社交平台将加入更多差异化、个性化功能到产品中，提高用户留存度、形成产品核心竞争功能和优势。移动社交平台将从“发现新关系的工具”转变为用户选择在其载体上进行深入交流的社交平台。
As to the data of iiMedia Research, the number of China's mobile social users has reached 924 million in 2020, and it is estimated that the total number of China's mobile social users will exceed 1 billion in 2022. With the advent of 5g era, the innovation of China mobile social platform products will further release social value based on the original users. Secondly, with the promotion of policy and the increasing demand of the public for social efficiency, the demand for real social interaction has been stimulated. Real person social networking can help users relieve their concerns about mobile social identity, and boost the efficiency of social needs such as marriage and love. As to the data of iiMedia Research, 66.6% of the respondents said that they would give priority to the platform with complete real name certification process. The consulting analyst of iiMedia Research believes that real social can make users have a better sense of mobile social security, so it is more popular with users. In addition, while meeting the current and real-time social needs of users, mobile social platform will add more differentiated and personalized functions to the products, improve the retention of users, and form the core competitive function and advantages of products. Mobile social platform will change from "tools for discovering new relationships" to social platforms where users choose to communicate deeply on their carriers. -
艾媒咨询|2020-2021年中国移动社交行业研究报告
本报告研究涉及企业/品牌/案例：探探。
其他企业/品牌：微信，QQ，微博，陌陌，百度贴吧，知乎，腾讯，Before，避风，有噗。
随着图片社交、声音社交、视频社交等产品形态的创新以及革新，移动社交市场将保持稳健发展态势，iiMedia Research（艾媒咨询）数据显示，2020年中国移动社交用户规模突破9亿人，较2019年增长7.1%。短视频与直播行业的火爆，使得人们交流的方式已从单纯的文字聊天，到图片分享，再到语音沟通，最后到用视频社交的转变。iiMedia Research （艾媒咨询）数据显示，受访移动社交用户交流方式中文字聊天占比约七成，仍为主流交流方式。在倾向交流方式调查中，12.5%受访用户表示倾向使用视频方式，倾向占比超过实际使用占比，用户对视频交流占比提升意愿明显。5G 网络带来的高质量、低延迟特性，势必会大大提升移动社交的产品体验和以及玩法的升级，而 AI 技术使得不同的社交模式具有可行性。未来，随着 5G + AI 技术的持续创新，社交产品场景将更加丰富和新颖，有望重塑用户的社交行为链条。
With the innovation and innovation of product forms such as image socialization, voice socialization, and video socialization, the mobile social market will maintain a steady development trend. As the data of iiMedia Research showed, the scale of mobile social users in China is exceed 900 million in 2020 which is an increase of 7.1% from 2019. The popularity of the short video and live broadcast industry has transformed the way people communicate from simple text chat, to picture sharing, to voice communication, and finally to video social interaction. As the data of iiMedia Research showed, text chat accounts for about 70% of the interviewed mobile social users' communication methods, which is still the mainstream communication method. In the survey on communication methods, 12.5% of the interviewed users indicated that they would prefer to use video methods, and the proportion of inclination exceeds the proportion of actual use, and users are obviously willing to increase the proportion of video communication. The high-quality, low-latency features brought by 5G networks will inevitably greatly enhance the product experience and gameplay upgrades of mobile social networking, and AI technology makes different social models feasible. In the future, with the continuous innovation of 5G + AI technology, social product scenarios will be richer and more novel, which is expected to reshape users' social behavior chain. -
艾媒报告 |2019年中国移动社交行业研究报告
本报告研究涉及企业/品牌包括:QQ、微博、人人网、陌陌、微信、抖音、快手、探探、一直播、多闪、聊天室、QQ空间、百度贴吧、知乎、豆瓣、脉脉、超级课程表、Soul、小红书、抖音
iiMedia Research(艾媒咨询)数据显示， 2018年12月，微信月活用户数10.2亿，QQ月活用户数6.5亿，微博月活用户数3.2亿，三者仍是市场主流应用。艾媒咨询分析师认为，随着技术发生变革，社交产品结合视频发展将成为行业大趋势。未来能够抓住技术变革契机，在社交+视频方面有突出表现的社交产品将对移动社交头部产品形成较大冲击。
According to iiMedia Research data, in December 2018, Wechat had 1.0 billion monthly active users, 645 million QQ monthly active users and 320 million Weibo monthly active users, which are still the mainstream applications in the market. iiMedia consultancy analysts believe that with technological changes, social products combined with video development will become a major trend in the industry. In the future, social products that can seize the opportunity of technological change and have outstanding performance in social + video will have a great impact on mobile social head products. -
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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. -
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艾媒咨询 | 2025年中国有声书市场消费行为调查数据
随着智能音频技术的持续升级，中国有声书行业已形成立体化生态体系，在用户体验领域、平台运营领域、内容消费领域形成多元化消费模式。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年中国有声书市场消费行为调查数据》数据显示，中国有声书用户呈现高频次、场景化、情感化的消费特征。用户内容消费呈现经典与多元并存趋势，名著以38.56%的偏好度占据内容选择首位，都市小说（35.37%）、文哲经典（32.45%）及悬疑探案（32.18%）构成主流类型。36.44%的用户将“调整情绪”列为首要收听目的，凸显有声书作为情感陪伴载体的社会价值。市场格局方面，喜马拉雅以30.98%的平台使用率保持领先，其核心竞争力源于40.29%用户认可的“书籍种类丰富”优势。但用户对平台改进需求同样显著，“丰富种类”“提升内容质量”“开发同步阅读功能”“构建个性化播放列表”都是用户希望平台能改进的。艾媒咨询分析师认为，行业需着力优化内容生产机制，强化经典IP有声化改编与原创内容开发双轨并行策略，通过AI推荐算法提升用户匹配精准度。建议平台建立创作者孵化体系，完善多设备端场景适配技术，同时探索“视听同步+社群互动”的创新服务模式，以满足用户对内容深度与体验升级的持续期待。
With the continuous upgrading of intelligent audio technology, China's audio book industry has formed a three-dimensional ecosystem, and formed a diversified consumption model in the field of user experience, platform operation, and content consumption. According to the latest Consumer behavior survey data of China audiobook market in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Chinese audiobook users show high frequency, scene and emotional consumption characteristics. The content consumption of users showed a trend of coexistence of classics and diversity, with classics occupying the first place with 38.56% preference, and urban novels (35.37%), literary and philosophical classics (32.45%) and suspense and investigation (32.18%) constituted the mainstream types. 36.44% of users listed "adjusting emotions" as the primary purpose of listening, highlighting the social value of audio books as emotional companions. In terms of market pattern, Himalaya maintains the lead with 30.98% platform utilization rate, and its core competitiveness stems from the advantage of "rich book variety" recognized by 40.29% users. However, users' demand for platform improvement is equally significant, and "enriching categories", "improving content quality", "developing synchronous reading functions" and "building personalized playlists" are all things that users hope the platform can improve. iiMedia Research believe that the industry needs to focus on optimizing the content production mechanism, strengthen the dual-track parallel strategy of classic IP audio adaptation and original content development, and improve the accuracy of user matching through AI recommendation algorithms. It is suggested that the platform establish a creator incubation system, improve the multi-device scene adaptation technology, and explore the innovative service model of "audio-visual synchronization + community interaction" to meet users' continuous expectations for content depth and experience upgrade. -
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