全球领先的新经济产业第三方数据挖掘与分析机构
关于“大学生”的报告
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".-
艾媒报告 |2019中国大学城商圈发展深度洞察与分析报告
本报告研究涉及企业/品牌包括：恒大集团、越秀地产、东软集团、万科集团、万达广场、新尚集团、北京八达岭精奥莱商业有限公司、广州市番润市场经营管理有限公司、星巴克、汉堡王、Gucci、KFC、一点点、阿迪达斯、翠华集团、阿玛尼、必胜客、优衣库、宝岛眼镜、沃尔玛
截至2018年底，中国已形成广州大学城、杨浦大学城、长安大学城周边等初具规模的大学城商圈模式，其中，上海杨浦大学城商圈在交通便利度、业态丰富度、客流量方面都较为突出。根据艾媒舆情商情数据检测系统显示，江苏地区对大学城商圈关注度最高，占比21.7%。此外，iiMedia Research（艾媒咨询）数据显示，在大学生不同领域的日常消费支出中，超两成的大学生以线下培训学习消费为日常主要的消费项目之一，教育培训机构在大学城商圈发展仍有较大发展潜力。整体而言，目前中国大学城的整体规划及开发力度仍比较欠缺，没有充分利用到大学城的辐射影响。未来，可加强对大学城资源的挖掘，带动大学城周边如住房、科研基地等发展吸引其他产业如商业服务、配套设施、旅游休闲和房地产等方面的进入，打造更完善的大学城商业服务圈。
By the end of 2018, China has formed the initial scale business circle model of Guangzhou University City, Yangpu University City and the vicinity of Chang'an University City. Among them, the business circle of Shanghai Yangpu University City is more prominent in terms of transportation convenience, business form richness and passenger flow. According to iiMedia Research, Jiangsu area pays the highest attention to the University City business circle, accounting for 21.7%. Besides, according to iiMedia Research,in the daily consumption expenditure of college students in different fields, more than 20% of college students take off-line training, learning and consumption as one of the main daily consumption items. Educational and training institutions still have great development potential in the University City business circle. Overall, the overall planning and development of university towns in China are still relatively inadequate, and the radiation impact of university towns is not fully utilized. In the future, we can strengthen the excavation of University City resources, promote the development of surrounding areas such as housing, scientific research bases, attract other industries such as commercial services, supporting facilities, tourism and leisure, real estate and other aspects, and create a more perfect university city business service circle. -
艾媒咨询|2021年中国大学生消费行为调研分析报告
本报告研究涉及企业/品牌/案例：淘宝/天猫，京东/京喜，拼多多，抖音
中国在校大学生数量逐年增长。数据显示，2020年中国高等教育在学总规模达到4183万人。同时，随着生活水平的逐渐提高，大学生群体的月均生活费也随之增加，月均收入中位数为1516元，预计2021年中国在校大学生的年度消费规模约为7609亿元，消费潜力巨大。随着时代的发展，大学生消费观念也在改变，加上受群体示范效应的影响，消费逐渐朝向多元化发展，并且愿意将更多花费放在提升自己的能力、视野以及精神享受方面，因而对剧本杀、密室逃脱、萌宠体验馆等新兴休闲娱乐项目表现出较大的热情。
The number of college students in China is increasing year by year. According to the data, in 2020, the total number of higher education students in China reached 41.83 million. At the same time, with the gradual improvement of living standards, the average monthly living expenses of college students also increase, and the median monthly income is 1516 yuan. It is estimated that the annual consumption scale of Chinese college students in 2021 will be about 760.9 billion yuan, with great consumption potential. With the development of the times, college students' consumption concept is also changing. In addition, affected by the group demonstration effect, consumption is gradually developing towards diversification, and they are willing to spend more on improving their ability, vision and spiritual enjoyment. Therefore, they show great enthusiasm for emerging leisure and entertainment projects such as script killing, secret room escape and adoration Experience Hall. -
-
-
艾媒报告|2019中国高考志愿填报行业用户需求及市场潜力预判报告
本报告研究涉及企业/品牌/案例：新东方、学而思，完美志愿、高考帮、乐学高考志愿
目前高考考生持续增加及高等院校数量相对较少的供需不平衡差异，催生了高考志愿报考行业，特别是网络知识付费等产业的兴起令知识付费的观念被普遍接受令高考志愿填报付费行业开始兴起。iiMedia Research（艾媒咨询）数据显示，2019年高考志愿填报付费市场规模预计将达到5.9亿元，付费用户将达到46.8万人。然而，目前只有18.3%考生表示会选择报考辅导，59.7%的中国高考关注者仍是通过学校招生简章获取院校和专业信息。另据iiMedia Research（艾媒咨询）数据调查，有59.5%的高考考生对高考志愿填报有意向，可以发展为潜在客户。艾媒咨询分析师认为，高考考生大多将有后续的职业教育、资格证考试、出国留学等其他需求，可以作为教育类企业吸纳用户的重要切入点。
The number of candidates in the college entrance examination continues to increase and the number of colleges and universities is relatively small. The imbalance between supply and demand has spawned the college entrance examination volunteering industry. In particular, the rise of industries such as online knowledge payment has made the concept of knowledge payment generally accepted, so that the college entrance examination volunteers to fill the paid industry. Rise. According to iiMedia Research, the 2019 college entrance examination volunteers will report that the paid market will reach 590 million yuan, and the number of paying users will reach 468,000. However, only 18.3% of candidates currently choose to apply for counseling, and 59.7% of Chinese college entrance examination followers still obtain college and professional information through the school admissions brochure. Besides, iiMedia Research finds that 59.5% of the college entrance examination candidates have the intention to fill out the college entrance examination, and can develop into potential customers. Ai Media Consulting analysts believe that most of the college entrance examination candidates will have follow-up vocational education, qualification examinations, study abroad and other needs, which can be an important entry point for educational enterprises to absorb users. -
-
-
-
艾媒咨询|2021年中国大学生观影趋势白皮书
中国在校大学生数量逐年增长。数据显示，2020年中国高等教育在学总规模达到4183万人。随着国民生活水平的提高，大学生群体的月均生活费也随之增加，预计2022年中国在校大学生的年度消费规模将超过8700亿元，大学生消费潜力巨大。本报告将对中国大学生消费特征进行盘点，结合大学生观影调研数据，进行趋势分析及解读。
The number of college students in China is increasing year by year. According to the data, in 2020, the total number of higher education students in China reached 41.83 million. With the improvement of national living standards, the average monthly living expenses of college students also increase. It is expected that the annual consumption scale of Chinese college students will exceed 870 billion yuan in 2022, and the consumption potential of college students is huge. This report will make an inventory of the consumption characteristics of Chinese college students, and analyze and interpret the trend in combination with the survey data of college students watching movies.
- 1
- 2
- 3
- 4
- 5
- 6
- 71
