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｜2024年中国虚拟数字人产业发展白皮书

随着AI技术的日益成熟与广泛应用，虚拟数字人从一个遥远的概念逐渐走进了现实世界的舞台，在技术融合与产业升级中扮演至关重要的桥梁与驱动者。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年中国虚拟数字人产业发展白皮书》数据显示，2023年中国虚拟人带动产业市场规模和核心市场规模分别为3334.7亿元和205.2亿元，预计2025年分别达到6402.7亿元和480.6亿元，呈现强劲的增长态势。
艾媒咨询分析师认为，虚拟人技术具有为用户提供高度智能化和个性化服务的潜力，为B端企业降本增效，其市场需求前景广阔。
With the increasing maturity and widespread application of AI technology, virtual digital humans have gradually entered the real world stage from a distant concept, playing a crucial bridge and driver in technology integration and industrial upgrading. According to the latest "White Paper on the Development of China's Virtual Digital Human Industry in 2024" released by iiMedia Research, a third-party data mining and analysis firm in the global new economy industry, the market size and core market size driven by virtual humans in China were 333.47 billion yuan and 20.52 billion yuan respectively in 2023. It is expected to reach 640.27 billion yuan and 48.06 billion yuan respectively in 2025, showing a strong growth trend.
Analysts from iMedia Consulting believe that virtual human technology has the potential to provide users with highly intelligent and personalized services, reducing costs and increasing efficiency for B2B enterprises. Its market demand prospects are broad.

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。

艾媒咨询 | “首届预制菜装备产业大会”传播监测报告

近年来，广东高度重视预制菜产业发展，先后出台相关方案措施，规划首个建设预制菜产业园，致力于打造全国乃至全球预制菜产业高地。iiMedia Research（艾媒咨询）数据显示，2022年广东省预制菜产业规模达545亿元，预计2024年将突破千亿元。　

艾媒咨询｜2023年中国虚拟主播行业研究报告

数据显示，2022年中国虚拟人带动产业市场规模和核心市场规模分别为1866.1亿元和120.8亿元，预计2025年分别达到6402.7亿元和480.6亿元，呈现强劲的增长态势。随着娱乐需求的增加，AI等技术不断迭代的环境下，中国虚拟人产业高速发展，元宇宙的热潮加速推动虚拟人产业升级。

艾媒咨询｜2023年中国短视频行业市场运行状况监测报告

近年来短视频用户规模持续增长，据中国互联网络信息中心（CNNIC）发布的第51次《中国互联网络发展状况统计报告》，截至2022年12月，我国短视频用户规模达10.12亿，首次突破十亿大关，较2021年增长6000万以上，使用率高达94.8%。从整体的增长率来看，2019年6月至2019年12月，短视频用户规模增长显著，增长率为19.2%，后续基本呈稳定增长势态。

艾媒咨询｜中国“年鱼经济”市场运行监测报告

受首届中国年鱼博览会举办及媒体持续宣传推广驱动，叠加元旦、春节前备货充足，2022年全国海鲈鱼电商市场热度总体呈现上扬态势。数据显示，2022年8月-12月全国海鲈鱼电商市场热度值由2679增长至3128。

艾媒咨询｜2022-2023年中国券商自营APP竞争格局及用户行为监测报告

　　iiMedia Research（艾媒咨询）数据显示，中国证券APP用户规模增长迅速，2021年中国证券APP用户规模为1.5亿人。数据显示，70.2%的用户通过银行/证券机构理财经理获取理财资讯，64.8%的用户通过券商APP获取理财资讯，59.7%的用户则通过新闻媒体获取理财资讯。

艾媒咨询|2020上半年中国在线直播行业研究报告

本报告研究涉及企业/品牌/案例：斗鱼直播、kk直播。

随着移动设备的普及、移动互联网用户的扩大，在线直播行业飞速发展，进入多维发展、多强并行的成熟阶段。网络直播行业在经历高速增长后经历了2018-2019年的行业沉淀阶段，而2020年在疫情期间“宅经济”的刺激行业又恢复了强势增长劲头。iiMedia Research(艾媒咨询)数据显示，预计2020年用户规模将有望达到5.26亿。目前，在线直播行业在模式和内容上都有很大的创新。“直播+”模式以直播媒介输出社会价值，与传统产业相结合，模式重构传统场景、创新商业模式，促进在线直播向细分领域拓展，同时也激活了社会就业生态。在内容创新上，除了UGC内容，越来越多的直播平台已经开始涉足PGC内容。数据显示，直播+渗透至各个领域，但娱乐消遣仍为主流，趣味挑战成为泛娱乐平台直播用户的偏好创新形式。未来，在线直播将发挥下沉优势，为传统企业数字化转型起助推作用。

With the popularization of mobile devices and the expansion of mobile Internet users, the online streaming industry has developed rapidly and entered a mature stage of multi-dimensional development and multi-strong parallel. After experiencing rapid growth, the online streaming industry experienced a precipitation stage from 2018 to 2019, while in 2020, the industry stimulated by the "home economy" during the epidemic period regained strong growth momentum. As the data of iiMedia Research showed, the scale of users is expected to reach 526 million in 2020. At present, the online streaming industry has made great innovations in both mode and content. The “live streaming +” model outputs social value through live broadcast media, combines with traditional industries, reconstructs traditional scenes and innovates business models, promotes the expansion of online live broadcast to subdivided fields, and also activates the social employment ecology. In terms of content innovation, in addition to UGC content, more and more live-streaming platforms have begun to set their hands on PGC content. Data show that “live streaming +” has penetrated into all fields, but entertainment is still the mainstream, and fun challenge has become the preferred innovative form of live streaming users on pan-entertainment platforms. In the future, online streaming will give full play to its sinking advantage and play a facilitating role in the digital transformation of traditional enterprises.

艾媒咨询|2020上半年中国直播电商产业链及运行集中问题研究报告

当前直播电商行业已经形成了从品牌商家/品牌商到主播、MCN机构，再到平台、用户终端的完整商业链路。在直播电商的行业链路中，主播、MCN机构和商家是行业生态中的三个重要主体。艾媒咨询分析师认为，在行业发展初期，主播偏野生，商家与主播对接难度大，且容易出现不规范的乱象。在MCN加入行业链条后，机构专门对接主播和商家，直播电商通路跑通，行业逐渐走向规范化。

At present, the live-streaming e-commerce industry has formed a complete commercial link from brand merchants/brands to anchors, MCN institutions, to platforms and user terminals. In the industry link of live e-commerce, the anchor, MCN institution and merchant are the three important subjects in the industry ecology. iiMedia Research analysts believe that in the early stage of the development of the industry, the main broadcaster is wild, merchants and anchor docking difficult, and easy to appear irregular chaos. In MCN joined the industry chain, the agency specializes in docking anchors and merchants, live e-commerce access, the industry gradually towards standardization.