艾媒咨询 | 2025年中国个人网盘市场发展状况及用户行为调查数据

在数字化浪潮推动下，中国个人网盘市场发展态势与用户行为特征备受关注。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年中国个人网盘市场发展状况及用户行为调查数据》数据显示，2024年中国互联网普及率为78.6%。2024年中国互联网上网人数为110800万人。未来随着科技的不断进步和互联网不断普及，中国互联网上网人数和互联网普及率会进一步上升。在2025年中国个人网盘用户网盘使用情况中，85.05%的个人网盘用户表示正在使用网盘服务，显示出网盘在中国的普及率非常高。这显现出中国个人网盘市场的庞大用户基群。在2025年中国个人网盘用户使用网盘频率中，中度使用网盘的用户占比最高，达到50.12%，说明大多数用户每周使用网盘3次左右。这表明大部分网盘用户对网盘的使用频率较高，需求较为频繁。艾媒咨询分析师认为，未来，市场有望在技术创新与需求升级驱动下持续发展，企业需精准把握趋势，提升服务与竞争力。
Driven by the digital wave, the development trend and user behavior characteristics of the personal cloud storage market in China have attracted much attention. According to the latest "iiMedia Report | Survey data on the development status and user behavior of China's personal cloud storage market in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the Internet penetration rate in China will be 78.6% in 2024. In 2024, the number of Internet users in China was 11,08 million. In the future, with the continuous advancement of technology and the increasing popularization of the Internet, the number of Internet users and the Internet penetration rate in China will further increase. In the 2025 China Personal cloud storage user cloud storage usage situation, 85.05% of personal cloud storage users indicated that they were currently using cloud storage services, demonstrating a very high penetration rate of cloud storage in China. This reveals the huge user base of the personal cloud storage market in China. Among the frequency of cloud storage usage by individual cloud storage users in China in 2025, the proportion of users who use cloud storage moderately is the highest, reaching 50.12%, indicating that the majority of users use cloud storage about three times a week. This indicates that the majority of cloud storage users have a relatively high usage frequency and frequent demands for cloud storage. Analysts from iiMedia Research believe that in the future, the market is expected to continue to develop driven by technological innovation and upgrading demands. Enterprises need to accurately grasp the trends and enhance their services and competitiveness.

艾媒咨询|2020上半年中国移动搜索行业研究报告

在移动互联网的高速发展下，2019年中国移动搜索用户规模突破7亿人，2020年在新冠疫情推动下，移动互联网加速渗透，预计规模将达到7.54亿人。iiMedia Research（艾媒咨询）数据显示，搜索引擎、社交平台、电商平台是受访网民获取信息的前三大渠道，占比分别为69.6%、49.0%、35.3%。78.4%的受访者表示搜索信息时第一时间会想到移动搜索引擎，对移动搜索有很强的依赖度。对于移动搜索的方式，受访用户最常使用的移动搜索方式是文字搜索，占比达72.6%；而随着AI技术的成熟以及用户使用习惯的深化，使用语音搜索、图片搜索的受访用户分别占44.4%、20.8%。未来移动搜索行业需求将呈现多元化、专业化发展，AI技术的应用成为市场主要发力点，移动搜索市场竞争持续升级，头部市场将在中长期内保持一超多强的市场格局。

With the rapid development of mobile Internet, the scale of China's mobile search users exceeded 700 million in 2019. Driven by the COVID-19 in 2020, mobile Internet penetration will accelerate, and the scale is expected to reach 754 million. As the data of iiMedia Research showed, search engines, social platforms, and e-commerce platforms are the top three channels for interviewed netizens to obtain information, accounting for 69.6%, 49.0%, and 35.3%, respectively. 78.4% of the interviewed netizens said that they would think of mobile search engines as soon as they searched for information so they have a strong dependence on mobile search. For mobile search modes, the most common mobile search mode used by interviewed users is text search, accounting for 72.6%. With the maturity of AI technology and the deepening of usage habits, the interviewed users who use voice search and image search accounted for 44.4% and 20.8% respectively. In the future, the demand for mobile search will show diversified and professional development, and the application of AI technology will become the main force of the market. The competition of mobile search market will continue to escalate, and the head market will maintain a market structure of “one super strong, many stronger” in the medium and long term.

艾媒报告|2019-2020年中国移动搜索市场运行监测报告

本报告研究涉及企业/品牌/案例：神马搜索,百度搜索,360搜索,搜狗搜索,阿里巴巴,腾讯,企明星,百度,花漾搜索,夸克,微信搜一搜,头条全网搜索

搜索是网民在移动端获取资讯和知识的重要渠道，地位重要，2019年各大互联网平台也更加注重在移动搜索行业的布局，移动搜索市场保持稳定增长态势。iiMedia Research（艾媒咨询）数据显示，2019年第四季度中国移动搜索用户规模已达7.05亿人。面对庞大的搜索市场，行业竞争将迎来更为激烈的年份。另一方面，凭借成本低、传播速度快、根据搜索目的精准投放用户等特点，移动搜索营销价值进一步彰显，也吸引更多企业加大搜索营销投入。iiMedia Research（艾媒咨询）数据显示，接近九成的受访广告主表示愿意在搜索引擎投放广告，广告主在搜索引擎营销投放金额是营销预算的1.13倍。

Searching Engine is an important channel for Netizens to obtain information and knowledge with mobile terminals. In 2019, major Internet platforms paid more attention to the layout of the mobile search engine industry, and the market maintained a stable growth trend. As the data of iiMedia Research showed, the user scale of China mobile search engine industry reached 705 million in the fourth quarter of 2019. Facing the huge search engine market, the industry will embrace a more intense year. On the other hand, with the characteristics of low cost, fast communication speed and accurate delivery of users according to the purpose of search, the value of mobile search marketing is further demonstrated and more enterprises are attracted to increase the investment in search marketing. As the data of iiMedia Research showed, nearly 90% of the interviewed advertisers said that they would like to advertise in search engines, and the amount of advertisers’ marketing in search engines is 1.13 times of the marketing budget.