艾媒咨询 | 2025年中国家居市场消费行为调查数据

当前家居行业呈现积极变化。政策大力扶持，2025年安排3000亿元支持消费品以旧换新，刺激消费潜力释放。消费者偏好智能、环保、适老化产品，企业加速全球化布局，借助 AI 提升效率与体验，整体市场复苏且升级态势明显。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年中国家居市场消费行为调查数据》数据显示，消费者在选购软装家居产品时，更倾向于舒适性、材质质感和环保性；选购硬装家居产品时，更加关注产品质量、安全性和安装便捷性。在家居风格方面，现代简约风格以45.15%的占比成为2025年中国消费者最偏好的家居风格，远超其他风格。其次是传统中式风格，占比35.87%。与此同时，有49.45%的消费者表示已经购买并使用过智能家居产品，说明智能家居市场已经拥有一定的用户基础；40.85%的消费者表示有计划购买或使用智能家居，进一步印证了该市场潜在需求较大，未来增长空间广阔。其中，智能灯光控制系统和智能安全控制系统被认为是消费者最感兴趣的智能家居功能，分别占比35.40%和35.24%。消费者对智能家居功能的兴趣不仅反映了对便捷生活的追求，也体现了对家庭安全和舒适环境的重视。艾媒咨询分析师认为，消费者多元且明确的需求，不仅勾勒出市场的当下轮廓，更为家居行业未来发展铺就了清晰道路。随着技术的不断进步和成本的降低，智能家居产品的普及率也有望进一步提高，为消费者打造更加智能化、个性化的居住空间。
Currently, the home furnishings industry is showing positive changes. With strong policy support, 300 billion yuan was allocated in 2025 to support the trade-in of consumer goods, stimulating the release of consumption potential. Consumers prefer intelligent, environmentally friendly, and age-friendly products. Enterprises are accelerating their global layout and leveraging AI to enhance efficiency and user experience. The overall market shows a clear trend of recovery and upgrading.According to the latest "Survey data on the consumption behavior of China's home furnishing market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, when consumers purchase soft home furnishings products, they tend to prioritize comfort, material texture, and environmental protection. When purchasing hard home furnishings products, they pay more attention to product quality, safety, and installation convenience.In terms of home styles, the modern minimalist style, accounting for 45.15%, has become the most preferred home style among Chinese consumers in 2025, far surpassing other styles. The traditional Chinese style follows, accounting for 35.87%.At the same time, 49.45% of consumers said they have purchased and used smart home products, indicating that the smart home market already has a certain user base. 40.85% of consumers said they plan to purchase or use smart home products, further confirming that the market has great potential demand and broad growth space in the future. Among them, the intelligent lighting control system and the intelligent security control system are considered the smart home functions that consumers are most interested in, accounting for 35.40% and 35.24% respectively.Consumers' interest in smart home functions not only reflects their pursuit of a convenient life but also their emphasis on family safety and a comfortable environment. Analysts from iiMedia Research believe that consumers' diverse and clear demands not only outline the current picture of the market but also pave a clear path for the future development of the home furnishings industry. With the continuous advancement of technology and the reduction of costs, the penetration rate of smart home products is expected to further increase, creating a more intelligent and personalized living space for consumers.

艾媒咨询 | 2025年中国服饰产品消费行为调查数据

时尚潮流的兴起让服饰成为时尚文化的重要载体，设计师品牌层出不穷，引领着全球服饰消费趋势。近年来，随着环保意识的增强和科技的飞速发展，可持续、智能化服饰逐渐崭露头角，为行业发展注入新活力。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年中国服饰产品消费行为调查数据》数据显示，在各类服饰风格中，休闲风以 36.93% 的占比拔得头筹，成为最受消费者青睐的风格，这一数据直观地反映出消费者在日常穿着中，对舒适感的强烈追求。而在材质选择方面，棉质凭借其独特优势，以 32.06% 的占比位居榜首，清晰地展现出中国消费者对于棉质服饰的高度偏好。艾媒咨询分析师认为，未来，服饰企业将继续加大研发投入，推出更多创新产品。在款式设计上，将融合多元文化元素和时尚潮流，打造个性化、差异化的产品。在材质应用上，将更多采用环保、智能、功能性面料，提升产品品质和附加值。例如，可降解面料、智能变色面料、具有健康监测功能的面料等将逐渐应用于服饰产品中。
The rise of fashion trends makes clothing become an important carrier of fashion culture, and designer brands emerge in an endless stream, leading the global fashion consumption trend. In recent years, with the enhancement of environmental awareness and the rapid development of science and technology, sustainable and intelligent clothing has gradually emerged, injecting new vitality into the development of the industry. According to the latest Survey data of consumption behavior of Chinese clothing products in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, leisure style ranks first with 36.93% of all types of clothing styles, becoming the most favored style by consumers. This data directly reflects consumers' strong pursuit of comfort in their daily wear. In terms of material selection, cotton, with its unique advantages, ranked first with 32.06%, clearly showing the high preference of Chinese consumers for cotton clothing. Ai Media Consulting analysts believe that in the future, clothing companies will continue to increase investment in research and development and launch more innovative products. In style design, it will integrate multi-cultural elements and fashion trends to create personalized and differentiated products. In the material application, more environmentally friendly, intelligent and functional fabrics will be used to improve product quality and added value. For example, degradable fabrics, smart color-changing fabrics, and fabrics with health monitoring functions will gradually be used in clothing products.

艾媒咨询 | 2024年中国电视剧行业消费行为调研分析报告

电视剧已成为现代生活不可或缺的娱乐方式，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年中国电视剧行业消费行为调研分析报告》数据显示，34.03%的观众观看电视剧时间占空闲时间的比例为40%-60%，24.09%的观众则有20%-40%的空闲时间用于观看电视剧。在剧情偏好方面，动作冒险类（33.45%）、爱情都市类（33.27%）以及悬疑警匪类（32.91%）剧集尤为受到观众青睐。至于观剧平台的选择，头部平台优势明显，腾讯视频与爱奇艺占据了市场的较大份额。艾媒咨询分析师认为，目前电视剧观众的剧情偏好呈现出多元化的特点。制片方与剧组应当摒弃一味追求高流量和同质化的传统思维，鼓励多题材作品的繁荣发展，并依据不同平台的受众特征进行精准投放，以实现内容与平台的最佳匹配。
TV series have become an indispensable entertainment mode in modern life. According to the latest "2024 China TV drama industry consumer behavior research analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 34.03% of the audience watch TV series accounted for 40%-60% of their free time, and 24.09% of the audience spend 20%-40% of their free time watching TV series. In terms of plot preference, action-adventure series (33.45%), love-city series (33.27%) and suspense police series (32.91%) were particularly favored by viewers. As for the choice of viewing platforms, the head platform has obvious advantages, and Tencent Video and iQiyi occupy a large share of the market. Analysts from IImedia Consulting believe that the current drama audience preferences show diversified characteristics. Producers and crews should abandon the traditional thinking of blindly pursuing high traffic and homogenization, encourage the prosperity and development of multi-theme works, and accurately deliver according to the audience characteristics of different platforms, so as to achieve the best match between content and platforms.

艾媒咨询 | 2024年中国线上快递行业消费者调研报告

在当前便捷的生活方式下，线上快递已成为众多消费者的首选方式，他们普遍认为线上寄件具有节约时间和费用的双重优势。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年中国线上快递行业消费者调研报告》数据显示，众多快递品牌中，顺丰凭借其高效的服务质量和可靠的物流体系，备受广大消费者的青睐。纵观整个行业，超过九成的消费者对当前的快递寄件服务持正面评价。在寄件方式的选择上，消费者则最偏爱蜂巢/菜鸟驿站智能寄件（48.74%），其次是上门取件服务（33.02%）。艾媒咨询分析师认为，在线上快递蓬勃兴起的背景下，快递公司需优化服务流程，特别是在物流信息的实时更新、上门服务的准时性等方面，以提升消费者的整体体验。同时，为进一步抢占市场份额与促进行业协调发展，各快递公司应充分利用自身在大件、中小件以及文件运输中的专业优势，不断创新服务模式，以满足消费者日益多样化、个性化的需求。
In the current convenient lifestyle, online courier has become the preferred choice for many consumer, who generally believe that online parcel delivery has the dual advantages of saving time and money. The latest "2024 China online express industry consumer behavior survey report" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that among many courier brands, SF Express has won the favor of a large number of consumers with its efficient service quality and reliable logistics system. Over 90% of consumers surveyed hold a positive view of the current courier delivery service. In terms of parcel delivery methods, consumers are most partial to smart parcel delivery via hive/AliExpress Station (48.74%), followed by home delivery service (33.02%). Analysts from iimedia Research believe that in the background of the booming online courier industry, courier companies need to optimize their service processes, especially in real-time updates of logistics information and punctuality of home delivery services, to enhance the overall consumer experience. At the same time, in order to further seize market share and promote coordinated development of the industry, courier companies should fully utilize their professional advantages in handling large, medium and small parcels and documents, and continuously innovate service models to meet the increasingly diverse and individualized needs of consumers.

艾媒咨询 | 2024-2025年中国外卖行业下沉消费市场研究报告

iiMedia Research（艾媒咨询）数据显示，2024年中国在线餐饮外卖行业市场规模为16357亿元，预计2027年达19567亿元。随着一二线城市外卖市场的逐渐饱和，众多餐饮品牌开始将目光投向下沉市场，寻求新的增长点和发展机遇。外卖正在逐步融入下沉市场消费者的日常生活，超六成的下沉市场外卖消费者每周点外卖的频率在3次以上，工作日（38.4%）和节假日聚餐（34.6%）是外卖消费的主要场景。平台信誉（50.5%）和用户评价（45.7%）是下沉市场消费者选择外卖平台时最关注的因素，其次是外卖产品丰富度（42.5%）和配送费（38.7%）。随着互联网普及程度的提高和移动支付的便捷性提升，下沉市场的外卖用户数量呈现出快速增长的态势，下沉市场有望成为外卖行业规模增长的新动力源。
According to iiMedia Research, the market size of China's online food delivery industry in 2024 is 1,635.7 billion yuan, and it is expected to reach 1,956.7 billion yuan in 2027. With the gradual saturation of the take-out market in first - and second-tier cities, many catering brands have begun to look to the sinking market to seek new growth points and development opportunities. Take-out is gradually integrating into the daily life of consumers in the sinking market, and more than 60% of take-out consumers in the sinking market order take-out more than 3 times a week, and weekdays (38.4%) and holidays (34.6%) are the main scenes of take-out consumption. Platform reputation (50.5%) and user evaluation (45.7%) are the most concerned factors for consumers in sinking markets to choose delivery platforms, followed by delivery product richness (42.5%) and delivery costs (38.7%). With the improvement of the popularity of the Internet and the convenience of mobile payment, the number of take-out users in the sinking market has shown a rapid growth trend, and the sinking market is expected to become a new power source for the scale growth of the take-out industry.

艾媒咨询 | 2025年中国淋浴房消费者行为调查数据

淋浴房，作为现代家居卫浴空间的重要组成部分，是指单独的淋浴隔间，由房体及相应结构件组成，将淋浴范围划分出相对独立的洗浴空间。淋浴房主要在我国沿海地区盛行，随着居民生活水平的提高以及卫生意识的增强，其市场需求快速增长。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年中国淋浴房消费者行为调查数据》数据显示，51.31% 的消费者倾向购买品质好的淋浴房，凸显出高端品质愈发成为影响购买决策的核心因素，消费者不再单纯追求价格优势，而是愿意为优质产品买单，这意味着高品质淋浴房市场潜力巨大。质量耐用性以 39.20% 的高占比位居首位，表明消费者对产品长期使用性能的高度关注，产品耐用与否直接关联其使用体验与后续成本，这也促使企业需在材料选择、工艺制作上更下功夫，提升产品耐用性。高科技配置因 41.57% 的占比成为消费者对舒适体验的首要追求，意味着智能、便捷等功能正成为淋浴房产品的新卖点，消费者期望通过科技赋能，让淋浴过程更舒适惬意。艾媒咨询分析师认为，随着互联网技术的发展，线上销售渠道对淋浴房行业的重要性日益凸显。众多淋浴房企业通过电商平台开设官方旗舰店，实现产品在线销售和信息沟通，拓展市场空间。
Shower room, as an important part of the modern home bathroom space, refers to a separate shower compartment, composed of the room and the corresponding structural parts, the shower range is divided into a relatively independent bath space. Shower room is mainly popular in the coastal areas of our country, with the improvement of residents' living standards and the enhancement of health awareness, its market demand is growing rapidly. According to the latest "Consumer behavior survey data of China shower room in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 51.31% of consumers tend to buy good quality shower rooms, highlighting that high-end quality has increasingly become the core factor affecting the purchase decision. Consumers are no longer simply pursuing price advantages, but are willing to pay for quality products, which means that high-quality shower room market potential is huge. Quality durability ranked first with a high proportion of 39.20%, indicating that consumers are highly concerned about the long-term use performance of products, product durability is directly related to its use experience and subsequent costs, which also prompts enterprises to work harder on material selection and process production to improve product durability. High-tech configuration because 41.57% of the proportion has become the primary pursuit of consumers for comfortable experience, which means that intelligent, convenient and other functions are becoming the new selling point of shower room products, consumers expect through technology to enable, make the shower process more comfortable. Analysts from Imedia Consulting believe that with the development of Internet technology, the importance of online sales channels to the shower room industry has become increasingly prominent. Many shower room enterprises open official flagship stores through e-commerce platforms to achieve online product sales and information communication, and expand market space.

艾媒咨询 | 2024-2025年中国婚庆行业市场及消费行为调研报告

婚姻被视为人生中最重要的里程碑之一。随着社会经济的快速发展和人们生活水平的不断提高，新人对于婚礼的期望和要求也在不断提升，婚礼不再仅仅是简单的仪式，而是成为展示个人品位、情感表达和家庭文化的重要舞台。与此同时，科技的进步和互联网的普及进一步推动了婚庆行业在视觉设计、摄影摄像等方面的发展，也为婚庆市场带来了诸多挑战。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年中国婚庆行业市场及消费行为调研报告》数据显示，目前中国20-39岁的适婚人口总量约为4.3亿人，大量的适婚人口，为中国婚庆市场增加了潜在客户。物质的极大丰富和年轻人与时俱进的观念使得消费者对婚庆的需求内容呈现多样化，花费也持续走高。2024年中国狭义婚庆行业市场规模达到2.84万亿元，广义市场规模达到14.32万亿元。艾媒咨询分析师认为，适婚人群90后和00后结婚意愿有所下降，中国婚庆市场或将迎来更大的挑战；婚庆行业消费的区域性较强，尚未形成具有全国性影响力的规模婚庆品牌，缺乏知名婚庆企业；一站式婚庆公司将成为消费者首选，婚庆领域或将诞生独角兽企业；婚礼类型呈现多元化局面，中式传统婚礼最受欢迎；数字化技术普及逐步催生线上婚礼消费增加。
Marriage is regarded as one of the most important milestones in life. With the rapid development of the social economy and the continuous improvement of people's living standards, the expectations and requirements of the newlyweds for the wedding are also constantly improving, the wedding is no longer just a simple ceremony, but has become an important stage to show personal taste, emotional expression and family culture. At the same time, the progress of science and technology and the popularity of the Internet have further promoted the development of the wedding industry in visual design, photography and other aspects, and also brought many challenges to the wedding market. According to the latest "2024-2025 China wedding industry market and consumer behavior survey report" released by iiMedia Research, data show that the total number of marriageable people between the ages of 20 and 39 in China is about 430 million. A large number of marriageable people, adding potential customers to the Chinese wedding market. The great wealth of materials and the concept of young people to keep pace with The Times have diversified consumers' demand for wedding content, and the cost has continued to rise. In 2024, the market size of China's narrow wedding industry will reach 2.84 trillion yuan, and the broad market size will reach 14.32 trillion yuan. The iiMedia consulting analysts believe that China's wedding market may face greater challenges as the post-90s and post-00s have shown a decline in their willingness to marry. The wedding industry has a strong regional consumption, has not yet formed a large-scale wedding brand with national influence, and lacks a well-known wedding enterprise; The one-stop wedding company will become the first choice of consumers, and the wedding field will be born unicorn enterprises; The wedding types show a diversified situation, Chinese traditional wedding is the most popular; The popularization of digital technology has gradually led to an increase in online wedding consumption.

艾媒咨询｜2024年中国互联网家居售后服务市场发展白皮书

全球家居市场规模在2010年至2025年间整体呈上升趋势，2023年已达5192.9亿美元，预计2025年达5546.6亿美元。互联网技术的不断演进正引领家居售后服务行业的数字化升级，促进供需双方更高效精准匹配，并促进了线上线下服务融合的新模式。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年中国互联网家居售后服务市场发展白皮书》数据显示，随着企业采用轻资产运营策略并依托第三方服务平台增强服务效能，服务效率成为46.7%消费者选择互联网家居服务平台的首要考量。面对消费者日益多元且个性化的服务需求，互联网家居售后服务平台在继续提供优质传统服务的基础上，正积极拓展服务边界，旨在全方位满足消费者瞬息万变的一站式个性化定制服务诉求，构建起更加契合时代潮流的家居售后服务生态。
The global home furnishing market has shown an overall upward trend from 2010 to 2025, reaching $519.29 billion in 2023 and is expected to reach $554.66 billion by 2025. The continuous evolution of Internet technology is leading the digital upgrading of the home after-sales service industry, promoting more efficient and accurate matching between supply and demand, and promoting a new model of online and offline service integration. According to the latest Research Report 2024 White Paper on the Development of China's Internet home after-sales service market Market released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry,as enterprises adopt asset light operation strategies and rely on third-party service platforms to enhance service efficiency, service efficiency has become the primary consideration for 46.7% of consumers to choose Internet home service platforms. In the face of consumers' increasingly diversified and personalized service needs, the Internet home after-sales service platform is actively expanding its service boundaries on the basis of continuing to provide high-quality traditional services, aiming to meet consumers' ever-changing demands for one-stop personalized customization services in an all-round way, and build a more responsive home after-sales service ecosystem.

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 | 法国广告业市场运行状况与消费者行为调研数据

随着数字化转型的深化，法国广告市场呈现结构性变革，数字媒体持续领跑行业增长。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《法国广告业市场运行状况与消费者行为调研数据》数据显示，法国的数字广告市场价值保持强劲增长，2024年市场规模突破12.48亿欧元。市场结构呈现显著分化特征，搜索广告以44%的市场份额持续主导数字广告领域，2023年支出规模达4.1亿欧元。数字视频广告与音频广告成为增长引擎，2023年分别取得9.11亿欧元和9800万欧元的历史峰值。移动广告市场表现也不错，2023年支出达49.7亿美元，近五年复合增长率达21.5%，预计2028年规模将突破77.6亿美元。行业客户规模持续扩容，2023年数字广告客户数量较2019年增长25.07%。但要注意的是，68%消费者将禁止诈骗列为影响者营销的核心因素。艾媒咨询分析师认为，市场呈现“数字驱动、场景分化、规范升级”的三重趋势。建议广告主重点布局移动端与视频场景；行业组织需加快制定道德准则，构建健康生态体系。
With the deepening of digital transformation, the French advertising market is undergoing structural change, and digital media continues to lead the industry growth. According to the latest "French advertising market performance and consumer behavior survey data" released by iiMedia Research, the world's leading third-party data mining and analysis organization for the new economy industry, the spending on traditional and digital media advertising in France is increasing in 2023, while advertising revenue across various channels is growing steadily. The value of the digital advertising market in France continues to grow strongly, with the market size exceeding 1.248 billion euros in 2024. The market structure is significantly differentiated, with search advertising continuing to dominate the digital advertising sector with a 44% market share and spending of 410 million euros in 2023. Digital video advertising and audio advertising became growth engines, reaching historic peaks of €910 million and €98 million respectively in 2023. The mobile advertising market is also performing well, with spending reaching $4.97 billion in 2023, a compound growth rate of 21.5% in the past five years, and is expected to exceed $7.76 billion in 2028. The scale of industry customers continues to expand, and the number of digital advertisers in 2023 increased by 25.07% compared with 2019. However, it is important to note that 68% of consumers list banning scams as a core factor in influencer marketing. iiMedia Research believe that the market presents a triple trend of "digital-driven, scene differentiation, and normative upgrading". It is suggested that advertisers focus on the layout of mobile terminals and video scenes to optimize programmatic purchasing capabilities; Industry organizations need to accelerate the development of ethical codes to build a healthy ecosystem.