艾媒咨询 | 2025年中国搜索引擎行业发展状况与使用行为调查数据

随着大数据和机器学习技术的不断应用，搜索引擎开始更加注重用户的个性化需求。通过分析用户的搜索历史、兴趣爱好和行为模式，搜索引擎能够提供更加精准和个性化的搜索结果。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年中国搜索引擎行业发展状况与使用行为调查数据》显示，2024年中国移动广告市场规模为4762.8亿元，2025年预计达到4867.6亿元。这表明中国移动广告市场已从高速增长阶段过渡至稳步发展的成熟期。随着用户注意力全面向移动端迁移，搜索引擎的竞争维度也从单一的结果准确性，扩展为移动生态体验、广告形式创新与AI技术融合的综合较量。
中国用户在选择搜索引擎时，最关注的因素是“广告少/用户体验好”，占比高达62.32%，远高于其他选项。紧随其后的分别是“搜索结果的相关性”（60.06%）与“信息准确性”（59.21%），反映出用户在追求界面整洁的同时，并未放松对内容质量的核心要求。在2025年用户常用的搜索引擎中，百度以72.52%的占比保持领先，搜狗（30.31%）与360（27.20%）分别位列第二、三位。这表明用户体验已成为影响用户选择搜索引擎的决定性因素，“简洁、少干扰”的产品设计更能赢得用户青睐。此外，头部平台如百度仍凭借其强大的生态壁垒与技术积累占据主导地位。
艾媒咨询分析师认为，中国搜索引擎行业将迎来结构性变革，呈现以下核心趋势：一是核心技术将全面迈向AI原生，传统关键词检索逐步被对话式、生成式搜索替代，用户可直接获取整合答案。竞争重点也将从“信息检索效率”扩展至“生态服务能力”，推动搜索与内容、服务及交易深度融合，实现“即搜即得、即搜即用”。二是商业化模式迎来重构，传统搜索广告占比下降，原生式、场景化广告与AI答案深度融合。与此同时，监管与算法伦理的重要性凸显，数据安全、结果公平性将成为行业健康发展的关键制约因素。
With the continuous application of big data and machine learning technologies, search engines are beginning to pay more attention to users' personalized needs. By analyzing users' search history, interests, and behavior patterns, search engines can provide more accurate and personalized search results. According to the latest "2025 China Search Engine Industry Development Status and User Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the scale of China's mobile advertising market was 476.28 billion yuan in 2024 and is expected to reach 486.76 billion yuan in 2025. This indicates that China's mobile advertising market has transitioned from a high-speed growth stage to a mature period of steady development. As users' attention shifts comprehensively to mobile devices, the competitive dimension of search engines has expanded from the single aspect of result accuracy to a comprehensive competition involving mobile ecosystem experience, advertising form innovation, and the integration of AI technology.
When Chinese users choose search engines, the most important factor they consider is "less advertising / better user experience", which accounts for as high as 62.32%, far exceeding other options. The factors that follow are "relevance of search results" (60.06%) and "accuracy of information" (59.21%), indicating that while users pursue a clean interface, they do not relax their core requirements for content quality. Among the commonly used search engines in 2025, Baidu maintains the lead with a share of 72.52%, followed by Sogou (30.31%) and 360 (27.20%) in second and third place respectively. This shows that user experience has become the decisive factor influencing users' choice of search engines, and a "simple and less distracting" product design is more likely to win users' favor. In addition, leading platforms like Baidu still dominate the market by virtue of their strong ecosystem barriers and technological accumulation.
Analysts from iiMedia Research believe that China's search engine industry will undergo structural changes, presenting the following core trends: First, core technologies will fully move towards AI-native, with traditional keyword search gradually being replaced by conversational and generative search, allowing users to directly obtain integrated answers. The focus of competition will also expand from "information retrieval efficiency" to "ecosystem service capabilities", promoting the deep integration of search with content, services, and transactions to achieve "instant search and use". Second, the commercial model will be restructured, with the proportion of traditional search advertising declining, and native and contextual advertising deeply integrated with AI answers. At the same time, the importance of regulation and algorithm ethics is highlighted, with data security and result fairness becoming key constraints for the healthy development of the industry.

艾媒咨询 | 2025年中国电商“双十一”消费大数据监测报告

2025年“双十一”期间，随着大促周期的持续延长，消费者对前期预热活动的关注度呈现疲态，整体参与热情未出现显著提升。平台转向“直降让利”简化规则，AI与即时零售成为新引擎，情绪消费等品类热销。市场从流量争夺转向存量深耕，理性消费主导，品牌更注重价值与服务竞争。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年中国电商“双十一”消费大数据监测报告》显示，按需购买（34.6%）和拒绝冲动消费（31.8%）是消费者“双十一”热情下降的核心因素，凸显理性消费理念已深度渗透；年度最优价格（44.6%）和优惠简化直接（42.6%）仍是拉动消费热情的关键。近年来，消费者需求已从单纯价格敏感转向高品质、智能化、情绪价值等多元维度，这一理念迭代正倒逼品牌加速产品创新升级。品牌需聚焦用户真实需求精准发力，激活消费者“焕新”意愿，推动行业实现可持续增长。
During the "Double Eleven" period in 2025, with the continuous extension of the big promotion cycle, consumers' attention to the pre heating activities has shown signs of fatigue, and the overall enthusiasm for participation has not significantly increased. The platform is shifting towards simplified rules of "direct reduction and profit sharing", with AI and instant retail becoming new engines, and emotional consumption and other categories selling well. The market has shifted from competition for traffic to deep cultivation of stock, with rational consumption leading and brands placing more emphasis on value and service competition. According to the latest "2025 China E-commerce 'Double Eleven' Consumption Big Data Monitoring Report" released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, on-demand purchasing (34.6%) and refusal of impulse consumption (31.8%) are the core factors leading to the decline in consumer enthusiasm for Double Eleven, highlighting the deep penetration of rational consumption concepts; The annual best price (44.6%) and simplified discounts (42.6%) are still the key factors driving consumer enthusiasm. In recent years, consumer demand has shifted from simple price sensitivity to multiple dimensions such as high quality, intelligence, and emotional value. This concept iteration is forcing brands to accelerate product innovation and upgrading. Brands need to focus on the real needs of users, exert precise efforts, activate consumers' willingness to "rejuvenate", and promote sustainable growth in the industry.

艾媒咨询 | 2025年中国西式快餐市场发展状况及消费行为调查数据

在当前市场扩张与消费需求变革的背景下，中国西式快餐行业正经历从规模化复制向高质量增长的转型。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年中国西式快餐行业发展状况及消费行为调查数据》显示，2025年中国西式快餐市场规模为4996.5亿元，2027年中国西式快餐市场规模有望达到5870.9亿元。在生活节奏加快与消费升级的双重推动下，西式快餐行业通过产品健康化创新、场景延伸与数字化运营持续挖掘增长潜力。下沉市场渗透与“餐饮+”模式融合，进一步拓宽了西式快餐的发展空间，未来市场仍具备强劲增长动能。
在2025年中国消费者偏好的西式快餐菜品中，汉堡以55.03%的占比稳居首位，小食（49.10%）与饮料（43.94%）共同构成核心消费组合。此外，消费者认为影响个人选择西式快餐的前三个因素分别是食品安全（45.36%）、食品种类（42.65%）和口味（41.49%）。这表明，汉堡作为西式快餐的核心品类，依然是消费者的首选。同时，食品安全已超越口味和品类，成为消费者决策的首要考量，反映出市场已进入品质与信任驱动的发展阶段。这要求企业在优化产品矩阵的同时，需将食品安全管控与透明化运营纳入战略核心。
艾媒咨询分析师认为，中国西式餐饮行业未来将呈现以下发展趋势。一是本土化与健康化深度融合，产品研发将更贴合中国消费者口味与营养需求；二是场景拓展与体验升级同步推进，“快餐正餐化”与“全时段运营”成为增长引擎；三是数字化与供应链协同增效，智慧门店与预制菜技术提升运营效率；四是下沉市场渗透加速，区域口味适配与性价比战略驱动规模化扩张。整体行业将从“高速扩张”转向“精耕细作”，通过品质提升与模式创新持续挖掘存量与增量市场价值。
Under the current backdrop of market expansion and changes in consumer demand, the Western fast food industry in China is undergoing a transformation from scale replication to high-quality growth. According to the latest "2025 China Western Fast Food Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of China's Western fast food industry is expected to reach 499.65 billion yuan in 2025 and 587.09 billion yuan in 2027. Driven by the acceleration of life pace and consumption upgrade, the Western fast food industry is continuously exploring growth potential through product health innovation, scene extension, and digital operation. The penetration of the lower-tier market and the integration of the "food + " model have further broadened the development space of Western fast food, and the market still has strong growth momentum in the future.
Among the Western fast food items preferred by Chinese consumers in 2025, hamburgers hold the top position with a 55.03% share, while snacks (49.10%) and beverages (43.94%) form the core consumption combination. Additionally, the top three factors influencing consumers' choice of Western fast food are food safety (45.36%), food variety (42.65%), and taste (41.49%). This indicates that hamburgers, as the core category of Western fast food, remain the top choice for consumers. Meanwhile, food safety has surpassed taste and variety to become the primary consideration for consumers' decisions, reflecting that the market has entered a stage driven by quality and trust. This requires enterprises to incorporate food safety control and transparent operation into their strategic core while optimizing their product matrix.
Analysts from iiMedia Research believe that the Western fast food industry in China will present the following development trends in the future. First, localization and health will be deeply integrated, and product development will better meet the taste and nutritional needs of Chinese consumers. Second, scene expansion and experience upgrade will be advanced simultaneously, with "fast food becoming a main meal" and "all-day operation" becoming growth engines. Third, digitalization and supply chain will work in synergy to enhance efficiency, with smart stores and pre-prepared food technology improving operational efficiency. Fourth, the penetration of the lower-tier market will accelerate, driven by regional taste adaptation and cost-performance strategies for large-scale expansion. The overall industry will shift from "high-speed expansion" to "intensive cultivation", continuously exploring the value of both existing and new markets through quality improvement and model innovation.

艾媒咨询 | 2025年中国移动储能市场消费行为调查数据

移动储能市场正随着新能源技术的发展和户外活动需求的增长而迅速扩张，其核心特点是便携性、高效能和多功能性，广泛应用于户外旅行、应急供电、家庭备用电源等场景。消费者对清洁能源和可持续生活方式的追求推动了移动储能产品的普及，同时技术进步也带来了更高的能量密度和更长的使用寿命。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年中国移动储能市场消费行为调查数据》数据显示，KOL网红/明星带货直播间以40.23%的占比位居首位，凸显了社交媒体和KOL在消费者购买决策中的强大影响力，进一步印证了内容营销和信任经济在移动储能产品销售中的关键作用。在应用场景方面，市政及园林景观观赏便民服务用电以39.36%的占比成为最受认可的场景，反映了移动储能在提升公共服务和城市景观中的重要作用；与此同时，矿山等偏远地区应急用电同样以39.36%的占比并列第一，突显了移动储能在应急场景下的不可替代性，进一步彰显了其作为可靠能源解决方案的市场价值。艾媒咨询分析师认为，未来，随着电池技术的突破和智能化应用的深化，移动储能市场将朝着更轻便、更智能、更环保的方向发展，成为新能源领域的重要增长点。
The mobile energy storage market is expanding rapidly with the development of new energy technologies and the growth of demand for outdoor activities, and its core characteristics are portability, high efficiency and versatility, which are widely used in outdoor travel, emergency power supply, home backup power supply and other scenarios. Consumers' pursuit of clean energy and sustainable lifestyles has driven the popularity of mobile energy storage products, while technological advances have also led to higher energy density and longer service life. According to the latest "Survey data of consumption behavior of China's mobile energy storage market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, KOL network celebrities/stars with goods live broadcast room ranked first with 40.23%. It highlights the strong influence of social media and Kols in consumer purchasing decisions, further confirming the key role of content marketing and trust economy in the sales of mobile energy storage products. In terms of application scenarios, the electricity consumption for municipal and garden landscape viewing convenience services became the most recognized scene with 39.36%, reflecting the important role of mobile energy storage in improving public services and urban landscape. At the same time, emergency electricity consumption in remote areas such as mines also ranked first with 39.36%, highlighting the irreplaceability of mobile energy storage in emergency scenarios, and further highlighting its market value as a reliable energy solution. Analysts believe that in the future, with the breakthrough of battery technology and the deepening of intelligent applications, the mobile energy storage market will develop in the direction of lighter, smarter and more environmentally friendly, and become an important growth point in the field of new energy.

艾媒咨询 | 2025年H1中国调味品行业运行数据监测半年报

随着中国居民消费水平提升，消费者对饮食多元化和便捷性的追求不断升级，饮食场景不断细分，中国调味品市场呈现出“品牌众多、品类多元”的特征。iiMedia Research（艾媒咨询）数据显示，2024年中国调味品的整体市场规模达6871亿元，预计2027年将增长至10028亿元；2024年中国菜谱式调味品市场规模达522亿元，预计2027年市场规模将增长至1033亿元。2025年4-5月多部门发布文件强化食品监管、规范包装等，未来食品相关企业要明示预制菜使用，包装后续避用“不添加”类用语。
With the improvement of Chinese residents' consumption levels, consumers' pursuit of diversified and convenient diets is constantly upgrading, and the dining scenarios are increasingly segmented. As a result, the Chinese condiment market is characterized by "numerous brands and diverse categories". iiMedia Research data shows that the overall market size of condiments in China reached 687.1 billion yuan in 2024 and is expected to grow to 1,002.8 billion yuan by 2027. The market size of cook-based condiments in China reached 52.2 billion yuan in 2024 and is expected to grow to 103.3 billion yuan by 2027. From April to May 2025, multiple departments issued documents to strengthen food supervision and standardize packaging, etc. In the future, food-related enterprises should clearly indicate the use of ready-to-eat meals and avoid using terms like "no additives" in packaging.

艾媒咨询 | 2025年中国种草经济行业发展状况与消费行为调查数据

随着居民消费观念转变，品质消费、服务消费占比持续提升，消费结构不断优化，为社会消费品零售总额的持续增长注入结构性动力。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年中国种草经济行业发展状况与消费行为调查数据》显示，2015-2029年中国MCN行业市场规模呈现持续增长态势，2024年市场规模达到636亿元，预计2029年市场规模突破1000亿元。未来，行业增长趋于平稳，但整体规模仍呈扩大趋势。
在中国种草经济消费者中，61.20%对种草持理性态度，32.56%认为种草是基于他人经验的总结，而6.24%因被欺骗过而不信任种草；被种草的主要渠道中，KOL/达人/博主测评视频占比最高，为55.14%，其次是KOL/达人/博主带货推广占比48.29%，内容社区的素人分享占比45.95%，亲友推荐占比35.36%，其他买家评价吸睛占比24.30%，软文推广占比20.40%。反映出大多数中国消费者不会盲目被种草，对种草持谨慎态度；视频内容和名人效应对消费者有较大影响。
艾媒咨询分析师指出，在未来，中国种草经济将在多方面呈现显著发展态势。在消费模式上，短视频平台凭借算法推荐扩大种草覆盖，社交平台依托圈层传播深化信任链接，二者协同构建“发现-信任-转化”完整链路；在需求端，随着消费者理性意识增强，真实体验类种草内容更受青睐，Z世代对小众品牌、国潮产品的种草需求持续升温，个性化推荐成为核心诉求；技术创新贯穿始终，从AI生成虚拟种草内容提升创作效率，到大数据分析优化种草投放精准度。企业需强化内容合规建设，建立专业种草内容审核机制，杜绝虚假宣传；深耕用户价值挖掘，通过私域运营沉淀忠实粉丝群体，增强品牌认同感；加大技术应用投入，利用AI工具优化内容创作与用户画像分析，以此构建核心竞争力，在规范发展的市场环境中实现增长突破。
With the transformation of residents' consumption concepts, the proportion of quality consumption and service consumption has continued to rise, and the consumption structure has been constantly optimized, injecting structural impetus into the sustained growth of the total retail sales of consumer goods in society. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's Grass-planting Economy Industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the market size of China's MCN industry has shown a continuous growth trend from 2015 to 2029. The market size is expected to reach 63.6 billion yuan in 2024 and exceed 100 billion yuan in 2029. In the future, the growth of the industry will tend to stabilize, but the overall scale will still show an expanding trend.
Among Chinese consumers of the "grass-planting economy", 61.20% hold a rational attitude towards grass-planting, 32.56% believe that grass-planting is a summary based on others' experiences, while 6.24% do not trust grass-planting because they have been deceived. Among the main channels for being influenced, KOL/ influencer/blogger review videos account for the highest proportion at 55.14%, followed by KOL/ influencer/blogger product promotion at 48.29%, content community sharing by ordinary people at 45.95%, recommendations from friends and relatives at 35.36%, and eye-catching reviews from other buyers at 24.30%. Soft article promotion accounts for 20.40%. It reflects that the majority of Chinese consumers will not be blindly influenced and hold a cautious attitude towards it. Video content and the influence of celebrities have a significant impact on consumers.
Analysts from iiMedia Research pointed out that in the future, China's grass-planting economy will show a significant development trend in many aspects. In terms of consumption patterns, short-video platforms expand the coverage of "grass-planting" through algorithmic recommendations, while social platforms deepen trust connections by relying on circle dissemination. The two work together to build a complete chain of "discovery - trust - conversion". On the demand side, as consumers' rational awareness increases, genuine experience-based product recommendation content is more favored. The demand of Generation Z for niche brands and domestic trend products continues to rise, and personalized recommendations have become the core demand. Technological innovation runs through the entire process, from AI-generated virtual seeding content to enhance creation efficiency, to big data analysis to optimize the accuracy of seeding placement. Enterprises need to strengthen content compliance construction, establish a professional content review mechanism for product promotion, and eliminate false advertising. Deeply cultivate user value exploration, accumulate a loyal fan base through private domain operation, and enhance brand recognition. Increase investment in technology application, utilize AI tools to optimize content creation and user profiling analysis, thereby building core competitiveness and achieving growth breakthroughs in a standardized and developing market environment.

艾媒咨询 | 2025-2026年DeepSeek撬动产业链的商业机会及布局策略报告

2025年中国人工智能市场正迎来发展新机遇。随着“DeepSeek”的发布，重新改变了市场对开源大模型的认知。DeepSeek的快速发展正在深刻影响着各行各业的未来发展，推动各行业向智能化、数字化方向加速转型。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《2025-2026年DeepSeek撬动产业链的商业机会及布局策略报告》数据显示全球人工智能市场规模和人工智能芯片市场规模均呈现显著的增长趋势。预计到2025年，全球人工智能市场规模将达到36885亿美元。艾媒咨询分析师认为，身处变革浪潮中的DeepSeek，正迎来机遇与挑战并存的关键发展阶段。随着人工智能技术的突飞猛进，在应用领域，其展现出强劲的发展潜力，有望在更多行业实现突破，逐步成长为引领人工智能技术进步的中坚力量。
The Chinese artificial intelligence market is embracing new opportunities in 2025. With the release of "DeepSeek", the market's perception of open-source large models has been fundamentally altered. The rapid development of Deepseek is profoundly influencing the future of various industries, accelerating their transformation towards intelligence and digitalization. The latest report "2025-2026 DeepSeek's Business Opportunities and Layout Strategies in the Industrial Chain" released by iiMedia Research, a global third-party data mining and analysis institution for the new economy industry, shows that both the global artificial intelligence market size and the artificial intelligence chip market size are experiencing significant growth trends. It is projected that by 2025, the global artificial intelligence market size will reach 3,688.5 billion US dollars. Analysts from iiMedia Research believe that DeepSeek, which is in the midst of the wave of change, is now at a critical stage of development where opportunities and challenges coexist. With the rapid advancement of artificial intelligence technology, it has demonstrated strong development potential in application fields and is expected to achieve breakthroughs in more industries, gradually growing into a key force leading the progress of artificial intelligence technology.

艾媒咨询 | 2025年中国差旅费控行业白皮书

传统差旅服务或费控报销只是解决了企业在预订、报销这一单一环节的需求。企业真正需要的是一个科学的差旅采购方案，以及涵盖事前、事中、事后的全流程、完整的差旅费控解决方案。差旅费控一体化把差旅消费场景与费控平台融合贯通，打造企业差旅及费用管控一体化平台，横向链接消费供应商，纵向打通费控全流程。iiMedia Research（艾媒咨询）数据显示，2024年中国差旅费控行业市场交易规模达3316.6亿元，预计2027年将增长至4028.3亿元。随着政策的落地和互联网技术的发展，企业客户对差旅费控的认知将不断深化，未来将有更多企业倾向于选择差旅费控厂商服务，中国差旅费控市场有望迎来更大的增长空间和发展机遇。
Traditional business travel services or expense control and reimbursement merely address the needs of enterprises in the single link of booking and reimbursement. What enterprises truly need is a scientific travel procurement plan and a complete travel expense control solution covering the entire process from before, during to after the event. The integration of travel expense control integrates the travel consumption scenarios with the expense control platform, creating an integrated platform for enterprise travel and expense management. It horizontally links consumer suppliers and vertically connects the entire expense control process. iiMedia Research data shows that the market transaction volume of China's travel expense control industry reached 331.66 billion yuan in 2024 and is expected to grow to 402.83 billion yuan by 2027. With the implementation of policies and the development of Internet technology, enterprise customers' understanding of travel expense control will continue to deepen. In the future, more enterprises will tend to choose the services of travel expense control manufacturers. The Chinese travel expense control market is expected to embrace greater growth space and development opportunities.

艾媒咨询 | 2025年中国外贸AI智能应用市场洞察分析报告

在全球经济一体化的大背景下，外贸行业竞争愈发激烈。随着人工智能（AI）技术的迅猛发展，其在各领域的应用不断深入，外贸行业也迎来了智能化变革的浪潮。AI 智能应用正逐渐渗透到外贸业务的各个环节，深刻改变着传统的贸易模式和运营方式，为外贸企业带来了新的机遇与挑战。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年中国外贸AI智能应用市场洞察分析报告》数据显示， 88.17% 的工作者已在使用 AI 相关工具或系统，表明 AI 在外贸领域的普及度极高，已然成为外贸工作的重要组成部分。同时，超六成中国工作者认可外贸 AI 在智能数据管理（客户信息、订单等）方面的功能优势，52.76% 的人认为提高数据分析、管理能力十分关键，这不仅凸显了数据管理于外贸业务的核心地位，也强烈预示着外贸行业未来对 AI 数据处理能力有着迫切需求。艾媒咨询分析师认为，AI 不仅已广泛融入外贸工作，其在数据处理与管理方面的能力更是备受关注，有望成为推动外贸行业发展、提升企业竞争力的关键力量。
Under the background of global economic integration, the competition in foreign trade industry is becoming more and more fierce. With the rapid development of artificial intelligence (AI) technology, its application in various fields continues to deepen, and the foreign trade industry has ushered in a wave of intelligent change. AI intelligent applications are gradually penetrating into all aspects of foreign trade business, profoundly changing the traditional trade mode and operation mode, and bringing new opportunities and challenges to foreign trade enterprises. According to the latest "Analysis report on China's foreign trade AI intelligent application market insight in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 88.17% of workers are already using AI-related tools or systems, indicating that AI is extremely popular in the field of foreign trade. It has become an important part of foreign trade work. At the same time, more than 60% of Chinese workers recognize the functional advantages of foreign trade AI in intelligent data management (customer information, orders, etc.), and 52.76% of them believe that it is critical to improve data analysis and management capabilities, which not only highlights the core position of data management in foreign trade business. It also strongly indicates that the foreign trade industry has an urgent need for AI data processing capabilities in the future. AI Consulting analysts believe that AI has not only been widely integrated into foreign trade work, its ability in data processing and management is more concerned, is expected to become a key force to promote the development of foreign trade industry and enhance the competitiveness of enterprises.

艾媒咨询 | 2025年中国移动翻译行业消费行为调查数据

中国移动翻译行业近年来依托人工智能技术的飞跃，特别是机器翻译与语音识别领域的显著进步，迅速崛起并展现出商业价值。随着全球化进程的加速和数字化转型的深化，国内外贸易及文化交流日益频繁，移动翻译服务需求急剧上升，市场规模不断扩大。移动翻译不仅极大提高了沟通效率，降低了语言障碍带来的成本，还通过提供高质量的翻译服务吸引更多的客户，增强了企业的国际竞争力。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年中国移动翻译行业消费行为调查数据》数据显示，工作场景以61.13%的占比成为移动翻译最主要的应用领域，凸显了其在商务沟通、跨国协作等场景中的不可或缺性。紧随其后的是生活娱乐场景，占比达56.82%，表明移动翻译已深度融入日常生活的方方面面，成为跨语言交流的重要工具。在翻译内容类型方面，网页文章以42.57%的占比位居第一，反映出消费者对网络内容翻译的强烈需求；视频翻译和证件资料分别以36.35%和34.14%的占比位列其后，体现了多媒体内容和文件资料翻译的广泛应用趋势。此外，英语以54.45%的占比遥遥领先于其他语种，进一步巩固了其在移动翻译服务中的主导地位，彰显了其作为全球通用语言的重要性。艾媒咨询分析师认为，随着技术的不断成熟和市场的进一步拓展，移动翻译行业吸引了一些投资者，特别是在技术创新、平台建设及服务优化等领域展现出丰富的投资机会。未来，AI技术的革新将为移动翻译行业注入新的增长动力。
In recent years, relying on the leap in artificial intelligence technology, especially the significant progress in the field of machine translation and speech recognition, China's mobile translation industry has risen rapidly and shown commercial value. With the acceleration of globalization and the deepening of digital transformation, domestic and foreign trade and cultural exchanges are becoming increasingly frequent, and the demand for mobile translation services is rising sharply, and the market scale is constantly expanding. Mobile translation not only greatly improves the communication efficiency and reduces the cost caused by language barriers, but also attracts more customers by providing high-quality translation services and enhances the international competitiveness of enterprises. According to the latest "Survey data of consumption behavior of China's mobile translation industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the work scene has become the most important application field of mobile translation with a ratio of 61.13%. It highlights its indispensability in business communication, transnational cooperation and other scenarios. It is followed by life and entertainment scenes, accounting for 56.82%, indicating that mobile translation has been deeply integrated into all aspects of daily life and has become an important tool for cross-language communication. In terms of translated content types, web articles ranked first with 42.57%, reflecting consumers' strong demand for web content translation; Video translation and document materials ranked second with 36.35% and 34.14% respectively, reflecting the wide application trend of multimedia content and document translation. In addition, English is far ahead of other languages with 54.45% of the total, further consolidating its dominant position in mobile translation services and highlighting its importance as a universal language. iiMedia Research analysts believe that with the continuous maturity of technology and the further expansion of the market, the mobile translation industry has attracted some investors, especially in the fields of technological innovation, platform construction and service optimization to show rich investment opportunities. In the future, the innovation of AI technology will inject new growth momentum into the mobile translation industry.