艾媒咨询 | 2025年中国AI数字人行业消费行为调查数据

目前，AI 数字人发展态势迅猛，已广泛渗透于各个行业中。新型数字人生成工具也在持续迭代，功能持续优化。在市场层面上，企业对 AI 数字人产品的接受度也在稳步提升。众多企业引入 AI 数字人后，工作流程得以优化，效率显著提升，成本亦有效降低，为企业发展注入全新活力 。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AI数字人行业消费行为调查数据》数据显示，当前使用AI数字人的企业主要分布在电子商务、卫生及社会保障和社会福利业、教育和金融等行业，并主要集中在小型企业中，占比达到58.78%。同时，有65.03%的企业已将AI数字人应用到公司发展实践中，说明AI数字人在中国企业中的实际应用已经相当广泛。企业在对AI数字人的功能需求中，对多模态能力（文字、图片、语音、视频处理能力）的需求最高，其次是自然语言理解和人机互动。同时，企业对产品易用性和隐私信息安全的关注度最高，分别达到29.39%和28.72%的占比。企业在持续加大对 AI 数字人应用投入的同时，也在面临诸多挑战。数据显示，数据安全与隐私保护面临的挑战最大，其次就是法规政策与伦理道德。未来随着企业不断完善数据安全保障措施，AI 数字人有望在企业与消费者之间搭建起更紧密、高效的沟通桥梁，为消费者带来更优质、个性化的消费体验，助力企业在激烈的市场竞争中开拓新的增长路径。
　　Currently, AI digital humans are developing at a rapid pace and have been widely integrated into various industries. New-generation digital human generation tools are continuously being iterated, with their functions being continuously optimized. In terms of the market, enterprises' acceptance of AI digital human products is steadily increasing. After many enterprises introduced AI digital humans, their work processes have been optimized, their efficiency has been significantly improved, and their costs have been effectively reduced, injecting new vitality into the development of enterprises.According to the latest "Survey data on consumer behavior in China's AI digital human industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, enterprises currently using AI digital humans are mainly distributed in industries such as e-commerce, health and social security, social welfare, education, and finance, and are mainly concentrated in small enterprises, accounting for 58.78%. At the same time, 65.03% of enterprises have applied AI digital humans to the practice of corporate development, indicating that the practical application of AI digital humans in Chinese enterprises is already quite extensive.Among enterprises' functional requirements for AI digital humans, the demand for multimodal capabilities (text, image, voice, and video processing capabilities) is the highest, followed by natural language understanding and human-computer interaction. Meanwhile, enterprises pay the most attention to the ease of use of products and the security of private information, accounting for 29.39% and 28.72% respectively.While enterprises are continuously increasing their investment in the application of AI digital humans, they are also facing many challenges. Data shows that data security and privacy protection face the greatest challenges, followed by regulatory policies and ethics. In the future, as enterprises continue to improve data security protection measures, AI digital humans are expected to build a closer and more efficient communication bridge between enterprises and consumers, bringing consumers a better and more personalized consumption experience, and helping enterprises open up new growth paths in the fierce market competition.

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年中国托育行业消费行为调查数据

在全球范围内，0-3岁婴幼儿的托育服务已成为各个国家或地区高度重视的家庭政策议题， 并被上升为公共服务体系建设的一部分。随着中国实施“三孩生育政策”，对婴幼儿托育行业的需求正在不断增加，更多家长会考虑将孩子送到托育机构。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年中国托育行业消费行为调查数据》数据显示，居住地附近缺乏合适的玩伴或教育环境的需求以39.29%的占比位居首位，凸显了家长对儿童成长环境的高度关注。与此同时，让孩子提前适应集体生活和通过早期教育开发孩子能力的需求均以35.71%的占比并列第二，反映出家长对孩子社交能力培养和早期智力发展的同等重视。在托育机构选择方面，社区托育机构以45.54%的占比成为家长的首选，体现了他们对便捷性和社区归属感的偏好；公办托育机构则以43.08%的占比紧随其后，进一步印证了家长对公办机构专业性和规范性的信任与青睐。艾媒咨询分析师认为，家长对儿童早期教育和社交能力培养的重视推动了托育需求的增长，同时政策支持和社会资本的涌入也为市场注入了活力。然而，托育市场仍面临着服务质量参差不齐、师资力量不足等挑战。未来，随着标准化建设和科技赋能，托育市场将朝着更专业、更智能、更普惠的方向发展，成为解决家庭育儿难题的重要支撑。
Worldwide, the childcare service for infants and young children aged 0-3 has become a highly valued family policy issue in various countries or regions, and has been elevated as a part of the construction of public service system. With the implementation of the "three-child policy" in China, the demand for infant and child care industry is increasing, and more parents will consider sending their children to care institutions. According to the latest “Survey data of consumption behavior of China's childcare industry in 2025” released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the demand for lack of suitable playmates or educational environment near the place of residence ranks first with 39.29%. It highlights the high concern of parents to the environment of children's growth. At the same time, the demand for allowing children to adapt to collective life in advance and developing children's abilities through early education both took the second place with 35.71%, reflecting the equal importance parents attach to the cultivation of children's social skills and early intellectual development. In terms of the choice of childcare institutions, 45.54% of parents chose community childcare institutions as their first choice, reflecting their preference for convenience and community belonging; Public childcare institutions followed with 43.08%, further confirming parents' trust and favor in the professionalism and standardization of public institutions. Analysts at IIMedia Research believe that parents' emphasis on early childhood education and social skills training has promoted the growth of childcare demand, while policy support and the influx of social capital have also injected vitality into the market. However, the childcare market still faces challenges such as uneven service quality and insufficient teachers. In the future, with the construction of standardization and the empowerment of science and technology, the childcare market will develop in a more professional, smarter and more inclusive direction, and become an important support for solving family childcare problems.

艾媒咨询 | 2025年中国投资者股票市场投资行为分析报告

股票市场作为金融市场的重要组成部分，不仅是企业融资的关键渠道，更是投资者实现财富增值的重要场所。其波动不仅反映了宏观经济的运行状况，也受到众多微观因素的影响。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年中国投资者股票市场投资行为分析报告》数据显示，在股票投资领域，中国投资者的行为和偏好呈现出鲜明特点。41.83% 的中国投资者将资金投入科技创新板/创业板，这一占比最高，彰显出他们对科技股的浓厚兴趣。同时，偏好长期投资的投资者占比达34.96% ，体现出部分投资者稳健的投资理念。而超六成投资者认为国家总体经济形势及其持续增长态势对投资决策影响最大，并且他们期望未来能加大对创新型科技板块的投资。艾媒咨询分析师认为，科技股在投资者心中占据重要地位，经济形势是投资决策的关键考量，创新型科技板块投资前景较为广阔。
As an important part of the financial market, the stock market is not only a key channel for corporate financing, but also an important place for investors to realize wealth appreciation. Its fluctuation not only reflects the running state of macro economy, but also is affected by many micro factors. According to the latest "Analysis report on investment behavior of Chinese investors in stock market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the behavior and preferences of Chinese investors in the field of stock investment show distinctive characteristics. 41.83% of Chinese investors put their money into the technology innovation Board/GEM, the highest proportion, highlighting their strong interest in technology stocks. At the same time, investors who prefer long-term investment accounted for 34.96%, reflecting the stable investment concept of some investors. More than 60% of investors believe that the country's overall economic situation and its continued growth have the greatest impact on investment decisions, and they expect to increase investment in innovative technology sectors in the future. Imedia Consulting analysts believe that technology stocks occupy an important position in the hearts of investors, the economic situation is a key consideration in investment decisions, and the investment prospects of innovative technology sectors are broad.

艾媒咨询 | 2024年中国家政行业发展状况与消费者行为数据分析报告

随着社会经济不断发展、三孩生育政策实施以及人口老龄化程度加快，家政服务业市场需求日益增长，行业服务细分凸显，新技术新模式的结合日益紧密。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年中国家政行业发展状况与消费者行为数据分析报告》数据显示，2015-2027年间中国家政服务市场规模呈现整体上升趋势。2023年中国家政服务市场达到11641万元，预计2027年达到13855万元。这一情况反映了中国家政服务市场中需求量不断增加。
艾媒咨询分析师认为，随着中国社会老龄化的逐步加深，中国家政行业将迎来更广阔的市场。
With the continuous development of social economy, the implementation of the three-child policy and the acceleration of population aging, the market demand for domestic service industry is growing day by day, the industry service segmentation is highlighted, and the combination of new technologies and new models is becoming closer. According to the latest "2024 China Domestic Service Industry Development Status and Consumer Behavior Data Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the size of China's domestic service market shows an overall upward trend from 2015 to 2027. In 2023, China's domestic service market reached 116.41 million yuan, and is expected to reach 138.55 million yuan in 2027. This situation reflects the increasing demand in China's domestic service market.
Analysts from iiMedia Consulting believe that with the gradual deepening of China's aging society, China's domestic industry will usher in a broader market.

艾媒咨询 | 2025-2026年中国冰雪运动行业发展趋势报告

冰雪行业热度持续升温，产业迎政策利好，中国冰雪运动行业的市场规模有望持续扩容，前景广阔。iiMedia Research（艾媒咨询）数据显示，中国冰雪运动带动市场规模已达10480.1亿元，预计2025年将进一步攀升至 11703.9亿元。随着“冰雪基建”的日益完善和消费者需求的多样化，冰雪经济已经突破了单纯满足基础滑雪需求的局限，逐步向多样化和高端化迈进。多元发展格局催生了多重盈利模式，为冰雪运动行业的高质量发展注入了强劲动力。
The heat of the ice and snow industry continues to heat up, and the industry welcomes favorable policies, and the market size of China's ice and snow sports industry is expected to continue to expand, with broad prospects. iiMedia Research data show that China's ice and snow sports driven market size has reached 1,048.01 billion yuan, is expected to further climb to 1,170.39 billion yuan in 2025. With the increasing improvement of "snow and ice infrastructure" and the diversification of consumer demand, the snow and ice economy has broken through the limitations of simply meeting the needs of basic skiing, and gradually moved toward diversification and high-end. The diversified development pattern has spawned multiple profit models, which has injected strong impetus into the high-quality development of the ice and snow sports industry.

艾媒咨询｜2024-2025年中国无人驾驶汽车市场行业研究报告

随着汽车智能化与电动化的不断升级，无人驾驶汽车成为汽车行业发展的新趋势。在政策和社会需求等多维度因素的推动下，自动驾驶的服务需求持续增长。数据显示，2023年无人驾驶汽车市场规模达118.5亿元，预计2025年前后将迎来规模性产业化契机。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年中国无人驾驶汽车市场行业研究报告》数据显示，2024年中国有49.3%的受访消费者知道且非常了解无人驾驶汽车；超过四成用户通过短视频平台获取无人驾驶汽车的相关资讯。超六成的受访消费者认为无人驾驶汽车的主要优势是减少驾驶疲惫感和减少交通事故的发生，无人驾驶汽车采用先进的传感技术和智能系统，可以实时感知周围环境，显著降低道路交通事故的发生率。
With the continuous upgrading of automotive intelligence and electrification, driverless vehicles have become a new trend in the development of the automotive industry. Driven by multi-dimensional factors such as policy and social demand, the demand for autonomous driving services continues to grow. According to the data, the market size of driverless cars reached 11.85 billion yuan in 2023, and it is expected to usher in large-scale industrialization opportunities around 2025. According to the latest "China Pilotless automobile market Industry Research Report from 2024 to 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, Chinese consumers will buy cosmetics in 2024. The most concerned factors were product composition (58.8%) and product efficacy (41.4%). More than 30% of consumers believe that the main problems with cosmetics are vague product descriptions and the short duration of cosmetic efficacy. With the rise of short video platforms, the size of the cosmetics market continues to expand, and consumer demand is constantly changing. In the future, China's cosmetics industry market still has huge potential for development.

艾媒咨询 | 2023-2024年中国月子中心运行大数据与产业趋势分析报告

近年来，“新时代女性”“她经济”“三孩政策”的出现推动了月子中心产业的发展，女性对于生产、产后修复、育儿等方面的科学专业指导需求更强烈，进一步刺激了消费市场对月子中心的需求。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《2023-2024年中国月子中心运行大数据与产业趋势分析报告》数据显示，2023年中国月子中心市场规模有望达243.3亿元，现阶段月子中心的门店数量仍然保持9%-10%的幅度增长，行业竞争激烈，中国月子中心市场规模扩大前景可观。

艾媒咨询 | 2023-2024年中国家政服务行业发展剖析及行业投资机遇分析报告

随着社会人口老龄化及三胎政策开放的影响，用户消费需求不断增加，中国家政服务行业作为朝阳产业、民生产业，对于吸纳就业、促进乡村振兴具有重大推动力，发展前景可观。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《2023-2024年中国家政服务行业发展剖析及行业投资机遇分析报告》数据显示，中国家政行业近年来始终保持高速的增长态势，2022年市场规模为10890亿元，预计2027年有望突破13000亿元。

艾媒咨询 | 2023年中国备孕人群互联网行为与消费洞察报告

中国“三孩”政策以及各类辅助生殖技术的快速发展，为中国备孕产业带来了良好的市场环境和发展机遇。基于人们对优生优育的重视，适育男女备孕已经成为一个新常态。iiMedia Research（艾媒咨询）数据显示，备孕人群高度重视全面健康管理，其在备孕阶段普遍关注营养补充、作息调理及孕产知识等相关知识；在备孕信息信赖来源方面，备孕人群更倾向从专业人士处获取相关信息，医生和母婴专业媒体编辑高达77.0%和61.1%；在商品消费决策方面，62.5%的备孕人群消费支出超过备孕前，新增消费品中，孕前检查和备孕保健品占比前二，在品牌选择的决策影响上，75.7%的备孕人群聚焦在母婴APP上了解产品和品牌，而在单一品牌的搜索上表现较为分散，占比前二的分别是抖音和小红书。备孕需求下，用户会使用多个APP，81.4%的备孕用户使用母婴APP，核心需求是学习备孕知识和记录身体信息；38.8%的备孕用户使用女性健康APP来记录经期；38.4%的备孕用户会使用短视频平台，核心需求是搜索备孕品牌、购买备孕产品。26.8%的备孕用户使用内容社区平台搜索单一品牌口碑、交流备孕经历。
China's "three-child" policy and the rapid development of various types of assisted reproductive technologies have brought favorable market environment and development opportunities for China's pregnancy preparation industry. Based on people's emphasis on eugenics, it has become a new normal for fertile men and women to prepare for pregnancy. iiMedia Research's data shows that people who prepare for pregnancy attach great importance to comprehensive health management, and they generally pay attention to nutritional supplements, work and rest regimen, and pregnancy and childbirth knowledge during the stage of preparing for pregnancy; in terms of the trusted sources of information on preparing for pregnancy, people who prepare for pregnancy are more inclined to obtain relevant information from professionals, with doctors and editors of mother and baby professional media reaching 77.0% and 61.0% respectively. In terms of trusted sources of information on pregnancy preparation, pregnant people are more inclined to get relevant information from professionals, with doctors and editors of mother and baby professional media reaching 77.0% and 61.1% respectively; in terms of decision-making on consumption of commodities, 62.5% of pregnant people's consumption expenditures exceed those of the pre-pregnancy period, and pre-pregnancy checkups and pregnancy-pregnancy healthcare products account for the top two of the newly added consumer goods, and in terms of decision-making on brand choices, 75.7% of the pregnant people are focusing on mother and baby APPs to learn more about the products and brands, and in terms of searching for a single brand The performance is more decentralized, and the top two share are Jitterbug and Xiaohongshu respectively. Under the demand of pregnancy preparation, users will use multiple APPs. 81.4% of pregnant users use mother and baby APPs, and their core demand is to learn about pregnancy preparation and record body information; 38.8% of pregnant users use women's health APPs to record menstruation; 38.4% of pregnant users use short-video platforms, and their core demand is to search for pregnancy preparation brands and buy pregnancy preparation products.26.8% of pregnant users use content community platforms to search for single brand reputation and exchange pregnancy preparation experiences.