艾媒咨询 | 2024年中国知识付费行业发展情况与消费行为调研分析报告

当前，基于社交、生活、职业发展及兴趣爱好等方面的多元化需求，人们需要不断汲取大量的信息以及通过学习不断提升自身的综合素质，而知识付费成为了中国消费者获取信息和学习的重要渠道，越来越多消费者愿意为高质量的知识内容付费。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年中国知识付费行业发展情况与消费行为调研分析报告》数据显示，2024年中国知识付费消费者规模将继续保持平稳增长态势，预计达到6.1亿人。而在知识付费服务的类型偏好上，中国消费者展现出对技能培训类内容的强烈需求，占比达到了40.44%。艾媒咨询分析师认为，随着社会对技能型人才的持续需求和在线教育技术的不断进步，技能培训类知识付费内容将愈发受到消费者的欢迎。
At present, based on the diversified needs of social communication, life, career development and hobbies, people need to constantly absorb a large amount of information and continuously improve their comprehensive quality through learning.Knowledge payment has become an important channel for Chinese consumers to obtain information and learn, and more and more consumers are willing to pay for high-quality knowledge content. According to the latest "2024 China knowledge payment industry develement situation and consumer behavior research analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the scale of China's knowledge payment consumers will continue to maintain a steady growth trend in 2024, and is expected to reach 610 million people. In terms of the type preference of paid knowledge services, Chinese consumers showed a strong demand for skills training content, accounting for 40.44%. Analysts from Imedia Consulting believe that with the continuous demand for skilled talents in society and the continuous progress of online education technology, paid content for skills training knowledge will be increasingly welcomed by consumers.

艾媒咨询|2021年中国素质教育及细分行业市场现状及消费行为数据研究报告

随着未来基础教育人口的增多，及未来人才需求和人均可支配收入增加等因素，素质教育市场规模将逐步扩大，预计2022年行业复合增速增速达20.5%，市场规模达6313.2亿元。艾媒咨询分析师认为，素质教育行业市场空间广阔，未来行业赛道或将更加细分。比如科技、体育、艺术这些学科也会进一步分类，变得更加有针对性。以体育为例，橄榄球、射箭等这些细分赛道也会有众多企业进入，形成众多小而美的门类。各个门类发展的过程中，也会有领头羊逐渐出现。(《2021年中国素质教育和细分行业市场现状及消费行为数据研究报告》完整高清PDF版共81页，可点击文章底部报告下载按钮进行报告下载)
With the increase of basic education population, talent demand and per capita disposable income in the future, the market scale of quality education will gradually expand. It is expected that the compound growth rate of the industry will reach 20.5% and the market scale will reach 631.32 billion yuan in 2022. AI media consulting analysts believe that the quality education industry has a broad market space, and the industry track may be more subdivided in the future. For example, science and technology, sports and art will be further classified and become more targeted. Taking sports as an example, many enterprises will enter such subdivided tracks as football and archery, forming many small and beautiful categories. In the process of the development of various categories, leaders will gradually appear. (“iiMedia Report | Research Report on China's market status and consumption behavior data of quality education and industry segments in 2021”full version has 81 pages in total, please click the Browse HD Report button on the right side of the article to browse the report)

艾媒咨询｜2022-2023年中外婴幼儿托育市场运行数据及趋势报告

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。2021年中国婴幼儿托育市场规模达1396.6亿元，同比增长127.9%，预计在2027年，中国0-3岁婴幼儿托育市场规模将达1863.2亿元。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。

艾媒咨询 | 2025年中国职业教育市场消费行为调查数据

随着职业培训体系的持续完善，其覆盖场景不断延伸，深入至以技能提升、职业转型为核心的个人发展领域，以在线课程、行业认证为代表的数字化学习领域，以及企业内训、校企合作等产教融合领域。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年中国职业教育市场消费行为调查数据》数据显示，2025年中国消费者职业培训参与率达91.90%，其中线下与线上结合的混合式培训以57.67%占比成为主流学习方式。消费者更倾向于选择2-10人小班课程（53.46%），且偏好半年一次的培训频率（38.13%）。在培训内容选择上，职业资格考试类培训（57.26%）与计算机类课程（24.97%）最受关注，反映出市场对专业资质认证和技术型人才的高度需求。数据显示，消费者参与培训的核心诉求集中于综合素质提升（37.99%），超六成受访者未来计划参与职业素养类培训（64.27%）。完成培训后，45.32%的消费者愿以兼职形式从事相关工作，其中电商运营领域（19.60%）吸引力最为突出。尽管56.72%的消费者对培训效果表示“比较满意”，但现存问题仍较显著：课程设置与市场需求脱节、师资力量薄弱、培训费用过高成为主要痛点。消费者期望重点提升职业技能与职业自信，同时呼吁培训机构优化课程定价体系，加强实践性内容创新，避免课程同质化现象。艾媒咨询分析师认为，职业培训机构需构建“需求导向”的课程研发机制，深度融合行业认证体系与企业用人标准。通过数字化技术赋能教学场景，打造灵活弹性的学习模式，同时强化就业对接服务与职业发展跟踪，形成“培训-认证-就业”的完整生态链。未来职业培训市场将向精细化、专业化方向持续升级。
With the continuous improvement of the vocational training system, its coverage scenarios continue to extend into the field of personal development with skills improvement and career transformation as the core, the field of digital learning represented by online courses and industry certification, and the field of integration of industry and education such as internal training and school-enterprise cooperation. According to the latest Survey data of consumer behavior in China's vocational education market in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the participation rate of Chinese consumers in vocational training in 2025 is 91.90%. Among them, the combination of offline and online hybrid training accounted for 57.67% of the mainstream learning mode. Consumers are more inclined to choose small classes of 2-10 students (53.46%), and prefer semi-annual training frequency (38.13%). In terms of training content selection, vocational qualification examination training (57.26%) and computer courses (24.97%) received the most attention, reflecting the market's high demand for professional qualification certification and technical talents. The data show that the core demands of consumers to participate in training are focused on the improvement of comprehensive quality (37.99%), and more than 60% of respondents plan to participate in professional quality training in the future (64.27%). After completing the training, 45.32% of consumers are willing to engage in related work in the form of part-time, of which the e-commerce operation field (19.60%) is the most attractive. Although 56.72% of consumers expressed "relatively satisfied" with the training effect, the existing problems are still significant: the curriculum is out of step with the market demand, the strength of teachers is weak, and the training cost is too high. Consumers expect to focus on improving vocational skills and professional confidence, and call on training institutions to optimize the course pricing system, strengthen practical content innovation, and avoid the phenomenon of curriculum homogeneity. iiMedia Research believe that vocational training institutions need to build a "demand-oriented" course research and development mechanism, and deeply integrate the industry certification system and enterprise employment standards. Through digital technology to empower the teaching scene, create a flexible learning mode, while strengthening employment docking services and career development tracking, forming a "training-certification-employment" complete ecological chain. In the future, the vocational training market will continue to upgrade in the direction of refinement and specialization.

艾媒咨询 | 2025年中国婴幼早教市场发展状况及用户行为调查数据

　在育儿观念革新与数字化浪潮的双重推动下，中国婴幼早教市场的发展态势与用户行为特征成为行业焦点。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）发布的《2025年中国婴幼早教市场发展状况及用户行为调查数据》数据显示，2024年中国0-3岁婴幼儿托育市场规模为1518.1亿元。未来随着中国居民的收入水平和生活水平的提高及对教育的重视程度增加，预计2030年时中国0-3岁婴幼儿托育市场规模将达2323.1亿元。在2025年中国婴幼早教用户为孩子报名早教课程情况中，90.51%的婴幼早教用户表示为孩子报名过早教课程，大量家长十分关注婴幼早教课程，这显现出中国婴幼早教市场的庞大用户基群。在2025年中国婴幼早教用户为孩子报名的早教课程类型中，英语类课程占比最高，达到49.45%，显示出婴幼早教用户对英语教育的高度重视。其次是数学、思维类课程，占比为43.03%，反映出婴幼早教用户对孩子逻辑思维能力的培养同样重视。在2025年中国婴幼早教用户希望孩子通过早教机构学到的能力中，最突出的是“良好的习惯”，占比高达35.02%。其次是“培养孩子自信心”，占比为34.40%。这表明婴幼早教用户们希望自己的孩子在早教机构中能培养出个人良好的行为习惯和个人自信自尊的培养。艾媒咨询分析师认为，未来，随着科技进步与家长需求的进一步升级，婴幼早教市场将呈现多元化、智能化发展趋势。企业需精准把握用户需求，提升服务质量，创新课程体系，以在激烈的市场竞争中脱颖而出。
Driven by both the innovation of parenting concepts and the digital wave, the development trend and user behavior characteristics of China's infant and early childhood education market have become the focus of the industry. According to the latest "iiMedia Report | Survey data on the development status and user behavior of China's infant and toddler early education market in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the scale of China's infant and toddler care market aged 0-3 years old will be 151.81 billion yuan in 2024. In the future, with the improvement of Chinese residents' income levels and living standards and the increasing emphasis on education, it is estimated that the market size of infant and toddler care for children aged 0-3 in China will reach 232.31 billion yuan by 2030. In the situation of Chinese infant and early childhood education users signing their children up for early childhood education courses in 2025, 90.51% of the infant and early childhood education users indicated that they had signed their children up for early childhood education courses.A large number of parents are very concerned about infant and early childhood education courses, which shows the huge user base of the Chinese infant and early childhood education market. Among the types of early education courses that Chinese infant and toddler early education users signed up for their children in 2025, English courses accounted for the highest proportion, reaching 49.45%, demonstrating the high attention that infant and toddler early education users attach to English education. Secondly, there are mathematics and thinking courses, accounting for 43.03%, which reflects that early childhood education users also attach great importance to the cultivation of children's logical thinking ability. Among the abilities that Chinese infant and early childhood education users hope their children can acquire through early education institutions in 2025, the most prominent one is "good habits", accounting for as high as 35.02%. The second is "cultivating children's self-confidence", accounting for 34.40%. This indicates that infant and toddler early education users hope that their children can develop good personal behavioral habits and personal confidence and self-esteem in early education institutions. Analysts from iiMedia Research believe that in the future, with the advancement of technology and the further upgrading of parents' demands, the infant and early childhood education market will show a diversified and intelligent development trend. Enterprises need to accurately grasp user demands, improve service quality and innovate the curriculum system in order to stand out in the fierce market competition.

艾媒咨询 | 2025年中国素质教育及其细分行业发展状况数据

随着公众教育观念的升级与新兴品牌崛起的速度加快，在政策支持与市场需求的双重驱动下，中国素质教育行业整体呈现出规模持续扩大的良好发展态势。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年中国素质教育及其细分行业发展状况数据》显示，2013-2024年中国居民人均教育、文化和娱乐消费支出比例中，整体呈现“长期上升、阶段波动、结构优化”的趋势。2024年占比为11.2%。未来，随着收入增长、政策支持和技术创新，这一比例有望继续提升，消费模式将更趋多元化、品质化。
城乡差距的缩小和消费场景的拓展，将成为推动消费升级的关键动力。在中国素质教育培训消费者中，90.86%的消费者表示愿意为孩子报名素质教育课程，只有9.14%的消费者表示不愿意为孩子；选择的素质教育课程类型中科技类课程占比最高，达到41.44%，艺术类课程占比39.87%，体育运动类和文化类课程分别占比37.65%和35.69%，素养类课程占比35.29%，游学类课程占比最低，仅为21.96%。反映出大多数消费者中国消费者普遍重视孩子的素质教育，愿意投入资源来提升孩子的综合素质；课程选择上更倾向于为孩子选择科技、艺术和体育类课程，以培养孩子的综合素质。
艾媒咨询分析师指出，未来中国素质教育行业下沉市场需求释放，三线以下城市潜力凸显，但行业竞争加剧，头部企业与跨界巨头抢占市场，中小机构生存压力增大；监管越发严格，合规成本上升，部分机构面临资质与运营调整压力；课程同质化严重，优质师资短缺问题突出。企业应深耕课程研发，结合技术打造差异化内容，建立师资培养体系；强化合规运营，完善资质备案与收费监管，筑牢经营根基；渠道下沉与生态合作并行，通过县域合作拓展市场，与校内教育协同构建服务闭环，实现可持续发展。
With the upgrading of public education concepts and the accelerated rise of emerging brands, driven by both policy support and market demand, the overall quality education industry in China has shown a favorable development trend of continuous expansion in scale. According to the latest "Data on the Development Status of Quality Education and Its Sub-sectors in China in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, in the proportion of per capita education, culture and entertainment consumption expenditure of Chinese residents from 2013 to 2024, Overall, it shows a trend of "long-term upward movement, phased fluctuations, and structural optimization". The proportion in 2024 is 11.2%. In the future, with income growth, policy support and technological innovation, this proportion is expected to continue to rise, and consumption patterns will become more diversified and of higher quality.
The narrowing of the gap between urban and rural areas and the expansion of consumption scenarios will become the key driving forces for promoting consumption upgrading. Among Chinese consumers of quality education and training, 90.86% of them said they were willing to sign their children up for quality education courses, while only 9.14% said they were unwilling to do so. Among the types of quality education courses selected, science and technology courses have the highest proportion, reaching 41.44%, art courses account for 39.87%, sports and cultural courses account for 37.65% and 35.69% respectively, quality courses account for 35.29%, and study tour courses have the lowest proportion, only 21.96%. This reflects that the majority of Chinese consumers generally attach great importance to their children's quality education and are willing to invest resources to enhance their children's overall quality. In terms of course selection, we tend to choose science and technology, art and sports courses for children to cultivate their comprehensive qualities.
Analysts from iiMedia Research pointed out that in the future, the demand for the lower-tier markets in China's quality education industry will be released, and the potential of cities below the third-tier will be highlighted. However, industry competition will intensify, with leading enterprises and cross-industry giants vying for the market, increasing the survival pressure on small and medium-sized institutions. With increasingly strict regulation and rising compliance costs, some institutions are under pressure to adjust their qualifications and operations. There is a serious homogenization of courses and a prominent shortage of high-quality teachers. Enterprises should focus on course development, create differentiated content by integrating technology, and establish a teacher training system. Strengthen compliance operations, improve qualification filing and fee supervision, and consolidate the foundation of business operations; Channel penetration and ecological cooperation are carried out in parallel. The market is expanded through county-level cooperation, and a service loop is constructed in collaboration with in-school education to achieve sustainable development.

艾媒咨询|2021中国婴幼早教市场现状与投资趋势价值分析报告

本报告研究涉及企业/品牌/案例：新爱婴，悦宝园，美吉姆，东方爱婴，红黄蓝，积木宝贝，倍乐生，芝兰玉树，亲宝文化，铁皮人科技，酷学多纳

2020年中国早教行业市场规模达3038亿元，同比增长13.6%，预计2021年市场规模将达到3276亿元。首先是中国早教行业宏观环境的利好，政府在相关政策法规中多次提及发展早教教育。同时，社会对优质人才的需求以及国民早教意识的提高，使得国民在教育上的投资占比逐年提高，进而推动着早教行业的发展。其次，人工智能等技术的融合应用也为早教行业带来革新。随着疫情后中国经济的复苏，市场需求将推动早教行业的规模进一步扩大，行业在资本市场的投融资热度也将有所上升。iiMedia Research(艾媒咨询)数据显示，近半数早教内容集中于对儿童兴趣方面的培养，主要包括音乐、书法与艺术等。其中，64.1%的家长注重课程内容的丰富性与专业性，55.7%的家长表示重视早教机构的师资力量和品牌。中国早教行业相比国外仍有较大差距，市场发展潜力巨大。伴随着新一代父母对子女教育重视程度的提升，早教市场规模将大幅度上升。
The market size of China's early childhood education industry in 2020 will reach 303.8 billion yuan, an increase of 13.6% year-on-year. It is expected that the market size will reach 327.6 billion yuan in 2021. The first is the favorable macro environment of China's early childhood education industry. The government has repeatedly mentioned the development of early childhood education in relevant policies and regulations. At the same time, the society's demand for high-quality talents and the increasing awareness of national early education have caused the proportion of national investment in education to increase year by year, which in turn promotes the development of the early education industry. Secondly, the integrated application of artificial intelligence and other technologies has also brought innovation to the early education industry. With the recovery of China's economy after the epidemic, market demand will promote the further expansion of the early education industry, and the industry's investment and financing enthusiasm in the capital market will also increase. According to data from iiMedia Research, nearly half of early education content focuses on the cultivation of children's interest, mainly including music, calligraphy and art. Among them, 64.1% of the parents paid attention to the richness and professionalism of the course content, and 55.7% of the parents stated that they valued the strength and brand of early education institutions. Compared with foreign countries, China's early education industry still has a big gap, and the market has great potential for development. As the new generation of parents pay more attention to their children's education, the scale of the early education market will increase substantially.

艾媒咨询|2020中国STEAM教育专题研究报告

本报告研究涉及企业/品牌/案例：DFRobot、贝尔科教、寓乐湾。

iiMedia Research(艾媒咨询)数据显示，2020年中国K12课后辅导市场规模达5300亿元，预计2021年将达到5710亿元。行业快速发展的情况下，资本市场对于校外培训教育以及STEAM教育产品研发技术一直保持较高的热度。但是在认知度方面，STEAM教育还需普及，凭借完整性更强的综合解决方案获得学生、家长以及学校的认可，提升市场受认可度。未来STEAM教育行业将在技术方面持续创新和优化，利用人工智能、物联网等新技术促进教学环境和学习方式的改变。

According to data from iiMedia Research, China's K12 after-school tutoring market will reach 530 billion yuan in 2020 and is expected to reach 571 billion yuan in 2021. With the rapid development of the industry, the capital market has always maintained a high degree of enthusiasm for off-campus training and education and STEAM education product development technology. However, in terms of awareness, STEAM education still needs to be popularized. With a more complete integrated solution, it will be recognized by students, parents and schools to increase market acceptance. In the future, the STEAM education industry will continue to innovate and optimize technology, and use new technologies such as artificial intelligence and the Internet of Things to promote changes in the teaching environment and learning methods.

艾媒报告|2020H1中国在线教育数据调研及典型企业案例研究报告

本报告研究涉及企业/品牌/案例：柚子鸭，学而思网校，猿辅导，中公教育，掌门1对1，VIPKID，编程猫。
其他提及企业/品牌：宝宝巴士，年糕妈妈，沪江网校，新东方网校，作业帮，网易公开课，51talk，华图教育，猿编程，火花思维，掌门少儿，百词斩，跟谁学，三好网，海风教育，哒哒英语等。

2020年5月20日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020H1中国在线教育数据调研及典型企业案例研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对在线教育行业、行业细分领域（如K12、职业培训、少儿英语、素质教育等）进行宏观把控和商业模式分析，对VIPKID、编程猫、中公教育等典型企业的分析，并且结合用户行为和消费心理，判断2020-2021年中国在线教育行业的发展趋势。艾媒咨询分析师认为，2020年的新冠疫情为在线教育带来了新的活力，预计2020年中国在线教育用户将达到3.09亿人。后续随着中国各地陆续复课，在线教育的用户数量将有所回落，因此，如何保持用户留存率等问题是在线教育企业应当关注的。

The new crown outbreak has brought some benefits to online education, but it has also increased competition in the industry. iiMedia Research believe that the domestic online education industry is about to enter the knockout stage, many enterprises, especially small and medium-sized enterprises are facing an existential crisis. How to make use of the current situation, improve the retention rate of enterprises, promote enterprise products out to sea is an important issue facing the development of the industry.

艾媒咨询|2020-2021年中国在线一对一少儿英语行业师资储备专题研究报告

本报告研究涉及企业/品牌/案例：阿卡索,哒哒英语,伴鱼少儿英语

随着经济全球化发展，英语成为了重要沟通工具与竞争优势。中国在线教育市场处于高速发展阶段，未来该行业有望进一步加速扩张。首先是居民收入水平的提高，使得教育类相关费用支出保持较高水平。伴随着互联网的普及和网络技术工具的升级，使得在线少儿英语行业 1对1授课形式的大范围应用在技术上得到支持。2020年中国市场规模达4858亿元。同时，中国在线教育用户规模一直保持高速增长的状态，目前用户规模已达3766万人。iiMedia Research(艾媒咨询)数据显示，超八成用户对目前在线1对1少儿英语师资水平表示满意，近七成用户建议严格把关教师教学水平。超五成用户非常看好在线1对1少儿英语行业发展，三成用户比较看好但认为平台水平有待提升。随着市场上出先更多同类型的在线1对1少儿英语平台，未来寻找优质的获客渠道，提高获客精准度是平台形成差异化竞争的关键。同时，外教规模和质量将是在线教育平台的发展关键。
With the development of economic globalization, English has become an important communication tool and competitive advantage. China's online education market moves to the stage of rapid development, and the industry is expected to further accelerate its expansion in the future. The first is the increase in the income level of residents, which keeps expenditures related to education at a relatively high level. With the popularization of the Internet and the upgrading of network technology tools, the large-scale application of one-to-one teaching in the online children's English industry has been technically supported. In 2020, the Chinese market will reach 485.8 billion yuan. At the same time, the number of online education users in China has been maintaining rapid growth, and the number of users has now reached 37.66 million. According to data from iiMedia Research, more than 80% of users are satisfied with the current online 1-to-1 children's English teacher level, and nearly 70% of users suggest that they strictly control the teaching level of teachers. Over 50% of users are very optimistic about the development of the online education industry, while 30% of users are more optimistic, although they believe that the level of the platform needs to be improved. With the emergence of more similar online 1-to-1 children's English platforms in the market, looking for high-quality customer acquisition channels in the future and improving customer acquisition accuracy are the keys to platform differentiation. At the same time, the scale and quality of foreign teachers will be the key to the development of online education platforms.