艾媒咨询 | 2025年中国阅读行业发展状况与用户行为调查数据

随着阅读需求的增加，消费者对纸质书等的消费体验要求越来越高。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年中国阅读行业发展状况与用户行为调查数据》数据显示，中国消费者年均阅读纸质书籍数量集中在4-6本。实体书店以45.33%的占比成为消费者首要纸质书阅读场所，同时线下书店以41.21%的份额稳居纸质书籍购买主渠道，凸显实体空间的文化吸引力。消费者阅读核心诉求聚焦开阔思维，增长见识，内容分享与做读书摘要成为消费者们的阅读习惯。但消费者指出当前纸质书消费存在定价体系不透明、精品书籍获取渠道有限、书店沉浸式服务不足等问题，部分消费者反映优质出版物供需匹配度有待提升。移动阅读场景的碎片化特征凸显，33.89%消费者利用非固定时间完成阅读。艾媒咨询分析师认为，出版行业需强化实体书店的体验价值，通过主题策展、作者互动等活动增强消费者粘性；同时应优化纸质书价格体系，完善线上线下联动的推荐机制，并针对消费者认知提升需求开发专题书单，构建深度阅读+社交场景的新型纸质书生态。
With the increase of reading demand, consumers have higher and higher requirements for the consumption experience of paper books. According to the latest "China reading industry development and user behavior survey data in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution of the new economy industry, the average number of Chinese consumers reading paper books is concentrated in 4-6. Physical bookstores have become the primary place for consumers to read paper books, accounting for 45.33%, while offline bookstores have steadily occupied the main channel for paper book purchase with 41.21% share, highlighting the cultural attraction of physical space. The core demands of consumer reading focus on broadening the mind, increasing knowledge, content sharing and doing reading summaries have become consumers' reading habits. However, consumers pointed out that the current paper book consumption has problems such as opaque pricing system, limited access to high-quality books, and insufficient immersive services in bookstores, and some consumers reflected that the matching degree between supply and demand of high-quality publications needs to be improved. The fragmentation feature of mobile reading scene is prominent, 33.89% of consumers use non-fixed time to complete reading. iiMedia Research believe that the publishing industry needs to strengthen the experience value of physical bookstores, and enhance consumer stickiness through activities such as theme curation and author interaction; At the same time, the price system of paper books should be optimized, the recommendation mechanism of online and offline linkage should be improved, and special book lists should be developed according to the needs of consumers to improve their cognition, and a new paper book ecology with deep reading and social scenes should be built.

艾媒咨询 | 2024-2025年中国数字文化产业发展现状及趋势分析报告

近年来，随着数字技术的迅猛发展，数字文化产业已经深刻融入我国经济社会的各个领域，成为数字经济发展的新动能。国家统计局数据显示，2024年前三季度，规模以上文化企业实现营业收入99668亿元，比上年同期增长5.9%。其中，数字文化新业态特征明显的16个行业小类实现营业收入41616亿元，比上年同期增长10.0%，占总营业收入的比重高达41.8%。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年中国数字文化产业发展现状及趋势分析报告》显示，2024年前三季度全国数字文化新业态的营业收入已飙升至4.16万亿元，与2019年的1.99万亿元相比，实现了惊人的2.1倍增长。同时，其在全部规模以上文化企业营业收入中的占比也大幅提升至41.8%，与2019年相比，增长了18.9个百分点，进一步彰显了数字文化产业在文化产业整体格局中的核心地位。
In recent years, with the rapid development of digital technology, the digital cultural industry has been deeply integrated into various fields of China's economy and society, becoming a new driving force for digital economic development. According to data from the National Bureau of Statistics, the scaled-up cultural enterprises achieved a total revenue of 99,668 billion yuan in the first three quarters of 2024, up 5.9% from the same period last year. Of which, the 16 sub-categories with obvious characteristics of digital cultural new industries achieved a revenue of 416 billion yuan, up 10.0% from the same period last year, accounting for 41.8% of the total revenue. The latest report released by iiMedia Research, a third-party data mining and analysis institution for global new economy industries, shows that the revenue of digital cultural new industries in China reached 416 billion yuan in the first three quarters of 2024, a staggering 2.1 times higher than the 199 billion yuan in the same period of 2019. At the same time, its share in the total revenue of scaled-up cultural enterprises has also increased significantly to 41.8%, up 18.9 percentage points from 2019, further highlighting the core position of the digital cultural industry in the overall cultural industry landscape.

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 | 2024-2025年中国虚拟现实产业发展及趋势分析报告

随着VR技术在核心芯片、显示屏幕、光学方案、交互技术等方面取得了显著突破，中国虚拟现实产业开始进入深度沉浸阶段，技术生态逐渐完善，行业规模不断上升。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年中国虚拟现实产业发展及趋势分析报告》数据显示，中国虚拟现实市场规模呈上升趋势，2023年中国虚拟现实市场规模达1126.0亿元，同比上升22.8%；预计2028年中国虚拟现实市场规模可达2125.9亿元。有49.0%的受访者表示会购买VR产品，43.7%的受访者表示将来会考虑购买。艾媒咨询分析师认为，虚拟现实行业技术生态逐渐完善，资本的入局推动了虚拟现实设备在分辨率、刷新率、交互方式等方面的提升，增强了虚拟现实的娱乐属性，应用场景进一步拓宽。
As VR technology has made significant breakthroughs in core chips, display screens, optical solutions, interaction technologies, etc., China's virtual reality industry has begun to enter the stage of deep immersion, the technology ecology has gradually improved, and the scale of the industry has continued to increase. The data of “2024-2025 China Virtual Reality Industry Development and Trend Analysis Report” newly released by iiMedia Research (AiMedia Consulting), a third-party data mining and analysis organization of the global new economy industry, shows that the scale of China's virtual reality market is on the rise, and the scale of China's virtual reality market in 2023 amounted to RMB 112.60 billion yuan, a year-on-year increase of 22.8%; It is expected that the size of China's virtual reality market can reach 212.59 billion yuan in 2028. 49.0% of respondents said they would buy VR products, and 43.7% said they would consider buying them in the future. Analysts from AiMedia Consulting believe that the technology ecology of the virtual reality industry has gradually improved, and the entry of capital has promoted the improvement of virtual reality equipment in terms of resolution, refresh rate, interaction mode, etc., which has enhanced the entertainment attributes of virtual reality, and the application scenarios have been further broadened.

艾媒咨询 | 2023-2024年中国企业出海发展研究白皮书

应经济转型升级需求，愈多企业开始“走出去”，积极开拓海外市场。iiMedia Research（艾媒咨询）数据显示，分别有29.5%、19.9%的大型企业已实施出海或有出海计划；在已实施出海布局的企业中，中、小、微企业的占比分别为39.4%、17.5%和13.6%；从布局趋势上看，大型企业综合实力强，出海较早，但中小微企业作为中国数量大、灵活性高的群体，在政策和市场支持下，正不断加快出海步伐。

艾媒咨询 | 2024年中国00后暑假文娱活动分析报告

随着暑假的到来，文娱行业迎来了消费的高峰期，各类线上线下文娱活动备受欢迎，对于00后群体，他们成长于物质条件相对富足的年代，在暑假中对精神娱乐需求旺盛，悦己消费意愿更强。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00后暑假文娱活动分析报告》数据显示，中国居民在教育、文化和娱乐领域的消费支出比例波动明显，2023年教育、文化和娱乐领域的消费支出比例达到10.8%。
艾媒咨询分析师认为，00后更倾向于参与多样化的文娱活动，包括看电影/电视剧/综艺、听音乐、打游戏、看短视频、刷社交软件/社交论坛和看动漫等，消费意愿较强。
With the arrival of the summer vacation, the entertainment industry has ushered in the peak of consumption, and all kinds of online and offline entertainment activities are very popular. For the post-00s, they grew up in the era of relatively rich material conditions, and have strong demand for spiritual entertainment during the summer vacation, and are more willing to enjoy themselves. According to the latest "Analysis Report on China's post-00s Summer Recreational Activities in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the proportion of Chinese residents' consumption expenditure in the fields of education, culture and entertainment fluctuates significantly. In 2023, the proportion of consumer spending in the fields of education, culture and entertainment will reach 10.8%.
Analysts from iiMedia Consulting believe that the post-00s are more inclined to participate in diversified recreational activities, including watching movies/TV series/variety shows, listening to music, playing games, seeing short videos, browsing social software/social forums and watching animation,etc.,and have a strong willingness to consume.

艾媒咨询 | 2025年中国企业数字化使用行为调查数据

当前中国企业数字化呈现出良好发展态势，数字化投入持续加大，数字化基础不断夯实。超九成企业在生产经营中广泛应用信息化管理系统、电子商务、云计算等技术，不同行业各有特色，信息传输、软件和信息技术服务业企业应用水平领先，在管理、采购、销售等环节普及度高，生产、研发环节应用逐步深入。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年中国企业数字化使用行为调查数据》，已有86.19%的企业考虑并实施了数字化转型，说明数字化转型已成为企业经营规划中的重要组成部分。其中，制造业在数字化转型企业中占比最高，达到14.74%。其次是信息传输、计算机服务和软件业，占比14.32%。在企业数字化转型的主要困难中，组织层面缺乏整体规划的问题最为突出，其次是数据治理体系不完善和传统IT平台及架构带来的负担。未来，企业数字化转型的前景广阔，同时也挑战重重。随着这些挑战被克服，企业数字化转型将释放更大潜能，推动产业结构优化升级，助力中国经济在数字时代实现高质量发展 。（《艾媒咨询 |2025年中国企业数字化使用行为调查数据》完整高清PDF版共30页，可点击文章底部报告下载按钮进行报告下载）
Currently, the digitalization of Chinese enterprises is showing a favorable development trend with continuous increases in digital investment and continuous consolidation of the digital foundation. More than 90% of enterprises widely apply technologies such as information management systems, e-commerce, and cloud computing in their production and operation. Different industries have their own characteristics. Enterprises in the information transmission, software, and information technology service industries lead in the application level, with high popularity in management, procurement, sales, and other links, and the application in production and R&D links is gradually deepening. According to the latest "Survey data on digital usage behavior of Chinese enterprises in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 86.19% of enterprises have considered and implemented digital transformation, indicating that digital transformation has become an important part of enterprise operation planning. Among them, the manufacturing industry accounts for the highest proportion, reaching 14.74%, among the enterprises undergoing digital transformation. Followed by the information transmission, computer services, and software industry, accounting for 14.32%. Among the main difficulties in the digital transformation of enterprises, the lack of overall planning at the organizational level is the most prominent issue, followed by the imperfect data governance system and the burden brought by traditional IT platforms and architectures. In the future, the prospects for the digital transformation of enterprises are broad, but there are also numerous challenges. As these challenges are overcome, the digital transformation of enterprises will unleash greater potential, promote the optimization and upgrading of the industrial structure, and help China's economy achieve high-quality development in the digital era.

艾媒咨询｜2024年中国虚拟数字人产业发展白皮书

随着AI技术的日益成熟与广泛应用，虚拟数字人从一个遥远的概念逐渐走进了现实世界的舞台，在技术融合与产业升级中扮演至关重要的桥梁与驱动者。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年中国虚拟数字人产业发展白皮书》数据显示，2023年中国虚拟人带动产业市场规模和核心市场规模分别为3334.7亿元和205.2亿元，预计2025年分别达到6402.7亿元和480.6亿元，呈现强劲的增长态势。
艾媒咨询分析师认为，虚拟人技术具有为用户提供高度智能化和个性化服务的潜力，为B端企业降本增效，其市场需求前景广阔。
With the increasing maturity and widespread application of AI technology, virtual digital humans have gradually entered the real world stage from a distant concept, playing a crucial bridge and driver in technology integration and industrial upgrading. According to the latest "White Paper on the Development of China's Virtual Digital Human Industry in 2024" released by iiMedia Research, a third-party data mining and analysis firm in the global new economy industry, the market size and core market size driven by virtual humans in China were 333.47 billion yuan and 20.52 billion yuan respectively in 2023. It is expected to reach 640.27 billion yuan and 48.06 billion yuan respectively in 2025, showing a strong growth trend.
Analysts from iMedia Consulting believe that virtual human technology has the potential to provide users with highly intelligent and personalized services, reducing costs and increasing efficiency for B2B enterprises. Its market demand prospects are broad.

艾媒咨询 | 2024-2025年中国小屏手机市场趋势与消费行为需求研究报告

2011年至2023年，中国智能手机的出货量从最初的0.95亿台增长至2.76亿台，国内智能手机出货量呈现稳步增长态势，预计2024年将达到2.87亿台，同比增长3.6%。小屏手机受到消费者的青睐，超五成的消费者重点关注过小屏手机。小屏手机的核心优势是携带方便（73.5%）、操作便捷（54.4%）和握持舒适（45.2%）。消费者对小屏手机的满意度平均分为4.2分，目前小屏手机基本能做到满足消费者的全方位要求，市场前景广阔。随着技术的进步和消费者需求的多样化，小屏手机正逐渐从中端市场向高端市场迈进，成为智能手机市场的新亮点。技术创新是推动小屏手机高端化的关键因素。同时，随着技术的进步，小屏手机不再是一座孤岛，而是成为一个多设备互联互通的智能生态系统核心，这一趋势不仅增强了小屏手机的功能性，也为消费者带来了更加丰富和便捷的智能体验。
From 2011 to 2023, China's smartphone shipments increased from the initial 95 million units to 276 million units, and domestic smartphone shipments showed a steady growth trend and are expected to reach 287 million units in 2024, an increase of 3.6%. Small-screen mobile phones are favored by consumers, and more than 50% of consumers focus on small-screen mobile phones. The core advantages of small-screen mobile phones are easy to carry (73.5%), easy to operate (54.4%) and comfortable to hold (45.2%). Consumers' satisfaction with small-screen mobile phones averages 4.2 points. At present, small-screen mobile phones can basically meet the all-round requirements of consumers and have broad market prospects. With the advancement of technology and the diversification of consumer demand, small-screen mobile phones are gradually moving from the middle market to the high-end market, becoming a new bright spot in the smart phone market. Technological innovation is the key factor to promote the high-end of small-screen mobile phones. At the same time, with the progress of technology, small screen mobile phones are no longer an island, but become the core of a multi-device interconnection intelligent ecosystem, this trend not only enhances the functionality of small screen mobile phones, but also brings consumers a more rich and convenient intelligent experience.

艾媒咨询 | 2024年中国数字中台市场研究报告

随着云计算、大数据、物联网、人工智能等技术的创新发展，传统产业数字化转型不断加快，数据安全和隐私问题成为用户和企业的关切点，企业对灵活、高效解决方案的需求持续增加，生态合作将成为行业发展趋势。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年中国数字中台市场研究报告》数据显示，2022年中国数字经济总体规模达50.2万亿元，同比增长10.3%。随着传统产业数字化转型不断加快，数字经济基础设施实现跨越式进步，预计2025年达70.8万亿元。中国零售企业在物料管理、销售管理中使用到信息系统较多；零售企业使用的数字化工具主要有数字系统（75.9%）和数字营销（57.6%）；有75.4%的零售企业在接受数字中台服务商服务后经营效率提升6%-25%。数字中台市场集中度较高，大厂技术设施健全，优势明显。当前中台的行业格局由竞争转向竞合，以协同生态为核心，集众所长，企业中台趋向云化、智能化、生态化、全渠道化。
With the innovative development of cloud computing, big data, Internet of Things, artificial intelligence and other technologies, the digital transformation of traditional industries is accelerating, data security and privacy issues have become the concern of users and enterprises, and enterprises' demand for flexible and efficient solutions continues to increase, and ecological cooperation will become the development trend of the industry. According to the latest China digital market research report in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the overall scale of China's digital economy reached 50.2 trillion yuan in 2022, with a year-on-year growth of 10.3%. As the digital transformation of traditional industries continues to accelerate, the digital economy infrastructure has achieved leapfrog progress, and it is expected to reach 70.8 trillion yuan by 2025. Chinese retail enterprises utilize a wide range of information systems in material management and sales management. The primary digital tools employed by retail enterprises include digital systems (75.9%) and digital marketing (57.6%). After receiving services from digital middle-platform service providers, 75.4% of retail enterprises have witnessed a 6% to 25% increase in operational efficiency. The digital middle-platform market exhibits a high degree of concentration, with large companies boasting comprehensive technical facilities and notable advantages. Currently, the middle-platform industry landscape is shifting from competition to cooperation, centered on collaborative ecosystems. It integrates the strengths of various parties, driving enterprise middle-platforms towards cloudification, intelligence, ecologization, and omni-channel development.