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年中国在线考试SaaS消费者行为调查数据

在线考试 SaaS 平台，是基于软件即服务（SaaS）这一云计算服务模式搭建的平台。通过互联网，以浏览器为载体，将在线考试相关应用程序交付给终端用户。近年来，人工智能、大数据等前沿技术的融入，进一步推动平台在智能监考、精准学情分析等方面取得突破，应用场景不断拓展至职业资格认证、大规模招生考试等严肃场景。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年中国在线考试SaaS用户行为调查数据》数据显示，32.06% 的用户高频使用在线考试功能，凸显其作为平台核心功能的地位，反映出用户对在线考试这一基础且关键功能的强烈依赖，也意味着企业要持续优化该功能，确保考试流程顺畅、体验良好。而产品功能与需求匹配度以 26.84% 占比居首，直接表明用户挑选产品时，实用价值远超其他因素。这警示企业在产品研发与迭代时，需深度调研不同用户群体需求，无论是教育机构、企业还是政府部门，都要做到功能精准对接，避免功能冗余或缺失，通过精准匹配需求来提升产品竞争力与用户忠诚度。艾媒咨询分析师认为，中国市场凭借庞大教育与企业用户基数、政策支持、技术进步等优势，增长潜力巨大。尽管面临技术瓶颈、安全隐患、市场竞争等挑战，但随着智能化、个性化、跨行业融合、国际化等趋势推进，行业有望在规范中持续创新发展。
Online exam SaaS platform, is based on the software as a service (SaaS) this cloud computing service model built platform. Through the Internet, with the browser as the carrier, the online exam related applications are delivered to the end user. In recent years, the integration of cutting-edge technologies such as artificial intelligence and big data has further promoted the platform to make breakthroughs in intelligent invigilation and accurate learning analysis, and the application scenarios have been continuously expanded to serious scenarios such as professional qualification certification and large-scale enrollment exams. According to the latest "Data from the China online exam SaaS user behavior survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 32.06% of users frequently use online exam function, highlighting its status as a core function of the platform. Reflecting users' strong reliance on this fundamental and critical function of online testing, it also means that enterprises must continue to optimize this function to ensure a smooth test process and a good experience. The matching degree of product function and demand takes the first place with 26.84%, which directly indicates that when users choose products, the practical value far exceeds other factors. This warns enterprises that in product development and iteration, it is necessary to deeply investigate the needs of different user groups, whether it is educational institutions, enterprises or government departments, to achieve accurate functional docking, avoid functional redundancy or loss, and enhance product competitiveness and user loyalty by accurately matching needs. Analysts from IIMedia Consulting believe that the Chinese market has huge growth potential with its huge education and enterprise user base, policy support, technological progress and other advantages. Despite the challenges such as technical bottlenecks, security risks, and market competition, the industry is expected to continue to innovate and develop in the norms with the advancement of intelligent, personalized, cross-industry, integration, and internationalization.

艾媒咨询 | 2024年中国母婴市场发展状况与消费者调研报告

受三孩政策驱动，中国生育率有望得到提升，政策及相关配套措施落地将带动母婴消费新增量。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年中国母婴市场发展状况与消费者调研报告》数据显示，中国母婴行业市场规模逐年稳步增长，2023年达66478亿元，预计2027年将达到89149亿元，呈现显著的上升趋势。
Driven by the three-child policy, China's fertility rate is expected to be increased, and the landing of policies and related supporting measures will drive new increases in maternal and infant market. According to the latest "China Maternal and Infant Market Development and Consumer Research Report in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's maternal and infant industry has grown steadily year by year, reaching 6,647.8 billion yuan in 2023. It is expected to reach 8914.9 billion yuan in 2027, showing a significant upward trend.

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 | 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 | 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.