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 | 2025-2026年中国新式茶饮行业发展现状与消费趋势调查分析报告

随着消费升级与中华文化崛起，中国新式茶饮行业已成为全球消费品市场的创新标杆。iiMedia Research（艾媒咨询）数据显示，2024年中国新式茶饮市场规模达3547.2亿元，同比增长6.4%，预计到2028年有望突破4000亿元。中国新式茶饮行业将进入“精耕细作”的新阶段，企业需在健康化产品研发、数字化运营能力及体验化消费场景打造方面形成综合优势，同时通过出海拓展全球市场，才能实现可持续增长。With the upgrading of consumption and the rise of Chinese culture, the new-style tea beverage industry in China has become an innovation benchmark in the global consumer goods market. iiMedia Research data shows that the market size of new-style tea beverages in China reached 354.72 billion yuan in 2024, increasing by 6.4% year-on-year. It is expected to exceed 400 billion yuan by 2028. The new-style tea beverage industry in China is about to enter a new stage of "meticulous cultivation". Enterprises need to form comprehensive advantages in the research and development of healthy products, digital operation capabilities and the creation of experiential consumption scenarios. At the same time, they should expand the global market by going global to achieve sustainable growth.

艾媒咨询 | 2025年中国新式茶饮大数据研究及消费行为调查数据

随着消费者健康意识提升、口味需求多元化，新式茶饮行业正经历深度变革，市场竞争激烈，行业已步入存量竞争阶段。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年中国新式茶饮大数据研究及消费行为调查数据》数据显示，2024年中国新式茶饮行业市场规模为3547.2亿元，预计未来几年中国新式茶饮市场规模仍将保持稳定增长态势，到2028年有望突破4000亿元，这一增长态势揭示新式茶饮行业已从单一饮品消费升级为融合文化体验、健康生活、社交互动的复合型产业。中国新式茶饮消费者中，每周购买2-3次的消费者占比最高，达到69.76%，每周购买4-6次和购买1次及以下的消费者分别占比18.31%和9.57%，每周购买6次以上的消费者仅占2.36%；64.63%的消费者表示未来购买意愿“不变”，22.75%的消费者表示购买意愿会“增多”，而12.62%的消费者表示购买意愿会“减少”。反映了新式茶饮在中国市场的受欢迎程度，并且大多数消费者对新式茶饮的购买意愿保持稳定。
艾媒咨询分析师指出，在未来中国新式茶饮市场竞争加剧，价格内卷持续，低价产品占比上升挤压利润空间，行业从增量竞争转向存量博弈，中小品牌生存难度加大。同时消费需求升级推动产品向健康化、功能化、个性化延伸，拓展消费场景，AI、大数据等技术深度渗透供应链管理、门店运营、用户服务等环节，优化成本结构，增强供应链响应速度与消费体验。头部企业通过全球化采购、自建生产基地与仓储物流网络，强化原料把控能力，降低中间成本，支撑规模化扩张。
With the improvement of consumers' health awareness and the diversification of taste demands, the new-style tea beverage industry is undergoing profound changes. The market competition is fierce, and the industry has entered a stage of competition for existing customers. According to the latest "2025 China New-Style Tea Beverage Big Data Research and Consumer Behavior Survey Data" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of China's new-style tea beverage industry will be 354.72 billion yuan in 2024. It is expected that the market size of new-style tea beverages in China will continue to maintain a stable growth trend in the coming years, and is likely to exceed 400 billion yuan by 2028. This growth trend indicates that the new-style tea beverage industry has upgraded from a single beverage consumption to a composite industry integrating cultural experience, healthy living and social interaction. Among Chinese consumers of new-style tea beverages, those who purchase 2-3 times a week account for the highest proportion, reaching 69.76%. Those who purchase 4-6 times a week and those who purchase once or less account for 18.31% and 9.57% respectively. Consumers who purchase more than 6 times a week only account for 2.36%. 64.63% of consumers indicated that their future purchasing intention would remain "unchanged", 22.75% said it would "increase", while 12.62% said it would "decrease". This reflects the popularity of new-style tea beverages in the Chinese market, and the purchasing intention of the majority of consumers for new-style tea beverages remains stable.
Analysts from iiMedia Research pointed out that in the future, competition in China's new-style tea beverage market will intensify, price competition will continue, and the proportion of low-priced products will rise, squeezing profit margins. The industry will shift from incremental competition to a zero-sum game, making it more difficult for small and medium-sized brands to survive. At the same time, the upgrading of consumer demand drives products to extend towards health, functionality and personalization, expanding consumption scenarios. Technologies such as AI and big data deeply penetrate supply chain management, store operation, user service and other links, optimizing the cost structure and enhancing the response speed of the supply chain and the consumption experience. Leading enterprises strengthen their raw material control capabilities, reduce intermediate costs and support large-scale expansion through global procurement, self-built production bases and warehousing and logistics networks.

艾媒咨询 | 2025年中国长音频市场竞争格局分析报告

随着移动互联网深度渗透与用户从“功能性听书”向“情感陪伴、知识获取、多场景依赖”的需求升级，2025年中国长音频市场迎来格局重构的关键转折点。iiMedia Research（艾媒咨询）数据显示，2024年中国长音频市场规模达287亿元，同比增长14.8%；预计2025年将达337亿元。
With the deep penetration of the mobile Internet and the upgrading of users' demands from "functional audio books" to "emotional companionship, knowledge acquisition, and multi-scenario reliance", the Chinese long-form audio market will witness a crucial turning point in its landscape reconstruction in 2025. iiMedia Research data shows that the market size of long-form audio in China reached 28.7 billion yuan in 2024, with a year-on-year growth of 14.8%. It is expected to reach 33.7 billion yuan by 2025.

艾媒咨询 | 2025年中国年份普洱茶行业现状及消费趋势洞察报告

在消费升级浪潮的席卷下，茶叶市场正经历着深刻的结构性变革。消费者不再满足于基础的茶饮需求，而是朝着追求高品质、独特风味与文化内涵的方向大步迈进。年份普洱茶作为茶叶品类中的佼佼者，以其随着时间陈化而愈发醇厚的口感、丰富的养生保健功效，以及深厚的文化底蕴，吸引了越来越多消费者的目光，已然成为茶叶市场中炙手可热的细分领域。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年中国年份普洱茶行业 现状及消费趋势洞察报告》数据显示，未来中国普洱茶行业市场规模将整体平稳上升，预计到2030年，普洱茶市场规模将达到242.6亿元，年份普洱茶市场规模将达84.8亿元。
艾媒咨询分析师认为，随着消费升级与健康理念的普及，年份普洱茶市场正围绕品质与养生价值展开深度竞争。高品质的年份普洱茶受到越来越多消费者的青睐，从茶叶原料的甄选，到制作工艺的把控，再到仓贮条件的优化，每一个环节都备受关注。
Under the sweeping tide of consumption upgrading, the tea market is undergoing profound structural changes. Consumers are no longer satisfied with basic tea-drinking needs but are rapidly moving towards the pursuit of high-quality, unique flavors, and cultural connotations. Aged pu'er tea, as a standout in the tea category, has attracted the attention of an increasing number of consumers with its mellow taste that improves with age, rich health benefits, and profound cultural heritage, becoming a hot niche in the tea market. Data from the latest report titled "Insight Report on the Current Status and Consumption Trends of vintage pu'er tea Industry in China in 2025" released by iiMedia Research (a global third-party data mining and analysis institution for new economy industries) shows that the overall market size of China's pu'er tea industry will steadily rise in the future. It is projected that by 2030, the market size of Pu'er tea will reach 24.26 billion yuan, and that of aged pu'er tea will reach 8.48 billion yuan.
Analysts from iiMedia Research believe that with the upgrading of consumption and the popularization of health concepts, the aged Pu'er tea market is now engaged in an in-depth competition centered on quality and health-care value. High-quality aged Pu'er tea is gaining favor with an increasing number of consumers. Every aspect, from the selection of tea leaves, to the control of the production process, to the optimization of storage conditions, is highly focused on.

艾媒咨询 | 2024-2025年中国谷子经济市场分析报告

谷子源于英文“goods”的音译，泛指二次元周边。“谷子”来自二次元文化，其是基于‌漫画、‌动画、‌游戏、‌偶像、‌特摄等内容IP（知识产权）而衍生出来的周边商品。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年中国谷子经济市场分析报告》数据显示中国泛二次元用户规模逐年递增，2023年达4.90亿人。中国谷子经济市场规模呈上升趋势，增长速度加快。2024年中国谷子经济市场规模达1689亿元，较2023年增长40.63%，预计2029年中国谷子经济市场规模超3000亿元。艾媒咨询分析师认为，二次元用户规模较为庞大，谷子经济拥有较为庞大的潜在客户。伴随着中国国内潮玩、二次元经济的崛起，基于国内IP生产的谷子商品逐渐受到二次元消费者的关注和青睐。
Millet is derived from the transliteration of the English word "goods", which generally refers to the two yuan surrounding. "Millet" comes from the two dimensional culture. It is a peripheral product derived from the content IP (intellectual property) of ‌ manga, ‌ animation, ‌ game, ‌ idol, and ‌ tokusatsu. The latest "2024-2025 China Millet Economy Market Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that the scale of pan-secondary users in China is increasing year by year, reaching 490 million people in 2023. The market scale of millet economy in China is on the rise, and the growth speed is accelerated. In 2024, the economic market size of China's millet reached 168.9 billion yuan, an increase of 40.63% over 2023, and it is expected that the economic market size of China's millet will exceed 300 billion yuan in 2029. Analysts from iMedia Consulting believe that The scale of secondary users is relatively large, and millet economy has relatively large potential customers. Along with the rise of China's domestic trend and the quadratic economy, millet products based on domestic IP production have gradually attracted the attention and favor of the quadratic consumers.

艾媒咨询 | 2024年中国玩具电商行业发展状况 与消费行为调研分析报告

随着中国经济的持续增长和数字化转型的深入，中国玩具电商行业在2024年迎来了快速发展的新阶段，其特点包括市场规模持续扩大、消费者群体多样化、电商渠道迅速发展、个性化和环保需求日益增长等，行业正面临新的机遇与挑战，需要不断创新以适应市场变化。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年中国玩具电商行业发展状况与消费行为调研分析报告》数据显示，中国移动电商用户规模近年经历了显著增长，从2015年用户数3.64亿，持续增长至2023年达到峰值11.39亿，年均增长率约为15.44%。这一上升趋势反映了移动电商市场的蓬勃发展和用户习惯的转变，其中智能手机普及和移动支付技术的进步是推动增长的关键因素。
With the continuous growth of China's economy and the deepening of digital transformation, the Chinese toy e-commerce industry is entering a new stage of rapid development in 2024, characterized by the continuous expansion of the market size, diversification of consumer groups, rapid development of e-commerce channels, and growing demand for personalization and environmental protection. The industry is facing new opportunities and challenges, and needs to continuously innovate to adapt to market changes. The latest "2024 China toy e-commerce industry development status and consumer behavior research analysis report" released by iiMedia Research (iiMedia Research), a third-party data mining and analysis institution for global new economy industries, shows that the number of Chinese mobile e-commerce users has experienced significant growth in recent years, from 364 million users in 2015 to a peak of 1.139 billion in 2023, with an average annual growth rate of about 15.44%. This upward trend reflects the thriving development of mobile e-commerce markets and the shift in user habits, while the widespread use of smartphones and the progress of mobile payment technology are key factors driving growth.

艾媒咨询 | 2026年中国果干蜜饯行业创新及消费者洞察报告

随着国民人均可支配收入稳步提升，消费者对休闲食品的需求逐步增加。作为休闲食品的重要细分品类，果干蜜饯市场迎来更广阔的发展空间。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《2026年中国果干蜜饯行业创新及消费者洞察报告》显示，2024年中国果干蜜饯市场规模达1883亿元，同比增长28.9%，预计2028年有望达到3353亿元。艾媒咨询分析师认为，随着中国居民健康观念的升级，营养均衡、膳食平衡已成为消费者选购食品的核心考量。未来行业将朝着健康化、品质化的方向升级，通过优质原料甄选、先进工艺革新与多元口味创新，打造兼具健康属性与味蕾体验的产品，精准契合消费者的多元需求。
With the steady increase in per capita disposable income of the nation's residents, the demand for snack foods among consumers has gradually risen. As an important subcategory of snack foods, the dried fruit and preserved fruit market is embracing a broader development space. According to the latest "2026 China Dried Fruit and Preserved Fruit Industry Innovation and Consumer Insights Report" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of dried fruit and preserved fruit in China reached 188.3 billion yuan in 2024, growing by 28.9% year-on-year. It is expected to reach 335.3 billion yuan by 2028. Analysts from iiMedia Research believe that with the upgrading of Chinese residents' health concepts, balanced nutrition and dietary balance have become the core considerations for consumers when purchasing food. In the future, the industry will upgrade towards healthiness and quality, creating products that combine health attributes and taste experiences through the selection of high-quality raw materials, advanced technological innovations, and diverse flavor innovations, precisely meeting the diverse needs of consumers.

艾媒咨询 | 2025年中国券商自营类APP行业发展状况与消费行为调查数据

随着移动互联网的快速发展和金融科技的不断进步，中国券商自营类APP行业迎来了迅猛的发展态势。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年中国券商自营类APP行业发展状况与消费行为调查数据》显示，2024年中国互联网理财用户规模达到7.4亿人，预计2025年将达到7.6亿人。其中，2024年中国证券APP用户规模为2.4亿人，2025年有望达到2.6亿人。这一增长趋势反映了中国证券市场数字化转型的加速，以及移动互联网技术在金融领域的广泛应用。
在2025年中国投资者使用券商自营类APP的频率中，每周使用的占比最高，为46.00%。其次是每日使用，占比为36.00%。每月使用的占比为12.00%。此外，在功能偏好方面，投资研报与资讯解读以60.00%的占比成为最核心需求，其次是自选股管理功能和交易下单功能，占比分别为46.00%和40.00%。这表明中国投资者对券商自营类APP已形成高频使用习惯与深度内容依赖。券商自营类APP平台应持续优化信息服务的实时性与专业性，强化自选股管理等个性化工具，提升用户粘性与平台价值。
艾媒咨询分析师认为，中国券商自营类APP行业将呈现以下三大发展趋势。一是智能化服务深化，AI投顾与大数据分析将成为标准配置；二是内容生态升级，视频化投教与实时研报构建核心壁垒；三是场景融合加速，平台将嵌入消费、社交等生活场景以提升用户粘性。随着金融科技持续赋能，券商自营类APP将从交易工具演进为综合财富管理平台，推动行业从用户规模竞争转向服务价值竞争的新阶段。
With the rapid development of mobile internet and the continuous progress of financial technology, the self-operated APP industry of Chinese securities firms has witnessed a vigorous growth trend. According to the latest "2025 China Securities Self-operated APP Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the scale of internet finance users in China reached 740 million in 2024 and is expected to reach 760 million in 2025. Among them, the scale of securities APP users in China was 240 million in 2024 and is expected to reach 260 million in 2025. This growth trend reflects the accelerated digital transformation of the Chinese securities market and the wide application of mobile internet technology in the financial field.
In terms of the frequency of Chinese investors using self-operated APPs of securities firms in 2025, the proportion of those who open the APP several times a week is the highest, at 46.00%. This is followed by those who open it several times a day, accounting for 36.00%. Those who open it many times a day account for 12.00%. In addition, in terms of functional preferences, investment research reports and information interpretation, with a proportion of 60.00%, have become the core demand. This is followed by the self-selected stock management function and the trading order function, with proportions of 46.00% and 40.00% respectively. This indicates that Chinese investors have formed a high-frequency usage habit and a deep content dependency on self-operated APPs of securities firms. Self-operated APP platforms of securities firms should continuously optimize the real-time and professional nature of information services, strengthen personalized tools such as self-selected stock management, and enhance user stickiness and platform value.
Analysts from iiMedia Research believe that the self-operated APP industry of Chinese securities firms will present the following three major development trends. First, intelligent services will be further deepened, with AI investment advisors and big data analysis becoming standard configurations. Second, the content ecosystem will be upgraded, with video-based investment education and real-time research reports building core barriers. Third, the integration of scenarios will accelerate, with platforms embedding into consumption, social and other life scenarios to enhance user stickiness. With the continuous empowerment of financial technology, self-operated APPs of securities firms will evolve from trading tools to comprehensive wealth management platforms, driving the industry to shift from user scale competition to service value competition.

艾媒咨询 | 2025年全球及中国动漫产业现状剖析及前景预判投资分析报告

随着文化消费水平的提升和市场需求的扩大，全球动漫IP特色化趋势明显，并逐渐衍生出“谷子经济”等产业。此外，中国动漫头部企业纷纷向产业链上下游延伸，打造全产业链动漫经济。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年全球及中国动漫产业现状剖析及前景预判投资分析报告》数据显示近年来本土动画实现突破式增长，中国动漫产业总值由2019年的760亿元增长至2023年的4000亿元。2025年中国泛二次元周边市场规模预计达6521亿元，2029年有望达8344亿元。中国动漫市场正值爆发式增长时期，本土动画亦受到正向影响。艾媒咨询分析师认为，中国动漫市场近年来经历了快速的发展和变革，呈现出“青年化”“IP化”和“数字化”的明显趋势。动漫市场要加强原创内容创作，深化IP开发和运营，推动数字化转型，通过跨界合作，实现资源共享和互利共赢，以此来实现持续健康发展。
With the improvement of cultural consumption level and the expansion of market demand, the trend of global animation IP characteristics is obvious, and gradually derived the "millet economy" and other industries. In addition, China's animation head enterprises have extended to the upstream and downstream of the industrial chain to build the animation economy of the whole industrial chain. iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, recently released the "Investment analysis report on the status quo and prospects of global and Chinese animation industry from 2025 to 2026", which shows that local animation has achieved breakthrough growth in recent years. The total value of China's animation industry has increased from 76 billion yuan in 2019 to 400 billion yuan in 2023. In 2025, the scale of China's pan-secondary peripheral market is expected to reach 652.1 billion yuan, and it is expected to reach 834.4 billion yuan in 2029. Chinese animation market is in the period of explosive growth, and local animation is also affected positively.
Analysts from iMedia Consulting believe that Chinese animation market has experienced rapid development and change in recent years, showing a clear trend of "youth", "IP" and "digital". The animation market should strengthen original content creation, deepen IP development and operation, promote digital transformation, and realize resource sharing and mutual benefit and win-win through cross-border cooperation, so as to achieve sustainable and healthy development.