艾媒咨询 | 2025年中国小红书用户触媒习惯及消费意愿调查

随着内容生态的持续深化，小红书正从“种草社区”逐步转型为覆盖多元生活方式的兴趣平台。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年中国小红书用户触媒习惯及消费意愿调查》显示，2025年中国MCN行业市场规模达到743亿元，预计2029年市场规模突破1000亿元。在内容电商高速发展的背景下，小红书上聚集了大量优质创作者与高粘性用户，正成为MCN机构深耕布局的关键阵地。平台独特的“种草”生态与商业闭环，将持续推动内容价值变现，助力行业规模迈向千亿级。
在2025年小红书用户的使用目的中，获取信息以55.10%的占比位居首位，学习新知（42.35%）和购物消费（41.78%）紧随其后。同时，用户最常使用的功能依次是关注互动（64.59%）、内容创作与参与（43.20%）和私信交流（39.94%）。这表明小红书已从单一的“种草”社区，演进为集信息获取、社交互动与消费决策于一体的高粘性生活平台，用户既主动消费内容，也积极参与互动与创作，形成了活跃的社区生态。
艾媒咨询分析师认为，未来小红书平台将继续深化“内容—互动—消费”一体化生态。在内容上，将进一步拓展知识、专业垂类（如技能学习、职场发展），并提升PUGC和OGC占比，强化可信度与深度。在互动层面，将增强社交功能与圈层运营，推动用户从“浏览”转向“参与”和“共创”。商业化上，会进一步完善站内交易闭环，深耕本地生活，并探索视频、AR等新内容形态与广告的融合。其核心挑战在于平衡社区氛围、内容质量与商业增速，逐步向“中国版生活方式操作系统”演进。
With the continuous deepening of its content ecosystem, Xiaohongshu is gradually transforming from a "grass-planting community" into an interest platform covering diverse lifestyles. According to the latest "2025 China Xiaohongshu User Media Consumption Habits and Consumption Intentions Survey" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of China's MCN industry is expected to reach 74.3 billion yuan in 2025 and exceed 100 billion yuan by 2029. Against the backdrop of the rapid development of content e-commerce, Xiaohongshu has gathered a large number of high-quality creators and highly engaged users, making it a key battleground for MCN institutions to deepen their layout. The platform's unique "grass-planting" ecosystem and commercial closed loop will continue to drive the monetization of content value and help the industry scale towards the hundreds of billions of yuan.
In 2025, the usage purposes of Xiaohongshu users are obtaining information (55.10%), learning new knowledge (42.35%), and shopping and consumption (41.78%). Meanwhile, the most frequently used functions by users are following and interacting (64.59%), content creation and participation (43.20%), and private messaging (39.94%). This indicates that Xiaohongshu has evolved from a single "grass-planting" community into a highly engaging lifestyle platform integrating information acquisition, social interaction, and consumption decision-making. Users not only consume content passively but also actively participate in interaction and creation, forming an active community ecosystem.
Analysts from iiMedia Research believe that in the future, Xiaohongshu will continue to deepen its integrated "content - interaction - consumption" ecosystem. In terms of content, it will further expand into knowledge and professional verticals (such as skill learning and career development), and increase the proportion of PUGC and OGC to enhance credibility and depth. On the interaction level, it will strengthen social functions and circle operations, promoting users to shift from "browsing" to "participation" and "co-creation". In terms of commercialization, it will further improve the in-station transaction closed loop, deepen local life services, and explore the integration of new content forms such as video and AR with advertising. The core challenge lies in balancing the community atmosphere, content quality, and commercial growth rate, gradually evolving into a "Chinese version of the lifestyle operating system".

艾媒咨询 | 2025年中国消毒消杀产品市场环境分析与消费者调查数据

在大健康理念深入人心的背景下，公众的健康防护意识已显著提升，对公共场所与居家环境的卫生标准提出了更严格、更常态化的要求。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年中国消毒消杀产品市场环境分析与消费者调查数据》显示，2024年中国家清产品行业的市场规模为583.9亿元，2028年预计达到700.3亿元。此外，2024年中国消毒剂市场产值为254.6亿元，预计2025年将达到255.7亿元。随着消费理念不断升级，个人与家庭健康安全日益成为公众关注的核心，消毒消杀产品也逐渐从应急储备物资，转向日常生活的高频刚需品。这一转变将持续拓宽市场边界，为相关企业带来广阔的市场机遇与发展空间。
在2025年中国消费者购买消毒剂的调查中，93.20%的消费者表示会购买消毒剂，而6.80%的消费者表示不会购买。数据显示，绝大多数消费者对消毒剂有较高的购买意愿，占比超过九成。此外，在2025年中国消费者购买过的消毒产品品种中，消毒液的购买占比最高，达到43.40%；免洗洗手液和酒精的购买占比相近，分别为41.80%和39.60%。这表明中国消费者对个人卫生和健康防护的重视程度持续提高，消毒产品市场已进入更加成熟和细分的阶段。
艾媒咨询分析师认为，中国消毒消杀市场将步入精细化、理性化的发展新阶段。消费者对产品的需求将从“广谱消毒”转向“精准防护”，驱动产品与技术持续创新。具备高安全性、能针对特定场景（如母婴、宠物）的细分品类潜力巨大。同时，随着健康意识深化，兼具便捷性、环保可降解特性的产品将成为主流，智能消毒设备如自动感应喷雾器等也将加速普及。
In the post-pandemic era, public awareness of health protection has significantly increased, leading to stricter and more regular requirements for hygiene standards in public places and home environments. According to the latest report "2025 China Disinfection and Sanitization Products Market Environment Analysis and Consumer Research Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the output value of China's disinfectant market was 25.46 billion yuan in 2024 and is expected to reach 25.57 billion yuan in 2025. With the continuous upgrading of consumption concepts, personal and family health and safety have increasingly become the core of public concern. Disinfection and sterilization products have gradually shifted from emergency reserve materials to high-frequency and essential items in daily life. This transformation will continue to expand the market boundaries and bring broad opportunities and growth potential to related enterprises.
In the survey of Chinese consumers' purchase of disinfectants in 2025, 93.20% of consumers indicated that they would purchase disinfectants, while 6.80% said they would not. The data shows that the majority of consumers have a high willingness to purchase disinfectants, with a proportion exceeding 90%. Additionally, among the types of disinfection products purchased by Chinese consumers in 2025, disinfectant liquid had the highest purchase proportion, reaching 43.40%. The purchase proportions of hand sanitizer and alcohol were similar, at 41.80% and 39.60% respectively. This indicates that Chinese consumers' attention to personal hygiene and health protection is continuously increasing, and the disinfection product market has entered a more mature and segmented stage.
Analysts from iiMedia Research believe that China's disinfection and sanitization market will enter a new stage of refined and rational development. Consumers' demands for products will shift from "broad-spectrum disinfection" to "precise protection", driving continuous innovation in products and technologies. Segmented categories with high safety and specific scene targeting (such as for infants, pets) have huge potential. At the same time, as health awareness deepens, products that are both convenient and environmentally friendly and biodegradable will become mainstream, and intelligent disinfection devices such as automatic sensor sprayers will also accelerate their popularization.

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年中国大学生消费背景分析与消费行为调查数据

在社会经济发展与数字化浪潮的双重影响下，中国大学生消费市场呈现多元化特征。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年中国大学生消费背景分析与消费行为调查数据》数据显示，高校毕业生人数呈持续增长态势。2015年高校毕业生人数为749万人，随后逐年稳步上升，2024年增至1179万人，这表明中国大学生消费市场前景广阔。在2025年中国大学生爱好情况中，运动、健身以37.06%的占比位居榜首，显示出大学生对健康生活方式的重视；二次元和游戏分别以31.12%和27.86%的占比紧随其后，反映出新兴文化和数字娱乐在大学生中的流行。在2025年中国大学生认为产品影响个人消费的因素中，品牌知名度以47.95%的比例成为影响大学生消费的最主要因素，其次是设计（41.30%）和促销活动（37.62%），这两个因素分别位列第二和第三，说明品牌知名度、产品设计和优惠力度都是大学生考虑的重要因素。艾媒咨询分析师指出，未来大学生消费市场将呈现结构多元化、场景数字化、理念绿色化三大趋势：消费从基础生活向知识投资、情感消费拓展；直播购物等数字化场景推动消费向即时交互升级；绿色商品与二手交易等可持续模式潜力释放。企业需紧扣Z世代 “性价比+社交裂变+智能交互” 逻辑提升竞争力，高校与家庭应通过 “消费教育+信用引导” 助力理性消费观形成。
Under the dual influence of social and economic development and the digital wave, the consumer market for college students in China presents diversified characteristics. According to the latest "Analysis of the consumption background and survey data of Chinese college students in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the number of college graduates shows a continuous growth trend. In 2015, the number of college graduates was 7.49 million. Subsequently, it has steadily increased year by year, reaching 11.79 million in 2024, which indicates that the consumer market for college students in China has broad prospects. In the hobbies of Chinese college students in 2025, sports and fitness ranked first with a proportion of 37.06%, demonstrating college students' emphasis on a healthy lifestyle. The second dimension and games followed closely with proportions of 31.12% and 27.86% respectively, reflecting the popularity of emerging cultures and digital entertainment among college students. In 2025, among the factors that Chinese college students believe products affect personal consumption, brand awareness, with a proportion of 47.95%, became the most significant factor influencing college students' consumption. Next came design (41.30%) and promotional activities (37.62%), which ranked second and third respectively. It is indicated that brand awareness, product design and discount intensity are all important factors that college students consider.Analysts from iiMedia Research point out that the future college student consumption market will present three major trends: structural diversification, digitalized scenarios, and green concepts. Consumption will expand from basic living to knowledge investment and emotional consumption. Digital scenarios such as live-streaming shopping drive consumption to upgrade towards real-time interaction. The potential of sustainable models such as green goods and second-hand transactions has been unleashed. Enterprises need to closely follow the logic of Generation Z of "cost performance + social viral + intelligent interaction" to enhance their competitiveness. Universities and families should help form a rational consumption concept through "consumption education + credit guidance".

艾媒咨询 | 2025年中国辣条食品行业发展状况及消费行为调查数据

随着消费者对健康和口味多样化的需求增加，中国辣条食品行业开始向高端化、健康化转型，推出更多低油、低盐、低糖的产品。同时，辣条企业也在积极拓展海外市场，出口量逐年增长。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《2025年中国辣条食品行业发展状况及消费行为调查数据》显示，2024年辣条食品行业市场规模为834.8亿元，2026年预计达到926.5亿元，这一增长趋势反映了中国辣条食品行业的快速发展和市场需求的持续扩大。
在中国消费者购买辣条时考虑的主要因素中，安全因素占比最高，达到48.34%，显示出消费者对食品安全的高度重视。其次是价格因素，说明价格对消费者的购买决策有较大影响。此外，从中国消费者购买辣条的渠道来看，综合电商平台（淘宝、京东等）的占比最高，达到40.98%，显示出消费者更倾向于在这些平台上购买辣条。线下小型商店、便利店的占比为37.66%，位居第二，线下零食专卖店占比35.06%，说明线下购买依然是重要渠道。这反映了中国消费者在休闲食品消费上日趋成熟：既追求品质安全又保持价格敏感，既享受线上便利又需要线下体验的复合型消费特征。
艾媒咨询分析师认为，中国辣条食品行业未来将朝着健康化、高端化与品牌化方向发展。在消费端，随着人们对食品安全与品质要求的不断提升，企业将持续推进配方优化，推出低糖、低油、低盐及零添加产品，并建立完善的原料可追溯体系。在生产端，通过技术升级，实现自动化与智能化制造，显著提升品控水平。渠道方面，线上线下深度融合，零食量贩店与电商定制产品成为新增长点。此外，风味创新与国潮元素的结合，不断拓展消费场景，推动行业从“价格竞争”迈向“价值竞争”，助力整体市场规模持续扩大。
With the increasing demand for health and diverse flavors among consumers, the Chinese spicy strip food industry has begun to transform towards high-end, healthy products, launching more low-oil, low-salt, and low-sugar items. Meanwhile, spicy strip enterprises are also actively expanding their overseas markets, with export volumes growing year by year. According to the latest "2025 China Spicy Strip Food Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for new economy industries, the market size was 83.48 billion yuan in 2024 and is expected to reach 92.65 billion yuan in 2026. This growth trend reflects the rapid development of the Chinese spicy strip food industry and the continuous expansion of market demand.
Among the main factors influencing Chinese consumers' purchase of spicy strips, safety concerns account for the highest proportion at 48.34%, indicating consumers' high regard for food safety. Price is the second most important factor, suggesting that price has a significant impact on consumers' purchasing decisions. In terms of the channels through which Chinese consumers purchase spicy strips, comprehensive e-commerce platforms (such as Taobao and JD.com) have the highest share at 40.98%, showing that consumers prefer to buy spicy strips on these platforms. Offline small stores and convenience stores account for 37.66%, ranking second, while offline snack specialty stores account for 35.06%, indicating that offline purchases remain an important channel. This reflects the increasingly mature consumption behavior of Chinese consumers in the snack food sector: they pursue both quality and safety while remaining price-sensitive, and they enjoy the convenience of online shopping while also seeking offline experiences, demonstrating a complex consumption characteristic.
Analysts from iiMedia Research believe that the Chinese spicy strip food industry will move towards healthiness, high-end, and branding in the future. On the consumer side, as people's demands for food safety and quality continue to rise, enterprises will continuously optimize their formulas, launch low-sugar, low-oil, low-salt, and zero-additive products, and establish a complete raw material traceability system. On the production side, through technological upgrades, they will achieve automated and intelligent manufacturing, significantly improving quality control. In terms of channels, online and offline will be deeply integrated, with snack discount stores and customized products for e-commerce becoming new growth points. Additionally, the combination of flavor innovation and national trend elements will continuously expand consumption scenarios, driving the industry to shift from "price competition" to "value competition" and helping the overall market size to continue to expand.

艾媒咨询 | 2024年中国月子中心产业运行状况与消费者行为数据分析报告

在“她经济”崛起以及健康生育观念逐步普及的大背景下，月子中心产业的网络关注度保持较高水平，月子中心产业将在一定时期内保持稳定发展。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年中国月子中心产业运行状况与消费者行为数据分析报告》数据显示，2013年至2023年间中国月子中心数量显著增长，从2013年的550家起步，至2023年达到峰值5454家，增长了近10倍。这一增长趋势反映出中国月子中心行业的蓬勃发展和市场需求的持续扩大，显示出月子中心服务在中国家庭中的日益普及和重要性。
Under the background of the rise of "her economy" and the gradual popularization of the concept of healthy fertility, the network attention of the maternity center industry has maintained a high level, and the maternity center industry will maintain stable development in a certain period of time. According to the latest "2024 China Maternity Center Industry Operation 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 number of maternity centers in China has increased significantly from 2013 to 2023. From 550 in 2013 to a peak of 5,454 in 2023, an increase of nearly 10 times. This growth trend reflects the booming development of China's maternity center industry and the continued expansion of market demand, showing the growing popularity and importance of maternity center services in Chinese families.

艾媒咨询｜2024年中国肉类市场现状及消费需求数据分析报告

随着国家对畜牧产业的持续投入和养殖科技的进步，中国肉类产量稳步增长，品种产品结构不断优化，消费者对肉类产品的品质和安全性要求也在不断提高。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年中国肉类市场现状及消费需求数据分析报告》数据显示，2024年中国消费者购买的畜肉类产品以79.72%的占比位居榜首，显示出消费者对猪肉、牛肉、羊肉等畜肉类的强烈需求。
艾媒咨询分析师认为，畜肉类和禽肉类在中国肉类消费市场中占据主导地位，且消费者对肉类产品的品质和安全性要求也在不断提高。
With the continuous investment of the country in the livestock industry and the progress of breeding science and technology, China's meat production has steadily increased, the structure of varieties and products has been optimized, and consumers' requirements for the quality and safety of meat products have also been continuously improved. According to the latest data Analysis Report on the Status Quo of China's Meat Market and Consumer Demand in 2024 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the number of animal meat products purchased by Chinese consumers in 2024 ranked first with 79.72%. It shows that consumers have a strong demand for pork, beef, lamb and other animal meats.
Analysts from IMedia Consulting believe that livestock and poultry meat occupy a dominant position in China's meat consumption market, and consumers' requirements for the quality and safety of meat products are also increasing.

艾媒咨询 | 2025年中国差旅费控行业白皮书

传统差旅服务或费控报销只是解决了企业在预订、报销这一单一环节的需求。企业真正需要的是一个科学的差旅采购方案，以及涵盖事前、事中、事后的全流程、完整的差旅费控解决方案。差旅费控一体化把差旅消费场景与费控平台融合贯通，打造企业差旅及费用管控一体化平台，横向链接消费供应商，纵向打通费控全流程。iiMedia Research（艾媒咨询）数据显示，2024年中国差旅费控行业市场交易规模达3316.6亿元，预计2027年将增长至4028.3亿元。随着政策的落地和互联网技术的发展，企业客户对差旅费控的认知将不断深化，未来将有更多企业倾向于选择差旅费控厂商服务，中国差旅费控市场有望迎来更大的增长空间和发展机遇。
Traditional business travel services or expense control and reimbursement merely address the needs of enterprises in the single link of booking and reimbursement. What enterprises truly need is a scientific travel procurement plan and a complete travel expense control solution covering the entire process from before, during to after the event. The integration of travel expense control integrates the travel consumption scenarios with the expense control platform, creating an integrated platform for enterprise travel and expense management. It horizontally links consumer suppliers and vertically connects the entire expense control process. iiMedia Research data shows that the market transaction volume of China's travel expense control industry reached 331.66 billion yuan in 2024 and is expected to grow to 402.83 billion yuan by 2027. With the implementation of policies and the development of Internet technology, enterprise customers' understanding of travel expense control will continue to deepen. In the future, more enterprises will tend to choose the services of travel expense control manufacturers. The Chinese travel expense control market is expected to embrace greater growth space and development opportunities.

艾媒咨询 | 2024年中国共享单车消费者行为调研分析报告

随着城市化进程的加快，共享单车已成为市民日常出行的重要选择。近年来，共享单车市场规模持续增长，用户数量激增，共享单车迅速席卷了城市的每一个角落。它们不仅重塑了人们的日常出行方式，更成为现代社会共享经济理念的生动实践。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年中国共享单车消费者行为调研分析报告》数据显示，2017至2023年间，中国共享电单车投放规模经历了显著增长，从2017年的15万辆起步，到2023年达到550万辆的峰值。这一增长趋势反映了共享电单车在解决城市交通问题、推动绿色出行方面的重要作用。
With the acceleration of urbanization, shared bicycles have become an important choice for citizens' daily travel. In recent years, the scale of the shared bicycle market has continued to grow, the number of users has surged, and shared bicycles have quickly swept every corner of the city. They not only reshape People's Daily travel methods, but also become a vivid practice of the concept of sharing economy in modern society. According to the latest "2024 China Shared Bicycle Consumer Behavior Research and Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, between 2017 and 2023, the scale of China's shared electric bicycles has experienced significant growth, starting from 150,000 in 2017. It will peak at 5.5 million vehicles by 2023. This growth trend reflects the important role shared motorcycles play in solving urban transportation problems and promoting green mobility.

艾媒咨询 | 2025年中国移动游戏市场消费行为调查数据

随着移动游戏产业生态的深化发展，其用户行为模式已形成多圈层渗透格局，主要覆盖以角色扮演、策略竞技为核心的内容体验领域，以社交裂变、IP联动为驱动的用户增长领域，以及UI交互优化、付费系统设计为代表的产品运营领域。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年中国移动游戏市场消费行为调查数据》数据显示，MOBA类游戏以38.29%的玩家覆盖率成为最受欢迎的游戏类型，用户每周投入2-5小时进行游戏的占比达52.21%，且65.19%的玩家会因喜爱IP而选择相关游戏。值得注意的是，动漫/漫画改编游戏以38.36%的偏好度占据IP题材首位，63.77%的用户认为“IP契合自身想尝试的游戏类型”是核心决策因素，同时56.32%的玩家对现有IP改编效果表示满意。在用户行为特征方面，移动游戏深度融入日常生活场景，36.28%的用户选择在饭后或睡前消遣，48.46%的玩家社交圈呈现“游戏与非游戏好友均衡分布”状态。设计偏好方面，功能性服装与实用配饰以42.97%的占比成为最受青睐的虚拟道具类型，而画质优秀（32.66%）和社交话题丰富度（38.05%）则被用户视为关键竞争优势。但调研同时揭示行业现存问题：IP改编存在还原度争议，部分玩家反映游戏内容同质化现象突出；在IP开发维度，如何平衡商业变现与用户体验仍需持续探索。艾媒咨询分析师认为，游戏厂商应聚焦三大优化方向：强化IP改编的叙事连贯性与世界观还原度，建立差异化内容矩阵；创新广告植入形式，通过有奖调研（36.28%偏好度）等激励模式提升用户接受度；深化社交系统建设，基于“社交话题与内容丰富度并重”（38.05%）的用户需求，构建多元互动场景。同时需关注玩家对实用功能（42.97%）与视觉品质（32.66%）的双重追求，推动产品体验的立体化升级。
With the deepening development of the mobile game industry ecology, its user behavior pattern has formed a multi-circle penetration pattern, mainly covering the content experience field with role playing and strategic competition as the core, the user growth field driven by social fission and IP linkage, and the product operation field represented by UI interaction optimization and payment system design. According to Survey data of consumer behavior in China's mobile game market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, MOBA games have become the most popular game type with 38.29% player coverage rate. 52.21% of users spend 2-5 hours per week playing games, and 65.19% of players choose related games because of their favorite IP. It is worth noting that animation/manga adaptation games occupy the first place in IP genre with 38.36% preference, 63.77% of users believe that "IP fits the type of game they want to try "is the core decision-making factor, and 56.32% of players are satisfied with the existing IP adaptation effect. In terms of user behavior characteristics, mobile games are deeply integrated into daily life scenes, 36.28% of users choose to play after meals or before going to bed, and 48.46% of players' social circles show a "balanced distribution of game and non-game friends". In terms of design preferences, functional clothing and practical accessories were the most popular virtual item types with 42.97%, while excellent picture quality (32.66%) and social topic richness (38.05%) were considered key competitive advantages by users. However, the survey also revealed existing problems in the industry: there is a dispute over the degree of restoration of IP adaptation, and some players reflect that the homogenization of game content is prominent; In the dimension of IP development, how to balance commercial realization and user experience still needs to be explored. Imedia Consulting analysts believe that game manufacturers should focus on three optimization directions: strengthen the narrative coherence and worldview restoration of IP adaptation, and establish a differentiated content matrix; Innovative advertising placement forms, through incentive models such as award research (36.28% preference) to improve user acceptance; Deepen the construction of social system, and build multiple interactive scenes based on the user needs of "equal emphasis on social topics and content richness" (38.05%). At the same time, it is necessary to pay attention to the players' dual pursuit of practical functions (42.97%) and visual quality (32.66%) to promote the three-dimensional upgrade of product experience.