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.

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.

艾媒咨询|2020年中国移动阅读行业发展专题研究报告

本报告研究涉及企业/品牌/案例：中文在线,阅文集团,掌阅科技

经过多年发展，中国移动阅读行业积累大批优秀作品及头部作家，各平台也不断开发这类头部IP的商业价值，推动行业规模增长。iiMedia Research(艾媒咨询)数据显示，2020年中国移动阅读市场规模达到372.1亿元，未来将继续保持良好增长势头。目前移动阅读用户更偏好作品IP衍生类型为影视化作品，占比60.1%。针对于此，大量优秀网络文学作品近年也得到影视改编，并凭借社交媒体规模扩大而得到更好的传播，覆盖更多年轻用户群体。而移动视频、有声书等平台用户规模的扩大使头部IP数字文娱作品引发的关注热度提升，也同时促进了头部IP影响力的提升。
After years of development, China mobile reading industry has accumulated a large number of excellent works and head writers, and various platforms have continuously developed the commercial value of such head IP, promoting the growth of the industry scale. As the data of iiMedia Research showed, the scale of China's mobile reading market will reach 37.21 billion yuan in 2020, and it will continue to maintain a good growth momentum in the future. At present, mobile reading users prefer screen-adaption derived from IP, accounting for 60.1%. In view of this, a large number of excellent online literary works have been adapted from movies and TV in recent years, and have been better spread by virtue of the expansion of social media scale, covering more young user groups. The expansion of mobile video, audio book and other platform users makes the head IP digital entertainment works attract more attention, and also promotes the head IP influence.

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.

艾媒咨询|2020年中国盲盒行业发展现状及市场调研分析报告

本报告研究涉及企业/品牌/案例：泡泡玛特，奥飞娱乐，52Toys。

伴随着消费升级，人们对提升生活品质和满足情绪需求的产品和服务接纳度更高。盲盒因其具有的高度不确定性，激发了年轻群体的消费潜力。数据显示，95后最“烧钱”的爱好中，盲盒手办排名第一。95后成为盲盒的重要消费用户，占比近4成，其中8.6%的用户可以接受盲盒单价在1000元以上。在高毛利率、高增长、创新的销售模式、新兴的千亿年轻潮玩市场等因素吸引下，资本、上市公司纷纷抢滩盲盒市场，盲盒市场前景可期。

As consumption escalates, people become more receptive to products and services that improve their quality of life and meet their emotional needs. Because of its high uncertainty, the blind box stimulates the consumption potential of young people. Data shows, 95 hind most"burn money"hobby, blind box is handled rank first. Since 1995, it has become an important consumer of the blind box, accounting for nearly 40% of which 8.6% of the users can accept the price of the blind box above 1000 yuan. In the high gross profit rate, high growth, innovative sales model, the emerging hundred billion-year-old tide play market and other factors, capital, listed companies have rushed to the beach blind box market, the blind box market prospects.

艾媒咨询|2020年9-10月中国母婴行业运行及上市公司双月报告

本报告研究涉及企业/品牌/案例：爹地宝贝，帮宝适，漫熙，全棉时代。

数据显示，当前孕妇服装产品多集中在30元以下的价格区间，同时哺乳文胸也开始成为热销产品。艾媒咨询分析师认为，当前孕妇们还是更倾向于购买平价的产品。但随着95后妈妈的不断增加，以及用户观念的不断转变，未来高端化、功能性产品为主流。

Data shows that the current maternity clothing products are mostly concentrated in the price range below 30 yuan, and breastfeeding bras have also begun to become popular products. iiMedia Research believes that currently pregnant women are still more inclined to buy cheap products. However, with the continuous increase of post-95 mothers and the continuous change of user concepts, high-end and functional products will become the mainstream in the future.

艾媒报告|2019-2020中国二次元视频行业专题研究报告

本报告研究涉及企业/品牌/案例：AcFun，bilibili，腾讯视频，抖音；其他提及企业/品牌：爱奇艺，快手，优酷，快看漫画，叭哒，风鱼动漫，腾讯动漫，波动星球，阅文集团

iiMedia Research（艾媒咨询）数据显示，中国二次元用户规模预计在2021年突破4亿人，用户规模的持续增长，抬升了二次元产业的商业价值。随着国家政策的鼓励、中国二次元视频行业发展环境向好、视频产业链条趋于完善、直播与电商元素的加入，加速了中国二次元视频商业化。iiMedia Research（艾媒咨询）数据显示，以A站、B站为代表的垂直二次元视频平台仍是二次元用户观看视频的主要占地，占比超过五成；近六成的受访网民会为观看二次元视频付费。艾媒咨询分析师认为，平台方对UP主创作的大力扶植，不仅有利于丰富完善二次元视频内容生态，推动二次元视频产业升级，还有助于吸引更多用户人群。随着主力年轻用户的崛起，以及泛二次元用户人群的扩大，二次元视频平台有望迎来发展红利。

As the data of iiMedia Research showed, the scale of China ’s Two-dimensional users is expected to exceed 400 million by 2021. The continued growth in user scale has boosted the commercial value of the secondary industry. With the encouragement of national policies, the development environment of China ’s secondary video industry is improving, the video industry chain is complete, and the addition of live broadcast and e-commerce elements has accelerated the commercialization of China ’s Two-dimensional video. As the data of iiMedia Research showed, vertical Two-dimensional video platforms represented by AcFun and BiliBili are still the main areas for video watching by Two-dimensiona users, accounting for more than 50%; nearly 60% of the interviewed netizens will Pay for watching Two-dimensional videos. iiMedia analysts believe that the platform's strong support for the creator's main creation will not only help enrich and improve the Two-dimensional video content ecology, promote the upgrade of the Two-dimensional video industry, but also help attract more user groups. With the rise of the main young users and the expansion of the Pan- two-dimensional user population, the Two-dimensional video platform is expected to usher in a development bonus.

艾媒报告 |2019中国基因测序产业研究和商业应用分析报告

本报告研究涉及企业/品牌/案例：Thermo Fisher（美），Illuminate（美），（瑞士），Stem cells（加），R&D（瑞士），华大基因，贝瑞基因，金城检验，美吉生物，恒创基因，基研生物，谱元科技，景杰生物，燃石生物，基迪奥生物，谷和信息，圣庭生物，天昊生物，诺禾致源，百迈克生物，思博奥科，赛莱拉，赛贝、北昊干细胞，达安基因，燃石医学、泛生子基因、世和基因，臻和生物，鹍远基因，23魔方，瀚海基因，百奥赛图，克睿基因，药明明码，裕策生物

随着基因测序的技术推进，基因测序开始应用于生物、侦查、无创产前检测和肿瘤治疗等场景中。技术的市场化应用吸引了全球资本方关注，iiMedia Research（艾媒咨询）数据显示，2018年全球医疗健康领域资本市场中，生物技术领域获得309件投资案共138亿元美元，领跑所有细分领域。中国生物技术科研研发实力厚积薄发，特别是科创板推动了基因测序市场的进一步升温，越来越多的生物创业公司在创业初期已获得高额融资。目前，中国已经基本形成了完整的上中下游产业链，但除了华大基因、贝瑞基因等少数头部企业，中国基因测序企业多数分布于产业链中下游，并且开始出现产品同质化等问题。艾媒咨询分析师认为，第二代测序技术的普及以及第三代测序技术的加紧研发将使得基因测序作为一个更加普遍的技术手段应用到不同场景之中，但目前仍然存在监管体系不够完善、道德伦理风险等问题。企业方面应当专注研究核心技术专利，通过人才储备和差异化竞争获得市场优势；行业和相关部门应当尽快完善行业规范管理体系，推动产业健康发展。

With the advancement of gene sequencing technology, gene sequencing began to be used in biological, detection, noninvasive prenatal testing and tumor treatment and other scenarios. The market-oriented application of technology has attracted global capital attention, with iiMedia Research leading all segments of the world in 309 investments in the global healthcare capital markets in 2018, with 309 investments, according to iiMedia Research. China's biotechnology research and development strength thick and thin hair, especially the science and technology board to promote the gene sequencing market further heating up, more and more bio-startup companies in the early stage of the start-up has been high financing. At present, China has basically formed a complete upstream and downstream industrial chain, but in addition to Huada gene, Berry gene and a few other head enterprises, Most of China's gene sequencing enterprises are distributed in the middle and lower reaches of the industrial chain, and began to appear product homogenization and other issues. Ai media consulting analysts believe that the popularity of second-generation sequencing technology and the third generation of sequencing technology will make gene sequencing as a more common technical means to apply to different scenarios, but there are still problems such as inadequate regulatory system, ethical risks. Enterprises should focus on researching core technology patents and gain market advantages through talent pool and differentiated competition, and industries and related departments should improve the industry standard management system as soon as possible to promote the healthy development of the industry.

《哪吒之魔童降世》大数据分析报告

本报告研究涉及企业/品牌/案例：《哪吒之魔童降世》

自上映以来，《哪吒之魔童降世》（后称《哪吒》）九破纪录，成为影史首部单日票房破2亿以及四天连续破亿的动画电影，截至7月30日《哪吒》累计票房已达10亿元，超越《西游记之大圣归来》（9.56亿）成为国产动画电影新晋票房冠军。上映后，影片甚至一天内登上微博热搜七次，备受观众热议。

Since its release, “Nezha“ (hereinafter referred to as “Nezha“) has broken nine records, becoming the first animated film in film history with a box office of 200 million in a single day and four consecutive days breaking 100 million. As of July 30, “Nezha“ had a cumulative box office of 1 billion yuan, surpassing “Monkey King: Hero Is Back “ (956 million) to become a new generation of domestic animated films. The box office champion. After its release, the film even went on the microblog seven times a day, which aroused heated discussion among the audience.

艾媒报告｜2018-2019中国电影产业研究与商业投资决策分析报告

中国电影票房市场逐年增长，2017年达到523亿元。中国电影银幕总数稳居世界第一位。2018年前三季度中国电影票房国产片票房市场表现领先进口片。其中，中外合拍片模式受到资本青睐，互联网和创新金融模式成为电影产业未来发展的探索方向。

The Chinese box office market reached 52.3 billion yuan in 2017 which is growing year by year.There are the most movie screens in China.China's domestic films were ahead of imported films at the box office in the first three quarters of 2018.Chinese and foreign co-productions are favored by the capital.Internet and innovative financial models have become the future development direction of the film industry.