艾媒咨询 | 2025-2026年中国婴幼儿托育市场运行数据及趋势报告

随着生育政策调整，许多家庭尤其是双职工家庭面临婴幼儿照护的现实困境。国家卫生健康委提出规划目标，至2025年，中国每千人口拥有的3岁以下婴幼儿托位数将达到4.5个，并新增普惠性托位66万个。iiMedia Research（艾媒咨询）数据显示， 2024年中国婴幼儿托育市场规模达1518.1亿元，预计到2030年将进一步攀升至2323.1亿元。问卷调研显示，近半数家长对托育服务有需求。受访者对当前婴幼儿托育服务不满意的首要因素包括费用高（37.89%）和师资力量不足（35.79%）；与此同时，托育机构的安全性与环境设施等问题也引发普遍顾虑。未来，托育机构需重点从“降成本、强师资、保安全”三方面着手，提升用户信任度与满意度。
With the adjustment of the fertility policy, many families, especially dual-income families, are facing the practical predicament of infant and toddler care. The National Health Commission has set a planning goal that by 2025, the number of childcare places for children under the age of 3 per 1,000 people in China will reach 4.5, and an additional 660,000 inclusive childcare places will be added. iiMedia Research data shows that shows that the scale of China's infant and toddler care market reached 151.81 billion yuan in 2024 and is expected to further rise to 232.31 billion yuan by 2030. A questionnaire survey shows that nearly half of the parents have a demand for childcare services. The primary factors that respondents are dissatisfied with regarding the current infant and toddler care services include high costs (37.89%) and insufficient teaching staff (35.79%). Meanwhile, issues such as the safety and environmental facilities of childcare institutions have also raised widespread concerns. In the future, childcare institutions need to focus on three aspects: reducing costs, strengthening teaching staff, and ensuring safety, to enhance users' trust and satisfaction.

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年中国托育行业发展状况及消费行为调查数据》数据显示，2024年中国0-3岁婴幼儿托育市场规模为1518.1亿元，预计2030年中国0-3岁婴幼儿托育市场规模达2323.1亿元。调研数据显示，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。
Globally, childcare services for infants and toddlers aged 0-3 have become a highly valued family policy issue in various countries or regions and have been elevated to a part of the public service system construction. With the implementation of the "three-child fertility policy" in China, the demand for the infant and toddler care industry is constantly increasing, and more parents will consider sending their children to care institutions. According to the latest "Survey data on the development status and consumer behavior of China's childcare industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of childcare for infants and toddlers aged 0-3 in China will be 151.81 billion yuan in 2024. It is estimated that the market size of infant and toddler care for children aged 0-3 in China will reach 232.31 billion yuan by 2030. Research data shows that the demand for a lack of suitable playmates or educational environments near one's residence ranks first with a proportion of 39.29%, highlighting parents' high concern about their children's growth environment. Meanwhile, the demands for children to adapt to collective life in advance and for developing children's abilities through early education both accounted for 35.71% and tied for second place, reflecting parents' equal emphasis on the cultivation of children's social skills and early intellectual development. In terms of the selection of childcare institutions, community-based childcare institutions, with a proportion of 45.54%, have become the first choice for parents, reflecting their preference for convenience and a sense of community belonging. Public childcare institutions followed closely with a proportion of 43.08%, further confirming parents' trust and favor for the professionalism and standardization of public institutions. Analysts from iiMedia Research believe that parents' emphasis on early childhood education and the cultivation of social skills has driven the growth of the demand for childcare services. Meanwhile, 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 teaching staff. In the future, with the construction of standardization and the empowerment of technology, the childcare market will develop in a more professional, intelligent and inclusive direction, becoming an important support for solving the problems of family child-rearing.

艾媒咨询 | 2025年中国AI数字人行业消费行为调查数据

目前，AI 数字人发展态势迅猛，已广泛渗透于各个行业中。新型数字人生成工具也在持续迭代，功能持续优化。在市场层面上，企业对 AI 数字人产品的接受度也在稳步提升。众多企业引入 AI 数字人后，工作流程得以优化，效率显著提升，成本亦有效降低，为企业发展注入全新活力 。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AI数字人行业消费行为调查数据》数据显示，当前使用AI数字人的企业主要分布在电子商务、卫生及社会保障和社会福利业、教育和金融等行业，并主要集中在小型企业中，占比达到58.78%。同时，有65.03%的企业已将AI数字人应用到公司发展实践中，说明AI数字人在中国企业中的实际应用已经相当广泛。企业在对AI数字人的功能需求中，对多模态能力（文字、图片、语音、视频处理能力）的需求最高，其次是自然语言理解和人机互动。同时，企业对产品易用性和隐私信息安全的关注度最高，分别达到29.39%和28.72%的占比。企业在持续加大对 AI 数字人应用投入的同时，也在面临诸多挑战。数据显示，数据安全与隐私保护面临的挑战最大，其次就是法规政策与伦理道德。未来随着企业不断完善数据安全保障措施，AI 数字人有望在企业与消费者之间搭建起更紧密、高效的沟通桥梁，为消费者带来更优质、个性化的消费体验，助力企业在激烈的市场竞争中开拓新的增长路径。
　　Currently, AI digital humans are developing at a rapid pace and have been widely integrated into various industries. New-generation digital human generation tools are continuously being iterated, with their functions being continuously optimized. In terms of the market, enterprises' acceptance of AI digital human products is steadily increasing. After many enterprises introduced AI digital humans, their work processes have been optimized, their efficiency has been significantly improved, and their costs have been effectively reduced, injecting new vitality into the development of enterprises.According to the latest "Survey data on consumer behavior in China's AI digital human industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, enterprises currently using AI digital humans are mainly distributed in industries such as e-commerce, health and social security, social welfare, education, and finance, and are mainly concentrated in small enterprises, accounting for 58.78%. At the same time, 65.03% of enterprises have applied AI digital humans to the practice of corporate development, indicating that the practical application of AI digital humans in Chinese enterprises is already quite extensive.Among enterprises' functional requirements for AI digital humans, the demand for multimodal capabilities (text, image, voice, and video processing capabilities) is the highest, followed by natural language understanding and human-computer interaction. Meanwhile, enterprises pay the most attention to the ease of use of products and the security of private information, accounting for 29.39% and 28.72% respectively.While enterprises are continuously increasing their investment in the application of AI digital humans, they are also facing many challenges. Data shows that data security and privacy protection face the greatest challenges, followed by regulatory policies and ethics. In the future, as enterprises continue to improve data security protection measures, AI digital humans are expected to build a closer and more efficient communication bridge between enterprises and consumers, bringing consumers a better and more personalized consumption experience, and helping enterprises open up new growth paths in the fierce market competition.

艾媒咨询 | 2025年中国月子中心消费者行为调查数据

近年来，随着消费者对科学坐月子理念的认知提升，二、三线城市月子中心市场也迅速崛起，市场规模持续扩大，服务品质和管理水平不断提升。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年中国月子中心消费者行为调查数据》数据显示，在 2025 年针对中国消费者对月子中心的了解情况调研中，高达 87.41% 的消费者明确表示知晓月子中心，这一占比在各项反馈中居于首位，清晰地彰显出月子中心于中国消费者群体里已具备较高的普及程度。而在消费者对月子中心服务的关注点方面，对宝宝的专业照护以 37.65% 的占比拔得头筹，这一数据直观且有力地表明，消费者最为看重月子中心在照料宝宝方面所展现出的质量 。艾媒咨询分析师认为，随着政府对月子中心行业监管力度的加强，行业规范化发展将成为必然趋势。未来，政府将出台更加严格的行业标准和规范，加强对月子中心的审批、监管和评估，推动月子中心行业健康、有序发展。同时，行业协会将发挥更大作用，加强行业自律，促进企业之间的交流与合作，共同提升行业整体服务水平。
In recent years, with the improvement of consumers' awareness of the concept of scientific confinement, the central market of the second and third-tier cities has also risen rapidly, the market size has continued to expand, and the service quality and management level have continued to improve. According to the latest "Data from the China month center consumer behavior survey in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, according to the data, in 2025, the understanding of Chinese consumers about maternity centers is investigated. Up to 87.41% of consumers clearly know the maternity center, which ranks first in the feedback, clearly showing that the maternity center has a high degree of popularity in the Chinese consumer group. In terms of consumers' focus on maternity center services, professional care for babies topped the list with 37.65%, which intuitively and strongly indicates that consumers value the quality of maternity center care for babies the most. Ai Media Consulting analysts believe that with the strengthening of the government's supervision of the maternity center industry, the standardized development of the industry will become an inevitable trend. In the future, the government will introduce more stringent industry standards and norms, strengthen the approval, supervision and evaluation of the maternity center, and promote the healthy and orderly development of the maternity center industry. At the same time, the industry association will play a greater role in strengthening industry self-discipline, promoting exchanges and cooperation between enterprises, and jointly improving the overall service level of the industry.

艾媒咨询 | 2025年中国家居市场消费行为调查数据

当前家居行业呈现积极变化。政策大力扶持，2025年安排3000亿元支持消费品以旧换新，刺激消费潜力释放。消费者偏好智能、环保、适老化产品，企业加速全球化布局，借助 AI 提升效率与体验，整体市场复苏且升级态势明显。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年中国家居市场消费行为调查数据》数据显示，消费者在选购软装家居产品时，更倾向于舒适性、材质质感和环保性；选购硬装家居产品时，更加关注产品质量、安全性和安装便捷性。在家居风格方面，现代简约风格以45.15%的占比成为2025年中国消费者最偏好的家居风格，远超其他风格。其次是传统中式风格，占比35.87%。与此同时，有49.45%的消费者表示已经购买并使用过智能家居产品，说明智能家居市场已经拥有一定的用户基础；40.85%的消费者表示有计划购买或使用智能家居，进一步印证了该市场潜在需求较大，未来增长空间广阔。其中，智能灯光控制系统和智能安全控制系统被认为是消费者最感兴趣的智能家居功能，分别占比35.40%和35.24%。消费者对智能家居功能的兴趣不仅反映了对便捷生活的追求，也体现了对家庭安全和舒适环境的重视。艾媒咨询分析师认为，消费者多元且明确的需求，不仅勾勒出市场的当下轮廓，更为家居行业未来发展铺就了清晰道路。随着技术的不断进步和成本的降低，智能家居产品的普及率也有望进一步提高，为消费者打造更加智能化、个性化的居住空间。
Currently, the home furnishings industry is showing positive changes. With strong policy support, 300 billion yuan was allocated in 2025 to support the trade-in of consumer goods, stimulating the release of consumption potential. Consumers prefer intelligent, environmentally friendly, and age-friendly products. Enterprises are accelerating their global layout and leveraging AI to enhance efficiency and user experience. The overall market shows a clear trend of recovery and upgrading.According to the latest "Survey data on the consumption behavior of China's home furnishing market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, when consumers purchase soft home furnishings products, they tend to prioritize comfort, material texture, and environmental protection. When purchasing hard home furnishings products, they pay more attention to product quality, safety, and installation convenience.In terms of home styles, the modern minimalist style, accounting for 45.15%, has become the most preferred home style among Chinese consumers in 2025, far surpassing other styles. The traditional Chinese style follows, accounting for 35.87%.At the same time, 49.45% of consumers said they have purchased and used smart home products, indicating that the smart home market already has a certain user base. 40.85% of consumers said they plan to purchase or use smart home products, further confirming that the market has great potential demand and broad growth space in the future. Among them, the intelligent lighting control system and the intelligent security control system are considered the smart home functions that consumers are most interested in, accounting for 35.40% and 35.24% respectively.Consumers' interest in smart home functions not only reflects their pursuit of a convenient life but also their emphasis on family safety and a comfortable environment. Analysts from iiMedia Research believe that consumers' diverse and clear demands not only outline the current picture of the market but also pave a clear path for the future development of the home furnishings industry. With the continuous advancement of technology and the reduction of costs, the penetration rate of smart home products is expected to further increase, creating a more intelligent and personalized living space for consumers.

艾媒咨询 | 2025年中国电商“双十一”消费大数据监测报告

2025年“双十一”期间，随着大促周期的持续延长，消费者对前期预热活动的关注度呈现疲态，整体参与热情未出现显著提升。平台转向“直降让利”简化规则，AI与即时零售成为新引擎，情绪消费等品类热销。市场从流量争夺转向存量深耕，理性消费主导，品牌更注重价值与服务竞争。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年中国电商“双十一”消费大数据监测报告》显示，按需购买（34.6%）和拒绝冲动消费（31.8%）是消费者“双十一”热情下降的核心因素，凸显理性消费理念已深度渗透；年度最优价格（44.6%）和优惠简化直接（42.6%）仍是拉动消费热情的关键。近年来，消费者需求已从单纯价格敏感转向高品质、智能化、情绪价值等多元维度，这一理念迭代正倒逼品牌加速产品创新升级。品牌需聚焦用户真实需求精准发力，激活消费者“焕新”意愿，推动行业实现可持续增长。
During the "Double Eleven" period in 2025, with the continuous extension of the big promotion cycle, consumers' attention to the pre heating activities has shown signs of fatigue, and the overall enthusiasm for participation has not significantly increased. The platform is shifting towards simplified rules of "direct reduction and profit sharing", with AI and instant retail becoming new engines, and emotional consumption and other categories selling well. The market has shifted from competition for traffic to deep cultivation of stock, with rational consumption leading and brands placing more emphasis on value and service competition. According to the latest "2025 China E-commerce 'Double Eleven' Consumption Big Data Monitoring Report" released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, on-demand purchasing (34.6%) and refusal of impulse consumption (31.8%) are the core factors leading to the decline in consumer enthusiasm for Double Eleven, highlighting the deep penetration of rational consumption concepts; The annual best price (44.6%) and simplified discounts (42.6%) are still the key factors driving consumer enthusiasm. In recent years, consumer demand has shifted from simple price sensitivity to multiple dimensions such as high quality, intelligence, and emotional value. This concept iteration is forcing brands to accelerate product innovation and upgrading. Brands need to focus on the real needs of users, exert precise efforts, activate consumers' willingness to "rejuvenate", and promote sustainable growth in the industry.

艾媒咨询 | 2025-2026年中国智能平板学习机市场趋势研究报告

随着技术的不断发展，智能平板学习机产品技术日益成熟，广泛应用于多个教育学习场景，其广阔的应用前景将推动中国智能学习机行业规模快速增长。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年中国智能平板学习机市场趋势研究报告》数据显示，2024年中国智能平板学习机市场规模达270.72亿元，同比增长48.27%，预计2027年中国智能平板学习机市场规模将超500亿元。艾媒咨询分析师认为，中国教育智能产品正在为传统的教育方式带来更多的可能性和创新性，人工智能等新兴技术与教育的深度融合，是今后智能学习机领域高质量发展的重要一步。
With the continuous development of technology, intelligent tablet learning machine product technology is increasingly mature, widely used in a number of education and learning scenarios, its broad application prospects will promote the rapid growth of China's intelligent learning machine industry. According to the latest "China's smart tablet learning machine market trend Research Report from 2025 to 2026" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's smart tablet learning machine in 2024 will reach 27.072 billion yuan, an increase of 48.27%. It is expected that the market size of China's smart tablet learning machine will exceed 50 billion yuan in 2027. Analysts from iMedia Consulting believe that China's educational intelligent products are bringing more possibilities and innovation to traditional educational methods, and the deep integration of emerging technologies such as artificial intelligence and education is an important step for the high-quality development of the intelligent learning machine field in the future.

艾媒咨询 | 2025年中国母婴市场消费行为调查数据

当下母婴产品市场机遇与挑战并存，市场规模呈稳定增长态势。但随着消费者越来越追求科学育儿，对母婴产品和服务的需求向高品质、个性化、多元化转变，不仅关注产品功能，更看重成分、配方等专业性，还期待在消费中获得情绪价值。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年中国母婴市场消费行为调查数据》数据显示，母婴行业的主要消费群体是怀孕中后期和1岁以下的宝妈，合计占比超过50%。同时，消费者在怀孕及育儿过程中最关注的是科学育儿知识和孕期保健知识。母婴消费者在使用各类平台时，会更注重平台的专业性、资讯真实性和互动性。新生代妈妈引领的消费升级潮流，正重塑着市场格局。母婴产品市场将在创新与变革中持续进化，不断满足家庭对高品质育儿生活的向往，成为推动社会消费升级、助力家庭幸福的重要力量，孕育出更多商业机遇与社会价值。
　Currently, the baby and maternity product market is faced with both opportunities and challenges, and the market size is showing a steady growth trend. However, as consumers increasingly pursue scientific parenting, their demands for baby and maternity products and services are shifting towards high quality, personalization, and diversification. They not only pay attention to product functions but also attach great importance to the professionalism of ingredients, formulas, etc., and also expect to obtain emotional value during consumption. According to the latest "Survey data on consumer behavior in China's maternal and infant market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the main consumer groups in the baby and maternity industry are expectant mothers in the middle and late stages of pregnancy and mothers with babies under 1 year old, with a combined proportion of over 50%. At the same time, during pregnancy and parenting, consumers are most concerned about scientific parenting knowledge and pregnancy health care knowledge. When using various platforms, baby and maternity consumers pay more attention to the professionalism, authenticity of information, and interactivity of the platforms. The consumption upgrade trend led by new-generation mothers is reshaping the market pattern. The baby and maternity product market will continue to evolve through innovation and change, continuously meet families' yearning for a high-quality parenting life, become an important force in promoting social consumption upgrading and helping family happiness, and breed more business opportunities and social value.

艾媒咨询 | 2025年中国婴幼早教市场发展状况及用户行为调查数据

　在育儿观念革新与数字化浪潮的双重推动下，中国婴幼早教市场的发展态势与用户行为特征成为行业焦点。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）发布的《2025年中国婴幼早教市场发展状况及用户行为调查数据》数据显示，2024年中国0-3岁婴幼儿托育市场规模为1518.1亿元。未来随着中国居民的收入水平和生活水平的提高及对教育的重视程度增加，预计2030年时中国0-3岁婴幼儿托育市场规模将达2323.1亿元。在2025年中国婴幼早教用户为孩子报名早教课程情况中，90.51%的婴幼早教用户表示为孩子报名过早教课程，大量家长十分关注婴幼早教课程，这显现出中国婴幼早教市场的庞大用户基群。在2025年中国婴幼早教用户为孩子报名的早教课程类型中，英语类课程占比最高，达到49.45%，显示出婴幼早教用户对英语教育的高度重视。其次是数学、思维类课程，占比为43.03%，反映出婴幼早教用户对孩子逻辑思维能力的培养同样重视。在2025年中国婴幼早教用户希望孩子通过早教机构学到的能力中，最突出的是“良好的习惯”，占比高达35.02%。其次是“培养孩子自信心”，占比为34.40%。这表明婴幼早教用户们希望自己的孩子在早教机构中能培养出个人良好的行为习惯和个人自信自尊的培养。艾媒咨询分析师认为，未来，随着科技进步与家长需求的进一步升级，婴幼早教市场将呈现多元化、智能化发展趋势。企业需精准把握用户需求，提升服务质量，创新课程体系，以在激烈的市场竞争中脱颖而出。
Driven by both the innovation of parenting concepts and the digital wave, the development trend and user behavior characteristics of China's infant and early childhood education market have become the focus of the industry. According to the latest "iiMedia Report | Survey data on the development status and user behavior of China's infant and toddler early education market in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the scale of China's infant and toddler care market aged 0-3 years old will be 151.81 billion yuan in 2024. In the future, with the improvement of Chinese residents' income levels and living standards and the increasing emphasis on education, it is estimated that the market size of infant and toddler care for children aged 0-3 in China will reach 232.31 billion yuan by 2030. In the situation of Chinese infant and early childhood education users signing their children up for early childhood education courses in 2025, 90.51% of the infant and early childhood education users indicated that they had signed their children up for early childhood education courses.A large number of parents are very concerned about infant and early childhood education courses, which shows the huge user base of the Chinese infant and early childhood education market. Among the types of early education courses that Chinese infant and toddler early education users signed up for their children in 2025, English courses accounted for the highest proportion, reaching 49.45%, demonstrating the high attention that infant and toddler early education users attach to English education. Secondly, there are mathematics and thinking courses, accounting for 43.03%, which reflects that early childhood education users also attach great importance to the cultivation of children's logical thinking ability. Among the abilities that Chinese infant and early childhood education users hope their children can acquire through early education institutions in 2025, the most prominent one is "good habits", accounting for as high as 35.02%. The second is "cultivating children's self-confidence", accounting for 34.40%. This indicates that infant and toddler early education users hope that their children can develop good personal behavioral habits and personal confidence and self-esteem in early education institutions. Analysts from iiMedia Research believe that in the future, with the advancement of technology and the further upgrading of parents' demands, the infant and early childhood education market will show a diversified and intelligent development trend. Enterprises need to accurately grasp user demands, improve service quality and innovate the curriculum system in order to stand out in the fierce market competition.

艾媒咨询 | 2025年中国财经新闻用户消费行为调查数据

随着数字化阅读技术的迭代升级，2025年中国财经用户关注呈现渠道移动化、内容专业化特征，聚焦实时行情分析、政策解读及投资策略，偏好短视频与数据可视化呈现形式，付费意愿向深度报告倾斜。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年中国财经新闻用户消费行为调查数据》数据显示，94.90%的用户表示会主动关注财经新闻。用户获取资讯渠道呈现移动化特征，微博/微信与抖音/快手两大社交平台占据主导地位，短视频内容传播效能显著增强。在阅读习惯方面，51.54%用户保持每周4-5次高频接触，单次阅读时长集中于4-10分钟，午间12-14点形成阅读高峰。内容需求聚焦行业经济动态，长视频以41.45%的占比成为最受青睐的呈现形式。用户互动行为呈现积极态势，51.68%受访者习惯通过点赞表达认可。付费阅读需求强劲，69.08%用户倾向为课程、讲坛等知识型产品付费，显示深度内容商业化潜力。但调研同时揭示现存问题：信息过载导致筛选成本升高，垂直领域专业度不足，以及互动功能同质化制约用户体验。艾媒咨询分析师认为，财经媒体需构建“精准推送+深度解读”双轮驱动模式，依托AI技术优化内容分发效率，强化行业专家智库建设以提升专业壁垒。同时应开发差异化付费产品矩阵，完善用户分层运营体系，并在交互设计中融入社交裂变机制，以激活平台生态活力。
With the iteration and upgrade of digital reading technology, in 2025, Chinese financial users pay attention to the characteristics of mobile channels and professional content, focusing on real-time market analysis, policy interpretation and investment strategy, preferring short video and data visualization, and paying willingness to tilt towards in-depth reports. According to the latest "China financial news user consumption behavior survey data in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 94.90% of users said they would take the initiative to pay attention to financial news. The channels for users to obtain information show the characteristics of mobile, and the two social platforms of Weibo/wechat and Douyin/Kuaishou occupy the dominant position, and the transmission efficiency of short video content has been significantly enhanced. In terms of reading habits, 51.54% users maintain 4-5 high-frequency contacts per week, and the single reading time is concentrated in 4-10 minutes, and the reading peak is formed at 12-14 o 'clock in the afternoon. Content demand focuses on the economic dynamics of the industry, and long video has become the most favored form of presentation with 41.45% of the total. User interaction showed a positive trend, and 51.68% of respondents used to express recognition through likes. The demand for paid reading is strong, and 69.08% of users tend to pay for knowledge-based products such as courses and lectures, showing the commercialization potential of in-depth content. However, the survey also revealed existing problems: information overload leading to higher screening costs, lack of expertise in vertical fields, and homogenization of interactive features restricting user experience. iiMedia Research believe that financial media need to build a two-wheel drive model of "accurate push + deep interpretation", rely on AI technology to optimize the efficiency of content distribution, and strengthen the construction of industry expert think tanks to enhance professional barriers. At the same time, a differentiated paid product matrix should be developed, a hierarchical user operation system should be improved, and a social fission mechanism should be incorporated into the interaction design to activate the ecological vitality of the platform.