艾媒咨询 | 2025年中国网络安全产业运行状况与用户行为调查数据

在数字化浪潮奔涌、信息技术深度融入各行业的当下，网络安全已然成为守护国家、企业与个人信息资产的关键防线。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年中国网络安全产业运行状况与用户行为调查数据》数据显示，2024年中国网络信息安全市场规模达到735.6亿元。预计2025年中国网络信息安全市场规模可达786.4亿元，2027年中国网络信息安全市场规模达到884.4亿元，说明未来中国网络安全市场前景广阔。在2025年中国用户日常获取、传递和共享信息的网络渠道中，社交平台（微博、微信、QQ）的占比最高，达到61.56%，新闻门户网站/新闻客户端占比56.68%。表明如今中国用户获取信息的渠道主要是网络渠道，网络安全市场潜力巨大。对网络安全相关法律法规了解程度中，占比最高的是“比较了解”，达到了50.71%，其次是“一般”了解的用户，占比20.30%，说明大部分用户对网络安全相关法律的了解程度不够深刻，需要加深。在中国用户网络安全相关培训接受情况中，50.60%的中国用户主要依靠自学来获取网络安全知识。其次是28.99%的用户接受过专门培训但数量较少。这说明大部分网络安全用户的网络安全知识并不够系统专业，网络安全市场具有巨大的发展空间。艾媒咨询分析师认为，未来，中国网络安全产业需紧密围绕技术创新、场景适配与服务优化；同时，需紧跟政策导向，抓住新兴技术领域（如物联网安全、量子通信安全等）的市场机遇，推动网络安全产业迈向高质量发展新阶段。
In the current era when the digital wave is surging and information technology is deeply integrated into various industries, cyber security has become a key line of defense for safeguarding the information assets of the country, enterprises and individuals. According to the latest "iiMedia Report | Survey data on the operation status and user behavior of China's cybersecurity 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 China's network information security reached 73.56 billion yuan in 2024. It is estimated that the market size of China's network information security will reach 78.64 billion yuan in 2025 and 88.44 billion yuan in 2027.It indicates that the future prospects of the cybersecurity market in China are broad. In 2025, among the online channels through which Chinese users obtain, transmit and share information on a daily basis, social platforms (Weibo, wechat, QQ) accounted for the highest proportion, reaching 61.56%, while news portal websites/news clients accounted for 56.68%. This indicates that nowadays, the main channels for Chinese users to obtain information are online channels, and the potential of the cyber security market is huge. Among the users' understanding of laws and regulations related to cyber security, the highest proportion is "relatively familiar", reaching 50.71%, followed by those with "average" understanding, accounting for 20.30%. The above-mentioned survey indicates that the majority of users do not have a deep understanding of the laws related to cyber security and it needs to be deepened. In the situation of Chinese users' acceptance of cybersecurity training, 50.60% of Chinese users mainly rely on self-study to acquire cybersecurity knowledge. Secondly, 28.99% of the users have received specialized training, but the number is relatively small. This indicates that the cybersecurity knowledge of the majority of cybersecurity users is not systematic and professional enough, and the cybersecurity market has a very huge development space.Analysts from iiMedia Research believe that in the future, China's cybersecurity industry needs to closely revolve around technological innovation, scenario adaptation and service optimization. At the same time, it is necessary to closely follow the policy orientation, seize the market opportunities in emerging technology fields (such as Internet of Things security, quantum communication security, etc.), and promote the cybersecurity industry to a new stage of high-quality development.

艾媒咨询 | 2025年中国移动通信行业发展状况与消费行为调查数据

随着移动通信行业的发展，其服务边界持续拓展，规模不断扩大，消费者们越来越关注诸如消费体验、线下销卡、信息安全和流量套餐选择等问题。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年中国移动通信行业发展状况与消费行为调查数据》数据显示，2024年的中国电信业务收入达到1.98万亿元，说明移动通信行业市场规模在不断扩大。消费者选择运营商时最关注信号与网速，其次为资费透明度及套餐性价比，说明消费者比较注重消费的体验与性价比。在消费行为方面，43.65%消费者每月话费支出集中于101-200元区间，且35.89%消费者倾向于每1-2年更换套餐，反映出市场存在持续服务优化空间。尽管80.43%消费者理解线下销卡流程的必要性，但61.54%消费者对手续复杂繁琐表达不满，凸显服务便捷性亟待提升。信息安全领域，67.94%消费者深受骚扰电话困扰，36.21%消费者对运营商推销电话过多提出批评，显示消费者权益保护机制需强化。流量套餐方面，35.78%消费者认为资费优惠不足，同时套餐同质化和流量结转限制成主要痛点。值得注意的是，41.90%消费者对未来通信技术发展最期待的是资费价格降低，其次为网络稳定性提升及信息安全强化。艾媒咨询分析师认为，运营商应重点优化网络质量与资费结构，建立差异化套餐体系，通过简化业务流程提升消费者体验。同时需加强消费者隐私保护机制，降低营销干扰，以增值服务生态构建增强消费者粘性，推动行业高质量发展。
With the development of the mobile communication industry, its service boundary continues to expand, and the scale continues to expand, consumers are increasingly concerned about issues such as consumption experience, offline card cancellation, information security and traffic package selection. According to the latest "Survey data of China's mobile communication industry development and consumer behavior in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution for the new economy industry, China's telecom business revenue in 2024 will reach 1.98 trillion yuan. It shows that the market scale of mobile communication industry is constantly expanding. When consumers choose operators, they pay most attention to signal and network speed, followed by tariff transparency and package cost performance, indicating that consumers pay more attention to consumption experience and cost performance. In terms of consumer behavior, 43.65% of consumers' monthly phone bill expenditure is concentrated in the range of 101-200 yuan, and 35.89% of consumers tend to change plans every 1-2 years, reflecting the existence of continuous service optimization space in the market. Although 80.43% of consumers understood the necessity of offline card cancellation process, 61.54% of consumers expressed dissatisfaction with complicated and cumbersome procedures, highlighting the urgent need to improve the convenience of services. In the field of information security, 67.94% of consumers were troubled by harassing calls, and 36.21% of consumers criticized the excessive sales calls of operators, indicating that the protection mechanism of consumer rights and interests needs to be strengthened. In terms of traffic packages, 35.78% of consumers believe that tariff concessions are insufficient, while the homogenization of packages and traffic carry-over restrictions are major pain points. It is worth noting that 41.90% of consumers are most looking forward to the future development of communication technology is the reduction of tariff prices, followed by the improvement of network stability and information security. iiMedia Research believe that operators should focus on optimizing network quality and tariff structure, establish a differentiated package system, and enhance consumer experience by simplifying business processes. At the same time, it is necessary to strengthen the consumer privacy protection mechanism, reduce marketing interference, and enhance consumer stickiness with the construction of value-added service ecology to promote the high-quality development of the industry.

艾媒咨询 | 2024年微信视频号用户画像与行为洞察报告

随着互联网技术的不断进步和社交媒体生态的演变，微信视频号作为新兴的视频平台，正逐渐成为品牌营销和商业化的新战场。微信视频号坐拥国内庞大的私域流量，其独特优势在于其植根于拥有完整社交链的微信生态，辐射超过13亿用户的社交圈，社交传播的内容具备高信任基因。因此，微信视频号诞生至今，已经成为连接用户与内容创作者的重要桥梁。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年微信视频号用户画像与行为洞察报告》数据显示，从2020年3月到2023年12月，中国短视频行业的用户基数呈现持续上升的态势。截至2023年12月，用户总数攀升至10.53亿，渗透率达到了96.40%。艾媒咨询分析师认为，逐年增长的用户规模表明短视频市场仍有巨大的发展潜力和空间。
艾媒咨询分析师认为，视频号推出了多项商业化工具，包括直播带货、观众打赏、付费内容推广以及广告互选等，为不同粉丝规模的内容创作者提供了丰富的变现途径。在当前的互联网生态中，商业化已成为维系创作者长期留存的关键因素。创作者生产的高质量内容是视频号在竞争激烈的短视频领域中吸引和维系用户关注的核心。因此，视频号的商业化步伐加快，对于建立一个可持续发展的内容生态系统具有重要意义。
With the continuous progress of Internet technology and the evolution of social media ecology, wechat video number, as an emerging video platform, is gradually becoming a new battlefield for brand marketing and commercialization. Wechat video number has huge private traffic in China. Its unique advantage is that it is rooted in the wechat ecosystem with a complete social chain, radiating the social circle of more than 1.3 billion users, and the content of social communication has a high trust gene. Therefore, since the birth of wechat video number, it has become an important bridge connecting users and content creators. The latest "2024 wechat video user portrait and Behavior insight report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from March 2020 to December 2023, the user base of China's short video industry has continued to rise. As of December 2023, the total number of users climbed to 1.053 billion, and the penetration rate reached 96.40%. Imedia Consulting analysts believe that the growing user scale year by year indicates that the short video market still has huge development potential and space.
iiMedia Research analysts believe that the video number has launched a number of commercial tools, including live delivery, audience rewards, paid content promotion and advertising mutual selection, etc., providing a rich way for content creators of different fan sizes to monetize. In the current Internet ecology, commercialization has become a key factor to maintain the long-term retention of creators. High-quality content produced by creators is at the core of video Number's ability to attract and maintain users' attention in the highly competitive short video field. Therefore, the accelerated pace of commercialization of video number is of great significance for the establishment of a sustainable content ecosystem.

艾媒咨询 | 2025年中国共享充电宝市场消费行为调查数据

随着共享充电宝服务网络的持续优化，其应用场景不断延伸拓展，逐步形成以商圈、交通枢纽、景区为代表的城市生活场景，以餐饮娱乐、商超购物为主的消费场景，以及以医院、政务中心为核心的公共服务场景三大应用矩阵。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年中国共享充电宝市场消费行为调查数据》数据显示，2025年中国消费者使用共享充电宝呈现高频偶发特征，59.61%用户选择偶尔使用，而32.36%用户形成几乎每天使用的稳定需求。在消费场景分布中，48.23%用户集中于外出时自带充电宝电量耗尽的应急场景，显示刚性需求特性。收费体系方面，63.80%用户最近一次使用支付3-4元/小时的费用，61.01%消费者认为当前价格尚可接受。艾媒咨询分析师认为，运营商需构建安全-体验-定价三角平衡体系，通过加密技术强化数据保护，依托动态定价模型优化成本结构，同时加大设备运维投入降低故障率，方能在需求增长与用户信任间实现可持续发展。With the continuous optimization of the shared charging bank service network, its application scenarios continue to extend and expand, and gradually form three application matrices: urban life scenes represented by business districts, transportation hubs and scenic spots, consumption scenes dominated by catering and entertainment and shopping malls, and public service scenes with hospitals and government affairs centers as the core. According to the latest "Consumer behavior survey data of China's shared charging treasure market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the use of shared charging treasure by Chinese consumers in 2025 presents a high-frequency and occasional feature. 59.61% of users chose occasional use, while 32.36% of users formed a stable demand for almost daily use. In the distribution of consumption scenarios, 48.23% of users concentrated on the emergency scenario of running out of power with their own charging bank when going out showing the rigid demand characteristics. In terms of the charging system, 63.80% of users pay 3-4 yuan/hour for the latest use, and 61.01% of consumers think that the current price is acceptable. iiMedia Research analysts believe that operators need to build a security-experience-pricing triangular balance system, strengthen data protection through encryption technology, optimize cost structure relying on dynamic pricing models, and increase equipment operation and maintenance investment to reduce the failure rate, in order to achieve sustainable development between demand growth and user trust.

艾媒咨询 | 2025-2029年中国微短剧市场研究报告

近年来，中国微短剧市场迎来爆发式增长，逐渐成了数字内容领域最具潜力的新赛道之一。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《2025-2029年中国微短剧市场研究报告》数据显示，中国网络微短剧市场规模呈上升趋势，2025年中国微短剧市场规模将达677.9亿元，同比上升34.40%，预计2030年中国网络微短剧市场规模超1500亿元。艾媒咨询分析师认为，伴随文化出海进程的加速与多元文化创新题材的持续涌现，中国微短剧有望突破以往爽剧主导的单一内容格局，为市场规模的稳步攀升注入新动能。
In recent years, the Chinese micro-short drama market has witnessed explosive growth and gradually become one of the most promising new tracks in the digital content field. The latest "Analysis report on the Chinese micro drama market from 2025 to 2029" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, shows that the market size of online micro short dramas in China is on the rise, and the market size of micro short dramas in China will reach 67.79 billion yuan in 2025 It is expected that the market size of China's online micro-short dramas will exceed 150 billion yuan by 2030, with a year-on-year increase of 34.40%. Analysts from iiMedia Research believe that with the acceleration of the process of cultural exports and the continuous emergence of innovative themes from diverse cultures, Chinese micro-short dramas are expected to break through the previous single content pattern dominated by thrilling dramas and inject new impetus into the steady growth of the market size.

艾媒咨询 | 2025年中国电子签名行业发展状况与用户行为调查数据

　随着电子签名技术的成熟完善，其应用场景持续拓展，广泛应用于以供应链合同签署为代表的企业服务领域，以政务审批为例的公共服务领域，以及个人事务办理等民生消费领域。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年中国电子签名行业发展状况与用户行为调查数据》数据显示，在企业端数据中，以民营主体为核心应用领域，周均使用电子签名101-500次，偏好短期服务采购，反映中小企业在数字化转型中对轻量化、灵活化电子签约工具的刚需。用户端数据显示，个人签署需求主导市场，由此催生了套餐化消费模式，46.43%用户黏性集中于2-3年使用周期。应用场景以商务合作和企业合同管理为核心，驱动数字化资产管理成为核心价值认知。腾讯电子签以29.48%市占率领先，其优势与用户最关注的操作便捷性形成正向反馈。但行业痛点集中于流程安全焦虑与效率瓶颈，制约体验升级。艾媒咨询分析师认为，需构建多层级身份核验体系强化签署全链路安全，通过AI智能模板优化签署响应速度；针对民营企业高频需求开发行业垂直解决方案，同时完善个人用户端社交化签署场景，依托头部平台生态优势拓展政企协作网络，推动电子签名向全领域可信数字化基建设施演进。
With the maturity and perfection of electronic signature technology, its application scenarios continue to expand, and it is widely used in the enterprise service field represented by supply chain contract signing, the public service field taking government affairs approval as an example, and the livelihood consumption field such as personal affairs handling. According to the latest survey Survey data of development status and user behavior of China's electronic signature industry in 2025 released by iiMedia Research, the world's leading third-party data mining and analysis institution in the new economy industry, private entities are the core application fields in the enterprise-side data, and electronic signatures are used 101-500 times a week. Preference for short-term service procurement reflects smes' need for lightweight and flexible e-contracting tools in their digital transformation. The consumer data shows that the individual signature demand dominates the market, thus giving birth to the package consumption model, and 46.43% of user stickiness is concentrated in the 2-3 year use cycle. The application scenario takes business cooperation and enterprise contract management as the core, and drives digital asset management to become the core value cognition. Tencent e-visa led the market with 29.48%, and its advantages formed a positive feedback with the convenience of operation that users were most concerned about. However, the industry's pain points focus on process safety anxiety and efficiency bottlenecks, which restrict the upgrade of experience. AI Media Consulting analysts believe that it is necessary to build a multi-level identity verification system to strengthen the signing of the full link security, and optimize the signing response speed through iiMedia Research believe that; develop industry vertical solutions for the high-frequency needs of private enterprises, while improving the social signing scene of individual clients, relying on the ecological advantages of the head platform to expand the government-enterprise collaboration network, and promote the evolution of electronic signatures to trusted digital infrastructure in the whole field.

艾媒咨询 | 2025年中国微短剧市场消费调查数据

近年来，微短剧作为一种新兴的网络视听形式，凭借其体量轻、节奏快、表现力丰富等特点迅速吸引了大量用户。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年中国微短剧市场消费调查数据》显示，中国微短剧市场规模呈上升趋势，2025年中国微短剧市场规模达677.9亿元，同比上升34.40%，预计2030年中国微短剧市场规模超1500亿元。此外，自2023年起，中国电影票房呈现下降趋势，2024年中国电影票房收入为425.02亿元。随着移动互联网的普及和短视频平台的兴起，微短剧的传播渠道日益广泛，分流了大量潜在影院观众，市场规模将不断扩大。
在2025年中国消费者观看微短剧的平台中，位列前三的分别是抖音（39.06%）、番茄免费短剧（27.32%）和快手（26.29%）。此外，消遣娱乐（46.38%）、故事情节吸引（43.10%）和观看方便灵活（39.44%）是用户观看微短剧的主要原因。这一趋势表明，短视频平台凭借庞大流量基数与场景适配性，已成为微短剧分发核心渠道，而用户核心需求则聚焦情绪价值与观看体验。未来，平台需以精品化内容创作夯实核心竞争力，同时持续优化播放流畅度、交互设计等体验细节，以进一步巩固用户粘性。
艾媒咨询分析师认为，未来中国微短剧市场将向精品化、规范化与全球化深度进阶。一方面，监管收紧推动行业告别粗制滥造，巨头与传统影视公司入局催生优质内容，从“爽感猎奇”转向现实题材与价值表达。另一方面，“微短剧+”与IP系列化运营成新方向，付费模式更趋透明规范。同时，“银发族”等群体拓宽用户结构，海外市场收入高速增长，出海成为重要增长点。低成本快周转优势持续，叠加技术赋能与场景适配，微短剧行业将在质量提升与商业创新中实现可持续扩张。
In recent years, micro short dramas, as a new form of online audio-visual content, have rapidly attracted a large number of users with their light weight, fast pace, and rich expressiveness. According to the latest "2025 China Micro Short Drama Market Consumption Survey Data" released by iiMedia Research (a leading third-party data mining and analysis agency for the new economy industry), the scale of the Chinese micro short drama market is on the rise. It is projected that the market size will reach 67.79 billion yuan in 2025, an increase of 34.40% year-on-year, and is expected to exceed 150 billion yuan by 2030. Additionally, since 2023, the box office of Chinese films has shown a downward trend, with the box office revenue in 2024 being 42.502 billion yuan. With the popularization of mobile internet and the rise of short video platforms, the distribution channels of micro short dramas have become increasingly diverse, diverting a large number of potential cinema audiences, and the market size will continue to expand.
Among the platforms where Chinese consumers watch micro short dramas in 2025, the top three are Douyin (39.06%), Tomato Free Short Drama (27.32%), and Kuaishou (26.29%). Moreover, entertainment (46.38%), captivating storylines (43.10%), and convenient and flexible viewing (39.44%) are the main reasons why users watch micro short dramas. This trend indicates that short video platforms, with their large traffic base and scene adaptability, have become the core channels for the distribution of micro short dramas, while users' core demands focus on emotional value and viewing experience. In the future, platforms need to solidify their core competitiveness through high-quality content creation, while continuously optimizing playback smoothness, interaction design, and other experience details to further enhance user stickiness.
Analysts from iiMedia Research believe that the Chinese micro short drama market will deeply advance towards refinement, standardization, and globalization in the future. On one hand, tightened regulation will push the industry to bid farewell to shoddy production, and the entry of giants and traditional film and television companies will give rise to high-quality content, shifting from "thrilling and bizarre" to realistic themes and value expression. On the other hand, "micro short drama +" and IP series operation have become new directions, and the paid model is becoming more transparent and standardized. At the same time, groups such as the "silver-haired generation" are broadening the user structure, and overseas market revenue is growing rapidly, making overseas expansion an important growth point. The advantages of low cost and fast turnover will continue, combined with technological empowerment and scene adaptability, the micro short drama industry will achieve sustainable expansion through quality improvement and business innovation.

艾媒咨询 | 2025年中国乡村数字经济市场发展状况与用户行为调查数据

随着数字化浪潮席卷各行各业，乡村数字经济作为推动乡村振兴、促进农业农村现代化的关键力量，近年来呈现出蓬勃发展的态势。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年中国乡村数字经济市场发展状况与用户行为调查数据》数据显示，在市场规模方面，乡村数字经济展现出强劲的增长势头。2024 年全国农村网络零售额达 2.86 万亿元，农产品网络零售额也达到7183亿元。预计2025年全国农村网络零售额可达3.1万亿元，农产品网络零售额达8045亿元。上述数据足以说明数字化、数据化的乡村数字经济市场发展前景广泛。在对农村有利的数字化经济方式中，有35.71%的用户认为农业物联网发展是有利的数字化经济方式，这表明对于农村来说，处理好农业相关发展问题是最重要的数字化经济方式。在对互联网企业助力优质产区技术更新看法中，46.38%的用户认为持续供应时间更久，46.14%的用户认为质量更有保障，说明未来发展乡村数字经济市场可以多与互联网企业进行深度合作。在对乡村数字经济下人才培养与引进措施的认知中，66.67%的用户认为最有助于人才培养与引进的措施是“提供数字化人才就业与创业支持政策”，59.67%的用户希望“搭建数字化人才交流平台促进合作”。这说明未来发展乡村数字经济过程中，应着重关注和扶持相关数字化人才的培养，同时应该搭建相关平台用以进行深度合作。艾媒咨询分析师认为，未来要推动乡村数字经济持续、健康、均衡发展，行业协会需积极发挥作用，优化供应链协作，加强冷链物流等基础设施建设以降低损耗成本；建立区域电商培训体系，提升从业者运营能力；借助内容电商模式，进一步挖掘下沉市场的消费潜力。通过多方协同合作，充分释放乡村数字经济的巨大能量，助力乡村实现跨越式发展。
With the digital wave sweeping across all industries, the rural digital economy, as a key force in promoting rural revitalization and modernizing agriculture and rural areas, has shown a vigorous development trend in recent years. According to the latest "iiMedia Report | Survey data on the development status of China's rural digital economy market and consumer behavior in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, in terms of market size, the rural digital economy shows a strong growth momentum. In 2024, the national rural online retail sales reached 2.86 trillion yuan, and the online retail sales of agricultural products also reached 718.3 billion yuan. It is estimated that by 2025, the online retail sales in rural areas across the country will reach 3.1 trillion yuan, and the online retail sales of agricultural products will reach 804.5 billion yuan. The above data are sufficient to demonstrate that the market development prospects of the rural digital economy characterized by digitalization and datafication are broad. Among the digital economic models that are beneficial to rural areas, 35.71% of users believe that the development of agricultural Internet of Things is a favorable digital economic model. This indicates that for rural areas, handling agricultural-related development issues well is the most important digital economic model. Among the views on how Internet enterprises can assist in technological updates in high-quality production areas, 46.38% of the users believe that the continuous supply period is longer, and 46.14% of the users think that the quality is more guaranteed. This indicates that in the future development of the rural digital economy market, more in-depth cooperation with Internet enterprises can be carried out. In the absence of awareness of measures for talent cultivation and introduction under the rural digital economy, 66.67% of the users believe that the most helpful measure for talent cultivation and introduction is "providing employment and entrepreneurship support policies for digital talents", and 59.67% of the users hope to "build a digital talent exchange platform to promote cooperation". This indicates that in the future development of the rural digital economy, emphasis should be placed on and support provided for the cultivation of relevant digital talents, and at the same time, relevant platforms should be established for in-depth cooperation. Analysts from iiMedia Research believe that to promote the sustained, healthy and balanced development of the digital economy in rural areas in the future, industry associations need to play an active role, optimize supply chain collaboration, and strengthen the construction of infrastructure such as cold chain logistics to reduce loss costs. Establish a regional e-commerce training system to enhance the operational capabilities of practitioners; By leveraging the content e-commerce model, further tap into the consumption potential of the lower-tier markets. Through multi-party collaborative efforts, the tremendous power of the rural digital economy can be fully unleashed, facilitating the leapfrog development of rural areas.

艾媒咨询 | 2025年中国无人零售行业发展状况与用户行为调查数据

　随着物联网、人工智能、大数据等前沿技术深度嵌入零售领域，中国无人零售行业近年来一路高歌猛进，从概念试水逐步迈向大规模商用，展现出强大的发展活力。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年中国无人零售行业发展状况与用户行为调查数据》数据显示，2024年中国人均可支配收入突破40000元大关，达到41314元。在2024年中国居民移动电话普及率达到了127.10部/百人。上述数据足以说明以物联网、大数据等前沿技术为核心的无人零售市场发展前景广泛。在对无人零售行业了解情况调查中，有50.41%的无人零售用户表示听说过，较为了解的用户占比为38.14%，这表明绝大部分用户都对无人零售有一定的认知。在对便利程度影响中，46.85%的用户认为略微提高，18.10%的用户认为显著提高，说明中国无人零售行业对用户生活便利程度带来了较大的正面影响。在无人零售商店未来改进空间看法中，62.76%的无人零售用户希望进行购物流程和支付方式的优化，59.51%的用户希望对店内环境和设施进行改善。这说明尽管无人零售行业具有巨大市场，但在精细服务方面仍然需要优化和改进。艾媒咨询分析师认为，未来中国无人零售行业需在技术稳定性、商品品类丰富度、运营成本控制等方面持续发力。企业应加大研发投入，提升设备稳定性与智能化水平，优化购物流程；同时，精准洞察消费者需求，丰富商品供给，通过精细化运营，进一步释放无人零售的市场潜力，塑造更具竞争力的商业模式。
With the deep integration of cutting-edge technologies such as the Internet of Things, artificial intelligence, and big data into the retail sector, China's unmanned retail industry has been making rapid progress in recent years, gradually moving from conceptual trials to large-scale commercial use, demonstrating strong development vitality. According to the latest "iiMedia Report | Survey data on the development status and user behavior of China's unmanned retail industry in 2025 " released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, China's per capita disposable income exceeded 40,000 yuan in 2024, reaching 41,314 yuan. In 2024, the penetration rate of mobile phones among Chinese residents reached 127.10 per 100 people. The above data are sufficient to demonstrate that the unmanned retail market, centered on cutting-edge technologies such as the Internet of Things and big data, has a broad development prospect. In the survey on the understanding of the unmanned retail industry, 50.41% of unmanned retail users said they had heard of it, and the proportion of users who were relatively familiar with it was 38.14%. This indicates that the vast majority of users have a certain understanding of unmanned retail. In terms of the impact on convenience, 46.85% of the users think it has slightly improved, and 18.10% of the users think it has significantly improved, indicating that the unmanned retail industry in China has brought a considerable positive impact on the convenience of users' lives. Among the views on the future improvement space of unmanned retail stores, 62.76% of unmanned retail users hope to optimize the shopping process and payment methods, and 59.51% of users hope to improve the in-store environment and facilities. This indicates that although the unmanned retail industry has a huge market, it still needs optimization and improvement in terms of fine services. Analysts from iiMedia Research believe that in the future, China's unmanned retail industry needs to continue to make efforts in terms of technological stability, the richness of product categories, and the control of operating costs. Enterprises should increase investment in research and development, enhance the stability and intelligence level of equipment, and optimize the shopping process. At the same time, accurately understand consumer demands, enrich product supply, and through refined operation, further unleash the market potential of unmanned retail and shape a more competitive business model.

艾媒咨询 | 2023-2024年全球及中国信息流广告市场发展状况与消费行为数据分析报告

信息流广告一种依据社交属性，对用户喜好和特点进行智能推广的广告形式。随着目前短视频等快餐式娱乐软件的流行，信息流广告市场得到了一定的发展。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《2023-2024年全球及中国信息流广告市场发展状况与消费行为数据分析报告》数据显示，2018至2023年间，中国网络广告支出从1001.3亿美元稳步上升至2023年的1543.0亿美元。
艾媒咨询分析师认为，随着互联网技术的发展，中国信息流广告市场将迎来更广阔的市场。
Information flow advertising is a form of advertising that intelligently promotes user preferences and characteristics based on social attributes. With the popularity of fast food entertainment software such as short video, the information flow advertising market has been developed to a certain extent. The latest "2023-2024 Global and China Information Flow Advertising Market Development and Consumer Behavior Data Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from 2018 to 2023, China's online AD spending has risen steadily from $1001.3 billion to $154.30 billion in 2023.
Analysts from iiMedia Consulting believe that with the development of Internet technology, China's information flow advertising market will usher in a broader market.