艾媒咨询 | 2023年中国备孕人群互联网行为与消费洞察报告

中国“三孩”政策以及各类辅助生殖技术的快速发展，为中国备孕产业带来了良好的市场环境和发展机遇。基于人们对优生优育的重视，适育男女备孕已经成为一个新常态。iiMedia Research（艾媒咨询）数据显示，备孕人群高度重视全面健康管理，其在备孕阶段普遍关注营养补充、作息调理及孕产知识等相关知识；在备孕信息信赖来源方面，备孕人群更倾向从专业人士处获取相关信息，医生和母婴专业媒体编辑高达77.0%和61.1%；在商品消费决策方面，62.5%的备孕人群消费支出超过备孕前，新增消费品中，孕前检查和备孕保健品占比前二，在品牌选择的决策影响上，75.7%的备孕人群聚焦在母婴APP上了解产品和品牌，而在单一品牌的搜索上表现较为分散，占比前二的分别是抖音和小红书。备孕需求下，用户会使用多个APP，81.4%的备孕用户使用母婴APP，核心需求是学习备孕知识和记录身体信息；38.8%的备孕用户使用女性健康APP来记录经期；38.4%的备孕用户会使用短视频平台，核心需求是搜索备孕品牌、购买备孕产品。26.8%的备孕用户使用内容社区平台搜索单一品牌口碑、交流备孕经历。
China's "three-child" policy and the rapid development of various types of assisted reproductive technologies have brought favorable market environment and development opportunities for China's pregnancy preparation industry. Based on people's emphasis on eugenics, it has become a new normal for fertile men and women to prepare for pregnancy. iiMedia Research's data shows that people who prepare for pregnancy attach great importance to comprehensive health management, and they generally pay attention to nutritional supplements, work and rest regimen, and pregnancy and childbirth knowledge during the stage of preparing for pregnancy; in terms of the trusted sources of information on preparing for pregnancy, people who prepare for pregnancy are more inclined to obtain relevant information from professionals, with doctors and editors of mother and baby professional media reaching 77.0% and 61.0% respectively. In terms of trusted sources of information on pregnancy preparation, pregnant people are more inclined to get relevant information from professionals, with doctors and editors of mother and baby professional media reaching 77.0% and 61.1% respectively; in terms of decision-making on consumption of commodities, 62.5% of pregnant people's consumption expenditures exceed those of the pre-pregnancy period, and pre-pregnancy checkups and pregnancy-pregnancy healthcare products account for the top two of the newly added consumer goods, and in terms of decision-making on brand choices, 75.7% of the pregnant people are focusing on mother and baby APPs to learn more about the products and brands, and in terms of searching for a single brand The performance is more decentralized, and the top two share are Jitterbug and Xiaohongshu respectively. Under the demand of pregnancy preparation, users will use multiple APPs. 81.4% of pregnant users use mother and baby APPs, and their core demand is to learn about pregnancy preparation and record body information; 38.8% of pregnant users use women's health APPs to record menstruation; 38.4% of pregnant users use short-video platforms, and their core demand is to search for pregnancy preparation brands and buy pregnancy preparation products.26.8% of pregnant users use content community platforms to search for single brand reputation and exchange pregnancy preparation experiences.

艾媒报告|2019中国互联网群体经济用户与消费行为研究报告

本报告研究涉及企业/品牌/案例：腾讯视频，QQ音乐，饿了么，猫眼电影，美团，大众点评，美颜相机，美图秀秀，大姨妈，美柚，妈妈网，考拉海购，爱奇艺，芒果TV，宝宝树孕育，淘宝，微信，今日头条，懒人听书，喜马拉雅，西瓜视频，糖豆广场舞，网易新闻，春雨医生，丁香医生，滴滴出行，百度地图，AcFun，Soul，哔哩哔哩，全民K歌，虎牙直播，前程无忧，斗鱼TV，安居客，汽车之家，齐家网，央视新闻，同花顺，Keep，旅航纵横，携程

截至2019年6月，中国互联网普及率已经达到61.2%，网民规模突破8.5亿人，整体发展进入成熟阶段。与此同时，互联网整体人口红利基本消失，各企业开始将竞争的焦点转移至垂直群体市场。群体经济市场消费者具有同类特点，对于企业而言，其推广成本更低、收益更明显、商业模式更加清晰。iiMedia Research（艾媒咨询）数据显示，2020年预计她经济市场规模将达4.8万亿元、老年市场总体规模达4.6万亿元，小镇青年、Z世代、单身人群群体规模超亿人，各类群体经济均进入万亿级市场。但不同群体间需求差异也十分明显，新中产人群追求品质生活，而Z世代人群个性化消费需求则更为明显，垂直群体对产品适配性要求高，因此服务各群体市场的产品也需要更具针对性。

By June 2019, China Internet Penetration Rate has reached 61.2%, and the scale of netizens has exceeded 850 million, and the development of Internet industry has entered a mature stage. Meanwhile, the bonus of general netizens basically disappeared, and the enterprises began to shift the focus of competition to the vertical demographic-oriented market. The consumers of demographic-oriented market have similar characteristics. For enterprises, the promotion cost would be lower, the revenue would be higher, and the business model would be clearer. As the data of iiMedia Research showed, in 2020, the market scale of She-conomy in China is expected to reach 4.8 trillion yuan, the overall scale of elderly market is expected to reach 4.6 trillion yuan. The population size of town youth, generation Z, and singles exceeds 100 million respectively. The economy of different demographic groups have entered the market of trillion level. However, the demand difference among different groups is obvious. The new middle class pursue quality life, while the personalized consumption demand of generation Z is more obvious. The vertical demographic groups have high requirements for product adaptability, and therefore the products serving each demographic group market also need to be more targeted.