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年中国托育行业消费行为调查数据》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。
Worldwide, the childcare service for infants and young children aged 0-3 has become a highly valued family policy issue in various countries or regions, and has been elevated as a part of the construction of public service system. With the implementation of the "three-child policy" in China, the demand for infant and child care industry is increasing, and more parents will consider sending their children to care institutions. According to the latest “Survey data of consumption behavior of China's childcare industry in 2025” released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the demand for lack of suitable playmates or educational environment near the place of residence ranks first with 39.29%. It highlights the high concern of parents to the environment of children's growth. At the same time, the demand for allowing children to adapt to collective life in advance and developing children's abilities through early education both took the second place with 35.71%, reflecting the equal importance parents attach to the cultivation of children's social skills and early intellectual development. In terms of the choice of childcare institutions, 45.54% of parents chose community childcare institutions as their first choice, reflecting their preference for convenience and community belonging; Public childcare institutions followed with 43.08%, further confirming parents' trust and favor in the professionalism and standardization of public institutions. Analysts at IIMedia Research believe that parents' emphasis on early childhood education and social skills training has promoted the growth of childcare demand, while 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 teachers. In the future, with the construction of standardization and the empowerment of science and technology, the childcare market will develop in a more professional, smarter and more inclusive direction, and become an important support for solving family childcare problems.

艾媒咨询 | 2024年中国职业教育市场环境与用户行为调研报告

随着社会的快速发展与职场竞争的日益激烈，职业培训行业蓬勃发展。众多职场人士为了增强个人综合素质、提高与工作相关的技能水平，纷纷投身于各类职业培训之中。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年中国职业教育市场环境与用户行为调研报告》数据显示，在诸多职业培训领域中，专业性较高的行业尤为受到职场人士的青睐。具体而言，计算机类职业培训（23.60%）、机械与电工电子类（20.81%）、以及美容与保健类（20.34%）的参与率显著。同时，近九成的消费者倾向于定期参与职业培训，以持续提升个人竞争力。艾媒咨询分析师认为，在竞争激烈的社会环境中，通过参与职业培训来不断提升自我，无疑是职场人士追求进步与发展的上佳途径。因此，相关培训机构应紧密贴合市场需求，灵活开设多样化的职业培训项目，以满足不同行业、不同岗位职场人士的个性化学习需求。
With the rapid development of society and the increasingly fierce competition in the workplace, the vocational training industry is booming. In order to enhance the overall quality of individuals and improve the level of job-related skills, many professionals have devoted themselves to various vocational training. According to the latest "2024 China professional education market environment and consumer behavior survey report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, among many vocational training fields, highly professional industries are particularly favored by professionals. Specifically, computer vocational training (23.60%), mechanical and electrical and electronics (20.81%), and beauty and health care (20.34%) had significant participation rates. At the same time, nearly 90% of consumers tend to regularly participate in vocational training to continuously improve personal competitiveness. Imedia Consulting analysts believe that in a highly competitive social environment, continuous self-improvement through participation in vocational training is undoubtedly the best way for professionals to pursue progress and development. Therefore, the relevant training institutions should be closely aligned with the market demand, flexible and diversified vocational training programs to meet the personalized learning needs of professionals in different industries and different positions.

艾媒咨询 | 2025年中国在线考试SaaS消费者行为调查数据

在线考试 SaaS 平台，是基于软件即服务（SaaS）这一云计算服务模式搭建的平台。通过互联网，以浏览器为载体，将在线考试相关应用程序交付给终端用户。近年来，人工智能、大数据等前沿技术的融入，进一步推动平台在智能监考、精准学情分析等方面取得突破，应用场景不断拓展至职业资格认证、大规模招生考试等严肃场景。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年中国在线考试SaaS用户行为调查数据》数据显示，32.06% 的用户高频使用在线考试功能，凸显其作为平台核心功能的地位，反映出用户对在线考试这一基础且关键功能的强烈依赖，也意味着企业要持续优化该功能，确保考试流程顺畅、体验良好。而产品功能与需求匹配度以 26.84% 占比居首，直接表明用户挑选产品时，实用价值远超其他因素。这警示企业在产品研发与迭代时，需深度调研不同用户群体需求，无论是教育机构、企业还是政府部门，都要做到功能精准对接，避免功能冗余或缺失，通过精准匹配需求来提升产品竞争力与用户忠诚度。艾媒咨询分析师认为，中国市场凭借庞大教育与企业用户基数、政策支持、技术进步等优势，增长潜力巨大。尽管面临技术瓶颈、安全隐患、市场竞争等挑战，但随着智能化、个性化、跨行业融合、国际化等趋势推进，行业有望在规范中持续创新发展。
Online exam SaaS platform, is based on the software as a service (SaaS) this cloud computing service model built platform. Through the Internet, with the browser as the carrier, the online exam related applications are delivered to the end user. In recent years, the integration of cutting-edge technologies such as artificial intelligence and big data has further promoted the platform to make breakthroughs in intelligent invigilation and accurate learning analysis, and the application scenarios have been continuously expanded to serious scenarios such as professional qualification certification and large-scale enrollment exams. According to the latest "Data from the China online exam SaaS user behavior survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 32.06% of users frequently use online exam function, highlighting its status as a core function of the platform. Reflecting users' strong reliance on this fundamental and critical function of online testing, it also means that enterprises must continue to optimize this function to ensure a smooth test process and a good experience. The matching degree of product function and demand takes the first place with 26.84%, which directly indicates that when users choose products, the practical value far exceeds other factors. This warns enterprises that in product development and iteration, it is necessary to deeply investigate the needs of different user groups, whether it is educational institutions, enterprises or government departments, to achieve accurate functional docking, avoid functional redundancy or loss, and enhance product competitiveness and user loyalty by accurately matching needs. Analysts from IIMedia Consulting believe that the Chinese market has huge growth potential with its huge education and enterprise user base, policy support, technological progress and other advantages. Despite the challenges such as technical bottlenecks, security risks, and market competition, the industry is expected to continue to innovate and develop in the norms with the advancement of intelligent, personalized, cross-industry, integration, and internationalization.

艾媒咨询｜2024年中国有机燕麦行业发展及消费需求洞察报告

随着经济的不断发展，消费者对食品安全和健康饮食的关注度日益提升，多元化的营养健康需求为中国有机燕麦行业的发展提供了巨大的机遇。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年中国有机燕麦行业发展及消费需求洞察报告》数据显示，2017-2021年中国有机食品行业市场规模稳步增长，2022年中国有机产品销售额达877.6亿元，境外生产加工的有机产品销售额为72.3亿元。2024年，有71.8%的燕麦消费者会专门购买经过有机认证的燕麦产品，超九成会购买品牌燕麦产品；66.0%的消费者在购买燕麦产品时会选择少量囤货，52.1%的消费者更愿意购买独立小包装类型的有机燕麦产品。随着互联网积极的快速发展与线下商超连锁化程度加深，有机燕麦产品的销售渠道全面拓宽，呈现线上为主、线下为辅、同步发力的趋势。未来，价高质优的“高端性价比”燕麦产品将逐渐提升其市场地位，以产品创新打造的“品牌差异化”将成为企业提高市场竞争力的强有力方式。
With the continuous development of the economy, consumers are increasingly concerned about food safety and healthy diet, and diversified nutrition and health needs provide great opportunities for the development of China's organic oats industry. According to the latest Research Report on the Development of China organic oat industry development and consumer Demand insight report in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the market scale of China's organic food industry has grown steadily from 2017 to 2021. In 2022, the sales volume of organic products in China reached 87.76 billion yuan, and the sales volume of organic products produced and processed overseas reached 7.23 billion yuan. In 2024, 71.8% of oat consumers will exclusively buy organic certified oat products, and more than 90% will buy branded oat products. 66.0% of consumers will choose to stock up in small quantities when buying oat products, and 52.1% of consumers are more willing to buy organic oat products in small standalone packages. With the rapid development of the Internet and the deepening of the chain degree of offline business, the sales channels of organic oat products have been broadened comprehensively, showing a trend of mainly online, supplemented by offline, and synchronous power. In the future, the "high-end cost-effective" oat products with high price and high quality will gradually enhance its market position, and the "brand differentiation" created by product innovation will become a powerful way for enterprises to improve their market competitiveness.

艾媒咨询｜2024-2025年中国智能学习机市场趋势研究报告

随着技术的不断发展，智能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《2024-2025年中国智能学习机市场趋势研究报告》数据显示，2023年中国教育智能硬件市场规模达807亿元，同比增长29.53%；预计2025年中国教育智能硬件市场规模将超1000亿元。
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, the technology of intelligent learning machine products is becoming increasingly mature and widely used in multiple educational and learning scenarios. Its broad application prospects will drive the rapid growth of China's intelligent learning machine industry. According to the latest "Research Report on the Trends of China's Intelligent Learning Machine Market from 2024 to 2025" released by iiMedia Research, a third-party data mining and analysis firm in the global new economy industry, the size of China's education intelligent hardware market reached 80.7 billion yuan in 2023, a year-on-year increase of 29.53%; It is expected that the scale of China's education intelligent hardware market will exceed 100 billion yuan by 2025.
Analysts from iMedia Consulting believe that Chinese educational intelligent products are bringing more possibilities and innovation to traditional education methods. The deep integration of emerging technologies such as artificial intelligence with education is an important step towards the high-quality development of the intelligent learning machine field in the future.

艾媒咨询｜2024-2025年中国研学游经济市场运行监测报告

近年来，旅游市场强力复苏，居民出游意愿高涨。随着国民教育文化需求的提升、政府政策红利的释放以及家长教育观念的转变，研学游成为旅游市场重点发展方向。2023年中国研学游行业市场规模达1469亿元，预计2028年将突破3000亿元。中国研学游市场发展迅速，产业配套快速形成。产业链分布上，上游的资源提供方构成复杂，主体为高校、事业单位、研学基地和营地等。中游市场上，竞争格局较为分散，行业集中度较低，存在大量营收规模在千万元/人民币以下的中小机构。下游则对应用户层，如师生、学校、家长等。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《2024-2025年中国研学游经济市场运行监测报告》数据显示，在研学游目的地的选择上，57.7%的消费者偏爱省内的短途旅行，单次1000-6000元的研学游产品成为超半数消费者的选择。随着研学游市场发展逐步成熟，同质化的研学旅行服务将越来越难以满足消费者需求。科技、制造、能源、互联网等跨领域的佼佼者也已进入这个庞大的市场，不断拓展行业边界，开发出丰富多样的跨界融合研学产品。相关企业需根据研学旅行未来趋势制定分众细化的特色研学项目应对市场挑战。
In recent years, the tourism market has seen a robust recovery, with a surge in residents' desire to travel. As the national demand for education and culture increases, along with the release of government policy dividends and the transformation of parents' educational concepts, study tours have become a key direction for the development of the tourism market. In 2023, the market size of China's study tour industry reached 146.9 billion yuan, and it is expected to exceed 300 billion yuan by 2028. The development of China's study tour market is rapid, with industry support quickly taking shape. In terms of the industry chain distribution, the upstream resource providers are complex, mainly consisting of universities, public institutions, study bases, and camps. In the midstream market, the competitive landscape is relatively fragmented, with a low industry concentration, and there are many small and medium-sized institutions with a revenue scale of less than 10 million yuan/RMB. The downstream corresponds to the user layer, such as teachers, students, schools, and parents. The latest "China Study Tour economic Market Operation Monitoring report from 2024 to 2025" released by iiMedia Research shows that in the choice of study tour destinations, 57.7% of consumers prefer short-distance travel within the province, and study tour products priced between 1000-6000 yuan per trip have become the choice of more than half of the consumers. As the study tour market gradually matures, homogenized study travel services will increasingly fail to meet consumer needs. Leaders in cross-disciplinary fields such as technology, manufacturing, energy, and the internet have also entered this vast market, continuously expanding industry boundaries and developing a rich and diverse range of cross-disciplinary integrated study products. Relevant companies need to formulate targeted study projects based on future trends in study travel to meet market challenges.

艾媒咨询｜2024年中国专升本学历培训市场趋势分析报告

近年来，国家出台了一系列政策以引导和规范学历培训行业，为其发展奠定良好的环境基础。与此同时，就业形势的严峻性以及个人学历受重视程度的日益提高，也为学历培训行业带来了前所未有的发展机遇。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年中国专升本学历培训市场趋势分析报告》数据显示，超九成的专升本人群在备考期间更倾向于报班学习，专升本一类的培训机构将迎来利好。为更好地满足学员的学习需求和市场需求，培训机构需不断创新教育模式、提升教育质量和服务水平、拓展海外市场以及实现数字化和智能化转型。
In recent years, the state has introduced a series of policies to guide and regulate the academic training industry, laying a good environmental foundation for its development. At the same time, the severity of the employment situation and the increasing importance of personal qualifications has also brought unprecedented opportunities for the development of the academic training industry. According to the latest Research Report 2024 China Postsecondary Degree Training Market Trend Analysis Report released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, more than 90% of the college-educated people are more inclined to enroll in classes during the preparation for the examination, and training institutions for college-educated people will usher in a favourable situation, and in order to satisfy more consumer demand, training institutions need to continuously innovate education models, improve education quality and service, and expand overseas markets as well as digital intelligent transformation. In order to better meet the learning needs of students and market demand, training institutions need to constantly innovate education models, improve education quality and service level, expand overseas markets, and realize digital and intelligent transformation.

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年中国塑身服饰产品消费行为洞察报告

随着人们生活水平的提高和健康审美意识的增强，塑身服饰市场近年来发展迅猛。塑身服饰不仅满足了消费者对身材修饰的需求，还在一定程度上体现了时尚与健康的生活理念。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年中国塑身服饰产品消费行为洞察报告》数据显示，在信息传播层面，社交媒体凭借 67.16% 的占比，成为消费者了解收腹提臀裤的最主要渠道，凸显其在塑造消费认知、引导消费选择方面的关键作用。在品牌竞争方面，猫人品牌以 38.53% 的占比拔得头筹，婷美和曲线主义也表现出色，分别占比 37.68% 和 36.42%，这三大品牌凭借各自优势赢得了消费者的青睐，在市场中占据重要地位。而从消费者需求角度，塑造完美身形这一诉求占比高达 70.32%，这直接表明消费者在选购收腹提臀裤时，塑形效果是他们最为关注的核心要素。艾媒咨询分析师认为，塑身服饰市场作为服装行业的新兴细分领域，市场前景广阔，发展潜力巨大。通过加强产品质量把控、完善行业标准、规范市场营销行为，塑身服饰行业能够实现健康、可持续发展。同时，关注行业发展趋势，积极推动科技融合创新、绿色环保发展和个性化定制服务，将为塑身服饰企业带来新的发展机遇。
With the improvement of people's living standards and the enhancement of healthy aesthetic consciousness, shapewear market has developed rapidly in recent years. Shapewear not only meets the needs of consumers for body modification, but also reflects the concept of fashion and healthy life to a certain extent. According to the latest "Insight reportin on China Shapewear products consumer behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, at the level of information dissemination, social media accounts for 67.16%, It has become the most important channel for consumers to understand belly and hip lifting pants, highlighting its key role in shaping consumption cognition and guiding consumption choices. In terms of brand competition, Cat people brand took the top spot with 38.53%, Tingmei and Curvaciism also performed well, accounting for 37.68% and 36.42% respectively, and these three brands won the favor of consumers with their respective advantages, occupying an important position in the market. From the perspective of consumer demand, the demand for shaping the perfect body shape accounted for as high as 70.32%, which directly shows that consumers are most concerned about the shape effect when they buy belly and hip lifting pants. Imedia Consulting analysts believe that the shapewear market, as an emerging segment of the apparel industry, has broad market prospects and great development potential. By strengthening product quality control, improving industry standards, and standardizing marketing behaviors, the shapewear industry can achieve healthy and sustainable development. At the same time, pay attention to the development trend of the industry, actively promote the integration of science and technology innovation, green environmental protection development and personalized customized services, will bring new development opportunities for shapewear enterprises.

艾媒咨询 | 2025年中国投资者股票市场投资行为分析报告

股票市场作为金融市场的重要组成部分，不仅是企业融资的关键渠道，更是投资者实现财富增值的重要场所。其波动不仅反映了宏观经济的运行状况，也受到众多微观因素的影响。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年中国投资者股票市场投资行为分析报告》数据显示，在股票投资领域，中国投资者的行为和偏好呈现出鲜明特点。41.83% 的中国投资者将资金投入科技创新板/创业板，这一占比最高，彰显出他们对科技股的浓厚兴趣。同时，偏好长期投资的投资者占比达34.96% ，体现出部分投资者稳健的投资理念。而超六成投资者认为国家总体经济形势及其持续增长态势对投资决策影响最大，并且他们期望未来能加大对创新型科技板块的投资。艾媒咨询分析师认为，科技股在投资者心中占据重要地位，经济形势是投资决策的关键考量，创新型科技板块投资前景较为广阔。
As an important part of the financial market, the stock market is not only a key channel for corporate financing, but also an important place for investors to realize wealth appreciation. Its fluctuation not only reflects the running state of macro economy, but also is affected by many micro factors. According to the latest "Analysis report on investment behavior of Chinese investors in stock market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the behavior and preferences of Chinese investors in the field of stock investment show distinctive characteristics. 41.83% of Chinese investors put their money into the technology innovation Board/GEM, the highest proportion, highlighting their strong interest in technology stocks. At the same time, investors who prefer long-term investment accounted for 34.96%, reflecting the stable investment concept of some investors. More than 60% of investors believe that the country's overall economic situation and its continued growth have the greatest impact on investment decisions, and they expect to increase investment in innovative technology sectors in the future. Imedia Consulting analysts believe that technology stocks occupy an important position in the hearts of investors, the economic situation is a key consideration in investment decisions, and the investment prospects of innovative technology sectors are broad.