2024年中国泛母婴人群网络行为洞察

部门：TMT互联网组©2024 iResearch Inc. 2024年中国家庭育儿行为及营销价值洞察2摘 要中国家庭育儿宏观环境•高质量育儿：母婴市场消费力凸显，家长乐于学习并应用科学育儿知识。中国家庭育儿行为•育儿助力：母婴垂直平台影响范围广，为用户量身打造育儿指导，提供情绪价值。•决策成员：家庭共育时代下，所有育儿成员共同决策母婴产品。•品牌感知：育儿成员高度关注品牌相关信息，同时具有较高的品牌忠诚度。中国家庭线上育儿触媒生态•核心平台：母婴垂直平台占据核心优势，能够唤醒用户需求、加速用户决策，早阶孕育用户的使用率尤其显著。母婴垂直平台营销价值•精准触达：专业性强，收获大批忠诚育儿用户，用户粘性攀升。•信赖度：被广大用户视作专业育儿工具，已在中国家庭中形成良好口碑。•信息价值：在育儿信息质量及社区氛围的用户满意度领先其他平台。母婴行业未来趋势•平台：利用AI技术赋能育儿，提升AI技术的实用价值。•品牌：采用多触点营销策略，扩大育儿人群触达范围，构建品牌强心智。3目 录01中国家庭育儿宏观环境概览02中国家庭育儿行为洞察03中国家庭育儿线上触媒生态洞察04母婴垂直平台营销价值洞察05中国家庭主要育儿成员画像06母婴行业未来趋势洞察4中国家庭育儿宏观环境01 概览5©2024.10 iResearch Inc. www.iresearch.com.cn©2024.10 iResearch Inc. www.iresearch.com.cn2019-2023年中国人口出生率及人均可支配收入对比样本：N=900（为日常使用母婴垂直平台的宝爸和宝妈），于2024年8月通过iClick网络调研获得。来源：艾瑞咨询研究院自主研究及绘制。居民侧：随居民收入上升，每个家庭愿意为孩子提供更强大的经济支持，追求高质量育儿10.4 8.5 7.5 6.8 6.4 307333218935128368833921805000100001500020000250003000035000400004500011.0581.1161.1741.2321.291.3481.4061.4641.5221.581.6381.6961.7541.8121.871.9281.9862.0442.1022.162.2182.2762.3342.3922.452.5082.5662.6242.6822.742.7982.8562.9142.9723.033.0883.1463.2043.2623.323.3783.4363.4943.5523.613.6683.7263.7843.8423.93.9584.0164.0744.1324.194.2484.3064.3644.4224.484.5384.5964.6544.7124.774.8284.8864.9445.0025.065.1185.1765.2345.2925.355.4085.4665.5245.5825.645.6985.7565.8145.8725.935.9886.0466.1046.1626.226.2786.3366.3946.4526.516.5686.6266.6846.7426.86.8586.9166.9747.0327.097.1487.2067.2647.3227.387.4387.4967.5547.6127.677.7287.7867.8447.9027.968.0188.0768.1348.1928.258.3088.3668.4248.4828.548.5988.6568.7148.7728.838.8888.9469.0049.0629.129.1789.2369.2949.3529.419.4689.5269.5849.6429.79.7589.8169.8749.9329.9910.04810.10610.16410.22210.2810.33810.39610.45410.51210.5710.62810.68610.74410.80210.8610.91810.97611.03411.09211.1511.20811.26611.32411.38211.4411.49811.55611.61411.67211.7311.78811.84611.90411.96212.0212.07812.13612.19412.25212.3112.36812.42612.48412.54212.612.65812.71612.77412.83212.8912.94813.00613.06413.12213.1813.23813.29613.35413.41213.4713.52813.58613.64413.70213.7613.81813.87613.93413.99214.0514.10814.16614.22414.28214.3414.39814.45614.51414.57214.6314.68814.74614.80414.86214.9214.97815.03615.09415.15215.2115.26815.32615.38415.44215.515.55815.61615.67415.73215.7915.84815.90615.96416.02216.0816.13816.19616.25416.31216.3716.42816.48616.54416.60216.6616.71816.77616.83416.89216.9517.00817.06617.12417.18217.2417.29817.35617.41417.47217.5317.58817.64617.70417.76217.8217.87817.93617.99418.05218.1118.16818.22618.28418.34218.418.45818.51618.57418.63218.6918.74818.80618.86418.92218.9819.03819.09619.15419.21219.2719.32819.38619.44419.50219.5619.61819.67619.73419.79219.8519.90819.96620.02420.08220.1420.19820.25620.31420.37220.4320.48820.54620.60420.66220.7220.77820.83620.89420.95221.0121.06821.12621.18421.24221.321.35821.41621.47421.53221.5921.64821.70621.76421.82221.8821.93821.99622.05422.11222.1722.22822.28622.34422.40222.4622.51822.57622.63422.69222.7522.80822.86622.92422.98223.0423.09823.15623.21423.27223.3323.38823.44623.50423.56223.6223.67823.73623.79423.85223.9123.96824.02624