2025年「兴趣生活」数据洞察报告（小红书平台）

Core Insights - The 2025 "Interest Life" report from Xiaohongshu highlights a growing trend of diverse interests and cross-industry integration, with a focus on four key areas: dimension toys, DIY crafts, national style, and outdoor sports [1][6][10] Group 1: User Engagement and Trends - The outdoor sports category is currently the leading area of engagement, with topics like "beginner fitness" generating over 86 million interactions and "100-day exercise challenge" attracting over 45 million interactions, indicating a strong user pursuit of energy, aesthetics, and health [2][5] - The DIY crafts sector shows significant engagement, with an estimated interaction volume exceeding 1.8 billion, demonstrating the therapeutic value of creative activities [2][5] - The national style and trend category is gaining traction, with "intangible cultural heritage" elements playing a crucial role in attracting users, as evidenced by over 7 million views on "Tang style" topics [2][3] Group 2: Cross-Industry Integration - The report emphasizes a trend of cross-industry integration, where dimension culture merges with travel, home decor, and beauty, creating a "dimension+" model that expands content boundaries [4][21] - Outdoor sports are evolving beyond traditional formats, incorporating activities like "cycling + music" and "hiking + flower viewing," making exercise a more engaging and social experience [4][5] - The national style is integrating traditional techniques with modern design, making cultural elements more accessible and appealing to younger audiences [4][5] Group 3: User Demographics and Social Attributes - Users from first and second-tier cities contribute 41.9% of the related content volume, indicating these urban areas are key creators and consumers of interest-based content [5][18] - The high interaction rates across various fields reflect the strong social attributes of interest-based content, serving as a means for users to connect emotionally through shared activities [5][6] - The primary demographic for "interest life" content consists of young urban females aged 18-34, with a notable presence of male users and potential market space in lower-tier cities [18][19]