报告：2025年上半年中国数字消费总额达9.37万亿元

Group 1 - The total digital consumption in China is projected to reach 9.37 trillion yuan in the first half of 2025, with the user base exceeding 958 million, indicating that digital consumption is becoming a significant driver of overall consumption [1][2] - Digital consumption users account for 85.3% of the total internet users and 68.1% of the national population, with physical goods making up 66.3% of digital consumption, digital services at 29.2%, and digital content at 4.5% [1] - The trend of "AI + consumption" is gaining momentum, with 45% of online shopping users having purchased smart products such as smart home devices, digital gadgets, and wearables [1] Group 2 - Niche hobbies are breaking into the mainstream, with the "Guzi economy" (related to secondary culture) and pet consumption gaining visibility through digital media, showcasing strong consumer potential [2] - The user base for online blind boxes, IP-related products, and secondary culture products exceeds 90 million, while pet digital consumption is rising with smart hardware and social services for pets [2] - As of June, the user base for micro-short dramas reached 526 million, and online gaming users reached 584 million, indicating a rich supply of digital entertainment content that is driving consumption across various sectors [2]