视频丨一组数据看懂我国数字消费潜力

Core Insights - The report indicates that China's digital consumption reached 9.37 trillion yuan in the first half of this year, accounting for nearly half of total household consumption expenditure [1][3] - Digital consumption is evolving as a new consumption model, expanding the consumption space and becoming a significant driving force for overall consumption [1] Digital Consumption Scale - By the first half of 2025, the scale of digital consumption based on goods, services, and content is projected to reach 9.37 trillion yuan, representing 46.5% of total household consumption expenditure [3][5] - The number of digital consumption users has surpassed 958 million, with the "Z generation" accounting for 261 million users (27.2%), and the elderly (60 years and above) comprising 117 million users (12.2%) [5][6] Consumer Behavior Trends - Different age groups and regions contribute to a diverse digital consumption market, with rural digital consumers at 249 million (26.0%) [5][6] - 67.1% of online shoppers prioritize product practicality, while 60.6% are willing to pay for personal interests and emotional value [22] Integration of Digital and Physical Spaces - Digital technologies are reshaping physical commercial spaces, with new business models like digital shopping districts and smart neighborhoods accelerating the integration of online and offline consumption [7][15] - The report highlights the success of interactive live streaming and digital product spaces in urban areas, enhancing consumer engagement and driving foot traffic [9][11] Immersive Experience in Digital Consumption - The report notes a shift towards a balance between practical and experiential digital consumption, with consumers seeking both convenience and immersive experiences [16][19] - Popularity of VR and AR technologies is rising, with significant engagement in immersive experiences, such as the XR experience at the Terracotta Army site attracting over 20,000 visitors in three months [19][21]