线上“快”购物与线下“慢”体验交融共生 感知9.37万亿元、9.58亿人背后数字消费澎湃活力

Group 1 - The core viewpoint of the report indicates that digital consumption in China is rapidly expanding, with a total expenditure of 9.37 trillion yuan expected in the first half of 2025, accounting for nearly half of total household consumption spending [1][5] - The report highlights that the user base for digital consumption has surpassed 958 million, with the "Z generation" making up 261 million users, representing 27.2% of the total, and being the main consumers of smart products, digital content, and emotional spending [6] - The report also notes that the elderly population (aged 60 and above) constitutes 12.2% of digital consumers, with 11.7 million users engaging in both price comparison and impulsive purchases during live broadcasts [7] Group 2 - Rural digital consumers number 249 million, making up 26.0% of the total, with their participation in online consumption subsidies being comparable to urban areas [8] - The report emphasizes the importance of diverse digital consumer groups across different ages and regions, which lays the foundation for a multi-faceted digital consumption market [10] - Digital services are deeply integrated into daily life, with online food delivery consumption exceeding 1 trillion yuan and online services in healthcare, education, and domestic services surpassing 500 billion yuan [17] Group 3 - The report indicates a shift towards a balance between practicality and experience in digital consumption, with 67.1% of online shoppers prioritizing product practicality and 60.6% willing to pay for personal interests and emotional value [19][21] - Immersive digital experiences, such as VR and AR, are becoming increasingly popular, with projects like the XR experience at the Terracotta Army attracting over 20,000 visitors in just three months [23] - The growing acceptance and enthusiasm for VR experiences among consumers, particularly the youth, is evident, with many engaging in various immersive activities [25][26]