年轻人钱花哪儿了？4成人消费持平，95后最能花｜2025青年消费调研

Overall Consumption Trends - The consumption market is stabilizing in 2025, with 41.5% of respondents indicating their spending is unchanged from last year, marking the first time this has become the majority in three years. Previously, over half of respondents reported increased spending in 2023 [19][20] - The post-95 generation shows the strongest consumption willingness, with 44% spending more than last year, leading all age groups in net consumption growth [20][19] - Income changes directly influence spending behavior: nearly two-thirds of those with increased income choose to spend more, while over half of those with reduced income cut back on spending [19][26] Consumption Flow and Decision Logic - Experience-based consumption continues to thrive, with about 40% of respondents increasing spending on travel and outdoor activities, leading to a net value of 26.4 percentage points for travel [29][30] - "Survivalism" has become a consumption necessity, with food and beverages, clothing and accessories, and health supplements showing the highest net growth in consumption [6][35] - The beauty and personal care sector is recovering, with a decrease in the proportion of respondents cutting back on spending from 42.1% in 2023 to 24.4% in 2025, while those increasing spending rose to 24.1% [9][36] - AI applications are diversifying, with over 40% of respondents paying for AI services, focusing on text processing and office efficiency in first-tier cities, while lower-tier cities prefer AI for social interaction [12] - Consumers are willing to pay for quality and health over aesthetics, with over 60% prioritizing quality, health, and necessity in their spending decisions [12] - "Self-investment" consumption surpasses "enjoyment" consumption, with health and self-improvement being the top areas for increased spending [12] - Recommendations from real individuals are deemed more trustworthy than AI or celebrity endorsements, with personal recommendations leading decision-making sources [12] - Domestic brands are rising, with Huawei leading in consumer favorability across 14 categories, while lower-tier markets show a strong preference for domestic products [12][8] - Platform preferences are shifting, with younger consumers gravitating towards Taobao and older consumers favoring Pinduoduo [12] - Offline retail preferences vary by city tier, with first and second-tier cities favoring new retail formats, while third to fifth-tier cities see growth in snack and beverage stores [15]