跟着Mr.QM，"赢"战移动互联网！宝子们好，上周跟大家分享了"2026 冬日经济洞察报 告"，可以看到，在几年前银发群体和下沉市场"深度触网"的趋势导引下，用户结构出现了 较大的变化，年轻人和老年人的消费观对线上线下一体化消费模式带来了影响，"冬日经 济"就是其中的典型，从冰雪到暖冬，从旅游到酒店，新机会不断涌现，值得各方关注。 继续咱们的每周深度解读今天给大家分享一下2025年中国营销市场年度报告。 Qu e s tMobi l e数据显示，过去三年，随着相关部门持续推进平台经济与算法监管、数据安全 与隐私保障，互联网营销的发展日趋健康，规模和韧性都得到了显著提升，互联网广告市场 规模从2023年的7146.1亿元增长至2025年的7930.8亿元，预计2026年、2027年将分别 达到8362.6亿元、8847.6亿元。 互联网广告增长的韧性，一方面是由经济的持续稳态复苏驱动，2025年社会消费品零售总额 达到50.1万亿元，用户消费偏好也发生了结构性的变化，刚需囤货类与兴趣情绪类出现了较 快速提升；另一方面，则与网民年龄结构变化有关，2025年全网网民年龄分布中，46岁以 上用户占比达到38.3%，相 ...

Group 1 - The advertising market is experiencing a slowdown in growth, influenced by regulatory policies and a conservative budget approach from advertisers [2][4][6] - Media traffic distribution is relatively concentrated, with exposure remaining the primary goal and conversion being the core focus [10][12] - Brands are adjusting their marketing investments, with policy directions driving the release of consumer demand [14][15] Group 2 - The mobile platform continues to dominate, accounting for nearly 89% of internet advertising expenses [17][18] - Various marketing entry points provide advertisers with more options to enhance marketing efficiency [20] - The competition among media is intensifying, with every touchpoint becoming a potential marketing channel [22][23] Group 3 - Deepening engagement by increasing usage duration and frequency is essential for maximizing advertising effectiveness [24][26] - New application scenarios are emerging, driven by traffic growth and advertising monetization [28][30] - Integrating traffic from various channels can provide incremental marketing opportunities [32][34] Group 4 - Vertical media users present significant value extraction opportunities, which can effectively extend marketing traffic [43][45] - Brands are focusing on optimizing marketing channels to enhance conversion efficiency [48][50] - The trend towards emotional marketing is rising, with brands leveraging emotional resonance to enhance consumer engagement [71][73] Group 5 - The integration of AI technology into marketing scenarios is becoming a new trend, facilitating efficient interaction and emotional connection [77][78] - Advertisers are expected to increase the number of hard advertising placements in the second half of the year to expand audience reach [78]