2026年消费者趋势报告（中英）

ConsumerTrendsTheNewConsumer他们的投入时间与资金→分CoefficientCapital2018年启动领先的风险投资和成长期投资→管理约7.5亿美元资产→coeffic-CoefficientCapitalPortfolioEXITPersonalizedpetnutritionNext-generationrestaurantbrandSTARSHIPAutonomous,roboticlast-miledeliveryEXITCookingsolutionsforthenewconsumerHawthorne'Personalizedmen’spersonalcareIPO/EXITGlobalplant-baseddairyleaderLow-carbbreakfastinnovatorEXITlenneInnovativewellnessbrandClinicalnutritionalformulasGORGlEFunctionalenergybeveragecompanyScience-backedpersonalizednutritionHealthyEuropeansnackingNEWPantryfreshcatnutritionNEWSkincarebrandforthenextgenerationDirect-to-patienthealthcarePastasauceforthemodernconsumerNEWFunctionalcalmingbeveragecompany科学支持的个性化营养面向新消费者的烹饪解决方案个性化科学支持的个性化营养面向新消费者的烹饪解决方案个性化宠物营养新一代餐饮品牌个性化男士个人护理创新健康品牌个性化男士个人护理创新健康品牌临床营养配方Pantry新鲜猫粮营养健康欧洲零食全球植物性乳制品领导者健康欧洲零食全球植物性乳制品领导者功能性饮料公司下一代护肤品牌IPO/功能性饮料公司下一代护肤品牌直接面向患者的直接面向患者的面向现代消费者的面向现代消费者的功能性解渴饮料公司ConsumerTrendsReport我们再次聚焦2026年及未来展望，涵盖创作者经济、GLP-1用户以及长寿健康与福祉等领域的最新数据→我们致力于洞察消费格局的深刻变革，把握未来数年最核心的发展动向ConsumerTrendsSurveyConsumerTrendsSurvey→我们的研究工作主要基于自主研发的消费美国消费者，最近一次是在2025年11月→由Toluna提供动力，“以按需经济的速度提供实时11112026年伊始，‘新消费’格局趋于稳定。尽管2025年市场动荡，美国消费者却持续消费，不少人表示正在升级Holidaye-commercespendingsetnewrecordsandexceededexpectationsCyberWeekBlackFridayCyberMondayNov.1-Dec.2AI’sAI’simpactonholidayshoppingisstillmodest,buttrafficfromAIassistantstoUSretailsitesgrew760%yearoveryearintheperiodfromNov.1toDec.1Data:AdobeAnalytics(USonly).TrafficfromAIassistantsmeasuredbyshoppersclickingonlinks.假日电商消费创历史新高，远超预期耶稣受难日人工智能对假日购物的影响尚不显著，但人工智能对假日购物的影响尚不显著，但11月1日至12月1日期间，美国零售网站通过AI助手的流量同比激增760%。数据来源：AdobeAnalytics（仅限美国地区）。购物者点击链接所测得的AI助手流量。TheNewconsumerConsumerTrendsLifeSatisfactionScoreOnascaleof0to10,howsatisfiedareyouwithlifeasawholethesedays?Overall,November2025Data:ConsumerTrendsSurvey,poweredby(n=3056)在0到10的评分范围内，您对当前整体生活满意度的评分是多(n=3056)数据来源：消费者趋势调查，由月球米(n=3056)DataData:ConsumerTrendsSurvey,poweredby(n=3112,3273,3025,3585,3476,3452,3201,3056)Pre-2025wavesre-weightedto7/25generationalmixforamoreaccuratecomparison.‘LifeSat’isholdingsteady52.50Onascaleof0to10,howsatisfiedareyouwithlifeasawholethesedays?6.826.736.906.826.736.906.236.586.236/2211/226/2311/236/2412/247/2511/25在0到10的评分范围内，您对当前整体生活6.906.826.236.736.586.906.826.236.7352.506/2211/226/2311/236/2412/247/2511/25代际混合比例重新加权，以实现更精确的比较。Data:ConsumerTrendsSurvey,poweredby(n=3056)‘LifeSat’variesacrossconsumergroupsOnascaleof0to10,howsatisfiedareyouwithlifeasawholethesedays?7.5 52.507.467.5 52.507.466.997.967.786.826.596.437.5 52.50异6.437.967.787.327.467.967.787.327.466.637.026.996.826.776.59(n=3056)数据来源：消费者趋势调查，由(n=3056)DataData:ConsumerTrendsSurvey,poweredby(n=3025,3585,3476,3452,3201,3056)RepublicansremainmoresatisfiedthanDemocratsintheTrump2.0eraMeanscorebyUSpoliticalpartyaffiliation:Onascaleof0to10,howsatisfiedareyouwithlifeasawholethesedays?8Republicans7Democrats65June2023November2023June2024December2024July2025November2025数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由(n=3025,3585,3476,3452,3201,3056)在特朗普2.0时代，共和党人对现状的满意度仍高于民主党人按美国政党归属的平均评分：在0至10分的量表上，您对当前87652023年6月2023年11月2024年6月2024年12月2025年7月2025年AmericansstillsayrisingpricesarethemostimportantproblemintheUS(byfar)Percentageofresponses:WhatarethemostimportantproblemsintheUSrightnow?Choosethree.42%30%28%42%30%28%Housingaffordability/costofhousingGovernment/poorleadership24%IllegalimmigrationGun24%HomelessnessPoliticaldivide/culturewars Economicinequality/wealthgap0%10%20%30%40%50%Data:ConsumerTrendsSurvey,poweredby(n=3056)Notallresponsesshown.数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由（n=3056）并非所有应答数据均显示。美国人依然认为物价上涨是美国当前最突出医疗保健系统住房可负担性/住房成本无家可归政治分歧/文化战争经济不平等/42%30%28%24%24%24%19%0%10%20%30%40%50%Affordabilityisthetopconcernforall,butespeciallyamongolderAmericansPercentageofresponses:WhatarethemostimportantproblemsintheUSrightnow?Choosethree.Gen.ZandMillennialsGen.XandOlderRisingprices/inflationHousingaffordability/costofhousingGunviolence/violentcrimeHomelessnessThehealthcaresystemUnemploymentGovernment/poorleadershipEconomicinequality/wealthgapIllegalimmigrationMentalhealth/substanceabusecrises26%24%24%23%22%21%mm20%20%29%24%24%36%14%33%18%28%17%0%25%50%0%25%50%75%Data:ConsumerTrendsSurvey,poweredby(n=3056)Notallresponsesshown.可负担性是所有人的首要关切但尤其在年长的美国人中Z世代与千禧一代X世代与年长者物价上涨/通货膨胀住房26%29%24%24%36%33%26%29%24%24%36%33%28%20%20%无家可归的医疗保健系统失业政府/领导力非法移民精神健康/药物滥用危机0%25%50%0%25%50%75%数据来源：消费者趋势调查，由（n=3056）并非所有应答数据均显示。Evenwithinflationat~3%thisfall,~halfstillthinkpricesareincreasing‘alot’Percentageofresponses:How,ifatall,havepricesforeverydaygoodschangedoverthepastsixmonths?46%Priceshaveincreasedalot46%37%Priceshaveincreasedalittle37%FlatfromthisFlatfromthistimelastyearPriceshavedecreaseda0%10%20%30%40%50%60%70%80%Data:ConsumerTrendsSurvey,poweredby(n=3056)约半数受访者仍认为物价正大幅上涨46%46%荧光标记抗体吨荧光标记抗体吨价格保持不变，略有下降0%10%20%30%40%50%60%70%80%(n=3056)数据来源：消费者趋势调查，由(n=3056)Whileconsumersstillfeelsqueezed,wageshavemostlykeptupwithinflationChangeinUSConsumerPriceIndexandaveragehourlyearnings,cumulativesinceJanuary202120%Cumulative20%~1ptdifferenceCumulativewages+22.6%Post-COVIDinflationspike0%1/215/219/211/225/229/221/235/239/231/245/249/241/255/259/25Data:USBureauofLaborStatistics,viaFRED.Hourlywagesforallprivateemployees.工资基本与通货膨胀同步美国消费者价格指数与平均小时工资的变化累计价格+23.5%20%累计工资+22.6%后COVID通胀飙升0%1/215/219/211/225/229/221/235/239/231/245/249/241/255/259/25数据来源：美国劳工统计局（通过FRED系统）。所有私营部门雇员的时薪。TheNewconsumerDataData:ConsumerTrendsSurvey,poweredby(n=2977)Overthepastsixmonths,amongthosewhoshopineachcategory.“Tradingup”describedasbuyingmorepremiumorexpensiveproductsorbrands.Consumerssaythey’re‘tradingup’inwellness,health,andlifestylecategoriesTradingupSpendingaboutthesameTradingdownNetFitness/wellnessproductsEnergydrinksFreshfruitsandvegetablesSupplements/vitaminsPetfood BeautyproductsFreshmeatorseafoodClothingPersonalcareproducts AlcoholicbeveragesRestaurantmeals/diningoutSoda/carbonateddrinksSnackfoodsPantrystaples220%20%28%%25%26%36%54%55%48%58%62%56%%64%65%67%20%29%0%10%20%30%40%50%60%70%80%90%100%+22%+5%+4%-3%-3%-4%-8%数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由（n=2977）在过去六个月内，各品类购物者中。消费者表示正在健康、养生和生活方式领I’美容产品新鲜肉类或海厅餐食/外出就餐饮料/碳酸饮20%29%64%65%64%65%67%23%54%54%48%62%48%62%58%58%46%62%26%62%56%20%56%“Tradingup”指购买更高档或更昂贵的产品或品牌。0%10%20%30%40%“Tradingup”指购买更高档或更昂贵的产品或品牌。+22%+5%+4%-3%-3%-4%-8%Youngerandwealthierconsumers,andGLP-1userssaythey’re‘tradingup’TradingupSpendingaboutthesameTradingdownNet+8%-3%-8%-9%-4%-2%58%20%20%20%60%57%29%50%57%60%33%33%59%57%45%+8%-3%-8%-9%-4%-2%58%20%20%20%60%57%29%50%57%60%33%33%59%57%45%49%26%CurrentGLP-1UsersLapsedGLP-10%10%20%30%40%50%60%70%80%90%100%Data:ConsumerTrendsSurvey,poweredby(n=2977)Overthepastsixmonths,weightedaverageacross19categories.“Tradingup”describedasbuyingmorepremiumorexpensiveproductsorbrands.年轻富裕的消费者和GLP-1用户表示他I’58%20%20%20%60%57%29%52%50%57%60%59%57%45%49%26%女性|Z世代|X世代|毫米世58%20%20%20%60%57%29%52%50%57%60%59%57%45%49%26%当前GLP-1用户与已取消GLP-1+8%-3%-8%-9%-4%-2%0%20%30%40%50%60%70%80%90%100%数据来源：消费者趋势调查，由（n=2977）过去六个月期间，19个类别的加权平均值。“Tradingup”指购买更高档或更昂贵的产品或品牌。Screenshots2“两个美国”2026屏幕截图Therearenearly24millionmillionairesintheUS,themostofanycountryUBSMillionaireIndex:DistributionofUSDmillionairesbycountryaroundtheworld,measuredbypersonalwealthUnitedStatesMainlandChinaFranceJapan GermanyUnitedKingdomCanadaAustraliaItalySouthKorea6.3mill2.9million2.7million2.7million2.6million2.1million1.9million1.3million1.3millionion23.8million<~9%ofUSadults,upfrom‘nearly22million’inthepreviousyear’scalculation0million10million20million30million40millionData:UBSGlobalWealthReport2025.UBSanalysisbasedonOECD,InternationalMonetaryFund,UnitedNations,WorldBankGroup,andnationalstatisticsofficesdata.美国拥有近2400万百万富翁，位居全球瑞银百万富翁指数：全球各国百万富翁按个人财富计算的分美国中国大陆6.3毫米290万270万270万260万210万190万130万130万<<美国约9%的成年人，较前一年计算的‘近2200万’有2025数据来源：瑞银集团《2025年全球财富报告》。该报告基于经合组织、国际货币基金组织、联合国、世界银行集团及3000万4000万DataData:UBSGlobalWealthReport2025.UBSanalysisbasedonOECD,InternationalMonetaryFund,UnitedNations,WorldBankGroup,andnationalstatisticsofficesdata.WealthintheUSisnotevenlydistributed:Theaveragewealthperadultis5XhigherthanthemedianAveragewealthperadult(USD)$687,166$687,166SwitzerlandSwitzerlandUnitedStates HongKongLuxembourg Australia Denmark SingaporeNewZealandNetherlandsNorway$620,654$620,654$601,195$601,195$566,735$516,640$481,558$441,596$393,773$393,773$370,697$368,410$0$250,000$500,000$750,000MedianwealthperadultLuxembourgAustraliaBelgiumHongKong Denmark NewZealand SwitzerlandUnitedKingdomCanada$395,340$268,424$253,539$222,015$216,098$207,707$182,248$176,370UnitedUnitedStatesmn$124,041$0$250,000$500,000美国财富分配不均：成年人均财富是中位数人均平均财富（美元）$687,166$687,166港卢森堡澳挪威$620,654$620,654$601,195$601,195$566,735$516,640$481,558$441,596$393,773$370,697$368,410$0$250,000$500,000$750,000人均财富中位数大$395,340$268,424$253,539$222,015$216,098$207,707$182,248$176,370合众国mn合众国mn$124,041$0$250,000$500,0002025数据来源：瑞银集团《年全球财富报告》。该报告基于经合组织、国际货币基金组织、联合国、世界银行集团及2025High-incomeAmericansrepresentnearlyhalfofUSconsumerspendingMoody’sestimatedshareofquarterlypersonaloutlaysbythetop10%ofconsumersinincomedistribution50%45%40%35%30%Q4’89Q3’92Q2’95Q1’98Q4’00Q3’03Q2’06Q1’09Q4’11Q3’14Q2’17Q1’20Q4’22Q2’25Data:Moody’sAnalyticsanalysisofFederalReservedata高收入美国人占美国消费者支出的近半数穆迪公司估算数据显示，收入分布前10%的消费者在季度个50%45%40%35%30%Q4’89Q3’92Q2’95Q1’98Q4’00Q3’03Q2’06Q1’09Q4’11Q3’14Q2’17Q1’20Q4’22Q2’25数据来源：穆迪分析公司对美联储数据的分析AboutonethirdofAmericansconsiderthemselves‘Middleclass’WhenyouthinkaboutyourplaceinAmericansociety,whichofthefollowingbestdescribeshowyouidentify?UpperClassUpper-MiddleClassUpperClassUpper-MiddleClassMiddleClassLower-MiddleClassWorkingClassIdon’tthinkofmyselfintermsofclass34%20%0%10%20%30%40%50%Data:ConsumerTrendsSurvey,poweredby(n=3056)Other(1%)and“Prefernottosay”(1%)notshown.约三分之一美国人自认属于I级’当你思考自己在美国社会中的定位时，以下哪项最能体现上层阶级上层阶级中上层阶下中产阶级20%0%10%20%30%40%50%数据来源：消费者趋势调查，由（n=3056）其他（1%）及“不愿回答”（1%）未显示。DataData:ConsumerTrendsSurvey,poweredby(n=3056)Other(1%)and“Prefernottosay”(1%)notshown.Whoidentifiesas‘MiddleClass’inAmerica?WhenyouthinkaboutyourplaceinAmericansociety,whichofthefollowingbestdescribeshowyouidentify?60%50%40%30%20%0%MiddleClassUpper-MiddleClassLower-MiddleClassWorkingClassUpperClass<$25KHHI$25-50K$50-75K$75-100K$100-150K$150-200K$200-400K$400K+当你思考自己在美国社会中的定位时，以下哪项最能体现60%50%40%30%20%0%课<$25KHHI$25-50K$50-75K$75-100K$100-150K$150-200K$200-400K$400K+数据来源：消费者趋势调查，由（n=3056）其他（1%）及“不愿回答”（1%）未显示。DataData:ConsumerTrendsSurvey,poweredby(n=3056)Respondents’socialclassisself-identified.Mostthinkit’spossibleforMiddle-ClassAmericanstohaveagoodlifePercentageof‘Yes’responses:Doyouthinkit’spossibleforMiddle-ClassAmericanstohaveagoodlife?75%50%25%0%90%49%52%WorkingClassLower-MiddleClassMiddleClassUpper-MiddleClassUpperClass数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由（n=3056）受试者的社会阶层为自我认同。多数人认为，美国中产阶级完全能够过上‘是’选项占比：您认为美国中产阶级能否过上体面生75%50%25%0%90%74%77%49%52%ConsumerslargelybelieveproductsaredesignedforpeoplewithmoremoneyDoyoufeelthatmostfood,clothing,andhouseholdproductsaredesignedforpeopleinyoursocioeconomicgroup,orforpeopleinotherincomegroups?WithlowerincomesMostlyforpeople→WithhigherincomesInmyWithlowerincomes46%UpperClass46%UpperClassUpper-MiddleClass MiddleClassLower-MiddleClassWorkingClass40%35%40%35%0%30%60%0%30%60%0%30%60%Data:ConsumerTrendsSurvey,poweredby(n=3056)“Designedforeveryoneequally”and“Idon’tknow”notshown.数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由（n=3056）“设计为人人平等”及“我不知道”选项未显示。消费者普遍认为，产品是为钱多的人设计的你是否认为大多数食品、服装和家用产品是为你的社会经主要针对收入较高的人群上层阶级中上层阶级中产阶级0%45%30%60%在我们小组中46%40%35%40%35%0%30%30%60%60%0%0%30%30%60%MoneyisthetopUSmeasureofsuccessGen.ZandMillennialsGen.XandOlderFinancialindependenceHavingmoneytodothingsyouwantHavingafulfillingjob/careerHavingemotionalstability59%FinancialindependenceHavingmoneytodothingsyouwantHavingafulfillingjob/careerHavingemotionalstability59%54%49%45%30%40%30%48%49%48%49%47%39%38%37%OwningyourownhomeHavingtimeto39%38%37%53%Havingnodebt53%34%30%30%29%30%30%Havingcloserelationshipswithfriendsorfamily UsingyourtalentsandresourcestohelpothersLeavingsomethingmeaningfulforthenextgeneration34%30%30%29%30%30%Maintainingahealthyweight26%Havingchildren26%13%Owningyourownbusiness/workingforyourself13%38%Beinggroundedspiritually38%Beingmarried20%2%9%Beingattractive/physicalappearance20%2%9%0%25%50%0%25%50%75%Data:ConsumerTrendsSurvey,poweredby(n=3056)“Whichofthefollowingisimportanttoyourdefinitionofsuccess?”Notallresponsesshown.QuestionbasedonaNBCNewspoll.金钱是衡量美国成功的标准Z世代与千禧一代X世代及更年长者59%49%45%54%经济独立能够自由支配资金从事理想59%49%45%54%30%无债务与亲友保持亲密关系利用自身才能和资源帮助他48%49%47%53%40%40%39%38%30%无债务与亲友保持亲密关系利用自身才能和资源帮助他48%49%47%53%34%30%30%30%30%34%30%30%30%30%29%13%养育子女；自主创业/独立工作；精神层面的安定13%38%26%38%20%2%具有吸引力/外貌特征20%2%9%大量粉丝9%0%25%50%0%25%50%75%数据来源：消费者趋势调查，由（n=3056）“以下哪项对您定义的成功至关重要？”并非所有回答均显示。该问题基于NBC新闻的民意调查。DataData:GoogleTrends,USonly.<1valuesroundedto0.Interestinpredictionmarketsisgrowingagainaftertheir2024electionspikeIndexedGooglesearchvolumeforpredictionmarketbrands100755025Kalshi25Polymarket05/5/247/7/249/8/2411/10/241/12/253/16/255/18/257/20/259/21/2511/23/25预测市场日益受到关注在2024年大选后再次出现的1007550钙石25钙石05/5/247/7/249/8/2411/10/241/12/253/16/255/18/257/20/259/21/2511/23/25数据来源：GoogleTrends，仅限美国。<1个数值四舍五入为0。DataData:ConsumerTrendsSurvey,poweredby(n=3045)Ages18+only.AwarenessofpredictionmarketsskewsyoungerwhilesportsbettingskewsolderPercentageofresponses:Which,ifany,ofthefollowingappsorserviceshaveyouheardof?Gen.ZandMillennialsGen.XandOlderDraftKings FanDuelBetMGMSportsbookSFanaticsSportsbookCaesarsSportsbookPolymarketPick’emappsKalshi46%43%34%26%25%20%0%25%50%59%55%24%33%41%of41%ofthoseawareofatleastonesportsgamblingapp/sitesaythey’rearegularuserofatleastone25%26%4%5%5%5%0%25%50%75%对预测市场的认识有偏差年轻人更喜欢，而体育博彩更偏爱老年人回Z世代与千禧一代X世代及更年长者59%DraftKingsFa-nDuel59%DraftKingsFa-nDuel与ESPN赌博平台BetMGMSportsbookS狂热者体育博彩凯撒体育博彩平台、应用程序、Kalshi33%34%33%26%20%26%20%26%5%5%0%25%50%0%25%50%75%（n=3045）仅限18岁以上人群。（n=3045）仅限18岁以上人群。30%+believeonlinebettingwillbecomeabiggerandmoreimportantpartofcultureDoyouthinkgamblingon[…]willbecomeabiggerandmoreimportantpartofculture,orasmallerandlessimportantpart?SportsEverydaylifeviapredictionmarketsBiggerandmoreimportantAboutthesameasnowSmallerandlessimportantIdon’tknow34%39%8%0%25%50%38%0%25%50%Data:ConsumerTrendsSurvey,poweredby(n=3045)Ages18+only.超过30%的受访者认为在线博彩将更大且更重要的文化部分你认为在[...]上赌博会成为更大且更重要的文化部分，还是更小且不那么重要的部分？运动预测市场中的34%38%39%38%8%0%25%50%0%25%50%数据来源：消费者趋势调查，由（n=3045）仅限18岁以上人群。MostAmericansthinkthegapisgrowingbetweentheultra-richandeveryoneelsePercentageofresponses:DoesitfeellikethegapbetweenthewealthiestAmericansandeverydaypeopleisgrowing?ThewealthgapisgrowingalotThewealthgapisgrowingalittleThewealthgapisaboutthesameThewealthgapisshrinkingalittleThewealthgapisshrinkingalotIdon'tknow50%HigheramongolderconsumersandDemocrats0%25%50%75%Data:ConsumerTrendsSurvey,poweredby(n=3056)大多数美国人认为差距正在扩大在超级富豪与普通民众之间应答百分比：是否感觉两者之间的差距贫富差距在不断拉大财富差距正在小幅扩大，目前基本持平，但已出现小幅缩小趋势。贫富差距正在大幅缩小，这一点我50%在老年消费者和民主党人中比例较高0%25%50%75%数据来源：消费者趋势调查，由(n=3056)数据来源：消费者趋势调查，由DataData:ConsumerTrendsSurvey,poweredby(n=3056)“Notsure”and“Aboutthesame”responsesnotshown.“Much”and“Somewhat”betterandworseresponsescombined.Gen.Zisn’tasconfidentasMillennialsthatAIwillimproveAmericans’livesPercentageofresponses:DoyoubelieveAIwillmakelifebetterorworseforthenextgenerationofAmericans?75%50%25%0%69%47%42%42%35%26%BetterWorseBetterWorseBetterWorseBetterWorseGen.ZMillennialsGen.XBoomers+数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由Z世代不如千禧一代自信人工智能将改善美国人的生活应答百分比：您是否认为人工智能将改善生活75%50%25%0%69%47%42%35%35%（n=3056）“不确定”和“大致相同”（n=3056）“不确定”和“大致相同”的回答未显示。“显著”与“较”好及较差反应的综合评估3333数字内容创作者和网红已成为一股经济力量，不仅涵盖娱乐领域，还许多年轻美国人对这条职业道路感Gen.ZandMillennials,ages13to44,represent~40%oftheUSpopulationEstimatedUSpopulationbygeneration100million75million50million25million0millionGen.AlphaGen.ZMillennialsGen.XBoomersSilentData:USCensusBureau2024estimates,TheNewConsumeranalysis,GPT5.1,usingPewgenerationdefinitionsZ世代和千禧一代（年龄13至44岁）约占阿尔法将军Z世代千禧一代X型婴儿潮一代沉默数据来源：美国人口普查局2024年估计数据、TheNewConsumer分析、GPT5.1，采用皮尤世代定义TheNewconsumer…they’reenteringtheirprimespendingdecades…Averageannualexpendituresperconsumerunit,byagegroup$100,000$75,000$50,000$25,000$0Under2525-3435-4445-5455-6465andolderData:USBureauofLaborStatistics,2023figures(latest)...他们正步入消费黄金期...$100,000$75,000$50,000$25,000$025岁以下25-34岁35-4445-5455-64岁及65岁以上数据来源：美国劳工统计局，2023年数据（最新）DataData:ConsumerTrendsSurvey,poweredby(n=3056)…andasdigitalnatives,theylivelifedifferently,frequentlycreatingonlinePercentageofresponses:Whichofthefollowingactivitieshaveyoupersonallydoneinthepastmonth?PublishedaphotoorvideotoInstagramRecordedavideoandpublisheditpubliclyonsocialmediaPostedonThreads,X,Reddit,etc.CreatedamemeimagetosharePublishedavideotoYouTubePublishedanoriginalwrittenpost,essay,orblogHostedorco-hostedalivestreamPublishedorsharedcontentonapaid-subscriptionplatformAppearedasaguestorhostonapodcastGen.ZandMillennials38%33%25%20%20%0%25%50%Gen.XandOlder9%13%8%6%8%4%4%3%0%25%...作为数字原住民，他们过着数字生活不同地，经常创建在线回应百分比：下列哪些活动Z世代与千禧一代38%33%38%33%录制视频后在社交媒体公开发布，发布于Threads、X、Redd-20%20%20%发布原创文章、论文或博客；主持或联合主持直播付费订阅平台上的已发布或共享内容0%25%50%X世代及更年长者9%13%8%6%8%4%4%3%0%25%数据来源：消费者趋势调查，由月球米(n=3056)数据来源：消费者趋势调查，由月球米DataData:ConsumerTrendsSurvey,poweredby(n=3056)Excludes“Idon’tknow”responses.MoreGen.ZandMillennialsfeelmostlikethemselves‘online’vs.‘offline’Percentageofresponsesbygeneration:Wheredoyoufeelmostlikeyourself?75%50%25%0%59%34%38%34%29%OnlineOfflineOnlineOfflineOnlineOfflineOnlineOfflineGen.ZMillennialsGen.XBoomers+数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由（n=3056）排除“我不知道”应答。更多Z世代和千禧一代感到最他们自己认为II’75%50%25%0%34%38%34%29%Z世代千禧一代X型DataData:ConsumerTrendsSurvey,poweredby(n=3056)Excludes“Idon’tknow”responses.MoreGen.ZandMillennialsfeelmostconnectedtoothers‘online’vs.‘offline’Percentageofresponsesbygeneration:Wheredoyoufeelmostconnectedtoothers?75%50%25%0%68%63%56%47%43%47%38%28%28%OnlineOfflineOnlineOfflineOnlineOfflineOnlineOfflineGen.ZMillennialsGen.XBoomers+数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由（n=3056）排除“我不知道”应答。更多Z世代和千禧一代感到最与他人在线或离线的关联75%50%25%0%68%63%56%47%43%38%28%28%Z世代千禧一代X型DataData:ConsumerTrendsSurvey,poweredby(n=3056)Mostconsumersarenowfamiliarwiththeconceptofdigital‘contentcreators’Percentageofresponses:Howfamiliardoyouconsideryourselfwiththeconceptof‘contentcreators’orinfluencers?Extremelyfamiliar VeryfamiliarSomewhatfamiliar NotveryfamiliarNotatallfamiliarGen.ZandMillennials24%30%30%10%6%0%25%50%Gen.XandOlder30%0%25%50%数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由如今大多数消费者都已熟悉数字内容创作者的概念应答百分比：您认为自己对“内容创作者”或“意见领袖”这一非常熟悉非常熟悉(n=3056)(n=3056)Z世代与千禧一代X世代及更年长者24%30%30%0%25%50%30%0%25%50%45%ofGen.ZandMillennialsconsiderthemselves‘contentcreators’Percentageofresponses:Doyouconsideryourselfa‘contentcreator’?Yes,asacareerorprofessionYes,asahobbyorforYes,asacareerorprofessionYes,asahobbyorforfun85%Idon'tknow2%0%25%50%75%0%0%25%50%75%Data:ConsumerTrendsSurvey,poweredby(n=3056)45%的Z世代和千禧一代自认是I作者’是，作为职业或工作；是，作为爱好85%不Z世代与千禧一代X世代与年长者是，作为职业或工作；是，作为爱好85%不2%0%25%50%75%0%0%25%50%75%(n=3056)数据来源：消费者趋势调查，由(n=3056)DataData:ConsumerTrendsSurvey,poweredby(n=3056)75%ofGen.ZandMillennialsconsider‘contentcreator’aviablecareerPercentageofresponses:Thinkingingeneral,howviableofacareerdoyouconsider‘contentcreator’?Gen.ZandMillennialsExtremelyviable Extremelyviable VeryviableSomewhatviableNotveryviableNotatallviableIdon’tknow5%0%25%50%Gen.XandOlder0%25%50%数据来源：消费者趋势调查，由数据来源：消费者趋势调查，由75%的Z世代和千禧一代认为内容创作者一个可行的职业回答比例：总体而Z世代与千禧一代X世代及更年长者18%18%高度可存活高度可存活一活7%我不知道5%(n=3056)0%(n=3056)50%0%25%50%40%ofGen.ZandMillennialssaythey’re‘extremely’or‘very’interestedinacareerasaprofessionalcontentcreatorPercentageofresponses:Howinterestedareyouinpursuingacareerasaprofessionalcontentcreator?Gen.ZandMillennialsGen.XandOlderI’malreadyaprofessionalcontentcreator5%I’malreadyaprofessionalcontentcreatorExtremelyinterestedVeryinterestedExtremelyinterestedVeryinterested4%Somewhatinteres