艾媒咨询 | 2026-2027年中国信息流广告消费决策洞察报告

　　近年来，信息流广告持续受益于数字营销、算法推荐、短视频生态及平台商业化能力的全方位赋能，已成为品牌触达用户的重要形态。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026-2027年中国信息流广告消费决策洞察报告》数据显示，2023至2025年中国信息流广告保持平稳增长态势，2025年市场规模达2563.5亿元，但增速已从早期高速扩张阶段逐步收窄，行业进入存量精耕与体验优化并重的发展阶段。

　　从消费决策看，不购买原因集中在信任与体验层面，信任构建是关键。2026年中国用户不购买信息流广告相应产品的原因中，广告弹窗/形式干扰引发抵触占23.88%，对品牌不了解缺乏信任感占23.13%，产品非实际需求占20.90%。微信广告痛点则集中在频繁推送与真实性，体验问题突出。2026年中国用户浏览微信信息流广告遇到的问题中，广告频繁推送干扰正常浏览占28.62%，广告内容与实际不符存在虚假宣传占26.97%，广告内容低质量或无关紧要占25.50%。形式干扰、信任缺失与内容质量共同构成用户转化的重要阻碍。

　　艾媒咨询分析师认为，微信信息流广告的用户痛点集中在推送频次、内容真实性与内容质量三个方面，其中频繁推送是最突出的问题，直接影响用户的平台使用体验；虚假宣传与低质量内容则损害用户信任，长期不利于广告生态健康。微信平台需在频次管控、内容审核、质量提升三方面持续优化，平衡商业变现与用户体验。未来，随着用户对广告体验要求的提升与平台治理能力完善，信息流广告市场仍具备从规模增长转向信任驱动与质量竞争的结构性升级空间。

　　In recent years, feed advertising has continuously benefited from comprehensive empowerment driven by digital marketing, algorithmic recommendations, the short-video ecosystem, and platform commercialization capabilities, evolving into a crucial channel for brands to reach their target users. According to data from the latest "2026-2027 China Feed Advertising Consumer Decision Insight Report" released by iiMedia Research—a globally leading third-party data mining and analytics firm specializing in new economic industries—the market size of feed advertising in China maintained steady growth from 2023 to 2025, reaching 256.35 billion yuan by 2025. However, the growth rate has gradually slowed from its earlier phase of rapid expansion, indicating that the industry has entered a new stage focused on optimizing existing user bases and enhancing user experiences. From a consumer decision-making perspective, the primary reasons for not purchasing feed-ad-supported products revolve around trust and experience issues, with trust building being the key factor.

　　In 2026, among the reasons Chinese users did not purchase feed-ad-supported products, 23.88% cited ad pop-ups or format disruptions causing resistance, 23.13% cited a lack of trust due to unfamiliarity with the brand, and 20.90% cited the product not meeting their actual needs. Regarding WeChat ads, the main pain points were frequent ad deliveries and authenticity concerns, with user experience issues being particularly prominent. In 2026, among the problems Chinese users encountered while browsing WeChat feed ads, 28.62% cited frequent ad deliveries disrupting normal browsing, 26.97% cited ad content inconsistent with reality (false advertising), and 25.50% cited low-quality or irrelevant ad content. Format disruptions, lack of trust, and ad content quality collectively pose significant obstacles to user conversion.

　　Analysts at iiMedia Research believe that the pain points for users of WeChat feed ads primarily revolve around three aspects: ad delivery frequency, content authenticity, and content quality. Among these, excessive ad delivery is the most prominent issue, directly impacting users 'platform experience; while false advertising and low-quality content undermine user trust and, in the long run, jeopardize the health of the advertising ecosystem. The WeChat platform needs to continuously optimize its strategies in three key areas—frequency control, content moderation, and quality enhancement—to strike a balance between commercial monetization and user experience. In the future, as user expectations for the advertising experience rise and the platform's governance capabilities improve, the feed advertising market still holds structural upgrade potential—shifting from mere scale growth toward trust-driven development and quality competition.

　　信息流广告定义与核心特征

　　中国信息流广告市场规模持续增长，进入存量深耕阶段

　　内容偏好以生活服务为首，健康娱乐教育需求均衡

　　兴趣匹配与自动播放是用户拒看视频广告主因

　　个性化需求聚焦真实匹配与自主管控，用户话语权提升

　　不购买原因集中在信任与体验层面，信任构建是关键

　　微信广告痛点集中中频繁推送与真实性，体验问题突出

　　行业问题聚焦虚假宣传与过度投放，用户体验受损

　　未来期望侧重效果量化与价值引导，行业升级方向清晰

　　新兴形式以剧情式广告最受期待，技术赋能形态创新

　　趋势侧：技术驱动形态创新，用户主导的个性化生态加速形成