艾媒咨询 | 2025年中国智能手表市场发展状况与消费行为调查数据

　　近年来，在技术迭代与健康需求增长的驱动下，中国智能手表市场发展迅猛。根据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《2025年中国智能手表市场发展状况与消费行为调查数据》数据显示，中国智能手表产量呈现稳中向好的趋势。2023年中国智能手表产量为7030.6万个；到2024年产量进一步增长，达到8095.4万个，反映出智能手表市场有一定的发展活力与增长潜力。在2025年中国消费者购买智能手表原因中，健康监测以45.48%的比例成为消费者购买智能手表的最主要原因，显示出消费者对健康功能的重视；产品设计精美有个性和记录运动情况分别以44.71%和43.44%的比例紧随其后，反映出消费者对智能手表外观和运动功能的看重。在2025年中国消费者购买智能手表渠道中，官方线上渠道占比最高，达到63.95%，表明消费者更倾向于通过线上官方渠道购买智能手表；其次是官方线下渠道，占比49.68%，说明官方直营和加盟店也是消费者的重要购买渠道。

　　艾媒咨询分析师认为，中国智能手表市场将在技术创新与场景拓展中迎来新突破：健康监测功能向医疗级精准化演进，微型生物传感器的普及有望实现疾病早期预警，推动与医疗健康体系的数据互通；场景细分领域持续深耕，专业运动手表在跑姿分析、训练计划定制等方面走向专业化，儿童产品则融合K12教育资源向学习陪伴平台升级；随着5G与AIoT技术成熟，智能手表将成为智能家居控制、AR 交互等场景的核心入口，通过万物互联生态构建差异化竞争力。企业需聚焦技术研发与用户需求，在医疗级功能落地、场景化产品矩阵构建及生态协同方面强化优势，以抢占市场先机。（《艾媒咨询 | 2025年中国智能手表市场发展状况与消费行为调查数据》完整高清PDF版共44页，可点击文章底部报告下载按钮进行报告下载）

　　In recent years, driven by technological iteration and the growth in health demands, the smartwatch market in China has developed rapidly. According to the latest "Survey data on the development status and consumer behavior of China's smartwatch market in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the output of smartwatches in China shows a stable and improving trend. In 2023, the production of smartwatches in China was 70.306 million. By 2024, production will further increase to 80.954 million units, reflecting that the smartwatch market has certain development vitality and growth potential. Among the reasons why Chinese consumers purchase smartwatches in 2025, health monitoring accounted for 45.48%, becoming the most important reason for consumers to buy smartwatches, demonstrating consumers' emphasis on health functions. The exquisite and distinctive product design and the recording of sports conditions followed closely with proportions of 44.71% and 43.44% respectively, reflecting consumers' emphasis on the appearance and sports functions of smartwatches. In 2025, among the channels for Chinese consumers to purchase smartwatches, the official online channels accounted for the highest proportion, reaching 63.95%, indicating that consumers are more inclined to purchase smartwatches through official online channels. Secondly, there are official offline channels, accounting for 49.68%, indicating that official direct sales and franchise stores are also important purchasing channels for consumers.

　　Analysts from iiMedia Research believe that the Chinese smartwatch market will achieve new breakthroughs in technological innovation and scenario expansion: health monitoring functions are evolving towards medical-grade precision, and the popularization of micro-biosensors is expected to enable early disease warnings and promote data intercommunication with the medical and health system. The segmented fields of scenarios continue to be deeply cultivated. Professional sports watches are moving towards specialization in aspects such as running posture analysis and customized training plans, while children's products are integrating K12 educational resources and upgrading to a learning and companionship platform. With the maturation of 5G and AIoT technologies, smartwatches will become the core entry point for scenarios such as smart home control and AR interaction, and build differentiated competitiveness through the Internet of Everything ecosystem. Enterprises need to focus on technological research and development and user demands, strengthen their advantages in the implementation of medical-grade functions, the construction of scenario-based product matrices, and ecological collaboration, in order to seize market opportunities. (The complete high-definition PDF version of "iiMedia Report | Survey data on the development status and consumer behavior of China's smartwatch market in 2025" is 44 pages long. You can click the report download button at the bottom of the article to download the report)

　　2025年中国消费者智能手表购买情况

　　数据显示，在2025年中国消费者智能手表购买情况中，88.40%的消费者表示有购买智能手表的需求，这一比例远高于表示没有购买需求的消费者（11.60%）。这表明智能手表市场在中国具有较高的接受度和潜在增长空间。

　　2025年中国消费者购买智能手表原因

　　数据显示，健康监测以45.48%的比例成为消费者购买智能手表的最主要原因，显示出消费者对健康功能的重视。产品设计精美有个性和记录运动情况分别以44.71%和43.44%的比例紧随其后，反映出消费者对智能手表外观和运动功能的看重。炫耀彰显身份占比40.38%，表明身份象征也是消费者关注的重点。查看小孩子或老人定位占比25.35%，方便自己的生活（如收发信息及电话）占比25.10%，单纯的自我喜欢占比19.11%，这些功能虽然占比相对较低，但也有一定的市场需求。

　　2025年中国消费者了解智能产品的信息渠道

　　数据显示，新媒体内容平台（如微信、公众号等）以36.43%的比例成为消费者了解智能产品信息的主要渠道。综合电商平台（如淘宝、京东等）占比34.27%，位列第二。其次是内容分享类平台（小红书、微博等），占比32.36%。视频分享类平台（B站等）占比30.70%，短视频直播平台占比27.90%，线下品牌店占比26.75%，品牌官网占比25.86%，户外广告（墙面、建筑物广告等）占比24.20%，亲友介绍占比21.40%，地铁或电梯广告占比20.25%，这些占比相对较低。

　　2025年中国消费者购买过的智能手表类型

　　数据显示，老人智能手表以56.82%的占比位居首位，远高于其他类型，显示其在智能手表市场中的主导地位。成人智能手表占比54.78%，紧随其后，反映出成人对健康和运动功能的高需求。儿童定位智能手表占比29.43%，相对较低，但仍有一定的市场份额。整体来看，老人和成人智能手表是市场的主要驱动力。

　　2025年中国消费者购买智能手表时关注方面

　　数据显示，2025年中国消费者购买智能手表时，最关注的因素是价格，占比高达47.77%。其次是界面设计与操作使用，占比44.33%；排名第三的是电池，占比40.38%。外观设计占比36.56%，手机匹配速度占比33.63%，使用准确性占比32.48%，防水功能占比22.93%，售后服务占比22.17%。品牌和防摔功能相对较低，分别占比21.91%和14.01%。

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