目    录

导  言···················································································································································································· 1

一  研究背景························································································································ 1

二  研究方法························································································································ 3

（一）调查执行情况········································································································ 3

（二）样本结构··············································································································· 4

三  数据说明························································································································ 7

（一）关于样本量············································································································ 7

（二）关于产品与服务消费情况表格的说明····································································· 7

（三）关于城市居民媒体接触情况表格的说明·································································· 9

（四）其他需要说明的问题······························································································ 9

第一章  城市居民饮食产品消费现状········································································································ 11

第一节  食品消费·················································································································································· 11

一  食品消费市场发展概况·························································································· 11

二  最近三个月城市居民食品购买比例········································································· 15

三  不同人口特征城市居民的食品购买比例·································································· 16

（一）不同性别居民的食品购买比例······································································· 16

（二）不同年龄居民的食品购买比例······································································· 16

（三）不同学历居民的食品购买比例······································································· 17

（四）不同个人月收入居民的食品购买比例···························································· 17

第二节  饮料消费·················································································································································· 19

一  饮料消费市场发展概况·························································································· 19

二  最近三个月城市居民饮料购买比例········································································· 22

三  不同人口特征城市居民的饮料购买比例·································································· 23

（一）不同性别居民的饮料购买比例······································································· 23

（二）不同年龄居民的饮料购买比例······································································· 23

（三）不同学历居民的饮料购买比例······································································· 24

（四）不同个人月收入居民的饮料购买比例···························································· 25

第三节  酒类产品消费········································································································································ 26

一  酒类产品消费市场发展概况··················································································· 26

二  最近三个月城市居民酒类产品购买比例·································································· 29

三  不同人口特征城市居民的酒类产品购买比例··························································· 30

（一）不同性别居民的酒类产品购买比例································································ 30

（二）不同年龄居民的酒类产品购买比例································································ 30

（三）不同学历居民的酒类产品购买比例································································ 31

（四）不同个人月收入居民的酒类产品购买比例····················································· 31

第二章  城市居民洗化、家居产品消费现状······················································································· 33

第一节  洗涤日用品消费··································································································································· 33

一  洗涤日用品消费市场发展概况················································································ 33

二  最近三个月城市居民洗涤日用品购买比例······························································ 39

三  不同人口特征城市居民的洗涤日用品购买比例······················································· 39

（一）不同性别居民的洗涤日用品购买比例···························································· 40

（二）不同年龄居民的洗涤日用品购买比例···························································· 40

（三）不同学历居民的洗涤日用品购买比例···························································· 41

（四）不同个人月收入居民的洗涤日用品购买比例·················································· 41

第二节  化妆品消费············································································································································· 43

一  化妆品消费市场发展概况······················································································· 43

二  最近三个月城市居民化妆品购买比例····································································· 45

三  不同人口特征城市居民的化妆品购买比例······························································ 46

（一）不同性别居民的化妆品购买比例··································································· 47

（二）不同年龄居民的化妆品购买比例··································································· 47

（三）不同学历居民的化妆品购买比例··································································· 48

（四）不同个人月收入居民的化妆品购买比例························································· 48

四  最近三个月城市居民购买化妆品的花费·································································· 49

五  不同年龄居民购买化妆品的花费············································································ 49

第三节  家居产品消费········································································································································ 51

一  家居产品消费市场发展概况··················································································· 51

二  最近一年内城市居民家居产品购买比例·································································· 53

三  不同人口特征城市居民的家居产品购买比例··························································· 54

（一）不同性别居民的家居产品购买比例································································ 54

（二）不同年龄居民的家居产品购买比例································································ 54

（三）不同学历居民的家居产品购买比例································································ 55

（四）不同个人月收入居民的家居产品购买比例····················································· 55

第三章  城市居民药品及保健品消费现状···························································································· 57

第一节  药品消费·················································································································································· 57

一  药品消费市场发展概况·························································································· 57

二  最近三个月城市居民药品购买比例········································································· 59

三  不同人口特征城市居民的药品购买比例·································································· 59

（一）不同性别居民的药品购买比例······································································· 60

（二）不同年龄居民的药品购买比例······································································· 60

（三）不同学历居民的药品购买比例······································································· 61

（四）不同个人月收入居民的药品购买比例···························································· 61

第二节  保健品消费············································································································································· 63

一  保健品消费市场发展概况······················································································· 63

二  最近三个月城市居民保健品购买比例····································································· 65

三  不同人口特征城市居民的保健品购买比例······························································ 66

（一）不同性别居民的保健品购买比例··································································· 66

（二）不同年龄居民的保健品购买比例··································································· 66

（三）不同学历居民的保健品购买比例··································································· 67

（四）不同个人月收入居民的保健品购买比例························································· 67

第四章 城市居民家电、手机、数码产品消费现状········································································ 69

第一节  家电产品消费········································································································································ 69

一  家电产品消费市场发展概况··················································································· 69

二  过去一年内城市居民家电产品购买比例·································································· 75

三  不同人口特征城市居民的家电产品购买比例··························································· 75

（一）不同性别居民的家电产品购买比例································································ 76

（二）不同年龄居民的家电用品购买比例································································ 76

（三）不同学历居民的家电用品购买比例································································ 77

（四）不同个人月收入居民的家电用品购买比例····················································· 77

四  未来一年内城市居民是否打算购买家电产品··························································· 78

五  不同人口特征城市居民是否打算购买家电产品······················································· 78

（一）不同性别居民是否打算购买家电产品···························································· 79

（二）不同年龄居民是否打算购买家电产品···························································· 79

（三）不同学历居民是否打算购买家电产品···························································· 79

（四）不同个人月收入居民是否打算购买家电产品·················································· 80

第二节  手机消费·················································································································································· 81

一  手机消费市场发展概况·························································································· 81

二  过去一年内城市居民手机购买比例········································································· 83

三  不同人口特征城市居民的手机购买情况·································································· 83

（一）不同性别居民的手机购买情况······································································· 84

（二）不同年龄居民的手机购买情况······································································· 84

（三）不同学历居民的手机购买情况······································································· 85

（四）不同个人月收入居民的手机购买情况···························································· 85

四  未来一年内城市居民是否打算购买手机·································································· 86

五  不同人口特征城市居民是否打算购买手机······························································ 86

（一）不同性别居民是否打算购买手机··································································· 87

（二）不同年龄居民是否打算购买手机··································································· 87

（三）不同学历居民是否打算购买手机··································································· 87

（四）不同个人月收入居民是否打算购买手机························································· 88

第三节  数码产品消费········································································································································ 89

一  数码产品消费市场发展概况··················································································· 89

二  过去一年内城市居民数码产品购买比例·································································· 93

三  不同人口特征城市居民的数码产品购买比例··························································· 93

（一）不同性别居民的数码产品购买比例································································ 94

（二）不同年龄居民的数码产品购买比例································································ 94

（三）不同学历居民的数码产品购买比例································································ 94

（四）不同个人月收入居民的数码产品购买比例····················································· 95

第五章 城市居民高档消费品消费现状····································································································· 97

第一节  房产消费·················································································································································· 97

一  房产消费市场发展概况·························································································· 97

二  过去一年内城市居民是否购买过房产··································································· 100

三  不同人口特征城市居民的房产购买情况································································ 100

（一）不同性别居民是否购买过房产····································································· 101

（二）不同年龄居民是否购买过房产····································································· 101

（三）不同学历居民是否购买过房产····································································· 102

（四）不同个人月收入居民是否购买过房产··························································· 102

（五）不同家庭月收入居民是否购买过房产··························································· 103

四  城市居民购买的房产种类····················································································· 103

五  未来一年城市居民是否打算购买房产··································································· 104

六  不同家庭月收入城市居民是否打算购买房产························································· 105

第二节  汽车消费··············································································································································· 106

一 汽车消费市场发展概况·························································································· 106

二  过去一年内城市居民是否购买过私人轿车···························································· 108

三  不同人口特征城市居民的私人轿车购买情况························································· 109

（一）不同性别居民是否购买过私人轿车······························································ 109

（二）不同年龄居民是否购买过私人轿车······························································ 109

（三）不同学历居民是否购买过私人轿车······························································ 110

（四）不同个人月收入居民是否购买过私人轿车···················································· 110

（五）不同家庭月收入居民是否购买过私人轿车···················································· 111

四  未来一年城市居民是否打算购买私人轿车····························································· 112

五  不同家庭月收入城市居民是否打算购买私人轿车·················································· 112

第三节  奢侈品消费··········································································································································· 114

一  奢侈品消费市场发展概况····················································································· 114

二  过去一年内城市居民是否购买过奢侈品································································ 117

三  不同人口特征城市居民的奢侈品购买情况····························································· 118

（一）不同性别居民是否购买过奢侈品·································································· 118

（二）不同年龄居民是否购买过奢侈品·································································· 119

（三）不同学历居民是否购买过奢侈品·································································· 119

（四）不同个人月收入居民是否购买过奢侈品······················································· 120

四  城市居民购买的奢侈品种类················································································· 120

五  城市居民购买过的奢侈品品牌·············································································· 121

第六章  城市居民金融产品消费现状····································································································· 123

第一节  居民参加保险情况··························································································································· 123

一  保险市场发展概况······························································································· 123

二  城市居民自主参加保险情况················································································· 125

三  不同人口特征城市居民自主参加保险的情况························································· 126

（一）不同性别居民自主参加保险的情况······························································ 126

（二）不同年龄居民自主参加保险的情况······························································ 127

（三）不同学历居民自主参加保险的情况······························································ 127

（四）不同个人月收入居民自主参加保险的情况···················································· 128

四  城市居民自主参加保险的类型·············································································· 128

五  不同人口特征城市居民自主参加保险的类型························································· 129

（一）不同性别居民自主参加保险的类型······························································ 130

（二）不同年龄居民自主参加保险的类型······························································ 130

（三）不同学历居民自主参加保险的类型······························································ 130

（四）不同个人月收入居民自主参加保险的类型···················································· 131

第二节  居民理财与投资情况······················································································································ 132

一  理财与投资市场发展概况····················································································· 132

二  城市居民理财与投资的形式················································································· 134

三  不同人口特征城市居民理财与投资的形式···························································· 135

（一）不同性别居民理财与投资的形式·································································· 136

（二）不同年龄居民理财与投资的形式·································································· 136

（三）不同学历居民理财与投资的形式·································································· 136

（四）不同个人月收入居民理财与投资的形式······················································· 137

第三节  信用卡使用情况································································································································ 138

一  信用卡市场发展概况···························································································· 138

二  城市居民信用卡拥有情况····················································································· 142

三  不同人口特征城市居民信用卡拥有情况································································ 142

（一）不同性别居民信用卡拥有情况····································································· 142

（二）不同年龄居民信用卡拥有情况····································································· 143

（三）不同学历居民信用卡拥有情况····································································· 143

（四）不同个人月收入居民信用卡拥有情况··························································· 144

四  城市居民刷卡次数······························································································· 144

五  不同人口特征居民刷卡次数················································································· 145

（一）不同性别居民刷卡次数················································································ 145

（二）不同年龄居民的刷卡次数············································································ 146

（三）不同学历居民刷卡次数················································································ 146

（四）不同个人月收入居民刷卡次数····································································· 147

六  城市居民未来打算办理信用卡情况······································································· 148

第七章  城市居民旅游、餐饮消费现状······························································································· 149

第一节  旅游消费··············································································································································· 149

一  旅游消费市场发展概况························································································ 149

二  过去一年内城市居民旅游的地区·········································································· 151

三  不同人口特征城市居民旅游的地区······································································· 152

（一）不同性别居民旅游的地区············································································ 152

（二）不同年龄居民旅游的地区············································································ 153

（三）不同学历居民旅游的地区············································································ 153

（四）不同个人月收入居民旅游的地区·································································· 154

四  未来一年内城市居民打算旅游的地区··································································· 154

五  不同人口特征城市居民打算旅游的地区································································ 155

（一）不同性别居民打算旅游的地区····································································· 156

（二）不同年龄居民打算旅游的地区····································································· 156

（三）不同学历居民打算旅游的地区····································································· 156

（四）不同个人月收入居民打算旅游的地区··························································· 157

第二节  快餐消费··············································································································································· 158

一  快餐消费市场发展概况························································································ 158

二  最近三个月城市居民快餐消费情况······································································· 160

三  不同人口特征城市居民的快餐消费情况································································ 161

（一）不同性别居民的快餐消费情况····································································· 161

（二）不同年龄居民的快餐消费情况····································································· 162

（三）不同学历居民的快餐消费情况····································································· 162

（四）不同个人月收入居民的快餐消费情况··························································· 163

第八章  城市居民传统媒体接触情况····································································································· 165

第一节  传统媒体发展概况··························································································································· 165

第二节  传统媒体的接触率和接触频率·································································································· 170

一  传统媒体接触率··································································································· 170

二  传统媒体的接触频率···························································································· 170

第三节  不同人口特征城市居民电视媒体接触率和接触频率····················································· 171

一  不同人口特征城市居民电视媒体接触率································································ 171

（一）不同性别居民电视媒体接触········································································· 171

（二）不同年龄居民电视媒体接触率····································································· 171

（三）不同学历居民电视媒体接触率····································································· 172

（四）不同个人月收入居民电视媒体接触率··························································· 172

二  不同人口特征城市居民电视媒体接触频率···························································· 173

（一）不同性别居民电视媒体接触频率·································································· 173

（二）不同年龄居民电视媒体接触频率·································································· 174

（三）不同学历居民电视媒体接触频率·································································· 174

（四）不同个人月收入居民电视媒体接触频率······················································· 175

第四节  不同人口特征城市居民广播媒体接触率和接触频率····················································· 176

一  不同人口特征城市居民广播媒体接触率································································ 176

（一）不同性别居民广播媒体接触率····································································· 176

（二）不同年龄居民广播媒体接触率····································································· 176

（三）不同学历居民广播媒体接触率····································································· 177

（四）不同个人月收入居民广播媒体接触率··························································· 177

二  不同人口特征城市居民广播媒体接触频率···························································· 178

（一）不同性别居民广播媒体接触频率·································································· 178

（二）不同年龄居民广播媒体接触频率·································································· 179

（三）不同学历居民广播媒体接触频率·································································· 179

（四）不同个人月收入居民广播媒体接触频率······················································· 180

第五节  不同人口特征城市居民报纸媒体接触率和接触频率····················································· 181

一  不同人口特征城市居民报纸媒体接触率································································ 181

（一）不同性别居民报纸媒体接触率····································································· 181

（二）不同年龄居民报纸媒体接触率····································································· 181

（三）不同学历居民报纸媒体接触率····································································· 182

（四）不同个人月收入居民报纸媒体接触率··························································· 182

二  不同人口特征城市居民报纸媒体接触频率···························································· 183

（一）不同性别居民报纸媒体接触频率·································································· 183

（二）不同年龄居民报纸媒体接触频率·································································· 183

（三）不同学历居民报纸媒体接触频率·································································· 184

（四）不同个人月收入居民报纸媒体接触频率······················································· 184

第六节  不同人口特征城市居民杂志媒体接触率和接触频率····················································· 186

一  不同人口特征城市居民杂志媒体接触率································································ 186

（一）不同性别居民杂志媒体接触率····································································· 186

（二）不同年龄居民杂志媒体接触率····································································· 186

（三）不同学历居民杂志媒体接触率····································································· 187

（四）不同个人月收入居民杂志媒体接触率··························································· 187

二  不同人口特征城市居民杂志媒体接触频率···························································· 188

（一）不同性别居民杂志媒体接触频率·································································· 188

（二）不同年龄居民杂志媒体接触频率·································································· 189

（三）不同学历居民杂志媒体接触频率·································································· 189

（四）不同个人月收入居民杂志媒体接触频率······················································· 190

第九章  城市居民网络媒体应用情况····································································································· 191

第一节  网络媒体发展概况··························································································································· 191

第二节  城市居民网络媒体接触情况······································································································· 201

一  城市居民网络媒体接触概况················································································· 201

（一）城市居民网络媒体接触率············································································ 201

（二）城市居民网络媒体接触频率········································································· 201

（三）城市居民网络媒体接触时间········································································· 202

二  不同人口特征城市居民网络媒体接触率································································ 202

（一）不同性别居民网络媒体接触率····································································· 202

（二）不同年龄居民网络媒体接触率····································································· 203

（三）不同学历居民网络媒体接触率····································································· 203

（四）不同个人月收入居民网络媒体接触率··························································· 204

三  不同人口特征城市居民网络媒体接触频率···························································· 204

（一）不同性别居民网络媒体接触频率·································································· 205

（二）不同年龄居民网络媒体接触频率·································································· 205

（三）不同学历居民网络媒体接触频率·································································· 205

（四）不同个人月收入居民网络媒体接触频率······················································· 206

四  不同人口特征城市居民网络媒体接触时间···························································· 207

（一）不同性别居民网络媒体接触时间·································································· 207

（二）不同年龄居民网络媒体接触时间·································································· 207

（三）不同学历居民网络媒体接触时间·································································· 208

（四）不同个人月收入居民网络媒体接触时间······················································· 208

第三节 城市居民博客应用情况···················································································································· 210

一  城市居民博客认知情况························································································ 210

（一）城市居民是否知道博客················································································ 210

（二）城市居民是否拥有博客················································································ 210

（三）城市居民博客发帖频率················································································ 211

（四）城市居民是否阅读他人博客········································································· 211

（五）城市居民阅读他人博客的频率····································································· 212

二  不同人口特征城市居民是否拥有博客··································································· 212

（一）不同性别居民是否拥有博客········································································· 212

（二）不同年龄居民是否拥有博客········································································· 213

（三）不同学历居民是否拥有博客········································································· 213

（四）不同个人月收入居民是否拥有博客······························································ 214

三  不同人口特征城市居民是否阅读他人博客···························································· 214

（一）不同性别居民是否阅读他人博客·································································· 215

（二）不同年龄居民是否阅读他人博客·································································· 215

（三）不同学历居民是否阅读他人博客·································································· 215

（四）不同个人月收入居民是否阅读他人博客······················································· 216

第四节  城市居民网络视频应用情况······································································································· 217

一  城市居民网络视频接触情况················································································· 217

（一）城市居民是否知道网络视频········································································· 217

（二）城市居民网络视频收看情况········································································· 217

（三）城市居民网络视频收看频率········································································· 218

（四）城市居民网络视频上传情况········································································· 218

二  不同人口特征城市居民是否收看网络视频···························································· 219

（一）不同性别居民是否收看网络视频·································································· 219

（二）不同年龄居民是否收看网络视频·································································· 219

（三）不同学历居民是否收看网络视频·································································· 220

（四）不同个人月收入居民是否收看网络视频······················································· 220

三  不同人口特征城市居民是否上传过网络视频························································· 221

（一）不同性别居民是否上传过网络视频······························································ 221

（二）不同年龄居民是否上传过网络视频······························································ 221

（三）不同学历居民是否上传过网络视频······························································ 222

（四）不同个人月收入居民是否上传过网络视频···················································· 222

四  不同人口特征城市居民网络视频收看频率···························································· 223

（一）不同性别居民网络视频收看频率·································································· 223

（二）不同年龄居民网络视频收看频率·································································· 223

第五节 城市居民网络论坛应用情况·········································································································· 225

一  城市居民网络论坛登录情况················································································· 225

（一）城市居民是否登录过网络论坛····································································· 225

（二）城市居民经常登录的网络论坛数量······························································ 225

（三）城市居民网络论坛发帖频率········································································· 226

二  不同人口特征城市居民是否登录过网络论坛························································· 226

（一）不同性别居民是否登录过网络论坛······························································ 226

（二）不同年龄居民是否登录过网络论坛······························································ 227

（三）不同学历居民是否登录过网络论坛······························································ 227

（四）不同个人月收入居民是否登录过网络论坛···················································· 228

三  不同人口特征城市居民经常登录的网络论坛数量·················································· 228

（一）不同性别居民经常登录的网络论坛数量······················································· 229

（二）不同年龄居民经常登录的网络论坛数量······················································· 229

四  城市居民从网络论坛获取的信息·········································································· 229

第六节  城市居民即时通讯工具应用情况····························································································· 231

一  城市居民即时通讯工具使用情况·········································································· 231

（一）城市居民是否使用即时通讯工具·································································· 231

（二）城市居民使用的即时通讯工具类别······························································ 231

（三）城市居民即时通讯工具使用频率·································································· 232

二  不同人口特征城市居民是否使用即时通讯工具····················································· 232

（一）不同性别居民是否使用即时通讯工具··························································· 232

（二）不同年龄居民是否使用即时通讯工具··························································· 233

（三）不同学历居民是否使用即时通讯工具··························································· 233

（四）不同个人月收入居民是否使用即时通讯工具················································ 234

三  不同人口特征城市居民经常使用的即时通讯工具类别··········································· 234

（一）不同性别居民经常使用的即时通讯工具类别················································ 235

（二）不同年龄居民经常使用的即时通讯工具类别················································ 235

（三）不同学历居民经常使用的即时通讯工具类别················································ 235

（四）不同个人月收入居民经常使用的即时通讯工具类别······································ 236

四  不同人口特征城市居民即时通讯工具使用频率····················································· 236

（一）不同性别居民即时通讯工具的使用频率······················································· 237

（二）不同年龄居民即时通讯工具的使用频率······················································· 237

第七节  城市居民SNS社区应用情况······································································································· 238

一  城市居民是否知道SNS社区················································································ 238

二  不同人口特征城市居民是否知道SNS社区··························································· 238

（一）不同性别居民是否知道SNS社区································································· 238

（二）不同年龄居民是否知道SNS社区································································· 239

（三）不同学历居民是否知道SNS社区································································· 239

（四）不同个人月收入居民是否知道SNS社区······················································ 240

三  城市居民SNS社区应用情况排名········································································· 240

第八节  城市居民网络游戏应用情况······································································································· 243

一  城市居民玩网络游戏的情况················································································· 243

（一）城市居民是否玩过网络游戏········································································· 243

（二）城市居民玩网络游戏的频率········································································· 243

二  不同人口特征城市居民是否玩过网络游戏···························································· 244

（一）不同性别居民是否玩过网络游戏·································································· 244

（二）不同年龄居民是否玩过网络游戏·································································· 244

（三）不同学历居民是否玩过网络游戏·································································· 245

（四）不同个人月收入居民是否玩过网络游戏······················································· 245

三  不同性别居民玩网络游戏的频率·········································································· 246

四  城市居民经常玩的网络游戏种类·········································································· 246

第十章  城市居民户外媒体接触情况····································································································· 249

第一节  户外媒体发展概况··························································································································· 249

第二节  城市居民户外媒体接触率和接触频率··················································································· 254

一  城市居民户外媒体接触率····················································································· 254

二  城市居民户外媒体接触频率················································································· 254

第三节 不同人口特征城市居民楼宇液晶电视接触率和接触频率·············································· 256

一  不同人口特征城市居民楼宇液晶电视接触率························································· 256

（一）不同性别居民楼宇液晶电视接触率······························································ 256

（二）不同年龄居民楼宇液晶电视接触率······························································ 256

（三）不同学历居民楼宇液晶电视接触率······························································ 257

（四）不同个人月收入居民楼宇液晶电视接触率···················································· 257

二  不同人口特征城市居民楼宇液晶电视接触频率····················································· 258

（一）不同性别居民楼宇液晶电视接触频率··························································· 258

（二）不同年龄居民楼宇液晶电视接触频率··························································· 259

（三）不同学历居民楼宇液晶电视接触频率··························································· 259

（四）不同个人月收入居民楼宇液晶电视接触频率················································ 260

第四节  不同人口特征城市居民卖场/超市/便利店液晶电视接触率和接触频率················ 261

一  不同人口特征城市居民卖场/超市/便利店液晶电视接触率····································· 261

（一）不同性别居民卖场/超市/便利店液晶电视接触率··········································· 261

（二）不同年龄居民卖场/超市/便利店液晶电视接触率··········································· 261

（三）不同学历居民卖场/超市/便利店液晶电视接触率··········································· 262

（四）不同个人月收入居民卖场/超市/便利店液晶电视接触率································ 262

二  不同人口特征城市居民卖场/超市/便利店液晶电视接触频率·································· 263

（一）不同性别居民卖场/超市/便利店液晶电视接触频率······································· 264

（二）不同年龄居民卖场/超市/便利店液晶电视接触频率······································· 264

（三）不同学历居民卖场/超市/便利店液晶电视接触频率······································· 264

（四）不同个人月收入居民卖场/超市/便利店液晶电视接触频率····························· 265

第五节  不同人口特征城市居民户外大屏幕液晶电视接触率和接触频率···························· 266

一  不同人口特征城市居民户外大屏幕液晶电视接触率·············································· 266

（一）不同性别居民户外大屏幕液晶电视接触率···················································· 266

（二）不同年龄居民户外大屏幕液晶电视接触率···················································· 266

（三）不同学历居民户外大屏幕液晶电视接触率···················································· 267

（四）不同个人月收入居民户外大屏幕液晶电视接触率········································· 267

二  不同人口特征城市居民户外大屏幕液晶电视接触频率··········································· 268

（一）不同性别居民户外大屏幕液晶电视接触频率················································ 268

（二）不同年龄居民户外大屏幕液晶电视接触频率················································ 269

（三）不同学历居民户外大屏幕液晶电视接触频率················································ 269

（四）不同个人月收入居民户外大屏幕液晶电视接触频率······································ 270

第六节  不同人口特征城市居民电梯间内广告板接触率和接触频率······································ 271

一  不同人口特征城市居民电梯间内广告板接触率····················································· 271

（一）不同性别居民电梯间内广告板接触率··························································· 271

（二）不同年龄居民电梯间内广告板接触率··························································· 271

（三）不同学历居民电梯间内广告板接触率··························································· 272

（四）不同个人月收入居民电梯间内广告板接触率················································ 272

二  不同人口特征城市居民电梯间内广告板接触频率·················································· 273

（一）不同性别居民电梯间内广告板接触频率······················································· 273

（二）不同年龄居民电梯间内广告板接触频率······················································· 274

（三）不同学历居民电梯间内广告板接触频率······················································· 274

（四）不同个人月收入居民电梯间内广告板接触频率············································· 275

第七节  不同人口特征城市居民公交车车载电视接触率和接触频率······································ 276

一  不同人口特征城市居民公交车车载电视接触率····················································· 276

（一）不同性别居民公交车车载电视接触率··························································· 276

（二）不同年龄居民公交车车载电视接触率··························································· 276

（三）不同学历居民公交车车载电视接触率··························································· 277

（四）不同个人月收入居民公交车车载电视接触率················································ 277

二  不同人口特征城市居民公交车车载电视接触频率·················································· 278

（一）不同性别居民公交车车载电视接触频率······················································· 278

（二）不同年龄居民公交车车载电视接触频率······················································· 279

（三）不同学历居民公交车车载电视接触频率······················································· 279

（四）不同个人月收入居民公交车车载电视接触频率············································· 280

第八节 不同人口特征城市居民地铁车载电视接触率和接触频率·············································· 281

一  不同人口特征城市居民地铁车载电视接触率························································· 281

（一）不同性别居民地铁车载电视接触率······························································ 281

（二）不同年龄居民地铁车载电视接触率······························································ 281

（三）不同学历居民地铁车载电视接触率······························································ 282

（四）不同个人月收入居民地铁车载电视接触率···················································· 282

二  不同人口特征城市居民地铁车载电视接触频率····················································· 283

（一）不同性别居民地铁车载电视接触频率··························································· 283

（二）不同年龄居民地铁车载电视接触频率··························································· 284

（三）不同学历居民地铁车载电视接触频率··························································· 284

（四）不同个人月收入居民地铁车载电视接触频率················································ 285

第九节  不同人口特征城市居民出租车车载电视接触率和接触频率······································ 286

一  不同人口特征城市居民出租车车载电视接触率····················································· 286

（一）不同性别居民出租车车载电视接触率··························································· 286

（二）不同年龄居民出租车车载电视接触率··························································· 286

（三）不同学历居民出租车车载电视接触率··························································· 287

（四）不同个人月收入居民出租车车载电视接触率················································ 287

二  不同人口特征城市居民出租车车载电视接触频率·················································· 288

（一）不同性别居民出租车车载电视接触频率······················································· 288

（二）不同年龄居民出租车车载电视接触频率······················································· 289

（三）不同学历居民出租车车载电视接触频率······················································· 289

（四）不同个人月收入居民出租车车载电视接触频率············································· 290

第十一章  城市居民手机媒体接触及应用情况·············································································· 291

第一节  手机媒体发展概况··························································································································· 291

第二节  城市居民手机广告接触情况······································································································· 298

一  城市居民手机广告接收情况················································································· 298

（一）城市居民是否接收过手机广告····································································· 298

（二）城市居民接收的手机广告形式····································································· 298

（三）城市居民手机广告接收频率········································································· 299

（四）城市居民平均每天接收的手机广告条数······················································· 299

（五）城市居民手机广告阅读情况········································································· 300

二  不同人口特征城市居民手机广告阅读情况···························································· 300

（一）不同性别居民手机广告阅读情况·································································· 301

（二）不同年龄居民手机广告阅读情况·································································· 301

（三）不同学历居民手机广告阅读情况·································································· 302

（四）不同个人月收入居民手机广告阅读情况······················································· 302

第三节  城市居民手机电视接触情况······································································································· 304

一  手机电视用户具体描述························································································ 304

二  城市居民对手机电视的未来收看意愿··································································· 313

（一）城市居民手机电视未来收看意愿·································································· 313

（二）不同人口特征城市居民手机电视未来收看意愿············································· 314

第四节  城市居民手机上网情况················································································································· 317

一  城市居民手机上网情况························································································ 317

（一）城市居民是否利用手机上网········································································· 317

（二）城市居民利用手机上网的方式····································································· 317

（三）城市居民利用手机上网目的········································································· 318

二  不同人口特征城市居民是否利用手机上网···························································· 318

（一）不同性别居民是否利用手机上网·································································· 319

（二）不同年龄居民是否利用手机上网·································································· 319

（三）不同学历居民是否利用手机上网·································································· 319

（四）不同个人月收入居民是否利用手机上网······················································· 320

（五）手机花费不同的居民是否利用手机上网······················································· 320

第十二章  城市居民购物情况······················································································································ 323

第一节  城市居民去商场和超市购物情况····························································································· 323

一  零售百货业发展概况···························································································· 323

二  最近一个月城市居民去百货商场/购物中心的频率················································· 326

三  不同人口特征城市居民去百货商场/购物中心的频率············································· 326

（一）不同性别居民去百货商场/购物中心的频率··················································· 327

（二）不同年龄居民去百货商场/购物中心的频率··················································· 327

（三）不同学历居民去百货商场/购物中心的频率··················································· 327

（四）不同个人月收入居民去百货商场/购物中心的频率········································ 328

四  最近一个月城市居民去超市的频率······································································· 329

五  不同人口特征城市居民去超市的频率··································································· 329

（一）不同性别居民去超市的频率········································································· 330

（二）不同年龄居民去超市的频率········································································· 330

（三）不同学历居民去超市的频率········································································· 330

（四）不同个人月收入居民去超市的频率······························································ 331

第二节  城市居民网络购物情况················································································································· 332

一  网络购物发展概况······························································································· 332

二  城市居民网络购物情况························································································ 334

（一）城市居民是否有网络购物的经历·································································· 335

（二）城市居民网络购物的频率············································································ 335

（三）城市居民网络购物所购买的商品种类··························································· 336

（四）城市居民网络购物的支付方式····································································· 336

（五）城市居民网络购物的金额············································································ 337

三  不同人口特征城市居民网络购物比例··································································· 338

（一）不同性别居民网络购物比例········································································· 338

（二）不同年龄居民网络购物比例········································································· 338

（三）不同学历居民网络购物比例········································································· 339

（四）不同个人月收入居民网络购物比例······························································ 339

四  不同人口特征城市居民网络购物频率··································································· 340

（一）不同性别居民网络购物频率········································································· 340

（二）不同年龄居民网络购物频率········································································· 340

五  不同人口特征城市居民网络购物金额··································································· 341

（一）不同性别居民网络购物金额········································································· 341

（二）不同年龄居民网络购物金额········································································· 341

六  影响居民网络购物的因素····················································································· 342

（一）居民选择网络购物的原因············································································ 342

（二）居民没有选择网络购物的原因····································································· 343

七  居民通过网络销售产品情况················································································· 343

（一）居民是否通过网络销售过产品····································································· 343

（二）居民通过网络销售产品的方式····································································· 344

（三）居民通过网络销售产品的类型····································································· 345

（四）居民通过网络销售产品的影响因素······························································ 345

八  不同性别居民网络销售方式················································································· 346

第三节  城市居民电视购物情况················································································································· 347

一  电视购物发展概况······························································································· 347

二  城市居民电视购物情况························································································ 349

（一）城市居民是否有电视购物的经历·································································· 350

（二）城市居民电视购物的频率············································································ 350

（三）城市居民电视购物所购买的商品种类··························································· 351

（四）城市居民电视购物的金额············································································ 351

三  不同人口特征城市居民电视购物比例··································································· 352

（一）不同性别居民电视购物比例········································································· 352

（二）不同年龄居民电视购物比例········································································· 353

（三）不同学历居民电视购物比例········································································· 353

（四）不同个人月收入居民电视购物比例······························································ 354

四  影响电视购物的因素···························································································· 354

（一）居民选择电视购物的原因············································································ 354

（二）居民没有选择电视购物的原因····································································· 355

第四节  城市居民团购情况··························································································································· 357

一  团购发展概况······································································································ 357

二  城市居民团购情况······························································································· 358

（一）城市居民是否参加过团购············································································ 359

（二）城市居民参加团购的形式············································································ 359

（三）城市居民团购的商品种类············································································ 360

三  不同人口特征城市居民是否有团购经历································································ 360

（一）不同性别居民是否参加过团购····································································· 361

（二）不同年龄居民是否参加过团购····································································· 361

（三）不同学历居民是否参加过团购····································································· 361

（四）不同个人月收入居民是否参加过团购··························································· 362