中国青年报社调查显示，82.0%的受访青年购买过潮玩盲盒，其中00后的购买比例更高，达到88.6%1。调查进一步指出，不同年龄段的受访青年中，05后的购买比例为86.8%，90后为83.0%1。在城市类型差异方面，二线城市受访青年的购买比例最高，为86.0%，一线城市为83.8%，三四线城市为78.2%1。
年轻人对潮玩盲盒的热情源于多重原因。调查结果显示，66.5%的受访青年因享受拆盒时的惊喜感而购买1，48.3%看重特定IP或设计1，45.7%追求集齐全套的满足感1，45.4%将其作为缓解压力、获取快乐的方式1。从IP来源看，67.8%的受访青年更喜欢动漫、游戏、影视等作品角色衍生款盲盒1，61.4%偏爱独立设计师的原创IP和形象1，64.3%钟情可爱风格的产品1。中国人民大学马克思主义学院副教授侯耀文认为，"潮玩产品的流行，首先源于其精准对接了年轻人的审美偏好"1，这类产品已成为年轻人建立社交连接、寻找群体认同的文化产品1。
A survey conducted by China Youth Daily found that over four-fifths of young people surveyed have purchased blind box collectibles, with the proportion even higher among Gen Z respondents 1. Specifically, 82.0% of all surveyed youth reported having bought these products, while 88.6% of those born after 2000 had done so, followed by those born after 2005 at 86.8% and those born in the 1990s at 83.0% 1. Female respondents showed a slightly higher purchase rate of 82.9% compared to males at 80.6%, and young people in second-tier cities led at 86.0%, compared to 83.8% in first-tier cities and 78.2% in third and fourth-tier cities 1.
The appeal of blind boxes among young consumers stems from multiple factors 1. The thrill of unboxing ranked highest, with 66.5% citing the excitement as a draw, while 48.3% valued collectibles featuring specific intellectual property designs 1. Additionally, 45.7% enjoyed the satisfaction of completing full sets, and 45.4% viewed the hobby as a stress-relief activity that brought them joy 1. Beyond these immediate gratifications, 67.8% of surveyed youth preferred blind boxes featuring characters from animations, games, and films, while 61.4% were drawn to designs by independent creators 1. In terms of aesthetic preferences, 64.3% favored cute-style collectibles 1.
According to expert analysis, blind box products have succeeded in aligning with young people's aesthetic preferences while employing reasonable pricing strategies 1. As Hou Yaowen, an associate professor at the School of Marxism at Renmin University of China, observed, "The popularity of blind box products first stems from their precise alignment with young people's aesthetic preferences" 1. These collectibles have effectively become cultural products that help young consumers establish social connections and find group identity among their peers 1.
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