This research conducts an empirical study based on questionnaires with a sample size of 20，000. Data analysis confirms that new media is the major venue for users to obtain information on science popularization. The conclusion consists of four aspects：mobile media is the most important source of science popularization；very few people use traditional media only to access information on science popularization；social media such as WeChat and Weibo are the most important new types of media offering science popularization，with new media affiliated with the China Association for Science and Technology system being paid little attention；WeChat of Tencent is the most widely used platform for users acquire information on science popularization.

Through in-depth interviews with 81 executives of the most influential Internet companies in China，the research estimates that currently the economic scale of China’s new media-based science popularization industry is approximately 80 billion RMB，of which mobile media accounts for 91%，and PC-side accounts for 9%. On the content scale，respectively，new media science publishing accounts for 11%，new media science popularization videos account for 34%，new media science education accounts for 26%，new media science popularization services accounts for 29% of the industry. Besides，86% of new media-based science popularization Internet companies are concentrated in Beijing，in contrast to 11% in Guangdong and 3% in other provinces and cities.

This research analyzes the problems in China’s new media-based science popularization industry-negligence of relevant government departments，unbalanced regional distribution，and low consumer demand in the new media-based science popularization market，among others. It is suggested that relevant government departments formulate policies to encourage more Internet companies to engage in science popularization activities. Internet companies should study market innovation strategies，expand the new media science popularization market，promote the reform of the science popularization system，and encourage traditional science popularization and industry enterprises to join Internet companies in opening up markets of the science popularization industry.

Finally，the research analyzes the trend of new media-based science popularization industry，with the conclusion that mobile media will become the main platform of science popularization.