荷兰在线购物网站ebay用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSOnline

shops:

ebay

shoppers

inthe

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofebay

shoppers

intheNetherlands:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

ebay

shoppers

in

theNetherlands

(’’brandusers’’)

againstDutchonlineshoppers

ingeneral(’’category

users’’),

and

theoverall

Dutchonliner,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theNetherlands)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsebay

ranks

outside

the

top

10

of

most

used

online

shops

in

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

onlineshopsintheNetherlandsAmazon69%35%Zalando28%22%20%20%17%16%15%15%coolblue.nlkruidvat.nlah.nlhema.nlMediaMarktblokker.nl4Notes:"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=1010,

online

shoppersConsumer

Insights

Global

as

of

August

2023Sources:ebay

shoppers

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsebay

ismore

popularamong

Millennials

Success

and

career

advancement

areItstands

out

that67%

ofebay

shoppersdosome

research

on

theinternetbefore

amajor

purchase.ebay

shoppers

access

theinternet

viaasmart

speaker

more

often

thantheaverage

onlineshopper.thanother

onlineshops.relatively

important

to

ebay

shoppers.ebay

ismore

popularamong

maleonlineshoppers

than

female

onlineshoppers.Science

andtechnology

are

relativelyprevalent

interests

of

ebay

shoppers.46%

ofebay

shoppers

are

inthe

earlymajority

of

innovationadopter

types.ebay

shoppers

tendtobemore

activeon

social

media

thanotheronlineshoppers.Carsor

vehicles

are

relatively

popularhobbiesamong

ebayshoppers.ebay

hasalarger

shareof

shopperswith

ahigh

income

than

other

onlineshops.Arelatively

highshare

ofebay

shoppersthink

thattheenvironment

isanissuethatneeds

to

beaddressed.ebay

shoppers

remember

seeing

adsinonlinestores

more

often

than

otheronlineshoppers.ebay

shoppers

aremore

likely

to

live

inlarge

citiesthanonline

shoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+ebay

ismore

popular

among

Millennials

than

other

online

shopsDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users19%46%28%7%Category

usersAllrespondents21%31%31%34%34%14%15%21%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

MultiPick;Base:n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023ebay

ismore

popular

among

male

online

shoppers

than

female

onlineshoppersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users70%30%Category

usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

ofebay

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands42%34%33%27%26%18%17%17%16%14%12%

12%5%

5%

5%4%3%

3%3%

2%2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

ebay

shoppers,

n=1010,

onlineshoppers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023ebay

has

a

larger

share

of

shoppers

with

a

high

income

than

other

online

shopsDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users60%17%24%Category

usersAllrespondents37%29%34%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

shoppers,

ebay

shoppers

are

relatively

likely

to

live

ina

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive37%29%29%28%27%21%21%20%19%11%

10%10%9%

9%5%4%

4%

3%Other2%1%

1%Multi-SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

morehouseholdgenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

are

more

likely

to

live

in

large

cities

than

online

shoppers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands46%33%33%33%32%28%23%22%16%12%12%11%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,

allrespondentsConsumer

Insights

Global

as

of

August

202314%

ofebay

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users14%86%0%Category

usersAllrespondents8%86%85%6%7%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=57,

ebay

shoppers,

n=1010,

onlineshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

ebay

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands52%54%50%47%51%50%40%39%40%39%38%34%33%32%28%28%26%22%21%21%

21%21%

21%19%12%13%12%12%12%11%AhappyrelationshipHavingagood

timeTobesuccessful

Anhonest

andrespectable

lifeSafety

andsecuritySocial

justiceMaking

myown

decisionsAdvancingmy

careerLearningnew

thingsTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Science

and

technology

are

relatively

prevalent

interests

of

ebay

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofebayshoppersintheNetherlands53%45%49%46%44%40%45%44%44%42%

41%39%39%39%33%33%33%32%32%

32%30%29%27%26%26%

25%21%

21%18%16%Science

&technologyTravelMovies,TVshows&musicSportsFood

&diningHealth

&fitnessHome

&gardenVehicles

&mobilityCareer

&educationHistoryBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

ebay

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofebayshoppersintheNetherlands42%37%37%34%33%36%35%32%35%34%34%33%30%30%29%28%

28%28%28%28%25%24%23%

23%19%

19%17%

17%15%14%OutdooractivitiesCars/vehiclesTech

/computersCooking/bakingSocializingTravelingVideo

gamingDIYandarts&craftsDoing

sportsandfitnessReadingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

frominthe

past12

months?";

Multi

Pick;Base:

n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

are

more

likely

to

play

basketball

than

other

online

shoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofebay

shoppersintheNetherlands23%16%14%14%14%14%13%12%12%11%11%9%9%8%7%

7%7%7%7%7%6%6%4%

4%4%

4%3%

3%2%

2%CricketFitness,aerobics,cardioRunning/JoggingBasketballSoccerSwimming/DivingBadmintonDancingHikingMartial

ArtsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=26,

ebay

shoppers,

n=738,

onlineshoppers,

n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

are

more

likely

to

follow

boxing

than

other

online

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byebayshoppersinthe

Netherlands28%21%19%19%16%12%11%11%11%9%7%7%7%7%6%5%5%

5%5%4%4%4%3%2%

2%3%

2%2%2%2%SoccerBoxingAthletics(track&field)BaseballAmericanfootballBasketballField

hockeyCyclingGymnasticsMotorsportsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=25,

ebay

shoppers,

n=564,online

shoppers,

n=3704,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineshopping•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

67%

of

ebay

shoppers

do

some

research

on

the

internetbefore

a

major

purchaseConsumer

attitudes:ecommerce

&retailAgreementwithstatements

towards

ecommerce

&retail

intheNetherlands67%51%50%44%42%43%28%

28%27%25%23%13%

13%11%

11%When

Iplanamajor

Customer

reviews

on

theIusuallymanagehabitual

/recurrentorders

directly

viamysmartphone

or

tabletIamexcited

aboutusing

When

Iorder

anitem,

IAugmented

&Virtual

prefer

express

shippingReality

while

shoppingpurchase,Ialwaysdosome

researchon

the

internet

firstinternet

are

very

helpfulBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=2027,

allrespondentsConsumer

Insights

Global

as

of

August

202346%

ofebay

shoppers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands46%40%

40%27%

28%23%23%21%18%14%10%9%2%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=57,

ebay

shoppers,n=1010,

online

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

ofebay

shoppers

think

that

the

environment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoebay

shoppers51%50%46%

46%44%41%40%35%39%38%37%37%35%30%33%30%30%28%28%28%28%24%26%26%26%24%20%

20%14%13%EnvironmentRising

prices/inflation/cost

of

livingEconomicsituationEducationHealth

andsocial

securityHousingPovertyDefense

&foreign

affairs

water

securityFood

andUnemploymentBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";Multi

Pick;Base:n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

shoppers,

ebay

shoppers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users16%30%46%9%Category

usersAllrespondents19%31%32%33%16%17%20%32%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past12

months?";

Multi

Pick;

Base:

n=57,

ebay

shoppers,

n=1010,

online

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsebay

shoppers

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

online

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet89%

89%87%74%71%70%58%54%51%49%48%

48%48%42%41%40%37%37%35%26%27%

27%25%25%23%15%12%SmartphoneLaptopTabletDesktop

PCBrand

usersSmart

TVSmartwatchGaming

console

Streaming

device

Smart

speakersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=57,

ebay

shoppers,

n=1010,online

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

tend

to

be

more

active

on

social

media

than

other

onlineshoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype53%

48%51%51%47%44%

41%41%39%

39%41%40%39%36%

37%37%27%33%33%23%32%32%25%21%

21%21%20%

20%12%12%11%7%11%7%6%2%SentprivatemessagesFollowedpeoplePostedpictures/videosCommented

Liked

posts

Posted

textsSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusers/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=57,

ebay

shoppers,

n=1010,online

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

tend

to

go

to

the

movies

more

often

than

online

shoppers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks81%

75%75%70%68%

64%67%54%63%62%61%

61%51%47%46%44%44%42%42%33%39%37%31%29%33%19%19%

19%

15%32%29%28%15%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaDailynewspapersOnlinenewswebsitesMagazinesPodcastsOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

you

bought

somethingfromin

the

past

12

months?";

Multi

Pick;Base:n=57,

ebay

shoppers,

n=963,

online

shoppers,n=6067,

all

respondentsConsumer

Insights

Global

as

of

August

2023ebay

shoppers

remember

seeing

ads

in

online

storesmore

often

than

otheronline

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereebayshoppersintheNetherlandshavecome

across

digitaladvertisinginthepast4weeks51%49%47%44%42%37%36%

36%36%

36%36%35%33%33%26%30%30%28%27%26%22%22%

22%21%21%19%18%18%17%16%Onlinestores

Search

engines

Social

mediaVideo

portalsVideo

gamesNewslettersEditorialwebsitesandappsMusicportalsWebsitesandappsof

brandsVideo

streamingservicesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:n=57,

ebay

shoppers,

n=1010,online

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202347%

ofebay

shoppers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks47%39%

39%44%42%34%40%31%35%32%32%30%

30%30%30%20%

20%26%24%23%21%

21%16%

16%OnTVDirectly

inthestoreOntheradioOnadvertising

AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/advertisingmailspaces/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

ebay

shoppers,n=1010,