瑞士视频直播软件younow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

&

BRANDSVideo

live

streaming

services:YouNow

followers

in

SwitzerlandConsumer

InsightsSeptember

2023Consumer

Insights

Global

surveyIntroductionReportoverviewGlobal

survey

methodology

(1)Design:

OnlineSurvey,

split

questionnaire

designThis

report

offers

the

reader

acomprehensiveoverview

ofYouNowfollowers

in

Switzerland:

whothey

are;

what

they

like;

what

they

think;

and

how

toreach

them.

It

provides

insights

ontheirdemographics,

lifestyle,

opinions,

and

marketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

of

eachcountry

withAmerican

English

offered

as

an

alternativeRegion:

56

countriesAdditionally,

the

report

allows

the

reader

toNumber

of

respondents:benchmark

YouNowfollowers

in

Switzerland

(’’brandusers’’)

against

Swiss

video

live

streaming

siteusers

ingeneral

(’’category

users’’),

and

the

overall

Swissonliner,

labelled

as

’’all

respondents’’

in

the

charts.•

12,000+

forcountries

withthe

extended

survey(including

Switzerland)•

2,000+

for

the

basic

surveySample:

Internet

users,

aged

18

–64,

quotas

set

ongender

and

ageThe

report

is

updated

quarterly

and

isbasedondatafrom

theConsumer

Insights

Global

survey,

anFieldwork:international

survey

that

covers

more

than

15,000brands

across

56

countries.•

Continuous

from

January

to

December•

Countries

that

receivethe

extended

survey

areupdated

fourtimes

ayear2Notes:(1):

See

the

fullmethodology

for

a

detailed

overviewof

the

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsYouNow

ranks

outside

the

top

10

of

most

usedvideo

live

streaming

services

inSwitzerlandManagement

summary:

brand

usageand

competitionTop

10

most

used

video

live

streaming

services

in

SwitzerlandYouTube

LiveFacebook

LiveTwitch50%34%28%Bigo

Live19%DLive15%15%DailymotionGamesBeyond

LIVENimo

TV13%10%10%9%InstagibGosugamers4Notes:"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=615,video

live

streamingsite

usersConsumer

Insights

Global

as

of

September

2023Sources:YouNow

followers

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumer

lifestyleConsumer

attitudesMarketing

touchpointsYouNowis

more

popular

amongMillennials

than

other

video

livestreaming

services.Learning

new

things

is

more

importantto

YouNow

followers

than

to

othervideo

live

streaming

siteusers.Itstands

out

that

42%

ofYouNowfollowers

bought

products

becausecelebrities

or

influencers

advertisedthem.YouNowfollowers

access

the

internetviaasmart

speaker

more

often

than

theaverage

video

live

streaming

siteuser.Compared

to

other

video

live

streaming

YouNowfollowers

are

more

interestedYouNowfollowers

tend

to

shareservices,

YouNow

has

arelativelyhighshare

ofmalefollowers.in

career

and

education

than

othervideo

live

streaming

siteusers.38%

ofYouNowfollowers

are

laggardsor

in

the

latemajorityofinnovationadoption.company

posts

online

more

often

thanother

videolive

streaming

siteusers.YouNowhas

alarger

share

offollowersCars

or

vehicles

are

relatively

popularwithahighincomethan

other

video

live

hobbies

among

YouNow

followers.streaming

services.YouNowfollowers

remember

seeing

adsonvideo

streaming

services

more

oftenthan

other

video

live

streaming

siteusers.A

relatively

highshareof

YouNowfollowers

think

that

unemployment

isanissue

that

needs

to

be

addressed.YouNowfollowers

are

morelikelyto

livein

largecities

than

video

live

streamingsiteusers

in

general.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Type

ofcommunity•

LGBTQ+YouNow

is

more

popular

among

Millennials

than

other

video

live

streamingservicesDemographic

profile:

generationsAge

of

consumers

in

SwitzerlandBrand

users20%20%18%42%24%33%14%Category

usersAll

respondents36%10%35%36%11%Generation

ZMillennialsGeneration

XBabyBoomers7Notes:’’How

old

are

you?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=50,YouNow

followers,n=615,video

live

streamingsiteusers,n=7804,allrespondentsSources:Consumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

services,

YouNow

has

a

relatively

highshare

of

male

followersDemographic

profile:

genderGender

of

consumers

in

SwitzerlandBrand

users64%36%Category

usersAll

respondents57%43%50%50%MaleFemale8Notes:’’What

is

your

gender?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;

Base:

n=50,YouNow

followers,n=615,video

livestreamingsite

users,n=7804,allrespondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

YouNow

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

education

in

Switzerland38%36%35%33%26%22%21%21%14%9%8%7%6%6%4%4%3%3%1%0%0%Noformaleducation

/primary

schoolLower

secondary

Upper

secondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAll

respondents9Notes:’’What

is

the

highest

levelof

education

you

have

completed?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=50,YouNow

followers,n=615,videolive

streamingsite

users,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:YouNow

has

a

larger

share

of

followers

with

a

high

income

than

other

video

livestreaming

servicesDemographic

profile:

incomeShare

of

consumers

in

Switzerland

in

the

high,

middle,

and

low

thirds

of

monthly

household

gross

incomeBrand

users49%27%24%Category

usersAll

respondents40%33%27%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

to

only

include

respondentsthat

provide

incomeinformation,recode

based

on

’’Monthly/annualhousehold

income

(local

currency)’’;

Single

Pick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

towatch

video

livestreams?";

Multi

Pick;Base:

n=50,YouNow

followers,n=615,video

livestreamingsite

users,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

YouNow

followers

arerelatively

likely

to

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

householdclassificationType

of

households

in

which

consumers

in

Switzerland

live32%30%27%26%24%22%20%20%17%15%13%12%7%6%

6%6%4%5%4%3%2%Single

householdCouplehouseholdSingle

parenthouseholdPartnersand

childrenMulti-generationalfamilyTwo

or

morerelated

adults

householdtypesOtherBrand

usersCategory

usersAll

respondents11

Notes:Sources:Typology

based

on

’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of

14

in

household’’;

Single

Pick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=50,YouNow

followers,n=615,video

livestreamingsite

users,n=7804,all

respondentsConsumer

Insights

Global

as

ofSeptember

2023YouNow

followers

are

more

likely

to

live

in

large

cities

than

video

live

streamingsite

users

in

generalDemographic

profile:

type

ofcommunityCommunities

where

consumers

live

in

Switzerland38%33%32%30%29%28%26%24%24%20%14%4%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAll

respondents12

Notes:Sources:’’In

what

type

of

community

do

you

live?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=50,YouNow

followers,n=615,video

livestreamingsiteusers,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

20234%

of

YouNow

followers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

status

of

consumers

in

SwitzerlandBrand

users4%92%4%4%Category

usersAll

respondents7%89%6%86%8%YesNoWouldrather

notsay13

Notes:Sources:’’Do

you

consider

yourself

part

of

the

LGBTQ+

community?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=50,YouNowfollowers,n=615,video

livestreamingsite

users,n=7804,all

respondentsConsumer

Insights

Global

as

ofSeptember

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Maininterests•

Hobbies

&

leisure

activities•

Sports

activities•

Sports

followedLearning

new

things

is

more

important

to

YouNow

followers

than

to

other

videolive

streaming

site

usersConsumer

lifestyle:

life

valuesMost

important

aspects

of

life

forconsumers

in

Switzerland48%46%44%43%42%40%39%39%39%38%37%34%28%33%32%31%30%28%22%27%27%24%24%22%19%18%16%13%14%4%Safety

andsecurityA

happyrelationshipLearningnew

thingsTo

besuccessfulHaving

agoodtimeAn

honestandrespectable

lifeSocial

justiceMaking

myowndecisionsAdvancingmycareerTraditionsBrand

usersCategory

usersAll

respondents15

Notes:Sources:’’Out

of

the

followinglist,which

are

the

3

mostimportant

aspects

to

you

in

life?

Please

choose

exactly

3.’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;Base:

n=50,YouNow

followers,n=615,video

live

streamingsiteusers,n=7804,all

respondentsConsumer

Insights

Global

as

ofSeptember

2023YouNow

followers

are

more

interested

in

career

andeducation

than

other

videolive

streaming

site

usersConsumer

lifestyle:

maininterestsTop

10

interests

of

YouNow

followers

in

Switzerland46%41%40%40%40%38%36%38%36%36%34%34%33%30%32%28%30%31%30%30%30%29%28%27%27%26%23%21%20%11%Health

&fitnessCareer

&educationFood

&diningMovies,TV

shows&musicTravelGaming

&eSportsScience&technologyVehicles

&mobilityFinance&economySportsBrand

usersCategory

usersAll

respondents16

Notes:Sources:’’What

topics

are

you

personally

interested

in?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=50,YouNow

followers,n=615,video

live

streamingsite

users,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

YouNow

followersConsumer

lifestyle:

hobbies

&leisureactivitiesTop

10

hobbies

and

leisure

activities

of

YouNow

followers

in

Switzerland41%40%36%36%39%38%37%36%36%35%33%32%32%30%30%30%28%28%28%28%27%24%27%24%23%23%22%Pets21%19%15%Doing

sportsand

fitnessCars

/vehiclesOutdooractivitiesTravelingSocializingTech/computersGardeningand

plantsMaking

musicReadingBrand

usersCategory

usersAll

respondents17

Notes:Sources:’’What

are

your

personal

hobbies

and

activities?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=50,YouNow

followers,n=615,video

livestreamingsite

users,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023YouNow

followers

are

more

likely

to

play

baseball

or

softball

than

other

videolive

streaming

site

usersConsumer

lifestyle:

sports

activitiesTop

10

sports

activities

of

YouNow

followers

in

Switzerland18%18%16%15%14%14%13%13%13%12%12%12%12%11%10%10%10%10%9%8%8%8%7%7%7%5%4%4%3%3%Baseball/

SoftballCyclingSoccerBadmintonBasketballFitness,aerobics,cardioGolfRunning/

JoggingSwimming/

DivingAmericanFootball

/Flag

FootballBrand

usersCategory

usersAll

respondents18

Notes:Sources:’’Which

of

these

sports

or

activitiesdo

you

do

at

least

occasionally?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=25,YouNow

followers,n=287,video

live

streamingsite

users,n=3860,all

respondentsConsumer

Insights

Global

as

of

September

2023YouNow

followers

are

more

likely

to

follow

handball

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

followedTop

10

sports

followed

by

YouNow

followers

in

Switzerland19%17%16%12%12%12%10%10%10%10%9%9%8%8%8%8%8%7%7%7%7%6%6%5%5%4%4%4%3%3%SoccerBasketballCyclingTennisAthletics(track

&field)BoxingHandballAmericanfootballBaseballIceHockeyBrand

usersCategory

usersAll

respondents19

Notes:Sources:’’In

which

of

these

sports

do

you

follow

competitions,leagues

or

teams?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=14,YouNow

followers,n=196,video

live

streamingsiteusers,n=2423,all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudes

towards

online

advertising•

Innovation

adoption•

Challenges

facing

the

country•

Politics20It

stands

out

that

42%

of

YouNow

followers

bought

products

because

celebritiesor

influencers

advertised

themConsumer

attitudes:

marketing

&

social

mediaAgreement

with

statements

towards

marketing

&

social

media

in

Switzerland42%38%34%32%32%31%31%29%24%24%22%21%17%16%11%Ihave

bought

productsbecausecelebrities

orinfluencers

advertisedthemIdon’t

mindadvertising

if

Igetfree

content

in

returnIusead

blockers

whenbrowsing

the

internetIdon’t

mindwhencompanies

usemypersonal

datafor

advertisingIoften

have

difficultydistinguishingadvertising

from

contentBrand

usersCategory

usersAll

respondents21

Notes:Sources:’’Which

of

these

statements

apply

to

you?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watchvideo

livestreams?";

MultiPick;

Base:

n=50,YouNow

followers,n=615,video

live

streamingsiteusers,n=1325,all

respondentsConsumer

Insights

Global

as

of

September

202338%of

YouNow

followers

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:

innovationadoptionInnovation

adopter

types

based

on

statementstowards

innovation

by

consumers

in

Switzerland47%46%41%26%22%20%20%16%16%15%14%12%2%1%1%InnovatorsEarlyadoptersBrand

usersEarlymajorityCategory

usersLate

majorityAll

respondentsLaggards22

Notes:Sources:Recode

based

on

’’Which

of

these

statements

regardingtechnology

apply

to

you?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=50,YouNowfollowers,n=615,video

live

streamingsite

users,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

YouNow

followers

think

that

unemployment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:

challenges

facingthe

countryThe

10

most

important

issues

facing

Switzerland

according

toYouNow

followers42%30%32%32%31%30%30%29%26%30%29%29%28%27%21%22%22%24%24%24%24%24%24%22%22%22%20%21%19%20%HousingUnemploymentHealth

andsocial

securityClimate

changeEducationImmigrationPovertyRising

prices/

inflation/EconomicsituationEnvironmentcost

oflivingBrand

usersCategory

usersAll

respondents23

Notes:Sources:’’What

do

you

personally

think

are

the

mostimportant

issues

in

your

country

of

residence

that

need

to

beaddressed?’’;Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=50,YouNow

followers,n=615,video

livestreamingsite

users,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

YouNow

followers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:

politicsPolitical

attitudes

of

consumers

in

SwitzerlandBrand

users14%26%52%8%Category

usersAll

respondents17%27%46%10%17%32%34%17%LeftCenterRightPrefer

not

to

answer24

Notes:Sources:Recode

based

on

’’Many

people

use

the

terms

’left’

and

’right’

when

they

want

to

describe

politicalviews.

Where

would

you

place

yourself

on

a

scale

from

left

to

right?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

inthe

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=50,YouNow

followers,n=615,video

live

streamingsiteusers,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usage

by

device•

Social

mediausage•

Media

usage

by

channel•

Digital

advertising

touchpoints•

Non-digital

advertising

touchpointsYouNow

followers

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

video

live

streaming

site

userMarketing

touchpoints:

internet

usage

by

deviceDevices

consumers

in

Switzerland

use

regularly

toaccess

the

internet88%

88%89%72%70%69%62%60%60%50%49%47%47%46%45%43%42%40%40%39%34%32%28%27%24%25%17%SmartphoneLaptopDesktop

PCSmart

TVTabletSmartwatchSmart

speakersGaming

console

Streaming

deviceBrand

usersCategory

usersAll

respondents26

Notes:Sources:’’Which

of

these

devices

do

you

regularly

use

with

an

internetconnection?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=50,YouNow

followers,n=615,video

live

streamingsiteusers,n=7804,all

respondentsConsumer

Insights

Global

as

ofSeptember

2023YouNow

followers

tend

to

share

company

postsonline

more

often

than

othervideo

live

streaming

site

usersMarketing

touchpoints:

social

media

usageSocial

media

activities

in

Switzerland

by

type50%46%46%40%40%

40%44%40%

41%36%37%36%

36%39%38%30%36%36%32%31%30%25%29%28%28%27%27%23%16%22%9%6%4%

4%2%

2%Sent

privatemessagesFollowedpeopleSharedcompanypostsPosted

texts

Liked

postsPostedpictures/

videosLikedcompanypostsCommentedonpostsSharedposts

byother

usersFollowedIhave

only

Ihaven’t

used/

statusupdatesby

otheruserscompanies

usedsocial

social

mediamediapassivelyBrand

usersCategory

usersAll

respondents27

Notes:Sources:’’Which

of

these

things

have

you

doneon

social

media

in

the

past

4

weeks?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=50,YouNow

followers,n=615,video

live

streamingsiteusers,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023YouNow

followers

tend

to

listen

to

podcasts

more

often

than

video

livestreaming

site

users

in

generalMarketing

touchpoints:

mediausageby

channelType

of

media

consumers

in

Switzerland

have

been

using

in

the

past

4

weeks76%72%

66%70%64%70%56%55%52%51%46%49%47%38%48%

47%48%36%47%46%46%

43%

46%44%43%43%42%32%36%34%22%

22%32%Digital

videocontentTVPodcastsMovies

/cinemaMagazinesOnlinemagazinesDigital

musiccontentRadioOnlinenewswebsitesDailynewspapersWeeklynewspapersBrand

usersCategory

usersAll

respondents28

Notes:Sources:’’What

kind

of

media

have

you

used

in

the

past

4

weeks?’’;

Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=50,YouNow

followers,n=615,video

livestreamingsite

users,n=5951,all

respondentsConsumer

Insights

Global

as

of

September

2023YouNow

followers

remember

seeing

ads

onvideo

streaming

services

moreoftenthan

other

video

live

streaming

site

usersMarketing

touchpoints:

digital

advertising

touchpointsTop

10

places

where

YouNow

followers

in

Switzerland

have

come

across

digital

advertising

in

the

past

4

weeks52%46%36%38%42%42%

37%37%40%36%36%35%34%26%20%26%26%26%

26%21%26%25%24%22%18%22%21%19%19%13%VideoportalsSocial

media

Search

engines

Onlinestores

Videostreaming

Music

portalsservicesVideogamesWebsitesand

appsofbrandsBlogs/forumsEditorialwebsitesand

appsBrand

usersCategory

usersAll

respondents29

Notes:Sources:’’Where

have

you

come

across

digital

advertisements

in

the

past4

weeks?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=50,YouNow

followers,n=615,video

live

streamingsiteusers,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023YouNow

followers

remember

ads

they

saw

on

TV

more

often

than

other

videolive

streaming

site

usersMarketing

touchpoints:

non-digital

advertising

touchpointsPlaces

where

consumers

in

Switzerland

have

come

across

non-digital

advertising

in

the

past

4

weeks54%46%44%44%42%40%40%37%37%35%32%32%32%30%30%29%29%29%28%28%27%26%24%20%On

TVOn

advertisingspacesDirectlyinthe

storeAt

the

movies/cinemaInprintedmagazinesand

journalsOn

theradioInprinteddailynewspapersBymailshot

/advertisingmailonthe

goBrand

usersCategory

usersAll

respondents30

Notes:Sources:’’Where

have

you

come

across

non-digital

advertisements

in

the

past4

weeks?’’;MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;

Base:

n=50,YouNowfollowers,n=615,video

live

streamingsite

users,n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023CONSUMER

INSIGHTSUnderstand

what