瑞典google play电子书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&BRANDSE-Book

shops:

Google

PlayStore

customers

in

SwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGoogle

PlayStore

customers

in

Sweden:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Google

PlayStore

customers

inSweden(’’brandusers’’)

againstSwedish

E-book

shoppers

ingeneral

(’’category

users’’),

and

theoverall

Swedishonliner,

labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

Sweden)•

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

insightsGoogle

Play

Store

ranks

ninth

among

E-book

shops

in

SwedenManagement

summary:

brandusageand

competitionTop10

most

used

E-book

shopsinSwedenStorytelAmazon36%30%Bokus26%26%24%AdlibrisNextoryBookBeatAppleBooksCDON21%19%18%17%Google

PlayStoreBokon11%4Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=341,

E-book

shoppersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

E-book

shoppers

using

Google

Play

Store

grew

by7

percentagepoints

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

E-book

shoppersusingGoogle

Play

Store17%15%15%13%13%12%11%11%10%10%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=30

-

57

GooglePlayStorecustomers,n=291

-

354

E-book

shoppersConsumer

Insights

Global

as

of

August

2023Sources:Google

Play

Store

customers

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGoogle

PlayStore

ismore

popularamong

Millennials

thanother

E-bookshops.Success

and

career

advancement

areItstands

out

that39%

ofGoogle

Playrelatively

important

to

Google

PlayStore

Store

customers

prefer

to

own

hardGoogle

PlayStore

customers

access

theinternet

viaasmartwatch

more

oftenthan

theaverage

E-book

shopper.customers.copies

of

films,booksor

music.Google

PlayStore

hasmore

male

thanfemale

customers.Career

and

education

are

relativelyprevalent

interests

of

Google

PlayStorecustomers.32%

ofGoogle

Play

Storecustomers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Google

PlayStorecustomers

interact

with

companiesmore

often

than

other

E-book

shoppers.Google

PlayStore

hasalarger

share

ofcustomers

with

amedium

householdincome

thanotherE-book

shops.Carsor

vehicles

are

relatively

popularhobbiesamong

Google

PlayStorecustomers.Arelatively

highshare

ofGoogle

PlayStore

customers

thinkthattheenvironment

isanissuethatneedstobeaddressed.Google

PlayStore

customers

rememberseeing

adson

videostreaming

servicesmore

often

than

other

E-book

shoppers.Google

PlayStore

customers

are

morelikely

to

liveinlarge

citiesthanE-bookshoppers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Google

Play

Store

is

more

popular

among

Millennials

than

other

E-book

shopsDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users25%53%19%4%Category

usersAllrespondents27%45%23%6%20%35%32%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=57,

GooglePlay

Store

customers,n=341,

E-book

shoppers,

n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Google

Play

Store

has

more

male

than

female

customersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users58%42%Category

usersAllrespondents54%46%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

Google

Play

Storecustomers,n=341,

E-book

shoppers,

n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202356%

of

Google

Play

Store

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSweden33%25%24%22%22%21%21%19%18%16%15%14%12%10%6%5%

5%5%3%2%Lower

secondary

Uppersecondary2%Noformaleducation

/primary

schoolTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

GooglePlay

Storecustomers,n=341,

E-bookshoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

has

a

larger

share

of

customers

with

a

medium

householdincome

than

other

E-book

shopsDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users25%38%38%36%Category

usersAllrespondents33%33%32%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

thepast

12

months?";

Multi

Pick;Base:

n=57,

GooglePlayStorecustomers,n=341,

E-book

shoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

E-book

shoppers,

Google

Play

Store

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live51%35%27%26%24%23%18%14%10%10%9%9%9%9%8%5%4%4%3%3%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

GooglePlay

Storecustomers,n=341,

E-book

shoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

are

more

likely

to

live

in

largecities

than

E-bookshoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden60%46%42%32%29%29%18%16%11%9%9%0%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=57,

GooglePlay

Store

customers,n=341,

E-book

shoppers,

n=12167,all

respondentsConsumer

Insights

Global

as

of

August

202312%

of

Google

Play

Store

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users12%13%81%79%7%Category

usersAllrespondents9%9%82%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=57,

GooglePlayStorecustomers,n=341,

E-bookshoppers,

n=12167,

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

Google

Play

StorecustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%54%47%47%47%42%36%37%33%35%39%39%36%36%32%30%28%25%25%23%23%23%22%20%14%14%12%10%8%7%Safety

andsecurityAhappyrelationshipLearningnew

thingsHavingagood

timeAnhonest

and

Tobesuccessfulrespectable

lifeAdvancingmy

careerMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=57,GooglePlay

Store

customers,n=341,

E-book

shoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relativelyprevalent

interests

of

Google

Play

StorecustomersConsumer

lifestyle:

main

interestsTop10

interestsofGoogle

Play

Store

customers

inSweden58%54%54%51%49%47%46%46%44%44%44%44%41%40%40%40%40%39%32%36%34%34%33%

33%33%32%31%28%28%20%Movies,TVshows&musicFood

&diningTravelCareer

&educationHistoryScience

&technologySportsFinance&economyHealth

&fitnessPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=57,

GooglePlay

Store

customers,

n=341,

E-book

shoppers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Google

Play

StorecustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGoogle

Play

Store

customers

inSweden49%40%45%44%44%43%39%

43%39%42%41%40%40%39%37%35%34%33%33%

34%33%32%27%27%25%24%24%22%20%20%TravelingCars/vehiclesTech

/computersSocializingOutdooractivitiesCooking/bakingReadingPhotographyVideo

gamingDIYandarts&craftsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=57,

GooglePlayStorecustomers,n=341,

E-book

shoppers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

are

more

likely

to

play

soccer

than

other

E-bookshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGoogle

Play

Store

customersinSweden21%21%19%19%18%18%18%18%17%17%15%15%15%

15%12%12%12%12%10%10%10%9%7%7%6%4%3%3%1%1%CyclingHikingRunning/JoggingSoccerFitness,aerobics,cardioSwimming/DivingAmericanFootball

/FlagFootballBaseball/SoftballBasketballDancingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=25,

GooglePlay

Store

customers,n=136,

E-book

shoppers,

n=5219,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

are

more

likely

to

follow

baseball

than

other

E-book

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGoogle

Play

Store

customers

inSweden32%26%22%21%18%16%16%16%16%

16%15%14%14%11%11%11%9%9%9%6%5%5%5%5%4%3%3%2%Baseball2%2%SoccerBasketballAmericanfootballAthletics(track&field)CyclingGymnasticsTennisIceHockeyVolleyballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=25,

GooglePlay

Storecustomers,n=133,

E-book

shoppers,

n=3856,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

39%

of

Google

Play

Store

customers

prefer

to

own

hardcopies

of

films,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSweden65%63%

63%58%58%56%56%55%51%49%47%39%36%27%21%Digitalservices

allowme

to

discover

newandexcitingcontentIwant

to

access

mymusic/movies

onallmy

togetthebestimage

asitiseasier

tomanageItisimportant

tomeIprefer

digitalcontentIprefer

toown

hardcopies

of

films,devices

(TV,andsoundqualitybooks

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

GooglePlay

Storecustomers,n=341,

E-book

shoppers,

n=2025,all

respondentsConsumer

Insights

Global

as

of

August

202332%

of

Google

Play

Store

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden45%39%38%28%26%24%19%19%19%15%11%11%4%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=57,

GooglePlayStorecustomers,n=341,

E-book

shoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Google

Play

Store

customers

think

that

theenvironment

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoGoogle

Play

Store

customers61%53%49%45%44%43%40%33%37%37%31%36%32%38%37%36%35%35%35%35%33%33%32%32%31%31%30%26%21%20%EnvironmentCrimeEconomicsituationHousingImmigrationRising

prices

Climatechange/inflation/EducationHealth

andsocial

securityCivilrightscost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=57,

GooglePlayStorecustomers,n=341,

E-book

shoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Google

Play

Store

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users30%29%35%26%9%9%Category

usersAllrespondents30%32%26%26%34%15%LeftCenterRightPrefer

nottoanswer25

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

providers

have

youboughteBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=57,

GooglePlayStorecustomers,n=341,

E-book

shoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsGoogle

Play

Store

customers

access

the

internet

via

a

smartwatch

more

oftenthan

the

average

E-book

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet93%92%

92%86%76%75%71%67%63%60%58%57%54%54%51%51%47%47%47%46%45%38%37%32%32%24%19%SmartphoneLaptopSmart

TVTabletSmartwatchDesktop

PCStreaming

device

Gaming

console

Smart

speakersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

bought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=57,

GooglePlayStorecustomers,n=341,

E-book

shoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Google

Play

Store

customers

interact

with

companies

moreoften

than

other

E-book

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type63%63%66%64%56%55%56%44%54%53%53%51%

51%51%49%49%46%42%32%39%39%31%35%28%35%31%23%29%21%14%7%7%6%4%2%0%Liked

postsbyotherusersPostedpictures/videosFollowedpeopleCommented

SentprivateFollowedcompaniesSharedpostsbyother

usersLikedcompanypostsPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=57,

GooglePlayStorecustomers,n=341,

E-book

shoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

tend

to

go

to

the

movies

more

often

than

E-bookshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks79%79%71%68%

72%69%69%66%59%65%62%62%59%57%55%55%48%48%34%46%45%44%43%31%40%38%32%34%26%23%14%21%19%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaRadioMagazinesPodcastsDailynewspapersOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfrom

in

the

past

12

months?";

Multi

Pick;Base:n=29,

GooglePlay

Store

customers,n=164,

E-bookshoppers,

n=6071,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

remember

seeing

ads

on

video

streaming

servicesmore

often

than

other

E-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGoogle

Play

Store

customers

inSweden

havecome

across

digital

advertisinginthepast4weeks54%47%47%46%43%40%39%

38%42%41%40%38%39%33%32%32%31%30%28%18%27%26%25%25%24%22%21%19%19%14%Video

portalsOnlinestoresSocial

media

Video

streaming

Musicportals

Search

enginesservicesOtherappsEditorialwebsitesandappsVideo

gamesBlogs/forumsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:n=57,

GooglePlay

Store

customers,n=341,

E-book

shoppers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

remember

ads

they

saw

in

printed

dailynewspapers

more

often

than

other

E-book

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks53%47%40%47%46%46%44%44%44%40%40%39%40%34%33%27%30%

31%30%26%27%24%22%17%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks