机构研究报告-西班牙视频直播服务用户分析报告：YouNow-外文版培训课件2024.7,temu

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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSVideo

live

streaming

services:YouNow

followers

in

SpainConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofYouNow

followers

in

Spain:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

YouNow

followers

inSpain

(’’brand

users’’)againstSpanish

video

livestreaming

siteusers

ingeneral

(’’category

users’’),

and

theoverall

Spanishconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Spain)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsYouNow

is

the

ninth

most

used

video

live

streaming

service

in

Spain

withYouTube

Live

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

videolivestreamingservicesinSpainYouTube

LiveTwitch67%48%Facebook

LiveSteamTV39%11%10%Gaming

TVDailymotion

GamesVimeo

LivestreamBigo

Live7%6%5%5%YouNowDLive5%4Notes:"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=1,244

video

live

streaming

site

usersConsumer

Insights

Global

as

of

June

2024Sources:YouNow

followers

in

SpainManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsYouNow

ismore

popularamongMillennials

thanother

video

livestreaming

services.Success

and

career

advancement

arerelatively

important

to

YouNowfollowers.Itstands

out

that52%

ofYouNowfollowers

boughtproducts

becausecelebrities

or

influencers

advertisedthem.LinkedInismore

popularamongYouNow

followers

thantheaveragevideo

livestreaming

siteuser.YouNow

hasmore

malethan

femalefollowers.Fashion

and

beauty

arerelativelyprevalent

interests

of

YouNowfollowers.YouNow

followers

remember

seeing

adson

blogs

and

forums

more

often

thanother

video

livestreaming

siteusers.30%

ofYouNow

followers

areearlyadopters,

when

itcomes

toinnovation.YouNow

hasalarger

shareof

followerswith

ahigh

income

than

other

video

live

Photography

isarelatively

popularArelatively

highshare

ofYouNowfollowers

thinkthatgovernment

debtisanissuethatneeds

tobeaddressed.streaming

services.hobbyamong

YouNow

followers.YouNow

followers

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

video

livestreaming

siteusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+YouNow

ismore

popular

among

Millennials

than

other

video

live

streamingservicesDemographic

profile:

generationsAgeof

consumersinSpainBrand

users24%51%21%5%Category

usersAllrespondents21%38%34%7%18%33%41%9%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=63

YouNow

followers,n=1,244

video

live

streaming

site

users,n=12,169

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024YouNow

has

more

male

than

female

followersDemographic

profile:

genderGenderofconsumersinSpainBrand

users57%43%Category

usersAllrespondents52%48%49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";

Multi

Pick;Base:n=63

YouNow

followers,

n=1,244

video

live

streaming

site

users,n=12,169

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

YouNow

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSpain38%31%30%24%

24%17%16%15%15%14%14%13%12%11%10%3%3%3%2%

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

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=63

YouNow

followers,

n=1,244

videolive

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:YouNow

has

a

larger

share

of

followers

with

a

high

income

than

other

video

livestreaming

servicesDemographic

profile:

incomeShare

ofconsumersinSpain

inthehigh,

middle,

andlow

thirdsofmonthly

household

gross

incomeBrand

users44%25%32%33%33%Category

usersAllrespondents35%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

websites

orapps

have

youused

in

the

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=63

YouNow

followers,

n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

video

live

streaming

site

users,

YouNow

followers

arerelatively

likely

to

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSpain

live34%34%33%24%23%19%18%16%16%11%10%10%9%9%8%8%5%

4%Other3%3%

3%Multi-generationalfamilySinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

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

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;Base:n=63

YouNow

followers,

n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024YouNow

followers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

video

live

streaming

site

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSpain38%35%33%32%26%25%19%18%17%17%16%10%7%7%2%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=63

YouNow

followers,n=1,244

video

live

streaming

siteusers,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

202416%

of

YouNow

followers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSpainBrand

users16%83%2%Category

usersAllrespondents9%87%3%7%89%4%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=63

YouNow

followers,

n=1,244

videolive

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

YouNow

followersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSpain58%59%59%52%50%41%31%37%31%30%35%35%34%32%32%30%27%27%25%22%19%24%24%20%15%17%14%7%

7%6%Anhonest

andrespectable

lifeAhappyrelationshipLearningnew

thingsSafety

andsecurityTobesuccessfulAdvancingmy

careerMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=63

YouNow

followers,

n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

YouNow

followersConsumer

lifestyle:

main

interestsTop10

interestsofYouNow

followers

inSpain58%60%55%52%56%55%51%49%54%50%43%46%45%41%46%46%44%41%42%41%40%34%34%38%38%38%35%35%27%25%TravelFashion&beautyMovies,TVshows&musicFood

&diningScience

&technologySportsFinance&economyHealth

&fitnessHistoryVehicles

&mobilityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=63

YouNow

followers,n=1,244

video

live

streamingsite

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Photography

is

a

relatively

popular

hobby

amongYouNow

followersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofYouNow

followers

inSpain63%58%57%52%51%48%44%49%46%41%44%43%43%43%43%41%38%40%40%40%40%38%36%35%33%32%26%25%23%22%TravelingCooking/bakingVideo

gamingReadingSocializingTech

/computersOutdooractivitiesPhotographyCars/vehiclesShoppingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=63

YouNow

followers,

n=1,244

video

live

streamingsite

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024YouNow

followers

are

more

likely

to

go

cycling

than

other

video

live

streamingsite

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofYouNow

followers

inSpain29%25%24%24%24%23%18%21%19%18%17%16%16%14%14%14%13%13%13%12%11%11%11%10%10%9%9%7%7%5%HikingCyclingRunning/joggingSoccerDancingYoga

/pilatesBasketballFitness,aerobics,

cardioSwimming/DivingTennisBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=29

YouNow

followers,n=716video

live

streaming

site

users,n=6,647

all

respondentsConsumer

Insights

Global

as

of

June

2024YouNow

followers

are

more

likely

to

follow

cycling

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byYouNowfollowers

inSpain40%38%35%24%24%24%22%21%20%20%17%17%16%13%16%13%11%11%11%10%9%8%6%6%6%6%5%5%4%3%SoccerBasketballCyclingTennisBoxingMotorsportsAthletics(track&

field)HandballMixedMartial

ArtsAmericanfootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=29

YouNow

followers,n=569

video

live

streaming

site

users,n=5,061

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

52%

of

YouNow

followers

bought

products

because

celebritiesor

influencers

advertised

themConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainSpain63%55%52%50%49%35%30%28%21%22%20%17%16%10%8%Idon’tmindadvertising

ifIgetfree

content

inreturnIhaveboughtproducts

Iamexcited

aboutusingbecause

celebrities

or

themetaverseinfluencers

advertised

(immersive

virtualworld)themIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIoften

havedifficultydistinguishingadvertising

from

contentBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=63

YouNow

followers,

n=1,244

video

live

streaming

siteusers,n=2,030

all

respondentsConsumer

Insights

Global

as

of

June

202430%

of

YouNow

followers

are

early

adopters,

whenit

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSpain40%

40%39%32%31%30%18%16%14%14%13%10%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

websites

orapps

have

you

used

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=63

YouNowfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

YouNow

followers

think

that

government

debt

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Spain

accordingtoYouNow

followers59%63%55%57%60%60%58%57%54%51%55%49%48%49%48%52%52%41%37%37%42%37%41%41%40%40%37%36%31%30%UnemploymentEconomicsituationHealth

andsocial

securityEducationHousingGovernmentdebtPovertyImmigrationRising

prices/inflation/cost

of

livingCrimeBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=63

YouNow

followers,

n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

video

live

streaming

site

users,

YouNow

followers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSpainBrand

users24%29%43%5%Category

usersAllrespondents33%34%30%28%29%9%26%12%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

websites

orapps

have

youused

inthe

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=63

YouNow

followers,

n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

YouNow

followers

than

the

average

video

livestreaming

site

userMarketing

touchpoints:social

media

usageSocial

mediausageinSpain

by

brand85%85%76%66%81%74%77%73%68%69%58%50%62%62%54%40%32%38%38%34%31%26%22%21%19%15%13%8%2%

2%TumblrInstagram

YouTubeFacebookTikTokLinkedInX(Twitter)SnapchatTwitchBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;Base:n=13

YouNow

followers,

n=308

video

live

streaming

site

users,n=3033

all

respondentsConsumer

Insights

Global

as

of

June

2024YouNow

followers

tend

to

read

daily

newspapers

more

often

than

video

livestreaming

site

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSpain

havebeen

using

inthe

past

4weeks87%84%

85%81%79%79%69%77%70%65%55%62%54%54%59%

58%

59%57%56%54%49%49%45%37%36%29%33%31%29%26%21%8%6%DigitalvideocontentTVMovies

/cinemaDigitalmusic

OnlinenewsRadioDailynewspapersPodcastsOnlinemagazinesMagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=63

YouNow

followers,n=1,244

video

livestreaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024YouNow

followersremember

seeing

ads

on

blogs

and

forums

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereYouNow

followers

inSpain

have

come

across

digital

advertisinginthe

past4weeks63%57%54%49%48%45%44%35%43%43%41%40%40%38%38%37%29%37%37%34%30%30%28%26%23%23%22%20%15%10%Video

portalsOnlinestores

Video

streaming

Social

mediaservicesMusicportalsVideo

gamesEditorialwebsitesandappsSearch

enginesWebsitesandappsof

brandsBlogs/forumsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=63

YouNow

followers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024YouNow

followersremember

ads

they

saw

directly

in

the

store

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSpainhave

come

across

non-digital

advertisinginthepast4weeks64%

64%62%60%48%40%31%38%38%37%37%37%33%21%33%32%31%31%30%29%21%21%18%18%OnTVDirectly

inthestoreAtthemovies/cinemaOntheradioInprintedmagazinesandjournalsOnadvertisingspacesInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=63

YouNowfollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,