机构研究报告-西班牙视频直播服务用户分析报告：DLive-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:DLive

followers

in

SpainConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDLive

followers

inSpain: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

DLivefollowers

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

insightsDLive

is

the

tenth

most

used

video

live

streaming

service

in

Spain

with

YouTubeLive

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:DLive

followers

in

SpainManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDLive

ismore

popularamongGeneration

Zthanother

video

livestreaming

services.Anhonest

and

respectable

lifeis

lessimportant

to

DLive

followers

thantoother

video

livestreaming

siteusers.Itstands

out

that33%

ofDLive

followers

LinkedInismore

popularamong

DLiveoften

havedifficulty

distinguishingadvertising

from

content.followers

thanthe

average

videolivestreaming

siteuser.DLive

ismore

popularamong

malevideo

livestreaming

siteusers

thanfemale

video

livestreaming

siteusers.Gaming

and

eSports

are

relativelyprevalent

interests

of

DLivefollowers.22%

ofDLive

followers

areearlyadopters,

when

itcomes

toinnovation.DLive

followers

remember

seeing

adson

blogs

and

forums

more

often

thanother

video

livestreaming

siteusers.Carsor

vehicles

are

relatively

popularhobbiesamong

DLivefollowers.47%

ofDLive

followers

think

thatunemployment

isanissuethatneeds

tobeaddressed.DLive

hasalarger

shareof

followerswith

ahigh

income

than

other

video

livestreaming

services.DLive

followers

are

more

likely

to

live

inlarge

citiesthanvideo

livestreaming

siteusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+DLive

is

more

popular

among

Generation

Z

than

other

video

live

streamingservicesDemographic

profile:

generationsAgeof

consumersinSpainBrand

users35%47%15%4%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=55

DLive

followers,n=1,244

video

live

streaming

site

users,n=12,169

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024DLive

is

more

popular

among

male

video

live

streaming

site

users

than

femalevideo

live

streaming

site

usersDemographic

profile:

genderGenderofconsumersinSpainBrand

users60%40%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=55

DLivefollowers,n=1,244

video

live

streaming

site

users,n=12,169

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

DLive

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSpain44%31%30%24%

24%24%15%15%14%13%13%12%11%7%7%3%4%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=55

DLive

followers,n=1,244

video

livestreaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:DLive

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

users42%26%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=55

DLive

followers,n=1,244

video

live

streaming

site

users,

n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

video

live

streaming

site

users

overall,

DLive

followers

are

relativelyunlikely

to

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSpain

live36%34%34%24%24%23%18%16%11%10%9%

9%9%9%8%5%5%5%

4%Other3%

3%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

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=55

DLivefollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024DLive

followers

are

more

likely

to

live

in

large

cities

than

video

live

streaming

siteusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSpain45%35%33%26%25%22%20%18%17%17%16%11%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=55

DLivefollowers,

n=1,244

video

live

streaming

siteusers,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

202416%

of

DLive

followers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSpainBrand

users16%82%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=55

DLivefollowers,

n=1,244

video

livestreaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

DLive

followers

than

to

othervideo

live

streaming

site

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSpain59%58%52%50%44%44%38%31%33%32%33%35%31%29%34%30%30%27%27%24%24%22%15%16%20%19%17%13%7%

7%AhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeSafety

andsecurityMaking

myown

decisionsLearningnew

thingsAdvancingmy

careerTobesuccessful

Social

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=55

DLive

followers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Gaming

and

eSports

are

relatively

prevalent

interests

of

DLive

followersConsumer

lifestyle:

main

interestsTop10

interestsofDLivefollowers

inSpain58%56%55%55%51%50%49%49%45%46%42%47%47%43%42%

41%44%44%42%38%40%40%34%36%36%35%28%27%23%16%SportsTravelHealth

&fitnessMovies,TVshows&musicFood

&diningFinance&economyScience

&technologyFashion&beautyCareer

&educationGaming

&eSportsBrand

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=55

DLive

followers,n=1,244

video

live

streaming

siteusers,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

DLive

followersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDLivefollowers

inSpain58%57%46%49%48%47%45%45%43%43%43%42%42%42%42%40%32%40%40%39%37%36%33%33%33%29%25%23%26%22%OutdooractivitiesCars/vehiclesVideo

gamingPetsReadingTech

/computersTravelingDoing

sportsandfitnessCooking/bakingPhotographyBrand

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=55

DLivefollowers,n=1,244

video

live

streamingsite

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024DLive

followers

are

more

likely

to

play

basketball

than

other

video

live

streamingsite

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDLivefollowers

inSpain29%25%25%24%24%23%22%

21%19%22%20%18%18%18%18%18%14%13%13%13%12%11%11%10%10%9%9%7%7%5%Running/joggingSoccerBasketballFitness,aerobics,

cardioHikingCyclingSwimming/DivingYoga

/pilatesTennisDancingBrand

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=31

DLivefollowers,

n=716

videolive

streaming

site

users,n=6,647

all

respondentsConsumer

Insights

Global

as

of

June

2024DLive

followers

are

more

likely

to

follow

basketball

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDLive

followers

inSpain40%40%35%35%24%24%

24%20%22%20%18%16%13%16%15%13%13%13%11%9%8%7%6%6%6%5%6%5%4%3%BasketballSoccerTennisCyclingMotorsportsHandballBoxingAmericanfootballAthletics(track&

field)MixedMartial

ArtsBrand

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=27

DLive

followers,n=569video

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

33%

of

DLive

followers

often

have

difficulty

distinguishingadvertising

from

contentConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainSpain55%50%44%42%36%36%33%30%28%21%22%20%16%10%8%Ihaveboughtproducts

Iamexcited

aboutusingbecause

celebrities

or

themetaverseinfluencers

advertised

(immersive

virtualworld)

free

content

inreturnthemIdon’tmindadvertising

ifIgetIdon’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=55

DLive

followers,n=1,244

video

live

streaming

siteusers,n=2,030

all

respondentsConsumer

Insights

Global

as

of

June

202422%

of

DLive

followers

are

early

adopters,

whenit

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSpain40%

40%39%32%31%25%22%18%14%13%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=55

DLivefollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

202447%

of

DLive

followers

think

that

unemployment

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Spain

accordingtoDLivefollowers60%60%59%58%57%55%55%54%52%49%47%38%37%36%40%33%39%38%37%37%36%36%35%30%34%33%31%31%29%29%Unemployment

ClimatechangeHealth

andsocial

securityHousingImmigrationEnvironmentEconomicsituationRising

prices/inflation/cost

of

livingCrimeGovernmentdebtBrand

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=55

DLive

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,

DLive

followers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSpainBrand

users22%29%44%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=55

DLivefollowers,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

DLive

followers

than

the

average

video

livestreaming

site

userMarketing

touchpoints:social

media

usageSocial

mediausageinSpain

by

brand86%73%86%81%74%76%66%68%58%50%57%57%57%43%40%32%36%34%21%26%22%21%21%19%13%8%15%14%1%

1%FlickrFacebook

InstagramLinkedInX(Twitter)

YouTubeTikTokTwitchSnapchatBrand

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=14

DLivefollowers,n=308

video

live

streaming

site

users,n=3033

all

respondentsConsumer

Insights

Global

as

of

June

2024DLive

followers

tend

to

read

daily

newspapers

more

often

than

video

livestreaming

site

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSpain

havebeen

using

inthe

past

4weeks84%

85%84%80%79%77%70%73%69%64%55%60%58%59%56%54%

54%49%47%33%45%37%44%44%31%36%35%29%29%26%20%8%6%Movies

/cinemaTVDigitalvideo

Digitalmusiccontent

contentRadioPodcastsDailynewspapersOnlinenewswebsitesMagazinesOnlinemagazinesWeeklynewspapersBrand

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=55

DLivefollowers,

n=1,244

video

livestreaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024DLive

followers

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDLivefollowers

inSpain

havecome

across

digital

advertisinginthepast4weeks54%45%45%44%44%44%42%42%

40%37%41%34%37%36%35%35%35%33%30%29%28%23%24%23%22%20%20%15%15%10%MusicportalsVideo

portals

Video

streaming

OnlinestoresservicesSocial

media

Search

engines

Video

gamesPodcastsBlogs/forumsEditorialwebsitesandappsBrand

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=55

DLivefollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024DLive

followers

remember

ads

they

saw

out-of-home

less

often

than

othervideo

live

streaming

site

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSpainhave

come

across

non-digital

advertisinginthepast4weeks64%

64%

64%49%38%38%31%

31%38%37%36%29%33%21%33%32%31%29%29%21%24%21%18%18%OnTVDirectly

inthestoreOntheradioAtthemovies/cinemaInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsOnadvertisingspaceson

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=55

DLive

followers,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

In