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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&BRANDSMessengers:

Microsoft

Teamsusers

in

the

United

KingdomConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMicrosoft

Teams

users

inthe

UnitedKingdom:

who

theyare;

whatthey

like;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Microsoft

Teamsusers

inthe

UnitedKingdom(’’brandusers’’)

against

UKmessenger

usersingeneral

(’’category

users’’),

and

theoverall

UKconsumer,

labelled

as

’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)•

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

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

14%,

Microsoft

Teams

is

one

of

the

top

5

messengerservices

in

the

UKManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesintheUKWhatsAppFacebook

MessengerFaceTime73%53%25%23%iMessageMicrosoft

TeamsZoom14%13%Telegram11%11%10%9%DiscordGoogle

Chat/Google

MeetSkype4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=3,027

messengerusersConsumer

Insights

Global

as

of

October

2024Sources:Microsoft

Teams

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsMicrosoft

Teams

ismore

popularamong

Millennials

thanothermessenger

services.Being

successful

ismore

important

toMicrosoft

Teams

usersthantoothermessenger

users.Itstands

out

that31%

ofMicrosoftTeams

users

areexcited

aboutusingthe

Microsoft

Teams

usersthanthe

averagemetaverse.LinkedInismore

popularamongmessenger

user.Compared

toothermessenger

services,

Financeand

economy

arerelatively20%

ofMicrosoft

Teams

users

areinnovators

or

early

adopters

ofnewproducts.Microsoft

Teams

usersrememberseeing

adson

social

media

more

oftenthan

other

messenger

users.Microsoft

Teams

hasarelatively

highshareof

male

users.prevalent

interests

of

Microsoft

Teamsusers.Microsoft

Teams

hasalarger

shareofusers

with

ahigh

income

thanothermessenger

services.Outdooractivities

arearelativelypopularhobbyamong

Microsoft

Teamsusers.Arelatively

highshare

ofMicrosoftTeams

users

think

thattheeconomicsituationis

anissue

thatneedstobeaddressed.Microsoft

Teams

usersare

more

likelytoliveincitiesandurbanareas

thanmessenger

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Microsoft

Teams

ismore

popular

among

Millennials

than

other

messengerservicesDemographic

profile:

generationsAgeof

consumersintheUKBrand

users19%41%34%6%Category

usersAllrespondents24%34%31%10%23%35%32%10%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=421

MicrosoftTeamsusers,n=3,027

messenger

users,

n=24,197

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Compared

to

other

messenger

services,

Microsoft

Teams

has

a

relatively

highshare

of

male

usersDemographic

profile:

genderGenderofconsumersintheUKBrand

users56%44%Category

usersAllrespondents49%51%49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=421

MicrosoftTeams

users,n=3,027

messengerusers,n=24,197

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Microsoft

Teams

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK36%29%27%26%23%23%22%22%18%14%

14%9%9%8%6%5%3%3%0%

1%

1%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

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=421

MicrosoftTeams

users,

n=3,027

messengerusers,n=24,197

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Microsoft

Teams

has

a

larger

share

of

users

with

a

high

income

than

othermessenger

servicesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users52%34%14%Category

usersAllrespondents32%33%38%30%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuseregularly?";Multi

Pick;Base:n=421

MicrosoftTeamsusers,n=3,027

messenger

users,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

messenger

users,

Microsoft

Teams

users

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive41%32%31%24%23%22%18%17%14%13%

12%10%9%

9%7%5%

5%Other4%2%

2%

2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

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

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=421MicrosoftTeamsusers,n=3,027

messengerusers,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

are

more

likely

to

live

in

cities

and

urban

areas

thanmessenger

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK36%29%27%24%23%22%21%18%17%15%13%12%9%

9%7%7%7%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";

Multi

Pick;Base:

n=421

MicrosoftTeamsusers,n=3,027

messengerusers,n=24,197

allrespondentsConsumer

Insights

Global

as

of

October

202410%

of

Microsoft

Teams

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users10%10%8%88%1%Category

usersAllrespondents87%3%88%3%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=421

MicrosoftTeamsusers,n=3,027

messengerusers,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

more

important

to

Microsoft

Teams

users

than

to

othermessenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%59%57%47%48%42%44%43%42%34%33%37%34%31%30%24%29%29%24%27%24%13%11%16%13%12%11%10%

10%6%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulHavingagood

timeLearningnew

thingsMaking

myown

decisionsAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=421

MicrosoftTeamsusers,n=3,027

messenger

users,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Finance

and

economy

are

relatively

prevalent

interests

of

Microsoft

Teams

usersConsumer

lifestyle:

main

interestsTop10

interestsofMicrosoft

Teamsusersinthe

UK65%57%56%54%53%47%47%47%46%45%

45%42%

42%40%38%38%37%37%

37%35%32%31%

31%30%28%27%26%

26%26%

26%Movies,TVshows&musicFood

&diningTravelFinance&economySportsHealth

&fitnessScience

&technologyPolitics&societyandcurrentworld

eventsHistoryFashion&beautyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=421

MicrosoftTeamsusers,n=3,027

messenger

users,n=24,197

allrespondentsConsumer

Insights

Global

as

of

October

2024Outdoor

activities

are

a

relatively

popular

hobby

among

Microsoft

Teams

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMicrosoft

TeamsusersintheUK50%48%45%42%

42%39%38%38%

38%38%33%37%36%

32%32%36%35%31%35%34%33%31%29%28%28%

27%25%

25%25%24%ReadingTravelingCooking/bakingOutdooractivitiesSocializingVideo

gamingShoppingTech

/computersPetsDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=421

MicrosoftTeams

users,n=3,027

messengerusers,n=24,197

allrespondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

othermessenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMicrosoft

TeamsusersintheUK24%23%19%17%16%15%15%14%14%14%13%13%12%11%11%11%11%10%10%

11%10%10%8%

8%8%7%6%6%

6%6%Fitness,aerobics,

cardioRunning/joggingSwimming/DivingCyclingSoccerYoga

/pilatesHikingTennisDancingBadmintonBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=209

MicrosoftTeamsusers,n=3027

messengerusers,n=9,089

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

are

more

likely

to

follow

soccer

than

other

messengerusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byMicrosoft

TeamsusersintheUK39%31%30%18%14%

11%11%13%13%10%13%12%11%

11%11%11%11%10%9%8%7%7%

7%7%7%

6%6%5%6%5%SoccerTennisBoxingGolfRugbyCricketSwimming/divingMotorsportsAmericanfootballAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=197

MicrosoftTeams

users,

n=3027

messengerusers,n=8,930

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

31%

of

Microsoft

Teams

users

are

excited

about

using

themetaverseConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainthe

UK45%43%42%

41%39%38%35%31%25%24%24%20%19%18%

18%Idon’tmindadvertising

ifIgetfree

content

inreturnIamoften

annoyedbyadvertising

ontheinternetIhaveboughtproducts

Iamexcited

aboutusingbecause

celebrities

or

themetaverseinfluencers

advertised

(immersive

virtualworld)themIdon’tmind

whencompanies

usemy

personal

dataforadvertisingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=421

MicrosoftTeams

users,

n=3,027

messengerusers,n=4,036

allrespondentsConsumer

Insights

Global

as

of

October

202420%

of

Microsoft

Teams

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK36%36%35%35%33%30%19%18%16%15%10%10%5%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=421

MicrosoftTeamsusers,n=3,027messengerusers,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Microsoft

Teams

users

think

that

the

economicsituation

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toMicrosoft

Teamsusers59%64%59%52%41%41%46%45%43%38%38%37%42%37%41%40%40%40%39%38%37%36%36%30%35%31%

32%29%30%29%Rising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityHousingImmigrationPovertyClimatechangeCrimeEnvironmentEducationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=421

MicrosoftTeams

users,n=3,027

messengerusers,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

tend

to

have

moreleft

leaning

political

views

than

othermessenger

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users29%33%30%8%Category

usersAllrespondents25%38%24%13%23%39%25%14%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

instant

messengerorvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=421

MicrosoftTeams

users,n=3,027

messengerusers,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Microsoft

Teams

users

than

the

averagemessenger

userMarketing

touchpoints:social

media

usageSocial

mediausageintheUK

by

brand81%

74%76%73%72%61%60%59%57%53%51%43%41%48%27%33%32%31%

30%27%23%23%14%22%21%20%20%12%10%8%FacebookYouTube

InstagramLinkedInTikTokX(Twitter)SnapchatRedditTwitchBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=421MicrosoftTeamsusers,n=3027

messengerusers,n=18145

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

tend

to

listen

to

digital

music

content

more

often

thanmessenger

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks84%

79%82%67%67%78%70%58%

57%67%59%45%45%48%48%49%35%45%34%40%26%36%35%24%32%28%17%

16%26%24%23%14%14%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsPodcastsMovies

/cinemaMagazinesDailynewspapersOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";Multi

Pick;Base:

n=421

MicrosoftTeamsusers,n=3,027

messengerusers,n=24,197all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

remember

seeing

ads

on

social

media

more

often

thanother

messenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMicrosoft

Teamsusersinthe

UK

havecome

across

digitaladvertisinginthepast4weeks64%56%55%51%47%45%43%41%40%38%37%35%35%34%33%30%27%

27%27%27%26%23%22%21%17%

17%17%16%11%11%Social

media

Search

engines

Video

portals

Video

streamingservicesWebsitesandappsof

brandsOnlinestoresVideo

gamesMusicportalsPodcastsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=421

MicrosoftTeams

users,n=3,027messengerusers,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

Teams

users

remember

ads

they

saw

out-of-home

more

often

thanother

messenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks56%53%48%

49%47%46%38%35%

35%31%32%32%31%20%30%29%25%16%24%

23%19%17%17%16%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=421

MicrosoftTeamsusers,n=3,027messengerusers,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthee