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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-on-demand:
MicrosoftStore
users
in
the
UnitedKingdomConsumer
Insights
reportOctober2024Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofMicrosoft
Store
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
Storeusers
intheUnitedKingdom(’’brandusers’’)
against
UKvideo-on-demandusers
ingeneral
(’’category
users’’),
andthe
overall
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
insightsMicrosoftStore
ranks
outside
the
top
10
of
most
used
video-on-demandservices
in
the
UKManagement
summary:
brandusageand
competitionTop10
most
used
video-on-demand
servicesintheUKNetflixAmazon
Prime
VideoDisney+77%75%54%AppleTV+28%YouTube
PremiumSkyGo23%20%19%17%14%14%Discovery+Now
TViTunesGoogle
PlayStore4Notes:"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;
Base:
n=2,839
video-on-demand
usersConsumer
Insights
Global
as
of
October
2024Sources:The
market
share
of
Microsoft
Store
has
stayed
fairly
similar
compared
to
2021Q1Management
summary:
brandusagetimelineTimeline
of
video-on-demand
usersusing
Microsoft
Store9%8%8%8%7%7%7%7%7%7%7%7%6%6%6%2021
Q1
2021
Q2
2021
Q3
2021
Q4
2022
Q1
2022
Q2
2022
Q3
2022
Q4
2023
Q1
2023
Q2
2023
Q3
2023
Q4
2024
Q1
2024
Q2
2024
Q35Notes:Sources:"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;
Base:
n=82
-
231
MicrosoftStore
users,n=1324
-
2859
video-on-demand
usersConsumer
Insights
Global
as
of
October
2024MicrosoftStore
users
in
the
United
KingdomManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsMicrosoft
Store
ismore
popularamongSuccess
and
career
advancement
areMillennials
thanother
video-on-demand
relatively
important
to
Microsoft
StoreItstands
out
that61%
ofMicrosoft
Store
Snapchatis
more
popularamongusers
prefer
digitalcontent
asitiseasier
Microsoft
Store
users
thanthe
averageservices.users.tomanage.video-on-demand
user.Microsoft
Store
ismore
popularamongmale
video-on-demand
users
thanfemale
video-on-demand
users.Gaming
and
eSports
are
relativelyprevalent
interests
of
Microsoft
Storeusers.29%
ofMicrosoft
Store
users
areinnovators
or
early
adopters
ofnewproducts.Microsoft
Store
users
remember
seeingadsinvideo
gamesmore
often
thanother
video-on-demand
users.Microsoft
Store
hasalarger
shareofusers
with
ahigh
income
thanothervideo-on-demand
services.Tech
or
computers
arerelativelyArelatively
highshare
ofMicrosoftpopularhobbiesamong
Microsoft
Store
Store
users
think
thattheenvironmentusers.
isanissuethatneedstobeaddressed.Microsoft
Store
users
aremore
likely
toliveincities
and
urbanareas
thanvideo-on-demand
users
ingeneral.6Sources:Consumer
Insights
Global
as
of
October
2024CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+MicrosoftStore
is
more
popular
among
Millennials
than
other
video-on-demandservicesDemographic
profile:
generationsAgeof
consumersintheUKBrand
users33%50%14%2%Category
usersAllrespondents27%40%27%6%23%35%32%10%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past12
months
asa
paying
customer?";Multi
Pick;
Base:
n=231
MicrosoftStore
users,n=2,839
video-on-demand
users,n=24,197
all
respondentsSources:Consumer
Insights
Global
as
of
October
2024MicrosoftStore
is
more
popular
among
male
video-on-demand
users
thanfemale
video-on-demand
usersDemographic
profile:
genderGenderofconsumersintheUKBrand
users63%37%Category
usersAllrespondents53%47%49%51%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;Base:n=231
MicrosoftStoreusers,
n=2,839
video-on-demand
users,n=24,197
all
respondentsSources:Consumer
Insights
Global
as
of
October
202461%
of
Microsoft
Store
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationintheUK31%31%29%25%22%22%21%17%17%17%14%13%9%
9%
9%5%3%3%1%
1%0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/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
video-on-demand
providers
have
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;Base:
n=231
MicrosoftStoreusers,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024MicrosoftStore
has
a
larger
share
of
users
with
a
high
income
than
other
video-on-demand
servicesDemographic
profile:
incomeShare
ofconsumersintheUK
inthehigh,
middle,andlowthirdsof
monthlyhouseholdgross
incomeBrand
users49%28%23%Category
usersAllrespondents41%33%26%33%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
video-on-demand
providers
have
youused
inthe
past
12
months
asapaying
customer?";Multi
Pick;Base:n=231
MicrosoftStoreusers,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024Compared
to
other
video-on-demand
users,
Microsoft
Store
users
are
relativelylikely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersintheUKlive42%36%32%23%21%17%16%14%13%
13%
12%Two
or
more11%9%
9%8%6%5%5%4%2%
2%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenOthergenerationalfamilyrelated
adults
household
typesBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apayingcustomer?";Multi
Pick;Base:n=231
MicrosoftStoreusers,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024MicrosoftStore
users
are
more
likely
to
live
in
cities
and
urban
areas
than
video-on-demand
users
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveintheUK34%29%27%24%23%22%20%17%16%14%13%12%10%9%9%9%7%6%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
video-on-demand
providershave
you
used
in
the
past12
months
asa
paying
customer?";Multi
Pick;Base:n=231
MicrosoftStoreusers,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
202411%
of
Microsoft
Store
users
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersintheUKBrand
users11%8%85%88%4%3%3%Category
usersAllrespondents8%88%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
video-on-demand
providershave
youused
in
the
past12
months
asapaying
customer?";Multi
Pick;Base:n=231
MicrosoftStoreusers,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
MicrosoftStoreusersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersintheUK57%55%49%48%46%43%42%40%41%36%34%35%34%33%32%30%27%
29%23%26%26%24%16%12%10%13%11%10%9%6%AhappyrelationshipTobesuccessful
Anhonest
andrespectable
lifeSafety
andsecurityHavingagood
timeLearningnew
thingsAdvancingmy
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
video-on-demand
providershave
youused
in
the
past12
months
asa
paying
customer?";Multi
Pick;Base:n=231
MicrosoftStoreusers,
n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024Gaming
and
eSports
are
relatively
prevalent
interests
ofMicrosoft
Store
usersConsumer
lifestyle:
main
interestsTop10
interestsofMicrosoft
Store
usersintheUK58%57%57%54%51%
46%45%50%49%49%48%44%42%
42%40%40%39%39%37%37%36%32%31%30%29%27%26%22%21%19%Movies,TVshows&musicSportsFood
&diningTravelScience
&technologyHealth
&fitnessGaming
&eSportsFinance&economyHome
&gardenCareer
&educationBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;
Base:
n=231
MicrosoftStore
users,n=2,839video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024Tech
or
computers
are
relatively
popular
hobbies
among
MicrosoftStore
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofMicrosoft
Store
usersintheUK56%50%41%45%45%44%43%39%38%42%41%39%38%38%38%38%38%35%33%32%Pets32%31%31%29%28%29%28%27%25%25%Video
gamingTech
/computersTravelingShoppingReadingOutdooractivitiesSocializingDoing
sportsandfitnessCooking/bakingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;Base:n=231
MicrosoftStoreusers,
n=2,839video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024MicrosoftStore
users
are
more
likely
to
play
basketball
than
other
video-on-demand
usersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofMicrosoft
Store
usersintheUK25%23%23%22%21%19%18%17%16%16%15%15%14%13%13%12%11%11%11%10%9%9%8%8%8%7%7%6%6%6%SoccerFitness,aerobics,
cardioBasketballRunning/joggingCyclingDancingSwimming/DivingTennisYoga
/pilatesBadmintonBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
video-on-demand
providershave
youused
in
the
past12
months
asa
paying
customer?";Multi
Pick;
Base:
n=126
MicrosoftStoreusers,
n=2839
video-on-demand
users,n=9,089
all
respondentsConsumer
Insights
Global
as
of
October
2024MicrosoftStore
users
are
more
likely
to
follow
basketball
than
other
video-on-demand
usersConsumer
lifestyle:
sports
followedTop10
sports
followed
byMicrosoft
Store
usersintheUK46%33%30%28%25%25%21%20%20%16%16%15%13%12%11%11%10%
10%10%8%7%8%7%
6%6%7%7%6%5%5%SoccerBasketballBoxingTennisAmericanfootballCricketGolfSwimming/divingCyclingAthletics(track&
field)Brand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;Base:
n=124MicrosoftStore
users,n=2839
video-on-demand
users,n=8,930
all
respondentsConsumer
Insights
Global
as
of
October
2024CHAPTER
04Consumer
attitudes•
Attitudestowards
digital
media•
Innovation
adoption•
Challenges
facing
thecountry•
Politics21Itstands
out
that
61%
of
Microsoft
Store
users
prefer
digital
content
as
it
iseasier
to
manageConsumer
attitudes:media
&digitalmediaAgreementwithstatements
towards
media&digital
mediaintheUK77%66%65%63%61%58%55%53%47%46%46%39%35%
36%32%Iwant
to
access
mymusic/movies
onallmydevices
(TV,Digitalservices
allowme
to
discover
newandexcitingcontentItisimportant
tometogetthebestimage
asitiseasier
tomanage
afford
allthe
streamingandsoundqualityCategory
usersIprefer
digitalcontentItistooexpensive
toservices
thatIwantsmartphone,
tablet,etc.)Brand
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12months
as
apaying
customer?";Multi
Pick;Base:
n=231
MicrosoftStore
users,n=2,839
video-on-demand
users,n=4,033
all
respondentsConsumer
Insights
Global
as
of
October
202429%
of
Microsoft
Store
users
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinthe
UK41%39%36%33%29%26%19%17%16%15%13%10%3%1%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
video-on-demand
providershave
youused
in
the
past12
months
asapaying
customer?";Multi
Pick;Base:n=231MicrosoftStore
users,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024A
relatively
high
share
of
Microsoft
Store
users
think
that
the
environment
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
theUnitedKingdomaccording
toMicrosoft
Store
users59%56%43%42%43%43%35%38%37%39%37%41%40%40%39%38%33%33%38%37%36%
36%31%29%33%32%
32%29%
29%29%Rising
prices/inflation/cost
of
livingEconomicsituationEnvironment
ClimatechangeCrimeHousingHealth
andsocial
securityImmigration
UnemploymentPovertyBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past12
months
asapaying
customer?";Multi
Pick;Base:
n=231
MicrosoftStore
users,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024Compared
to
other
video-on-demand
users,
Microsoft
Store
users
tend
to
havemore
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersintheUKBrand
users17%32%42%9%Category
usersAllrespondents24%37%39%28%25%11%23%14%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
video-on-demand
providershave
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;Base:n=231
MicrosoftStoreusers,
n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024CHAPTER
05Marketing
touchpoints•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsSnapchat
is
more
popular
among
MicrosoftStore
users
than
the
average
video-on-demand
userMarketing
touchpoints:social
media
usageSocial
mediausageintheUK
by
brand81%80%
74%73%
73%66%64%57%63%60%58%56%46%45%41%36%35%35%32%30%27%
27%26%22%
23%20%15%12%10%8%Instagram
FacebookYouTubeTikTokX(Twitter)
SnapchatCategory
usersLinkedInRedditTwitchBrand
usersAllrespondents27
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?This
does
notinclude
instant
messengerssuch
as
WhatsApp.’’;
Multi
Pick;
"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apayingcustomer?";Multi
Pick;Base:n=173
MicrosoftStoreusers,n=2138
video-on-demand
users,
n=18145
all
respondentsConsumer
Insights
Global
as
of
October
2024MicrosoftStore
users
tend
to
go
to
the
movies
more
often
than
video-on-demand
users
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersintheUK
havebeen
using
inthepast4weeks84%
78%83%78%77%67%75%68%61%57%64%60%48%61%53%52%
45%45%50%46%36%39%38%32%31%32%28%26%24%21%16%16%14%TVDigitalvideo
Digitalmusiccontent
contentRadioPodcastsMovies
/cinemaDailynewspapersOnlinenewswebsitesMagazinesOnlinemagazinesWeeklynewspapersBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
video-on-demand
providershave
youused
in
the
past12
months
asa
paying
customer?";Multi
Pick;Base:n=231
MicrosoftStoreusers,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024MicrosoftStore
users
remember
seeing
ads
in
video
games
more
often
thanother
video-on-demand
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereMicrosoft
Store
usersintheUKhave
come
across
digital
advertisinginthe
past
4weeks58%57%52%48%46%46%45%44%42%42%41%38%39%37%36%35%34%30%29%28%27%26%25%21%21%20%17%17%14%11%Video
portalsSocial
media
Video
streaming
Search
engines
Video
gamesservicesWebsitesandappsof
brandsOnlinestoresMusicportalsPodcastsEditorialwebsitesandappsBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;Base:n=231MicrosoftStore
users,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024MicrosoftStore
users
remember
ads
they
saw
in
printed
magazines
andjournals
more
often
than
other
video-on-demand
usersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinthe
UK
havecome
across
non-digital
advertisinginthepast4weeks50%49%
49%46%43%35%40%39%39%38%36%35%33%33%32%29%25%23%23%20%19%17%17%16%OnTVDirectly
inthestoreOntheradioOnadvertising
By
mailshot
/
AtthemoviesInprinteddailynewspapersInprintedmagazinesandjournalsspacesadvertisingmail/cinemaon
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
video-on-demand
providers
have
youused
in
the
past
12
months
as
apaying
customer?";Multi
Pick;Base:
n=231MicrosoftStore
users,n=2,839
video-on-demand
users,n=24,197
all
respondentsConsumer
Insights
Global
as
of
October
2024CONSUMER
INSIGHTSUnderstand
what
driv
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