墨西哥视频点播用户分析报告：Apple TV+-外文版培训课件2026.7,temu

温馨提示：以下内容均为外文报告原文，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:AppleTV+usersinMexicoConsumerInsightsreportJune2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofAppleTV+usersinMexico:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkAppleTV+usersinMexico(’’brandusers’’)againstMexicanvideo-on-demandusersingeneral(’’categoryusers’’),andtheoverallMexicanconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingMexico)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofJune2024CHAPTER01Managementsummary•Brandusage•KeyinsightsAppleTV+istheninthmostusedvideo-on-demandserviceinMexicowithNetflixinfirstplaceManagementsummary:brandusageandcompetitionTop10mostusedvideo-on-demandservicesinMexicoNetflix85%AmazonPrimeVideoDisney+65%63%Max(HBOMax)49%ViXParamount+YouTubePremium31%29%27%ClaroVideo22%AppleTV+GooglePlayStore17%15%4Notes:"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=1,472video-on-demandusersSources:ConsumerInsightsGlobalasofJune2024Theshareofvideo-on-demandusersusingAppleTV+grewby8percentagepointssince2021Managementsummary:brandusagetimelineTimelineofvideo-on-demandusersusingAppleTV+17%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%13%13%12%12%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%10%10%10%9%9%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q1Notes:"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=138-253AppleTV+users,n=1469-1562video-on-demandusersSources:ConsumerInsightsGlobalasofJune2024AppleTV+usersinMexicoManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofAppleTV+usersandvideo-on-demandusersoverallisfairlysimilar.AppleTV+hasmoremalethanfemaleusers.AppleTV+hasalargershareofuserswithahighincomethanothervideo-on-demandservices.SafetyandsecurityislessimportanttoAppleTV+usersthantoothervideo-on-demandusers.TravelingisarelativelyprevalentinterestofAppleTV+users.ReadingisarelativelypopularhobbyamongAppleTV+users.Itstandsoutthat61%ofAppleTV+userspreferdigitalcontentasitiseasiertomanage.28%ofAppleTV+usersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofAppleTV+usersthinkthatfood&watersecurityisanissuethatneedstobeaddressed.FoursquareismorepopularamongAppleTV+usersthantheaveragevideo-on-demanduser.AppleTV+usersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanothervideo-on-demandusers.AppleTV+usersaremorelikelytoliveinmegacitiesthanvideo-on-demandusersingeneral.6Sources:ConsumerInsightsGlobalasofJune2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofAppleTV+usersandvideo-on-demandusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinMexicoBrandusers33%41%24%2%Categoryusers32%44%22%2%Allrespondents33%40%24%4%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsConsumerInsightsGlobalasofJune2024AppleTV+hasmoremalethanfemaleusersDemographicprofile:genderGenderofconsumersinMexicoBrandusers58%42%Categoryusers54%46%Allrespondents52%48%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsConsumerInsightsGlobalasofJune2024ArelativelyhighshareofAppleTV+usershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinMexico56%52%49%21%23%17%15%0%0%1%2%7%10%6%9%10%8%6%4%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsConsumerInsightsGlobalasofJune2024AppleTV+hasalargershareofuserswithahighincomethanothervideo-on-demandservicesDemographicprofile:incomeShareofconsumersinMexicointhehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers49%31%20%Categoryusers37%36%27%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsSources:ConsumerInsightsGlobalasofJune20248%Comparedtoothervideo-on-demandusers,AppleTV+usersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinMexicolive38%34%31%18%19%19%20%22%24%6%6%6%8%8%8%8%8%4%3%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsSources:ConsumerInsightsGlobalasofJune2024AppleTV+usersaremorelikelytoliveinmegacitiesthanvideo-on-demandusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinMexico34%34%31%26%24%21%18%18%18%10%11%11%13%13%3%4%6%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsConsumerInsightsGlobalasofJune20249%ofAppleTV+usersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinMexicoBrandusers9%89%2%Categoryusers8%90%2%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsSources:ConsumerInsightsGlobalasofJune2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityislessimportanttoAppleTV+usersthantoothervideo-on-demandusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinMexico54%55%57%44%42%45%40%38%37%38%34%37%30%30%31%34%35%30%29%27%26%17%15%15%15%11%11%9%7%7%AnhonestandTobesuccessfulrespectablelifeAhappyrelationshipLearningnewthingsMakingmyowndecisionsSafetyandsecurityAdvancingmycareerHavingagoodtimeSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsConsumerInsightsGlobalasofJune2024TravelingisarelativelyprevalentinterestofAppleTV+usersConsumerlifestyle:maininterestsTop10interestsofAppleTV+usersinMexico64%60%58%59%46%44%56%50%46%55%54%51%51%42%39%50%47%46%47%49%49%43%39%37%42%40%37%41%34%32%Movies,TVshowsTravelHealth&fitnessScience&technologySportsFinance&economyFood&diningCareer&educationFashion&beautyHistory&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsConsumerInsightsGlobalasofJune2024ReadingisarelativelypopularhobbyamongAppleTV+usersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofAppleTV+usersinMexico57%47%45%55%51%43%54%47%44%48%45%43%47%40%36%47%40%36%45%36%34%45%40%38%43%40%34%39%34%33%ReadingVideogamingTravelingCooking/bakingDoingsportsandfitnessTech/computersPetsOutdooractivitiesShoppingSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsConsumerInsightsGlobalasofJune2024AppleTV+usersaremorelikelytoplaybasketballthanothervideo-on-demandusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofAppleTV+usersinMexico32%26%23%28%23%22%26%21%23%21%18%13%14%13%12%15%11%9%15%10%9%13%7%7%12%8%7%10%5%4%Running/joggingSoccerFitness,aerobics,cardioBasketballCyclingYoga/pilatesHikingDancingSwimming/DivingTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=157AppleTV+users,n=811video-on-demandusers,n=6,331allrespondentsConsumerInsightsGlobalasofJune2024AppleTV+usersaremorelikelytofollowAmericanfootballthanothervideo-on-demandusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyAppleTV+usersinMexico40%34%32%32%22%20%25%17%15%25%19%17%23%14%13%18%9%8%13%9%8%11%7%7%11%6%4%10%9%8%SoccerAmericanfootballBasketballBoxingBaseballTennisMotorsportsVolleyballCyclingMixedMartialArtsBrandusersCategoryusersAllrespondents20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=130AppleTV+users,n=623video-on-demandusers,n=4,730allrespondentsConsumerInsightsGlobalasofJune2024CHAPTER04Consumerattitudes•Attitudestowardsdigitalmedia•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat61%ofAppleTV+userspreferdigitalcontentasitiseasiertomanageConsumerattitudes:media&digitalmediaAgreementwithstatementstowardsmedia&digitalmediainMexico74%68%64%71%65%58%70%68%62%61%53%48%21%19%20%IwanttoaccessmyItisimportanttomeDigitalservicesallowIpreferdigitalcontentItistooexpensivetomusic/moviesonallmydevices(TV,togetthebestimageandsoundqualitymetodiscovernewandexcitingcontentasitiseasiertomanageaffordallthestreamingservicesthatIwantsmartphone,tablet,etc.)22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofJune202428%ofAppleTV+usersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinMexico40%40%37%25%27%28%21%16%13%14%16%18%4%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsSources:ConsumerInsightsGlobalasofJune2024ArelativelyhighshareofAppleTV+usersthinkthatfood&watersecurityisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingMexicoaccordingtoAppleTV+users70%68%69%62%60%59%58%55%55%53%50%53%49%48%49%46%46%44%45%42%41%42%38%38%42%42%40%36%32%31%CrimeEducationPovertyUnemploymentEconomicRisingpricesHealthandFoodandEnvironmentClimatechangesituation/inflation/socialsecuritywatersecurity24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsSources:ConsumerInsightsGlobalasofJune2024Comparedtoothervideo-on-demandusers,AppleTV+userstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinMexicoBrandusers26%27%35%11%Categoryusers26%32%28%14%Allrespondents26%30%28%16%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsSources:ConsumerInsightsGlobalasofJune2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsFoursquareismorepopularamongAppleTV+usersthantheaveragevideo-on-demanduserMarketingtouchpoints:socialmediausageSocialmediausageinMexicobybrand91%93%80%74%74%72%71%64%67%73%62%75%41%39%35%31%33%30%23%18%16%20%19%17%18%17%13%10%27Notes:Sources:2%2%FacebookInstagramTikTokYouTubeX(Twitter)LinkedInSnapchatTwitchFoursquareBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=61AppleTV+users,n=354video-on-demandusers,n=3039allrespondentsConsumerInsightsGlobalasofJune202471%32%31%AppleTV+userstendtolistentopodcastsmoreoftenthanvideo-on-demandusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinMexicohavebeenusinginthepast4weeks85%84%79%79%78%81%80%76%67%70%62%64%54%45%55%47%44%52%45%47%42%41%34%41%27%29%29%11%5%4%DigitalvideocontentMovies/cinemaTVDigitalmusiccontentPodcastsRadioOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsConsumerInsightsGlobalasofJune2024AppleTV+usersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanothervideo-on-demandusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereAppleTV+usersinMexicohavecomeacrossdigitaladvertisinginthepast4weeks59%58%57%48%49%46%45%41%41%43%35%34%41%32%30%40%32%31%40%35%34%36%29%27%35%25%23%28%21%18%VideoportalsSocialmediaVideostreamingservicesOnlinestoresMusicportalsWebsitesandappsVideogamesSearchenginesEditorialwebsitesPodcastsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsConsumerInsightsGlobalasofJune2024AppleTV+usersrememberadstheysawin/atthemovies/cinemamoreoftenthanothervideo-on-demandusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinMexicohavecomeacrossnon-digitaladvertisinginthepast4weeks57%56%56%51%47%44%50%44%41%48%35%30%36%27%26%32%24%20%30%26%22%25%16%16%OnTVOnadvertisingspacesDirectlyinthestoreAtthemovies/cinemaOntheradioInprintedmagazinesInprinteddailyBymailshot/advertisingonthegoandjournalsnewspapersmail30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesevideo-on-demandprovidershaveyouusedinthepast12monthsasapayingcustomer?";MultiPick;Base:n=253AppleTV+users,n=1,472video-on-demandusers,n=12,166allrespondentsSources:ConsumerInsightsGlobalasofJune2024•

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