机构研究报告-荷兰线上沟通软件用户分析报告：Discord

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&BRANDSMessengers:DiscordusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofDiscordusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkDiscordusersintheNetherlands(’’brandusers’’)againstDutchmessengerusersingeneral(’’categoryusers’’),andtheoverallDutchconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingtheNetherlands)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsDiscordusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsDiscordismorepopularamongGenerationZthanothermessengerservices.Discordismorepopularamongmalemessengerusersthanfemalemessengerusers.DiscordhasalargershareofuserswithSuccessandcareeradvancementarerelativelyimportanttoDiscordusers.GamingandeSportsarerelativelyprevalentinterestsofDiscordusers.VideogamingisarelativelypopularhobbyamongDiscordusers.Itstandsoutthat28%ofDiscordusersareexcitedaboutusingthemetaverse.22%ofDiscordusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofDiscordusersthinkthatunifyingthecountryisanissuethatneedstobeaddressed.TwitchismorepopularamongDiscordusersthantheaveragemessengeruser.Discordusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusers.ahighincomethanothermessengerservices.Discordusersaremorelikelytoliveinlargecitiesthanmessengerusersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+DiscordismorepopularamongGenerationZthanothermessengerservicesDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers49%43%8%0%Categoryusers24%32%31%13%Allrespondents23%31%34%12%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024DiscordismorepopularamongmalemessengerusersthanfemalemessengerusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers71%29%Categoryusers50%50%Allrespondents49%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202451%ofDiscordusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%38%26%26%26%23%22%15%17%17%10%11%10%1%2%3%5%4%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024DiscordhasalargershareofuserswithahighincomethanothermessengerservicesDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%34%25%Categoryusers35%35%30%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,DiscordusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive32%29%28%27%29%19%22%22%20%19%6%8%8%2%1%1%10%9%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024DiscordusersaremorelikelytoliveinlargecitiesthanmessengerusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands40%37%32%34%33%30%12Notes:Sources:24%23%15%12%12%8%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202420%ofDiscordusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers20%80%1%Categoryusers10%86%4%Allrespondents7%88%5%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•Sportsfollowed22%17%SuccessandcareeradvancementarerelativelyimportanttoDiscordusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands54%55%55%55%50%49%40%41%42%38%41%35%34%30%30%28%18%18%24%21%18%18%15%12%11%9%11%11%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsTobesuccessfulLearningnewthingsAdvancingmycareerSocialjusticeTraditions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024GamingandeSportsarerelativelyprevalentinterestsofDiscordusersConsumerlifestyle:maininterestsTop10interestsofDiscordusersintheNetherlands52%48%50%49%21%43%52%50%43%50%47%38%33%33%37%35%37%33%26%28%32%27%28%30%20%19%29%24%26%14%Movies,TVshowsGaming&eSportsFood&diningTravelSportsHealth&fitnessHistoryPolitics&societyandcurrentArts&literatureFinance&economy&musicworldevents16Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongDiscordusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofDiscordusersintheNetherlands48%26%26%44%33%32%41%41%38%39%39%37%41%38%39%36%31%32%35%34%27%27%34%28%31%25%17%19%16%17%VideogamingPetsReadingCooking/bakingTravelingSocializingTech/computersDoingsportsandfitnessOutdooractivitiesPhotography17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024DiscordusersaremorelikelytoplaysoccerthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofDiscordusersintheNetherlands20%19%18%19%17%16%16%16%12%11%8%7%14%9%9%12%7%6%10%2%3%8%6%5%8%5%5%8%4%2%Fitness,aerobics,cardioRunning/joggingHikingSoccerSwimming/DivingDancingBasketballCyclingYoga/pilatesWintersports18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=60Discordusers,n=1010messengerusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024DiscordusersaremorelikelytofollowbasketballthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyDiscordusersintheNetherlands26%25%25%12%7%7%11%4%5%9%4%5%7%2%2%7%4%4%7%6%7%7%6%3%6%4%4%6%10%9%SoccerMotorsportsBasketballBoxingAmericanfootballMixedMartialArtsTennisWintersportsAthletics(track&field)Cycling19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=47Discordusers,n=1010messengerusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat28%ofDiscordusersareexcitedaboutusingthemetaverseConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediaintheNetherlands57%58%51%41%32%32%28%13%13%24%14%13%24%19%17%IamoftenannoyedbyadvertisingonIdon’tmindadvertisingifIgetIamexcitedaboutusingthemetaverseIdon’tmindwhencompaniesuseIhaveboughtproductsbecausecelebritiesortheinternetfreecontentinreturn(immersivevirtualworld)mypersonaldataforadvertisinginfluencersadvertisedthem21Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofDiscordusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands38%36%37%31%31%23%24%24%19%16%9%8%223%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofDiscordusersthinkthatunifyingthecountryisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoDiscordusers58%56%53%54%47%43%43%41%43%41%36%44%35%31%34%34%42%45%28%29%33%31%26%31%26%21%22%29%25%29%HousingRisingpricesImmigrationPovertyEducationHealthandEconomicCrimeUnifyingClimatechange23Notes:Sources:/inflation/socialsecuritysituationcostoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024thecountryDiscorduserstendtohavemoreleftleaningpoliticalviewsthanothermessengerusersConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers25%24%38%12%Categoryusers20%29%37%14%Allrespondents20%31%34%15%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints59%61%35%24%21%10%TwitchismorepopularamongDiscordusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand82%59%71%60%65%66%55%55%51%46%45%44%35%25%19%33%32%32%25%25%28%9%6%9%YouTubeInstagramFacebookTikTokSnapchatTwitchX(Twitter)LinkedInRedditBrandusersCategoryusersAllrespondents26Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1010messengerusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202459%56%42%31%DiscorduserstendtowatchdigitalvideocontentmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks83%62%72%75%76%68%66%64%64%63%55%39%46%30%44%49%43%35%29%29%28%26%27%27%19%19%15%12%13%DigitalvideocontentTVDigitalmusiccontentRadioMovies/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202415%DiscordusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereDiscordusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks52%38%38%47%40%40%46%44%38%37%21%20%36%29%27%34%20%21%28%25%26%22%22%17%21%16%16%17%19%VideoportalsSocialmediaSearchenginesVideostreamingOnlinestoresVideogamesWebsitesEditorialMusicportalsNewslettersservicesandappsofbrandswebsitesandapps28Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024DiscordusersrememberadstheysawdirectlyinthestoremoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks46%38%38%39%39%32%31%33%31%34%34%32%27%26%17%16%19%20%21%17%19%16%18%21%DirectlyinthestoreOnadvertisingspacesOnTVOntheradioAtthemovies/cinemaInprintedmagazinesInprinteddailyBymailshot/advertisingonthegoandjournalsnewspapersmail29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123Discordusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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