机构研究报告-荷兰线上沟通软件用户分析报告：FaceTime

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:FaceTimeusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofFaceTimeusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkFaceTimeusersintheNetherlands(’’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•KeyinsightsFaceTimeusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsFaceTimeismorepopularamongGenerationZthanothermessengerservices.55%ofFaceTimeusersarefemale.FaceTimehasalargershareofuserswithahighincomethanothermessengerservices.36%ofFaceTimeusersliveinmedium-sizedtowns.BeingsuccessfulismoreimportanttoFaceTimeusersthantoothermessengerusers.FashionandbeautyarerelativelyprevalentinterestsofFaceTimeusers.SocializingisarelativelypopularhobbyamongFaceTimeusers.Itstandsoutthat38%ofFaceTimeusersboughtproductsbecausecelebritiesorinfluencersadvertisedthem.16%ofFaceTimeusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofFaceTimeusersthinkthateducationisanissuethatneedstobeaddressed.TikTokismorepopularamongFaceTimeusersthantheaveragemessengeruser.FaceTimeusersrememberseeingadsonsocialmediamoreoftenthanothermessengerusers.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+FaceTimeismorepopularamongGenerationZthanothermessengerservicesDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers35%34%23%8%Categoryusers24%32%31%13%Allrespondents23%31%34%12%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202455%ofFaceTimeusersarefemaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers45%55%Categoryusers50%50%Allrespondents49%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFaceTimeusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%38%31%30%26%26%15%17%17%12%11%10%2%2%3%6%5%4%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimehasalargershareofuserswithahighincomethanothermessengerservicesDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers40%33%27%Categoryusers35%35%30%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust20248%Comparedtoothermessengerusers,FaceTimeusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive26%29%28%30%27%29%22%22%17%15%8%8%10%9%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildren1%1%1%Multi-generationalTwoormorerelatedadults3%3%3%Otherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202436%ofFaceTimeusersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands36%32%34%31%33%30%23%23%24%10%12%12%12Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202411%ofFaceTimeusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers11%87%2%Categoryusers10%86%4%Allrespondents7%88%5%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttoFaceTimeusersthantoothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands59%54%55%55%54%55%38%38%41%40%42%37%35%30%34%23%18%18%21%21%18%14%11%9%17%13%18%11%12%11%AhappyrelationshipHavingagoodtimeSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsTobesuccessfulLearningnewthingsAdvancingmycareerSocialjusticeTraditions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofFaceTimeusersConsumerlifestyle:maininterestsTop10interestsofFaceTimeusersintheNetherlands61%57%57%52%50%50%47%48%50%43%25%25%41%35%37%39%33%33%38%34%35%36%24%27%32%24%26%32%26%28%Food&diningTravelMovies,TVshowsFashion&beautyHealth&fitnessSportsHome&gardenFamily&parentingFinance&economyScience&technology16Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SocializingisarelativelypopularhobbyamongFaceTimeusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofFaceTimeusersintheNetherlands50%41%39%47%31%32%45%39%37%43%31%31%40%41%38%39%27%27%37%33%32%35%28%31%29%23%22%27%26%26%TravelingSocializingCooking/bakingShoppingReadingDoingsportsandfitnessPetsOutdooractivitiesBoardgames/cardgamesVideogaming17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersaremorelikelytodofitness,aerobics,cardiothanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofFaceTimeusersintheNetherlands28%19%18%22%17%16%21%12%11%17%8%7%15%9%9%13%7%6%9%5%5%8%6%5%8%4%4%6%3%3%Fitness,aerobics,cardioHikingRunning/joggingSoccerSwimming/DivingDancingYoga/pilatesCyclingTennisBadminton18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=123FaceTimeusers,n=1010messengerusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersaremorelikelytofollowsoccerthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyFaceTimeusersintheNetherlands32%25%25%12%10%9%12%6%7%10%4%4%10%7%7%10%6%3%9%4%5%6%4%5%6%4%4%5%2%2%19Notes:Sources:SoccerCyclingTennisMixedMotorsportsWintersportsBoxingBasketballAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=90FaceTimeusers,n=1010messengerusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat38%ofFaceTimeusersboughtproductsbecausecelebritiesorinfluencersadvertisedthemConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediaintheNetherlands54%57%58%38%32%32%38%19%17%20%13%13%20%14%13%IamoftenannoyedIdon’tmindIhaveboughtproductsIamexcitedaboutusingIdon’tmindwhenbyadvertisingonadvertisingifIgetbecausecelebritiesorthemetaversecompaniesusetheinternetfreecontentinreturninfluencersadvertised(immersivevirtualworld)themmypersonaldataforadvertising21Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202416%ofFaceTimeusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands42%36%37%31%31%23%24%23%19%15%9%8%1%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFaceTimeusersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoFaceTimeusers59%58%56%58%53%54%48%43%43%46%42%45%41%41%44%39%31%34%33%29%29%33%31%31%28%30%33%27%25%26%HousingRisingpricesImmigrationHealthandPovertyEducationClimatechangeCrimeEconomicEnvironment/inflation/costoflivingsocialsecurityBrandusersCategoryusersAllrespondentssituation23Notes:’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,FaceTimeuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers19%29%43%9%Categoryusers20%29%37%14%Allrespondents20%31%34%15%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints61%59%35%24%33%25%21%TikTokismorepopularamongFaceTimeusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand81%60%75%59%72%65%66%59%35%42%25%42%32%35%25%32%19%14%10%9%13%9%6%InstagramYouTubeFacebookTikTokSnapchatLinkedInX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents26Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1010messengerusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202459%56%42%31%19%FaceTimeuserstendtogotothemoviesmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks82%75%76%71%62%71%55%69%64%64%61%39%55%49%43%45%30%34%29%29%31%26%27%29%19%16%12%13%TVDigitalvideocontentDigitalmusiccontentRadioMovies/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersrememberseeingadsonsocialmediamoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereFaceTimeusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks55%51%50%40%40%44%38%38%38%36%35%34%29%27%25%26%21%20%25%17%16%25%20%21%24%16%14%22%17%19%SocialmediaSearchenginesVideoportalsOnlinestoresWebsitesVideostreamingMusicportalsVideogamesPodcastsNewsletters28Notes:Sources:andappsservicesofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=231FaceTimeusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersrememberadstheysawin/atthemovies/cinemamoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks43%39%39%38%32%31%36%33%31%35%34%32%23%17%16%23%19%20%22%17%19%21%18%21%OnTVDirectlyinthestoreOnadvertisingspacesOntheradioAtthemovies/cinemaInprintedmagazinesInprinteddailyBymailshot/advertisingonthegoandjournalsnewspapersmail29Notes:Brand