机构研究报告-荷兰线上沟通软件用户分析报告：iMessage

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:iMessageusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofiMessageusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkiMessageusersintheNetherlands(’’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•KeyinsightsiMessageusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsiMessageismorepopularamongMillennialsthanothermessengerservices.ThereisafairlyevensplitofmaleandfemaleiMessageusers.iMessagehasalargershareofuserswithahighincomethanotherBeingsuccessfulismoreimportanttoiMessageusersthantoothermessengerusers.FamilyandparentingarerelativelyprevalentinterestsofiMessageusers.PhotographyisarelativelypopularhobbyamongiMessageusers.Itstandsoutthat34%ofiMessageusersareexcitedaboutusingthemetaverse.25%ofiMessageusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofiMessageusersthinkthatunemploymentisanissuethatneedstobeaddressed.TikTokismorepopularamongiMessageusersthantheaveragemessengeruser.iMessageusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusers.messengerservices.MessengerusersingeneralandiMessageusersspecifically,liveinasimilartypeofcommunitiy.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+iMessageismorepopularamongMillennialsthanothermessengerservicesDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers37%47%10%7%Categoryusers24%32%31%13%Allrespondents23%31%34%12%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleiMessageusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers48%52%Categoryusers50%50%Allrespondents49%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofiMessageusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands34%36%38%33%26%26%17%17%19%11%10%3%2%3%5%4%5%4%0%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024iMessagehasalargershareofuserswithahighincomethanothermessengerservicesDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers48%28%25%Categoryusers35%35%30%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,iMessageusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive32%32%29%28%27%29%22%22%16%5%8%8%4%1%1%8%10%9%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MessengerusersingeneralandiMessageusersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands34%32%34%34%33%30%25%23%24%12Notes:Sources:12%12%7%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202415%ofiMessageusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers15%79%5%Categoryusers10%86%4%Allrespondents7%88%5%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttoiMessageusersthantoothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands54%55%51%55%55%44%42%40%42%38%38%38%41%35%32%34%21%18%18%18%18%12%11%9%12%12%11%12%17%18%AhappyHavingaAnhonestandTobesuccessfulSafetyandMakingmyLearningAdvancingTraditionsSocialjusticerelationshipgoodtimerespectablelifesecurityowndecisionsnewthingsmycareer15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FamilyandparentingarerelativelyprevalentinterestsofiMessageusersConsumerlifestyle:maininterestsTop10interestsofiMessageusersintheNetherlands52%48%50%50%45%47%41%52%50%41%33%33%40%24%27%34%25%25%32%24%26%29%35%37%29%34%35%27%20%22%Movies,TVshowsTravelFood&diningSportsFamily&parentingFashion&beautyFinance&economyHealth&fitnessHome&gardenVehicles&mobility&music16Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024PhotographyisarelativelypopularhobbyamongiMessageusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofiMessageusersintheNetherlands42%33%32%42%41%38%40%39%37%36%28%31%36%41%39%34%31%32%32%27%27%32%31%31%27%25%PetsReadingCooking/bakingOutdooractivitiesTravelingSocializingDoingsportsandfitness17%16%15%14%ShoppingPhotographyCars/vehicles17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersaremorelikelytoplaysoccerthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofiMessageusersintheNetherlands23%19%18%22%17%16%21%19%12%11%8%7%14%9%9%12%10%8%7%6%8%7%2%3%4%4%4%2%3%3%Fitness,aerobics,cardioHikingRunning/joggingSoccerSwimming/DivingBasketballTennisDancingWintersportsBadminton18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=35iMessageusers,n=1010messengerusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersaremorelikelytofollowboxingthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyiMessageusersintheNetherlands25%25%21%14%4%5%12%10%9%11%6%7%11%6%3%10%4%5%10%4%4%10%7%7%8%4%4%5%2%2%19Notes:Sources:SoccerBoxingCyclingTennisWintersportsBasketballMixedMotorsportsAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=30iMessageusers,n=1010messengerusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat34%ofiMessageusersareexcitedaboutusingthemetaverseConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediaintheNetherlands57%58%40%38%34%32%32%32%26%19%17%13%13%14%13%IamoftenannoyedIhaveboughtproductsIamexcitedaboutusingIdon’tmindIdon’tmindwhenbyadvertisingonbecausecelebritiesorthemetaverseadvertisingifIgetcompaniesusetheinternetinfluencersadvertised(immersivevirtualworld)freecontentinreturnthemBrandusersCategoryusersAllrespondentsmypersonaldataforadvertising21Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202425%ofiMessageusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands41%36%37%31%31%23%23%24%19%15%9%8%1%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofiMessageusersthinkthatunemploymentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoiMessageusers58%56%53%54%47%42%42%41%45%43%40%43%38%31%34%30%20%21%29%41%44%29%27%29%28%26%33%25%31%31%HousingRisingprices/inflation/HealthandsocialsecurityImmigrationEducationUnemploymentPovertyClimatechangeEconomicsituationCrime23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202437%ofiMessageusershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers18%26%37%19%Categoryusers20%29%37%14%Allrespondents20%31%34%15%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints61%24%21%25%35%TikTokismorepopularamongiMessageusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand68%60%65%63%66%63%59%59%58%35%40%33%32%36%36%33%25%19%25%21%16%9%6%3%2%26Notes:Sources:InstagramFacebookYouTubeTikTokLinkedInSnapchatX(Twitter)TwitchClubhouseBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1010messengerusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202459%56%49%42%31%19%iMessageuserstendtolistentodigitalmusiccontentmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks75%75%76%75%73%62%55%59%56%53%64%64%43%39%44%30%34%29%29%33%27%26%27%19%18%12%13%TVDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaRadioPodcastsMagazinesOnlinemagazinesDailynewspapersWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereiMessageusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks56%51%38%38%40%40%45%44%38%45%37%21%20%29%27%32%20%21%32%25%26%30%16%15%27%17%16%25%17%19%VideoportalsSocialmediaSearchenginesVideostreamingservicesOnlinestoresVideogamesWebsitesandappsEditorialwebsitesMusicportalsNewsletters28Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersrememberadstheysawin/atthemovies/cinemamoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks48%39%39%41%33%31%36%32%31%32%17%16%27%18%21%27%34%32%25%19%20%19%17%19%OnTVOnadvertisingspacesDirectlyinthestoreAtthemovies/cinemaBymailshot/advertisingOntheradioInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=73iMessageusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

Identifyandunderstandyourcoreaudiences•

TrackbrandKPIs+•

Analyzecompetitivelandscapes•

MonitorconsumertrendsgloballyGotoConsumerInsightsCONSUMERINSIGHTSUnderstandwhatdrivesconsumersGainabetterunderstandingofconsumer