机构研究报告-荷兰线上沟通软件用户分析报告：WhatsApp

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:WhatsAppusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofWhatsAppusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkWhatsAppusersintheNetherlands(’’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•KeyinsightsWhatsAppusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofWhatsAppusersandmessengerusersoverallisfairlysimilar.54%ofWhatsAppusersarefemale.WhatsAppusershaveasimilarincomedistributionasmessengerusersingeneral.MessengerusersingeneralandWhatsAppusersspecifically,liveinaSimilaraspectsoflifeareimportanttoWhatsAppusersandothermessengerusers.FoodanddiningarerelativelyprevalentinterestsofWhatsAppusers.44%ofWhatsAppusershavetravelingasahobby.60%ofWhatsAppusersstatethattheyareoftenannoyedbyadvertisingontheinternet.56%ofWhatsAppusersarelaggardsorinthelatemajorityofinnovationadoption.Housingandrisingprices,inflation&costoflivingareissuesofparticularconcerntoWhatsAppusers.YouTubeismorepopularamongWhatsAppusersthantheaveragemessengeruser.WhatsAppusersrememberseeingadsonsearchenginesmoreoftenthantheaverageconsumer.similartypeofcommunitiy.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofWhatsAppusersandmessengerusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers22%32%33%12%Categoryusers24%32%31%13%Allrespondents23%31%34%12%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202454%ofWhatsAppusersarefemaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers46%54%Categoryusers50%50%Allrespondents49%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TheeducationlevelofWhatsAppusersandmessengerusersaresimilarDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%36%38%27%26%26%17%17%17%10%11%10%2%2%3%Noformal5%4%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024WhatsAppusershaveasimilarincomedistributionasmessengerusersingeneralDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers35%36%29%Categoryusers35%35%30%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202429%ofWhatsAppusersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive27%29%28%29%27%29%23%22%22%SinglehouseholdCouplehousehold8%8%8%SingleparenthouseholdPartnersandchildren0%1%1%Multi-generational10%10%9%Twoormorerelatedadults3%3%3%Otherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MessengerusersingeneralandWhatsAppusersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands31%32%34%34%33%30%24%23%24%12%12%12%12Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202410%ofWhatsAppusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers10%86%4%Categoryusers10%86%4%Allrespondents7%88%5%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSimilaraspectsoflifeareimportanttoWhatsAppusersandothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands57%55%55%56%54%55%40%40%42%38%40%41%35%34%34%20%21%18%18%18%18%17%16%18%12%10%11%10%11%9%HavingagoodtimeAhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsTobesuccessfulSocialjusticeTraditionsAdvancingmycareer15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FoodanddiningarerelativelyprevalentinterestsofWhatsAppusersConsumerlifestyle:maininterestsTop10interestsofWhatsAppusersintheNetherlands57%52%50%53%48%50%53%50%47%37%35%37%36%34%35%34%33%33%28%25%25%27%27%28%26%27%28%24%27%27%Food&diningMovies,TVshowsTravelHealth&fitnessHome&gardenSportsFashion&beautyPolitics&societyandcurrentScience&technologyFamily&parenting16Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202444%ofWhatsAppusershavetravelingasahobbyConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofWhatsAppusersintheNetherlands44%41%39%43%41%38%41%39%37%36%33%32%35%31%31%34%31%32%28%29%31%29%27%27%27%26%26%26%23%22%TravelingReadingCooking/bakingPetsShoppingSocializingOutdooractivitiesDoingsportsandfitnessVideogamingBoardgames/cardgames17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024WhatsAppusersparticipateinsimilarsportsandactivitiesasothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofWhatsAppusersintheNetherlands20%19%18%18%17%16%13%12%11%10%9%9%9%8%7%7%7%6%6%6%5%6%5%5%5%4%4%4%4%2%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingSoccerDancingCyclingYoga/pilatesTennisWintersports18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=341WhatsAppusers,n=1010messengerusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024WhatsAppusersfollowsimilarsportsleagues,teams,andcompetitionsasusersofothermessengerservicesConsumerlifestyle:sportsfollowedTop10sportsfollowedbyWhatsAppusersintheNetherlands27%25%25%10%10%9%7%7%7%7%6%7%6%6%3%4%4%5%4%4%4%4%4%4%4%4%5%2%2%2%19Notes:Sources:SoccerCyclingMotorsportsTennisWintersportsBasketballAthleticsMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=276WhatsAppusers,n=1010messengerusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024BoxingAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics2060%ofWhatsAppusersstatethattheyareoftenannoyedbyadvertisingontheinternetConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediaintheNetherlands60%57%58%35%32%32%19%19%17%14%14%13%11%13%13%IamoftenannoyedbyadvertisingontheinternetIdon’tmindadvertisingifIgetfreecontentinreturnIhaveboughtproductsbecausecelebritiesorinfluencersadvertisedIdon’tmindwhencompaniesusemypersonaldataIamexcitedaboutusingthemetaverse(immersivevirtualworld)21Notes:themforadvertisingBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202456%ofWhatsAppusersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands35%36%37%33%31%31%24%23%24%8%9%8%221%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Housingandrisingprices,inflation&costoflivingareissuesofparticularconcerntoWhatsAppusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoWhatsAppusers61%58%56%57%53%54%45%43%43%42%45%45%41%42%44%31%32%34%32%31%31%30%29%28%29%29%33%26%25%26%HousingRisingpricesImmigrationHealthandPovertyEducationCrimeClimatechangeEconomicEnvironment/inflation/costoflivingsocialsecurityBrandusersCategoryusersAllrespondentssituation23Notes:’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024WhatsAppusersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers21%28%37%14%Categoryusers20%29%37%14%Allrespondents20%31%34%15%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsYouTubeismorepopularamongWhatsAppusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand70%65%66%66%61%60%65%59%59%38%35%35%35%33%32%27%25%25%26%24%25%21%21%19%10%9%9%9%9%6%FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)RedditTwitch26Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1010messengerusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202477%ofWhatsAppuserswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks77%75%76%67%64%64%64%59%62%60%56%55%51%49%43%44%42%39%32%31%30%28%29%29%25%26%27%20%19%19%11%12%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024WhatsAppusersrememberseeingadsonsearchenginesmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereWhatsAppusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks47%44%38%44%40%40%41%38%38%30%29%27%27%25%26%22%20%21%22%21%20%19%17%16%17%17%19%17%16%14%SearchenginesSocialmediaVideoportalsOnlinestoresWebsitesVideogamesVideostreamingMusicportalsNewslettersPodcasts28Notes:Sources:andappsservicesofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Non-digitaladvertisingtouchpointsofWhatsAppusersaresimilartothoseofallmessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks40%39%39%35%34%32%34%33%31%34%32%31%19%19%20%19%18%21%18%17%16%17%17%19%OnTVOntheradioOnadvertisingspacesDirectlyinthestoreInprintedmagazinesBymailshot/advertisingAtthemovies/cinemaInprinteddaily29Notes:Sources:onthegoandjournalsmailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=801WhatsAppusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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