机构研究报告-荷兰线上购物用户分析报告：Albert Heijn

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&BRANDSOnlineshops:AlbertHeijnshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofAlbertHeijnshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkAlbertHeijnshoppersintheNetherlands(’’brandusers’’)againstDutchonlineshoppersingeneral(’’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•KeyinsightsThemarketshareofAlbertHeijnhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingAlbertHeijn21%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%17%18%17%17%17%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%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%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%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%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%16%16%16%16%16%16%16%16%16%16%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%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%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%14%14%14%14%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=297-429AlbertHeijnshoppers,n=2017-2083onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024AlbertHeijnshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsAlbertHeijnismorepopularamongMillennialsthanotheronlineshops.ThereisafairlyevensplitofmaleandfemaleAlbertHeijnshoppers.AlbertHeijnhasasmallershareofshopperswithalowincomethanotheronlineshops.AlbertHeijnshoppersaremorelikelytoliveinlargecitiesthanonlineshoppersLearningnewthingsismoreimportanttoAlbertHeijnshoppersthantootheronlineshoppers.AlbertHeijnshoppersaremoreinterestedinfinanceandeconomythanotheronlineshoppers.TechorcomputersarerelativelypopularhobbiesamongAlbertHeijnshoppers.Itstandsoutthat19%ofAlbertHeijnshopperstheypreferexpressshipping.14%ofAlbertHeijnshoppersareinnovatorsorearlyadoptersofnewproducts.53%ofAlbertHeijnshoppersthinkthathousingisanissuethatneedstobeaddressed.TikTokismorepopularamongAlbertHeijnshoppersthantheaverageonlineshopper.AlbertHeijnshoppersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotheronlineshoppers.ingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+AlbertHeijnismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers26%38%30%7%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleAlbertHeijnshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers49%51%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofAlbertHeijnshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands34%37%38%34%28%26%14%17%17%10%10%10%3%2%3%Noformal4%4%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024AlbertHeijnhasasmallershareofshopperswithalowincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers36%39%25%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,AlbertHeijnshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive35%27%28%31%29%21%22%22%23%7%7%8%10%9%9%1%1%1%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024AlbertHeijnshoppersaremorelikelytoliveinlargecitiesthanonlineshoppersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands33%34%34%34%29%30%13Notes:Sources:24%24%24%13%12%9%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20245%ofAlbertHeijnshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers5%88%7%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsismoreimportanttoAlbertHeijnshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands55%55%55%56%55%55%43%41%42%39%41%36%33%34%30%23%19%18%21%18%18%19%19%18%10%10%8%9%10%11%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsTobesuccessfulSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024AlbertHeijnshoppersaremoreinterestedinfinanceandeconomythanotheronlineshoppersConsumerlifestyle:maininterestsTop10interestsofAlbertHeijnshoppersintheNetherlands55%50%50%50%50%50%49%46%47%42%37%37%40%37%35%37%33%33%34%27%26%34%29%28%34%29%25%31%27%27%Food&diningMovies,TVshowsTravelHealth&fitnessHome&gardenSportsFinance&economyScience&technologyFashion&beautyFamily&parenting17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongAlbertHeijnshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofAlbertHeijnshoppersintheNetherlands39%38%39%39%38%38%37%35%37%34%33%32%33%31%31%33%31%31%29%27%26%29%26%27%31%28%32%24%20%19%TravelingReadingCooking/bakingSocializingShoppingOutdooractivitiesVideogamingDoingsportsandfitnessPetsTech/computers18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofAlbertHeijnshoppersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofAlbertHeijnshoppersintheNetherlands21%18%18%15%16%12%11%11%12%10%7%7%10%9%9%8%6%6%7%5%5%6%6%5%4%4%4%4%3%3%Fitness,aerobics,cardioRunning/joggingHikingSoccerSwimming/DivingDancingCyclingYoga/pilatesTennisBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=193AlbertHeijnshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust202429%ofAlbertHeijnshoppersfollowsoccerConsumerlifestyle:sportsfollowedTop10sportsfollowedbyAlbertHeijnshoppersintheNetherlands29%25%25%10%9%9%8%4%5%8%7%7%7%7%7%5%3%4%4%4%4%4%4%5%4%2%3%3%2%2%SoccerCyclingBoxingMotorsportsTennisMixedMartialArtsAthletics(track&field)BasketballWintersportsAmericanfootball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=158AlbertHeijnshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat19%ofAlbertHeijnshopperstheypreferexpressshippingConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands61%59%59%57%52%52%39%32%32%19%11%11%16%10%10%WhenIplanamajorCustomerreviewsontheIusuallymanageWhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202414%ofAlbertHeijnshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands42%38%37%31%31%24%24%26%2318%14%8%8%0%0%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202453%ofAlbertHeijnshoppersthinkthathousingisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoAlbertHeijnshoppers57%53%56%55%51%54%45%42%45%45%41%44%44%41%43%36%34%33%36%36%34%33%33%31%31%31%29%26%26%26%HousingRisingprices/inflation/HealthandsocialsecurityPovertyImmigrationEconomicsituationEducationCrimeClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024AlbertHeijnshoppersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers22%34%33%12%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints37%TikTokismorepopularamongAlbertHeijnshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand68%66%66%67%60%60%61%58%59%46%35%32%32%32%32%27%25%29%27%25%18%19%19%11%9%9%8%5%6%FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=278AlbertHeijnshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202441%AlbertHeijnshopperstendtogotothemoviesmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks79%78%76%69%62%62%64%64%64%59%55%55%49%39%49%43%43%37%31%30%33%28%29%30%26%27%21%17%19%16%12%13%TVDigitalvideocontentRadioDigitalmusiccontentMovies/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024AlbertHeijnshoppersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereAlbertHeijnshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks46%40%40%42%39%38%39%38%38%34%28%27%32%27%26%28%26%26%26%21%20%19%19%17%16%21%21%19%15%15%SocialmediaVideoportalsSearchenginesOnlinestoresWebsitesandappsofbrandsVideostreamingservicesNewslettersMusicportalsVideogamesEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202420%AlbertHeijnshoppersrememberadstheysawin/atthemovies/cinemamoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks41%42%39%32%30%31%32%31%32%31%32%31%24%22%21%21%19%19%21%19%19%16%16%OnTVDirectlyinOntheOnadvertisingBymailshot/InprintedInprintedAtthemoviesthestoreradiospacesadvertisingdailymagazines/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=429AlbertHeijnshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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