机构研究报告-荷兰线上购物用户分析报告：ASOS

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:ASOSshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofASOSshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkASOSshoppersintheNetherlands(’’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•KeyinsightsThemarketshareofASOShasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingASOS9%9%9%9%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=30-181ASOSshoppers,n=524-2048onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024ASOSshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsASOSismorepopularamongGenerationZthanotheronlineshops.Comparedtootheronlineshops,ASOShasarelativelyhighshareoffemaleshoppers.ASOShasalargershareofshopperswithamediumhouseholdincomethanotheronlineshops.SuccessandcareeradvancementarerelativelyimportanttoASOSshoppers.FashionandbeautyarerelativelyprevalentinterestsofASOSshoppers.PhotographyisarelativelypopularhobbyamongASOSshoppers.Itstandsoutthat25%ofASOSshoppersareexcitedaboutusingAugmented&VirtualRealitywhileshopping.49%ofASOSshoppersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofASOSshoppersthinkthatclimatechangeisanissuethatneedstobeaddressed.TikTokismorepopularamongASOSshoppersthantheaverageonlineshopper.ASOSshoppersrememberhearingadsinpodcastsmoreoftenthanotheronlineshoppers.ASOSshoppersaremorelikelytoliveinlargecitiesthanonlineshoppersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ASOSismorepopularamongGenerationZthanotheronlineshopsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers57%29%13%2%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshops,ASOShasarelativelyhighshareoffemaleshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers43%57%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202450%ofASOSshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands37%38%36%26%28%26%17%17%17%9%10%10%1%2%3%6%4%4%5%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ASOShasalargershareofshopperswithamediumhouseholdincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers27%42%30%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,ASOSshoppersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive27%28%31%29%22%22%24%24%18%18%SinglehouseholdCouplehousehold9%8%7%SingleparenthouseholdPartnersandchildren2%1%1%Multi-generational9%9%Twoormorerelatedadults5%3%3%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ASOSshoppersaremorelikelytoliveinlargecitiesthanonlineshoppersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands37%34%34%35%29%30%13Notes:Sources:24%24%19%13%12%9%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202411%ofASOSshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers11%88%2%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoASOSshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands60%56%55%58%55%55%39%41%43%42%34%33%33%34%26%18%18%23%22%19%18%19%19%18%15%8%9%9%10%11%HavingaAhappySafetyandAnhonestandTobesuccessfulMakingmySocialjusticeLearningAdvancingTraditionsgoodtimerelationshipsecurityrespectablelifeowndecisionsnewthingsmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofASOSshoppersConsumerlifestyle:maininterestsTop10interestsofASOSshoppersintheNetherlands50%49%50%47%46%47%47%44%44%50%50%29%25%37%37%33%33%33%32%31%37%35%31%27%28%29%27%28%20%19%Food&diningTravelFashion&beautyHealth&fitnessMovies,TVshowsSportsArts&literatureHome&gardenHistoryScience&technology17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024PhotographyisarelativelypopularhobbyamongASOSshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofASOSshoppersintheNetherlands47%39%39%43%33%32%42%31%31%42%31%31%40%35%37%39%38%38%33%31%32%33%26%27%29%28%23%22%18%17%TravelingSocializingShoppingOutdooractivitiesCooking/bakingReadingPetsDoingsportsandfitnessPhotographyBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ASOSshoppersaremorelikelytogorunningorjoggingthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofASOSshoppersintheNetherlands22%20%18%18%17%15%16%15%15%11%11%6%6%9%9%12%7%7%12%6%5%9%3%3%9%3%3%7%4%4%Fitness,aerobics,cardioRunning/joggingHikingDancingSwimming/DivingSoccerYoga/pilatesBasketballBadmintonTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=65ASOSshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ASOSshoppersaremorelikelytofollowboxingthanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyASOSshoppersintheNetherlands25%25%19%11%7%7%9%4%5%9%4%5%8%7%7%6%9%9%5%2%2%5%4%4%3%2%3%2%3%4%20Notes:Sources:SoccerTennisBasketballBoxingMotorsportsCyclingAmericanAthleticsfootball(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=42ASOSshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsMixedMartialArtsCHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat25%ofASOSshoppersareexcitedaboutusingAugmented&VirtualRealitywhileshoppingConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands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henIplanamajorCustomerreviewsontheIusuallymanageIamexcitedaboutusingWhenIorderanitem,Ipurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamyAugmented&VirtualRealitywhileshoppingpreferexpressshippingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202449%ofASOSshoppersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands49%38%37%31%31%24%24%26%17%9%8%8%230%0%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofASOSshoppersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoASOSshoppers57%56%55%54%40%39%38%31%29%37%45%45%36%34%33%34%36%34%30%45%44%28%44%43%26%33%31%26%23%26%HousingRisingprices/inflation/ClimatechangeHealthandsocialsecurityEconomicsituationEducationPovertyImmigrationCrimeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ASOSshopperstendtohavemoreleftleaningpoliticalviewsthanotheronlineshoppersConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers25%26%37%12%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints37%27%27%TikTokismorepopularamongASOSshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand72%60%60%66%61%59%63%66%66%59%47%35%39%38%32%32%25%25%16%9%9%18%14%19%8%InstagramYouTube1%2%TikTokFacebookSnapchatLinkedInRedditX(Twitter)FoursquareBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=64ASOSshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202441%31%28%17%ASOSshopperstendtolistentopodcastsmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks71%78%76%62%62%64%63%64%64%55%55%57%55%53%39%30%40%29%43%34%43%29%26%27%27%19%13%12%13%DigitalvideocontentTVDigitalmusiccontentMovies/cinemaPodcastsRadioMagazinesOnlinenewswebsitesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202440%ASOSshoppersrememberhearingadsinpodcastsmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereASOSshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks42%39%38%39%40%37%28%27%38%38%35%33%27%26%32%21%20%29%15%14%26%17%16%22%19%19%21%21%21%VideoportalsSocialmediaOnlinestoresSearchenginesWebsitesVideostreamingPodcastsMusicportalsNewslettersVideogames29Notes:Sources:andappsservicesofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ASOSshoppersrememberadstheysawin/atthemovies/cinemamoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks41%42%39%32%32%31%32%31%32%30%30%31%29%22%21%26%16%16%25%19%20%21%19%19%OnTVOnadvertisingspacesOntheradioDirectlyinthestoreBymailshot/advertisingAtthemovies/cinemaInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129ASOSshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

Identifyandunderstandyourcoreaudiences•

TrackbrandKPIs+