机构研究报告-荷兰线上购物用户分析报告：Coolblue

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:CoolblueshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofCoolblueshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkCoolblueshoppersintheNetherlands(’’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•KeyinsightsThemarketshareofCoolbluehasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingCoolblue25%25%25%25%25%24%24%24%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%24%24%24%24%24%24%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%24%24%24%24%24%24%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384-526Coolblueshoppers,n=2017-2083onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024CoolblueshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints36%ofCoolblueshoppersareMillennials.Coolblueismorepopularamongmaleonlineshoppersthanfemaleonlineshoppers.Coolbluehasalargershareofshopperswithahighincomethanotheronlineshops.35%ofCoolblueshoppersliveinAhappyrelationshipismoreimportanttoCoolblueshoppersthantootheronlineshoppers.ScienceandtechnologyarerelativelyprevalentinterestsofCoolblueshoppers.TechorcomputersarerelativelypopularhobbiesamongCoolblueshoppers.Itstandsoutthat66%ofCoolblueshoppersthinkthatcustomerreviewsontheinternetareveryhelpful.16%ofCoolblueshoppersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofCoolblueshoppersthinkthateducationisanissuethatneedstobeaddressed.LinkedInismorepopularamongCoolblueshoppersthantheaverageonlineshopper.Coolblueshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.medium-sizedtowns.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+36%ofCoolblueshoppersareMillennialsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers27%36%31%6%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024CoolblueismorepopularamongmaleonlineshoppersthanfemaleonlineshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers60%40%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofCoolblueshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands37%38%37%33%28%26%17%17%13%12%10%10%2%3%2%Noformal4%4%3%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree1%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024CoolbluehasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers45%36%19%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,CoolblueshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive37%26%27%28%31%29%22%22%17%5%7%8%1%1%1%10%9%9%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofCoolblueshoppersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands35%34%34%33%29%30%13Notes:Sources:24%24%22%13%12%9%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20247%ofCoolblueshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers7%86%7%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipismoreimportanttoCoolblueshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands65%56%55%55%55%55%43%43%42%39%34%41%33%30%34%19%18%19%18%18%18%18%18%18%9%10%11%9%8%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsTobesuccessfulSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ScienceandtechnologyarerelativelyprevalentinterestsofCoolblueshoppersConsumerlifestyle:maininterestsTop10interestsofCoolblueshoppersintheNetherlands61%50%50%58%50%50%54%46%47%46%29%28%44%37%37%43%37%35%42%33%33%41%27%26%40%28%28%36%31%28%Movies,TVshowsFood&diningTravelScience&technologyHealth&fitnessHome&gardenSportsFinance&economyPolitics&societyandcurrentHistory17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsTechorcomputersarerelativelypopularhobbiesamongCoolblueshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofCoolblueshoppersintheNetherlands47%45%39%39%39%38%40%35%37%39%33%32%38%31%31%36%31%31%35%34%33%31%32%32%27%26%26%27%20%19%TravelingReadingCookingSocializingOutdoorShoppingVideogamingDoingsportsTech/Pets18Notes:Sources:/bakingactivitiesandfitnessBrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024computersCoolblueshoppersaremorelikelytodofitness,aerobics,cardiothanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofCoolblueshoppersintheNetherlands23%18%18%17%15%16%15%11%11%14%9%9%12%7%7%8%6%6%8%4%4%8%5%5%8%6%5%5%3%3%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingSoccerDancingTennisCyclingYoga/pilatesBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=194Coolblueshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024CoolblueshoppersaremorelikelytofollowsoccerthanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyCoolblueshoppersintheNetherlands34%25%25%13%9%9%12%7%7%10%7%7%8%4%5%7%3%4%6%4%5%4%4%4%3%2%2%2%2%3%20Notes:Sources:SoccerCyclingMotorsportsTennisBoxingMixedBasketballAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=161Coolblueshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballWintersportsCHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat66%ofCoolblueshoppersthinkthatcustomerreviewsontheinternetareveryhelpfulConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands71%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%66%59%59%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%43%32%32%16%16%11%11%10%10%WhenIplanamajorCustomerreviewsontheIusuallymanageWhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202416%ofCoolblueshoppersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands38%38%37%31%31%31%24%24%16%14%238%8%1%0%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofCoolblueshoppersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoCoolblueshoppers60%55%54%59%57%56%49%45%45%48%44%45%43%44%44%43%36%34%41%34%33%37%33%31%35%31%29%30%26%26%Risingprices/inflation/HousingHealthandsocialsecurityImmigrationPovertyEducationEconomicsituationCrimeClimatechangeEnvironmentcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202438%ofCoolblueshoppershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers21%33%38%8%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints32%LinkedInismorepopularamongCoolblueshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand75%60%60%68%61%59%66%63%66%47%42%37%32%35%33%27%25%31%27%25%24%18%19%18%9%9%11%5%6%InstagramYouTubeFacebookLinkedInTikTokSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=193Coolblueshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202443%41%31%28%17%CoolblueshopperstendtolistentodigitalmusiccontentmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks81%78%76%78%72%70%64%62%62%55%55%64%58%53%43%39%41%30%36%29%32%26%27%29%19%16%12%13%TVDigitalvideocontentDigitalmusiccontentRadioOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024CoolblueshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereCoolblueshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks51%51%49%40%40%39%38%38%38%42%37%33%28%27%27%26%21%20%29%19%19%27%17%16%26%21%21%24%15%15%SocialmediaVideoportalsSearchenginesOnlinestoresWebsitesandappsofbrandsVideostreamingservicesNewslettersMusicportalsVideogamesEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=384Coolblueshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Coolblueshoppersrememberadstheysawout-of-homemoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks47%42%39%42%38%36%32%31%31%32%30%31%27%22%21%26%19%20%25%19%19%20%16%16%OnTVOnadvertisingspacesOntheradioDirectlyinthestoreBymailshot/advertisingInprintedmagazinesInprinteddailyAtthemovies/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfro