机构研究报告-荷兰线上购物用户分析报告：hema.nl

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:hema.nlshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)Thisreportoffersthereaderacomprehensiveoverviewofhema.nlshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkhema.nlshoppersintheNetherlands(’’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•KeyinsightsThemarketshareofhema.nlhasgrowncomparedto2023Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusinghema.nl19%19%17%17%16%17%17%16%17%17%16%17%17%16%17%17%16%17%17%16%17%17%16%17%17%16%17%17%16%15%15%15%15%15%15%15%15%15%52023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=76-378hema.nlshoppers,n=505-2023onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024hema.nlshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointshema.nlismorepopularamongMillennialsthanotheronlineshops.hema.nlismorepopularamongfemaleonlineshoppersthanmaleonlineshoppers.hema.nlhasalargershareofshopperswithahighincomethanotheronlineshops.Beingsuccessfulislessimportanttohema.nlshoppersthantootheronlineshoppers.Homeandgardenarerelativelyprevalentinterestsofhema.nlshoppers.Readingisarelativelypopularhobbyamonghema.nlshoppers.Itstandsoutthat73%ofhema.nlshoppersdosomeresearchontheinternetbeforeamajorpurchase.35%ofhema.nlshoppersarelaggardswhenitcomestoinnovationadoption.Arelativelyhighshareofhema.nlshoppersthinkthatclimatechangeisanissuethatneedstobeaddressed.ismorepopularamonghema.nlshoppersthantheaverageonlineshopper.hema.nlshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.35%ofhema.nlshoppersliveinmedium-sizedtowns.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+hema.nlismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers23%38%29%10%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024hema.nlismorepopularamongfemaleonlineshoppersthanmaleonlineshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers35%65%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Arelativelyhighshareofhema.nlshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%37%38%32%28%26%17%17%12%12%10%10%2%2%3%Noformal4%4%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree1%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024hema.nlhasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers38%38%24%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,hema.nlshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive40%27%28%31%29%22%22%21%18%8%7%8%7%9%9%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildren1%1%1%Multi-generationalTwoormorerelatedadults3%3%3%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofhema.nlshoppersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands35%34%34%29%30%27%24%24%26%12%13%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20246%ofhema.nlshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers6%90%5%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulislessimportanttohema.nlshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands57%55%55%56%52%55%45%43%42%39%40%41%33%33%34%23%19%18%20%19%18%12%18%18%10%10%11%8%8%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsSocialjusticeLearningnewthingsTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Homeandgardenarerelativelyprevalentinterestsofhema.nlshoppersConsumerlifestyle:maininterestsTop10interestsofhema.nlshoppersintheNetherlands56%50%50%56%50%50%55%46%47%54%43%37%35%37%37%38%29%25%37%27%27%36%28%28%33%31%28%32%29%28%Food&diningMovies,TVshowsTravelHome&gardenHealth&fitnessFashion&beautyFamily&parentingPolitics&societyandcurrentHistoryScience&technology17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Readingisarelativelypopularhobbyamonghema.nlshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofhema.nlshoppersintheNetherlands49%39%38%45%35%37%43%39%39%41%33%32%36%31%31%35%31%31%34%31%32%32%23%22%30%25%24%28%26%27%ReadingCooking/bakingTravelingSocializingOutdooractivitiesShoppingPetsBoardgames/cardgamesGardeningandplantsDoingsportsandfitness18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20245%Arelativelylargeshareofhema.nlshoppersdofitness,aerobics,cardioConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofhema.nlshoppersintheNetherlands22%18%18%19%15%16%13%9%9%12%11%11%9%6%6%7%7%7%7%6%5%5%5%5%4%4%3%3%3%Fitness,aerobics,cardioHikingSwimming/DivingRunning/joggingDancingSoccerYoga/pilatesCyclingTennisBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=175hema.nlshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024Arelativelylargeshareofhema.nlshoppersfollowboxingfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyhema.nlshoppersintheNetherlands25%25%20%10%9%9%7%7%7%7%7%7%6%4%5%3%4%4%3%4%5%3%3%4%3%2%3%2%2%2%20Notes:Sources:SoccerCyclingMotorsportsTennisBoxingAthleticsBasketballMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=110hema.nlshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat73%ofhema.nlshoppersdosomeresearchontheinternetbeforeamajorpurchaseConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands73%59%59%62%52%52%44%32%32%14%10%10%12%11%11%WhenIplanamajorCustomerreviewsontheIusuallymanageIamexcitedaboutusingWhenIorderanitem,Ipurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamyAugmented&VirtualRealitywhileshoppingpreferexpressshippingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofhema.nlshoppersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands36%38%37%35%31%31%24%24%20%9%8%8%231%0%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Arelativelyhighshareofhema.nlshoppersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtohema.nlshoppers62%57%56%61%55%54%52%45%45%52%45%44%44%44%43%43%36%34%39%31%29%37%34%33%34%33%31%34%26%26%HousingRisingprices/inflation/HealthandsocialsecurityPovertyImmigrationEducationClimatechangeEconomicsituationCrimeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024hema.nlshopperstendtohavemoreleftleaningpoliticalviewsthanotheronlineshoppersConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers24%33%30%14%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints27%shopperismorepopularamonghema.nlshoppersthantheaverageonlineMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand72%66%66%72%60%60%62%61%59%43%25%38%37%35%37%32%32%27%27%25%21%18%19%12%9%9%6%5%6%FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=190hema.nlshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202443%28%31%hema.nlshopperstendtoreadmagazinesmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks83%78%76%70%64%64%68%62%62%65%55%55%53%43%44%41%39%42%29%41%30%34%26%27%24%17%19%19%12%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024hema.nlshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswherehema.nlshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks44%39%38%44%38%38%42%40%40%39%34%28%27%27%26%29%19%19%24%21%21%24%17%16%22%21%20%21%15%14%VideoportalsSearchenginesSocialmediaOnlinestoresWebsitesandappsNewslettersVideogamesMusicportalsVideostreamingservicesPodcasts29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024hema.nlshoppersrememberadstheysawdirectlyinthestoremoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks44%42%39%40%40%37%30%31%32%31%31%32%31%28%26%22%21%19%20%19%19%16%16%16%OnTVDirectlyinthestoreOnadvertisingspacesOntheradioBymailshot/advertisingInprintedmagazinesInprinteddailyAtthemovies/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=378hema.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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