机构研究报告-荷兰线上购物用户分析报告：Kruidvat

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:KruidvatshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofKruidvatshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkKruidvatshoppersintheNetherlands(’’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•KeyinsightsThemarketshareofKruidvathasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingKruidvat25%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%23%23%22%22%22%22%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=395-502Kruidvatshoppers,n=2017-2083onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024KruidvatshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsKruidvatismorepopularamongMillennialsthanotheronlineshops.Kruidvatismorepopularamongfemaleonlineshoppersthanmaleonlineshoppers.Kruidvathasasmallershareofshopperswithalowincomethanotheronlineshops.27%ofKruidvatshoppersliveinsmalltowns.SafetyandsecurityismoreimportanttoKruidvatshoppersthantootheronlineshoppers.FashionandbeautyarerelativelyprevalentinterestsofKruidvatshoppers.ShoppingisarelativelypopularhobbyamongKruidvatshoppers.Itstandsoutthat64%ofKruidvatshoppersthinkthatcustomerreviewsontheinternetareveryhelpful.11%ofKruidvatshoppersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofKruidvatshoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.InstagramismorepopularamongKruidvatshoppersthantheaverageonlineshopper.Kruidvatshoppersrememberseeingadsinnewslettersmoreoftenthanotheronlineshoppers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+KruidvatismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers22%38%31%9%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024KruidvatismorepopularamongfemaleonlineshoppersthanmaleonlineshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers32%68%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202440%ofKruidvatshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands39%37%38%29%28%26%16%17%17%11%10%10%2%3%1%Noformal4%4%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree1%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024KruidvathasasmallershareofshopperswithalowincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers34%39%27%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,KruidvatshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive38%27%28%31%29%22%22%24%18%9%7%8%8%9%9%1%1%1%2%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202427%ofKruidvatshoppersliveinsmalltownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands32%34%34%29%30%27%26%24%24%15%13%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20245%ofKruidvatshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers5%89%7%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityismoreimportanttoKruidvatshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands58%55%55%55%56%55%46%43%42%44%39%41%33%31%34%19%19%18%19%17%18%18%16%18%8%10%11%6%8%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsSocialjusticeLearningnewthingsTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofKruidvatshoppersConsumerlifestyle:maininterestsTop10interestsofKruidvatshoppersintheNetherlands60%50%50%55%50%50%53%46%47%46%37%35%45%37%37%42%29%25%39%27%27%34%28%28%30%31%28%33%30%33%Food&diningMovies,TVshowsTravelHome&gardenHealth&fitnessFashion&beautyFamily&parentingPolitics&societyandcurrentHistorySports17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongKruidvatshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofKruidvatshoppersintheNetherlands47%47%39%39%39%38%43%35%37%43%33%32%42%31%31%36%31%31%36%31%32%30%25%24%28%23%22%26%27%26%TravelingReadingCooking/bakingSocializingShoppingOutdooractivitiesPetsGardeningandplantsBoardgames/cardgamesVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofKruidvatshoppersgodancingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofKruidvatshoppersintheNetherlands21%18%18%17%15%16%13%9%9%12%11%11%10%6%6%7%7%7%6%6%5%4%4%4%4%5%5%3%3%3%Fitness,aerobics,cardioHikingSwimming/DivingRunning/joggingDancingSoccerYoga/pilatesTennisCyclingBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=225Kruidvatshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofKruidvatshoppersfollowboxingfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyKruidvatshoppersintheNetherlands25%25%22%8%9%9%7%7%7%6%7%7%6%4%5%3%4%4%3%3%4%2%4%5%2%2%3%1%2%2%SoccerCyclingTennisMotorsportsBoxingAthletics(track&field)MixedMartialArtsBasketballWintersportsAmericanfootball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=149Kruidvatshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat64%ofKruidvatshoppersthinkthatcustomerreviewsontheinternetareveryhelpfulConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands71%59%59%64%52%52%42%32%32%WhenIplanamajorCustomerreviewsontheIusuallymanage13%11%11%12%10%10%WhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202411%ofKruidvatshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands36%38%37%32%31%31%24%24%2321%11%8%8%0%0%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofKruidvatshoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoKruidvatshoppers63%57%62%56%55%54%54%45%45%50%45%44%45%44%43%41%36%34%39%34%33%35%33%31%32%31%29%31%26%26%HousingRisingprices/inflation/HealthandsocialsecurityPovertyImmigrationEducationEconomicsituationCrimeClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyKruidvatshoppershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers19%37%29%14%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints27%35%InstagramismorepopularamongKruidvatshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand73%60%60%72%66%66%64%61%59%47%37%37%32%32%36%32%27%25%25%18%16%19%8%9%9%6%5%6%InstagramFacebookYouTubeTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Kruidvatshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202443%KruidvatshopperstendtowatchdigitalvideocontentmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks83%78%76%71%70%64%62%62%64%63%55%55%51%43%44%41%39%35%28%29%35%31%30%30%26%27%23%17%19%15%12%13%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024KruidvatshoppersrememberseeingadsinnewslettersmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereKruidvatshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks50%46%45%40%40%38%38%39%38%36%36%28%27%27%26%29%19%19%27%21%20%25%21%21%23%17%16%19%15%15%SocialmediaSearchenginesVideoportalsOnlinestoresWebsitesandappsNewslettersVideostreamingservicesVideogamesMusicportalsEditorialwebsitesofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024KruidvatshoppersrememberadstheysawdirectlyinthestoremoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks44%42%39%38%30%31%36%32%31%34%31%32%OnTVDirectlyinthestoreOnadvertisingspacesOntheradio26%22%21%Bymailshot/advertising23%19%20%Inprintedmagazines23%19%19%Inprinteddaily16%16%16%Atthemovies/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=502Kruidvatshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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