机构研究报告-荷兰线上购物用户分析报告：Lidl

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:LidlshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLidlshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLidlshoppersintheNetherlands(’’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•KeyinsightsThemarketshareofLidlhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingLidl14%14%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=209-295Lidlshoppers,n=2017-2083onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024LidlshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofLidlshoppersandonlineshoppersoverallisfairlysimilar.53%ofLidlshoppersarefemale.Lidlhasasmallershareofshopperswithahighincomethanotheronlineshops.OnlineshoppersingeneralandLidlHavingagoodtimeislessimportanttoLidlshoppersthantootheronlineshoppers.HomeandgardenarerelativelyprevalentinterestsofLidlshoppers.GardeningandplantsarerelativelypopularhobbiesamongLidlshoppers.Itstandsoutthat69%ofLidlshoppersdosomeresearchontheinternetbeforeamajorpurchase.13%ofLidlshoppersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofLidlshoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.ismorepopularamongLidlshoppersthantheaverageonlineshopper.Lidlshoppersrememberseeingadsinnewslettersmoreoftenthanotheronlineshoppers.shoppersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofLidlshoppersandonlineshoppersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers21%33%33%13%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202453%ofLidlshoppersarefemaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers47%53%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202443%ofLidlshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands34%37%38%32%28%26%16%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=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LidlhasasmallershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers29%40%31%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202427%ThelivingarrangementsofLidlshoppersandonlineshoppersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive28%28%30%31%29%22%22%22%SinglehouseholdCouplehousehold8%7%7%SingleparenthouseholdPartnersandchildren3%1%1%Multi-generational9%9%8%Twoormorerelatedadults3%3%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024OnlineshoppersingeneralandLidlshoppersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands34%34%34%29%29%30%25%24%24%12%13%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20242%ofLidlshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers2%92%6%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoLidlshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands55%53%55%56%55%48%45%43%42%39%38%41%33%34%30%23%19%18%20%19%18%19%18%18%13%10%11%11%8%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsSocialjusticeLearningnewthingsTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HomeandgardenarerelativelyprevalentinterestsofLidlshoppersConsumerlifestyle:maininterestsTop10interestsofLidlshoppersintheNetherlands50%50%50%50%49%46%47%50%47%50%37%35%39%37%37%35%28%28%34%27%27%33%29%28%33%32%33%31%31%28%Home&gardenFood&diningTravelMovies,TVshowsHealth&fitnessPolitics&societyandcurrentFamily&parentingScience&technologySportsHistory17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024GardeningandplantsarerelativelypopularhobbiesamongLidlshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLidlshoppersintheNetherlands45%39%39%43%39%38%40%35%37%38%33%32%36%31%32%36%31%31%34%31%31%32%25%24%28%27%26%25%18%17%TravelingReadingCooking/bakingSocializingPetsShoppingOutdooractivitiesGardeningandplantsVideogamingDIYandarts&crafts18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofLidlshoppersdofitness,aerobics,cardioConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLidlshoppersintheNetherlands23%18%18%16%15%16%13%9%9%11%11%11%8%6%6%8%7%7%6%6%5%5%5%5%4%3%3%4%4%4%Fitness,aerobics,cardioHikingSwimming/DivingRunning/joggingDancingSoccerYoga/pilatesCyclingBasketballTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=113Lidlshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024Lidlshoppersfollowsimilarsportsleagues,teams,andcompetitionsasshoppersofotheronlineshopsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLidlshoppersintheNetherlands25%24%25%10%9%9%9%7%7%8%7%7%6%4%5%5%4%4%5%2%3%3%4%5%3%3%4%2%2%2%20Notes:Sources:SoccerCyclingMotorsportsTennisBoxingAthleticsWintersportsBasketballMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=82Lidlshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat69%ofLidlshoppersdosomeresearchontheinternetbeforeamajorpurchaseConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands69%59%59%56%52%52%36%32%32%15%11%11%14%10%10%WhenIplanamajorCustomerreviewsontheIusuallymanageWhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202413%ofLidlshoppersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands39%38%37%31%31%31%24%24%17%13%8%8%0%0%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofLidlshoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoLidlshoppers58%57%56%56%55%54%51%45%45%50%45%44%47%44%43%40%36%34%38%34%33%33%33%31%32%31%29%29%26%26%HousingRisingprices/inflation/HealthandsocialsecurityPovertyImmigrationEducationEconomicsituationCrimeClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LidlshoppersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers20%32%35%13%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsshopperismorepopularamongLidlshoppersthantheaverageonlineMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand66%67%66%66%60%60%65%61%59%39%37%35%37%32%32%33%27%25%30%27%25%18%17%19%9%9%9%9%5%6%FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=153Lidlshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202428%26%12%LidlshopperstendtoreaddailynewspapersmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks83%78%76%72%62%62%69%64%64%57%55%55%48%43%43%48%41%39%39%29%38%27%32%31%30%23%17%19%19%13%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaMagazinesDailynewspapersPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LidlshoppersrememberseeingadsinnewslettersmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLidlshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks48%38%38%43%39%38%41%40%40%34%28%27%31%27%26%30%21%21%30%19%19%23%21%20%20%15%15%20%17%16%SearchenginesVideoportalsSocialmediaOnlinestoresWebsitesandappsVideogamesNewslettersVideostreamingservicesEditorialwebsitesMusicportalsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LidlshoppersrememberadstheysawinprinteddailynewspapersmoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks47%42%39%36%30%31%36%32%31%35%31%32%29%27%26%OnTVDirectlyinthestoreOnadvertisingspacesOntheradio19%19%Inprinteddaily22%21%Bymailshot/advertising20%19%Inprintedmagazines18%16%16%Atthemovies/cinema30Notes:Sources:onthegonewspapersmailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258Lidlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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