机构研究报告-荷兰线上购物用户分析报告：MediaMarkt

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:MediaMarktshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofMediaMarktshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkMediaMarktshoppersintheNetherlands(’’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•KeyinsightsThemarketshareofMediaMarkthasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingMediaMarkt20%20%20%20%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%19%19%18%18%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%16%16%15%15%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=265-417MediaMarktshoppers,n=2017-2083onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024MediaMarktshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsMediaMarktismorepopularamongGenerationZthanotheronlineshops.MediaMarktismorepopularamongmaleonlineshoppersthanfemaleonlineshoppers.MediaMarkthasalargershareofshopperswithamediumhouseholdincomethanotheronlineshops.MediaMarktshoppersaremorelikelytoBeingsuccessfulismoreimportanttoMediaMarktshoppersthantootheronlineshoppers.FinanceandeconomyarerelativelyprevalentinterestsofMediaMarktshoppers.TechorcomputersarerelativelypopularhobbiesamongMediaMarktshoppers.Itstandsoutthat20%ofMediaMarktshopperstheypreferexpressshipping.19%ofMediaMarktshoppersareinnovatorsorearlyadoptersofnewproducts.53%ofMediaMarktshoppersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.YouTubeismorepopularamongMediaMarktshoppersthantheaverageonlineshopper.MediaMarktshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.liveinlargecitiesthanonlineshoppersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+MediaMarktismorepopularamongGenerationZthanotheronlineshopsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers33%36%23%7%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024MediaMarktismorepopularamongmaleonlineshoppersthanfemaleonlineshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers64%36%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202443%ofMediaMarktshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%37%38%33%28%26%15%17%17%9%10%10%2%3%1%Noformal5%4%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024MediaMarkthasalargershareofshopperswithamediumhouseholdincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers34%41%25%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202427%32%ofMediaMarktshoppersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive28%28%32%31%29%22%22%17%12%SinglehouseholdCouple8%7%6%SingleparentPartners1%1%1%Multi-9%9%Twoormore4%3%3%Otherhouseholdhouseholdandchildrengenerationalrelatedadultshouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MediaMarktshoppersaremorelikelytoliveinlargecitiesthanonlineshoppersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands33%34%34%35%29%30%22%24%24%11%13%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20246%ofMediaMarktshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers6%87%7%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttoMediaMarktshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands56%55%55%56%55%50%43%39%42%39%41%36%33%32%34%25%18%18%19%19%18%19%19%18%12%8%9%12%10%11%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsTobesuccessfulLearningnewthingsSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofMediaMarktshoppersConsumerlifestyle:maininterestsTop10interestsofMediaMarktshoppersintheNetherlands56%50%50%55%50%50%52%46%47%44%37%37%43%33%33%42%27%26%41%29%28%39%31%28%38%37%35%34%27%27%Food&diningMovies,TVshowsTravelHealth&fitnessSportsFinance&economyScience&technologyHistoryHome&gardenFamily&parenting17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongMediaMarktshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofMediaMarktshoppersintheNetherlands45%39%39%38%35%37%38%27%26%36%33%32%39%36%38%35%33%31%32%33%31%31%33%31%31%30%26%27%20%19%TravelingCooking/bakingVideogamingSocializingReadingTech/computersPetsOutdooractivitiesShoppingDoingsportsandfitness18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024MediaMarktshoppersaremorelikelytoplaysoccerthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofMediaMarktshoppersintheNetherlands25%18%18%17%15%16%14%14%14%11%11%7%7%9%9%9%6%6%6%4%4%5%5%5%5%6%5%5%3%3%Fitness,aerobics,cardioHikingRunning/joggingSoccerSwimming/DivingDancingTennisCyclingYoga/pilatesBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=144MediaMarktshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024MediaMarktshoppersaremorelikelytofollowsoccerthanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyMediaMarktshoppersintheNetherlands36%25%25%12%7%7%11%7%7%10%9%9%9%4%5%8%3%4%7%4%5%5%4%4%4%2%2%3%2%3%20Notes:Sources:SoccerMotorsportsTennisCyclingBoxingMixedBasketballAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=137MediaMarktshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballWintersportsCHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat20%ofMediaMarktshopperstheypreferexpressshippingConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands65%59%59%55%52%52%40%32%32%WhenIplanamajorCustomerreviewsontheIusuallymanage20%18%11%11%10%10%WhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202419%ofMediaMarktshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands37%38%37%31%31%24%24%26%18%18%8%8%1%0%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202453%ofMediaMarktshoppersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoMediaMarktshoppers55%53%54%50%57%56%46%44%43%39%45%44%38%36%34%37%45%45%36%34%33%32%33%31%31%28%29%26%26%26%Risingprices/inflation/HousingImmigrationPovertyEducationHealthandsocialsecurityEconomicsituationCrimeClimatechangeEnvironmentcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,MediaMarktshopperstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers17%33%41%9%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints61%27%YouTubeismorepopularamongMediaMarktshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand75%59%69%60%60%66%65%66%44%37%35%40%33%32%32%27%25%25%25%24%18%19%19%9%9%9%5%6%YouTubeInstagramFacebookTikTokSnapchatLinkedInX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=187MediaMarktshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202441%31%26%MediaMarktshopperstendtogotothemoviesmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks82%78%76%74%62%62%68%64%64%64%55%55%58%39%45%43%43%39%30%38%27%34%28%29%23%17%19%14%12%13%TVDigitalvideocontentRadioDigitalmusiccontentMovies/cinemaOnlinenewswebsitesPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024MediaMarktshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereMediaMarktshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks50%47%47%40%40%39%38%38%38%40%37%28%27%27%26%32%21%20%28%21%21%26%17%16%22%19%19%22%15%14%SocialmediaVideoportalsSearchenginesOnlinestoresWebsitesandappsVideostreamingservicesVideogamesMusicportalsNewslettersPodcasts29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024MediaMarktshoppersrememberadstheysawdirectlyinthestoremoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks46%42%39%40%38%37%30%31%31%32%32%31%29%19%19%28%22%21%24%19%20%24%16%16%OnTVDirectlyinthestoreOntheradioOnadvertisingspacesInprinteddailyBymailshot/advertisingInprintedmagazinesAtthemovies/cinema30Notes:Sources:onthegonewspapersmailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=321MediaMarktshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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