机构研究报告-荷兰线上购物用户分析报告：Wehkamp

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:WehkampshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofWehkampshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkWehkampshoppersintheNetherlands(’’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•KeyinsightsThemarketshareofWehkamphasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingWehkamp18%18%17%17%17%17%16%17%17%17%17%16%17%17%17%17%16%17%17%17%17%16%17%17%17%17%16%17%17%17%17%16%17%17%17%17%16%17%17%17%17%16%17%17%17%17%16%17%17%17%17%16%17%17%17%17%16%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%14%14%13%13%13%17%17%17%17%17%17%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=258-367Wehkampshoppers,n=2017-2083onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024WehkampshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsWehkampismorepopularamongMillennialsthanotheronlineshops.Wehkampismorepopularamongfemaleonlineshoppersthanmaleonlineshoppers.Wehkamphasalargershareofshopperswithahighincomethanotheronlineshops.BeingsuccessfulislessimportanttoWehkampshoppersthantootheronlineshoppers.FamilyandparentingarerelativelyprevalentinterestsofWehkampshoppers.SocializingisarelativelypopularhobbyamongWehkampshoppers.Itstandsoutthat45%ofWehkampshoppersmanagerecurrentordersdirectlyviasmartphoneortablet.35%ofWehkampshoppersarelaggardswhenitcomestoinnovationadoption.ArelativelyhighshareofWehkampshoppersthinkthatimmigrationisanissuethatneedstobeaddressed.LinkedInismorepopularamongWehkampshoppersthantheaverageonlineshopper.Wehkampshoppersrememberseeingadsonsearchenginesmoreoftenthanotheronlineshoppers.30%ofWehkampshoppersliveinlargecities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+WehkampismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers21%39%32%8%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024WehkampismorepopularamongfemaleonlineshoppersthanmaleonlineshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers38%62%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024WehkamphasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers39%41%20%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,WehkampshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive43%27%28%31%29%19%22%22%21%SinglehouseholdCouplehousehold8%7%7%SingleparenthouseholdPartnersandchildren1%1%1%Multi-generational9%9%8%Twoormorerelatedadults3%3%1%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202430%ofWehkampshoppersliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands34%34%31%30%29%30%23%24%24%16%13%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20244%ofWehkampshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers4%93%3%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulislessimportanttoWehkampshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands57%55%55%56%53%55%43%43%42%41%39%41%33%33%34%21%19%18%19%19%18%18%18%14%13%10%11%7%8%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsSocialjusticeLearningnewthingsTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FamilyandparentingarerelativelyprevalentinterestsofWehkampshoppersConsumerlifestyle:maininterestsTop10interestsofWehkampshoppersintheNetherlands58%50%50%53%46%47%51%50%50%47%37%35%44%37%37%43%27%27%39%29%25%35%28%28%33%32%33%30%27%26%Food&diningTravelMovies,TVshowsHome&gardenHealth&fitnessFamily&parentingFashion&beautyPolitics&societyandcurrentSportsFinance&economy17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SocializingisarelativelypopularhobbyamongWehkampshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofWehkampshoppersintheNetherlands48%48%39%39%39%38%43%35%37%42%33%32%37%31%31%33%31%31%32%26%27%31%32%32%27%23%22%26%25%24%TravelingReadingCooking/bakingSocializingOutdooractivitiesShoppingDoingsportsandfitnessPetsBoardgames/cardgamesGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofWehkampshoppersdofitness,aerobics,cardioConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofWehkampshoppersintheNetherlands23%18%18%19%15%16%14%11%11%13%9%9%10%7%7%7%6%6%7%6%5%6%5%5%6%4%4%5%3%3%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingSoccerDancingYoga/pilatesCyclingTennisBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=127Wehkampshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofWehkampshoppersfollowmotorsportsracesandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyWehkampshoppersintheNetherlands25%25%25%11%9%9%10%9%7%7%7%7%6%4%5%3%4%4%3%4%5%2%3%4%2%2%3%1%2%2%SoccerCyclingMotorsportsTennisBoxingAthletics(track&field)BasketballMixedMartialArtsWintersportsAmericanfootball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=87Wehkampshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat45%ofWehkampshoppersmanagerecurrentordersdirectlyviasmartphoneortabletConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands70%59%59%56%52%52%45%32%32%WhenIplanamajorCustomerreviewsontheIusuallymanage13%11%11%11%10%10%WhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofWehkampshoppersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands38%37%35%33%31%31%24%24%2321%11%8%8%1%0%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofWehkampshoppersthinkthatimmigrationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoWehkampshoppers61%57%56%57%55%54%49%44%43%49%45%45%47%45%44%39%36%34%36%34%33%35%33%31%34%31%29%27%26%26%HousingRisingprices/inflation/ImmigrationHealthandsocialsecurityPovertyEducationEconomicsituationCrimeClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024WehkampshoppersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers22%32%36%10%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints66%32%37%27%LinkedInismorepopularamongWehkampshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand74%66%71%60%60%66%61%59%47%45%32%35%38%34%27%25%25%22%18%19%12%9%9%6%5%6%FacebookInstagramYouTubeLinkedInTikTokSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=129Wehkampshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202443%26%81%ofWehkampshopperswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks81%78%76%70%62%62%67%64%64%63%55%55%53%43%46%41%39%36%27%35%31%30%34%28%29%24%17%19%16%12%13%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024WehkampshoppersrememberseeingadsonsearchenginesmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereWehkampshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks47%38%38%46%40%40%40%39%38%37%34%28%27%27%26%27%26%21%21%20%19%19%21%21%21%17%16%19%15%15%SearchenginesSocialmediaVideoportalsOnlinestoresWebsitesandappsVideostreamingservicesNewslettersVideogamesMusicportalsEditorialwebsitesofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024WehkampshoppersrememberadstheygotbymailmoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks43%42%39%38%32%31%37%30%31%34%31%32%30%22%21%27%19%19%24%19%20%19%16%16%OnTVOnadvertisingspacesDirectlyinthestoreOntheradioBymailshot/advertisingInprinteddailyInprintedmagazinesAtthemovies/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=270Wehkampshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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