机构研究报告-荷兰线上购物用户分析报告：Zalando

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:ZalandoshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofZalandoshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkZalandoshoppersintheNetherlands(’’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•KeyinsightsThemarketshareofZalandohasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingZalando27%27%26%26%25%26%26%25%26%26%25%26%26%25%26%26%25%26%26%25%26%26%25%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%26%26%25%25%25%23%22%22%22%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=439-546Zalandoshoppers,n=2017-2083onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024ZalandoshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsZalandoismorepopularamongGenerationZthanotheronlineshops.Zalandoismorepopularamongfemaleonlineshoppersthanmaleonlineshoppers.Zalandohasalargershareofshopperswithahighincomethanotheronlineshops.OnlineshoppersingeneralandZalandoshoppersspecifically,liveinsimilartypeAhappyrelationshipismoreimportanttoZalandoshoppersthantootheronlineshoppers.FashionandbeautyarerelativelyprevalentinterestsofZalandoshoppers.ShoppingisarelativelypopularhobbyamongZalandoshoppers.Itstandsoutthat48%ofZalandoshoppersmanagerecurrentordersdirectlyviasmartphoneortablet.12%ofZalandoshoppersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofZalandoshoppersthinkthattheeconomicsituationisanissuethatneedstobeaddressed.InstagramismorepopularamongZalandoshoppersthantheaverageonlineshopper.Zalandoshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.ofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ZalandoismorepopularamongGenerationZthanotheronlineshopsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers32%37%25%5%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ZalandoismorepopularamongfemaleonlineshoppersthanmaleonlineshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers41%59%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofZalandoshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands37%38%36%30%28%26%15%17%17%13%10%10%1%2%3%4%4%4%1%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ZalandohasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%37%21%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,ZalandoshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive37%22%22%25%27%28%31%29%15%6%7%8%12%9%9%1%1%1%4%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024OnlineshoppersingeneralandZalandoshoppersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands35%34%34%31%29%30%22%24%24%12%13%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20244%ofZalandoshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers4%91%5%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipismoreimportanttoZalandoshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands61%55%55%56%56%55%43%41%42%39%41%35%33%34%28%20%19%18%20%18%18%20%19%18%10%10%11%9%8%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsTobesuccessfulSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofZalandoshoppersConsumerlifestyle:maininterestsTop10interestsofZalandoshoppersintheNetherlands60%50%50%57%46%47%54%50%50%45%37%37%43%29%25%41%37%35%37%33%33%37%27%27%36%27%26%32%31%28%Food&diningTravelMovies,TVshowsHealth&fitnessFashion&beautyHome&gardenSportsFamily&parentingFinance&economyHistory17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongZalandoshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofZalandoshoppersintheNetherlands51%39%39%45%31%31%43%33%32%42%35%37%40%39%38%37%31%31%32%26%27%31%31%32%28%27%26%25%23%22%TravelingShoppingSocializingCooking/bakingReadingOutdooractivitiesDoingsportsandfitnessPetsVideogamingBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofZalandoshoppersdofitness,aerobics,cardioConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofZalandoshoppersintheNetherlands23%18%18%17%15%16%15%13%11%11%9%9%11%7%7%8%6%6%8%6%5%6%5%5%5%4%4%4%3%3%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingSoccerDancingYoga/pilatesCyclingTennisBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=261Zalandoshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofZalandoshoppersfollowmotorsportsracesandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyZalandoshoppersintheNetherlands27%25%25%11%7%7%9%9%9%9%7%7%7%4%5%5%4%5%5%3%4%4%4%4%3%2%3%3%2%2%20Notes:Sources:SoccerMotorsportsCyclingTennisBoxingBasketballMixedAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=202Zalandoshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat48%ofZalandoshoppersmanagerecurrentordersdirectlyviasmartphoneortabletConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands70%59%59%62%52%52%48%32%32%15%11%11%14%10%10%WhenIplanamajorCustomerreviewsontheIusuallymanageWhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202412%ofZalandoshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands40%38%37%31%31%28%24%24%20%11%8%8%1%0%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofZalandoshoppersthinkthattheeconomicsituationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoZalandoshoppers57%57%56%55%55%54%47%45%45%44%42%43%45%41%44%39%36%34%39%34%33%35%33%31%33%31%29%29%26%26%HousingRisingprices/inflation/HealthandsocialsecurityImmigrationPovertyEducationEconomicsituationCrimeClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ZalandoshoppersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers21%30%37%12%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints61%37%32%27%27%InstagramismorepopularamongZalandoshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand77%60%60%70%59%66%66%66%50%35%42%32%40%38%25%25%18%19%19%12%9%9%6%5%6%InstagramYouTubeFacebookTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=293Zalandoshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202441%31%ZalandoshopperstendtolistentodigitalmusiccontentmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks81%78%76%72%62%62%68%65%64%64%55%55%52%39%48%43%43%42%30%33%28%29%30%26%27%22%17%19%14%12%13%TVDigitalvideocontentDigitalmusiccontentRadioMovies/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ZalandoshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereZalandoshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks50%40%40%46%39%38%44%38%38%40%36%28%27%27%26%29%21%20%23%19%19%23%17%16%23%21%21%21%15%14%SocialmediaVideoportalsSearchenginesOnlinestoresWebsitesandappsVideostreamingservicesNewslettersMusicportalsVideogamesPodcasts29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=542Zalandoshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ZalandoshoppersrememberadstheysawdirectlyinthestoremoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks41%42%39%37%30%31%35%32%31%32%31%32%26%22%21%21%19%19%21%19%20%18%16%16%OnTVDirectlyinthestoreOnadvertisingspacesOntheradioBymailshot/advertisingInprinteddailyInprintedmagazinesAtthemovies/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonline