机构研究报告-荷兰线上购物用户分析报告：德国Bonprix

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:BonprixshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBonprixshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBonprixshoppersintheNetherlands(’’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•KeyinsightsThemarketshareofBonprixhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingBonprix15%15%15%15%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%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%12%12%12%12%12%12%12%12%12%12%12%11%11%11%11%11%11%11%11%11%11%11%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221-312Bonprixshoppers,n=2017-2083onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024BonprixshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsBonprixismorepopularamongGenerationXthanotheronlineshops.Bonprixismorepopularamongfemaleonlineshoppersthanmaleonlineshoppers.Bonprixhasalargershareofshopperswithalowincomethanotheronlineshops.BonprixshoppersaremorelikelytoliveBeingsuccessfulislessimportanttoBonprixshoppersthantootheronlineshoppers.HomeandgardenarerelativelyprevalentinterestsofBonprixshoppers.PetsarearelativelypopularhobbyamongBonprixshoppers.Itstandsoutthat42%ofBonprixshoppersmanagerecurrentordersdirectlyviasmartphoneortablet.42%ofBonprixshoppersarelaggardswhenitcomestoinnovationadoption.ArelativelyhighshareofBonprixshoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.ismorepopularamongBonprixshoppersthantheaverageonlineshopper.Bonprixshoppersrememberseeingadsinnewslettersmoreoftenthanotheronlineshoppers.inruralcommunitiesthanonlineshoppersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+BonprixismorepopularamongGenerationXthanotheronlineshopsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers16%25%41%18%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BonprixismorepopularamongfemaleonlineshoppersthanmaleonlineshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers25%75%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202441%ofBonprixshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands40%37%38%29%28%26%14%17%17%9%10%10%2%3%1%Noformal4%4%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BonprixhasalargershareofshopperswithalowincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers31%31%38%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,BonprixshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive35%25%27%28%31%29%21%22%22%SinglehouseholdCouplehousehold9%8%7%SingleparenthouseholdPartnersandchildren1%1%0%Multi-generational9%9%7%Twoormorerelatedadults3%3%3%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024BonprixshoppersaremorelikelytoliveinruralcommunitiesthanonlineshoppersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands34%34%30%29%30%25%24%24%25%19%13%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20243%ofBonprixshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers3%90%6%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulislessimportanttoBonprixshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands55%56%55%55%52%55%48%43%42%39%40%41%36%33%34%26%19%18%19%19%18%10%10%11%9%18%18%5%8%9%HavingagoodtimeAhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsSocialjusticeLearningnewthingsTraditionsTobesuccessfulAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HomeandgardenarerelativelyprevalentinterestsofBonprixshoppersConsumerlifestyle:maininterestsTop10interestsofBonprixshoppersintheNetherlands57%50%50%52%50%50%51%46%47%49%37%35%41%37%37%38%29%25%34%31%28%34%28%28%32%27%27%29%29%28%Food&diningMovies,TVshowsTravelHome&gardenHealth&fitnessFashion&beautyHistoryPolitics&societyandcurrentFamily&parentingScience&technology17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024PetsarearelativelypopularhobbyamongBonprixshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBonprixshoppersintheNetherlands52%39%38%46%31%32%45%35%37%41%39%39%40%33%32%36%31%31%33%25%24%33%31%31%27%26%23%22%18%17%ReadingPetsCooking/bakingTravelingSocializingOutdooractivitiesGardeningandplantsShoppingPhotographyBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BonprixshoppersaremorelikelytogohikingthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBonprixshoppersintheNetherlands23%21%15%16%18%18%16%9%9%11%6%6%9%11%11%8%6%5%5%7%7%4%3%3%4%5%5%3%3%3%HikingFitness,aerobics,cardioSwimming/DivingDancingRunning/joggingYoga/pilatesSoccerBasketballCyclingBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=97Bonprixshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024Bonprixshoppersfollowsimilarsportsleagues,teams,andcompetitionsasshoppersofotheronlineshopsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBonprixshoppersintheNetherlands25%25%16%8%9%9%7%7%7%6%7%7%5%4%5%4%4%4%4%4%5%3%2%3%2%2%2%1%3%4%20Notes:Sources:SoccerCyclingTennisMotorsportsBoxingAthleticsBasketballWintersportsAmerican(track&field)footballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=53Bonprixshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024MixedMartialArtsCHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat42%ofBonprixshoppersmanagerecurrentordersdirectlyviasmartphoneortabletConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands69%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%59%59%58%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%52%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%42%32%32%10%11%11%10%10%10%WhenIplanamajorCustomerreviewsontheIusuallymanageWhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202442%ofBonprixshoppersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands42%38%37%28%31%31%22%24%24%238%8%8%0%0%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBonprixshoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoBonprixshoppers66%57%56%62%55%54%59%45%45%57%45%44%46%44%43%42%36%34%41%34%33%35%33%31%34%31%29%31%26%26%HousingRisingprices/inflation/HealthandsocialsecurityPovertyImmigrationEducationEconomicsituationCrimeClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202431%ofBonprixshoppershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers22%31%29%19%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints27%shopperismorepopularamongBonprixshoppersthantheaverageonlineMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand80%66%66%62%60%60%61%61%59%44%37%33%35%32%32%32%27%25%24%25%18%15%19%6%9%9%4%1%2%27Notes:Sources:FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)RedditFoursquareBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=98Bonprixshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202443%26%12%81%ofBonprixshopperswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks81%78%76%68%64%64%62%62%62%55%55%55%53%43%35%28%29%35%41%39%34%27%27%31%30%24%17%19%20%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMagazinesMovies/cinemaDailynewspapersPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BonprixshoppersrememberseeingadsinnewslettersmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBonprixshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks45%44%40%40%38%38%38%28%27%39%36%38%34%27%26%31%19%19%29%21%21%22%21%20%22%15%15%17%17%16%SocialmediaSearchenginesOnlinestoresVideoportalsWebsitesandappsNewslettersVideogamesVideostreamingservicesEditorialwebsitesMusicportalsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BonprixshoppersrememberadstheysawdirectlyinthestoremoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks44%42%39%39%30%31%33%32%31%33%31%32%31%22%21%23%19%19%21%19%20%14%16%16%OnTVDirectlyinthestoreOnadvertisingspacesOntheradioBymailshot/advertisingInprinteddailyInprintedmagazinesAtthemovies/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=221Bonprixshoppers,n=2,0