机构研究报告-荷兰线上约会用户分析报告：Tinder

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&BRANDSOnlinedating:TinderusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofTinderusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkTinderusersintheNetherlands(’’brandusers’’)againstDutchonlinedatingusersingeneral(’’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•KeyinsightsThemarketshareofTinderhasgrowncomparedto2023Q1Managementsummary:brandusagetimelineTimelineofonlinedatingusersusingTinder48%49%48%47%34%31%52023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=35-60Tinderusers,n=104-127onlinedatingusersSources:ConsumerInsightsGlobalasofAugust2024TinderusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTinderhasahighshareofusersthatarepartofGenerationZcomparedtothetotalonlinepopulation.Comparedtootheronlinedatingservices,Tinderhasarelativelyhighshareofmaleusers.Comparedtotheaverageconsumer,TinderusersarelesslikelytohaveaSocialjusticeislessimportanttoTinderusersthantootheronlinedatingusers.SportsisarelativelyprevalentinterestofTinderusers.SportsandfitnessarerelativelypopularhobbiesamongTinderusers.42%ofTinderusersstatethattheygladlypayforservicesthatmakelifemoreconvenient.17%ofTinderusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofTinderusersthinkthatpovertyisanissuethatneedstobeaddressed.InstagramismorepopularamongTinderusersthantheaverageonlinedatinguser.Tinderusersrememberseeingadsonsearchenginesmoreoftenthanotheronlinedatingusers.highincome.Tinderusersaremorelikelytoliveinruralareasandtownsthanonlinedatingusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TinderhasahighshareofusersthatarepartofGenerationZcomparedtothetotalonlinepopulationDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers35%42%17%7%Categoryusers34%38%20%9%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootheronlinedatingservices,TinderhasarelativelyhighshareofmaleusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers70%30%Categoryusers65%35%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202438%ofTinderusershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%38%32%30%31%26%17%7%3%3%12%13%3%6%4%8%9%10%2%5%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,TinderusersarelesslikelytohaveahighincomeDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers24%38%38%Categoryusers27%36%37%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlinedatingusers,TinderusersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive48%43%28%29%22%10%10%7%9%8%15%19%0%2%1%17%13%9%3%4%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024TinderusersaremorelikelytoliveinruralareasandtownsthanonlinedatingusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands42%28%32%31%34%32%30%13Notes:Sources:24%19%12%8%8%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202410%ofTinderusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers10%88%2%Categoryusers10%87%2%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSocialjusticeislessimportanttoTinderusersthantootheronlinedatingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands67%58%55%55%47%43%38%31%33%35%42%35%32%41%31%34%18%23%20%18%23%20%17%14%16%18%9%10%11%7%HavingagoodtimeAhappyrelationshipTobesuccessfulAnhonestandrespectablelifeSafetyandsecurityLearningnewthingsMakingmyowndecisionsAdvancingmycareerTraditionsSocialjustice16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SportsisarelativelyprevalentinterestofTinderusersConsumerlifestyle:maininterestsTop10interestsofTinderusersintheNetherlands60%50%47%58%54%50%55%52%50%53%42%33%43%36%37%40%39%28%38%31%37%32%26%37%31%35%35%35%28%19%TravelFood&diningMovies,TVshowsSportsHealth&fitnessHistoryArts&literatureFinance&economyHome&gardenPolitics&societyandcurrent&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SportsandfitnessarerelativelypopularhobbiesamongTinderusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofTinderusersintheNetherlands45%38%32%45%42%39%42%35%37%42%38%38%42%35%26%41%34%31%40%32%27%33%32%32%32%28%32%31%31%22%SocializingTravelingCooking/bakingReadingVideogamingShoppingDoingsportsandfitnessPetsBoardgames/cardgamesOutdooractivities18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TinderusersaremorelikelytoplaysoccerthanotheronlinedatingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofTinderusersintheNetherlands30%28%20%21%18%20%16%16%7%13%11%6%13%10%11%12%6%4%10%11%9%8%9%5%7%5%3%7%6%5%SoccerFitness,aerobics,cardioHikingDancingRunning/joggingTennisSwimming/DivingCyclingBasketballYoga/pilates19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=30Tinderusers,n=127onlinedatingusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024TinderusersaremorelikelytofollowsoccerthanotheronlinedatingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyTinderusersintheNetherlands42%29%25%22%13%7%20%17%9%18%14%5%17%12%7%15%13%4%13%9%5%12%7%4%10%6%2%10%7%3%20Notes:Sources:SoccerMotorsportsCyclingBoxingTennisMixedBasketballAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=32Tinderusers,n=127onlinedatingusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballWintersportsCHAPTER04Consumerattitudes•Attitudestowardsservices•Innovationadoption•Challengesfacingthecountry•Politics2142%ofTinderusersstatethattheygladlypayforservicesthatmakelifemoreconvenientConsumerattitudes:services&eservicesAgreementwithstatementstowardsservices&eservicesintheNetherlands50%50%31%42%39%29%35%33%27%23%28%17%15%14%6%IlikeorganizingmylifeIgladlypayforIprefertouseservicesIamoftenfrustratedI’moftenunsatisfiedthroughmysmartphoneservicesthatmakemylifemoreconvenientwhereIcanhaveapersonalcontactbyunexpectedextrafeesattheendofawithservices22Notes:servicebookingBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202417%ofTinderusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands43%44%37%31%25%23%24%21%15%15%11%8%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofTinderusersthinkthatpovertyisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoTinderusers58%56%56%54%48%41%44%47%41%43%42%38%37%36%45%33%31%31%31%32%33%31%34%28%27%22%21%25%29%23%HousingPovertyImmigrationRisingprices/inflation/HealthandsocialsecurityCrimeEconomicsituationEducationUnemploymentClimatechange24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlinedatingusers,TinderuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers20%23%47%10%Categoryusers27%23%42%9%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints14%InstagramismorepopularamongTinderusersthantheaverageonlinedatinguserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand79%69%60%74%69%59%71%69%66%59%49%35%44%34%25%38%34%32%32%31%25%29%23%19%24%9%9%5%2%27Notes:Sources:InstagramYouTubeFacebookTikTokSnapchatLinkedInX(Twitter)RedditTumblrBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=34Tinderusers,n=77onlinedatingusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024TinderuserstendtogotothemoviesmoreoftenthanonlinedatingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks85%78%76%82%73%62%70%71%55%65%55%39%60%64%64%53%51%43%48%50%30%38%37%29%37%30%19%33%35%27%22%25%13%TVDigitalvideocontentDigitalmusiccontentMovies/cinemaRadioOnlinenewswebsitesPodcastsMagazinesOnlinemagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TinderusersrememberseeingadsonsearchenginesmoreoftenthanotheronlinedatingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereTinderusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks58%57%50%45%52%46%38%38%40%38%35%26%37%35%20%33%30%27%32%27%19%30%30%14%28%30%21%23%26%16%VideoportalsSearchenginesSocialmediaWebsitesandappsVideostreamingservicesOnlinestoresNewslettersPodcastsVideogamesMusicportals29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Tinderusersrememberadstheysawin/atthemovies/cinemamoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks43%43%42%46%39%40%37%38%39%31%31%32%30%29%16%25%23%21%25%25%20%18%20%19%DirectlyinthestoreOnTVOnadvertisingspacesOntheradioAtthemovies/cinemaBymailshot/advertisingInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlinedatingproviders(websiteorapp)haveyouusedinthepast12months(paidorunpaid)?";MultiPick;Base:n=60Tinderusers,n=127onlinedatingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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