机构研究报告-荷兰移动运营商用户分析报告：KPN

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&BRANDSMobilecarriers:KPNcustomersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofKPNcustomersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkKPNcustomersintheNetherlands(’’brandusers’’)againstDutchsmartphoneusersingeneral(’’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•KeyinsightsThemarketshareofKPNhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingKPN24%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%23%23%22%22%22%22%22%22%22%22%22%22%22%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=414-470KPNcustomers,n=1909-2003smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024KPNcustomersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofKPNcustomersandsmartphoneusersoverallisfairlysimilar.ThereisafairlyevensplitofmaleandfemaleKPNcustomers.KPNhasalargershareofcustomerswithahighincomecomparedtoothermobilecarriers.AnhonestandrespectablelifeislessimportanttoKPNcustomersthantoothersmartphoneusers.KPNcustomershavesimilarinterestsascustomersofothermobilecarriers.KPNcustomershavesimilarhobbiesasothersmartphoneusers.24%ofKPNcustomersstatethathavingaccesstothelatestcellularnetworktechnology(5G)isimportanttothem.56%ofKPNcustomersarelaggardsorinthelatemajorityofinnovationadoption.HousingisofparticularconcerntoKPNcustomers.64%ofKPNconsumersareactiveonFacebook.KPNcustomersrememberseeingadsinvideoportalslessoftenthanothersmartphoneusers.SmartphoneusersingeneralandKPNcustomersspecifically,liveinasimilartypeofcommunitiy.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofKPNcustomersandsmartphoneusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers19%33%35%13%Categoryusers22%32%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleKPNcustomersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers52%48%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202438%ofKPNcustomershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands40%39%38%27%26%26%17%17%17%10%10%10%2%3%1%Noformal4%5%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%1%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024KPNhasalargershareofcustomerswithahighincomecomparedtoothermobilecarriersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers40%31%29%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothersmartphoneusers,KPNcustomersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive32%32%28%28%28%29%22%22%18%SinglehouseholdCouplehousehold9%9%8%SingleparenthouseholdPartnersandchildren1%1%0%Multi-generational10%9%7%Twoormorerelatedadults3%3%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SmartphoneusersingeneralandKPNcustomersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands36%35%34%29%29%30%26%25%24%10%11%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20246%ofKPNcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers6%90%4%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeislessimportanttoKPNcustomersthantoothersmartphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands59%56%55%57%53%55%42%42%41%42%38%42%34%35%34%19%18%18%18%16%18%18%15%18%13%11%11%6%8%9%AhappyrelationshipHavingagoodtimeSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsSocialjusticeLearningnewthingsTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024KPNcustomershavesimilarinterestsascustomersofothermobilecarriersConsumerlifestyle:maininterestsTop10interestsofKPNcustomersintheNetherlands53%51%50%51%49%50%49%47%47%35%34%35%34%33%33%36%33%37%31%30%29%28%28%29%28%28%28%28%27%27%Food&diningMovies,TVshowsTravelHome&gardenSportsHealth&fitnessScience&technologyHistoryPolitics&societyandcurrentFamily&parenting&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024KPNcustomershavesimilarhobbiesasothersmartphoneusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofKPNcustomersintheNetherlands38%36%38%39%36%39%37%36%37%31%31%32%33%31%32%30%29%31%28%27%27%29%27%31%27%26%26%25%24%24%ReadingTravelingCooking/bakingPetsSocializingShoppingDoingsportsandfitnessOutdooractivitiesVideogamingGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofKPNcustomersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofKPNcustomersintheNetherlands18%18%16%16%16%13%10%10%11%9%8%7%8%8%9%5%5%5%5%5%6%5%6%5%4%4%4%2%2%3%Fitness,aerobics,cardioHikingRunning/joggingSoccerSwimming/DivingCyclingDancingYoga/pilatesTennisBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=187KPNcustomers,n=1956smartphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust20245%ArelativelylargeshareofKPNcustomersfollowtennisplayersandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyKPNcustomersintheNetherlands25%25%25%9%9%9%8%7%7%6%7%7%5%5%5%4%4%4%4%5%3%2%2%3%3%4%3%3%3%20Notes:Sources:SoccerCyclingTennisMotorsportsBoxingMixedBasketballAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=158KPNcustomers,n=1956smartphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024Athletics(track&field)WintersportsCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics2124%ofKPNcustomersstatethathavingaccesstothelatestcellularnetworktechnology(5G)isimportanttothemConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesintheNetherlands52%53%52%48%48%47%33%31%31%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)Iactivelydosomethingfortheprotectionofmydata25%25%24%I’mconcernedthatmydataisbeingmisusedontheinternet24%20%20%Havingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202456%ofKPNcustomersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands35%36%37%30%30%31%26%24%24%8%9%8%1%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024HousingisofparticularconcerntoKPNcustomersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoKPNcustomers56%55%56%56%54%54%46%46%45%44%45%43%44%42%44%36%34%34%34%34%33%31%32%31%27%26%29%26%26%26%HousingRisingprices/inflation/HealthandsocialsecurityImmigrationPovertyEducationEconomicsituationCrimeClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024KPNcustomersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers16%31%36%17%Categoryusers19%30%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints64%ofKPNconsumersareactiveonFacebookMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand66%64%66%60%56%60%55%59%52%33%33%35%33%31%32%25%23%25%20%18%19%23%25%19%10%8%9%7%6%6%FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=259KPNcustomers,n=969smartphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202480%ofKPNcustomerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks80%77%76%63%62%64%57%62%62%55%56%55%46%47%43%36%38%39%31%29%29%31%31%30%31%27%27%23%21%19%16%12%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024KPNcustomersrememberseeingadsinvideoportalslessoftenthanothersmartphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereKPNcustomersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks41%37%40%38%36%38%37%38%32%29%25%26%25%29%27%22%23%21%20%21%19%20%20%16%15%16%15%17%15%16%SocialmediaSearchenginesVideoportalsWebsitesandappsOnlinestoresVideogamesNewslettersVideostreamingservicesEditorialwebsitesMusicportalsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202422%KPNcustomersrememberadstheysawout-of-homelessoftenthanothersmartphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks38%39%39%31%33%32%30%30%31%30%31%26%21%21%20%19%19%20%19%20%13%14%16%OnTVOntheDirectlyinOnadvertisingBymailshot/InprintedInprintedAtthemoviesradiothestorespacesadvertisingdailymagazines/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=470KPNcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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