机构研究报告-荷兰移动运营商用户分析报告：Vodafone沃达丰

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:VodafonecustomersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofVodafonecustomersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkVodafonecustomersintheNetherlands(’’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•KeyinsightsThemarketshareofVodafonehasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingVodafone17%17%17%17%17%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%16%16%16%16%16%15%15%15%14%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=264-346Vodafonecustomers,n=1909-2003smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024VodafonecustomersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints37%ofVodafonecustomersarepartofGenerationX.54%ofVodafonecustomersarefemale.Vodafonehasalargershareofcustomerswithahighincomethanothermobilecarriers.SmartphoneusersingeneralandVodafonecustomersspecifically,liveinasimilartypeofcommunitiy.AnhonestandrespectablelifeismoreimportanttoVodafonecustomersthantoothersmartphoneusers.56%ofVodafonecustomersareinterestedinfoodanddining.TravelingisarelativelypopularhobbyamongVodafonecustomers.Itstandsoutthat63%ofVodafonecustomerswanttohavemobileinternetaccessinanyplaceatanytime.32%ofVodafonecustomersarelaggardswhenitcomestoinnovationadoption.ArelativelyhighshareofVodafonecustomersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.FacebookismorepopularamongVodafonecustomersthantheaveragesmartphoneuser.Vodafonecustomersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+37%ofVodafonecustomersarepartofGenerationXDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers17%32%37%14%Categoryusers22%32%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202454%ofVodafonecustomersarefemaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers46%54%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TheeducationlevelofVodafonecustomersandsmartphoneusersaresimilarDemographicprofile:educationConsumer’slevelofeducationintheNetherlands43%39%38%24%26%26%16%17%17%10%10%10%2%3%1%Noformal4%5%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree1%1%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024VodafonehasalargershareofcustomerswithahighincomethanothermobilecarriersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers45%31%24%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust20249%30%ofVodafonecustomersliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive30%28%28%28%28%29%23%22%22%8%8%7%10%9%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildren2%1%1%Multi-generationalTwoormorerelatedadults3%3%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SmartphoneusersingeneralandVodafonecustomersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands37%35%34%24%25%24%27%29%30%13%11%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20247%ofVodafonecustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers7%88%5%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeismoreimportanttoVodafonecustomersthantoothersmartphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands55%56%55%53%54%55%48%42%42%44%42%41%38%35%34%18%16%18%18%15%18%18%15%18%9%11%11%5%8%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsTobesuccessfulLearningnewthingsSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202456%ofVodafonecustomersareinterestedinfoodanddiningConsumerlifestyle:maininterestsTop10interestsofVodafonecustomersintheNetherlands56%51%50%52%51%50%52%47%47%36%35%36%35%35%37%31%27%27%31%30%28%33%30%33%29%29%28%29%28%28%Food&diningMovies,TVshowsTravelHome&gardenHealth&fitnessFamily&parentingScience&technologySportsPolitics&societyandcurrentHistory&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TravelingisarelativelypopularhobbyamongVodafonecustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofVodafonecustomersintheNetherlands45%39%39%42%37%37%41%38%38%35%33%32%33%30%31%31%30%32%29%29%31%28%24%22%28%27%27%24%23%24%TravelingCooking/bakingReadingSocializingShoppingPetsOutdooractivitiesBoardgames/cardgamesDoingsportsandfitnessGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofVodafonecustomersgohikingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofVodafonecustomersintheNetherlands19%18%18%18%16%16%10%10%11%7%8%9%5%5%6%5%6%5%4%8%7%4%5%5%3%4%4%2%2%2%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingDancingYoga/pilatesSoccerCyclingTennisWintersports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=133Vodafonecustomers,n=1956smartphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024Vodafonecustomersfollowsimilarsportsleagues,teams,andcompetitionsascustomersofothermobilecarriersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyVodafonecustomersintheNetherlands25%25%25%9%9%9%7%7%7%7%7%7%4%3%4%4%5%5%3%4%5%3%4%4%2%3%3%2%2%2%20Notes:Sources:SoccerCyclingTennisMotorsportsAthleticsBoxingBasketballMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Vodafonecustomers,n=1956smartphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat63%ofVodafonecustomerswanttohavemobileinternetaccessinanyplaceatanytimeConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesintheNetherlands63%53%52%55%48%47%34%31%31%25%25%25%25%20%20%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)IactivelydosomethingfortheprotectionofmydataI’mconcernedthatmydataisbeingmisusedontheinternetHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202432%ofVodafonecustomersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands38%36%37%32%30%31%22%24%24%8%9%8%231%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofVodafonecustomersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoVodafonecustomers61%56%55%54%55%56%54%46%45%49%44%44%48%45%43%38%34%33%35%34%34%34%32%31%26%24%26%27%24%29%Risingprices/inflation/HousingHealthandsocialsecurityPovertyImmigrationEconomicsituationEducationCrimeEnvironmentClimatechangecostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothersmartphoneusers,VodafonecustomerstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers15%27%40%19%Categoryusers19%30%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsFacebookismorepopularamongVodafonecustomersthantheaveragesmartphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand78%66%66%67%60%60%55%57%59%37%33%32%33%35%27%26%23%25%22%18%25%19%19%25%6%8%9%3%6%6%FacebookInstagramYouTubeLinkedInTikTokX(Twitter)SnapchatRedditTwitch27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=147Vodafonecustomers,n=969smartphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024VodafonecustomerstendtowatchTVmoreoftenthansmartphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks83%77%76%65%62%64%60%62%62%56%56%55%52%47%43%39%38%39%29%29%29%27%31%30%25%27%27%20%21%19%12%12%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024VodafonecustomersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereVodafonecustomersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks45%41%40%41%38%37%38%38%38%32%29%26%29%29%27%24%21%19%23%23%21%20%18%20%16%16%15%17%16%16%SocialmediaSearchenginesVideoportalsWebsitesandappsOnlinestoresNewslettersVideogamesVideostreamingservicesEditorialwebsitesMusicportalsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=328Vodafonecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024VodafonecustomersrememberadstheysawonTVmoreoftenthanothersmartphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersi