机构研究报告-荷兰移动运营商用户分析报告：Ben

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:BencustomersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBencustomersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBencustomersintheNetherlands(’’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•KeyinsightsThemarketshareofBenhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingBen6%6%6%6%6%6%6%6%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99-121Bencustomers,n=1909-2003smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024BencustomersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsBenismorepopularamongGenerationZthanothermobilecarriers.55%ofBencustomersarefemale.Benhasalargershareofcustomerswithalowincomethanothermobilecarriers.SmartphoneusersingeneralandBencustomersspecifically,liveinasimilarLearningnewthingsismoreimportanttoBencustomersthantoothersmartphoneusers.Movies,TVshowsandmusicarerelativelyprevalentinterestsofBencustomers.VideogamingisarelativelypopularhobbyamongBencustomers.Itstandsoutthatonly29%ofBencustomersareconcernedthattheirdataisbeingmisusedontheinternet.15%ofBencustomersareinnovatorsorearlyadoptersofnewproducts.53%ofBencustomersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.ismorepopularamongBencustomersthantheaveragesmartphoneuser.Bencustomersrememberseeingadsonsocialmedialessoftenthanothersmartphoneusers.typeofcommunitiy.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+BenismorepopularamongGenerationZthanothermobilecarriersDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers29%35%22%13%Categoryusers22%32%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202455%ofBencustomersarefemaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers45%55%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBencustomershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands39%38%31%34%26%26%17%17%16%10%10%10%2%3%0%Noformal5%5%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree1%1%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BenhasalargershareofcustomerswithalowincomethanothermobilecarriersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers29%29%42%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust20249%Comparedtoothersmartphoneusers,BencustomersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive29%28%28%30%28%29%22%22%22%8%8%8%10%9%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildren1%1%1%Multi-generationalTwoormorerelatedadults3%3%1%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SmartphoneusersingeneralandBencustomersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands35%35%34%32%29%30%23%25%24%10%11%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202414%ofBencustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers14%81%5%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsismoreimportanttoBencustomersthantoothersmartphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands56%56%55%53%55%48%44%42%42%42%39%41%35%34%34%26%18%18%18%16%18%18%18%14%13%11%11%8%8%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsTobesuccessfulSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Movies,TVshowsandmusicarerelativelyprevalentinterestsofBencustomersConsumerlifestyle:maininterestsTop10interestsofBencustomersintheNetherlands62%51%50%52%51%50%47%46%47%39%36%37%36%29%28%36%35%35%34%33%33%28%28%23%25%29%27%28%18%19%Movies,TVshowsFood&diningTravelHealth&fitnessHistoryHome&gardenSportsArts&literatureFashion&beautyPolitics&societyandcurrent17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsVideogamingisarelativelypopularhobbyamongBencustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBencustomersintheNetherlands43%38%38%37%33%32%36%31%32%39%36%39%36%26%26%37%35%37%34%28%27%28%24%22%29%31%27%26%30%31%ReadingSocializingPetsTravelingVideogamingCooking/bakingDoingsportsandfitnessBoardgames/cardgamesOutdooractivitiesShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BencustomersaremorelikelytodoyogaorpilatesthanothersmartphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBencustomersintheNetherlands19%18%18%16%16%12%6%5%10%10%11%9%8%5%6%7%8%7%6%8%9%6%4%4%4%5%5%3%2%2%Fitness,aerobics,cardioYoga/pilatesRunning/joggingHikingDancingSoccerSwimming/DivingTennisCyclingWintersports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=41Bencustomers,n=1956smartphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024BencustomersaremorelikelytofollowcyclingthanothersmartphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBencustomersintheNetherlands25%25%22%13%9%9%9%7%7%8%7%7%7%5%5%5%4%4%4%3%3%3%2%2%2%4%5%3%4%0%20Notes:Sources:SoccerCyclingTennisMotorsportsBoxingMixedWintersportsAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=34Bencustomers,n=1956smartphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024BasketballAthletics(track&field)CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly29%ofBencustomersareconcernedthattheirdataisbeingmisusedontheinternetConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesintheNetherlands48%48%47%47%53%52%29%25%25%27%31%31%20%20%12%Thereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeI’mconcernedthatmydataisbeingmisusedontheinternetIactivelydosomethingfortheprotectionofmydataHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202415%ofBencustomersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands37%36%37%30%31%24%24%26%21%15%9%8%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202453%ofBencustomersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoBencustomers56%53%54%48%46%45%47%55%56%45%44%44%45%43%37%34%34%33%34%30%34%27%28%29%27%26%26%24%32%31%Risingprices/inflation/HealthandsocialsecurityHousingPovertyImmigrationEconomicsituationEducationClimatechangeEnvironmentCrimecostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024BencustomerstendtohavemoreleftleaningpoliticalviewsthanothersmartphoneusersConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers31%28%28%12%Categoryusers19%30%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints23%userismorepopularamongBencustomersthantheaveragesmartphoneMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand74%66%66%63%60%60%60%55%59%40%33%32%37%25%33%33%35%30%25%25%21%18%19%14%6%6%9%1%1%FacebookInstagramYouTubeLinkedInTikTokSnapchatX(Twitter)Twitchbyte27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=43Bencustomers,n=969smartphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202438%31%27%BencustomerstendtolistentopodcastsmoreoftenthansmartphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks77%77%76%68%62%62%65%62%64%57%56%55%46%39%44%43%47%43%36%30%27%27%29%29%23%21%19%15%12%13%TVDigitalvideocontentRadioDigitalmusiccontentMovies/cinemaPodcastsOnlinenewswebsitesDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BencustomersrememberseeingadsonsocialmedialessoftenthanothersmartphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBencustomersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks41%38%38%38%37%38%41%40%30%27%29%27%27%20%20%29%26%26%21%21%19%20%17%16%23%19%21%19%13%14%SearchenginesVideoportalsSocialmediaOnlinestoresVideostreamingservicesWebsitesandappsNewslettersMusicportalsVideogamesPodcasts29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BencustomersrememberadstheysawdirectlyinthestoremoreoftenthanothersmartphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks37%37%37%39%39%30%31%33%32%33%30%31%22%19%19%21%22%21%17%19%20%14%14%16%DirectlyinthestoreOntheradioOnTVOnadvertisingspacesInprinteddailyBymailshot/advertisingInprintedmagazinesAtthemovies/cinema30Notes:Sources:onthegonewspapersmailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=99Bencustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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