机构研究报告-荷兰移动运营商用户分析报告：Budget Mobiel

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:BudgetMobielcustomersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBudgetMobielcustomersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBudgetMobielcustomersintheNetherlands(’’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•KeyinsightsThemarketshareofBudgetMobielhasstayedfairlysimilarcomparedto2021Q4Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingBudgetMobiel3%3%3%3%3%3%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%52021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=38-60BudgetMobielcustomers,n=1909-1987smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024BudgetMobielcustomersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsBudgetMobielismorepopularamongMillennialsthanothermobilecarriers.54%ofBudgetMobielcustomersaremale.BudgetMobielhasalargershareofcustomerswithalowincomethanothermobilecarriers.BudgetMobielcustomersaremorelikelytoliveinlargecitiesthansmartphoneusersingeneral.SuccessandcareeradvancementarerelativelyimportanttoBudgetMobielcustomers.HistoryisarelativelyprevalentinterestofBudgetMobielcustomers.PhotographyisarelativelypopularhobbyamongBudgetMobielcustomers.Itstandsoutthatonly27%ofBudgetMobielcustomersareconcernedthattheirdataisbeingmisusedontheinternet.54%ofBudgetMobielcustomersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofBudgetMobielcustomersthinkthatunemploymentisanissuethatneedstobeaddressed.YouTubeismorepopularamongBudgetMobielcustomersthantheaveragesmartphoneuser.BudgetMobielcustomersrememberseeingadsinonlinestoresmoreoftenthanothersmartphoneusers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+BudgetMobielismorepopularamongMillennialsthanothermobilecarriersDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers23%46%27%4%Categoryusers22%32%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202454%ofBudgetMobielcustomersaremaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers54%46%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202410%ofBudgetMobielcustomershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%39%38%26%26%21%17%17%17%2%2%3%10%5%4%8%10%10%2%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BudgetMobielhasalargershareofcustomerswithalowincomethanothermobilecarriersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers17%38%45%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothersmartphoneusers,BudgetMobielcustomersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive31%28%28%28%29%22%22%23%17%SinglehouseholdCouplehousehold12%9%8%SingleparenthouseholdPartnersandchildren4%1%1%Multi-generational13%10%9%Twoormorerelatedadults3%3%0%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024BudgetMobielcustomersaremorelikelytoliveinlargecitiesthansmartphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands42%35%34%31%29%30%21%25%24%13Notes:Sources:12%11%6%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202412%ofBudgetMobielcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers12%79%10%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoBudgetMobielcustomersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands56%54%55%53%52%55%42%42%41%42%42%35%35%34%27%18%18%25%18%18%23%17%18%17%18%8%9%8%11%11%AhappyHavingaSafetyandAnhonestandTobesuccessfulLearningMakingmyAdvancingSocialjusticeTraditionsrelationshipgoodtimesecurityrespectablelifenewthingsowndecisionsmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HistoryisarelativelyprevalentinterestofBudgetMobielcustomersConsumerlifestyle:maininterestsTop10interestsofBudgetMobielcustomersintheNetherlands46%51%50%42%51%50%37%29%28%36%35%37%35%47%47%29%35%35%27%28%26%30%27%28%29%25%28%21%18%19%Food&diningMovies,TVshowsHistoryHealth&fitnessTravelHome&gardenFinance&economyScience&technologyPolitics&societyandcurrentArts&literature&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024PhotographyisarelativelypopularhobbyamongBudgetMobielcustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBudgetMobielcustomersintheNetherlands37%35%37%31%31%32%29%39%39%27%38%38%25%33%32%25%20%19%23%29%31%23%17%17%21%26%26%21%30%31%Cooking/bakingPetsTravelingReadingSocializingTech/computersOutdooractivitiesPhotographyVideogamingShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofBudgetMobielcustomersplaybadmintonConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBudgetMobielcustomersintheNetherlands18%18%16%16%13%10%8%10%11%8%8%7%6%2%3%6%2%3%6%5%6%6%8%9%4%5%5%4%6%5%HikingFitness,aerobics,cardioRunning/joggingSoccerBadmintonBasketballDancingSwimming/DivingCyclingYoga/pilates19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=15BudgetMobielcustomers,n=1956smartphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofBudgetMobielcustomersfollowbasketballteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBudgetMobielcustomersintheNetherlands25%25%19%8%4%5%8%9%9%6%5%5%6%7%7%4%2%2%4%4%4%4%7%7%3%4%0%0%0%0%SoccerBasketballCyclingBoxingTennisAmericanfootballMixedMartialArtsMotorsportsAthletics(track&field)Baseball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=11BudgetMobielcustomers,n=1956smartphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly27%ofBudgetMobielcustomersareconcernedthattheirdataisbeingmisusedontheinternetConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesintheNetherlands42%53%52%42%48%47%27%25%25%25%31%31%21%20%20%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)I’mconcernedthatmydataisbeingmisusedontheinternetIactivelydosomethingfortheprotectionofmydataHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202454%ofBudgetMobielcustomersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands54%36%37%30%31%21%24%24%15%10%9%8%230%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBudgetMobielcustomersthinkthatunemploymentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoBudgetMobielcustomers55%56%56%54%48%44%44%40%38%37%46%45%35%45%43%29%27%32%29%29%31%34%29%33%29%29%23%22%22%21%PovertyHousingRisingpricesHealthandImmigrationClimatechangeCrimeEconomicFoodandUnemployment24Notes:Sources:/inflation/socialsecuritysituationcostoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024watersecurityBudgetMobielcustomersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers21%33%29%17%Categoryusers19%30%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints55%YouTubeismorepopularamongBudgetMobielcustomersthantheaveragesmartphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand66%59%66%62%66%60%60%45%33%31%35%33%28%32%24%18%19%25%21%25%23%14%25%7%1%1%7%2%2%YouTubeFacebookInstagramTikTokLinkedInX(Twitter)SnapchatbyteFlickrBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=29BudgetMobielcustomers,n=969smartphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024BudgetMobielcustomerstendtowatchTVlessoftenthansmartphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks77%76%65%62%62%65%62%64%62%50%56%55%44%38%39%42%47%43%35%31%30%31%29%29%27%27%27%17%21%19%12%13%6%DigitalvideocontentRadioTVDigitalmusiccontentMovies/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BudgetMobielcustomersrememberseeingadsinonlinestoresmoreoftenthanothersmartphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBudgetMobielcustomersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks48%37%38%46%29%27%40%38%38%40%41%40%37%20%20%33%29%26%23%23%21%21%16%15%21%17%16%17%13%14%VideoportalsOnlinestoresSearchenginesSocialmediaVideostreamingWebsitesVideogamesEditorialMusicportalsPodcastsservicesandappsofbrandswebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BudgetMobielcustomersrememberadstheysawonTVlessoftenthanothersmartphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks39%39%31%33%32%30%31%30%31%23%21%19%20%21%14%16%21%19%17%19%19%13%22%21%OntheDirectlyinInprintedAtthemoviesOnadvertisingOnTVInprintedBymailshot/radiothestoremagazines/cinemaspacesdailyadvertisingandjournalsonthegonewspapersmail30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=52BudgetMobielcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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