机构研究报告-荷兰移动运营商用户分析报告：hollandsnieuwe

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:hollandsnieuwecustomersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofhollandsnieuwecustomersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkhollandsnieuwecustomersintheNetherlands(’’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•KeyinsightsThemarketshareofhollandsnieuwehasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusinghollandsnieuwe6%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%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%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%5%5%5%5%5%5%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=80-114hollandsnieuwecustomers,n=1909-2003smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024hollandsnieuwecustomersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointshollandsnieuweismorepopularamongBabyBoomersthanothermobilecarriers.hollandsnieuweismorepopularamongfemalesmartphoneusersthanmalesmartphoneusers.Consumerswithalowincomemakeup35%ofhollandsnieuwecustomers.Smartphoneusersingeneralandhollandsnieuwecustomersspecifically,liveinasimilartypeofcommunitiy.Havingagoodtimeismoreimportanttohollandsnieuwecustomersthantoothersmartphoneusers.Homeandgardenarerelativelyprevalentinterestsofhollandsnieuwecustomers.Readingisarelativelypopularhobbyamonghollandsnieuwecustomers.Itstandsoutthatonly51%ofhollandsnieuwecustomersthinkthatthereisagoodmobilenetworkcoverageintheirarea.62%ofhollandsnieuwecustomersarelaggardsorinthelatemajorityofinnovationadoption.Arelativelyhighshareofhollandsnieuwecustomersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.Redditismorepopularamonghollandsnieuwecustomersthantheaveragesmartphoneuser.hollandsnieuwecustomersrememberseeingadsonsearchenginesmoreoftenthanothersmartphoneusers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+hollandsnieuweismorepopularamongBabyBoomersthanothermobilecarriersDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers25%22%35%18%Categoryusers22%32%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024hollandsnieuweismorepopularamongfemalesmartphoneusersthanmalesmartphoneusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers41%59%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202440%ofhollandsnieuwecustomershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%39%38%30%26%26%15%17%17%1%2%3%8%5%4%10%10%10%1%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithalowincomemakeup35%ofhollandsnieuwecustomersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers33%32%35%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofhollandsnieuwecustomersliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive28%28%28%29%24%25%25%22%22%SinglehouseholdCouplehousehold12%9%8%SingleparenthouseholdPartnersandchildren1%1%1%Multi-generational12%10%9%Twoormorerelatedadults3%3%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Smartphoneusersingeneralandhollandsnieuwecustomersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands26%25%24%32%35%34%28%29%30%14%11%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20242%ofhollandsnieuwecustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers2%94%4%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeismoreimportanttohollandsnieuwecustomersthantoothersmartphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands60%53%55%56%53%55%48%42%42%42%38%41%38%35%34%19%18%18%18%15%18%18%14%18%9%11%11%5%8%9%HavingagoodtimeAhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HomeandgardenarerelativelyprevalentinterestsofhollandsnieuwecustomersConsumerlifestyle:maininterestsTop10interestsofhollandsnieuwecustomersintheNetherlands59%51%50%51%49%50%48%47%47%43%35%35%39%36%37%39%33%33%36%29%28%27%27%29%27%27%28%28%25%26%Movies,TVshowsFood&diningTravelHome&gardenHealth&fitnessSportsPolitics&societyandcurrentFamily&parentingHistoryFinance&economy17Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ReadingisarelativelypopularhobbyamonghollandsnieuwecustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofhollandsnieuwecustomersintheNetherlands49%38%38%39%38%39%37%37%37%37%28%27%37%33%32%36%29%31%34%31%32%33%26%26%30%29%31%28%24%24%ReadingTravelingCooking/bakingDoingsportsandfitnessSocializingOutdooractivitiesPetsVideogamingShoppingGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024hollandsnieuwecustomersaremorelikelytogohikingthanothersmartphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofhollandsnieuwecustomersintheNetherlands23%21%18%18%16%16%10%11%11%10%6%5%7%5%5%7%8%9%6%2%3%5%8%7%4%2%3%4%5%6%Fitness,aerobics,cardioHikingRunning/joggingYoga/pilatesCyclingSwimming/DivingBasketballSoccerBadmintonDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=50hollandsnieuwecustomers,n=1956smartphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024hollandsnieuwecustomersaremorelikelytofollowsoccerthanothersmartphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyhollandsnieuwecustomersintheNetherlands33%25%25%13%9%9%9%7%7%7%4%4%7%7%7%6%3%3%5%3%4%4%4%5%3%5%5%1%2%2%SoccerCyclingTennisMixedMartialArtsMotorsportsWintersportsAthletics(track&field)BasketballBoxingAmericanfootball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=41hollandsnieuwecustomers,n=1956smartphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly51%ofhollandsnieuwecustomersthinkthatthereisagoodmobilenetworkcoverageintheirareaConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesintheNetherlands51%53%52%51%48%47%32%31%31%27%25%25%20%20%11%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)IactivelydosomethingfortheprotectionofmydataI’mconcernedthatmydataisbeingmisusedontheinternetHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202462%ofhollandsnieuwecustomersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands36%37%34%30%32%30%31%24%24%9%8%4%1%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Arelativelyhighshareofhollandsnieuwecustomersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtohollandsnieuwecustomers64%56%54%57%55%56%50%44%44%45%45%43%38%46%45%34%33%34%32%32%31%28%26%26%27%27%29%23%34%33%Risingprices/inflation/costoflivingHousingPovertyImmigrationHealthandsocialsecurityEducationCrimeEnvironmentClimatechangeEconomicsituation24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothersmartphoneusers,hollandsnieuwecustomerstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers22%22%40%15%Categoryusers19%30%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsRedditismorepopularamonghollandsnieuwecustomersthantheaveragesmartphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand68%66%66%63%60%60%55%59%45%33%31%32%33%35%29%26%23%25%25%23%25%15%18%15%19%8%9%8%6%6%FacebookInstagramYouTubeLinkedInTikTokSnapchatRedditX(Twitter)TwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=62hollandsnieuwecustomers,n=969smartphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202447%hollandsnieuwecustomerstendtogotothemovieslessoftenthansmartphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks73%77%76%63%62%62%63%62%64%59%56%55%54%43%38%39%30%27%27%30%29%29%29%25%31%30%13%12%13%13%21%19%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesDailynewspapersMovies/cinemaMagazinesPodcastsWeeklynewspapersOnlinemagazines28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024hollandsnieuwecustomersrememberseeingadsonsearchenginesmoreoftenthanothersmartphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswherehollandsnieuwecustomersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks44%38%38%43%41%40%38%37%38%28%23%21%29%25%26%24%29%27%24%20%20%21%18%19%17%17%16%15%16%15%SearchenginesSocialmediaVideoportalsVideogamesWebsitesandappsofbrandsOnlinestoresVideostreamingservicesNewslettersMusicportalsEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024hollandsnieuwecustomersrememberadstheysawout-of-homemoreoftenthanothersmartphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks38%38%38%39%39%30%31%33%32%34%30%31%22%19%19%21%19%20%19%22%21%14%16%9%OnadvertisingspacesOntheradioOnTVDirectlyinthestoreInprinteddailyInprintedmagazinesBymailshot/advertisingAtthemovies/cinema30Notes:Sources:onthegonewspapersandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=104hollandsnieuwecustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024mail•

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