机构研究报告-荷兰移动运营商用户分析报告：Lebara

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:LebaracustomersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLebaracustomersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLebaracustomersintheNetherlands(’’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•KeyinsightsThemarketshareofLebarahasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingLebara5%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%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%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%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%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=60-87Lebaracustomers,n=1909-2003smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024LebaracustomersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsLebaraismorepopularamongMillennialsthanothermobilecarriers.Comparedtoothermobilecarriers,Lebarahasarelativelyhighshareofmalecustomers.Lebarahasalargershareofcustomerswithalowincomethanothermobilecarriers.38%ofLebaracustomersliveinSuccessandcareeradvancementarerelativelyimportanttoLebaracustomers.49%ofLebaracustomersareinterestedintraveling.CarsorvehiclesarerelativelypopularhobbiesamongLebaracustomers.Itstandsoutthatonly30%ofLebaracustomersareconcernedthattheirdataisbeingmisusedontheinternet.43%ofLebaracustomersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofLebaracustomersthinkthatunemploymentisanissuethatneedstobeaddressed.X(Twitter)ismorepopularamongLebaracustomersthantheaveragesmartphoneuser.Lebaracustomersrememberseeingadsonvideostreamingserviceslessoftenthanothersmartphoneusers.medium-sizedtowns.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+LebaraismorepopularamongMillennialsthanothermobilecarriersDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers21%43%28%7%Categoryusers22%32%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtoothermobilecarriers,LebarahasarelativelyhighshareofmalecustomersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers56%44%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202427%ofLebaracustomershavealowersecondaryeducationDemographicprofile:educationConsumer’slevelofeducationintheNetherlands39%38%31%27%26%26%22%17%17%6%2%3%5%5%4%7%10%10%1%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LebarahasalargershareofcustomerswithalowincomethanothermobilecarriersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers19%35%46%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothersmartphoneusers,LebaracustomersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive31%28%28%28%29%22%22%21%19%15%7%9%8%10%9%6%1%1%1%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202438%ofLebaracustomersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands38%35%34%30%29%30%22%25%24%10%11%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20245%ofLebaracustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers5%86%9%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoLebaracustomersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands56%55%53%55%47%42%41%44%43%42%41%42%30%35%34%30%18%18%22%18%18%19%18%18%15%11%8%9%10%11%SafetyandAhappyHavingaAnhonestandTobesuccessfulMakingmyLearningSocialjusticeAdvancingTraditionssecurityrelationshipgoodtimerespectablelifeowndecisionsnewthingsmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202449%ofLebaracustomersareinterestedintravelingConsumerlifestyle:maininterestsTop10interestsofLebaracustomersintheNetherlands49%47%47%46%51%50%46%51%50%36%36%37%32%29%28%31%29%28%33%31%33%30%27%28%28%26%26%25%35%35%TravelFood&diningMovies,TVshowsHealth&fitnessHistoryPolitics&societyandcurrentSportsScience&technologyFinance&economyHome&garden17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024CarsorvehiclesarerelativelypopularhobbiesamongLebaracustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLebaracustomersintheNetherlands39%37%39%37%37%38%38%32%31%30%29%31%28%33%32%27%31%32%25%29%31%26%25%26%23%28%27%22%16%15%TravelingCooking/bakingReadingShoppingSocializingPetsOutdooractivitiesVideogamingDoingsportsandfitnessCars/vehicles18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofLebaracustomersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLebaracustomersintheNetherlands18%18%16%16%11%11%8%7%10%9%10%11%9%8%9%6%5%5%6%5%6%5%6%5%4%4%4%2%2%3%Fitness,aerobics,cardioSoccerHikingRunning/joggingSwimming/DivingCyclingDancingYoga/pilatesTennisBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=30Lebaracustomers,n=1956smartphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofLebaracustomersfollowmixedmartialartsfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLebaracustomersintheNetherlands25%25%22%7%4%4%7%7%7%6%5%5%5%4%5%4%2%2%4%7%7%2%9%9%1%3%3%0%3%4%SoccerMixedMartialArtsTennisBoxingBasketballAmericanfootballMotorsportsCyclingWintersportsAthletics(track&field)20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=25Lebaracustomers,n=1956smartphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly30%ofLebaracustomersareconcernedthattheirdataisbeingmisusedontheinternetConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesintheNetherlands53%53%52%48%47%42%33%31%31%30%25%25%16%20%20%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)IactivelydosomethingfortheprotectionofmydataI’mconcernedthatmydataisbeingmisusedontheinternetHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202443%ofLebaracustomersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands43%36%37%30%31%24%24%25%21%11%9%8%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofLebaracustomersthinkthatunemploymentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoLebaracustomers55%56%56%56%54%48%44%45%43%46%45%44%44%37%36%32%31%35%35%34%32%33%30%28%34%34%22%21%21%19%HousingRisingprices/inflation/ImmigrationHealthandsocialsecurityCrimePovertyUnemploymentEconomicsituationTerrorismEducation24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202430%ofLebaracustomershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers20%30%30%21%Categoryusers19%30%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints55%18%X(Twitter)ismorepopularamongLebaracustomersthantheaveragesmartphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand66%66%66%63%59%60%60%53%33%32%35%29%19%26%23%25%33%24%32%25%25%16%FacebookYouTube9%8%8%3%1%2%InstagramTikTokX(Twitter)LinkedInSnapchatRedditFoursquareBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=38Lebaracustomers,n=969smartphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024LebaracustomerstendtoreadmagazineslessoftenthansmartphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks75%77%76%65%62%64%62%62%62%56%55%48%43%38%39%42%47%43%26%31%30%23%21%19%22%27%27%29%19%29%9%12%13%TVRadioDigitalvideocontentDigitalmusiccontentMovies/cinemaOnlinenewswebsitesPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LebaracustomersrememberseeingadsonvideostreamingserviceslessoftenthanothersmartphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLebaracustomersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks44%41%40%40%37%38%38%38%35%33%29%27%28%29%26%26%23%21%20%16%15%19%17%16%16%21%19%15%20%20%SocialmediaVideoportalsSearchenginesOnlinestoresWebsitesandappsofbrandsVideogamesEditorialwebsitesandappsMusicportalsNewslettersVideostreamingservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LebaracustomersrememberadstheysawinprintedmagazinesandjournalslessoftenthanothersmartphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks36%39%39%35%30%31%33%30%31%28%33%32%17%22%21%15%19%19%14%14%16%19%20%9%OnTVOnadvertisingspacesDirectlyinthestoreOntheradioBymailshot/advertisingInprinteddailyAtthemovies/cinemaInprintedmagazines30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=81Lebaracustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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