机构研究报告-荷兰移动运营商用户分析报告：simpel

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:simpelcustomersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofsimpelcustomersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarksimpelcustomersintheNetherlands(’’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•KeyinsightsThemarketshareofsimpelhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingsimpel9%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=125-171simpelcustomers,n=1909-2003smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024simpelcustomersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointssimpelismorepopularamongGenerationXthanothermobilecarriers.simpelismorepopularamongfemalesmartphoneusersthanmalesmartphoneusers.simpelhasalargershareofcustomerswithalowincomethanothermobilecarriers.simpelcustomersaremorelikelytoliveHavingagoodtimeislessimportanttosimpelcustomersthantoothersmartphoneusers.Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofsimpelcustomers.Readingisarelativelypopularhobbyamongsimpelcustomers.Itstandsoutthat31%ofsimpelcustomersareconcernedthattheirdataisbeingmisusedontheinternet.60%ofsimpelcustomersarelaggardsorinthelatemajorityofinnovationadoption.Arelativelyhighshareofsimpelcustomersthinkthatclimatechangeisanissuethatneedstobeaddressed.ismorepopularamongsimpelcustomersthantheaveragesmartphoneuser.simpelcustomersrememberseeingadsinvideoportalslessoftenthanothersmartphoneusers.inruralareasandtownsthansmartphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+simpelismorepopularamongGenerationXthanothermobilecarriersDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers19%23%44%14%Categoryusers22%32%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024simpelismorepopularamongfemalesmartphoneusersthanmalesmartphoneusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers41%59%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TheeducationlevelofsimpelcustomersandsmartphoneusersaresimilarDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%39%38%27%26%26%18%17%17%9%10%10%1%2%3%6%5%4%1%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024simpelhasalargershareofcustomerswithalowincomethanothermobilecarriersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers33%28%39%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothersmartphoneusers,simpelcustomersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive35%28%28%28%28%29%22%22%15%9%9%8%10%10%9%1%1%1%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024simpelcustomersaremorelikelytoliveinruralareasandtownsthansmartphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands35%35%34%29%29%30%25%24%24%12%11%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20248%ofsimpelcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers8%88%4%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttosimpelcustomersthantoothersmartphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands66%56%55%53%55%46%42%42%45%42%41%44%35%33%34%20%18%18%19%18%18%18%14%18%9%11%11%4%8%9%AhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityHavingagoodtimeMakingmyowndecisionsSocialjusticeLearningnewthingsTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofsimpelcustomersConsumerlifestyle:maininterestsTop10interestsofsimpelcustomersintheNetherlands51%49%50%51%47%50%47%47%47%37%36%37%37%35%35%34%29%28%32%28%26%29%30%28%27%27%27%29%27%28%Movies,TVshowsFood&diningTravelHealth&fitnessHome&gardenPolitics&societyandcurrentFinance&economyScience&technologyFamily&parentingHistory17Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ReadingisarelativelypopularhobbyamongsimpelcustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofsimpelcustomersintheNetherlands52%38%38%41%39%39%37%37%37%35%29%31%34%33%32%33%24%22%31%29%32%30%29%31%29%28%27%26%24%24%ReadingTravelingCooking/bakingOutdooractivitiesSocializingBoardgames/cardgamesPetsShoppingDoingsportsandfitnessGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024simpelcustomersaremorelikelytogohikingthanothersmartphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofsimpelcustomersintheNetherlands24%21%16%16%18%18%8%5%6%8%10%11%7%8%9%5%6%5%4%5%5%4%8%7%2%2%3%2%2%3%HikingFitness,aerobics,cardioDancingRunning/joggingSwimming/DivingYoga/pilatesCyclingSoccerBadmintonBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=66simpelcustomers,n=1956smartphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofsimpelcustomersfollowboxingfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbysimpelcustomersintheNetherlands25%25%19%8%9%9%6%5%5%6%7%7%4%7%7%3%4%5%3%4%4%2%3%3%1%3%4%1%2%2%20Notes:Sources:SoccerCyclingBoxingMotorsportsTennisBasketballMixedWintersportsAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=37simpelcustomers,n=1956smartphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat31%ofsimpelcustomersareconcernedthattheirdataisbeingmisusedontheinternetConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesintheNetherlands52%53%52%49%48%47%31%25%25%30%31%31%20%20%9%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)I’mconcernedthatmydataisbeingmisusedontheinternetIactivelydosomethingfortheprotectionofmydataHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202460%ofsimpelcustomersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands36%37%38%34%30%31%22%24%24%6%9%8%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofsimpelcustomersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtosimpelcustomers64%64%55%56%56%54%53%46%45%48%45%43%46%44%44%39%27%29%38%34%34%33%34%33%32%26%26%32%29%31%HousingRisingprices/inflation/HealthandsocialsecurityImmigrationPovertyClimatechangeEducationEconomicsituationEnvironmentCrime24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManysimpelcustomershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers23%35%29%14%Categoryusers19%30%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints25%23%33%ismorepopularamongsimpelcustomersthantheaveragesmartphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand66%66%59%60%60%55%55%59%53%42%35%38%33%32%35%33%25%25%18%18%19%5%8%9%3%6%6%27Notes:Sources:FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=66simpelcustomers,n=969smartphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024simpelcustomerstendtowatchdigitalvideocontentlessoftenthansmartphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks77%77%76%60%62%64%56%56%55%62%62%53%45%47%43%38%39%31%31%30%30%29%29%30%28%27%27%19%21%19%11%12%13%TVRadioDigitalmusiccontentDigitalvideocontentOnlinenewswebsitesPodcastsMagazinesMovies/cinemaDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024simpelcustomersrememberseeingadsinvideoportalslessoftenthanothersmartphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswheresimpelcustomersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks41%38%38%35%41%40%37%38%31%29%27%27%29%26%26%24%23%21%20%21%19%17%15%16%13%14%14%12%20%20%SearchenginesSocialmediaOnlinestoresVideoportalsWebsitesandappsofbrandsVideogamesNewslettersMusicportalsPodcastsVideostreamingservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202418%simpelcustomersrememberadstheysawin/atthemovies/cinemalessoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks39%39%39%31%30%31%31%33%32%30%30%31%25%22%21%18%19%19%19%20%14%16%10%OnTVOnadvertisingspacesOntheradioDirectlyinthestoreBymailshot/advertisingInprinteddailyInprintedmagazinesAtthemovies/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=140simpelcustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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