机构研究报告-荷兰移动运营商用户分析报告：Simyo

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:SimyocustomersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSimyocustomersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSimyocustomersintheNetherlands(’’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•KeyinsightsThemarketshareofSimyohasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingSimyo3%3%3%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%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%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%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=36-64Simyocustomers,n=1909-2003smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024SimyocustomersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSimyoismorepopularamongMillennialsthanothermobilecarriers.Comparedtoothermobilecarriers,Simyohasarelativelyhighshareoffemalecustomers.Simyohasalargershareofcustomerswithamediumhouseholdincomethanothermobilecarriers.SimyocustomersaremorelikelytoliveinruralcommunitiesthansmartphoneMakingtheirowndecisionsismoreimportanttoSimyocustomersthantoothersmartphoneusers.FinanceandeconomyarerelativelyprevalentinterestsofSimyocustomers.OutdooractivitiesarearelativelypopularhobbyamongSimyocustomers.Itstandsoutthatonly35%ofSimyocustomersactivelydosomethingfortheprotectionoftheirdata.72%ofSimyocustomersarelaggardsorinthelatemajorityofinnovationadoption.ArelativelyhighshareofSimyocustomersthinkthattheeconomicsituationisanissuethatneedstobeaddressed.SnapchatismorepopularamongSimyocustomersthantheaveragesmartphoneuser.Simyocustomersrememberseeingadsinvideogameslessoftenthanothersmartphoneusers.usersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SimyoismorepopularamongMillennialsthanothermobilecarriersDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers16%39%35%11%Categoryusers22%32%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtoothermobilecarriers,SimyohasarelativelyhighshareoffemalecustomersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers44%56%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202439%ofSimyocustomershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands39%39%38%26%26%26%18%17%17%11%10%10%3%2%2%Noformal5%4%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%1%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SimyohasalargershareofcustomerswithamediumhouseholdincomethanothermobilecarriersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers31%40%29%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothersmartphoneusers,SimyocustomersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive30%28%28%28%29%23%22%22%21%16%9%8%10%9%SinglehouseholdCouplehousehold5%SingleparenthouseholdPartnersandchildren2%1%1%Multi-generationalTwoormorerelatedadults4%3%3%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SimyocustomersaremorelikelytoliveinruralcommunitiesthansmartphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands35%35%34%29%30%23%25%24%26%16%11%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20244%ofSimyocustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers4%89%7%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsismoreimportanttoSimyocustomersthantoothersmartphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands58%56%55%56%53%55%51%42%42%46%35%34%37%42%41%18%16%18%18%14%18%12%18%18%5%8%9%5%11%11%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeMakingmyowndecisionsSafetyandsecuritySocialjusticeTobesuccessfulLearningnewthingsAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofSimyocustomersConsumerlifestyle:maininterestsTop10interestsofSimyocustomersintheNetherlands60%51%50%53%47%47%44%51%50%42%28%26%37%36%37%37%35%35%28%29%28%29%26%28%26%33%33%30%25%28%Food&diningTravelMovies,TVshowsFinance&economyHealth&fitnessHome&gardenPolitics&societyandcurrentHistorySportsScience&technology17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024OutdooractivitiesarearelativelypopularhobbyamongSimyocustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSimyocustomersintheNetherlands42%38%38%40%37%37%40%39%39%37%29%31%33%32%32%28%28%27%26%24%24%19%24%22%19%17%17%18%17%17%ReadingCooking/bakingTravelingOutdooractivitiesSocializingDoingsportsandfitnessGardeningandplantsBoardgames/cardgamesPhotographyDIYandarts&crafts18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SimyocustomersaremorelikelytogoswimmingordivingthanothersmartphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSimyocustomersintheNetherlands23%18%18%18%16%16%16%14%10%11%8%9%5%5%6%5%8%7%5%6%5%4%2%3%2%2%3%2%5%5%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingDancingSoccerYoga/pilatesBasketballBadmintonCycling19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=31Simyocustomers,n=1956smartphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSimyocustomersfollowmotorsportsracesandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbySimyocustomersintheNetherlands25%25%21%11%9%9%9%7%7%5%3%4%4%2%2%4%4%5%4%7%7%2%5%5%2%4%4%0%0%0%SoccerCyclingMotorsportsAthletics(track&field)AmericanfootballBasketballTennisBoxingMixedMartialArtsBaseball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=15Simyocustomers,n=1956smartphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly35%ofSimyocustomersactivelydosomethingfortheprotectionoftheirdataConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesintheNetherlands42%48%47%40%53%52%35%31%31%19%25%25%20%20%5%Thereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeIactivelydosomethingfortheprotectionofmydataI’mconcernedthatmydataisbeingmisusedontheinternetHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202472%ofSimyocustomersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands36%37%39%33%30%31%23%24%24%9%8%5%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSimyocustomersthinkthattheeconomicsituationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoSimyocustomers65%56%54%58%45%43%53%34%33%55%53%56%49%46%45%44%42%44%35%34%34%32%32%31%27%28%29%28%26%26%Risingprices/inflation/ImmigrationEconomicsituationHousingHealthandsocialsecurityPovertyEducationCrimeClimatechangeEnvironmentcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SimyocustomerstendtohavemoreleftleaningpoliticalviewsthanothersmartphoneusersConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers25%35%30%11%Categoryusers19%30%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints25%33%SnapchatismorepopularamongSimyocustomersthantheaveragesmartphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand66%66%60%60%50%55%45%59%40%40%32%35%33%35%25%20%23%15%25%18%15%19%5%8%9%5%1%2%27Notes:Sources:InstagramYouTubeFacebookLinkedInSnapchatTikTokX(Twitter)RedditTumblrBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=20Simyocustomers,n=969smartphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202447%31%SimyocustomerstendtoreaddailynewspaperslessoftenthansmartphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks74%77%76%68%62%62%63%62%64%56%56%55%54%43%40%38%39%30%32%26%29%29%16%21%19%14%27%27%12%13%7%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesPodcastsMovies/cinemaMagazinesOnlinemagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SimyocustomersrememberseeingadsinvideogameslessoftenthanothersmartphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSimyocustomersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks44%41%40%39%38%38%37%35%38%26%21%19%26%29%26%23%29%27%20%18%20%16%16%15%16%13%14%14%23%21%SocialmediaSearchenginesVideoportalsNewslettersWebsitesOnlinestoresVideostreamingEditorialPodcastsVideogamesandappsofbrandsserviceswebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SimyocustomersrememberadstheysawinprinteddailynewspaperslessoftenthanothersmartphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks39%39%39%33%32%35%30%31%33%30%31%26%25%22%21%18%19%20%11%19%19%14%16%7%OntheDirectlyinOnTVOnadvertisingBymailshot/InprintedInprintedAtthemoviesradiothestorespacesadvertisingmagazinesdaily/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=57Simyocustomers,n=1,956smartphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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