机构研究报告-荷兰线上沟通软件用户分析报告：飞书信

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&BRANDSMessengers:FacebookMessengerusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofFacebookMessengerusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkFacebookMessengerusersintheNetherlands(’’brandusers’’)againstDutchmessengerusersingeneral(’’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•KeyinsightsFacebookMessengerusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsFacebookMessengerismorepopularamongGenerationXthanothermessengerservices.Comparedtoothermessengerservices,FacebookMessengerhasarelativelyhighshareoffemaleusers.Consumerswithamediumhouseholdincomemakeup36%ofFacebookMessengerusers.35%ofFacebookMessengerusersliveHavingagoodtimeisanimportantaspectoflifefor58%ofFacebookMessengerusers.Movies,TVshowsandmusicarerelativelyprevalentinterestsofFacebookMessengerusers.PetsarearelativelypopularhobbyamongFacebookMessengerusers.35%ofFacebookMessengerusersstatethattheydon’tmindadvertisingiftheygetfreecontentinreturn.26%ofFacebookMessengerusersareinthelatemajorityofinnovationadoptertypes.ArelativelyhighshareofFacebookMessengerusersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.FacebookismorepopularamongFacebookMessengerusersthantheaveragemessengeruser.FacebookMessengerusersrememberseeingadsonsocialmediamoreoftenthanothermessengerusers.inmedium-sizedtowns.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+FacebookMessengerismorepopularamongGenerationXthanothermessengerservicesDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers15%33%40%12%Categoryusers24%32%31%13%Allrespondents23%31%34%12%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerservices,FacebookMessengerhasarelativelyhighshareoffemaleusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers44%56%Categoryusers50%50%Allrespondents49%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202440%ofFacebookMessengerusershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationintheNetherlands40%36%38%25%26%26%18%17%17%3%2%3%4%5%4%8%11%10%1%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithamediumhouseholdincomemakeup36%ofFacebookMessengerusersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers32%36%32%Categoryusers35%35%30%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,FacebookMessengerusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive32%28%29%28%27%29%24%22%22%SinglehouseholdCouplehousehold9%8%8%SingleparenthouseholdPartnersandchildren1%1%0%Multi-generational10%9%5%Twoormorerelatedadults3%3%2%Otherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofFacebookMessengerusersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands35%32%34%32%33%30%22%23%24%12%12%12%12Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20249%ofFacebookMessengerusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers9%87%5%Categoryusers10%86%4%Allrespondents7%88%5%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeisanimportantaspectoflifefor58%ofFacebookMessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands58%55%55%54%53%55%43%40%42%38%40%41%35%35%34%19%21%17%18%18%18%18%16%18%12%HavingagoodtimeAhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthings11%11%11%9%8%SocialjusticeTobesuccessfulTraditionsAdvancingmycareer15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Movies,TVshowsandmusicarerelativelyprevalentinterestsofFacebookMessengerusersConsumerlifestyle:maininterestsTop10interestsofFacebookMessengerusersintheNetherlands59%48%50%57%52%50%53%50%47%42%34%35%39%35%37%36%33%33%32%24%27%32%25%25%29%27%28%26%28%28%Movies,TVshowsFood&diningTravelHome&gardenHealth&fitnessSportsFamily&parentingFashion&beautyPolitics&societyandcurrentHistory16&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsPetsarearelativelypopularhobbyamongFacebookMessengerusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofFacebookMessengerusersintheNetherlands45%41%39%42%33%32%42%41%38%41%39%37%40%31%32%39%31%31%31%28%31%29%27%27%27%26%26%27%23%22%TravelingPetsReadingCooking/bakingSocializingShoppingOutdooractivitiesDoingsportsandfitnessVideogamingBoardgames/cardgames17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofFacebookMessengerusersdofitness,aerobics,cardioConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofFacebookMessengerusersintheNetherlands23%21%19%18%17%16%13%12%13%11%9%9%10%8%7%9%7%6%8%6%5%6%5%5%5%4%4%5%4%2%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingSoccerDancingCyclingYoga/pilatesTennisWintersports18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=161FacebookMessengerusers,n=1010messengerusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024FacebookMessengerusersaremorelikelytofollowwintersportsthantheaverageconsumerConsumerlifestyle:sportsfollowedTop10sportsfollowedbyFacebookMessengerusersintheNetherlands26%25%25%12%10%9%10%7%7%9%6%7%9%6%3%6%4%4%5%4%4%5%4%5%4%4%5%2%2%2%19Notes:Sources:SoccerCyclingMotorsportsTennisWintersportsMixedAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=133FacebookMessengerusers,n=1010messengerusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024BoxingBasketballAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics2035%ofFacebookMessengerusersstatethattheydon’tmindadvertisingiftheygetfreecontentinreturnConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediaintheNetherlands57%57%58%35%32%32%IamoftenannoyedbyadvertisingontheinternetIdon’tmindadvertisingifIgetfreecontentinreturn19%19%17%Ihaveboughtproductsbecausecelebritiesorinfluencersadvertised15%14%13%Idon’tmindwhencompaniesusemypersonaldata12%13%13%Iamexcitedaboutusingthemetaverse(immersivevirtualworld)21Notes:themforadvertisingBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202426%ofFacebookMessengerusersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands34%36%37%30%31%31%26%23%24%10%9%8%221%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFacebookMessengerusersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoFacebookMessengerusers62%58%56%59%53%54%48%42%45%47%43%43%45%41%44%35%31%31%31%32%34%28%31%33%29%27%29%24%20%19%HousingRisingpricesHealthandImmigrationPovertyCrimeEducationEconomicClimatechangeTerrorism/inflation/costoflivingsocialsecuritysituation23Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202438%ofFacebookMessengerusershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers21%28%38%13%Categoryusers20%29%37%14%Allrespondents20%31%34%15%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints65%61%FacebookismorepopularamongFacebookMessengerusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand95%66%72%60%68%59%59%38%33%32%38%35%35%31%25%25%26%21%19%24%24%25%10%9%9%6%9%9%FacebookInstagramYouTubeLinkedInTikTokX(Twitter)SnapchatTwitchRedditBrandusersCategoryusersAllrespondents26Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1010messengerusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202480%ofFacebookMessengeruserswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks80%75%76%70%64%64%62%59%62%61%56%55%54%49%43%43%42%39%32%31%30%30%29%29%28%26%27%26%19%19%14%12%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FacebookMessengerusersrememberseeingadsonsocialmediamoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereFacebookMessengerusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks49%49%44%38%40%40%42%38%38%32%29%27%29%25%26%26%20%21%24%21%20%23%17%19%22%17%16%18%16%15%SearchenginesSocialmediaVideoportalsOnlinestoresWebsitesandappsVideogamesVideostreamingservicesNewslettersMusicportalsEditorialwebsitesofbrandsBrandusersCategoryusersAllrespondentsandapps28Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FacebookMessengerusersrememberadstheysawdirectlyinthestoremoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks44%39%39%38%34%32%38%32%31%36%33%31%23%18%21%19%19%20%19%17%19%17%17%16%OnTVOntheDirectlyinOnadvertisingBymailshot/InprintedInprintedAtthemoviesradiothestorespacesadvertisingmagazinesdaily/cinema29Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=374FacebookMessengerusers,n=1,010messengerusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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