机构研究报告-荷兰线上购物用户分析报告

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&BRANDSOnlineshops:blokker.nlshoppersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)Thisreportoffersthereaderacomprehensiveoverviewofblokker.nlshoppersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkblokker.nlshoppersintheNetherlands(’’brandusers’’)againstDutchonlineshoppersingeneral(’’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•KeyinsightsThemarketshareofblokker.nlhasstayedfairlysimilarcomparedto2023Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingblokker.nl15%14%14%14%14%14%14%14%14%14%14%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%52023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=71-269blokker.nlshoppers,n=505-2023onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024blokker.nlshoppersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints35%ofblokker.nlshoppersareMillennials.Comparedtootheronlineshops,blokker.nlhasarelativelyhighshareoffemaleshoppers.blokker.nlshoppershaveasimilarincomedistributionasonlineshoppersingeneral.OnlineshoppersingeneralandHavingagoodtimeislessimportanttoblokker.nlshoppersthantootheronlineshoppers.Homeandgardenarerelativelyprevalentinterestsofblokker.nlshoppers.Cookingorbakingarerelativelypopularhobbiesamongblokker.nlshoppers.Itstandsoutthat69%ofblokker.nlshoppersdosomeresearchontheinternetbeforeamajorpurchase.10%ofblokker.nlshoppersareinnovatorsorearlyadoptersofnewproducts.Arelativelyhighshareofblokker.nlshoppersthinkthateducationisanissuethatneedstobeaddressed.ismorepopularamongblokker.nlshoppersthantheaverageonlineshopper.blokker.nlshoppersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotheronlineshoppers.blokker.nlshoppersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+35%ofblokker.nlshoppersareMillennialsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers27%35%26%11%Categoryusers23%31%34%12%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshops,blokker.nlhasarelativelyhighshareoffemaleshoppersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers42%58%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Arelativelyhighshareofblokker.nlshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands31%37%38%34%28%26%17%17%13%11%10%10%3%2%3%4%4%4%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024blokker.nlshoppershaveasimilarincomedistributionasonlineshoppersingeneralDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers33%38%30%Categoryusers33%36%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,blokker.nlshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive35%27%28%31%29%23%22%22%23%8%7%8%0%1%1%6%9%9%4%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Onlineshoppersingeneralandblokker.nlshoppersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands35%34%34%30%29%30%13Notes:Sources:25%24%24%13%12%9%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20245%ofblokker.nlshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers5%89%7%Categoryusers6%89%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoblokker.nlshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands55%55%55%56%55%47%43%42%43%41%39%41%33%32%34%25%19%18%21%18%18%19%16%18%11%8%9%9%10%11%AhappyrelationshipAnhonestandrespectablelifeHavingagoodtimeSafetyandsecurityMakingmyowndecisionsSocialjusticeTobesuccessfulLearningnewthingsAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Homeandgardenarerelativelyprevalentinterestsofblokker.nlshoppersConsumerlifestyle:maininterestsTop10interestsofblokker.nlshoppersintheNetherlands57%50%50%55%55%50%50%52%46%47%45%37%35%37%37%40%29%25%39%27%26%38%28%28%37%31%28%37%27%27%Food&diningHome&gardenMovies,TVshowsTravelHealth&fitnessFashion&beautyFinance&economyPolitics&societyandcurrentHistoryFamily&parenting17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Cookingorbakingarerelativelypopularhobbiesamongblokker.nlshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofblokker.nlshoppersintheNetherlands49%48%48%39%38%39%39%35%37%39%31%31%37%31%32%35%31%31%35%33%32%34%25%24%30%27%26%29%23%22%ReadingTravelingCooking/bakingShoppingPetsOutdooractivitiesSocializingGardeningandplantsVideogamingBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024blokker.nlshoppersaremorelikelytogoswimmingordivingthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofblokker.nlshoppersintheNetherlands21%18%18%18%15%16%16%9%9%11%11%11%10%6%6%7%7%7%6%4%4%6%6%5%5%3%3%4%5%5%Fitness,aerobics,cardioHikingSwimming/DivingRunning/joggingDancingSoccerTennisYoga/pilatesBasketballCycling19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=116blokker.nlshoppers,n=2017onlineshoppers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024Arelativelylargeshareofblokker.nlshoppersfollowboxingfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyblokker.nlshoppersintheNetherlands25%24%25%9%9%9%8%4%5%8%7%7%8%7%7%7%4%5%5%3%4%5%4%4%3%2%3%2%2%2%20Notes:Sources:SoccerCyclingBoxingMotorsportsTennisBasketballMixedAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=82blokker.nlshoppers,n=2017onlineshoppers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat69%ofblokker.nlshoppersdosomeresearchontheinternetbeforeamajorpurchaseConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailintheNetherlands69%59%59%61%52%52%39%32%32%17%11%11%17%10%10%WhenIplanamajorCustomerreviewsontheIusuallymanageWhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=2,017allrespondentsSources:ConsumerInsightsGlobalasofAugust202410%ofblokker.nlshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands36%38%37%32%31%31%22%24%24%10%8%8%230%0%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Arelativelyhighshareofblokker.nlshoppersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoblokker.nlshoppers59%57%56%55%55%54%51%45%45%48%45%44%43%44%43%42%36%34%35%33%31%35%34%33%34%31%29%30%26%26%HousingRisingprices/inflation/HealthandsocialsecurityPovertyImmigrationEducationCrimeEconomicsituationClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202438%ofblokker.nlshoppershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers19%32%38%12%Categoryusers18%33%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints61%27%shopperismorepopularamongblokker.nlshoppersthantheaverageonlineMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand71%66%66%68%60%60%68%59%44%37%35%37%32%32%37%32%27%25%25%21%18%19%11%9%9%8%5%6%FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)RedditTwitch27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=142blokker.nlshoppers,n=1007onlineshoppers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202441%43%28%31%26%12%17%blokker.nlshopperstendtoreadmagazinesmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks83%78%76%70%62%62%65%64%64%63%55%55%55%52%39%43%43%41%38%29%30%27%30%19%22%13%TVDigitalvideocontentRadioDigitalmusiccontentMovies/cinemaOnlinenewswebsitesMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024blokker.nlshoppersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereblokker.nlshoppersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks47%40%40%45%39%38%43%38%38%39%36%27%26%28%27%29%27%27%26%19%19%17%16%21%20%21%21%22%15%15%SocialmediaVideoportalsSearchenginesWebsitesandappsofbrandsOnlinestoresNewslettersMusicportalsVideostreamingservicesVideogamesEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024blokker.nlshoppersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks47%42%39%39%32%31%38%30%31%35%31%32%31%28%28%19%20%22%21%19%19%22%16%16%OnTVOnadvertisingspacesDirectlyinthestoreOntheradioInprintedmagazinesBymailshot/advertisingInprinteddailyAtthemovies/cinema30Notes:Sources:onthegoandjournalsmailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=263blokker.nlshoppers,n=2,017onlineshoppers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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