机构研究报告-意大利线上沟通软件用户分析报告：Discord

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:DiscordusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofDiscordusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkDiscordusersinItaly(’’brandusers’’)againstItalianmessengerusersingeneral(’’categoryusers’’),andtheoverallItalianconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingItaly)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsDiscordusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsDiscordismorepopularamongGenerationZthanothermessengerservices.Discordismorepopularamongmalemessengerusersthanfemalemessengerusers.DiscordusershaveasimilarincomeHavingagoodtimeismoreimportanttoDiscordusersthantoothermessengerusers.GamingandeSportsarerelativelyprevalentinterestsofDiscordusers.VideogamingisarelativelypopularhobbyamongDiscordusers.Itstandsoutthat34%ofDiscordusersareexcitedaboutusingthemetaverse.30%ofDiscordusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofDiscordusersthinkthattheenvironmentisanissuethatneedstobeaddressed.TwitchismorepopularamongDiscordusersthantheaveragemessengeruser.Discordusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusers.distributionasmessengerusersingeneral.Discordusersaremorelikelytoliveinlargecitiesthanmessengerusersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+DiscordismorepopularamongGenerationZthanothermessengerservicesDemographicprofile:generationsAgeofconsumersinItalyBrandusers58%33%9%0%Categoryusers20%30%39%10%Allrespondents19%31%39%11%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DiscordismorepopularamongmalemessengerusersthanfemalemessengerusersDemographicprofile:genderGenderofconsumersinItalyBrandusers77%23%Categoryusers49%51%Allrespondents50%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofDiscordusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly28%28%29%22%18%20%20%18%16%19%18%18%2%6%5%3%8%9%6%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DiscordusershaveasimilarincomedistributionasmessengerusersingeneralDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers37%31%33%Categoryusers39%30%31%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,DiscordusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive39%34%33%19%19%21%20%22%23%13%13%8%SinglehouseholdCouple7%6%5%SingleparentPartners0%2%2%Multi-Twoormore9%3%3%Otherhouseholdhouseholdandchildrengenerationalrelatedadultshouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024DiscordusersaremorelikelytoliveinlargecitiesthanmessengerusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly38%31%32%25%24%24%21%21%8%13%11%16%14%10%11%12Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202417%ofDiscordusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers17%73%9%Categoryusers5%88%7%Allrespondents5%87%8%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeismoreimportanttoDiscordusersthantoothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly52%48%55%54%58%60%44%29%27%38%31%31%30%35%36%27%30%31%23%22%22%22%HavingagoodtimeAhappyrelationshipAnhonestandrespectablelifeLearningnewthingsSafetyandsecurity17%15%TobesuccessfulMakingmyowndecisions15%14%11%9%8%8%SocialjusticeTraditionsAdvancingmycareer15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024GamingandeSportsarerelativelyprevalentinterestsofDiscordusersConsumerlifestyle:maininterestsTop10interestsofDiscordusersinItaly63%58%48%49%56%40%40%56%54%55%53%43%43%52%59%56%50%42%42%41%38%30%31%36%33%34%20%17%22%22%Gaming&eSportsMovies,TVshowsScience&technologyTravelHealth&fitnessFood&diningSportsVehicles&mobilityHistoryPolitics&societyandcurrent&musicworldevents16Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongDiscordusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofDiscordusersinItaly63%63%46%31%31%24%26%45%46%42%37%35%41%33%26%27%31%37%35%33%31%32%31%41%43%35%35%30%19%17%Tech/computersVideogamingTravelingDoingsportsandfitnessBoardgames/cardgamesSocializingCooking/bakingPetsReadingOutdooractivities17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DiscordusersaremorelikelytoplaybasketballthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofDiscordusersinItaly28%22%22%22%14%13%19%17%17%15%16%11%11%14%13%10%8%11%8%8%9%9%10%10%5%5%6%5%2%1%SoccerBasketballRunning/joggingFitness,aerobics,cardioCyclingVolleyball/BeachVolleyballSwimming/DivingTennisBadmintonHiking18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=31Discordusers,n=1013messengerusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024DiscordusersaremorelikelytofollowbasketballthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyDiscordusersinItaly44%35%34%30%23%20%19%10%11%17%17%14%12%17%10%12%14%11%10%13%9%9%8%8%5%4%3%3%3%3%SoccerTennisBasketballBoxingMotorsportsVolleyballCyclingAmericanfootballMixedMartialArtsSwimming/diving19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=32Discordusers,n=1013messengerusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat34%ofDiscordusersareexcitedaboutusingthemetaverseConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainItaly47%45%46%44%35%34%36%34%22%22%18%18%14%12%12%IamoftenannoyedIdon’tmindIhaveboughtproductsIamexcitedaboutusingIdon’tmindwhenbyadvertisingonadvertisingifIgetbecausecelebritiesorthemetaversecompaniesusetheinternetfreecontentinreturninfluencersadvertised(immersivevirtualworld)themmypersonaldataforadvertising21Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=2,031allrespondentsSources:ConsumerInsightsGlobalasofAugust202430%ofDiscordusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly50%50%51%27%18%18%21%19%10%12%13%8%3%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofDiscordusersthinkthattheenvironmentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoDiscordusers53%50%54%48%43%43%49%53%47%49%45%46%44%38%39%42%49%50%39%38%39%38%43%44%38%41%33%30%25%28%EconomicsituationCrimeUnemploymentHealthandsocialsecurityEnvironmentRisingprices/inflation/EducationPovertyClimatechangeCivilrights23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024DiscorduserstendtohavemoreleftleaningpoliticalviewsthanothermessengerusersConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers31%28%25%16%Categoryusers25%25%29%21%Allrespondents25%25%29%21%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints10%19%39%TwitchismorepopularamongDiscordusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand73%70%69%72%71%71%61%61%55%55%37%41%39%18%31%27%20%19%25%21%20%16%8%6%5%4%5%26Notes:Sources:InstagramYouTubeFacebookTikTokTwitchX(Twitter)RedditLinkedInBeReal.BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1013messengerusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202464%42%37%27%DiscorduserstendtolistentodigitalmusiccontentmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks86%87%87%78%64%64%61%63%41%53%53%47%42%48%48%35%25%33%30%29%25%31%31%23%18%18%19%13%15%TVDigitalvideocontentDigitalmusiccontentRadioMovies/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DiscordusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereDiscordusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks53%40%40%53%31%29%50%44%39%47%29%26%44%34%34%38%19%18%36%23%23%28%17%16%25%15%14%23%17%18%VideoportalsVideostreamingSearchenginesOnlinestoresSocialmediaVideogamesWebsitesMusicportalsNewslettersEditorialservicesandappsofbrandsBrandusersCategoryusersAllrespondentswebsitesandapps28Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DiscordusersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks61%64%65%33%31%33%31%31%30%30%28%29%28%22%20%27%20%19%25%27%26%20%20%19%OnTVOnadvertisingspacesOntheradioBymailshot/advertisingAtthemovies/cinemaInprintedmagazinesDirectlyinthestoreInprinteddaily29Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=64Discordusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

Identifyandunderstandyourcoreaudiences•

TrackbrandKPIs+•

Analyzecompetitivelandscapes•

MonitorconsumertrendsgloballyGotoConsumerInsightsCONSUMERINSIGHTSUnderstandwhatdrivesconsumersGainabetterunderstandingofconsumers,brands,and