机构研究报告-意大利线上沟通软件用户分析报告：FaceTime

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:FaceTimeusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofFaceTimeusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkFaceTimeusersinItaly(’’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•KeyinsightsFaceTimeusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsFaceTimeismorepopularamongGenerationZthanothermessengerservices.55%ofFaceTimeusersarefemale.FaceTimehasasmallershareofuserswithamediumhouseholdincomecomparedtoothermessengerservices.FaceTimeusersaremorelikelytoliveincitieswithover1millioninhabitantsSuccessandcareeradvancementarerelativelyimportanttoFaceTimeusers.FashionandbeautyarerelativelyprevalentinterestsofFaceTimeusers.50%ofFaceTimeusershavetravelingasahobby.Itstandsoutthat41%ofFaceTimeusersboughtproductsbecausecelebritiesorinfluencersadvertisedthem.20%ofFaceTimeusersareinnovatorsorearlyadoptersofnewproducts.49%ofFaceTimeusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.TikTokismorepopularamongFaceTimeusersthantheaveragemessengeruser.FaceTimeusersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanothermessengerusers.thanmessengerusersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+FaceTimeismorepopularamongGenerationZthanothermessengerservicesDemographicprofile:generationsAgeofconsumersinItalyBrandusers38%36%24%2%Categoryusers20%30%39%10%Allrespondents19%31%39%11%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202455%ofFaceTimeusersarefemaleDemographicprofile:genderGenderofconsumersinItalyBrandusers45%55%Categoryusers49%51%Allrespondents50%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFaceTimeusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly31%28%29%18%20%21%18%16%21%18%18%7%6%5%7%8%9%8%5%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimehasasmallershareofuserswithamediumhouseholdincomecomparedtoothermessengerservicesDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%24%34%Categoryusers39%30%31%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,FaceTimeusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive34%34%33%26%19%21%22%23%17%10%13%13%4%7%6%4%2%2%6%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FaceTimeusersaremorelikelytoliveincitieswithover1millioninhabitantsthanmessengerusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly31%32%23%25%24%26%23%21%21%18%10%13%11%10%11%12Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20247%ofFaceTimeusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers7%84%8%Categoryusers5%88%7%Allrespondents5%87%8%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoFaceTimeusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly55%51%54%58%60%45%32%31%35%31%32%36%31%29%27%30%15%17%24%15%14%22%30%31%23%19%22%14%8%9%AhappyrelationshipAnhonestandrespectablelifeLearningnewthingsSafetyandsecurityHavingagoodtimeTobesuccessfulTraditionsMakingmyowndecisionsSocialjusticeAdvancingmycareer15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofFaceTimeusersConsumerlifestyle:maininterestsTop10interestsofFaceTimeusersinItaly54%55%55%59%54%56%48%45%49%44%33%31%42%40%43%40%41%43%42%41%42%34%30%31%34%30%29%34%33%34%TravelFood&diningMovies,TVshowsFashion&beautyScience&technologyHealth&fitnessSportsHistoryHome&gardenPolitics&societyandcurrent&musicworldevents16Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202450%ofFaceTimeusershavetravelingasahobbyConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofFaceTimeusersinItaly50%46%46%45%29%28%40%35%35%40%26%27%37%37%35%37%31%31%36%37%35%36%36%41%43%33%19%17%18%19%TravelingShoppingOutdooractivitiesSocializingCooking/bakingTech/computersDoingsportsandfitnessBoardgames/cardgamesReadingPhotography17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersaremorelikelytogorunningorjoggingthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofFaceTimeusersinItaly31%22%19%19%17%15%16%14%13%14%6%5%13%8%8%12%11%11%11%10%8%11%10%9%10%5%5%10%10%10%Running/joggingFitness,aerobics,cardioSoccerVolleyball/BeachVolleyballTennisCyclingSwimming/DivingYoga/pilatesBasketballHiking18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=58FaceTimeusers,n=1013messengerusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersaremorelikelytofollowvolleyballthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyFaceTimeusersinItaly35%34%34%21%20%19%18%11%10%18%10%12%13%14%12%11%10%10%9%8%8%8%8%4%7%10%11%7%5%5%SoccerTennisCyclingVolleyballMotorsportsAthletics(track&field)Swimming/divingWintersportsBasketballGymnastics19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=44FaceTimeusers,n=1013messengerusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat41%ofFaceTimeusersboughtproductsbecausecelebritiesorinfluencersadvertisedthemConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainItaly42%45%46%41%32%35%34%22%22%21%18%18%18%12%12%IamoftenannoyedbyadvertisingonIhaveboughtproductsbecausecelebritiesorIdon’tmindadvertisingifIgetIamexcitedaboutusingthemetaverseIdon’tmindwhencompaniesusetheinternetinfluencersadvertisedthemfreecontentinreturn(immersivevirtualworld)mypersonaldataforadvertising21Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=2,031allrespondentsSources:ConsumerInsightsGlobalasofAugust202420%ofFaceTimeusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly53%50%51%18%18%18%17%21%19%10%12%10%222%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202438%37%49%ofFaceTimeusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoFaceTimeusers49%49%46%45%53%54%43%42%43%42%49%50%41%39%39%40%49%53%39%38%43%44%39%39%38%38%36%41%HealthandsocialsecurityEconomicsituationCrimeRisingprices/inflation/EducationUnemploymentEnvironmentPovertyImmigrationClimatechange23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FaceTimeusersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers25%22%32%21%Categoryusers25%25%29%21%Allrespondents25%25%29%21%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints70%39%21%20%TikTokismorepopularamongFaceTimeusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand81%71%69%72%71%60%61%54%61%37%42%38%20%19%27%19%18%18%10%8%14%4%5%14%6%6%26Notes:Sources:InstagramFacebookTikTokYouTubeLinkedInX(Twitter)TwitchBeReal.SnapchatBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1013messengerusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202437%42%27%30%31%18%FaceTimeuserstendtolistentopodcastsmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks85%87%87%68%61%63%67%64%64%57%51%41%48%46%48%48%44%43%35%25%29%31%27%18%18%13%15%TVRadioDigitalvideocontentMovies/cinemaDigitalmusiccontentPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereFaceTimeusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks45%44%39%44%31%29%40%40%40%38%34%34%36%29%26%34%33%29%23%23%26%22%19%18%17%16%12%10%15%14%SearchenginesVideostreamingservicesVideoportalsSocialmediaOnlinestoresVideogamesMusicportalsWebsitesandappsofbrandsBrandusersCategoryusersAllrespondentsPodcastsNewsletters28Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FaceTimeusersrememberadstheysawout-of-homemoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks61%64%65%44%31%33%39%31%30%35%28%29%33%27%26%32%22%20%31%20%19%28%20%19%OnTVOnadvertisingspacesOntheradioBymailshot/advertisingDirectlyinthestoreAtthemovies/cinemaInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=107FaceTimeusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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