机构研究报告-意大利线上沟通软件用户分析报告：iMessage

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:iMessageusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofiMessageusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkiMessageusersinItaly(’’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•KeyinsightsiMessageusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsiMessageismorepopularamongMillennialsthanothermessengerservices.54%ofiMessageusersaremale.iMessagehasalargershareofuserswithahighincomethanothermessengerservices.iMessageusersaremorelikelytoliveinSuccessandcareeradvancementarerelativelyimportanttoiMessageusers.VehiclesandmobilityarerelativelyprevalentinterestsofiMessageusers.TechorcomputersarerelativelypopularhobbiesamongiMessageusers.Itstandsoutthat33%ofiMessageusersboughtproductsbecausecelebritiesorinfluencersadvertisedthem.23%ofiMessageusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofiMessageusersthinkthateducationisanissuethatneedstobeaddressed.TikTokismorepopularamongiMessageusersthantheaveragemessengeruser.iMessageusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusers.largecitiesthanmessengerusersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+iMessageismorepopularamongMillennialsthanothermessengerservicesDemographicprofile:generationsAgeofconsumersinItalyBrandusers26%44%23%6%Categoryusers20%30%39%10%Allrespondents19%31%39%11%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202454%ofiMessageusersaremaleDemographicprofile:genderGenderofconsumersinItalyBrandusers54%46%Categoryusers49%51%Allrespondents50%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofiMessageusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly28%29%30%23%19%19%18%20%18%16%18%18%4%6%5%1%8%9%5%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024iMessagehasalargershareofuserswithahighincomethanothermessengerservicesDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers47%23%30%Categoryusers39%30%31%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,iMessageusersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive34%33%28%25%19%21%19%22%23%14%13%13%7%7%6%2%2%2%5%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024iMessageusersaremorelikelytoliveinlargecitiesthanmessengerusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly36%31%32%25%24%27%20%21%21%7%13%11%9%10%11%12Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20249%ofiMessageusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers9%81%10%Categoryusers5%88%7%Allrespondents5%87%8%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoiMessageusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly58%53%60%55%54%48%35%36%36%31%28%31%27%29%27%25%30%31%23%23%23%22%22%15%14%15%17%14%8%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityLearningnewthingsHavingagoodtimeMakingmyowndecisionsTraditionsSocialjusticeTobesuccessfulAdvancingmycareer15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024VehiclesandmobilityarerelativelyprevalentinterestsofiMessageusersConsumerlifestyle:maininterestsTop10interestsofiMessageusersinItaly59%59%56%54%55%51%49%43%43%49%42%42%48%47%49%43%33%31%42%33%34%42%40%40%36%33%30%29%22%22%Food&diningTravelHealth&fitnessSportsMovies,TVshowsFashion&beautyPolitics&societyandcurrentScience&technologyVehicles&mobilityHome&garden16Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongiMessageusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofiMessageusersinItaly44%31%31%42%46%46%41%33%32%38%35%35%37%37%35%37%29%28%36%26%27%37%33%35%31%31%41%43%18%19%Tech/computersTravelingPetsOutdooractivitiesDoingsportsandfitnessShoppingSocializingCooking/bakingPhotographyReading17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersaremorelikelytogodancingthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofiMessageusersinItaly28%22%19%19%17%15%19%14%13%16%10%8%15%11%11%15%10%9%14%8%8%12%10%10%11%9%4%4%5%5%Running/joggingFitness,aerobics,cardioSoccerSwimming/DivingCyclingYoga/pilatesTennisHikingDancingBasketball18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=43iMessageusers,n=1013messengerusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust202442%ofiMessageusersfollowsoccerConsumerlifestyle:sportsfollowedTop10sportsfollowedbyiMessageusersinItaly42%35%34%25%20%19%19%11%10%19%8%8%17%14%12%17%10%12%16%10%11%15%10%10%12%5%5%12%8%4%19Notes:Sources:SoccerTennisCyclingSwimmingMotorsportsVolleyballBasketballAthletics/diving(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=40iMessageusers,n=1013messengerusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024GymnasticsWintersportsCHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat33%ofiMessageusersboughtproductsbecausecelebritiesorinfluencersadvertisedthemConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainItaly45%46%33%31%28%27%35%34%22%22%18%18%14%12%12%IhaveboughtproductsbecausecelebritiesorIamoftenannoyedbyadvertisingonIamexcitedaboutusingthemetaverseIdon’tmindadvertisingifIgetIdon’tmindwhencompaniesuseinfluencersadvertisedthemtheinternet(immersivevirtualworld)freecontentinreturnmypersonaldataforadvertising21Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=2,031allrespondentsSources:ConsumerInsightsGlobalasofAugust202423%ofiMessageusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly49%50%51%20%10%12%12%18%18%15%21%19%4%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofiMessageusersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoiMessageusers53%52%54%52%49%46%49%52%53%49%39%39%46%43%43%43%38%41%40%38%39%43%40%44%37%49%50%33%25%28%EconomicsituationHealthandsocialsecurityUnemploymentEducationCrimeClimatechangeEnvironmentPovertyRisingprices/inflation/Civilrightscostofliving23Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,iMessageuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers25%22%33%20%Categoryusers25%25%29%21%Allrespondents25%25%29%21%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints70%39%21%19%TikTokismorepopularamongiMessageusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand85%81%71%71%69%63%61%58%61%37%38%37%20%18%28%20%19%23%6%6%15%10%8%11%6%5%26Notes:Sources:FacebookInstagramTikTokYouTubeLinkedInX(Twitter)SnapchatTwitchRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1013messengerusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202461%42%37%30%31%27%18%13%iMessageuserstendtoreadmagazinesmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks81%87%87%73%72%64%63%64%58%41%57%53%51%46%48%48%43%35%29%31%25%28%26%15%18%TVRadioDigitalvideocontentDigitalmusiccontentMovies/cinemaMagazinesDailynewspapersOnlinenewswebsitesPodcastsWeeklynewspapersOnlinemagazines27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereiMessageusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks49%31%29%48%44%39%42%29%26%40%40%40%37%34%34%36%19%18%33%23%23%30%17%16%27%17%18%27%15%14%VideostreamingSearchenginesservicesOnlinestoresVideoportalsSocialmediaVideogamesWebsitesandappsofbrandsMusicportalsEditorialwebsitesandappsNewsletters28Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024iMessageusersrememberadvertisingtheyheardontheradiomoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks63%64%65%47%31%30%35%27%26%35%31%33%33%20%19%32%20%19%30%22%20%26%28%29%OnTVOntheradioDirectlyinthestoreOnadvertisingspacesInprintedmagazinesInprinteddailyAtthemovies/cinemaBymailshot/advertising29Notes:Sources:onthegoandjournalsnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=81iMessageusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024mail•

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