机构研究报告-意大利线上沟通软件用户分析报告：Microsoft Teams

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:MicrosoftTeamsusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofMicrosoftTeamsusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkMicrosoftTeamsusersinItaly(’’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•KeyinsightsMicrosoftTeamsusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints43%ofMicrosoftTeamsusersarepartofGenerationX.Comparedtoothermessengerservices,MicrosoftTeamshasarelativelyhighshareofmaleusers.MicrosoftTeamshasalargershareofuserswithahighincomethanothermessengerservices.MicrosoftTeamsusersaremorelikelyAhappyrelationshipismoreimportanttoMicrosoftTeamsusersthantoothermessengerusers.ScienceandtechnologyarerelativelyprevalentinterestsofMicrosoftTeamsusers.OutdooractivitiesarearelativelypopularhobbyamongMicrosoftTeamsusers.Itstandsoutthat30%ofMicrosoftTeamsusersareexcitedaboutusingthemetaverse.22%ofMicrosoftTeamsusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofMicrosoftTeamsusersthinkthatclimatechangeisanissuethatneedstobeaddressed.LinkedInismorepopularamongMicrosoftTeamsusersthantheaveragemessengeruser.MicrosoftTeamsusersrememberseeingadsinvideoportalsmoreoftenthanothermessengerusers.toliveinlargecitiesthanmessengerusersingeneral.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+43%ofMicrosoftTeamsusersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinItalyBrandusers23%33%43%1%Categoryusers20%30%39%10%Allrespondents19%31%39%11%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerservices,MicrosoftTeamshasarelativelyhighshareofmaleusersDemographicprofile:genderGenderofconsumersinItalyBrandusers55%45%Categoryusers49%51%Allrespondents50%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofMicrosoftTeamsusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly37%28%29%24%18%18%20%18%16%18%18%1%6%5%3%8%9%8%7%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftTeamshasalargershareofuserswithahighincomethanothermessengerservicesDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers52%33%15%Categoryusers39%30%31%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermessengerusers,MicrosoftTeamsusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive41%34%33%19%21%21%22%23%13%13%15%9%8%7%6%1%2%2%5%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MicrosoftTeamsusersaremorelikelytoliveinlargecitiesthanmessengerusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly29%31%32%29%25%24%21%21%21%15%13%11%10%11%12Notes:Sources:7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20243%ofMicrosoftTeamsusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers3%94%2%Categoryusers5%88%7%Allrespondents5%87%8%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipismoreimportanttoMicrosoftTeamsusersthantoothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly66%55%54%52%58%60%38%35%36%30%31%30%31%29%31%23%29%27%17%15%17%23%17%22%16%8%9%15%13%14%AhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsSafetyandsecurityLearningnewthingsHavingagoodtimeTobesuccessfulSocialjusticeAdvancingmycareerTraditions15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ScienceandtechnologyarerelativelyprevalentinterestsofMicrosoftTeamsusersConsumerlifestyle:maininterestsTop10interestsofMicrosoftTeamsusersinItaly62%54%55%59%40%40%56%59%56%56%48%49%56%42%42%46%43%43%46%33%34%39%25%26%37%37%33%31%19%20%TravelScience&technologyFood&diningMovies,TVshowsSportsHealth&fitnessPolitics&societyandcurrentFinance&economyCareer&educationFashion&beauty16Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024OutdooractivitiesarearelativelypopularhobbyamongMicrosoftTeamsusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofMicrosoftTeamsusersinItaly57%46%46%54%35%35%51%41%43%48%31%31%45%37%35%43%33%32%37%37%35%34%29%28%31%26%27%28%18%19%TravelingOutdoorReadingTech/DoingsportsPetsCookingShoppingSocializingPhotographyactivitiescomputersandfitness/baking17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftTeamsusersaremorelikelytogorunningorjoggingthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofMicrosoftTeamsusersinItaly36%28%22%19%17%15%23%10%10%23%14%13%21%8%8%20%11%11%20%10%8%16%10%9%13%13%Running/joggingFitness,aerobics,cardioHikingSoccerTennisCyclingSwimming/DivingYoga/pilates5%5%5%2%BasketballWintersports18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=54MicrosoftTeamsusers,n=1013messengerusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftTeamsusersaremorelikelytofollowtennisthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyMicrosoftTeamsusersinItaly45%35%34%37%20%19%24%14%12%22%10%12%21%11%10%21%8%8%17%10%11%17%8%4%15%10%10%10%5%5%19Notes:Sources:SoccerTennisMotorsportsVolleyballCyclingSwimmingBasketballWintersportsAthletics/diving(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=49MicrosoftTeamsusers,n=1013messengerusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024GymnasticsCHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat30%ofMicrosoftTeamsusersareexcitedaboutusingthemetaverseConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainItaly44%45%46%34%35%34%32%30%22%22%18%18%17%12%12%IamoftenannoyedIdon’tmindIhaveboughtproductsIamexcitedaboutusingIdon’tmindwhenbyadvertisingonadvertisingifIgetbecausecelebritiesorthemetaversecompaniesusetheinternetfreecontentinreturninfluencersadvertised(immersivevirtualworld)themmypersonaldataforadvertising21Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=2,031allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofMicrosoftTeamsusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly48%50%51%16%10%12%14%18%18%16%21%19%6%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofMicrosoftTeamsusersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoMicrosoftTeamsusers59%53%54%52%49%46%51%38%41%51%38%39%49%48%50%46%39%39%49%45%53%43%43%44%37%43%43%36%25%28%EconomicsituationHealthandsocialsecurityClimatechangeEnvironmentRisingprices/inflation/EducationUnemploymentPovertyCrimeCivilrights23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyMicrosoftTeamsusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers22%33%31%14%Categoryusers25%25%29%21%Allrespondents25%25%29%21%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints70%20%19%10%21%LinkedInismorepopularamongMicrosoftTeamsusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand80%71%71%79%69%77%61%61%66%45%39%37%34%32%20%19%18%23%17%15%8%6%5%6%6%26Notes:Sources:FacebookInstagramYouTubeLinkedInTikTokX(Twitter)TwitchRedditSnapchatBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1013messengerusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202464%61%42%37%27%30%31%18%MicrosoftTeamsuserstendtogotothemoviesmoreoftenthantheaverageconsumerMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks86%87%87%83%71%64%63%61%56%56%48%48%41%35%46%25%45%29%40%31%38%18%21%13%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftTeamsusersrememberseeingadsinvideoportalsmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereMicrosoftTeamsusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks56%51%40%40%44%39%44%31%29%37%29%26%37%34%34%36%23%23%31%17%18%30%19%18%28%17%16%26%12%10%VideoportalsSearchenginesVideostreamingservicesOnlinestoresSocialmediaWebsitesandappsEditorialwebsitesVideogamesMusicportalsPodcasts28Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftTeamsusersrememberadstheysawout-of-homemoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks64%64%65%51%31%33%43%31%30%40%28%29%39%22%20%36%27%26%32%20%19%28%20%19%OnTVOnadvertisingspacesOntheradioBymailshot/advertisingAtthemovies/cinemaDirectlyinthestoreInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=87MicrosoftTeamsusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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