机构研究报告-意大利线上沟通软件用户分析报告：TeleGramTG、电报、纸飞机

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:TelegramusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofTelegramusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkTelegramusersinItaly(’’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•KeyinsightsTelegramusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTelegramismorepopularamongMillennialsthanothermessengerservices.Telegramismorepopularamongmalemessengerusersthanfemalemessengerusers.Telegramusershaveasimilarincomedistributionasmessengerusersingeneral.AnhonestandrespectablelifeislessimportanttoTelegramusersthantoothermessengerusers.Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofTelegramusers.TechorcomputersarerelativelypopularhobbiesamongTelegramusers.Itstandsoutthat30%ofTelegramusersboughtproductsbecausecelebritiesorinfluencersadvertisedthem.19%ofTelegramusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofTelegramusersthinkthatunemploymentisanissuethatneedstobeaddressed.TikTokismorepopularamongTelegramusersthantheaveragemessengeruser.Telegramusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusers.MessengerusersingeneralandTelegramusersspecifically,liveinasimilartypeofcommunitiy.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TelegramismorepopularamongMillennialsthanothermessengerservicesDemographicprofile:generationsAgeofconsumersinItalyBrandusers21%38%34%7%Categoryusers20%30%39%10%Allrespondents19%31%39%11%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TelegramismorepopularamongmalemessengerusersthanfemalemessengerusersDemographicprofile:genderGenderofconsumersinItalyBrandusers58%42%Categoryusers49%51%Allrespondents50%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofTelegramusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly28%29%26%16%18%20%22%18%16%20%18%18%5%6%5%6%8%9%5%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TelegramusershaveasimilarincomedistributionasmessengerusersingeneralDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers39%31%30%Categoryusers39%30%31%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofTelegramusersliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive33%34%33%19%21%24%22%23%14%13%13%16%7%7%6%3%2%2%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MessengerusersingeneralandTelegramusersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly33%31%32%26%25%24%23%21%21%13%11%11%10%11%12Notes:Sources:7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20247%ofTelegramusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers7%89%4%Categoryusers5%88%7%Allrespondents5%87%8%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•Sportsfollowed8%AnhonestandrespectablelifeislessimportanttoTelegramusersthantoothermessengerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly54%55%54%58%60%54%35%36%36%32%31%31%31%29%27%30%29%31%26%23%22%18%15%17%15%12%14%9%9%AhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityLearningnewthingsHavingagoodtimeMakingmyowndecisionsSocialjusticeTobesuccessfulTraditionsAdvancingmycareer15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofTelegramusersConsumerlifestyle:maininterestsTop10interestsofTelegramusersinItaly62%59%56%59%48%49%56%54%55%53%42%42%52%40%40%50%43%43%46%33%34%41%30%31%39%30%32%34%33%31%Food&diningMovies,TVshowsTravelSportsScience&technologyHealth&fitnessPolitics&societyandcurrentHistoryArts&literatureFashion&beauty16Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongTelegramusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofTelegramusersinItaly53%46%46%46%31%31%43%41%43%41%37%35%41%35%35%39%37%35%34%33%32%34%24%26%34%29%28%34%26%27%TravelingTech/computersReadingDoingsportsandfitnessOutdooractivitiesCooking/bakingPetsVideogamingShoppingSocializing17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TelegramusersaremorelikelytoplaysoccerthanothermessengerusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofTelegramusersinItaly26%22%19%22%20%17%14%13%15%14%11%11%14%10%10%14%10%9%13%8%8%11%10%8%8%6%5%7%5%5%Running/joggingSoccerFitness,aerobics,cardioCyclingHikingYoga/pilatesTennisSwimming/DivingVolleyball/BeachVolleyballBasketball18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=165Telegramusers,n=1013messengerusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024TelegramusersaremorelikelytofollowsoccerthanothermessengerusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyTelegramusersinItaly47%35%34%30%20%19%20%14%12%16%10%11%15%10%12%14%11%10%12%10%10%12%8%8%11%8%9%19Notes:Sources:SoccerTennisMotorsportsBasketballVolleyballCyclingAthleticsSwimming(track&field)/divingBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=157Telegramusers,n=1013messengerusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust20245%4%4%WintersportsBoxingCHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat30%ofTelegramusersboughtproductsbecausecelebritiesorinfluencersadvertisedthemConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainItaly46%45%46%41%35%34%30%22%22%25%18%18%15%12%12%IamoftenannoyedIdon’tmindIhaveboughtproductsIamexcitedaboutusingIdon’tmindwhenbyadvertisingonadvertisingifIgetbecausecelebritiesorthemetaversecompaniesusetheinternetfreecontentinreturninfluencersadvertised(immersivevirtualworld)themmypersonaldataforadvertising21Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=2,031allrespondentsSources:ConsumerInsightsGlobalasofAugust202419%ofTelegramusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly49%50%51%16%10%12%14%18%18%17%21%19%2%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofTelegramusersthinkthatunemploymentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoTelegramusers59%49%53%58%53%54%57%49%50%55%49%46%47%43%44%45%43%43%45%39%39%41%38%41%41%38%39%40%38%38%UnemploymentEconomicRisingpricesHealthandPovertyCrimeEducationClimatechangeEnvironmentImmigrationsituation/inflation/costoflivingsocialsecurityBrandusersCategoryusersAllrespondents23Notes:’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyTelegramusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers29%29%27%15%Categoryusers25%25%29%21%Allrespondents25%25%29%21%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints70%21%19%10%39%TikTokismorepopularamongTelegramusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand84%79%78%71%69%71%61%61%57%37%34%20%33%18%28%20%19%21%8%11%10%6%5%6%6%26Notes:Sources:InstagramYouTubeFacebookTikTokLinkedInX(Twitter)TwitchRedditSnapchatBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1013messengerusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202464%42%37%27%TelegramuserstendtolistentodigitalmusiccontentmoreoftenthanmessengerusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks91%87%87%78%64%68%61%63%59%59%48%48%41%48%35%43%25%39%31%31%36%30%29%25%18%18%15%13%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentMovies/cinemaPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TelegramusersrememberseeingadsonvideostreamingservicesmoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereTelegramusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks52%52%44%39%40%40%44%34%34%44%31%29%38%29%26%30%23%23%27%19%18%26%17%16%23%17%18%21%15%14%SearchenginesVideoportalsSocialmediaVideostreamingservicesOnlinestoresWebsitesandappsVideogamesMusicportalsEditorialwebsitesNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps28Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TelegramusersrememberadstheysawdirectlyinthestoremoreoftenthanothermessengerusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks69%64%65%40%31%33%36%27%26%36%28%29%35%31%30%28%22%20%27%20%19%24%20%19%OnTVOnadvertisingspacesDirectlyinthestoreBymailshot/advertisingOntheradioAtthemovies/cinemaInprinteddailyInprintedmagazinesonthegomailnewspapersandjournals29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=297Telegramusers,n=1,013messengerusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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