机构研究报告-芬兰线上沟通软件用户分析报告：WhatsApp

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:WhatsAppusersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofWhatsAppusersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkWhatsAppusersinFinland(’’brandusers’’)againstFinnishmessengerusersingeneral(’’categoryusers’’),andtheoverallFinnishconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingFinland)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsWhatsAppusersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofWhatsAppusersandmessengerusersoverallisfairlysimilar.54%ofWhatsAppusersarefemale.WhatsAppusershaveasimilarincomedistributionasmessengerusersingeneral.MessengerusersingeneralandWhatsAppusersspecifically,liveinasimilartypeofcommunitiy.Safetyandsecurityisanimportantaspectoflifefor59%ofWhatsAppusers.Movies,TVshowsandmusicarerelativelyprevalentinterestsofWhatsAppusers.47%ofWhatsAppusershaveoutdooractivitiesasahobby.42%ofWhatsAppusersstatethattheydon’tmindadvertisingiftheygetfreecontentinreturn.59%ofWhatsAppusersarelaggardsorinthelatemajorityofinnovationadoption.Health&socialsecurityandrisingprices,inflation&costoflivingareissuesofparticularconcerntoWhatsAppusers.InstagramismorepopularamongWhatsAppusersthantheaveragemessengeruser.WhatsAppusersrememberseeingadsonsocialmediamoreoftenthanothermessengerusers.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofWhatsAppusersandmessengerusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinFinlandBrandusers24%35%32%10%Categoryusers23%35%32%10%Allrespondents22%34%32%11%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202454%ofWhatsAppusersarefemaleDemographicprofile:genderGenderofconsumersinFinlandBrandusers46%54%Categoryusers49%51%Allrespondents49%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024TheeducationlevelofWhatsAppusersandmessengerusersaresimilarDemographicprofile:educationConsumer’slevelofeducationinFinland36%36%34%26%27%27%14%13%14%15%16%16%6%6%6%1%1%1%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024WhatsAppusershaveasimilarincomedistributionasmessengerusersingeneralDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers34%35%31%Categoryusers34%33%33%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ThelivingarrangementsofWhatsAppusersandmessengerusersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive32%32%32%29%28%30%24%25%23%SinglehouseholdCouplehousehold7%7%6%SingleparenthouseholdPartnersandchildren0%1%0%Multi-generational7%7%6%Twoormorerelatedadults2%2%1%Otherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MessengerusersingeneralandWhatsAppusersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland44%46%44%33%31%32%12Notes:Sources:18%16%17%7%6%6%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20248%ofWhatsAppusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers8%82%9%Categoryusers8%83%9%Allrespondents8%81%11%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityisanimportantaspectoflifefor59%ofWhatsAppusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland58%59%59%54%51%52%40%40%42%36%36%37%30%28%27%27%27%27%22%21%23%13%14%12%13%14%12%8%8%8%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsHavingagoodtimeSocialjusticeTobesuccessfulTraditionsAdvancingmycareer15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Movies,TVshowsandmusicarerelativelyprevalentinterestsofWhatsAppusersConsumerlifestyle:maininterestsTop10interestsofWhatsAppusersinFinland66%62%61%53%50%48%52%49%50%50%47%46%39%38%39%34%36%36%36%34%33%33%35%36%34%32%31%32%34%34%Movies,TVshowsHealth&fitnessFood&diningTravelScience&technologyPolitics&societyandcurrentHome&gardenHistoryFinance&economySports16Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202428%28%47%ofWhatsAppusershaveoutdooractivitiesasahobbyConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofWhatsAppusersinFinland47%45%42%44%41%42%43%40%40%42%40%40%40%38%36%36%33%33%32%30%30%28%30%29%30%27%26%24%OutdooractivitiesReadingCooking/bakingDoingsportsandfitnessTravelingPetsSocializingDIYandarts&craftsVideogamingGardeningandplants17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024WhatsAppusersaremorelikelytolikewintersportsthantheaverageconsumerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofWhatsAppusersinFinland29%27%26%26%24%21%25%23%23%21%21%20%17%17%15%15%13%7%11%11%9%11%10%10%9%9%9%8%8%8%CyclingHikingFitness,aerobics,cardioRunning/joggingSwimming/DivingWintersportsBadmintonYoga/pilatesHunting/fishingDancing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=468WhatsAppusers,n=1010messengerusers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024WhatsAppusersfollowsimilarsportsleagues,teams,andcompetitionsasusersofothermessengerservicesConsumerlifestyle:sportsfollowedTop10sportsfollowedbyWhatsAppusersinFinland24%23%25%20%18%19%17%18%18%14%13%7%10%10%9%9%8%11%9%8%7%6%5%5%5%5%5%5%5%5%IceHockeySoccerAthleticsWintersportsBasketballMotorsportsTennisBaseballBoxingVolleyball19Notes:Sources:(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=281WhatsAppusers,n=1010messengerusers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineadvertising•Innovationadoption•Challengesfacingthecountry•Politics2042%ofWhatsAppusersstatethattheydon’tmindadvertisingiftheygetfreecontentinreturnConsumerattitudes:marketing&socialmediaAgreementwithstatementstowardsmarketing&socialmediainFinland48%48%48%42%40%40%23%22%21%IamoftenannoyedbyadvertisingontheinternetIdon’tmindadvertisingifIgetfreecontentinreturnIhaveboughtproductsbecausecelebritiesorinfluencersadvertised13%14%12%Idon’tmindwhencompaniesusemypersonaldata11%10%9%Iamexcitedaboutusingthemetaverse(immersivevirtualworld)21Notes:themforadvertisingBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=2,025allrespondentsSources:ConsumerInsightsGlobalasofAugust202459%ofWhatsAppusersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland32%33%33%33%32%32%26%26%25%8%8%9%221%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Health&socialsecurityandrisingprices,inflation&costoflivingareissuesofparticularconcerntoWhatsAppusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoWhatsAppusers63%60%62%63%60%63%54%51%48%54%51%50%49%46%44%45%42%42%37%39%42%38%36%37%35%37%37%34%32%33%HealthandRisingpricesUnemploymentEconomicPovertyGovernmentCrimeImmigrationEducationDefense&socialsecurity/inflation/situationdebtforeignaffairs23Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024WhatsAppusersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers24%29%27%20%Categoryusers24%29%27%20%Allrespondents24%27%29%20%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsInstagramismorepopularamongWhatsAppusersthantheaveragemessengeruserMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand72%74%73%69%63%65%66%62%63%35%33%33%24%26%26%20%19%18%20%19%19%16%16%17%13%13%13%11%10%9%FacebookInstagramYouTubeTikTokSnapchatLinkedInX(Twitter)RedditTwitch26Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1010messengerusers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202485%ofWhatsAppuserswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks85%83%82%79%76%75%74%69%69%67%68%61%61%58%59%45%42%41%42%41%39%38%37%39%34%34%34%34%35%36%24%23%23%TVDigitalvideocontentOnlinenewswebsitesRadioDigitalmusiccontentOnlinemagazinesMovies/cinemaDailynewspapersPodcastsMagazinesWeeklynewspapers27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024WhatsAppusersrememberseeingadsonsocialmediamoreoftenthanothermessengerusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereWhatsAppusersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks59%59%55%52%51%52%52%48%42%46%42%42%32%30%30%30%28%26%29%27%28%23%22%21%20%20%20%20%20%20%SocialmediaVideoportalsSearchenginesOnlinestoresEditorialwebsitesWebsitesandappsNewslettersVideogamesMusicportalsVideostreamingservices28Notes:Sources:andappsofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichinstantmessengerorvideocallservicesdoyouuseregularly?";MultiPick;Base:n=836WhatsAppusers,n=1,010messengerusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024WhatsAppusersrememberadvertisingtheyheardontheradiomoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks59%56%53%55%52%51%50%48%48%47%44%40%43%40%41%30%29%30%23%24%24%17%18%17%DirectlyinthestoreOnTVOnadvertisingspacesOntheradioBymailshot/advertisingInprinteddailyInprintedmagazinesAtthemovies/cinema29Notes:Sources:onthegomailnewspapersBrandusersCategor