机构研究报告-芬兰线上购物用户分析报告：adlibris.com

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&BRANDSOnlineshops:shoppersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofshoppersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkshoppersinFinland(’’brandusers’’)againstFinnishonlineshoppersingeneral(’’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•KeyinsightsThemarketshareofhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusing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otes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290-411shoppers,n=2028-2097onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024shoppersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsismorepopularamongMillennialsthanotheronlineshops.ismorepopularamongfemaleonlineshoppersthanmaleonlineshoppers.shoppershaveasimilarincomedistributionasonlineshoppersingeneral.36%ofshoppersliveinmedium-sizedtowns.Anhonestandrespectablelifeislessimportanttoshoppersthantootheronlineshoppers.Artsandliteraturearerelativelyprevalentinterestsofshoppers.Readingisarelativelypopularhobbyamongshoppers.Itstandsoutthat58%ofshoppersthinkthatcustomerreviewsontheinternetareveryhelpful.28%ofshoppersareinthelatemajorityofinnovationadoptertypes.Arelativelyhighshareofshoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.ismorepopularamongshoppersthantheaverageonlineshopper.shoppersrememberseeingadsonsocialmediamoreoftenthanotheronlineshoppers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers21%39%32%8%Categoryusers23%34%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ismorepopularamongfemaleonlineshoppersthanmaleonlineshoppersDemographicprofile:genderGenderofconsumersinFinlandBrandusers37%63%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinFinland35%34%32%29%27%27%20%12%12%14%16%16%1%1%1%4%6%6%2%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024shoppershaveasimilarincomedistributionasonlineshoppersingeneralDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers36%30%35%Categoryusers34%30%36%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,shoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive32%33%32%27%29%30%27%23%23%8%8%7%0%0%1%4%5%6%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202436%ofshoppersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland13Notes:Sources:45%44%43%36%32%32%18%17%12%9%7%6%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202412%ofshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers12%76%12%Categoryusers7%82%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeislessimportanttoshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland59%53%52%57%57%59%43%43%42%AhappyrelationshipSafetyandsecurity38%37%Makingmyowndecisions35%Anhonestandrespectablelife29%30%27%Learningnewthings30%26%27%23%23%21%SocialjusticeHavingagoodtime12%12%10%8%8%7%TobesuccessfulAdvancingmycareer12%10%7%Traditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofshoppersConsumerlifestyle:maininterestsTop10interestsofshoppersinFinland70%59%61%57%52%50%50%28%30%49%46%48%49%46%46%46%39%39%44%35%36%44%35%36%42%32%33%37%31%31%Movies,TVshowsFood&diningArts&literatureHealth&fitnessTravelScience&technologyPolitics&societyandcurrentHistoryHome&gardenFinance&economy17Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ReadingisarelativelypopularhobbyamongshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofshoppersinFinland64%40%42%48%39%40%47%40%42%41%39%40%41%31%33%41%30%29%38%35%36%37%35%29%30%33%29%30%23%22%ReadingCooking/bakingOutdooractivitiesDoingsportsandfitnessPetsDIYandarts&craftsTravelingBoardgames/cardgamesSocializingVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024shoppersaremorelikelytogohikingthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofshoppersinFinland28%20%21%27%24%26%25%21%23%23%22%18%20%15%15%14%9%10%11%8%8%10%10%9%10%9%9%8%7%7%HikingCyclingFitness,aerobics,cardioSwimming/DivingRunning/joggingYoga/pilatesDancingBadmintonHunting/fishingSoccer19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=159shoppers,n=2028onlineshoppers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust202410%ofshoppersfollowbasketballConsumerlifestyle:sportsfollowedTop10sportsfollowedbyshoppersinFinland24%25%23%17%18%16%16%16%19%10%8%9%8%10%11%7%6%7%7%4%5%6%4%4%6%4%5%5%7%7%IceHockeyAthletics(track&field)SoccerBasketballMotorsportsTennisBaseballAmericanfootballBoxingWintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=86shoppers,n=2028onlineshoppers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat58%ofshoppersthinkthatcustomerreviewsontheinternetareveryhelpfulConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinFinland78%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%70%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%58%47%47%31%25%25%14%14%14%13%12%12%WhenIplanamajorCustomerreviewsontheIusuallymanageIamexcitedaboutusingWhenIorderanitem,Ipurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamyAugmented&VirtualRealitywhileshoppingpreferexpressshippingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202428%ofshoppersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland31%31%33%28%29%33%32%26%25%11%10%9%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Arelativelyhighshareofshoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoshoppers70%63%63%68%60%62%50%49%50%47%43%44%46%46%48%44%37%37%38%31%31%37%30%30%42%37%42%41%42%35%Risingprices/inflation/HealthandsocialsecurityEconomicsituationPovertyUnemploymentEducationEnvironmentClimatechangeCrimeGovernmentdebtcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024shopperstendtohavemoreleftleaningpoliticalviewsthanotheronlineshoppersConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers29%31%22%18%Categoryusers21%28%29%21%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints66%shopperismorepopularamongshoppersthantheaverageonlineMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand76%65%75%74%73%67%62%63%38%33%33%34%19%19%28%26%26%25%19%18%20%17%17%17%13%13%12%9%10%InstagramFacebookYouTubeTikTokSnapchatLinkedInX(Twitter)RedditJodelBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=133shoppers,n=1011onlineshoppers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202474%59%55%39%38%35%38%32%shopperstendtoreadmagazinesmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks84%82%82%84%75%72%68%68%70%61%66%59%51%41%50%39%49%36%47%39%44%34%27%22%23%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentOnlinemagazinesMovies/cinemaMagazinesDailynewspapersPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=290shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024shoppersrememberseeingadsonsocialmediamoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereshoppersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks61%61%50%51%51%52%50%48%40%42%38%42%39%30%30%35%26%28%32%24%26%25%19%20%24%20%20%22%19%21%SocialmediaVideoportalsSearchenginesOnlinestoresEditorialNewslettersWebsitesMusicportalsVideostreamingVideogameswebsitesandappsandappsofbrandsservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12