机构研究报告-芬兰线上购物用户分析报告：gigantti.fi

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:gigantti.fishoppersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)Thisreportoffersthereaderacomprehensiveoverviewofgigantti.fishoppersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkgigantti.fishoppersinFinland(’’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•KeyinsightsThemarketshareofgigantti.fihasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusinggigantti.fi27%27%27%25%25%25%25%25%25%25%26%26%26%26%26%26%26%26%26%26%26%25%26%25%26%25%26%25%26%25%26%25%26%25%26%25%26%25%26%25%26%25%26%25%26%25%24%24%24%24%24%24%24%26%26%26%26%26%26%26%26%26%26%24%24%24%24%24%24%24%24%24%24%24%24%24%23%23%23%23%23%23%23%26%26%26%26%26%26%26%26%26%26%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457-543gigantti.fishoppers,n=2028-2097onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024gigantti.fishoppersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsgigantti.fiismorepopularamongGenerationZthanotheronlineshops.gigantti.fiismorepopularamongmaleonlineshoppersthanfemaleonlineshoppers.gigantti.fihasalargershareofshopperswithahighincomethanotheronlineshops.Onlineshoppersingeneralandgigantti.fishoppersspecifically,liveinBeingsuccessfulismoreimportanttogigantti.fishoppersthantootheronlineshoppers.Vehiclesandmobilityarerelativelyprevalentinterestsofgigantti.fishoppers.Techorcomputersarerelativelypopularhobbiesamonggigantti.fishoppers.Itstandsoutthat25%ofgigantti.fishoppersareexcitedaboutusingAugmented&VirtualRealitywhileshopping.16%ofgigantti.fishoppersareinnovatorsorearlyadoptersofnewproducts.60%ofgigantti.fishoppersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.TikTokismorepopularamonggigantti.fishoppersthantheaverageonlineshopper.gigantti.fishoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.similartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+gigantti.fiismorepopularamongGenerationZthanotheronlineshopsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers28%39%29%4%Categoryusers23%34%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024gigantti.fiismorepopularamongmaleonlineshoppersthanfemaleonlineshoppersDemographicprofile:genderGenderofconsumersinFinlandBrandusers57%43%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024gigantti.fihasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers39%30%31%Categoryusers34%30%36%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofgigantti.fishoppersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive33%32%29%28%29%30%24%23%23%10%8%7%6%5%6%1%0%1%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Onlineshoppersingeneralandgigantti.fishoppersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland44%45%44%31%32%32%16%17%18%13Notes:Sources:9%7%6%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20247%ofgigantti.fishoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers7%84%9%Categoryusers7%82%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttogigantti.fishoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland57%56%59%56%53%52%43%40%42%38%35%37%29%26%27%28%29%27%23%23%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsHavingagoodtimeLearningnewthings19%18%10%12%12%12%10%9%8%8%SocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Vehiclesandmobilityarerelativelyprevalentinterestsofgigantti.fishoppersConsumerlifestyle:maininterestsTop10interestsofgigantti.fishoppersinFinland59%61%61%51%52%50%49%46%48%48%46%46%44%39%39%38%31%31%36%32%34%36%27%28%35%35%36%35%34%36%Movies,TVshowsFood&diningHealth&fitnessTravelScience&technologyFinance&economySportsVehicles&mobilityPolitics&societyandcurrentHistory17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsTechorcomputersarerelativelypopularhobbiesamonggigantti.fishoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofgigantti.fishoppersinFinland45%40%42%43%39%40%40%39%40%40%29%30%40%39%42%37%35%36%36%31%32%33%29%30%29%29%OutdooractivitiesDoingsportsandfitnessCooking/baking24%23%VideogamingReadingTravelingTech/computersPetsDIYandarts&crafts21%19%Shopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024gigantti.fishoppersaremorelikelytogorunningorjoggingthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofgigantti.fishoppersinFinland27%24%26%23%18%20%21%21%23%20%21%19%16%15%15%12%10%9%11%9%9%11%7%7%10%5%6%10%8%8%CyclingRunning/joggingFitness,aerobics,cardioHikingSwimming/DivingBadmintonHunting/fishingSoccerBasketballDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=253gigantti.fishoppers,n=2028onlineshoppers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024gigantti.fishoppersaremorelikelytofollowicehockeythanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbygigantti.fishoppersinFinland30%24%25%21%16%19%17%16%18%14%10%11%9%8%9%7%4%5%7%7%7%7%6%7%7%4%4%6%4%4%IceHockeySoccerAthletics(track&field)MotorsportsBasketballBoxingWintersportsTennisAmericanfootballMixedMartialArts20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=166gigantti.fishoppers,n=2028onlineshoppers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat25%ofgigantti.fishoppersareexcitedaboutusingAugmented&VirtualRealitywhileshoppingConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinFinland69%70%70%51%47%47%34%25%25%25%14%14%19%12%12%WhenIplanamajorCustomerreviewsontheIusuallymanageIamexcitedaboutusingWhenIorderanitem,Ipurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamyAugmented&VirtualRealitywhileshoppingpreferexpressshippingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202416%ofgigantti.fishoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland35%31%33%33%32%26%25%27%21%15%10%9%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202460%ofgigantti.fishoppersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtogigantti.fishoppers63%60%63%60%58%62%50%47%50%44%41%42%44%42%42%43%44%44%46%43%48%40%38%37%39%37%37%34%33%33%Risingprices/inflation/HealthandsocialsecurityEconomicsituationGovernmentdebtCrimePovertyUnemploymentImmigrationEducationDefense&foreignaffairscostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,gigantti.fishopperstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers20%29%35%16%Categoryusers21%28%29%21%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints33%TikTokismorepopularamonggigantti.fishoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand76%74%73%71%66%65%70%62%63%44%33%32%26%26%23%17%17%22%19%18%20%19%19%18%13%13%18%9%9%FacebookInstagramYouTubeTikTokSnapchatX(Twitter)LinkedInRedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=214gigantti.fishoppers,n=1011onlineshoppers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202474%55%38%32%gigantti.fishopperstendtolistentopodcastsmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks83%83%82%82%75%71%68%68%64%59%60%59%61%46%39%45%39%41%43%38%39%42%34%39%35%36%23%22%23%DigitalvideocontentTVRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaOnlinemagazinesDailynewspapersPodcastsMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024gigantti.fishoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswheregigantti.fishoppersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks58%51%52%50%51%51%50%38%42%46%40%42%36%30%30%30%29%24%26%28%26%28%26%26%VideoportalsSocialmediaOnlinestoresSearchenginesEditorial20%20%VideostreamingWebsites21%20%19%19%NewslettersMusicportalsVideogameswebsitesandappsservicesandappsofbrands29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=457gigantti.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202453%gigantti.fishoppersrememberadstheysawin/atthemovies/cinemamoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks54%51%51%51%53%49%47%48%43%39%41%42%39%40%33%30%30%27%24%24%21%16%17%OnTVDirectlyinOnadvertisingBymailshot/OntheInprintedInprintedAtthemoviesthestorespacesadvertisingradiodai