机构研究报告-芬兰线上购物用户分析报告：Ikea宜家家居

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:IkeashoppersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofIkeashoppersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkIkeashoppersinFinland(’’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•KeyinsightsThemarketshareofIkeahasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingIkea16%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=71-319Ikeashoppers,n=525-2047onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024IkeashoppersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsIkeaismorepopularamongMillennialsthanotheronlineshops.Ikeaismorepopularamongfemaleonlineshoppersthanmaleonlineshoppers.Ikeahasalargershareofshopperswithahighincomethanotheronlineshops.TraditionislessimportanttoIkeashoppersthantootheronlineshoppers.FashionandbeautyarerelativelyprevalentinterestsofIkeashoppers.ShoppingisarelativelypopularhobbyamongIkeashoppers.Itstandsoutthat37%ofIkeashoppersmanagerecurrentordersdirectlyviasmartphoneortablet.17%ofIkeashoppersareinnovatorsorearlyadoptersofnewproducts.Health&socialsecurityareofparticularconcerntoIkeashoppers.TikTokismorepopularamongIkeashoppersthantheaverageonlineshopper.Ikeashoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.OnlineshoppersingeneralandIkeashoppersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+IkeaismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers24%45%25%6%Categoryusers23%34%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024IkeaismorepopularamongfemaleonlineshoppersthanmaleonlineshoppersDemographicprofile:genderGenderofconsumersinFinlandBrandusers40%60%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofIkeashoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinFinland35%34%31%29%27%27%22%11%12%14%16%16%5%6%6%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%1%1%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024IkeahasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%30%29%Categoryusers34%30%36%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,IkeashoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive33%32%33%24%27%29%30%23%23%11%8%7%1%0%1%3%5%6%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024OnlineshoppersingeneralandIkeashoppersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland13Notes:Sources:46%45%44%34%32%32%18%16%17%7%6%4%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20248%ofIkeashoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers8%84%8%Categoryusers7%82%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedTraditionislessimportanttoIkeashoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland57%59%59%57%53%52%43%39%42%38%38%37%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisions29%27%26%Learningnewthings26%27%25%Havingagoodtime23%23%22%12%15%12%12%8%8%SocialjusticeTobesuccessfulAdvancingmycareer12%10%6%Traditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofIkeashoppersConsumerlifestyle:maininterestsTop10interestsofIkeashoppersinFinland64%59%61%58%52%50%54%46%46%46%48%48%42%32%33%40%31%31%36%39%36%39%34%35%34%36%25%25%26%25%Movies,TVshowsFood&diningTravelHealth&fitnessHome&gardenFinance&economyFashion&beautyScience&technologyCareer&educationPolitics&societyandcurrent17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldevents36%ShoppingisarelativelypopularhobbyamongIkeashoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofIkeashoppersinFinland47%39%40%45%40%42%40%42%42%42%35%40%39%40%38%31%33%36%29%30%35%29%30%34%30%29%34%21%19%Cooking/bakingReadingTravelingOutdooractivitiesDoingsportsandfitnessPetsSocializingVideogamingDIYandarts&craftsShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024IkeashoppersaremorelikelytoplaybasketballthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofIkeashoppersinFinland28%21%23%23%18%20%24%22%26%20%21%19%17%15%15%12%11%10%9%10%8%8%10%9%9%10%9%10%5%6%Fitness,aerobics,cardioRunning/joggingCyclingHikingSwimming/DivingBasketballBadmintonDancingHunting/fishingYoga/pilates19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=174Ikeashoppers,n=2028onlineshoppers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofIkeashoppersfollowbasketballteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyIkeashoppersinFinland24%25%23%17%16%19%17%17%18%12%8%9%10%10%11%8%6%7%8%7%7%7%4%5%7%4%4%7%4%5%IceHockeySoccerAthletics(track&field)BasketballMotorsportsTennisWintersportsBoxingAmericanfootballBaseball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=104Ikeashoppers,n=2028onlineshoppers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat37%ofIkeashoppersmanagerecurrentordersdirectlyviasmartphoneortabletConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinFinland75%70%70%59%47%47%37%WhenIplanamajorCustomerreviewsonthe25%25%Iusuallymanage22%22%14%14%12%12%WhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202417%ofIkeashoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland32%31%33%33%32%24%26%25%28%15%10%9%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202441%40%Health&socialsecurityareofparticularconcerntoIkeashoppersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoIkeashoppers64%60%62%63%62%63%52%50%50%46%43%48%43%43%44%42%41%42%41%41%37%42%38%37%37%33%30%30%HealthandsocialsecurityRisingprices/inflation/EconomicsituationUnemploymentPovertyCrimeEducationGovernmentdebtImmigrationClimatechange24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024IkeashoppersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers22%29%31%18%Categoryusers21%28%29%21%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints66%62%33%TikTokismorepopularamongIkeashoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand79%74%73%79%65%70%63%51%33%33%26%26%26%19%19%25%17%17%19%19%18%19%13%13%14%9%9%27Notes:Sources:FacebookInstagramYouTubeTikTokSnapchatX(Twitter)LinkedInRedditTwitchBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=175Ikeashoppers,n=1011onlineshoppers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202439%32%40%38%41%35%36%IkeashopperstendtolistentopodcastsmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks83%82%82%80%74%75%68%68%68%63%55%59%61%59%61%47%41%45%34%42%38%39%39%24%22%23%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesOnlinemagazinesPodcastsMovies/cinemaMagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024IkeashoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereIkeashoppersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks55%50%51%54%51%52%50%47%38%42%40%42%39%30%30%33%26%28%30%20%20%30%24%26%27%19%20%24%19%21%SocialmediaVideoportalsOnlinestoresSearchenginesEditorialwebsitesNewslettersVideostreamingservicesWebsitesandappsMusicportalsVideogames29Notes:Sources:andappsofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024IkeashoppersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks54%51%51%53%51%53%51%47%48%42%39%41%41%39%40%32%30%30%30%24%24%20%16%17%OnTVDirectlyinOnadvertisingBymailshot/OntheInprintedInprintedAtthemoviesthestorespacesadvertisingradiodailymagazines/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=319Ikeashoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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