机构研究报告-芬兰线上购物用户分析报告：karkkainen.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•KeyinsightsWithausershareof21%,isoneofthetop5onlineshopsinFinlandManagementsummary:brandusageandcompetitionTop10mostusedonlineshopsinFinlandZalando29%V27%gigantti.fi23%21%H&M18%prisma.fiAmazonIkeaCDON16%16%16%15%14%4Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=2,028onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024Themarketshareofhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusing22%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%21%20%20%20%21%21%21%20%21%21%21%20%21%21%21%20%21%21%21%20%21%21%21%20%21%21%21%20%21%21%21%20%21%21%21%20%21%21%21%20%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=374-438shoppers,n=2028-2097onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024shoppersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints38%ofshoppersareMillennials.Comparedtootheronlineshops,hasarelativelyhighshareoffemaleshoppers.hasalargershareofshopperswithamediumhouseholdincomethanotheronlineshops.shoppersaremorelikelytoliveinruralareasandtownsthanonlineshoppersingeneral.Safetyandsecurityismoreimportanttoshoppersthantootheronlineshoppers.Homeandgardenarerelativelyprevalentinterestsofshoppers.shoppersaremorelikelytohavegardeningandplantsasahobbythanotheronlineshoppers.Itstandsoutthat80%ofshoppersdosomeresearchontheinternetbeforeamajorpurchase.29%ofshoppersareinthelatemajorityofinnovationadoptertypes.Arelativelyhighshareofshoppersthinkthatimmigrationisanissuethatneedstobeaddressed.Facebookismorepopularamongshoppersthantheaverageonlineshopper.shoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+38%ofshoppersareMillennialsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers17%38%35%10%Categoryusers23%34%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshops,hasarelativelyhighshareoffemaleshoppersDemographicprofile:genderGenderofconsumersinFinlandBrandusers42%58%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202440%ofshoppershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinFinland40%35%34%27%27%27%11%12%14%12%16%16%7%6%6%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree1%1%1%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024hasalargershareofshopperswithamediumhouseholdincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers33%36%31%Categoryusers34%30%36%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,shoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive33%32%29%28%29%30%30%23%23%9%8%7%0%0%1%3%5%6%1%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024shoppersaremorelikelytoliveinruralareasandtownsthanonlineshoppersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland45%44%35%32%32%32%13Notes:Sources:23%18%17%11%7%6%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20245%ofshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers5%84%11%Categoryusers7%82%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•Sportsfollowed12%10%SafetyandsecurityismoreimportanttoshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland63%57%59%56%53%52%44%43%42%41%38%37%29%25%27%26%23%27%23%20%23%10%11%12%12%6%8%8%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsHavingagoodtimeSocialjusticeTraditionsTobesuccessfulAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024HomeandgardenarerelativelyprevalentinterestsofshoppersConsumerlifestyle:maininterestsTop10interestsofshoppersinFinland64%59%61%58%52%50%46%47%48%47%46%46%44%32%33%40%39%39%36%31%31%35%35%36%35%35%36%32%27%28%Movies,TVshowsFood&diningHealth&fitnessTravelHome&gardenScience&technologyFinance&economyHistoryPolitics&societyandcurrentVehicles&mobility17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsshoppersaremorelikelytohavegardeningandplantsasahobbythanotheronlineshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofshoppersinFinland44%39%40%44%40%42%40%41%42%40%31%33%39%30%29%39%37%40%33%35%33%36%30%29%30%29%29%30%23%24%CookingOutdoorReadingPetsDIYandDoingsportsGardeningTravelingVideogamingSocializing/bakingactivitiesarts&craftsandfitnessandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofshoppersgohuntingorfishingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofshoppersinFinland24%25%26%20%21%21%21%23%20%18%19%20%17%15%15%13%9%9%10%10%9%8%8%8%7%9%10%7%7%7%CyclingHikingFitness,aerobics,cardioRunning/joggingSwimming/DivingHunting/fishingBadmintonDancingYoga/pilatesWintersports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=216shoppers,n=2028onlineshoppers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust20246%5%4%26%ofshoppersfollowicehockeyConsumerlifestyle:sportsfollowedTop10sportsfollowedbyshoppersinFinland26%24%25%18%17%18%16%16%19%11%10%11%9%7%7%7%8%9%6%5%7%5%5%5%4%4%4%IceHockeyAthletics(track&field)SoccerMotorsportsWintersportsBasketballVolleyballTennisBoxingAmericanfootballBrandusersCategoryusersAllrespondents20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=130shoppers,n=2028onlineshoppers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat80%ofshoppersdosomeresearchontheinternetbeforeamajorpurchaseConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinFinland80%70%70%57%47%47%WhenIplanamajorCustomerreviewsonthe31%25%25%Iusuallymanage14%15%14%14%12%12%IamexcitedaboutusingWhenIorderanitem,Ipurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamyAugmented&VirtualRealitywhileshoppingpreferexpressshippingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202429%ofshoppersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland29%31%33%29%31%33%32%26%25%11%10%9%231%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofshoppersthinkthatimmigrationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoshoppers71%63%63%67%60%62%56%50%50%50%38%37%49%46%48%49%42%42%49%43%44%46%41%42%38%33%33%37%35%37%RisingpricesHealthandEconomicImmigrationUnemploymentCrimePovertyGovernmentDefense&Education/inflation/socialsecuritysituationdebtforeignaffairscostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202432%ofshoppershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers16%32%32%20%Categoryusers21%28%29%21%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsFacebookismorepopularamongshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand81%74%73%71%66%65%68%62%63%38%33%33%29%26%26%26%19%19%19%16%18%17%16%17%13%12%13%10%5%4%FacebookInstagramYouTubeTikTokSnapchatLinkedInX(Twitter)RedditVauva.fiBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=217shoppers,n=1011onlineshoppers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202468%shopperstendtolistentotheradiomoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks85%82%82%79%74%75%77%68%65%59%61%58%55%59%46%39%41%42%38%39%39%35%36%38%38%39%35%32%34%26%22%23%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentOnlinemagazinesDailynewspapersMagazinesMovies/cinemaPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024shoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereshoppersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks59%50%51%53%51%52%47%38%42%43%40%42%35%30%30%29%24%26%28%26%28%24%19%20%22%19%21%20%20%20%SocialmediaVideoportalsOnlinestoresSearchenginesEditorialWebsitesNewslettersMusicportalsVideogamesVideostreamingwebsitesandappsandappsofbrandsservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=419shoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202452%shoppersrememberadstheygotbymailmoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks53%51%51%51%53%50%47%45%47%48%39%41%39%40%33%30%30%26%24%24%14%16%17%OnTVDirectlyinthestoreBymailshot/