机构研究报告-芬兰线上购物用户分析报告：motonet.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:motonet.fishoppersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)Thisreportoffersthereaderacomprehensiveoverviewofmotonet.fishoppersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkmotonet.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•KeyinsightsThemarketshareofmotonet.fihasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingmotonet.fi10%10%10%10%9%9%9%9%9%9%9%9%9%9%9%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%9%9%9%8%8%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=159-210motonet.fishoppers,n=2028-2097onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024motonet.fishoppersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints35%ofmotonet.fishoppersarepartofGenerationX.motonet.fiismorepopularamongmaleonlineshoppersthanfemaleonlineshoppers.motonet.fihasalargershareofshopperswithahighincomethanotheronlineshops.motonet.fishoppersaremorelikelytoliveinruralareasandtownsthanonlineSafetyandsecurityislessimportanttomotonet.fishoppersthantootheronlineshoppers.Vehiclesandmobilityarerelativelyprevalentinterestsofmotonet.fishoppers.Carsorvehiclesarerelativelypopularhobbiesamongmotonet.fishoppers.Itstandsoutthat27%ofmotonet.fishoppersareexcitedaboutusingAugmented&VirtualRealitywhileshopping.24%ofmotonet.fishoppersareinnovatorsorearlyadoptersofnewproducts.Arelativelyhighshareofmotonet.fishoppersthinkthatpovertyisanissuethatneedstobeaddressed.YouTubeismorepopularamongmotonet.fishoppersthantheaverageonlineshopper.motonet.fishoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.shoppersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+35%ofmotonet.fishoppersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinFinlandBrandusers25%30%35%11%Categoryusers23%34%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024motonet.fiismorepopularamongmaleonlineshoppersthanfemaleonlineshoppersDemographicprofile:genderGenderofconsumersinFinlandBrandusers70%30%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202438%ofmotonet.fishoppershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinFinland38%35%34%27%27%22%8%6%6%10%12%14%18%16%16%2%1%1%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024motonet.fihasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers41%30%29%Categoryusers34%30%36%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoonlineshoppersoverall,motonet.fishoppersarerelativelyunlikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive33%32%31%29%30%26%23%23%23%10%8%7%7%5%6%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildren1%0%1%Multi-generationalTwoormorerelatedadults2%2%1%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024motonet.fishoppersaremorelikelytoliveinruralareasandtownsthanonlineshoppersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland45%44%38%32%32%32%19%17%18%13Notes:Sources:11%7%6%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20243%ofmotonet.fishoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers3%87%10%Categoryusers7%82%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityislessimportanttomotonet.fishoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland61%53%52%47%57%59%46%43%42%38%33%37%27%26%29%27%26%27%23%20%23%14%12%12%14%10%12%11%8%8%AhappyrelationshipSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsHavingagoodtimeLearningnewthingsSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Vehiclesandmobilityarerelativelyprevalentinterestsofmotonet.fishoppersConsumerlifestyle:maininterestsTop10interestsofmotonet.fishoppersinFinland59%59%61%52%52%50%52%46%46%49%27%28%46%39%39%44%32%34%46%48%42%38%35%36%37%31%31%37%35%36%Movies,TVshowsFood&diningTravelVehicles&mobilityScience&technologySportsHealth&fitnessHistoryFinance&economyPolitics&societyandcurrent17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsCarsorvehiclesarerelativelypopularhobbiesamongmotonet.fishoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofmotonet.fishoppersinFinland47%40%42%44%43%39%40%43%39%40%42%31%33%41%30%29%38%35%36%36%35%29%30%33%40%42%20%19%24%23%OutdooractivitiesCars/vehiclesCooking/bakingDoingsportsandfitnessPetsDIYandarts&craftsTravelingTech/computersVideogamingReading18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024motonet.fishoppersaremorelikelytogohuntingorfishingthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofmotonet.fishoppersinFinland28%24%26%24%20%21%21%22%23%20%18%20%18%17%16%15%15%14%13%10%9%9%9%7%7%5%6%10%7%7%CyclingHikingFitness,RunningBadmintonHunting/fishingSwimmingWinterBasketballSocceraerobics,cardio/jogging/Divingsports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=113motonet.fishoppers,n=2028onlineshoppers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024motonet.fishoppersaremorelikelytofollowicehockeythanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbymotonet.fishoppersinFinland37%24%25%24%24%22%17%18%16%19%15%10%11%8%9%10%4%5%10%7%7%10%6%7%9%4%4%8%4%5%IceHockeyAthletics(track&field)SoccerMotorsportsBasketballBoxingWintersportsTennisAmericanfootballBaseball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=86motonet.fishoppers,n=2028onlineshoppers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat27%ofmotonet.fishoppersareexcitedaboutusingAugmented&VirtualRealitywhileshoppingConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinFinland71%70%70%48%47%47%36%WhenIplanamajorCustomerreviewsonthe25%25%Iusuallymanage27%24%14%14%12%12%IamexcitedaboutusingWhenIorderanitem,Ipurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamyAugmented&VirtualRealitywhileshoppingpreferexpressshippingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofmotonet.fishoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland31%31%33%33%32%26%25%26%22%18%10%9%3%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Arelativelyhighshareofmotonet.fishoppersthinkthatpovertyisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtomotonet.fishoppers63%60%63%60%59%62%52%46%48%51%50%50%51%43%44%45%42%42%45%41%42%43%37%37%42%38%37%38%33%33%Risingprices/inflation/HealthandsocialsecurityUnemploymentEconomicsituationPovertyCrimeGovernmentdebtEducationImmigrationDefense&foreignaffairscostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Manymotonet.fishoppershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers16%36%36%13%Categoryusers21%28%29%21%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints62%13%31%YouTubeismorepopularamongmotonet.fishoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand75%63%74%73%73%66%64%65%40%33%33%26%26%25%19%18%25%19%19%22%13%22%17%17%12%9%9%YouTubeFacebookInstagramTikTokSnapchatLinkedInRedditX(Twitter)TwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=121motonet.fishoppers,n=1011onlineshoppers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202438%39%38%35%motonet.fishopperstendtoreaddailynewspapersmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks89%82%82%80%74%75%76%68%68%61%55%59%60%59%61%51%39%50%41%46%39%45%36%37%32%34%28%22%23%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesDailynewspapersOnlinemagazinesMovies/cinemaMagazinesPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024motonet.fishoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswheremotonet.fishoppersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks63%60%51%52%50%51%53%52%40%42%38%42%38%30%30%33%24%26%30%19%20%30%20%20%29%26%28%29%19%21%VideoportalsSocialmediaSearchenginesOnlinestoresEditorialwebsitesWebsitesandappsMusicportalsVideostreamingservicesNewslettersVideogames29Notes:Sources:andappsofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=196motonet.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024motonet.fishoppersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks59%51%51%56%51%53%47%47%48%45%39%40%44%39%41%39%30%30%34%24%24%19%16%17%OnTVDirectlyinthestoreOnadvertisingspaces