机构研究报告-芬兰线上购物用户分析报告：prisma.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:prisma.fishoppersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)Thisreportoffersthereaderacomprehensiveoverviewofprisma.fishoppersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkprisma.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•KeyinsightsThemarketshareofprisma.fihasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingprisma.fi16%16%16%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%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%14%14%14%14%14%14%14%14%14%14%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%13%13%13%13%13%13%13%13%13%13%13%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%11%11%11%11%11%11%11%11%11%11%11%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=234-332prisma.fishoppers,n=2028-2097onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024prisma.fishoppersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsprisma.fiismorepopularamongMillennialsthanotheronlineshops.Thereisafairlyevensplitofmaleandfemaleprisma.fishoppers.prisma.fihasalargershareofshopperswithahighincomethanotheronlineshops.46%ofprisma.fishoppersliveinlargecities.Ahappyrelationshipisanimportantaspectoflifefor56%ofprisma.fishoppers.Familyandparentingarerelativelyprevalentinterestsofprisma.fishoppers.Cookingorbakingarerelativelypopularhobbiesamongprisma.fishoppers.Itstandsoutthat35%ofprisma.fishoppersmanagerecurrentordersdirectlyviasmartphoneortablet.37%ofprisma.fishoppersareintheearlymajorityofinnovationadoptertypes.61%ofprisma.fishoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.LinkedInismorepopularamongprisma.fishoppersthantheaverageonlineshopper.prisma.fishoppersrememberseeingadsonvideostreamingservicesmoreoftenthanotheronlineshoppers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+prisma.fiismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers21%43%29%7%Categoryusers23%34%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Thereisafairlyevensplitofmaleandfemaleprisma.fishoppersDemographicprofile:genderGenderofconsumersinFinlandBrandusers49%51%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202449%ofprisma.fishoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinFinland36%35%34%27%27%27%21%12%14%16%16%6%6%6%8%0%1%1%2%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024prisma.fihasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers46%26%28%Categoryusers34%30%36%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,prisma.fishoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive33%32%33%29%30%24%24%23%23%11%8%7%5%5%6%1%0%1%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202446%ofprisma.fishoppersliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland46%45%44%35%32%32%17%18%9%7%6%10%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20247%ofprisma.fishoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers7%84%10%Categoryusers7%82%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•Sportsfollowed12%11%Ahappyrelationshipisanimportantaspectoflifefor56%ofprisma.fishoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland56%53%52%57%55%59%43%43%42%40%38%37%28%29%27%26%26%27%23%20%23%10%13%12%12%10%8%8%AhappyrelationshipSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsHavingagoodtimeSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Familyandparentingarerelativelyprevalentinterestsofprisma.fishoppersConsumerlifestyle:maininterestsTop10interestsofprisma.fishoppersinFinland59%52%50%59%58%61%50%46%48%47%46%46%39%32%34%39%39%39%38%31%31%37%32%33%35%35%36%34%23%24%Food&diningMovies,TVshowsHealth&fitnessTravelSportsScience&technologyFinance&economyHome&gardenPolitics&societyandcurrentFamily&parenting&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Cookingorbakingarerelativelypopularhobbiesamongprisma.fishoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofprisma.fishoppersinFinland49%39%40%43%40%42%42%39%40%40%41%42%37%35%36%36%31%33%32%30%29%32%29%30%31%29%30%30%23%24%Cooking/bakingOutdooractivitiesDoingsportsandfitnessReadingTravelingPetsDIYandarts&craftsSocializingVideogamingGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024prisma.fishoppersaremorelikelytoplaybadmintonthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofprisma.fishoppersinFinland24%25%26%23%21%23%22%18%20%20%21%19%18%15%15%15%10%9%11%9%10%11%7%7%10%5%6%9%9%9%CyclingFitness,aerobics,cardioRunning/joggingHikingSwimming/DivingBadmintonYoga/pilatesSoccerBasketballHunting/fishing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=177prisma.fishoppers,n=2028onlineshoppers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024prisma.fishoppersaremorelikelytofollowicehockeythanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyprisma.fishoppersinFinland29%24%25%22%17%18%21%16%19%14%13%10%11%8%9%11%7%7%10%6%7%9%4%5%6%3%4%6%4%4%IceHockeyAthletics(track&field)SoccerMotorsportsBasketballWintersportsTennisBoxingCyclingMixedMartialArtsBrandusersCategoryusersAllrespondents20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=130prisma.fishoppers,n=2028onlineshoppers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics2137%ofprisma.fishoppersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland37%31%33%33%32%26%25%28%21%14%10%9%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202461%ofprisma.fishoppersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoprisma.fishoppers60%61%63%62%61%63%51%50%50%47%43%46%44%45%48%43%42%42%41%38%42%38%37%37%37%38%37%33%30%30%HealthandsocialsecurityRisingprices/inflation/EconomicsituationPovertyUnemploymentCrimeGovernmentdebtEducationImmigrationClimatechange24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Manyprisma.fishoppershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers20%32%29%19%Categoryusers21%28%29%21%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsLinkedInismorepopularamongprisma.fishoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand80%74%73%72%66%65%66%62%63%36%33%33%29%26%26%26%19%18%24%19%19%21%17%17%13%13%13%12%9%9%FacebookInstagramYouTubeTikTokSnapchatLinkedInX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=194prisma.fishoppers,n=1011onlineshoppers,n=6061allrespondentsConsumerInsightsGlobalasofAugust2024prisma.fishopperstendtolistentopodcastsmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks83%82%82%79%74%75%73%68%68%62%55%59%62%59%61%44%38%39%42%39%41%41%38%39%40%35%36%39%32%34%23%22%23%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaOnlinemagazinesDailynewspapersMagazinesPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024prisma.fishoppersrememberseeingadsonvideostreamingservicesmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereprisma.fishoppersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks58%50%51%54%51%52%46%38%42%44%40%42%33%30%30%30%24%26%29%20%20%28%26%28%25%19%20%24%19%21%SocialmediaVideoportalsOnlinestoresSearchenginesEditorialWebsitesVideostreamingNewslettersMusicportalsVideogameswebsitesandappsandappsofbrandsservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=332prisma.fishoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024prisma.fishoppersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks55%51%53%52%51%51%48%47%48%42%39%40%42%39%41%32%30%30%28%24%24%20%16%17%DirectlyinthestoreOnTVOnadvertising