机构研究报告-芬兰线上购物用户分析报告：Zalando

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:ZalandoshoppersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofZalandoshoppersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkZalandoshoppersinFinland(’’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•KeyinsightsThemarketshareofZalandohasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingZalando29%29%29%29%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%27%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%28%28%27%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=540-592Zalandoshoppers,n=2028-2097onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024ZalandoshoppersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsZalandoismorepopularamongGenerationZthanotheronlineshops.Zalandoismorepopularamongfemaleonlineshoppersthanmaleonlineshoppers.Zalandohasasmallershareofshopperswithalowincomethanotheronlineshops.49%ofZalandoshoppersliveinlargecities.AnhonestandrespectablelifeislessimportanttoZalandoshoppersthantootheronlineshoppers.FashionandbeautyarerelativelyprevalentinterestsofZalandoshoppers.ShoppingisarelativelypopularhobbyamongZalandoshoppers.Itstandsoutthat59%ofZalandoshoppersthinkthatcustomerreviewsontheinternetareveryhelpful.14%ofZalandoshoppersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofZalandoshoppersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.SnapchatismorepopularamongZalandoshoppersthantheaverageonlineshopper.Zalandoshoppersrememberseeingadsonsocialmediamoreoftenthanotheronlineshoppers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ZalandoismorepopularamongGenerationZthanotheronlineshopsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers30%37%26%7%Categoryusers23%34%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ZalandoismorepopularamongfemaleonlineshoppersthanmaleonlineshoppersDemographicprofile:genderGenderofconsumersinFinlandBrandusers36%64%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofZalandoshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinFinland33%35%34%28%27%27%20%14%12%14%16%16%0%1%1%4%6%6%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ZalandohasasmallershareofshopperswithalowincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers37%31%31%Categoryusers34%30%36%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202426%ofZalandoshoppersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive31%33%32%29%30%26%26%23%23%10%8%7%5%5%6%0%0%1%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202449%ofZalandoshoppersliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland49%45%44%29%32%32%15%17%18%13Notes:Sources:6%7%6%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20249%ofZalandoshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers9%81%11%Categoryusers7%82%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeislessimportanttoZalandoshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland57%59%59%56%53%52%43%38%42%38%37%37%28%26%27%29%27%27%23%23%23%12%13%12%10%8%8%8%10%12%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsHavingagoodtimeLearningnewthingsSocialjusticeTobesuccessfulAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofZalandoshoppersConsumerlifestyle:maininterestsTop10interestsofZalandoshoppersinFinland65%59%61%58%58%57%52%46%48%46%46%50%42%36%35%36%39%36%39%36%31%31%35%32%33%34%32%34%25%25%Movies,TVshowsHealth&fitnessTravelFood&diningFashion&beautyPolitics&societyandcurrentScience&technologyFinance&economyHome&gardenSports17Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongZalandoshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofZalandoshoppersinFinland48%39%40%47%40%42%46%40%42%45%35%36%43%39%40%36%29%30%36%31%33%34%30%30%29%29%29%30%21%19%DoingsportsandfitnessReadingOutdooractivitiesTravelingCooking/bakingSocializingPetsShoppingDIYandarts&craftsVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Zalandoshoppersaremorelikelytodofitness,aerobics,cardiothanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofZalandoshoppersinFinland30%30%24%26%21%23%25%18%20%20%21%21%18%15%15%14%9%10%14%10%9%11%8%8%11%7%7%11%7%7%CyclingFitness,aerobics,cardioRunning/joggingHikingSwimming/DivingYoga/pilatesBadmintonDancingSoccerWintersports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=354Zalandoshoppers,n=2028onlineshoppers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust202426%ofZalandoshoppersfollowicehockeyConsumerlifestyle:sportsfollowedTop10sportsfollowedbyZalandoshoppersinFinland26%24%25%19%16%19%17%17%18%10%8%9%10%10%11%8%7%7%8%6%7%7%4%5%7%5%5%6%4%4%IceHockeySoccerAthletics(track&field)BasketballMotorsportsWintersportsTennisBoxingVolleyballAmericanfootballBrandusersCategoryusersAllrespondents20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=204Zalandoshoppers,n=2028onlineshoppers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat59%ofZalandoshoppersthinkthatcustomerreviewsontheinternetareveryhelpfulConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinFinland76%70%70%59%47%47%WhenIplanamajorCustomerreviewsonthe31%25%25%Iusuallymanage16%14%14%14%12%12%IamexcitedaboutusingWhenIorderanitem,Ipurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamyAugmented&VirtualRealitywhileshoppingpreferexpressshippingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202414%ofZalandoshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland32%31%33%32%33%32%26%25%22%13%10%9%231%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofZalandoshoppersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoZalandoshoppers68%63%63%65%60%62%56%50%50%49%46%48%46%43%44%44%42%42%42%37%37%41%41%42%37%38%37%35%33%33%Risingprices/inflation/HealthandsocialsecurityEconomicsituationUnemploymentPovertyCrimeEducationGovernmentdebtImmigrationDefense&foreignaffairscostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyZalandoshoppershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers19%29%28%24%Categoryusers21%28%29%21%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints66%33%SnapchatismorepopularamongZalandoshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand82%65%78%74%73%65%62%63%47%43%33%26%26%27%19%19%21%19%18%21%17%17%15%9%10%15%13%13%InstagramFacebookYouTubeTikTokSnapchatLinkedInX(Twitter)JodelRedditBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=313Zalandoshoppers,n=1011onlineshoppers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202455%32%ZalandoshopperstendtolistentopodcastsmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks85%82%82%80%74%75%71%68%68%64%59%63%59%61%45%38%39%42%39%41%41%38%39%40%34%34%35%36%22%22%23%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaOnlinemagazinesDailynewspapersPodcastsMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ZalandoshoppersrememberseeingadsonsocialmediamoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereZalandoshoppersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks58%50%51%55%51%52%46%38%42%44%40%42%34%30%30%30%24%26%26%27%28%22%19%20%22%20%20%19%20%21%SocialmediaVideoportalsOnlinestoresSearchenginesEditorialWebsitesNewslettersMusicportalsVideostreamingVideogameswebsitesandappsandappsofbrandsservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=592Zalandoshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ZalandoshoppersrememberadvertisingtheyheardontheradiomoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks56%51%53%53%51%51%49%47%48%44%39%40%39%39%41%31%30%30%DirectlyinthestoreOnTVOnadvertisingspacesOntheradioBymailshot/advertisingIn