机构研究报告-芬兰线上支付用户分析报告：Nordea Siirto

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&BRANDSOnlinepayment:NordeaSiirtousersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofNordeaSiirtousersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkNordeaSiirtousersinFinland(’’brandusers’’)againstFinnishonlinepaymentusersingeneral(’’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•KeyinsightsThemarketshareofNordeaSiirtohasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlinepaymentusersusingNordeaSiirto18%16%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%16%16%17%17%17%17%17%17%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%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%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=165-261NordeaSiirtousers,n=1087-1600onlinepaymentusersSources:ConsumerInsightsGlobalasofAugust2024NordeaSiirtousersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints38%ofNordeaSiirtousersareMillennials.ThereisafairlyevensplitofmaleandfemaleNordeaSiirtousers.NordeaSiirtohasalargershareofuserswithalowincomethanotheronlinepaymentservices.45%ofNordeaSiirtousersliveinlargecities.AhappyrelationshipislessimportanttoNordeaSiirtousersthantootheronlinepaymentusers.55%ofNordeaSiirtousersareinterestedinhealthandfitness.SocializingisarelativelypopularhobbyamongNordeaSiirtousers.20%ofNordeaSiirtousersstatethattheyarefascinatedbynewfinancialserviceslikecryptoand59%ofNordeaSiirtousersarelaggardsorinthelatemajorityofinnovationadoption.Risingprices,inflation&costoflivingareofparticularconcerntoNordeaSiirtousers.X(Twitter)ismorepopularamongNordeaSiirtousersthantheaverageonlinepaymentuser.NordeaSiirtousersrememberseeingadsinonlinestoresmoreoftenthanotheronlinepaymentusers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+38%ofNordeaSiirtousersareMillennialsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers23%38%27%12%Categoryusers21%35%33%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleNordeaSiirtousersDemographicprofile:genderGenderofconsumersinFinlandBrandusers50%50%Categoryusers47%53%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202416%ofNordeaSiirtousershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationinFinland33%34%34%26%29%27%16%13%14%18%16%16%5%5%6%2%2%1%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024NordeaSiirtohasalargershareofuserswithalowincomethanotheronlinepaymentservicesDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers30%33%37%Categoryusers36%32%32%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlinepaymentusers,NordeaSiirtousersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive30%32%32%30%30%29%24%24%23%SinglehouseholdCouplehousehold7%7%7%SingleparenthouseholdPartnersandchildren1%1%0%Multi-generational7%6%5%Twoormorerelatedadults2%2%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202445%ofNordeaSiirtousersliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland45%44%44%35%33%32%13Notes:Sources:18%17%17%6%6%3%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20248%ofNordeaSiirtousersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers8%83%9%Categoryusers9%82%9%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipislessimportanttoNordeaSiirtousersthantootheronlinepaymentusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland68%64%59%44%52%52%41%41%42%38%39%37%29%28%27%27%25%27%22%19%23%15%12%12%10%10%12%10%7%8%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsHavingagoodtimeSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202455%ofNordeaSiirtousersareinterestedinhealthandfitnessConsumerlifestyle:maininterestsTop10interestsofNordeaSiirtousersinFinland65%67%61%55%50%48%51%52%50%48%46%46%45%42%39%42%40%36%41%39%36%37%33%30%35%31%31%35%35%34%Movies,TVshowsHealth&fitnessFood&diningTravelScience&technologyHistoryPolitics&societyandcurrentArts&literatureFinance&economySports17Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SocializingisarelativelypopularhobbyamongNordeaSiirtousersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofNordeaSiirtousersinFinland51%44%42%45%42%40%45%45%42%44%41%40%43%32%30%38%32%29%37%36%36%36%35%33%33%32%30%29%24%23%OutdooractivitiesCooking/bakingReadingDoingsportsandfitnessSocializingDIYandarts&craftsTravelingPetsVideogamingTech/computers18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024NordeaSiirtousersaremorelikelytogohikingthanotheronlinepaymentusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofNordeaSiirtousersinFinland31%27%26%29%23%21%28%25%23%25%21%20%14%15%15%12%9%9%11%9%9%11%10%10%10%8%8%9%6%7%CyclingHikingFitness,RunningSwimmingBadmintonHunting/fishingYoga/DancingSocceraerobics,cardio/jogging/Divingpilates19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=103NordeaSiirtousers,n=1300onlinepaymentusers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024NordeaSiirtousersaremorelikelytofollowAmericanfootballthanotheronlinepaymentusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyNordeaSiirtousersinFinland29%27%25%23%20%19%20%18%18%14%13%13%11%10%9%9%4%4%7%5%5%7%7%7%7%5%5%6%6%5%IceHockeySoccerAthleticsMotorsportsBasketballAmericanBoxingTennisVolleyballBaseball20Notes:Sources:(track&field)footballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=61NordeaSiirtousers,n=1300onlinepaymentusers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardspersonalfinances•Innovationadoption•Challengesfacingthecountry•Politics2120%ofNordeaSiirtousersstatethattheyarefascinatedbynewfinancialserviceslikecryptoandConsumerattitudes:financeAgreementwithstatementstowardsfinanceinFinland71%71%65%49%51%44%20%16%14%14%12%12%9%5%6%I’mwellinformedaboutmypersonalIcouldimaginedealingwithmyNewfinancialtopics,suchascryptoandIftheserviceisgood,I’mhappytopayforOnlinefinancialserviceshavemademeconfidentfinancialsituationfinancialtransactionsexclusivelyonlineNFTs,fascinatemeaccountadministrationabouthandlingmyownandtransactionsfinances22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202459%ofNordeaSiirtousersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland33%33%35%34%32%29%24%23%25%9%9%9%3%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Risingprices,inflation&costoflivingareofparticularconcerntoNordeaSiirtousersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoNordeaSiirtousers70%70%63%65%65%62%53%50%48%50%49%44%55%49%50%45%45%42%43%48%42%38%39%37%38%39%37%37%32%33%Risingprices/inflation/HealthandsocialsecurityUnemploymentPovertyEconomicsituationCrimeGovernmentdebtEducationImmigrationDefense&foreignaffairscostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlinepaymentusers,NordeaSiirtouserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers25%27%34%14%Categoryusers26%30%27%17%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints18%X(Twitter)ismorepopularamongNordeaSiirtousersthantheaverageonlinepaymentuserMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand79%76%73%77%69%63%70%68%65%33%28%33%28%17%22%21%19%26%21%26%18%16%18%14%13%13%13%10%10%27Notes:Sources:FacebookYouTubeInstagramTikTokX(Twitter)SnapchatLinkedInRedditJodelBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=86NordeaSiirtousers,n=753onlinepaymentusers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202446%42%38%NordeaSiirtouserstendtogotothemoviesmoreoftenthanonlinepaymentusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks91%85%82%85%83%75%76%72%68%71%65%59%69%68%61%55%41%53%39%48%36%45%41%39%39%36%34%30%23%23%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesOnlinemagazinesMovies/cinemaMagazinesDailynewspapersPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024NordeaSiirtousersrememberseeingadsinonlinestoresmoreoftenthanotheronlinepaymentusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereNordeaSiirtousersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks67%59%66%60%60%52%51%49%50%45%42%42%37%35%30%37%30%26%35%33%28%33%22%20%30%22%21%30%23%20%VideoportalsSocialmediaOnlinestoresSearchenginesEditorialwebsitesandappsWebsitesandappsofbrandsNewslettersMusicportalsVideogamesVideostreamingservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichonlinepaymentserviceshaveyouusedinthepast12months?;MultiPick;Base:n=175NordeaSiirtousers,n=1,300onlinepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024NordeaSiirtousersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotheronlinepaymentusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks65%58%53%62%54%48%55%53%51%53%45%40%50%46%41%38%33%30%35%26%24%24%18%17%Direc