机构研究报告-芬兰移动运营商用户分析报告：DNA

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&BRANDSMobilecarriers:DNAcustomersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofDNAcustomersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkDNAcustomersinFinland(’’brandusers’’)againstFinnishsmartphoneusersingeneral(’’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•KeyinsightsDNAcustomersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints32%ofDNAcustomersareMillennials.ThereisafairlyevensplitofmaleandfemaleDNAcustomers.Consumerswithamediumhouseholdincomemakeup35%ofDNAcustomers.SmartphoneusersingeneralandDNAcustomersspecifically,liveinasimilarHavingagoodtimeisanimportantaspectoflifefor29%ofDNAcustomers.DNAcustomershavesimilarinterestsascustomersofothermobilecarriers.DNAcustomershavesimilarhobbiesasothersmartphoneusers.45%ofDNAcustomersstatethattheyareconcernedthattheirdataisbeingmisusedontheinternet.33%ofDNAcustomersarelaggardswhenitcomestoinnovationadoption.64%ofDNAcustomersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.SnapchatismorepopularamongDNAcustomersthantheaveragesmartphoneuser.DNAcustomersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthantheaverageconsumer.typeofcommunitiy.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+32%ofDNAcustomersareMillennialsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers27%32%31%10%Categoryusers23%35%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleDNAcustomersDemographicprofile:genderGenderofconsumersinFinlandBrandusers49%51%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithamediumhouseholdincomemakeup35%ofDNAcustomersDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers31%35%35%Categoryusers34%33%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202430%ThelivingarrangementsofDNAcustomersandsmartphoneusersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive32%31%32%30%30%22%23%23%7%8%7%1%1%1%5%5%6%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SmartphoneusersingeneralandDNAcustomersspecifically,liveinasimilartypeofcommunitiyDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland46%45%44%31%33%32%16%18%18%7%5%6%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20248%ofDNAcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers8%81%10%Categoryusers8%81%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeisanimportantaspectoflifefor29%ofDNAcustomersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland58%56%59%51%50%52%43%42%42%38%39%37%29%27%27%25%24%27%23%23%27%16%13%11%12%12%12%8%9%8%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsHavingagoodtimeSocialjusticeLearningnewthingsTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024DNAcustomershavesimilarinterestsascustomersofothermobilecarriersConsumerlifestyle:maininterestsTop10interestsofDNAcustomersinFinland62%62%61%54%55%50%49%52%48%47%49%46%38%38%36%41%38%39%37%36%36%35%36%34%35%35%33%31%33%31%Movies,TVshowsFood&diningHealth&fitnessTravelHistoryScience&technologyPolitics&societyandcurrentSportsHome&gardenFinance&economy17Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024DNAcustomershavesimilarhobbiesasothersmartphoneusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofDNAcustomersinFinland40%43%40%40%45%42%42%39%42%39%43%40%37%36%36%34%32%30%34%32%33%32%32%30%29%31%29%27%25%24%DoingsportsandfitnessOutdooractivitiesReadingCooking/bakingTravelingVideogamingPetsSocializingDIYandarts&craftsGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofDNAcustomersplaybasketballConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofDNAcustomersinFinland22%26%26%22%25%23%20%21%20%19%22%21%16%15%15%11%10%10%10%10%9%9%9%8%9%9%9%8%6%6%CyclingFitness,aerobics,cardioRunning/joggingHikingSwimming/DivingYoga/pilatesBadmintonDancingHunting/fishingBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=267DNAcustomers,n=1954smartphoneusers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024DNAcustomersfollowsimilarsportsleagues,teams,andcompetitionsascustomersofothermobilecarriersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyDNAcustomersinFinland26%27%25%21%21%19%19%17%18%12%10%11%9%9%9%7%7%7%7%7%7%7%5%5%7%6%5%5%4%4%IceHockeySoccerAthletics(track&field)MotorsportsBasketballTennisWintersportsBaseballBoxingAmericanfootballBrandusersCategoryusersAllrespondents20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=176DNAcustomers,n=1954smartphoneusers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics2145%ofDNAcustomersstatethattheyareconcernedthattheirdataisbeingmisusedontheinternetConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinFinland65%67%65%51%54%53%45%44%43%40%41%41%19%17%17%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)I’mconcernedthatmydataisbeingmisusedontheinternetIactivelydosomethingfortheprotectionofmydataHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=2,024allrespondentsSources:ConsumerInsightsGlobalasofAugust202433%ofDNAcustomersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland33%33%33%33%30%32%25%26%25%9%10%9%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202464%ofDNAcustomersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoDNAcustomers64%65%65%62%63%63%51%50%51%48%48%50%45%44%42%44%43%42%46%44%44%39%38%37%38%36%37%34%32%30%HealthandsocialsecurityRisingprices/inflation/UnemploymentEconomicsituationCrimeGovernmentdebtPovertyEducationImmigrationClimatechange24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024DNAcustomersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers27%27%31%16%Categoryusers25%27%29%18%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsSnapchatismorepopularamongDNAcustomersthantheaveragesmartphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand73%73%73%67%65%65%65%64%63%40%35%33%33%27%26%21%19%17%20%19%19%18%14%13%18%16%18%12%10%9%FacebookInstagramYouTubeTikTokSnapchatX(Twitter)RedditLinkedInTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=248DNAcustomers,n=959smartphoneusers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202444%ofDNAcustomerswenttogoseeamovieinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks83%84%82%72%76%75%65%66%68%64%66%61%61%63%59%44%46%41%44%41%39%36%39%39%36%36%34%35%37%36%23%25%23%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentOnlinemagazinesMovies/cinemaDailynewspapersPodcastsMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024DNAcustomersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereDNAcustomersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks52%49%51%50%49%52%42%44%44%42%42%42%31%35%30%28%28%26%30%27%28%25%22%21%24%21%20%21%19%20%SocialmediaVideoportalsOnlinestoresSearchenginesEditorialwebsitesandappsWebsitesandappsofbrandsNewslettersVideogamesMusicportalsVideostreamingservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=500DNAcustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202454%53%25%DNAcustomersrememberadvertisingtheyheardontheradiolessoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks53%53%51%51%47%50%48%42%43%41%38%38%40%28%30%30%24%24%17%17%17%DirectlyinOnTVOnadvertisingBymailshot/OntheInprintedInprintedAtthemoviesthestorespacesadvertisingradiodailymagazines/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitala