机构研究报告-芬兰移动运营商用户分析报告：Elisa

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:ElisacustomersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofElisacustomersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkElisacustomersinFinland(’’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•KeyinsightsWithausershareof40%,ElisaisthemostusedmobilecarrierinFinlandManagementsummary:brandusageandcompetitionTop4mostusedmobilecarriersinFinlandElisa40%Telia29%DNA26%MoiMobiili4%4Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=1,954smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024ThemarketshareofElisahasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingElisa40%42%42%43%42%39%40%40%41%43%43%42%42%40%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=769-860Elisacustomers,n=1952-2030smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024ElisacustomersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsElisaismorepopularamongMillennialsthanothermobilecarriers.ThereisafairlyevensplitofmaleandfemaleElisacustomers.Elisacustomershaveasimilarincomedistributionassmartphoneusersingeneral.Safetyandsecurityisanimportantaspectoflifefor60%ofElisacustomers.HealthandfitnessarerelativelyprevalentinterestsofElisacustomers.49%ofElisacustomershaveoutdooractivitiesasahobby.69%ofElisacustomersstatethatitisimportanttothemtohavemobileinternetaccessinanyplaceatanytime.31%ofElisacustomersarelaggardswhenitcomestoinnovationadoption.Health&socialsecurityareofparticularconcerntoElisacustomers.InstagramismorepopularamongElisacustomersthantheaveragesmartphoneuser.Elisacustomersrememberseeingadsinonlinestoresmoreoftenthantheaverageconsumer.35%ofElisacustomersliveinmedium-sizedtowns.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ElisaismorepopularamongMillennialsthanothermobilecarriersDemographicprofile:generationsAgeofconsumersinFinlandBrandusers19%40%32%9%Categoryusers23%35%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleElisacustomersDemographicprofile:genderGenderofconsumersinFinlandBrandusers48%52%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202445%ofElisacustomershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinFinland32%33%34%28%28%27%14%14%14%16%16%16%6%6%6%1%1%1%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ElisacustomershaveasimilarincomedistributionassmartphoneusersingeneralDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers34%32%33%Categoryusers34%33%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ThelivingarrangementsofElisacustomersandsmartphoneusersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive31%31%32%29%30%30%23%23%23%9%8%7%1%1%1%4%5%6%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofElisacustomersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland44%45%44%35%33%32%16%18%18%4%5%6%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20248%ofElisacustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers8%82%11%Categoryusers8%81%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityisanimportantaspectoflifefor60%ofElisacustomersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland58%60%59%51%51%52%43%43%42%40%39%37%28%27%27%28%27%27%24%23%23%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsHavingagoodtime13%11%12%12%10%10%9%8%7%SocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024HealthandfitnessarerelativelyprevalentinterestsofElisacustomersConsumerlifestyle:maininterestsTop10interestsofElisacustomersinFinland63%62%61%55%52%48%55%55%50%48%49%46%43%41%39%37%38%36%37%36%34%37%36%36%35%33%31%34%35%33%Movies,TVshowsHealth&fitnessFood&diningTravelScience&technologyHistorySportsPolitics&societyandcurrentFinance&economyHome&garden&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202449%ofElisacustomershaveoutdooractivitiesasahobbyConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofElisacustomersinFinland49%45%42%47%43%40%45%43%40%44%42%42%37%37%36%36%34%33%33%32%30%31%31%29%30%32%30%25%24%24%OutdooractivitiesCooking/bakingDoingsportsandfitnessReadingTravelingPetsSocializingDIYandarts&craftsVideogamingGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ElisacustomersparticipateinsimilarsportsandactivitiesasothersmartphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofElisacustomersinFinland29%26%26%27%25%23%24%22%21%22%21%20%16%16%15%11%10%10%10%10%9%10%9%9%8%9%8%7%8%7%CyclingFitness,aerobics,cardioHikingRunning/joggingSwimming/DivingYoga/pilatesBadmintonHunting/fishingDancingSoccer19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=466Elisacustomers,n=1954smartphoneusers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust20247%Elisacustomersfollowsimilarsportsleagues,teams,andcompetitionsascustomersofothermobilecarriersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyElisacustomersinFinland28%27%25%21%19%18%20%21%19%12%12%11%10%9%9%7%7%7%6%5%6%7%7%4%4%4%4%4%4%IceHockeyAthletics(track&field)SoccerMotorsportsBasketballTennisBoxingWintersportsMixedMartialArtsAmericanfootball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=291Elisacustomers,n=1954smartphoneusers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics2169%ofElisacustomersstatethatitisimportanttothemtohavemobileinternetaccessinanyplaceatanytimeConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinFinland69%67%65%55%54%53%43%44%43%41%41%41%18%17%17%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)I’mconcernedthatmydataisbeingmisusedontheinternetIactivelydosomethingfortheprotectionofmydataHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=2,024allrespondentsSources:ConsumerInsightsGlobalasofAugust202431%ofElisacustomersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland33%33%33%31%30%32%25%26%25%9%10%9%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Health&socialsecurityareofparticularconcerntoElisacustomersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoElisacustomers65%65%62%64%65%63%51%49%50%48%50%48%46%46%44%43%44%42%43%41%42%38%38%37%36%36%37%35%35%33%HealthandsocialsecurityRisingprices/inflation/EconomicsituationUnemploymentPovertyCrimeGovernmentdebtEducationImmigrationDefense&foreignaffairs24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ElisacustomersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers25%26%29%20%Categoryusers25%27%29%18%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsInstagramismorepopularamongElisacustomersthantheaveragesmartphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand76%73%73%71%67%65%64%64%63%35%34%33%27%25%26%21%18%20%18%19%19%19%17%17%14%12%13%11%10%9%FacebookInstagramYouTubeTikTokSnapchatLinkedInX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=377Elisacustomers,n=959smartphoneusers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202485%ofElisacustomerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks85%84%82%80%76%75%69%66%61%67%66%68%66%63%59%46%46%41%40%39%39%40%41%39%38%37%36%36%36%34%25%25%23%TVDigitalvideocontentOnlinenewswebsitesRadioDigitalmusiccontentOnlinemagazinesDailynewspapersMovies/cinemaMagazinesPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ElisacustomersrememberseeingadsinonlinestoresmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereElisacustomersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks54%52%51%53%50%52%47%44%42%44%44%42%35%35%30%30%30%28%30%28%26%23%21%20%22%22%21%21%21%20%SocialmediaVideoportalsOnlinestoresSearchenginesEditorialwebsitesNewslettersWebsitesandappsVideostreamingservicesVideogamesMusicportals29Notes:Sources:andappsofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=783Elisacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Non-digitaladvertisingtouchpointsofElisacustomersaresimilartothoseofallsmartphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks55%54%53%54%53%51%51%50%48%44%43%41%39%38%40%31%30%30%26%25%24%17%17%17%DirectlyinOnTVOnadvertisingBymailshot/OntheInprintedInprintedAtthemoviesthest