机构研究报告-芬兰移动运营商用户分析报告：Moi Mobiili

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:MoiMobiilicustomersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofMoiMobiilicustomersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkMoiMobiilicustomersinFinland(’’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•KeyinsightsWithausershareof4%,MoiMobiiliisoneofthetop5mobilecarriersinFinlandManagementsummary:brandusageandcompetitionTop4mostusedmobilecarriersinFinlandElisa40%Telia29%DNA26%MoiMobiili4%4Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=1,954smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024ThemarketshareofMoiMobiilihasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingMoiMobiili4%4%4%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=44-72MoiMobiilicustomers,n=1952-2030smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024MoiMobiilicustomersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsMoiMobiiliismorepopularamongGenerationZthanothermobilecarriers.MoiMobiiliismorepopularamongmalesmartphoneusersthanfemalesmartphoneusers.MoiMobiilihasalargershareofcustomerswithahighincomethanothermobilecarriers.MoiMobiilicustomersaremorelikelytoSafetyandsecurityislessimportanttoMoiMobiilicustomersthantoothersmartphoneusers.HomeandgardenarerelativelyprevalentinterestsofMoiMobiilicustomers.TechorcomputersarerelativelypopularhobbiesamongMoiMobiilicustomers.Itstandsoutthatonly43%ofMoiMobiilicustomersactivelydosomethingfortheprotectionoftheirdata.60%ofMoiMobiilicustomersarelaggardsorinthelatemajorityofinnovationadoption.ArelativelyhighshareofMoiMobiilicustomersthinkthatgovernmentdebtisanissuethatneedstobeaddressed.JodelismorepopularamongMoiMobiilicustomersthantheaveragesmartphoneuser.MoiMobiilicustomersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanothersmartphoneusers.liveinsmalltownsthansmartphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+MoiMobiiliismorepopularamongGenerationZthanothermobilecarriersDemographicprofile:generationsAgeofconsumersinFinlandBrandusers28%33%26%13%Categoryusers23%35%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024MoiMobiiliismorepopularamongmalesmartphoneusersthanfemalesmartphoneusersDemographicprofile:genderGenderofconsumersinFinlandBrandusers57%43%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofMoiMobiilicustomershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinFinland33%34%32%28%27%22%22%11%14%14%16%16%3%1%1%6%6%6%4%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024MoiMobiilihasalargershareofcustomerswithahighincomethanothermobilecarriersDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers40%28%33%Categoryusers34%33%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothersmartphoneusers,MoiMobiilicustomersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive42%31%32%30%30%25%19%23%23%SinglehouseholdCouple8%7%6%SingleparentPartners0%1%1%Multi-8%5%6%Twoormore0%2%2%Otherhouseholdhouseholdandchildrengenerationalrelatedadultshouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MoiMobiilicustomersaremorelikelytoliveinsmalltownsthansmartphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland43%45%44%29%33%32%24%18%18%4%5%6%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202415%ofMoiMobiilicustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers15%78%7%Categoryusers8%81%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityislessimportanttoMoiMobiilicustomersthantoothersmartphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland57%58%59%51%52%50%42%39%37%43%39%42%31%27%27%26%24%23%19%27%27%17%13%12%11%9%8%8%11%12%AhappyrelationshipSafetyandsecurityMakingmyowndecisionsAnhonestandrespectablelifeHavingagoodtimeSocialjusticeLearningnewthingsTobesuccessfulAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024HomeandgardenarerelativelyprevalentinterestsofMoiMobiilicustomersConsumerlifestyle:maininterestsTop10interestsofMoiMobiilicustomersinFinland58%55%50%57%52%48%54%62%61%50%49%46%47%35%33%43%41%39%39%38%36%39%28%28%38%32%30%36%33%36%Food&diningHealth&fitnessMovies,TVshowsTravelHome&gardenScience&technologyHistoryVehicles&mobilityArts&literaturePolitics&societyandcurrent&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongMoiMobiilicustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofMoiMobiilicustomersinFinland43%43%40%43%42%42%42%43%40%42%37%36%39%45%42%31%31%29%34%31%33%31%32%30%31%32%29%30%24%23%DoingsportsandfitnessReadingCooking/bakingTravelingOutdooractivitiesDIYandarts&craftsPetsSocializingTech/computersVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024MoiMobiilicustomersaremorelikelytodofitness,aerobics,cardiothantheaverageconsumerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofMoiMobiilicustomersinFinland28%25%23%26%25%26%24%22%21%21%19%20%19%16%15%13%10%10%10%10%9%7%6%6%7%9%8%4%5%5%Fitness,aerobics,cardioCyclingHikingRunning/joggingSwimming/DivingYoga/pilatesBadmintonBasketballDancingTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=38MoiMobiilicustomers,n=1954smartphoneusers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofMoiMobiilicustomersfollowbaseballteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyMoiMobiilicustomersinFinland27%25%21%17%19%18%17%21%19%14%12%11%10%5%5%7%9%9%6%4%4%6%7%7%6%7%7%4%6%5%IceHockeyAthletics(track&field)SoccerMotorsportsBaseballBasketballAmericanfootballTennisWintersportsBoxing20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=24MoiMobiilicustomers,n=1954smartphoneusers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly43%ofMoiMobiilicustomersactivelydosomethingfortheprotectionoftheirdataConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinFinland67%65%57%53%54%53%43%41%41%42%44%43%15%17%17%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)IactivelydosomethingfortheprotectionofmydataI’mconcernedthatmydataisbeingmisusedontheinternetHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=2,024allrespondentsSources:ConsumerInsightsGlobalasofAugust202460%ofMoiMobiilicustomersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland33%33%33%33%30%32%26%26%25%7%10%9%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofMoiMobiilicustomersthinkthatgovernmentdebtisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoMoiMobiilicustomers64%65%63%63%65%62%54%51%50%49%43%42%46%46%44%43%44%42%39%36%37%39%50%48%38%35%33%35%32%31%Risingprices/inflation/HealthandsocialsecurityEconomicsituationGovernmentdebtPovertyCrimeImmigrationUnemploymentDefense&foreignaffairsEnvironmentcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyMoiMobiilicustomershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers28%32%28%13%Categoryusers25%27%29%18%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints37%MoiMobiilicustomerstendtoreadmagazinesmoreoftenthansmartphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks81%76%75%78%84%82%66%61%68%58%63%59%57%66%61%50%36%49%46%41%49%41%39%39%36%34%35%39%39%19%25%23%DigitalvideocontentTVRadioDigitalmusiccontentOnlinenewswebsitesMagazinesOnlinemagazinesMovies/cinemaPodcastsDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024MoiMobiilicustomersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanothersmartphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereMoiMobiilicustomersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks54%50%52%51%44%42%52%47%51%44%35%30%39%44%42%31%22%21%26%28%26%24%30%28%22%21%20%19%14%13%VideoportalsSearchenginesSocialmediaEditorialwebsitesOnlinestoresVideogamesWebsitesandappsNewslettersVideostreamingservicesBlogs/forums29Notes:Sources:andappsofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=72MoiMobiilicustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024MoiMobiilicustomersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanothersmartphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks60%54%53%56%50%48%50%53%51%44%43%41%38%38%40%25%24%31%26%30%30%17%17%17%DirectlyinthestoreOnadvertisingspac