机构研究报告-芬兰移动运营商用户分析报告：Telia

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:TeliacustomersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofTeliacustomersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkTeliacustomersinFinland(’’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•KeyinsightsTeliaisthesecondmostusedmobilecarrierinFinlandafterElisaandhasausershareof29%Managementsummary:brandusageandcompetitionTop4mostusedmobilecarriersinFinlandElisa40%Telia29%DNA26%MoiMobiili4%4Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=1,954smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024ThemarketshareofTeliahasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofsmartphoneusersusingTelia29%29%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%28%28%28%28%28%28%28%28%27%27%27%27%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=528-592Teliacustomers,n=1952-2030smartphoneusersSources:ConsumerInsightsGlobalasofAugust2024TeliacustomersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints35%ofTeliacustomersarepartofGenerationX.53%ofTeliacustomersarefemale.Teliacustomershaveasimilarincomedistributionassmartphoneusersingeneral.20%ofTeliacustomersliveinsmalltowns.HavingagoodtimeislessimportanttoTeliacustomersthantoothersmartphoneusers.Teliacustomershavesimilarinterestsascustomersofothermobilecarriers.TravelingisarelativelypopularhobbyamongTeliacustomers.68%ofTeliacustomersstatethatitisimportanttothemtohavemobileinternetaccessinanyplaceatanytime.12%ofTeliacustomersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofTeliacustomersthinkthattheeconomicsituationisanissuethatneedstobeaddressed.ismorepopularamongTeliacustomersthantheaveragesmartphoneuser.Teliacustomersrememberseeingadsoneditorialwebsitesandappsmoreoftenthantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+35%ofTeliacustomersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinFinlandBrandusers22%30%35%13%Categoryusers23%35%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202453%ofTeliacustomersarefemaleDemographicprofile:genderGenderofconsumersinFinlandBrandusers47%53%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024TheeducationlevelofTeliacustomersandsmartphoneusersaresimilarDemographicprofile:educationConsumer’slevelofeducationinFinland35%33%34%26%28%27%14%14%14%16%16%16%6%6%6%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree1%1%1%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024TeliacustomershaveasimilarincomedistributionassmartphoneusersingeneralDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers35%33%33%Categoryusers34%33%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ThelivingarrangementsofTeliacustomersandsmartphoneusersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive32%31%32%31%30%30%22%23%23%7%8%7%6%5%6%1%1%1%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202420%ofTeliacustomersliveinsmalltownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland43%45%44%32%33%32%20%18%18%5%5%6%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20246%ofTeliacustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers6%82%12%Categoryusers8%81%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoTeliacustomersthantoothersmartphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland58%58%59%51%52%52%43%43%42%38%39%37%27%28%27%24%22%27%23%22%27%13%11%12%13%13%12%11%9%8%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsSocialjusticeHavingagoodtimeTraditionsTobesuccessfulAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024TeliacustomershavesimilarinterestsascustomersofothermobilecarriersConsumerlifestyle:maininterestsTop10interestsofTeliacustomersinFinland63%62%61%56%55%50%51%49%46%50%52%48%41%41%39%40%38%36%37%36%34%36%36%36%35%35%33%32%32%30%Movies,TVshowsFood&diningTravelHealth&fitnessScience&technologyHistorySportsPolitics&societyandcurrentHome&gardenArts&literature&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024TravelingisarelativelypopularhobbyamongTeliacustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofTeliacustomersinFinland46%45%42%43%43%40%43%42%42%42%43%40%40%37%36%34%34%33%33%32%30%32%31%29%31%32%30%25%25%24%OutdooractivitiesDoingsportsandfitnessReadingCooking/bakingTravelingPetsVideogamingDIYandarts&craftsSocializingGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofTeliacustomersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofTeliacustomersinFinland27%26%26%24%25%23%23%22%21%21%21%20%15%16%15%10%10%9%9%9%8%9%10%10%9%8%7%9%9%9%CyclingFitness,aerobics,cardioHikingRunning/joggingSwimming/DivingBadmintonDancingYoga/pilatesSoccerHunting/fishing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=322Teliacustomers,n=1954smartphoneusers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofTeliacustomersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyTeliacustomersinFinland28%27%25%23%21%19%19%19%18%14%12%11%8%9%9%8%7%7%7%7%7%6%5%5%5%5%5%5%6%5%IceHockeySoccerAthletics(track&field)MotorsportsBasketballTennisWintersportsVolleyballBaseballBoxingBrandusersCategoryusersAllrespondents20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=210Teliacustomers,n=1954smartphoneusers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics2168%ofTeliacustomersstatethatitisimportanttothemtohavemobileinternetaccessinanyplaceatanytimeConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinFinland68%67%65%55%54%53%45%44%43%41%41%41%15%17%17%ItisimportanttometohavemobileinternetaccessinanyplaceatanytimeThereisagoodmobilenetworkcoverageinmyarea(e.g.,dataspeed,callstability)I’mconcernedthatmydataisbeingmisusedontheinternetIactivelydosomethingfortheprotectionofmydataHavingaccesstothelatestcellularnetworktechnology(5G)isimportanttome22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=2,024allrespondentsSources:ConsumerInsightsGlobalasofAugust202412%ofTeliacustomersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland34%33%33%30%32%27%26%25%26%12%10%9%1%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofTeliacustomersthinkthattheeconomicsituationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoTeliacustomers69%65%63%66%65%62%55%51%50%53%50%48%48%46%44%46%43%42%44%44%42%41%38%36%37%36%37%36%35%33%Risingprices/inflation/HealthandsocialsecurityEconomicsituationUnemploymentPovertyGovernmentdebtCrimeEducationImmigrationDefense&foreignaffairscostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024TeliacustomersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers23%30%29%18%Categoryusers25%27%29%18%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsuserismorepopularamongTeliacustomersthantheaveragesmartphoneMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand73%72%73%67%67%65%65%64%63%34%35%33%27%27%26%24%20%19%21%19%18%17%18%18%14%14%13%9%9%10%27Notes:Sources:FacebookInstagramYouTubeTikTokSnapchatX(Twitter)LinkedInRedditJodelBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=271Teliacustomers,n=959smartphoneusers,n=6061allrespondentsConsumerInsightsGlobalasofAugust2024Teliacustomersandsmartphoneusersingeneral,tendtoconsumesimilarmediaMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks85%84%82%74%76%75%69%66%68%67%66%61%62%63%59%48%46%41%40%39%39%40%41%39%37%37%36%35%36%34%27%25%23%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentOnlinemagazinesDailynewspapersMovies/cinemaMagazinesPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024TeliacustomersrememberseeingadsoneditorialwebsitesandappsmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereTeliacustomersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks53%52%51%50%52%48%45%44%42%44%44%42%37%35%30%33%30%28%28%28%26%22%20%21%20%21%21%20%19%20%SocialmediaVideoportalsSearchenginesOnlinestoresEditorialwebsitesandappsNewslettersWebsitesandappsofbrandsVideogamesMusicportalsVideostreamingservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichofthesemobilecarriersistheproviderofyourprimarilyusedsmartphone/mobilephone?";SinglePick;Base:n=565Teliacustomers,n=1,954smartphoneusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202425%Non-digitaladvertisingtouchpointsofTeliacustomersaresimilartothoseofall