机构研究报告-芬兰移动支付用户分析报告：MobilePay

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&BRANDSMobilepayment:MobilePayusersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofMobilePayusersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkMobilePayusersinFinland(’’brandusers’’)againstFinnishmobilepaymentusersingeneral(’’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•KeyinsightsThemarketshareofMobilePayhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofmobilepaymentusersusingMobilePay66%72%73%74%72%68%70%70%70%72%72%70%68%64%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=276-380MobilePayusers,n=386-551mobilepaymentusersSources:ConsumerInsightsGlobalasofAugust2024MobilePayusersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsLikeothermobilepaymentservices,MobilePayhasahighshareofusersthatarepartofGenerationZ.ThereisafairlyevensplitofmaleandfemaleMobilePayusers.Justlikemobilepaymentusersingeneral,MobilePayusersarerelativelylikelytohaveahighincome.MobilePayusersandmobilepaymentSimilaraspectsoflifeareimportanttoMobilePayusersandothermobilepaymentusers.MobilePayusersaremorelikelytobeinterestedincareerandeducationthantheaverageconsumer.MobilePayusersaremorelikelytohavesportsandfitnessasahobbythantheaverageconsumer.21%ofMobilePayusersstatethattheycouldsavealotofmoneyiftheytookfinancialadvice.22%ofMobilePayusersareinthelatemajorityofinnovationadoptertypes.Risingprices,inflation&costoflivingareofparticularconcerntoMobilePayusers.YouTubeismorepopularamongMobilePayusersthantheaveragemobilepaymentuser.MobilePayusersrememberseeingadsinvideoportalsmoreoftenthantheaverageconsumer.usersingeneralarerelativelylikelytoliveinlargecities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+Likeothermobilepaymentservices,MobilePayhasahighshareofusersthatarepartofGenerationZDemographicprofile:generationsAgeofconsumersinFinlandBrandusers30%39%23%8%Categoryusers32%39%23%6%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleMobilePayusersDemographicprofile:genderGenderofconsumersinFinlandBrandusers51%49%Categoryusers52%48%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202451%ofMobilePayusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinFinland31%32%34%30%29%27%13%14%14%18%18%16%5%5%6%1%1%1%2%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Justlikemobilepaymentusersingeneral,MobilePayusersarerelativelylikelytohaveahighincomeDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%33%25%Categoryusers40%32%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ThelivingarrangementsofMobilePayusersandmobilepaymentusersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive32%26%27%29%29%30%28%28%23%8%6%7%6%6%6%1%1%1%3%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MobilePayusersandmobilepaymentusersingeneralarerelativelylikelytoliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland51%50%44%13Notes:Sources:32%31%32%18%14%12%6%5%4%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202410%ofMobilePayusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers10%79%11%Categoryusers10%82%8%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSimilaraspectsoflifeareimportanttoMobilePayusersandothermobilepaymentusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland58%58%59%55%54%52%35%37%42%34%33%37%28%28%27%27%29%27%21%22%23%19%19%12%14%13%8%8%8%12%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsHavingagoodtimeSocialjusticeTobesuccessfulAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024MobilePayusersaremorelikelytobeinterestedincareerandeducationthantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofMobilePayusersinFinland65%63%61%54%50%50%52%48%48%51%49%46%40%38%34%39%36%31%39%39%39%38%35%36%37%35%36%35%32%25%Movies,TVshowsFood&diningHealth&fitnessTravelSportsFinance&economyScience&technologyPolitics&societyandcurrentHistoryCareer&education&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024MobilePayusersaremorelikelytohavesportsandfitnessasahobbythantheaverageconsumerConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofMobilePayusersinFinland49%46%40%49%45%42%45%42%36%44%40%40%37%38%42%37%34%33%34%34%30%33%34%30%28%27%26%27%29%22%DoingsportsandfitnessOutdooractivitiesTravelingCooking/bakingReadingPetsVideogamingSocializingBoardgames/cardgamesDIYandarts&crafts18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofMobilePayusersgocyclingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofMobilePayusersinFinland33%28%26%26%25%23%26%22%21%26%24%20%14%13%13%14%15%9%10%9%8%9%8%6%9%9%9%9%9%10%CyclingFitness,aerobics,cardioHikingRunning/joggingBadmintonSwimming/DivingDancingBasketballHunting/fishingYoga/pilates19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=220MobilePayusers,n=551mobilepaymentusers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofMobilePayusersfollowicehockeyteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyMobilePayusersinFinland30%28%25%22%22%19%18%17%18%13%12%9%11%10%11%8%7%5%7%6%4%6%6%5%6%7%7%5%5%7%IceHockeySoccerAthleticsBasketballMotorsportsVolleyballAmericanBaseballTennisWintersports20Notes:Sources:(track&field)footballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=142MobilePayusers,n=551mobilepaymentusers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardspersonalfinances•Innovationadoption•Challengesfacingthecountry•Politics2121%ofMobilePayusersstatethattheycouldsavealotofmoneyiftheytookfinancialadviceConsumerattitudes:financeAgreementwithstatementstowardsfinanceinFinland55%53%37%23%21%14%21%19%13%18%16%12%9%10%6%IcouldimaginedealingwithmyfinancialNewfinancialtopics,suchascryptoandIcouldsavealotofmoneyifItookadviceIftheserviceisgood,I’mhappytopayforOnlinefinancialserviceshavemademeconfidenttransactionsexclusivelyviamysmartphoneNFTs,fascinatemefromafinancialexpertaccountadministrationabouthandlingmyownandtransactionsfinances22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofMobilePayusersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland38%39%33%32%17%15%22%19%25%20%24%9%4%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Risingprices,inflation&costoflivingareofparticularconcerntoMobilePayusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoMobilePayusers64%62%63%58%60%62%49%49%50%47%48%42%47%46%48%43%42%37%43%42%42%43%41%44%36%34%34%33%34%37%Risingprices/inflation/HealthandsocialsecurityEconomicsituationGovernmentdebtUnemploymentEducationCrimePovertyDefense&foreignaffairsImmigrationcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MobilePayusersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers24%29%31%16%Categoryusers25%29%29%17%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsYouTubeismorepopularamongMobilePayusersthantheaveragemobilepaymentuserMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand79%75%65%77%75%73%76%70%63%47%51%33%38%37%26%23%24%18%21%24%17%19%21%19%18%16%10%18%18%13%27Notes:Sources:InstagramFacebookYouTubeTikTokSnapchatLinkedInX(Twitter)JodelRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=154MobilePayusers,n=271mobilepaymentusers,n=6061allrespondentsConsumerInsightsGlobalasofAugust2024MobilePayuserstendtolistentodigitalmusiccontentmoreoftenthantheaverageconsumerMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks87%86%82%81%82%75%73%71%59%72%70%68%63%63%61%51%48%39%47%46%41%44%45%34%39%38%36%36%37%39%21%21%23%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesMovies/cinemaOnlinemagazinesPodcastsMagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024MobilePayusersrememberseeingadsinvideoportalsmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereMobilePayusersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks67%63%52%60%58%51%56%51%49%47%42%42%37%34%30%36%32%26%36%34%28%27%25%20%26%25%16%24%23%20%VideoportalsSocialmediaOnlinestoresSearchenginesEditorialwebsitesWebsitesandappsNewslettersVideostreamingservicesPodcastsMusicportals29Notes:Sources:andappsofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=352MobilePayusers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024MobilePayusersrememberadstheysawonTVmoreoftenthanothermobilepaymentusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks63%59%53%58%54%48%53%48%51%49%47%40%45%42%41%30%29%30%28%27%24%24%23%17%DirectlyinthestoreOnadvertis