机构研究报告-芬兰移动支付用户分析报告：OP Pivo

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:OPPivousersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofOPPivousersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkOPPivousersinFinland(’’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•KeyinsightsThemarketshareofOPPivohasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofmobilepaymentusersusingOPPivo27%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%22%21%21%21%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%15%15%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=72-118OPPivousers,n=386-551mobilepaymentusersSources:ConsumerInsightsGlobalasofAugust2024OPPivousersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsOPPivohasahighshareofusersthatareMillennialscomparedtothetotalonlinepopulation.53%ofOPPivousersaremale.Consumerswithahighincomemakeup38%ofOPPivousers.OPPivousersaremorelikelytoliveinruralareasandtownsthanmobileAhappyrelationshipismoreimportanttoOPPivousersthantoothermobilepaymentusers.VehiclesandmobilityarerelativelyprevalentinterestsofOPPivousers.PetsarearelativelypopularhobbyamongOPPivousers.Itstandsoutthat30%ofOPPivousersthinkthattheycouldsavealotofmoneyiftheytookfinancialadvice.44%ofOPPivousersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofOPPivousersthinkthatcrimeisanissuethatneedstobeaddressed.FacebookismorepopularamongOPPivousersthantheaveragemobilepaymentuser.OPPivousersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanothermobilepaymentusers.paymentusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+OPPivohasahighshareofusersthatareMillennialscomparedtothetotalonlinepopulationDemographicprofile:generationsAgeofconsumersinFinlandBrandusers25%44%27%4%Categoryusers32%39%23%6%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202453%ofOPPivousersaremaleDemographicprofile:genderGenderofconsumersinFinlandBrandusers53%47%Categoryusers52%48%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202437%ofOPPivousershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinFinland37%32%34%26%29%27%14%14%21%18%16%7%5%6%7%1%1%1%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithahighincomemakeup38%ofOPPivousersDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers38%35%27%Categoryusers40%32%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermobilepaymentusers,OPPivousersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive36%32%27%29%30%29%28%21%23%SinglehouseholdCouplehousehold7%7%6%SingleparenthouseholdPartnersandchildren1%1%1%Multi-generational7%6%6%Twoormorerelatedadults3%2%0%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024OPPivousersaremorelikelytoliveinruralareasandtownsthanmobilepaymentusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland50%44%31%32%27%23%18%14%44%5%4%6%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202410%ofOPPivousersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers10%75%15%Categoryusers10%82%8%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipismoreimportanttoOPPivousersthantoothermobilepaymentusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland63%63%58%59%54%52%37%33%42%34%33%37%28%26%27%29%25%27%19%19%21%23%18%12%11%8%12%10%13%8%AhappyrelationshipSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsHavingagoodtimeTobesuccessfulSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024VehiclesandmobilityarerelativelyprevalentinterestsofOPPivousersConsumerlifestyle:maininterestsTop10interestsofOPPivousersinFinland53%50%50%53%63%61%49%48%48%49%49%46%42%39%39%38%33%28%36%36%31%35%36%36%34%38%34%32%30%24%Food&diningMovies,TVshowsHealth&fitnessTravelScience&technologyVehicles&mobilityFinance&economyHistorySportsFamily&parenting17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024PetsarearelativelypopularhobbyamongOPPivousersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofOPPivousersinFinland48%45%42%42%40%40%41%46%40%41%34%33%37%34%30%36%37%42%34%42%36%32%34%30%29%26%23%26%26%29%OutdooractivitiesCooking/bakingDoingsportsandfitnessPetsVideogamingReadingTravelingSocializingTech/computersDIYandarts&crafts18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024OPPivousersaremorelikelytodofitness,aerobics,cardiothanothermobilepaymentusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofOPPivousersinFinland33%29%28%25%23%26%26%22%21%21%24%20%13%13%15%10%9%10%9%8%10%9%9%8%8%7%7%5%8%6%Fitness,aerobics,cardioCyclingHikingRunning/joggingBadmintonDancingHunting/fishingSwimming/DivingWintersportsBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=40OPPivousers,n=551mobilepaymentusers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofOPPivousersfollowicehockeyteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyOPPivousersinFinland32%28%25%19%22%19%18%17%18%12%12%9%11%11%11%10%7%5%7%6%4%7%6%5%5%5%4%5%5%7%IceHockeySoccerAthleticsBasketballMotorsportsVolleyballAmericanBaseballCyclingWintersports20Notes:Sources:(track&field)footballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=25OPPivousers,n=551mobilepaymentusers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardspersonalfinances•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat30%ofOPPivousersthinkthattheycouldsavealotofmoneyiftheytookfinancialadviceConsumerattitudes:financeAgreementwithstatementstowardsfinanceinFinland58%53%37%30%19%13%22%21%14%19%16%12%12%10%6%IcouldimaginedealingwithmyfinancialIcouldsavealotofmoneyifItookadviceNewfinancialtopics,suchascryptoandIftheserviceisgood,I’mhappytopayforOnlinefinancialserviceshavemademeconfidenttransactionsexclusivelyfromafinancialexpertNFTs,fascinatemeaccountadministrationabouthandlingmyownviamysmartphoneandtransactionsBrandusersCategoryusersAllrespondentsfinances22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202444%ofOPPivousersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland44%39%33%32%25%24%19%19%18%14%15%9%5%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofOPPivousersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoOPPivousers58%60%62%62%56%63%53%42%42%48%43%49%50%44%44%44%48%47%42%42%48%41%34%37%42%37%37%34%29%33%HealthandsocialsecurityRisingprices/inflation/CrimePovertyEconomicsituationGovernmentdebtUnemploymentImmigrationEducationDefense&foreignaffairs24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024OPPivousersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers26%29%27%18%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=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints75%FacebookismorepopularamongOPPivousersthantheaveragemobilepaymentuserMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand94%83%73%75%65%66%70%63%54%51%33%40%37%26%29%24%18%26%21%19%26%24%17%23%18%13%17%15%9%27Notes:Sources:FacebookInstagramYouTubeTikTokSnapchatLinkedInX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=35OPPivousers,n=271mobilepaymentusers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202481%38%37%OPPivouserstendtoreadmagazinesmoreoftenthanmobilepaymentusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks89%82%81%86%75%75%70%68%67%71%59%62%63%61%52%36%51%48%39%49%39%45%45%34%40%46%41%22%21%23%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMagazinesMovies/cinemaDailynewspapersPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024OPPivousersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanothermobilepaymentusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereOPPivousersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks56%51%42%53%47%42%52%63%52%51%58%51%47%32%26%36%34%28%33%34%30%30%24%21%29%23%20%29%25%20%OnlinestoresSearchenginesVideoportalsSocialmediaWebsitesandappsofbrandsNewslettersEditorialwebsitesandappsVideogamesMusicportalsVideostreamingservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=73OPPivousers,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024OPPivousersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanothermobilepaymentusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks60%59%53%56%48%51%55%54%48%51%47%40%41%42%41%37%27%24%33%29%30%26%23%17%DirectlyinthestoreOnTVOnadvertisingspacesOntheradioBymailshot/advertisingInprintedmagazinesInprinteddailyAtthemovies/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;B