机构研究报告-芬兰移动支付用户分析报告：Siirto

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:Siirto.usersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSiirto.usersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSiirto.usersinFinland(’’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•KeyinsightsThemarketshareofSiirto.hasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofmobilepaymentusersusingSiirto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otes:"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65-90Siirto.users,n=386-551mobilepaymentusersSources:ConsumerInsightsGlobalasofAugust2024Siirto.usersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSiirto.ismorepopularamongGenerationXthanothermobilepaymentservices.54%ofSiirto.usersaremale.Siirto.hasalargershareofuserswithalowincomethanothermobilepaymentservices.Siirto.usersaremorelikelytoliveinLearningnewthingsislessimportanttoSiirto.usersthantoothermobilepaymentusers.VehiclesandmobilityarerelativelyprevalentinterestsofSiirto.users.SocializingisarelativelypopularhobbyamongSiirto.users.Itstandsoutthat58%ofSiirto.userscouldimaginedoingtheirfinancesexclusivelyviasmartphone.46%ofSiirto.usersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofSiirto.usersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.YouTubeismorepopularamongSiirto.usersthantheaveragemobilepaymentuser.Siirto.usersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanothermobilepaymentusers.medium-sizedtownsthanmobilepaymentusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+Siirto.ismorepopularamongGenerationXthanothermobilepaymentservicesDemographicprofile:generationsAgeofconsumersinFinlandBrandusers26%40%28%6%Categoryusers32%39%23%6%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202454%ofSiirto.usersaremaleDemographicprofile:genderGenderofconsumersinFinlandBrandusers54%46%Categoryusers52%48%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust202443%ofSiirto.usershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinFinland43%32%34%29%27%14%14%22%14%18%16%6%1%1%6%5%6%8%2%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Siirto.hasalargershareofuserswithalowincomethanothermobilepaymentservicesDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers30%34%36%Categoryusers40%32%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202428%ofSiirto.usersliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive32%28%27%26%29%30%26%28%23%SinglehouseholdCouplehousehold9%7%6%SingleparenthouseholdPartnersandchildren2%1%1%Multi-generational6%6%6%Twoormorerelatedadults3%3%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Siirto.usersaremorelikelytoliveinmedium-sizedtownsthanmobilepaymentusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland50%42%44%37%31%32%18%18%14%3%4%6%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20245%ofSiirto.usersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers5%77%18%Categoryusers10%82%8%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoSiirto.usersthantoothermobilepaymentusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland68%58%59%55%54%52%46%37%42%34%37%31%22%19%12%21%20%23%18%29%27%17%28%27%14%13%8%9%8%12%SafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsTobesuccessfulSocialjusticeHavingagoodtimeLearningnewthingsAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024VehiclesandmobilityarerelativelyprevalentinterestsofSiirto.usersConsumerlifestyle:maininterestsTop10interestsofSiirto.usersinFinland63%63%61%57%57%50%50%48%48%51%49%46%48%33%28%42%36%31%40%38%34%34%32%25%35%34%36%32%30%24%Movies,TVshowsFood&diningHealth&fitnessTravelVehicles&mobilityFinance&economySportsCareer&educationPolitics&societyandcurrentFamily&parenting17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsSocializingisarelativelypopularhobbyamongSiirto.usersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSiirto.usersinFinland57%55%45%42%46%40%48%34%30%45%42%36%42%40%40%34%34%33%31%34%30%29%27%22%29%37%42%27%24%19%OutdooractivitiesDoingsportsandfitnessSocializingTravelingCooking/bakingPetsVideogamingBoardgames/cardgamesReadingShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Siirto.usersaremorelikelytogocyclingthanothermobilepaymentusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSiirto.usersinFinland42%34%28%26%25%23%28%22%21%25%24%20%15%9%9%12%9%8%12%9%7%11%8%6%13%15%11%9%13%9%CyclingFitness,aerobics,cardioHikingRunning/joggingHunting/fishingDancingSoccerBasketballSwimming/DivingBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=44Siirto.users,n=551mobilepaymentusers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024Siirto.usersaremorelikelytofollowicehockeythanothermobilepaymentusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbySiirto.usersinFinland34%28%25%26%22%19%22%17%18%14%12%9%9%11%11%6%7%7%6%7%5%5%6%4%5%6%5%5%5%5%IceHockeySoccerAthletics(track&field)BasketballMotorsportsTennisVolleyballAmericanfootballBaseballBoxing20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=26Siirto.users,n=551mobilepaymentusers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardspersonalfinances•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat58%ofSiirto.userscouldimaginedoingtheirfinancesexclusivelyviasmartphoneConsumerattitudes:financeAgreementwithstatementstowardsfinanceinFinland58%53%37%22%21%14%18%19%13%17%16%12%6%10%6%IcouldimaginedealingwithmyfinancialNewfinancialtopics,suchascryptoandIcouldsavealotofmoneyifItookadviceIftheserviceisgood,I’mhappytopayforOnlinefinancialserviceshavemademeconfidenttransactionsexclusivelyviamysmartphoneNFTs,fascinatemefromafinancialexpertaccountadministrationabouthandlingmyownandtransactionsfinances22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202446%ofSiirto.usersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland46%39%33%32%19%25%22%24%15%15%6%11%9%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSiirto.usersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoSiirto.users69%58%62%62%60%63%52%42%42%52%49%50%51%48%42%49%43%47%44%45%48%43%42%37%43%34%37%35%34%33%HealthandsocialsecurityRisingprices/inflation/CrimeEconomicsituationGovernmentdebtPovertyUnemploymentEducationImmigrationDefense&foreignaffairs24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust202432%ofSiirto.usershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers17%29%32%22%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=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints75%18%YouTubeismorepopularamongSiirto.usersthantheaveragemobilepaymentuserMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand87%73%83%70%63%77%75%65%51%43%33%37%37%26%23%24%17%20%21%19%24%17%17%15%9%13%18%13%27Notes:Sources:FacebookYouTubeInstagramTikTokSnapchatX(Twitter)LinkedInTwitchRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=30Siirto.users,n=271mobilepaymentusers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202481%38%Siirto.userstendtoreadmagazinesmoreoftenthanmobilepaymentusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks89%82%80%86%75%72%70%68%68%71%59%57%63%61%55%48%39%49%36%48%46%41%45%37%39%37%45%34%25%21%23%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaMagazinesOnlinemagazinesDailynewspapersPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Siirto.usersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanothermobilepaymentusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSiirto.usersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks65%63%52%55%58%51%54%51%42%52%47%42%48%32%26%46%34%28%37%34%30%31%24%21%28%25%20%26%18%13%VideoportalsSocialmediaOnlinestoresSearchenginesWebsitesandappsNewslettersEditorialwebsitesVideogamesVideostreamingservicesBlogs/forums29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=65Siirto.users,n=551mobilepaymentusers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024Siirto.usersrememberadvertisingtheyheardontheradiomoreoftenthanothermobilepaymentusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks57%47%40%55%59%53%51%54%