机构研究报告-芬兰线上购物用户分析报告：瑞典

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&BRANDSOnlineshops:H&MshoppersinFinlandConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofH&MshoppersinFinland:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkH&MshoppersinFinland(’’brandusers’’)againstFinnishonlineshoppersingeneral(’’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•KeyinsightsThemarketshareofH&Mhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingH&M18%18%18%18%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%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%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%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%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%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%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%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%17%17%16%16%15%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=303-368H&Mshoppers,n=2028-2097onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024H&MshoppersinFinlandManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsH&MismorepopularamongMillennialsthanotheronlineshops.H&Mismorepopularamongfemaleonlineshoppersthanmaleonlineshoppers.H&Mhasalargershareofshopperswithamediumhouseholdincomethanotheronlineshops.AhappyrelationshipismoreimportanttoH&Mshoppersthantootheronlineshoppers.FashionandbeautyarerelativelyprevalentinterestsofH&Mshoppers.ShoppingisarelativelypopularhobbyamongH&Mshoppers.Itstandsoutthat61%ofH&Mshoppersthinkthatcustomerreviewsontheinternetareveryhelpful.15%ofH&Mshoppersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofH&Mshoppersthinkthatclimatechangeisanissuethatneedstobeaddressed.TikTokismorepopularamongH&Mshoppersthantheaverageonlineshopper.H&Mshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.OnlineshoppersingeneralandH&Mshoppersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+H&MismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersinFinlandBrandusers28%51%19%1%Categoryusers23%34%32%11%Allrespondents22%34%32%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024H&MismorepopularamongfemaleonlineshoppersthanmaleonlineshoppersDemographicprofile:genderGenderofconsumersinFinlandBrandusers25%75%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofH&MshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinFinland35%35%34%31%27%27%12%14%19%16%16%6%6%6%9%0%1%1%1%1%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024H&MhasalargershareofshopperswithamediumhouseholdincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinFinlandinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers36%36%28%Categoryusers34%30%36%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,H&MshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinFinlandlive33%32%36%29%30%22%25%23%23%10%8%7%5%5%6%1%0%1%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024OnlineshoppersingeneralandH&Mshoppersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinFinland45%44%43%43%43%43%43%43%43%43%43%43%43%43%43%43%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%34%32%32%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%17%17%18%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%6%7%6%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust20249%ofH&MshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinFinlandBrandusers9%80%11%Categoryusers7%82%11%Allrespondents8%81%11%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipismoreimportanttoH&MshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinFinland63%57%58%59%53%52%36%43%42%38%34%37%30%26%27%29%24%27%23%20%23%16%12%12%10%8%8%8%10%12%AhappyrelationshipSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsHavingagoodtimeLearningnewthingsSocialjusticeTobesuccessfulAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofH&MshoppersConsumerlifestyle:maininterestsTop10interestsofH&MshoppersinFinland59%61%61%56%52%50%54%46%48%52%46%46%47%25%25%41%32%33%41%23%24%32%31%31%31%26%25%30%28%30%Movies,TVshowsFood&diningHealth&fitnessTravelFashion&beautyHome&gardenFamily&parentingFinance&economyCareer&educationArts&literature&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongH&MshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofH&MshoppersinFinland46%39%40%45%40%42%43%40%42%41%39%40%40%40%31%33%39%35%36%37%29%30%33%30%29%28%21%19%23%22%Cooking/bakingReadingOutdooractivitiesDoingsportsandfitnessShoppingPetsTravelingSocializingDIYandarts&craftsBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024H&Mshoppersaremorelikelytodofitness,aerobics,cardiothanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofH&MshoppersinFinland28%21%23%27%24%26%23%18%20%20%20%21%19%15%15%13%9%10%11%8%8%10%10%9%9%7%7%9%5%6%Fitness,aerobics,cardioCyclingRunning/joggingSwimming/DivingHikingYoga/pilatesDancingBadmintonWintersportsBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198H&Mshoppers,n=2028onlineshoppers,n=6,410allrespondentsConsumerInsightsGlobalasofAugust2024H&Mshoppersfollowsimilarsportsleagues,teams,andcompetitionsasshoppersofotheronlineshopsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyH&MshoppersinFinland24%25%20%16%16%19%14%17%18%9%10%11%8%8%9%7%7%7%6%6%7%5%5%5%5%4%5%5%4%4%IceHockeySoccerAthletics(track&field)MotorsportsBasketballWintersportsTennisVolleyballBoxingAmericanfootballBrandusersCategoryusersAllrespondents20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=102H&Mshoppers,n=2028onlineshoppers,n=4,153allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat61%ofH&MshoppersthinkthatcustomerreviewsontheinternetareveryhelpfulConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinFinland76%70%70%61%47%47%37%25%25%WhenIplanamajorCustomerreviewsontheIusuallymanage16%14%14%15%12%12%IamexcitedaboutusingWhenIorderanitem,Ipurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamyAugmented&VirtualRealitywhileshoppingpreferexpressshippingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202415%ofH&MshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinFinland33%31%33%33%32%24%26%25%28%13%10%9%1%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofH&MshoppersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingFinlandaccordingtoH&Mshoppers63%63%63%63%60%62%55%50%50%46%43%44%46%48%43%40%37%41%37%37%42%36%30%30%36%42%42%38%36%37%Risingprices/inflation/HealthandsocialsecurityEconomicsituationPovertyUnemploymentEducationGovernmentdebtClimatechangeCrimeImmigrationcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024H&MshoppersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinFinlandBrandusers22%31%24%23%Categoryusers21%28%29%21%Allrespondents24%27%29%20%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints74%66%TikTokismorepopularamongH&MshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinFinlandbybrand84%82%73%65%63%62%63%51%41%33%33%26%26%26%19%19%19%19%18%18%17%17%17%13%13%12%9%10%FacebookInstagramYouTubeTikTokSnapchatLinkedInX(Twitter)RedditJodelBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=217H&Mshoppers,n=1011onlineshoppers,n=6061allrespondentsConsumerInsightsGlobalasofAugust202455%38%32%H&MshopperstendtolistentopodcastsmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinFinlandhavebeenusinginthepast4weeks84%82%82%81%74%75%69%68%68%64%59%63%59%61%49%39%44%34%43%39%41%36%38%39%35%35%36%20%22%23%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024H&MshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereH&MshoppersinFinlandhavecomeacrossdigitaladvertisinginthepast4weeks60%50%51%51%49%52%49%40%38%42%43%42%36%30%30%32%26%28%31%24%26%25%20%20%25%19%20%25%19%21%SocialmediaVideoportalsOnlinestoresSearchenginesEditorialNewslettersWebsitesVideostreamingMusicportalsVideogameswebsitesandappsandappsofbrandsservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=366H&Mshoppers,n=2,028onlineshoppers,n=12,153allrespondentsConsumerInsightsGlobalasofAugust2024H&Mshoppersrememberadstheysawin/atthemovies/cinemamoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinFinlandhavecomeacrossnon-digitaladvertisinginthepast4weeks52%51%53%52%51%51%46%47%48%43%39%41%42%39%40