机构研究报告-西班牙互联网提供服务用户分析报告：Jazztel

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&BRANDSInternetproviders:JazztelcustomersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofJazztelcustomersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkJazztelcustomersinSpain(’’brandusers’’)againstSpanishhomeinternetusersingeneral(’’categoryusers’’),andtheoverallSpanishconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingSpain)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofJazztelhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingJazztel11%11%11%11%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144-186Jazztelcustomers,n=1576-1682homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024JazztelcustomersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsJazztelismorepopularamongGenerationXthanotherinternetproviders.ThereisafairlyevensplitofmaleandfemaleJazztelcustomers.Jazztelhasalargershareofcustomerswithamediumhouseholdincomethanotherinternetproviders.JazztelcustomersaremorelikelytoliveLearningnewthingsislessimportanttoJazztelcustomersthantootherhomeinternetusers.Jazztelcustomersaremorelikelytobeinterestedinscienceandtechnologythantheaverageconsumer.Jazztelcustomersaremorelikelytohaveshoppingasahobbythanotherhomeinternetusers.Itstandsoutthat33%ofJazztelcustomersareexcitedaboutusingAIapps,suchasChatGPT,inmydailylife.43%ofJazztelcustomersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofJazztelcustomersthinkthatunemploymentisanissuethatneedstobeaddressed.YouTubeismorepopularamongJazztelcustomersthantheaveragehomeinternetuser.Jazztelcustomersrememberseeingadsonsearchenginesmoreoftenthanotherhomeinternetusers.inmedium-sizedtownsthanhomeinternetusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+JazztelismorepopularamongGenerationXthanotherinternetprovidersDemographicprofile:generationsAgeofconsumersinSpainBrandusers20%22%51%7%Categoryusers16%31%43%10%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleJazztelcustomersDemographicprofile:genderGenderofconsumersinSpainBrandusers48%52%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202428%ofJazztelcustomershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationinSpain28%30%30%24%24%26%15%13%14%17%17%15%10%10%4%3%3%6%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JazztelhasalargershareofcustomerswithamediumhouseholdincomethanotherinternetprovidersDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers35%37%28%Categoryusers37%32%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202426%ofJazztelcustomersliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive36%38%34%26%25%24%17%15%16%10%10%11%4%7%7%3%3%3%3%3%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Jazztelcustomersaremorelikelytoliveinmedium-sizedtownsthanhomeinternetusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain31%31%34%33%26%26%16%17%18%16%17%12%8%8%8%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20249%ofJazztelcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers9%88%3%Categoryusers7%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoJazztelcustomersthantootherhomeinternetusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain60%57%58%52%52%52%39%35%35%34%33%35%25%26%28%30%26%30%22%19%19%20%19%17%19%19%21%6%7%7%AnhonestandrespectablelifeAhappyrelationshipMakingmyowndecisionsSafetyandsecurityHavingagoodtimeLearningnewthingsAdvancingmycareerSocialjusticeTobesuccessfulTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JazztelcustomersaremorelikelytobeinterestedinscienceandtechnologythantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofJazztelcustomersinSpain61%59%55%57%55%56%53%50%50%50%46%41%47%42%42%45%46%44%39%38%34%38%36%35%37%36%34%31%30%29%Movies,TVshowsTravelFood&diningScience&technologySportsHealth&fitnessHistoryFashion&beautyFinance&economyPolitics&societyandcurrent17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsJazztelcustomersaremorelikelytohaveshoppingasahobbythanotherhomeinternetusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofJazztelcustomersinSpain56%52%49%52%59%57%46%44%40%46%46%43%42%37%33%42%35%34%40%38%39%40%40%39%35%32%32%36%33%34%ReadingTravelingCooking/bakingOutdooractivitiesTech/computersShoppingSocializingDoingsportsandfitnessVideogamingPets18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofJazztelcustomersgorunningorjoggingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofJazztelcustomersinSpain26%27%24%23%19%19%19%19%19%16%13%13%14%14%12%9%9%8%9%10%9%9%11%11%8%7%7%5%4%5%HikingRunning/joggingFitness,aerobics,cardioSoccerCyclingBasketballSwimming/DivingYoga/pilatesTennisDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=85Jazztelcustomers,n=1576homeinternetusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024JazztelcustomersaremorelikelytofollowsoccerthanotherhomeinternetusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyJazztelcustomersinSpain42%36%36%24%20%20%20%19%20%13%14%13%12%11%11%6%6%6%6%5%5%4%5%4%3%6%6%3%3%3%20Notes:Sources:SoccerTennisBasketballMotorsportsCyclingAthleticsHandballMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=67Jazztelcustomers,n=1576homeinternetusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024BoxingAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat33%ofJazztelcustomersareexcitedaboutusingAIapps,suchasChatGPT,inmydailylifeConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinSpain52%51%50%49%46%44%33%28%27%33%33%31%21%23%23%IcouldnolongerimaginemyeverydaylifewithouttheinternetIactivelydosomethingfortheprotectionofmydataIamexcitedaboutusingArtificialIntelligence(AI)applications,suchasI’mwellprotectedagainstvirusesanddataabuseSavingsensitivedataonlineistooinsecureforme22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202443%ofJazztelcustomersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain43%36%38%32%33%25%17%18%18%14%13%10%1%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofJazztelcustomersthinkthatunemploymentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoJazztelcustomers66%61%59%60%60%57%57%57%61%56%56%60%51%52%50%54%49%52%42%38%38%42%44%41%39%40%37%38%37%37%UnemploymentHealthandsocialsecurityEconomicsituationRisingprices/inflation/EducationHousingClimatechangePovertyCrimeImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024JazztelcustomerstendtohavemoreleftleaningpoliticalviewsthanotherhomeinternetusersConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers39%23%28%10%Categoryusers34%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints65%YouTubeismorepopularamongJazztelcustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand73%73%73%66%67%67%63%68%53%48%49%36%33%32%24%20%22%21%15%20%13%7%8%12%12%14%5%2%2%YouTubeInstagramFacebookTikTokX(Twitter)LinkedInSnapchatTwitchTumblrBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=60Jazztelcustomers,n=770homeinternetusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202492%ofJazztelcustomerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks92%89%85%76%73%69%69%73%70%65%61%54%62%59%59%56%53%49%38%36%37%39%37%29%27%28%28%26%27%26%8%6%6%TVDigitalvideocontentMovies/cinemaOnlinenewswebsitesRadioDigitalmusiccontentOnlinemagazinesPodcastsDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JazztelcustomersrememberseeingadsonsearchenginesmoreoftenthanotherhomeinternetusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereJazztelcustomersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks51%48%44%44%39%35%38%40%36%36%31%28%33%35%33%33%31%26%28%25%22%28%25%23%24%23%20%18%16%15%VideoportalsVideostreamingservicesSocialmediaSearchenginesOnlinestoresWebsitesandappsMusicportalsVideogamesEditorialwebsitesPodcastsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JazztelcustomersrememberadstheysawonTVmoreoftenthanotherhomeinternetusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks73%66%63%39%40%36%37%34%31%35%32%31%35%33%30%19%19%17%18%18%17%17%21%21%OnTVOnadvertisingBymailshot/OntheDirectlyinInprintedInprintedAtthemoviesspacesadvertisingradiothestoremagazinesdaily/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=144Jazztelcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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