机构研究报告-西班牙互联网提供服务用户分析报告：Más Móvil

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:MásMóvilcustomersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofMásMóvilcustomersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkMásMóvilcustomersinSpain(’’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•KeyinsightsThemarketshareofMásMóvilhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingMásMóvil6%6%6%6%6%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=68-99MásMóvilcustomers,n=1576-1682homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024MásMóvilcustomersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsMásMóvilismorepopularamongGenerationZthanotherinternetproviders.53%ofMásMóvilcustomersarefemale.MásMóvilhasalargershareofcustomerswithalowincomethanotherinternetproviders.MásMóvilcustomersaremorelikelytoliveinruralareasandtownsthanhomeinternetusersingeneral.LearningnewthingsislessimportanttoMásMóvilcustomersthantootherhomeinternetusers.SportsisarelativelyprevalentinterestofMásMóvilcustomers.OutdooractivitiesarearelativelypopularhobbyamongMásMóvilcustomers.Itstandsoutthat56%ofMásMóvilcustomersactivelydosomethingfortheprotectionoftheirdata.21%ofMásMóvilcustomersareinthelatemajorityofinnovationadoptertypes.ArelativelyhighshareofMásMóvilcustomersthinkthatfood&watersecurityisanissuethatneedstobeaddressed.ismorepopularamongMásMóvilcustomersthantheaveragehomeinternetuser.MásMóvilcustomersrememberseeingadsonsocialmedialessoftenthanotherhomeinternetusers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+MásMóvilismorepopularamongGenerationZthanotherinternetprovidersDemographicprofile:generationsAgeofconsumersinSpainBrandusers23%22%43%12%Categoryusers16%31%43%10%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202453%ofMásMóvilcustomersarefemaleDemographicprofile:genderGenderofconsumersinSpainBrandusers47%53%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202429%ofMásMóvilcustomershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationinSpain29%30%30%24%24%26%16%13%14%17%17%15%9%10%10%2%3%3%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024MásMóvilhasalargershareofcustomerswithalowincomethanotherinternetprovidersDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers27%30%43%Categoryusers37%32%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherhomeinternetusers,MásMóvilcustomersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive38%38%34%24%25%24%16%16%15%16%10%11%1%7%7%3%3%3%1%3%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MásMóvilcustomersaremorelikelytoliveinruralareasandtownsthanhomeinternetusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain34%34%33%26%26%23%14%17%16%17%12%16%17%13Notes:Sources:8%8%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20244%ofMásMóvilcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers4%94%2%Categoryusers7%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoMásMóvilcustomersthantootherhomeinternetusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain63%60%58%52%51%52%40%34%35%35%34%35%27%27%25%28%30%30%19%21%19%17%21%19%19%19%14%4%7%7%AnhonestandrespectablelifeAhappyrelationshipMakingmyowndecisionsSafetyandsecurityTobesuccessfulSocialjusticeHavingagoodtimeLearningnewthingsAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024SportsisarelativelyprevalentinterestofMásMóvilcustomersConsumerlifestyle:maininterestsTop10interestsofMásMóvilcustomersinSpain59%54%55%51%53%50%50%57%56%46%46%44%46%42%42%44%46%41%36%34%35%38%33%34%31%31%28%31%30%29%Movies,TVshowsFood&diningTravelHealth&fitnessSportsScience&technologyFashion&beautyHistoryArts&literaturePolitics&societyandcurrent17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsOutdooractivitiesarearelativelypopularhobbyamongMásMóvilcustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofMásMóvilcustomersinSpain59%54%57%49%46%43%47%52%49%43%44%40%40%36%39%36%36%34%38%36%39%35%33%34%37%33%26%23%23%26%TravelingOutdooractivitiesReadingCooking/bakingDoingsportsandfitnessPetsSocializingShoppingCars/vehiclesTech/computers18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofMásMóvilcustomersgocyclingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofMásMóvilcustomersinSpain27%23%24%18%19%19%19%19%14%12%16%15%15%13%13%11%11%11%10%10%9%7%9%8%HikingCyclingFitness,RunningSoccerYoga/Swimming5%4%3%2%2%2%BasketballDancingBadmintonaerobics,cardio/joggingpilates/Diving19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=53MásMóvilcustomers,n=1576homeinternetusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024MásMóvilcustomersaremorelikelytofollowcyclingthanotherhomeinternetusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyMásMóvilcustomersinSpain36%35%36%20%18%20%17%16%14%16%20%20%11%11%13%9%6%6%7%6%6%7%5%4%4%5%5%3%2%2%20Notes:Sources:SoccerBasketballCyclingMotorsportsTennisBoxingAthleticsMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=43MásMóvilcustomers,n=1576homeinternetusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024HandballWintersportsCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat56%ofMásMóvilcustomersactivelydosomethingfortheprotectionoftheirdataConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinSpain56%46%44%51%50%37%35%33%31%30%28%27%21%23%23%IactivelydosomethingfortheprotectionofmydataIcouldnolongerimaginemyeverydaylifewithouttheinternetI’mwellprotectedagainstvirusesanddataabuseIamexcitedaboutusingArtificialIntelligence(AI)applications,suchasSavingsensitivedataonlineistooinsecureforme22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202421%ofMásMóvilcustomersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%35%36%30%32%33%21%18%18%13%13%10%1%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofMásMóvilcustomersthinkthatfood&watersecurityisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoMásMóvilcustomers60%60%57%61%59%59%57%55%56%55%52%61%60%54%50%52%52%50%44%41%45%39%40%38%36%36%33%36%24%23%HealthandsocialsecurityUnemploymentEconomicsituationPovertyRisingprices/inflation/HousingEducationCrimeEnvironmentFoodandwatersecurity24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MásMóvilcustomersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers31%30%27%13%Categoryusers34%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints21%ismorepopularamongMásMóvilcustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand73%73%67%67%65%66%67%68%59%48%50%49%30%36%30%32%20%24%17%22%13%7%8%12%11%14%9%2%1%InstagramYouTubeFacebookTikTokX(Twitter)LinkedInSnapchatTwitchFlickrBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=46MásMóvilcustomers,n=770homeinternetusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202439%60%ofMásMóvilcustomerslistenedtotheradiointhepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks83%89%85%72%73%70%67%73%69%60%59%59%50%53%49%46%61%54%37%37%34%28%28%30%36%29%22%27%26%9%6%6%TVMovies/cinemaDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesPodcastsDailynewspapersOnlinemagazinesMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024MásMóvilcustomersrememberseeingadsonsocialmedialessoftenthanotherhomeinternetusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereMásMóvilcustomersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks48%43%44%39%35%35%33%31%26%35%32%33%31%40%36%29%31%28%27%25%22%23%25%23%22%23%20%12%16%15%VideoportalsVideostreamingservicesWebsitesandappsOnlinestoresSocialmediaSearchenginesMusicportalsVideogamesEditorialwebsitesPodcastsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024MásMóvilcustomersrememberadstheygotbymaillessoftenthanotherhomeinternetusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks66%66%63%37%40%36%35%32%31%26%34%31%26%33%30%21%18%17%19%21%21%15%19%17%OnTVOnadvertisingspacesOntheradioBymailshot/advertisingDirectlyinthestoreInprinteddailyAtthemovies/cinemaInprintedmagazines30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=94MásMóvilcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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