机构研究报告-西班牙互联网提供服务用户分析报告：Movistar

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:MovistarcustomersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofMovistarcustomersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkMovistarcustomersinSpain(’’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•KeyinsightsThemarketshareofMovistarhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingMovistar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otes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=384-463Movistarcustomers,n=1576-1682homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024MovistarcustomersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofMovistarcustomersandhomeinternetusersoverallisfairlysimilar.ThereisafairlyevensplitofmaleandfemaleMovistarcustomers.Movistarhasalargershareofcustomerswithahighincomethanotherinternetproviders.20%ofMovistarcustomersliveincitiesAnhonestandrespectablelifeisanimportantaspectoflifefor62%ofMovistarcustomers.Movistarcustomersaremorelikelytobeinterestedinscienceandtechnologythantheaverageconsumer.Movistarcustomersaremorelikelytohavesportsandfitnessasahobbythanotherhomeinternetusers.Itstandsoutthat57%ofMovistarcustomerscouldnolongerimaginetheireverydaylifewithouttheinternet.17%ofMovistarcustomersareinnovatorsorearlyadoptersofnewproducts.Risingprices,inflation&costoflivingareofparticularconcerntoMovistarcustomers.LinkedInismorepopularamongMovistarcustomersthantheaveragehomeinternetuser.Movistarcustomersrememberseeingadsoneditorialwebsitesandappsmoreoftenthantheaverageconsumer.withover1millioninhabitants.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofMovistarcustomersandhomeinternetusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinSpainBrandusers14%32%44%10%Categoryusers16%31%43%10%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleMovistarcustomersDemographicprofile:genderGenderofconsumersinSpainBrandusers50%50%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofMovistarcustomershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain40%30%30%24%24%10%13%14%18%17%17%15%12%10%10%2%3%3%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024MovistarhasalargershareofcustomerswithahighincomethanotherinternetprovidersDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers50%32%19%Categoryusers37%32%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherhomeinternetusers,MovistarcustomersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive44%38%34%24%25%24%14%15%16%8%10%11%5%7%7%3%3%3%2%3%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202420%ofMovistarcustomersliveincitieswithover1millioninhabitantsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain31%34%33%25%26%26%20%15%16%17%16%17%9%8%8%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20246%ofMovistarcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers6%92%2%Categoryusers7%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeisanimportantaspectoflifefor62%ofMovistarcustomersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain62%60%58%56%52%52%35%34%35%35%32%35%30%28%30%25%28%23%19%19%17%19%19%19%19%18%21%9%7%7%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsLearningnewthingsHavingagoodtimeSocialjusticeAdvancingmycareerTobesuccessfulTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024MovistarcustomersaremorelikelytobeinterestedinscienceandtechnologythantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofMovistarcustomersinSpain62%59%55%61%57%56%55%53%50%49%46%41%46%46%44%46%42%42%39%36%35%39%38%34%38%36%34%33%30%26%Movies,TVshowsTravelFood&diningScience&technologyHealth&fitnessSportsFashion&beautyHistoryFinance&economyCareer&education&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024MovistarcustomersaremorelikelytohavesportsandfitnessasahobbythanotherhomeinternetusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofMovistarcustomersinSpain61%59%57%52%52%49%51%46%43%47%40%39%43%44%40%42%37%33%39%38%39%38%35%34%36%33%34%32%31%32%TravelingReadingOutdooractivitiesDoingsportsandfitnessCooking/bakingTech/computersSocializingShoppingPetsVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofMovistarcustomersgocyclingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofMovistarcustomersinSpain29%27%24%22%19%19%21%19%19%18%14%13%12%13%13%12%11%11%11%10%9%10%9%8%8%7%7%4%4%5%HikingFitness,aerobics,cardioRunning/joggingCyclingSoccerYoga/pilatesSwimming/DivingBasketballTennisDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=246Movistarcustomers,n=1576homeinternetusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024MovistarcustomersaremorelikelytofollowsoccerthanotherhomeinternetusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyMovistarcustomersinSpain41%36%36%25%20%20%21%20%20%16%14%13%14%11%11%9%6%6%8%5%5%6%6%6%4%3%3%3%5%4%20Notes:Sources:SoccerTennisBasketballMotorsportsCyclingAthleticsHandballBoxingAmerican(track&field)footballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Movistarcustomers,n=1576homeinternetusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024MixedMartialArtsCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat57%ofMovistarcustomerscouldnolongerimaginetheireverydaylifewithouttheinternetConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinSpain57%51%50%50%46%44%35%33%31%33%28%27%27%23%23%IcouldnolongerimaginemyeverydaylifewithouttheinternetIactivelydosomethingfortheprotectionofmydataI’mwellprotectedagainstvirusesanddataabuseIamexcitedaboutusingArtificialIntelligence(AI)applications,suchasSavingsensitivedataonlineistooinsecureforme22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202417%ofMovistarcustomersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%36%38%32%32%33%15%13%10%14%18%18%2%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Risingprices,inflation&costoflivingareofparticularconcerntoMovistarcustomersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoMovistarcustomers62%61%60%59%61%59%57%60%57%57%53%56%52%52%50%54%50%52%44%44%41%41%37%37%39%40%38%38%38%38%Risingprices/inflation/UnemploymentHealthandsocialsecurityEconomicsituationEducationHousingPovertyImmigrationCrimeClimatechangecostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202434%ofMovistarcustomershavemoreleftleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers34%32%27%7%Categoryusers34%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsLinkedInismorepopularamongMovistarcustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand73%72%73%67%68%68%65%66%66%48%49%43%39%36%32%30%24%22%24%21%20%12%14%14%6%6%4%6%7%8%InstagramFacebookYouTubeTikTokX(Twitter)LinkedInTwitchRedditSnapchatBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=195Movistarcustomers,n=770homeinternetusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202431%27%31%28%26%MovistarcustomerstendtolistentotheradiomoreoftenthanhomeinternetusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks90%89%85%78%73%70%74%73%69%64%59%59%63%61%54%56%53%49%43%39%37%37%36%29%28%6%6%6%TVMovies/cinemaDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentPodcastsOnlinemagazinesMagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024MovistarcustomersrememberseeingadsoneditorialwebsitesandappsmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereMovistarcustomersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks48%48%44%41%40%36%39%35%33%38%39%35%33%31%28%32%31%26%26%23%20%24%25%25%22%22%23%16%VideoportalsSocialmediaOnlinestoresVideostreamingSearchenginesWebsitesservicesandappsofbrandsEditorialwebsitesandapps16%15%MusicportalsVideogamesPodcasts29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024MovistarcustomersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks66%66%63%38%40%36%36%32%31%34%33%30%32%34%31%OnTVOnadvertisingspacesOntheradioDirectlyinthestoreBymailshot/advertising23%19%17%Inprintedmagazines23%21%21%Atthemovies/cinema20%18%17%Inprinteddaily30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=399Movistarcustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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