机构研究报告-西班牙互联网提供服务用户分析报告：Orange

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:OrangecustomersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofOrangecustomersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkOrangecustomersinSpain(’’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•KeyinsightsThemarketshareofOrangehasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingOrange15%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=196-250Orangecustomers,n=1576-1682homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024OrangecustomersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofOrangecustomersandhomeinternetusersoverallisfairlysimilar.ThereisafairlyevensplitofmaleandfemaleOrangecustomers.Consumerswithahighincomemakeup36%ofOrangecustomers.37%ofOrangecustomersliveinlargecities.SafetyandsecurityismoreimportanttoOrangecustomersthantootherhomeinternetusers.SportsisarelativelyprevalentinterestofOrangecustomers.VideogamingisarelativelypopularhobbyamongOrangecustomers.Itstandsoutthatonly52%ofOrangecustomerscouldnolongerimaginetheireverydaylifewithouttheinternet.18%ofOrangecustomersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofOrangecustomersthinkthathousingisanissuethatneedstobeaddressed.FacebookismorepopularamongOrangecustomersthantheaveragehomeinternetuser.Orangecustomersrememberseeingadsonvideostreamingservicesmoreoftenthanotherhomeinternetusers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofOrangecustomersandhomeinternetusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinSpainBrandusers18%29%42%11%Categoryusers16%31%43%10%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleOrangecustomersDemographicprofile:genderGenderofconsumersinSpainBrandusers49%51%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ManyOrangecustomershaveabachelor’sdegreeortheequivalentDemographicprofile:educationConsumer’slevelofeducationinSpain30%30%30%26%24%24%16%13%14%14%17%15%10%10%10%3%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithahighincomemakeup36%ofOrangecustomersDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers36%30%34%Categoryusers37%32%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202425%ofOrangecustomersliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive38%38%34%25%25%24%15%15%16%7%10%11%6%7%7%6%3%3%4%3%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202437%ofOrangecustomersliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain37%34%33%26%26%26%14%16%17%18%16%17%6%8%8%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20247%ofOrangecustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers7%89%4%Categoryusers7%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityismoreimportanttoOrangecustomersthantootherhomeinternetusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain59%60%58%52%50%52%39%34%35%35%35%35%30%30%30%25%25%28%19%19%19%19%18%21%18%19%17%6%7%7%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsLearningnewthingsHavingagoodtimeAdvancingmycareerTobesuccessfulSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024SportsisarelativelyprevalentinterestofOrangecustomersConsumerlifestyle:maininterestsTop10interestsofOrangecustomersinSpain61%59%55%58%57%56%55%53%50%50%42%42%44%46%44%44%46%41%37%38%34%35%36%34%36%35%35%29%27%25%Movies,TVshowsTravelFood&diningSportsHealth&fitnessScience&technologyHistoryFinance&economyFashion&beautyVehicles&mobility&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongOrangecustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofOrangecustomersinSpain63%59%57%51%52%49%46%44%40%41%40%39%46%41%43%40%36%34%39%32%32%38%38%39%37%35%34%36%37%33%TravelingReadingCooking/bakingDoingsportsandfitnessOutdooractivitiesPetsVideogamingSocializingShoppingTech/computers18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofOrangecustomersgorunningorjoggingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofOrangecustomersinSpain27%23%24%23%19%19%20%19%19%16%13%13%14%12%12%12%11%11%8%10%9%8%7%7%7%9%8%4%4%5%HikingRunning/joggingFitness,aerobics,cardioSoccerCyclingYoga/pilatesSwimming/DivingTennisBasketballDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=124Orangecustomers,n=1576homeinternetusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024OrangecustomersaremorelikelytofollowbasketballthanotherhomeinternetusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyOrangecustomersinSpain43%36%36%27%20%20%23%20%20%14%13%13%9%11%11%6%6%6%6%5%4%5%3%3%4%6%6%3%5%5%20Notes:Sources:SoccerBasketballTennisMotorsportsCyclingBoxingMixedAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=108Orangecustomers,n=1576homeinternetusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024Athletics(track&field)HandballCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly52%ofOrangecustomerscouldnolongerimaginetheireverydaylifewithouttheinternetConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinSpain52%51%50%40%46%44%29%33%31%26%28%27%23%23%16%IcouldnolongerimaginemyeverydaylifewithouttheinternetIactivelydosomethingfortheprotectionofmydataI’mwellprotectedagainstvirusesanddataabuseIamexcitedaboutusingArtificialIntelligence(AI)applications,suchasSavingsensitivedataonlineistooinsecureforme22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202418%ofOrangecustomersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%34%36%33%32%33%18%18%14%13%10%15%4%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofOrangecustomersthinkthathousingisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoOrangecustomers65%60%57%63%61%59%61%54%52%61%61%60%57%55%56%52%52%50%44%40%41%39%40%38%38%36%33%37%37%37%HealthandsocialsecurityUnemploymentHousingRisingprices/inflation/EconomicsituationEducationPovertyCrimeEnvironmentImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherhomeinternetusers,OrangecustomerstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers29%26%32%13%Categoryusers34%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsFacebookismorepopularamongOrangecustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand78%73%73%72%67%68%68%65%66%50%48%49%37%36%32%23%24%22%21%19%20%12%12%14%9%7%8%6%6%4%InstagramFacebookYouTubeTikTokX(Twitter)LinkedInTwitchSnapchatReddit27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=103Orangecustomers,n=770homeinternetusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202493%ofOrangecustomerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks93%89%85%78%73%69%74%73%70%64%61%54%57%59%59%55%53%49%36%39%37%36%36%29%28%28%28%28%27%26%5%6%6%TVDigitalvideocontentMovies/cinemaOnlinenewswebsitesRadioDigitalmusiccontentPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024OrangecustomersrememberseeingadsonvideostreamingservicesmoreoftenthanotherhomeinternetusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereOrangecustomersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks47%39%35%46%48%44%41%40%36%37%35%33%32%25%23%29%31%28%28%31%26%24%25%22%21%23%20%16%13%15%VideostreamingservicesVideoportalsSocialmediaOnlinestoresVideogamesSearchenginesWebsitesandappsofbrandsMusicportalsEditorialwebsitesandappsPodcasts29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202419%OrangecustomersrememberadstheygotbymailmoreoftenthanotherhomeinternetusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks70%66%63%44%40%36%39%34%31%34%33%30%30%32%31%25%21%21%20%19%17%18%17%OnTVOnadvertisingBymailshot/DirectlyinOntheAtthemoviesInprintedInprintedspacesadvertisingthestoreradio/cinemamagazinesdailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=218Orangecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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