机构研究报告-西班牙互联网提供服务用户分析报告：Vodafone沃达丰

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:VodafonecustomersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofVodafonecustomersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkVodafonecustomersinSpain(’’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•KeyinsightsThemarketshareofVodafonehasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingVodafone19%19%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%18%18%17%17%17%17%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209-325Vodafonecustomers,n=1576-1682homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024VodafonecustomersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofVodafonecustomersandhomeinternetusersoverallisfairlysimilar.53%ofVodafonecustomersaremale.Consumerswithahighincomemakeup35%ofVodafonecustomers.Vodafonecustomersaremorelikelytoliveinlargecitiesthanhomeinternetusersingeneral.AhappyrelationshipislessimportanttoVodafonecustomersthantootherhomeinternetusers.Vodafonecustomersaremorelikelytobeinterestedincareerandeducationthantheaverageconsumer.TechorcomputersarerelativelypopularhobbiesamongVodafonecustomers.35%ofVodafonecustomersstatethattheyarewellprotectedagainstvirusesanddataabuse.25%ofVodafonecustomersareinthelatemajorityofinnovationadoptertypes.ArelativelyhighshareofVodafonecustomersthinkthatcrimeisanissuethatneedstobeaddressed.TikTokismorepopularamongVodafonecustomersthantheaveragehomeinternetuser.Vodafonecustomersrememberseeingadsinvideogamesmoreoftenthanotherhomeinternetusers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofVodafonecustomersandhomeinternetusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinSpainBrandusers12%32%44%12%Categoryusers16%31%43%10%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202453%ofVodafonecustomersaremaleDemographicprofile:genderGenderofconsumersinSpainBrandusers53%47%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202429%ofVodafonecustomershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationinSpain29%28%30%30%24%24%11%13%14%16%17%15%11%10%10%3%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree3%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithahighincomemakeup35%ofVodafonecustomersDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers35%31%34%Categoryusers37%32%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust20243%Comparedtotheaverageconsumer,VodafonecustomersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive42%38%34%25%24%19%14%15%16%11%10%11%8%7%7%2%3%3%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024VodafonecustomersaremorelikelytoliveinlargecitiesthanhomeinternetusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain40%34%33%26%26%26%14%16%17%15%16%17%13Notes:Sources:8%8%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20245%ofVodafonecustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers5%90%4%Categoryusers7%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipislessimportanttoVodafonecustomersthantootherhomeinternetusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain61%60%58%52%52%44%36%35%35%34%30%30%34%33%35%25%25%28%21%19%21%20%19%19%19%17%17%9%7%7%AnhonestandrespectablelifeAhappyrelationshipMakingmyowndecisionsLearningnewthingsSafetyandsecurityHavingagoodtimeTobesuccessfulAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024VodafonecustomersaremorelikelytobeinterestedincareerandeducationthantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofVodafonecustomersinSpain58%57%56%56%59%55%51%53%50%51%46%44%44%46%41%39%36%35%42%38%42%37%36%34%35%38%34%33%30%26%TravelMovies,TVshowsFood&diningHealth&fitnessScience&technologyFashion&beautySportsFinance&economyHistoryCareer&education17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongVodafonecustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofVodafonecustomersinSpain59%59%57%52%52%49%46%46%43%46%44%40%42%37%33%41%40%39%38%36%34%38%35%34%36%32%32%38%35%39%TravelingReadingOutdooractivitiesCooking/bakingTech/computersDoingsportsandfitnessPetsShoppingVideogamingSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024VodafonecustomersaremorelikelytogohikingthantheaverageconsumerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofVodafonecustomersinSpain30%27%24%20%19%19%20%19%19%14%14%12%14%11%11%12%10%9%12%9%8%11%7%7%13%11%13%4%4%5%HikingFitness,aerobics,cardioRunning/joggingCyclingYoga/pilatesSwimming/DivingBasketballTennisSoccerDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=115Vodafonecustomers,n=1576homeinternetusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofVodafonecustomersfollowmixedmartialartsfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyVodafonecustomersinSpain36%33%36%20%20%20%20%19%20%14%13%13%11%10%11%6%6%6%5%6%6%5%5%4%4%5%5%3%3%3%20Notes:Sources:SoccerBasketballTennisMotorsportsCyclingAthleticsBoxingMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=80Vodafonecustomers,n=1576homeinternetusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024HandballAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics2135%ofVodafonecustomersstatethattheyarewellprotectedagainstvirusesanddataabuseConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinSpain46%51%50%43%46%44%35%33%31%28%28%27%22%23%23%IcouldnolongerimaginemyeverydaylifewithouttheinternetIactivelydosomethingfortheprotectionofmydataI’mwellprotectedagainstvirusesanddataabuseIamexcitedaboutusingArtificialIntelligence(AI)applications,suchasSavingsensitivedataonlineistooinsecureforme22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202425%ofVodafonecustomersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain36%36%38%32%33%25%24%18%18%11%13%10%3%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofVodafonecustomersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoVodafonecustomers67%61%59%63%57%56%60%61%60%58%60%57%55%52%50%54%54%52%48%40%38%42%38%38%42%44%41%37%35%37%UnemploymentEconomicsituationRisingprices/inflation/HealthandsocialsecurityEducationHousingCrimeClimatechangePovertyImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202431%ofVodafonecustomershavemoreleftleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers31%27%30%12%Categoryusers34%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints48%TikTokismorepopularamongVodafonecustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand74%73%73%72%67%68%66%65%66%59%49%39%36%32%24%19%22%21%18%20%17%12%14%8%7%8%6%6%4%InstagramFacebookYouTubeTikTokX(Twitter)LinkedInTwitchSnapchatReddit27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=95Vodafonecustomers,n=770homeinternetusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202491%ofVodafonecustomerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks91%89%85%76%73%70%74%73%69%58%59%59%57%61%54%53%53%49%41%39%37%37%36%29%29%27%26%28%28%28%8%6%6%TVMovies/cinemaDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentPodcastsOnlinemagazinesMagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024VodafonecustomersrememberseeingadsinvideogamesmoreoftenthanotherhomeinternetusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereVodafonecustomersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks47%48%44%42%40%36%38%39%35%37%35%33%31%25%23%29%31%26%28%25%22%31%27%28%24%23%20%22%16%15%VideoportalsSocialmediaVideostreamingservicesOnlinestoresVideogamesWebsitesandappsMusicportalsSearchenginesEditorialwebsitesPodcastsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Vodafonecustomersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherhomeinternetusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks66%66%63%39%40%36%37%34%31%35%33%30%31%32%31%26%21%21%21%19%17%15%18%17%OnTVOnadvertisingBymailshot/DirectlyinOntheAtthemoviesInprintedInprintedspacesadvertisingthestoreradio/cinemamagazinesdailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=209Vodafonecustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

Identifyandunderstandyourcoreaud