机构研究报告-西班牙互联网提供服务用户分析报告：Yoigo

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:YoigocustomersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofYoigocustomersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkYoigocustomersinSpain(’’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•KeyinsightsThemarketshareofYoigohasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingYoigo6%6%6%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=83-99Yoigocustomers,n=1576-1682homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024YoigocustomersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsYoigoismorepopularamongGenerationZthanotherinternetproviders.Yoigoismorepopularamongfemalehomeinternetusersthanmalehomeinternetusers.YoigohasalargershareofcustomerswithalowincomethanotherinternetAhappyrelationshipismoreimportanttoYoigocustomersthantootherhomeinternetusers.FamilyandparentingarerelativelyprevalentinterestsofYoigocustomers.TravelingisarelativelypopularhobbyamongYoigocustomers.Itstandsoutthatonly34%ofYoigocustomersarewellprotectedagainstvirusesanddataabuse.28%ofYoigocustomersareinthelatemajorityofinnovationadoptertypes.ArelativelyhighshareofYoigocustomersthinkthateducationisanissuethatneedstobeaddressed.InstagramismorepopularamongYoigocustomersthantheaveragehomeinternetuser.Yoigocustomersrememberseeingadsonsearchengineslessoftenthanotherhomeinternetusers.providers.30%ofYoigocustomersliveinmedium-sizedtowns.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+YoigoismorepopularamongGenerationZthanotherinternetprovidersDemographicprofile:generationsAgeofconsumersinSpainBrandusers22%28%35%15%Categoryusers16%31%43%10%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024YoigoismorepopularamongfemalehomeinternetusersthanmalehomeinternetusersDemographicprofile:genderGenderofconsumersinSpainBrandusers40%60%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202421%ofYoigocustomershavealowersecondaryeducationDemographicprofile:educationConsumer’slevelofeducationinSpain30%30%21%13%14%22%24%24%18%17%15%23%10%10%10%3%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree4%2%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024YoigohasalargershareofcustomerswithalowincomethanotherinternetprovidersDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers29%31%40%Categoryusers37%32%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherhomeinternetusers,YoigocustomersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive38%33%34%23%25%24%20%15%16%5%10%11%11%7%7%1%3%3%8%3%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202430%ofYoigocustomersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain30%32%34%33%26%26%15%16%17%15%16%17%8%8%8%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20249%ofYoigocustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers9%86%5%Categoryusers7%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipismoreimportanttoYoigocustomersthantootherhomeinternetusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain64%60%58%60%52%52%35%30%35%29%25%28%28%34%35%30%25%30%21%19%21%20%19%17%19%18%19%4%7%7%AnhonestandrespectablelifeAhappyrelationshipMakingmyowndecisionsHavingagoodtimeSafetyandsecurityLearningnewthingsTobesuccessfulSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024FamilyandparentingarerelativelyprevalentinterestsofYoigocustomersConsumerlifestyle:maininterestsTop10interestsofYoigocustomersinSpain58%57%56%52%59%55%53%49%50%45%36%35%46%43%44%41%30%27%37%38%34%37%46%41%29%31%28%28%30%26%TravelMovies,TVshowsFood&diningFashion&beautyHealth&fitnessFamily&parentingHistoryScience&technologyArts&literatureCareer&education17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024TravelingisarelativelypopularhobbyamongYoigocustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofYoigocustomersinSpain67%59%57%52%49%49%43%44%40%46%42%43%40%38%39%38%36%34%38%35%34%33%40%39%29%37%33%25%32%32%TravelingReadingCookingOutdoorSocializingPetsShoppingDoingsportsTech/Videogaming18Notes:Sources:/bakingactivitiesandfitnessBrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024computersYoigocustomersparticipateinsimilarsportsandactivitiesasotherhomeinternetusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofYoigocustomersinSpain27%27%24%20%19%19%19%19%13%11%11%12%11%10%9%9%14%12%7%4%5%7%13%13%3%9%8%2%2%2%HikingFitness,aerobics,cardioYoga/pilatesRunning/joggingSwimming/DivingCyclingDancingSoccerBasketballBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=45Yoigocustomers,n=1576homeinternetusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofYoigocustomersfollowboxingfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyYoigocustomersinSpain36%36%23%20%20%20%20%13%12%9%14%13%8%6%6%5%6%6%5%11%11%5%5%4%3%3%3%2%5%5%20Notes:Sources:SoccerTennisBasketballMotorsportsBoxingAthleticsCyclingMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=26Yoigocustomers,n=1576homeinternetusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballHandballCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly34%ofYoigocustomersarewellprotectedagainstvirusesanddataabuseConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinSpain45%46%44%43%51%50%34%33%31%23%23%28%27%13%8%IactivelydosomethingfortheprotectionofmydataIcouldnolongerimaginemyeverydaylifewithouttheinternetI’mwellprotectedagainstvirusesanddataabuseSavingsensitivedataonlineistooinsecureformeIamexcitedaboutusingArtificialIntelligence(AI)applications,suchas22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202428%ofYoigocustomersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%35%36%32%33%28%28%18%18%9%13%10%0%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofYoigocustomersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoYoigocustomers67%60%57%64%54%52%63%52%50%61%55%60%61%55%59%57%54%56%47%44%41%46%40%38%34%36%37%33%34%37%HealthandsocialsecurityHousingEducationRisingprices/inflation/UnemploymentEconomicsituationPovertyCrimeEnvironmentImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202434%ofYoigocustomershavemoreleftleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers34%24%26%16%Categoryusers34%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsInstagramismorepopularamongYoigocustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand83%73%73%67%64%68%65%66%55%48%49%45%24%21%22%21%15%20%36%15%32%12%14%6%6%4%6%2%2%1%InstagramFacebookTikTokYouTubeLinkedInX(Twitter)RedditTwitchFlickrBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=53Yoigocustomers,n=770homeinternetusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202429%ofYoigocustomersreaddailynewspapersinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks87%89%85%70%73%69%68%73%70%58%61%54%54%59%59%52%53%49%34%39%37%29%28%36%28%26%27%26%26%29%2%6%6%TVDigitalvideocontentMovies/cinemaOnlinenewswebsitesRadioDigitalmusiccontentPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024YoigocustomersrememberseeingadsonsearchengineslessoftenthanotherhomeinternetusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereYoigocustomersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks45%48%44%39%40%36%38%39%35%34%35%33%32%31%26%26%25%23%24%23%20%25%22%22%21%31%28%13%12%10%VideoportalsSocialmediaVideostreamingservicesOnlinestoresWebsitesandappsVideogamesEditorialwebsitesMusicportalsSearchenginesBlogs/forums29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202419%YoigocustomersrememberadstheysawdirectlyinthestorelessoftenthanotherhomeinternetusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks63%66%63%38%40%36%30%34%31%27%32%31%23%33%30%20%21%21%18%18%17%17%17%OnTVOnadvertisingBymailshot/OntheDirectlyinAtthemoviesInprintedInprintedspacesadvertisingradiothestore/cinemadailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=92Yoigocustomers,n=1,576homeinternetusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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