机构研究报告-西班牙移动支付用户分析报告：Google Pay谷歌支付

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&BRANDSMobilepayment:GooglePayusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofGooglePayusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkGooglePayusersinSpain(’’brandusers’’)againstSpanishmobilepaymentusersingeneral(’’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•KeyinsightsThemarketshareofGooglePayhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofmobilepaymentusersusingGooglePay27%27%27%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%26%26%26%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%26%26%26%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%26%26%26%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%26%26%26%26%26%26%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%26%26%26%26%26%26%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=104-140GooglePayusers,n=483-531mobilepaymentusersSources:ConsumerInsightsGlobalasofAugust2024GooglePayusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsGooglePayhasahighshareofusersthatareMillennialscomparedtothetotalonlinepopulation.Comparedtoothermobilepaymentservices,GooglePayhasarelativelyhighshareofmaleusers.GooglePayhasalargershareofuserswithamediumhouseholdincomecomparedtoothermobilepaymentCareeradvancementislessimportanttoGooglePayusersthantoothermobilepaymentusers.GooglePayusersaremorelikelytobeinterestedinscienceandtechnologythantheaverageconsumer.TechorcomputersarerelativelypopularhobbiesamongGooglePayusers.Itstandsoutthat56%ofGooglePayuserscouldimaginedoingtheirfinancesexclusivelyviasmartphone.25%ofGooglePayusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofGooglePayusersthinkthatpovertyisanissuethatneedstobeaddressed.YouTubeismorepopularamongGooglePayusersthantheaveragemobilepaymentuser.GooglePayusersrememberseeingadsonsearchenginesmoreoftenthanothermobilepaymentusers.services.GooglePayusersaremorelikelytoliveincitieswithover1millioninhabitantsthanmobilepaymentusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+GooglePayhasahighshareofusersthatareMillennialscomparedtothetotalonlinepopulationDemographicprofile:generationsAgeofconsumersinSpainBrandusers14%44%36%6%Categoryusers23%40%32%6%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtoothermobilepaymentservices,GooglePayhasarelativelyhighshareofmaleusersDemographicprofile:genderGenderofconsumersinSpainBrandusers59%41%Categoryusers52%48%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202457%ofGooglePayusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain39%37%30%24%14%19%21%16%15%15%16%15%9%8%10%0%1%3%2%4%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024GooglePayhasalargershareofuserswithamediumhouseholdincomecomparedtoothermobilepaymentservicesDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers46%34%19%Categoryusers47%31%23%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtoothermobilepaymentusers,GooglePayusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive41%36%34%25%23%24%17%16%9%9%11%5%5%7%3%3%3%10%7%6%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024GooglePayusersaremorelikelytoliveincitieswithover1millioninhabitantsthanmobilepaymentusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain33%29%30%30%24%26%25%18%16%17%19%17%13Notes:Sources:8%5%3%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20249%ofGooglePayusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers9%89%2%Categoryusers9%88%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•Sportsfollowed6%CareeradvancementislessimportanttoGooglePayusersthantoothermobilepaymentusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain59%57%58%51%49%52%39%35%35%37%35%35%31%29%28%24%24%21%28%24%30%16%22%19%14%14%17%7%7%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsHavingagoodtimeTobesuccessfulLearningnewthingsAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024GooglePayusersaremorelikelytobeinterestedinscienceandtechnologythantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofGooglePayusersinSpain69%66%64%62%56%55%56%52%41%55%55%50%54%50%42%47%55%44%46%43%34%40%38%34%39%45%35%39%33%29%TravelMovies,TVshowsScience&technologyFood&diningSportsHealth&fitnessFinance&economyHistoryFashion&beautyPolitics&societyandcurrent&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongGooglePayusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofGooglePayusersinSpain71%66%57%54%55%49%51%50%43%51%47%39%49%42%33%46%41%40%46%48%39%41%38%32%35%38%34%34%29%23%TravelingReadingOutdooractivitiesSocializingTech/computersCooking/bakingDoingsportsandfitnessVideogamingPetsCars/vehicles18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024GooglePayusersaremorelikelytoplaysoccerthanothermobilepaymentusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofGooglePayusersinSpain31%27%24%27%26%26%24%27%21%19%19%13%16%16%12%15%12%8%12%12%11%11%10%7%9%13%9%4%3%2%HikingSoccerRunning/joggingFitness,aerobics,cardioCyclingBasketballYoga/pilatesTennisSwimming/DivingBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=87GooglePayusers,n=516mobilepaymentusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024GooglePayusersaremorelikelytofollowsoccerthanothermobilepaymentusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyGooglePayusersinSpain49%44%36%30%28%28%26%20%20%18%17%13%16%15%11%11%7%5%8%6%4%7%7%6%4%3%3%4%5%6%20Notes:Sources:SoccerTennisBasketballMotorsportsCyclingHandballMixedAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=75GooglePayusers,n=516mobilepaymentusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballBoxingCHAPTER04Consumerattitudes•Attitudestowardspersonalfinances•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat56%ofGooglePayuserscouldimaginedoingtheirfinancesexclusivelyviasmartphoneConsumerattitudes:financeAgreementwithstatementstowardsfinanceinSpain56%49%32%39%34%31%21%24%14%21%21%16%17%17%11%IcouldimaginedealingOnlinefinancialservicesNewfinancialtopics,IcouldsavealotofIftheserviceisgood,withmyfinancialhavemademeconfidentsuchascryptoandmoneyifItookadviceI’mhappytopayfortransactionsexclusivelyabouthandlingmyownviamysmartphonefinancesNFTs,fascinatemefromafinancialexpertaccountadministrationandtransactions22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202425%ofGooglePayusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain41%38%33%30%26%26%21%16%19%15%18%10%4%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofGooglePayusersthinkthatpovertyisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoGooglePayusers65%65%57%64%66%60%60%59%50%59%58%59%57%60%56%57%59%52%49%44%41%41%37%41%43%37%40%39%38%31%HealthandsocialsecurityRisingprices/inflation/EducationUnemploymentEconomicsituationHousingPovertyGovernmentdebtImmigrationCrime24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyGooglePayusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers33%36%24%6%Categoryusers35%29%27%9%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsYouTubeismorepopularamongGooglePayusersthantheaveragemobilepaymentuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand83%77%66%87%79%73%78%73%68%56%62%49%49%46%32%35%31%31%29%22%20%19%19%14%10%8%8%7%8%4%27Notes:Sources:YouTubeInstagramFacebookTikTokX(Twitter)LinkedInTwitchSnapchatRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=72GooglePayusers,n=251mobilepaymentusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust2024GooglePayuserstendtolistentodigitalmusiccontentmoreoftenthantheaverageconsumerMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks90%87%85%84%81%81%80%70%69%68%61%54%66%64%59%65%64%49%48%49%37%41%38%29%34%31%28%31%29%26%4%7%6%TVMovies/cinemaDigitalvideocontentOnlinenewswebsitesRadioDigitalmusiccontentPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024GooglePayusersrememberseeingadsonsearchenginesmoreoftenthanothermobilepaymentusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereGooglePayusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks54%52%44%48%47%35%44%45%36%44%44%33%40%33%28%35%33%22%35%32%23%35%37%26%28%27%20%23%20%15%VideoportalsVideostreamingservicesSocialmediaOnlinestoresSearchenginesMusicportalsVideogamesWebsitesandappsEditorialwebsitesPodcastsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePayusers,n=516mobilepaymentusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024GooglePayusersrememberadstheysawin/atthemovies/cinemamoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks68%66%63%47%46%36%43%40%31%38%37%31%35%35%30%33%31%21%21%19%17%21%21%17%OnTVOnadvertisingspacesOntheradioBymailshot/advertisingDirectlyinthestoreAtthemovies/cinemaInprinteddailyInprintedmagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceshaveyouusedinthepast12monthstopayinstores,restaurantsorotherpointsofsalewithyourmobiledevice(e.g.,smartphone)?";MultiPick;Base:n=140GooglePay