机构研究报告-意大利互联网提供服务用户分析报告：Fastweb

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:FastwebcustomersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofFastwebcustomersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkFastwebcustomersinItaly(’’brandusers’’)againstItalianhomeinternetusersingeneral(’’categoryusers’’),andtheoverallItalianconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingItaly)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofFastwebhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingFastweb21%21%19%19%19%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%20%20%20%20%19%19%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%17%17%17%17%17%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225-301Fastwebcustomers,n=1245-1431homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024FastwebcustomersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints34%ofFastwebcustomersareMillennials.ThereisafairlyevensplitofmaleandfemaleFastwebcustomers.Fastwebhasasmallershareofcustomerswithalowincomethanotherinternetproviders.FastwebcustomersaremorelikelytoliveinlargecitiesthanhomeinternetAnhonestandrespectablelifeislessimportanttoFastwebcustomersthantootherhomeinternetusers.Fastwebcustomersaremorelikelytobeinterestedintravelingthantheaverageconsumer.SportsandfitnessarerelativelypopularhobbiesamongFastwebcustomers.34%ofFastwebcustomersstatethattheyarewellprotectedagainstvirusesanddataabuse.17%ofFastwebcustomersareinthelatemajorityofinnovationadoptertypes.ArelativelyhighshareofFastwebcustomersthinkthatimmigrationisanissuethatneedstobeaddressed.InstagramismorepopularamongFastwebcustomersthantheaveragehomeinternetuser.Fastwebcustomersrememberseeingadsonvideostreamingservicesmoreoftenthantheaverageconsumer.usersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+34%ofFastwebcustomersareMillennialsDemographicprofile:generationsAgeofconsumersinItalyBrandusers17%34%33%16%Categoryusers18%30%39%12%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleFastwebcustomersDemographicprofile:genderGenderofconsumersinItalyBrandusers52%48%Categoryusers53%47%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFastwebcustomershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly28%30%29%17%21%20%18%16%16%20%17%18%8%8%9%5%5%4%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree4%3%3%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FastwebhasasmallershareofcustomerswithalowincomethanotherinternetprovidersDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%35%23%Categoryusers39%32%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202439%ofFastwebcustomersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive39%37%33%21%21%20%13%10%8%SinglehouseholdCouple6%5%6%SingleparentPartners3%2%2%Multi-23%23%21%Twoormore3%2%Other3%householdhouseholdandchildrengenerationalrelatedadultshouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FastwebcustomersaremorelikelytoliveinlargecitiesthanhomeinternetusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly32%32%28%27%22%24%21%21%18%18%11%11%13%11%13Notes:Sources:9%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20244%ofFastwebcustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers4%87%9%Categoryusers6%87%7%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeislessimportanttoFastwebcustomersthantootherhomeinternetusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly57%54%54%52%59%60%38%34%36%31%32%36%30%27%27%33%30%31%23%23%22%17%15%17%14%13%14%8%6%9%AhappyrelationshipAnhonestandrespectablelifeLearningnewthingsSafetyandsecurityHavingagoodtimeMakingmyowndecisionsSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FastwebcustomersaremorelikelytobeinterestedintravelingthantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofFastwebcustomersinItaly64%61%57%55%55%56%51%46%42%49%52%49%46%44%43%44%46%40%35%34%31%36%33%34%33%30%31%32%30%26%TravelFood&diningSportsMovies,TVshowsHealth&fitnessScience&technologyHistoryPolitics&societyandcurrentFashion&beautyFinance&economy17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SportsandfitnessarerelativelypopularhobbiesamongFastwebcustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofFastwebcustomersinItaly51%50%46%46%38%35%44%44%43%39%36%35%36%37%31%34%32%35%32%34%32%31%30%26%28%28%27%28%27%27%TravelingDoingsportsandfitnessReadingOutdooractivitiesTech/computersCooking/bakingPetsVideogamingShoppingSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofFastwebcustomersdofitness,aerobics,cardioConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofFastwebcustomersinItaly20%20%19%19%16%15%16%13%13%14%12%10%11%9%9%9%9%8%9%10%11%9%9%8%6%5%5%6%6%5%Fitness,aerobics,cardioRunning/joggingSoccerHikingYoga/pilatesSwimming/DivingCyclingTennisBasketballVolleyball/BeachVolleyball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=130Fastwebcustomers,n=1259homeinternetusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024FastwebcustomersaremorelikelytofollowsoccerthantheaverageconsumerConsumerlifestyle:sportsfollowedTop10sportsfollowedbyFastwebcustomersinItaly40%38%34%23%20%19%16%13%12%16%15%12%13%12%11%10%9%8%9%10%10%8%12%10%6%6%5%5%5%4%SoccerTennisVolleyballMotorsportsBasketballSwimming/divingAthletics(track&field)CyclingGymnasticsWintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=115Fastwebcustomers,n=1259homeinternetusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics2134%ofFastwebcustomersstatethattheyarewellprotectedagainstvirusesanddataabuseConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinItaly48%48%46%34%33%29%29%30%26%24%23%20%16%16%16%IcouldnolongerimaginemyeverydaylifewithouttheinternetI’mwellprotectedagainstvirusesanddataabuseIactivelydosomethingfortheprotectionofmydataIamexcitedaboutusingArtificialIntelligence(AI)applications,suchasSavingsensitivedataonlineistooinsecureforme22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202417%ofFastwebcustomersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly50%50%51%14%15%12%17%16%18%15%17%19%4%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofFastwebcustomersthinkthatimmigrationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoFastwebcustomers60%58%54%56%54%53%51%54%50%47%44%41%47%45%44%46%46%43%46%47%46%45%40%38%41%41%39%40%35%39%EconomicsituationUnemploymentRisingprices/inflation/ClimatechangePovertyCrimeHealthandsocialsecurityImmigrationEducationEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024FastwebcustomersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers24%28%29%18%Categoryusers27%25%31%17%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsInstagramismorepopularamongFastwebcustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand78%75%71%75%70%69%61%58%61%35%36%37%22%24%20%20%22%18%18%15%19%12%11%8%10%7%5%4%5%6%FacebookInstagramYouTubeTikTokLinkedInX(Twitter)TwitchRedditSnapchatBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=110Fastwebcustomers,n=630homeinternetusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024FastwebcustomerstendtogotothemoviesmoreoftenthanhomeinternetusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks86%88%87%65%67%64%62%60%63%54%55%48%50%46%41%43%35%35%32%27%25%29%32%31%28%28%29%23%22%18%15%15%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentMovies/cinemaPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FastwebcustomersrememberseeingadsonvideostreamingservicesmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereFastwebcustomersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks42%40%40%41%38%39%37%34%36%38%34%29%26%25%23%26%24%26%21%18%16%20%20%18%21%18%18%17%17%14%VideoportalsSearchenginesVideostreamingservicesSocialmediaWebsitesandappsOnlinestoresMusicportalsVideogamesEditorialwebsitesNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Fastwebcustomersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherhomeinternetusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks63%65%65%37%34%33%30%29%30%28%31%29%28%22%20%24%27%26%16%19%19%14%18%19%OnTVOnadvertisingspacesOntheradioBymailshot/advertisingAtthemovies/cinemaDirectlyinthestoreInprinteddailyInprintedmagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=225Fastwebcustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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