机构研究报告-意大利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:VodafonecustomersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofVodafonecustomersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkVodafonecustomersinItaly(’’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•KeyinsightsThemarketshareofVodafonehasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingVodafone19%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%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%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%15%15%15%15%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=182-251Vodafonecustomers,n=1245-1431homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024VodafonecustomersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofVodafonecustomersandhomeinternetusersoverallisfairlysimilar.ThereisafairlyevensplitofmaleandfemaleVodafonecustomers.Vodafonehasalargershareofcustomerswithalowincomethanotherinternetproviders.24%ofVodafonecustomersliveinlargeSocialjusticeislessimportanttoVodafonecustomersthantootherhomeinternetusers.TravelingisarelativelyprevalentinterestofVodafonecustomers.Vodafonecustomersaremorelikelytohavevideogamingasahobbythantheaverageconsumer.Itstandsoutthat27%ofVodafonecustomersareexcitedaboutusingAIapps,suchasChatGPT,inmydailylife.5%ofVodafonecustomersareinnovatorsandadoptnewproductsveryearly.ArelativelyhighshareofVodafonecustomersthinkthatcrimeisanissuethatneedstobeaddressed.TikTokismorepopularamongVodafonecustomersthantheaveragehomeinternetuser.Vodafonecustomersrememberseeingadsinvideogamesmoreoftenthanotherhomeinternetusers.cities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofVodafonecustomersandhomeinternetusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinItalyBrandusers19%32%38%11%Categoryusers18%30%39%12%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleVodafonecustomersDemographicprofile:genderGenderofconsumersinItalyBrandusers51%49%Categoryusers53%47%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202434%ofVodafonecustomershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationinItaly34%30%29%22%21%20%14%16%16%19%17%18%4%5%5%5%8%9%3%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024VodafonehasalargershareofcustomerswithalowincomethanotherinternetprovidersDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers38%28%33%Categoryusers39%32%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust20245%ThelivingarrangementsofVodafonecustomersandhomeinternetusersoverallaresimilarDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive37%37%33%18%20%21%23%23%23%11%10%13%SinglehouseholdCouplehousehold6%6%SingleparenthouseholdPartnersandchildren3%2%2%Multi-generationalTwoormorerelatedadults3%2%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofVodafonecustomersliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly30%32%32%22%22%24%24%21%21%11%11%15%13%11%13Notes:Sources:9%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202410%ofVodafonecustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers10%84%5%Categoryusers6%87%7%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSocialjusticeislessimportanttoVodafonecustomersthantootherhomeinternetusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly62%59%60%57%54%54%39%36%36%35%34%31%30%27%27%33%30%31%23%17%22%15%14%17%14%13%14%3%6%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityLearningnewthingsHavingagoodtimeMakingmyowndecisionsSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TravelingisarelativelyprevalentinterestofVodafonecustomersConsumerlifestyle:maininterestsTop10interestsofVodafonecustomersinItaly69%61%57%55%55%56%53%52%49%48%46%40%43%44%43%43%46%42%35%36%34%34%34%31%32%34%32%30%29%31%TravelFood&diningMovies,TVshowsScience&technologyHealth&fitnessSportsPolitics&societyandcurrentHistoryArts&literatureFashion&beauty17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024VodafonecustomersaremorelikelytohavevideogamingasahobbythantheaverageconsumerConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofVodafonecustomersinItaly49%50%46%45%44%43%38%34%32%38%38%35%36%37%31%34%30%26%33%28%28%34%32%35%29%36%35%28%27%27%TravelingReadingPetsDoingsportsandfitnessTech/computersVideogamingShoppingCooking/bakingOutdooractivitiesSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202418%ofVodafonecustomersregularlydofitness,aerobics,cardioConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofVodafonecustomersinItaly18%18%20%19%16%15%16%13%13%12%9%8%10%9%9%8%12%10%6%9%8%6%10%11%4%4%4%4%6%5%Fitness,aerobics,cardioRunning/joggingSoccerTennisYoga/pilatesHikingSwimming/DivingCyclingDancingVolleyball/BeachVolleyball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=87Vodafonecustomers,n=1259homeinternetusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024Vodafonecustomersfollowsimilarsportsleagues,teams,andcompetitionsascustomersofotherinternetprovidersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyVodafonecustomersinItaly37%38%34%20%17%19%15%15%12%12%12%10%12%12%13%11%11%12%9%10%10%8%9%8%20Notes:Sources:SoccerTennisMotorsportsCyclingBasketballVolleyballAthleticsSwimming(track&field)/divingBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=79Vodafonecustomers,n=1259homeinternetusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust20244%5%4%3%3%3%WintersportsMixedMartialArtsCHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat27%ofVodafonecustomersareexcitedaboutusingAIapps,suchasChatGPT,inmydailylifeConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinItaly52%48%46%34%33%29%27%23%20%25%30%26%18%16%16%IcouldnolongerimaginemyeverydaylifewithouttheinternetI’mwellprotectedagainstvirusesanddataabuseIamexcitedaboutusingArtificialIntelligence(AI)applications,suchasIactivelydosomethingfortheprotectionofmydataSavingsensitivedataonlineistooinsecureforme22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust20245%ofVodafonecustomersareinnovatorsandadoptnewproductsveryearlyConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly50%50%51%13%15%12%16%16%18%16%17%19%5%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofVodafonecustomersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoVodafonecustomers60%54%50%59%58%54%54%54%53%52%46%43%49%47%46%46%44%41%41%40%39%45%41%44%40%41%40%39%38%38%Risingprices/inflation/EconomicsituationUnemploymentCrimeHealthandsocialsecurityClimatechangeEnvironmentPovertyEducationImmigrationcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyVodafonecustomershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers26%29%28%16%Categoryusers27%25%31%17%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsTikTokismorepopularamongVodafonecustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand75%75%71%70%66%69%61%61%61%42%35%37%24%22%18%23%24%20%21%18%19%15%11%8%9%7%5%5%4%5%FacebookInstagramYouTubeTikTokX(Twitter)LinkedInTwitchRedditBeReal.BrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=96Vodafonecustomers,n=630homeinternetusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202491%ofVodafonecustomerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks91%88%87%71%67%64%56%60%63%56%55%48%46%46%41%35%35%35%34%32%31%28%28%29%26%27%25%22%22%18%16%15%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentMovies/cinemaDailynewspapersMagazinesPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024VodafonecustomersrememberseeingadsinvideogamesmoreoftenthanotherhomeinternetusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereVodafonecustomersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks43%38%42%42%41%40%39%39%38%34%34%29%29%26%26%29%25%23%25%20%18%21%18%16%20%21%18%15%17%14%SocialmediaVideoportalsSearchenginesVideostreamingservicesOnlinestoresWebsitesandappsVideogamesMusicportalsEditorialwebsitesNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Vodafonecustomersrememberadstheysawout-of-homemoreoftenthanotherhomeinternetusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks66%65%65%39%34%33%36%31%29%34%29%30%28%27%26%21%19%19%19%22%20%18%18%19%OnTVOnadvertisingBymailshot/OntheDirectlyinInprintedAtthemoviesInprintedspacesadvertisingradiothestoredaily/cinemamagazines30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=185Vodafonecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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