机构研究报告-意大利互联网提供服务用户分析报告：WindTre

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:WindTrecustomersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofWindTrecustomersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkWindTrecustomersinItaly(’’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•KeyinsightsThemarketshareofWindTrehasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofhomeinternetusersusingWindTre17%17%17%17%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%15%15%15%15%16%16%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%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%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=66-232WindTrecustomers,n=394-1405homeinternetusersSources:ConsumerInsightsGlobalasofAugust2024WindTrecustomersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsWindTreismorepopularamongGenerationXthanotherinternetproviders.WindTrehasmoremalethanfemalecustomers.WindTrecustomershaveasimilarincomedistributionashomeinternetusersingeneral.35%ofWindTrecustomersliveinLearningnewthingsislessimportanttoWindTrecustomersthantootherhomeinternetusers.HomeandgardenarerelativelyprevalentinterestsofWindTrecustomers.GardeningandplantsarerelativelypopularhobbiesamongWindTrecustomers.Itstandsoutthatonly30%ofWindTrecustomersactivelydosomethingfortheprotectionoftheirdata.54%ofWindTrecustomersareintheearlymajorityofinnovationadoptertypes.56%ofWindTrecustomersthinkthattheeconomicsituationisanissuethatneedstobeaddressed.YouTubeismorepopularamongWindTrecustomersthantheaveragehomeinternetuser.WindTrecustomersrememberseeingadsonvideostreamingserviceslessoftenthanotherhomeinternetusers.medium-sizedtowns.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+WindTreismorepopularamongGenerationXthanotherinternetprovidersDemographicprofile:generationsAgeofconsumersinItalyBrandusers18%23%47%12%Categoryusers18%30%39%12%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024WindTrehasmoremalethanfemalecustomersDemographicprofile:genderGenderofconsumersinItalyBrandusers58%42%Categoryusers53%47%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202424%ofWindTrecustomershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinItaly31%30%29%24%21%20%18%16%16%15%17%18%5%5%5%6%8%9%2%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024WindTrecustomershaveasimilarincomedistributionashomeinternetusersingeneralDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers39%33%28%Categoryusers39%32%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,WindTrecustomersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive39%37%33%19%20%21%21%23%23%13%10%13%5%5%6%2%2%2%1%2%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofWindTrecustomersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly35%32%32%26%22%24%20%21%21%11%11%13%13%11%13Notes:Sources:6%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20246%ofWindTrecustomersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers6%91%3%Categoryusers6%87%7%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoWindTrecustomersthantootherhomeinternetusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly59%59%60%54%53%54%45%36%36%34%33%31%29%23%22%27%25%27%24%34%31%14%14%14%15%12%17%5%6%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsSocialjusticeHavingagoodtimeLearningnewthingsTraditionsTobesuccessfulAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024HomeandgardenarerelativelyprevalentinterestsofWindTrecustomersConsumerlifestyle:maininterestsTop10interestsofWindTrecustomersinItaly58%61%55%57%53%56%50%52%49%46%44%43%45%46%42%44%46%40%35%36%34%33%30%29%32%34%31%34%31%32%TravelFood&diningMovies,TVshowsHealth&fitnessSportsScience&technologyPolitics&societyandcurrentHome&gardenHistoryArts&literature17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024GardeningandplantsarerelativelypopularhobbiesamongWindTrecustomersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofWindTrecustomersinItaly50%43%46%44%43%39%38%35%35%37%31%35%36%34%35%34%35%31%29%34%32%27%24%22%28%26%28%25%30%26%TravelingDoingsportsandfitnessTech/computersReadingOutdooractivitiesCooking/bakingPetsGardeningandplantsShoppingVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofWindTrecustomersplaybasketballConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofWindTrecustomersinItaly20%19%19%15%16%15%12%10%11%11%9%9%9%12%10%8%13%13%8%9%8%7%7%9%8%Running/joggingFitness,aerobics,cardioCyclingYoga/pilatesHikingSoccerSwimming/Diving5%5%4%4%4%BasketballTennisDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=89WindTrecustomers,n=1259homeinternetusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024WindTrecustomersfollowsimilarsportsleagues,teams,andcompetitionsascustomersofotherinternetprovidersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyWindTrecustomersinItaly38%38%34%22%20%19%15%15%12%13%12%12%11%12%10%11%9%8%11%10%12%10%10%11%7%6%5%4%5%4%SoccerTennisMotorsportsVolleyballCyclingSwimming/divingAthletics(track&field)BasketballGymnasticsWintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=77WindTrecustomers,n=1259homeinternetusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardstheinternet•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthatonly30%ofWindTrecustomersactivelydosomethingfortheprotectionoftheirdataConsumerattitudes:internet&devicesAgreementwithstatementstowardsinternet&devicesinItaly48%46%39%30%30%26%27%33%29%14%16%16%13%23%20%IcouldnolongerimaginemyeverydaylifewithouttheinternetIactivelydosomethingfortheprotectionofmydataI’mwellprotectedagainstvirusesanddataabuseSavingsensitivedataonlineistooinsecureformeIamexcitedaboutusingArtificialIntelligence(AI)applications,suchas22Notes:ChatGPT,inmydailylifeBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202454%ofWindTrecustomersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly54%50%51%14%15%12%12%16%18%19%17%19%1%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202456%ofWindTrecustomersthinkthattheeconomicsituationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoWindTrecustomers56%58%54%54%52%53%51%54%50%48%46%43%47%46%46%45%45%44%43%40%39%42%44%41%39%41%39%40%38%38%EconomicsituationUnemploymentRisingprices/inflation/CrimeHealthandsocialsecurityPovertyEnvironmentClimatechangeEducationImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024WindTrecustomersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers26%26%31%16%Categoryusers27%25%31%17%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsYouTubeismorepopularamongWindTrecustomersthantheaveragehomeinternetuserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand77%75%71%70%70%69%67%61%61%35%33%37%22%24%20%22%22%18%18%15%19%12%11%8%8%5%6%3%7%5%27Notes:Sources:FacebookInstagramYouTubeTikTokLinkedInX(Twitter)TwitchSnapchatRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=91WindTrecustomers,n=630homeinternetusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202490%ofWindTrecustomerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks90%88%87%66%67%64%59%55%58%60%63%48%45%46%41%32%35%35%29%32%31%25%27%25%25%28%29%20%22%18%16%15%15%TVDigitalvideocontentOnlinenewswebsitesRadioDigitalmusiccontentMovies/cinemaDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024WindTrecustomersrememberseeingadsonvideostreamingserviceslessoftenthanotherhomeinternetusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereWindTrecustomersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks45%42%40%43%41%39%41%38%34%34%28%25%23%26%26%26%26%29%21%17%14%20%21%18%18%16%16%20%15%18%VideoportalsSearchenginesSocialmediaWebsitesandappsOnlinestoresVideostreamingservicesNewslettersEditorialwebsitesMusicportalsVideogames29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024WindTrecustomersrememberadstheygotbymailmoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks66%65%65%32%34%33%32%31%29%28%27%26%28%29%30%19%22%20%18%19%19%16%18%19%OnTVOnadvertisingBymailshot/DirectlyinOntheAtthemoviesInprintedInprintedspacesadvertisingthestoreradio/cinemadailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseserviceprovidersistheproviderofyourinternetaccessathome?";SinglePick;Base:n=170WindTrecustomers,n=1,259homeinternetusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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