机构研究报告-意大利线上购物用户分析报告：Euronics

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&BRANDSOnlineshops:EuronicsshoppersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofEuronicsshoppersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkEuronicsshoppersinItaly(’’brandusers’’)againstItalianonlineshoppersingeneral(’’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•KeyinsightsEuronicsshoppersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints36%ofEuronicsshoppersarepartofGenerationX.ThereisafairlyevensplitofmaleandfemaleEuronicsshoppers.Euronicshasasmallershareofshopperswithalowincomethanotheronlineshops.Euronicsshoppersaremorelikelytoliveinlargecitiesthanonlineshoppersingeneral.BeingsuccessfulismoreimportanttoEuronicsshoppersthantootheronlineshoppers.HealthandfitnessarerelativelyprevalentinterestsofEuronicsshoppers.VideogamingisarelativelypopularhobbyamongEuronicsshoppers.Itstandsoutthat36%ofEuronicsshoppersareexcitedaboutusingAugmented&VirtualRealitywhileshopping.22%ofEuronicsshoppersareinnovatorsorearlyadoptersofnewproducts.49%ofEuronicsshoppersthinkthattheeconomicsituationisanissuethatneedstobeaddressed.LinkedInismorepopularamongEuronicsshoppersthantheaverageonlineshopper.Euronicsshoppersrememberhearingadsinpodcastsmoreoftenthanotheronlineshoppers.5Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+36%ofEuronicsshoppersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinItalyBrandusers24%34%36%6%Categoryusers19%31%39%11%Allrespondents19%31%39%11%7Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleEuronicsshoppersDemographicprofile:genderGenderofconsumersinItalyBrandusers50%50%Categoryusers49%51%Allrespondents50%51%8Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202440%ofEuronicsshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly29%29%29%25%21%20%20%13%15%16%19%18%8%9%9%5%5%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree3%3%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation9Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024EuronicshasasmallershareofshopperswithalowincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers37%34%29%Categoryusers37%30%34%Allrespondents33%33%33%10HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,EuronicsshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive39%33%33%21%21%21%22%23%16%10%13%13%9%6%6%2%2%2%2%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes11familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024EuronicsshoppersaremorelikelytoliveinlargecitiesthanonlineshoppersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly37%33%32%25%24%25%22%21%21%11%11%9%11%11%12Notes:Sources:7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20246%ofEuronicsshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers6%83%11%Categoryusers5%88%7%Allrespondents5%87%8%13Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttoEuronicsshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly64%61%60%54%50%54%36%36%36%32%27%27%31%30%31%30%25%31%22%17%17%22%21%22%15%12%14%8%8%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityHavingagoodtimeMakingmyowndecisionsLearningnewthingsTobesuccessfulSocialjusticeTraditionsAdvancingmycareer15Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024HealthandfitnessarerelativelyprevalentinterestsofEuronicsshoppersConsumerlifestyle:maininterestsTop10interestsofEuronicsshoppersinItaly54%43%43%57%53%55%50%55%56%47%47%49%45%41%42%40%38%40%37%32%31%36%34%32%33%29%29%31%25%26%Health&fitnessTravelFood&diningMovies,TVshowsSportsScience&technologyFashion&beautyArts&literatureHome&gardenFinance&economy16Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongEuronicsshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofEuronicsshoppersinItaly48%47%46%47%44%43%41%33%35%40%35%35%37%26%28%36%26%27%36%30%31%36%25%26%36%32%32%26%33%35%TravelingReadingDoingsportsandfitnessOutdooractivitiesShoppingSocializingTech/computersVideogamingPetsCooking/baking17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024EuronicsshoppersaremorelikelytogocyclingthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofEuronicsshoppersinItaly27%18%19%20%17%16%15%15%15%15%10%11%11%13%7%8%7%8%11%10%10%10%9%9%8%4%5%7%4%5%Running/joggingCyclingSoccerTennisFitness,aerobics,cardioSwimming/DivingHikingYoga/pilatesVolleyball/BeachVolleyballBasketball18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=55Euronicsshoppers,n=2038onlineshoppers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024EuronicsshoppersaremorelikelytofollowtennisthanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyEuronicsshoppersinItaly36%33%34%29%17%19%20%9%10%17%12%12%17%12%12%16%11%11%14%4%4%13%10%10%13%8%8%11%6%5%SoccerTennisCyclingMotorsportsVolleyballBasketballWintersportsAthleticsSwimmingGymnastics(track&field)/diving19Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=48Euronicsshoppers,n=2038onlineshoppers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics20Itstandsoutthat36%ofEuronicsshoppersareexcitedaboutusingAugmented&VirtualRealitywhileshoppingConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinItaly54%55%55%49%49%43%40%36%27%27%31%29%29%16%16%WhenIplanamajorCustomerreviewsontheIusuallymanageIamexcitedaboutusingWhenIorderanitem,Ipurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamyAugmented&VirtualRealitywhileshoppingpreferexpressshippingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents21Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=2,038allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofEuronicsshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly48%50%51%20%18%18%18%19%19%12%12%12%3%1%1%22InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202449%ofEuronicsshoppersthinkthattheeconomicsituationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoEuronicsshoppers54%54%49%48%53%53%42%42%39%45%41%43%39%45%46%39%37%39%36%42%41%35%44%44%34%51%50%30%28%28%EconomicsituationUnemploymentEnvironmentCrimeHealthandsocialsecurityEducationClimatechangePovertyRisingprices/inflation/Civilrightscostofliving23Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyEuronicsshoppershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers21%31%29%19%Categoryusers25%26%28%21%Allrespondents25%25%29%21%24LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints63%36%21%18%LinkedInismorepopularamongEuronicsshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand78%69%69%75%70%71%72%61%50%37%36%20%27%19%21%16%18%21%8%8%14%4%5%11%6%6%InstagramFacebookYouTubeTikTokLinkedInX(Twitter)TwitchRedditSnapchatBrandusersCategoryusersAllrespondents26Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1019onlineshoppers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202439%23%15%EuronicsshopperstendtogotothemoviesmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks85%86%87%61%63%64%57%62%63%51%41%49%49%48%49%34%35%45%31%31%40%29%29%36%25%27%15%19%17%18%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaDailynewspapersMagazinesPodcastsWeeklynewspapersOnlinemagazines27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024EuronicsshoppersrememberhearingadsinpodcastsmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereEuronicsshoppersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks41%38%39%37%30%29%36%32%34%34%39%40%32%30%30%25%26%16%18%23%23%24%16%16%24%21%18%18%SearchenginesVideostreamingservicesSocialmediaVideoportalsOnlinestoresVideogamesWebsitesandappsofbrandsBrandusersCategoryusersAllrespondents10%9%MusicportalsPodcastsEditorialwebsitesandapps28Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Euronicsshoppersrememberadstheysawin/atthemovies/cinemamoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks67%66%65%34%20%20%34%33%33%29%28%29%29%30%30%26%25%26%26%19%19%26%18%19%OnTVAtthemoviesOnadvertisingBymailshot/OntheDirectlyinInprintedInprinted/cinemaspacesadvertisingradiothestoredailymagazinesonthegomailnewspapersandjournals29Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=107Euronicsshoppers,n=1,019onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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