机构研究报告-意大利线上购物用户分析报告：Ikea宜家家居

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:IkeashoppersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofIkeashoppersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkIkeashoppersinItaly(’’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•KeyinsightsThemarketshareofIkeahasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingIkea13%13%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=64-246Ikeashoppers,n=522-2049onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024IkeashoppersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsIkeaismorepopularamongMillennialsthanotheronlineshops.Comparedtootheronlineshops,Ikeahasarelativelyhighshareoffemaleshoppers.Ikeahasalargershareofshopperswithahighincomethanotheronlineshops.IkeashoppersaremorelikelytoliveinMakingtheirowndecisionsismoreimportanttoIkeashoppersthantootheronlineshoppers.HomeandgardenarerelativelyprevalentinterestsofIkeashoppers.TravelingisarelativelypopularhobbyamongIkeashoppers.Itstandsoutthat31%ofIkeashoppersareexcitedaboutusingAugmented&VirtualRealitywhileshopping.24%ofIkeashoppersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofIkeashoppersthinkthateducationisanissuethatneedstobeaddressed.ismorepopularamongIkeashoppersthantheaverageonlineshopper.Ikeashoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.largecitiesthanonlineshoppersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+IkeaismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersinItalyBrandusers20%43%30%7%Categoryusers19%31%39%11%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshops,IkeahasarelativelyhighshareoffemaleshoppersDemographicprofile:genderGenderofconsumersinItalyBrandusers44%56%Categoryusers49%51%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofIkeashoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly27%29%29%29%14%20%20%20%15%16%19%18%9%9%5%5%2%Noformal6%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree3%3%3%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024IkeahasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers49%28%22%Categoryusers37%30%34%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,IkeashoppersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive37%33%33%27%21%21%22%23%16%13%13%9%6%6%6%3%2%2%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024IkeashoppersaremorelikelytoliveinlargecitiesthanonlineshoppersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly35%33%32%13Notes:Sources:25%25%24%21%21%17%15%11%11%11%11%8%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20248%ofIkeashoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers8%87%5%Categoryusers5%88%7%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsismoreimportanttoIkeashoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly61%58%60%55%54%54%37%36%36%35%31%31%30%28%31%27%26%27%25%22%22%15%15%17%14%14%17%7%8%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsLearningnewthingsHavingagoodtimeSocialjusticeTraditionsTobesuccessfulAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024HomeandgardenarerelativelyprevalentinterestsofIkeashoppersConsumerlifestyle:maininterestsTop10interestsofIkeashoppersinItaly64%62%57%55%55%56%57%47%49%53%43%43%51%40%40%51%41%42%47%43%42%41%29%29%34%32%34%34%32%31%TravelFood&diningMovies,TVshowsHealth&fitnessScience&technologySportsHome&gardenArts&literaturePolitics&societyandcurrentFashion&beauty&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TravelingisarelativelypopularhobbyamongIkeashoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofIkeashoppersinItaly61%55%47%46%44%43%46%32%32%42%35%35%41%33%35%40%33%35%39%26%28%39%26%27%37%30%31%33%25%26%TravelingReadingPetsOutdooractivitiesDoingsportsandfitnessCooking/bakingShoppingSocializingTech/computersVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Ikeashoppersaremorelikelytodofitness,aerobics,cardiothanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofIkeashoppersinItaly25%23%18%19%15%15%17%10%11%15%9%9%14%7%8%13%11%13%12%10%10%11%7%8%9%4%5%7%3%4%Running/joggingFitness,aerobics,cardioCyclingYoga/pilatesTennisSoccerHikingSwimming/DivingBasketballDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=108Ikeashoppers,n=2038onlineshoppers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024IkeashoppersaremorelikelytofollowtennisthanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyIkeashoppersinItaly41%33%34%27%17%19%16%11%11%16%12%12%16%12%12%13%9%10%12%6%5%12%10%10%11%8%8%7%3%3%20Notes:Sources:SoccerTennisBasketballMotorsportsVolleyballCyclingGymnasticsAthletics(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=100Ikeashoppers,n=2038onlineshoppers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024Swimming/divingMixedMartialArtsCHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat31%ofIkeashoppersareexcitedaboutusingAugmented&VirtualRealitywhileshoppingConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinItaly67%55%55%57%49%49%41%27%27%37%29%29%31%16%16%WhenIplanamajorCustomerreviewsontheIusuallymanageWhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=2,038allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofIkeashoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly47%50%51%21%12%12%14%18%18%15%19%19%3%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofIkeashoppersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoIkeashoppers58%54%54%53%53%53%51%50%50%47%45%43%46%44%44%46%42%41%46%42%39%45%39%39%45%44%46%39%36%38%EconomicsituationUnemploymentRisingprices/inflation/CrimePovertyClimatechangeEnvironmentEducationHealthandsocialsecurityImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024IkeashopperstendtohavemoreleftleaningpoliticalviewsthanotheronlineshoppersConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers30%28%27%15%Categoryusers25%26%28%21%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints36%21%18%shopperismorepopularamongIkeashoppersthantheaverageonlineMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand81%69%69%74%70%71%71%63%61%48%37%38%37%20%19%23%16%18%15%8%8%11%3%2%10%4%5%InstagramFacebookYouTubeTikTokLinkedInX(Twitter)TwitchTumblrBeReal.BrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=109Ikeashoppers,n=1019onlineshoppers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202463%49%39%23%15%17%IkeashopperstendtolistentopodcastsmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks87%86%87%77%72%64%62%63%60%59%TVDigitalvideocontent48%RadioOnlinenewswebsites41%Digitalmusiccontent51%34%35%Movies/cinema47%45%31%31%29%29%MagazinesDailynewspapers43%25%26%18%PodcastsOnlinemagazines24%15%Weeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024IkeashoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereIkeashoppersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks51%30%29%48%39%40%46%25%26%46%38%39%43%32%34%34%23%23%32%16%18%28%18%18%26%16%16%22%VideostreamingservicesVideoportalsOnlinestoresSearchenginesSocialmediaWebsitesandappsofbrandsVideogamesEditorialwebsitesandapps10%9%MusicportalsPodcasts29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024IkeashoppersrememberadstheysawdirectlyinthestoremoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks68%66%65%45%25%26%44%33%33%40%30%30%38%28%29%32%20%20%31%19%19%29%18%19%OnTVDirectlyinthestoreOnadvertisingspacesOntheradioBymailshot/advertisingAtthemovies/cinemaInprinteddailyInprintedmagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=198Ikeashoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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