机构研究报告-意大利线上购物用户分析报告：Mediaworld

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:MediaworldshoppersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofMediaworldshoppersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkMediaworldshoppersinItaly(’’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•KeyinsightsThemarketshareofMediaworldhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingMediaworld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otes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=236-366Mediaworldshoppers,n=2028-2086onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024MediaworldshoppersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsMediaworldismorepopularamongMillennialsthanotheronlineshops.Mediaworldismorepopularamongmaleonlineshoppersthanfemaleonlineshoppers.Mediaworldhasalargershareofshopperswithahighincomethanotheronlineshops.33%ofMediaworldshoppersliveinmedium-sizedtowns.LearningnewthingsislessimportanttoMediaworldshoppersthantootheronlineshoppers.SportsisarelativelyprevalentinterestofMediaworldshoppers.SportsandfitnessarerelativelypopularhobbiesamongMediaworldshoppers.Itstandsoutthat28%ofMediaworldshoppersareexcitedaboutusingAugmented&VirtualRealitywhileshopping.24%ofMediaworldshoppersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofMediaworldshoppersthinkthatcrimeisanissuethatneedstobeaddressed.LinkedInismorepopularamongMediaworldshoppersthantheaverageonlineshopper.Mediaworldshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+MediaworldismorepopularamongMillennialsthanotheronlineshopsDemographicprofile:generationsAgeofconsumersinItalyBrandusers22%39%33%6%Categoryusers19%31%39%11%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024MediaworldismorepopularamongmaleonlineshoppersthanfemaleonlineshoppersDemographicprofile:genderGenderofconsumersinItalyBrandusers57%43%Categoryusers49%51%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofMediaworldshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly29%29%27%27%19%20%20%17%15%16%19%18%9%9%5%5%4%Noformal4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree3%2%3%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024MediaworldhasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers47%30%23%Categoryusers37%30%34%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,MediaworldshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive39%33%33%24%21%21%22%23%17%13%13%8%8%6%6%2%2%2%2%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202433%ofMediaworldshoppersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly33%33%32%24%25%24%23%21%21%11%11%13%11%11%13Notes:Sources:7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20247%ofMediaworldshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers7%86%7%Categoryusers5%88%7%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoMediaworldshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly61%58%60%54%54%54%39%36%36%31%29%31%27%27%27%30%31%26%23%22%22%21%17%17%15%14%14%9%8%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsHavingagoodtimeLearningnewthingsSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SportsisarelativelyprevalentinterestofMediaworldshoppersConsumerlifestyle:maininterestsTop10interestsofMediaworldshoppersinItaly64%57%55%57%57%56%55%56%41%42%47%49%50%40%40%49%43%43%40%34%32%38%34%34%36%25%26%34%32%31%TravelSportsMovies,TVshowsFood&diningScience&technologyHealth&fitnessArts&literaturePolitics&societyandcurrentFinance&economyFashion&beauty17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SportsandfitnessarerelativelypopularhobbiesamongMediaworldshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofMediaworldshoppersinItaly57%47%46%51%33%35%50%44%43%47%35%35%41%30%31%38%26%28%36%25%26%36%33%35%34%32%32%31%26%27%TravelingDoingsportsandfitnessReadingOutdooractivitiesTech/computersShoppingVideogamingCooking/bakingPetsSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024MediaworldshoppersaremorelikelytoplaysoccerthanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofMediaworldshoppersinItaly28%23%22%18%19%11%13%15%15%16%10%11%14%10%10%14%9%9%12%7%8%11%7%8%9%4%5%6%3%4%Running/joggingSoccerFitness,aerobics,cardioCyclingHikingYoga/pilatesTennisSwimming/DivingBasketballDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=155Mediaworldshoppers,n=2038onlineshoppers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024MediaworldshoppersaremorelikelytofollowsoccerthanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyMediaworldshoppersinItaly48%33%34%27%17%19%20%12%12%19%11%11%19%12%12%17%10%10%14%8%8%14%9%10%10%6%5%9%3%4%SoccerTennisVolleyballBasketballMotorsportsAthletics(track&field)Swimming/divingCyclingGymnasticsBoxing20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=140Mediaworldshoppers,n=2038onlineshoppers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat28%ofMediaworldshoppersareexcitedaboutusingAugmented&VirtualRealitywhileshoppingConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinItaly62%55%55%57%49%49%34%27%27%32%29%29%28%16%16%WhenIplanamajorCustomerreviewsontheIusuallymanageWhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=2,038allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofMediaworldshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly51%50%51%21%15%18%18%19%19%12%12%9%3%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofMediaworldshoppersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoMediaworldshoppers55%54%54%55%53%53%51%45%43%47%44%44%51%50%45%45%45%46%44%39%39%44%42%39%43%42%41%39%37%38%EconomicsituationUnemploymentCrimePovertyRisingprices/inflation/HealthandsocialsecurityEducationEnvironmentClimatechangeImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202432%ofMediaworldshoppershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers27%26%32%15%Categoryusers25%26%28%21%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints63%36%21%16%LinkedInismorepopularamongMediaworldshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand80%69%69%74%70%71%71%61%47%37%38%20%26%18%19%26%18%17%8%8%12%4%5%11%4%5%InstagramFacebookYouTubeTikTokLinkedInX(Twitter)TwitchRedditBeReal.BrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=133Mediaworldshoppers,n=1019onlineshoppers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202463%39%23%17%MediaworldshopperstendtogotothemoviesmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks90%86%87%73%64%66%62%63%57%34%35%55%49%48%54%41%44%31%31%42%29%29%36%25%26%18%20%15%15%TVDigitalvideocontentRadioMovies/cinemaOnlinenewswebsitesDigitalmusiccontentDailynewspapersMagazinesPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024MediaworldshoppersrememberseeingadsinonlinestoresmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereMediaworldshoppersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks51%39%40%45%38%39%45%32%34%45%30%29%42%25%26%32%23%23%27%16%18%26%18%18%26%16%16%21%14%14%VideoportalsSearchenginesSocialmediaVideostreamingservicesOnlinestoresWebsitesandappsVideogamesEditorialwebsitesMusicportalsNewsletters29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Mediaworldshoppersrememberadstheysawin/atthemovies/cinemamoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks73%66%65%43%33%33%38%30%30%38%20%20%37%25%26%36%28%29%31%19%19%29%18%19%OnTVOnadvertisingspacesOntheradioAtthemovies/cinemaDirectlyinthestoreBymailshot/advertisingInprinteddailyInprintedmagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=244Mediaworldshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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