机构研究报告-意大利线上购物用户分析报告：Zalando

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:ZalandoshoppersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofZalandoshoppersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkZalandoshoppersinItaly(’’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•KeyinsightsThemarketshareofZalandohasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofonlineshoppersusingZalando30%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%29%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%27%26%26%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=507-600Zalandoshoppers,n=2028-2086onlineshoppersSources:ConsumerInsightsGlobalasofAugust2024ZalandoshoppersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsZalandoismorepopularamongGenerationZthanotheronlineshops.Comparedtootheronlineshops,Zalandohasarelativelyhighshareoffemaleshoppers.Zalandohasalargershareofshopperswithahighincomethanotheronlineshops.OnlineshoppersingeneralandZalandoBeingsuccessfulismoreimportanttoZalandoshoppersthantootheronlineshoppers.FashionandbeautyarerelativelyprevalentinterestsofZalandoshoppers.ShoppingisarelativelypopularhobbyamongZalandoshoppers.Itstandsoutthat60%ofZalandoshoppersthinkthatcustomerreviewsontheinternetareveryhelpful.19%ofZalandoshoppersareinnovatorsorearlyadoptersofnewproducts.TheeconomicsituationandunemploymentareissuesofparticularconcerntoZalandoshoppers.InstagramismorepopularamongZalandoshoppersthantheaverageonlineshopper.Zalandoshoppersrememberseeingadsonvideostreamingservicesmoreoftenthanotheronlineshoppers.shoppersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+ZalandoismorepopularamongGenerationZthanotheronlineshopsDemographicprofile:generationsAgeofconsumersinItalyBrandusers25%34%34%7%Categoryusers19%31%39%11%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshops,ZalandohasarelativelyhighshareoffemaleshoppersDemographicprofile:genderGenderofconsumersinItalyBrandusers43%57%Categoryusers49%51%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofZalandoshoppershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly29%29%29%20%20%20%18%15%16%22%19%18%7%9%9%5%5%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree3%3%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ZalandohasalargershareofshopperswithahighincomethanotheronlineshopsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers46%27%27%Categoryusers37%30%34%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootheronlineshoppers,ZalandoshoppersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive38%33%33%22%21%21%23%22%23%13%13%8%SinglehouseholdCouplehousehold6%6%5%SingleparenthouseholdPartnersandchildren2%2%2%Multi-generationalTwoormorerelatedadults2%3%3%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024OnlineshoppersingeneralandZalandoshoppersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly33%33%32%23%25%24%22%21%21%10%11%11%12%11%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20246%ofZalandoshoppersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers6%89%6%Categoryusers5%88%7%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttoZalandoshoppersthantootheronlineshoppersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly61%60%60%54%54%54%36%33%36%32%30%31%31%30%31%27%26%27%20%17%17%22%20%22%15%14%14%10%8%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityLearningnewthingsMakingmyowndecisionsHavingagoodtimeTobesuccessfulSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofZalandoshoppersConsumerlifestyle:maininterestsTop10interestsofZalandoshoppersinItaly67%64%57%55%55%56%56%47%49%53%43%43%48%32%31%45%41%42%44%40%40%41%34%32%37%34%34%34%32%31%TravelFood&diningMovies,TVshowsHealth&fitnessFashion&beautySportsScience&technologyArts&literaturePolitics&societyandcurrentHistory&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongZalandoshoppersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofZalandoshoppersinItaly56%47%46%46%44%43%43%26%28%42%33%35%40%35%35%39%33%35%38%32%32%35%30%31%33%26%27%28%25%26%TravelingReadingShoppingDoingsportsOutdoorCookingPetsTech/SocializingVideogamingandfitnessactivities/bakingcomputers18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Zalandoshoppersaremorelikelytodofitness,aerobics,cardiothanotheronlineshoppersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofZalandoshoppersinItaly23%21%18%19%15%15%14%11%13%13%9%9%12%10%11%10%7%8%9%10%10%8%7%8%6%4%5%6%3%4%Running/joggingFitness,aerobics,cardioSoccerYoga/pilatesCyclingTennisHikingSwimming/DivingBasketballDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=295Zalandoshoppers,n=2038onlineshoppers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024ZalandoshoppersaremorelikelytofollowtennisthanotheronlineshoppersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyZalandoshoppersinItaly37%33%34%22%17%19%16%12%12%15%11%11%14%12%12%11%8%8%11%9%10%10%10%10%9%6%5%5%3%3%SoccerTennisVolleyballBasketballMotorsportsSwimming/divingCyclingAthletics(track&field)GymnasticsMixedMartialArts20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=236Zalandoshoppers,n=2038onlineshoppers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsonlineshopping•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat60%ofZalandoshoppersthinkthatcustomerreviewsontheinternetareveryhelpfulConsumerattitudes:ecommerce&retailAgreementwithstatementstowardsecommerce&retailinItaly61%55%55%60%49%49%38%27%27%34%29%29%23%16%16%WhenIplanamajorCustomerreviewsontheIusuallymanageWhenIorderanitem,IIamexcitedaboutusingpurchase,Ialwaysdosomeresearchinternetareveryhelpfulhabitual/recurrentordersdirectlyviamypreferexpressshippingAugmented&VirtualRealitywhileshoppingontheinternetfirstsmartphoneortabletBrandusersCategoryusersAllrespondents22Notes:’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=2,038allrespondentsSources:ConsumerInsightsGlobalasofAugust202419%ofZalandoshoppersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly52%50%51%16%12%12%13%18%18%16%19%19%3%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024TheeconomicsituationandunemploymentareissuesofparticularconcerntoZalandoshoppersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoZalandoshoppers58%54%54%57%53%53%54%51%50%46%45%46%46%42%39%44%45%44%43%44%44%42%42%41%41%39%39%39%39%38%EconomicsituationUnemploymentRisingprices/inflation/HealthandsocialsecurityEnvironmentCrimePovertyClimatechangeEducationImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ZalandoshoppersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers26%26%29%18%Categoryusers25%26%28%21%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints18%InstagramismorepopularamongZalandoshoppersthantheaverageonlineshopperMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand85%69%69%73%70%71%70%63%61%43%36%37%30%19%28%21%20%23%16%18%13%8%8%7%6%6%6%4%5%InstagramFacebookYouTubeTikTokLinkedInX(Twitter)TwitchSnapchatBeReal.27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=277Zalandoshoppers,n=1019onlineshoppers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202463%39%23%ZalandoshopperstendtolistentodigitalmusiccontentmoreoftenthanonlineshoppersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks90%86%87%71%64%67%62%63%56%49%48%53%41%42%34%35%37%31%31%35%29%29%33%25%23%17%18%19%15%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentMovies/cinemaDailynewspapersMagazinesPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ZalandoshoppersrememberseeingadsonvideostreamingservicesmoreoftenthanotheronlineshoppersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereZalandoshoppersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks45%39%40%42%42%38%39%40%32%34%30%29%33%25%26%31%23%23%25%16%16%21%18%18%21%16%18%19%14%14%VideoportalsSocialmediaSearchenginesVideostreamingservicesOnlinestoresWebsitesandappsMusicportalsEditorialwebsitesVideogamesNewsletters29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ZalandoshoppersrememberadstheysawonTVmoreoftenthanotheronlineshoppersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks72%66%65%39%33%33%34%30%30%33%28%29%29%25%26%26%20%20%23%18%19%23%19%19%OnTVOnadvertisingspacesOntheradioBymailshot/advertisingDirectlyinthestoreAtthemovies/cinemaInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseonlineshopshaveyouboughtsomethingfrominthepast12months?";MultiPick;Base:n=526Zalandoshoppers,n=2,038onlineshoppers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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