机构研究报告-德国电子书商城用户分析报告：beam -外文培训课件

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，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&BRANDSE-Book

shops:

Beam

customersin

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBeam

customers

inGermany:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Beam

customers

inGermany

(’’brandusers’’)

againstGerman

E-book

shoppers

in

general(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsBeam

is

the

eighth

most

used

E-book

shop

in

Germany

with

Amazon

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

E-book

shopsinGermanyAmazonThalia71%25%AppleBooksebook.de21%17%17%16%bücher.deGoogle

PlayStoreHugendubelBeam11%9%9%Weltbildgenialokal7%4Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=1,087

E-book

shoppersConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

Beam

has

grown

compared

to

2021

Q2Management

summary:

brandusagetimelineTimeline

of

E-book

shoppersusingBeam11%11%10%10%9%9%9%8%7%7%6%6%6%6%2021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=35

-

126

Beamcustomers,n=543

-

1177

E-book

shoppersConsumer

Insights

Global

as

of

October

2024Sources:Beam

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBeam

is

more

popularamongGeneration

Zthanother

E-book

shops.Success

and

career

advancement

areItstands

out

that50%

ofBeamrelatively

important

to

Beam

customers.

customers

prefer

to

own

hardcopies

offilms,books

or

music.Flickris

more

popularamong

Beamcustomers

thantheaverage

E-bookshopper.There

is

afairlyeven

splitofmale

andfemale

Beam

customers.Religion

and

spiritualityare

relativelyprevalent

interests

of

Beam

customers.35%

ofBeam

customers

areinnovatorsor

early

adopters

ofnew

products.Beam

customers

remember

hearing

adsinpodcastsmore

often

than

otherE-book

shoppers.Beam

hasalarger

share

ofcustomerswith

ahigh

income

than

other

E-bookshops.Making

musicisarelatively

popularhobbyamong

Beam

customers.Arelatively

highshare

ofBeamcustomers

thinkthatterrorism

isanissuethatneedstobeaddressed.Beam

customers

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

E-book

shoppers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Beam

is

more

popular

among

GenerationZ

than

other

E-book

shopsDemographic

profile:

generationsAgeof

consumersinGermany1%Brand

users39%56%4%Category

usersAllrespondents21%21%42%29%8%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024There

is

a

fairly

even

split

of

male

and

female

Beam

customersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users49%51%Category

usersAllrespondents46%54%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202457%

of

Beam

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany39%30%25%24%22%20%18%17%17%16%16%15%13%10%4%3%3%2%2%1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=100

Beamcustomers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Beam

has

a

larger

share

of

customers

with

a

high

income

than

other

E-bookshopsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users61%20%20%Category

usersAllrespondents46%30%24%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

thepast

12

months?";

Multi

Pick;Base:

n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Beam

customers

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live46%33%28%

28%24%24%18%15%12%12%9%9%8%7%

7%4%4%4%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Beam

customers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

E-book

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany36%29%26%24%24%22%22%20%20%17%16%13%13%12%7%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=100

Beamcustomers,

n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202417%

of

Beam

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users17%81%2%Category

usersAllrespondents10%84%7%7%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=100

Beamcustomers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Beam

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%51%45%42%41%41%40%36%36%35%34%35%34%33%29%28%28%27%26%21%26%26%25%22%21%18%15%12%

12%11%Safety

andsecurityHavingagood

timeTobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeLearningnew

thingsAdvancingmy

careerMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=100Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Religion

and

spirituality

are

relatively

prevalent

interests

of

Beam

customersConsumer

lifestyle:

main

interestsTop10

interestsofBeam

customers

inGermany53%52%49%48%45%41%41%38%38%38%37%37%37%36%36%36%35%33%33%26%30%28%27%26%26%24%19%19%18%13%SportsCareer

&educationMovies,TVshows&musicGaming

&eSportsReligion

&spiritualityFamily

&parentingFashion&beautyFood

&diningScience

&technologyArts&literatureBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Making

music

is

a

relatively

popular

hobby

among

Beam

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBeam

customers

inGermany57%47%45%45%45%45%44%43%42%42%41%40%40%38%38%38%35%36%36%34%34%33%33%33%32%32%29%27%20%13%Video

gamingOutdooractivitiesTravelingSocializingTech

/computersDoing

sportsandfitnessCooking/bakingMaking

musicReadingPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Beam

customers

are

more

likely

to

play

basketball

than

other

E-book

shoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBeam

customers

inGermany28%28%25%23%22%22%21%21%20%20%19%19%19%18%18%17%16%15%15%15%10%14%13%10%9%9%8%6%6%4%CyclingBasketballRunning/joggingBadmintonFitness,aerobics,

cardioHikingSwimming/DivingSoccerTennisDancingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=50

Beamcustomers,n=1087

E-bookshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Beam

customers

are

more

likely

to

follow

ice

hockey

than

other

E-bookshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBeam

customers

inGermany27%26%26%25%24%21%20%17%16%16%16%14%13%12%11%11%10%10%9%9%9%8%8%7%7%7%7%7%6%4%SoccerAmericanfootballIceHockeyAthletics(track&field)BasketballBoxingHandballSwimming/divingTennisMotorsportsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=45

Beamcustomers,n=1087

E-bookshoppers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

50%

of

Beam

customers

prefer

to

own

hard

copies

of

films,books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany65%57%56%52%51%50%49%47%46%46%46%39%40%30%26%Iwant

to

access

mymusic/movies

onallmy

asitiseasier

tomanagedevices

(TV,Iprefer

digitalcontentIprefer

toown

hardcopies

of

films,Itisimportant

tometogetthebestimageandsoundqualityDigitalservices

allowme

to

discover

newandexcitingcontentbooks

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202435%

of

Beam

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%37%36%33%28%26%26%18%17%14%11%9%2%Innovators2%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Beam

customers

think

that

terrorism

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Beam

customers50%45%44%36%36%39%31%33%38%38%

37%37%36%33%34%32%31%27%31%29%29%28%28%28%27%26%21%20%19%

19%CrimePovertyEducationClimatechangeHealth

andsocial

securityImmigrationTerrorismEnvironmentRising

prices/inflation/cost

of

livingDefense

&foreign

affairsBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=100

Beamcustomers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Beam

customers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users12%29%51%8%Category

usersAllrespondents20%43%22%14%19%41%20%19%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

providers

have

youboughteBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFlickr

is

more

popular

among

Beam

customers

than

the

average

E-bookshopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand70%67%57%

57%65%58%66%63%55%48%47%40%45%39%36%34%33%22%32%32%25%19%21%12%15%7%7%6%5%2%InstagramTikTokFacebookYouTubeSnapchatFlickrLinkedInBeReal.RedditBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;Base:

n=56

Beamcustomers,

n=804

E-book

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Beam

customers

tend

to

go

to

the

movies

more

often

than

E-book

shoppers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks79%78%77%76%73%71%68%66%66%65%65%64%62%56%56%52%47%46%46%45%44%43%34%41%40%33%39%38%31%27%24%17%23%DigitalvideocontentTVMovies

/cinemaRadioMagazinesPodcastsDigitalmusiccontentDailynewspapersOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfrom

in

the

past

12

months?";

Multi

Pick;Base:n=73

Beamcustomers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Beam

customers

remember

hearing

ads

in

podcasts

more

often

than

other

E-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBeam

customers

inGermany

have

come

across

digital

advertisinginthepast4weeks49%46%45%44%43%43%42%42%

42%41%40%40%39%38%37%37%36%32%30%30%28%27%26%25%24%24%22%17%17%14%Video

portalsVideo

gamesPodcastsVideo

streaming

MusicportalsservicesSocial

mediaWebsitesandappsof

brandsOnlinestoresEditorialwebsitesandappsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=100

Beamcustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Beam

customers

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

E-book

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks56%53%49%44%46%46%45%43%41%40%29%39%39%38%38%37%36%36%33%27%27%23%23%14%OnTVAtthemovies/cinemaDirectly

inthestoreOnadvertisingspacesOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;Base:n=100

Beamcustomers,n=1,087E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

I