机构研究报告-德国电子书商城用户分析报告：kobo rakuten kobo -外文培训课件

CONSUMERS&BRANDSE-Book

shops:

Kobo

/

RakutenKobo

customers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofKobo

/Rakuten

Kobocustomers

inGermany:

who

they

are;

what

theylike;

whattheythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Kobo/Rakuten

Kobo

customers

inGermany

(’’brand

users’’)

againstGerman

E-bookshoppers

ingeneral

(’’category

users’’),

and

theoverallGerman

consumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsKobo

/

Rakuten

Kobo

ranks

outside

the

top

10

of

most

used

E-book

shops

inGermanyManagement

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:Kobo

/

Rakuten

Kobo

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsKobo/Rakuten

Koboismore

popularamong

Millennials

thanother

E-bookshops.Success

and

career

advancement

arerelatively

important

to

Kobo/RakutenKobocustomers.Itstands

out

that57%

ofKobo/Rakuten

BeReal.

is

more

popularamong

Kobo

/Kobocustomers

prefer

to

own

hardcopies

of

films,booksor

music.RakutenKobocustomers

thantheaverage

E-book

shopper.There

is

afairlyeven

splitofmale

andReligion

and

spiritualityare

relativelyfemale

Kobo/Rakuten

Kobocustomers.

prevalent

interests

of

Kobo/RakutenKobocustomers.25%

ofKobo

/Rakuten

Kobocustomersareinthelatemajority

of

innovationadoptertypes.Kobo/Rakuten

Kobocustomersremember

hearing

adsonmusicportalsandstreaming

services

more

often

thanother

E-book

shoppers.Kobo/Rakuten

Kobohasalarger

shareof

customers

withahighincome

thanother

E-book

shops.Writing

isarelatively

popularhobbyArelatively

highshare

ofKobo/among

Kobo/Rakuten

Kobocustomers.

Rakuten

Kobocustomers

thinkthatfood

&water

security

isanissuethatKobo/Rakuten

Kobocustomers

aremore

likely

toliveincitieswith

over

1million

inhabitants

thanE-bookshoppers

ingeneral.needs

to

beaddressed.5Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Kobo

/

Rakuten

Kobo

is

more

popular

among

Millennials

than

other

E-bookshopsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users27%63%11%

0%Category

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

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=56

Kobo

/Rakuten

Kobo

customers,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

Kobo

/

Rakuten

Kobo

customersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users50%50%Category

usersAllrespondents46%54%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=56

Kobo

/Rakuten

Kobo

customers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Kobo

/

Rakuten

Kobo

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany45%30%25%24%22%18%18%17%17%16%13%13%11%10%9%5%2%

2%1%

1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=56

Kobo

/Rakuten

Kobo

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Kobo

/

Rakuten

Kobo

has

a

larger

share

of

customers

with

a

high

income

thanother

E-book

shopsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users60%17%23%24%Category

usersAllrespondents46%30%33%33%33%HighMiddleLow10

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=56

Kobo

/Rakuten

Kobo

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Kobo

/

Rakuten

Kobo

customers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live45%33%28%

28%24%24%20%18%11%9%8%7%7%7%7%7%4%4%

4%Other2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

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=56

Kobo

/Rakuten

Kobo

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Kobo

/

Rakuten

Kobo

customers

are

more

likely

to

live

in

cities

with

over

1million

inhabitants

than

E-book

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany41%32%26%24%24%22%22%20%20%17%14%13%13%9%4%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=56

Kobo

/Rakuten

Kobo

customers,

n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202414%

of

Kobo

/

Rakuten

Kobo

customers

consider

themselves

part

of

theLGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users14%80%5%Category

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

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=56

Kobo

/Rakuten

Kobo

customers,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

Kobo

/

RakutenKobo

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%51%43%42%41%34%40%38%36%36%36%35%35%34%32%29%28%27%27%26%21%25%23%21%21%20%15%12%

12%11%Havingagood

timeAhappyrelationshipMaking

myown

decisionsTobesuccessfulSafety

andsecurityAnhonest

andrespectable

lifeLearningnew

thingsAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

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=56Kobo

/Rakuten

Kobo

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Religion

andspirituality

are

relativelyprevalent

interests

of

Kobo

/

Rakuten

KobocustomersConsumer

lifestyle:

main

interestsTop10

interestsofKobo

/RakutenKobo

customers

inGermany54%

53%52%52%50%50%49%48%47%40%46%45%45%45%43%43%38%36%34%34%33%30%28%26%26%26%24%19%19%13%Movies,TVshows&musicScience

&technologyArts&literatureHealth

&fitnessFinance&economyFashion&beautyHome

&gardenReligion

&spiritualityFood

&diningVehicles

&mobilityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=56

Kobo

/Rakuten

Kobo

customers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Writing

is

a

relatively

popular

hobby

among

Kobo

/

Rakuten

Kobo

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofKobo

/Rakuten

Kobo

customers

inGermany57%52%50%48%48%47%43%46%46%45%45%38%45%43%43%42%41%38%36%35%34%32%29%27%24%22%20%19%18%11%Video

gamingShoppingCars/vehiclesTech

/computersOutdooractivitiesWritingCooking/bakingReadingSocializingBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=56

Kobo

/Rakuten

Kobo

customers,n=1,087

E-bookshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Kobo

/

Rakuten

Kobo

customers

are

more

likely

to

play

tennis

than

other

E-bookshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofKobo

/RakutenKobo

customers

inGermany30%30%29%29%28%27%27%25%

25%23%23%23%21%20%20%19%19%18%15%15%14%13%10%10%9%9%8%6%6%4%Running/joggingSwimming/DivingCyclingSoccerBasketballTennisFitness,aerobics,

cardioBadmintonDancingHikingBrand

usersCategory

usersAllrespondents18

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=31

Kobo

/Rakuten

Kobo

customers,n=1087

E-book

shoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Kobo

/

Rakuten

Kobo

customers

are

more

likely

to

follow

American

football

thanother

E-book

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byKobo/RakutenKobo

customers

inGermany29%29%27%26%25%23%23%21%21%21%20%20%13%12%11%10%10%9%9%9%8%8%8%7%7%7%7%6%5%4%AmericanfootballBasketballSoccerBoxingHandballCyclingSwimming/divingTennisIceHockeyMotorsportsBrand

usersCategory

usersAllrespondents19

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=23

Kobo

/Rakuten

Kobo

customers,n=1087

E-book

shoppers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

57%

of

Kobo

/

Rakuten

Kobo

customers

prefer

to

own

hardcopies

of

films,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany71%63%63%56%57%57%51%50%46%46%46%40%39%30%26%Digitalservices

allowme

to

discover

newandexcitingcontentIwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeIprefer

toown

hardcopies

of

films,Iprefer

digitalcontentasitiseasier

tomanagedevices

(TV,andsoundqualitybooks

or

musicsmartphone,

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

CD,vinyl)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=56

Kobo

/Rakuten

Kobo

customers,n=1,087

E-book

shoppers,n=5,989

all

respondentsConsumer

Insights

Global

as

of

October

202425%

of

Kobo

/

Rakuten

Kobo

customers

are

in

the

late

majority

of

innovationadopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%37%36%36%26%25%25%18%17%14%9%9%5%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=56

Kobo

/Rakuten

Kobocustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Kobo

/

Rakuten

Kobo

customers

think

that

food

&water

security

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Kobo/Rakuten

Kobocustomers50%46%45%44%36%38%41%39%39%38%38%38%38%38%37%37%36%36%31%35%34%34%31%28%21%20%17%17%

17%14%ImmigrationEnvironmentEducationEconomicsituationFood

andwater

securityClimatechangeCrimeHealth

andsocial

securityReligiousconflictsDefense

&foreign

affairsBrand

usersCategory

usersAllrespondents23

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=56

Kobo

/Rakuten

Kobo

customers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Kobo

/

Rakuten

Kobo

customers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users11%36%48%5%Category

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

nottoanswer24

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=56

Kobo

/Rakuten

Kobo

customers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBeReal.

is

more

popular

among

Kobo

/

Rakuten

Kobo

customers

than

theaverage

E-book

shopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand71%67%57%68%65%58%66%65%63%56%53%47%40%44%33%22%35%35%32%32%28%15%25%19%21%12%16%10%7%5%Instagram

FacebookTikTokYouTubeSnapchatBeReal.TwitchLinkedInX(Twitter)Brand

usersCategory

usersAllrespondents26

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=34

Kobo

/Rakuten

Kobo

customers,n=804

E-book

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Kobo

/

Rakuten

Kobo

customers

tend

to

read

daily

newspapers

more

often

thanE-book

shoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks86%82%78%79%66%77%73%70%68%68%66%65%64%63%61%55%52%47%46%38%44%43%34%41%40%33%39%38%31%27%24%17%23%DigitalvideocontentTVDigitalmusiccontentDailynewspapersRadioPodcastsMovies

/cinemaMagazinesOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

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=46

Kobo

/Rakuten

Kobo

customers,

n=1,087

E-bookshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Kobo

/

Rakuten

Kobo

customers

remember

hearing

ads

on

music

portals

andstreaming

services

more

often

than

other

E-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereKobo

/RakutenKobo

customers

inGermany

have

come

across

digital

advertisinginthe

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Notes:Sources:’’Wherehave

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Notes:Sources:’’Wherehave

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Multi

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