机构研究报告-德国电子书商城用户分析报告：nextory -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:

Nextorycustomers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofNextory

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

toRegion:

56countriesbenchmark

Nextory

customers

inGermany

(’’brandusers’’)

againstGerman

E-book

shoppers

in

general(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

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

insightsNextory

ranks

outside

the

top

10

of

most

used

E-book

shops

in

GermanyManagement

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

Nextory

has

grown

compared

to

2022

Q4Management

summary:

brandusagetimelineTimeline

of

E-book

shoppersusingNextory6%6%6%5%5%5%4%3%2022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=39

-

70

Nextorycustomers,n=1087

-

1177

E-book

shoppersConsumer

Insights

Global

as

of

October

2024Sources:Nextory

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsNextory

ismore

popularamongMillennials

thanother

E-book

shops.Success

and

career

advancement

arerelatively

important

to

Nextorycustomers.Itstands

out

that59%

ofNextorycustomers

prefer

to

own

hardcopies

offilms,books

or

music.BeReal.

is

more

popularamong

Nextorycustomers

thantheaverage

E-bookshopper.Nextory

ismore

popularamong

male

E-book

shoppers

than

female

E-bookshoppers.Fashion

and

beauty

arerelativelyprevalent

interests

of

Nextorycustomers.27%

ofNextory

customers

areinthelatemajority

ofinnovation

adoptertypes.Nextory

customers

remember

hearingadsinpodcastsmore

oftenthanotherE-book

shoppers.Nextory

hasalarger

shareof

customerswith

ahigh

income

than

other

E-bookshops.Making

musicisarelatively

popularhobbyamong

Nextory

customers.Arelatively

highshare

ofNextorycustomers

thinkthatfood

&watersecurity

isanissuethatneeds

tobeaddressed.Nextory

customers

aremore

likely

toliveincities

withover

1millioninhabitants

than

E-book

shoppers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Nextory

is

more

popular

among

Millennials

than

other

E-book

shopsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users29%59%12%

0%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=51

Nextorycustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Nextory

is

more

popular

among

maleE-book

shoppers

than

female

E-bookshoppersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users57%43%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=51

Nextorycustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Nextory

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany35%30%25%24%24%22%18%

18%17%17%16%16%13%10%4%4%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

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=51

Nextorycustomers,n=1,087

E-bookshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Nextory

has

a

larger

share

of

customers

with

a

high

income

than

other

E-bookshopsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users56%21%23%24%Category

usersAllrespondents46%30%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=51

Nextorycustomers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Nextory

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live47%33%28%

28%24%24%18%14%14%12%9%8%8%7%7%6%4%4%2%2%0%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=51

Nextorycustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Nextory

customers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

E-book

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany39%31%26%24%24%22%22%20%20%18%17%13%13%8%4%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=51

Nextory

customers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202414%

of

Nextory

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users14%78%8%7%9%Category

usersAllrespondents10%84%7%84%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=51

Nextorycustomers,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

Nextory

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%51%45%43%42%41%41%35%40%39%36%36%35%34%29%29%28%26%25%24%22%21%21%20%20%18%15%12%

12%11%Safety

andsecurityAhappyrelationshipTobesuccessfulHavingagood

timeAdvancingmy

careerLearningnew

thingsAnhonest

andrespectable

life

own

decisionsMaking

myTraditionsSocial

justiceBrand

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=51Nextorycustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

Nextory

customersConsumer

lifestyle:

main

interestsTop10

interestsofNextory

customers

inGermany59%55%55%55%53%49%51%49%49%49%47%40%45%45%45%43%38%37%36%34%33%33%30%28%26%26%27%26%24%19%TravelFashion&beautyMovies,TVshows&musicSportsArts&literatureCareer

&educationHealth

&fitnessFamily

&parentingFinance&economyScience

&technologyBrand

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=51

Nextorycustomers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Making

music

is

a

relatively

popular

hobby

among

Nextory

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofNextory

customers

inGermany57%57%55%55%51%49%47%45%45%44%43%43%43%40%33%38%38%36%35%36%34%32%29%27%22%20%19%18%13%11%Tech

/computersMaking

musicTravelingOutdooractivitiesCars/vehiclesReadingShoppingDoing

sportsandfitnessVideo

gamingWritingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=51

Nextorycustomers,n=1,087

E-book

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Nextory

customers

are

more

likely

to

play

basketball

than

other

E-bookshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofNextory

customersinGermany39%33%29%29%29%28%27%27%25%25%23%22%20%19%19%20%20%18%15%15%14%14%13%10%10%9%9%8%6%6%Running/joggingCyclingFitness,aerobics,

cardioSoccerSwimming/DivingBasketballDancingBadmintonHikingYoga

/pilatesBrand

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=28

Nextorycustomers,n=1087

E-bookshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Nextory

customers

are

more

likely

to

follow

boxing

than

other

E-book

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byNextory

customers

inGermany39%35%29%29%29%27%27%27%26%25%25%22%13%12%11%11%10%10%9%9%8%8%8%7%7%7%7%6%5%4%SoccerBoxingAmericanfootballBasketballSwimming/divingAthletics(track&

field)TennisCyclingIceHockeyHandballBrand

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=28

Nextorycustomers,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•

Politics21Itstands

out

that

59%

of

Nextory

customers

prefer

to

own

hard

copies

of

films,books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany61%61%59%56%57%57%51%47%46%46%46%40%39%30%26%Digitalservices

allowme

to

discover

newandexcitingcontentIwant

to

access

mymusic/movies

onallmydevices

(TV,Iprefer

toown

hardcopies

of

films,Itisimportant

tometogetthebestimage

asitiseasier

tomanageandsoundqualityIprefer

digitalcontentbooks

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=51

Nextorycustomers,n=1,087

E-book

shoppers,

n=5,989

allrespondentsConsumer

Insights

Global

as

of

October

202427%

of

Nextory

customers

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%37%36%27%27%26%24%18%17%14%14%9%8%2%1%InnovatorsEarly

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=51

Nextorycustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Nextory

customers

think

that

food

&

water

security

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Nextory

customers50%39%41%45%45%45%44%43%36%39%38%31%33%38%

37%37%37%36%35%34%33%33%33%31%31%28%23%21%17%14%Food

andwater

security

social

securityHealth

andEducationImmigrationCrimeEnvironment

ClimatechangeCivilrightsPovertyRising

prices/inflation/cost

of

livingBrand

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=51

Nextorycustomers,

n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

E-book

shoppers,

Nextory

customers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users14%33%39%14%14%Category

usersAllrespondents20%43%22%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=51

Nextorycustomers,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

touchpointsBeReal.

is

more

popular

among

Nextory

customers

than

the

average

E-bookshopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand83%72%72%66%63%69%67%57%65%58%56%53%47%40%47%42%33%33%33%22%25%19%21%12%16%15%7%10%7%5%InstagramTikTokYouTubeFacebookLinkedInSnapchatBeReal.RedditTwitchBrand

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=36

Nextorycustomers,

n=804

E-book

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Nextory

customers

tend

to

read

magazines

more

often

than

E-book

shoppers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks88%82%79%66%78%77%76%68%76%75%73%71%65%65%64%59%52%51%49%47%46%38%44%43%34%39%40%33%31%27%24%17%23%TVDigitalvideocontentRadioMagazinesMovies

/cinemaDigitalmusiccontentPodcastsOnlinemagazinesDailyWeeklyOnlinenewswebsitesnewspapers

newspapersBrand

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=45

Nextory

customers,n=1,087

E-book

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Nextory

customers

remember

hearing

ads

in

podcasts

more

often

than

other

E-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereNextory

customers

inGermany

havecome

across

digitaladvertisinginthepast4weeks63%59%57%55%55%53%51%49%49%49%47%45%45%44%42%42%40%38%37%32%30%30%27%26%25%24%24%17%17%14%Video

streaming

Video

portalsservicesOnlinestoresVideo

gamesPodcastsSocial

mediaEditorialwebsitesandappsMusicportalsWebsitesandappsof

brandsSearch

enginesBrand

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=51

Nextorycustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Nextory

customers

remember

ads

they

saw

in

printed

magazines

and

journalsmore

often

than

other

E-book

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks69%63%63%57%55%55%45%49%43%46%44%43%39%38%37%36%36%33%29%27%27%23%23%14%OnTVDirectly

inthestoreOntheradioInprintedmagazinesandjournalsAtthemovies

Onadvertising

By

mailshot

/Inprinteddailynewspapers/cinemaspacesadvertisingmailon

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=51

Nextorycustomers,n=1,087

E-book

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2