机构研究报告-德国电视订阅用户分析报告：Unitymedia Easy -外文培训课件

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subscriptions:Unitymedia/Easy

customers

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofUnitymedia/Easy

customers

inGermany:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Unitymedia/Easy

customers

inGermany(’’brandusers’’)

againstGerman

payTVsubscribers

ingeneral

(’’category

users’’),

and

theoverall

Germanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

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

insightsUnitymedia/Easy

is

the

tenth

most

used

TV

subscription

service

in

Germany

withVodafone

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

TVsubscriptionservicesinGermanyVodafoneMagentaTVSky25%21%14%1&110%Deutsche

Glasfaser

TVwaipu.tv6%5%Pyur3%3%Freenet

TVJoyn3%Unitymedia/Easy2%4Notes:"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=3,329

pay

TVsubscribersConsumer

Insights

Global

as

of

October

2024Sources:Unitymedia/Easy

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsUnitymedia/Easy

is

more

popularamong

Generation

Xthanother

TVsubscription

services.Anhonest

and

respectable

lifeis

moreimportant

to

Unitymedia/Easycustomers

than

toother

payTVsubscribers.Itstands

out

that40%

ofX(Twitter)

ismore

popularamongUnitymedia/Easy

customers

thantheaverage

payTVsubscriber.Unitymedia/Easy

customers

say

thatit’stooexpensive

toaffordall

streamingservices

they

want.Unitymedia/Easy

is

more

popularamong

male

payTVsubscribers

thanfemale

payTVsubscribers.Unitymedia/Easy

customers

rememberseeing

adsinonlinestores

lessoftenthan

other

payTVsubscribers.Politics,society

andcurrent

worldevents

arerelatively

prevalent

interestsof

Unitymedia/Easy

customers.47%

ofUnitymedia/Easy

customers

areintheearly

majority

of

innovationadoptertypes.Unitymedia/Easy

hasasmaller

shareofcustomers

with

alow

income

compared

Reading

is

arelatively

popularhobbyArelatively

highshare

oftootherTVsubscription

services.among

Unitymedia/Easy

customers.Unitymedia/Easy

customers

thinkthatthe

economic

situationisanissue

thatneeds

to

beaddressed.Unitymedia/Easy

customers

are

morelikely

to

liveinmedium-sized

towns

thanpayTVsubscribers

ingeneral.5Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Unitymedia/Easy

is

more

popular

among

Generation

X

than

other

TVsubscription

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users15%32%42%11%11%12%Category

usersAllrespondents21%36%32%21%33%35%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=62

Unitymedia/Easy

customers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Unitymedia/Easy

is

more

popular

among

male

pay

TV

subscribers

than

femalepay

TV

subscribersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users65%35%Category

usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=62

Unitymedia/Easy

customers,n=3,329

pay

TVsubscribers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

202427%

of

Unitymedia/Easy

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany39%30%28%25%

25%23%18%17%16%15%13%11%11%10%9%2%

1%2%

2%

2%Bachelor

degree

Master

degree

Doctoral

degree0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaidTVsubscription

(cable/satellite)?";

Single

Pick;Base:n=62

Unitymedia/Easy

customers,n=3,329pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sources:Unitymedia/Easy

has

a

smaller

share

of

customers

with

a

lowincome

comparedto

other

TV

subscription

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users41%35%24%Category

usersAllrespondents39%31%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;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=62

Unitymedia/Easy

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

pay

TV

subscribers,

Unitymedia/Easy

customers

arerelatively

likely

to

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live29%28%27%27%27%24%24%20%19%11%11%9%

9%8%7%4%4%2%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=62

Unitymedia/Easy

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Unitymedia/Easy

customers

are

more

likely

to

live

in

medium-sized

towns

thanpay

TV

subscribers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany42%24%24%24%

24%

24%24%22%21%17%16%14%13%6%3%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:

n=62

Unitymedia/Easy

customers,n=3,329

pay

TVsubscribers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20248%

of

Unitymedia/Easy

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users8%8%7%87%5%Category

usersAllrespondents84%8%84%9%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"With

which

company

do

youcurrently

have

a

paid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:

n=62

Unitymedia/Easy

customers,n=3,329

payTVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

ismore

important

to

Unitymedia/Easy

customersthan

to

other

pay

TV

subscribersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%52%47%44%42%

42%41%41%36%36%35%29%33%32%32%29%27%20%23%22%21%21%16%14%12%15%12%11%11%Anhonest

andrespectable

lifeSafety

andsecurityAhappyrelationshipHavingagood

timeSocial

justiceMaking

myown

decisionsLearningnew

thingsTobesuccessfulTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=62

Unitymedia/Easy

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Politics,

society

and

current

world

events

are

relatively

prevalent

interests

ofUnitymedia/Easy

customersConsumer

lifestyle:

main

interestsTop10

interestsofUnitymedia/Easy

customers

inGermany48%50%48%50%49%48%45%42%44%43%42%40%38%37%35%34%

34%34%33%30%29%31%30%29%28%28%28%27%26%24%Food

&diningMovies,TVshows&musicPolitics&societyandcurrentworld

eventsHealth

&fitnessScience

&technologyFinance&economyTravelSportsHistoryFamily

&parentingBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=62

Unitymedia/Easy

customers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Reading

is

a

relatively

popular

hobby

among

Unitymedia/Easy

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofUnitymedia/Easy

customers

inGermany55%46%45%44%

40%38%44%43%42%38%39%38%

38%37%34%35%37%37%36%35%35%31%29%33%33%32%29%27%29%28%ReadingOutdooractivitiesSocializingShoppingDoing

sportsandfitnessTravelingVideo

gamingCooking/bakingPetsGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"With

which

company

do

youcurrently

have

a

paid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=62

Unitymedia/Easy

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Unitymedia/Easy

customers

do

fitness,

aerobics,cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofUnitymedia/Easy

customers

inGermany24%23%21%19%19%20%20%18%18%16%16%15%15%13%13%13%11%11%11%10%10%9%8%

8%7%7%6%6%3%3%Fitness,aerobics,

cardioRunning/joggingHikingSwimming/DivingSoccerCyclingDancingYoga

/pilatesBadmintonBasketballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

Single

Pick;Base:n=36

Unitymedia/Easy

customers,n=3329

pay

TVsubscribers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Unitymedia/Easy

customers

follow

basketball

teamsand

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byUnitymedia/Easy

customersinGermany30%26%24%13%10%9%9%8%9%8%8%8%8%

8%8%7%7%7%7%7%6%6%6%6%6%6%6%5%5%5%SoccerBasketballCyclingIceHockeyBoxingMotorsportsTennisWinter

sportsAmericanfootballHandballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=19

Unitymedia/Easy

customers,n=3329

pay

TVsubscribers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

40%

of

Unitymedia/Easy

customers

say

that

it’s

too

expensiveto

affordall

streaming

services

they

wantConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany55%51%47%46%46%44%44%42%40%40%34%32%27%26%26%Digitalservices

allowme

to

discover

newandexcitingcontentIwant

to

access

mymusic/movies

onallmy

togetthebestimage

afford

allthe

streamingItisimportant

tomeItistooexpensive

toIprefer

toown

hardcopies

of

films,devices

(TV,andsoundqualityservices

thatIwantbooks

or

musicsmartphone,

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

CD,vinyl)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=62

Unitymedia/Easy

customers,n=3,329

pay

TVsubscribers,n=5,989

all

respondentsConsumer

Insights

Global

as

of

October

202447%

of

Unitymedia/Easy

customers

are

in

the

early

majority

of

innovationadopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany47%42%37%35%36%31%17%13%12%11%9%6%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"With

which

company

do

youcurrently

have

a

paid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=62

Unitymedia/Easycustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Unitymedia/Easy

customers

think

that

the

economicsituation

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Unitymedia/Easy

customers47%

50%45%47%43%40%44%38%39%33%34%38%38%34%33%37%37%

37%36%35%32%35%34%33%32%27%31%29%27%26%EconomicsituationRising

prices/inflation/cost

of

livingImmigrationHealth

andsocial

securityPovertyEducationHousingClimatechange

UnemploymentCrimeBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"With

which

company

do

youcurrently

have

apaid

TV

subscription

(cable/satellite)?";

SinglePick;Base:n=62

Unitymedia/Easy

customers,

n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Unitymedia/Easy

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%18%19%50%23%8%Category

usersAllrespondents43%23%16%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;"With

which

company

do

you

currently

haveapaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=62

Unitymedia/Easy

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsX

(Twitter)

ismore

popular

among

Unitymedia/Easy

customers

than

the

averagepay

TV

subscriberMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand71%66%63%62%57%63%

63%61%58%44%40%39%32%24%29%23%22%20%19%13%18%17%12%15%15%12%10%7%3%2%YouTube

Instagram

FacebookTikTokX(Twitter)

SnapchatLinkedInTwitchClubhouseBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=41

Unitymedia/Easy

customers,n=2497

pay

TVsubscribers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Unitymedia/Easy

customers

tend

to

read

dailynewspapers

more

often

than

payTV

subscribers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%77%77%73%73%67%64%71%66%55%52%38%47%45%39%39%

35%

38%

39%

37%37%31%34%

34%

34%33%27%

27%26%23%21%19%17%TVRadioDigitalvideocontentDailynewspapersDigitalmusiccontentPodcastsOnlinenewswebsitesMagazinesMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"With

which

company

do

youcurrently

have

a

paid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:

n=62

Unitymedia/Easy

customers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Unitymedia/Easy

customers

remember

seeing

ads

in

online

stores

less

oftenthan

other

pay

TV

subscribersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereUnitymedia/Easy

customers

inGermany

havecome

across

digital

advertisinginthepast4weeks47%43%42%45%41%40%39%38%38%37%34%34%34%32%30%29%29%28%24%26%24%27%23%22%24%21%19%18%14%17%Video

portals

Search

engines

Social

media

Video

streaming

OnlinestoresservicesVideo

gamesWebsitesandappsof

brandsNewslettersEditorialwebsitesandappsPodcastsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;

Base:

n=62

Unitymedia/Easycustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Unitymedia/Easy

customers

remember

ads

they

saw

in

printed

dailynewspapers

more

often

than

other

pay

TV

subscribersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks45%44%36%44%41%39%39%38%37%36%36%36%36%34%33%31%25%25%23%23%20%18%15%14%OnTVDirectly

inthestoreOntheradioInprinteddailynewspapersOnadvertising

By

mailshot

/InprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon

the

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usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"With

which

company

do

youcurrently

have

apaid

TVsubscription

(cable/satellite)?";

Single

Pick;Base:n=62

Unitymedia/Easycustomers,n=3,329

pay

TVsubscribers,

n=35,917

all

respondentsConsumer