荷蘭google play電子書用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSE-Book

shops:

Google

PlayStore

customers

in

theNetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGoogle

PlayStore

customers

in

theNetherlands:

who

theyare;

whatthey

like;

what

theythink;

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

Google

PlayStore

customers

intheNetherlands

(’’brandusers’’)

againstDutch

E-bookshoppers

ingeneral

(’’category

users’’),

and

theoverallDutchonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

theNetherlands)?

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

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsGoogle

Play

Store

ranks

sixth

among

E-book

shops

in

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

E-book

shopsintheNetherlandsAmazon51%36%AppleBooksBBruna22%19%13%12%Google

PlayStoreboekenwereldBookchoice12%11%eBook.nl11%10%Kobo/Rakuten

Kobo4Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=440,

E-book

shoppersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

E-book

shoppers

using

Google

Play

Store

grew

by3

percentagepoints

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

E-book

shoppersusingGoogle

Play

Store13%12%11%11%11%10%10%10%9%9%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=33

-

51

GooglePlayStorecustomers,n=345

-

443

E-book

shoppersConsumer

Insights

Global

as

of

August

2023Sources:Google

Play

Store

customers

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGoogle

PlayStore

ismore

popularamong

Millennials

thanother

E-bookshops.Tradition

isless

importanttoGooglePlayStore

customers

than

toother

E-book

shoppers.Itstands

out

that75%

ofGoogle

PlayStore

customers

want

to

access

theirmedia

on

alltheirdevices.Google

PlayStore

customers

access

theinternet

viaadesktop

PCmore

oftenthan

theaverage

E-book

shopper.Google

PlayStore

ismore

popularamong

male

E-book

shoppers

thanfemale

E-book

shoppers.Science

andtechnology

are

relativelyprevalent

interests

of

Google

PlayStorecustomers.33%

ofGoogle

Play

Storecustomers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Google

PlayStorecustomers

interact

with

companiesmore

often

than

other

E-book

shoppers.Compared

totheaverage

onliner,Google

PlayStore

customers

are

morelikely

to

haveahighincome.Tech

or

computers

arerelativelypopularhobbiesamong

Google

PlayStore

customers.Arelatively

highshare

ofGoogle

PlayStore

customers

thinkthattheenvironment

isanissuethatneedstobeaddressed.Google

PlayStore

customers

rememberseeing

adson

social

media

more

oftenthan

other

E-book

shoppers.Google

PlayStore

customers

are

morelikely

to

liveinmedium-sized

towns

thanE-book

shoppers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Google

Play

Store

is

more

popular

among

Millennials

than

other

E-book

shopsDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users27%47%22%4%Category

usersAllrespondents24%32%33%11%21%31%34%15%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=51,

GooglePlay

Store

customers,n=440,

E-book

shoppers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Google

Play

Store

is

more

popular

among

male

E-book

shoppers

than

female

E-book

shoppersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users59%41%Category

usersAllrespondents51%50%49%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Google

Play

Storecustomers,n=440,

E-book

shoppers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202327%

of

Google

Play

Store

customers

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands34%32%27%26%25%24%22%21%17%12%11%10%6%6%6%5%4%3%2%2%2%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,

GooglePlay

Storecustomers,n=440,

E-bookshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

the

average

onliner,

Google

Play

Store

customers

are

more

likelyto

have

a

high

incomeDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users43%44%32%26%Category

usersAllrespondents34%23%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,

GooglePlayStorecustomers,n=440,

E-book

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

E-book

shoppers,

Google

Play

Store

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive39%35%29%28%27%20%20%18%16%14%10%9%9%8%4%3%

3%Other2%

2%Multi-2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

adults

household

typesBrand

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,

GooglePlay

Storecustomers,n=440,

E-book

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

are

more

likely

to

live

in

medium-sized

towns

thanE-book

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands40%38%38%33%32%32%23%21%18%12%10%4%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

GooglePlay

Store

customers,n=440,

E-book

shoppers,

n=12161,all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

Google

Play

Store

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users10%10%8%86%88%4%Category

usersAllrespondents2%85%7%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,

GooglePlayStorecustomers,n=440,

E-bookshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedTradition

is

less

important

to

Google

Play

Store

customers

than

to

other

E-bookshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands53%53%51%50%46%45%38%37%39%38%35%31%34%31%28%27%21%27%25%

24%21%24%22%21%18%15%14%13%12%6%Havingagood

timeAhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeLearningnew

thingsMaking

myown

decisionsTobesuccessful

Social

justiceAdvancingmy

careerTraditionsBrand

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=51,GooglePlay

Store

customers,n=440,

E-book

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Science

and

technology

are

relatively

prevalent

interests

of

Google

Play

StorecustomersConsumer

lifestyle:

main

interestsTop10

interestsofGoogle

Play

Store

customers

intheNetherlands47%45%45%45%44%43%43%41%39%39%39%39%37%37%33%32%32%30%28%26%25%25%24%24%24%23%23%18%18%9%Movies,TVshows&musicHealth

&fitnessScience

&technologyFamily

&parentingSportsPolitics&societyandcurrentworld

eventsArts&literatureFinance&economyFood

&diningGaming

&eSportsBrand

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,

GooglePlay

Store

customers,

n=440,

E-book

shoppers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

Google

Play

StorecustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGoogle

Play

Store

customers

intheNetherlands55%51%51%49%49%49%39%37%35%35%35%

34%34%33%33%33%30%29%28%Pets28%27%25%23%

23%23%21%

21%19%18%15%ReadingTravelingVideo

gamingCooking/bakingOutdooractivitiesTech

/computersCars/vehiclesBoard

games/cardgamesDoing

sportsandfitnessBrand

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,

GooglePlayStorecustomers,n=440,

E-book

shoppers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

are

more

likely

to

do

fitness,

aerobics,

cardio

thanother

E-book

shoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGoogle

Play

Store

customersintheNetherlands27%22%22%22%22%20%20%18%18%18%14%13%13%12%10%8%9%8%8%7%7%7%7%7%6%5%4%4%4%3%Fitness,aerobics,cardioBadmintonHikingRunning/JoggingSwimming/DivingBasketballDancingCyclingMartial

ArtsSoccerBrand

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=29,

GooglePlay

Store

customers,n=156,

E-book

shoppers,

n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

are

more

likely

to

follow

soccer

than

other

E-bookshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGoogle

Play

Store

customers

intheNetherlands37%22%22%22%21%18%16%16%16%16%16%14%9%9%8%8%6%6%6%

6%5%5%5%4%4%4%3%2%2%2%SoccerBasketballBoxingTennisAmericanfootballCyclingGolfMotorsportsSwimming/divingField

hockeyBrand

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=22,

GooglePlay

Storecustomers,n=142,

E-book

shoppers,

n=3704,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

75%

of

Google

Play

Store

customers

want

to

access

theirmedia

on

all

their

devicesConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediaintheNetherlands75%59%57%52%47%45%43%41%40%36%36%35%35%28%21%Iwant

to

access

mymusic/movies

onallmydevices

(TV,Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanage

togetthebestimageandsoundqualityItisimportant

tomeIprefer

toown

hardcopies

of

films,books

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,

GooglePlay

Storecustomers,n=440,

E-book

shoppers,

n=2027,all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

Google

Play

Store

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands50%43%40%29%28%23%21%18%14%14%9%6%4%1%0%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,

GooglePlayStorecustomers,n=440,

E-book

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Google

Play

Store

customers

think

that

theenvironment

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoGoogle

Play

Store

customers53%50%49%47%47%46%45%41%41%39%38%38%37%36%36%35%28%33%31%31%31%30%29%29%28%27%20%20%20%20%HousingPovertyEconomicsituationEnvironmentRising

prices/inflation/cost

of

livingHealth

andsocial

securityEducationUnemploymentCivilrightsClimatechangeBrand

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,

GooglePlayStorecustomers,n=440,

E-book

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Google

Play

Store

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users22%23%20%39%37%2%Category

usersAllrespondents28%39%10%32%32%17%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,

GooglePlayStorecustomers,n=440,

E-book

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsGoogle

Play

Store

customers

access

the

internet

via

a

desktop

PC

more

oftenthan

the

average

E-book

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet96%92%87%85%74%73%71%67%55%53%

53%50%49%48%48%46%41%41%33%32%33%32%27%25%23%19%12%SmartphoneLaptopDesktop

PCSmart

TVGaming

consoleCategory

usersTabletStreaming

deviceSmartwatchSmart

speakersBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

bought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

GooglePlayStorecustomers,n=440,

E-book

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Google

Play

Store

customers

interact

with

companies

moreoften

than

other

E-book

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype63%59%57%53%49%49%49%47%45%42%41%30%40%39%39%

39%37%36%

37%35%28%21%28%20%27%

25%21%25%21%12%11%7%6%

6%4%0%SentprivatemessagesFollowedpeopleCommented

Liked

postsPostedpictures/videosLikedcompanypostsFollowedcompaniesPosted

texts/statusSharedcompanypostsSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=51,

GooglePlayStorecustomers,n=440,

E-book

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

tend

to

read

online

magazines

more

often

than

E-book

shoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks92%84%71%75%68%61%68%68%64%48%64%62%61%51%56%56%56%48%39%48%48%44%41%29%40%32%36%36%29%24%15%21%19%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesRadioPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

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=25,

GooglePlay

Store

customers,n=188,

E-bookshoppers,

n=6067,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

remember

seeing

ads

on

social

media

more

oftenthan

other

E-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGoogle

Play

Store

customers

intheNetherlandshavecome

across

digital

advertisinginthepast4weeks61%57%53%49%47%43%43%39%37%37%36%36%36%35%34%33%30%28%28%27%27%26%23%23%22%20%19%17%16%12%Social

mediaVideo

portals

Search

enginesWebsitesandappsof

brandsOnlinestoresVideo

gamesOtherappsBlogs/forumsMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

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,

GooglePlay

Store

customers,n=440,

E-book

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Google

Play

Store

customers

remember

ads

they

saw

in

printed

dailynewspapers

more

often

than

other

E-book

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks51%47%43%39%39%37%37%37%

37%35%35%27%34%33%32%30%30%28%26%26%23%21%20%16%OnadvertisingspacesInprinteddailynewspapersDirectly

inthestoreInprintedmagazinesandjournalsAtthemovies/cinemaOntheradioOnTVBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

provider