澳大利亞聊天軟件用戶分析報告：Microsoft Teams-外文版培訓課件2024.7微信支付寶

CONSUMERS&BRANDSMessengers:

Microsoft

Teamsusers

in

AustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMicrosoft

Teams

users

inAustralia:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Microsoft

Teamsusers

inAustralia(’’brandusers’’)

againstAustralianmessenger

users

ingeneral(’’category

users’’),

and

theoverall

Australian?

12,000+

forcountries

with

theextended

survey(including

Australia)?

2,000+

forthebasicsurveyconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Sample:

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

June

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

15%,

Microsoft

Teams

is

one

of

the

top

5

messengerservices

in

AustraliaManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinAustraliaFacebook

MessengerWhatsApp63%34%FaceTime29%iMessage26%Microsoft

TeamsGoogle

Chat/Google

MeetDiscord15%13%13%12%ZoomTelegram10%9%Skype4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=505

messenger

usersConsumer

Insights

Global

as

of

June

2024Sources:Microsoft

Teams

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsMicrosoft

Teams

ismore

popularamong

Millennials

thanothermessenger

services.Being

successful

ismore

important

toMicrosoft

Teams

usersthantoothermessenger

users.Itstands

out

that38%

ofMicrosoftTeams

users

areexcited

aboutusingthe

Microsoft

Teams

usersthanthe

averagemetaverse.LinkedInismore

popularamongmessenger

user.There

is

afairlyeven

splitofmale

andfemale

Microsoft

Teams

users.Financeand

economy

arerelativelyprevalent

interests

of

Microsoft

Teamsusers.29%

ofMicrosoft

Teams

users

areinnovators

or

early

adopters

ofnewproducts.Microsoft

Teams

usersrememberseeing

adson

websites

and

appsofbrandsandproductsmore

often

thanother

messenger

users.Microsoft

Teams

hasalarger

shareofusers

with

ahigh

income

thanothermessenger

services.Traveling

isarelatively

popularhobbyamong

Microsoft

Teams

users.Arelatively

highshare

ofMicrosoftTeams

users

think

thattheenvironmentisanissuethatneedstobeaddressed.Microsoft

Teams

usersare

more

likelytoliveinlargecities

than

theaverageconsumer.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Microsoft

Teams

ismore

popular

among

Millennials

than

other

messengerservicesDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users17%62%14%8%7%Category

usersAllrespondents22%41%38%29%24%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

Microsoft

Teams

usersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users51%50%50%49%50%50%Category

usersAllrespondentsMaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Microsoft

Teams

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia40%30%29%22%21%20%21%21%19%15%14%13%12%11%5%2%1%

1%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

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=78

MicrosoftTeams

users,n=505

messenger

users,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Microsoft

Teams

has

a

larger

share

of

users

with

a

high

income

than

othermessenger

servicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users40%33%27%Category

usersAllrespondents32%36%33%32%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuseregularly?";Multi

Pick;Base:n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

Microsoft

Teams

users

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive47%36%32%20%19%18%16%

16%13%12%10%10%9%8%8%7%7%4%3%

3%Multi-generationalfamily3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherrelated

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

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=78MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Microsoft

Teams

users

are

more

likely

to

live

in

largecities

than

the

averageconsumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia37%33%29%20%19%18%18%

18%

18%14%12%

11%12%

11%11%9%

8%3%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";

Multi

Pick;Base:

n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

20245%

of

Microsoft

Teams

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users5%94%1%Category

usersAllrespondents10%87%3%9%88%3%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedBeing

successful

is

more

important

to

Microsoft

Teams

users

than

to

othermessenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia55%51%50%49%51%49%43%41%39%31%31%32%32%32%32%32%30%27%29%28%25%19%15%12%13%10%14%11%9%6%Anhonest

andrespectable

lifeAhappyrelationshipTobesuccessfulSafety

andsecurityMaking

myown

decisionsHavingagood

timeLearningnew

thingsSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Finance

and

economy

are

relatively

prevalent

interests

of

Microsoft

Teams

usersConsumer

lifestyle:

main

interestsTop10

interestsofMicrosoft

TeamsusersinAustralia48%53%51%50%50%46%45%45%43%41%40%39%39%38%32%32%36%36%35%33%32%30%28%33%30%30%

30%27%23%22%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessFinance&economyScience

&technologyCareer

&educationSportsFashion&beautyHome

&gardenBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024Traveling

is

a

relatively

popular

hobby

among

Microsoft

Teams

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMicrosoft

TeamsusersinAustralia54%45%45%44%44%38%38%37%

35%33%37%36%

36%36%

36%35%33%28%32%

32%32%31%31%30%

30%29%24%24%23%23%TravelingCooking/bakingOutdooractivitiesReadingSocializingShoppingPetsTech

/computersDoing

sportsandfitnessGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024Microsoft

Teams

users

are

more

likely

to

go

dancing

than

other

messengerusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMicrosoft

TeamsusersinAustralia23%21%19%19%17%17%15%15%15%14%14%13%12%10%10%10%10%9%9%9%8%8%8%8%8%8%7%6%6%6%Fitness,aerobics,

cardioDancingSwimming/DivingYoga

/pilatesBasketballCyclingRunning/joggingTennisBadminton

Hunting

/fishingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=37

MicrosoftTeamsusers,n=190

messengerusers,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024Microsoft

Teams

users

are

more

likely

to

follow

soccer

than

other

messengerusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byMicrosoft

TeamsusersinAustralia24%21%18%

18%18%18%15%13%14%13%13%12%10%12%

12%12%12%12%12%10%

10%11%7%7%7%7%6%6%5%5%SoccerAustralianFootballBasketballRugbySwimming/divingCricketTennisBoxingGolfMotorsportsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=28

MicrosoftTeams

users,n=161

messengerusers,n=3,931

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

onlineadvertising?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

38%

of

Microsoft

Teams

users

are

excited

about

using

themetaverseConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainAustralia42%40%38%39%37%35%35%31%24%

24%21%20%19%15%14%Ihaveboughtproducts

Iamexcited

aboutusingbecause

celebrities

or

themetaverseinfluencers

advertised

(immersive

virtualworld)themIamoften

annoyedbyadvertising

ontheinternetIdon’tmindadvertising

ifIgetfree

content

inreturnIdon’tmind

whencompanies

usemy

personal

dataforadvertisingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=78

MicrosoftTeams

users,n=505

messenger

users,n=2,027

all

respondentsConsumer

Insights

Global

as

of

June

202429%

of

Microsoft

Teams

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia39%38%32%29%29%27%26%21%18%13%13%12%3%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=78

MicrosoftTeamsusers,n=505messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Microsoft

Teams

users

think

that

the

environment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toMicrosoft

Teamsusers58%

61%55%53%50%42%34%38%37%37%36%36%33%29%34%33%29%28%30%28%32%31%

30%31%29%28%20%26%23%21%Rising

prices/inflation/cost

of

livingHealth

andsocial

securityClimatechangeHousingEnvironmentEconomicsituationCrimeEducationUnemploymentFood

andwater

securityBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=78MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Microsoft

Teams

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users23%44%26%8%Category

usersAllrespondents20%43%20%17%20%42%25%14%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

instant

messengerorvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Microsoft

Teams

users

than

the

averagemessenger

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand74%81%76%72%61%65%60%58%54%53%50%41%

40%40%35%26%

26%29%19%27%23%22%

22%21%21%17%16%14%9%8%FacebookYouTube

InstagramTikTokLinkedInPinterestSnapchat

X(Twitter)AllrespondentsRedditTwitchBrand

usersCategory

users26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=78MicrosoftTeamsusers,n=505

messengerusers,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

202486%

of

Microsoft

Teams

users

watched

digital

video

content

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks86%77%72%74%71%70%64%55%55%56%

52%56%54%54%45%38%37%44%37%35%35%25%34%33%24%

24%

23%

24%20%17%15%14%14%DigitalvideocontentTVRadioDigitalmusiccontentPodcastsMovies

/cinemaOnlinenewswebsitesOnlinemagazinesMagazinesDailyWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";Multi

Pick;Base:

n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024Microsoft

Teams

users

remember

seeing

ads

on

websites

and

apps

of

brandsand

products

more

often

than

other

messenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMicrosoft

TeamsusersinAustraliahavecome

across

digitaladvertisinginthepast4weeks67%55%51%50%49%49%45%43%42%41%

41%40%35%34%32%30%30%29%29%28%29%24%23%23%23%21%19%17%11%10%Social

media

Search

engines

Video

portalsOnlinestoresWebsitesandappsof

brandsVideo

streaming

Video

gamesservicesPodcastsMusicportalsBlogs/forumsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=78

MicrosoftTeamsusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Microsoft

Teams

users

remember

advertising

they

heard

on

the

radio

moreoften

than

other

messenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks58%56%50%48%47%47%35%45%37%36%36%34%34%

34%28%18%26%25%22%20%17%

17%16%15%OnTVOntheradioDirectly

inthestoreOnadvertising

By

mailshot

/

AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersspacesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=78

MicrosoftTeams

users,

n=505messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterun