印度社交軟件slack用戶市場調研和分析報告（英文版）-2024年1月上傳培訓課件

CONSUMERS&BRANDSMessengers:

Slack

users

in

IndiaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSlack

users

in

India:who

theyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Slackusers

inIndia

(’’brand

users’’)

againstIndianmessenger

usersingeneral

(’’category

users’’),andtheoverall

Indian

onliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

India)?

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

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsSlack

ranks

outside

the

top

10

of

most

used

messenger

services

in

IndiaManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinIndiaWhatsAppFacebook

MessengerTelegram89%58%46%Zoom37%Google

Chat/Google

MeetSkype33%21%Discord16%15%14%13%Microsoft

TeamsJioChatFaceTime4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=1536,

messengerusersConsumer

Insights

Global

as

of

August

2023Sources:Slack

users

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSlackismore

popularamong

Millennials

Havingagood

timeismore

importantItstands

out

that73%

ofSlackusers

areexcited

aboutusingthe

metaverse.Slackusers

access

theinternet

viaagamingconsole

more

often

thantheaverage

messenger

user.thanother

messenger

services.toSlackusers

than

to

other

messengerusers.Slackismore

popularamong

femalemessenger

users

than

male

messengerusers.61%

ofSlackusers

areinnovators

orearly

adoptersof

new

products.Artsandliterature

arerelativelyprevalent

interests

of

Slackusers.Onsocial

media,

Slackusers

interactwith

companies

more

often

than

othermessenger

users.Arelatively

highshare

ofSlackusersthink

thatunifying

thecountry

is

anissuethatneedstobeaddressed.Slackhasalarger

share

ofusers

with

ahighincome

thanother

messengerservices.Petsarearelatively

popularhobbyamong

Slack

users.Slackusers

remember

seeing

adsoneditorial

websites

andapps

more

oftenthan

other

messenger

users.Slackusers

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

messenger

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Slack

is

more

popular

among

Millennials

than

other

messenger

servicesDemographic

profile:

generationsAgeof

consumersinIndiaBrand

users20%59%20%0%0%0%Category

usersAllrespondents40%41%47%46%13%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=64,

Slack

users,n=1536,

messengerusers,n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Slack

is

more

popular

among

female

messengerusers

than

male

messengerusersDemographic

profile:

genderGenderofconsumersinIndiaBrand

users44%56%Category

usersAllrespondents60%60%40%40%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=64,

Slack

users,n=1536,

messengerusers,n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202386%

of

Slack

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinIndia47%42%41%37%35%27%13%10%9%

9%5%5%3%3%

3%Bachelor

degree

Master

degree

Doctoral

degree2%2%2%

2%2%2%Noformaleducation

/primary

schoolLower

secondary

Uppersecondaryeducation

(noteligible

forTechnical

/vocationaleducationeducation(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=64,

Slack

users,n=1536,

messengerusers,n=24192,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Slack

has

a

larger

share

of

users

with

a

high

income

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users62%17%21%Category

usersAllrespondents35%33%36%29%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=64,

Slack

users,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

messenger

users,

Slack

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinIndialive36%36%35%30%28%25%19%18%13%11%8%7%6%5%5%4%4%3%3%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;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=64,

Slackusers,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Slack

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

thanmessenger

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinIndia32%32%31%28%27%27%26%13%13%12%11%11%11%10%8%5%3%2%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=64,

Slack

users,

n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

202336%

of

Slack

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users36%63%2%Category

usersAllrespondents14%76%71%9%18%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=64,

Slackusers,n=1536,

messenger

users,n=24192,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

is

more

important

to

Slack

users

than

to

other

messengerusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia53%

53%47%44%43%42%42%41%36%32%30%27%31%

32%30%30%28%24%23%27%25%25%24%23%23%10%15%14%13%12%TobesuccessfulHavingagood

timeLearningnew

thingsAhappyrelationshipAnhonest

andrespectable

lifeAdvancingmy

careerSafety

andsecuritySocial

justiceMaking

myown

decisionsTraditionsBrand

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=64,

Slack

users,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Arts

andliterature

are

relatively

prevalent

interests

of

Slack

usersConsumer

lifestyle:

main

interestsTop10

interestsofSlack

usersinIndia73%69%69%67%66%64%64%63%63%61%56%55%53%52%49%48%47%47%45%45%45%40%38%36%34%32%31%30%29%27%Health

&fitnessMovies,TVshows&musicScience

&technologyFood

&diningFinance&economyFashion&beautyTravelArts&literatureReligion

&spiritualityHistoryBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=64,

Slack

users,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Pets

are

a

relatively

popular

hobby

among

Slack

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSlack

usersinIndia69%69%67%64%63%59%59%59%56%55%46%42%40%41%41%37%36%35%35%33%33%31%30%29%28%26%25%23%Pets23%21%OutdooractivitiesTech

/computersPhotographySocializingCars/vehiclesCooking/bakingGardeningandplantsVideo

gamingMaking

musicBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=64,

Slack

users,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Slack

users

are

more

likely

to

go

cycling

than

other

messenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSlack

usersinIndia61%53%48%47%44%42%42%41%41%39%30%26%20%17%18%16%16%16%14%13%13%13%13%12%11%11%10%9%7%6%CricketCyclingFitness,aerobics,cardioBasketballAmericanFootball

/FlagFootballSoccerYoga

/PilatesBadmintonGolfDancingBrand

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=46,

Slack

users,n=1455,

messengerusers,n=10403,all

respondentsConsumer

Insights

Global

as

of

August

2023Slack

users

are

more

likely

to

follow

American

football

than

other

messengerusersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySlack

usersinIndia48%48%45%44%41%41%41%38%38%37%34%34%27%22%19%16%14%13%13%13%13%11%11%11%10%9%8%7%7%6%AmericanfootballCricketBasketballBoxingCyclingSoccerTennisVolleyballBaseballGolfBrand

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=39,

Slack

users,n=1473,

messengerusers,n=10294,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

onlineadvertising?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

73%

of

Slack

users

are

excited

about

using

the

metaverseConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainIndia73%69%53%52%43%42%41%41%41%38%37%22%22%

22%21%Iamexcited

aboutusing

Ihaveboughtproductsthemetaverse

because

celebrities

or(immersive

virtualworld)

influencers

advertisedthemIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIdon’tmindadvertising

ifIgetfree

content

inreturn

advertising

from

contentIoften

havedifficultydistinguishingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=64,

Slack

users,n=1536,

messengerusers,n=2017,

all

respondentsConsumer

Insights

Global

as

of

August

202361%

of

Slack

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia58%42%39%26%25%23%18%

18%15%14%9%5%4%Innovators3%3%Early

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=64,

Slackusers,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Slack

users

think

that

unifying

the

country

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoSlack

users64%63%61%59%52%59%58%58%56%53%53%50%46%40%40%39%38%38%36%34%33%33%28%26%25%23%18%18%16%16%ReligiousconflictsPovertyUnemployment

Rising

prices

ClimatechangeTerrorismCivilrightsHealth

andsocial

securityUnifyingthecountryDefense

&foreign

affairs/inflation/cost

of

livingBrand

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=64,

Slack

users,n=1536,

messenger

users,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

messenger

users,

Slack

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users11%13%75%2%Category

usersAllrespondents17%23%51%9%19%20%Left51%10%CenterRightPrefer

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=64,

Slack

users,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsSlack

users

access

the

internet

via

a

gaming

console

more

often

than

theaverage

messenger

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinIndia

useregularlyto

accesstheinternet96%95%94%91%91%80%80%77%75%75%75%72%71%65%61%51%51%49%48%43%40%39%36%28%27%27%25%SmartphoneLaptopSmart

TVSmartwatchBrand

usersTabletSmart

speakersAllrespondentsDesktop

PCGaming

console

Streaming

deviceCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=64,

Slack

users,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Slack

users

interact

with

companies

more

often

than

othermessenger

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinIndiabytype72%69%66%66%64%

65%57%63%63%60%53%61%49%59%51%59%56%50%58%56%49%46%39%45%43%41%39%37%35%30%6%5%

5%2%2%1%Liked

posts

Sentprivate

Commented

Posted

textsFollowedpeoplePostedpictures/videosFollowedcompaniesLikedcompanypostsSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

instant

messengerorvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:

n=64,

Slackusers,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Slack

users

tend

to

listen

to

podcasts

more

often

than

messenger

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks97%92%92%89%83%79%85%76%83%83%80%67%75%72%70%57%68%63%63%62%61%56%51%46%43%40%38%38%37%34%32%30%28%DigitalvideocontentTVDailynewspapersDigitalmusiccontentPodcastsMagazinesMovies

/cinemaRadioOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";Multi

Pick;Base:

n=64,

Slack

users,

n=1536,

messengerusers,n=12093,

allrespondentsConsumer

Insights

Global

as

of

August

2023Slack

users

remember

seeing

ads

on

editorial

websites

and

apps

more

oftenthan

other

messenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSlack

usersinIndiahavecome

across

digitaladvertisinginthepast4weeks72%70%70%70%67%66%66%64%62%62%61%61%53%53%52%48%45%43%42%41%40%39%36%36%34%31%27%25%24%22%Social

media

Search

engines

Video

portalsWebsitesandappsof

brandsVideo

gamesEditorialwebsitesandappsVideo

streaming

MusicportalsservicesBlogs/forumsOnlinestoresBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=64,

Slack

users,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Slack

users

remember

ads

they

saw

out-of-home

more

often

than

othermessenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks77%72%56%70%67%66%64%58%44%54%53%48%43%41%39%39%36%36%34%31%31%28%22%21%OnadvertisingspacesOnTVInprinteddailynewspapersInprintedmagazinesandjournalsBy

mailshot

/

AtthemoviesDirectly

inthestoreOntheradioadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=64,

Slackusers,n=1536,

messengerusers,n=24192,

all

respondentsConsumer

Insights

Global

a