西班牙移動運營商o2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&BRANDSMobile

carriers:

O2

customersin

SpainConsumer

InsightsAugust

2023Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofO2

customers

in

Spain: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,the

report

allows

thereader

tobenchmark

O2

customers

inSpain

(’’brand

users’’)againstSpanish

smartphone

users

ingeneral(’’category

users’’),

and

the

overall

Spanishonliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Spain)?

2,000+

forthe

basicsurveyThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

01Management

summary?

Brand

usage?

Key

insightsO2

is

the

tenth

most

used

mobile

carrier

in

Spain

with

Movistar

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

mobile

carriers

inSpainMovistarVodafoneOrangeJazztel20%16%13%9%DigimobilYoigo7%7%Más

MóvilLowi5%5%4%SimyoO23%4Notes:"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=1967,smartphone

usersSources:

Statista

Consumer

Insights

Global

as

of

August

2023The

share

of

smartphone

users

using

O2

grew

by1

percentage

point

since

Q3of

2021Management

summary:

brandusagetimelineTimeline

of

smartphone

usersusing

O23%2%2%2%2%2%2%2%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=32

-

59

O2

customers,n=1507

-

1992

smartphone

usersSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

customers

in

SpainManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsO2

ismore

popularamong

GenerationXthanother

mobile

carriers.Ahappy

relationship

ismore

importanttoO2

customers

than

to

othersmartphone

users.Itstands

out

that53%

ofO2customersactively

dosomething

forthe

protectionof

theirdata.O2

customers

access

theinternet

viaalaptopmore

often

thantheaveragesmartphone

user.O2

ismore

popularamong

malesmartphone

users

than

femalesmartphone

users.Science

andtechnology

are

relativelyprevalent

interests

of

O2

customers.44%

ofO2

customers

arelaggardswhen

O2

customers

tendtocomment

onitcomes

to

innovation

adoption.postsmore

often

than

the

averageonliner.O2

hasalarger

share

ofcustomers

with

DIYandarts&craftsare

relativelyArelatively

highshare

ofO2customersthink

thatgovernment

debtisanissuethatneeds

to

beaddressed.ahighincome

than

other

mobilecarriers.popularhobbiesamong

O2customers.O2

customers

remember

seeing

adsoneditorial

websites

andapps

more

oftenthan

other

smartphone

users.O2

customers

are

more

likely

toliveinmedium-sized

towns

than

smartphoneusers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+O2

is

more

popular

among

Generation

X

than

other

mobile

carriersDemographic

profile:

generationsAge

of

consumersinSpainBrand

users10%25%54%10%11%11%Category

usersAllrespondents15%34%33%39%40%16%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=59,

O2

customers,n=1967,

smartphone

users,n=12162,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

is

more

popular

among

male

smartphone

users

than

femalesmartphoneusersDemographic

profile:

genderGenderofconsumersinSpainBrand

users59%41%Category

usersAllrespondents49%49%51%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=59,

O2

customers,n=1967,

smartphone

users,n=12162,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202346%

of

O2

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSpain36%32%30%25%

25%24%15%15%15%14%14%

13%11%

11%5%5%3%2%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:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=59,

O2

customers,n=1967,smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

has

a

larger

share

of

customers

with

a

high

income

than

other

mobilecarriersDemographic

profile:

incomeShare

ofconsumersinSpain

inthehigh,

middle,

andlow

thirdsofmonthly

household

gross

incomeBrand

users55%32%13%Category

usersAllrespondents34%33%33%33%33%33%HighMiddleLow11

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarilyused

smartphone/mobile

phone?";

Single

Pick;Base:n=59,

O2

customers,n=1967,

smartphone

users,

n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Compared

to

other

smartphone

users,

O2

customers

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSpain

live42%35%34%25%24%22%16%

16%10%

10%10%8%7%7%

7%5%5%

5%Other4%3%

3%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesgenerationalfamilyBrand

usersCategory

usersAllrespondents12

Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyourprimarily

used

smartphone/mobile

phone?";Single

Pick;Base:n=59,

O2

customers,n=1967,

smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

customers

are

more

likely

to

live

in

medium-sized

towns

than

smartphoneusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSpain37%34%

34%31%26%26%17%17%17%15%15%8%8%8%7%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;

Base:

n=59,

O2customers,

n=1967,

smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

20237%

of

O2

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSpainBrand

users7%7%8%92%2%Category

usersAllrespondents88%4%88%5%YesNoWould

rathernot

say14

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=59,

O2

customers,n=1967,smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

more

important

to

O2

customers

than

to

othersmartphone

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSpain71%58%63%58%54%52%41%34%29%34%34%33%27%31%31%27%27%20%22%18%15%19%19%

19%18%17%8%7%

7%

7%TraditionsAhappyrelationshipAnhonest

andrespectable

lifeLearningnew

thingsMaking

myown

decisionsSafety

andsecurityHavingagood

timeAdvancingmy

careerSocial

justice

TobesuccessfulBrand

usersCategory

usersAllrespondents16

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

SinglePick;Base:n=59,

O2

customers,n=1967,

smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Science

and

technology

are

relatively

prevalent

interests

of

O2

customersConsumer

lifestyle:

main

interestsTop10

interestsofO2customers

inSpain68%60%58%56%

55%59%58%52%50%56%43%42%46%44%43%42%42%41%35%35%34%39%34%37%36%35%28%33%32%28%Science

&technologyMovies,TVshows&musicFood

&diningTravelSportsHealth

&fitnessFashion&beautyFinance&economyHistoryPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=59,

O2

customers,n=1967,

smartphoneusers,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

O2

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofO2customers

inSpain59%59%57%54%

51%49%53%47%47%44%42%42%

40%37%41%42%37%40%

40%32%32%36%35%34%34%32%23%

23%22%

22%TravelingReadingOutdooractivitiesSocializingTech

/computersDoing

sportsandfitnessCooking/bakingDIYandarts&craftsCars/vehiclesVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=59,

O2

customers,n=1967,

smartphoneusers,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

customers

are

more

likely

to

go

hiking

than

other

smartphone

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofO2customers

inSpain34%27%22%

22%20%19%18%17%15%14%13%13%

13%12%11%10%10%9%8%

9%

8%Basketball8%7%5%5%4%3%2%1%

1%HikingRunning/JoggingFitness,aerobics,cardioSwimming/DivingCyclingYoga

/PilatesHunting/FishingSoccerAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents19

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=36,

O2customers,n=1107,

smartphone

users,n=6474,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

customers

are

more

likely

to

follow

tennis

than

other

smartphone

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byO2customersinSpain39%35%34%25%21%19%21%20%20%15%12%12%12%11%

11%7%

7%6%3%3%3%3%3%

3%3%3%3%3%

3%3%SoccerTennisBasketballCyclingMotorsportsAthletics(track&

field)AmericanfootballGolfMixedMartial

ArtsVolleyballBrand

usersCategory

usersAllrespondents20

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=27,

O2

customers,n=818,

smartphone

users,n=4935,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

the

internet?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21It

stands

out

that

53%

of

O2

customers

actively

do

something

for

the

protectionof

their

dataConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

inSpain63%61%60%

60%57%

56%56%54%53%53%44%43%25%

25%25%Itisimportant

tometohavemobileinternet

access

inanyplaceatanytimeI’mconcerned

thatmy

There

is

agood

mobileIactively

dosomething

fortheprotection

of

my

dataHavingaccess

tothelatest

cellularnetworktechnology

(5G)

isimportant

to

medata

is

beingmisusedon

the

internetnetwork

coverage

inmy

area

(e.g.,dataspeed,

callstability)Brand

usersCategory

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=59,

O2

customers,n=1967,

smartphone

users,n=2025,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202344%

of

O2

customers

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSpain44%40%38%31%31%31%19%18%15%11%10%10%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

mobile

carriers

is

the

provider

ofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;

Base:

n=59,

O2customers,n=1967,

smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

O2

customers

think

that

government

debt

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Spain

accordingtoO2customers85%78%73%71%69%66%64%64%63%62%62%60%60%56%56%56%54%53%45%46%46%44%41%39%37%36%35%35%

35%32%Rising

prices/inflation/cost

of

livingHealth

andsocial

securityUnemploymentEconomicsituationEducationClimatechange

GovernmentdebtPovertyCrimeEnvironmentBrand

usersCategory

usersAllrespondents24

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobilephone?";

Single

Pick;

Base:

n=59,

O2

customers,n=1967,

smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Many

O2

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSpainBrand

users32%34%33%34%25%8%Category

usersAllrespondents27%27%12%28%26%13%LeftCenterRightPrefer

notto

answer25

Notes: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

mobile

carriers

is

theprovider

ofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;Base:

n=59,

O2

customers,n=1967,

smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsO2

customers

access

the

internet

via

a

laptop

more

often

than

the

averagesmartphone

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSpain

use

regularly

toaccesstheinternet95%93%91%83%73%

73%71%69%67%56%54%47%47%46%42%39%40%

39%37%36%34%32%

31%30%30%

30%29%SmartphoneLaptopSmart

TVTabletDesktop

PCSmartwatchStreaming

device

Gaming

console

Smart

speakersBrand

usersCategory

usersAllrespondents27

Notes:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;Base:n=59,

O2customers,n=1967,

smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

customers

tend

to

comment

on

posts

more

often

than

the

average

onlinerMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSpain

by

type61%57%63%61%58%57%53%48%52%

52%46%45%47%46%

46%41%

36%35%31%29%31%28%21%

22%22%26%24%16%15%15%11%7%10%5%

5%3%Sentprivate

Liked

posts

CommentedPostedpictures/videosFollowedpeopleSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;

Base:

n=59,

O2customers,n=1967,

smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

customers

tend

to

listen

to

podcasts

less

often

than

smartphone

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSpain

havebeen

using

inthe

past

4weeks93%

87%86%76%75%72%72%61%72%70%71%70%59%58%55%55%

50%50%41%28%38%33%28%36%35%34%

28%29%27%14%7%

7%

7%TVDigitalvideocontentRadioOnlinenewswebsitesMovies

/cinemaDigitalmusiccontentDailynewspapersOnlinemagazinesMagazinesPodcastsWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

mobile

carriers

is

the

providerofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;

Base:

n=29,

O2customers,

n=984,smartphone

users,n=6073,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

customers

remember

seeing

ads

on

editorial

websites

and

apps

more

oftenthan

other

smartphone

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereO2customers

inSpain

havecome

across

digital

advertisinginthe

past

4weeks50%49%47%46%39%41%39%38%38%37%36%35%34%30%30%31%30%29%27%24%25%27%25%25%25%24%23%22%21%20%OnlinestoresVideo

portalsSocial

mediaEditorialwebsitesandappsSearch

engines

Video

streamingservicesWebsitesandappsof

brandsMusicportalsVideo

gamesOtherappsBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyour

primarily

used

smartphone/mobile

phone?";

Single

Pick;

Base:

n=59,

O2customers,n=1967,

smartphone

users,n=12162,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023O2

customers

remember

ads

they

got

by

mail

more

often

than

othersmartphone

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSpainhave

come

across

non-digital

advertisinginthepast4weeks65%64%63%49%37%44%38%

38%35%34%34%33%32%31%29%29%20%

19%27%18%20%

20%19%19%OnTVBy

mailshot

/

OnadvertisingDirectly

inthe

storeOntheradioInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalsadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

mobile

carriers

is

the

provider

ofyourprimarily

used

smartphone/mobile

phone?";

Single

Pick;

Base:

n=59