澳大利亞聊天軟件用戶分析報(bào)告：WhatsApp-外文版培訓(xùn)課件2024.7微信支付寶

CONSUMERS&BRANDSMessengers:

WhatsApp

users

inAustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofWhatsAppusers

inAustralia:whotheyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

WhatsApp

users

inAustralia(’’brandusers’’)

againstAustralianmessenger

users

ingeneral(’’category

users’’),

and

theoverall

Australianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Australia)?

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

June

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWhatsApp

is

the

second

most

used

messenger

service

in

Australia

afterFacebook

Messenger

and

has

a

user

share

of

34%Management

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:WhatsApp

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

WhatsApp

usersandmessenger

users

overall

isfairlysimilar.Making

theirown

decisions

islessimportant

to

WhatsAppusers

than

toother

messenger

users.18%

ofWhatsAppusers

statethattheydon’tmind

when

companies

usetheirpersonal

dataforadvertising.YouTube

ismore

popularamongWhatsAppusersthantheaveragemessenger

user.53%

ofWhatsAppusers

arefemale.Health

and

fitnessare

relativelyprevalent

interests

of

WhatsApp

users.18%

ofWhatsAppusers

areinnovatorsor

early

adopters

ofnew

products.WhatsAppusers

remember

seeing

adson

websites

and

appsof

brandsandproducts

more

often

than

othermessenger

users.WhatsApphasasmaller

shareof

userswith

alow

income

thanothermessenger

services.Outdooractivities

arearelativelypopularhobbyamong

WhatsApp

users.Arelatively

highshare

ofWhatsAppusers

think

thatimmigration

is

anissuethatneeds

to

beaddressed.WhatsAppusers

are

more

likely

toliveinmegacities

than

messenger

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+The

age

distribution

of

WhatsApp

users

and

messenger

users

overall

is

fairlysimilarDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users23%22%24%42%41%28%29%7%7%Category

usersAllrespondents38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=172

WhatsApp

users,n=505

messengerusers,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

202453%

of

WhatsApp

users

are

femaleDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users47%53%Category

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

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=172

WhatsApp

users,n=505

messenger

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

WhatsApp

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia31%30%29%22%22%21%

21%21%20%15%15%13%12%11%9%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=172

WhatsApp

users,

n=505

messengerusers,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024WhatsApp

has

a

smaller

share

of

users

with

a

lowincome

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users36%37%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=172

WhatsApp

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024The

living

arrangements

of

WhatsApp

users

and

messenger

users

overall

aresimilarDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive36%34%32%20%19%18%16%

16%15%13%12%10%10%

10%8%8%7%7%4%3%

3%Multi-SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherhouseholdgenerationalfamilyrelated

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=172WhatsApp

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024WhatsApp

users

are

more

likely

to

live

in

megacities

than

messenger

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia33%29%29%20%18%18%

18%

18%18%17%14%11%

11%11%11%9%

8%6%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=172

WhatsApp

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

20247%

of

WhatsApp

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users7%90%3%3%3%Category

usersAllrespondents10%87%9%88%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=172

WhatsApp

users,n=505

messengerusers,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedMakingtheir

own

decisions

is

less

important

to

WhatsApp

users

than

to

othermessenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia50%55%55%51%49%47%43%39%38%39%31%32%32%33%32%30%27%29%29%25%24%13%17%15%14%13%12%11%9%6%AhappyrelationshipAnhonest

and

Tobesuccessfulrespectable

lifeSafety

andsecurityHavingagood

timeLearningnew

thingsMaking

myown

decisionsAdvancingmy

careerSocial

justiceTraditionsBrand

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=172

WhatsAppusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Health

andfitness

are

relatively

prevalent

interests

of

WhatsApp

usersConsumer

lifestyle:

main

interestsTop10

interestsofWhatsAppusersinAustralia48%53%51%51%51%48%43%41%40%39%39%38%38%38%32%35%30%32%34%33%33%

30%28%33%32%32%30%30%30%27%Movies,TVshows&musicHealth

&fitnessFood

&diningTravelFinance&economySportsHome

&gardenHistoryFashion&beautyScience

&technologyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=172

WhatsApp

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Outdoor

activities

are

a

relatively

popular

hobby

among

WhatsApp

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofWhatsAppusersinAustralia44%44%41%41%38%37%37%37%35%33%36%

36%36%

36%32%35%32%30%28%31%31%30%

30%30%30%30%24%24%23%23%Cooking/bakingTravelingReadingOutdooractivitiesPetsSocializingShoppingDoing

sportsandfitnessTech

/computersVideo

gamingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=172

WhatsApp

users,n=505

messenger

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024WhatsApp

users

are

more

likely

to

go

cycling

than

other

messenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofWhatsApp

usersinAustralia23%19%18%17%17%15%15%13%13%12%12%11%11%11%10%10%10%10%10%9%9%9%8%8%8%8%8%8%7%6%Fitness,aerobics,

cardioCyclingRunning/joggingHikingSwimming/DivingYoga

/pilatesTennisDancingBasketballAustralianFootballBrand

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=82

WhatsApp

users,n=190

messengerusers,n=4,799all

respondentsConsumer

Insights

Global

as

of

June

2024WhatsApp

users

are

more

likely

to

follow

soccer

than

other

messengerusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byWhatsAppusersinAustralia21%18%

18%18%17%16%15%13%

13%12%12%

12%12%12%11%10%10%

10%11%9%8%8%7%7%7%7%6%6%

6%5%AustralianFootballSoccerCricketTennisBasketballRugbyBoxingMixedMartial

ArtsAmericanfootballMotorsportsBrand

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=65

WhatsApp

users,n=161

messenger

users,n=3,931

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

onlineadvertising?

Innovation

adoption?

Challenges

facing

thecountry?

Politics2018%

of

WhatsApp

users

state

that

they

don’t

mind

when

companies

use

theirpersonal

data

for

advertisingConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainAustralia42%39%35%34%35%33%27%24%

24%23%21%20%18%15%14%Iamoften

annoyedbyadvertising

ontheinternetIdon’tmindadvertising

ifIgetfree

content

inreturnIhaveboughtproducts

Iamexcited

aboutusingbecause

celebrities

or

themetaverseinfluencers

advertised

(immersive

virtualworld)themIdon’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=172

WhatsApp

users,n=505

messenger

users,

n=2,027

all

respondentsConsumer

Insights

Global

as

of

June

202418%

of

WhatsApp

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia39%38%38%30%29%29%21%18%16%14%13%12%2%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=172

WhatsApp

users,n=505messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

WhatsApp

users

think

that

immigration

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toWhatsAppusers58%61%60%50%53%53%42%34%33%38%37%37%30%36%35%31%34%34%29%33%32%32%31%30%30%29%28%28%21%19%Rising

prices/inflation/cost

of

livingHousingHealth

andsocial

securityClimatechangeCrimeUnemploymentEconomicsituationEducationPovertyImmigrationBrand

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=172

WhatsApp

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024WhatsApp

users

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users23%42%21%14%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=172

WhatsApp

users,n=505

messenger

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsYouTube

ismore

popular

among

WhatsApp

users

than

the

average

messengeruserMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand74%81%76%76%61%67%60%53%

54%41%45%40%26%32%32%21%30%

22%28%26%14%23%22%21%

21%19%16%10%9%8%FacebookYouTube

InstagramTikTokLinkedInSnapchatPinterest

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=172WhatsApp

users,n=505

messengerusers,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024WhatsApp

users

tend

to

listen

to

digital

music

content

more

often

thanmessenger

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks79%

72%78%71%70%74%60%52%60%

55%55%54%44%38%37%42%35%40%34%33%37%29%

25%24%23%

23%

24%23%20%17%

15%17%14%TVDigitalvideo

Digitalmusiccontent

contentRadioOnlinenewswebsitesPodcastsMovies

/cinemaMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

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=172

WhatsApp

users,n=505

messengerusers,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024WhatsApp

users

remember

seeing

ads

on

websites

and

apps

of

brandsandproducts

more

often

than

other

messenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereWhatsAppusersinAustraliahave

come

across

digital

advertisinginthepast4weeks59%51%49%49%45%43%42%41%

41%40%37%35%34%30%31%30%30%29%29%28%17%24%23%23%22%21%14%19%15%14%Social

media

Search

engines

Video

portals

Video

streamingservicesWebsitesandappsof

brandsOnlinestoresMusicportalsVideo

gamesPodcastsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=172

WhatsApp

users,n=505

messenger

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024WhatsApp

users

remember

ads

they

got

by

mail

more

often

than

othermessenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks59%48%47%42%34%42%35%41%36%36%37%25%34%34%28%22%26%21%20%18%17%16%15%15%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersadvertisingmail/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=172

WhatsApp

users,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,and