波蘭聊天軟件用戶分析報告：Skype-外文版培訓課件2024.7微信支付寶

CONSUMERS&BRANDSMessengers:

Skype

users

inPolandConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSkypeusers

inPoland: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

SkypeusersinPoland(’’brand

users’’)againstPolish

messenger

users

in

general

(’’categoryusers’’),

and

the

overall

Polish

consumer,

labelledas’’all

respondents’’

inthecharts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Poland)?

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

insightsWith

a

user

share

of

15%,

Skype

is

one

of

the

top

3

messengerservices

inPolandManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinPolandFacebook

MessengerWhatsAppSkype76%54%15%14%DiscordTelegram12%iMessage9%9%Microsoft

TeamsGGMessengerZoom7%7%6%FaceTime4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=507

messenger

usersConsumer

Insights

Global

as

of

June

2024Sources:Skype

users

in

PolandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleCareer

advancement

is

more

importanttoSkypeusersthanto

other

messenger

boughtproducts

becausecelebrities

orConsumerattitudesMarketing

touchpointsSkypeismore

popularamongMillennials

thanother

messengerservices.Itstands

out

that39%

ofSkypeusersTwitch

ismore

popularamong

Skypeusers

thanthe

average

messenger

user.users.influencers

advertised

them.Skypeusers

remember

seeing

adsinvideo

portalsmore

often

than

othermessenger

users.Skypeismore

popularamong

malemessenger

users

than

femalemessenger

users.Career

and

education

are

relativelyprevalent

interests

of

Skypeusers.23%

ofSkypeusers

are

innovatorsorearly

adoptersof

new

products.Outdooractivities

arearelativelyArelatively

highshare

ofSkypeusersthink

thattheenvironment

isanissuethatneeds

to

beaddressed.Skypehasalarger

shareof

users

with

a

popularhobbyamong

Skypeusers.highincome

thanother

messengerservices.Skypeusers

aremore

likely

to

liveinmedium-sized

towns

than

messengerusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Skype

is

more

popular

among

Millennials

than

other

messenger

servicesDemographic

profile:

generationsAgeof

consumersinPolandBrand

users14%49%31%7%6%8%Category

usersAllrespondents23%41%31%21%40%31%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=74

Skype

users,n=507

messengerusers,n=12,189

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Skype

is

more

popular

among

male

messenger

users

than

female

messengerusersDemographic

profile:

genderGenderofconsumersinPolandBrand

users57%43%Category

usersAllrespondents49%49%51%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=74

Skype

users,n=507

messengerusers,n=12,189

all

respondentsSources:Consumer

Insights

Global

as

of

June

202451%

of

Skype

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinPoland36%34%32%28%27%26%18%16%15%15%15%14%4%3%

3%3%2%1%1%

1%0%Bachelor

degree

Master

degree

Doctoral

degreeNoformaleducation

/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=74

Skype

users,n=507

messenger

users,n=12,189

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024Skype

has

a

larger

share

of

users

with

a

high

income

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinPoland

inthehigh,

middle,

and

lowthirdsof

monthlyhouseholdgrossincomeBrand

users46%24%31%Category

usersAllrespondents40%32%28%33%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=74

Skype

users,

n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

Skype

users

are

relatively

likely

to

live

in

amulti-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinPoland

live36%

36%35%22%19%18%18%

17%16%12%12%11%7%7%7%7%5%4%4%4%3%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=74

Skypeusers,n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

are

more

likely

to

live

in

medium-sized

towns

than

messenger

usersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinPoland35%32%32%31%25%

25%20%18%16%15%15%12%10%8%5%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";

Multi

Pick;Base:

n=74

Skype

users,n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

has

a

lower

share

of

users

that

consider

themselves

part

of

the

LGBTQ+community

than

other

messenger

servicesDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinPolandBrand

users1%91%8%Category

usersAllrespondents4%89%6%6%87%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=74

Skype

users,n=507

messengerusers,n=12,189

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedCareer

advancement

is

more

important

to

Skype

users

than

to

othermessenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinPoland60%58%56%57%59%58%57%57%53%28%27%22%22%21%

22%16%21%20%15%15%14%15%

15%14%18%

18%16%17%15%13%Safety

andsecurityAnhonest

andrespectable

lifeAhappyrelationshipSocial

justiceAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsTobesuccessfulHavingagood

timeTraditionsBrand

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=74

Skype

users,n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Career

and

education

are

relatively

prevalent

interests

of

SkypeusersConsumer

lifestyle:

main

interestsTop10

interestsofSkypeusersinPoland61%59%51%50%50%50%48%46%46%43%43%43%43%42%42%39%40%38%36%

36%34%33%33%32%31%31%30%30%24%23%Food

&diningHome

&gardenMovies,TVshows&musicHealth

&fitnessTravelCareer

&educationFashion&beautyFinance&economyPolitics&societyandcurrentworld

eventsSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=74

Skype

users,

n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Outdoor

activities

are

a

relatively

popular

hobby

among

Skype

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSkypeusersinPoland62%47%47%46%40%45%43%43%40%40%41%41%40%39%38%36%31%32%30%30%Pets26%

26%26%26%26%26%24%24%22%22%OutdooractivitiesDoing

sportsandfitnessTravelingReadingCars/vehiclesCooking/bakingTech

/computersDIYandarts&craftsShoppingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=74

Skype

users,n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

are

more

likely

to

go

hiking

than

other

messenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSkype

usersinPoland39%34%27%27%27%23%20%19%17%18%16%16%15%13%14%12%11%10%

10%10%10%9%9%9%9%7%7%7%7%7%HikingFitness,aerobics,

cardioRunning/joggingSwimming/DivingVolleyball

/Beach

VolleyballDancingSoccerCyclingBadmintonBasketballBrand

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=50

Skype

users,n=203

messengerusers,n=4,726

allrespondentsConsumer

Insights

Global

as

of

June

2024Skype

users

are

more

likely

to

follow

volleyball

than

other

messenger

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySkypeusersinPoland34%32%26%24%23%19%19%19%18%17%15%15%13%12%12%11%

11%11%10%9%

9%9%8%8%7%6%5%

5%5%3%Winter

sportsSoccerVolleyballTennisBasketballHandballAthletics(track&

field)MotorsportsBoxingCyclingBrand

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=31

Skype

users,n=159

messenger

users,n=4,186

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

onlineadvertising?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

39%

of

Skype

users

bought

products

because

celebrities

orinfluencers

advertised

themConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainPoland48%

47%45%43%43%43%39%27%23%23%18%13%

13%13%

13%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=74

Skype

users,n=507

messenger

users,n=2,030

all

respondentsConsumer

Insights

Global

as

of

June

202423%

of

Skype

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinPoland49%48%43%23%23%

23%18%16%

16%15%13%11%1%Innovators0%0%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=74

Skype

users,n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Skype

users

think

that

the

environment

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Poland

according

toSkypeusers73%64%61%

61%60%53%53%46%47%46%35%43%43%42%42%42%35%33%34%38%38%38%34%32%32%28%26%

26%22%21%Health

andsocial

securityEducationRising

prices/inflation/cost

of

livingEconomicsituationEnvironmentCivilrightsHousingClimatechangeDefense

&foreign

affairsCrimeBrand

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=74Skype

users,n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Skype

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinPolandBrand

users27%41%23%9%Category

usersAllrespondents25%34%25%16%18%23%33%26%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=74

Skype

users,n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsTwitch

is

more

popular

among

Skype

users

than

the

average

messenger

userMarketing

touchpoints:social

media

usageSocial

mediausageinPoland

bybrand86%91%76%88%86%74%71%66%54%53%46%41%

42%39%36%35%21%34%20%

20%19%19%18%17%13%13%

13%9%7%6%YouTubeFacebook

InstagramTikTokX(Twitter)TwitchSnapchatPinterestLinkedInRedditBrand

usersCategory

usersAllrespondents26

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=74Skype

users,n=507

messengerusers,n=3045

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

tend

to

read

daily

newspapers

more

often

than

messenger

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinPoland

havebeen

usinginthepast4weeks92%82%80%67%

67%79%78%66%68%66%65%49%53%41%

41%49%48%48%47%46%45%33%33%39%25%25%28%28%26%23%

22%13%10%TVRadioDigitalvideocontentMovies

/cinemaOnlinenews

DigitalmusicDailynewspapersMagazinesPodcastsOnlinemagazinesWeeklynewspaperswebsitescontentBrand

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=74

Skype

users,n=507

messengerusers,n=12,189

allrespondentsConsumer

Insights

Global

as

of

June

2024Skype

users

remember

seeing

ads

in

video

portals

more

often

than

othermessenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSkypeusersinPoland

have

come

across

digital

advertisinginthepast4weeks68%57%54%51%46%42%39%39%37%37%32%32%32%

31%30%20%26%24%22%21%20%20%19%19%18%

17%17%

16%15%14%Video

portals

Search

engines

OnlinestoresSocial

mediaEditorialwebsitesandappsVideo

streamingservicesWebsitesandappsof

brandsMusicportalsPodcastsVideo

gamesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=74

Skype

users,n=507

messengerusers,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

messenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinPoland

havecome

across

non-digital

advertisinginthepast4weeks62%55%49%46%46%36%45%38%43%41%38%35%35%32%31%24%30%22%26%20%18%17%16%14%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsBy

mailshot

/

Atthemoviesadvertisingmail/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=74

Skype

users,n=507

messenger

users,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsu