瑞士ebay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&BRANDSBook

stores:

eBay

shoppers

inSwitzerlandConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofeBay

shoppers

inSwitzerland:

who

theyare;

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

tobenchmark

eBay

shoppers

inSwitzerland

(’’brandusers’’)

againstSwiss

book

store

shoppers

ingeneral(’’category

users’’),

and

theoverall

Swiss

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Switzerland)?

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

insightsWith

a

user

share

of

15%,

eBay

is

one

of

the

top

5

book

stores

in

SwitzerlandManagement

summary:

brandusageand

competitionTop10

most

used

book

stores

inSwitzerlandAmazonExLibris37%27%27%Orell

FüssliFnac16%15%14%13%13%11%eBayWeltbildBider

&TannerPayotLibraireBuchBelliniBookseller9%4Notes:"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=340,

book

store

shoppersConsumer

Insights

Global

as

of

August

2023Sources:eBay

shoppers

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointseBay

ismore

popularamong

BabyBoomers

thanother

book

stores.Traditions,safety,and

security

arerelatively

important

to

eBay

shoppers.Itstands

out

thatonly

28%

ofeBayshoppers

prefer

digital

content

asitiseasier

to

manage.eBay

shoppers

access

the

internet

viaalaptopless

often

thanthe

average

bookstore

shopper.54%

ofeBay

shoppers

are

female.Sportsisarelatively

prevalent

interestof

eBay

shoppers.16%

ofeBay

shoppers

are

earlyadopters,

when

itcomes

toinnovation.eBay

shoppers

tendtobemore

activeon

social

media

thanotherbook

storeshoppers.eBay

hasasmaller

share

ofshopperswith

alow

income

thanotherbookstores.eBay

shoppers

aremore

likely

to

haveboard

or

card

gamesas

ahobbythanother

book

store

shoppers.Arelatively

highshare

ofeBay

shoppersthink

thatcrime

isanissuethatneedstobeaddressed.eBay

shoppers

remember

seeing

adsinvideo

games

more

often

thanotherbook

store

shoppers.eBay

shoppers

aremore

likely

to

liveinmedium-sized

towns

than

book

storeshoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+eBay

is

more

popular

among

Baby

Boomers

than

other

book

storesDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users12%42%28%18%Category

usersAllrespondents17%38%36%9%18%35%36%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=50,

eBayshoppers,

n=340,

book

storeshoppers,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202354%

of

eBay

shoppers

are

femaleDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users46%54%Category

usersAllrespondents43%57%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=50,

eBayshoppers,

n=340,

book

store

shoppers,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

eBay

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland36%35%32%29%23%21%21%20%16%15%9%8%8%6%4%4%3%3%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;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=50,

eBayshoppers,

n=340,

bookstoreshoppers,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023eBay

has

a

smaller

share

of

shoppers

with

a

low

income

than

other

book

storesDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users38%36%33%29%Category

usersAllrespondents31%34%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12months

(in-store

orwebsite)?";

Multi

Pick;Base:n=50,

eBayshoppers,

n=340,

bookstoreshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

book

store

shoppers,

eBay

shoppers

are

relatively

likely

tolive

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live34%29%27%26%24%22%20%20%15%14%13%10%10%8%7%6%5%5%3%

3%Multi-generationalfamily0%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;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=50,

eBayshoppers,

n=340,

book

storeshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023eBay

shoppers

are

more

likely

to

live

in

medium-sized

towns

than

book

storeshoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland48%33%31%30%25%24%24%22%21%20%20%2%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=50,

eBayshoppers,

n=340,

book

storeshoppers,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

August

202310%

of

eBay

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users10%82%86%8%Category

usersAllrespondents7%6%6%86%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=50,

eBayshoppers,

n=340,

book

storeshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedTraditions,

safety,

and

security

are

relatively

important

to

eBay

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland48%47%44%38%42%42%40%40%38%

39%37%

37%33%31%

31%30%28%27%27%26%25%24%24%20%16%16%14%13%12%11%TobesuccessfulHavingagood

timeSafety

andsecuritySocial

justiceLearningnew

thingsMaking

myown

decisionsAhappyrelationshipTraditionsAdvancingmy

careerAnhonest

andrespectable

lifeBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=50,

eBayshoppers,

n=340,

book

store

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

is

a

relatively

prevalent

interest

of

eBay

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofeBay

shoppersinSwitzerland50%47%46%43%42%41%40%40%38%34%31%34%32%32%30%26%30%30%28%24%28%28%27%26%26%25%24%22%21%20%SportsHealth

&fitnessMovies,TVshows&musicFood

&diningTravelFinance&economyFamily

&parentingPolitics&societyandcurrentworld

eventsHome

&gardenArts&literatureBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=50,

eBayshoppers,

n=340,

book

storeshoppers,

n=7804,all

respondentsConsumer

Insights

Global

as

of

August

2023eBay

shoppers

are

more

likely

to

have

board

orcard

games

as

a

hobby

thanother

book

store

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofeBay

shoppersinSwitzerland52%47%46%44%44%41%39%38%38%38%37%34%34%33%32%30%26%21%26%26%26%26%20%22%21%15%20%19%19%19%TravelingCooking/bakingOutdooractivitiesPhotographyBoard

games/cardgamesDoing

sportsandfitnessSocializingWritingReadingCars/vehiclesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months(in-store

orwebsite)?";

Multi

Pick;Base:n=50,

eBayshoppers,

n=340,

book

store

shoppers,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023eBay

shoppers

are

more

likely

to

play

baseball

or

softball

than

other

book

storeshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofeBay

shoppersinSwitzerland24%20%16%15%14%14%13%12%12%12%10%10%10%10%10%10%9%9%9%8%7%7%4%4%

4%4%3%3%3%3%BasketballBadmintonCyclingBaseball/SoftballHikingCricketDancingGolfHunting/FishingYoga

/PilatesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Wherehave

you

purchased

printed

books

in

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=19,

eBayshoppers,

n=235,

bookstoreshoppers,

n=3860,

all

respondentsConsumer

Insights

Global

as

of

August

2023eBay

shoppers

are

more

likely

to

follow

athletics

(track

&

field)

than

other

bookstore

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byeBay

shoppersinSwitzerland19%18%16%16%14%12%12%11%10%10%10%10%10%10%9%8%8%7%7%7%6%5%5%5%4%4%4%3%2%2%Athletics(track&

field)CyclingBasketballBoxingCricketAmericanfootballBaseballGolfIceHockeySoccerBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=19,

eBayshoppers,

n=153,book

storeshoppers,

n=2423,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

only

28%

of

eBay

shoppers

prefer

digital

content

as

it

is

easierto

manageConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSwitzerland50%46%

46%46%46%43%39%

39%38%35%34%

34%34%28%25%Digitalservices

allowme

to

discover

newandexcitingcontentIwant

to

access

mymusic/movies

onallmy

togetthebestimageItisimportant

tomeIprefer

toown

hardcopies

of

films,Iprefer

digitalcontentasitiseasier

tomanagedevices

(TV,andsoundqualitybooks

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=50,

eBayshoppers,

n=340,

book

store

shoppers,

n=1298,

allrespondentsConsumer

Insights

Global

as

of

August

202316%

of

eBay

shoppers

are

early

adopters,

whenit

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland44%41%

41%26%22%26%26%20%16%14%12%11%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=50,

eBay

shoppers,n=340,

book

storeshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

eBay

shoppers

think

that

crime

is

an

issue

that

needsto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtoeBay

shoppers49%42%36%32%31%30%26%24%24%24%24%22%22%22%22%19%20%21%20%20%19%18%18%18%18%16%13%12%9%

9%CrimePovertyUnemploymentEducationEconomicsituationUnifyingthecountryEnvironmentRising

prices/inflation/cost

of

livingCivilrightsFood

andwater

securityBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";Multi

Pick;Base:n=50,

eBayshoppers,

n=340,

book

storeshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

book

store

shoppers,

eBay

shoppers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users10%32%56%34%2%Category

usersAllrespondents18%34%14%17%32%34%17%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;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=50,

eBayshoppers,

n=340,

bookstoreshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointseBay

shoppers

access

the

internet

via

a

laptop

less

often

than

the

average

bookstore

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet90%89%76%75%70%58%56%50%

49%49%47%46%45%43%44%36%28%

28%28%29%26%

27%27%25%20%19%17%SmartphoneSmart

TVLaptopDesktop

PCBrand

usersTabletSmartwatchSmart

speakers

Streaming

device

Gaming

consoleCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=50,

eBayshoppers,

n=340,book

storeshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023eBay

shoppers

tend

to

be

more

active

on

social

media

than

other

book

storeshoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype51%50%46%46%44%43%43%41%36%39%36%

36%41%40%34%32%24%31%30%29%28%27%27%26%25%24%15%21%

22%16%9%

9%6%4%0%0%Postedpictures/videosPosted

texts

CommentedSharedpostsbyother

usersFollowedpeopleLikedcompanypostsFollowedcompaniesSentprivate

Liked

postsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamedia/statusupdateson

postsmessagesbyotheruserspassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=50,

eBayshoppers,

n=340,book

storeshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023eBay

shoppers

tend

to

go

to

the

movies

more

often

than

book

store

shoppersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks74%74%70%64%70%69%62%56%46%55%54%50%50%47%43%47%47%

46%46%43%42%42%42%38%37%32%38%31%

32%30%26%22%26%DigitalvideocontentMovies

/cinemaMagazinesRadioDailynewspapersTVDigitalmusiccontentPodcastsOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=50,

eBayshoppers,

n=340,

book

storeshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023eBay

shoppers

remember

seeing

ads

in

video

games

more

often

than

otherbook

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereeBay

shoppersinSwitzerland

havecome

across

digital

advertisinginthe

past

4weeks44%42%42%42%41%41%40%37%36%35%34%34%34%30%28%26%25%25%24%23%22%22%21%21%20%20%20%19%13%

13%Video

games

Video

streaming

Search

engines

Video

portalsservicesWebsitesandappsof

brandsOnlinestoresEditorialwebsitesandappsSocial

mediaBlogs/forumsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=50,

eBayshoppers,

n=340,book

storeshoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023<h1_advertising_non_digital>Marketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks60%44%42%42%40%36%30%

30%36%35%34%34%34%32%33%32%29%28%26%26%25%24%20%18%Atthemovies/cinemaInprintedmagazinesandjournalsDirectly

inthestoreOntheradioOnadvertisingspacesOnTVInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=50,

eBay

shoppers,n=340,

book

storesh