墨西哥在線支付蘋果公司apple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&BRANDSOnline

payment:

Apple

Payusers

in

MexicoConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofApplePayusersinMexico:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

ApplePayusers

inMexico

(’’brand

users’’)againstMexican

onlinepayment

users

ingeneral(’’category

users’’),

and

theoverall

Mexican

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Mexico)?

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

September

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

13%,

Apple

Pay

is

one

of

the

top

5

online

payment

servicesin

MexicoManagement

summary:

brandusageand

competitionTop10

most

used

onlinepaymentservicesinMexicoPayPal87%Mercado

Pago60%Google

Pay29%ApplePay13%10%ClipRappiPayKueski10%9%Mastercard

Clickto

Pay(Masterpass)Paynet7%5%4%Meta

Pay(Facebook)4Notes:"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:n=484

online

payment

usersConsumer

Insights

Global

as

of

September

2023Sources:Apple

Pay

users

in

MexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleHavingagood

timeandmakingownConsumerattitudesMarketing

touchpointsApplePayismore

popularamongGeneration

Zthanother

onlinepayment

decisions

is

relatively

important

toservices.Itstands

out

that48%

ofApplePayusers

would

get

financialservices

frominternet

companies.ApplePayusers

access

theinternet

viaastreaming

device

more

often

thantheaverage

onlinepayment

user.ApplePayusers.ApplePayismore

popularamongSportsisarelatively

prevalent

interest44%

ofApplePayusersare

innovatorsor

early

adopters

ofnew

products.Onsocial

media,

ApplePayusersinteract

with

companies

more

oftenthan

other

onlinepayment

users.female

online

payment

usersthanmale

of

ApplePayusers.onlinepayment

users.Photography

isarelatively

popularArelatively

highshare

ofApplePayusers

think

thatclimate

changeisanissuethatneedstobeaddressed.ApplePayhasalarger

share

ofuserswith

ahigh

income

than

other

onlinepayment

services.hobbyamong

ApplePayusers.ApplePayusers

remember

seeing

adson

editorial

websites

and

appsmoreoften

than

other

onlinepayment

users.ApplePayusers

aremore

likely

to

live

inmedium-sized

towns

than

onlinepayment

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Apple

Pay

is

more

popular

among

Generation

Z

than

other

online

paymentservicesDemographic

profile:

generationsAgeof

consumersinMexicoBrand

users51%43%7%0%Category

usersAllrespondents28%45%23%24%4%32%41%4%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=61

Apple

Payusers,n=484

online

payment

users,n=12,151

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Apple

Pay

is

more

popular

among

female

online

payment

users

than

maleonline

payment

usersDemographic

profile:

genderGenderofconsumersinMexicoBrand

users46%54%Category

usersAllrespondents54%46%51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;Base:

n=61

Apple

Payusers,n=484

online

payment

users,n=12,151

all

respondentsSources:Consumer

Insights

Global

as

of

September

202374%

of

Apple

Pay

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinMexico64%58%51%23%18%15%11%10%8%8%8%7%6%5%3%3%1%

2%1%0%

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

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;Base:n=61

Apple

Payusers,n=484

online

payment

users,n=12,151all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Apple

Pay

has

a

larger

share

of

users

with

a

high

income

than

other

onlinepayment

servicesDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users55%26%19%Category

usersAllrespondents45%33%22%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

online

payment

serviceshave

youused

in

the

past

12months?;

Multi

Pick;Base:

n=61

Apple

Payusers,n=484

online

payment

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

payment

users,

Apple

Pay

users

are

relatively

likely

tolive

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinMexicolive39%34%31%30%26%23%18%15%13%13%10%8%8%7%6%6%4%4%3%2%0%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

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:n=61

ApplePayusers,n=484

online

payment

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

2023Apple

Pay

users

are

more

likely

to

live

in

medium-sized

towns

than

onlinepayment

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico35%34%31%25%21%21%20%18%18%16%13%11%10%7%6%5%5%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

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=61

Apple

Pay

users,n=484

online

payment

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

202316%

of

Apple

Pay

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users16%82%2%2%Category

usersAllrespondents8%7%90%88%5%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

online

payment

services

have

youused

in

thepast

12

months?;

Multi

Pick;

Base:

n=61

Apple

Payusers,n=484

online

payment

users,n=12,151all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

and

making

own

decisions

is

relatively

important

to

ApplePay

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico56%54%43%41%44%45%37%41%38%39%37%39%36%36%35%35%31%30%28%27%21%21%16%15%10%13%10%7%

6%

6%TraditionsAnhonest

and

Tobesuccessfulrespectable

lifeLearningnew

thingsAhappyrelationshipSafety

andsecurityMaking

myown

decisionsHavingagood

timeAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=61

Apple

Payusers,n=484

online

payment

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

2023Sports

is

a

relatively

prevalent

interest

of

Apple

Pay

usersConsumer

lifestyle:

main

interestsTop10

interestsofApple

Pay

usersinMexico69%69%64%64%61%60%59%58%57%57%56%53%52%52%52%43%48%48%46%46%46%45%44%

39%38%41%38%39%38%34%Finance&economyMovies,TVshows&musicSportsScience

&technologyCareer

&educationTravelHealth

&fitnessFamily

&parentingFashion&beautyFood

&diningBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:n=61

Apple

Payusers,n=484

online

payment

users,

n=12,151

allrespondentsConsumer

Insights

Global

as

of

September

2023Photography

is

a

relatively

popular

hobby

amongApple

Pay

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofApplePay

usersinMexico57%57%56%52%52%52%51%41%52%45%51%51%49%49%49%47%43%48%46%44%42%41%39%37%36%36%34%33%30%26%Tech

/computersTravelingVideo

gamingOutdooractivitiesReadingSocializingPetsCooking/bakingPhotographyDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

online

payment

serviceshave

you

used

in

the

past12

months?;Multi

Pick;Base:n=61

Apple

Payusers,n=484

online

payment

users,n=12,151

allrespondentsConsumer

Insights

Global

as

of

September

2023Apple

Pay

users

are

more

likely

to

go

cycling

than

other

online

payment

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofApplePay

usersinMexico33%30%27%26%26%25%19%24%23%22%21%21%20%16%16%15%15%15%13%13%12%11%9%9%8%7%6%

6%6%5%Running/JoggingCyclingBasketballFitness,aerobics,cardioSoccerYoga

/PilatesHikingAmericanFootball

/FlagFootballDancingVolleyball

/Beach

VolleyballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

online

payment

serviceshave

you

used

in

the

past

12

months?;

Multi

Pick;Base:

n=39

Apple

Payusers,n=522

online

payment

users,n=6,286

all

respondentsConsumer

Insights

Global

as

of

September

2023Apple

Pay

users

are

more

likely

to

follow

tennis

than

other

online

payment

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byApple

Pay

usersinMexico44%41%38%31%31%30%29%26%25%22%17%21%19%18%18%16%15%14%13%12%13%12%10%8%8%8%7%7%4%3%SoccerAmericanfootballBasketballBaseballBoxingTennisMixedMartial

ArtsMotorsportsVolleyballGolfBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;Base:n=37

Apple

Payusers,n=431

online

paymentusers,n=4,646

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

personal

finances?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

48%

of

Apple

Pay

users

would

get

financial

services

frominternet

companiesConsumer

attitudes:financeAgreementwithstatements

towards

financeinMexico54%48%48%44%43%41%41%38%28%28%28%25%21%20%17%Onlinefinancialservices

Icould

imaginegetting

Icould

imaginedealinghavemademe

confident

allmy

financialservices

with

my

financialabouthandling

my

own

from

atechcompany

transactionsexclusivelyNew

financialtopics,suchascrypto

andNFTs,fascinatemeIfthe

service

isgood,I’mhappy

topayforaccount

administrationandtransactionsfinancessuchasGoogle

or

Appleviamy

smartphoneBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;Base:n=61

Apple

Payusers,n=484

online

payment

users,n=1,007

all

respondentsConsumer

Insights

Global

as

of

September

202344%

of

Apple

Pay

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico39%

40%38%29%26%25%20%18%17%16%12%10%7%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

online

payment

services

have

youused

in

the

past12

months?;

Multi

Pick;

Base:

n=61

Apple

Payusers,n=484

onlinepayment

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Apple

Pay

users

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

MexicoaccordingtoApplePay

users78%70%69%65%64%57%64%60%56%57%60%57%58%57%57%54%54%51%51%49%49%

47%41%46%40%46%43%41%36%30%CrimeEducationEconomicsituationPovertyUnemploymentFood

andwater

securityRising

prices/inflation/cost

of

livingEnvironmentHealth

andsocial

securityClimatechangeBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=61Apple

Payusers,n=484

online

payment

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

payment

users,

Apple

Pay

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users15%31%39%15%Category

usersAllrespondents26%24%36%27%11%30%27%19%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

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=61

Apple

Payusers,n=484

online

payment

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsApple

Pay

users

access

the

internet

via

a

streaming

device

more

often

than

theaverage

online

payment

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMexicouse

regularly

toaccesstheinternet93%

93%87%87%80%70%69%69%69%67%

67%62%60%57%54%54%54%52%45%46%46%45%38%34%33%31%24%SmartphoneSmart

TVGaming

console

Streaming

deviceBrand

usersTabletLaptopSmart

speakersDesktop

PCSmartwatchCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

online

payment

serviceshave

you

used

in

the

past12

months?;Multi

Pick;Base:n=61

Apple

Payusers,n=484

online

paymentusers,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Apple

Pay

users

interact

with

companies

more

often

thanother

online

payment

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinMexicobytype72%70%

70%59%69%69%69%62%52%62%54%62%61%60%53%57%52%50%40%48%39%46%44%36%38%36%28%33%25%20%10%7%3%1%0%

0%Liked

postsbyotherusersFollowedpeopleCommentedon

postsPostedpictures/videosSentprivatemessagesLikedcompanypostsSharedpostsbyother

usersPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;

Base:

n=61

Apple

Payusers,n=484

online

paymentusers,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

2023Apple

Pay

users

tend

to

listen

to

digital

music

content

more

often

than

onlinepayment

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinMexicohavebeen

using

inthepast4weeks97%91%89%85%84%81%81%79%76%70%73%64%69%62%

63%59%44%52%51%49%45%43%39%38%30%30%28%34%

30%26%16%6%4%Digitalvideo

Digitalmusiccontent

contentTVMovies

/cinemaPodcastsOnlinenewswebsitesOnlinemagazinesRadioDailynewspapersMagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=61

Apple

Pay

users,

n=484

online

payment

users,n=6,058

allrespondentsConsumer

Insights

Global

as

of

September

2023Apple

Pay

users

remember

seeing

ads

on

editorial

websites

and

apps

moreoften

than

other

online

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereApplePay

usersinMexicohavecome

across

digitaladvertisinginthepast4weeks74%68%66%58%55%52%49%49%48%48%48%44%42%36%41%41%40%39%39%38%37%31%37%35%29%34%33%32%30%25%Video

portals

Video

streamingservicesEditorialwebsitesandappsWebsitesandappsof

brandsMusicportalsVideo

gamesOnlinestoresSocial

mediaOtherappsSearch

enginesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;

Base:

n=61

Apple

Payusers,n=484

online

paymentusers,n=12,151

all

respondentsConsumer

Insights

Global

as

of

September

202364%

of

Apple

Pay

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks64%63%61%54%56%51%49%49%44%42%36%25%35%33%31%28%28%25%26%25%19%22%21%17%OnTVOnadvertisingspacesDirectly

inthestoreAtthemovies/cinemaInprinteddailynewspapersOntheradioInprintedmagazinesandjournalsBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;

Base:

n=61

Apple

Payusers,n=484

onlinep