荷蘭家庭保險服務(wù)公司ING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&BRANDSHome

insurance:

INGcustomers

in

the

NetherlandsConsumer

InsightsAugust

2023Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofINGcustomers

inthe

Netherlands:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,the

report

allows

thereader

toNumberof

respondents:benchmark

INGcustomers

intheNetherlands

(’’brandusers’’)

againstDutchhome

insuranceholders

ingeneral

(’’category

users’’),

and

theoverall

Dutchonliner,

labelled

as’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

the

extended

survey(including

theNetherlands)?

2,000+

forthe

basicsurveySample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

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

insightsWith

a

user

share

of

8%,

ING

is

one

of

the

top

5

home

insurance

brands

in

theNetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

home

insurancebrandsinthe

NetherlandsCentraal

Beheer11%Nationale-Nederlanden8%8%8%8%RabobankABN

AMROINGa.s.r.7%7%UnivéAegonAllianzFBTO5%4%4%4Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=817,

home

insurance

holdersSources:

Statista

Consumer

Insights

Global

as

of

August

2023The

share

of

home

insurance

holders

using

ING

grew

by4

percentage

pointssince

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

homeinsuranceholdersusingING8%6%6%5%4%4%4%4%2021

Q12021

Q22022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=30-

62

ING

customers,n=667

-

817

home

insurance

holdersSources:

Statista

Consumer

Insights

Global

as

of

August

2023ING

customers

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsINGismore

popularamong

Millennialsthanother

home

insurancebrands.Being

successful

ismore

important

toINGcustomers

than

to

other

homeinsuranceholders.Itstands

out

that23%

ofING

customersthink

they

could

benefit

iftheytookadvicebyaninsuranceexpert.INGcustomers

access

the

internet

viaagamingconsole

more

often

thantheaverage

home

insuranceholder.INGismore

popularamong

malehomeinsuranceholders

thanfemale

homeinsuranceholders.Artsandliterature

arerelativelyprevalent

interests

of

INGcustomers.44%

ofINGcustomers

are

in

theearlymajority

of

innovationadopter

types.INGcustomers

tendto

share

postsbyother

users

more

often

thanotherhome

insuranceholders.INGhasalarger

shareof

customerswith

alow

income

thanotherhomeinsurancebrands.Meditation

or

wellness

are

relativelyArelatively

highshare

ofING

customerspopularhobbiesamong

ING

customers.

think

thatthe

environment

isanissuethatneeds

to

beaddressed.INGcustomers

remember

seeing

adsinvideo

portalsmore

often

than

otherhome

insuranceholders.INGcustomers

aremore

likely

toliveinlarge

citiesthan

home

insuranceholders

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+ING

is

morepopular

among

Millennials

than

other

home

insurance

brandsDemographic

profile:

generationsAge

of

consumersintheNetherlandsBrand

users21%42%26%11%Category

usersAllrespondents9%30%40%20%21%31%34%15%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:

n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ING

is

morepopular

among

male

home

insurance

holders

than

femalehomeinsurance

holdersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users69%31%Category

usersAllrespondents52%50%48%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

ING

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands34%34%31%29%26%23%17%

17%15%15%13%12%8%6%5%3%3%2%2%2%

1%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;"Fromwhich

ofthe

following

providers

have

you

taken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=62,

ING

customers,n=817,

homeinsurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ING

has

a

larger

share

of

customers

with

a

low

income

than

other

homeinsurance

brandsDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users35%29%36%Category

usersAllrespondents43%35%22%33%33%33%HighMiddleLow11

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Compared

to

other

home

insurance

holders,

ING

customers

are

relatively

likelyto

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive37%36%33%29%27%21%20%16%

16%13%10%9%9%5%5%3%3%3%1%

1%Multi-1%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherhouseholdgenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";Single

Pick;Base:n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ING

customers

are

more

likely

to

live

in

large

cities

than

home

insurance

holdersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands37%35%33%32%29%29%25%23%23%12%11%11%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=62,

ING

customers,n=817,

home

insurance

holders,n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202316%

of

ING

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users16%81%3%Category

usersAllrespondents7%8%87%85%6%7%YesNoWould

rathernot

say14

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=62,

ING

customers,

n=817,

homeinsurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedBeing

successful

is

more

important

to

ING

customers

than

to

other

homeinsurance

holdersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands60%52%51%50%47%45%39%39%

38%38%38%34%34%32%31%31%29%26%22%21%21%21%18%18%14%12%

13%12%8%

8%Havingagood

timeAhappyrelationshipTobesuccessful

Social

justiceLearningnew

thingsMaking

myown

decisionsSafety

andsecurityAnhonest

andrespectable

lifeTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthe

following

providershave

you

taken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Arts

and

literature

are

relatively

prevalent

interests

of

ING

customersConsumer

lifestyle:

main

interestsTop10

interestsofING

customers

intheNetherlands51%50%

49%45%48%45%45%44%42%42%41%40%36%37%30%34%32%32%30%29%28%24%27%27%27%25%25%23%20%18%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessSportsHistoryArts&literatureFashion&beautyHome

&gardenPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

outyour

home

insurance

(buildings)?";

Single

Pick;Base:n=62,

ING

customers,n=817,

home

insuranceholders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Meditation

or

wellness

are

relatively

popular

hobbies

among

ING

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofINGcustomers

inthe

Netherlands43%42%40%39%37%35%35%34%34%34%34%33%30%32%29%28%27%27%25%23%26%26%25%24%23%23%

22%19%14%13%OutdooractivitiesTravelingCooking/bakingSocializingReadingDoing

sportsandfitnessVideo

gamingGardeningandplantsMeditation/wellnessTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=62,

ING

customers,

n=817,

home

insuranceholders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ING

customers

are

more

likely

to

play

basketball

than

other

home

insuranceholdersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofINGcustomersintheNetherlands21%18%18%16%15%14%13%13%13%13%10%9%8%8%8%8%7%7%7%6%6%5%4%3%3%2%2%

2%2%1%Fitness,aerobics,cardioHikingCyclingBasketballRunning/JoggingSoccerSwimming/DivingGolfVolleyball

/Beach

VolleyballAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents19

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

you

taken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=31,

ING

customers,n=362,home

insurance

holders,

n=4550,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ING

customers

are

more

likely

to

followbasketball

than

other

home

insuranceholdersConsumer

lifestyle:

sports

followedTop10

sports

followed

byINGcustomers

intheNetherlands26%

26%21%16%15%14%11%11%9%9%8%8%7%6%6%6%6%6%5%5%5%5%4%4%4%3%2%2%2%Gymnastics2%SoccerBasketballBoxingCyclingTennisMotorsportsVolleyballAthleticsAmericanfootball(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=25,

ING

customers,n=301,

home

insurance

holders,

n=3704,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

insurance?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21It

stands

out

that

23%

of

ING

customers

think

they

could

benefit

if

they

tookadvice

by

an

insurance

expertConsumer

attitudes:insuranceAgreementwithstatements

towards

insurance

intheNetherlands51%44%41%37%36%35%32%28%27%23%16%15%13%10%9%I’mwell

informedaboutmy

personalinsurancepoliciesItrustmy

insuranceprovider

to

takecare

ofmy

claimsIcould

imagineIcould

benefit

ifItook

I’mworried

thatImightmanagingmy

insurance

advicebyaninsurance

nothavetherightkindsexclusively

onlineCategory

usersexpert

(e.g.,onof

insurancepoliciespremiums,

coverage)Brand

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=62,

ING

customers,n=817,

home

insurance

holders,n=2033,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202344%

of

ING

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands44%40%39%29%28%26%23%23%21%10%9%9%0%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=62,

INGcustomers,n=817,

home

insurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

ING

customers

think

that

the

environment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoINGcustomers59%54%50%46%44%44%41%37%42%41%40%39%39%38%37%37%37%34%29%35%30%35%34%35%32%31%30%29%29%28%HousingRising

prices/inflation/cost

of

livingHealth

andsocial

securityClimatechangeCrimeImmigrationPovertyEnvironmentEducationEconomicsituationBrand

usersCategory

usersAllrespondents24

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

insurance(buildings)?";

Single

Pick;Base:

n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202334%

of

ING

customers

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users19%20%20%23%34%24%Category

usersAllrespondents34%32%14%32%32%17%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;"Fromwhich

ofthe

following

providers

haveyoutaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsING

customers

access

the

internet

via

a

gaming

console

more

often

than

theaverage

home

insurance

holderMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet90%87%84%84%77%71%61%61%55%54%48%48%45%44%41%40%30%29%27%27%26%

25%25%23%19%15%12%LaptopSmartphoneSmart

TVTabletDesktop

PCGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users27

Notes:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthe

following

providershave

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;Base:n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ING

customers

tend

to

share

posts

by

other

users

more

often

than

other

homeinsurance

holdersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype47%47%47%47%39%41%44%42%40%39%40%39%37%

37%35%35%24%26%20%25%21%23%21%

21%21%

21%20%19%11%14%12%11%8%8%7%2%Sentprivate

Commentedmessages

on

postsPostedpictures/videosLiked

postsbyotherusersFollowedpeopleSharedpostsbyother

usersPosted

texts/statusLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ING

customers

tend

to

watch

digital

video

content

more

often

than

homeinsurance

holders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeen

using

inthe

past

4weeks84%

84%84%75%72%66%55%62%61%61%61%58%55%51%50%50%36%44%39%37%27%36%34%

31%32%29%29%22%19%17%16%15%11%TVDigitalvideo

Digitalmusiccontent

contentRadioMovies

/cinemaOnlinenewswebsitesMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthe

following

providershave

youtaken

outyourhome

insurance

(buildings)?";

Single

Pick;Base:

n=38,

ING

customers,n=490,

homeinsurance

holders,

n=6067,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023ING

customers

remember

seeing

ads

in

video

portals

more

often

than

otherhome

insurance

holdersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereINGcustomers

intheNetherlandshavecome

across

digital

advertisinginthepast4weeks56%45%40%40%39%36%

36%36%36%29%31%31%29%24%23%23%27%21%26%24%18%23%23%22%19%19%18%19%17%16%Video

portals

Search

engines

Social

mediaMusicportalsOnlinestoresVideo

gamesWebsitesandappsof

brandsVideo

streamingservicesOtherappsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthe

following

providers

have

youtaken

out

yourhome

insurance

(buildings)?";

Single

Pick;

Base:

n=62,

ING

customers,n=817,

home

insurance

holders,

n=12161,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202353%

of

ING

customers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks53%43%39%37%

37%35%33%32%32%30%

31%25%31%30%27%27%23%23%21%21%20%19%16%16%OnTVOntheradioOnadvertisingspacesInprintedmagazinesandjournalsAtthemovies/cinemaDirectly

inthe

storeInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthe

following

providershave

youtaken

outyour

home

insurance

(buildings)?";