德國(guó)電子書(shū)店scribd用戶市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSE-Book

shops:

Scribd

customersin

GermanyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofScribd

customers

inGermany:

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

Scribdcustomers

inGermany

(’’brandusers’’)

againstGerman

E-book

shoppers

in

general(’’category

users’’),

and

theoverall

German

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Germany)?

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

insightsScribd

ranks

outside

the

top

10

of

most

used

E-book

shops

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

E-book

shopsinGermanyAmazonAppleBooksThalia68%24%20%18%16%16%bücher.deGoogle

PlayStoreebook.deBeam10%10%HugendubelWeltbild8%8%genialokal4Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=1170,

E-book

shoppersConsumer

Insights

Global

as

of

August

2023Sources:Scribd

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsScribdis

more

popularamongMillennials

thanother

E-book

shops.Success

and

career

advancement

arerelatively

important

to

Scribdcustomers.Itstands

out

that42%

ofScribdcustomers

prefer

to

own

hardcopies

offilms,books

or

music.Scribdcustomers

access

theinternet

viaadesktop

PCmore

often

thantheaverage

E-book

shopper.54%

ofScribd

customers

aremale.Vehicles

andmobility

arerelativelyprevalent

interests

of

Scribdcustomers.38%

ofScribd

customers

areinnovatorsor

early

adopters

ofnew

products.Onsocial

media,

Scribdcustomersinteract

with

companies

more

oftenthan

other

E-book

shoppers.Scribdhasalarger

share

ofcustomerswith

alow

income

thanotherE-bookshops.Carsor

vehicles

are

relatively

popularhobbiesamong

Scribdcustomers.Arelatively

highshare

ofScribdcustomers

thinkthatunemployment

isanissuethatneeds

tobeaddressed.Scribdcustomers

remember

seeing

adsinvideo

gamesmore

often

thanotherE-book

shoppers.Scribdcustomers

are

more

likely

toliveinlargecities

than

E-book

shoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Scribd

is

more

popular

amongMillennials

than

other

E-book

shopsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users20%58%22%0%Category

usersAllrespondents18%45%29%7%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=50,

Scribd

customers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202354%

of

Scribd

customers

are

maleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users54%46%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=50,

Scribdcustomers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:A

relatively

high

share

of

Scribd

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany32%31%25%24%23%19%18%

18%18%18%16%12%11%10%8%6%4%2%2%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

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=50,

Scribd

customers,n=1170,

E-book

shoppers,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Scribd

has

a

larger

share

of

customers

with

a

lowincome

than

other

E-bookshopsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users46%45%24%29%Category

usersAllrespondents30%24%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

ofthese

providers

have

youbought

eBooks

fromin

thepast

12

months?";

Multi

Pick;Base:

n=50,

Scribdcustomers,

n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

E-book

shoppers,

Scribd

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live44%35%29%25%26%24%24%17%12%10%9%

9%7%

7%6%5%4%3%2%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

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=50,

Scribd

customers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Scribd

customers

are

more

likely

to

live

in

largecities

than

E-book

shoppers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany50%32%26%24%23%21%18%17%17%16%16%12%11%10%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=50,

Scribd

customers,n=1170,

E-book

shoppers,

n=35994,

allrespondentsConsumer

Insights

Global

as

of

August

202314%

of

Scribd

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users14%84%2%Category

usersAllrespondents10%84%6%7%84%9%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=50,

Scribdcustomers,

n=1170,

E-book

shoppers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Scribd

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%49%39%38%42%42%42%40%36%36%36%36%34%31%30%29%27%26%26%26%26%24%22%20%20%20%16%13%11%10%TobesuccessfulAhappyrelationshipSafety

andsecurityLearningnew

thingsHavingagood

timeAnhonest

andrespectable

life

own

decisionsMaking

myTraditionsAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=50,Scribd

customers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

Scribd

customersConsumer

lifestyle:

main

interestsTop10

interestsofScribd

customers

inGermany47%50%49%48%48%44%42%43%46%46%40%44%42%42%40%40%38%38%35%34%33%31%

32%30%29%29%28%26%24%

24%Movies,TVshows&musicHealth

&fitnessTravelFood

&diningScience

&technologyPolitics&societyandcurrentworld

eventsSportsVehicles

&mobilityFashion&beautyFinance&economyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=50,

Scribd

customers,n=1170,

E-book

shoppers,

n=35994,

allrespondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Scribd

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofScribd

customers

inGermany58%49%46%42%47%46%46%44%43%42%39%40%40%

40%34%40%40%40%38%36%31%30%29%28%27%25%24%18%17%15%OutdooractivitiesGardeningandplantsTech

/computersCars/vehiclesMeditation/wellnessSocializingDoing

sportsandfitnessReadingTravelingDIYandarts&craftsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=50,

Scribdcustomers,n=1170,

E-book

shoppers,

n=35994,

allrespondentsConsumer

Insights

Global

as

of

August

2023Scribd

customers

are

more

likely

to

play

baseball

or

softball

than

other

E-bookshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofScribd

customers

inGermany36%34%30%26%26%26%24%23%22%22%22%22%20%18%17%17%15%14%12%11%10%10%9%9%6%6%6%5%2%2%CyclingRunning/JoggingBasketballBaseball/SoftballHikingSwimming/DivingAmericanFootball

/BadmintonDancingSoccerFlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=30,

Scribd

customers,n=647,

E-bookshoppers,

n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

2023Scribd

customers

are

more

likely

to

follow

tennis

than

other

E-book

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byScribdcustomers

inGermany24%24%22%22%21%20%18%16%16%16%16%14%9%8%8%7%7%6%

6%6%6%6%5%4%4%3%3%2%2%2%TennisAthletics(track&

field)SoccerBoxingMixedMartial

ArtsGymnasticsMotorsportsSwimming/divingTabletennisAmericanfootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=20,

Scribd

customers,n=367,

E-bookshoppers,

n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

42%

of

Scribd

customers

prefer

to

own

hard

copies

of

films,books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainGermany64%62%58%56%55%55%50%47%44%43%42%39%37%30%27%Iwant

to

access

mymusic/movies

onallmydevices

(TV,Digitalservices

allowme

to

discover

newandexcitingcontentItisimportant

tometogetthebestimage

asitiseasier

tomanageandsoundqualityIprefer

digitalcontentIprefer

toown

hardcopies

of

films,books

or

musicsmartphone,

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

CD,vinyl)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=50,

Scribd

customers,n=1170,

E-book

shoppers,

n=6013,

allrespondentsConsumer

Insights

Global

as

of

August

202338%

of

Scribd

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany44%37%37%34%30%25%22%17%16%11%10%9%4%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=50,

Scribd

customers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Scribd

customers

think

that

unemployment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Scribdcustomers56%49%42%34%36%40%38%34%37%39%34%36%39%38%37%36%36%35%34%34%33%30%26%24%23%21%20%20%19%19%Unemployment

ImmigrationEducationGovernmentdebtHousingRising

prices/inflation/cost

of

livingCivilrightsClimatechangeFood

andwater

security

social

securityHealth

andBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=50,

Scribd

customers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

E-book

shoppers,

Scribd

customers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users20%36%30%14%Category

usersAllrespondents25%42%22%12%22%43%17%18%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

ofthese

providers

have

youboughteBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=50,

Scribdcustomers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsScribd

customers

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

E-book

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet94%91%91%86%82%74%74%65%66%62%61%60%58%55%54%53%52%50%45%43%42%39%35%33%27%26%24%SmartphoneDesktop

PCLaptopSmart

TVGaming

consoleCategory

usersSmartwatchTabletStreaming

device

Smart

speakersBrand

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

bought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=50,

Scribdcustomers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Scribd

customers

interact

with

companies

more

often

thanother

E-book

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype54%

54%48%47%47%46%46%46%46%44%44%44%42%36%43%42%42%40%39%37%30%34%33%27%27%19%25%16%19%11%12%10%8%7%4%

4%LikedcompanypostsCommentedon

postsPostedpictures/videosPosted

texts

Sentprivate

Liked

postsFollowedpeopleSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamedia/statusupdatesmessagesbyotheruserspassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=50,

Scribd

customers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Scribd

customers

tend

to

go

to

the

movies

more

often

than

E-book

shoppers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks89%86%86%70%82%

79%79%67%79%75%71%68%67%65%64%61%57%54%50%50%49%37%47%47%46%36%46%40%29%30%28%27%18%Digitalmusic

Digitalvideocontent

contentRadioTVPodcastsMovies

/cinemaOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfrom

in

the

past

12

months?";

Multi

Pick;Base:n=28,

Scribd

customers,n=558,

E-book

shoppers,n=17900,

all

respondentsConsumer

Insights

Global

as

of

August

2023Scribd

customers

remember

seeing

ads

in

video

gamesmore

often

than

otherE-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereScribd

customers

inGermany

have

come

across

digital

advertisinginthe

past

4weeks52%50%48%48%48%46%42%46%44%38%44%43%43%38%42%42%41%40%32%28%25%26%25%24%23%21%20%19%16%12%Video

gamesVideo

portalsEditorialwebsitesandappsSearch

engines

Social

mediaMusicportalsBlogs/forumsVideo

streamingservicesOtherappsOnlinestoresBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:n=50,

Scribd

customers,n=1170,

E-book

shoppers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202356%

of

Scribd

customers

remember

ads

they

saw

out-of-homeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks56%54%50%43%44%33%42%42%42%41%41%40%40%32%38%38%38%36%

36%34%26%26%25%14%OnadvertisingspacesOntheradioOnTVInprintedmagazinesandjournalsAtthemovies/cinemaInprinteddailynewspapersDirectly

inthestoreBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=50,

Scribd

customers,n=1170,E-book

shoppers,

n=35994,