德國聊天軟件用戶分析報告：FaceTime-外文版培訓課件2024.7微信支付寶

CONSUMERS&BRANDSMessengers:

FaceTime

users

inGermanyConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFaceTime

users

inGermany:

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

FaceTime

usersinGermany

(’’brandusers’’)

againstGerman

messenger

usersingeneral(’’category

users’’),

and

theoverall

German

consumer,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

June

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

16%,

FaceTime

is

one

of

the

top

3

messenger

services

inGermanyManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinGermanyWhatsAppFacebook

MessengerFaceTime76%29%16%16%TelegramDiscord13%10%10%9%9%8%SkypeZoomiMessageMicrosoft

TeamsGoogle

Chat/Google

Meet4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=1,499

messengerusersConsumer

Insights

Global

as

of

June

2024Sources:FaceTime

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFaceTime

ismore

popularamongGeneration

Zthanother

messengerservices.Success

and

career

advancement

arerelatively

important

to

FaceTime

users.Itstands

out

that39%

ofFaceTimeusers

boughtproductsbecausecelebrities

or

influencers

advertisedthem.Instagramismore

popularamongFaceTime

users

thanthe

averagemessenger

user.Fashion

and

beauty

arerelativelyCompared

toothermessenger

services,

prevalent

interests

of

FaceTime

users.FaceTime

hasarelatively

high

share

ofFaceTime

users

remember

seeing

adson

social

media

more

often

than

othermessenger

users.22%

ofFaceTime

users

are

innovatorsor

early

adopters

ofnew

products.Socializing

is

arelatively

popularhobbyamong

FaceTime

users.female

users.FaceTime

hasalarger

shareof

userswith

ahigh

income

than

othermessenger

services.Arelatively

highshare

ofFaceTimeusers

think

thatclimate

changeisanissuethatneedstobeaddressed.Messenger

users

ingeneral

andFaceTime

users

specifically,live

insimilar

typeof

communities.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+FaceTime

ismore

popular

among

Generation

Z

than

other

messenger

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users32%38%25%4%Category

usersAllrespondents21%19%33%35%11%13%33%34%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=245

FaceTime

users,n=1,499

messengerusers,n=35,985

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

services,

FaceTime

has

a

relatively

high

share

offemale

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users43%57%Category

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

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=245

FaceTimeusers,n=1,499

messenger

users,n=35,985

all

respondentsSources:Consumer

Insights

Global

as

of

June

202433%

of

FaceTime

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany32%31%26%25%24%21%20%18%17%

17%13%12%11%9%

10%2%2%2%1%1%1%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

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=245

FaceTimeusers,n=1,499

messengerusers,n=35,985all

respondentsSources:Consumer

Insights

Global

as

of

June

2024FaceTime

has

a

larger

share

of

users

with

a

high

income

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users46%27%27%Category

usersAllrespondents32%33%32%36%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=245

FaceTime

users,n=1,499

messengerusers,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

FaceTime

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live30%29%27%27%26%25%25%22%19%11%10%9%7%

7%7%6%5%4%3%2%1%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=245FaceTime

users,n=1,499

messengerusers,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

2024Messenger

users

in

general

and

FaceTime

users

specifically,

live

in

similar

typeof

communitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany25%25%25%23%23%23%23%23%21%17%16%15%14%13%13%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=245

FaceTime

users,n=1,499

messengerusers,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

202410%

of

FaceTime

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users10%7%83%7%Category

usersAllrespondents84%9%7%86%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=245

FaceTime

users,

n=1,499

messengerusers,n=35,985

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

FaceTime

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany58%

55%53%42%39%42%42%37%35%40%34%36%36%33%33%29%26%29%28%21%20%21%21%20%11%15%13%11%10%10%AhappyrelationshipSafety

andsecurityHavingagood

timeAnhonest

andrespectable

life

own

decisionsMaking

myTobesuccessful

Social

justiceLearningnew

thingsAdvancingmy

careerTraditionsBrand

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=245

FaceTimeusers,n=1,499

messengerusers,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

FaceTime

usersConsumer

lifestyle:

main

interestsTop10

interestsofFaceTime

usersinGermany56%52%53%50%50%43%49%47%45%45%43%41%39%

35%34%36%33%38%38%36%29%33%32%31%29%28%27%27%

27%26%Food

&diningMovies,TVshows&musicHealth

&fitnessTravelFashion&beautySportsCareer

&educationPolitics&societyandcurrentworld

eventsScience

&technologyFinance&economyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=245

FaceTime

users,n=1,499

messengerusers,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

2024Socializing

is

a

relatively

popular

hobby

among

FaceTime

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFaceTime

usersinGermany61%53%49%48%47%46%40%45%44%

44%44%42%40%40%39%34%37%

38%36%35%34%30%34%

34%33%31%29%27%23%21%SocializingCooking/bakingOutdooractivitiesShoppingDoing

sportsandfitnessTravelingReadingPetsVideo

gamingBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=245

FaceTimeusers,n=1,499

messenger

users,n=35,985

allrespondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

othermessenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFaceTime

usersinGermany31%30%26%25%23%22%21%20%19%19%18%17%16%16%16%16%15%14%14%11%11%10%10%

9%9%7%6%6%5%1%Running/joggingFitness,aerobics,

cardioHikingSwimming/DivingCyclingDancingSoccerYoga

/pilatesBadmintonWintersportsBrand

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=150

FaceTime

users,n=752

messengerusers,n=18,382

all

respondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

are

more

likely

to

follow

tennis

than

other

messenger

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFaceTimeusersinGermany31%28%26%13%12%11%10%9%9%

9%9%8%8%8%8%7%

7%7%7%7%

7%7%7%7%6%6%5%6%5%2%Winter

sportsSoccerTennisBasketballMotorsportsAmericanfootballHandballBoxingCyclingIceHockeyBrand

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=96

FaceTimeusers,n=520

messengerusers,n=12,212

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

onlineadvertising?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

39%

of

FaceTime

users

bought

products

because

celebritiesor

influencers

advertised

themConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainGermany50%45%43%43%42%39%38%28%21%21%20%19%

19%13%

13%Idon’tmindadvertising

ifIgetfree

content

inreturnIhaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIamoften

annoyedbyadvertising

ontheinternetIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIamexcited

aboutusingthemetaverse(immersive

virtualworld)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=245

FaceTimeusers,n=1,499

messenger

users,

n=5,999

all

respondentsConsumer

Insights

Global

as

of

June

202422%

of

FaceTime

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany42%37%

37%36%35%27%19%17%16%10%

10%9%3%Innovators1%1%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=245

FaceTime

users,n=1,499messengerusers,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

FaceTime

users

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

FaceTimeusers54%

54%49%44%40%38%43%39%37%34%40%32%39%38%38%37%37%37%35%35%

34%35%

35%34%28%29%32%31%29%28%Rising

prices/inflation/cost

of

livingEducationHousingImmigration

ClimatechangeHealth

andsocial

securityEconomicsituationCrimeEnvironmentPovertyBrand

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=245

FaceTimeusers,n=1,499

messengerusers,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

tend

to

have

moreleft

leaning

political

views

than

othermessenger

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users27%39%18%16%Category

usersAllrespondents22%40%43%18%19%20%19%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

instant

messengerorvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=245

FaceTimeusers,n=1,499

messenger

users,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsInstagram

ismore

popular

among

FaceTime

users

than

the

average

messengeruserMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand75%72%64%58%63%63%58%56%

57%47%37%

37%38%23%33%22%22%22%15%14%14%12%17%

17%18%13%10%14%5%4%Instagram

YouTubeFacebookTikTokPinterestSnapchat

X(Twitter)LinkedInTwitchBeReal.Brand

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=245FaceTime

users,n=1499

messengerusers,n=8991

all

respondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

tend

to

go

to

the

movies

more

often

than

messenger

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks81%68%81%79%78%68%

66%67%66%58%47%48%46%40%44%40%39%28%38%

35%37%36%

35%35%33%22%31%28%27%26%20%

17%18%DigitalvideocontentTVRadioDigitalmusic

OnlinenewsMovies

/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

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=245

FaceTime

users,n=1,499

messengerusers,n=35,985

allrespondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

remember

seeing

ads

on

social

media

more

often

than

othermessenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFaceTime

usersinGermany

havecome

across

digitaladvertisinginthepast4weeks56%53%51%49%46%41%44%43%41%42%39%

38%38%37%35%30%21%24%

24%28%25%24%24%23%23%23%18%17%16%16%Video

portalsSocial

mediaOnlinestores

Search

engines

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesEditorialwebsitesandappsNewslettersMusicportalsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=245

FaceTimeusers,n=1,499

messengerusers,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

messenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks43%39%42%35%42%41%40%36%40%39%39%38%37%37%34%28%25%

25%25%25%24%24%15%14%Directly

inthestoreOnadvertisingspacesOnTVOntheradioBy

mailshot

/advertisingmailInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/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=245

FaceTime

users,n=1,499

messengerusers,n=35,985

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,and