意大利在线购物网站zara.com用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSOnline

shops:

shoppers

in

ItalyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

of

shoppers

inItaly:whotheyare;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

shoppers

inItaly(’’brandusers’’)againstItalianonline

shoppers

ingeneral

(’’categoryusers’’),

and

the

overall

Italianonliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Italy)•

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

insights

ranks

outside

the

top

10

of

most

used

online

shops

in

ItalyManagement

summary:

brandusageand

competitionTop10

most

used

onlineshopsinItalyAmazonebay87%27%27%Zalandounieuro.it14%14%14%mediaworld.it10%9%subito.itesselungaacasa.itBonprix9%8%4Notes:"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=1015,

online

shoppersConsumer

Insights

Global

as

of

August

2023Sources:

shoppers

in

ItalyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints

is

more

popularamongGeneration

Zthanother

onlineshops.Being

successful

ismore

important

to

shoppers

thanto

other

onlineshoppers.Itstands

out

that42%

ofshoppers

managerecurrent

ordersdirectly

viasmartphone

or

tablet.

shoppers

access

theinternetviaasmart

TVmore

often

thantheaverage

onlineshopper.

is

more

popularamongfemale

online

shoppers

thanmaleonlineshoppers.Fashion

and

beauty

arerelativelyprevalent

interests

of

shoppers.20%

of

shoppers

areearlyadopters,

when

itcomes

toinnovation.Onsocial

media,

shoppersinteract

with

companies

more

oftenthan

other

onlineshoppers.

hasalarger

share

ofshopperswith

ahigh

income

than

other

onlineshops.Arelatively

highshare

ofshoppers

think

thatcrime

isanissuethatneeds

to

beaddressed.Socializing

isarelatively

popularhobbyamong

shoppers.

shoppers

remember

seeingadson

videostreaming

services

moreoften

than

other

onlineshoppers.33%

of

shoppers

liveinmedium-sized

towns.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+

ismore

popular

among

Generation

Z

than

other

online

shopsDemographic

profile:

generationsAgeof

consumersinItalyBrand

users37%28%25%10%12%12%Category

usersAllrespondents19%19%31%31%38%38%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

MultiPick;Base:n=79,

shoppers,

n=1015,

online

shoppers,

n=12196,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023

ismore

popular

among

female

online

shoppers

than

male

onlineshoppersDemographic

profile:

genderGenderofconsumersinItalyBrand

users33%67%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=79,

shoppers,

n=1015,

online

shoppers,

n=12196,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202343%

of

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinItaly33%30%

30%24%19%

19%18%17%16%16%15%15%9%

9%6%5%4%4%3%3%

3%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

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=79,

shoppers,

n=1015,

onlineshoppers,

n=12196,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023

has

a

larger

share

of

shoppers

with

a

high

income

than

other

onlineshopsDemographic

profile:

incomeShare

ofconsumersinItaly

inthehigh,

middle,

andlowthirdsofmonthly

household

gross

incomeBrand

users41%30%30%Category

usersAllrespondents34%31%33%35%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

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=79,

shoppers,

n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

shoppers,

shoppers

are

relatively

likely

tolive

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinItaly

live37%34%33%33%24%23%21%21%12%

12%9%6%5%

6%5%5%5%3%3%2%

2%Multi-SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherhouseholdgenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=79,

shoppers,

n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

shoppers

live

in

medium-sized

townsDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinItaly33%32%31%29%26%25%20%20%17%12%12%

11%11%11%9%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=79,

shoppers,

n=1015,

online

shoppers,

n=12196,

allrespondentsConsumer

Insights

Global

as

of

August

20238%

of

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinItalyBrand

users8%84%86%9%8%9%Category

users6%Allrespondents

5%86%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=79,

shoppers,

n=1015,

onlineshoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

more

important

to

shoppers

than

to

other

onlineshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinItaly66%61%59%55%54%46%35%37%31%30%31%29%34%26%32%32%28%27%25%24%19%22%17%16%14%13%11%9%

9%9%Anhonest

andrespectable

lifeAhappyrelationshipSafety

andsecurityMaking

myown

decisionsLearningnew

thingsHavingagood

timeTobesuccessful

Social

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=79,

shoppers,

n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relatively

prevalent

interests

of

shoppersConsumer

lifestyle:

main

interestsTop10

interestsof

shoppersinItaly75%72%70%66%59%55%56%56%

56%50%

50%40%41%47%47%44%42%

42%43%42%42%41%35%

35%33%32%32%

32%26%24%TravelFood

&diningFashion&beautyMovies,TVshows&musicHealth

&fitnessPolitics&societyandcurrentworld

eventsSportsArts&literatureScience

&technologyFamily

&parentingBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=79,

shoppers,

n=1015,

online

shoppers,n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023Socializing

is

a

relatively

popular

hobby

among

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

of

shoppersinItaly66%51%49%49%49%

45%43%46%46%45%43%37%37%37%36%36%

36%35%34%34%34%33%29%29%27%

27%19%

19%15%

15%TravelingSocializingCooking/bakingDoing

sportsandfitnessReadingOutdooractivitiesTech

/computersBoard

games/cardgamesMeditation/wellnessVideo

gamingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

frominthe

past12

months?";

Multi

Pick;Base:

n=79,

shoppers,

n=1015,

online

shoppers,n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023

shoppers

are

more

likely

to

go

swimming

or

diving

than

other

onlineshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesof

shoppersinItaly30%30%25%20%20%17%

17%16%15%14%10%13%13%12%11%11%11%11%8%8%8%8%6%5%5%

5%4%

5%4%3%Fitness,aerobics,cardioRunning/JoggingSwimming/DivingSoccerYoga

/PilatesVolleyball

/Beach

VolleyballDancingBasketballCyclingTableTennisBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=51,

shoppers,

n=963,online

shoppers,

n=5965,

all

respondentsConsumer

Insights

Global

as

of

August

202341%

of

shoppers

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

by

shoppersinItaly41%34%31%24%23%22%16%16%15%11%11%14%13%12%12%12%10%10%10%10%10%9%9%8%9%7%6%

6%2%

2%BaseballSoccerTennisSwimming/divingBasketballVolleyballGymnasticsCyclingMotorsportsAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=37,

shoppers,

n=794,online

shoppers,

n=5094,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineshopping•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

42%

of

shoppers

manage

recurrentorders

directlyvia

smartphone

or

tabletConsumer

attitudes:ecommerce

&retailAgreementwithstatements

towards

ecommerce

&retail

inItaly67%62%57%55%51%50%42%35%31%30%30%29%25%15%

15%When

Iplanamajor

Customer

reviews

on

theIusuallymanagehabitual

/recurrentorders

directly

viamysmartphone

or

tabletWhen

Iorder

anitem,

I

Iamexcited

aboutusingprefer

express

shipping

Augmented

&VirtualReality

while

shoppingpurchase,Ialwaysdosome

researchon

the

internet

firstinternet

are

very

helpfulBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=79,

shoppers,

n=1015,

online

shoppers,

n=2030,

allrespondentsConsumer

Insights

Global

as

of

August

202320%

of

shoppers

are

early

adopters,

whenit

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinItaly52%51%51%20%19%

19%18%17%16%13%12%10%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=79,

shoppers,

n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

shoppers

think

that

crime

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Italy

accordingto

shoppers68%59%62%60%59%59%52%57%56%56%56%53%53%52%

46%45%44%47%46%

46%44%43%43%42%42%41%41%41%31%30%UnemploymentEconomicsituationPovertyCrimeEducationRising

prices

Climatechange/inflation/Health

andsocial

securityEnvironmentCivilrightscost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";Multi

Pick;Base:n=79,

shoppers,

n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

shoppers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinItalyBrand

users22%32%24%30%16%Category

usersAllrespondents26%29%20%26%24%29%21%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

online

shops

have

youbought

something

from

in

the

past12

months?";

Multi

Pick;

Base:

n=79,

shoppers,

n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints

shoppers

access

the

internet

via

a

smart

TV

more

often

than

theaverage

online

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinItalyuseregularly

toaccesstheinternet97%95%94%81%80%68%

69%67%67%62%54%

54%49%47%

47%42%37%35%

35%32%30%26%

25%26%

25%24%

25%SmartphoneSmart

TVLaptopTabletDesktop

PCGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;Base:

n=79,

shoppers,n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

shoppers

interact

with

companies

more

often

thanother

online

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinItaly

by

type71%61%63%63%63%49%61%61%60%52%50%44%42%41%

41%39%26%29%35%33%30%27%25%18%21%

21%22%18%11%10%8%

9%5%

5%4%4%Sentprivate

Liked

postsFollowedpeoplePostedpictures/videosCommentedon

postsLikedcompanypostsSharedpostsbyother

usersPosted

texts/statusSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedmessagesbyotheruserscompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:

n=79,

shoppers,n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

2023

shoppers

tend

to

go

to

the

movies

more

often

than

online

shoppersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinItaly

havebeen

using

inthepast4weeks90%

89%87%75%66%72%63%

62%67%57%42%

41%49%

48%

49%48%47%37%

30%33%32%30%30%29%28%

23%28%19%24%12%23%18%15%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMovies

/cinemaMagazinesDailynewspapersPodcastsOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

shops

have

you

bought

somethingfromin

the

past

12

months?";

Multi

Pick;Base:n=79,

shoppers,

n=984,

onlineshoppers,

n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023

shoppers

remember

seeing

ads

on

video

streaming

services

moreoften

than

other

online

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhere

shoppersinItaly

havecome

across

digitaladvertisinginthepast4weeks56%53%49%46%43%42%41%40%39%37%35%34%30%

30%30%29%

24%24%28%

28%25%25%19%

20%19%18%

17%18%16%15%Video

portals

Search

engines

Video

streaming

Social

mediaservicesOnlinestoresMusicportalsEditorialwebsitesandappsWebsitesandappsof

brandsNewslettersVideo

gamesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

you

bought

something

fromin

the

past12

months?";

Multi

Pick;

Base:n=79,

shoppers,n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

August

202368%

of

shoppers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinItalyhave

come

across

non-digital

advertisinginthepast4weeks68%64%

65%42%32%36%35%

36%35%32%25%32%21%

22%31%30%30%29%29%20%27%21%17%16%OnTVOntheradioAtthemovies

OnadvertisingDirectly

inthestoreInprintedmagazinesandjournalsBy

mailshot

/advertisingmailInprinteddailynewspapers/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=79,

shoppers,n=1015,

online

shoppers,

n=12196,

all

respondentsConsumer

Insig