印度在线约会网站Grindr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

dating:

Grindr

users

inIndiaConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGrindrusers

inIndia:whotheyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

GrindrusersinIndia(’’brandusers’’)againstIndianonline

dating

users

in

general

(’’categoryusers’’),

and

the

overall

Indian

onliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

India)•

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

insightsGrindr

is

the

tenth

most

used

online

dating

service

in

India

with

Tinder

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

onlinedatingservicesinIndiaTinderBumble49%39%Happn32%32%BadooAzar31%31%BloomyCoffee

Meets

BagelOkCupid28%27%26%25%Truly

MadlyGrindr4Notes:"Which

ofthese

online

dating

providers

(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;

Base:n=262,

online

dating

usersConsumer

Insights

Global

as

of

September

2023Sources:Grindr

users

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Grindrusers

and

Havingagood

timeismore

importantItstands

out

that70%

ofGrindrusersrefer

to

useservices

withpersonalcontact.Grindrusers

access

theinternet

viaastreaming

device

more

often

thantheaverage

onlinedating

user.onlinedatingusers

overall

isfairlysimilar.toGrindrusersthantoother

onlinedating

users.Grindrismore

popularamong

femaleonlinedatingusers

than

maleonlinedating

users.Fashion

and

beauty

arerelativelyprevalent

interests

of

Grindrusers.56%

ofGrindrusers

are

innovatorsorearly

adoptersof

new

products.Grindrusers

tendtocomment

on

postsmore

often

than

other

onlinedatingusers.Video

gaming

isarelatively

popularGrindrhasalarger

shareof

users

with

a

hobbyamong

Grindrusers.Arelatively

highshare

ofGrindrusersthink

thattheenvironment

isanissuethatneeds

to

beaddressed.Grindrusers

remember

seeing

adsinvideo

games

more

often

thanotheronlinedatingusers.low

income

thanother

onlinedatingservices.Grindrusers

aremore

likely

to

liveincitieswith

over

1million

inhabitantsthan

online

dating

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

Grindr

users

and

online

dating

users

overall

is

fairlysimilarDemographic

profile:

generationsAgeof

consumersinIndiaBrand

users36%35%48%50%16%15%13%0%0%0%Category

usersAllrespondents41%46%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

dating

providers

(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;

Base:

n=64,

Grindr

users,n=262,

online

dating

users,

n=24192,

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023Grindr

is

more

popular

among

female

online

dating

users

than

male

onlinedating

usersDemographic

profile:

genderGenderofconsumersinIndiaBrand

users48%52%Category

usersAllrespondents58%60%42%40%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

dating

providers(website

orapp)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;Base:

n=64,

Grindrusers,n=262,

online

dating

users,n=24192,all

respondentsSources:Consumer

Insights

Global

as

of

September

202317%

of

Grindr

users

have

a

doctoral

degreeDemographic

profile:

educationConsumer’s

level

of

educationinIndia41%37%41%39%35%22%17%10%8%

8%8%5%5%5%5%3%3%2%

2%2%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

online

dating

providers(websiteor

app)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;Base:

n=64,

Grindrusers,n=262,

online

dating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:Grindr

has

a

larger

share

of

users

with

a

lowincome

than

other

online

datingservicesDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users40%29%31%Category

usersAllrespondents42%36%21%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

online

dating

providers

(website

orapp)

haveyouused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;Base:

n=64,

Grindrusers,n=262,

online

dating

users,n=24192,all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

dating

users,

Grindr

users

are

relatively

likely

to

live

ina

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinIndialive36%31%30%28%25%23%22%20%18%17%8%7%5%5%

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

online

dating

providers

(website

orapp)

have

youused

in

the

past

12

months

(paidorunpaid)?";

Multi

Pick;Base:

n=64,

Grindrusers,n=262,

online

dating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Grindr

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

thanonline

dating

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinIndia34%31%28%27%27%23%23%17%12%13%11%11%10%10%8%6%3%3%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

ofthese

online

dating

providers

(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;Base:n=64,

Grindr

users,n=262,

online

datingusers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

202341%

of

Grindr

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users41%58%2%Category

usersAllrespondents25%70%4%18%71%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

dating

providers

(website

or

app)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;Base:n=64,

Grindr

users,n=262,

online

dating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

more

important

to

Grindr

users

than

to

other

onlinedating

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia52%56%53%40%44%42%41%31%36%34%30%30%34%32%29%30%28%28%27%27%26%24%23%17%19%17%15%13%12%9%TobesuccessfulAhappyrelationshipHavingagood

timeSafety

andsecurityLearningnew

thingsAdvancingmy

careerAnhonest

andrespectable

life

own

decisionsMaking

mySocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

dating

providers

(website

orapp)

have

you

used

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;Base:n=64,

Grindr

users,n=262,

online

dating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Fashion

and

beauty

are

relatively

prevalent

interests

of

Grindr

usersConsumer

lifestyle:

main

interestsTop10

interestsofGrindrusersinIndia67%63%59%59%58%58%56%47%57%47%55%55%

55%45%53%53%52%43%51%50%43%50%50%48%45%43%41%38%35%27%Movies,TVshows&musicFashion&beautyHealth

&fitnessScience

&technologySportsTravelCareer

&educationFood

&diningArts&literatureFamily

&parentingBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

dating

providers

(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;

Base:

n=64,

Grindrusers,n=262,

onlinedating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Video

gaming

is

a

relatively

popular

hobby

among

Grindr

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGrindrusersinIndia63%61%59%58%58%56%48%55%53%53%53%52%52%50%49%49%48%45%43%43%42%41%40%35%35%33%29%27%25%23%Video

gamingTech

/computersTravelingOutdooractivitiesReadingCars/vehiclesMaking

musicPhotographySocializingWritingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

dating

providers(website

orapp)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;Base:n=64,

Grindrusers,n=262,

onlinedating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Grindr

users

are

more

likely

to

go

dancing

than

other

online

dating

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGrindrusersinIndia47%40%38%33%33%31%30%28%28%27%26%26%27%27%26%25%23%22%20%19%18%Golf18%16%14%12%11%11%10%9%6%CricketDancingBadmintonFitness,aerobics,cardioCyclingBasketballSwimming/DivingYoga

/PilatesAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

dating

providers

(website

orapp)

have

you

used

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;

Base:

n=40,

Grindrusers,n=306,

online

dating

users,n=10403,

all

respondentsConsumer

Insights

Global

as

of

September

2023Grindr

users

are

more

likely

to

follow

volleyball

than

other

online

dating

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGrindrusersinIndia45%44%37%39%39%36%34%33%31%31%31%31%31%30%26%26%24%23%22%20%20%18%14%13%11%10%11%8%7%7%CricketBasketballVolleyballSoccerTennisAmericanfootballBaseballBoxingField

hockeyTabletennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

dating

providers(website

orapp)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;Base:

n=37,Grindrusers,n=290,

online

dating

users,n=10294,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

services•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

70%

of

Grindr

users

refer

to

use

services

with

personalcontactConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinIndia75%70%70%67%63%60%55%53%49%48%42%41%34%29%16%Ilikeorganizing

mylife

Iprefer

touseservicesIgladlypayforservices

thatmakemylifemore

convenientIamoften

frustratedbyunexpected

extrafees

attheend

ofaservice

bookingI’moften

unsatisfiedthroughmy

smartphonewhere

Icanhaveapersonal

contactwith

servicesBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

dating

providers(website

orapp)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;Base:

n=64,

Grindrusers,n=262,

onlinedating

users,n=4031,

all

respondentsConsumer

Insights

Global

as

of

September

202356%

of

Grindr

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia48%42%36%33%23%20%18%

18%17%15%8%8%6%5%3%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityLaggardsAllrespondents22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

dating

providers(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;Base:n=64,

Grindr

users,n=262,

online

dating

users,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Grindr

users

think

that

the

environment

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoGrindrusers58%58%53%45%53%52%52%50%45%48%48%40%45%45%45%45%44%

43%35%42%41%33%41%40%33%37%37%36%33%23%EducationEnvironmentHealth

andsocial

securityClimatechangePovertyCivilrightsEconomicsituationUnemploymentCrimeRising

prices/inflation/cost

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

dating

providers

(website

orapp)

have

youused

in

the

past12months

(paid

orunpaid)?";

Multi

Pick;Base:

n=64,

Grindrusers,n=262,

online

dating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

202356%

of

Grindr

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users22%20%19%56%3%4%Category

usersAllrespondents15%62%19%20%51%10%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

dating

providers(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;

Base:

n=64,

Grindrusers,n=262,

onlinedating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsGrindr

users

access

the

internet

via

a

streaming

device

more

often

than

theaverage

online

dating

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinIndia

useregularlyto

accesstheinternet97%95%

95%86%81%

82%79%80%72%71%71%70%67%65%64%63%61%59%59%49%48%49%48%40%36%27%25%SmartphoneSmart

TVLaptopSmartwatchBrand

usersTabletDesktop

PCSmart

speakers

Streaming

device

Gaming

consoleCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

dating

providers(website

orapp)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;Base:n=64,Grindrusers,n=262,

online

dating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Grindr

users

tend

to

comment

on

posts

more

often

than

other

online

datingusersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinIndiabytype80%73%67%66%66%

65%57%64%64%63%50%61%53%61%60%60%49%58%57%56%52%37%53%39%52%51%50%43%39%30%6%3%2%2%1%0%Commentedon

postsLikedcompanypostsPosted

texts

SentprivateFollowedpeopleLiked

postsbyotherusersPostedpictures/videosFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamedia/statusupdatesmessagespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

dating

providers

(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;Base:n=64,Grindrusers,n=262,

online

dating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Grindr

users

tend

to

read

online

magazines

more

often

than

online

dating

usersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks91%89%88%79%87%76%84%83%78%62%77%75%63%73%73%72%63%63%61%60%59%60%43%56%56%52%51%48%32%46%38%34%28%DigitalvideocontentTVMovies

/cinemaDailynewspapersDigitalmusiccontentPodcastsMagazinesRadioOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

dating

providers

(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;Base:n=64,

Grindr

users,n=262,

online

dating

users,n=12093,

all

respondentsConsumer

Insights

Global

as

of

September

2023Grindr

users

remember

seeing

ads

in

video

gamesmore

often

than

otheronline

dating

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGrindrusersinIndiahavecome

across

digital

advertisinginthepast4weeks69%67%67%64%

64%53%63%52%61%61%59%59%59%56%55%55%53%53%53%52%47%34%42%41%40%38%36%34%31%21%Video

gamesVideo

portals

Video

streaming

Social

media

Search

enginesservicesWebsitesandappsof

brandsMusicportalsOnlinestoresNewslettersOtherappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

dating

providers(website

orapp)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;

Base:

n=64,Grindrusers,n=262,

online

dating

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Grindr

users

remember

ads

they

got

by

mail

more

often

than

other

onlinedating

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks72%66%63%63%53%63%48%61%54%59%56%54%54%54%50%43%42%39%36%36%36%31%28%21%OnTVBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies

OnadvertisingDirectly

inthestoreOntheradio/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

dating

providers(website

orapp)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

M