瑞典在线约会网站badoo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:

Badoo

users

inSwedenConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBadoo

users

inSweden:

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

Badoo

usersinSweden

(’’brandusers’’)againstSwedish

onlinedating

users

ingeneral(’’category

users’’),

and

theoverall

Swedish

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Sweden)•

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

insightsBadoo

ranks

second

among

online

dating

services

in

SwedenManagement

summary:

brandusageand

competitionTop7most

used

onlinedatingservicesinSwedenTinderBadoo56%38%Bumble19%Grindr15%Happn12%OkCupid8%Plenty

ofFish/POF7%4Notes:"Which

ofthese

online

dating

providers

(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;

Base:n=145,

online

dating

usersConsumer

Insights

Global

as

of

September

2023Sources:Badoo

users

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBadoo

hasahighshareof

usersthatarepartof

Generation

Zcompared

tothetotal

onlinepopulation.Havingagood

timeandmakingowndecisions

is

relatively

important

toBadoo

users.Itstands

out

that47%

ofBadoo

usersgladlypayforservices

thatmakelifemore

convenient.Badoo

users

access

theinternet

viaasmart

TVlessoften

thanthe

averageonlinedatinguser.Similartoother

onlinedating

services,Badoo

hasahighshareof

maleusers.Traveling

isarelatively

prevalentinterest

of

Badoo

users.20%

ofBadoo

users

are

early

adopters,when

itcomes

toinnovation.Badoo

users

tendtopost

textsandstatusupdatesmore

often

thanotheronlinedatingusers.Badoo

hasalarger

shareof

users

with

a

Cooking

or

baking

are

relatively

popular

Arelatively

highshare

ofBadoo

usersmedium

household

income

than

otheronlinedatingservices.hobbiesamong

Badoousers.think

thatunemployment

is

anissuethatneeds

to

beaddressed.Badoo

users

remember

seeing

adsonvideo

streaming

services

more

oftenthan

other

onlinedatingusers.Badoo

users

aremore

likely

to

liveinmedium-sized

towns

than

onlinedatingusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Badoo

has

a

high

share

of

users

that

are

part

of

Generation

Z

compared

to

thetotal

online

populationDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users27%28%40%25%7%8%Category

usersAllrespondents42%23%20%35%32%12%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=55,

Badoo

users,n=145,

online

dating

users,

n=12167,

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023Similar

to

other

online

dating

services,

Badoo

has

a

high

share

of

male

usersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users60%60%40%40%Category

usersAllrespondents50%50%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=55,

Badoousers,n=145,

online

dating

users,n=12167,all

respondentsSources:Consumer

Insights

Global

as

of

September

202320%

of

Badoo

users

have

a

bachelor’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinSweden28%25%24%24%21%21%

21%20%18%17%16%14%13%10%7%6%6%4%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

online

dating

providers(websiteor

app)

have

youused

in

the

past

12

months

(paid

orunpaid)?";

Multi

Pick;Base:

n=55,

Badoousers,n=145,

online

dating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:Badoo

has

a

larger

share

of

users

with

a

medium

household

income

than

otheronline

dating

servicesDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users11%48%41%Category

usersAllrespondents17%38%45%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=55,

Badoousers,n=145,

online

dating

users,n=12167,allrespondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

dating

users,

Badoo

users

are

relatively

likely

to

live

ina

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live60%50%27%26%24%18%17%10%10%9%

9%9%7%7%6%4%4%3%1%

1%Multi-generationalfamily0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherrelated

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

dating

providers

(website

orapp)

have

youused

in

the

past

12

months

(paidorunpaid)?";

Multi

Pick;Base:

n=55,

Badoousers,n=145,

online

dating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Badoo

users

are

more

likely

to

live

in

medium-sized

towns

than

online

datingusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden43%42%40%40%34%29%18%12%11%11%10%9%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

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=55,

Badoo

users,n=145,

online

datingusers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

202313%

of

Badoo

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users13%80%7%Category

usersAllrespondents20%71%9%9%82%9%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=55,

Badoo

users,n=145,

online

dating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

and

making

own

decisions

is

relatively

important

to

BadoousersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%53%

52%47%45%44%33%41%40%39%37%36%36%36%28%31%31%30%30%27%22%19%16%14%12%11%10%9%8%5%Safety

andsecurityHavingagood

timeMaking

myown

decisions

respectable

lifeAnhonest

andAhappyrelationshipLearningnew

thingsSocial

justice

TobesuccessfulTraditionsAdvancingmy

careerBrand

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=55,

Badoo

users,n=145,

online

dating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Traveling

is

a

relatively

prevalent

interest

of

Badoo

usersConsumer

lifestyle:

main

interestsTop10

interestsofBadoo

usersinSweden64%64%59%54%58%54%49%45%44%44%44%43%40%36%42%39%33%38%

33%32%35%33%33%32%31%29%28%28%21%26%Food

&diningMovies,TVshows&musicTravelSportsHealth

&fitnessHistoryScience

&technologyPolitics&societyandcurrentworld

eventsFinance&economyArts&literatureBrand

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=55,

Badoousers,n=145,

onlinedating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Cooking

or

baking

are

relatively

popular

hobbies

among

Badoo

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBadoo

usersinSweden60%58%55%50%46%47%43%43%41%42%40%

40%34%38%38%38%35%35%33%33%32%30%20%29%30%30%30%24%19%19%SocializingCooking/bakingTravelingDoing

sportsandfitnessOutdooractivitiesBoard

games/cardgamesMeditation/wellnessReadingPhotographyVideo

gamingBrand

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=55,

Badoousers,n=145,

onlinedating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Badoo

users

are

more

likely

to

play

basketball

than

the

average

onlinerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBadoo

usersinSweden24%23%21%21%20%18%18%16%16%15%15%14%15%15%15%13%13%13%11%11%11%10%9%9%8%7%7%7%6%4%HikingCyclingFitness,aerobics,cardioSwimming/DivingSoccerYoga

/PilatesBasketballRunning/JoggingHunting/FishingDancingBrand

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=31,

Badoousers,n=74,

online

dating

users,n=5219,

all

respondentsConsumer

Insights

Global

as

of

September

2023Badoo

users

are

more

likely

to

follow

athletics

(track

&

field)

than

other

onlinedating

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBadoo

usersinSweden31%27%25%22%22%17%16%10%9%9%9%9%7%7%7%7%7%6%6%6%5%5%5%5%4%3%4%3%3%3%SoccerIceHockeyAthletics(track&field)BoxingMixedMartial

ArtsMotorsportsAmericanfootballBasketballGolfHandballBrand

users

Category

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=25,Badoousers,n=51,

online

dating

users,n=3856,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

services•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

47%

of

Badoo

users

gladly

pay

for

services

that

make

life

moreconvenientConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinSweden47%47%

47%42%35%31%30%29%29%25%23%18%8%7%5%Igladlypayforservices

thatmakemy

throughmy

smartphonelifemore

convenientIlikeorganizing

mylife

Iprefer

touseservicesIamoften

frustratedbyunexpected

extrafees

attheend

ofaservice

bookingI’moften

unsatisfiedwhere

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=55,

Badoousers,n=145,

onlinedating

users,n=2032,

all

respondentsConsumer

Insights

Global

as

of

September

202320%

of

Badoo

users

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden46%38%36%26%24%24%21%20%20%19%14%11%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

dating

providers(website

orapp)

have

youused

in

the

past12

months

(paid

orunpaid)?";

Multi

Pick;Base:n=55,

Badoo

users,n=145,

online

dating

users,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Badoo

users

think

that

unemployment

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoBadoo

users62%61%55%53%53%47%46%45%40%40%44%44%37%41%31%42%42%40%39%39%31%38%35%37%36%36%28%34%33%32%CrimeUnemployment

Rising

prices/inflation/EducationEnvironmentHousingPovertyImmigrationHealth

andsocial

securityClimatechangecost

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=55,

Badoousers,n=145,

online

dating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Badoo

users

tend

to

have

moreleft

leaning

political

views

than

other

onlinedating

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users45%20%29%34%5%Category

usersAllrespondents34%29%2%26%26%34%15%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=55,

Badoousers,n=145,

online

dating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBadoo

users

access

the

internet

via

a

smart

TV

less

often

than

the

averageonline

dating

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet92%87%85%71%

71%64%63%60%54%53%53%51%48%47%45%45%43%40%37%37%32%32%31%30%29%24%19%SmartphoneLaptopStreaming

deviceTabletSmart

TVGaming

consoleAllrespondentsDesktop

PCSmart

speakersSmartwatchBrand

usersCategory

users26

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=55,Badoousers,n=145,

online

dating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Badoo

users

tend

to

post

texts

and

status

updates

more

often

than

otheronline

dating

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type67%66%62%67%66%64%58%

57%51%54%49%41%47%47%46%46%42%40%39%37%29%37%28%31%31%25%24%23%22%14%7%6%4%

3%1%0%Liked

posts

Sentprivate

CommentedPostedpictures/videosFollowedpeoplePosted

texts/statusSharedpostsbyother

usersLikedcompanypostsSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedbyotherusersmessageson

postscompanies

used

social

social

mediaupdatesmediapassivelyBrand

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=55,Badoousers,n=145,

online

dating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Badoo

users

tend

to

go

to

the

movies

more

often

than

online

dating

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks71%

71%

72%

71%

71%

71%68%64%

62%62%61%60%61%52%59%59%57%49%48%46%44%43%40%36%

33%32%31%30%29%19%14%

10%

14%TVDigitalvideocontentMovies

/cinemaRadioDigitalmusic

OnlinenewsMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

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=28,

Badoo

users,n=73,

online

dating

users,n=6071,

all

respondentsConsumer

Insights

Global

as

of

September

2023Badoo

users

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

online

dating

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBadoo

usersinSweden

havecome

across

digitaladvertisinginthepast4weeks47%46%45%

45%41%43%42%42%41%40%38%35%31%31%31%31%29%29%27%24%28%27%27%19%25%22%25%21%19%18%Video

portalsSocial

mediaOnlinestores

Search

engines

Video

streaming

MusicportalsservicesNewslettersVideo

gamesOtherappsEditorialwebsitesandappsBrand

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=55,Badoousers,n=145,

online

dating

users,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Badoo

users

remember

ads

they

got

by

mail

less

often

than

other

online

datingusersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks51%50%46%45%44%43%42%42%39%40%33%32%32%31%31%30%26%24%22%22%22%

22%17%

16%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioInprintedmagazinesandjournalsBy

mailshot

/

AtthemoviesInprinteddailynewspapersadvertisingmail/cinemaon

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)?";

Mul