瑞典网络服务提供商comviq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&BRANDSInternet

providers:

Comviqcustomers

in

SwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofComviq

customers

in

Sweden:

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

toRegion:

56countriesbenchmark

Comviq

customers

inSweden

(’’brandusers’’)

againstSwedish

home

internet

usersingeneral(’’category

users’’),

and

theoverall

Swedish

onliner,labelled

as’’all

respondents’’

inthe

charts.Numberof

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

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsComviq

is

the

sixth

most

used

internet

provider

in

Sweden

with

Telia

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

internetprovidersinSwedenTeliaTele225%20%TelenorBahnhofBredband2ComviqOwnit13%10%8%4%3%2%2%2%AllenteTreHalebop4Notes:"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=1,506

home

internet

usersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

home

internet

users

using

Comviq

grew

by

2

percentage

pointssince

Q2

of

2022Management

summary:

brandusagetimelineTimeline

of

homeinternetusersusing

Comviq4%3%3%3%2%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=32

-

58

Comviq

customers,n=1502

-

1528

home

internet

usersConsumer

Insights

Global

as

of

August

2023Sources:Comviq

customers

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsComviq

ismore

popularamongGeneration

Zthanother

internetproviders.Tradition

ismore

important

to

Comviqcustomers

than

toother

home

internetusers.Itstands

out

thatonly

38%

ofComviqcustomers

could

no

longer

imaginetheireveryday

lifewithout

theinternet.Comviq

customers

access

theinternetviaastreaming

device

less

often

thantheaverage

home

internet

user.There

is

afairlyeven

splitofmale

andfemale

Comviq

customers.29%

ofComviq

customers

areinterested

infashionand

beauty.43%

ofComviq

customers

areintheearly

majority

ofinnovation

adoptertypes.Comviq

customers

tendtosend

privatemessages

less

often

than

other

homeinternet

users.Comviq

hasalarger

share

ofcustomers

Making

musicisarelatively

popularwith

alow

income

thanotherinternetproviders.hobbyamong

Comviq

customers.Arelatively

highshare

ofComviqcustomers

thinkthattheenvironment

is

adson

search

engines

less

often

thananissuethatneeds

tobeaddressed.

other

home

internet

users.Comviq

customers

remember

seeingComviq

customers

are

more

likely

toliveinsmall

towns

thanhome

internetusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Comviq

ismore

popular

among

Generation

Z

than

other

internet

providersDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users34%40%19%7%Category

usersAllrespondents19%20%36%34%32%12%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

accessat

home?";Single

Pick;

Base:

n=58

Comviq

customers,n=1,506

home

internet

users,n=12,167

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

Comviq

customersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users48%52%Category

usersAllrespondents52%48%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=58

Comviq

customers,n=1,506

home

internet

users,

n=12,167

all

respondentsSources:Consumer

Insights

Global

as

of

August

202312%

of

Comviq

customers

have

no

formal

educationDemographic

profile:

educationConsumer’s

level

of

educationinSweden24%24%23%21%21%

21%21%17%17%16%

16%16%12%12%10%10%6%6%3%2%2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=58

Comviq

customers,n=1,506

home

internetusers,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Comviq

has

a

larger

share

of

customers

with

a

low

income

than

other

internetprovidersDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users26%30%45%Category

usersAllrespondents35%35%30%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internetaccessat

home?";Single

Pick;Base:n=58

Comviq

customers,n=1,506

home

internet

users,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

home

internet

users,

Comviq

customers

are

relatively

likelyto

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live28%27%27%26%26%26%24%24%16%16%14%10%

10%9%8%3%2%2%2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=58

Comviq

customers,n=1,506

home

internet

users,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Comviq

customers

are

more

likely

to

live

in

small

townsthan

home

internetusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden47%45%42%33%31%29%21%18%15%11%10%0%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;

Base:

n=58

Comviq

customers,

n=1,506

home

internet

users,n=12,167

allrespondentsConsumer

Insights

Global

as

of

August

202319%

of

Comviq

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users19%69%12%Category

usersAllrespondents9%9%82%9%82%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

providerof

yourinternet

access

athome?";Single

Pick;Base:n=58

Comviq

customers,n=1,506

home

internetusers,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedTradition

ismore

important

to

Comviq

customers

than

to

other

home

internetusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden57%59%55%48%47%38%41%37%40%40%39%37%36%36%29%34%31%30%22%22%22%17%14%13%11%

10%10%9%8%

8%Safety

andsecurityAhappyrelationshipHavingagood

timeAnhonest

andrespectable

lifeLearningnew

thingsMaking

myown

decisionsSocial

justiceTraditionsAdvancingmy

careerTobesuccessfulBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

access

at

home?";Single

Pick;

Base:

n=58Comviq

customers,

n=1,506

home

internet

users,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

Comviq

customers

are

interested

in

fashion

and

beautyConsumer

lifestyle:

main

interestsTop10

interestsofComviq

customersinSweden58%54%50%49%47%44%

44%37%34%38%36%34%34%31%33%27%31%26%32%24%29%29%28%28%24%26%26%25%22%21%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelFashion&beautyFinance&economyFamily

&parentingScience

&technologySportsArts&literatureBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=58

Comviq

customers,n=1,506

home

internet

users,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

Comviq

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofComviq

customers

inSweden43%43%43%43%41%41%39%35%35%34%34%33%33%31%28%31%29%29%28%28%28%27%26%24%

21%20%24%22%11%

11%Cooking/bakingSocializingTravelingMaking

musicDIYandarts&craftsPetsReadingTech

/computersOutdooractivitiesPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=58

Comviq

customers,n=1,506

home

internet

users,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Comviq

customers

go

swimming

or

divingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofComviq

customers

inSweden18%18%15%15%15%16%16%15%15%15%14%12%10%9%9%8%

8%7%

7%7%7%7%5%5%5%5%4%3%1%

1%CyclingFitness,aerobics,cardioSwimming/DivingRunning/JoggingSoccerBadmintonHikingYoga

/PilatesBaseball/SoftballBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

access

at

home?";Single

Pick;

Base:

n=21

Comviq

customers,n=663

homeinternet

users,n=5,219

all

respondentsConsumer

Insights

Global

as

of

August

2023Comviq

customers

are

more

likely

to

follow

basketball

than

other

home

internetusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byComviq

customers

inSweden22%

22%17%10%9%8%7%7%5%5%5%5%5%4%3%3%3%3%3%3%2%3%2%2%

2%2%1%1%1%1%SoccerBasketballCricketCyclingAmericanfootballAthletics(track&

field)BoxingField

hockeyBaseballGymnasticsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=15

Comviq

customers,n=468home

internet

users,n=3,856

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

the

internet•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

38%

of

Comviq

customers

could

no

longer

imagine

theireveryday

life

without

the

internetConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

inSweden59%56%40%39%38%36%37%36%35%33%29%28%25%24%24%Icould

no

longerimaginemy

everydaylifewithout

the

internetI’mwell

protectedagainstvirusesanddata

abuseIactively

dosomething

fortheprotection

of

my

dataSavingsensitivedata

online

istooinsecure

formeI’mconcerned

thatmydata

is

beingmisusedon

theinternetBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=58

Comviq

customers,n=1,506

home

internet

users,n=2,026

allrespondentsConsumer

Insights

Global

as

of

August

202343%

of

Comviq

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden43%38%36%28%27%26%24%

24%14%14%13%11%2%Innovators1%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;Base:n=58

Comviq

customers,n=1,506

home

internet

users,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Comviq

customers

think

that

the

environment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoComviq

customers63%61%54%53%47%45%35%40%39%37%36%36%36%34%35%33%33%33%32%31%

31%31%29%29%28%28%23%24%24%21%EnvironmentCrimePovertyUnemploymentEconomicsituationRising

prices/inflation/cost

of

livingHealth

andsocial

securityClimatechangeCivilrightsEducationBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

accessat

home?";SinglePick;Base:n=58

Comviq

customers,n=1,506

home

internet

users,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Comviq

customers

tend

to

have

more

left

leaning

political

views

than

otherhome

internet

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users40%22%24%14%13%15%Category

usersAllrespondents27%26%27%33%26%34%LeftCenterRightPrefer

nottoanswer25

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

serviceproviders

is

theprovider

ofyourinternet

accessat

home?";Single

Pick;

Base:

n=58

Comviq

customers,n=1,506

home

internet

users,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsComviq

customers

access

the

internet

via

a

streaming

device

less

often

than

theaverage

home

internet

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet93%92%84%74%71%61%61%60%55%48%47%48%45%43%40%

40%37%34%33%

32%28%24%24%21%18%

19%9%SmartphoneLaptopSmart

TVTabletDesktop

PCStreaming

deviceAllrespondentsSmartwatchGaming

console

Smart

speakersBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=58

Comviq

customers,n=1,506home

internet

users,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Comviq

customers

tend

to

send

private

messages

less

often

than

other

homeinternet

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type70%69%66%64%54%51%48%47%47%46%41%36%40%39%29%28%32%32%31%29%28%26%25%19%24%23%22%21%

14%14%9%8%

7%7%6%5%Liked

posts

Commented

SentprivatePostedpictures/videosSharedpostsbyother

usersFollowedpeoplePosted

texts/statusLikedcompanypostsSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedbyotheruserson

postsmessagescompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;Base:n=58

Comviq

customers,n=1,506home

internet

users,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Comviq

customers

tend

to

listen

to

digital

music

content

less

often

than

homeinternet

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks75%74%72%72%71%65%61%62%62%58%53%59%57%51%50%47%44%41%40%39%36%32%33%33%

32%31%28%25%19%25%14%13%6%TVDigitalvideocontentRadioMovies

/cinemaOnlinenews

DigitalmusicMagazinesPodcastsOnlinemagazinesDailyWeeklywebsitescontentnewspapers

newspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;

Base:

n=36

Comviq

customers,

n=747

home

internet

users,n=6,071

all

respondentsConsumer

Insights

Global

as

of

August

2023Comviq

customers

remember

seeing

ads

on

search

engines

less

often

thanother

home

internet

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereComviq

customersinSweden

havecome

across

digital

advertisinginthepast4weeks47%43%42%41%40%38%35%33%31%25%28%26%26%22%21%24%24%24%25%24%21%22%21%21%21%19%19%19%19%18%Video

portalsVideo

gamesSocial

mediaNewslettersOnlinestores

Video

streamingservicesWebsitesandappsof

brandsOtherappsEditorialwebsitesandappsSearch

enginesBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;

Base:

n=58

Comviq

customers,n=1,506home

internet

users,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Comviq

customers

remember

ads

they

saw

out-of-home

less

often

than

otherhome

internet

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks45%44%44%43%41%39%40%34%26%33%31%31%31%30%29%28%24%24%22%21%16%19%17%16%OnTVInprintedmagazinesandjournalsDirectly

inthestoreOntheradioBy

mailshot

/

Atthemovies

OnadvertisingInprinteddailynewspapersadvertisingmail/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;

Base: