瑞典杂志91an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&BRANDSMagazines:

91:an

readers

inSwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

of91:an

readers

inSweden:

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

91:an

readers

inSweden

(’’brandusers’’)againstSwedish

magazinereaders

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

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insights91:anranks

outside

the

top

10

of

most

read

magazines

in

SwedenManagement

summary:

brandusageand

competitionTop10

most

read

magazinesinSwedenAllersIllustrerad

VetenskapVi

iVilla20%15%15%14%14%14%13%13%12%12%Året

RuntAmeliaHemmets

JournalBamseHäntExtraAutoMotor

&SportVärldens

Historia4Notes:"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=615magazine

readersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

magazine

readers

reading

91:an

grew

by3

percentage

points

sinceQ4

of

2021Management

summary:

brandusagetimelineTimeline

of

magazine

readersreading91:an8%8%7%7%6%6%5%2021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=30-

51

91:an

readers,

n=580

-

615

magazine

readersConsumer

Insights

Global

as

of

August

2023Sources:91:an

readers

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints91:an

ismore

popularamongGeneration

Zthanother

magazines.Success

and

career

advancement

arerelatively

important

to

91:an

readers.Itstands

out

that45%

of91:an

readersprefer

toown

hardcopies

offilms,books

or

music.91:an

readers

access

theinternet

viaagamingconsole

more

often

thantheaverage

magazinereader.91:an

ismore

popularamong

malemagazine

readers

than

femalemagazine

readers.Sportsisarelatively

prevalent

interestof

91:an

readers.29%

of91:an

readers

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

91:an

readers

interactwith

companies

more

often

than

othermagazine

readers.Tech

or

computers

arerelatively91:an

hasalarger

shareof

readers

with

popularhobbiesamong

91:an

readers.alow

income

than

othermagazines.Arelatively

highshare

of91:an

readersthink

thatterrorism

isanissuethatneeds

to

beaddressed.91:an

readers

remember

seeing

adsonvideo

streaming

services

more

oftenthan

other

magazine

readers.47%

of91:an

readers

liveinlarge

cities.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+91:an

is

more

popular

among

GenerationZ

than

other

magazinesDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users31%37%25%6%Category

usersAllrespondents19%20%35%33%13%12%35%32%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=51

91:an

readers,

n=615

magazine

readers,

n=12,167

allrespondentsSources:Consumer

Insights

Global

as

of

August

202391:an

is

more

popular

among

male

magazine

readers

than

female

magazinereadersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users80%20%Category

usersAllrespondents51%50%49%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=51

91:an

readers,

n=615

magazine

readers,

n=12,167

allrespondentsSources:Consumer

Insights

Global

as

of

August

202320%

of

91:an

readers

have

a

master’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinSweden27%24%

24%22%22%21%21%20%17%16%16%14%12%12%10%6%4%

4%4%3%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

ofthe

following

printed

magazines

orweekly

newspapers

have

you

readin

the

past

3months?";

Multi

Pick;Base:n=51

91:an

readers,

n=615magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

202391:an

has

a

larger

share

of

readers

with

a

low

income

than

other

magazinesDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users31%31%38%Category

usersAllrespondents36%32%33%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

ofthe

following

printed

magazines

orweeklynewspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=51

91:an

readers,

n=615

magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

magazine

readers,

91:an

readers

are

relatively

likely

to

live

ina

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live31%28%27%26%25%24%21%20%16%16%12%10%

10%10%9%6%3%

3%Other2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;Base:n=51

91:an

readers,

n=615

magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

202347%

of

91:an

readers

live

in

largecitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden47%43%42%30%29%27%18%15%14%12%12%11%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;

Base:

n=51

91:an

readers,

n=615

magazine

readers,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

202318%

of

91:an

readers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users18%75%8%7%9%Category

usersAllrespondents13%81%9%82%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweeklynewspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=51

91:an

readers,

n=615magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

91:an

readersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%56%49%47%35%44%36%35%39%39%37%36%36%

36%34%29%29%30%25%22%22%22%18%16%15%14%13%10%9%8%Safety

andsecurityHavingagood

timeAhappyrelationshipMaking

myown

decisionsTobesuccessful

Anhonest

andrespectable

lifeTraditionsLearningnew

thingsSocial

justiceAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";Multi

Pick;Base:n=51

91:an

readers,

n=615

magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

is

a

relatively

prevalent

interest

of

91:an

readersConsumer

lifestyle:

main

interestsTop10

interestsof91:an

readersinSweden55%57%57%54%51%49%47%47%45%45%44%

44%39%43%39%36%41%39%38%38%32%38%36%31%35%33%32%32%27%25%Movies,TVshows&musicSportsFamily

&parentingScience

&technologyFood

&diningHome

&gardenHealth

&fitnessPolitics&societyandcurrentworld

eventsHistoryTravelBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=51

91:an

readers,

n=615

magazinereaders,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

91:an

readersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

of91:an

readersinSweden57%47%45%41%45%44%44%43%43%43%43%41%41%41%34%37%37%37%35%35%35%33%31%29%27%

27%24%24%

24%19%SocializingTech

/computersDoing

sportsandfitnessPetsOutdooractivitiesTravelingBoard

games/cardgamesCooking/bakingReadingVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=51

91:an

readers,

n=615

magazinereaders,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

202391:an

readers

are

more

likely

to

play

soccer

than

other

magazine

readersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesof91:an

readersinSweden24%24%24%22%22%22%20%20%20%18%18%15%15%14%14%14%11%10%8%8%7%7%6%6%5%5%4%3%3%1%CyclingFitness,aerobics,cardioSoccerHikingBadmintonHunting/FishingBasketballCricketDancingTableTennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;

Base:

n=27

91:an

readers,n=304

magazine

readers,

n=5,219

all

respondentsConsumer

Insights

Global

as

of

August

202391:an

readers

are

more

likely

to

follow

baseball

than

other

magazine

readersConsumer

lifestyle:

sports

followedTop10

sports

followed

by91:an

readersinSweden35%31%29%27%24%24%22%20%20%17%16%16%16%15%14%10%9%8%7%7%7%5%5%5%5%4%3%3%2%2%SoccerAthletics(track&

field)IceHockeyBaseballTennisCyclingHandballAmericanfootballBasketballGymnasticsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

you

readin

the

past

3months?";

Multi

Pick;Base:n=29

91:anreaders,

n=218

magazine

readers,

n=3,856

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

45%

of

91:an

readers

prefer

to

own

hard

copies

of

films,

booksor

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSweden59%55%

55%51%49%

49%49%45%41%36%32%27%21%17%14%Iprefer

digitalcontentasitiseasier

tomanageDigitalservices

allowme

to

discover

newandexcitingcontentItis

important

tometogetthebestimageandsoundqualityIprefer

toown

hardcopies

of

films,books

or

music(e.g.,DVD,

CD,vinyl)Idon’ttrustthemainstream

media

inmy

country

ofresidence(e.g.,news

channels)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=51

91:an

readers,

n=615

magazine

readers,n=2,025

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

91:an

readers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden38%37%35%27%26%

26%24%24%20%16%12%11%2%Innovators1%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=5191:an

readers,

n=615

magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

91:an

readers

think

that

terrorism

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingto91:an

readers61%57%53%53%51%38%43%

45%39%40%37%41%41%41%41%31%40%34%37%37%33%33%33%32%30%28%23%21%21%

21%CrimeEnvironmentImmigrationRising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityPovertyCivilrightsEducationTerrorismBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;Base:n=51

91:an

readers,

n=615

magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

magazine

readers,

91:an

readers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users29%20%47%35%4%Category

usersAllrespondents26%28%11%26%26%34%15%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

ofthe

following

printed

magazinesorweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=51

91:an

readers,

n=615

magazine

readers,

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

touchpoints91:an

readers

access

the

internet

via

a

gaming

console

more

often

than

theaverage

magazine

readerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet91%

92%88%86%75%73%71%65%62%61%60%57%53%53%47%48%47%45%45%37%36%32%31%29%25%24%19%SmartphoneLaptopSmart

TVTabletStreaming

device

Gaming

consoleDesktop

PCSmartwatchSmart

speakersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=51

91:anreaders,

n=615

magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

91:an

readers

interact

with

companies

more

often

than

othermagazine

readersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type66%63%67%66%64%

64%57%58%51%55%52%46%47%47%41%39%45%45%41%41%36%28%36%29%36%31%30%23%20%14%8%7%5%6%4%2%Commented

Liked

posts

SentprivateFollowedpeoplePostedpictures/videosLikedcompanypostsSharedpostsbyother

usersSharedcompanypostsPosted

texts/statusFollowedIhaveonly

Ihaven’t

usedon

postsbyotherusersmessagescompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;

Base:

n=51

91:anreaders,

n=615

magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

202391:an

readers

tend

to

read

weekly

newspapers

more

often

than

magazinereaders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks78%75%

73%75%

75%72%71%71%64%64%63%62%61%59%52%

57%54%54%54%54%50%

43%44%42%40%35%36%32%31%20%19%14%11%DigitalvideocontentRadioMagazinesTVDigitalmusiccontentDailynewspapersOnlinenewswebsitesWeeklynewspapersMovies

/cinemaPodcastsOnlinemagazinesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;

Base:

n=28

91:an

readers,

n=336magazine

readers,

n=6,071

all

respondentsConsumer

Insights

Global

as

of

August

202391:an

readers

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

magazine

readersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhere91:an

readersinSweden

havecome

across

digital

advertisinginthepast4weeks49%42%43%47%45%

44%41%43%43%41%40%39%38%33%33%33%31%31%30%27%24%24%24%23%22%22%19%

19%19%18%Onlinestores

Search

engines

Social

mediaNewslettersVideo

portalsOtherapps

Video

streaming

MusicportalsservicesVideo

gamesWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;

Base:

n=51

91:anreaders,

n=615

magazine

readers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

202391:an

readers

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

magazine

readersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks59%48%53%47%51%51%39%51%39%49%

49%47%39%44%39%40%37%33%25%31%30%24%22%17%Directly

inthestoreOnadvertisingspacesInprinteddailynewspapersInprintedmagazinesandjournalsOntheradioOnTVBy

mailshot

/

Atthemoviesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";