法国在线购物网站veepee.fr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:

Veepee.frshoppers

in

FranceConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofVeepee.fr

shoppers

inFrance:

whotheyare;

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

tobenchmark

Veepee.fr

shoppers

inFrance

(’’brandusers’’)

againstFrench

onlineshoppers

ingeneral(’’category

users’’),

and

theoverall

French

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

France)•

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

insightsVeepee.fr

is

the

tenth

most

used

online

shop

in

France

with

Amazon

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

onlineshopsinFranceAmazon72%25%22%19%Zalando16%15%13%11%11%9%auchan.frVeepee.fr4Notes:"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=1003,

online

shoppersConsumer

Insights

Global

as

of

August

2023Sources:Veepee.fr

shoppers

in

FranceManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints39%

ofVeepee.fr

shoppers

areMillennials.Safety

and

security

isless

important

toItstands

out

that61%

ofVeepee.frVeepee.fr

shoppers

than

tootheronline

shoppers

think

thatcustomer

reviewsVeepee.fr

shoppers

access

theinternetviaasmart

TVmore

often

thantheaverage

onlineshopper.shoppers.on

theinternet

arevery

helpful.Veepee.fr

ismore

popularamongfemale

online

shoppers

thanmaleonlineshoppers.Health

and

fitnessare

relativelyprevalent

interests

of

Veepee.frshoppers.22%

ofVeepee.fr

shoppers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Veepee.fr

shoppersinteract

with

companies

more

oftenthan

other

onlineshoppers.Veepee.fr

hasalarger

shareofshoppers

with

ahigh

income

than

other

Outdooractivities

arearelativelyArelatively

highshare

ofVeepee.frshoppers

think

thathousingisanissuethatneeds

to

beaddressed.Veepee.fr

shoppers

remember

seeingadson

videostreaming

services

moreoften

than

other

onlineshoppers.onlineshops.popularhobbyamong

Veepee.frshoppers.Veepee.fr

shoppers

aremore

likely

toliveincities

withover

1millioninhabitants

than

onlineshoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+39%

of

Veepee.fr

shoppers

are

MillennialsDemographic

profile:

generationsAgeof

consumersinFranceBrand

users22%21%21%39%33%6%Category

usersAllrespondents34%33%33%33%12%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past

12

months?";

MultiPick;Base:n=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=12165,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Veepee.fr

is

more

popular

among

female

online

shoppers

than

male

onlineshoppersDemographic

profile:

genderGenderofconsumersinFranceBrand

users38%62%Category

usersAllrespondents48%49%52%52%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

shops

have

youbought

something

fromin

the

past12

months?";

Multi

Pick;

Base:

n=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=12165,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Veepee.fr

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinFrance29%25%24%24%23%20%19%17%16%

16%16%15%15%15%12%3%3%2%

2%2%1%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=90,

Veepee.frshoppers,

n=1003,

onlineshoppers,

n=12165,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Veepee.fr

has

a

larger

share

of

shoppers

with

a

high

income

than

other

onlineshopsDemographic

profile:

incomeShare

ofconsumersinFrance

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users38%38%24%Category

usersAllrespondents31%36%33%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

shops

have

youbought

something

fromin

the

past

12

months?";

Multi

Pick;Base:n=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

online

shoppers,

Veepee.fr

shoppers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinFrancelive49%35%

35%24%24%19%19%19%12%11%10%

10%10%9%9%2%

2%Other1%

1%Multi-generationalfamily0%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

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=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Veepee.fr

shoppers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

online

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinFrance26%26%25%25%24%24%23%23%22%20%19%18%11%6%6%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=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=12165,

allrespondentsConsumer

Insights

Global

as

of

August

20234%

of

Veepee.fr

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinFranceBrand

users4%82%13%11%11%Category

usersAllrespondents7%82%7%82%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=90,

Veepee.frshoppers,

n=1003,

onlineshoppers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

Veepee.fr

shoppers

than

to

other

onlineshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinFrance57%51%

52%47%45%48%48%46%45%40%40%40%34%

34%29%30%28%26%24%16%19%

18%18%16%11%10%8%8%6%4%AhappyrelationshipHavingagood

timeAnhonest

and

Tobesuccessfulrespectable

lifeLearningnew

thingsSafety

andsecuritySocial

justiceMaking

myown

decisionsTraditionsAdvancingmy

careerBrand

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=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Health

andfitness

are

relatively

prevalent

interests

of

Veepee.fr

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofVeepee.frshoppersinFrance56%54%53%42%42%

42%47%47%46%45%43%43%42%42%38%37%

37%35%35%34%33%33%31%29%29%28%27%26%17%15%TravelHealth

&fitnessMovies,TVshows&musicHome

&gardenSportsFamily

&parentingFashion&beautyFood

&diningScience

&technologyCareer

&educationBrand

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=90,

Veepee.frshoppers,

n=1003,

online

shoppers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

among

Veepee.fr

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofVeepee.frshoppersinFrance53%53%53%51%43%41%

42%41%40%40%

39%39%38%37%37%36%29%32%31%30%30%29%29%29%29%28%28%27%23%

23%Cooking/bakingOutdooractivitiesReadingTravelingDoing

sportsandfitnessGardeningandplantsSocializingDIYandarts&craftsPetsBoard

games/cardgamesBrand

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=90,

Veepee.frshoppers,

n=1003,

online

shoppers,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Veepee.fr

shoppers

are

more

likely

to

go

running

or

jogging

than

other

onlineshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofVeepee.frshoppersinFrance30%28%19%18%

19%17%13%

13%12%11%11%11%11%11%10%10%10%10%9%9%8%

8%6%6%6%5%6%5%5%4%HikingRunning/JoggingFitness,aerobics,cardioCyclingSoccerBasketballSwimming/DivingBadmintonDancingYoga

/PilatesBrand

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=55,

Veepee.frshoppers,

n=872,online

shoppers,

n=5414,

all

respondentsConsumer

Insights

Global

as

of

August

2023Veepee.fr

shoppers

are

more

likely

to

follow

soccer

than

other

online

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byVeepee.frshoppersinFrance33%24%23%21%18%16%14%12%12%11%11%10%10%9%9%9%9%9%8%8%8%8%7%5%4%

4%3%3%3%3%SoccerTennisRugbyBasketballAthletics(track&field)Swimming/divingCyclingHandballMixedMartial

ArtsVolleyballBrand

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=39,

Veepee.frshoppers,

n=656,online

shoppers,

n=4129,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineshopping•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

61%

of

Veepee.fr

shoppers

think

that

customer

reviews

on

theinternet

are

very

helpfulConsumer

attitudes:ecommerce

&retailAgreementwithstatements

towards

ecommerce

&retail

inFrance61%60%45%46%44%43%42%35%33%28%24%22%21%19%17%Customer

reviews

on

the

When

IplanamajorWhen

Iorder

anitem,

Iprefer

express

shippingIusuallymanagehabitual

/recurrentorders

directly

viamysmartphone

or

tabletIamexcited

aboutusingAugmented

&VirtualReality

while

shoppinginternet

are

very

helpfulpurchase,Ialwaysdosome

researchon

the

internet

firstBrand

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=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=2022,

allrespondentsConsumer

Insights

Global

as

of

August

202322%

of

Veepee.fr

shoppers

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinFrance42%

42%37%25%24%

24%24%22%19%17%10%9%3%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityLaggardsAllrespondents22

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=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Veepee.fr

shoppers

think

that

housing

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoVeepee.frshoppers76%61%61%58%53%

46%46%52%51%49%48%40%46%44%37%43%43%36%41%41%41%39%39%38%38%37%37%36%34%33%Rising

prices/inflation/cost

of

livingEconomicsituationPovertyHousingHealth

andsocial

securityEnvironment

Unemployment

ClimatechangeEducationCrimeBrand

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=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Veepee.fr

shoppers

tend

to

have

moreleft

leaning

political

views

than

otheronline

shoppersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinFranceBrand

users32%34%16%18%Category

usersAllrespondents24%23%27%27%27%28%22%22%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=90,

Veepee.frshoppers,

n=1003,

online

shoppers,

n=12165,allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsVeepee.fr

shoppers

access

the

internet

via

a

smart

TV

more

often

than

theaverage

online

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinFranceuseregularlyto

accesstheinternet98%89%

89%77%71%

70%56%46%

45%43%

43%43%43%34%31%28%

28%29%

29%23%20%19%

18%16%

16%16%15%SmartphoneLaptopTabletDesktop

PCSmart

TVGaming

consoleAllrespondentsSmartwatchSmart

speakers

Streaming

deviceBrand

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=90,

Veepee.frshoppers,n=1003,

online

shoppers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Veepee.fr

shoppers

interact

with

companies

more

often

thanother

online

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinFrance

by

type63%60%55%

54%52%51%39%44%43%41%32%39%38%

38%38%37%26%

26%33%29%20%20%27%24%23%22%21%18%10%10%14%13%10%10%9%6%Sentprivate

Liked

postsFollowedpeopleCommentedon

postsPostedpictures/videosLikedcompanypostsSharedpostsbyother

usersFollowedcompaniesPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

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=90,

Veepee.frshoppers,n=1003,

online

shoppers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Veepee.fr

shoppers

tend

to

read

online

magazines

more

often

than

onlineshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks87%

81%80%73%58%58%73%61%69%59%60%60%45%57%45%

44%34%39%36%34%

32%32%28%

24%28%27%Daily26%23%

23%22%20%

15%15%TVDigitalvideocontentRadioMovies

/cinemaOnlinenews

DigitalmusicOnlineMagazinesPodcastsWeeklynewspapers

newspaperswebsitescontentmagazinesBrand

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=90,

Veepee.frshoppers,

n=924,

onlineshoppers,

n=6070,

all

respondentsConsumer

Insights

Global

as

of

August

2023Veepee.fr

shoppers

remember

seeing

ads

on

video

streaming

services

moreoften

than

other

online

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereVeepee.frshoppersinFrance

havecome

across

digitaladvertisinginthepast4weeks51%43%42%39%38%38%32%32%36%33%30%29%28%25%

25%24%24%23%23%21%19%19%18%18%17%17%15%13%9%

9%Video

portals

Video

streaming

Social

mediaservicesOnlinestoresWebsitesandappsof

brandsSearch

enginesEditorialwebsitesandappsVideo

gamesMusicportalsBlogs/forumsBrand

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=90,

Veepee.frshoppers,n=1003,

online

shoppers,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Veepee.fr

shoppers

remember

ads

they

got

by

mail

more

often

than

otheronline

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinFrancehavecome

across

non-digital

advertisinginthepast4weeks72%59%57%48%33%42%32%

32%42%30%

30%41%37%22%32%24%

24%23%22%

22%21%19%15%

15%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersadvertisingmail/cinemaon

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=90,

Veepee.frshoppers,