奥地利聊天软件用户分析报告：Skype-外文版培训课件2024.7微信支付宝

CONSUMERS&BRANDSMessengers:

Skype

users

inAustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSkypeusers

inAustria:who

theyare;

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

SkypeusersinAustria(’’brand

users’’)againstAustrianmessenger

usersingeneral

(’’categoryusers’’),

and

the

overall

Austrianconsumer,

labelledas’’all

respondents’’

inthecharts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Austria)•

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

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSkype

is

the

sixth

most

used

messenger

service

in

Austria

with

WhatsApp

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinAustriaWhatsAppFacebook

MessengerFaceTime75%24%16%14%TelegramDiscord11%10%SkypeZoom9%9%Microsoft

TeamsSignal8%6%Viber4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=509

messenger

usersConsumer

Insights

Global

as

of

June

2024Sources:Skype

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSkypeismore

popularamongGeneration

Xthanother

messengerservices.Anhonest

and

respectable

lifeis

lessimportant

to

Skypeusers

than

toothermessenger

users.Itstands

out

that56%

ofSkypeusersdon’tmind

advertising

iftheyget

freecontent

inreturn.YouTube

ismore

popularamong

Skypeusers

thanthe

average

messenger

user.Skypeusers

remember

hearing

adsinpodcastsmore

often

thanothermessenger

users.Skypeismore

popularamong

malemessenger

users

than

femalemessenger

users.Sportsisarelatively

prevalent

interestof

Skypeusers.48%

ofSkypeusers

are

inthe

earlymajority

of

innovationadopter

types.Traveling

isarelatively

popularhobbyArelatively

highshare

ofSkypeusersthink

thatunemployment

is

anissuethatneeds

to

beaddressed.Skypehasalarger

shareof

users

with

a

among

Skypeusers.highincome

thanother

messengerservices.Skypeusers

aremore

likely

to

liveincitieswith

over

1million

inhabitantsthan

messenger

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Skype

is

more

popular

among

Generation

X

than

other

messenger

servicesDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users14%34%40%12%12%12%Category

usersAllrespondents23%32%33%21%34%34%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=50

Skype

users,n=509

messengerusers,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Skype

is

more

popular

among

male

messenger

users

than

female

messengerusersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users62%38%Category

usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=50

Skype

users,n=509

messengerusers,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

202432%

of

Skype

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustria38%37%32%32%26%25%20%12%11%

11%11%10%10%

9%4%3%2%2%

2%

2%Bachelor

degree

Master

degree

Doctoral

degree0%Noformaleducation

/primary

schoolLower

secondary

Uppersecondaryeducation

(noteligible

forTechnical

/vocationaleducationeducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=50

Skype

users,n=509

messenger

users,n=12,175

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024Skype

has

a

larger

share

of

users

with

a

high

income

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users36%29%36%Category

usersAllrespondents31%31%39%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

instant

messengerorvideo

call

servicesdo

youuseregularly?";Multi

Pick;Base:n=50

Skype

users,

n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

Skype

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive34%33%29%24%24%24%23%

23%22%11%11%10%6%6%4%4%4%2%2%

2%Multi-generationalfamily2%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherhouseholdrelated

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

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=50

Skypeusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

thanmessenger

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria32%32%29%23%23%23%22%22%18%16%14%13%12%11%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";

Multi

Pick;Base:

n=50

Skype

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

20246%

of

Skype

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users6%5%68%26%Category

users83%83%12%11%Allrespondents

6%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=50

Skype

users,n=509

messengerusers,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Skype

users

than

to

othermessenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria64%61%57%50%38%43%42%42%40%40%37%35%33%26%28%28%28%28%26%23%19%19%20%19%11%10%9%9%8%6%AhappyrelationshipMaking

myown

decisionsSafety

andsecurityTobesuccessfulHavingagood

timeAnhonest

andrespectable

lifeSocial

justiceLearningnew

thingsAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=50

Skype

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Sports

is

a

relatively

prevalent

interest

of

SkypeusersConsumer

lifestyle:

main

interestsTop10

interestsofSkypeusersinAustria66%62%60%54%48%52%52%52%50%

50%50%49%48%46%

46%46%44%44%41%38%34%34%34%33%32%32%31%30%29%28%TravelFood

&diningHealth

&fitnessSportsHome

&gardenMovies,TVshows&musicPolitics&societyandcurrentworld

eventsCareer

&educationHistoryScience

&technologyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=50

Skype

users,

n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Traveling

is

a

relatively

popular

hobby

among

Skype

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSkypeusersinAustria64%58%56%50%50%50%48%47%46%46%44%43%43%

43%42%42%40%40%40%39%38%34%34%34%32%Pets31%30%29%26%24%TravelingCooking/bakingOutdooractivitiesReadingDoing

sportsandfitnessShoppingGardeningandplantsTech

/computersSocializingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=50

Skype

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

are

more

likely

to

go

dancing

than

other

messenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSkype

usersinAustria40%34%33%32%30%30%26%24%22%21%22%

22%22%21%20%18%18%16%12%12%10%10%10%10%9%9%

9%4%4%3%HikingFitness,aerobics,

cardioCyclingSwimming/DivingRunning/joggingDancingYoga

/pilatesWintersportsSoccerBasketballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=33

Skype

users,n=291

messengerusers,n=6,948

allrespondentsConsumer

Insights

Global

as

of

June

2024Skype

users

are

more

likely

to

follow

soccer

than

other

messenger

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySkypeusersinAustria44%32%26%23%20%20%18%18%14%13%12%12%12%10%8%6%6%5%

5%5%4%5%4%4%4%4%

4%4%3%2%SoccerWinter

sportsMotorsportsTennisBasketballIceHockeyCyclingAthletics(track&

field)BoxingMixedMartial

ArtsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=27

Skype

users,n=175

messenger

users,n=3,968

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

56%

of

Skype

users

don’t

mind

advertising

if

they

get

freecontent

in

returnConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainAustria56%54%

54%39%38%37%24%22%

22%18%18%16%14%8%6%Idon’tmindadvertising

ifIgetfree

content

inreturnIamoften

annoyedbyadvertising

ontheinternetIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIhaveboughtproducts

Iamexcited

aboutusingbecause

celebrities

or

themetaverseinfluencers

advertised

(immersive

virtualworld)themBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=50

Skype

users,n=509

messenger

users,n=2,027

all

respondentsConsumer

Insights

Global

as

of

June

202448%

of

Skype

users

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria48%38%34%38%37%22%19%17%12%12%8%6%6%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=50

Skype

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Skype

users

think

that

unemployment

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoSkypeusers61%61%58%45%44%43%42%31%38%38%28%32%35%36%36%34%34%33%32%32%32%32%31%31%32%27%26%24%25%21%Rising

prices/inflation/cost

of

livingImmigrationPovertyEducationUnemployment

GovernmentdebtCrimeEconomicsituationEnvironmentHealth

andsocial

securityBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=50Skype

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Skype

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users12%50%37%14%24%Category

usersAllrespondents19%18%27%21%38%19%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

instant

messengerorvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=50

Skype

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsYouTube

ismore

popular

among

Skype

users

than

the

average

messengeruserMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand90%59%61%

60%53%63%62%60%56%54%31%28%

28%18%18%24%22%20%20%10%

10%19%18%12%

12%LinkedIn12%8%6%Twitch6%

5%YouTubeFacebook

InstagramTikTokPinterestSnapchatX(Twitter)RedditBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=50Skype

users,n=509

messengerusers,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

tend

to

watchdigital

videocontent

more

often

than

the

averageconsumerMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks77%76%76%62%75%70%

68%69%64%54%45%50%39%48%

41%45%44%44%38%42%38%34%32%22%28%25%27%26%

26%16%25%19%17%TVDigitalvideocontentRadioDailynewspapersOnlinenews

DigitalmusicMagazinesOnlinemagazinesPodcastsMovies

/cinemaWeeklynewspaperswebsitescontentBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";Multi

Pick;Base:

n=50

Skype

users,n=509

messengerusers,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024Skype

users

remember

hearing

ads

in

podcasts

more

often

than

othermessenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSkypeusersinAustriahavecome

across

digital

advertisinginthepast4weeks58%54%54%48%46%43%43%40%40%41%39%38%38%38%30%30%25%24%28%25%25%24%24%23%19%18%15%13%11%11%Video

portalsOnlinestores

Search

engines

Social

mediaNewslettersWebsitesandappsof

brandsVideo

streamingservicesPodcastsVideo

gamesMusicportalsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=50

Skype

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

remember

ads

they

saw

directly

in

the

store

more

often

than

othermessenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks52%52%50%43%

44%43%39%38%38%37%

37%36%36%35%34%34%30%30%28%26%25%16%13%12%Directly

inthestoreOnadvertisingspacesOnTVOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=50

Skype

users,n=509

messenger

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insigh