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

CONSUMERS&BRANDSMessengers:

FaceTime

users

inAustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFaceTime

users

inAustria: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

FaceTime

usersinAustria(’’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

insightsWith

a

user

share

of

16%,

FaceTime

is

one

of

the

top

3

messenger

services

inAustriaManagement

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:FaceTime

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFaceTime

ismore

popularamongGeneration

Zthanother

messengerservices.Anhonest

and

respectable

lifeis

lessimportant

to

FaceTime

users

thantoother

messenger

users.Itstands

out

that46%

ofFaceTimeusers

boughtproductsbecausecelebrities

or

influencers

advertisedthem.Instagramismore

popularamongFaceTime

users

thanthe

averagemessenger

user.FaceTime

ismore

popularamongfemale

messenger

users

thanmalemessenger

users.Fashion

and

beauty

arerelativelyprevalent

interests

of

FaceTime

users.FaceTime

users

remember

seeing

adson

social

media

more

often

than

othermessenger

users.41%

ofFaceTime

users

are

intheearlymajority

of

innovationadopter

types.Shoppingisarelatively

popularhobbyamong

FaceTime

users.FaceTime

hasalarger

shareof

userswith

alow

income

thanothermessenger

services.Arelatively

highshare

ofFaceTimeusers

think

thatunemployment

is

anissuethatneedstobeaddressed.17%

ofFaceTime

users

liveinlargecities.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+FaceTime

ismore

popular

among

Generation

Z

than

other

messenger

servicesDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users43%35%16%6%Category

usersAllrespondents23%32%33%12%21%34%34%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=82

FaceTime

users,n=509

messengerusers,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024FaceTime

ismore

popular

among

female

messenger

users

than

malemessenger

usersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users35%65%Category

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

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=82

FaceTimeusers,n=509

messengerusers,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

202438%

of

FaceTime

users

have

an

upper

secondary

education

with

the

permissionto

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinAustria38%38%37%35%26%25%12%11%

11%11%10%

9%9%7%4%4%3%2%2%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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=82

FaceTimeusers,n=509

messengerusers,n=12,175

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024FaceTime

has

a

larger

share

of

users

with

a

low

income

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users32%31%33%24%44%Category

usersAllrespondents31%39%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=82

FaceTimeusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

FaceTime

users

are

relatively

likely

to

livein

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive33%32%29%26%24%23%

23%22%16%16%11%11%6%6%6%4%4%4%2%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=82FaceTime

users,n=509

messenger

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202417%

of

FaceTime

users

live

in

largecitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria32%29%28%23%23%23%22%21%21%17%14%13%13%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=82

FaceTime

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

20245%

of

FaceTime

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users5%5%84%83%83%11%12%11%Category

usersAllrespondents

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=82

FaceTime

users,n=509

messenger

users,

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

FaceTime

users

than

to

othermessenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria73%61%57%38%38%43%37%42%42%39%40%33%32%35%26%23%28%27%23%19%26%19%19%20%18%11%10%9%9%2%AhappyrelationshipMaking

myown

decisionsSafety

andsecurityHavingagood

timeAnhonest

and

Tobesuccessful

Social

justicerespectable

lifeLearningnew

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=82

FaceTimeusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

FaceTime

usersConsumer

lifestyle:

main

interestsTop10

interestsofFaceTime

usersinAustria62%55%

52%49%55%46%51%50%

50%48%48%46%46%46%44%38%37%41%34%34%37%34%31%30%30%28%27%

27%24%

24%TravelFood

&diningMovies,TVshows&musicHealth

&fitnessCareer

&educationFamily

&parentingFashion&beautyFinance&economyHome

&gardenPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=82

FaceTimeusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Shopping

is

a

relatively

popular

hobby

among

FaceTime

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFaceTime

usersinAustria46%51%50%50%50%49%48%47%43%44%43%43%

43%42%40%40%32%39%34%38%35%34%24%27%30%24%29%27%27%26%ReadingSocializingTravelingCooking/bakingOutdooractivitiesShoppingPetsDoing

sportsandfitnessDIYandarts&craftsTech

/computersBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=82

FaceTime

users,

n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

are

more

likely

to

go

running

or

jogging

than

other

messengerusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFaceTime

usersinAustria34%33%32%28%26%24%24%22%21%22%22%21%21%18%16%15%13%12%11%11%11%10%10%10%9%9%

9%6%

6%4%Fitness,aerobics,

cardioRunning/joggingCyclingHikingSwimming/DivingYoga

/pilatesDancingSoccerWintersportsTennisBrand

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=45

FaceTime

users,n=291

messengerusers,n=6,948all

respondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

are

more

likely

to

follow

winter

sports

than

the

averageconsumerConsumer

lifestyle:

sports

followedTop10

sports

followed

byFaceTimeusersinAustria26%24%23%18%13%13%12%12%12%10%9%

8%9%6%6%5%5%5%5%5%5%5%5%4%4%4%

4%4%3%2%SoccerTennisWinter

sportsIceHockeyMotorsportsAmericanfootballBasketballCyclingMixedMartial

ArtsAthletics(track&

field)Brand

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=25

FaceTimeusers,n=175

messengerusers,n=3,968

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

46%

of

FaceTime

users

bought

products

because

celebritiesor

influencers

advertised

themConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainAustria54%

54%46%46%44%39%37%22%18%16%15%14%12%8%6%Iamoften

annoyedbyadvertising

ontheinternetIhaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIdon’tmindadvertising

ifIgetfree

content

inreturn

(immersive

virtualworld)Iamexcited

aboutusingthemetaverseIdon’tmind

whencompanies

usemy

personal

dataforadvertisingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=82

FaceTimeusers,n=509

messengerusers,n=2,027

all

respondentsConsumer

Insights

Global

as

of

June

202441%

of

FaceTime

users

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria41%38%38%37%34%32%19%17%12%10%8%6%5%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=82

FaceTime

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

FaceTime

users

think

that

unemployment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoFaceTime

users61%

61%54%45%42%38%44%43%39%31%37%35%31%29%35%34%33%33%28%27%32%32%32%31%31%28%27%26%25%23%Rising

prices/inflation/cost

of

livingHousingHealth

andsocial

securityUnemploymentEducationImmigrationPovertyCrimeEconomicsituationEnvironmentBrand

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=82FaceTime

users,n=509

messenger

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202432%

of

FaceTime

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users21%19%21%32%37%21%27%27%Category

usersAllrespondents18%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=82

FaceTime

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

touchpointsInstagram

ismore

popular

among

FaceTime

users

than

the

average

messengeruserMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand82%72%59%66%63%62%61%60%56%53%41%32%31%28%19%20%12%18%18%18%

18%10%15%12%12%10%8%6%6%Twitch5%Instagram

YouTubeFacebookTikTokSnapchatPinterestLinkedInX(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=82FaceTime

users,n=509

messenger

users,

n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

tend

to

go

to

the

movies

more

often

than

messenger

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks82%

77%75%73%62%68%

69%67%64%50%41%46%45%45%44%39%

42%40%40%38%

38%35%34%27%17%26%25%25%22%22%19%16%10%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

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=82

FaceTime

users,n=509

messengerusers,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

remember

seeing

ads

on

social

media

more

often

than

othermessenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFaceTime

usersinAustriahavecome

across

digitaladvertisinginthepast4weeks60%51%51%51%48%43%43%41%40%40%39%38%32%24%25%29%26%25%25%24%23%23%23%

19%18%19%20%15%9%7%Social

mediaOnlinestores

Search

engines

Video

portals

Video

streamingservicesWebsitesandappsof

brandsNewslettersEditorialwebsitesandappsVideo

gamesBlogs/forumsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=82

FaceTimeusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024FaceTime

users

remember

ads

they

saw

directly

in

the

store

more

often

thanother

messenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks48%44%43%43%40%39%38%37%

37%36%36%35%35%33%30%30%30%26%25%24%23%20%12%13%Directly

inthestoreBy

mailshot

/

OnadvertisingOnTVOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaadvertisingmailspaceson

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=82

FaceTimeusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.With