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

CONSUMERS&BRANDSMessengers:

Discord

users

inAustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDiscord

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

Discord

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

11%,

Discord

is

one

of

the

top

5

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:Discord

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDiscord

ismore

popularamongGeneration

Zthanother

messengerservices.Success

and

career

advancement

arerelatively

important

to

Discord

users.Itstands

out

that58%

ofDiscord

usersdon’tmind

advertising

iftheyget

freecontent

inreturn.Twitch

ismore

popularamong

Discordusers

thanthe

average

messenger

user.Gaming

and

eSports

are

relativelyprevalent

interests

of

Discord

users.Discord

users

remember

seeing

adsinvideo

games

more

often

thanothermessenger

users.Discord

ismore

popularamong

malemessenger

users

than

femalemessenger

users.20%

ofDiscord

users

are

innovatorsorearly

adoptersof

new

products.Tech

or

computers

arerelativelypopularhobbiesamong

Discord

users.Arelatively

highshare

ofDiscord

usersthink

thatcivilrightsareissues

thatneed

tobeaddressed.Discord

hasalarger

shareof

users

withahighincome

than

other

messengerservices.Discord

users

aremore

likely

to

liveinlarge

citiesthanmessenger

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Discord

is

more

popular

among

Generation

Z

than

other

messenger

servicesDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users47%36%16%0%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=55

Discordusers,n=509

messenger

users,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Discord

is

more

popular

among

male

messenger

users

than

female

messengerusersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users80%20%Category

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

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=55

Discordusers,n=509

messengerusers,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

202425%

of

Discord

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustria44%38%37%26%25%20%15%12%11%

11%11%10%

9%9%7%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=55

Discordusers,n=509

messengerusers,n=12,175

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024Discord

has

a

larger

share

of

users

with

a

high

income

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users38%19%44%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=55

Discordusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

Discord

users

are

relatively

likely

to

live

ina

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive33%29%27%24%23%

23%22%22%22%18%11%11%6%6%5%4%4%4%2%2%2%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=55Discordusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Discord

users

are

more

likely

to

live

in

largecities

than

messenger

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria32%29%27%24%23%23%23%22%22%20%14%13%11%10%7%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=55

Discordusers,n=509

messenger

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202411%

of

Discord

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users11%78%11%12%11%Category

users5%83%Allrespondents

6%83%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=55

Discordusers,n=509

messengerusers,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Discord

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria61%60%57%43%38%

42%36%42%37%40%38%36%35%35%33%27%27%26%26%23%19%19%

19%18%16%11%10%9%9%5%AhappyrelationshipMaking

myown

decisionsTobesuccessfulSafety

andsecurityAnhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsSocial

justiceAdvancingmy

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=55

Discordusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Gaming

and

eSports

are

relatively

prevalent

interests

ofDiscord

usersConsumer

lifestyle:

main

interestsTop10

interestsofDiscordusersinAustria62%56%55%

52%49%55%46%50%

50%48%48%47%46%44%42%40%40%34%34%33%38%34%32%31%30%29%30%28%17%11%Gaming

&eSportsScience

&technologyFood

&diningMovies,TVshows&musicHealth

&fitnessCareer

&educationTravelFinance&economySportsPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=55

Discordusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Tech

or

computers

are

relatively

popular

hobbies

among

Discord

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDiscord

usersinAustria60%55%50%50%46%42%43%42%47%44%43%43%39%38%42%42%40%38%36%34%32%Pets31%24%25%27%27%26%24%24%20%Tech

/Video

gamingSocializingTravelingDoing

sportsandfitnessOutdooractivitiesReadingCooking/bakingDIYandarts&craftscomputersBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=55

Discordusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Discord

users

are

more

likely

to

play

soccer

than

other

messenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDiscord

usersinAustria33%32%22%22%24%22%22%21%18%21%20%18%16%16%16%12%11%11%10%9%

9%9%9%8%7%7%6%4%4%3%Swimming/DivingHikingCyclingFitness,aerobics,

cardioSoccerRunning/joggingTableTennisWintersportsBasketballDancingBrand

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=27

Discordusers,n=291

messenger

users,n=6,948all

respondentsConsumer

Insights

Global

as

of

June

2024Discord

users

are

more

likely

to

follow

basketball

than

other

messenger

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDiscord

usersinAustria31%26%23%18%15%15%13%11%12%10%13%12%9%8%7%7%6%5%

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

4%4%2%SoccerMotorsportsWinter

sportsBasketballTennisIceHockeyAmericanfootballCyclingBoxingAthletics(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=22

Discordusers,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

58%

of

Discord

users

don’t

mind

advertising

if

they

get

freecontent

in

returnConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainAustria58%54%

54%53%39%37%33%22%18%16%16%16%14%8%6%Idon’tmindadvertising

ifIgetfree

content

inreturnIamoften

annoyedbyadvertising

ontheinternetIhaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIamexcited

aboutusingthemetaverse(immersive

virtualworld)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=55

Discordusers,n=509

messengerusers,n=2,027

all

respondentsConsumer

Insights

Global

as

of

June

202420%

of

Discord

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria42%38%38%37%34%25%20%19%17%13%8%6%2%1%0%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=55

Discordusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Discord

users

think

that

civil

rights

are

issues

that

needto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoDiscord

users61%61%56%45%45%44%43%42%40%31%33%38%35%28%29%35%34%34%33%26%32%31%31%29%29%29%27%27%18%

18%Rising

prices/inflation/cost

of

livingCrimePovertyImmigrationHealth

andsocial

securityEducationCivilrightsClimatechangeEconomicsituationUnemploymentBrand

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=55Discordusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Discord

users

tend

to

have

moreleft

leaning

political

views

than

othermessenger

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users24%36%18%22%Category

usersAllrespondents19%37%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=55

Discordusers,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

touchpointsTwitch

is

more

popular

among

Discord

users

than

the

average

messenger

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand91%53%63%62%61%

60%59%56%44%31%38%38%36%35%18%28%24%18%15%12%19%18%16%12%10%

10%8%6%6%

5%RedditYouTube

InstagramTikTokFacebookTwitchX(Twitter)

SnapchatLinkedInPinterestBrand

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=55Discordusers,n=509

messengerusers,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Discord

users

tend

to

listen

to

digital

music

content

more

often

than

messengerusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks80%77%75%69%68%

69%65%64%64%62%51%39%45%45%

45%44%

44%38%42%41%38%

38%33%25%27%17%26%25%25%22%19%16%9%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesDailynewspapersMagazinesPodcastsMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

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=55

Discordusers,n=509

messenger

users,

n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024Discord

users

remember

seeing

ads

in

video

gamesmore

often

than

othermessenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDiscordusersinAustriahavecome

across

digital

advertisinginthepast4weeks56%56%53%53%48%43%43%40%41%40%40%39%38%36%35%25%25%25%23%24%22%15%19%19%18%16%15%13%11%11%Onlinestores

Search

engines

Social

mediaVideo

portalsVideo

gamesWebsitesandappsof

brandsVideo

streaming

MusicportalsservicesPodcastsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=55

Discordusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Discord

users

remember

ads

they

saw

directly

in

the

store

more

often

thanother

messenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks55%45%45%39%43%

44%43%40%30%38%38%37%

37%36%36%35%25%

26%35%

35%30%13%13%12%Directly

inthestoreBy

mailshot

/

OnadvertisingInprinteddailynewspapersOnTVInprintedmagazinesandjournalsOntheradioAtthemovies/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=55

Discordusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeCo