澳大利亚聊天软件用户分析报告：Google ChatGoogle Meet-外文版培训课件2024.7微信支付宝

CONSUMERS&BRANDSMessengers:

Google

Chat

/Google

Meet

users

in

AustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGoogle

Chat/Google

Meet

usersinAustralia:who

theyare;

what

theylike;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Google

Chat/Google

Meet

users

inAustralia(’’brandusers’’)

againstAustralian

messengerusers

ingeneral

(’’category

users’’),

andthe

overallAustralianconsumer,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Australia)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsGoogle

Chat

/

Google

Meet

is

the

sixth

most

used

messenger

service

inAustralia

with

Facebook

Messenger

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinAustraliaFacebook

MessengerWhatsApp63%34%FaceTime29%iMessage26%Microsoft

TeamsGoogle

Chat/Google

MeetDiscord15%13%13%12%ZoomTelegram10%9%Skype4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=505

messenger

usersConsumer

Insights

Global

as

of

June

2024Sources:Google

Chat

/

Google

Meet

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGoogle

Chat/Google

Meet

is

morepopularamong

Millennials

thanothermessenger

services.Ahappy

relationship

isless

important

to

Itstands

out

that40%

ofGoogle

Chat/LinkedInismore

popularamong

GoogleChat/Google

Meet

users

thantheaverage

messenger

user.Google

Chat/Google

Meet

users

thantoothermessenger

users.Google

Meet

users

are

excited

aboutusingthemetaverse.Compared

toothermessenger

services,

Financeand

economy

arerelatively33%

ofGoogle

Chat/Google

Meet

users

Google

Chat/Google

Meet

usersGoogle

Chat/Google

Meet

hasarelatively

high

share

ofmale

users.prevalent

interests

of

Google

Chat/Google

Meet

users.areinnovators

or

early

adopters

of

newproducts.remember

seeing

adsinvideo

gamesmore

often

than

other

messengerusers.Google

Chat/Google

Meet

hasalargershareof

users

with

ahigh

income

thanother

messenger

services.Sportsandfitnessare

relatively

popularhobbiesamong

Google

Chat/GoogleMeet

users.42%

ofGoogle

Chat/Google

Meet

usersthink

thatrisingprices,

inflation&costof

livingareissues

thatneed

tobeaddressed.Google

Chat/Google

Meet

users

aremore

likely

toliveinlarge

citiesthanmessenger

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Google

Chat

/

Google

Meet

is

more

popular

among

Millennials

than

othermessenger

servicesDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users12%63%41%22%3%Category

usersAllrespondents22%24%29%7%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=67

GoogleChat

/GoogleMeetusers,n=505

messengerusers,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

services,

Google

Chat

/

Google

Meet

has

arelatively

high

share

of

male

usersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users57%43%Category

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

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=67

GoogleChat

/GoogleMeetusers,n=505

messengerusers,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Google

Chat

/

Google

Meet

users

have

a

collegedegreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia45%30%29%22%21%20%21%18%16%15%13%12%

12%11%6%2%1%1%

1%1%

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

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=67

GoogleChat

/Google

Meetusers,n=505

messengerusers,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Google

Chat

/

Google

Meet

has

a

larger

share

of

users

with

a

high

income

thanother

messenger

servicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users38%31%31%32%33%Category

usersAllrespondents32%36%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=67

Google

Chat

/GoogleMeetusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

Google

Chat

/

Google

Meet

users

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive55%36%32%20%19%16%

16%15%13%10%10%9%8%7%7%7%4%4%4%3%

3%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesOthergenerationalfamilyBrand

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=67GoogleChat

/GoogleMeetusers,

n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Chat

/

Google

Meet

users

are

more

likely

to

live

in

largecities

thanmessenger

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia45%33%29%24%20%18%18%

18%14%11%11%10%11%9%9%

8%7%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";

Multi

Pick;Base:

n=67

GoogleChat

/GoogleMeetusers,n=505

messengerusers,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

20249%

of

Google

Chat

/

Google

Meet

users

consider

themselves

part

of

theLGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users9%10%9%90%87%1%3%Category

usersAllrespondents88%3%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=67

GoogleChat

/GoogleMeetusers,

n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Google

Chat

/

Google

Meet

users

thanto

other

messenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia55%51%50%49%45%39%

43%39%37%31%30%32%32%33%33%32%30%30%27%29%28%25%13%16%15%14%12%11%9%

9%TobesuccessfulSafety

andsecurityAnhonest

andrespectable

lifeAhappyrelationshipMaking

myown

decisionsHavingagood

timeSocial

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=67

GoogleChat/GoogleMeetusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Finance

and

economy

are

relatively

prevalent

interests

of

Google

Chat

/

GoogleMeet

usersConsumer

lifestyle:

main

interestsTop10

interestsofGoogle

Chat

/Google

MeetusersinAustralia48%55%52%51%49%39%43%39%42%42%41%40%40%38%37%34%34%32%30%28%33%32%30%30%

30%27%24%22%23%

22%Food

&diningMovies,TVshows&musicFinance&economyHealth

&fitnessTravelSportsScience

&technologyArts&literatureFashion&beautyCareer

&educationBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=67

Google

Chat

/GoogleMeetusers,n=505

messengerusers,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024Sports

and

fitness

are

relatively

popular

hobbies

among

Google

Chat

/

GoogleMeet

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGoogle

Chat

/Google

MeetusersinAustralia40%40%40%36%37%36%39%38%37%36%36%36%36%35%33%33%32%

32%31%31%30%

30%30%29%28%28%24%24%23%23%OutdooractivitiesSocializingShoppingTravelingDoing

sportsandfitnessCooking/bakingGardeningandplantsTech

/computersReadingPetsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=67

GoogleChat

/GoogleMeetusers,n=505

messengerusers,n=12,120all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Chat

/

Google

Meet

users

are

more

likely

to

play

tennis

than

othermessenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGoogle

Chat

/Google

MeetusersinAustralia25%24%21%21%19%18%18%18%18%15%15%13%12%10%10%9%9%8%8%8%8%8%8%7%7%6%6%6%6%5%TennisCyclingBadmintonFitness,aerobics,

cardioAustralianFootballBasketballDancingHunting

/fishing

Swimming/DivingCricketBrand

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=31

GoogleChat

/GoogleMeetusers,n=190messengerusers,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Chat

/

Google

Meet

users

are

more

likely

to

follow

boxing

than

othermessenger

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGoogle

Chat

/Google

MeetusersinAustralia27%19%18%

18%18%18%18%16%15%15%13%

13%13%13%12%

12%12%10%10%

10%7%7%6%6%

6%7%5%5%4%4%AustralianFootballTennisBasketballBoxingCricketSoccerCyclingMixedMartial

ArtsAmericanfootballGolfBrand

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

GoogleChat

/Google

Meetusers,n=161messengerusers,n=3,931

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

40%

of

Google

Chat

/

Google

Meet

users

are

excited

aboutusing

the

metaverseConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainAustralia42%40%39%35%34%35%33%25%25%24%

24%21%20%15%14%Iamexcited

aboutusing

Ihaveboughtproductsthemetaverse

because

celebrities

or(immersive

virtualworld)

influencers

advertisedthemIdon’tmindadvertising

ifIgetfree

content

inreturnIamoften

annoyedbyadvertising

ontheinternetIdon’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=67

GoogleChat

/GoogleMeetusers,n=505

messengerusers,n=2,027

allrespondentsConsumer

Insights

Global

as

of

June

202433%

of

Google

Chat

/

Google

Meet

users

are

innovators

or

early

adopters

ofnew

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia39%39%38%29%28%29%21%19%18%13%12%9%4%1%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=67

GoogleChat

/GoogleMeetusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202442%

of

Google

Chat

/

Google

Meet

users

think

that

rising

prices,

inflation

&

costof

living

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toGoogle

Chat

/Google

Meetusers61%58%53%50%36%42%39%33%37%37%30%34%31%37%34%31%34%32%33%33%31%31%29%25%30%29%29%28%26%22%Rising

prices/inflation/cost

of

livingHousingHealth

andsocial

securityCrimeEconomicsituationUnemployment

ClimatechangePovertyEducationEnvironmentBrand

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=67GoogleChat

/GoogleMeetusers,

n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Chat

/

Google

Meet

users

tend

to

have

more

left

leaning

political

viewsthan

other

messenger

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users27%25%40%20%7%Category

usersAllrespondents20%43%17%20%42%25%14%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=67

GoogleChat

/GoogleMeetusers,n=505

messengerusers,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Google

Chat

/

GoogleMeet

users

than

theaverage

messenger

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand74%82%76%69%53%

54%61%63%60%55%41%

40%

40%40%26%

26%39%36%22%27%25%23%22%21%21%19%16%14%6%5%Facebook

Instagram

YouTubeTikTokLinkedInSnapchat

X(Twitter)

PinterestRedditFlickrBrand

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=67GoogleChat

/GoogleMeetusers,

n=505

messengerusers,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Chat

/

Google

Meet

users

tend

to

go

to

the

movies

more

often

thanmessenger

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks79%72%

74%71%70%70%66%57%

52%55%

55%

55%54%46%45%43%42%

35%42%38%37%37%34%33%25%24%23%24%22%15%14%20%17%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentRadioOnlinemagazinesDailynewspapersMagazinesPodcastsOnlinenewswebsitesWeeklynewspapersBrand

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=67

GoogleChat

/GoogleMeetusers,n=505

messenger

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Chat

/

Google

Meet

users

remember

seeing

ads

in

video

gamesmoreoften

than

other

messenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGoogle

Chat

/Google

MeetusersinAustraliahavecome

across

digitaladvertisinginthepast4weeks60%49%46%46%

41%41%45%43%35%42%40%40%40%34%31%31%30%30%29%29%28%25%24%23%23%21%14%

14%11%10%Social

media

Search

engines

Video

portals

Video

streaming

OnlinestoresservicesVideo

gamesWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsBlogs/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=67

GoogleChat

/GoogleMeetusers,n=505messengerusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Google

Chat

/

Google

Meet

users

remember

ads

they

saw

in/at

themovies/cinema

more

often

than

other

messenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks58%48%48%47%43%35%42%42%34%39%36%36%34%34%30%18%27%15%26%25%22%20%17%16%OnTVAtthemovies

Onadvertising

By

mailshot

/Directly

inthestoreOntheradioInprintedmagazinesandjournalsInprinteddailynewspapers/cinemaspacesadvertisingmailon

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=67

GoogleChat

/GoogleMeetusers,n=505

messengerusers,n=12,120

all

respondentsConsumer

Insights

Global