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CONSUMERS&BRANDSMobile
payment:
Apple
Payusers
in
AustriaConsumer
Insights
reportJune2024Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofApplePayusersinAustria: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
toRegion:
56countriesbenchmark
ApplePayusers
inAustria(’’brand
users’’)againstAustrianmobile
payment
usersingeneral(’’category
users’’),
and
theoverall
Austrianconsumer,labelled
as’’all
respondents’’
inthe
charts.Numberof
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
53%,
Apple
Pay
is
by
far
the
most
used
mobile
paymentservice
in
AustriaManagement
summary:
brandusageand
competitionTop10
most
used
mobile
paymentservicesinAustriaApplePayPayPal53%34%Google
Pay18%16%BankCardMobil
/George
(ErsteBank)BankAustriaMobile
GeldbörseRaiPay
/ELBA-pay
(Raiffeisen)Bawag
P.S.K.
SmartpayBlueCode13%13%10%9%7%6%PaybackPayGarmin
Pay4Notes:"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:
n=351
mobile
payment
usersConsumer
Insights
Global
as
of
June
2024Sources:The
share
of
mobile
payment
users
using
Apple
Pay
grew
by5
percentagepoints
since
2021Management
summary:
brandusagetimelineTimeline
of
mobilepaymentusersusing
ApplePay55%53%52%51%51%49%48%48%48%48%48%48%44%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q22023
Q32023
Q42024
Q15Notes:"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:
n=79
-
186
Apple
Pay
users,
n=165
-
351
mobilepayment
usersSources:Consumer
Insights
Global
as
of
June
2024Apple
Pay
users
in
AustriaManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsApplePayismore
popularamongGeneration
Zthanother
mobilepayment
services.Anhonest
and
respectable
lifeis
lessimportant
to
ApplePayusersthantoother
mobile
payment
users.Itstands
out
that55%
ofApplePayusers
couldimagine
doingtheirfinances
ApplePayusers
thantheaverageexclusively
viasmartphone.Instagramismore
popularamongmobile
payment
user.There
is
afairlyeven
splitofmale
andfemale
ApplePayusers.Fashion
and
beauty
arerelativelyprevalent
interests
of
ApplePayusers.44%
ofApplePayusersare
inthe
earlymajority
of
innovationadopter
types.ApplePayusers
remember
seeing
adson
social
media
more
often
than
othermobile
payment
users.ApplePayhasalarger
share
ofuserswith
ahigh
income
than
other
mobilepayment
services.Traveling
isarelatively
popularhobbyamong
ApplePayusers.Arelatively
highshare
ofApplePayusers
think
thatrising
prices,
inflation&cost
of
livingareissues
thatneed
tobeaddressed.28%
ofApplePayuserslive
incitieswithover
1million
inhabitants.6Sources:Consumer
Insights
Global
as
of
June
2024CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+Apple
Pay
is
more
popular
among
Generation
Z
than
other
mobile
paymentservicesDemographic
profile:
generationsAgeof
consumersinAustriaBrand
users40%37%19%4%4%Category
usersAllrespondents34%39%22%21%34%34%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
or
other
points
ofsale
with
your
mobile
device
(e.g.,
smartphone)?";
Multi
Pick;
Base:
n=186
ApplePayusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024Sources:There
is
a
fairly
even
split
of
male
and
female
Apple
Pay
usersDemographic
profile:
genderGenderofconsumersinAustriaBrand
users48%52%Category
usersAllrespondents53%47%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,restaurantsorotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:n=186Apple
Payusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024Sources:A
relatively
high
share
of
Apple
Pay
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinAustria37%30%30%26%26%26%19%17%15%
14%12%11%9%8%5%3%2%
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
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:n=186
Apple
Payusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024Apple
Pay
has
a
larger
share
of
users
with
a
high
income
than
other
mobilepayment
servicesDemographic
profile:
incomeShare
ofconsumersinAustriainthe
high,
middle,andlowthirdsof
monthlyhouseholdgross
incomeBrand
users50%29%22%Category
usersAllrespondents44%30%26%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
topay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,
smartphone)?";
Multi
Pick;
Base:
n=186
Apple
Payusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024Compared
to
the
average
consumer,
Apple
Pay
users
are
relatively
likely
to
livein
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinAustrialive33%32%30%30%28%23%22%18%16%14%13%11%6%5%5%4%4%2%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:
n=186
Apple
Pay
users,n=351
mobile
payment
users,
n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
202428%
of
Apple
Pay
users
live
in
cities
with
over
1
million
inhabitantsDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinAustria29%28%26%23%
23%23%22%22%21%18%15%14%14%11%11%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:
n=186
Apple
Pay
users,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
20247%
of
Apple
Pay
users
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinAustriaBrand
users7%7%87%87%6%7%Category
usersAllrespondents
6%83%11%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
services
have
youused
in
the
past12
months
to
pay
in
stores,
restaurantsorotherpoints
ofsalewith
yourmobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:n=186
Apple
Payusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedAn
honest
and
respectable
life
is
less
important
to
Apple
Pay
users
than
toother
mobile
payment
usersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinAustria58%62%57%43%43%40%38%42%42%40%35%33%32%31%28%19%28%27%26%21%22%21%16%20%19%18%10%11%10%9%AhappyrelationshipHavingagood
timeSafety
andsecurityTobesuccessfulMaking
myown
decisions
respectable
lifeAnhonest
andLearningnew
thingsAdvancingmy
careerSocial
justiceTraditionsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
pointsofsalewith
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:n=186
Apple
Payusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024Fashion
and
beauty
are
relatively
prevalent
interests
of
Apple
Pay
usersConsumer
lifestyle:
main
interestsTop10
interestsofApple
Pay
usersinAustria59%54%50%56%53%49%54%
54%48%54%51%46%37%39%42%42%41%40%39%38%31%37%33%37%
36%25%36%32%30%24%TravelFood
&diningMovies,TVshows&musicHealth
&fitnessCareer
&educationFinance&economySportsFashion&beautyHome
&gardenVehicles
&mobilityBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,smartphone)?";
MultiPick;Base:n=186
Apple
Payusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024Traveling
is
a
relatively
popular
hobby
among
Apple
Pay
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofApplePay
usersinAustria60%59%54%50%50%53%50%50%48%43%40%42%47%44%43%43%42%33%38%38%38%36%36%32%30%35%34%34%30%26%TravelingSocializingOutdooractivitiesDoing
sportsandfitnessCooking/bakingReadingTech
/computersShoppingGardeningandplantsPetsBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
serviceshave
you
used
in
the
past12
months
topay
in
stores,restaurantsorotherpoints
ofsalewith
yourmobile
device
(e.g.,
smartphone)?";Multi
Pick;Base:n=186
Apple
Payusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024Apple
Pay
users
are
more
likely
to
go
running
or
jogging
than
the
averageconsumerConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofApplePay
usersinAustria34%32%32%28%27%27%21%22%24%24%23%22%22%21%18%18%15%11%11%12%11%11%10%10%10%9%8%6%6%5%HikingFitness,aerobics,
cardioCyclingRunning/joggingSwimming/DivingSoccerYoga
/pilatesDancingTennisBadmintonBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
your
mobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:n=117
Apple
Payusers,n=205
mobile
payment
users,n=6,948
all
respondentsConsumer
Insights
Global
as
of
June
2024A
relatively
large
share
of
Apple
Pay
users
follow
tennis
players
and
competitionsConsumer
lifestyle:
sports
followedTop10
sports
followed
byApple
Pay
usersinAustria31%29%23%20%17%11%12%11%11%11%11%10%10%10%9%8%8%
8%8%6%7%6%5%5%5%5%5%4%4%3%SoccerTennisBasketballIceHockeyMotorsportsAmericanfootballAthletics(track&
field)BoxingCyclingMixedMartial
ArtsBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device(e.g.,
smartphone)?";
Multi
Pick;Base:n=74
Apple
Payusers,n=130
mobile
payment
users,n=3,968
all
respondentsConsumer
Insights
Global
as
of
June
2024CHAPTER
04Consumer
attitudes•
Attitudestowards
personal
finances•
Innovation
adoption•
Challenges
facing
thecountry•
Politics21Itstands
out
that
55%
of
Apple
Pay
users
could
imagine
doing
their
financesexclusively
viasmartphoneConsumer
attitudes:financeAgreementwithstatements
towards
financeinAustria55%47%27%27%26%25%25%22%
22%20%18%17%15%14%13%Icould
imaginedealingwith
my
financialtransactionsexclusivelyviamy
smartphoneNew
financialtopics,
OnlinefinancialservicesIcould
savealot
ofIftheservice
is
good,I’mhappy
topayforsuchascrypto
andNFTs,fascinatemehavemademe
confident
money
ifItook
adviceabouthandling
my
own
from
afinancial
expert
account
administrationfinancesandtransactionsBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
MultiPick;Base:n=186
Apple
Payusers,n=351
mobile
payment
users,n=2,028
all
respondentsConsumer
Insights
Global
as
of
June
202444%
of
Apple
Pay
users
are
in
the
early
majority
of
innovation
adopter
typesConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinAustria44%42%38%34%23%
23%19%19%19%12%11%8%3%3%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
serviceshave
youused
in
the
past12
months
to
pay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:n=186
Apple
Payusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024A
relatively
high
share
of
Apple
Pay
users
think
that
rising
prices,
inflation
&
costof
living
are
issues
that
need
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
AustriaaccordingtoApplePay
users56%61%61%41%45%43%42%39%40%33%31%35%34%36%36%36%
36%32%30%34%34%34%33%33%30%32%32%32%30%27%Rising
prices/inflation/cost
of
livingHealth
andsocial
securityClimatechangeEconomicsituationHousingImmigrationEnvironmentEducationPovertyUnemploymentBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurantsorother
points
ofsale
with
yourmobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:
n=186
Apple
Payusers,n=351
mobile
payment
users,
n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
202433%
of
Apple
Pay
users
have
centrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinAustriaBrand
users28%33%22%17%Category
usersAllrespondents24%33%21%19%22%21%38%22%LeftCenterRightPrefer
nottoanswer25
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
serviceshave
youused
inthe
past
12
months
topay
in
stores,
restaurants
orother
points
ofsale
with
yourmobile
device
(e.g.,smartphone)?";
MultiPick;Base:
n=186
Apple
Payusers,n=351
mobile
payment
users,
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
Apple
Pay
users
than
the
average
mobilepayment
userMarketing
touchpoints:social
media
usageSocial
mediausageinAustriaby
brand78%76%74%62%70%70%68%61%56%50%48%30%28%28%27%19%26%23%18%23%20%17%12%
12%13%5%10%10%10%3%Instagram
FacebookYouTubeTikTokX(Twitter)
SnapchatCategory
usersPinterestLinkedInRedditXingBrand
usersAllrespondents27
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?This
does
notinclude
instant
messengerssuch
as
WhatsApp.’’;
Multi
Pick;
"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,
restaurants
orotherpoints
ofsale
with
yourmobile
device
(e.g.,
smartphone)?";
Multi
Pick;Base:n=50
Apple
Payusers,n=88
mobile
payment
users,n=3050
all
respondentsConsumer
Insights
Global
as
of
June
2024Apple
Pay
users
tend
to
listen
to
digital
music
content
more
often
than
mobilepayment
users
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinAustriahave
been
using
inthepast4weeks80%
80%76%73%75%71%69%68%68%64%62%48%48%47%45%44%42%
42%41%41%40%39%39%27%39%38%26%38%35%25%18%
19%15%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesDailynewspapersOnlinemagazinesMovies
/cinemaMagazinesPodcastsWeeklynewspapersBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
serviceshave
youused
in
the
past
12
months
to
pay
in
stores,
restaurants
orother
points
ofsale
with
yourmobile
device
(e.g.,smartphone)?";
Multi
Pick;Base:n=186
Apple
Payusers,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024Apple
Pay
users
remember
seeing
ads
on
social
media
more
often
than
othermobile
payment
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereApplePay
usersinAustriahave
come
across
digital
advertisinginthe
past
4weeks62%60%58%54%53%49%38%44%42%43%43%41%37%
37%36%33%32%25%31%28%29%29%18%28%27%25%25%19%24%15%Video
portalsSocial
mediaOnlinestores
Search
engines
Video
streamingservicesWebsitesandappsof
brandsMusicportalsVideo
gamesNewslettersEditorialwebsitesandappsBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past12
months
topay
in
stores,restaurantsorotherpoints
ofsale
with
yourmobiledevice
(e.g.,
smartphone)?";
Multi
Pick;Base:
n=186
Apple
Pay
users,n=351
mobile
payment
users,n=12,175
all
respondentsConsumer
Insights
Global
as
of
June
2024Apple
Pay
users
remember
ads
they
saw
out-of-home
more
often
than
theaverage
consumerMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinAustriahavecome
across
non-digital
advertisinginthepast4weeks55%52%44%43%42%41%41%42%40%40%40%41%37%36%36%33%31%30%31%30%26%24%20%13%OnadvertisingspacesOntheradioOnTVBy
mailshot
/advertisingmailDirectly
inthestoreInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
serviceshave
youused
in
the
past
12
months
topay
in
stores,
restaurants
o
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