西班牙在線支付klarna用戶市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSOnline

payment:

Klarna

users

inSpainConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofKlarnausers

inSpain:whotheyare;

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

KlarnausersinSpain(’’brandusers’’)againstSpanish

online

payment

usersingeneral(’’category

users’’),

and

theoverall

Spanishonliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Spain)?

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

September

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsKlarna

is

the

sixth

most

used

online

payment

service

in

Spain

with

PayPal

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

onlinepaymentservicesinSpainPayPal86%Google

Pay25%23%Amazon

PayApplePay11%Mastercard

Clickto

Pay(Masterpass)7%5%4%2%KlarnaPaysafecardSkrillTrustly

1%AstroPay

1%4Notes:"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:n=1,169

online

payment

usersConsumer

Insights

Global

as

of

September

2023Sources:Klarna

users

in

SpainManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsKlarnaismore

popularamongMillennials

thanother

onlinepaymentservices.Career

advancement

is

lessimportanttoKlarnausersthanto

other

onlinepayment

users.Itstands

out

that55%

ofKlarnauserscould

imaginedoing

theirfinancesexclusively

viasmartphone.Klarnausers

access

theinternet

viaastreaming

device

more

often

thantheaverage

onlinepayment

user.Klarnaismore

popularamong

femaleonlinepayment

users

than

male

onlinepayment

users.Artsandliterature

arerelativelyprevalent

interests

of

Klarnausers.36%

ofKlarnausersare

innovatorsorearly

adoptersof

new

products.Onsocial

media,

Klarnausers

interactwith

companies

more

often

than

otheronlinepayment

users.Traveling

isarelatively

popularhobbyArelatively

highshare

ofKlarnausersthink

thattheeconomic

situationisanissuethatneedstobeaddressed.Klarnahasalarger

share

ofusers

with

a

among

Klarnausers.highincome

thanother

onlinepaymentservices.Klarnausers

remember

seeing

adsonsocial

media

more

often

than

otheronlinepayment

users.Klarnausers

aremore

likely

to

liveinrural

areas

and

towns

than

onlinepayment

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Klarna

is

more

popular

among

Millennials

than

other

online

payment

servicesDemographic

profile:

generationsAgeof

consumersinSpainBrand

users11%42%33%33%40%7%Category

usersAllrespondents15%41%11%16%40%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=55

Klarna

users,n=1,169

online

payment

users,n=12,162

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Klarna

is

more

popular

among

female

online

payment

users

than

male

onlinepayment

usersDemographic

profile:

genderGenderofconsumersinSpainBrand

users38%62%Category

usersAllrespondents49%49%51%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;Base:

n=55

Klarna

users,n=1,169

online

payment

users,n=12,162

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Klarna

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSpain38%33%30%25%24%22%18%15%

15%15%14%12%11%

11%5%3%

3%2%2%

2%0%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

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;Base:n=55

Klarna

users,n=1,169

online

payment

users,n=12,162all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Klarna

has

a

larger

share

of

users

with

a

high

income

than

other

online

paymentservicesDemographic

profile:

incomeShare

ofconsumersinSpain

inthehigh,

middle,

andlow

thirdsofmonthly

household

gross

incomeBrand

users41%31%27%29%Category

usersAllrespondents34%37%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

online

payment

serviceshave

youused

in

the

past

12months?;

Multi

Pick;Base:

n=55

Klarna

users,n=1,169

online

payment

users,n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

payment

users,

Klarna

users

are

relatively

likely

to

livein

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSpain

live39%35%33%25%24%24%16%15%15%11%10%9%7%

8%7%7%4%3%

3%Multi-generationalfamily3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherrelated

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

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:n=55Klarna

users,

n=1,169

online

payment

users,

n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023Klarna

users

are

more

likely

to

live

in

rural

areas

and

towns

than

online

paymentusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSpain35%34%31%31%27%26%18%17%16%16%15%11%9%8%7%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=55

Klarna

users,n=1,169

online

payment

users,n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

202311%

of

Klarna

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSpainBrand

users11%87%2%Category

usersAllrespondents8%89%4%8%88%5%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

online

payment

services

have

youused

in

thepast

12

months?;

Multi

Pick;

Base:

n=55

Klarna

users,n=1,169

online

payment

users,

n=12,162

allrespondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedCareer

advancement

is

less

important

to

Klarna

users

than

to

other

onlinepayment

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSpain59%58%58%56%55%52%40%32%37%34%36%34%32%31%24%29%27%25%17%17%16%20%19%19%15%19%18%7%5%

5%Anhonest

andrespectable

lifeAhappyrelationshipSafety

andsecurityMaking

myown

decisionsLearningnew

thingsHavingagood

timeTobesuccessful

Social

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=55

Klarna

users,n=1,169

online

payment

users,n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023Arts

andliterature

are

relatively

prevalent

interests

of

Klarna

usersConsumer

lifestyle:

main

interestsTop10

interestsofKlarna

usersinSpain73%64%61%56%60%58%58%54%50%55%55%51%51%50%43%49%47%44%44%44%42%41%39%36%36%36%35%33%31%29%TravelMovies,TVshows&musicFood

&diningHealth

&fitnessScience

&technologyArts&literatureFashion&beautyHistoryFinance&economySportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:n=55

Klarna

users,n=1,169

online

payment

users,n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023Traveling

is

a

relatively

popular

hobby

among

Klarna

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofKlarna

usersinSpain76%69%59%58%57%55%55%53%49%47%42%47%45%42%37%44%43%42%40%34%40%36%38%38%

37%32%36%33%25%

24%TravelingReadingSocializingCooking/bakingOutdooractivitiesDoing

sportsandfitnessTech

/computersPhotographyVideo

gamingPetsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

online

payment

serviceshave

you

used

in

the

past12

months?;Multi

Pick;Base:n=55

Klarna

users,n=1,169

online

payment

users,n=12,162

allrespondentsConsumer

Insights

Global

as

of

September

2023Klarna

users

are

more

likely

to

do

yoga

or

pilates

than

other

online

paymentusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofKlarna

usersinSpain31%25%25%24%22%22%21%20%20%20%20%19%18%17%15%14%13%13%13%12%10%10%9%9%8%7%2%

2%Martial

Arts1%

1%Fitness,aerobics,cardioYoga

/PilatesHikingBasketballCyclingRunning/JoggingSoccerSwimming/DivingAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

online

payment

serviceshave

you

used

in

the

past

12

months?;

Multi

Pick;Base:

n=33

Klarna

users,n=681

online

payment

users,n=6,474

all

respondentsConsumer

Insights

Global

as

of

September

2023Klarna

users

are

more

likely

to

follow

athletics

(track

&

field)

than

other

onlinepayment

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byKlarna

usersinSpain38%34%33%31%29%23%22%20%20%20%18%15%

13%11%14%13%12%11%11%9%6%6%5%

5%4%3%4%

3%3%3%TennisSoccerBasketballMotorsportsAthletics(track&field)CyclingMixedMartial

ArtsAmericanfootballBaseballBoxingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;Base:n=24

Klarna

users,n=515

online

payment

users,n=4,935

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

personal

finances?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

55%

of

Klarna

users

could

imagine

doing

their

financesexclusively

via

smartphoneConsumer

attitudes:financeAgreementwithstatements

towards

financeinSpain55%42%34%31%24%23%22%19%18%16%15%15%13%13%

12%Icould

imaginedealing

Onlinefinancialservices

Icould

imaginegettingwith

my

financial

havemademe

confident

allmy

financialservicestransactionsexclusively

abouthandling

my

own

from

atechcompanyNew

financialtopics,suchascrypto

andNFTs,fascinatemeIfthe

service

isgood,I’mhappy

topayforaccount

administrationandtransactionsviamy

smartphonefinancessuchasGoogle

or

AppleBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;Base:n=55

Klarna

users,n=1,169

online

payment

users,n=2,035

all

respondentsConsumer

Insights

Global

as

of

September

202336%

of

Klarna

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSpain40%38%37%33%31%

31%18%18%18%12%10%7%4%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

online

payment

services

have

youused

in

the

past12

months?;

Multi

Pick;

Base:

n=55

Klarna

users,

n=1,169

onlinepayment

users,n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Klarna

users

think

that

the

economic

situation

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Spain

accordingtoKlarna

users78%76%73%71%63%71%68%65%60%66%64%60%56%58%52%55%53%53%47%44%49%49%42%39%45%39%39%35%38%36%UnemploymentEconomicsituationRising

prices/inflation/cost

of

livingHealth

andsocial

securityEducationHousingPovertyClimatechange

EnvironmentCrimeBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=55Klarna

users,

n=1,169

online

payment

users,

n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023Klarna

users

tend

to

have

moreleft

leaning

political

views

than

other

onlinepayment

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSpainBrand

users47%24%24%5%Category

usersAllrespondents33%33%30%25%12%13%28%26%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

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=55

Klarna

users,n=1,169

online

payment

users,n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsKlarna

users

access

the

internet

via

a

streaming

device

more

often

than

theaverage

online

payment

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSpain

use

regularly

toaccesstheinternet100%95%91%85%78%76%74%73%67%62%58%56%55%53%53%49%47%44%44%42%39%36%36%33%31%30%29%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletGaming

console

Streaming

deviceAllrespondentsSmartwatchSmart

speakersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

online

payment

serviceshave

you

used

in

the

past12

months?;Multi

Pick;Base:n=55

Klarna

users,n=1,169

online

paymentusers,n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Klarna

users

interact

with

companies

more

often

than

otheronline

payment

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSpain

by

type82%69%63%58%67%54%67%65%57%58%47%52%51%51%35%49%47%46%45%44%38%35%31%31%29%26%22%21%15%

15%11%5%10%5%3%2%Liked

posts

SentprivateFollowedpeopleCommentedon

postsPostedpictures/videosSharedpostsbyother

usersLikedcompanypostsPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;

Base:

n=55

Klarna

users,n=1,169

online

paymentusers,n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023Klarna

users

tend

to

read

online

magazines

more

often

than

online

paymentusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSpain

havebeen

using

inthe

past

4weeks100%92%90%76%86%85%75%77%74%65%72%71%70%64%59%58%56%56%51%41%50%49%46%29%36%30%29%

29%28%27%18%7%

7%TVDigitalvideocontentMovies

/cinemaDigitalmusic

OnlinenewsRadioOnlinemagazinesPodcastsDailynewspapersMagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;Base:

n=39

Klarna

users,n=600

online

payment

users,n=6,073

allrespondentsConsumer

Insights

Global

as

of

September

2023Klarna

users

remember

seeing

ads

on

social

media

more

often

than

otheronline

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereKlarna

usersinSpain

havecome

across

digital

advertisinginthepast4weeks65%64%60%56%47%47%46%42%42%42%41%38%38%36%35%35%34%33%31%25%31%30%31%27%27%23%22%22%22%21%Social

mediaVideo

portalsOnlinestores

Video

streamingservicesWebsitesandappsof

brandsMusicportals

SearchenginesOtherappsVideo

gamesEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past12

months?;

Multi

Pick;

Base:

n=55

Klarna

users,n=1,169

online

paymentusers,n=12,162

all

respondentsConsumer

Insights

Global

as

of

September

2023Klarna

users

remember

ads

they

got

by

mail

more

often

than

other

onlinepayment

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSpainhave

come

across

non-digital

advertisinginthepast4weeks80%67%67%65%64%58%49%36%46%42%42%38%37%35%35%20%32%31%24%20%20%19%19%19%OnTVOnadvertising

By

mailshot

/Directly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

online

payment

serviceshave

youused

in

the

past

12

months?;

Multi

Pick;

Base:

n=55

Klarna

users,

n=1,169

online

paymentusers,n=1