瑞士電子書店beam用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSE-Book

shops:

Beam

customersin

SwitzerlandConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBeam

customers

inSwitzerland:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Beam

customers

inSwitzerland

(’’brandusers’’)

againstSwiss

E-book

shoppers

ingeneral(’’category

users’’),

and

theoverall

Swiss

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Switzerland)?

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

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

19%,

Beam

is

one

of

the

top

5

E-book

shops

in

SwitzerlandManagement

summary:

brandusageand

competitionTop10

most

used

E-book

shopsinSwitzerlandAmazonAppleBooksOrell

FüssliExLibris45%26%22%21%Beam19%18%16%eBookitGoogle

PlayStoreBider

&TannerBeobachterWeltbild13%12%9%4Notes:"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=268,

E-book

shoppersConsumer

Insights

Global

as

of

August

2023Sources:Beam

customers

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBeam

is

more

popularamongGeneration

Xthanother

E-book

shops.Career

advancement

is

more

importanttoBeam

customers

thantootherE-book

shoppers.Itstands

out

that55%

ofBeamcustomers

thinkit’simportant

to

get

the

asmartwatch

more

often

thanthebest

imageandsoundquality.Beam

customers

access

theinternet

viaaverage

E-book

shopper.Beam

is

more

popularamong

male

E-book

shoppers

than

female

E-bookshoppers.Gaming

and

eSports

are

relativelyprevalent

interests

of

Beam

customers.24%

ofBeam

customers

areearlyadopters,

when

itcomes

toinnovation.Onsocial

media,

Beam

customersinteract

with

companies

more

oftenthan

other

E-book

shoppers.Beam

hasalarger

share

ofcustomerswith

ahigh

income

than

other

E-bookshops.Photography

isarelatively

popularhobbyamong

Beam

customers.Arelatively

highshare

ofBeamcustomers

thinkthatunifying

thecountry

isanissuethatneedstobeaddressed.Beam

customers

remember

seeing

adsinvideo

portalslessoften

thanotherE-book

shoppers.Beam

customers

are

more

likely

toliveinlargecities

than

E-book

shoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Beam

is

more

popular

among

GenerationX

than

other

E-book

shopsDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users12%13%39%43%6%Category

usersAllrespondents40%38%10%18%35%36%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;

Base:n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Beam

is

more

popular

among

male

E-book

shoppers

than

female

E-bookshoppersDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users69%31%Category

usersAllrespondents52%50%48%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202363%

of

Beam

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland35%33%29%28%25%21%21%21%16%11%10%9%8%8%5%4%3%3%

3%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

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Beamcustomers,

n=268,

E-book

shoppers,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Beam

has

a

larger

share

of

customers

with

a

high

income

than

other

E-bookshopsDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users49%30%21%Category

usersAllrespondents42%31%27%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

ofthese

providers

have

youbought

eBooks

fromin

thepast

12

months?";

Multi

Pick;Base:

n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

E-book

shoppers,

Beam

customers

are

relatively

likely

to

livein

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live35%31%27%26%26%22%20%17%14%13%12%10%9%8%7%5%5%4%4%

4%Other3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

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

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Beam

customers

are

more

likely

to

live

in

largecities

thanE-book

shoppers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland37%35%33%29%28%27%24%24%22%20%16%6%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

August

202312%

of

Beam

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users12%88%0%Category

usersAllrespondents8%85%7%8%6%86%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=51,

Beamcustomers,n=268,

E-book

shoppers,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedCareer

advancement

is

more

important

to

Beam

customers

than

to

other

E-book

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland48%40%44%41%40%39%37%37%35%33%32%32%31%31%29%29%29%28%25%26%25%28%28%27%24%20%17%15%13%14%Havingagood

timeSocial

justiceAdvancingmy

careerAnhonest

andrespectable

lifeAhappyrelationshipSafety

andsecurityMaking

myown

decisionsTobesuccessfulLearningnew

thingsTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=51,Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Beam

customersConsumer

lifestyle:

main

interestsTop10

interestsofBeam

customers

inSwitzerland46%42%41%40%40%39%37%37%35%29%31%25%30%29%27%27%27%27%26%25%24%24%22%22%22%22%19%16%12%11%Family

&parentingFinance&economySportsMovies,TVshows&musicHealth

&fitnessTravelFood

&diningGaming

&eSportsHome

&gardenReligion

&spiritualityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongBeam

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBeam

customers

inSwitzerland46%41%41%39%38%33%

33%32%31%27%27%25%24%26%25%25%25%24%23%24%

20%19%24%24%

22%19%24%21%21%15%PhotographyTravelingGardeningandplantsOutdooractivitiesWritingCars/vehiclesDoing

sportsandfitnessMeditation/wellnessSocializingTech

/computersBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

thepast

12

months?";

Multi

Pick;

Base:

n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

August

2023Beam

customers

are

more

likely

to

play

baseball

or

softball

than

other

E-bookshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBeam

customers

inSwitzerland20%19%17%18%18%16%16%16%16%13%13%13%12%12%9%9%8%8%8%8%7%7%7%6%5%5%4%3%3%1%RugbyBaseball/SoftballFitness,aerobics,cardioBadmintonBasketballGolfCricketCyclingDancingHikingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:n=19,

Beamcustomers,n=136,

E-bookshoppers,

n=3860,

all

respondentsConsumer

Insights

Global

as

of

August

2023Beam

customers

are

more

likely

to

follow

baseball

than

other

E-book

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBeam

customers

inSwitzerland19%18%18%14%12%10%10%8%8%7%7%7%7%7%6%6%6%6%6%6%5%5%4%4%4%4%3%3%2%2%BaseballBasketballCricketGymnasticsAmericanfootballCyclingBoxingGolfSoccerAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=14,

Beamcustomers,

n=93,

E-bookshoppers,

n=2423,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

55%

of

Beam

customers

think

it’s

important

to

get

the

bestimage

and

sound

qualityConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSwitzerland55%54%50%49%46%45%43%43%39%39%35%33%33%26%25%Itisimportant

tometogetthebestimage

music/movies

onallmyandsoundqualityIwant

to

access

myDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanageIprefer

toown

hardcopies

of

films,devices

(TV,books

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=1298,

allrespondentsConsumer

Insights

Global

as

of

August

202324%

of

Beam

customers

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland41%37%

37%26%25%24%22%20%

20%18%16%12%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=51,

Beamcustomers,n=268,E-book

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Beam

customers

think

that

unifying

the

country

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtoBeam

customers42%39%35%

32%31%27%25%

22%22%25%25%21%24%24%20%22%22%20%20%

20%20%19%15%13%12%10%9%9%9%9%EnvironmentUnifyingthecountryEconomicsituationEducationReligiousconflictsGovernmentdebtTerrorismCrimePovertyRising

prices/inflation/cost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

E-book

shoppers,

Beam

customers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users16%22%57%6%Category

usersAllrespondents18%33%40%9%17%32%34%17%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

ofthese

providers

have

youboughteBooksfromin

the

past12

months?";

Multi

Pick;Base:

n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsBeam

customers

access

the

internet

via

a

smartwatch

more

often

than

theaverage

E-book

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet89%84%75%71%

70%67%57%56%55%51%49%47%47%45%45%43%41%35%34%33%30%29%29%28%27%25%17%SmartphoneLaptopTabletDesktop

PCBrand

usersSmartwatchSmart

TVSmart

speakers

Gaming

console

Streaming

deviceCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

bought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Beam

customers

interact

with

companies

more

often

thanother

E-book

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype50%45%42%37%43%41%41%31%40%40%36%35%36%33%27%31%31%31%30%27%25%29%27%

26%22%27%27%24%22%16%9%7%6%3%0%0%FollowedpeoplePostedpictures/videosSharedpostsbyother

usersLiked

posts

CommentedLikedcompanypostsSharedcompanypostsSentprivatemessagesFollowedcompaniesPosted

texts

Ihaveonly

Ihaven’t

usedbyotheruserson

posts/statusupdatesused

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

bought

eBooksfromin

the

past

12

months?";

Multi

Pick;Base:

n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Beam

customers

tend

to

listen

to

the

radio

less

often

than

E-book

shoppers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks71%70%61%64%64%62%60%57%46%55%53%50%50%47%48%44%

46%40%46%44%32%44%43%43%38%33%33%31%

32%29%26%

25%22%DigitalvideocontentTVDailynewspapersDigitalmusiccontentRadioPodcastsOnlinenewswebsitesMagazinesMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbought

eBooksfrom

in

the

past

12

months?";

Multi

Pick;Base:n=42,

Beamcustomers,n=201,

E-book

shoppers,n=5951,

all

respondentsConsumer

Insights

Global

as

of

August

2023Beam

customers

remember

seeing

ads

in

video

portals

less

often

than

other

E-book

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBeam

customers

inSwitzerland

havecome

across

digital

advertisinginthepast4weeks42%41%40%39%38%35%33%33%33%29%29%29%28%27%27%26%25%

25%21%25%25%24%22%21%19%20%19%18%

18%13%NewslettersSearch

engines

Video

streamingservicesBlogs/forumsOnlinestoresMusicportalsWebsitesandappsof

brandsEditorialwebsitesandappsVideo

portalsVideo

gamesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooksfromin

the

past12

months?";

Multi

Pick;

Base:n=51,

Beamcustomers,n=268,

E-book

shoppers,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Beam

customers

remember

ads

they

saw

in

printed

magazines

andjournalsless

often

than

other

E-book

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks42%34%41%35%41%40%39%32%38%35%35%34%34%32%31%30%29%29%29%29%28%28%20%

20%InprinteddailynewspapersOnadvertisingspacesOntheradioOnTVDirectly

inthestoreBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbought

eBooks

fromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Beamcustomers,n=268,E-book

shoppers,

n=7804,