荷蘭Athenaeum書店用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSBook

stores:

Athenaeumshoppers

in

the

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAthenaeum

shoppers

in

theNetherlands:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Athenaeumshoppers

inthe

Netherlands(’’brandusers’’)

againstDutch

book

store

shoppers

ingeneral

(’’category

users’’),

and

theoverall

Dutchonliner,

labelled

as’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

theextended

survey(including

theNetherlands)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

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

insightsAthenaeum

ranks

ninth

among

book

stores

in

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

book

stores

intheNetherlandsAmazon56%27%26%BrunaTheRead

ShopBoekenVoordeelAKO12%12%9%8%Boekenkraam.nlAthenaeumblz.8%8%8%4Notes:"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=692,

book

store

shoppersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

book

store

shoppers

using

Athenaeum

grew

by3

percentagepoints

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

book

store

shoppersusing

Athenaeum8%7%7%6%5%5%5%5%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=31

-

54

Athenaeum

shoppers,

n=664

-

702

book

store

shoppersConsumer

Insights

Global

as

of

August

2023Sources:Athenaeum

shoppers

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAthenaeumis

more

popularamongMillennials

thanother

book

stores.Success

and

career

advancement

arerelatively

important

to

Athenaeumshoppers.Itstands

out

that43%

ofAthenaeumshoppers

prefer

to

own

hardcopies

offilms,books

or

music.Athenaeumshoppers

access

theinternet

viaagamingconsole

moreoften

than

theaverage

book

storeshopper.Athenaeumis

more

popularamongmale

book

store

shoppers

thanfemalebook

store

shoppers.Religion

and

spiritualityare

relativelyprevalent

interests

of

Athenaeumshoppers.54%

ofAthenaeum

shoppers

areintheearly

majority

ofinnovation

adoptertypes.Athenaeumshoppers

tendtobemoreactiveon

social

media

than

other

bookstore

shoppers.Athenaeumhasalarger

share

ofshoppers

with

ahigh

income

than

other

Athenaeumshoppers

are

more

likely

toArelatively

highshare

ofAthenaeumshoppers

think

thatreligious

conflictsareissues

thatneed

to

beaddressed.book

stores.havecars

or

vehicles

asahobbythanother

book

store

shoppers.Athenaeumshoppers

remember

seeingadson

search

engines

less

often

thanother

book

store

shoppers.Athenaeumshoppers

are

more

likely

toliveinlarge

citiesthan

book

storeshoppers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Athenaeum

is

more

popular

amongMillennials

than

other

book

storesDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users31%46%19%4%Category

usersAllrespondents24%32%32%13%21%31%34%15%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=54,

Athenaeum

shoppers,

n=692,

book

storeshoppers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Athenaeum

is

more

popular

amongmale

book

store

shoppers

than

femalebook

store

shoppersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users61%39%Category

usersAllrespondents47%53%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=54,

Athenaeum

shoppers,

n=692,

bookstoreshoppers,

n=12161,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202356%

of

Athenaeum

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands34%33%28%27%

26%19%17%17%17%14%12%9%7%7%7%6%5%4%3%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;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=54,

Athenaeum

shoppers,

n=692,

bookstoreshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Athenaeum

has

a

larger

share

of

shoppers

with

a

high

income

than

other

bookstoresDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users44%21%35%34%33%Category

usersAllrespondents35%33%32%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12months

(in-store

orwebsite)?";

Multi

Pick;Base:n=54,

Athenaeum

shoppers,

n=692,

book

storeshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

book

store

shoppers,

Athenaeum

shoppers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive35%30%29%27%25%21%20%19%17%15%10%

10%9%9%7%6%3%3%2%2%1%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;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=54,

Athenaeum

shoppers,

n=692,

book

storeshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Athenaeum

shoppers

are

more

likely

to

live

in

largecities

than

book

storeshoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands37%37%33%32%32%32%24%23%15%12%12%11%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=54,

Athenaeum

shoppers,

n=692,

book

store

shoppers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202315%

of

Athenaeum

shoppers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users15%81%4%4%Category

usersAllrespondents10%86%8%85%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=54,

Athenaeum

shoppers,

n=692,

bookstoreshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

AthenaeumshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands51%50%45%45%43%

43%38%42%39%35%35%33%

34%31%30%30%28%26%24%24%22%21%21%21%20%20%13%12%11%11%Safety

andsecurityHavingagood

timeAhappyrelationshipAdvancingmy

careerAnhonest

andrespectable

lifeLearningnew

thingsMaking

myown

decisionsTobesuccessful

Social

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=54,

Athenaeum

shoppers,

n=692,

book

store

shoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Religion

and

spirituality

are

relatively

prevalent

interests

of

Athenaeum

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofAthenaeumshoppersintheNetherlands47%45%45%45%44%41%35%30%30%30%30%28%28%

27%23%26%25%24%24%22%22%22%22%22%22%21%16%20%18%16%SportsTravelFinance&economyMovies,TVshows&musicArts&literatureFamily

&parentingFood

&diningPolitics&societyandcurrentworld

eventsReligion

&spiritualityCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=54,

Athenaeum

shoppers,

n=692,

book

storeshoppers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Athenaeum

shoppers

are

more

likely

to

have

cars

or

vehicles

as

a

hobby

thanother

book

store

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAthenaeumshoppersintheNetherlands41%39%34%34%33%30%29%28%25%27%26%26%26%25%24%24%24%24%24%23%23%22%19%19%18%16%16%15%14%10%OutdooractivitiesDoing

sportsandfitnessGardeningandplantsTech

/computersCars/vehiclesPetsTravelingVideo

gamingWritingMaking

musicBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months(in-store

orwebsite)?";

Multi

Pick;Base:n=54,

Athenaeum

shoppers,

n=692,

bookstoreshoppers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Athenaeum

shoppers

are

more

likely

to

play

baseball

or

softball

than

otherbook

store

shoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAthenaeumshoppersintheNetherlands24%20%17%15%14%

14%13%13%11%11%11%11%9%9%8%7%6%6%5%4%4%4%4%3%2%2%2%2%2%2%Baseball/SoftballCyclingBadmintonAmericanFootball

/FlagFootballBasketballCricketDancingGolfFitness,aerobics,cardioHikingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Wherehave

you

purchased

printed

books

in

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=27,

Athenaeum

shoppers,

n=288,book

storeshoppers,

n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

2023Athenaeum

shoppers

are

more

likely

to

follow

baseball

than

other

book

storeshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAthenaeum

shoppersintheNetherlands23%21%15%13%12%11%11%9%9%7%7%7%7%6%6%

5%6%5%4%4%4%4%3%3%3%2%2%2%2%1%BaseballAmericanfootballCricketCyclingBasketballAthletics(track&

field)GymnasticsSoccerBoxingGolfBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=16,

Athenaeum

shoppers,n=243,

book

storeshoppers,

n=3704,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

43%

of

Athenaeum

shoppers

prefer

to

own

hard

copies

offilms,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediaintheNetherlands51%48%47%45%43%39%37%36%35%35%35%33%30%24%21%Iwant

to

access

mymusic/movies

onallmydevices

(TV,Iprefer

toown

hardcopies

of

films,Itisimportant

tometogetthebestimageandsoundqualityDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanagebooks

or

musicsmartphone,

tablet,etc.)

(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=54,

Athenaeum

shoppers,

n=692,

book

storeshoppers,n=2027,

all

respondentsConsumer

Insights

Global

as

of

August

202354%

of

Athenaeum

shoppers

are

in

the

early

majority

of

innovation

adoptertypesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands54%40%

40%28%28%23%21%20%17%10%9%9%1%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=54,

Athenaeumshoppers,

n=692,

bookstoreshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Athenaeum

shoppers

think

that

religious

conflicts

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoAthenaeumshoppers50%48%47%46%41%

41%40%38%36%33%35%34%33%31%32%32%30%30%30%28%28%28%28%24%24%23%20%20%13%10%EducationRising

prices/inflation/cost

of

livingPovertyUnemploymentEconomicsituationHealth

andsocial

securityHousingImmigrationReligiousconflictsEnvironmentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";Multi

Pick;Base:n=54,

Athenaeum

shoppers,

n=692,

book

storeshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

book

store

shoppers,

Athenaeum

shoppers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users22%19%46%13%13%Category

usersAllrespondents25%31%31%20%32%32%17%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;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=54,

Athenaeum

shoppers,

n=692,

book

storeshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsAthenaeum

shoppers

access

the

internet

via

a

gaming

console

more

often

thanthe

average

book

store

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet87%

87%74%72%71%68%56%50%50%47%

48%48%46%46%41%41%33%30%29%29%27%25%24%23%22%14%12%SmartphoneLaptopDesktop

PCSmart

TVGaming

consoleCategory

usersTabletSmartwatchSmart

speakers

Streaming

deviceBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=54,

Athenaeum

shoppers,n=692,

book

storeshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Athenaeum

shoppers

tend

to

be

more

active

on

social

media

than

other

bookstore

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype49%49%48%47%42%41%41%40%39%39%38%33%37%37%37%35%33%29%24%25%25%25%24%22%21%21%20%19%15%12%11%9%7%4%0%0%FollowedpeopleLikedcompanypostsLiked

postsbyotherusersFollowedcompaniesCommented

SentprivatePostedpictures/videosPosted

texts/statusSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=54,

Athenaeum

shoppers,n=692,

book

storeshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Athenaeum

shoppers

tend

to

listen

to

the

radio

less

often

than

book

storeshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks88%75%71%56%70%61%

60%68%62%60%57%51%56%48%48%44%44%43%42%28%41%29%40%32%39%37%29%36%24%20%18%19%15%Digitalvideo

Digitalmusiccontent

contentMovies

/cinemaTVMagazinesPodcastsDailynewspapersRadioOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=54,

Athenaeum

shoppers,

n=692,

book

storeshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Athenaeum

shoppers

remember

seeing

ads

on

search

engines

less

often

thanother

book

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAthenaeumshoppersintheNetherlandshave

come

across

digital

advertisinginthe

past4weeks42%42%39%36%36%36%35%33%32%30%28%26%26%26%26%26%25%21%24%24%22%21%20%19%19%18%17%16%15%12%Video

portalsMusicportalsWebsitesandappsof

brandsVideo

streaming

NewslettersSearch

engines

Social

mediaCategory

users

AllrespondentsBlogs/forumsEditorialwebsitesandappsVideo

gamesservicesBrand

users30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=54,

Athenaeum

shoppers,n=692,

book

storeshoppers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202341%

of

Athenaeum

shoppers

remember

ads

they

saw

directly

in

the

storeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks41%37%41%36%39%39%36%35%35%32%30%30%30%30%28%26%25%25%24%23%21%21%20%16%Directly

inthestoreOntheradioInprinteddailynewspapersAtthemovies

OnadvertisingOnTVBy

mailshot

/advertisingmailInprintedmagazinesandjournals/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past