德国智能耳机品牌联想lenovo用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSSmart

speakers:

Lenovo

ownersin

GermanyConsumer

InsightsAugust

2023Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofLenovo

owners

inGermany:

whotheyare;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,the

report

allows

thereader

toRegion:

56countriesbenchmark

Lenovo

owners

inGermany

(’’brandusers’’)againstGerman

owners

of

smart

speakers

ingeneral(’’category

users’’),

and

the

overall

German

onliner,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

Germany)•

2,000+

forthe

basicsurveyThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

01Management

summary•

Brand

usage•

Key

insightsLenovo

ranks

outside

the

top

10

of

most

owned

smart

speaker

brands

inGermanyManagement

summary:

brandusageand

competitionTop10

most

owned

smart

speakerbrandsinGermanyAmazon

EchoAppleHomePodGoogle

HomeGoogle

NestJBL73%13%11%10%5%5%5%5%5%4%EufyGenieSonySonosFabriqHarman

Kardon4Notes:"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=1471,

ownersofsmartspeakersSources:

Statista

Consumer

Insights

Global

as

of

August

2023Lenovo

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLenovo

ismore

popularamongMillennials

thanother

smart

speakerbrands.Ahappy

relationship

isless

important

to

Itstands

out

that42%

ofLenovo

owners

Lenovo

owners

access

the

internet

viaaLenovo

owners

than

toother

owners

ofsmart

speakers.saythatelectronics

are

astatus

symbolforthem.smart

speaker

lessoften

thantheaverage

smart

speaker

owner.Lenovo

ismore

popularamong

femaleowners

of

smart

speakers

than

maleowners

of

smart

speakers.Fashion

and

beauty

arerelativelyprevalent

interests

of

Lenovo

owners.31%

ofLenovo

owners

areinnovators

or

Onsocial

media,

Lenovo

ownersearly

adoptersof

new

products.interact

with

companies

more

oftenthan

other

owners

of

smart

speakers.Making

musicisarelatively

popularhobbyamong

Lenovo

owners.Arelatively

highshare

ofLenovo

ownersthink

thatunifying

the

country

is

anissuethatneedstobeaddressed.Lenovo

hasalarger

shareof

ownerswith

ahigh

income

than

other

smartspeaker

brands.Lenovo

owners

remember

seeing

adson

videostreaming

services

more

oftenthan

other

owners

of

smart

speakers.Lenovo

owners

are

more

likely

to

live

inlarge

citiesthan

owners

ofsmartspeakers

ingeneral.5Sources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Lenovo

is

morepopular

among

Millennials

than

other

smartspeaker

brandsDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users25%52%23%0%Category

usersAllrespondents20%41%30%9%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

you

own?’’;

Multi

Pick;Base:

n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Lenovo

is

morepopular

among

femaleowners

of

smart

speakers

than

maleowners

of

smart

speakersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users40%60%Category

usersAllrespondents53%47%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;

Base:n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Lenovo

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%31%31%25%21%

21%19%18%17%15%13%12%12%11%11%4%2%2%

2%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

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;Base:n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Lenovo

has

a

larger

share

of

owners

with

a

high

income

than

other

smartspeaker

brandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users58%15%28%26%Category

usersAllrespondents41%32%33%33%33%HighMiddleLow10

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;

Base:

n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Compared

to

other

owners

of

smart

speakers,

Lenovo

owners

are

relativelylikely

to

live

in

a

household

of

twoor

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live36%35%29%28%26%24%21%17%15%13%10%9%9%7%6%3%3%2%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=52,Lenovo

owners,n=1471,

ownersofsmartspeakers,n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Lenovo

owners

are

more

likely

to

live

in

large

cities

thanowners

of

smartspeakers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany44%27%26%24%23%23%22%21%17%16%15%13%12%10%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

smartspeakerwith

an

integratedvirtual

assistant

do

youown?’’;Multi

Pick;Base:

n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,n=35994,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

20236%

of

Lenovo

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users6%7%7%92%2%Category

usersAllrespondents86%7%84%9%YesNoWould

rathernot

say13

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

smartspeaker

with

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=52,

Lenovoowners,n=1471,

ownersofsmartspeakers,n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Lenovo

owners

than

to

other

owners

ofsmart

speakersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany56%53%37%

42%37%42%38%38%38%37%36%

36%36%29%29%33%31%30%29%29%25%23%20%

20%20%12%13%11%

11%10%TobesuccessfulAhappyrelationshipSafety

andsecurityLearningnew

thingsHavingagood

timeMaking

myown

decisionsTraditionsSocial

justiceAnhonest

andrespectable

lifeAdvancingmy

careerBrand

usersCategory

usersAllrespondents15

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

smartspeakerwith

an

integratedvirtual

assistant

do

you

own?’’;

Multi

Pick;Base:

n=52,

Lenovoowners,n=1471,

ownersofsmartspeakers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relatively

prevalent

interests

of

Lenovo

ownersConsumer

lifestyle:

main

interestsTop10

interestsofLenovoowners

inGermany55%49%46%44%44%42%40%40%38%37%33%36%32%37%37%36%35%34%32%27%33%33%33%33%33%31%25%31%28%26%Fashion&beautySportsCareer

&educationMovies,TVshows&musicFamily

&parentingFinance&economyHealth

&fitnessHome

&gardenPolitics&societyandcurrentworld

eventsTravelBrand

usersCategory

usersAllrespondents16

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,n=35994,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

Lenovo

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofLenovoownersinGermany48%45%42%44%41%40%40%40%40%39%36%35%38%38%36%32%37%37%36%35%35%35%35%34%28%26%22%17%15%12%Cooking/bakingOutdooractivitiesDoing

sportsandfitnessPetsTech

/computersTravelingCars/vehiclesMaking

musicReadingVideo

gamingBrand

usersCategory

usersAllrespondents17

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,

n=35994,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Lenovo

owners

are

more

likely

to

playcricket

than

other

owners

of

smartspeakersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofLenovoowners

inGermany23%22%20%19%20%19%19%18%17%17%17%17%15%15%10%10%9%9%6%6%5%4%4%4%4%3%3%3%2%2%BadmintonCricketDancingHikingBaseball/SoftballFitness,aerobics,cardioHunting/FishingTableTennisBasketballMartial

ArtsBrand

usersCategory

usersAllrespondents18

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

you

own?’’;

Multi

Pick;Base:

n=27,

Lenovo

owners,n=832,

ownersofsmartspeakers,n=17984,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Lenovo

owners

are

more

likely

to

followbaseball

than

other

owners

of

smartspeakersConsumer

lifestyle:

sports

followedTop10

sports

followed

byLenovoowners

inGermany26%24%21%19%15%15%15%13%13%13%12%12%9%8%8%8%7%7%6%6%6%6%6%5%4%4%2%2%2%1%BaseballAmericanfootballCyclingHandballSoccerBoxingField

hockeyTennisIceHockeyMixedMartial

ArtsBrand

usersCategory

usersAllrespondents19

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=20,

Lenovo

owners,n=536,

ownersofsmartspeakers,n=11368,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20It

stands

out

that

42%

of

Lenovo

ownerssay

that

electronics

are

a

status

symbolfor

themConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany62%55%50%49%45%44%45%42%42%42%38%31%31%27%17%Iwant

the

bestaudioandcinematicexperience

from

allmy

devicesIwould

love

tocontrol

my

home

viasmartphone

or

voiceElectronics

areastatussymbol

formeIbuynew

electronics,

Icould

notlivewithouteven

when

myoldmodel

stillworksmy

smartphoneBrand

usersCategory

usersAllrespondents21

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;Multi

Pick;Base:n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,

n=5992,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202331%

of

Lenovo

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%37%37%35%29%25%21%19%16%15%12%9%3%Innovators2%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;Base:

n=52,

Lenovoowners,n=1471,

ownersofsmartspeakers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Lenovo

owners

think

that

unifying

the

country

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Lenovoowners56%55%39%36%33%38%37%

37%37%36%36%31%35%34%33%33%30%31%31%29%29%27%27%27%21%20%20%

19%15%12%CrimeEnvironmentRising

prices/inflation/cost

of

livingEducationGovernmentdebtHealth

andsocial

securityClimatechangeFood

andwater

securityPovertyUnifyingthe

countryBrand

usersCategory

usersAllrespondents23

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

you

own?’’;

Multi

Pick;Base:n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Compared

to

other

owners

of

smart

speakers,

Lenovo

owners

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users15%44%29%12%Category

usersAllrespondents21%47%17%15%22%43%17%18%LeftCenterRightPrefer

notto

answer24

Notes: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

smartspeakerwith

an

integratedvirtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,

n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLenovo

owners

access

the

internet

via

a

smartspeaker

less

often

than

theaverage

smartspeaker

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet94%91%85%72%73%69%67%66%65%61%55%54%52%50%50%50%49%48%43%42%40%40%38%33%27%26%24%SmartphoneSmart

TVLaptopSmart

speakersBrand

usersDesktop

PCTabletSmartwatchGaming

console

Streaming

deviceCategory

usersAllrespondents26

Notes:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023On

social

media,

Lenovo

owners

interact

with

companies

more

often

than

otherowners

of

smart

speakersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype63%54%53%50%49%48%48%46%

47%44%43%

42%40%41%39%37%37%37%36%35%27%35%35%30%27%19%24%16%16%12%11%8%8%3%2%0%SentprivatemessagesFollowedpeoplePostedpictures/videosLiked

posts

CommentedSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;Base:

n=52,

Lenovoowners,

n=1471,

ownersofsmartspeakers,n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Lenovo

owners

tend

to

listen

to

podcasts

more

often

than

owners

of

smartspeakers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%80%79%77%67%77%70%69%67%65%57%54%53%51%41%49%49%47%46%46%42%30%41%29%40%40%37%37%28%36%21%20%18%DigitalvideocontentTVRadioPodcastsDigitalmusiccontentMagazinesOnlinenewswebsitesMovies

/cinemaOnlinemagazinesDailyWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;Base:

n=52,

Lenovoowners,

n=1471,

ownersofsmartspeakers,n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Lenovo

owners

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

owners

of

smart

speakersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereLenovoowners

inGermany

havecome

across

digitaladvertisinginthepast4weeks52%52%51%50%48%47%46%42%42%41%40%38%38%37%37%35%33%30%28%27%26%26%25%24%24%23%21%18%16%12%Onlinestores

Video

streaming

Video

portals

Search

engines

MusicportalsservicesSocial

mediaVideo

gamesBlogs/forumsNewslettersOtherappsBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;

Base:

n=52,

Lenovo

owners,n=1471,

ownersofsmartspeakers,n=35994,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202365%

of

Lenovo

owners

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks65%46%45%45%42%42%42%40%

41%40%38%36%

37%37%34%33%31%31%30%29%26%26%20%14%OnTVInprintedmagazinesandjournalsAtthemovies/cinemaDirectly

inthe

storeOntheradioBy

mailshot

/

OnadvertisingInprinteddailynewspapersadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;

Base:

n=52,

Lenovoowners,n=1471,

ownersofsmartspeakers,n=35994,

all

respondentsSources: