荷兰智能耳机品牌bose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:

Bose

owners

inthe

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBose

owners

in

theNetherlands:

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

toRegion:

56countriesbenchmark

Bose

owners

intheNetherlands

(’’brandusers’’)

againstDutchowners

of

smart

speakers

ingeneral

(’’category

users’’),

and

theoverall

Dutchonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theNetherlands)•

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

insightsBose

ranks

fourth

among

smartspeaker

brandsin

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

owned

smart

speakerbrandsintheNetherlandsGoogle

HomeGoogle

NestAppleHomePodBose35%24%22%17%Amazon

EchoJBL12%12%Bang&OlufsenDenon10%10%Sonos9%Harman

Kardon7%4Notes:"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=339,

ownersofsmartspeakersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

owners

of

smart

speakers

owning

Bose

grew

by5

percentagepoints

since

Q1

of

2022Management

summary:

brandusagetimelineTimeline

of

ownersof

smart

speakersowningBose17%16%15%14%13%13%13%13%12%2021

Q12021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=31

-56

Bose

owners,n=235

-

356

owners

ofsmartspeakersSources:Consumer

Insights

Global

as

of

August

2023Bose

owners

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBose

hasahigh

share

ofowners

thatareMillennials

compared

to

thetotalonlinepopulation.Tradition

ismore

important

to

Boseowners

thantoother

owners

of

smartspeakers.Itstands

out

that36%

ofBose

ownerssaythatelectronics

are

astatus

symbolforthem.Bose

owners

access

theinternet

viaalaptopless

often

thanthe

averagesmart

speaker

owner.Similartoother

smart

speaker

brands,Bose

hasahigh

share

ofmale

owners.Gaming

and

eSports

are

relativelyprevalent

interests

of

Bose

owners.21%

ofBose

owners

areinthe

latemajority

of

innovationadopter

types.Onsocial

media,

Bose

owners

interactwith

companies

more

often

than

otherowners

of

smart

speakers.Bose

hasalarger

shareof

owners

withPhotography

isarelatively

popularahighincome

than

other

smart

speaker

hobbyamong

Bose

owners.brands.30%

ofBose

owners

think

thathousingisanissuethatneedstobeaddressed.Bose

owners

remember

seeing

adsinvideo

portalslessoften

thanotherowners

of

smart

speakers.Bose

owners

are

more

likely

to

live

inmedium-sized

towns

than

owners

ofsmart

speakers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Bose

has

a

high

share

of

owners

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users23%41%38%25%11%Category

usersAllrespondents26%29%7%21%31%34%15%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

you

own?’’;

Multi

Pick;Base:

n=56,

Boseowners,n=339,

ownersofsmartspeakers,

n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Similar

to

other

smart

speaker

brands,

Bose

has

a

high

share

of

male

ownersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users64%36%Category

usersAllrespondents60%40%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;

Base:n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202357%

of

Bose

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands34%34%30%26%26%21%18%17%16%13%13%12%8%5%5%5%5%3%3%

2%1%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

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;Base:n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bose

has

a

larger

share

of

ownerswith

a

high

income

than

other

smart

speakerbrandsDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users60%23%17%Category

usersAllrespondents50%28%22%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

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;

Base:

n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

the

average

onliner,

Bose

owners

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive38%35%29%29%27%27%20%13%13%12%11%10%9%9%7%4%3%3%2%1%0%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

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=56,Boseowners,n=339,

ownersofsmartspeakers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bose

owners

are

more

likely

to

live

in

medium-sized

towns

than

ownersof

smartspeakers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands43%41%38%36%33%32%23%21%14%12%4%2%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

smartspeakerwith

an

integratedvirtual

assistant

do

youown?’’;Multi

Pick;Base:

n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

20239%

of

Bose

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users9%10%8%89%87%2%Category

usersAllrespondents3%85%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

smartspeaker

with

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=56,

Bose

owners,

n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedTradition

ismore

important

to

Bose

owners

than

to

other

ownersof

smartspeakersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands50%51%50%50%45%44%39%38%36%34%33%31%29%32%30%27%27%27%24%21%23%21%18%21%21%20%19%12%16%13%Havingagood

timeAhappyrelationshipTobesuccessfulMaking

myown

decisions

respectable

lifeAnhonest

andLearningnew

thingsTraditionsSafety

andsecurityAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’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=56,

Boseowners,n=339,

ownersofsmartspeakers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Bose

ownersConsumer

lifestyle:

main

interestsTop10

interestsofBose

ownersintheNetherlands45%44%43%41%40%37%34%32%32%32%

32%32%30%29%29%26%25%25%25%25%25%24%23%23%20%20%

17%16%16%9%Food

&diningMovies,TVshows&musicTravelFashion&beautyHealth

&fitnessHome

&gardenSportsGaming

&eSportsFamily

&parentingReligion

&spiritualityBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=56,

Boseowners,n=339,

ownersofsmartspeakers,

n=12161,

allrespondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongBose

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBose

owners

inthe

Netherlands35%34%34%29%29%32%29%32%31%30%30%29%29%29%29%28%27%25%25%25%23%23%23%22%21%21%19%19%18%14%OutdooractivitiesBoard

games/cardgamesPhotographySocializingTravelingDoing

sportsandfitnessMeditation/wellnessReadingCooking/bakingTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

allrespondentsConsumer

Insights

Global

as

of

August

2023Bose

owners

are

more

likely

to

play

baseball

or

softball

than

other

owners

ofsmart

speakersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBose

ownersintheNetherlands20%16%16%15%14%14%13%13%13%11%11%11%9%9%8%8%7%7%6%6%6%5%5%4%4%4%2%2%2%2%Baseball/SoftballBasketballCricketFitness,aerobics,cardioHikingAmericanFootball

/FlagFootballCyclingDancingBadmintonHunting/FishingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

you

own?’’;

Multi

Pick;Base:

n=24,

Boseowners,n=141,

ownersofsmartspeakers,n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bose

owners

are

more

likely

to

follow

golf

than

other

ownersof

smart

speakersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBose

owners

intheNetherlands21%20%13%11%10%9%9%9%9%9%7%7%6%6%6%5%5%5%5%5%4%4%4%4%3%3%2%2%2%1%SoccerGolfBaseballBasketballBoxingCyclingMotorsportsAmericanfootballAthletics(track&

field)CricketBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=14,

Boseowners,n=109,

ownersofsmartspeakers,n=3704,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

36%

of

Bose

owners

say

that

electronics

are

a

status

symbolfor

themConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

Netherlands59%58%50%49%43%

43%39%38%37%36%31%28%26%23%18%Icould

notlivewithout

Ibuynew

electronics,Iwould

love

tocontrol

my

home

viasmartphone

or

voiceIwant

thebestaudioandcinematicexperience

from

allmy

devicesElectronics

areastatussymbol

formemy

smartphoneeven

when

myoldmodel

stillworksBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;Multi

Pick;Base:n=56,

Boseowners,n=339,

ownersofsmartspeakers,

n=2026,

all

respondentsConsumer

Insights

Global

as

of

August

202321%

of

Bose

owners

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands43%42%40%28%23%23%21%21%20%15%13%9%2%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;Base:

n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202330%

of

Bose

owners

think

that

housing

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoBose

owners50%46%41%40%38%38%35%35%33%32%30%30%31%30%30%29%29%28%25%21%20%24%20%23%23%21%21%21%21%20%HousingRising

prices/inflation/cost

of

livingPovertyClimatechangeEducationCrimeEnvironmentHealth

andsocial

securityUnemploymentUnifyingthecountryBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’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=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ownersof

smart

speakers,

Bose

owners

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users18%18%20%25%54%4%Category

usersAllrespondents31%40%12%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;"Which

smartspeakerwith

an

integratedvirtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBose

ownersaccess

the

internet

via

a

laptop

less

often

than

the

average

smartspeaker

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet87%

87%77%76%71%61%61%57%55%53%52%48%48%48%45%43%41%41%42%39%39%36%30%27%25%23%12%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Bose

owners

interact

with

companies

more

often

than

otherowners

of

smart

speakersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype49%48%47%45%37%45%43%42%38%42%40%39%39%34%34%32%

32%25%32%32%

32%30%28%21%27%20%23%21%20%12%11%9%7%2%1%0%Postedpictures/videosSentprivate

Commentedmessages

on

postsFollowedpeopleSharedcompanypostsPosted

texts/statusSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesLiked

posts

Ihaveonly

Ihaven’t

usedbyotherusersused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’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=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bose

owners

tend

to

read

weekly

newspapers

more

often

than

owners

of

smartspeakers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks75%

75%68%74%68%65%59%

62%61%57%55%51%52%50%50%50%46%44%43%43%39%29%39%

39%39%33%32%35%33%29%19%18%15%TVDigitalvideocontentRadioDigitalmusiccontentDailynewspapersOnlinenewswebsitesPodcastsOnlinemagazinesMovies

/cinemaWeeklynewspapersMagazinesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;Base:

n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,all

respondentsConsumer

Insights

Global

as

of

August

2023Bose

owners

remember

seeing

ads

in

video

portals

less

often

than

otherowners

of

smart

speakersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBose

ownersinthe

Netherlandshavecome

across

digital

advertisinginthepast4weeks45%44%40%38%36%36%36%36%33%32%32%

32%26%30%30%30%29%29%29%27%27%26%25%21%22%21%21%19%16%12%OnlinestoresNewslettersSearch

enginesWebsitesandappsof

brandsEditorialwebsitesandappsVideo

portals

Video

streamingservicesBlogs/forumsSocial

mediaVideo

gamesBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;

Base:

n=56,

Boseowners,n=339,

ownersofsmartspeakers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Bose

owners

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

owners

of

smart

speakersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks45%

45%39%39%38%38%33%34%32%25%32%32%30%30%30%30%25%29%26%23%21%20%20%16%OnTVDirectly

inthestoreOnadvertising

By

mailshot

/InprinteddailynewspapersInprintedmagazinesandjournalsOntheradioAtthemovies/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;

Base:

n=56,