英国智能耳机品牌JBL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:

JBL

owners

inthe

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofJBLowners

in

theUnitedKingdom:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

JBLowners

inthe

UnitedKingdom(’’brandusers’’)

againstUKowners

ofsmart

speakers

ingeneral

(’’category

users’’),

and

theoverall

UKonliner,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)•

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

insightsJBL

is

the

ninth

most

owned

smart

speaker

brand

in

the

UK

with

Amazon

Echoin

first

placeManagement

summary:

brandusageand

competitionTop10

most

owned

smart

speakerbrandsintheUKAmazon

EchoGoogle

HomeAppleHomePodGoogle

NestBose74%16%13%10%6%5%4%SonosSonyEufyGenieJBL4%4%Harman

Kardon3%4Notes:"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=1454,

ownersofsmartspeakersSources:Consumer

Insights

Global

as

of

August

2023JBL

owners

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsJBL

ismore

popularamong

GenerationZthanother

smart

speaker

brands.Success

and

career

advancement

arerelatively

important

to

JBL

owners.Itstands

out

that58%

ofJBLowners

saythatelectronics

areastatussymbol

forthem.JBL

owners

access

theinternet

viaadesktop

PCmore

often

thantheaverage

smart

speaker

owner.JBL

ismore

popularamong

maleowners

of

smart

speakers

than

femaleowners

of

smart

speakers.Family

andparentingarerelativelyprevalent

interests

of

JBLowners.37%

ofJBLowners

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

JBL

owners

interactwith

companies

more

often

than

otherowners

of

smart

speakers.Carsor

vehicles

are

relatively

popularhobbiesamong

JBLowners.JBL

hasalarger

shareof

owners

with

ahighincome

thanother

smart

speakerbrands.Arelatively

highshare

ofJBLownersthink

thattheenvironment

isanissuethatneeds

to

beaddressed.JBL

owners

remember

seeing

adsonblogs

and

forums

more

often

thanother

owners

of

smart

speakers.JBL

owners

are

more

likely

toliveincitiesandurbanareas

than

owners

ofsmart

speakers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+JBL

is

more

popular

among

Generation

Z

than

other

smart

speaker

brandsDemographic

profile:

generationsAgeof

consumersintheUKBrand

users35%52%13%0%Category

usersAllrespondents21%20%39%30%10%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

you

own?’’;

Multi

Pick;Base:

n=52,

JBLowners,n=1454,

ownersofsmartspeakers,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023JBL

is

more

popular

among

male

owners

of

smart

speakers

than

female

ownersof

smart

speakersDemographic

profile:

genderGenderofconsumersintheUKBrand

users71%29%Category

usersAllrespondents50%49%50%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;

Base:n=52,

JBLowners,n=1454,

ownersofsmartspeakers,

n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202371%

of

JBL

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK44%28%

28%23%22%22%21%18%16%15%12%11%9%8%8%6%3%

3%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,

JBLowners,n=1454,

ownersofsmartspeakers,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023JBL

has

a

larger

share

of

owners

with

a

high

income

than

other

smart

speakerbrandsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users48%23%30%Category

usersAllrespondents39%34%26%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

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;

Base:

n=52,

JBLowners,n=1454,

ownersofsmartspeakers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ownersof

smart

speakers,

JBL

owners

are

relatively

likely

tolive

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive42%40%34%23%

24%19%16%12%

12%12%

12%10%10%8%7%6%4%2%

2%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

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=52,

JBLowners,n=1454,

ownersofsmartspeakers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023JBL

owners

are

more

likely

to

live

in

cities

and

urban

areasthan

owners

of

smartspeakers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK38%27%26%24%22%20%19%19%17%15%12%

12%10%10%9%7%6%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

smartspeakerwith

an

integratedvirtual

assistant

do

youown?’’;Multi

Pick;Base:

n=52,

JBL

owners,

n=1454,

ownersofsmartspeakers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202321%

of

JBL

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users21%77%2%3%3%Category

usersAllrespondents9%8%88%89%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

smartspeaker

with

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=52,

JBL

owners,n=1454,

ownersofsmartspeakers,n=24183,

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

JBL

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK63%59%52%49%48%48%42%37%39%35%34%33%28%25%29%29%27%

27%27%24%

24%23%19%14%13%13%

13%10%10%8%AhappyrelationshipTobesuccessfulHavingagood

timeLearningnew

thingsSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

mySocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

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=52,

JBLowners,n=1454,

ownersofsmartspeakers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

JBL

ownersConsumer

lifestyle:

main

interestsTop10

interestsofJBLownersinthe

UK62%58%56%54%52%49%43%48%46%46%46%46%44%40%44%41%40%39%38%35%35%34%32%30%29%29%26%26%25%21%Movies,TVshows&musicFood

&diningHealth

&fitnessSportsFamily

&parentingFashion&beautyScience

&technologyTravelHome

&gardenFinance&economyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=52,

JBLowners,n=1454,

ownersofsmartspeakers,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

JBL

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofJBLowners

intheUK56%54%44%44%44%44%42%41%41%40%40%40%40%

39%35%37%37%34%34%32%29%30%28%28%27%26%25%22%18%16%ReadingCooking/bakingDoing

sportsandfitnessGardeningandplantsVideo

gamingOutdooractivitiesCars/vehiclesSocializingTech

/computersTravelingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=52,

JBLowners,n=1454,

ownersofsmartspeakers,

n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023JBL

owners

are

more

likely

to

play

basketball

than

other

owners

of

smartspeakersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofJBLownersintheUK29%25%25%25%23%21%21%21%21%19%17%14%14%13%12%10%9%9%9%8%7%7%6%6%6%6%5%4%3%4%BasketballCyclingFitness,aerobics,cardioGolfBadmintonAmericanFootball

/FlagFootballCricketHunting/FishingRunning/JoggingDancingBrand

usersCategory

usersAllrespondents18

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=30,

JBLowners,n=649,

ownersofsmartspeakers,n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023JBL

owners

are

more

likely

to

follow

basketball

than

other

owners

of

smartspeakersConsumer

lifestyle:

sports

followedTop10

sports

followed

byJBLownersintheUK40%31%27%26%23%21%19%19%17%17%15%13%10%10%8%8%9%9%7%6%6%5%5%4%4%3%3%2%2%2%SoccerBasketballSwimming/divingTabletennisGolfTennisAmericanfootballBoxingVolleyballBaseballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=25,

JBLowners,n=569,

ownersofsmartspeakers,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

58%

of

JBL

owners

say

that

electronics

are

a

status

symbol

forthemConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

UK71%71%65%58%58%57%52%43%40%37%38%33%29%21%17%Iwant

thebestaudioandcinematicexperience

from

allmy

devicesIwould

love

tocontrol

my

home

viasmartphone

or

voiceElectronics

areastatussymbol

formeIbuynew

electronics,

Icould

notlivewithouteven

when

myoldmodel

stillworksmy

smartphoneBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;Multi

Pick;Base:n=52,

JBLowners,n=1454,

ownersofsmartspeakers,n=4033,

all

respondentsConsumer

Insights

Global

as

of

August

202337%

of

JBL

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK38%36%35%32%28%25%20%19%16%16%12%11%10%3%Innovators1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=52,

JBL

owners,n=1454,

ownersofsmartspeakers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

JBL

owners

think

that

the

environment

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toJBLowners65%63%52%48%46%42%44%42%40%43%40%40%

36%34%38%39%39%37%36%36%35%29%27%33%33%31%

26%25%31%31%EnvironmentEconomicsituationHealth

andsocial

securityCrimeClimatechange

Unemployment

Rising

pricesFood

andwater

securityHousingPoverty/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

smartspeakerwith

an

integrated

virtualassistant

do

you

own?’’;

Multi

Pick;Base:n=52,

JBLowners,n=1454,

ownersofsmartspeakers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ownersof

smart

speakers,

JBL

owners

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users21%23%50%6%Category

usersAllrespondents24%38%27%11%23%37%26%14%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

smartspeakerwith

an

integratedvirtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=52,

JBLowners,n=1454,

ownersofsmartspeakers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsJBL

owners

access

the

internet

via

a

desktop

PC

more

often

than

the

averagesmart

speaker

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet97%96%94%91%75%73%73%71%71%69%65%63%63%61%58%56%52%52%47%43%43%42%38%38%36%31%30%LaptopSmartphoneSmart

TVDesktop

PCBrand

usersSmart

speakersCategory

usersSmartwatchTabletGaming

console

Streaming

deviceAllrespondents26

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=52,

JBLowners,n=1454,

ownersofsmartspeakers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

JBL

owners

interact

with

companies

more

often

than

otherowners

of

smart

speakersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type69%67%65%62%62%60%60%58%56%47%54%54%

54%50%49%39%49%41%44%39%30%39%31%35%27%31%30%22%19%15%8%6%

6%7%3%0%Commentedon

postsPostedpictures/videosFollowedpeopleLiked

posts

Posted

texts

SentprivateSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusers/statusupdatesmessagespassivelyBrand

usersCategory

usersAllrespondents27

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=52,

JBL

owners,n=1454,

ownersofsmartspeakers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023JBL

owners

tend

to

go

to

the

movies

more

often

than

owners

of

smart

speakersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks91%84%83%79%78%68%75%75%69%65%50%65%63%63%59%59%56%54%46%50%40%41%39%31%35%28%27%

27%26%25%18%16%15%DigitalvideocontentMovies

/cinemaTVDigitalmusiccontentMagazinesRadioPodcastsDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;Base:

n=52,

JBL

owners,

n=1454,

ownersofsmartspeakers,n=24183,all

respondentsConsumer

Insights

Global

as

of

August

2023JBL

owners

remember

seeing

ads

on

blogs

and

forumsmore

often

than

otherowners

of

smart

speakersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereJBLowners

inthe

UK

havecome

across

digitaladvertisinginthepast4weeks65%60%58%54%51%43%48%46%45%45%35%44%42%40%40%37%37%34%33%31%27%27%27%24%20%18%15%13%10%10%Video

portals

Video

streaming

OnlinestoresservicesSocial

mediaVideo

games

Search

engines

MusicportalsBlogs/forumsWebsitesandappsof

brandsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;

Base:

n=52,

JBLowners,n=1454,

ownersofsmartspeakers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202354%

of

JBL

owners

remember

ads

they

saw

directly

in

the

storeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks58%56%54%52%51%45%44%40%38%36%37%35%34%33%33%32%29%27%24%20%19%19%18%18%OnTVDirectly

inthestoreAtthemovies

OnadvertisingInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsOntheradio/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;

Base:

n=52,

JBL

owners,n=1454,

ownersofsmartspeakers,n=24183,

all