中国智能耳机品牌漫步者edifier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:

Edifier

ownersin

ChinaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofEdifier

owners

inChina:who

theyare;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,thereport

allows

thereader

tobenchmark

Edifierowners

inChina

(’’brand

users’’)againstChineseowners

ofsmart

speakers

ingeneral(’’category

users’’),

and

theoverall

Chinese

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

China)•

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

17%,

Edifier

is

one

of

the

top

5

smart

speaker

brands

inChinaManagement

summary:

brandusageand

competitionTop10

most

owned

smart

speakerbrandsinChinaAppleHomePodRedmi27%27%Huawei

AI26%Xiaomi/Mi19%Edifier17%Haier14%14%13%HonorXiaoduathomeGoogle

HomeTianmaoJingling(AliGenie)13%13%4Notes:"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=565,

ownersofsmartspeakersSources:Consumer

Insights

Global

as

of

August

2023Edifier

owners

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsEdifierhasahighshareof

owners

thatareMillennials

compared

to

thetotalonlinepopulation.Havingagood

timeismore

importanttoEdifierowners

than

toother

ownersof

smart

speakers.Itstands

out

that75%

ofEdifierownerswould

love

to

control

theirhome

viasmartphone

or

voice.Edifierowners

access

theinternet

via

asmart

TVmore

often

thanthe

averagesmart

speaker

owner.Compared

toothersmart

speakerbrands,Edifierhasarelatively

highshareof

female

owners.Family

andparentingarerelativelyprevalent

interests

of

Edifierowners.42%

ofEdifier

owners

areearlyadopters,

when

itcomes

toinnovation.Onsocial

media,

Edifierowners

interactwith

companies

more

often

than

otherowners

of

smart

speakers.Photography

isarelatively

popularEdifierhasalarger

share

ofowners

with

hobbyamong

Edifier

owners.Arelatively

highshare

ofEdifierownersthink

thateducation

isanissuethatneeds

to

beaddressed.Edifierowners

remember

seeing

adsonblogs

and

forums

more

often

thanother

owners

of

smart

speakers.ahighincome

than

other

smart

speakerbrands.Edifierowners

and

owners

ofsmartspeakers

ingeneral

arerelatively

likelytoliveinmegacities.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Edifier

has

a

high

share

of

owners

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAgeof

consumersinChinaBrand

users23%55%18%4%5%6%Category

usersAllrespondents20%53%22%22%43%29%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

you

own?’’;

Multi

Pick;Base:

n=95,

Edifier

owners,

n=565,

ownersofsmartspeakers,n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

smart

speaker

brands,

Edifier

has

a

relatively

high

share

offemale

ownersDemographic

profile:

genderGenderofconsumersinChinaBrand

users49%51%Category

usersAllrespondents56%44%51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;

Base:n=95,

Edifier

owners,n=565,

ownersofsmartspeakers,

n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Many

Edifier

owners

have

a

bachelor’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinChina60%56%55%19%17%14%12%12%9%9%8%8%6%6%3%2%2%1%1%0%

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

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;

Multi

Pick;Base:n=95,

Edifier

owners,n=565,

ownersofsmartspeakers,n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Edifier

has

a

larger

share

of

ownerswith

a

high

income

than

other

smartspeaker

brandsDemographic

profile:

incomeShare

ofconsumersinChinainthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users53%28%20%Category

usersAllrespondents45%31%24%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=95,

Edifier

owners,n=565,

ownersofsmartspeakers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ownersof

smart

speakers,

Edifier

owners

are

relatively

likelyto

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinChinalive56%55%48%16%16%15%13%13%11%11%9%7%7%5%4%3%3%2%2%3%1%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=95,Edifier

owners,n=565,

ownersofsmartspeakers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Edifier

owners

and

owners

of

smart

speakers

in

general

are

relatively

likely

tolive

in

megacitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinChina53%52%45%26%24%23%15%15%14%7%6%5%4%3%2%2%1%

1%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=95,

Edifier

owners,n=565,

ownersofsmartspeakers,n=24522,

allrespondentsConsumer

Insights

Global

as

of

August

20238%

of

Edifier

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinChinaBrand

users8%86%90%5%4%Category

users6%Allrespondents

5%88%7%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=95,

Edifier

owners,n=565,

ownersofsmartspeakers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

more

important

to

Edifier

owners

than

to

other

owners

ofsmart

speakersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinChina42%40%43%43%39%36%38%38%35%36%36%34%32%35%33%33%29%27%28%27%26%25%25%23%20%23%22%10%13%10%Advancingmy

careerSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

myHavingagood

timeAhappyrelationshipLearningnew

thingsTobesuccessful

Social

justiceTraditionsBrand

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=95,

Edifierowners,n=565,

ownersofsmartspeakers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

Edifier

ownersConsumer

lifestyle:

main

interestsTop10

interestsofEdifierowners

inChina49%47%38%47%45%

45%40%45%43%41%40%39%39%32%39%

38%28%38%38%36%34%33%30%22%29%28%26%25%22%21%Movies,TVshows&musicFood

&diningHealth

&fitnessSportsFamily

&parentingTravelScience

&technologyFinance&economyVehicles

&mobilityPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;

Multi

Pick;Base:n=95,

Edifier

owners,n=565,

ownersofsmartspeakers,n=24522,

allrespondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongEdifier

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofEdifierowners

inChina55%50%47%44%43%35%43%42%41%41%39%39%39%38%36%36%35%27%34%

34%29%33%

32%28%31%28%27%23%23%19%OutdooractivitiesTravelingDoing

sportsandfitnessVideo

gamingSocializingTech

/computersCars/vehiclesPhotographyCooking/bakingReadingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

smartspeakerwith

an

integrated

virtual

assistant

do

youown?’’;Multi

Pick;

Base:

n=95,

Edifier

owners,n=565,

ownersofsmartspeakers,

n=24522,

allrespondentsConsumer

Insights

Global

as

of

August

2023Edifier

owners

are

more

likely

to

go

hiking

than

other

ownersof

smart

speakersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofEdifier

ownersinChina39%39%35%35%34%33%32%31%27%27%26%26%24%23%21%21%20%20%20%19%18%13%17%16%15%11%10%10%8%7%BadmintonBasketballFitness,aerobics,cardioHikingCyclingRunning/JoggingSwimming/DivingTableTennisDancingYoga

/PilatesBrand

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=55,

Edifier

owners,

n=698,

ownersofsmartspeakers,n=12877,

all

respondentsConsumer

Insights

Global

as

of

August

2023Edifier

owners

are

more

likely

to

follow

cycling

than

other

owners

of

smartspeakersConsumer

lifestyle:

sports

followedTop10

sports

followed

byEdifierownersinChina33%24%23%22%21%18%17%17%17%17%15%14%14%14%12%11%10%10%10%9%9%8%8%7%6%6%6%6%5%5%BasketballTabletennisCyclingSoccerMotorsportsTennisVolleyballAthleticsBoxingGymnastics(track&

field)Brand

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=41,

Edifier

owners,n=386,

ownersofsmartspeakers,n=6479,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

75%

of

Edifier

owners

would

love

to

control

their

home

viasmartphone

or

voiceConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inChina78%75%71%68%66%64%61%57%54%49%45%44%43%40%31%Icould

notlivewithoutmy

smartphoneIwould

love

tocontrol

my

home

viasmartphone

or

voiceIwant

thebestaudioandcinematicexperience

from

allmy

devicesIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

smartspeakerwith

an

integrated

virtualassistant

do

youown?’’;Multi

Pick;Base:n=95,

Edifier

owners,n=565,

ownersofsmartspeakers,n=4081,

all

respondentsConsumer

Insights

Global

as

of

August

202342%

of

Edifier

owners

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinChina47%42%40%35%28%23%18%16%13%11%11%9%4%2%2%InnovatorsEarly

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=95,

Edifier

owners,n=565,

ownersofsmartspeakers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Edifier

owners

think

that

education

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

ChinaaccordingtoEdifierowners43%43%39%38%37%31%37%32%37%34%29%32%32%33%

32%28%32%31%29%28%

27%24%28%27%27%22%26%22%22%19%EducationFood

andwater

securityEnvironmentHealth

andsocial

securityRising

prices/inflation/cost

of

livingEconomicsituationClimatechangeUnifyingthecountryHousingUnemploymentBrand

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=95,

Edifier

owners,n=565,

ownersofsmartspeakers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ownersof

smart

speakers,

Edifier

owners

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinChinaBrand

users23%43%48%45%27%22%6%Category

usersAllrespondents21%8%21%22%12%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=95,

Edifier

owners,n=565,

ownersofsmartspeakers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsEdifier

ownersaccess

the

internet

via

a

smart

TV

more

often

than

the

averagesmart

speaker

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinChinauseregularlytoaccess

theinternet96%95%94%87%79%76%72%71%69%67%66%65%55%53%54%53%51%50%49%46%37%34%29%29%

30%23%17%SmartphoneLaptopSmart

TVTabletDesktop

PCSmartwatchSmart

speakers

Gaming

console

Streaming

deviceBrand

usersCategory

usersAllrespondents26

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=95,

Edifier

owners,n=565,

ownersofsmartspeakers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Edifier

owners

interact

with

companies

more

often

than

otherowners

of

smart

speakersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinChinabytype59%56%55%53%54%51%51%49%49%48%48%48%44%44%44%43%42%32%41%40%39%39%40%27%39%28%38%35%23%34%4%2%2%1%1%0%SentprivatemessagesPostedpictures/videosFollowedpeoplePosted

texts

CommentedLikedcompanypostsLiked

postsbyotherusersFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamedia/statusupdateson

postspassivelyBrand

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=95,

Edifier

owners,n=565,

ownersofsmartspeakers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Edifier

owners

tend

to

read

magazines

more

often

than

owners

of

smartspeakers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinChinahave

been

usinginthepast4weeks83%82%81%80%68%75%71%68%68%65%62%59%58%50%48%48%48%44%35%44%42%30%42%39%26%38%27%38%25%33%20%19%12%Movies

/cinemaTVDigitalmusic

Digitalvideocontent

contentOnlinemagazinesMagazinesRadioOnlinenewswebsitesDailynewspapersPodcastsWeeklynewspapersBrand

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=95,

Edifier

owners,n=565,

ownersofsmartspeakers,n=24522,all

respondentsConsumer

Insights

Global

as

of

August

2023Edifier

owners

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

ownersof

smart

speakersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereEdifierowners

inChinahavecome

across

digitaladvertisinginthepast4weeks47%46%45%44%43%43%42%42%41%41%41%40%32%40%38%37%37%35%35%34%34%32%33%32%30%26%24%24%22%21%Video

gamesSocial

mediaNewslettersOnlinestoresWebsitesandappsof

brandsBlogs/forumsVideo

portalsMusicportals

Search

enginesOtherappsBrand

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=95,

Edifier

owners,

n=565,

ownersofsmartspeakers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Edifier

owners

remember

advertising

they

heard

on

the

radio

more

often

thanother

ownersof

smart

speakersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinChinahavecome

across

non-digital

advertisinginthepast4weeks62%57%53%51%49%49%48%47%44%41%37%28%36%29%34%35%33%

32%27%

28%23%21%20%19%OnTVAtthemovies

OnadvertisingDirectly

inthestoreOntheradioInprintedmagazinesandjournalsBy

mailshot

/advertisingmailInprinteddailynewspapers/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=95,

Edifier

owners,n=565,

ownersofsmartspe