英国冰箱fridgemaster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&BRANDSRefrigerators:

Fridgemasterowners

in

the

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFridgemaster

owners

intheUnitedKingdom:

who

theyare;

whatthey

like;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Fridgemaster

owners

intheUnitedKingdom(’’brandusers’’)

against

UKrefrigeratorowners

ingeneral

(’’category

users’’),

andtheoverallUKonliner,

labelled

as’’all

respondents’’

inthecharts.•

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

insightsFridgemaster

ranks

outside

the

top

10

of

most

owned

refrigerator

brands

in

theUKManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsintheUKBekoSamsungBosch18%11%11%HotpointLG8%6%IndesitHisenseBush4%4%4%3%ZanussiAEG3%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=3440,

refrigerator

ownersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

refrigerator

owners

owning

Fridgemaster

stayed

the

same

sinceQ2

of

2022Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningFridgemaster2%2%2%2%2%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=36

-

71

Fridgemasterowners,n=1792

-

3488

refrigerator

ownersSources:Consumer

Insights

Global

as

of

August

2023Fridgemaster

owners

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Fridgemasterowners

andrefrigerator

owners

overallisfairly

similar.Havingagood

timeandmakingowndecisions

is

relatively

important

toFridgemaster

owners.Itstands

out

that45%

ofFridgemasterowners

want

thebestaudioandcinematic

experience

on

alldevices.Fridgemaster

owners

access

theinternet

viaagamingconsole

moreoften

than

theaverage

refrigeratorowner.Fridgemaster

is

more

popularamongmale

refrigerator

owners

thanfemalerefrigerator

owners.Artsandliterature

arerelativelyprevalent

interests

of

Fridgemasterowners.38%

ofFridgemaster

owners

are

intheearly

majority

ofinnovation

adoptertypes.Arelatively

highshare

ofFridgemasterowners

don’t

usesocial

media.Fridgemaster

hasalarger

share

ofowners

with

alow

income

thanotherrefrigerator

brands.DIYandarts&craftsare

relativelypopularhobbiesamong

Fridgemasterowners.Arelatively

highshare

ofFridgemasterowners

thinkthatimmigration

is

anissuethatneedstobeaddressed.Fridgemaster

owners

remember

seeingadson

social

media

less

often

thanother

refrigerator

owners.Fridgemaster

owners

aremore

likely

toliveinmedium-sized

towns

thanrefrigerator

owners

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

Fridgemaster

owners

andrefrigerator

owners

overall

isfairly

similarDemographic

profile:

generationsAgeof

consumersintheUKBrand

users21%32%32%34%15%14%13%Category

usersAllrespondents19%33%20%37%31%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Fridgemaster

is

more

popular

amongmale

refrigerator

owners

than

femalerefrigerator

ownersDemographic

profile:

genderGenderofconsumersintheUKBrand

users62%38%Category

usersAllrespondents48%49%52%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=66,Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202315%

of

Fridgemaster

owners

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationintheUK28%27%26%23%22%22%22%21%17%15%15%14%

14%10%9%6%3%2%1%

1%0%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;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=66,

Fridgemasterowners,

n=3440,

refrigerator

owners,

n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023Fridgemaster

has

a

larger

share

of

owners

with

a

lowincome

than

otherrefrigerator

brandsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users15%37%47%Category

usersAllrespondents32%33%36%32%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;Single

Pick;Base:n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

refrigerator

owners,

Fridgemaster

owners

are

relatively

likelyto

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive34%

34%30%25%24%21%20%16%15%13%12%12%9%8%8%5%4%

4%Other3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fridgemaster

owners

are

more

likely

to

live

in

medium-sized

towns

thanrefrigerator

owners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK30%26%26%25%24%24%21%20%20%13%12%11%10%9%

9%7%6%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20239%

of

Fridgemaster

owners

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users9%88%3%3%3%Category

usersAllrespondents7%90%8%89%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

and

making

own

decisions

is

relatively

important

toFridgemaster

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK62%59%51%49%42%39%42%42%42%41%39%35%34%33%25%30%

29%29%27%24%

24%11%17%13%13%12%10%9%8%8%AhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeSafety

andsecurityMaking

myown

decisionsLearningnew

thingsTobesuccessfulAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Arts

andliterature

are

relatively

prevalent

interests

of

Fridgemaster

ownersConsumer

lifestyle:

main

interestsTop10

interestsofFridgemaster

ownersintheUK64%61%56%47%42%43%43%36%37%40%39%38%36%30%35%30%34%33%32%27%32%27%30%30%30%29%26%25%23%21%Movies,TVshows&musicFood

&diningSportsHealth

&fitnessScience

&technologyArts&literatureFinance&economyHome

&gardenHistoryTravelBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

Fridgemaster

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFridgemaster

ownersintheUK46%42%41%37%41%41%39%38%38%33%

31%29%32%31%31%30%27%30%29%29%28%26%24%23%23%22%21%15%18%16%Cooking/bakingReadingVideo

gamingDIYandarts&craftsPetsOutdooractivitiesTech

/computersGardeningandplantsSocializingCars/vehiclesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fridgemaster

owners

are

more

likely

to

go

dancing

than

other

refrigeratorownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFridgemaster

owners

intheUK17%15%14%14%14%14%12%12%12%11%11%11%10%10%10%10%9%9%9%9%8%8%7%7%7%6%6%6%4%3%CyclingDancingFitness,aerobics,cardioRunning/JoggingSoccerBadmintonHikingSwimming/DivingAmericanFootball

/FlagFootballBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=24,

Fridgemasterowners,n=1395,

refrigerator

owners,n=9322,all

respondentsConsumer

Insights

Global

as

of

August

2023Fridgemaster

owners

are

more

likely

to

follow

rugby

than

other

refrigeratorownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFridgemasterowners

intheUK32%29%26%17%11%9%9%

9%9%9%

9%

9%Boxing9%9%8%9%8%8%8%7%7%6%6%

6%6%5%5%

5%5%5%SoccerRugbyGolfCyclingMotorsportsBasketballTennisCricketAmericanfootballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

inyour

household?’’;

Single

Pick;

Base:

n=26,

Fridgemasterowners,

n=1224,

refrigerator

owners,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

45%

of

Fridgemaster

owners

want

the

best

audio

andcinematic

experience

on

alldevicesConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

UK61%57%56%45%39%37%

37%33%32%30%29%28%26%17%16%Icould

notlivewithoutmy

smartphoneIwant

thebestaudioandcinematicexperience

from

allmy

devicesIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=66,

Fridgemaster

owners,n=3440,

refrigerator

owners,

n=4033,

all

respondentsConsumer

Insights

Global

as

of

August

202338%

of

Fridgemaster

owners

are

in

the

early

majority

of

innovation

adoptertypesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK38%36%35%34%33%32%20%20%15%11%11%

11%2%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=66,

Fridgemasterowners,n=3440,

refrigeratorowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Fridgemaster

owners

think

that

immigration

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toFridgemasterowners70%63%56%51%53%48%43%44%39%35%41%

37%34%41%41%40%40%39%39%37%36%35%35%33%30%30%30%29%27%26%Rising

prices/inflation/cost

of

livingEconomicsituationCrimeImmigrationPovertyUnemployment

ClimatechangeHealth

andsocial

securityHousingEnvironmentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=66,Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fridgemaster

owners

tend

to

have

more

left

leaning

political

views

than

otherrefrigerator

ownersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users30%33%23%14%15%14%Category

usersAllrespondents24%38%23%23%37%26%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;"What

brand

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFridgemaster

owners

access

the

internet

via

a

gaming

console

more

often

thanthe

average

refrigeratorownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet93%91%86%72%71%69%64%61%59%56%55%52%52%44%41%39%38%38%37%

36%35%35%32%

31%32%31%30%SmartphoneLaptopSmart

TVGaming

consoleBrand

usersTabletSmart

speakersAllrespondentsDesktop

PCStreaming

deviceSmartwatchCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Fridgemaster

owners

don’t

use

social

mediaMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type62%59%55%54%54%51%50%47%44%44%43%41%39%33%35%33%34%28%26%31%30%29%23%27%24%22%21%14%15%15%11%9%8%

8%7%

7%Sentprivate

Liked

posts

CommentedFollowedpeoplePosted

texts/statusPostedpictures/videosLikedcompanypostsFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fridgemaster

owners

tend

to

watch

digital

video

content

more

often

thanrefrigerator

owners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks89%83%83%79%69%68%

68%61%51%59%57%47%52%50%50%46%44%30%35%33%31%24%

26%Daily27%25%25%17%19%

19%18%15%13%8%DigitalvideocontentTVDigitalmusic

Onlinenewscontent

websitesPodcastsRadioMovies

/cinemaOnlinemagazinesMagazinesWeeklynewspapersnewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=36,

Fridgemasterowners,n=1744,

refrigerator

owners,n=12093,

allrespondentsConsumer

Insights

Global

as

of

August

2023Fridgemaster

owners

remember

seeing

ads

on

social

media

less

often

thanother

refrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFridgemaster

ownersintheUK

havecome

across

digital

advertisinginthepast4weeks45%43%42%41%37%39%35%35%33%33%29%29%27%31%29%27%30%27%27%27%21%

21%21%20%18%18%14%15%13%14%Video

portalsSocial

mediaWebsitesandappsof

brandsSearch

engines

Video

streaming

MusicportalsservicesOnlinestoresVideo

gamesEditorialwebsitesandappsOtherappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:n=66,

Fridgemasterowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fridgemaster

owners

remember

ads

they

got

by

mail

less

often

than

otherrefrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks58%54%51%39%38%36%32%

32%29%

29%

29%29%27%27%21%18%18%

18%

18%19%18%17%17%11%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=66,

Fridgemaster