瑞士智能家居品牌hive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

home:

Hiveowners

inSwitzerlandConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHive

owners

inSwitzerland:

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,thereport

allows

thereader

toRegion:

56countriesbenchmark

Hiveowners

inSwitzerland

(’’brandusers’’)againstSwiss

owners

of

smart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

Swissonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Switzerland)•

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

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsHive

is

the

eighth

most

ownedsmart

home

brand

in

Switzerland

with

Philips

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

SwitzerlandPhilipsSamsungBosch26%21%21%Google

NestCanary17%13%12%HoneywellBelkin10%Hive9%9%August

HomeHomematic9%4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=597,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Hive

owners

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHive

ismore

popularamong

Generation

Success

and

career

advancement

areItstands

out

that46%

ofHive

ownersthink

it’simportant

to

make

theirhomeenvironmentally

friendly.Hive

owners

access

theinternet

viaalaptopless

often

thanthe

averagesmart

home

device

owner.Xthanother

smart

home

brands.relatively

important

to

Hive

owners.Hive

ismore

popularamong

maleowners

of

smart

home

devices

thanfemale

owners

ofsmart

home

devices.Religion

and

spiritualityare

relativelyprevalent

interests

of

Hiveowners.52%

ofHive

owners

are

inthe

earlymajority

of

innovationadopter

types.Hive

owners

tendtobemore

active

onsocial

media

thanother

owners

ofsmart

home

devices.Carsor

vehicles

are

relatively

popularHive

hasalarger

shareof

owners

with

a

hobbiesamong

Hiveowners.highincome

thanother

smart

homebrands.Arelatively

highshare

ofHive

ownersthink

thatunifying

thecountry

is

anissuethatneedstobeaddressed.Hive

owners

remember

seeing

adsinvideo

portalslessoften

thanotherowners

of

smart

home

devices.Hive

owners

aremore

likely

to

live

inmedium-sized

towns

than

owners

ofsmart

home

devices

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Hive

is

more

popular

among

GenerationX

than

other

smart

home

brandsDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users9%33%43%15%Category

usersAllrespondents18%18%37%35%35%10%36%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Hive

is

more

popular

among

male

ownersof

smart

home

devices

than

femaleowners

of

smart

home

devicesDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users61%39%Category

usersAllrespondents52%50%48%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Hive

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland41%35%33%30%23%21%21%

21%11%11%9%8%

8%8%6%4%3%

3%3%2%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

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Hive

has

a

larger

share

of

ownerswith

a

high

income

than

other

smart

homebrandsDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users57%30%13%Category

usersAllrespondents35%33%35%30%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

do

youownSmartHome

devicesfrom?’’;

Multi

Pick;Base:

n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Hive

owners

are

relativelylikely

to

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live33%31%27%26%26%22%20%18%17%17%14%13%7%6%

5%6%5%3%3%3%0%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

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=54,

Hiveowners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Hive

owners

are

more

likely

to

live

in

medium-sized

towns

than

owners

of

smarthome

devices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland39%34%33%31%24%24%24%23%20%19%19%11%Rural

communitySmall

townBrand

usersMedium-sized

townLarge

cityCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

20234%

of

Hive

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users4%94%2%Category

usersAllrespondents7%87%7%6%86%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:

n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,

n=7804,all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Hive

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland49%48%43%35%40%

40%39%39%37%37%35%31%28%31%31%31%30%30%28%27%26%26%22%20%24%17%15%15%13%14%TobesuccessfulSafety

andsecurityHavingagood

timeAdvancingmy

careerLearningnew

thingsAnhonest

andrespectable

life

own

decisionsMaking

myTraditionsSocial

justiceAhappyrelationshipBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Religion

and

spirituality

are

relatively

prevalent

interests

of

Hive

ownersConsumer

lifestyle:

main

interestsTop10

interestsofHiveowners

inSwitzerland46%43%41%

41%40%

40%26%31%29%28%27%27%27%26%25%

26%22%26%26%26%21%24%22%22%22%22%22%21%16%

16%Finance&economyScience

&technologyTravelHealth

&fitnessArts&literatureFamily

&parentingFashion&beautyHistoryMovies,TVshows&musicReligion

&spiritualityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

September

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Hive

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHiveowners

inSwitzerland41%40%39%38%38%37%28%30%28%28%26%24%27%26%23%26%24%22%22%22%24%24%24%23%22%22%22%21%21%19%PetsSocializingVideo

gamingCars/vehiclesCooking/bakingTech

/computersTravelingDIYandarts&craftsGardeningandplantsPhotographyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

September

2023A

relatively

large

share

of

Hive

ownersplay

badmintonConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHiveowners

inSwitzerland26%23%17%17%14%13%13%13%12%11%11%9%7%7%7%6%6%6%6%6%5%4%4%4%4%3%4%3%3%3%BadmintonDancingBasketballCyclingVolleyball

/Beach

VolleyballCricketRunning/JoggingAmericanFootball

/GolfMartial

ArtsFlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=14,

Hive

owners,n=555,

ownersofsmarthome

devices,n=3860,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

large

share

of

Hive

owners

follow

golf

players

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byHive

owners

inSwitzerland38%19%14%12%11%11%11%9%9%7%7%7%7%7%6%6%6%5%5%4%4%4%4%4%3%2%3%2%2%1%BasketballBoxingCyclingGolfSoccerCricketBaseballField

hockeyMotorsportsAmericanfootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;

Base:

n=10,

Hive

owners,n=382,

ownersofsmarthomedevices,

n=2423,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

smart

home•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

46%

of

Hive

owners

think

it’s

important

to

make

their

homeenvironmentally

friendlyConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inSwitzerland46%37%35%32%32%31%30%28%

28%24%24%24%22%21%21%Making

myhomeSmart

appliancesandIamworried

thatHome

safety

isespecially

It’stoo

expensive

toenvironmentally

friendly

devices

inmy

home

can

people

canspy

onmeimportant

to

meconvert

my

homeinto

aSmart

Homeisimportant

tomehelp

me

save

moneythroughmy

devicesBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=54,

Hive

owners,n=597,

ownersofsmarthome

devices,

n=1317,

all

respondentsConsumer

Insights

Global

as

of

September

202352%

of

Hive

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland52%41%40%26%25%20%

20%

20%15%14%13%12%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityLaggardsAllrespondents22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=54,

Hive

owners,

n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Hive

owners

think

that

unifying

the

country

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtoHiveowners42%39%32%31%30%29%26%25%26%26%24%24%24%18%22%20%20%20%20%19%16%

16%11%

11%10%9%9%9%

9%8%Health

andsocial

securityPovertyUnifyingthecountryEnvironmentRising

prices/inflation/cost

of

livingTerrorismCrimeDefense

&foreign

affairs

water

securityFood

andGovernmentdebtBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=54,Hive

owners,

n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Hive

owners

tend

to

have

moreleft

leaning

political

views

than

other

owners

ofsmart

home

devicesConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users20%15%63%2%Category

usersAllrespondents15%34%32%33%18%17%17%34%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

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=54,

Hive

owners,

n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsHive

owners

access

the

internet

via

a

laptop

less

often

than

the

average

smarthome

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet89%

89%76%70%69%51%50%47%47%46%

45%44%43%41%39%37%37%37%35%31%29%28%28%27%25%19%17%SmartphoneLaptopDesktop

PCTabletSmartwatchGaming

consoleAllrespondentsSmart

TVStreaming

device

Smart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=54,

Hive

owners,n=597,

ownersofsmarthomedevices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Hive

owners

tend

to

be

more

active

on

social

media

than

other

owners

of

smarthome

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype51%50%43%40%42%41%40%40%39%33%37%37%36%36%35%35%33%29%26%30%27%28%27%27%26%26%25%22%19%16%9%8%6%5%2%0%Posted

texts

CommentedFollowedcompaniesSentprivatemessagesFollowedpeoplePostedpictures/videosSharedcompanypostsLiked

postsbyotherusersSharedpostsbyother

usersLikedcompanypostsIhaveonly

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

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=54,

Hive

owners,

n=597,

ownersofsmarthomedevices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Hive

owners

tend

to

watch

TV

less

often

than

owners

of

smart

home

devices

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks71%70%67%64%57%55%

53%

55%

55%53%

51%53%41%51%43%

43%48%47%47%44%46%45%43%38%35%

33%34%32%33%32%24%

22%22%DigitalvideocontentRadioPodcastsDigitalmusiccontentMovies

/cinemaDailynewspapersMagazinesTVOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=49,

Hive

owners,n=861,

ownersofsmarthome

devices,

n=5951,

allrespondentsConsumer

Insights

Global

as

of

September

2023Hive

owners

remember

seeing

ads

in

video

portals

less

often

than

other

ownersof

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHiveowners

inSwitzerland

havecome

across

digital

advertisinginthepast4weeks42%42%41%40%40%39%37%35%33%31%31%30%27%23%22%26%22%25%24%24%21%22%22%22%21%20%19%18%15%13%Musicportals

Search

engines

Social

mediaOnlinestoresBlogs/forumsEditorialwebsitesandappsVideo

portalsNewsletters

Video

streamingservicesWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=54,

Hive

owners,n=597,

ownersofsmarthomedevices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Hive

owners

remember

ads

they

saw

on

TV

less

often

than

other

owners

ofsmart

home

devicesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks43%42%41%36%41%40%39%32%39%35%35%30%33%32%30%30%30%

30%29%28%26%26%21%20%Directly

inthestoreInprinteddailynewspapersBy

mailshot

/advertisingmailOntheradioOnadvertisingspacesOnTVInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;

Base:n=54,

Hive

owners,

n=597,

ownersofsmarthome

devices,

n=7804