南非笔记本品牌proline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&BRANDSLaptops:

Proline

owners

inSouth

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofProline

owners

inSouthAfrica: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

Proline

owners

inSouthAfrica(’’brandusers’’)

againstSouthAfricanlaptopowners

ingeneral(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

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

insightsProline

is

the

tenth

most

owned

laptop

brand

in

South

Africa

with

HP

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

owned

laptop

brandsinSouth

AfricaHPLenovo36%30%Acer24%Dell22%ASUS11%10%Apple(MacBook)SamsungMecer8%5%Huawei4%3%Proline4Notes:"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=1701,

laptop

ownersConsumer

Insights

Global

as

of

August

2023Sources:Proline

owners

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsProline

ismore

popularamongGeneration

Zthanother

laptopbrands.Safety

and

security

isless

important

toProline

owners

thantoother

laptopowners.Itstands

out

that34%

ofProline

ownerssaythatelectronics

are

astatus

symbolforthem.Proline

owners

access

theinternet

via

asmart

TVlessoften

thanthe

averagelaptopowner.There

is

afairlyeven

splitofmale

andfemale

Proline

owners.Career

and

education

are

relativelyprevalent

interests

of

Proline

owners.45%

ofProline

owners

areintheearlymajority

of

innovationadopter

types.Proline

owners

tend

to

followcompanies

on

social

media

more

oftenthan

other

laptopowners.Proline

hasalarger

shareof

ownerswith

alow

income

thanotherlaptopbrands.Tech

or

computers

arerelativelyArelatively

highshare

ofProline

ownerspopularhobbiesamong

Proline

owners.

think

thatimmigration

isanissuethatneeds

to

beaddressed.Proline

owners

remember

seeing

adsinvideo

portalslessoften

thanotherlaptopowners.38%

ofProline

owners

liveinlarge

cities.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Proline

is

more

popular

among

Generation

Z

than

other

laptop

brandsDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users58%34%4%

4%Category

usersAllrespondents36%36%43%19%18%2%43%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=53,

Prolineowners,

n=1701,

laptop

owners,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

Proline

ownersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users49%51%Category

usersAllrespondents54%46%54%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;Base:n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202340%

of

Proline

owners

have

an

upper

secondary

education

with

the

permissionto

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa40%40%35%35%30%29%23%21%20%6%

6%5%2%2%

2%1%

1%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;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Proline

has

a

larger

share

of

owners

with

a

lowincome

than

other

laptop

brandsDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users30%26%45%Category

usersAllrespondents40%33%27%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

laptop

owners,

Proline

owners

are

relatively

likely

to

live

in

ahousehold

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive38%30%29%23%20%17%16%16%13%12%11%11%9%9%8%8%8%7%6%5%4%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;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=53,

Proline

owners,n=1701,laptop

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

202338%

of

Proline

ownerslive

in

largecitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa38%34%

34%23%21%

21%16%15%14%13%11%11%9%9%8%8%8%6%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;

"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

20236%

of

Proline

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users6%79%15%Category

usersAllrespondents7%84%9%8%81%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

Proline

owners

than

to

other

laptopownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa72%61%60%49%49%47%41%38%41%41%

41%40%28%32%31%29%28%27%26%23%

23%13%12%9%9%8%8%

8%4%2%Tobesuccessful

Anhonest

andrespectable

lifeLearningnew

thingsAhappyrelationshipMaking

myown

decisionsAdvancingmy

careerSafety

andsecurityTraditionsSocial

justiceHavingagood

timeBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=53,

Proline

owners,

n=1701,

laptopowners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relatively

prevalent

interests

of

Proline

ownersConsumer

lifestyle:

main

interestsTop10

interestsofProline

owners

inSouth

Africa62%62%58%58%54%51%57%54%49%53%

53%53%52%51%48%49%49%46%47%44%43%39%38%42%36%38%37%37%36%33%Career

&educationFood

&diningHealth

&fitnessMovies,TVshows&musicFinance&economyScience

&technologyTravelReligion

&spiritualityFashion&beautyPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:n=53,

Proline

owners,n=1701,

laptop

owners,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

Proline

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofProline

owners

inSouth

Africa51%53%

48%48%53%51%49%43%41%38%41%37%36%37%37%37%36%34%30%28%30%28%27%30%29%28%28%25%23%27%Cooking/bakingReadingTech

/computersOutdooractivitiesSocializingCars/vehiclesGardeningandplantsDoing

sportsandfitnessTravelingWritingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;

Base:n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Proline

owners

are

more

likely

to

go

dancing

than

other

laptop

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofProline

owners

inSouth

Africa21%20%18%19%19%18%17%17%16%15%15%15%14%14%

14%11%10%9%8%8%8%8%8%8%8%6%4%3%

3%2%Fitness,aerobics,cardioDancingSoccerHikingRunning/JoggingCyclingSwimming/DivingCricketYoga

/PilatesBaseball/SoftballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=27,

Proline

owners,

n=854,

laptop

owners,n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023Proline

owners

follow

similar

sports

leagues,

teams,

and

competitions

as

ownersof

other

laptop

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byProline

ownersinSouth

Africa33%32%26%21%21%19%19%13%13%13%11%

11%11%10%10%9%9%9%9%9%9%9%8%8%7%7%6%6%6%4%SoccerCricketAthletics(track&field)BasketballBoxingRugbyMotorsportsTennisMixedMartial

ArtsSwimming/divingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brands

are

the

laptops

in

your

household?";

Multi

Pick;Base:

n=16,

Proline

owners,n=709,

laptop

owners,n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

34%

of

Proline

owners

say

that

electronics

are

a

status

symbolfor

themConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inSouth

Africa70%68%68%60%58%57%55%53%53%49%42%38%34%27%25%Icould

notlivewithoutmy

smartphoneIwould

love

tocontrol

my

home

viasmartphone

or

voiceIwant

the

bestaudioandcinematicexperience

from

allmy

devicesIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=53,

Proline

owners,n=1701,

laptop

owners,n=2032,

all

respondentsConsumer

Insights

Global

as

of

August

202345%

of

Proline

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa45%41%40%26%23%20%18%18%17%17%13%11%4%3%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Proline

owners

think

that

immigration

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoProline

owners87%91%86%81%75%72%78%71%75%74%72%68%61%66%65%57%64%62%62%55%53%60%56%57%55%46%51%45%36%35%UnemploymentCrimePovertyRising

prices/inflation/cost

of

livingFood

andwater

securityEducationHealth

andsocial

securityEconomicsituationImmigrationHousingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=53,

Prolineowners,n=1701,

laptop

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Proline

owners

tend

to

have

moreleft

leaning

political

views

than

other

laptopownersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users42%26%19%13%Category

usersAllrespondents28%29%32%30%23%16%23%17%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;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsProline

ownersaccess

the

internet

via

a

smart

TV

less

often

than

the

averagelaptop

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet96%

96%95%89%

89%77%51%48%45%43%43%39%36%32%28%28%25%21%

20%20%19%15%13%12%

12%9%8%SmartphoneLaptopDesktop

PCSmart

TVTabletStreaming

device

Gaming

consoleAllrespondentsSmartwatchSmart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;Base:n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023Proline

owners

tend

to

follow

companies

on

social

media

more

often

than

otherlaptop

ownersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype70%74%74%69%67%68%61%68%68%67%64%62%60%58%52%58%50%58%48%54%55%50%53%48%46%46%45%27%27%23%6%5%4%1%

1%0%Sentprivate

Liked

postsFollowedpeopleCommentedon

postsPostedpictures/videosSharedpostsbyother

usersFollowedcompaniesPosted

texts/statusLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023Proline

owners

tend

to

watchdigital

video

content

less

often

than

laptop

ownersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks86%

80%81%78%77%66%65%63%54%61%60%57%55%50%49%43%

42%39%35%34%34%29%29%27%25%21%21%20%19%18%17%14%14%TVDigitalvideo

Digitalmusiccontent

contentRadioOnlinenewswebsitesPodcastsDailynewspapersOnlinemagazinesMovies

/cinemaWeeklynewspapersMagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=28,

Proline

owners,n=840,

laptop

owners,n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023Proline

owners

remember

seeing

ads

in

video

portals

less

often

than

otherlaptop

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereProline

owners

inSouth

Africahavecome

across

digitaladvertisinginthepast4weeks63%60%60%59%55%51%48%44%49%47%45%43%38%43%43%37%

37%36%29%33%28%27%31%30%30%28%26%25%20%17%Social

media

Search

enginesWebsitesandappsof

brandsVideo

portalsOtherappsOnlinestoresVideo

gamesMusicportals

Video

streaming

NewslettersservicesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;

Base:

n=53,

Proline

owners,

n=1701,

laptop

owners,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023Proline

owners

remember

advertising

they

heard

on

the

radioless

often

thanother

laptop

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks49%48%47%45%44%44%44%40%37%36%36%30%28%28%26%26%23%23%23%21%13%9%

9%9%OnadvertisingspacesDirectly

inthestoreOnTVOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brands

are

the

laptops

in

your

household?";

Multi

Pick;

Base:n=53,

Proline

owners,n=1701,

laptop

owners,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August