美国笔记本电脑定制品牌falcon northwest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:

Falcon

Northwestowners

in

the

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFalcon

Northwest

owners

inthe

UnitedStates:

whothey

are;

whatthey

like;

what

theythink;andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Falcon

Northwest

owners

intheUnitedStates(’’brandusers’’)

againstU.S.

laptopowners

ingeneral

(’’category

users’’),

and

theoverall

U.S.

onliner,labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theUnited

States)•

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

insightsFalcon

Northwest

ranks

outside

the

top

10

of

most

ownedlaptop

brands

in

theU.S.Management

summary:

brandusageand

competitionTop10

most

owned

laptop

brandsintheU.S.HPApple(MacBook)Dell33%27%25%Acer14%SamsungLenovo12%11%MicrosoftASUS10%10%Toshiba5%4%Alienware4Notes:"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=3400,

laptop

ownersConsumer

Insights

Global

as

of

August

2023Sources:Falcon

Northwest

owners

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFalcon

Northwest

is

more

popularamong

Millennials

thanother

laptopbrands.Havingagood

timeandmakingowndecisions

is

relatively

important

toFalcon

Northwest

owners.Itstands

out

that59%

ofFalconNorthwest

owners

saythatelectronicsareastatussymbol

forthem.Falcon

Northwest

owners

access

theinternet

viaasmartwatch

more

oftenthan

theaverage

laptopowner.Falcon

Northwest

is

more

popularReligion

and

spiritualityare

relativelyamong

male

laptopowners

thanfemale

prevalent

interests

of

Falcon

Northwest46%

ofFalcon

Northwest

owners

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Falcon

Northwestowners

interact

with

companies

moreoften

than

other

laptopowners.laptopowners.owners.Falcon

Northwest

hasalarger

share

ofowners

with

ahighincome

thanotherlaptopbrands.Meditation

or

wellness

are

relativelypopularhobbiesamong

FalconNorthwest

owners.Arelatively

highshare

ofFalconNorthwest

owners

think

thatterrorismisanissuethatneedstobeaddressed.Falcon

Northwest

owners

rememberseeing

adson

blogs

and

forums

moreoften

than

other

laptopowners.Falcon

Northwest

owners

aremorelikely

to

liveincities

and

urbanareasthan

laptopowners

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Falcon

Northwest

is

more

popular

among

Millennials

than

other

laptop

brandsDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users16%64%20%0%Category

usersAllrespondents21%38%37%28%13%22%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Falcon

Northwest

is

more

popular

among

male

laptop

owners

than

femalelaptop

ownersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users82%18%Category

usersAllrespondents49%50%51%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;Base:n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Falcon

Northwest

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%36%34%28%26%23%17%17%14%13%13%12%6%5%4%3%

3%Bachelor

degree

Master

degree

Doctoral

degree2%2%0%0%Noformaleducation

/primary

schoolLower

secondary

Uppersecondaryeducation

(noteligible

forTechnical

/vocationaleducationeducation(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=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=60072,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Falcon

Northwest

has

a

larger

share

of

owners

with

a

high

income

than

otherlaptop

brandsDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users65%18%18%Category

usersAllrespondents39%35%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;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

laptop

owners,

Falcon

Northwest

owners

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live64%28%24%20%20%19%16%15%14%11%10%

10%8%7%7%

7%Other5%5%5%4%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

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=61,

Falcon

Northwestowners,n=3400,

laptop

owners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Falcon

Northwest

owners

are

more

likely

to

live

in

cities

and

urban

areas

thanlaptop

owners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.31%27%27%26%24%23%23%19%19%17%15%10%8%8%8%7%6%2%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=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

20232%

of

Falcon

Northwest

owners

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users2%97%2%Category

usersAllrespondents12%11%85%4%85%4%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=61,

Falcon

Northwestowners,n=3400,

laptop

owners,n=60072,

all

respondentsConsumer

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

to

FalconNorthwest

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.51%51%49%

48%39%41%41%39%39%36%36%34%34%31%30%30%30%30%29%27%26%25%12%11%15%14%14%13%13%12%TobesuccessfulSafety

andsecurityMaking

myown

decisionsHavingagood

timeLearningnew

thingsAhappyrelationshipAdvancingmy

careerAnhonest

andrespectable

lifeSocial

justiceTraditionsBrand

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=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Religion

andspirituality

are

relativelyprevalent

interests

of

Falcon

NorthwestownersConsumer

lifestyle:

main

interestsTop10

interestsofFalcon

Northwest

ownersintheU.S.57%51%48%46%41%44%43%41%39%39%39%39%38%33%37%32%36%36%34%32%29%34%31%29%26%25%24%22%22%20%Food

&diningScience

&technologyMovies,TVshows&musicHistoryCareer

&educationHealth

&fitnessReligion

&spiritualityTravelArts&literatureSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Meditation

or

wellness

are

relatively

popular

hobbies

among

Falcon

NorthwestownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFalcon

Northwest

ownersintheU.S.44%44%44%41%40%38%34%

34%38%38%38%36%33%36%35%34%34%31%30%28%26%25%23%22%21%21%19%19%19%19%Meditation/wellnessOutdooractivitiesTech

/computersPhotographySocializingVideo

gamingWritingCooking/bakingDIYandarts&craftsPetsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;

Base:n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Falcon

Northwest

owners

are

more

likely

to

play

American

football

than

otherlaptop

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFalcon

Northwest

owners

intheU.S.38%33%28%28%23%21%21%20%20%20%15%12%12%11%11%11%11%10%10%10%9%9%9%8%8%

8%7%7%5%4%AmericanFootball

/FlagFootballBasketballCricketCyclingDancingBaseball/SoftballFitness,aerobics,cardioGolfRunning/JoggingSwimming/DivingBrand

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=33,

Falcon

Northwest

owners,n=2797,

laptop

owners,

n=22143,

allrespondentsConsumer

Insights

Global

as

of

August

2023Falcon

Northwest

owners

are

more

likely

to

follow

boxing

than

other

laptopownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFalcon

Northwest

owners

intheU.S.31%28%25%22%21%19%17%20%20%18%16%16%16%16%16%15%8%

8%7%7%6%5%4%4%2%2%

2%Cricket2%2%

1%HandballAmericanfootballBoxingBasketballBaseballGolfField

hockeySwimming/divingTennisBrand

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=22,

Falcon

Northwest

owners,n=2145,

laptop

owners,n=17395,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

59%

of

Falcon

Northwest

owners

say

that

electronics

are

astatus

symbol

for

themConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

U.S.70%67%66%59%54%50%39%39%39%35%35%33%29%23%21%Iwant

the

bestaudioandcinematicexperience

from

allmy

devicesIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeIcould

notlivewithoutmy

smartphoneBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=10011,

all

respondentsConsumer

Insights

Global

as

of

August

202346%

of

Falcon

Northwest

owners

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.43%37%35%26%25%25%

25%25%

25%14%12%5%3%2%1%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=61,

Falcon

Northwestowners,

n=3400,

laptop

owners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Falcon

Northwest

owners

think

that

terrorism

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

Falcon

Northwest

owners47%45%44%42%42%40%38%38%38%36%36%36%36%34%30%32%30%34%34%33%29%33%33%33%29%27%31%28%22%20%ClimatechangeCrimeEconomicsituationFood

andwater

securityImmigration

UnemploymentEducationTerrorismCivilrightsHealth

andsocial

securityBrand

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=61,

Falcon

Northwestowners,n=3400,

laptop

owners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

laptop

owners,

Falcon

Northwest

owners

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users10%13%72%5%Category

usersAllrespondents21%21%29%34%15%17%28%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;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFalcon

Northwest

ownersaccess

the

internet

via

a

smartwatch

more

often

thanthe

average

laptop

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet92%89%85%79%77%77%74%72%69%69%67%64%62%60%57%52%46%40%41%37%37%35%33%30%30%26%26%SmartphoneLaptopSmart

TVStreaming

device

Gaming

consoleSmartwatchTabletSmart

speakersDesktop

PCBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;Base:n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Falcon

Northwest

owners

interact

with

companies

more

oftenthan

other

laptop

ownersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype60%56%56%

55%49%56%53%50%43%49%48%48%46%46%44%44%44%42%41%36%40%33%38%30%34%27%26%22%18%16%8%

8%8%6%5%2%FollowedpeopleCommentedon

postsPostedpictures/videosSentprivatemessagesSharedpostsbyother

usersLiked

posts

Posted

textsFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusers/statusupdatespassivelyBrand

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=61,

Falcon

Northwestowners,

n=3400,

laptop

owners,n=60072,all

respondentsConsumer

Insights

Global

as

of

August

2023Falcon

Northwest

owners

tend

toread

daily

newspapers

more

often

than

laptopowners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks77%

75%75%74%74%70%67%

67%64%62%57%50%57%56%54%48%54%54%

54%51%43%41%33%39%34%31%28%27%25%20%17%15%14%TVMovies

/cinemaDigitalvideocontentMagazinesDailynewspapersDigitalmusiccontentOnlinemagazinesRadioPodcastsWeeklynewspapersOnlinenewswebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,n=30180,

all

respondentsConsumer

Insights

Global

as

of

August

2023Falcon

Northwest

owners

remember

seeing

ads

on

blogs

and

forums

moreoften

than

other

laptop

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFalcon

Northwest

ownersintheU.S.

havecome

across

digitaladvertisinginthepast4weeks52%52%51%50%44%44%44%43%43%43%41%41%38%38%37%34%34%34%30%28%29%27%25%22%17%14%14%12%11%11%MusicportalsSocial

mediaWebsitesandappsof

brandsSearch

engines

Video

gamesBlogs/forumsOnlinestoresEditorialwebsitesandappsNewsletters

Video

streamingservicesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;

Base:

n=61,

Falcon

Northwest

owners,n=3400,

laptop

owners,

n=60072,all

respondentsConsumer

Insights

Global

as

of

August

2023Falcon

Northwest

owners

remember

ads

they

saw

in

printed

daily

newspapersmore

often

than

other

laptop

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks57%57%51%56%51%51%48%37%47%46%43%35%40%33%34%33%33%29%21%20%19%18%18%16%By

mailshot

/advertisingmailOnTVOnadvertisingspacesInprinteddailynewspapersAtthemovies/cinemaDirectly

inthestoreInprintedmagazinesandjournalsOntheradioon

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=61,

Falcon

Northwestowners,

n=3400,

laptop

owners,n=60072,

all