美国个人电脑品牌gateway inc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&BRANDSDesktop

PCs:

Gateway

Incowners

in

the

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGateway

Incowners

inthe

UnitedStates:who

theyare;

what

theylike;

what

they

think;

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

Gateway

Incowners

intheUnitedStates(’’brandusers’’)

againstU.S.desktop

PCowners

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

insightsGateway

Inc

ranks

outside

the

top

10

of

most

owned

desktop

PC

brands

in

theU.S.Management

summary:

brandusageand

competitionTop10

most

owned

desktopPCbrandsintheU.S.DellHP29%27%Apple(Mac)MicrosoftAcer23%13%11%ASUS9%Lenovo7%7%AlienwareCyberPowerPCCorsair5%4%4Notes:"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=2047,

desktop

PCownersConsumer

Insights

Global

as

of

August

2023Sources:Gateway

Incowners

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGateway

Incis

more

popularamongMillennials

thanother

desktop

PCbrands.Tradition

ismore

important

to

GatewayIncowners

thantoother

desktop

PCowners.Itstands

out

that54%

ofGateway

Incowners

say

thatelectronics

areastatussymbol

forthem.Gateway

Incowners

access

theinternetviaasmart

speaker

more

often

thantheaverage

desktop

PC

owner.Gateway

Incis

more

popularamongmale

desktop

PC

owners

thanfemaledesktop

PCowners.VIPsand

celebrities

arerelativelyprevalent

interests

of

Gateway

Incowners.33%

ofGateway

Incowners

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Gateway

Incownersinteract

with

companies

more

oftenthan

other

desktop

PCowners.Gateway

Inchasalarger

share

ofowners

with

ahighincome

thanotherdesktop

PCbrands.Outdooractivities

arearelativelypopularhobbyamong

Gateway

Incowners.Arelatively

highshare

ofGateway

Incowners

thinkthattheenvironment

isanissuethatneedstobeaddressed.Gateway

Incowners

remember

seeingadson

blogs

and

forums

more

oftenthan

other

desktop

PCowners.Gateway

Incowners

aremore

likely

toliveinmegacities

thandesktop

PCowners

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Gateway

Inc

ismore

popular

among

Millennials

than

other

desktop

PC

brandsDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users12%54%40%26%7%Category

usersAllrespondents20%26%29%14%22%37%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Gateway

Inc

ismore

popular

among

male

desktop

PC

ownersthan

femaledesktop

PC

ownersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users70%30%Category

usersAllrespondents56%44%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=57,

Gateway

Inc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Gateway

Inc

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%32%28%28%26%23%21%17%16%

16%16%12%6%4%4%4%3%2%2%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

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=57,

Gateway

Inc

owners,n=2047,

desktop

PCowners,n=60072,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Gateway

Inc

has

a

larger

share

of

owners

with

a

high

income

than

other

desktopPC

brandsDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users51%34%15%Category

usersAllrespondents45%33%22%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

desktop

PCs

in

yourhousehold?";

MultiPick;Base:n=57,

Gateway

Inc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

desktop

PC

owners,Gateway

Inc

owners

are

relatively

likelyto

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live42%31%24%20%19%19%16%15%

15%14%12%12%10%9%8%7%7%5%5%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

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=57,

Gateway

Inc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gateway

Incowners

are

more

likely

to

live

in

megacities

than

desktop

PC

ownersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.29%27%26%26%23%23%19%17%17%16%16%13%9%9%9%8%7%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

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=57,

GatewayInc

owners,n=2047,

desktop

PC

owners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202312%

of

Gateway

Inc

owners

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users12%11%11%84%4%4%4%Category

usersAllrespondents85%85%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedTradition

ismore

important

to

Gateway

Inc

ownersthan

to

other

desktop

PCownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.51%49%48%47%40%42%40%39%39%39%37%37%33%28%28%32%31%30%29%27%25%25%15%16%11%14%12%

13%12%12%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

life

own

decisionsMaking

mySafety

andsecurityLearningnew

thingsHavingagood

timeTraditionsAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023VIPs

and

celebrities

are

relatively

prevalent

interests

of

Gateway

Inc

ownersConsumer

lifestyle:

main

interestsTop10

interestsofGateway

IncownersintheU.S.61%56%54%53%51%47%45%41%40%39%39%39%39%39%39%38%37%32%35%31%33%30%29%27%26%26%24%19%14%11%Movies,TVshows&musicFood

&diningHealth

&fitnessScience

&technologyTravelFashion&beautyHistoryPolitics&societyandcurrentworld

eventsVehicles

&mobilityVIPs&celebritiesBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=57,

Gateway

Inc

owners,

n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

amongGateway

Inc

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGateway

IncownersintheU.S.53%49%47%46%43%42%41%40%40%39%36%34%39%37%37%37%37%36%33%31%30%29%28%28%26%24%23%23%19%19%OutdooractivitiesCooking/bakingVideo

gamingReadingGardeningandplantsPetsDIYandarts&craftsBoard

games/cardgamesDoing

sportsandfitnessTech

/computersBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gateway

Incowners

are

more

likely

to

playcricket

than

other

desktop

PCownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGateway

Incowners

intheU.S.35%33%32%32%32%32%28%28%26%25%16%16%14%12%13%12%12%11%11%11%11%9%10%9%10%10%8%8%6%4%BasketballAmericanFootball

/FlagFootballBaseball/SoftballCricketCyclingFitness,aerobics,cardioDancingRunning/JoggingHunting/FishingHikingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=37,

GatewayInc

owners,n=1692,

desktop

PCowners,n=22143,

allrespondentsConsumer

Insights

Global

as

of

August

2023Gateway

Incowners

are

more

likely

to

follow

cricket

than

other

desktop

PCownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGateway

Inc

owners

intheU.S.33%26%25%25%22%21%21%21%21%19%19%18%18%17%17%15%9%9%8%8%6%6%5%5%4%3%3%2%2%1%AmericanfootballBasketballBaseballBoxingGolfTennisVolleyballCricketHandballMotorsportsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=21,

Gateway

Inc

owners,n=1297,

desktop

PCowners,n=17395,all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

54%

of

Gateway

Inc

owners

say

that

electronics

are

a

statussymbol

for

themConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

U.S.60%58%56%54%52%51%50%42%43%37%35%35%29%27%21%Iwould

love

tocontrol

my

home

viasmartphone

or

voiceIwant

thebestaudioandcinematicexperience

from

allmy

devicesIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeIcould

notlivewithoutmy

smartphoneBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=57,

Gateway

Inc

owners,n=2047,

desktop

PCowners,n=10011,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

Gateway

Inc

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.37%34%33%32%26%25%24%23%21%17%12%12%2%Innovators2%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Gateway

Inc

owners

think

that

the

environment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

Gateway

Inc

owners55%53%53%44%46%45%44%43%42%42%42%42%40%37%37%37%37%37%33%30%34%

34%31%31%30%30%28%28%28%27%Rising

prices/inflation/cost

of

livingCrimeEnvironmentHousingUnemploymentCivilrightsClimatechangeEconomicsituationHealth

andsocial

securityImmigrationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=57,

GatewayIncowners,n=2047,

desktop

PCowners,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

desktop

PC

owners,Gateway

Inc

owners

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users21%20%21%16%51%12%14%Category

usersAllrespondents28%28%38%34%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

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=57,

Gateway

Inc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsGateway

Incowners

access

the

internet

via

a

smartspeaker

more

often

thanthe

average

desktop

PC

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet93%90%89%86%74%72%70%69%68%67%65%63%63%60%57%54%53%47%46%44%37%35%35%34%33%26%26%SmartphoneLaptopSmart

TVTabletStreaming

deviceCategory

usersDesktop

PCGaming

console

Smart

speakersSmartwatchBrand

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Gateway

Incowners

interact

with

companies

more

often

thanother

desktop

PC

ownersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype57%56%56%55%54%49%54%54%53%50%43%49%47%42%44%42%36%40%40%

41%33%40%39%35%33%27%29%22%21%16%8%

8%8%6%5%2%Commentedon

postsPostedpictures/videosFollowedpeopleSharedpostsbyother

usersSentprivate

Liked

posts

Posted

textsSharedcompanypostsLikedcompanypostsFollowedIhaveonly

Ihaven’t

usedmessagesbyotherusers/statusupdatescompanies

used

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gateway

Incowners

tend

to

read

magazines

more

often

than

desktop

PCowners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks86%77%67%77%77%74%70%67%65%63%60%59%50%58%56%48%54%47%43%34%43%42%37%28%33%25%33%

33%18%32%22%17%14%DigitalvideocontentTVMovies

/cinemaPodcastsMagazinesDigitalmusiccontentRadioDailynewspapersOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

arethe

desktop

PCs

in

your

household?";Multi

Pick;Base:

n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,

n=30180,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gateway

Incowners

remember

seeing

ads

on

blogs

and

forums

more

oftenthan

other

desktop

PC

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGateway

IncownersintheU.S.

havecome

across

digitaladvertisinginthepast4weeks60%54%51%51%51%49%

48%44%44%44%44%44%41%40%37%37%37%36%36%34%33%28%29%27%27%22%20%16%14%11%Video

streamingservicesWebsitesandappsof

brandsOnlinestores

Search

engines

Video

portalsSocial

mediaMusicportalsVideo

gamesEditorialwebsitesandappsBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gateway

Incowners

remember

ads

they

saw

in

printed

magazines

and

journalsmore

often

than

other

desktop

PC

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks60%56%56%54%53%47%40%47%44%42%40%37%37%36%34%33%33%29%25%23%22%19%18%16%Onadvertising

By

mailshot

/OnTVInprintedmagazinesandjournalsDirectly

inthestoreAtthemovies/cinemaOntheradioInprinteddailynewspapersspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brands

are

the

desktop

PCs

inyourhousehold?";

Multi

Pick;

Base:

n=57,

GatewayInc

owners,n=2047,

desktop

PCowners,n=60072,

all