澳大利亚冰箱用户分析报告：科龙（Kelvinator）-外文版培训课件2024.7拓邦和而泰

CONSUMERS&BRANDSRefrigerators:

Kelvinator

ownersin

AustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofKelvinator

owners

inAustralia:whotheyare;

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

Kelvinatorowners

inAustralia(’’brandusers’’)

againstAustralianrefrigerator

owners

ingeneral

(’’category

users’’),

and

theoverall

Australianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Australia)•

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

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsKelvinator

is

the

eighth

most

owned

refrigerator

brand

in

Australia

with

LG

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinAustraliaLGFisher

&PaykelSamsung21%17%13%WestinghouseHisense10%10%Haier5%Bosch4%4%KelvinatorElectroluxPanasonic3%2%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=1,787

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024The

current

share

of

refrigerator

owners

owning

Kelvinator

is

fairly

similar

to

Q1of

2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningKelvinator5%5%5%5%4%4%4%4%4%4%3%3%3%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=49

-

87

Kelvinator

owners,n=1451

-

1873

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Kelvinator

owners

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsKelvinator

ismore

popularamong

Baby

Anhonest

and

respectable

lifeis

moreItstands

out

thatonly

30%

ofKelvinatorowners

buynew

electronics,

even

whentheirold

model

stillworks.3%

of

Kelvinatorconsumers

are

activeon

Clubhouse.Boomers

thanother

refrigeratorbrands.important

to

Kelvinator

owners

than

toother

refrigerator

owners.Kelvinator

owners

remember

seeing

adsinvideo

gamesless

often

thanotherrefrigerator

owners.There

is

afairlyeven

splitofmale

andfemale

Kelvinator

owners.Movies,

TVshows

andmusicarerelatively

prevalent

interests

ofKelvinator

owners.59%

ofKelvinator

owners

arelaggardsor

inthelatemajority

of

innovationadoption.Kelvinator

hasalarger

shareof

ownerswith

alow

income

thanotherrefrigerator

brands.Shoppingisarelatively

popularhobbyamong

Kelvinator

owners.Arelatively

highshare

ofKelvinatorowners

thinkthatpoverty

isanissuethatneeds

to

beaddressed.Kelvinator

owners

are

more

likely

toliveinlargecities

than

refrigerator

ownersingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Kelvinator

is

more

popular

among

Baby

Boomers

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users8%31%38%23%Category

usersAllrespondents23%24%37%30%10%9%38%29%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

Kelvinator

ownersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users48%47%50%52%53%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

202433%

of

Kelvinator

owners

have

an

upper

secondary

education

with

thepermission

to

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinAustralia33%30%29%25%22%20%

20%21%17%16%

15%15%11%10%5%3%2%2%2%1%

1%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=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024Kelvinator

has

a

larger

share

of

ownerswith

a

low

income

than

otherrefrigerator

brandsDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users31%32%33%28%41%Category

usersAllrespondents37%31%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=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Kelvinator

owners

are

relatively

likely

tolive

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive32%31%

31%23%22%22%20%16%14%14%13%8%8%8%7%7%6%6%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=64

Kelvinatorowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Kelvinator

owners

are

more

likely

to

live

in

large

cities

than

refrigerator

ownersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia41%29%

29%20%20%19%18%16%16%14%

14%11%10%9%9%8%8%8%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=64

Kelvinator

owners,n=1,787

refrigerator

owners,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

20245%

of

Kelvinator

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users5%89%6%Category

usersAllrespondents8%88%4%9%88%3%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=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

ismore

important

to

Kelvinator

owners

than

toother

refrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia66%64%59%55%52%49%43%43%44%29%29%31%28%32%26%30%30%28%27%25%11%16%14%13%12%12%11%11%8%6%Anhonest

andrespectable

lifeAhappyrelationshipSafety

andsecurityMaking

myown

decisionsHavingagood

timeLearningnew

thingsTobesuccessfulTraditionsSocial

justiceAdvancingmy

careerBrand

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=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Movies,

TV

shows

and

music

are

relativelyprevalent

interests

of

KelvinatorownersConsumer

lifestyle:

main

interestsTop10

interestsofKelvinator

owners

inAustralia63%55%51%47%44%43%43%42%42%41%35%38%36%32%34%29%28%

28%32%33%33%33%30%30%25%28%

24%22%27%23%Movies,TVshows&musicFood

&diningHealth

&fitnessSportsHistoryTravelHome

&gardenArts&literatureFashion&beautyFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Shopping

is

a

relatively

popular

hobby

among

Kelvinator

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofKelvinator

owners

inAustralia47%41%42%39%39%38%38%38%35%36%36%36%36%33%32%32%33%33%33%32%32%31%31%30%30%29%26%28%28%25%ShoppingCooking/bakingReadingGardeningandplantsPetsOutdooractivitiesVideo

gamingSocializingDIYandarts&craftsTravelingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Kelvinator

owners

are

more

likely

to

go

swimming

or

diving

than

otherrefrigerator

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofKelvinator

owners

inAustralia19%16%15%13%13%13%11%11%11%11%10%10%10%10%9%9%

9%9%8%8%8%8%8%

8%7%7%6%6%6%6%Fitness,aerobics,

cardioSwimming/DivingCyclingYoga

/pilatesDancingHikingCricketHunting

/fishingBasketballRunning/joggingBrand

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=27

Kelvinator

owners,n=759

refrigerator

owners,n=4,799

allrespondentsConsumer

Insights

Global

as

of

June

2024Kelvinator

owners

are

more

likely

to

follow

American

football

than

otherrefrigerator

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byKelvinator

ownersinAustralia20%19%18%16%16%14%13%13%13%12%11%10%12%11%11%9%8%8%7%7%7%6%

6%6%6%6%5%4%4%

4%CricketAustralianFootballRugbyTennisAmericanfootballBoxingGolfSoccerBaseballMotorsportsBrand

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=22

Kelvinator

owners,n=624

refrigerator

owners,n=3,931all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

30%

of

Kelvinator

owners

buy

new

electronics,

even

whentheir

old

model

still

worksConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inAustralia58%56%55%38%

37%36%35%33%30%

30%30%28%21%20%19%Icould

notlivewithoutmy

smartphoneIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksWhen

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyElectronics

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=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=2,017

all

respondentsConsumer

Insights

Global

as

of

June

202459%

of

Kelvinator

owners

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia38%35%31%31%30%29%28%23%21%12%11%

11%1%1%0%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=64

Kelvinator

owners,

n=1,787

refrigeratorowners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Kelvinator

owners

think

that

poverty

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toKelvinator

owners75%70%67%61%58%53%48%48%45%45%41%37%38%42%33%37%31%36%35%28%34%34%32%33%31%31%30%29%29%28%Rising

prices/inflation/cost

of

livingHousingClimatechangeCrimeEconomicsituationPovertyHealth

andsocial

securityEnvironment

UnemploymentEducationBrand

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=64

Kelvinatorowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202442%

of

Kelvinator

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users17%42%22%19%Category

usersAllrespondents20%44%20%16%20%42%25%14%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=64

Kelvinator

owners,n=1,787

refrigerator

owners,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints3%

of

Kelvinator

consumers

are

active

on

ClubhouseMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand79%79%76%65%60%57%54%53%42%40%38%30%32%20%21%26%25%23%22%21%

21%11%17%11%16%16%11%5%4%3%FacebookYouTube

Instagram

SnapchatBrand

usersLinkedInTikTokPinterestRedditX(Twitter)

ClubhouseCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=19

Kelvinatorowners,n=449

refrigerator

owners,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024Kelvinator

owners

tend

to

listen

to

the

radio

more

often

than

refrigeratorowners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks81%

79%74%72%70%66%63%54%55%55%54%52%41%38%38%37%37%33%31%31%23%27%22%Daily27%

23%24%24%19%13%17%

17%14%

14%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsPodcastsMagazinesMovies

/cinemaWeeklynewspapersOnlinemagazinescontentwebsitesnewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=64

Kelvinator

owners,n=1,787

refrigerator

owners,

n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024Kelvinator

owners

remember

seeing

ads

in

video

games

less

often

than

otherrefrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereKelvinator

owners

inAustralia

havecome

across

digital

advertisinginthepast4weeks50%45%

43%41%45%41%38%38%35%32%31%27%32%30%29%28%25%25%23%24%22%17%21%14%17%16%16%14%12%11%Video

portalsSocial

media

Search

enginesWebsitesandappsof

brandsOnlinestores

Video

streamingservicesBlogs/forumsMusicportalsEditorialwebsitesandappsVideo

gamesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Kelvinator

owners

remember

ads

they

saw

out-of-home

less

often

than

otherrefrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks51%50%47%42%35%39%36%36%34%34%28%

28%28%27%26%20%19%19%19%16%

17%16%16%15%OnTVOntheradioBy

mailshot

/

OnadvertisingDirectly

inthestoreInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=64

Kelvinator

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstan