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

CONSUMERS&BRANDSRefrigerators:

Bosch

owners

inAustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBosch

owners

in

Australia:who

theyare;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

Bosch

owners

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

insightsBosch

is

the

seventh

most

owned

refrigerator

brand

in

Australia

with

LG

in

firstplaceManagement

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

share

of

refrigerator

owners

owning

Bosch

grew

by2

percentage

pointssince

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningBosch4%4%3%3%3%3%3%3%3%3%2%2%2%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=38

-

73

Boschowners,n=1451

-1873

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Bosch

owners

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBosch

ismore

popularamongMillennials

thanother

refrigeratorbrands.Anhonest

and

respectable

lifeis

lessimportant

to

Bosch

owners

than

toother

refrigerator

owners.Itstands

out

that51%

ofBosch

ownerspayclose

attentionto

energy

efficiencywhen

choosing

electronics.X(Twitter)

ismore

popularamongBosch

owners

thantheaveragerefrigerator

owner.Bosch

ismore

popularamong

malerefrigerator

owners

than

femalerefrigerator

owners.Bosch

owners

are

more

interested

infinanceand

economy

thanotherrefrigerator

owners.47%

ofBosch

owners

areinthe

earlymajority

of

innovationadopter

types.Bosch

owners

remember

hearing

adson

musicportalsand

streaming

servicesmore

often

than

other

refrigeratorowners.Arelatively

highshare

ofBosch

ownersthink

thatgovernment

debtisanissuethatneeds

to

beaddressed.Bosch

hasalarger

shareof

owners

with

Photography

isarelatively

popularalow

income

than

otherrefrigeratorbrands.hobbyamong

Bosch

owners.Bosch

owners

are

more

likely

toliveincitiesandurbanareas

than

refrigeratorowners

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Bosch

is

more

popular

among

Millennials

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users33%48%16%3%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=73

Bosch

owners,

n=1,787

refrigerator

owners,

n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Bosch

is

more

popular

among

male

refrigeratorowners

than

female

refrigeratorownersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users60%40%Category

usersAllrespondents47%53%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Bosch

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia33%30%29%26%22%21%

20%

20%21%15%15%14%11%10%4%3%2%

2%1%

1%0%Bachelor

degree

Master

degree

Doctoral

degreeNoformaleducation

/primary

schoolLower

secondary

Uppersecondaryeducation

(noteligible

forTechnical

/vocationaleducationeducation(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=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024Bosch

has

a

larger

share

of

ownerswith

a

low

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users19%43%37%Category

usersAllrespondents32%33%37%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=73

Boschowners,n=1,787

refrigerator

owners,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Bosch

owners

are

relatively

likely

to

livein

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive33%32%31%22%21%20%19%16%14%14%13%12%8%8%

8%Other7%7%5%3%3%1%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenMulti-Two

or

morehouseholdgenerationalfamilyrelated

adults

household

typesBrand

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=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Bosch

owners

are

more

likely

to

live

in

cities

and

urban

areas

than

refrigeratorowners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia36%30%29%

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

14%12%11%10%9%9%8%8%4%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=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

20248%

of

Bosch

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users8%8%9%90%88%1%Category

usersAllrespondents4%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=73

Boschowners,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

is

less

important

to

Bosch

ownersthan

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia59%55%52%49%47%47%43%

43%31%32%28%30%29%32%30%30%29%29%27%26%25%23%23%11%14%12%12%12%11%11%AhappyrelationshipLearningnew

thingsHavingagood

timeTobesuccessfulMaking

myown

decisions

respectable

lifeAnhonest

andAdvancingmy

careerSafety

andsecuritySocial

justiceTraditionsBrand

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=73

Boschowners,

n=1,787refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Bosch

owners

are

more

interested

in

finance

and

economy

than

otherrefrigerator

ownersConsumer

lifestyle:

main

interestsTop10

interestsofBosch

owners

inAustralia55%51%49%48%47%44%41%43%43%41%38%35%37%36%36%34%34%30%29%32%33%32%30%29%28%27%27%

27%23%22%Movies,TVshows&musicHealth

&fitnessTravelFood

&diningFinance&economyFashion&beautySportsCareer

&educationScience

&technologyHome

&gardenBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Photography

is

a

relatively

popular

hobby

amongBosch

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBosch

owners

inAustralia45%42%41%40%39%38%38%37%36%36%36%35%34%33%33%33%32%32%32%31%30%29%29%27%26%25%24%24%21%20%OutdooractivitiesTravelingCooking/bakingSocializingPhotographyReadingDIYandarts&craftsDoing

sportsandfitnessShoppingPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Bosch

owners

are

more

likely

to

go

cycling

than

other

refrigerator

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBosch

ownersinAustralia21%18%16%16%16%16%16%15%15%15%15%13%10%10%9%

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

8%7%6%6%6%6%5%5%5%CyclingFitness,aerobics,

cardioBasketballCricketSwimming/DivingAustralianFootballTennisBadmintonDancingSoccerBrand

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=41

Boschowners,

n=759

refrigerator

owners,n=4,799

allrespondentsConsumer

Insights

Global

as

of

June

202423%

of

Bosch

owners

follow

australian

footballConsumer

lifestyle:

sports

followedTop10

sports

followed

byBosch

ownersinAustralia23%20%18%16%14%13%13%12%12%11%11%11%11%10%10%11%8%8%8%7%7%

7%7%6%

6%6%5%5%4%3%AustralianFootballTennisCricketSwimming/divingBasketballRugbySoccerAmericanfootballBoxingCyclingBrand

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=25

Boschowners,n=624

refrigerator

owners,n=3,931

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

51%

of

Bosch

owners

pay

close

attention

to

energy

efficiencywhen

choosing

electronicsConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inAustralia58%55%51%47%42%41%38%

37%36%35%32%30%

30%21%20%When

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIwould

love

tocontrol

my

home

viasmartphone

or

voiceIcould

notlivewithout

Ibuynew

electronics,Electronics

areastatussymbol

formemy

smartphoneeven

when

myoldmodel

stillworksBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=73

Boschowners,n=1,787

refrigerator

owners,n=2,017

all

respondentsConsumer

Insights

Global

as

of

June

202447%

of

Bosch

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia47%38%35%31%29%23%22%21%16%14%12%11%1%1%1%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=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Bosch

owners

think

that

governmentdebt

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toBosch

owners67%61%58%53%47%41%37%36%38%37%37%37%35%34%31%27%33%27%31%26%32%31%30%29%29%29%26%

20%20%25%Rising

prices

Climatechange/inflation/EconomicsituationHousingHealth

andsocial

securityPovertyUnemployment

EnvironmentGovernmentdebtCrimecost

of

livingBrand

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=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Bosch

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users21%20%20%47%26%7%Category

usersAllrespondents44%20%16%14%42%25%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=73

Boschowners,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

touchpointsX

(Twitter)

ismore

popular

among

Bosch

owners

than

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand79%79%79%76%71%65%60%57%57%57%54%50%40%38%36%30%25%29%20%29%29%26%23%21%

21%22%17%16%5%4%Facebook

Instagram

YouTubeSnapchatTikTokX(Twitter)RedditLinkedInPinterestTumblrBrand

usersCategory

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=14

Boschowners,n=449

refrigerator

owners,

n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024Bosch

owners

tend

to

go

to

the

movies

more

often

than

refrigerator

owners

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks85%79%74%72%70%

70%64%58%55%55%54%55%54%53%47%41%37%42%42%38%38%37%33%31%24%23%25%13%24%22%17%

17%14%Digitalvideo

Digitalmusiccontent

contentTVPodcastsMovies

/cinemaRadioOnlinenewswebsitesDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersBrand

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=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Bosch

owners

remember

hearing

ads

on

music

portals

and

streaming

servicesmore

often

than

other

refrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBosch

owners

inAustralia

havecome

across

digitaladvertisinginthepast4weeks53%50%45%47%43%41%41%38%40%40%35%36%36%32%31%28%33%32%30%30%30%29%25%24%22%21%19%

19%14%

14%Social

mediaVideo

portals

Video

streaming

Musicportals

Search

enginesservicesWebsitesandappsof

brandsPodcastsVideo

gamesEditorialwebsitesandappsOnlinestoresBrand

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=73

Boschowners,n=1,787

refrigerator

owners,n=12,120all

respondentsConsumer

Insights

Global

as

of

June

2024Bosch

owners

remember

ads

they

saw

in

printed

magazines

and

journals

moreoften

than

other

refrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks51%47%47%40%40%39%37%36%36%36%35%34%

34%34%34%28%27%26%20%19%16%

17%16%15%OnTVBy

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspacesOntheradioInprintedmagazinesandjournalsAtthemovies/cinemaInprinteddailynewspaperson

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=73

Boschowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

dri