Brand KPIs for smart speakers Marshall in the United States-外文版培训课件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

smart

speakers:Marshall

in

the

United

StatesConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Marshall’s

performance

inthesmart

speaker

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202456%

of

Marshall

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Marshall’s

branding

resonates

more

with

Millennials•Marshall

ranksseventh

inawareness

withinthesmartspeaker

market•Marshall

generally

appealstomen

more

thanwomen•Thepopularity

ratingof

Marshall

is19%•Among

Marshall

enthusiasts,43%

fallunderthe

high-

•Marshall

ranksoutsidethe

Top

10

inusageincome

category•Interms

of

loyalty,Marshall

is

outsidetheTop10

in•Consumers

want

theirsmart

speaker

brandstohave

the

United

Statesreliability,

high

value,andauthenticity•Marshall

hasascore

of13%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Marshall

at

56%Brand

profile:

snapshotBrand

performance

of

Marshall

intheUnitedStates56%48%19%13%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Smartspeakers‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=596,

respondents

who

know

the

individual

brand

(popularity),

n=596,

respondents

whoknow

the

individual

brand(usage),

n=72,

respondents

who

have

used

the

individual

brand

(loyalty),

n=596,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Marshall’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMarshall

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatMarshall

islikedby4%

ofBaby

boomers

and26%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is6%

and

27%,

respectively.30%29%27%26%ForMillennials

andGen

Z,

41%

and

29%

feel

positivelytowards

Marshall,

versus37%

and30%.

Socurrently,forMarshall,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.6%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosmartspeakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=114,

Marshall

enthusiast,

n=879,

smartspeaker

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Marshall

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Marshall

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%12%85%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Marshall

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.42%58%45%55%57%

ofmen

likeMarshall

compared

to42%

ofwomen,

whereas

fortheoverallindustry,55%

of

men

usesmartspeakers

compared

to45%

ofwomen.87%11%

ofMarshall

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to12%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

smartspeakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=114,

Marshallenthusiast,

n=879,

smartspeakerusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Marshall

enthusiasts,

43%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.28%24%Single41%12%14%43%CoupleSingleparentNuclear43%

ofMarshall

enthusiastsare

fromhigh-income

households.Marshall’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

28%

of

Marshallenthusiastshavethiscurrent

livingsituation.7%9%24%22%34%25%34%Multi-generational5%5%18%19%ExtendedOther23%5%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

smartspeakers,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=114,

Marshallenthusiast,

n=879,

smartspeakerusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

smartspeaker

brands

to

have

reliability,

high

value,

andauthenticityBrand

profile:

qualitiesQualitiesuserswant

from

smart

speakerbrandsForsmart

speakers,

thetopthreequalitiesusers

want

from

abrand

arereliability,

high

value,andauthenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessHowever,

forMarshall

users

thetop3attributesthey

actuallywant

arecoolness,

friendliness,

and

boldness.40%20%0%SocialresponsibilityCoolnessThequalitiesthatMarshall

enthusiastsareleast

focused

on

areinclusivenessandsocial

responsibility.ReliabilityExclusivityMarshall

should

work

on

promoting

thrill/excitement

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

smartspeakers,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosmartspeakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

tosmartspeakers,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=72,

Marshall

users’,n=114,

Marshall

enthusiast,

n=879,

smartspeaker

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Marshall

fans,

42%

state

that

they

get

excited

about

smart

speakersBrand

profile:

attitudesWhat

doconsumersthink

ofsmart

speakersingeneral?54%46%46%42%40%37%34%27%27%25%24%21%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

smart

speakers

topicsrelating

tosmart

speakersBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

smartspeakersdo

youagreewith?”;

Multi

Pick;“When

it

comesto

smartspeakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=114,

Marshallenthusiast,

n=879,

smartspeakerusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1156%

of

Marshall

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

smart

speakers,

theaverageawareness

ofabrandinthe

United

Statesis46%.Awareness

ofMarshall,

however,

isat48%.Awareness19%

ofU.S.

smart

speaker

users

say

theylikeMarshall,compared

to

anindustryaverage

brandpopularity

of27%.12%

ofindustryusers

intheUnitedStatessaythey

useMarshall,with

theaverage

usageof

abrand

at20%.BuzzPopularity56%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

66%.Marshall

hasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

13%

comparedto21%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Smartspeakers‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=596,

respondents

who

know

the

individual

brand

(popularity),

n=596,

respondents

whoknow

the

individual

brand(usage),

n=72,

respondents

who

have

used

the

individual

brand

(loyalty),

n=596,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Marshall

ranks

seventh

in

awareness

within

the

smartspeaker

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMarshallRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Sony90%80%78%78%69%59%48%43%37%27%2AmazonEchoPanasonicBose3448%5Google

NestJBLLink52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Marshall8AppleHomePodSonosOutofallrespondents,

48%

were

aware

of

Marshall.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A10Harman

Kardon13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Marshall

is

19%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMarshallRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AmazonEcho48%46%42%40%38%36%26%20%19%19%19%2Bose3JBLLinkSony4Outofconsumers

who

knew

thebrand,

19%

saidtheyliked

Marshall.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.5Google

NestAppleHomePodPanasoniciLive67881%9SonosPopularityN/A10Marshall14

Notes:“When

it

comesto

smartspeakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=596,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Marshall

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMarshallRank#

BrandUsage

%38%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

smartspeakers,

which

ofthefollowing

brandshaveyou

usedinthe

past12

months?”.1AmazonEcho12%2JBLLink30%3Bose27%Outofconsumers

who

knew

thebrand,

12%

saidtheyused

Marshall.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4Sony26%5AppleHomePodGoogle

NestEufyGenieiLive26%624%720%819%88%9Fabriq18%UsageN/A10Panasonic16%15

Notes:“When

it

comesto

smartspeakers,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=596,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Marshall

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMarshall’s

consumersRank#

BrandLoyalty

%86%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1AmazonEcho2Bose82%3Sony81%4AppleHomePodJBLLinkGoogle

NestSonos77%44%576%56%675%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

smart

speakers,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.768%8PanasonicTeufel67%963%Outofrespondents

whohaveused

Marshall,56%

saidthey

would

usethebrand

again.LoyaltyN/A10Fabriq59%16

Notes:“When

it

comesto

smartspeakers,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:n=72,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Marshall

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMarshallRank#

BrandBuzz%42%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AmazonEcho13%2AppleHomePodGoogle

NestBose35%331%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutMarshall

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.428%5JBLLink26%6EufyGenieSony23%722%8PanasoniciLive16%87%915%BuzzN/A10Harman

Kardon15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=596,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Identifyandunderst