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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSTablets:

Microsoft

owners

in

theUnited

KingdomConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMicrosoft

owners

inthe

UnitedKingdom: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

tobenchmark

Microsoft

owners

inthe

UnitedKingdom(’’brandusers’’)

againstUKtabletowners

ingeneral(’’category

users’’),

and

theoverall

UKconsumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)•

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

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsMicrosoft

is

the

eighth

most

owned

tablet

brand

in

the

UK

with

Apple

(iPad)

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

owned

tabletbrandsinthe

UKApple(iPad)SamsungAmazon

/Amazon

FireLenovo49%25%17%7%Google4%4%HuaweiAcer3%3%3%2%MicrosoftASUSSony4Notes:"What

brands

are

the

tablets

in

yourhousehold?’’;

Multi

Pick;Base:n=2,895

tablet

ownersConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

Microsoft

has

stayed

fairly

similar

comparedto

2021

Q1Management

summary:

brandusagetimelineTimeline

of

tabletownersowningMicrosoft4%4%3%3%3%3%3%3%3%3%3%3%3%3%2%2021

Q1

2021

Q2

2021

Q3

2021

Q4

2022

Q1

2022

Q2

2022

Q3

2022

Q4

2023

Q1

2023

Q2

2023

Q3

2023

Q4

2024

Q1

2024

Q2

2024

Q35Notes:Sources:"What

brands

are

the

tablets

in

yourhousehold?’’;

Multi

Pick;Base:n=38

-

98

Microsoftowners,n=1491

-

2895

tablet

ownersConsumer

Insights

Global

as

of

October

2024Microsoft

owners

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsMicrosoft

ismore

popularamongGeneration

Zthanother

tabletbrands.Career

advancement

is

more

importantItstands

out

that49%

ofMicrosofttoMicrosoft

owners

thantoothertablet

owners

say

thatelectronics

areastatusReddit

ismore

popularamongMicrosoft

owners

thanthe

averagetabletowner.owners.symbol

forthem.Microsoft

ismore

popularamong

maletabletowners

thanfemale

tabletowners.Science

andtechnology

are

relatively30%

ofMicrosoft

owners

areinnovatorsprevalent

interests

of

Microsoft

owners.

or

early

adopters

ofnew

products.Microsoft

owners

remember

seeing

adsinvideo

gamesmore

often

thanothertabletowners.Microsoft

hasalarger

shareof

ownerswith

ahigh

income

than

other

tabletbrands.Tech

or

computers

arerelativelypopularhobbiesamong

Microsoftowners.Arelatively

highshare

ofMicrosoftowners

thinkthathousingisanissuethatneeds

to

beaddressed.Microsoft

owners

are

more

likely

toliveinlargecities

than

tabletowners

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Microsoft

is

more

popular

among

GenerationZ

than

other

tablet

brandsDemographic

profile:

generationsAgeof

consumersintheUKBrand

users34%38%24%4%Category

usersAllrespondents22%23%35%32%32%10%35%10%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

the

tablets

in

your

household?’’;

Multi

Pick;Base:n=79

Microsoftowners,

n=2,895

tablet

owners,n=24,197

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Microsoft

is

more

popular

among

male

tablet

owners

than

female

tablet

ownersDemographic

profile:

genderGenderofconsumersintheUKBrand

users61%39%Category

usersAllrespondents49%49%51%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

arethe

tablets

in

yourhousehold?’’;

Multi

Pick;Base:

n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Microsoft

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK34%29%28%24%23%22%22%20%14%

14%13%11%11%9%

9%8%3%

3%1%

1%0%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

brands

are

the

tablets

in

yourhousehold?’’;

Multi

Pick;

Base:

n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

has

a

larger

share

of

owners

with

a

high

income

than

other

tabletbrandsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users51%25%25%Category

usersAllrespondents36%37%27%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brands

are

the

tablets

in

yourhousehold?’’;

Multi

Pick;Base:

n=79

Microsoftowners,n=2,895

tablet

owners,

n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

tablet

owners,

Microsoft

owners

are

relatively

likely

to

live

ina

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive46%36%32%23%22%17%16%14%14%13%12%9%

9%

9%6%6%5%4%3%2%

2%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

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

brands

are

the

tablets

in

yourhousehold?’’;

Multi

Pick;

Base:

n=79

Microsoftowners,n=2,895tablet

owners,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

owners

are

more

likely

to

live

in

large

cities

than

tablet

owners

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK38%28%27%24%24%22%22%19%16%16%12%12%9%8%7%

7%5%5%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

brands

are

the

tablets

in

your

household?’’;

Multi

Pick;Base:

n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

202413%

of

Microsoft

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users13%84%4%4%3%Category

usersAllrespondents8%88%8%88%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

arethe

tablets

in

yourhousehold?’’;

Multi

Pick;Base:

n=79

Microsoftowners,n=2,895

tablet

owners,

n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

more

important

to

Microsoft

ownersthan

to

other

tabletownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK60%57%49%49%44%48%41%42%43%30%34%34%33%27%27%30%24%29%28%27%25%24%11%15%13%13%11%10%

10%9%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulLearningnew

thingsAdvancingmy

careerMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brands

are

the

tablets

in

your

household?’’;

Multi

Pick;Base:n=79

Microsoftowners,n=2,895

tabletowners,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Science

and

technology

are

relatively

prevalent

interests

of

Microsoft

ownersConsumer

lifestyle:

main

interestsTop10

interestsofMicrosoft

ownersintheUK61%58%57%57%52%49%49%48%

45%42%47%45%43%42%41%41%40%39%37%37%36%32%28%26%26%24%23%22%22%21%Health

&fitnessScience

&technologyMovies,TVshows&musicFood

&diningTravelSportsGaming

&eSportsFinance&economyArts&literatureFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

the

tablets

in

yourhousehold?’’;

Multi

Pick;

Base:n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Tech

or

computers

are

relatively

popular

hobbies

among

Microsoft

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMicrosoft

ownersintheUK56%54%47%47%42%42%46%46%43%40%39%39%38%38%34%31%36%34%33%32%31%30%29%29%28%27%25%25%25%22%Tech

/computersVideo

gamingShoppingReadingOutdooractivitiesTravelingSocializingDIYandarts&craftsDoing

sportsandfitnessPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

arethe

tablets

in

yourhousehold?’’;

Multi

Pick;Base:

n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

owners

are

more

likely

to

go

dancing

than

other

tablet

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMicrosoft

owners

intheUK29%27%25%24%23%23%23%20%20%19%15%15%14%13%13%12%12%11%10%11%8%7%7%7%6%6%6%6%5%4%DancingSoccerBasketballFitness,aerobics,

cardioRunning/joggingSwimming/DivingTennisCyclingGolfCricketBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brands

are

the

tablets

in

your

household?’’;

Multi

Pick;Base:n=42

Microsoftowners,n=2895

tablet

owners,n=9,089

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

owners

are

more

likely

to

follow

basketball

than

other

tablet

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byMicrosoft

owners

intheUK38%33%30%27%27%25%22%22%20%20%20%16%13%12%11%11%11%10%8%8%

7%8%7%7%6%6%6%6%5%5%SoccerBasketballBoxingTennisAmericanfootballGolfAthletics(track&

field)CricketSwimming/divingMixedMartial

ArtsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brands

are

the

tablets

in

your

household?’’;

Multi

Pick;

Base:

n=37

Microsoftowners,n=2895

tablet

owners,n=8,930

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

49%

of

Microsoft

owners

say

that

electronics

are

a

statussymbol

for

themConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

UK66%65%63%64%54%54%49%42%38%38%36%34%31%24%21%Iwould

love

tocontrol

my

home

viasmartphone

or

voiceIwant

thebestaudioandcinematicexperience

from

allmy

devicesIcould

notlivewithout

Ibuynew

electronics,Electronics

areastatussymbol

formemy

smartphoneeven

when

myoldmodel

stillworksBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

the

tablets

in

yourhousehold?’’;

Multi

Pick;

Base:

n=79

Microsoftowners,n=2,895

tablet

owners,n=4,035

all

respondentsConsumer

Insights

Global

as

of

October

202430%

of

Microsoft

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK42%37%

36%33%31%29%19%18%15%13%13%10%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrands

arethe

tablets

in

yourhousehold?’’;

Multi

Pick;Base:n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

allrespondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Microsoft

owners

think

that

housing

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toMicrosoft

owners62%59%53%45%43%48%43%43%42%42%41%37%35%41%40%38%

34%32%38%38%37%32%37%36%32%29%32%34%34%30%Rising

prices/inflation/cost

of

livingHousingEconomicsituationHealth

andsocial

securityClimatechange

EnvironmentImmigrationCrimeEducationPovertyBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brands

are

the

tablets

in

your

household?’’;

Multi

Pick;Base:n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

tablet

owners,

Microsoft

owners

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users22%22%23%32%38%9%Category

usersAllrespondents41%39%24%13%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

brands

are

the

tablets

in

yourhousehold?’’;

Multi

Pick;

Base:

n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsReddit

is

more

popular

among

Microsoft

ownersthan

the

average

tablet

ownerMarketing

touchpoints:social

media

usageSocial

mediausageintheUK

by

brand81%

76%77%73%64%66%61%60%57%55%42%49%47%45%43%41%40%35%30%29%27%24%22%23%23%20%14%12%8%

8%Facebook

Instagram

YouTubeTikTokX(Twitter)LinkedInSnapchatRedditTwitchBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brands

are

the

tablets

in

yourhousehold?’’;

Multi

Pick;

Base:

n=53

Microsoftowners,n=2199

tablet

owners,n=18145

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

owners

tend

to

read

daily

newspapers

more

often

than

tablet

ownersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks89%84%78%85%72%70%60%67%66%52%63%57%53%53%51%49%48%47%45%41%36%34%34%19%32%29%16%27%26%26%24%16%14%TVDigitalvideocontentRadioDigitalmusiccontentPodcastsDailynewspapersMovies

/cinemaOnlinenewswebsitesMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

arethe

tablets

in

your

household?’’;

Multi

Pick;Base:n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

all

respondentsConsumer

Insights

Global

as

of

October

2024Microsoft

owners

remember

seeing

ads

in

video

gamesmore

often

than

othertablet

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMicrosoft

ownersintheUK

havecome

across

digital

advertisinginthepast4weeks61%58%56%54%49%45%48%42%41%39%39%39%38%38%37%35%35%34%29%28%27%26%25%21%20%19%17%17%13%11%Search

engines

Video

streaming

Video

portalsservicesSocial

mediaVideo

gamesMusicportalsWebsitesandappsof

brandsPodcastsOnlinestoresEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

arethe

tablets

in

your

household?’’;

Multi

Pick;Base:

n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

allrespondentsConsumer

Insights

Global

as

of

October

2024Microsoft

owners

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

tablet

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks54%53%49%49%48%37%47%43%43%35%34%33%32%31%30%19%29%26%23%19%18%17%17%16%OnTVOntheradioOnadvertisingspacesDirectly

inthestoreBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brands

are

the

tablets

in

your

household?’’;

Multi

Pick;

Base:

n=79

Microsoftowners,n=2,895

tablet

owners,n=24,197

allrespondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Leverage

consumer