机构研究报告-荷兰平板电脑用户分析报告：Acer宏基

温馨提示：以下内容均为外文报告原文，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&BRANDSLaptops:AcerownersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofAcerownersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkAcerownersintheNetherlands(’’brandusers’’)againstDutchlaptopownersingeneral(’’categoryusers’’),andtheoverallDutchconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingtheNetherlands)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsWithausershareof22%,Acerisoneofthetop3laptopbrandsintheNetherlandsManagementsummary:brandusageandcompetitionTop10mostownedlaptopbrandsintheNetherlandsHP26%Apple/MacAcer23%22%Lenovo16%ASUS13%Dell12%Samsung6%Microsoft4%MSIToshiba2%2%4Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=1,674laptopownersSources:ConsumerInsightsGlobalasofAugust2024ThemarketshareofAcerhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedAcer30%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%29%29%29%28%28%28%28%28%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%27%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%25%24%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374-516Acerowners,n=1502-1728laptopownersSources:ConsumerInsightsGlobalasofAugust2024AcerownersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints37%ofAcerownersarepartofGenerationX.ThereisafairlyevensplitofmaleandfemaleAcerowners.Acerownershaveasimilarincomedistributionaslaptopownersingeneral.AcerownersaremorelikelytoliveinsmalltownsthanlaptopownersinMakingtheirowndecisionsislessimportanttoAcerownersthantootherlaptopowners.Acerownershavesimilarinterestsasownersofotherlaptopbrands.42%ofAcerownershavereadingasahobby.25%ofAcerownersstatethattheywantthebestaudioandcinematicexperienceonalldevices.56%ofAcerownersarelaggardsorinthelatemajorityofinnovationadoption.ArelativelyhighshareofAcerownersthinkthatpovertyisanissuethatneedstobeaddressed.FacebookismorepopularamongAcerownersthantheaveragelaptopowner.Acerownersrememberseeingadsinvideogamesmoreoftenthantheaverageconsumer.general.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+37%ofAcerownersarepartofGenerationXDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers21%32%37%10%Categoryusers23%32%33%11%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleAcerownersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers48%52%Categoryusers49%51%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024AcerownershaveasimilarincomedistributionaslaptopownersingeneralDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers40%30%31%Categoryusers38%31%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202432%ofAcerownersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive32%29%28%29%29%25%22%20%22%SinglehouseholdCouplehousehold9%8%8%SingleparenthouseholdPartnersandchildren1%1%1%Multi-generational10%10%9%Twoormorerelatedadults3%2%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024AcerownersaremorelikelytoliveinsmalltownsthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands34%34%30%30%29%30%25%24%26%13%12%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20247%ofAcerownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers7%87%6%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsislessimportanttoAcerownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands62%57%55%56%54%55%42%41%41%42%41%41%35%30%34%20%17%18%18%18%18%17%16%18%10%10%11%6%8%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsSocialjusticeLearningnewthingsTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024AcerownershavesimilarinterestsasownersofotherlaptopbrandsConsumerlifestyle:maininterestsTop10interestsofAcerownersintheNetherlands54%53%50%54%52%50%49%49%47%39%38%37%37%36%35%34%34%33%33%31%28%32%31%28%31%30%28%30%30%26%Food&diningMovies,TVshowsTravelHealth&fitnessHome&gardenSportsHistoryScience&technologyPolitics&societyandcurrentFinance&economy&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202442%ofAcerownershavereadingasahobbyConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofAcerownersintheNetherlands42%40%38%41%41%39%35%32%32%34%35%32%38%34%37%31%30%31%29%26%31%29%31%29%29%27%27%27%26%22%ReadingTravelingPetsSocializingCookingOutdoorBoardgamesShoppingDoingsportsVideogaming18Notes:Sources:/bakingactivities/cardgamesBrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andfitnessAcerownersparticipateinsimilarsportsandactivitiesasotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofAcerownersintheNetherlands19%18%18%17%16%16%11%11%11%9%8%7%8%8%9%6%6%5%5%4%4%5%5%5%4%5%6%2%2%3%Fitness,aerobics,cardioHikingRunning/joggingSoccerSwimming/DivingYoga/pilatesTennisCyclingDancingBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=162Acerowners,n=1674laptopowners,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024Acerownersfollowsimilarsportsleagues,teams,andcompetitionsasownersofotherlaptopbrandsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyAcerownersintheNetherlands27%27%25%9%9%9%8%7%7%6%5%5%6%8%7%5%5%4%3%4%5%3%3%4%3%3%2%2%3%3%20Notes:Sources:SoccerCyclingMotorsportsBoxingTennisMixedBasketballAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=127Acerowners,n=1674laptopowners,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballWintersportsCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2125%ofAcerownersstatethattheywantthebestaudioandcinematicexperienceonalldevicesConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands69%68%65%34%35%33%31%30%29%25%23%22%15%16%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202456%ofAcerownersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands35%36%37%30%30%31%25%24%24%9%9%8%231%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofAcerownersthinkthatpovertyisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoAcerowners63%58%54%61%57%56%50%45%44%49%45%43%48%47%45%40%36%33%38%36%34%33%32%31%28%26%29%25%24%22%Risingprices/inflation/HousingPovertyImmigrationHealthandsocialsecurityEconomicsituationEducationCrimeClimatechangeFoodandwatersecuritycostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024AcerownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers16%33%33%17%Categoryusers19%31%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsFacebookismorepopularamongAcerownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand71%66%66%64%63%60%57%59%53%38%35%35%35%31%32%26%25%25%25%21%25%20%17%19%6%9%9%3%7%6%FacebookInstagramYouTubeTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=178Acerowners,n=835laptopowners,n=6058allrespondentsConsumerInsightsGlobalasofAugust202479%ofAcerownerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks79%77%76%66%62%64%64%64%62%59%59%55%48%48%43%40%39%39%30%33%30%30%30%29%25%28%27%22%23%19%13%13%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024AcerownersrememberseeingadsinvideogamesmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereAcerownersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks42%40%38%42%42%40%40%39%38%29%30%26%28%24%21%30%27%27%21%18%16%21%21%20%21%21%19%14%15%14%SearchenginesSocialmediaVideoportalsWebsitesandappsVideogamesOnlinestoresMusicportalsVideostreamingservicesNewslettersPodcasts29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024AcerownersrememberadstheysawdirectlyinthestoremoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks40%39%39%36%33%32%35%33%31%32%32%31%21%19%20%21%22%21%17%20%19%14%14%16%OnTVOntheradioDirectlyinthestoreOnadvertisingspacesInprintedmagazinesBymailshot/advertisingInprinteddailyAtthemovies/cinema30Notes:Sources:onthegoandjournalsmailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=374Acerowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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