机构研究报告-荷兰平板电脑用户分析报告：Dell戴尔

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:DellownersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofDellownersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkDellownersintheNetherlands(’’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•KeyinsightsThemarketshareofDellhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedDell14%14%14%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%12%12%12%13%13%13%13%13%13%13%13%13%13%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=196-229Dellowners,n=1502-1728laptopownersSources:ConsumerInsightsGlobalasofAugust2024DellownersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints36%ofDellownersareMillennials.Dellismorepopularamongmalelaptopownersthanfemalelaptopowners.Dellhasalargershareofownerswithahighincomethanotherlaptopbrands.Dellownersaremorelikelytoliveinlargecitiesthanlaptopownersingeneral.LearningnewthingsismoreimportanttoDellownersthantootherlaptopowners.Dellownersaremorelikelytobeinterestedinscienceandtechnologythantheaverageconsumer.SportsandfitnessarerelativelypopularhobbiesamongDellowners.Itstandsoutthat45%ofDellownerswouldlovetocontroltheirhomeviasmartphoneorvoice.41%ofDellownersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofDellownersthinkthatcrimeisanissuethatneedstobeaddressed.YouTubeismorepopularamongDellownersthantheaveragelaptopowner.Dellownersrememberseeingadsonsocialmediamoreoftenthanotherlaptopowners.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+36%ofDellownersareMillennialsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers18%36%35%11%Categoryusers23%32%33%11%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024DellismorepopularamongmalelaptopownersthanfemalelaptopownersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers56%44%Categoryusers49%51%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofDellownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%38%33%29%28%26%17%16%17%13%10%10%0%1%3%5%4%4%1%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024DellhasalargershareofownerswithahighincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers44%26%30%Categoryusers38%31%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherlaptopowners,DellownersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive38%29%28%29%29%20%22%24%14%SinglehouseholdCouplehousehold11%8%8%SingleparenthouseholdPartnersandchildren0%1%1%Multi-generational10%9%8%Twoormorerelatedadults3%3%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024DellownersaremorelikelytoliveinlargecitiesthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands33%34%34%34%29%30%24%25%24%13Notes:Sources:12%12%9%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20247%ofDellownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers7%88%5%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsismoreimportanttoDellownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands55%54%55%57%53%55%46%42%42%41%37%41%35%34%34%24%18%18%18%17%18%17%15%18%11%8%9%7%10%11%HavingagoodtimeAhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsTobesuccessfulSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024DellownersaremorelikelytobeinterestedinscienceandtechnologythantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofDellownersintheNetherlands51%49%47%51%53%50%47%52%50%38%34%33%37%38%37%36%31%28%35%31%28%35%30%28%33%30%26%36%32%35%TravelFood&diningMovies,TVshowsSportsHealth&fitnessScience&technologyHistoryPolitics&societyandcurrentFinance&economyHome&garden&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SportsandfitnessarerelativelypopularhobbiesamongDellownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofDellownersintheNetherlands41%40%38%40%41%39%38%35%37%33%29%27%35%32%32%32%30%31%31%27%26%32%29%32%25%26%22%24%23%24%ReadingTravelingCooking/bakingDoingsportsandfitnessSocializingOutdooractivitiesVideogamingPetsBoardgames/cardgamesGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofDellownersplaytennisConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofDellownersintheNetherlands20%16%16%19%17%18%15%11%11%9%5%6%9%8%9%8%4%4%6%6%5%5%5%5%5%8%7%3%2%3%HikingFitness,aerobics,cardioRunning/joggingDancingSwimming/DivingTennisYoga/pilatesCyclingSoccerBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=92Dellowners,n=1674laptopowners,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024DellownersaremorelikelytofollowsoccerthanotherlaptopownersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyDellownersintheNetherlands32%27%25%11%9%9%8%8%7%7%7%7%6%5%5%6%4%5%6%5%4%4%3%4%3%3%2%2%3%3%20Notes:Sources:SoccerCyclingTennisMotorsportsBoxingBasketballMixedAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=77Dellowners,n=1674laptopowners,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballWintersportsCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat45%ofDellownerswouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands68%68%65%45%35%33%38%30%29%28%23%22%17%16%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202441%ofDellownersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands41%36%37%30%31%24%24%26%19%12%9%8%1%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofDellownersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoDellowners61%57%56%57%58%54%48%47%45%45%45%43%44%45%44%41%36%34%37%32%31%34%36%33%28%28%29%26%27%26%HousingRisingprices/inflation/HealthandsocialsecurityImmigrationPovertyEducationCrimeEconomicsituationClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyDellownershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers18%35%29%18%Categoryusers19%31%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints57%YouTubeismorepopularamongDellownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand66%59%66%62%66%63%60%60%39%35%35%35%35%32%28%26%25%27%25%25%20%18%19%10%9%9%9%7%6%YouTubeFacebookInstagramTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=92Dellowners,n=835laptopowners,n=6058allrespondentsConsumerInsightsGlobalasofAugust202464%DellownerstendtogotothemoviesmoreoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks80%77%76%72%62%63%59%62%62%64%55%54%48%52%43%39%39%36%30%29%31%28%27%29%33%30%25%23%19%15%13%13%TVDigitalvideocontentDigitalmusiccontentRadioOnlinenewswebsitesMovies/cinemaMagazinesDailynewspapersPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024DellownersrememberseeingadsonsocialmediamoreoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereDellownersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks51%42%40%45%40%38%44%39%38%31%30%26%29%30%27%26%24%21%24%21%19%23%21%20%20%17%15%19%18%16%SocialmediaSearchenginesVideoportalsWebsitesandappsOnlinestoresVideogamesNewslettersVideostreamingservicesEditorialwebsitesMusicportalsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024DellownersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks36%39%39%35%33%31%34%33%32%32%32%31%27%19%20%24%20%19%22%22%21%19%14%16%OnTVDirectlyinthestoreOntheradioOnadvertisingspacesInprintedmagazinesInprinteddailyBymailshot/advertisingAtthemovies/cinema30Notes:Sources:onthegoandjournalsnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=201Dellowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024mail•

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