机构研究报告-荷兰平板电脑用户分析报告：HP惠普

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:HPownersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofHPownersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkHPownersintheNetherlands(’’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•KeyinsightsThemarketshareofHPhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedHP29%28%28%27%27%28%28%27%27%28%28%27%27%28%28%27%27%28%28%27%27%28%28%27%27%28%28%27%27%28%28%27%27%28%28%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%28%27%27%27%27%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%25%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=389-484HPowners,n=1502-1728laptopownersSources:ConsumerInsightsGlobalasofAugust2024HPownersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints37%ofHPownersarepartofGenerationX.ThereisafairlyevensplitofmaleandfemaleHPowners.HPhasalargershareofownerswithahighincomethanotherlaptopbrands.37%ofHPownersliveinmedium-sizedtowns.Ahappyrelationshipisanimportantaspectoflifefor58%ofHPowners.55%ofHPownersareinterestedinfoodanddining.43%ofHPownershavereadingasahobby.38%ofHPownersstatethattheywouldlovetocontroltheirhomeviasmartphoneorvoice.31%ofHPownersarelaggardswhenitcomestoinnovationadoption.ArelativelyhighshareofHPownersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.LinkedInismorepopularamongHPownersthantheaveragelaptopowner.HPownersrememberseeingadsonsocialmediamoreoftenthanotherlaptopowners.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+37%ofHPownersarepartofGenerationXDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers21%29%37%13%Categoryusers23%32%33%11%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleHPownersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers50%50%Categoryusers49%51%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofHPownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands37%38%38%31%28%26%16%17%13%11%10%10%3%2%1%Noformal5%4%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree1%1%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HPhasalargershareofownerswithahighincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers43%31%25%Categoryusers38%31%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202432%ofHPownersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive32%28%29%28%29%29%20%22%18%SinglehouseholdCouplehousehold8%8%8%SingleparenthouseholdPartnersandchildren1%1%0%Multi-generational12%10%9%Twoormorerelatedadults3%2%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202437%ofHPownersliveinmedium-sizedtownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands37%34%34%29%30%23%25%24%27%13%12%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20246%ofHPownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers6%89%5%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipisanimportantaspectoflifefor58%ofHPownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands58%57%55%56%54%55%41%41%42%41%40%42%38%35%34%17%17%18%18%17%18%17%16%18%9%10%11%8%8%9%AhappyrelationshipHavingagoodtimeSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsTobesuccessfulLearningnewthingsSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202455%ofHPownersareinterestedinfoodanddiningConsumerlifestyle:maininterestsTop10interestsofHPownersintheNetherlands55%53%50%54%52%50%51%49%47%41%38%37%37%34%33%36%36%35%33%31%28%33%30%28%33%31%28%30%30%26%Food&diningMovies,TVshowsTravelHealth&fitnessSportsHome&gardenScience&technologyPolitics&societyandcurrentHistoryFinance&economy&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202443%ofHPownershavereadingasahobbyConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofHPownersintheNetherlands43%40%38%41%41%39%38%38%37%35%35%32%34%30%31%31%30%31%32%32%29%29%29%27%27%27%26%26%26%22%ReadingTravelingCooking/bakingSocializingOutdooractivitiesShoppingPetsDoingsportsandfitnessVideogamingBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HPownersparticipateinsimilarsportsandactivitiesasotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofHPownersintheNetherlands19%18%18%17%16%16%12%11%11%9%8%7%8%8%9%7%5%6%7%6%5%6%5%5%3%4%4%3%2%3%Fitness,aerobics,cardioHikingRunning/joggingSoccerSwimming/DivingDancingYoga/pilatesCyclingTennisBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=199HPowners,n=1674laptopowners,n=5,031allrespondentsConsumerInsightsGlobalasofAugust20245%ArelativelylargeshareofHPownersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyHPownersintheNetherlands30%27%25%12%9%9%9%8%7%7%7%7%5%5%4%5%3%4%5%5%4%3%3%3%3%2%3%4%5%SoccerCyclingTennisMotorsportsMixedMartialArtsAthletics(track&field)BoxingWintersportsAmericanfootballBasketball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=164HPowners,n=1674laptopowners,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2138%ofHPownersstatethattheywouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands70%68%65%38%35%33%32%30%29%20%23%22%18%16%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202431%ofHPownersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands36%36%37%31%30%31%23%24%24%9%9%8%231%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofHPownersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoHPowners64%58%54%61%57%56%50%47%45%48%45%43%44%45%44%40%36%34%35%36%33%33%32%31%30%27%26%28%29%29%Risingprices/inflation/HousingHealthandsocialsecurityImmigrationPovertyEducationEconomicsituationCrimeEnvironmentClimatechangecostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024HPownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers19%33%35%14%Categoryusers19%31%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsLinkedInismorepopularamongHPownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand66%62%66%61%63%60%57%58%59%39%35%32%35%35%35%25%21%25%26%21%25%19%20%19%9%9%9%4%7%6%FacebookInstagramYouTubeLinkedInTikTokSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=227HPowners,n=835laptopowners,n=6058allrespondentsConsumerInsightsGlobalasofAugust202479%ofHPownerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks79%77%76%67%64%62%64%62%64%63%59%55%52%48%43%37%39%39%34%33%30%30%30%29%30%28%27%21%23%19%14%13%13%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HPownersrememberseeingadsonsocialmediamoreoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereHPownersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks48%42%40%44%40%38%43%39%38%34%30%27%34%30%26%26%24%21%23%21%19%21%17%15%21%19%20%17%18%16%SocialmediaSearchenginesVideoportalsOnlinestoresWebsitesandappsVideogamesNewslettersEditorialwebsitesVideostreamingservicesMusicportals29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HPownersrememberadstheysawout-of-homemoreoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks41%39%39%38%32%31%37%33%31%35%33%32%25%22%21%22%20%19%18%19%20%13%14%16%OnTVOnadvertisingspacesDirectlyinthestoreOntheradioBymailshot/advertisingInprinteddailyInprintedmagazinesAtthemovies/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=442HPowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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