机构研究报告-荷兰平板电脑用户分析报告：Lenovo联想

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:LenovoownersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLenovoownersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLenovoownersintheNetherlands(’’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•KeyinsightsThemarketshareofLenovohasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedLenovo17%17%17%17%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%16%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232-281Lenovoowners,n=1502-1728laptopownersSources:ConsumerInsightsGlobalasofAugust2024LenovoownersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints38%ofLenovoownersarepartofGenerationX.ThereisafairlyevensplitofmaleandfemaleLenovoowners.Lenovoownershaveasimilarincomedistributionaslaptopownersingeneral.LenovoownersaremorelikelytoliveinruralareasandtownsthantheaverageHavingagoodtimeislessimportanttoLenovoownersthantootherlaptopowners.54%ofLenovoownersareinterestedinmovies,TVshowsandmusic.SocializingisarelativelypopularhobbyamongLenovoowners.18%ofLenovoownersstatethatelectronicsareastatussymbolforthem.38%ofLenovoownersarelaggardswhenitcomestoinnovationadoption.ArelativelyhighshareofLenovoownersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.InstagramismorepopularamongLenovoownersthantheaveragelaptopowner.Lenovoownersrememberseeingadsonvideostreamingserviceslessoftenthanotherlaptopowners.consumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+38%ofLenovoownersarepartofGenerationXDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers24%24%38%14%Categoryusers23%32%33%11%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleLenovoownersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers51%49%Categoryusers49%51%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofLenovoownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%38%38%31%28%26%15%16%17%11%10%10%3%1%1%Noformal4%4%4%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%1%1%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownershaveasimilarincomedistributionaslaptopownersingeneralDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers36%33%31%Categoryusers38%31%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherlaptopowners,LenovoownersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive32%28%29%28%29%29%20%22%17%15%6%8%8%10%9%1%1%1%3%2%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LenovoownersaremorelikelytoliveinruralareasandtownsthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands37%34%34%29%30%24%25%24%25%13%12%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20249%ofLenovoownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers9%88%3%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeislessimportanttoLenovoownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands62%57%55%54%55%49%46%41%41%43%42%42%35%32%34%21%17%18%18%17%18%17%15%18%10%10%11%7%8%9%AhappyrelationshipHavingagoodtimeSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsSocialjusticeLearningnewthingsTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202454%ofLenovoownersareinterestedinmovies,TVshowsandmusicConsumerlifestyle:maininterestsTop10interestsofLenovoownersintheNetherlands54%52%50%54%53%50%51%49%47%40%36%35%38%38%37%33%30%28%34%32%33%32%31%28%31%31%28%31%30%26%Movies,TVshowsFood&diningTravelHome&gardenHealth&fitnessPolitics&societyandcurrentSportsScience&technologyHistoryFinance&economy17Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SocializingisarelativelypopularhobbyamongLenovoownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLenovoownersintheNetherlands41%40%38%39%35%32%41%39%39%38%36%37%33%32%32%32%30%31%31%30%31%28%26%22%27%29%27%27%24%24%ReadingSocializingTravelingCookingPetsOutdoorShoppingBoardgamesDoingsportsGardening/bakingactivities/cardgamesandfitnessandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownersparticipateinsimilarsportsandactivitiesasotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLenovoownersintheNetherlands20%19%18%18%16%16%8%11%11%7%8%9%7%5%5%7%5%6%7%8%7%5%6%5%4%4%4%3%2%2%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingCyclingDancingSoccerYoga/pilatesTennisWintersports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=111Lenovoowners,n=1674laptopowners,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofLenovoownersfollowmixedmartialartsfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLenovoownersintheNetherlands26%27%25%10%9%9%8%8%7%7%5%4%6%5%5%6%7%7%4%4%5%3%3%4%3%3%3%2%3%2%20Notes:Sources:SoccerCyclingTennisMixedBoxingMotorsportsBasketballAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=88Lenovoowners,n=1674laptopowners,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2118%ofLenovoownersstatethatelectronicsareastatussymbolforthemConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands70%68%65%31%35%33%28%30%29%22%23%22%18%16%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202438%ofLenovoownersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands36%37%38%33%30%31%24%24%19%10%9%8%230%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofLenovoownersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoLenovoowners60%58%54%57%57%56%55%47%45%49%45%43%47%45%44%39%36%34%37%36%33%32%30%31%29%27%26%29%28%29%Risingprices/inflation/HousingHealthandsocialsecurityImmigrationPovertyEducationEconomicsituationCrimeEnvironmentClimatechangecostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LenovoownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers22%28%34%15%Categoryusers19%31%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints63%InstagramismorepopularamongLenovoownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand70%60%67%66%66%64%57%59%39%35%32%35%35%30%29%25%25%26%20%19%26%24%25%9%9%9%3%7%6%InstagramFacebookYouTubeLinkedInTikTokX(Twitter)SnapchatRedditTwitch27Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=140Lenovoowners,n=835laptopowners,n=6058allrespondentsConsumerInsightsGlobalasofAugust202479%ofLenovoownerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks79%77%76%66%62%64%61%64%62%57%59%55%51%48%43%37%39%39%35%33%30%31%30%29%27%28%27%25%23%19%12%13%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownersrememberseeingadsonvideostreamingserviceslessoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLenovoownersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks42%42%40%39%39%40%38%38%38%32%30%26%29%30%27%26%21%19%22%24%21%18%16%16%16%21%20%15%17%15%SocialmediaVideoportalsSearchenginesWebsitesandappsofbrandsOnlinestoresNewslettersVideogamesMusicportalsVideostreamingservicesEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownersrememberadstheygotbymailmoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks39%39%39%34%33%32%33%32%31%32%33%31%26%22%21%20%19%20%18%20%19%15%14%16%OnTVOntheradioOnadvertisingspacesDirectlyinthestoreBymailshot/advertisingInprintedmagazinesInprinteddailyAtthemovies/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=272Lenovoowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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