机构研究报告-荷兰平板电脑用户分析报告：Samsung三星

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:SamsungownersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSamsungownersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSamsungownersintheNetherlands(’’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•KeyinsightsThemarketshareofSamsunghasstayedfairlysimilarcomparedto2021Q2Managementsummary:brandusagetimelineTimelineoflaptopownersownedSamsung7%7%7%7%7%7%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%52021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=52-113Samsungowners,n=870-1716laptopownersSources:ConsumerInsightsGlobalasofAugust2024SamsungownersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSamsungismorepopularamongMillennialsthanotherlaptopbrands.54%ofSamsungownersarefemale.Samsunghasalargershareofownerswithamediumhouseholdincomethanotherlaptopbrands.SamsungownersaremorelikelytoliveinlargecitiesthanlaptopownersinTraditionismoreimportanttoSamsungownersthantootherlaptopowners.FinanceandeconomyarerelativelyprevalentinterestsofSamsungowners.ShoppingisarelativelypopularhobbyamongSamsungowners.Itstandsoutthat42%ofSamsungownersbuynewelectronics,evenwhentheiroldmodelstillworks.44%ofSamsungownersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofSamsungownersthinkthatterrorismisanissuethatneedstobeaddressed.FacebookismorepopularamongSamsungownersthantheaveragelaptopowner.Samsungownersrememberseeingadsonsocialmedialessoftenthanotherlaptopowners.general.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SamsungismorepopularamongMillennialsthanotherlaptopbrandsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers24%45%18%13%Categoryusers23%32%33%11%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202454%ofSamsungownersarefemaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers46%54%Categoryusers49%51%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202420%ofSamsungownershavealowersecondaryeducationDemographicprofile:educationConsumer’slevelofeducationintheNetherlands41%38%38%28%26%20%16%17%21%3%1%3%5%4%4%9%10%10%1%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SamsunghasalargershareofownerswithamediumhouseholdincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers37%36%27%Categoryusers38%31%31%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202430%ofSamsungownersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive27%29%28%30%29%29%19%20%22%7%8%8%3%1%1%10%10%9%4%2%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SamsungownersaremorelikelytoliveinlargecitiesthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands34%34%34%30%29%30%26%25%24%10%12%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202411%ofSamsungownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers11%87%2%Categoryusers7%88%5%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedTraditionismoreimportanttoSamsungownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands57%55%55%54%55%46%45%42%42%45%41%41%35%34%26%21%17%18%20%17%18%18%18%18%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisions13%11%10%TobesuccessfulTraditionsSocialjusticeLearningnewthings11%8%9%Advancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofSamsungownersConsumerlifestyle:maininterestsTop10interestsofSamsungownersintheNetherlands55%53%50%52%47%50%49%47%42%41%38%37%35%30%26%35%34%33%36%32%35%29%27%27%26%24%25%31%26%28%Food&diningMovies,TVshowsTravelHealth&fitnessFinance&economySportsHome&gardenFamily&parentingFashion&beautyScience&technology17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongSamsungownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSamsungownersintheNetherlands43%38%37%38%31%31%41%37%39%36%32%32%33%40%38%33%35%32%27%29%30%27%27%31%25%26%22%23%18%17%18CookingShoppingTravelingPetsReadingSocializingDoingsports/bakingandfitnessBrandusersCategoryusersAllrespondentsNotes:’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Sources:OutdooractivitiesBoardgames/cardgamesPhotographyArelativelylargeshareofSamsungownersdofitness,aerobics,cardioConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSamsungownersintheNetherlands23%19%18%16%14%16%10%8%9%9%11%11%9%8%7%8%5%6%8%6%5%5%5%5%3%2%3%3%2%3%Fitness,aerobics,cardioHikingSwimming/DivingRunning/joggingSoccerDancingYoga/pilatesCyclingBadmintonBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=34Samsungowners,n=1674laptopowners,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownersaremorelikelytofollowboxingthanotherlaptopownersConsumerlifestyle:sportsfollowedTop10sportsfollowedbySamsungownersintheNetherlands27%27%25%13%5%5%10%8%7%9%4%5%8%9%9%7%5%4%5%7%7%4%3%2%4%3%4%4%3%3%20Notes:Sources:SoccerBoxingTennisBasketballCyclingMixedMotorsportsAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=32Samsungowners,n=1674laptopowners,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024Athletics(track&field)WintersportsCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat42%ofSamsungownersbuynewelectronics,evenwhentheiroldmodelstillworksConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands59%68%65%43%42%35%33%30%29%30%23%22%24%16%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202444%ofSamsungownersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands44%36%37%31%30%31%24%24%16%9%9%8%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSamsungownersthinkthatterrorismisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoSamsungowners51%58%54%48%57%56%45%45%44%45%40%43%37%47%45%31%28%29%29%32%27%31%27%27%26%26%36%33%Risingprices/inflation/costoflivingHousingPovertyImmigrationHealthandsocialsecurity20%19%ClimatechangeTerrorismCrimeEnvironmentEconomicsituation24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202436%ofSamsungownershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers13%35%36%15%Categoryusers19%31%34%16%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints66%20%26%FacebookismorepopularamongSamsungownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand77%66%63%57%63%59%58%60%44%35%35%29%19%27%35%25%25%32%25%23%25%13%7%6%8%9%9%FacebookYouTubeInstagramTikTokX(Twitter)SnapchatLinkedInTwitchRedditBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=48Samsungowners,n=835laptopowners,n=6058allrespondentsConsumerInsightsGlobalasofAugust202423%SamsungownerstendtogotothemoviesmoreoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks78%77%76%66%62%64%64%64%62%64%59%55%56%39%39%40%30%29%36%48%43%35%33%30%32%31%28%27%19%14%13%13%TVRadioDigitalvideocontentDigitalmusiccontentMovies/cinemaMagazinesOnlinenewswebsitesPodcastsOnlinemagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownersrememberseeingadsonsocialmedialessoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSamsungownersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks40%36%38%34%39%38%32%42%40%27%21%19%25%30%27%25%24%21%23%18%16%22%30%26%21%20%20%19%15%14%SearchenginesVideoportalsSocialmediaNewslettersOnlinestoresVideogamesMusicportalsWebsitesandappsVideostreamingservicesPodcastsofbrands29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Samsungownersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks46%46%33%32%39%39%36%33%31%29%14%16%27%19%20%26%32%31%23%20%19%18%22%21%OntheradioOnTVDirectlyinthestoreAtthemovies/cinemaInprintedmagazinesOnadvertisingspacesInprinteddailyBymailshot/advertisingandjournalsonthegonewspapersmail30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=91Samsungowners,n=1,674laptopowners,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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