机构研究报告-荷兰头戴耳机用户分析报告：Beats苹果

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&BRANDSHeadphones:BeatsusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBeatsusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBeatsusersintheNetherlands(’’brandusers’’)againstDutchheadphoneusersingeneral(’’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•KeyinsightsThemarketshareofBeatshasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingBeats8%8%8%8%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%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%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=63-85Beatsusers,n=1001-1098headphoneusersSources:ConsumerInsightsGlobalasofAugust2024BeatsusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsBeatsismorepopularamongGenerationZthanotherheadphonebrands.Similartootherheadphonebrands,Beatshasahighshareofmaleusers.Consumerswithahighincomemakeup38%ofBeatsusers.BeatsusersaremorelikelytoliveinSuccessandcareeradvancementarerelativelyimportanttoBeatsusers.FinanceandeconomyarerelativelyprevalentinterestsofBeatsusers.ShoppingisarelativelypopularhobbyamongBeatsusers.Itstandsoutthat44%ofBeatsuserswantthebestaudioandcinematicexperienceonalldevices.27%ofBeatsusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofBeatsusersthinkthathousingisanissuethatneedstobeaddressed.TikTokismorepopularamongBeatsusersthantheaverageheadphoneuser.Beatsusersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanotherheadphoneusers.largecitiesthanheadphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+BeatsismorepopularamongGenerationZthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers38%42%14%6%Categoryusers26%34%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Similartootherheadphonebrands,BeatshasahighshareofmaleusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers58%42%Categoryusers56%44%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBeatsusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%36%38%30%30%26%14%15%17%20%12%10%0%1%3%0%5%4%0%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithahighincomemakeup38%ofBeatsusersDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers38%31%31%Categoryusers39%32%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,BeatsusersarerelativelylikelytoliveinasingleparenthouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive30%28%28%29%23%20%22%21%21%15%15%SinglehouseholdCouplehousehold8%7%SingleparenthouseholdPartnersandchildren1%1%0%Multi-generational11%9%Twoormorerelatedadults5%3%3%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024BeatsusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands38%29%29%35%34%32%30%13Notes:Sources:24%23%12%10%5%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202411%ofBeatsusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers11%83%6%Categoryusers10%87%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoBeatsusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands57%55%52%55%47%45%42%41%42%40%41%33%32%34%30%34%29%19%18%20%18%18%17%18%9%9%14%9%9%11%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityTobesuccessfulMakingmyowndecisionsLearningnewthingsAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofBeatsusersConsumerlifestyle:maininterestsTop10interestsofBeatsusersintheNetherlands52%49%47%53%48%50%47%56%50%44%32%26%35%27%27%35%38%28%33%23%25%33%40%37%33%37%33%34%35%30%TravelFood&diningMovies,TVshowsFinance&economyFamily&parentingScience&technologyFashion&beautyHealth&fitnessSportsHome&garden17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongBeatsusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBeatsusersintheNetherlands41%30%31%38%33%32%35%41%39%33%37%37%33%26%32%39%38%32%31%26%29%31%27%27%32%31%26%26%19%22%ShoppingSocializingTravelingCooking/bakingTech/computersReadingVideogamingDoingsportsandfitnessOutdooractivitiesBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BeatsusersaremorelikelytogorunningorjoggingthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBeatsusersintheNetherlands20%20%17%18%15%17%16%13%11%9%7%12%9%9%11%8%5%5%6%6%6%6%7%5%Running/joggingFitness,aerobics,cardioSoccerSwimming/DivingHikingCyclingDancingYoga/pilates3%3%3%3%3%3%BadmintonBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=24Beatsusers,n=1098headphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024BeatsusersaremorelikelytofollowboxingthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBeatsusersintheNetherlands28%26%25%14%7%5%11%7%4%8%4%4%8%9%9%6%8%7%5%3%2%5%6%5%5%9%7%0%0%0%SoccerBoxingMixedMartialArtsAthletics(track&field)CyclingMotorsportsAmericanfootballBasketballTennisBaseball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=22Beatsusers,n=1098headphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat44%ofBeatsuserswantthebestaudioandcinematicexperienceonalldevicesConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands68%70%65%55%42%44%44%33%35%29%28%22%29%19%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202427%ofBeatsusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands38%40%37%28%31%26%24%18%20%17%11%8%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBeatsusersthinkthathousingisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoBeatsusers61%54%56%56%53%54%45%42%43%39%46%45%36%34%33%35%36%34%35%44%44%30%25%22%29%29%26%30%27%29%HousingRisingprices/inflation/ImmigrationHealthandsocialsecurityEconomicsituationEducationPovertyFoodandwatersecurityEnvironmentClimatechange24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024BeatsusersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers23%30%33%14%Categoryusers21%32%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints65%36%30%27%23%TikTokismorepopularamongBeatsusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand79%66%66%62%64%60%62%63%59%48%45%35%25%25%38%19%37%28%32%17%12%9%14%2%1%27Notes:Sources:FacebookTikTokInstagramYouTubeSnapchatX(Twitter)LinkedInRedditbyteBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=29Beatsusers,n=564headphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202444%31%BeatsuserstendtoreadmagazinesmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks82%72%62%76%67%55%70%77%76%59%62%64%58%39%47%29%42%37%30%42%51%43%33%30%27%30%24%19%20%14%13%DigitalvideocontentDigitalmusiccontentTVRadioMovies/cinemaMagazinesPodcastsOnlinenewswebsitesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BeatsusersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBeatsusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks52%44%38%45%44%40%36%33%27%35%23%20%35%32%26%33%18%15%33%21%16%33%43%38%30%25%21%26%12%10%VideoportalsSocialmediaOnlinestoresVideostreamingservicesWebsitesandappsEditorialwebsitesMusicportalsSearchenginesVideogamesBlogs/forums29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BeatsusersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks41%40%39%39%36%31%35%36%31%35%32%32%33%29%20%20%23%21%24%21%19%24%17%16%OnTVDirectlyinthestoreOnadvertisingspacesOntheradioInprintedmagazinesBymailshot/advertisingInprinteddailyAtthemovies/cinema30Notes:Sources:onthegoandjournalsmailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Beatsusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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