机构研究报告-荷兰头戴耳机用户分析报告：JBL

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:JBLusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofJBLusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkJBLusersintheNetherlands(’’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•KeyinsightsThemarketshareofJBLhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusing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otes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=239-309JBLusers,n=1001-1098headphoneusersSources:ConsumerInsightsGlobalasofAugust2024JBLusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofJBLusersandheadphoneusersoverallisfairlysimilar.Similartootherheadphonebrands,JBLhasahighshareofmaleusers.Justlikeheadphoneusersingeneral,JBLusersarerelativelylikelytohaveahighincome.HavingagoodtimeismoreimportanttoJBLusersthantootherheadphoneusers.SportsisarelativelyprevalentinterestofJBLusers.43%ofJBLusershavetravelingasahobby.Itstandsoutthat49%ofJBLuserswouldlovetocontroltheirhomeviasmartphoneorvoice.43%ofJBLusersareintheearlymajorityofinnovationadoptertypes.Risingprices,inflation&costoflivingareofparticularconcerntoJBLusers.InstagramismorepopularamongJBLusersthantheaverageheadphoneuser.JBLusersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthantheaverageconsumer.HeadphoneusersingeneralandJBLusersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofJBLusersandheadphoneusersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers28%36%29%7%Categoryusers26%34%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Similartootherheadphonebrands,JBLhasahighshareofmaleusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers57%43%Categoryusers56%44%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202445%ofJBLusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%36%38%32%30%26%3%2%1%Noformal17%15%12%5%5%4%LowersecondaryUppersecondaryTechnical/Bachelordegree12%12%10%Masterdegree1%1%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Justlikeheadphoneusersingeneral,JBLusersarerelativelylikelytohaveahighincomeDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers41%32%27%Categoryusers39%32%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust20247%31%ofJBLusersliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive31%30%28%30%28%29%18%20%22%SinglehouseholdCouplehousehold8%8%SingleparenthouseholdPartnersandchildren1%1%0%Multi-generational11%10%9%Twoormorerelatedadults3%3%2%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024HeadphoneusersingeneralandJBLusersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands36%35%34%30%32%30%23%23%24%10%10%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20248%ofJBLusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers8%86%5%Categoryusers10%87%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedHavingagoodtimeismoreimportanttoJBLusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands61%57%55%57%52%55%41%41%42%40%41%36%34%33%34%22%20%18%19%16%18%17%15%18%11%9%11%8%9%9%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsLearningnewthingsTobesuccessfulSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SportsisarelativelyprevalentinterestofJBLusersConsumerlifestyle:maininterestsTop10interestsofJBLusersintheNetherlands56%53%50%52%56%50%49%49%47%43%37%33%42%40%37%36%38%28%35%34%35%32%34%28%31%32%26%31%34%28%Food&diningMovies,TVshowsTravelSportsHealth&fitnessScience&technologyHome&gardenPolitics&societyandcurrentFinance&economyHistory&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202443%ofJBLusershavetravelingasahobbyConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofJBLusersintheNetherlands43%41%39%39%39%38%38%37%37%35%33%32%35%31%32%34%32%31%33%31%27%31%31%26%30%30%31%27%26%22%TravelingReadingCooking/bakingSocializingPetsOutdooractivitiesDoingsportsandfitnessVideogamingShoppingBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofJBLusersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofJBLusersintheNetherlands21%20%18%17%16%16%14%13%13%9%7%11%9%6%6%8%9%9%7%7%5%6%5%5%5%5%4%4%3%3%Fitness,aerobics,cardioHikingSoccerRunning/joggingDancingSwimming/DivingYoga/pilatesCyclingTennisBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=149JBLusers,n=1098headphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024JBLusersaremorelikelytofollowsoccerthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyJBLusersintheNetherlands34%28%25%12%9%7%10%9%9%9%8%7%8%6%5%8%7%5%6%7%4%5%3%2%4%3%3%3%4%4%20Notes:Sources:SoccerTennisCyclingMotorsportsBasketballBoxingMixedAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=133JBLusers,n=1098headphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsAthletics(track&field)CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat49%ofJBLuserswouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands73%70%65%49%42%33%40%35%29%30%28%22%18%19%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202443%ofJBLusersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands43%40%37%24%26%28%31%18%20%13%11%238%1%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Risingprices,inflation&costoflivingareofparticularconcerntoJBLusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoJBLusers60%56%54%54%53%56%48%45%43%47%46%45%44%43%44%39%36%34%34%31%33%30%28%29%30%27%31%26%22%21%Risingprices/inflation/HousingImmigrationHealthandsocialsecurityPovertyEducationEconomicsituationClimatechangeCrimeUnemploymentcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyJBLusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers16%36%34%14%Categoryusers21%32%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsInstagramismorepopularamongJBLusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand68%64%60%67%65%66%67%63%59%37%37%32%37%36%35%30%30%25%27%27%25%23%19%19%10%12%9%8%7%6%InstagramFacebookYouTubeLinkedInTikTokSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=166JBLusers,n=564headphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024JBLuserstendtogotothemoviesmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks80%77%76%73%72%62%72%67%55%57%62%64%50%44%39%50%51%43%40%37%30%30%31%29%26%30%27%26%24%19%14%14%13%TVDigitalvideocontentDigitalmusiccontentRadioMovies/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024JBLusersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereJBLusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks46%44%38%45%44%40%44%43%38%36%32%35%33%26%27%28%25%21%27%23%20%22%21%16%22%22%19%16%16%14%VideoportalsSocialmediaSearchenginesWebsitesandappsOnlinestoresVideogamesVideostreamingservicesMusicportalsNewslettersPodcasts29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024JBLusersrememberadvertisingtheyheardontheradiolessoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks38%36%37%40%39%36%36%31%31%32%32%27%21%23%21%21%20%20%20%21%19%19%17%16%DirectlyinthestoreOnTVOnadvertisingspacesOntheradioBymailshot/advertisingInprintedmagazinesInprinteddailyAtthemovies/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=309JBLusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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