机构研究报告-荷兰头戴耳机用户分析报告：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&BRANDSHeadphones:SamsungusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSamsungusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSamsungusersintheNetherlands(’’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•KeyinsightsThemarketshareofSamsunghasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingSamsung10%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%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%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=71-104Samsungusers,n=1001-1098headphoneusersSources:ConsumerInsightsGlobalasofAugust2024SamsungusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSamsungismorepopularamongGenerationZthanotherheadphonebrands.Similartootherheadphonebrands,Samsunghasahighshareofmaleusers.Comparedtotheaverageconsumer,SamsungusersaremorelikelytohaveaAhappyrelationshipislessimportanttoSamsungusersthantootherheadphoneusers.HealthandfitnessarerelativelyprevalentinterestsofSamsungusers.TechorcomputersarerelativelypopularhobbiesamongSamsungusers.Itstandsoutthat29%ofSamsunguserssaythatelectronicsareastatussymbolforthem.18%ofSamsungusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofSamsungusersthinkthattheeconomicsituationisanissuethatneedstobeaddressed.YouTubeismorepopularamongSamsungusersthantheaverageheadphoneuser.Samsungusersrememberseeingadsonsocialmedialessoftenthanotherheadphoneusers.highincome.Samsungusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SamsungismorepopularamongGenerationZthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers32%32%29%6%Categoryusers26%34%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Similartootherheadphonebrands,SamsunghasahighshareofmaleusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers60%40%Categoryusers56%44%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202416%ofSamsungusershaveamaster’sdegreeortheequivalentDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%38%32%30%26%26%18%15%17%16%12%10%3%1%3%5%5%4%0%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,SamsungusersaremorelikelytohaveahighincomeDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%31%27%Categoryusers39%32%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,SamsungusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive30%28%26%28%29%23%20%22%19%18%9%7%8%11%9%1%1%1%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SamsungusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands40%31%35%34%32%30%23%24%19%9%10%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202413%ofSamsungusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers13%81%6%Categoryusers10%87%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipislessimportanttoSamsungusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands52%55%57%55%49%44%40%41%36%41%42%36%36%34%34%34%19%18%19%20%17%18%18%18%13%9%9%13%9%11%HavingagoodtimeSafetyandsecurityAhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsTobesuccessfulLearningnewthingsSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HealthandfitnessarerelativelyprevalentinterestsofSamsungusersConsumerlifestyle:maininterestsTop10interestsofSamsungusersintheNetherlands47%56%50%44%40%37%43%53%50%42%49%47%40%37%33%32%38%28%29%34%28%29%34%28%29%26%27%34%35%22%Movies,TVshowsHealth&fitnessFood&diningTravelSportsScience&technologyHistoryPolitics&societyandcurrentVehicles&mobilityHome&garden17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsTechorcomputersarerelativelypopularhobbiesamongSamsungusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSamsungusersintheNetherlands41%38%39%31%32%31%31%31%32%31%39%38%30%37%37%33%30%32%30%30%31%29%31%26%27%31%27%26%26%19%TravelingOutdooractivitiesPetsReadingCooking/bakingSocializingShoppingVideogamingDoingsportsandfitnessTech/computers18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SamsungusersparticipateinsimilarsportsandactivitiesasotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSamsungusersintheNetherlands21%20%18%17%17%16%13%10%11%9%9%9%8%6%6%6%9%7%5%3%3%4%5%5%4%7%5%4%5%4%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingDancingSoccerBasketballCyclingYoga/pilatesTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=34Samsungusers,n=1098headphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024SamsungusersaremorelikelytofollowmixedmartialartsthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbySamsungusersintheNetherlands29%28%25%14%7%4%12%9%7%10%6%5%10%7%5%10%8%7%9%4%4%6%9%9%4%3%3%1%3%2%SoccerMixedMartialArtsTennisBasketballBoxingMotorsportsAthletics(track&field)CyclingWintersportsAmericanfootball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=31Samsungusers,n=1098headphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat29%ofSamsunguserssaythatelectronicsareastatussymbolforthemConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands66%70%65%43%35%29%43%42%33%35%28%22%29%19%15%IcouldnotlivewithoutmysmartphoneIbuynewelectronics,evenwhenmyoldmodelstillworksIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202418%ofSamsungusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands40%37%31%26%24%25%28%31%18%20%11%8%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSamsungusersthinkthattheeconomicsituationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoSamsungusers54%56%56%54%47%44%44%42%44%40%34%33%39%46%45%38%45%43%30%30%30%29%29%31%27%36%34%27%29%26%HousingRisingprices/inflation/PovertyEconomicsituationHealthandsocialsecurityImmigrationClimatechangeCrimeEducationEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,SamsunguserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers17%27%39%17%Categoryusers21%32%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsYouTubeismorepopularamongSamsungusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand68%65%66%68%63%64%59%59%60%41%36%35%34%37%32%30%30%27%25%25%25%20%23%19%11%12%9%11%7%6%FacebookYouTubeInstagramTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=44Samsungusers,n=564headphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202414%SamsunguserstendtolistentodigitalmusiccontentlessoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks77%77%76%70%72%62%67%62%64%55%55%53%51%51%43%39%44%39%35%37%30%35%30%27%35%31%29%22%22%24%19%13%TVDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesRadioMovies/cinemaPodcastsDailynewspapersMagazinesWeeklynewspapersOnlinemagazines28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SamsungusersrememberseeingadsonsocialmedialessoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSamsungusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks42%44%38%36%43%38%36%44%40%32%32%26%30%33%27%23%25%21%22%22%19%19%21%16%23%19%20%18%VideoportalsSearchenginesSocialmediaWebsitesandappsOnlinestoresVideogamesNewslettersMusicportalsVideostreamingservices12%10%Blogs/forums29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SamsungusersrememberadvertisingtheyheardontheradiolessoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks40%39%34%34%31%36%31%30%36%31%27%32%32%23%21%20%20%23%21%19%21%17%16%12%Bymailshot/advertisingOnTVOnadvertisingspacesDirectlyinthestoreInprintedmagazinesInprinteddailyOntheradioAtthemovies/cinemamailonthegoandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=77Samsungusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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