机构研究报告-荷兰头戴耳机用户分析报告：Sennheiser

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:SennheiserusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSennheiserusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSennheiserusersintheNetherlands(’’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•KeyinsightsThemarketshareofSennheiserhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingSennheiser7%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%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%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%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%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=58-77Sennheiserusers,n=1001-1098headphoneusersSources:ConsumerInsightsGlobalasofAugust2024SennheiserusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSennheiserismorepopularamongBabyBoomersthanotherheadphonebrands.Sennheiserismorepopularamongmaleheadphoneusersthanfemaleheadphoneusers.SennheiserhasalargershareofuserswithahighincomethanotherBeingsuccessfulislessimportanttoSennheiserusersthantootherheadphoneusers.ScienceandtechnologyarerelativelyprevalentinterestsofSennheiserusers.TechorcomputersarerelativelypopularhobbiesamongSennheiserusers.Itstandsoutthat38%ofSennheiseruserswantthebestaudioandcinematicexperienceonalldevices.17%ofSennheiserusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofSennheiserusersthinkthatimmigrationisanissuethatneedstobeaddressed.RedditismorepopularamongSennheiserusersthantheaverageheadphoneuser.Sennheiserusersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanotherheadphoneusers.headphonebrands.Sennheiserusersaremorelikelytoliveinmedium-sizedtownsthanheadphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SennheiserismorepopularamongBabyBoomersthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers13%32%36%19%Categoryusers26%34%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SennheiserismorepopularamongmaleheadphoneusersthanfemaleheadphoneusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers79%21%Categoryusers56%44%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202451%ofSennheiserusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands42%33%36%38%30%26%13%15%17%10%12%10%0%1%3%3%5%4%0%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SennheiserhasalargershareofuserswithahighincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers45%33%22%Categoryusers39%32%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,SennheiserusersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive36%29%30%28%26%28%29%20%22%7%8%11%9%3%0%1%1%4%1%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Sennheiserusersaremorelikelytoliveinmedium-sizedtownsthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands43%35%34%36%32%30%13Notes:Sources:23%24%17%12%10%4%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20243%ofSennheiserusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers3%93%4%Categoryusers10%87%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulislessimportanttoSennheiserusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands61%57%55%52%55%47%46%41%42%42%40%41%34%34%29%26%17%18%21%20%18%19%18%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsSocialjusticeLearningnewthings11%9%9%Advancingmycareer11%10%9%7%TobesuccessfulTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ScienceandtechnologyarerelativelyprevalentinterestsofSennheiserusersConsumerlifestyle:maininterestsTop10interestsofSennheiserusersintheNetherlands64%64%53%50%56%50%56%49%49%49%47%38%28%34%28%42%34%28%40%34%35%40%37%33%35%32%26%35%26%22%Food&diningMovies,TVshowsScience&technologyPolitics&societyandcurrentTravelHistoryHome&gardenSportsFinance&economyVehicles&mobility17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongSennheiserusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSennheiserusersintheNetherlands43%26%43%41%39%42%32%31%42%33%32%39%37%37%39%39%38%35%31%31%32%29%31%27%29%31%26%19%21%17%Tech/computersTravelingOutdooractivitiesSocializingCooking/bakingReadingPhotographyPetsDoingsportsandfitnessVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SennheiserusersaremorelikelytogohikingthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSennheiserusersintheNetherlands28%25%20%18%17%16%17%13%11%10%9%9%7%5%5%7%5%4%4%6%6%4%9%7%4%7%5%3%3%3%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingCyclingTennisDancingSoccerYoga/pilatesBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=36Sennheiserusers,n=1098headphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024SennheiserusersaremorelikelytofollowcyclingthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbySennheiserusersintheNetherlands35%28%25%18%9%9%11%8%7%11%9%7%7%4%4%6%7%5%4%7%4%3%3%2%3%6%5%1%3%3%SoccerCyclingMotorsportsTennisAthletics(track&field)BoxingMixedMartialArtsAmericanfootballBasketballWintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=29Sennheiserusers,n=1098headphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat38%ofSennheiseruserswantthebestaudioandcinematicexperienceonalldevicesConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands71%70%65%42%42%33%40%35%29%38%28%22%14%19%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202417%ofSennheiserusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands40%36%37%32%28%31%24%20%15%15%11%8%1%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSennheiserusersthinkthatimmigrationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoSennheiserusers67%56%54%60%45%43%54%54%56%46%44%46%44%44%45%40%30%34%31%31%33%29%36%34%28%29%30%26%26%29%Risingprices/inflation/ImmigrationHousingPovertyHealthandsocialsecurityCrimeEconomicsituationEducationEnvironmentClimatechangecostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,SennheiseruserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers21%28%39%13%Categoryusers21%32%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints12%RedditismorepopularamongSennheiserusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand65%66%63%59%64%60%50%50%43%37%32%38%25%23%19%23%36%23%35%27%18%25%30%15%25%9%8%7%6%27Notes:Sources:FacebookYouTubeLinkedInInstagramX(Twitter)RedditTikTokSnapchatTwitchBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=40Sennheiserusers,n=564headphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024SennheiseruserstendtolistentopodcastslessoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks82%77%76%76%72%62%64%67%55%63%62%64%60%51%43%38%44%39%37%31%30%27%29%31%29%29%30%24%22%19%21%14%13%TVDigitalvideocontentDigitalmusiccontentRadioOnlinenewswebsitesMovies/cinemaDailynewspapersMagazinesOnlinemagazinesPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SennheiserusersrememberseeingadsoneditorialwebsitesandappsmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSennheiserusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks47%43%38%46%44%38%44%44%40%39%38%33%27%32%26%29%25%21%28%18%15%26%22%23%19%19%20%15%21%16%SearchenginesVideoportalsSocialmediaOnlinestoresWebsitesandappsVideogamesEditorialwebsitesNewslettersVideostreamingservicesMusicportals29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SennheiserusersrememberadstheygotbymailmoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks49%36%31%40%40%39%39%32%32%38%33%36%31%23%21%19%21%19%17%17%16%14%20%20%OnadvertisingspacesOnTVOntheradioBymailshot/advertisingDirectlyinthestoreInprinteddailyAtthemovies/cinemaInprintedmagazines30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=72Sennheiserusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024andjour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