机构研究报告-荷兰头戴耳机用户分析报告：Sony索尼

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:SonyusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSonyusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSonyusersintheNetherlands(’’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•KeyinsightsThemarketshareofSonyhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingSony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otes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=93-131Sonyusers,n=1001-1098headphoneusersSources:ConsumerInsightsGlobalasofAugust2024SonyusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints34%ofSonyusersarepartofGenerationX.54%ofSonyusersaremale.Sonyhasalargershareofuserswithahighincomethanotherheadphonebrands.Sonyusersaremorelikelytoliveinmedium-sizedtownsthanheadphoneAnhonestandrespectablelifeislessimportanttoSonyusersthantootherheadphoneusers.Movies,TVshowsandmusicarerelativelyprevalentinterestsofSonyusers.VideogamingisarelativelypopularhobbyamongSonyusers.75%ofSonyusersstatethattheycouldnotlivewithouttheirsmartphone.15%ofSonyusersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofSonyusersthinkthateducationisanissuethatneedstobeaddressed.YouTubeismorepopularamongSonyusersthantheaverageheadphoneuser.Sonyusersrememberhearingadsinpodcastsmoreoftenthanotherheadphoneusers.usersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+34%ofSonyusersarepartofGenerationXDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers26%33%34%7%Categoryusers26%34%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202454%ofSonyusersaremaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers54%46%Categoryusers56%44%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSonyusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%38%36%29%30%26%12%15%17%13%12%10%1%1%3%7%5%4%2%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SonyhasalargershareofuserswithahighincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers45%27%27%Categoryusers39%32%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,SonyusersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive35%30%28%28%29%20%20%22%22%5%7%8%2%1%1%12%11%9%4%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Sonyusersaremorelikelytoliveinmedium-sizedtownsthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands40%13Notes:Sources:35%34%32%32%23%24%21%12%10%7%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202430%12%ofSonyusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers12%85%2%Categoryusers10%87%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeislessimportanttoSonyusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands57%57%55%52%52%55%45%40%41%34%41%42%34%32%34%22%20%18%22%19%18%17%17%18%10%9%11%9%9%9%AhappyrelationshipHavingagoodtimeSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsLearningnewthingsTobesuccessfulSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Movies,TVshowsandmusicarerelativelyprevalentinterestsofSonyusersConsumerlifestyle:maininterestsTop10interestsofSonyusersintheNetherlands63%56%50%53%49%47%51%53%50%45%40%37%40%38%28%37%34%28%36%37%33%34%35%35%34%34%28%33%32%26%Movies,TVshowsTravelFood&diningHealth&fitnessScience&technologyHistorySportsHome&gardenPolitics&societyandcurrentFinance&economy17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsVideogamingisarelativelypopularhobbyamongSonyusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSonyusersintheNetherlands44%41%39%42%39%38%39%37%37%38%31%26%36%32%31%35%30%31%34%31%32%30%31%27%33%29%32%28%26%19%TravelingReadingCooking/bakingVideogamingOutdooractivitiesShoppingPetsDoingsportsandfitnessSocializingTech/computers18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SonyusersaremorelikelytogohikingthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSonyusersintheNetherlands22%20%17%16%16%18%15%13%11%8%6%6%8%9%9%8%5%4%8%9%7%7%7%5%5%5%5%4%3%3%HikingFitness,aerobics,cardioRunning/joggingDancingSwimming/DivingTennisSoccerYoga/pilatesCyclingBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Sonyusers,n=1098headphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSonyusersfollowmixedmartialartsfightsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbySonyusersintheNetherlands28%28%25%10%9%9%10%9%7%8%7%4%8%7%5%8%8%7%6%6%5%4%4%4%4%3%3%2%3%2%20Notes:Sources:SoccerCyclingTennisMixedBoxingMotorsportsBasketballAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=47Sonyusers,n=1098headphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2175%ofSonyusersstatethattheycouldnotlivewithouttheirsmartphoneConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands75%70%65%43%42%33%32%35%29%26%28%22%20%19%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202415%ofSonyusersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands40%36%36%36%36%36%36%36%36%36%36%37%37%37%37%37%37%37%37%37%37%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%15%15%15%15%15%15%15%15%15%15%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%11%11%11%11%11%11%11%11%11%11%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%8%8%8%8%8%8%8%8%8%8%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%1%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%31%28%28%24%20%20%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSonyusersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoSonyusers56%54%56%56%53%54%45%46%45%44%43%44%42%36%34%38%45%43%36%34%33%30%31%31%29%29%30%26%26%29%HousingRisingprices/inflation/HealthandsocialsecurityPovertyEducationImmigrationEconomicsituationCrimeEnvironmentClimatechange24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManySonyusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers24%35%29%12%Categoryusers21%32%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsYouTubeismorepopularamongSonyusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand70%65%66%68%63%59%64%59%60%42%37%32%32%27%25%36%35%29%24%23%19%30%17%25%14%12%9%9%7%6%FacebookYouTubeInstagramLinkedInTikTokX(Twitter)SnapchatRedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66Sonyusers,n=564headphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024SonyuserstendtolistentopodcastsmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks78%77%76%76%72%62%71%67%67%62%64%55%55%51%43%48%44%39%45%37%30%32%31%29%30%30%27%26%24%19%11%14%13%TVDigitalvideocontentDigitalmusiccontentRadioOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SonyusersrememberhearingadsinpodcastsmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSonyusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks46%43%38%46%44%40%45%44%38%35%33%33%32%27%26%28%25%21%22%22%19%21%23%20%21%16%14%20%18%15%SearchenginesSocialmediaVideoportalsOnlinestoresWebsitesandappsofbrandsVideogamesNewslettersVideostreamingservicesPodcastsEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Sonyusersrememberadstheysawout-of-homemoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks43%36%31%42%40%39%39%36%31%38%32%32%25%20%20%24%23%21%23%21%19%18%17%16%OnadvertisingspacesOnTVDirectlyinthestoreOntheradioInprintedmagazinesBymailshot/advertisingInprinteddailyAtthemovies/cinema30Notes:Sources:onthegoandjournalsmailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Sonyusers,n=1,098headphoneusers,n