机构研究报告-荷兰头戴耳机用户分析报告：美国Bose

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:BoseusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBoseusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBoseusersintheNetherlands(’’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•KeyinsightsThemarketshareofBosehasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingBose9%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%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%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62-87Boseusers,n=1001-1098headphoneusersSources:ConsumerInsightsGlobalasofAugust2024BoseusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsBoseismorepopularamongMillennialsthanotherheadphonebrands.Comparedtootherheadphonebrands,Bosehasarelativelyhighshareofmaleusers.Bosehasalargershareofuserswithahighincomethanotherheadphonebrands.MakingtheirowndecisionsismoreimportanttoBoseusersthantootherheadphoneusers.HealthandfitnessarerelativelyprevalentinterestsofBoseusers.SportsandfitnessarerelativelypopularhobbiesamongBoseusers.Itstandsoutthat38%ofBoseuserswantthebestaudioandcinematicexperienceonalldevices.13%ofBoseusersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofBoseusersthinkthatunemploymentisanissuethatneedstobeaddressed.RedditismorepopularamongBoseusersthantheaverageheadphoneuser.Boseusersrememberseeingadsonsearchengineslessoftenthanotherheadphoneusers.Boseusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+BoseismorepopularamongMillennialsthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers24%46%26%4%Categoryusers26%34%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootherheadphonebrands,BosehasarelativelyhighshareofmaleusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers63%37%Categoryusers56%44%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBoseusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands36%38%37%32%30%26%9%15%17%15%12%10%1%1%3%3%5%4%3%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BosehasalargershareofuserswithahighincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers55%20%25%Categoryusers39%32%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202428%ofBoseusersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive30%28%28%28%29%22%20%22%24%7%7%8%10%11%9%6%3%1%1%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024BoseusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands44%29%35%34%32%30%13Notes:Sources:23%24%22%12%10%4%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202412%ofBoseusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers12%88%0%Categoryusers10%87%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsismoreimportanttoBoseusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands59%57%55%52%55%47%41%42%46%41%40%41%41%34%34%24%19%18%15%20%18%17%18%13%9%9%9%6%9%11%AhappyrelationshipAnhonestandrespectablelifeHavingagoodtimeSafetyandsecurityMakingmyowndecisionsTobesuccessfulLearningnewthingsSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HealthandfitnessarerelativelyprevalentinterestsofBoseusersConsumerlifestyle:maininterestsTop10interestsofBoseusersintheNetherlands62%56%50%57%53%50%50%49%47%49%40%37%38%38%28%38%37%33%37%32%26%32%34%28%34%32%35%28%23%25%Movies,TVshowsFood&diningTravelHealth&fitnessScience&technologySportsFinance&economyHistoryHome&gardenFashion&beauty&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SportsandfitnessarerelativelypopularhobbiesamongBoseusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBoseusersintheNetherlands44%37%37%43%31%27%41%41%39%35%33%32%32%32%31%31%39%38%31%26%19%30%31%31%28%26%22%28%31%26%Cooking/bakingDoingsportsandfitnessTravelingSocializingOutdooractivitiesReadingTech/computersShoppingBoardgames/cardgamesVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Boseusersaremorelikelytodofitness,aerobics,cardiothanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBoseusersintheNetherlands29%20%18%18%17%16%13%9%7%12%13%11%12%9%9%9%7%5%7%5%5%7%6%6%7%5%4%4%3%3%Fitness,aerobics,cardioHikingSoccerRunning/joggingSwimming/DivingYoga/pilatesCyclingDancingTennisBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=36Boseusers,n=1098headphoneusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024BoseusersaremorelikelytofollowtennisthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBoseusersintheNetherlands28%24%25%15%12%12%12%9%7%9%9%7%4%8%7%7%7%5%6%3%2%6%3%3%4%4%4%4%6%5%SoccerTennisCyclingMixedMartialArtsMotorsportsBoxingAmericanfootballWintersportsAthletics(track&field)Basketball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=26Boseusers,n=1098headphoneusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat38%ofBoseuserswantthebestaudioandcinematicexperienceonalldevicesConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands63%70%65%43%42%33%41%35%29%38%28%22%18%19%15%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202413%ofBoseusersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands40%40%37%28%28%24%31%19%20%13%11%8%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBoseusersthinkthatunemploymentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoBoseusers54%56%54%46%54%56%46%45%43%44%40%44%38%34%33%37%45%43%36%32%34%31%30%29%30%31%31%28%22%21%Risingprices/inflation/HealthandsocialsecurityHousingPovertyEconomicsituationImmigrationEducationClimatechangeCrimeUnemploymentcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,BoseuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers25%22%43%10%Categoryusers21%32%34%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints23%12%37%66%RedditismorepopularamongBoseusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand67%64%60%65%63%58%58%59%44%32%39%36%35%33%30%25%31%19%27%22%25%22%9%11%4%2%27Notes:Sources:InstagramFacebookYouTubeLinkedInTikTokSnapchatX(Twitter)RedditFlickrBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=36Boseusers,n=564headphoneusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202431%BoseuserstendtoreadmagazinesmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks75%77%76%75%72%62%74%67%60%62%64%55%50%44%39%49%51%43%41%29%35%30%27%32%37%30%25%24%19%19%14%13%TVDigitalvideocontentDigitalmusiccontentRadioMovies/cinemaOnlinenewswebsitesMagazinesDailynewspapersPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BoseusersrememberseeingadsonsearchengineslessoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBoseusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks54%44%40%44%44%38%34%32%26%29%21%16%29%43%38%28%33%27%28%25%21%19%22%19%18%18%15%18%23%20%SocialmediaVideoportalsWebsitesandappsofbrandsMusicportalsSearchenginesOnlinestoresVideogamesNewslettersEditorialwebsitesandappsVideostreamingservices29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BoseusersrememberadstheygotbymaillessoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks38%36%31%35%32%32%35%40%39%34%36%31%26%20%20%22%21%19%15%23%21%12%17%16%OnadvertisingspacesOntheradioOnTVDirectlyinthestoreInprintedmagazinesInprinteddailyBymailshot/advertisingAtthemovies/cinema30Notes:Sources:onthegoandjournalsnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=68Boseusers,n=1,098headphoneusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024mail•

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