机构研究报告-意大利平板电脑用户分析报告：Lenovo联想

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&BRANDSLaptops:LenovoownersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLenovoownersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLenovoownersinItaly(’’brandusers’’)againstItalianlaptopownersingeneral(’’categoryusers’’),andtheoverallItalianconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingItaly)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofLenovohasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedLenovo19%19%19%19%18%17%18%17%18%17%18%17%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%17%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%18%18%18%17%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=186-226Lenovoowners,n=1080-1207laptopownersSources:ConsumerInsightsGlobalasofAugust2024LenovoownersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints39%ofLenovoownersarepartofGenerationX.Lenovohasmoremalethanfemaleowners.Lenovohasalargershareofownerswithahighincomethanotherlaptopbrands.LenovoownersaremorelikelytoliveinSafetyandsecurityismoreimportanttoLenovoownersthantootherlaptopowners.Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofLenovoowners.TechorcomputersarerelativelypopularhobbiesamongLenovoowners.Itstandsoutthat37%ofLenovoownersbuynewelectronics,evenwhentheiroldmodelstillworks.19%ofLenovoownersarelaggardswhenitcomestoinnovationadoption.ArelativelyhighshareofLenovoownersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.LinkedInismorepopularamongLenovoownersthantheaveragelaptopowner.Lenovoownersrememberseeingadsinvideoportalsmoreoftenthanotherlaptopowners.citieswithover1millioninhabitantsthanlaptopownersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+39%ofLenovoownersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinItalyBrandusers22%32%39%8%Categoryusers24%32%36%9%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024LenovohasmoremalethanfemaleownersDemographicprofile:genderGenderofconsumersinItalyBrandusers55%45%Categoryusers51%49%Allrespondents50%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TheeducationlevelofLenovoownersandlaptopownersaresimilarDemographicprofile:educationConsumer’slevelofeducationinItaly30%31%29%22%19%20%17%18%16%22%21%18%9%5%3%3%Noformal5%3%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%3%3%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024LenovohasalargershareofownerswithahighincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers48%31%21%Categoryusers42%32%27%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,LenovoownersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive​36%33%33%30%28%21%23%17%17%12%13%8%4%5%6%2%2%2%2%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Lenovoownersaremorelikelytoliveincitieswithover1millioninhabitantsthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly31%32%28%20%22%24%23%22%21%18%14%10%11%11%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20244%ofLenovoownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers4%92%4%Categoryusers7%88%5%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityismoreimportanttoLenovoownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly57%55%60%53%50%54%38%33%36%37%33%31%37%37%31%29%27%27%21%22%22%17%15%17%13%14%10%7%8%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsLearningnewthingsHavingagoodtimeSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofLenovoownersConsumerlifestyle:maininterestsTop10interestsofLenovoownersinItaly65%64%55%62%60%56%58%57%49%57%52%40%52%47%42%48%40%34%47%48%43%41%40%32%39%38%31%35%34%26%TravelFood&diningMovies,TVshowsScience&technologySportsPolitics&societyandcurrentHealth&fitnessArts&literatureHistoryFinance&economy17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongLenovoownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLenovoownersinItaly52%52%46%50%42%31%48%49%43%45%41%35%40%37%35%39%39%35%38%35%32%37%30%27%31%30%28%29%32%26%TravelingTech/computersReadingOutdooractivitiesCooking/bakingDoingsportsandfitnessPetsSocializingShoppingVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofLenovoownersgorunningorjoggingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLenovoownersinItaly26%22%22%19%18%15%15%14%10%15%11%8%12%11%11%12%9%8%12%11%9%10%7%9%14%13%8%5%4%2%Running/joggingFitness,aerobics,cardioHikingTennisCyclingSwimming/DivingYoga/pilatesVolleyball/BeachVolleyballSoccerWintersports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=113Lenovoowners,n=1126laptopowners,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownersaremorelikelytofollowsoccerthanotherlaptopownersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLenovoownersinItaly43%38%34%22%22%19%18%16%12%16%14%12%15%13%11%14%13%10%10%10%10%9%9%8%9%6%4%6%6%5%20Notes:Sources:SoccerTennisMotorsportsVolleyballBasketballCyclingAthleticsSwimming(track&field)/divingBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=106Lenovoowners,n=1126laptopowners,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsGymnasticsCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat37%ofLenovoownersbuynewelectronics,evenwhentheiroldmodelstillworksConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinItaly57%57%51%50%46%40%37%32%27%36%33%27%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromall19%18%18%Electronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202419%ofLenovoownersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly48%51%44%17%17%16%17%18%19%16%19%12%3%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofLenovoownersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoLenovoowners60%60%54%60%57%50%57%49%46%53%55%53%51%47%43%51%45%39%48%46%41%46%42%38%45%42%39%45%47%44%EconomicsituationRisingprices/inflation/HealthandsocialsecurityUnemploymentCrimeEducationClimatechangeImmigrationEnvironmentPoverty24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LenovoownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers28%22%31%19%Categoryusers27%26%30%17%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsLinkedInismorepopularamongLenovoownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand71%72%72%69%69%71%63%64%61%41%39%37%34%28%20%28%22%19%23%23%18%11%7%5%10%13%8%8%6%6%27Notes:Sources:InstagramFacebookYouTubeTikTokLinkedInX(Twitter)RedditTwitchSnapchatBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=119Lenovoowners,n=585laptopowners,n=6092allrespondentsConsumerInsightsGlobalasofAugust202416%LenovoownerstendtowatchdigitalvideocontentmoreoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks89%89%87%80%73%64%65%59%48%64%61%63%57%52%41%37%37%35%36%33%25%33%32%31%29%25%28%28%29%18%14%15%TVDigitalvideocontentOnlinenewswebsitesRadioDigitalmusiccontentMovies/cinemaPodcastsDailynewspapersOnlinemagazinesMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownersrememberseeingadsinvideoportalsmoreoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLenovoownersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks55%49%40%49%43%34%47%44%39%38%35%29%36%31%26%31%29%23%28%24%18%22%21%16%20%22%18%19%18%14%VideoportalsSocialmediaSearchenginesVideostreamingservicesOnlinestoresWebsitesandappsEditorialwebsitesMusicportalsVideogamesNewsletters29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202422%22%Lenovoownersrememberadstheysawout-of-homemoreoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks71%68%65%48%38%33%38%34%29%35%29%26%33%30%30%26%20%20%19%19%18%19%OnTVOnadvertisingBymailshot/DirectlyinOntheAtthemoviesInprintedInprintedspacesadvertisingthestoreradio/cinemadailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=202Lenovoowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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