机构研究报告-意大利头戴耳机用户分析报告：Philips飞利浦

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:PhilipsusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofPhilipsusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkPhilipsusersinItaly(’’brandusers’’)againstItalianheadphoneusersingeneral(’’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•KeyinsightsThemarketshareofPhilipshasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingPhilips9%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%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=67-130Philipsusers,n=1309-1509headphoneusersSources:ConsumerInsightsGlobalasofAugust2024PhilipsusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsPhilipsismorepopularamongGenerationZthanotherheadphonebrands.ThereisafairlyevensplitofmaleandfemalePhilipsusers.PhilipshasalargershareofuserswithalowincomethanotherheadphoneAhappyrelationshipislessimportanttoPhilipsusersthantootherheadphoneusers.FoodanddiningarerelativelyprevalentinterestsofPhilipsusers.ShoppingisarelativelypopularhobbyamongPhilipsusers.Itstandsoutthat26%ofPhilipsuserssaythatelectronicsareastatussymbolforthem.25%ofPhilipsusersareinnovatorsorearlyadoptersofnewproducts.TheeconomicsituationisofparticularconcerntoPhilipsusers.SnapchatismorepopularamongPhilipsusersthantheaverageheadphoneuser.Philipsusersrememberseeingadsinvideoportalsmoreoftenthanotherheadphoneusers.brands.Philipsusersaremorelikelytoliveinsmalltownsthanheadphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+PhilipsismorepopularamongGenerationZthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersinItalyBrandusers30%28%36%7%Categoryusers23%32%35%9%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemalePhilipsusersDemographicprofile:genderGenderofconsumersinItalyBrandusers51%49%Categoryusers52%48%Allrespondents50%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202414%ofPhilipsusershavealowersecondaryeducationDemographicprofile:educationConsumer’slevelofeducationinItaly29%29%29%14%14%20%20%17%18%16%21%19%18%3%3%5%7%9%1%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024PhilipshasalargershareofuserswithalowincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers35%26%39%Categoryusers40%30%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,PhilipsusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive​39%31%33%26%26%19%21%20%23%13%13%8%4%5%6%1%3%2%1%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024PhilipsusersaremorelikelytoliveinsmalltownsthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly30%30%32%24%24%25%22%22%21%9%11%11%13%13%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20249%ofPhilipsusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers9%79%12%Categoryusers7%86%7%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•Sportsfollowed12%14%AhappyrelationshipislessimportanttoPhilipsusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly57%60%53%54%49%42%41%35%36%39%35%31%33%33%31%30%27%27%26%21%22%17%17%16%17%7%9%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityLearningnewthingsMakingmyowndecisionsHavingagoodtimeSocialjusticeTraditionsTobesuccessfulAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FoodanddiningarerelativelyprevalentinterestsofPhilipsusersConsumerlifestyle:maininterestsTop10interestsofPhilipsusersinItaly70%60%56%64%62%55%61%56%49%55%47%42%53%47%43%47%48%40%38%38%32%38%34%31%34%36%31%34%29%29%Food&diningTravelMovies,TVshowsSportsHealth&fitnessScience&technologyArts&literatureFashion&beautyHistoryHome&garden17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongPhilipsusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofPhilipsusersinItaly54%53%50%51%46%43%40%35%42%35%43%46%43%30%28%39%36%32%39%32%26%38%31%27%36%39%36%31%32%35%ReadingOutdooractivitiesDoingsportsandfitnessTravelingShoppingPetsVideogamingSocializingTech/computersCooking/baking18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024PhilipsusersaremorelikelytogorunningorjoggingthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofPhilipsusersinItaly37%23%26%19%19%15%18%13%10%17%10%8%16%13%11%16%14%13%16%8%5%16%11%9%13%6%4%11%10%8%Running/joggingFitness,aerobics,cardioHikingSwimming/DivingCyclingSoccerVolleyball/BeachVolleyballYoga/pilatesDancingTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=52Philipsusers,n=1346headphoneusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024PhilipsusersaremorelikelytofollowtennisthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyPhilipsusersinItaly38%38%34%32%21%19%20%13%11%14%15%12%14%14%12%11%9%8%9%10%10%9%4%4%9%12%10%9%6%5%SoccerTennisBasketballMotorsportsVolleyballSwimming/divingAthletics(track&field)BoxingCyclingGymnastics20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=42Philipsusers,n=1346headphoneusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat26%ofPhilipsuserssaythatelectronicsareastatussymbolforthemConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinItaly55%57%51%43%46%40%33%32%27%26%21%18%25%32%27%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallElectronicsareastatussymbolformeIbuynewelectronics,evenwhenmyoldmodelstillworks22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202425%ofPhilipsusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly49%51%46%21%17%12%13%17%18%16%15%19%4%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024TheeconomicsituationisofparticularconcerntoPhilipsusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoPhilipsusers62%58%54%55%57%53%50%49%46%54%50%50%47%47%43%46%44%39%46%47%44%45%45%41%41%42%39%41%42%38%EconomicsituationUnemploymentHealthandsocialsecurityRisingprices/inflation/CrimeEducationPovertyClimatechangeEnvironmentImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202434%ofPhilipsusershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers18%30%34%17%Categoryusers26%26%31%17%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints66%26%SnapchatismorepopularamongPhilipsusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand84%76%69%76%73%71%61%62%43%42%37%35%20%30%21%19%22%21%18%16%16%12%7%6%8%8%6%5%27Notes:Sources:InstagramYouTubeFacebookTikTokLinkedInX(Twitter)SnapchatTwitchBeReal.BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=37Philipsusers,n=696headphoneusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024PhilipsuserstendtoreadmagazinesmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks87%90%87%82%74%64%63%61%63%63%58%48%57%53%41%46%39%35%38%30%29%33%33%31%30%33%25%24%24%18%22%16%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentMovies/cinemaMagazinesDailynewspapersPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024PhilipsusersrememberseeingadsinvideoportalsmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswherePhilipsusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks58%48%40%45%44%39%37%43%34%37%37%29%29%29%23%28%29%26%25%23%18%24%17%14%22%21%18%18%21%16%VideoportalsSearchenginesSocialmediaVideostreamingservicesWebsitesandappsOnlinestoresVideogamesNewslettersEditorialwebsitesMusicportalsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024PhilipsusersrememberadstheygotbymailmoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks71%68%65%43%34%29%41%38%33%26%20%19%26%23%20%22%29%26%22%30%30%14%20%19%OnTVBymailshot/OnadvertisingInprintedAtthemoviesDirectlyinOntheInprintedadvertisingspacesmagazines/cinemathestoreradiodaily30Notes:Sources:mailonthegoandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=76Philipsusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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