机构研究报告-荷兰智能家居产品用户分析报告：Honeywell霍尼韦尔

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&BRANDSSmarthome:HoneywellownersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofHoneywellownersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkHoneywellownersintheNetherlands(’’brandusers’’)againstDutchownersofsmarthomedevicesingeneral(’’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•KeyinsightsThemarketshareofHoneywellhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofownersofsmarthomedevicesowningHoneywell13%13%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=87-125Honeywellowners,n=696-1041ownersofsmarthomedevicesSources:ConsumerInsightsGlobalasofAugust2024HoneywellownersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofHoneywellownersandownersofsmarthomedevicesoverallisfairlysimilar.Similartoothersmarthomebrands,Honeywellhasahighshareofmaleowners.Honeywellhasalargershareofownerswithahighincomethanothersmarthomebrands.AhappyrelationshipislessimportanttoHoneywellownersthantootherownersofsmarthomedevices.FinanceandeconomyarerelativelyprevalentinterestsofHoneywellowners.MakingmusicisarelativelypopularhobbyamongHoneywellowners.Itstandsoutthat48%ofHoneywellownersthinkthatsmartappliancesintheirhomecanhelpthemsavemoney.28%ofHoneywellownersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofHoneywellownersthinkthatimmigrationisanissuethatneedstobeaddressed.LinkedInismorepopularamongHoneywellownersthantheaveragesmarthomedeviceowner.Honeywellownersrememberseeingadsonsocialmediamoreoftenthanotherownersofsmarthomedevices.Honeywellownersaremorelikelytoliveinmedium-sizedtownsthanownersofsmarthomedevicesingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofHoneywellownersandownersofsmarthomedevicesoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers27%36%29%7%Categoryusers25%36%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Similartoothersmarthomebrands,HoneywellhasahighshareofmaleownersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers59%41%Categoryusers55%45%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofHoneywellownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands35%38%38%34%27%26%15%16%17%13%11%10%0%2%3%4%5%4%0%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HoneywellhasalargershareofownerswithahighincomethanothersmarthomebrandsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers48%28%23%Categoryusers41%31%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherownersofsmarthomedevices,HoneywellownersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive38%32%26%29%28%29%22%17%12%9%8%8%8%10%9%3%1%1%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Honeywellownersaremorelikelytoliveinmedium-sizedtownsthanownersofsmarthomedevicesingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands52%36%34%30%30%22%23%24%20%13Notes:Sources:12%11%6%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20243%ofHoneywellownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers3%94%3%Categoryusers8%88%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipislessimportanttoHoneywellownersthantootherownersofsmarthomedevicesConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands52%54%55%58%55%47%41%39%41%38%42%37%33%34%28%27%21%18%25%21%18%16%16%18%15%11%9%12%10%11%HavingagoodtimeAhappyrelationshipSafetyandsecurityAnhonestandrespectablelifeMakingmyowndecisionsTobesuccessfulLearningnewthingsSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofHoneywellownersConsumerlifestyle:maininterestsTop10interestsofHoneywellownersintheNetherlands56%47%47%51%49%52%50%49%50%44%32%26%34%33%28%37%33%33%31%38%37%35%31%35%31%28%30%28%28%22%TravelMovies,TVshowsFood&diningFinance&economyScience&technologySportsHealth&fitnessHome&gardenVehicles&mobilityHistory17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024MakingmusicisarelativelypopularhobbyamongHoneywellownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofHoneywellownersintheNetherlands42%40%39%41%30%31%35%26%34%38%37%33%31%27%31%32%32%32%34%38%29%29%26%26%26%TravelingOutdooractivities19%Tech/computersCooking/bakingDoingsportsandfitness19%17%14%13%PetsReadingVideogamingMakingmusicPhotography18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HoneywellownersaremorelikelytogodancingthanotherownersofsmarthomedevicesConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofHoneywellownersintheNetherlands22%18%18%14%15%16%15%12%11%15%9%9%14%7%6%12%5%5%12%9%7%7%4%4%6%7%5%4%3%3%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingDancingCyclingSoccerTennisYoga/pilatesBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=50Honeywellowners,n=992ownersofsmarthomedevices,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024HoneywellownersaremorelikelytofollowcyclingthanotherownersofsmarthomedevicesConsumerlifestyle:sportsfollowedTop10sportsfollowedbyHoneywellownersintheNetherlands27%25%22%14%9%9%9%8%7%7%4%4%7%8%5%7%6%4%6%9%7%6%3%3%5%6%5%1%3%2%SoccerCyclingTennisAthletics(track&field)BoxingMixedMartialArtsMotorsportsWintersportsBasketballAmericanfootball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=31Honeywellowners,n=992ownersofsmarthomedevices,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardssmarthome•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat48%ofHoneywellownersthinkthatsmartappliancesintheirhomecanhelpthemsavemoneyConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands48%46%43%38%35%24%28%28%22%22%20%22%20%19%17%SmartappliancesandHomesafetyisespeciallyMakingmyhomeIt’stooexpensivetoIamworriedthatdevicesinmyhomecanhelpmesavemoneyimportanttomeenvironmentallyfriendlyisimportanttomeconvertmyhomeintoaSmartHomepeoplecanspyonmethroughmydevices22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202428%ofHoneywellownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands41%37%26%29%24%27%27%31%18%14%15%8%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofHoneywellownersthinkthatimmigrationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoHoneywellowners52%52%56%53%51%54%49%44%43%37%45%45%35%34%33%33%42%44%35%32%34%28%26%26%32%27%31%27%25%29%HousingRisingprices/inflation/ImmigrationHealthandsocialsecurityEconomicsituationPovertyEducationEnvironmentCrimeClimatechange24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherownersofsmarthomedevices,HoneywellownerstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers16%32%44%8%Categoryusers17%32%38%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints36%36%LinkedInismorepopularamongHoneywellownersthantheaveragesmarthomedeviceownerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand67%66%66%65%61%60%56%54%59%48%43%32%35%33%26%25%28%23%25%26%21%19%17%11%9%7%3%1%FacebookInstagramYouTubeLinkedInTikTokSnapchatX(Twitter)RedditbyteBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=46Honeywellowners,n=508ownersofsmarthomedevices,n=6058allrespondentsConsumerInsightsGlobalasofAugust202465%47%36%HoneywellownerstendtolistentodigitalmusiccontentmoreoftenthanownersofsmarthomedevicesingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks77%77%76%74%72%70%71%64%62%62%55%55%43%49%45%39%44%30%38%32%29%31%30%27%24%26%19%16%14%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HoneywellownersrememberseeingadsonsocialmediamoreoftenthanotherownersofsmarthomedevicesMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereHoneywellownersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks56%44%40%40%33%38%33%42%38%38%34%41%38%26%27%26%19%16%25%25%19%24%24%20%23%13%10%23%25%21%SocialmediaWebsitesandappsOnlinestoresVideoportalsSearchenginesMusicportalsNewslettersVideostreamingservicesBlogs/forumsVideogames29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=95Honeywellowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Honeywellownersrememberadstheysawout-of-homemoreoftenthanotherownersofsmarthomedevicesMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks45%40%39%42%32%31%38%36%32%35%34%31%34%25%