机构研究报告-荷兰智能家居产品用户分析报告：IKEA宜家

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:IKEAownersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofIKEAownersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkIKEAownersintheNetherlands(’’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•KeyinsightsThemarketshareofIKEAhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofownersofsmarthomedevicesowningIKEA10%10%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%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%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=48-97IKEAowners,n=696-1041ownersofsmarthomedevicesSources:ConsumerInsightsGlobalasofAugust2024IKEAownersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsIKEAismorepopularamongGenerationZthanothersmarthomebrands.Comparedtoothersmarthomebrands,IKEAhasarelativelyhighshareofmaleowners.IKEAhasalargershareofownerswithahighincomethanothersmarthomebrands.34%ofIKEAownersliveinlargecities.LearningnewthingsismoreimportanttoIKEAownersthantootherownersofsmarthomedevices.IKEAownersaremoreinterestedinpolitics,societyandcurrentworldeventsthanotherownersofsmarthomedevices.TechorcomputersarerelativelypopularhobbiesamongIKEAowners.Itstandsoutthat46%ofIKEAownersthinkthatsmartappliancesintheirhomecanhelpthemsavemoney.26%ofIKEAownersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofIKEAownersthinkthatclimatechangeisanissuethatneedstobeaddressed.InstagramismorepopularamongIKEAownersthantheaveragesmarthomedeviceowner.IKEAownersrememberhearingadsinpodcastsmoreoftenthanotherownersofsmarthomedevices.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+IKEAismorepopularamongGenerationZthanothersmarthomebrandsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers31%35%25%8%Categoryusers25%36%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtoothersmarthomebrands,IKEAhasarelativelyhighshareofmaleownersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers60%40%Categoryusers55%45%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofIKEAownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%38%35%27%26%22%23%16%17%13%11%10%1%2%3%4%5%4%2%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024IKEAhasalargershareofownerswithahighincomethanothersmarthomebrandsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers56%22%22%Categoryusers41%31%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherownersofsmarthomedevices,IKEAownersarerelativelylikelytoliveinasingleparenthouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive34%32%26%29%28%29%22%17%15%13%8%8%7%10%9%1%1%1%4%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202434%ofIKEAownersliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands36%36%34%34%30%30%21%23%24%9%11%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202411%ofIKEAownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers11%85%3%Categoryusers8%88%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsismoreimportanttoIKEAownersthantootherownersofsmarthomedevicesConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands57%58%52%55%54%55%41%36%41%32%28%38%42%33%28%34%21%18%23%21%18%19%16%18%16%11%9%6%10%11%AhappyrelationshipHavingagoodtimeSafetyandsecurityLearningnewthingsAnhonestandrespectablelifeMakingmyowndecisionsTobesuccessfulSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024IKEAownersaremoreinterestedinpolitics,societyandcurrentworldeventsthanotherownersofsmarthomedevicesConsumerlifestyle:maininterestsTop10interestsofIKEAownersintheNetherlands51%47%47%52%50%50%49%49%50%40%37%33%38%32%26%38%35%35%38%33%28%38%35%37%34%28%28%32%29%27%TravelFood&diningMovies,TVshowsSportsFinance&economyHome&gardenScience&technologyHealth&fitnessPolitics&societyandcurrentFamily&parenting&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongIKEAownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofIKEAownersintheNetherlands44%34%38%41%38%37%38%32%32%38%26%35%29%26%34%40%39%27%32%31%27%26%31%27%26%31%32%19%19%17%ReadingCooking/bakingSocializingTech/computersVideogamingTravelingShoppingPhotographyDoingsportsandfitnessPets18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofIKEAownersplaybasketballConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofIKEAownersintheNetherlands18%18%16%14%13%13%9%9%7%8%7%6%7%9%9%6%6%5%5%6%7%5%5%5%12%11%3%3%3%3%Fitness,aerobics,cardioHikingSoccerDancingSwimming/DivingBasketballCyclingYoga/pilatesBadmintonRunning/jogging19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=33IKEAowners,n=992ownersofsmarthomedevices,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024IKEAownersaremorelikelytofollowbasketballthanotherownersofsmarthomedevicesConsumerlifestyle:sportsfollowedTop10sportsfollowedbyIKEAownersintheNetherlands29%27%25%13%11%9%9%6%5%8%6%4%8%8%7%7%8%5%7%9%7%4%4%4%3%3%3%1%3%2%20Notes:Sources:SoccerCyclingBasketballMixedTennisBoxingMotorsportsAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=38IKEAowners,n=992ownersofsmarthomedevices,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardssmarthome•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat46%ofIKEAownersthinkthatsmartappliancesintheirhomecanhelpthemsavemoneyConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands46%44%43%38%35%34%24%28%22%27%20%22%19%19%17%SmartappliancesandHomesafetyisespeciallyMakingmyhomeIt’stooexpensivetoIamworriedthatdevicesinmyhomecanhelpmesavemoneyimportanttomeenvironmentallyfriendlyisimportanttomeconvertmyhomeintoaSmartHomepeoplecanspyonmethroughmydevices22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202426%ofIKEAownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands41%37%32%31%26%24%26%27%14%16%18%8%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofIKEAownersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoIKEAowners52%55%56%53%53%54%38%45%45%42%36%44%35%44%43%33%27%29%33%34%33%35%33%34%26%26%26%24%32%31%HousingRisingprices/inflation/HealthandsocialsecurityPovertyImmigrationClimatechangeEconomicsituationEducationEnvironmentCrime24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyIKEAownershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers19%43%29%9%Categoryusers17%32%38%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints61%36%23%11%InstagramismorepopularamongIKEAownersthantheaveragesmarthomedeviceownerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand73%66%60%66%66%63%56%59%47%32%40%36%35%32%25%29%26%25%26%21%19%21%9%8%5%2%InstagramFacebookYouTubeLinkedInTikTokSnapchatX(Twitter)RedditFlickrBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=62IKEAowners,n=508ownersofsmarthomedevices,n=6058allrespondentsConsumerInsightsGlobalasofAugust202436%45%30%IKEAownerstendtolistentopodcastsmoreoftenthanownersofsmarthomedevicesingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks86%70%62%77%77%76%67%62%55%63%65%64%57%56%30%39%45%47%43%40%27%35%32%29%32%26%19%17%14%13%DigitalvideocontentTVDigitalmusiccontentRadioPodcastsMovies/cinemaOnlinenewswebsitesDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024IKEAownersrememberhearingadsinpodcastsmoreoftenthanotherownersofsmarthomedevicesMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereIKEAownersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks48%42%38%47%41%38%36%44%40%32%24%20%31%33%27%30%25%19%29%33%26%28%20%15%27%16%14%25%25%21%VideoportalsSearchenginesSocialmediaVideostreamingservicesOnlinestoresNewslettersWebsitesandappsEditorialwebsitesPodcastsVideogames29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=96IKEAowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024IKEAownersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherownersofsmarthomedevicesMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks48%40%39%33%32%31%33%36%32%29%17%16%28%34%31%25%25%21%25%21%19%23%21%20%OnTVOnadvertisingspacesOntheradioAtthemov