机构研究报告-荷兰智能家居产品用户分析报告：Ring

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:RingownersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofRingownersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkRingownersintheNetherlands(’’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•KeyinsightsThemarketshareofRinghasgrowncomparedto2021Q3Managementsummary:brandusagetimelineTimelineofownersofsmarthomedevicesowningRing11%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%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%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%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%52021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=40-108Ringowners,n=620-1041ownersofsmarthomedevicesSources:ConsumerInsightsGlobalasofAugust2024RingownersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints32%ofRingownersareMillennials.53%ofRingownersaremale.Ringhasalargershareofownerswithahighincomethanothersmarthomebrands.Ringownersaremorelikelytoliveinruralcommunitiesthanownersofsmarthomedevicesingeneral.LearningnewthingsislessimportanttoRingownersthantootherownersofsmarthomedevices.HistoryisarelativelyprevalentinterestofRingowners.OutdooractivitiesarearelativelypopularhobbyamongRingowners.Itstandsoutthat55%ofRingownersthinkthathomesafetyisespeciallyimportant.24%ofRingownersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofRingownersthinkthatclimatechangeisanissuethatneedstobeaddressed.LinkedInismorepopularamongRingownersthantheaveragesmarthomedeviceowner.Ringownersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotherownersofsmarthomedevices.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+32%ofRingownersareMillennialsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers25%32%32%10%Categoryusers25%36%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202453%ofRingownersaremaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers53%47%Categoryusers55%45%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofRingownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%38%36%31%27%26%13%16%17%13%11%10%0%2%3%6%5%4%2%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024RinghasalargershareofownerswithahighincomethanothersmarthomebrandsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers59%23%18%Categoryusers41%31%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherownersofsmarthomedevices,RingownersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive39%34%29%28%32%29%22%17%11%6%8%8%4%1%1%6%10%9%1%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024RingownersaremorelikelytoliveinruralcommunitiesthanownersofsmarthomedevicesingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands41%36%34%30%30%18%19%23%24%22%13Notes:Sources:12%11%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202411%ofRingownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers11%83%6%Categoryusers8%88%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoRingownersthantootherownersofsmarthomedevicesConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands62%58%52%55%55%55%43%38%42%43%41%41%33%30%34%21%21%16%18%18%18%14%21%18%10%11%9%6%10%11%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeSafetyandsecurityMakingmyowndecisionsTobesuccessfulSocialjusticeLearningnewthingsAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HistoryisarelativelyprevalentinterestofRingownersConsumerlifestyle:maininterestsTop10interestsofRingownersintheNetherlands56%52%50%53%49%50%53%47%47%46%38%37%43%35%35%40%30%28%39%33%28%37%37%33%33%29%27%33%28%22%Food&diningMovies,TVshowsTravelHealth&fitnessHome&gardenHistoryScience&technologySportsFamily&parentingVehicles&mobility17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024OutdooractivitiesarearelativelypopularhobbyamongRingownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofRingownersintheNetherlands48%40%39%44%32%32%44%30%31%43%38%37%42%32%31%41%34%38%39%31%27%37%31%32%28%29%26%27%23%22%TravelingSocializingOutdooractivitiesCooking/bakingShoppingReadingDoingsportsandfitnessPetsVideogamingBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024RingownersaremorelikelytogoswimmingordivingthanotherownersofsmarthomedevicesConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofRingownersintheNetherlands22%21%14%16%18%18%19%18%16%12%11%9%9%9%7%11%5%5%10%7%5%9%7%6%5%3%3%4%3%3%HikingFitness,aerobics,cardioRunning/joggingSwimming/DivingSoccerCyclingYoga/pilatesDancingBadmintonBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=63Ringowners,n=992ownersofsmarthomedevices,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024RingownersaremorelikelytofollowsoccerthanotherownersofsmarthomedevicesConsumerlifestyle:sportsfollowedTop10sportsfollowedbyRingownersintheNetherlands31%27%25%13%9%9%10%6%4%10%9%7%8%8%5%8%8%7%4%3%2%4%6%5%3%4%4%2%3%3%SoccerCyclingMixedMartialArtsMotorsportsBoxingTennisAmericanfootballBasketballAthletics(track&field)Wintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=40Ringowners,n=992ownersofsmarthomedevices,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardssmarthome•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat55%ofRingownersthinkthathomesafetyisespeciallyimportantConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands55%43%35%45%38%24%31%28%22%17%20%22%16%19%17%HomesafetyisespeciallySmartappliancesandMakingmyhomeIt’stooexpensivetoIamworriedthatimportanttomedevicesinmyhomecanenvironmentallyfriendlyconvertmyhomepeoplecanspyonmehelpmesavemoneyisimportanttomeintoaSmartHomethroughmydevices22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofRingownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands38%41%37%31%23%24%27%19%18%19%2314%8%1%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofRingownersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoRingowners56%53%54%52%53%56%45%44%43%45%42%45%42%41%44%39%32%31%39%34%33%37%27%29%36%35%34%33%26%26%Risingprices/inflation/HousingImmigrationHealthandsocialsecurityPovertyCrimeEconomicsituationClimatechangeEducationEnvironmentcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202442%ofRingownershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers16%31%42%12%Categoryusers17%32%38%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints61%36%36%26%21%LinkedInismorepopularamongRingownersthantheaveragesmarthomedeviceownerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand71%60%69%66%66%61%56%59%49%46%32%35%39%25%32%27%23%25%19%17%11%9%12%8%6%InstagramFacebookYouTubeLinkedInTikTokSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=59Ringowners,n=508ownersofsmarthomedevices,n=6058allrespondentsConsumerInsightsGlobalasofAugust202465%47%30%RingownerstendtolistentotheradiomoreoftenthanownersofsmarthomedevicesingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks80%77%76%76%73%70%72%64%62%62%55%56%43%49%45%39%40%36%40%36%32%30%27%29%29%26%19%19%14%13%TVRadioDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024RingownersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotherownersofsmarthomedevicesMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereRingownersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks52%44%40%46%33%26%45%41%38%42%42%38%37%33%27%30%25%19%28%24%20%27%25%21%19%20%19%16%15%14%SocialmediaWebsitesandappsSearchenginesVideoportalsOnlinestoresNewslettersVideostreamingservicesVideogamesEditorialwebsitesPodcastsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=108Ringowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024RingownersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotherownersofsmarthomedevicesMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks38%36%32%36%40%39%35%34%31%34%32%31%28%27%25%25%21%20%21%19%21%20%17%16%OntheradioOnTVDirectlyinthestoreOnadvertisingspacesInprint