机构研究报告-荷兰智能家居产品用户分析报告：Samsung三星

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:SamsungownersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSamsungownersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSamsungownersintheNetherlands(’’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•KeyinsightsThemarketshareofSamsunghasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofownersofsmarthomedevicesowningSamsung22%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%21%21%21%20%20%20%20%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%18%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=151-215Samsungowners,n=696-1041ownersofsmarthomedevicesSources:ConsumerInsightsGlobalasofAugust2024SamsungownersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSamsungismorepopularamongGenerationZthanothersmarthomebrands.Similartoothersmarthomebrands,Samsunghasahighshareofmaleowners.Justlikeownersofsmarthomedevicesingeneral,SamsungownersareBeingsuccessfulismoreimportanttoSamsungownersthantootherownersofsmarthomedevices.Samsungownersaremorelikelytobeinterestedinvehiclesandmobilitythantheaverageconsumer.VideogamingisarelativelypopularhobbyamongSamsungowners.Itstandsoutthat44%ofSamsungownersthinkthatsmartappliancesintheirhomecanhelpthemsavemoney.49%ofSamsungownersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofSamsungownersthinkthatunemploymentisanissuethatneedstobeaddressed.InstagramismorepopularamongSamsungownersthantheaveragesmarthomedeviceowner.Samsungownersrememberseeingadsinvideogamesmoreoftenthanotherownersofsmarthomedevices.relativelylikelytohaveahighincome.OwnersofsmarthomedevicesingeneralandSamsungownersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SamsungismorepopularamongGenerationZthanothersmarthomebrandsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers31%40%23%5%Categoryusers25%36%30%10%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Similartoothersmarthomebrands,SamsunghasahighshareofmaleownersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers59%41%Categoryusers55%45%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202443%ofSamsungownershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationintheNetherlands43%38%38%27%27%26%13%16%17%11%11%10%3%2%3%4%5%4%1%1%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Justlikeownersofsmarthomedevicesingeneral,SamsungownersarerelativelylikelytohaveahighincomeDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers41%32%27%Categoryusers41%31%28%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofSamsungownersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive35%32%26%29%28%29%22%15%17%13%6%8%8%10%9%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildren1%1%1%Multi-generationalTwoormorerelatedadults3%3%3%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024OwnersofsmarthomedevicesingeneralandSamsungownersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands37%36%34%31%30%30%23%23%24%9%11%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20248%ofSamsungownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers8%89%3%Categoryusers8%88%4%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttoSamsungownersthantootherownersofsmarthomedevicesConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands55%52%55%50%58%55%38%42%37%35%41%41%30%21%18%26%33%34%23%21%18%15%10%11%14%11%9%16%14%18%HavingagoodtimeAhappyrelationshipAnhonestandrespectablelifeSafetyandsecurityTobesuccessfulMakingmyowndecisionsLearningnewthingsTraditionsAdvancingmycareerSocialjustice16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202431%30%26%SamsungownersaremorelikelytobeinterestedinvehiclesandmobilitythantheaverageconsumerConsumerlifestyle:maininterestsTop10interestsofSamsungownersintheNetherlands53%52%50%51%49%50%49%47%47%42%37%33%38%36%37%35%34%35%33%30%32%33%28%28%30%28%22%Food&diningMovies,TVshowsTravelSportsHealth&fitnessHome&gardenHistoryFinance&economyScience&technologyVehicles&mobility17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongSamsungownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSamsungownersintheNetherlands44%40%39%40%38%37%38%29%26%34%30%31%33%32%31%31%32%32%32%32%32%31%34%38%27%31%27%25%26%19%TravelingCooking/bakingVideogamingOutdooractivitiesShoppingPetsSocializingReadingDoingsportsandfitnessTech/computers18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSamsungownersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSamsungownersintheNetherlands18%18%15%15%14%16%15%12%11%13%9%13%9%9%7%8%7%6%7%7%5%6%5%5%5%Fitness,aerobics,cardioHikingRunning/joggingSoccerSwimming/DivingDancingYoga/pilates3%3%3%3%3%CyclingBasketballBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=81Samsungowners,n=992ownersofsmarthomedevices,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownersaremorelikelytofollowbasketballthanotherownersofsmarthomedevicesConsumerlifestyle:sportsfollowedTop10sportsfollowedbySamsungownersintheNetherlands31%27%25%10%6%5%10%8%5%9%8%7%7%9%9%7%6%4%5%4%4%5%9%7%3%3%2%3%3%3%SoccerBasketballBoxingTennisCyclingMixedMartialArtsAthletics(track&field)MotorsportsAmericanfootballWintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=76Samsungowners,n=992ownersofsmarthomedevices,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardssmarthome•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat44%ofSamsungownersthinkthatsmartappliancesintheirhomecanhelpthemsavemoneyConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheNetherlands48%43%44%35%38%24%28%28%22%23%20%22%22%19%17%HomesafetyisespeciallySmartappliancesandMakingmyhomeIt’stooexpensivetoIamworriedthatimportanttomedevicesinmyhomecanenvironmentallyfriendlyconvertmyhomepeoplecanspyonmehelpmesavemoneyisimportanttomeintoaSmartHomethroughmydevices22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=2,027allrespondentsSources:ConsumerInsightsGlobalasofAugust202449%ofSamsungownersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands49%41%37%31%24%22%27%18%14%14%13%8%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSamsungownersthinkthatunemploymentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoSamsungowners53%52%54%45%52%56%45%44%43%45%42%45%42%41%44%37%35%34%34%34%33%33%32%31%32%22%21%26%23%22%Risingprices/inflation/HousingImmigrationHealthandsocialsecurityPovertyEducationEconomicsituationCrimeUnemploymentFoodandwatersecuritycostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202440%ofSamsungownershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers13%31%40%15%Categoryusers17%32%38%14%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints61%56%36%InstagramismorepopularamongSamsungownersthantheaveragesmarthomedeviceownerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand75%60%69%66%66%65%59%48%35%33%26%25%36%31%32%26%21%19%23%24%25%18%8%6%14%11%9%InstagramFacebookYouTubeTikTokSnapchatLinkedInX(Twitter)TwitchRedditBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=97Samsungowners,n=508ownersofsmarthomedevices,n=6058allrespondentsConsumerInsightsGlobalasofAugust202445%SamsungownerstendtogotothemoviesmoreoftenthanownersofsmarthomedevicesingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks81%77%76%77%70%62%67%62%55%61%65%64%56%39%41%47%43%40%36%30%34%32%29%32%26%31%30%27%19%12%14%13%TVDigitalvideocontentDigitalmusiccontentRadioMovies/cinemaOnlinenewswebsitesPodcastsMagazinesOnlinemagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownersrememberseeingadsinvideogamesmoreoftenthanotherownersofsmarthomedevicesMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSamsungownersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks49%44%40%49%42%38%47%41%38%38%37%33%33%33%27%26%25%21%27%24%20%24%20%15%22%25%19%21%19%16%SocialmediaVideoportalsSearchenginesOnlinestoresWebsitesandappsVideogamesVideostreamingservicesEditorialwebsitesNewslettersMusicportals29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"WhichoftheseprovidersdoyouownSmartHomedevicesfrom?’’;MultiPick;Base:n=183Samsungowners,n=992ownersofsmarthomedevices,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownersrememberadstheygotbymaillessoftenthanotherownersofsmarthomedevicesMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks40%40%39%39%36%32%38%34%31%29%32%31%25%21%20%22%21%19%