机构研究报告-美国平板电脑用户分析报告：Microsoft微软

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&BRANDSLaptops:MicrosoftownersintheUnitedStatesConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofMicrosoftownersintheUnitedStates:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkMicrosoftownersintheUnitedStates(’’brandusers’’)againstU.S.laptopownersingeneral(’’categoryusers’’),andtheoverallU.S.consumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingtheUnitedStates)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsMicrosoftistheseventhmostownedlaptopbrandintheU.S.withHPinfirstplaceManagementsummary:brandusageandcompetitionTop10mostownedlaptopbrandsintheU.S.HP32%Apple/Mac28%Dell24%Acer13%LenovoSamsung12%11%MicrosoftASUS10%9%ToshibaAlienware5%4%4Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=6,839laptopownersSources:ConsumerInsightsGlobalasofAugust2024ThemarketshareofMicrosofthasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedMicrosoft10%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%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%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%7%7%7%7%7%7%7%7%7%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%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=281-677Microsoftowners,n=3970-6843laptopownersSources:ConsumerInsightsGlobalasofAugust2024MicrosoftownersintheUnitedStatesManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsMicrosoftismorepopularamongGenerationZthanotherlaptopbrands.ThereisafairlyevensplitofmaleandfemaleMicrosoftowners.Microsofthasalargershareofownerswithahighincomethanotherlaptopbrands.MicrosoftownersaremorelikelytoliveSuccessandcareeradvancementarerelativelyimportanttoMicrosoftowners.FashionandbeautyarerelativelyprevalentinterestsofMicrosoftowners.VideogamingisarelativelypopularhobbyamongMicrosoftowners.Itstandsoutthat36%ofMicrosoftownerssaythatelectronicsareastatussymbolforthem.20%ofMicrosoftownersareinnovatorsorearlyadoptersofnewproducts.49%ofMicrosoftownersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.TikTokismorepopularamongMicrosoftownersthantheaveragelaptopowner.Microsoftownersrememberseeingadsinvideogamesmoreoftenthanotherlaptopowners.incitiesandurbanareasthanlaptopownersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+MicrosoftismorepopularamongGenerationZthanotherlaptopbrandsDemographicprofile:generationsAgeofconsumersintheU.S.Brandusers39%40%17%4%Categoryusers24%36%29%11%Allrespondents24%36%28%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleMicrosoftownersDemographicprofile:genderGenderofconsumersintheU.S.Brandusers50%50%Categoryusers49%51%Allrespondents50%50%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsConsumerInsightsGlobalasofAugust202445%ofMicrosoftownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheU.S.40%36%36%19%17%23%24%21%17%13%13%11%0%0%1%6%5%7%5%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024MicrosofthasalargershareofownerswithahighincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersintheU.S.inthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers47%27%27%Categoryusers40%34%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherlaptopowners,MicrosoftownersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheU.S.live26%19%22%20%19%24%20%22%17%16%12%14%10%10%11%8%8%7%8%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024MicrosoftownersaremorelikelytoliveincitiesandurbanareasthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheU.S.22%25%23%27%26%25%18%19%20%20%14%12%9%8%8%11%7%6%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondentsMegacitywithover5millioninhabitants13Notes:Sources:’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsConsumerInsightsGlobalasofAugust202415%ofMicrosoftownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheU.S.Brandusers15%79%6%Categoryusers12%85%3%Allrespondents11%85%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoMicrosoftownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheU.S.52%51%50%49%50%50%39%40%42%36%41%41%30%27%28%30%28%30%25%25%25%19%AhappyrelationshipTobesuccessfulAnhonestandrespectablelifeSafetyandsecurityHavingagoodtimeMakingmyowndecisionsLearningnewthings14%13%Advancingmycareer10%12%12%11%10%8%SocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofMicrosoftownersConsumerlifestyle:maininterestsTop10interestsofMicrosoftownersintheU.S.57%57%52%49%47%42%44%39%34%40%29%25%38%34%29%37%35%31%36%32%29%36%36%31%34%30%26%32%24%22%Movies,TVshowsFood&diningHealth&fitnessFashion&beautyScience&technologyHistorySportsTravelFinance&economyFamily&parenting&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongMicrosoftownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofMicrosoftownersintheU.S.47%37%33%43%45%41%43%42%36%42%39%35%42%33%29%42%35%31%36%32%28%34%29%25%32%27%23%32%29%25%VideogamingCooking/bakingReadingPetsShoppingOutdooractivitiesTravelingSocializingBoardgames/cardgamesDIYandarts&crafts18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftownersaremorelikelytoplayamericanfootballthanotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofMicrosoftownersintheU.S.21%13%11%19%10%8%18%15%12%17%11%9%17%12%9%16%16%13%15%8%7%14%11%9%14%10%9%14%11%10%BasketballAmericanfootballFitness,aerobics,cardioDancingSwimming/DivingHikingBaseball/softballRunning/joggingCyclingHunting/fishing19Notes:Sources:/FlagfootballBrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=322Microsoftowners,n=6839laptopowners,n=22,174allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftownersaremorelikelytofollowbasketballthanotherlaptopownersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyMicrosoftownersintheU.S.27%26%23%26%20%18%19%17%15%15%13%9%7%9%8%11%9%7%11%7%6%10%6%5%10%6%5%10%5%4%AmericanfootballBasketballBaseballSoccerBoxingIceHockeyGolfTennisMixedMartialArtsBrandusersCategoryusersAllrespondentsVolleyball20Notes:Sources:’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=237Microsoftowners,n=6839laptopowners,n=17,703allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat36%ofMicrosoftownerssaythatelectronicsareastatussymbolforthemConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentintheU.S.48%52%47%47%47%36%32%36%32%40%31%27%36%23%20%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=10,085allrespondentsSources:ConsumerInsightsGlobalasofAugust202420%ofMicrosoftownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheU.S.38%34%35%23%26%28%26%26%18%19%2313%10%2%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust202449%ofMicrosoftownersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheUnitedStatesaccordingtoMicrosoftowners59%49%53%42%38%33%41%46%45%40%41%42%41%40%37%40%41%38%40%44%40%36%34%31%33%37%33%33%29%25%Risingprices/inflation/EducationEconomicsituationCrimePovertyHousingHealthandsocialsecurityUnemploymentImmigrationCivilrightscostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherlaptopowners,MicrosoftownerstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheU.S.Brandusers19%26%42%13%Categoryusers21%29%35%15%Allrespondents21%28%33%18%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints64%30%42%TikTokismorepopularamongMicrosoftownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageintheU.S.bybrand72%71%69%69%68%59%56%60%49%46%38%27%35%27%22%31%28%23%23%20%16%20%16%13%17%9%8%27Notes:Sources:YouTubeFacebookInstagramTikTokSnapchatX(Twitter)LinkedInRedditTwitchBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=301Microsoftowners,n=3480laptopowners,n=30420allrespondentsConsumerInsightsGlobalasofAugust202423%19%MicrosoftownerstendtogotothemoviesmoreoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheU.S.havebeenusinginthepast4weeks77%73%65%74%75%68%66%52%45%58%55%48%56%54%52%45%38%32%37%39%31%34%27%24%31%21%27%14%18%14%11%DigitalvideocontentTVMovies/cinemaDigitalmusiccontentRadioPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftownersrememberseeingadsinvideogamesmoreoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereMicrosoftownersintheU.S.havecomeacrossdigitaladvertisinginthepast4weeks53%49%43%48%42%48%43%43%36%36%30%26%37%31%26%36%37%32%36%32%26%33%25%21%27%20%17%21%14%12%SocialmediaVideoportalsVideostreamingservicesVideogamesOnlinestoresSearchenginesWebsitesandappsofbrandsMusicportalsPodcastsEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=653Microsoftowners,n=6,839laptopowners,n=60,507allrespondentsConsumerInsightsGlobalasofAugust2024Microsoftownersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheU.S.havecomeacrossnon-digitaladvertisinginthepast4weeks49%50%44%42%38%32%39%34%32%37%35%31%32%19%17%28%31%26%23%18%16%21%16%14%OnTVOnadvertisingspacesOntheradioDirectlyinthestoreAtthemovies/cinem