机构研究报告-加拿大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:MicrosoftownersinCanadaConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofMicrosoftownersinCanada:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkMicrosoftownersinCanada(’’brandusers’’)againstCanadianlaptopownersingeneral(’’categoryusers’’),andtheoverallCanadianconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingCanada)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofMicrosofthasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedMicrosoft8%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%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:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=94-134Microsoftowners,n=1562-1704laptopownersSources:ConsumerInsightsGlobalasofAugust2024MicrosoftownersinCanadaManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsMicrosoftismorepopularamongGenerationZthanotherlaptopbrands.ThereisafairlyevensplitofmaleandfemaleMicrosoftowners.Microsofthasalargershareofownerswithahighincomethanotherlaptopbrands.25%ofMicrosoftownersliveincitiesBeingsuccessfulismoreimportanttoMicrosoftownersthantootherlaptopowners.ScienceandtechnologyarerelativelyprevalentinterestsofMicrosoftowners.VideogamingisarelativelypopularhobbyamongMicrosoftowners.Itstandsoutthat44%ofMicrosoftownerswouldlovetocontroltheirhomeviasmartphoneorvoice.19%ofMicrosoftownersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofMicrosoftownersthinkthateducationisanissuethatneedstobeaddressed.X(Twitter)ismorepopularamongMicrosoftownersthantheaveragelaptopowner.Microsoftownersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotherlaptopowners.withover1millioninhabitants.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+MicrosoftismorepopularamongGenerationZthanotherlaptopbrandsDemographicprofile:generationsAgeofconsumersinCanadaBrandusers39%39%18%4%Categoryusers23%36%30%11%Allrespondents23%35%30%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleMicrosoftownersDemographicprofile:genderGenderofconsumersinCanadaBrandusers52%48%Categoryusers48%52%Allrespondents50%50%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsConsumerInsightsGlobalasofAugust202444%ofMicrosoftownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinCanada32%28%27%31%30%28%18%20%20%1%1%1%Noformal9%7%4%LowersecondaryUppersecondaryTechnical/Bachelordegree13%12%11%Masterdegree2%2%0%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsConsumerInsightsGlobalasofAugust2024MicrosofthasalargershareofownerswithahighincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersinCanadainthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers48%38%15%Categoryusers37%34%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherlaptopowners,MicrosoftownersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinCanadalive29%21%26%24%24%23%22%16%15%15%15%12%8%8%8%8%8%8%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsSources:ConsumerInsightsGlobalasofAugust202425%ofMicrosoftownersliveincitieswithover1millioninhabitantsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinCanada37%36%31%25%21%19%19%21%21%8%10%10%15%12%13%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsConsumerInsightsGlobalasofAugust202413%ofMicrosoftownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinCanadaBrandusers13%81%6%Categoryusers10%84%5%Allrespondents10%85%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttoMicrosoftownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinCanada50%57%53%50%51%50%49%38%36%37%31%32%38%37%41%29%28%28%23%25%17%13%11%13%12%11%13%10%9%9%AhappyAnhonestandTobesuccessfulHavingaSafetyandLearningMakingmyAdvancingSocialjusticeTraditionsrelationshiprespectablelifegoodtimesecuritynewthingsowndecisionsmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsConsumerInsightsGlobalasofAugust2024ScienceandtechnologyarerelativelyprevalentinterestsofMicrosoftownersConsumerlifestyle:maininterestsTop10interestsofMicrosoftownersinCanada51%58%54%48%40%35%37%33%29%37%48%45%36%44%40%32%28%24%31%44%40%34%30%32%28%28%23%28%29%26%Movies,TVshowsScience&technologyFinance&economyFood&diningTravelArts&literatureHealth&fitnessHistoryCareer&educationPolitics&societyandcurrent17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsVideogamingisarelativelypopularhobbyamongMicrosoftownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofMicrosoftownersinCanada44%33%32%42%43%41%38%43%41%38%40%35%37%38%35%34%27%23%33%26%24%28%33%33%31%27%30%30%27%28%VideogamingReadingCooking/bakingTravelingOutdooractivitiesTech/computersDoingsportsandfitnessPetsShoppingSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftownersaremorelikelytogorunningorjoggingthanotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofMicrosoftownersinCanada21%12%10%18%10%9%17%17%15%16%20%18%15%10%9%14%14%14%14%8%7%14%14%11%13%8%7%13%12%10%Running/joggingBasketballFitness,aerobics,cardioHikingYoga/pilatesCyclingSoccerSwimming/DivingBadmintonDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=44Microsoftowners,n=1584laptopowners,n=5,128allrespondentsConsumerInsightsGlobalasofAugust20247%ArelativelylargeshareofMicrosoftownersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyMicrosoftownersinCanada19%19%16%15%14%15%14%12%15%15%13%12%11%14%14%9%6%6%6%7%5%5%4%5%5%6%3%2%3%BasketballBaseballIceHockeySoccerAmericanfootballBoxingTennisAthletics(track&field)MixedMartialArtsCycling20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=27Microsoftowners,n=1584laptopowners,n=3,876allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat44%ofMicrosoftownerswouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinCanada51%57%55%44%36%34%40%35%32%37%31%28%19%19%18%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=2,020allrespondentsSources:ConsumerInsightsGlobalasofAugust202419%ofMicrosoftownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinCanada36%33%31%31%30%29%23%24%19%19%12%10%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofMicrosoftownersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingCanadaaccordingtoMicrosoftowners68%68%64%63%58%51%45%45%42%43%43%40%40%39%38%38%32%30%37%37%34%35%30%28%35%31%33%30%31%30%Risingprices/inflation/HousingHealthandsocialsecurityEconomicsituationPovertyEducationClimatechangeEnvironmentUnemploymentImmigrationcostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsSources:ConsumerInsightsGlobalasofAugust202433%ofMicrosoftownershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinCanadaBrandusers27%33%22%18%Categoryusers23%38%21%19%Allrespondents22%37%22%19%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsX(Twitter)ismorepopularamongMicrosoftownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinCanadabybrand74%71%73%66%60%63%58%54%56%40%37%37%31%25%24%31%25%25%23%23%23%26%21%22%19%19%16%27Notes:Sources:8%6%7%FacebookYouTubeInstagramTikTokSnapchatX(Twitter)LinkedInRedditTwitchBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=48Microsoftowners,n=805laptopowners,n=6074allrespondentsConsumerInsightsGlobalasofAugust202454%MicrosoftownerstendtolistentodigitalmusiccontentmoreoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinCanadahavebeenusinginthepast4weeks80%74%69%76%73%68%62%50%56%51%47%51%54%54%47%46%40%34%36%35%24%20%20%19%19%16%17%22%21%8%13%12%DigitalvideocontentTVDigitalmusiccontentMovies/cinemaRadioOnlinenewswebsitesPodcastsDailynewspapersOnlinemagazinesMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftownersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereMicrosoftownersinCanadahavecomeacrossdigitaladvertisinginthepast4weeks52%48%43%51%51%45%42%33%28%41%37%36%39%37%32%36%33%29%30%20%19%25%23%24%21%15%13%18%19%17%VideoportalsSocialmediaWebsitesandappsSearchenginesVideostreamingservicesOnlinestoresMusicportalsVideogamesEditorialwebsitesPodcastsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=98Microsoftowners,n=1,584laptopowners,n=12,128allrespondentsConsumerInsightsGlobalasofAugust2024MicrosoftownersrememberadstheysawinprintedmagazinesandjournalslessoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinCanadahavecomeacrossnon-digitaladvertisinginthepast4weeks47%44%47%48%44%37%38%34%33%36%38%35%32%31%28%20%19%17%16%13%13%10%16%14%OnadvertisingspacesOnTVOntheradioDirectlyinthestoreBymailshot/advertisingAtthemovies/cinemaInprinteddailyInprintedmagazineson