机构研究报告-西班牙平板电脑用户分析报告：Acer宏基

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:AcerownersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofAcerownersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkAcerownersinSpain(’’brandusers’’)againstSpanishlaptopownersingeneral(’’categoryusers’’),andtheoverallSpanishconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingSpain)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofAcerhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedAcer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otes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298-432Acerowners,n=1603-1784laptopownersSources:ConsumerInsightsGlobalasofAugust2024AcerownersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints43%ofAcerownersarepartofGenerationX.ThereisafairlyevensplitofmaleandfemaleAcerowners.Consumerswithahighincomemakeup35%ofAcerowners.37%ofAcerownersliveinlargecities.LearningnewthingsislessimportanttoAcerownersthantootherlaptopowners.HistoryisarelativelyprevalentinterestofAcerowners.63%ofAcerownershavetravelingasahobby.52%ofAcerownersstatethattheycouldnotlivewithouttheirsmartphone.54%ofAcerownersarelaggardsorinthelatemajorityofinnovationadoption.Health&socialsecurityandrisingprices,inflation&costoflivingareissuesofparticularconcerntoAcerowners.FacebookismorepopularamongAcerownersthantheaveragelaptopowner.DigitaladvertisingtouchpointsofAcerownersaresimilartothoseofalllaptopowners.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+43%ofAcerownersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinSpainBrandusers13%31%43%13%Categoryusers19%33%40%9%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleAcerownersDemographicprofile:genderGenderofconsumersinSpainBrandusers48%52%Categoryusers49%51%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024TheeducationlevelofAcerownersandlaptopownersaresimilarDemographicprofile:educationConsumer’slevelofeducationinSpain32%32%30%23%24%24%20%12%11%14%16%15%9%11%10%3%2%1%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree3%3%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Consumerswithahighincomemakeup35%ofAcerownersDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers35%34%31%Categoryusers38%32%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202428%ofAcerownersliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive38%38%34%28%24%24%17%16%16%7%9%11%5%6%7%4%3%3%2%3%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202437%ofAcerownersliveinlargecitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain37%34%33%28%25%26%13%15%17%13%17%17%13Notes:Sources:8%8%8%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20246%ofAcerownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers6%90%4%Categoryusers7%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoAcerownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain62%58%58%56%52%52%35%34%35%35%33%35%29%26%28%30%30%25%23%18%17%20%16%19%20%15%21%7%7%7%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsHavingagoodtimeLearningnewthingsSocialjusticeAdvancingmycareerTobesuccessfulTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024HistoryisarelativelyprevalentinterestofAcerownersConsumerlifestyle:maininterestsTop10interestsofAcerownersinSpain60%59%56%58%59%55%51%53%50%48%48%44%45%47%43%41%41%42%39%38%34%37%37%35%35%37%34%32%31%28%TravelMovies,TVshowsFood&diningHealth&fitnessScience&technologySportsHistoryFashion&beautyFinance&economyArts&literature17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202463%ofAcerownershavetravelingasahobbyConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofAcerownersinSpain63%60%57%54%51%49%50%47%43%44%43%39%42%44%40%40%36%34%40%39%39%34%32%34%32%38%33%33%28%32%TravelingReadingOutdooractivitiesDoingsportsandfitnessCooking/bakingPetsSocializingShoppingTech/computersVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024AcerownersaremorelikelytogohikingthanotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofAcerownersinSpain32%27%24%23%21%19%20%20%19%15%12%11%14%14%12%14%13%13%12%10%9%12%9%8%7%7%7%7%6%5%HikingFitness,aerobics,cardioRunning/joggingYoga/pilatesCyclingSoccerSwimming/DivingBasketballTennisDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=184Acerowners,n=1615laptopowners,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofAcerownersfollowhandballteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyAcerownersinSpain37%36%36%21%20%22%20%20%20%14%12%13%11%11%8%6%5%8%6%6%6%5%7%6%4%5%4%4%4%3%SoccerBasketballTennisMotorsportsHandballCyclingBoxingAthletics(track&field)MixedMartialArtsAmericanfootball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=122Acerowners,n=1615laptopowners,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2152%ofAcerownersstatethattheycouldnotlivewithouttheirsmartphoneConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain52%52%49%38%41%38%33%34%31%31%33%30%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworks23%21%19%Electronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202454%ofAcerownersarelaggardsorinthelatemajorityofinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain34%36%38%38%32%33%17%17%18%13%9%10%2%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Health&socialsecurityandrisingprices,inflation&costoflivingareissuesofparticularconcerntoAcerownersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoAcerowners62%60%57%61%60%60%61%61%59%58%57%56%56%52%50%55%54%52%45%43%41%40%37%38%40%41%38%38%36%33%HealthandsocialsecurityRisingprices/inflation/UnemploymentEconomicsituationEducationHousingPovertyClimatechangeCrimeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024AcerownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers35%26%29%10%Categoryusers33%28%28%11%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsFacebookismorepopularamongAcerownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand74%74%73%71%67%68%68%66%66%49%46%49%35%37%32%25%20%22%22%15%20%12%10%14%9%6%4%4%8%8%InstagramFacebookYouTubeTikTokX(Twitter)LinkedInTwitchRedditSnapchatBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=136Acerowners,n=799laptopowners,n=6071allrespondentsConsumerInsightsGlobalasofAugust2024AcerownerstendtolistentodigitalmusiccontentlessoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks92%90%85%78%74%70%74%74%69%64%63%54%62%59%59%51%56%49%42%42%37%39%37%29%33%29%28%31%27%26%9%7%6%TVMovies/cinemaDigitalvideocontentOnlinenewswebsitesRadioDigitalmusiccontentPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024DigitaladvertisingtouchpointsofAcerownersaresimilartothoseofalllaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereAcerownersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks50%49%44%40%40%36%38%39%35%36%36%33%31%31%26%30%30%28%26%24%20%26%26%23%24%26%22%18%17%15%VideoportalsSocialmediaVideostreamingservicesOnlinestoresWebsitesandappsSearchenginesEditorialwebsitesVideogamesMusicportalsPodcasts29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024AcerownersrememberadstheysawdirectlyinthestoremoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks69%67%63%40%40%36%36%33%30%35%32%31%33%35%31%24%23%21%21%19%17%19%18%17%OnTVOnadvertisingspacesDirectlyinthestoreOntheradioBymailshot/advertisingAtthemovies/cinemaInprintedmagazinesInprinteddailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=298Acerowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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