机构研究报告-西班牙平板电脑用户分析报告：Dell戴尔

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:DellownersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofDellownersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkDellownersinSpain(’’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•KeyinsightsThemarketshareofDellhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedDell7%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%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%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%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%6%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=84-105Dellowners,n=1603-1784laptopownersSources:ConsumerInsightsGlobalasofAugust2024DellownersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTheagedistributionofDellownersandlaptopownersoverallisfairlysimilar.53%ofDellownersaremale.Dellhasalargershareofownerswithahighincomethanotherlaptopbrands.Dellownersaremorelikelytoliveincitieswithover1millioninhabitantsthanlaptopownersingeneral.LearningnewthingsismoreimportanttoDellownersthantootherlaptopowners.HealthandfitnessarerelativelyprevalentinterestsofDellowners.Dellownersaremorelikelytohavecarsorvehiclesasahobbythanotherlaptopowners.Itstandsoutthat47%ofDellownerswantthebestaudioandcinematicexperienceonalldevices.24%ofDellownersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofDellownersthinkthateducationisanissuethatneedstobeaddressed.LinkedInismorepopularamongDellownersthantheaveragelaptopowner.Dellownersrememberseeingadsonsearchenginesmoreoftenthanotherlaptopowners.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TheagedistributionofDellownersandlaptopownersoverallisfairlysimilarDemographicprofile:generationsAgeofconsumersinSpainBrandusers18%34%37%10%Categoryusers19%33%40%9%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202453%ofDellownersaremaleDemographicprofile:genderGenderofconsumersinSpainBrandusers53%47%Categoryusers49%51%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202423%ofDellownershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinSpain29%29%32%30%24%24%23%14%16%15%11%11%11%10%3%2%3%4%2%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024DellhasalargershareofownerswithahighincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers52%28%20%Categoryusers38%32%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202440%ofDellownersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive40%38%34%24%24%20%16%16%16%10%9%11%8%6%7%3%3%3%4%3%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Dellownersaremorelikelytoliveincitieswithover1millioninhabitantsthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain31%34%33%29%25%26%22%13%15%17%17%17%13Notes:Sources:8%8%5%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20249%ofDellownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers9%89%3%Categoryusers7%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsismoreimportanttoDellownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain60%58%58%52%51%52%40%30%30%29%34%35%28%35%35%27%18%17%26%21%28%19%20%19%20%16%21%10%7%7%AnhonestandrespectablelifeAhappyrelationshipLearningnewthingsSafetyandsecurityMakingmyowndecisionsSocialjusticeHavingagoodtimeAdvancingmycareerTobesuccessfulTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024HealthandfitnessarerelativelyprevalentinterestsofDellownersConsumerlifestyle:maininterestsTop10interestsofDellownersinSpain62%59%56%61%48%44%61%59%55%55%53%50%54%47%41%49%38%34%48%37%34%45%43%42%35%31%35%28%28%25%TravelHealth&fitnessMovies,TVshowsFood&diningScience&technologyHistoryFinance&economySportsArts&literatureVehicles&mobility17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024DellownersaremorelikelytohavecarsorvehiclesasahobbythanotherlaptopownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofDellownersinSpain58%60%57%57%51%49%50%47%43%46%43%39%46%40%39%45%44%40%43%38%33%35%33%32%32%36%32%34%25%23%ReadingTravelingOutdooractivitiesDoingsportsandfitnessSocializingCooking/bakingTech/computersVideogamingCars/vehiclesPets18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024DellownersaremorelikelytogorunningorjoggingthanotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofDellownersinSpain30%27%29%28%24%20%19%21%19%15%13%13%13%9%8%12%14%12%12%10%9%12%10%11%7%7%7%6%6%5%HikingRunning/joggingFitness,aerobics,cardioSoccerBasketballCyclingSwimming/DivingYoga/pilatesTennisDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=64Dellowners,n=1615laptopowners,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024DellownersaremorelikelytofollowmixedmartialartsthanotherlaptopownersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyDellownersinSpain37%37%36%22%19%20%20%17%20%14%14%13%11%10%11%10%5%4%8%6%6%8%6%5%7%7%6%4%4%3%20Notes:Sources:SoccerTennisBasketballMotorsportsCyclingMixedBoxingHandballAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=47Dellowners,n=1615laptopowners,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat47%ofDellownerswantthebestaudioandcinematicexperienceonalldevicesConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain53%52%49%50%47%41%38%34%31%40%33%30%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworks23%21%19%Electronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofDellownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%30%36%35%32%33%23%17%18%13%10%11%1%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofDellownersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoDellowners64%57%56%64%60%57%63%52%50%63%61%60%59%59%60%58%54%52%42%43%41%41%32%31%41%37%38%36%36%33%EconomicsituationHealthandsocialsecurityEducationUnemploymentRisingprices/inflation/HousingPovertyGovernmentdebtCrimeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024DellownerstendtohavemoreleftleaningpoliticalviewsthanotherlaptopownersConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers38%22%30%10%Categoryusers33%28%28%11%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints25%12%LinkedInismorepopularamongDellownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand70%67%68%67%66%66%74%73%60%49%46%49%42%37%39%32%22%26%22%20%23%14%16%6%4%11%2%1%FacebookYouTubeInstagramTikTokX(Twitter)LinkedInTwitchRedditFlickrBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=799laptopowners,n=6071allrespondentsConsumerInsightsGlobalasofAugust202442%29%27%DellownerstendtoreadmagazinesmoreoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks90%90%85%74%74%69%70%63%54%70%74%70%66%59%59%62%56%49%51%50%37%37%43%43%29%28%26%9%7%6%TVDigitalvideocontentOnlinenewswebsitesMovies/cinemaRadioDigitalmusiccontentOnlinemagazinesPodcastsDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024DellownersrememberseeingadsonsearchenginesmoreoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereDellownersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks57%49%44%45%36%33%43%31%26%42%30%28%40%40%36%38%39%35%31%24%20%30%26%23%27%26%22%23%17%15%VideoportalsOnlinestoresWebsitesandappsSearchenginesSocialmediaVideostreamingservicesEditorialwebsitesVideogamesMusicportalsPodcasts29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024DellownersrememberadstheysawinprinteddailynewspapersmoreoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks69%67%63%43%40%36%42%32%31%41%33%30%37%35%31%30%18%17%30%19%17%27%23%21%OnTVOnadvertisingspacesOntheradioDirectlyinthestoreBymailshot/advertisingInprinteddailyInprintedmagazinesAtthemovies/cinema30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=105Dellowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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