机构研究报告-西班牙平板电脑用户分析报告：Lenovo联想

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:LenovoownersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLenovoownersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLenovoownersinSpain(’’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•KeyinsightsThemarketshareofLenovohasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedLenovo21%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%19%19%19%19%19%19%19%20%20%20%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=305-331Lenovoowners,n=1603-1784laptopownersSources:ConsumerInsightsGlobalasofAugust2024LenovoownersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints39%ofLenovoownersarepartofGenerationX.53%ofLenovoownersarefemale.Lenovoownershaveasimilarincomedistributionaslaptopownersingeneral.Lenovoownersaremorelikelytoliveinlargecitiesthanlaptopownersingeneral.LearningnewthingsismoreimportanttoLenovoownersthantootherlaptopowners.Movies,TVshowsandmusicarerelativelyprevalentinterestsofLenovoowners.CookingorbakingarerelativelypopularhobbiesamongLenovoowners.45%ofLenovoownersstatethattheywouldlovetocontroltheirhomeviasmartphoneorvoice.17%ofLenovoownersareinnovatorsorearlyadoptersofnewproducts.Unemploymentandhealth&socialsecurityareissuesofparticularconcerntoLenovoowners.ismorepopularamongLenovoownersthantheaveragelaptopowner.Lenovoownersrememberseeingadsinvideoportalsmoreoftenthantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+39%ofLenovoownersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinSpainBrandusers21%33%39%7%Categoryusers19%33%40%9%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202453%ofLenovoownersarefemaleDemographicprofile:genderGenderofconsumersinSpainBrandusers47%53%Categoryusers49%51%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202448%ofLenovoownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain32%32%30%25%24%24%9%11%14%16%16%15%13%11%10%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree4%3%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownershaveasimilarincomedistributionaslaptopownersingeneralDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers36%35%29%Categoryusers38%32%29%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202439%ofLenovoownersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive39%38%34%24%24%21%18%16%16%9%9%11%7%6%7%3%3%3%3%3%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LenovoownersaremorelikelytoliveinlargecitiesthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain39%34%33%23%25%26%16%15%17%15%17%17%13Notes:Sources:8%8%7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202410%ofLenovoownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers10%87%3%Categoryusers7%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsismoreimportanttoLenovoownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain58%57%58%52%50%52%35%35%35%34%30%30%34%32%35%26%26%28%22%20%19%20%21%21%18%15%17%9%7%7%AnhonestandrespectablelifeAhappyrelationshipMakingmyowndecisionsLearningnewthingsSafetyandsecurityHavingagoodtimeAdvancingmycareerTobesuccessfulSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Movies,TVshowsandmusicarerelativelyprevalentinterestsofLenovoownersConsumerlifestyle:maininterestsTop10interestsofLenovoownersinSpain64%59%55%63%59%56%57%53%50%47%48%44%44%47%41%42%43%42%42%37%35%37%37%34%35%38%34%34%31%28%Movies,TVshowsTravelFood&diningHealth&fitnessScience&technologySportsFashion&beautyFinance&economyHistoryArts&literature&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024CookingorbakingarerelativelypopularhobbiesamongLenovoownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLenovoownersinSpain64%60%57%52%51%49%50%44%40%44%47%43%42%43%39%41%40%39%39%38%34%33%34%34%36%32%34%33%30%32%TravelingReadingCooking/bakingOutdooractivitiesDoingsportsandfitnessSocializingTech/computersShoppingPetsVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownersparticipateinsimilarsportsandactivitiesasotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLenovoownersinSpain26%27%24%22%21%19%20%18%19%15%14%13%12%13%13%12%10%9%12%12%11%8%9%8%7%6%5%6%7%7%HikingFitness,aerobics,cardioRunning/joggingCyclingSoccerSwimming/DivingYoga/pilatesBasketballDancingTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=180Lenovoowners,n=1615laptopowners,n=6,597allrespondentsConsumerInsightsGlobalasofAugust20247%ArelativelylargeshareofLenovoownersfollowcyclingracesandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLenovoownersinSpain38%37%36%23%22%20%21%20%20%15%11%11%15%14%13%8%6%6%6%6%5%5%4%5%4%3%4%6%5%20Notes:Sources:SoccerTennisBasketballCyclingMotorsportsBoxingAthleticsMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=134Lenovoowners,n=1615laptopowners,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballHandballCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2145%ofLenovoownersstatethattheywouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain52%52%49%45%41%38%36%34%31%32%33%30%24%23%21%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202417%ofLenovoownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%36%38%31%32%33%16%13%14%17%18%2310%1%2%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Unemploymentandhealth&socialsecurityareissuesofparticularconcerntoLenovoownersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoLenovoowners63%61%59%61%60%57%61%60%60%57%57%56%54%54%52%53%52%50%44%43%41%40%41%38%38%37%38%35%36%33%UnemploymentHealthandRisingpricesEconomicHousingEducationPovertyCrimeClimatechangeEnvironmentsocialsecurity/inflation/costoflivingsituationBrandusersCategoryusersAllrespondents24Notes:’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LenovoownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers35%27%26%12%Categoryusers33%28%28%11%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints22%ismorepopularamongLenovoownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand82%74%73%69%67%68%67%66%66%49%49%49%39%37%32%30%20%26%25%22%12%14%14%10%8%8%8%6%4%InstagramFacebookYouTubeTikTokX(Twitter)LinkedInTwitchSnapchatRedditBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=155Lenovoowners,n=799laptopowners,n=6071allrespondentsConsumerInsightsGlobalasofAugust202490%ofLenovoownerswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks90%90%85%77%74%69%77%74%70%63%63%54%59%56%49%55%59%59%43%42%37%41%37%29%30%29%28%23%27%26%4%7%6%TVDigitalvideocontentMovies/cinemaOnlinenewswebsitesDigitalmusiccontentRadioPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024LenovoownersrememberseeingadsinvideoportalsmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLenovoownersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks52%49%44%42%40%36%40%39%35%36%36%33%34%31%26%31%30%28%27%26%22%27%26%23%25%24%20%18%17%15%VideoportalsSocialmediaVideostreamingservicesOnlinestoresWebsitesandappsSearchenginesMusicportalsVideogamesEditorialwebsitesPodcastsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Lenovoownersrememberadstheysawout-of-homemoreoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks65%67%63%46%40%36%37%35%31%35%33%30%29%32%31%25%23%21%20%18%17%17%19%17%OnTVOnadvertisingBymailshot/DirectlyinOntheAtthemoviesInprintedInprintedspacesadvertisingthestoreradio/cinemadailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=317Lenovoowners,n=1,615laptopowners,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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