机构研究报告-西班牙头戴耳机用户分析报告：JBL

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&BRANDSHeadphones:JBLusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofJBLusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkJBLusersinSpain(’’brandusers’’)againstSpanishheadphoneusersingeneral(’’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•KeyinsightsThemarketshareofJBLhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingJBL10%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%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%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%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%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%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:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=91-140JBLusers,n=1369-1508headphoneusersSources:ConsumerInsightsGlobalasofAugust2024JBLusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsJBLismorepopularamongMillennialsthanotherheadphonebrands.55%ofJBLusersaremale.Comparedtotheaverageconsumer,JBLusersaremorelikelytohaveahighincome.21%ofJBLusersliveincitieswithover1millioninhabitants.SocialjusticeislessimportanttoJBLusersthantootherheadphoneusers.CareerandeducationarerelativelyprevalentinterestsofJBLusers.OutdooractivitiesarearelativelypopularhobbyamongJBLusers.Itstandsoutthat47%ofJBLusersbuynewelectronics,evenwhentheiroldmodelstillworks.38%ofJBLusersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofJBLusersthinkthattheeconomicsituationisanissuethatneedstobeaddressed.LinkedInismorepopularamongJBLusersthantheaverageheadphoneuser.JBLusersrememberseeingadsinonlinestoresmoreoftenthanotherheadphoneusers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+JBLismorepopularamongMillennialsthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersinSpainBrandusers22%46%28%4%Categoryusers19%34%39%8%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202455%ofJBLusersaremaleDemographicprofile:genderGenderofconsumersinSpainBrandusers55%45%Categoryusers50%50%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20243%46%ofJBLusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain30%30%24%24%24%21%19%19%12%12%14%17%15%12%10%1%2%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,JBLusersaremorelikelytohaveahighincomeDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers40%33%27%Categoryusers38%32%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202439%ofJBLusersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive39%37%34%25%23%24%16%16%16%11%11%6%SinglehouseholdCouple7%6%6%SingleparentPartners4%3%3%Multi-Twoormore4%4%Other4%householdhouseholdandchildrengenerationalrelatedadultshouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202421%ofJBLusersliveincitieswithover1millioninhabitantsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain34%35%33%24%26%26%21%14%17%18%17%11%9%7%8%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202414%ofJBLusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers14%84%1%Categoryusers8%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSocialjusticeislessimportanttoJBLusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain58%58%58%50%49%52%36%32%30%34%34%35%33%32%35%27%26%28%26%21%21%23%20%19%17%17%11%6%6%7%AnhonestandrespectablelifeAhappyrelationshipLearningnewthingsSafetyandsecurityMakingmyowndecisionsHavingagoodtimeTobesuccessfulAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024CareerandeducationarerelativelyprevalentinterestsofJBLusersConsumerlifestyle:maininterestsTop10interestsofJBLusersinSpain64%61%55%59%54%50%56%60%56%54%49%41%54%45%42%46%49%44%46%37%34%43%31%26%41%38%34%39%29%25%Movies,TVshowsFood&diningTravelScience&technologySportsHealth&fitnessFinance&economyCareer&educationHistoryVehicles&mobility&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024OutdooractivitiesarearelativelypopularhobbyamongJBLusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofJBLusersinSpain63%61%57%55%48%43%51%45%40%49%44%39%47%53%49%47%41%33%42%42%39%41%35%32%39%38%34%37%37%34%TravelingOutdooractivitiesCooking/bakingDoingsportsandfitnessReadingTech/computersSocializingVideogamingPetsShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JBLusersaremorelikelytogorunningorjoggingthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofJBLusersinSpain34%33%28%30%24%22%19%22%19%23%14%12%18%11%8%18%15%13%16%11%9%14%13%11%12%6%5%11%8%7%HikingRunning/joggingFitness,aerobics,cardioCyclingBasketballSoccerSwimming/DivingYoga/pilatesDancingTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=94JBLusers,n=1413headphoneusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024JBLusersaremorelikelytofollowboxingthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyJBLusersinSpain45%38%36%29%22%20%24%21%20%17%14%13%15%12%12%11%11%11%7%6%7%6%5%4%7%6%5%6%4%3%20Notes:Sources:SoccerTennisBasketballMotorsportsBoxingAthleticsCyclingMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=75JBLusers,n=1413headphoneusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024HandballAmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat47%ofJBLusersbuynewelectronics,evenwhentheiroldmodelstillworksConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain56%53%49%54%44%49%47%38%37%31%35%30%33%25%21%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202438%ofJBLusersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%38%35%33%30%26%18%18%18%15%15%10%3%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofJBLusersthinkthattheeconomicsituationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoJBLusers66%61%59%64%58%56%59%61%57%58%57%52%61%58%60%42%44%41%41%53%50%38%39%37%35%42%38%35%33%31%UnemploymentEconomicsituationHealthandsocialsecurityHousingRisingprices/inflation/PovertyEducationImmigrationCrimeGovernmentdebt24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyJBLusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers24%36%26%13%Categoryusers32%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints26%LinkedInismorepopularamongJBLusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand84%77%73%73%70%67%66%67%68%50%48%49%47%39%40%32%22%27%23%20%25%14%14%12%9%8%11%6%4%27Notes:Sources:InstagramYouTubeFacebookTikTokX(Twitter)LinkedInTwitchSnapchatRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=75JBLusers,n=717headphoneusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust2024JBLuserstendtolistentodigitalmusiccontentmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks92%90%85%85%77%69%79%77%70%72%61%49%66%64%54%60%61%59%49%45%47%37%38%29%36%30%28%27%28%26%5%6%6%TVDigitalvideocontentMovies/cinemaDigitalmusiccontentOnlinenewswebsitesRadioPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JBLusersrememberseeingadsinonlinestoresmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereJBLusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks56%52%44%49%37%33%47%41%35%43%41%36%39%28%22%39%28%23%36%32%26%35%31%28%27%26%20%26%19%15%VideoportalsOnlinestoresVideostreamingservicesSocialmediaMusicportalsVideogamesWebsitesandappsSearchenginesEditorialwebsitesPodcastsofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JBLusersrememberadstheysawdirectlyinthestoremoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks66%68%63%44%42%36%42%36%31%41%35%30%37%34%31%26%23%21%24%18%17%21%20%17%OnTVOnadvertisingBymailshot/DirectlyinOntheAtthemoviesInprintedInprintedspacesadvertisingthestoreradio/cinemadailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=140JBLusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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