机构研究报告-西班牙头戴耳机用户分析报告：LG

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:LGusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLGusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLGusersinSpain(’’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•KeyinsightsThemarketshareofLGhasstayedfairlysimilarcomparedto2022Q2Managementsummary:brandusagetimelineTimelineofheadphoneusersusingLG6%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%52022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=38-81LGusers,n=728-1413headphoneusersSources:ConsumerInsightsGlobalasofAugust2024LGusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsLGismorepopularamongGenerationXthanotherheadphonebrands.Comparedtootherheadphonebrands,LGhasarelativelyhighshareoffemaleusers.LGhasalargershareofuserswithalowincomethanotherheadphonebrands.LGusersaremorelikelytoliveinlargeSafetyandsecurityislessimportanttoLGusersthantootherheadphoneusers.FashionandbeautyarerelativelyprevalentinterestsofLGusers.MakingmusicisarelativelypopularhobbyamongLGusers.Itstandsoutthat41%ofLGuserssaythatelectronicsareastatussymbolforthem.22%ofLGusersareearlyadopters,whenitcomestoinnovation.58%ofLGusersthinkthatunemploymentisanissuethatneedstobeaddressed.SnapchatismorepopularamongLGusersthantheaverageheadphoneuser.LGusersrememberseeingadsonblogsandforumsmoreoftenthanotherheadphoneusers.citiesthanheadphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+LGismorepopularamongGenerationXthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersinSpainBrandusers22%29%44%5%Categoryusers19%34%39%8%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootherheadphonebrands,LGhasarelativelyhighshareoffemaleusersDemographicprofile:genderGenderofconsumersinSpainBrandusers43%57%Categoryusers50%50%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024TheeducationlevelofLGusersandheadphoneusersaresimilarDemographicprofile:educationConsumer’slevelofeducationinSpain32%30%30%23%24%24%11%12%14%19%17%15%11%12%10%1%2%3%1%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024LGhasalargershareofuserswithalowincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers31%27%42%Categoryusers38%32%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,LGusersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive37%37%34%23%24%16%16%14%16%16%11%11%9%6%7%3%3%3%5%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LGusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain44%35%33%28%26%26%8%7%8%9%14%17%11%18%17%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20248%ofLGusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers8%90%3%Categoryusers8%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSafetyandsecurityislessimportanttoLGusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain58%56%58%50%51%52%32%27%28%32%32%33%30%30%35%25%21%21%25%20%19%24%34%35%17%16%17%9%6%7%AnhonestandrespectablelifeAhappyrelationshipHavingagoodtimeLearningnewthingsMakingmyowndecisionsTobesuccessfulAdvancingmycareerSafetyandsecuritySocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofLGusersConsumerlifestyle:maininterestsTop10interestsofLGusersinSpain53%54%50%53%61%55%48%60%56%43%39%35%43%45%42%42%49%44%41%38%34%34%32%28%33%30%27%33%49%41%Food&diningMovies,TVshowsTravelFashion&beautySportsHealth&fitnessHistoryArts&literatureFamily&parentingScience&technology17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024MakingmusicisarelativelypopularhobbyamongLGusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLGusersinSpain61%57%57%47%48%43%47%53%49%43%45%40%42%44%39%42%38%39%35%38%34%37%34%34%TravelingOutdooractivitiesReadingCooking/bakingDoingsportsandfitness25%25%22%18%14%12%SocializingPetsShoppingMakingmusicMeditation/wellness18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024LGusersaremorelikelytoplaysoccerthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLGusersinSpain27%22%27%28%24%25%22%23%19%19%18%15%13%14%12%13%13%11%11%11%8%11%11%9%11%8%7%6%6%5%Fitness,aerobics,cardioHikingRunning/joggingSoccerCyclingYoga/pilatesBasketballSwimming/DivingTennisDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=44LGusers,n=1413headphoneusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024LGusersaremorelikelytofollowhandballthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLGusersinSpain33%38%36%24%21%20%22%20%15%11%7%6%11%7%6%11%6%5%14%11%13%11%10%11%9%5%4%6%4%3%20Notes:Sources:SoccerBasketballTennisAthleticsBoxingHandballMotorsportsCyclingMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=34LGusers,n=1413headphoneusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat41%ofLGuserssaythatelectronicsareastatussymbolforthemConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain56%53%49%48%44%38%46%35%30%41%25%21%41%37%31%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolformeIwantthebestaudioandcinematicexperiencefromallmydevices22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofLGusersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain39%38%35%33%30%22%18%18%18%20%15%10%1%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202458%ofLGusersthinkthatunemploymentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoLGusers61%58%59%56%57%52%53%61%57%46%61%60%44%58%56%42%44%41%41%39%38%41%42%38%41%53%50%41%37%33%UnemploymentHousingHealthandsocialsecurityRisingprices/inflation/EconomicsituationPovertyClimatechangeCrimeEducationEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202435%ofLGusershavemoreleftleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers35%33%19%13%Categoryusers32%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints23%SnapchatismorepopularamongLGusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand82%77%73%67%63%68%70%61%66%53%50%49%37%39%32%34%29%26%20%22%21%9%8%16%14%14%11%2%2%27Notes:Sources:InstagramFacebookYouTubeTikTokX(Twitter)LinkedInSnapchatTwitchTumblrBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=38LGusers,n=717headphoneusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202430%28%LGuserstendtoreadmagazinesmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks85%90%85%77%77%77%70%65%69%63%61%59%62%64%54%59%61%49%47%28%46%26%41%45%37%35%38%29%10%6%6%TVMovies/cinemaDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentDailynewspapersMagazinesPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024LGusersrememberseeingadsonblogsandforumsmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLGusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks52%43%37%33%42%44%34%32%26%33%41%36%32%28%23%32%41%35%29%31%28%27%23%26%20%23%28%22%14%10%OnlinestoresVideoportalsWebsitesandappsSocialmediaVideogamesVideostreamingSearchenginesBlogs/servicesforumsEditorialwebsitesMusicportalsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024LGusersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks66%68%63%35%20%17%35%42%36%34%36%31%32%35%30%30%23%21%29%34%31%28%18%17%OnTVInprintedOnadvertisingBymailshot/DirectlyinAtthemoviesOntheInprintedmagazinesspacesadvertisingthestore/cinemaradiodaily30Notes:Sources:andjournalsonthegomailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=79LGusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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