机构研究报告-西班牙头戴耳机用户分析报告：Philips飞利浦

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:PhilipsusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofPhilipsusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkPhilipsusersinSpain(’’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•KeyinsightsThemarketshareofPhilipshasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingPhilips7%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%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%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%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%4%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62-110Philipsusers,n=1369-1508headphoneusersSources:ConsumerInsightsGlobalasofAugust2024PhilipsusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints44%ofPhilipsusersarepartofGenerationX.55%ofPhilipsusersaremale.Philipshasalargershareofuserswithalowincomethanotherheadphonebrands.Philipsusersaremorelikelytoliveincitieswithover1millioninhabitantsLearningnewthingsismoreimportanttoPhilipsusersthantootherheadphoneusers.ArtsandliteraturearerelativelyprevalentinterestsofPhilipsusers.CookingorbakingarerelativelypopularhobbiesamongPhilipsusers.Itstandsoutthat45%ofPhilipsusersbuynewelectronics,evenwhentheiroldmodelstillworks.24%ofPhilipsusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofPhilipsusersthinkthateducationisanissuethatneedstobeaddressed.FacebookismorepopularamongPhilipsusersthantheaverageheadphoneuser.Philipsusersrememberseeingadsinvideogamesmoreoftenthanotherheadphoneusers.thantheaverageconsumer.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+44%ofPhilipsusersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinSpainBrandusers19%34%44%3%Categoryusers19%34%39%8%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202455%ofPhilipsusersaremaleDemographicprofile:genderGenderofconsumersinSpainBrandusers55%45%Categoryusers50%50%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202431%ofPhilipsusershaveanuppersecondaryeducationwiththepermissiontogotouniversityDemographicprofile:educationConsumer’slevelofeducationinSpain31%30%30%27%24%24%12%14%18%17%15%11%12%10%6%3%2%3%3%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024PhilipshasalargershareofuserswithalowincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers29%31%40%Categoryusers38%32%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202439%ofPhilipsusersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive39%37%34%23%24%19%18%16%16%13%11%11%5%6%7%0%3%3%6%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Philipsusersaremorelikelytoliveincitieswithover1millioninhabitantsthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain35%35%33%26%26%23%18%14%17%16%18%17%8%7%8%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202411%ofPhilipsusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers11%85%3%Categoryusers8%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsismoreimportanttoPhilipsusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain53%50%52%52%58%58%39%32%30%37%34%35%27%27%28%27%33%35%26%21%21%19%20%19%17%16%17%3%6%7%AhappyrelationshipAnhonestandrespectablelifeLearningnewthingsSafetyandsecurityHavingagoodtimeMakingmyowndecisionsTobesuccessfulAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofPhilipsusersConsumerlifestyle:maininterestsTop10interestsofPhilipsusersinSpain60%60%56%58%54%50%58%49%44%58%61%55%55%45%42%50%49%41%45%32%28%45%38%34%39%39%35%37%37%34%TravelFood&diningHealth&fitnessMovies,TVshowsSportsScience&technologyArts&literatureHistoryFashion&beautyFinance&economy17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024CookingorbakingarerelativelypopularhobbiesamongPhilipsusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofPhilipsusersinSpain61%53%49%60%61%57%56%45%40%55%48%43%48%44%39%45%42%39%42%38%34%42%41%33%40%35%32%40%37%34%ReadingTravelingCooking/bakingOutdooractivitiesDoingsportsandfitnessSocializingPetsTech/computersVideogamingShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024PhilipsusersaremorelikelytoplaysoccerthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofPhilipsusersinSpain34%28%24%27%22%19%26%15%13%21%14%12%18%11%8%18%22%19%18%13%11%13%11%9%13%8%7%6%6%5%HikingRunning/joggingSoccerCyclingBasketballFitness,aerobics,cardioYoga/pilatesSwimming/DivingTennisDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=40Philipsusers,n=1413headphoneusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024PhilipsusersaremorelikelytofollowsoccerthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyPhilipsusersinSpain48%38%36%27%27%21%20%22%20%18%11%11%15%7%6%15%14%13%10%5%4%8%4%3%8%7%6%6%6%5%SoccerBasketballTennisCyclingAthletics(track&field)MotorsportsMixedMartialArtsAmericanfootballBoxingHandball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=34Philipsusers,n=1413headphoneusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat45%ofPhilipsusersbuynewelectronics,evenwhentheiroldmodelstillworksConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain55%53%49%45%35%30%44%37%31%39%44%38%31%25%21%IcouldnotlivewithoutmysmartphoneIbuynewelectronics,evenwhenmyoldmodelstillworksIwantthebestaudioandcinematicexperiencefromallIwouldlovetocontrolmyhomeviasmartphoneorvoiceElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202424%ofPhilipsusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%32%35%29%30%33%23%18%18%15%15%10%2%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofPhilipsusersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoPhilipsusers69%61%57%65%61%59%63%53%50%63%61%60%58%53%56%57%50%52%47%44%41%42%37%33%39%37%39%38%37%37%HealthandsocialsecurityUnemploymentEducationRisingprices/inflation/EconomicsituationHousingPovertyEnvironmentClimatechangeImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024PhilipsuserstendtohavemoreleftleaningpoliticalviewsthanotherheadphoneusersConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers37%27%26%10%Categoryusers32%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints67%70%23%FacebookismorepopularamongPhilipsusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand87%68%80%66%77%73%73%50%43%49%43%39%32%33%20%27%26%22%13%6%4%10%9%8%10%2%2%27Notes:Sources:FacebookYouTubeInstagramTikTokX(Twitter)LinkedInRedditSnapchatTumblrBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=30Philipsusers,n=717headphoneusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202428%30%PhilipsuserstendtoreadmagazinesmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks90%90%85%82%77%82%77%69%70%66%64%54%65%61%59%63%61%49%50%45%45%37%45%39%38%26%28%29%11%6%6%TVDigitalvideocontentMovies/cinemaOnlinenewswebsitesRadioDigitalmusiccontentMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024PhilipsusersrememberseeingadsinvideogamesmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswherePhilipsusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks53%52%52%44%41%35%40%41%36%40%28%23%39%32%26%32%26%20%31%28%22%31%31%28%27%37%33%16%14%10%VideoportalsVideostreamingservicesSocialmediaVideogamesWebsitesandappsEditorialwebsitesMusicportalsSearchenginesOnlinestoresBlogs/forums29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Philipsusersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks69%68%63%47%42%36%45%36%31%40%35%30%40%23%21%34%18%17%32%34%31%27%20%17%OnTVOnadvertisingBymailshot/DirectlyinAtthemoviesInprintedOntheInprintedspacesadvertisingthestore/cinemadailyradiomagazines30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=62Philipsusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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