机构研究报告-西班牙头戴耳机用户分析报告：Samsung三星

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:SamsungusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSamsungusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSamsungusersinSpain(’’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•KeyinsightsThemarketshareofSamsunghasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingSamsung16%16%16%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%15%15%15%15%15%14%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=204-227Samsungusers,n=1369-1508headphoneusersSources:ConsumerInsightsGlobalasofAugust2024SamsungusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints37%ofSamsungusersarepartofGenerationX.54%ofSamsungusersarefemale.Samsunghasalargershareofuserswithahighincomethanotherheadphonebrands.SamsungusersaremorelikelytoliveinlargecitiesthanheadphoneusersinMakingtheirowndecisionsislessimportanttoSamsungusersthantootherheadphoneusers.VehiclesandmobilityarerelativelyprevalentinterestsofSamsungusers.ShoppingisarelativelypopularhobbyamongSamsungusers.46%ofSamsungusersstatethattheywouldlovetocontroltheirhomeviasmartphoneorvoice.21%ofSamsungusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofSamsungusersthinkthatclimatechangeisanissuethatneedstobeaddressed.FacebookismorepopularamongSamsungusersthantheaverageheadphoneuser.Samsungusersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotherheadphoneusers.general.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+37%ofSamsungusersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinSpainBrandusers15%36%37%11%Categoryusers19%34%39%8%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202454%ofSamsungusersarefemaleDemographicprofile:genderGenderofconsumersinSpainBrandusers46%54%Categoryusers50%50%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202446%ofSamsungusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain32%30%30%25%24%24%10%12%14%18%17%15%11%12%10%1%2%3%2%3%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024SamsunghasalargershareofuserswithahighincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers45%28%26%Categoryusers38%32%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,SamsungusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive47%37%34%22%23%24%16%16%7%11%11%6%6%7%3%3%3%10%5%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SamsungusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain40%35%33%26%26%22%13%14%17%19%18%17%6%7%8%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20245%ofSamsungusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers5%91%4%Categoryusers8%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsislessimportanttoSamsungusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain58%58%58%53%50%52%37%34%35%32%32%30%33%29%35%28%27%28%22%20%19%21%20%21%17%13%17%8%6%7%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityLearningnewthingsMakingmyowndecisionsHavingagoodtimeAdvancingmycareerTobesuccessfulSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024VehiclesandmobilityarerelativelyprevalentinterestsofSamsungusersConsumerlifestyle:maininterestsTop10interestsofSamsungusersinSpain65%60%56%60%61%55%54%54%50%53%49%44%48%45%42%46%49%41%45%39%35%40%38%34%39%37%34%37%29%25%TravelMovies,TVshowsFood&diningHealth&fitnessSportsScience&technologyFashion&beautyHistoryFinance&economyVehicles&mobility17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ShoppingisarelativelypopularhobbyamongSamsungusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSamsungusersinSpain66%61%57%53%53%49%50%37%34%49%44%39%48%48%43%47%45%40%47%42%39%43%38%34%39%41%33%37%35%32%TravelingReadingShoppingDoingsportsandfitnessOutdooractivitiesCooking/bakingSocializingPetsTech/computersVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSamsungusersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSamsungusersinSpain28%24%22%19%24%24%23%22%19%20%18%15%13%14%12%14%11%9%14%13%11%13%11%8%12%8%7%4%2%2%Fitness,aerobics,cardioHikingRunning/joggingSoccerCyclingSwimming/DivingYoga/pilatesBasketballTennisBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=130Samsungusers,n=1413headphoneusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024SamsungusersaremorelikelytofollowsoccerthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbySamsungusersinSpain43%38%36%26%22%20%24%21%20%17%11%11%16%14%13%10%7%6%9%7%6%8%6%5%7%5%4%5%4%3%20Notes:Sources:SoccerTennisBasketballCyclingMotorsportsBoxingAthleticsHandballMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=101Samsungusers,n=1413headphoneusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2146%ofSamsungusersstatethattheywouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain52%53%49%46%44%38%39%37%31%35%35%30%24%25%21%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202421%ofSamsungusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%32%35%30%33%26%18%20%18%18%15%10%3%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSamsungusersthinkthatclimatechangeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoSamsungusers62%61%57%61%60%60%61%59%59%57%58%56%55%57%52%53%49%50%44%39%38%43%42%38%42%39%37%44%41%41%HealthandsocialsecurityRisingprices/inflation/UnemploymentEconomicsituationHousingEducationClimatechangeCrimeImmigrationPoverty24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManySamsungusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers26%31%31%12%Categoryusers32%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints67%70%50%FacebookismorepopularamongSamsungusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand83%81%77%80%68%73%66%61%49%47%39%32%27%23%20%24%26%22%16%14%14%13%9%8%9%6%4%27Notes:Sources:FacebookInstagramYouTubeTikTokX(Twitter)LinkedInTwitchSnapchatRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=104Samsungusers,n=717headphoneusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust2024SamsunguserstendtoreadmagazinesmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks90%90%85%80%77%70%74%77%69%64%61%49%64%61%59%62%64%54%47%45%37%42%38%29%36%30%28%35%28%26%10%6%6%TVMovies/cinemaDigitalvideocontentDigitalmusiccontentRadioOnlinenewswebsitesPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024SamsungusersrememberseeingadsonwebsitesandappsofbrandsandproductsmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSamsungusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks49%41%35%45%52%44%42%41%36%41%37%33%40%32%26%34%31%28%32%28%22%30%28%23%29%26%20%21%19%15%VideostreamingservicesVideoportalsSocialmediaOnlinestoresWebsitesandappsofbrandsSearchenginesMusicportalsVideogamesEditorialwebsitesandappsPodcasts29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024SamsungusersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks70%68%63%42%42%36%39%36%31%38%35%30%36%34%31%26%23%21%25%20%17%22%18%17%OnTVOnadvertisingBymailshot/DirectlyinOntheAtthemoviesInprintedInprintedspacesadvertisingthestoreradio/cinemamagazinesdailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=210Samsungusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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