机构研究报告-西班牙头戴耳机用户分析报告：Sony索尼

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:SonyusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSonyusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSonyusersinSpain(’’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•KeyinsightsThemarketshareofSonyhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingSony12%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=111-173Sonyusers,n=1369-1508headphoneusersSources:ConsumerInsightsGlobalasofAugust2024SonyusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSonyismorepopularamongMillennialsthanotherheadphonebrands.Comparedtootherheadphonebrands,Sonyhasarelativelyhighshareofmaleusers.Sonyhasalargershareofuserswithalowincomethanotherheadphonebrands.SonyusersaremorelikelytoliveinBeingsuccessfulismoreimportanttoSonyusersthantootherheadphoneusers.ArtsandliteraturearerelativelyprevalentinterestsofSonyusers.OutdooractivitiesarearelativelypopularhobbyamongSonyusers.Itstandsoutthat44%ofSonyuserswantthebestaudioandcinematicexperienceonalldevices.20%ofSonyusersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofSonyusersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressed.YouTubeismorepopularamongSonyusersthantheaverageheadphoneuser.Sonyusersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotherheadphoneusers.smalltownsthanheadphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SonyismorepopularamongMillennialsthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersinSpainBrandusers14%41%39%6%Categoryusers19%34%39%8%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootherheadphonebrands,SonyhasarelativelyhighshareofmaleusersDemographicprofile:genderGenderofconsumersinSpainBrandusers56%44%Categoryusers50%50%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202451%ofSonyusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain30%30%28%24%24%24%13%12%14%13%17%15%18%12%10%6%3%2%0%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree3%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024SonyhasalargershareofuserswithalowincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers38%26%37%Categoryusers38%32%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202423%40%ofSonyusersliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive40%37%34%24%24%17%16%16%11%11%8%6%6%7%2%3%3%4%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SonyusersaremorelikelytoliveinsmalltownsthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain35%33%28%26%26%25%23%14%17%18%18%17%13Notes:Sources:8%7%7%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20246%ofSonyusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers6%91%3%Categoryusers8%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedBeingsuccessfulismoreimportanttoSonyusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain59%58%58%50%49%52%33%34%35%33%32%30%34%33%35%30%27%28%28%21%21%20%16%19%17%17%11%7%6%7%AnhonestandrespectablelifeAhappyrelationshipMakingmyowndecisionsLearningnewthingsSafetyandsecurityHavingagoodtimeTobesuccessfulAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofSonyusersConsumerlifestyle:maininterestsTop10interestsofSonyusersinSpain65%61%55%61%54%50%58%60%56%58%49%41%53%45%42%51%49%44%47%37%34%43%32%28%41%39%35%41%38%34%Movies,TVshowsFood&diningTravelScience&technologySportsHealth&fitnessFinance&economyArts&literatureFashion&beautyHistory&music17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024OutdooractivitiesarearelativelypopularhobbyamongSonyusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSonyusersinSpain64%48%43%58%61%57%57%53%49%53%41%33%49%44%39%48%35%32%48%42%39%46%45%40%46%38%34%38%37%34%OutdooractivitiesTravelingReadingTech/computersDoingsportsandfitnessVideogamingSocializingCooking/bakingPetsShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024SonyusersaremorelikelytogohikingthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSonyusersinSpain42%28%24%28%22%19%27%22%19%20%14%12%18%15%13%18%13%11%15%11%8%15%11%9%9%6%5%8%8%7%HikingFitness,aerobics,cardioRunning/joggingCyclingSoccerYoga/pilatesBasketballSwimming/DivingDancingTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=87Sonyusers,n=1413headphoneusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024SonyusersaremorelikelytofollowsoccerthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbySonyusersinSpain45%38%36%28%26%21%20%22%20%13%14%13%12%7%6%12%11%11%10%5%4%8%4%3%7%7%6%4%6%5%20Notes:Sources:SoccerBasketballTennisMotorsportsBoxingCyclingMixedAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=64Sonyusers,n=1413headphoneusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024Athletics(track&field)HandballCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat44%ofSonyuserswantthebestaudioandcinematicexperienceonalldevicesConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain56%53%49%49%44%38%44%37%31%40%35%30%28%25%21%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202420%ofSonyusersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%35%31%30%33%28%20%19%18%18%15%10%3%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSonyusersthinkthatrisingprices,inflation&costoflivingareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoSonyusers75%61%60%65%61%57%63%58%56%63%61%59%55%53%50%57%51%52%48%42%38%44%37%33%44%44%41%43%39%38%Risingprices/inflation/HealthandsocialsecurityEconomicsituationUnemploymentEducationHousingCrimeEnvironmentPovertyClimatechangecostofliving24Notes:BrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202437%ofSonyusershavemoreleftleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers37%27%29%8%Categoryusers32%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints70%YouTubeismorepopularamongSonyusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand83%66%76%77%73%68%67%68%49%50%49%40%39%32%25%26%22%22%14%14%23%17%20%8%6%4%5%9%8%YouTubeInstagramFacebookTikTokX(Twitter)LinkedInTwitchRedditSnapchatBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=63Sonyusers,n=717headphoneusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202461%95%ofSonyuserswatchedTVinthepast4weeksMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks95%90%85%85%77%69%83%77%70%73%64%54%65%61%49%59%59%52%45%48%37%38%29%33%30%28%28%28%26%7%6%6%TVDigitalvideocontentMovies/cinemaOnlinenewswebsitesDigitalmusiccontentRadioPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024SonyusersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSonyusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks58%52%44%48%41%35%43%41%36%38%37%33%37%28%22%36%31%28%33%28%23%32%32%26%23%19%22%26%20%15%VideoportalsVideostreamingservicesSocialmediaOnlinestoresMusicportalsSearchenginesVideogamesWebsitesandappsofbrandsPodcastsEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024SonyusersrememberadstheysawonTVmoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks78%68%63%47%42%36%43%36%31%38%34%31%37%35%30%30%23%21%23%18%17%19%20%17%OnTVOnadvertisingBymailshot/OntheDirectlyinAtthemoviesInprintedInprintedspacesadvertisingradiothestore/cinemadailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=120Sonyusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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