机构研究报告-西班牙头戴耳机用户分析报告：美国Bose

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:BoseusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBoseusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBoseusersinSpain(’’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•KeyinsightsThemarketshareofBosehasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingBose4%4%4%4%4%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%3%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=35-63Boseusers,n=1369-1508headphoneusersSources:ConsumerInsightsGlobalasofAugust2024BoseusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsBoseismorepopularamongMillennialsthanotherheadphonebrands.Boseismorepopularamongmaleheadphoneusersthanfemaleheadphoneusers.Bosehasalargershareofuserswithahighincomethanotherheadphonebrands.AhappyrelationshipislessimportanttoBoseusersthantootherheadphoneusers.FinanceandeconomyarerelativelyprevalentinterestsofBoseusers.TravelingisarelativelypopularhobbyamongBoseusers.Itstandsoutthat56%ofBoseuserswantthebestaudioandcinematicexperienceonalldevices.41%ofBoseusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofBoseusersthinkthatgovernmentdebtisanissuethatneedstobeaddressed.TwitchismorepopularamongBoseusersthantheaverageheadphoneuser.Boseusersrememberseeingadsinonlinestoresmoreoftenthanotherheadphoneusers.Boseusersaremorelikelytoliveincitieswithover1millioninhabitantsthanheadphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+BoseismorepopularamongMillennialsthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersinSpainBrandusers19%41%31%9%Categoryusers19%34%39%8%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024BoseismorepopularamongmaleheadphoneusersthanfemaleheadphoneusersDemographicprofile:genderGenderofconsumersinSpainBrandusers59%41%Categoryusers50%50%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBoseusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain33%30%30%24%24%9%12%14%17%13%17%15%17%12%10%11%3%2%0%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree3%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024BosehasalargershareofuserswithahighincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers53%35%12%Categoryusers38%32%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,BoseusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive52%37%34%23%24%19%16%16%9%11%11%4%6%7%4%3%3%11%2%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Boseusersaremorelikelytoliveincitieswithover1millioninhabitantsthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain39%35%33%30%26%26%24%14%17%18%17%7%8%6%13Notes:Sources:2%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202413%ofBoseusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers13%87%0%Categoryusers8%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAhappyrelationshipislessimportanttoBoseusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain58%56%58%50%52%44%35%33%35%31%32%30%34%31%35%28%27%28%24%21%21%20%20%19%20%17%17%9%6%7%AnhonestandrespectablelifeAhappyrelationshipMakingmyowndecisionsLearningnewthingsSafetyandsecurityHavingagoodtimeTobesuccessfulAdvancingmycareerSocialjusticeTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofBoseusersConsumerlifestyle:maininterestsTop10interestsofBoseusersinSpain69%61%55%67%37%34%65%60%56%57%49%41%52%32%28%50%49%44%50%31%29%48%45%42%44%54%50%39%39%35%Movies,TVshowsFinance&economyTravelScience&technologyArts&literatureHealth&fitnessPolitics&societyandcurrentSportsFood&diningFashion&beauty17Notes:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024TravelingisarelativelypopularhobbyamongBoseusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBoseusersinSpain74%61%57%63%53%49%52%41%33%50%45%40%46%44%39%44%35%32%44%37%34%48%43%43%43%42%39%37%26%23%TravelingReadingTech/computersCooking/bakingDoingsportsandfitnessVideogamingShoppingOutdooractivitiesSocializingCars/vehicles18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024BoseusersaremorelikelytoplaysoccerthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBoseusersinSpain26%22%19%26%24%28%24%20%22%19%15%13%11%8%17%14%12%15%15%11%9%15%13%11%15%8%7%6%2%2%Running/joggingSoccerHikingBasketballCyclingFitness,aerobics,cardioSwimming/DivingYoga/pilatesTennisBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=34Boseusers,n=1413headphoneusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024BoseusersaremorelikelytofollowcyclingthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBoseusersinSpain37%38%36%24%21%20%20%20%22%20%11%11%11%4%3%9%7%6%9%7%6%7%5%4%6%14%13%4%6%5%SoccerBasketballCyclingTennisAmericanfootballAthletics(track&field)BoxingMixedMartialArtsMotorsportsHandball20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=26Boseusers,n=1413headphoneusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat56%ofBoseuserswantthebestaudioandcinematicexperienceonalldevicesConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain56%54%44%52%53%49%46%37%31%38%35%30%30%25%21%IwantthebestaudioandcinematicexperiencefromallIwouldlovetocontrolmyhomeviasmartphoneorvoiceIcouldnotlivewithoutmysmartphoneIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202441%ofBoseusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%35%30%30%18%18%30%33%15%15%15%11%10%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBoseusersthinkthatgovernmentdebtisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoBoseusers63%57%52%61%61%59%57%61%57%61%56%60%58%54%56%52%53%50%48%44%41%44%39%38%44%33%31%39%42%38%HousingUnemploymentHealthandsocialsecurityRisingprices/inflation/EconomicsituationEducationPovertyClimatechangeGovernmentdebtCrime24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,BoseuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers33%13%39%15%Categoryusers32%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints50%26%TwitchismorepopularamongBoseusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand76%77%73%70%64%66%60%67%68%49%52%40%40%39%22%32%32%14%14%24%23%20%20%6%4%8%2%1%27Notes:Sources:InstagramYouTubeTikTokFacebookLinkedInX(Twitter)TwitchRedditFlickrBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=25Boseusers,n=717headphoneusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202477%30%28%BoseuserstendtoreaddailynewspapersmoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks91%90%85%91%89%77%85%81%70%69%61%49%64%54%63%61%59%63%56%45%56%48%37%38%28%29%26%13%6%6%TVMovies/cinemaDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesRadioDailynewspapersPodcastsOnlinemagazinesMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024BoseusersrememberseeingadsinonlinestoresmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBoseusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks65%57%57%52%44%37%33%41%35%43%31%28%43%41%36%41%32%26%39%26%20%33%28%23%30%28%22%26%VideoportalsOnlinestoresVideostreamingSearchenginesSocialmediaWebsitesEditorial14%10%VideogamesMusicportalsBlogs/29Notes:Sources:servicesandappswebsitesofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024forumsBoseusersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks72%68%63%46%35%30%44%41%42%36%37%36%31%37%35%34%31%33%OnTVDirectlyin23%21%AtthemoviesOnadvertisingBymailshot/18%17%InprintedOnthe20%17%Inprintedthestore/cinemaspacesadvertisingdailyradiomagazines30Notes:Sources:onthegomailnewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=54Boseusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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