机构研究报告-西班牙头戴耳机用户分析报告：日本胜利JVC

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:JVCusersinSpainConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofJVCusersinSpain:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkJVCusersinSpain(’’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•KeyinsightsThemarketshareofJVChasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingJVC6%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%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%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%4%4%4%4%4%4%4%5%5%5%5%5%5%5%5%5%5%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=52-87JVCusers,n=1369-1508headphoneusersSources:ConsumerInsightsGlobalasofAugust2024JVCusersinSpainManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsJVCismorepopularamongMillennialsthanotherheadphonebrands.55%ofJVCusersaremale.JVChasalargershareofuserswithamediumhouseholdincomethanotherheadphonebrands.JVCusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneral.LearningnewthingsislessimportanttoJVCusersthantootherheadphoneusers.FinanceandeconomyarerelativelyprevalentinterestsofJVCusers.CarsorvehiclesarerelativelypopularhobbiesamongJVCusers.Itstandsoutthat45%ofJVCuserswantthebestaudioandcinematicexperienceonalldevices.21%ofJVCusersareinnovatorsorearlyadoptersofnewproducts.59%ofJVCusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressed.TwitchismorepopularamongJVCusersthantheaverageheadphoneuser.JVCusersrememberhearingadsinpodcastsmoreoftenthanotherheadphoneusers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+JVCismorepopularamongMillennialsthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersinSpainBrandusers12%45%33%9%Categoryusers19%34%39%8%Allrespondents19%32%40%9%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202455%ofJVCusersaremaleDemographicprofile:genderGenderofconsumersinSpainBrandusers55%45%Categoryusers50%50%Allrespondents49%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust202447%ofJVCusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinSpain33%30%30%21%24%24%12%12%14%17%17%15%9%12%10%3%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree5%3%2%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JVChasalargershareofuserswithamediumhouseholdincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersinSpaininthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers43%46%11%Categoryusers38%32%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,JVCusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinSpainlive47%37%34%29%23%24%16%16%8%11%11%8%6%7%0%3%3%8%2%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024JVCusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinSpain52%35%33%26%26%12%14%17%15%20%18%17%13Notes:Sources:8%7%2%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust20246%ofJVCusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinSpainBrandusers6%92%2%Categoryusers8%90%3%Allrespondents7%89%4%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoJVCusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinSpain61%58%58%58%50%52%36%34%35%36%33%35%24%32%30%21%20%21%20%27%28%17%17%17%20%15%19%14%6%7%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsLearningnewthingsTobesuccessfulHavingagoodtimeSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024FinanceandeconomyarerelativelyprevalentinterestsofJVCusersConsumerlifestyle:maininterestsTop10interestsofJVCusersinSpain59%49%44%58%37%34%58%61%60%55%56%56%52%45%42%54%48%50%47%49%41%41%39%35%38%29%25%36%31%29%Health&fitnessFinance&economyMovies,TVshowsTravelSportsFood&diningScience&technologyFashion&beautyVehicles&mobilityPolitics&societyandcurrent&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024CarsorvehiclesarerelativelypopularhobbiesamongJVCusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofJVCusersinSpain61%61%57%53%53%49%50%41%33%48%44%39%48%48%43%43%37%34%36%35%45%40%35%42%39%35%35%32%26%23%TravelingReadingTech/computersDoingsportsandfitnessOutdooractivitiesShoppingCars/vehiclesCooking/bakingSocializingVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JVCusersaremorelikelytogorunningorjoggingthanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofJVCusersinSpain33%22%30%28%24%26%22%19%19%17%14%12%17%15%13%14%11%8%12%11%9%9%13%11%9%8%7%3%6%5%Running/joggingHikingFitness,aerobics,cardioCyclingSoccerBasketballSwimming/DivingYoga/pilatesTennisDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=41JVCusers,n=1413headphoneusers,n=6,597allrespondentsConsumerInsightsGlobalasofAugust2024JVCusersaremorelikelytofollowbasketballthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyJVCusersinSpain42%38%36%29%21%20%23%22%20%15%11%11%14%7%6%14%12%13%9%5%4%6%4%3%6%6%5%3%7%6%20Notes:Sources:SoccerBasketballTennisCyclingBoxingMotorsportsMixedAmericanMartialArtsfootballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=34JVCusers,n=1413headphoneusers,n=5,076allrespondentsConsumerInsightsGlobalasofAugust2024HandballAthletics(track&field)CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat45%ofJVCuserswantthebestaudioandcinematicexperienceonalldevicesConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinSpain48%44%47%53%49%45%38%37%31%33%35%30%32%25%21%IwouldlovetocontrolmyhomeviasmartphoneorvoiceIcouldnotlivewithoutmysmartphoneIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=2,028allrespondentsSources:ConsumerInsightsGlobalasofAugust202421%ofJVCusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinSpain38%33%35%33%33%30%18%18%18%15%10%12%3%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust202459%ofJVCusersthinkthathealth&socialsecurityareissuesthatneedtobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingSpainaccordingtoJVCusers59%61%57%56%53%50%55%61%59%58%53%56%52%61%60%50%57%52%42%42%38%44%41%41%36%33%31%33%37%33%HealthandsocialsecurityEducationUnemploymentEconomicsituationRisingprices/inflation/HousingCrimePovertyGovernmentdebtEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024JVCuserstendtohavemoreleftleaningpoliticalviewsthanotherheadphoneusersConsumerattitudes:politicsPoliticalattitudesofconsumersinSpainBrandusers38%18%29%15%Categoryusers32%28%27%12%Allrespondents34%28%26%12%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsTwitchismorepopularamongJVCusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinSpainbybrand77%73%73%67%68%68%68%70%66%50%46%49%39%32%14%14%30%26%22%30%32%19%6%4%23%16%20%11%2%1%27Notes:Sources:InstagramFacebookYouTubeTikTokTwitchLinkedInX(Twitter)RedditFlickrBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=37JVCusers,n=717headphoneusers,n=6071allrespondentsConsumerInsightsGlobalasofAugust202461%JVCuserstendtolistentotheradiomoreoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinSpainhavebeenusinginthepast4weeks86%90%85%79%77%70%77%77%69%73%59%65%61%49%61%64%54%48%45%45%38%29%37%36%30%28%27%28%26%9%6%6%TVMovies/cinemaDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesOnlinemagazinesPodcastsDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JVCusersrememberhearingadsinpodcastsmoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereJVCusersinSpainhavecomeacrossdigitaladvertisinginthepast4weeks55%52%44%44%41%35%39%32%26%35%28%22%35%41%36%33%37%33%33%28%23%30%31%28%29%26%20%27%19%15%VideoportalsVideostreamingservicesWebsitesandappsMusicportalsSocialmediaOnlinestoresVideogamesSearchenginesEditorialwebsitesPodcastsofbrandsandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsConsumerInsightsGlobalasofAugust2024JVCusersrememberadvertisingtheyheardontheradiomoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinSpainhavecomeacrossnon-digitaladvertisinginthepast4weeks76%68%63%45%34%31%39%35%30%39%42%36%32%23%21%29%36%31%20%20%17%17%18%17%OnTVOntheDirectlyinOnadvertisingAtthemoviesBymailshot/InprintedInprintedradiothestorespaces/cinemaadvertisingmagazinesdailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=66JVCusers,n=1,413headphoneusers,n=12,172allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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