机构研究报告-意大利冰箱用户分析报告：Candy

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&BRANDSRefrigerators:CandyownersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofCandyownersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkCandyownersinItaly(’’brandusers’’)againstItalianrefrigeratorownersingeneral(’’categoryusers’’),andtheoverallItalianconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingItaly)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofCandyhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofrefrigeratorownersowningCandy7%7%7%7%7%7%7%7%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%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%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=112-144Candyowners,n=1889-2028refrigeratorownersSources:ConsumerInsightsGlobalasofAugust2024CandyownersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints37%ofCandyownersarepartofGenerationX.54%ofCandyownersaremale.Candyhasalargershareofownerswithalowincomethanotherrefrigeratorbrands.CandyownersaremorelikelytoliveinsmalltownsthanrefrigeratorownersinAnhonestandrespectablelifeislessimportanttoCandyownersthantootherrefrigeratorowners.FoodanddiningarerelativelyprevalentinterestsofCandyowners.SportsandfitnessarerelativelypopularhobbiesamongCandyowners.31%ofCandyownersstatethattheybuynewelectronics,evenwhentheiroldmodelstillworks.53%ofCandyownersareintheearlymajorityofinnovationadoptertypes.53%ofCandyownersthinkthatunemploymentisanissuethatneedstobeaddressed.74%ofCandyconsumersareactiveonFacebook.Candyownersrememberseeingadsonvideostreamingserviceslessoftenthanotherrefrigeratorowners.general.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+37%ofCandyownersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinItalyBrandusers17%35%37%11%Categoryusers18%31%40%12%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202454%ofCandyownersaremaleDemographicprofile:genderGenderofconsumersinItalyBrandusers54%46%Categoryusers49%51%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202415%ofCandyownershavealowersecondaryeducationDemographicprofile:educationConsumer’slevelofeducationinItaly30%29%15%23%23%21%20%21%16%16%13%17%18%8%9%1%5%5%2%2%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024CandyhasalargershareofownerswithalowincomethanotherrefrigeratorbrandsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers32%30%38%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202423%Comparedtootherrefrigeratorowners,CandyownersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive33%33%25%20%21%26%23%23%16%13%13%4%5%6%4%2%2%2%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CandyownersaremorelikelytoliveinsmalltownsthanrefrigeratorownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly30%32%31%32%24%24%21%21%10%12%11%14%13%12%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20247%ofCandyownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers7%81%12%Categoryusers6%86%8%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•Sportsfollowed15%14%AnhonestandrespectablelifeislessimportanttoCandyownersthantootherrefrigeratorownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly53%51%54%50%59%60%35%26%27%35%34%31%35%35%36%34%33%31%23%22%22%14%16%16%17%7%7%9%AhappyrelationshipAnhonestandrespectablelifeHavingagoodtimeLearningnewthingsSafetyandsecurityMakingmyowndecisionsSocialjusticeTraditionsTobesuccessfulAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FoodanddiningarerelativelyprevalentinterestsofCandyownersConsumerlifestyle:maininterestsTop10interestsofCandyownersinItaly62%58%56%47%45%43%47%60%55%46%44%42%42%51%49%43%38%40%30%28%26%34%29%32%34%28%31%23%34%34%Food&diningHealth&fitnessTravelSportsMovies,TVshowsScience&technologyFinance&economyArts&literatureHistoryPolitics&societyandcurrent&musicBrandusersCategoryusersAllrespondentsworldevents17Notes:Sources:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SportsandfitnessarerelativelypopularhobbiesamongCandyownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofCandyownersinItaly47%48%46%40%37%35%37%35%35%36%43%43%36%35%31%35%37%35%35%33%32%27%28%28%26%26%27%27%26%28%TravelingDoingsportsandfitnessCooking/bakingReadingTech/computersOutdooractivitiesPetsVideogamingSocializingShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Candyownersaremorelikelytodofitness,aerobics,cardiothanotherrefrigeratorownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofCandyownersinItaly22%20%18%19%16%15%13%13%13%12%9%9%11%11%10%9%11%11%8%5%4%8%9%8%7%4%5%6%6%5%Fitness,aerobics,cardioRunning/joggingSoccerYoga/pilatesHikingCyclingDancingTennisBasketballVolleyball/BeachVolleyball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=74Candyowners,n=1914refrigeratorowners,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofCandyownersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyCandyownersinItaly39%35%34%19%19%12%12%11%11%9%13%12%8%12%12%7%9%10%6%12%10%4%5%5%4%2%3%4%4%4%20Notes:Sources:SoccerTennisBasketballMotorsportsVolleyballAthleticsCyclingGymnasticsAmerican(track&field)footballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=63Candyowners,n=1914refrigeratorowners,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2131%ofCandyownersstatethattheybuynewelectronics,evenwhentheiroldmodelstillworksConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinItaly51%52%51%50%48%47%39%40%40%31%27%27%13%17%18%IcouldnotlivewithoutmysmartphoneWhenchoosingelectronics,IpaycloseattentiontoIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:theirenergyefficiencyBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202453%ofCandyownersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly53%49%51%13%13%12%19%19%18%13%17%19%2%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202453%ofCandyownersthinkthatunemploymentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoCandyowners55%53%53%50%57%54%47%45%44%46%53%50%39%41%38%41%38%39%38%47%46%36%46%43%32%43%41%32%40%39%UnemploymentEconomicsituationPovertyRisingprices/inflation/ImmigrationEducationHealthandsocialsecurityCrimeClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202434%ofCandyownershavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers20%23%34%23%Categoryusers25%25%31%20%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints74%ofCandyconsumersareactiveonFacebookMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand74%73%71%71%67%69%62%61%61%38%38%37%20%20%22%19%18%20%19%12%18%9%9%8%6%5%5%5%4%5%27Notes:Sources:FacebookInstagramYouTubeTikTokLinkedInX(Twitter)TwitchRedditBeReal.BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=66Candyowners,n=968refrigeratorowners,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024CandyownerstendtoreaddailynewspaperslessoftenthanrefrigeratorownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks92%89%87%63%65%64%59%63%55%52%55%48%45%44%41%32%33%35%28%25%25%26%28%29%20%21%18%30%20%31%12%15%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentMovies/cinemaPodcastsMagazinesOnlinemagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024CandyownersrememberseeingadsonvideostreamingserviceslessoftenthanotherrefrigeratorownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereCandyownersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks37%41%40%36%38%34%36%41%39%26%25%23%25%31%29%26%24%26%20%19%18%14%19%18%17%14%16%15%14%14%VideoportalsSocialmediaSearchenginesWebsitesandappsVideostreamingservicesOnlinestoresVideogamesEditorialwebsitesMusicportalsNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024CandyownersrememberadstheysawinprinteddailynewspaperslessoftenthanotherrefrigeratorownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks65%66%65%31%34%33%27%31%29%26%27%30%23%26%26%20%19%20%17%18%19%18%19%11%OnTVOnadvertisingBymailshot/OntheDirectlyinAtthemoviesInprintedInprintedspacesadvertisingradiothestore/cinemamagazinesdailyonthegomailandjournalsnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=137Candyowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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