机构研究报告-意大利冰箱用户分析报告：LG

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:LGownersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofLGownersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkLGownersinItaly(’’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•KeyinsightsThemarketshareofLGhasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofrefrigeratorownersowningLG10%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%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%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%7%7%7%7%7%7%7%7%7%7%7%7%7%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=147-185LGowners,n=1889-2028refrigeratorownersSources:ConsumerInsightsGlobalasofAugust2024LGownersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints37%ofLGownersarepartofGenerationX.53%ofLGownersaremale.LGhasalargershareofownerswithamediumhouseholdincomethanotherrefrigeratorbrands.RefrigeratorownersingeneralandLGMakingtheirowndecisionsislessimportanttoLGownersthantootherrefrigeratorowners.FoodanddiningarerelativelyprevalentinterestsofLGowners.TechorcomputersarerelativelypopularhobbiesamongLGowners.Itstandsoutthat57%ofLGownerspaycloseattentiontoenergyefficiencywhenchoosingelectronics.20%ofLGownersareinnovatorsorearlyadoptersofnewproducts.UnemploymentisofparticularconcerntoLGowners.FacebookismorepopularamongLGownersthantheaveragerefrigeratorowner.LGownersrememberseeingadsinonlinestoreslessoftenthanotherrefrigeratorowners.ownersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+37%ofLGownersarepartofGenerationXDemographicprofile:generationsAgeofconsumersinItalyBrandusers21%31%37%11%Categoryusers18%31%40%12%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202453%ofLGownersaremaleDemographicprofile:genderGenderofconsumersinItalyBrandusers53%47%Categoryusers49%51%Allrespondents50%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TheeducationlevelofLGownersandrefrigeratorownersaresimilarDemographicprofile:educationConsumer’slevelofeducationinItaly34%30%29%19%21%20%14%16%16%15%17%18%6%5%5%Noformal9%8%9%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree2%2%3%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024LGhasalargershareofownerswithamediumhouseholdincomethanotherrefrigeratorbrandsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers37%36%26%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherrefrigeratorowners,LGownersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive38%33%33%27%20%20%21%23%23%13%13%7%4%5%6%2%2%2%1%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024RefrigeratorownersingeneralandLGownersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly29%31%32%24%24%24%21%21%21%13%12%11%12%12%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20247%ofLGownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers7%86%8%Categoryusers6%86%8%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsislessimportanttoLGownersthantootherrefrigeratorownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly59%57%60%53%53%54%40%35%36%31%34%31%29%26%27%27%33%31%22%21%22%21%16%17%14%14%14%6%7%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityLearningnewthingsHavingagoodtimeMakingmyowndecisionsSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024FoodanddiningarerelativelyprevalentinterestsofLGownersConsumerlifestyle:maininterestsTop10interestsofLGownersinItaly62%58%56%57%60%55%50%51%49%44%45%43%44%43%40%44%44%42%31%34%31%34%31%34%28%34%32%27%28%26%Food&diningTravelMovies,TVshowsHealth&fitnessScience&technologySportsHistoryPolitics&societyandcurrentArts&literatureFinance&economy&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongLGownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofLGownersinItaly49%48%46%43%43%38%38%37%35%37%37%35%36%35%31%35%34%35%28%28%27%28%28%26%27%33%32%27%28%24%TravelingReadingDoingsportsandfitnessOutdooractivitiesTech/computersCooking/bakingSocializingVideogamingPetsShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202423%ofLGownersregularlygorunningorjoggingConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofLGownersinItaly23%20%19%16%14%15%13%13%13%12%9%8%11%11%11%8%9%9%7%11%10%7%9%8%5%6%5%4%5%4%Running/joggingFitness,aerobics,cardioSoccerTennisCyclingYoga/pilatesHikingSwimming/DivingVolleyball/BeachVolleyballDancing19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=90LGowners,n=1914refrigeratorowners,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024LGownersfollowsimilarsportsleagues,teams,andcompetitionsasownersofotherrefrigeratorbrandsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyLGownersinItaly35%34%34%19%19%19%13%11%12%10%8%8%9%12%10%9%12%12%9%9%10%6%12%11%5%5%5%3%4%4%SoccerTennisMotorsportsSwimming/divingCyclingVolleyballAthletics(track&field)BasketballGymnasticsWintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=74LGowners,n=1914refrigeratorowners,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat57%ofLGownerspaycloseattentiontoenergyefficiencywhenchoosingelectronicsConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinItaly57%48%47%53%52%51%41%40%40%28%27%27%24%17%18%Whenchoosingelectronics,IpaycloseattentiontoIcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolformetheirenergyefficiency22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202420%ofLGownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly49%51%45%17%13%12%20%19%18%15%17%19%4%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024UnemploymentisofparticularconcerntoLGownersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoLGowners57%55%53%51%57%54%50%53%50%46%46%43%47%45%46%44%43%45%41%40%44%40%41%38%41%38%39%40%37%39%UnemploymentEconomicsituationRisingprices/inflation/CrimeHealthandsocialsecurityClimatechangePovertyImmigrationEducationEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024LGownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers27%28%27%18%Categoryusers25%25%31%20%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsFacebookismorepopularamongLGownersthantheaveragerefrigeratorownerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand80%73%71%72%71%69%62%61%61%43%38%37%24%19%18%23%22%20%20%18%19%11%9%8%10%5%5%8%4%5%27Notes:Sources:FacebookInstagramYouTubeTikTokX(Twitter)LinkedInTwitchRedditBeReal.BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=83LGowners,n=968refrigeratorowners,n=6092allrespondentsConsumerInsightsGlobalasofAugust202433%LGownerstendtogotothemoviesmoreoftenthanrefrigeratorownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks91%89%87%66%65%64%60%59%63%50%55%48%44%44%41%42%35%32%30%31%31%25%25%31%28%29%20%21%18%11%15%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentMovies/cinemaDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024LGownersrememberseeingadsinonlinestoreslessoftenthanotherrefrigeratorownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereLGownersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks41%41%40%40%38%34%41%39%39%36%31%29%26%25%23%21%20%18%18%26%26%17%15%16%15%19%18%15%14%14%VideoportalsSocialmediaSearchenginesVideostreamingservicesWebsitesandappsVideogamesOnlinestoresMusicportalsEditorialwebsitesNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024LGownersrememberadstheygotbymaillessoftenthanotherrefrigeratorownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks69%66%65%30%34%33%25%26%26%24%31%29%24%27%30%24%19%20%19%18%19%18%18%19%OnTVOnadvertisingspacesDirectlyinthestoreBymailshot/advertisingOntheradioAtthemovies/cinemaInprinteddailyInprintedmagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=169LGowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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