机构研究报告-意大利冰箱用户分析报告：Samsung三星

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:SamsungownersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSamsungownersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSamsungownersinItaly(’’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•KeyinsightsThemarketshareofSamsunghasgrowncomparedto2021Q1Managementsummary:brandusagetimelineTimelineofrefrigeratorownersowningSamsung14%14%14%14%14%14%14%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%12%12%12%12%12%12%12%12%12%13%13%13%13%13%13%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=244-276Samsungowners,n=1889-2028refrigeratorownersSources:ConsumerInsightsGlobalasofAugust2024SamsungownersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSamsungismorepopularamongMillennialsthanotherrefrigeratorbrands.Comparedtootherrefrigeratorbrands,Samsunghasarelativelyhighshareofmaleowners.Samsunghasalargershareofownerswithahighincomethanotherrefrigeratorbrands.LearningnewthingsislessimportanttoSamsungownersthantootherrefrigeratorowners.Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofSamsungowners.Samsungownersaremorelikelytohaveshoppingasahobbythanotherrefrigeratorowners.Itstandsoutthat47%ofSamsungownerswouldlovetocontroltheirhomeviasmartphoneorvoice.22%ofSamsungownersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofSamsungownersthinkthateducationisanissuethatneedstobeaddressed.X(Twitter)ismorepopularamongSamsungownersthantheaveragerefrigeratorowner.Samsungownersrememberseeingadsonvideostreamingservicesmoreoftenthanotherrefrigeratorowners.RefrigeratorownersingeneralandSamsungownersspecifically,liveinsimilartypeofcommunities.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SamsungismorepopularamongMillennialsthanotherrefrigeratorbrandsDemographicprofile:generationsAgeofconsumersinItalyBrandusers17%38%36%9%Categoryusers18%31%40%12%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootherrefrigeratorbrands,SamsunghasarelativelyhighshareofmaleownersDemographicprofile:genderGenderofconsumersinItalyBrandusers55%45%Categoryusers49%51%Allrespondents50%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202441%ofSamsungownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly30%30%29%18%21%20%15%16%16%23%17%18%5%5%5%Noformal8%9%7%LowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegree3%2%3%Doctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SamsunghasalargershareofownerswithahighincomethanotherrefrigeratorbrandsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%29%29%Categoryusers36%31%33%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherrefrigeratorowners,SamsungownersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive39%33%33%19%20%21%21%23%23%12%13%13%5%5%6%1%2%2%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024RefrigeratorownersingeneralandSamsungownersspecifically,liveinsimilartypeofcommunitiesDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly31%32%26%24%24%28%22%21%21%11%12%11%13%12%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20245%ofSamsungownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers5%87%8%Categoryusers6%86%8%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsislessimportanttoSamsungownersthantootherrefrigeratorownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly61%59%60%57%53%54%35%33%36%33%33%31%28%34%31%26%22%22%26%23%27%18%16%17%14%14%14%6%7%9%AnhonestandrespectablelifeAhappyrelationshipSafetyandsecurityMakingmyowndecisionsLearningnewthingsSocialjusticeHavingagoodtimeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Politics,societyandcurrentworldeventsarerelativelyprevalentinterestsofSamsungownersConsumerlifestyle:maininterestsTop10interestsofSamsungownersinItaly61%58%56%60%60%55%55%51%49%47%45%43%46%43%40%46%44%42%40%34%34%32%34%34%31%32%32%32%30%31%Food&diningTravelMovies,TVshowsHealth&fitnessScience&technologySportsPolitics&societyandcurrentHistoryArts&literatureFashion&beauty17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownersaremorelikelytohaveshoppingasahobbythanotherrefrigeratorownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSamsungownersinItaly52%48%46%43%42%43%40%37%35%39%37%35%39%35%35%38%35%31%33%27%28%33%28%27%32%33%32%31%28%26%TravelingReadingDoingsportsandfitnessOutdooractivitiesCooking/bakingTech/computersShoppingSocializingPetsVideogaming18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownersaremorelikelytoplaysoccerthanotherrefrigeratorownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSamsungownersinItaly23%20%19%19%17%16%15%13%13%13%11%11%13%11%10%12%9%8%10%9%8%10%9%9%8%4%5%8%6%5%Running/joggingSoccerFitness,aerobics,cardioCyclingHikingTennisSwimming/DivingYoga/pilatesBasketballVolleyball/BeachVolleyball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=145Samsungowners,n=1914refrigeratorowners,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofSamsungownersfollowsoccerteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbySamsungownersinItaly39%35%34%20%19%19%16%13%12%15%12%11%14%12%12%13%12%10%9%9%10%8%8%8%7%5%5%5%4%4%20Notes:Sources:SoccerTennisMotorsportsBasketballVolleyballCyclingAthleticsSwimming(track&field)/divingBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=120Samsungowners,n=1914refrigeratorowners,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024GymnasticsWintersportsCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat47%ofSamsungownerswouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinItaly51%48%47%50%52%51%47%40%40%32%27%27%22%17%18%Whenchoosingelectronics,IpaycloseattentiontoIcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolformetheirenergyefficiency22Notes:BrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofSamsungownersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly50%49%51%19%13%12%11%19%18%18%17%19%3%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSamsungownersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoSamsungowners61%57%54%56%55%53%50%46%43%50%47%46%47%45%44%47%53%50%46%41%39%46%43%41%42%40%39%39%41%38%EconomicsituationUnemploymentCrimeHealthandsocialsecurityPovertyRisingprices/inflation/EducationClimatechangeEnvironmentImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherrefrigeratorowners,SamsungownerstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers20%29%40%11%Categoryusers25%25%31%20%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsX(Twitter)ismorepopularamongSamsungownersthantheaveragerefrigeratorownerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand74%73%71%71%71%69%65%62%61%42%38%37%24%19%18%22%21%20%20%20%19%13%9%8%8%6%6%4%4%5%27Notes:Sources:FacebookInstagramYouTubeTikTokX(Twitter)LinkedInTwitchSnapchatBeReal.BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=136Samsungowners,n=968refrigeratorowners,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownerstendtoreaddailynewspapersmoreoftenthanrefrigeratorownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks90%89%87%70%65%64%59%55%58%59%63%48%42%44%41%38%30%31%38%33%35%32%28%29%23%21%18%21%25%25%17%15%15%TVDigitalvideocontentOnlinenewswebsitesRadioDigitalmusiccontentDailynewspapersMovies/cinemaMagazinesOnlinemagazinesPodcastsWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownersrememberseeingadsonvideostreamingservicesmoreoftenthanotherrefrigeratorownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSamsungownersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks47%41%39%43%41%40%39%38%38%34%31%29%31%26%26%22%20%18%21%19%18%25%21%23%17%16%16%15%13%14%SearchenginesVideoportalsSocialmediaVideostreamingservicesOnlinestoresVideogamesEditorialwebsitesWebsitesandappsMusicportalsNewsletters29Notes:Sources:andappsofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SamsungownersrememberadstheysawonTVmoreoftenthanotherrefrigeratorownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks73%66%65%36%34%33%32%31%29%26%27%30%26%26%26%21%18%19%21%18%19%20%19%20%OnTVOnadvertisingBymailshot/OntheDirectlyinInprintedInprintedAtthemoviesspacesadvertisingradiothestoremagazinesdaily/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandisthe(main)refrigeratorinyourhousehold?’’;SinglePick;Base:n=262Samsungowners,n=1,914refrigeratorowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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