机构研究报告-意大利平板电脑用户分析报告：Acer宏基

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&BRANDSLaptops:AcerownersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofAcerownersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkAcerownersinItaly(’’brandusers’’)againstItalianlaptopownersingeneral(’’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•KeyinsightsThemarketshareofAcerhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedAcer24%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%21%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%19%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=209-284Acerowners,n=1080-1207laptopownersSources:ConsumerInsightsGlobalasofAugust2024AcerownersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsAcerhasahighshareofownersthatarepartofGenerationZcomparedtothetotalonlinepopulation.ThereisafairlyevensplitofmaleandfemaleAcerowners.Acerhasalargershareofownerswithalowincomethanotherlaptopbrands.22%ofAcerownersliveinsmalltowns.MakingtheirowndecisionsislessimportanttoAcerownersthantootherlaptopowners.ArtsandliteraturearerelativelyprevalentinterestsofAcerowners.Acerownersaremorelikelytohavereadingasahobbythantheaverageconsumer.60%ofAcerownersstatethattheycouldnotlivewithouttheirsmartphone.21%ofAcerownersarelaggardswhenitcomestoinnovationadoption.TheeconomicsituationandunemploymentareissuesofparticularconcerntoAcerowners.TikTokismorepopularamongAcerownersthantheaveragelaptopowner.Acerownersrememberseeingadsinvideogamesmoreoftenthanotherlaptopowners.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+AcerhasahighshareofownersthatarepartofGenerationZcomparedtothetotalonlinepopulationDemographicprofile:generationsAgeofconsumersinItalyBrandusers27%28%36%9%Categoryusers24%32%36%9%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ThereisafairlyevensplitofmaleandfemaleAcerownersDemographicprofile:genderGenderofconsumersinItalyBrandusers50%50%Categoryusers51%49%Allrespondents50%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202423%ofAcerownershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinItaly33%31%29%23%19%20%21%18%16%21%18%13%9%3%3%5%5%5%2%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024AcerhasalargershareofownerswithalowincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers34%32%34%Categoryusers42%32%27%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202428%ofAcerownersliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive33%33%26%28%28%21%23%17%17%13%12%13%6%5%6%3%2%2%5%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofAcerownersliveinsmalltownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly31%32%28%22%22%24%21%22%21%14%15%14%11%11%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20245%ofAcerownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers5%91%4%Categoryusers7%88%5%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsislessimportanttoAcerownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly57%60%55%53%53%54%38%37%31%33%35%36%33%30%31%27%27%27%22%21%22%17%16%17%13%14%14%9%8%9%AnhonestandrespectablelifeAhappyrelationshipLearningnewthingsSafetyandsecurityMakingmyowndecisionsHavingagoodtimeSocialjusticeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofAcerownersConsumerlifestyle:maininterestsTop10interestsofAcerownersinItaly64%64%55%62%60%56%56%57%49%52%52%40%47%48%43%46%47%42%44%40%32%42%38%31%42%40%34%36%33%31%TravelFood&diningMovies,TVshowsScience&technologyHealth&fitnessSportsArts&literatureHistoryPolitics&societyandcurrentFashion&beauty&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024AcerownersaremorelikelytohavereadingasahobbythantheaverageconsumerConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofAcerownersinItaly55%52%46%53%49%43%43%41%35%41%35%32%41%42%31%37%39%35%37%37%35%34%32%26%31%30%27%30%30%28%TravelingReadingOutdooractivitiesPetsTech/computersDoingsportsandfitnessCooking/bakingVideogamingSocializingShopping18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024AcerownersaremorelikelytogohikingthantheaverageconsumerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofAcerownersinItaly23%22%19%19%18%15%16%14%13%15%14%10%11%11%11%11%11%8%9%7%9%11%9%8%9%8%8%5%5%5%Running/joggingFitness,aerobics,cardioSoccerHikingCyclingTennisVolleyball/BeachVolleyballYoga/pilatesSwimming/DivingBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=130Acerowners,n=1126laptopowners,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofAcerownersfollowbasketballteamsandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyAcerownersinItaly38%38%34%20%22%19%16%16%12%16%13%11%14%13%10%13%14%12%13%10%10%9%9%8%8%6%5%6%4%3%20Notes:Sources:SoccerTennisMotorsportsBasketballCyclingVolleyballAthleticsSwimming(track&field)/divingBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=107Acerowners,n=1126laptopowners,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024GymnasticsMixedMartialArtsCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2160%ofAcerownersstatethattheycouldnotlivewithouttheirsmartphoneConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinItaly60%57%51%47%46%40%35%33%27%28%32%27%22%19%18%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202421%ofAcerownersarelaggardswhenitcomestoinnovationadoptionConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly48%51%44%17%17%15%17%18%21%16%19%12%3%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024TheeconomicsituationandunemploymentareissuesofparticularconcerntoAcerownersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoAcerowners60%60%54%56%55%53%53%57%50%51%49%46%49%46%41%48%47%44%46%47%43%46%45%39%44%42%39%41%42%38%EconomicsituationUnemploymentRisingprices/inflation/HealthandsocialsecurityClimatechangePovertyCrimeEducationEnvironmentImmigration24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024AcerownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers25%25%32%17%Categoryusers27%26%30%17%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsTikTokismorepopularamongAcerownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand76%72%69%73%72%71%65%64%61%47%39%37%24%23%18%23%28%20%20%22%19%15%13%8%10%6%6%7%6%5%27Notes:Sources:InstagramFacebookYouTubeTikTokX(Twitter)LinkedInTwitchSnapchatBeReal.BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=109Acerowners,n=585laptopowners,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024AcerownerstendtoreadmagazinesmoreoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks92%89%87%73%73%64%61%61%63%60%59%48%53%52%41%38%32%31%36%37%35%34%28%29%33%33%25%26%25%18%19%16%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentDailynewspapersMovies/cinemaMagazinesPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024AcerownersrememberseeingadsinvideogamesmoreoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereAcerownersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks54%49%40%47%44%39%43%43%34%39%35%29%33%31%26%31%29%23%29%22%18%24%21%16%23%24%18%18%18%14%VideoportalsSearchenginesSocialmediaVideostreamingservicesOnlinestoresWebsitesandappsVideogamesMusicportalsEditorialwebsitesNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202422%AcerownersrememberadstheygotbymailmoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks68%68%65%38%34%29%38%38%33%28%29%26%27%30%30%23%20%19%21%18%19%20%20%OnTVBymailshot/OnadvertisingDirectlyinOntheInprintedInprintedAtthemoviesadvertisingspacesthestoreradiodailymagazines/cinema30Notes:Sources:mailonthegonewspapersBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=232Acerowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024andjournals•

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