机构研究报告-意大利平板电脑用户分析报告：ASUS华硕

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:ASUSownersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofASUSownersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkASUSownersinItaly(’’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•KeyinsightsThemarketshareofASUShasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedASUS28%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%26%25%25%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%24%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%23%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%22%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%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=219-339ASUSowners,n=1080-1207laptopownersSources:ConsumerInsightsGlobalasofAugust2024ASUSownersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsLikeotherlaptopbrands,ASUShasahighshareofownersthatarepartofGenerationZ.Comparedtootherlaptopbrands,ASUShasarelativelyhighshareofmaleowners.ASUShasalargershareofownerswithalowincomethanotherlaptopbrands.ASUSownersaremorelikelytoliveinMakingtheirowndecisionsisanimportantaspectoflifefor37%ofASUSowners.ScienceandtechnologyarerelativelyprevalentinterestsofASUSowners.TechorcomputersarerelativelypopularhobbiesamongASUSowners.Itstandsoutthat51%ofASUSownerswouldlovetocontroltheirhomeviasmartphoneorvoice.18%ofASUSownersareinthelatemajorityofinnovationadoptertypes.Theeconomicsituationandrisingprices,inflation&costoflivingareissuesofparticularconcerntoASUSowners.TwitchismorepopularamongASUSownersthantheaveragelaptopowner.ASUSownersrememberseeingadsinonlinestoresmoreoftenthantheaverageconsumer.ruralareasandtownsthanlaptopownersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+Likeotherlaptopbrands,ASUShasahighshareofownersthatarepartofGenerationZDemographicprofile:generationsAgeofconsumersinItalyBrandusers26%32%33%10%Categoryusers24%32%36%9%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootherlaptopbrands,ASUShasarelativelyhighshareofmaleownersDemographicprofile:genderGenderofconsumersinItalyBrandusers58%42%Categoryusers51%49%Allrespondents50%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust202422%ofASUSownershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationinItaly29%31%29%22%19%20%20%18%16%18%21%18%2%3%5%7%5%9%2%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ASUShasalargershareofownerswithalowincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers37%30%33%Categoryusers42%32%27%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,ASUSownersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive31%33%33%31%28%21%23%16%17%14%12%13%2%5%6%2%2%2%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ASUSownersaremorelikelytoliveinruralareasandtownsthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly31%31%32%27%22%24%21%22%21%12%11%11%14%11%13Notes:Sources:9%RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20245%ofASUSownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers5%90%5%Categoryusers7%88%5%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsisanimportantaspectoflifefor37%ofASUSownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly57%60%55%53%50%54%37%33%31%33%35%36%34%37%31%31%27%27%19%17%17%21%18%22%13%14%14%7%8%9%AnhonestandrespectablelifeAhappyrelationshipMakingmyowndecisionsSafetyandsecurityLearningnewthingsHavingagoodtimeTobesuccessfulSocialjusticeTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ScienceandtechnologyarerelativelyprevalentinterestsofASUSownersConsumerlifestyle:maininterestsTop10interestsofASUSownersinItaly59%64%55%58%60%56%58%57%49%58%52%49%47%48%48%40%42%43%39%40%32%38%40%34%35%38%31%33%30%29%TravelFood&diningMovies,TVshowsScience&technologySportsHealth&fitnessArts&literaturePolitics&societyandcurrentHistoryHome&garden&musicworldevents17Notes:Sources:BrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024TechorcomputersarerelativelypopularhobbiesamongASUSownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofASUSownersinItaly50%42%31%49%52%46%43%49%43%41%41%35%40%37%35%38%39%35%37%32%26%35%31%32%27%24%22%25%30%27%Tech/computersTravelingReadingOutdooractivitiesCooking/bakingDoingsportsandfitnessVideogamingPetsGardeningandplantsSocializing18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ASUSownersaremorelikelytogohikingthantheaverageconsumerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofASUSownersinItaly21%22%19%19%18%15%15%14%10%15%14%13%14%11%11%12%11%8%10%9%8%10%11%9%9%7%5%6%5%5%Running/joggingFitness,aerobics,cardioHikingSoccerCyclingTennisSwimming/DivingYoga/pilatesVolleyball/BeachVolleyballBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=130ASUSowners,n=1126laptopowners,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofASUSownersfollowmotorsportsracesandcompetitionsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyASUSownersinItaly39%38%34%21%22%19%19%16%12%15%13%10%14%14%12%12%10%10%12%13%11%8%9%8%7%6%4%7%6%5%20Notes:Sources:SoccerTennisMotorsportsCyclingVolleyballAthleticsBasketballSwimming(track&field)/divingBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=119ASUSowners,n=1126laptopowners,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024WintersportsGymnasticsCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat51%ofASUSownerswouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinItaly59%57%51%51%46%40%36%33%27%34%32%27%22%19%18%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202418%ofASUSownersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly47%48%51%17%17%18%17%18%15%16%19%12%2%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Theeconomicsituationandrisingprices,inflation&costoflivingareissuesofparticularconcerntoASUSownersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoASUSowners62%60%54%58%57%50%55%55%53%49%47%44%47%49%46%45%45%39%45%47%43%44%42%38%43%46%41%40%42%39%EconomicsituationRisingprices/inflation/UnemploymentPovertyHealthandsocialsecurityEducationCrimeImmigrationClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ASUSownersreflectthegeneralpoliticallandscapeConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers21%29%31%19%Categoryusers27%26%30%17%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsTwitchismorepopularamongASUSownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand74%72%71%73%72%69%67%64%61%41%39%37%26%22%19%26%23%18%25%28%20%18%13%8%6%6%5%6%7%5%27Notes:Sources:FacebookInstagramYouTubeTikTokX(Twitter)LinkedInTwitchBeReal.RedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=133ASUSowners,n=585laptopowners,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024ASUSownerstendtolistentopodcastslessoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks90%89%87%74%73%64%61%61%63%59%59%48%57%52%41%38%37%35%35%32%31%29%28%29%27%33%25%21%25%18%14%16%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentMovies/cinemaDailynewspapersMagazinesPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ASUSownersrememberseeingadsinonlinestoresmoreoftenthantheaverageconsumerMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereASUSownersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks49%49%40%48%44%39%40%43%34%36%35%29%35%31%26%31%29%23%24%22%18%23%24%18%22%21%16%21%18%14%VideoportalsSearchenginesSocialmediaVideostreamingservicesOnlinestoresWebsitesandappsVideogamesEditorialwebsitesMusicportalsNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ASUSownersrememberadstheygotbymailmoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks71%68%65%37%38%33%36%34%29%32%29%26%30%30%30%24%22%20%23%20%19%18%18%19%OnTVOnadvertisingBymailshot/DirectlyinOntheAtthemoviesInprintedInprintedspacesadvertisingthestoreradio/cinemadailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=242ASUSowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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