机构研究报告-意大利平板电脑用户分析报告：Dell戴尔

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:DellownersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofDellownersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkDellownersinItaly(’’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•KeyinsightsThemarketshareofDellhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineoflaptopownersownedDell8%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%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%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%5%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57-89Dellowners,n=1080-1207laptopownersSources:ConsumerInsightsGlobalasofAugust2024DellownersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsDellismorepopularamongMillennialsthanotherlaptopbrands.Dellhasmoremalethanfemaleowners.Dellhasalargershareofownerswithamediumhouseholdincomethanotherlaptopbrands.Dellownersaremorelikelytoliveincitieswithover1millioninhabitantsSocialjusticeismoreimportanttoDellownersthantootherlaptopowners.VehiclesandmobilityarerelativelyprevalentinterestsofDellowners.DIYandarts&craftsarerelativelypopularhobbiesamongDellowners.Itstandsoutthat67%ofDellownerswouldlovetocontroltheirhomeviasmartphoneorvoice.21%ofDellownersareearlyadopters,whenitcomestoinnovation.ArelativelyhighshareofDellownersthinkthateducationisanissuethatneedstobeaddressed.LinkedInismorepopularamongDellownersthantheaveragelaptopowner.Dellownersrememberseeingadsonwebsitesandappsofbrandsandproductslessoftenthanotherlaptopowners.thanlaptopownersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+DellismorepopularamongMillennialsthanotherlaptopbrandsDemographicprofile:generationsAgeofconsumersinItalyBrandusers19%39%37%5%Categoryusers24%32%36%9%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DellhasmoremalethanfemaleownersDemographicprofile:genderGenderofconsumersinItalyBrandusers56%44%Categoryusers51%49%Allrespondents50%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofDellownershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly31%29%30%26%14%19%20%19%18%16%21%18%9%3%5%5%5%5%3%3%0%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DellhasalargershareofownerswithamediumhouseholdincomethanotherlaptopbrandsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers42%44%14%Categoryusers42%32%27%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherlaptopowners,DellownersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive44%33%33%28%21%23%17%18%14%12%13%12%12%5%6%0%2%2%0%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Dellownersaremorelikelytoliveincitieswithover1millioninhabitantsthanlaptopownersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly31%32%26%22%24%25%22%21%21%18%14%11%11%11%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20245%ofDellownersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers5%89%5%Categoryusers7%88%5%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSocialjusticeismoreimportanttoDellownersthantootherlaptopownersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly57%53%60%53%54%49%46%37%31%30%27%27%33%30%31%30%21%22%25%33%36%17%16%17%16%8%9%7%13%14%AnhonestandrespectablelifeAhappyrelationshipLearningnewthingsHavingagoodtimeMakingmyowndecisionsSocialjusticeSafetyandsecurityTobesuccessfulAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024VehiclesandmobilityarerelativelyprevalentinterestsofDellownersConsumerlifestyle:maininterestsTop10interestsofDellownersinItaly68%64%55%63%57%49%61%52%40%53%60%56%44%40%34%47%42%42%40%38%31%39%40%32%39%48%43%37%26%22%TravelMovies,TVshowsScience&technologyFood&diningPolitics&societyandcurrentSportsHistoryArts&literatureHealth&fitnessVehicles&mobility17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DIYandarts&craftsarerelativelypopularhobbiesamongDellownersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofDellownersinItaly47%49%43%47%52%46%40%42%31%37%33%35%32%23%21%30%22%19%28%30%28%28%41%35%28%30%27%25%24%22%ReadingTravelingTech/computersCooking/bakingDIYandarts&craftsPhotographyShoppingOutdooractivitiesSocializingGardeningandplants18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DellownersparticipateinsimilarsportsandactivitiesasotherlaptopownersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofDellownersinItaly22%19%18%16%14%14%10%12%11%9%11%11%11%11%11%8%7%15%7%9%8%14%13%5%4%4%5%5%2%1%Running/joggingHikingYoga/pilatesCyclingTennisFitness,aerobics,cardioSwimming/DivingSoccerBadmintonBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=19Dellowners,n=1126laptopowners,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024Dellownersfollowsimilarsportsleagues,teams,andcompetitionsasownersofotherlaptopbrandsConsumerlifestyle:sportsfollowedTop10sportsfollowedbyDellownersinItaly38%34%30%19%22%19%16%16%12%14%13%11%14%14%12%11%13%10%9%9%8%7%10%10%5%4%4%5%6%5%20Notes:Sources:SoccerTennisMotorsportsBasketballVolleyballCyclingSwimmingAthletics/diving(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=24Dellowners,n=1126laptopowners,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024BoxingGymnasticsCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat67%ofDellownerswouldlovetocontroltheirhomeviasmartphoneorvoiceConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinItaly67%46%53%57%51%40%30%33%27%25%32%27%23%19%18%IwouldlovetocontrolmyhomeviasmartphoneorvoiceIcouldnotlivewithoutmysmartphoneIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202421%ofDellownersareearlyadopters,whenitcomestoinnovationConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly48%51%39%21%17%19%17%18%18%16%19%12%4%3%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofDellownersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoDellowners65%60%54%56%45%39%56%57%50%54%55%53%53%49%46%51%46%41%47%42%39%44%47%43%42%42%38%35%29%24%EconomicsituationEducationRisingprices/inflation/UnemploymentHealthandsocialsecurityClimatechangeEnvironmentCrimeImmigrationGovernmentdebt24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyDellownershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers30%32%32%7%Categoryusers27%26%30%17%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsLinkedInismorepopularamongDellownersthantheaveragelaptopownerMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand75%72%71%72%72%69%64%61%47%44%28%20%39%31%37%25%23%18%22%13%19%13%13%8%9%1%2%9%2%3%27Notes:Sources:FacebookInstagramYouTubeLinkedInTikTokX(Twitter)TwitchClubhouseQuoraBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=32Dellowners,n=585laptopowners,n=6092allrespondentsConsumerInsightsGlobalasofAugust2024DellownerstendtoreadmagazinesmoreoftenthanlaptopownersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks91%89%87%70%73%64%61%61%63%56%59%48%53%52%41%37%33%25%35%28%29%33%37%35%28%32%31%26%25%18%19%16%15%TVDigitalvideocontentRadioOnlinenewswebsitesDigitalmusiccontentPodcastsMagazinesMovies/cinemaDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DellownersrememberseeingadsonwebsitesandappsofbrandsandproductslessoftenthanotherlaptopownersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereDellownersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks51%49%40%44%44%39%39%43%34%37%35%29%28%24%18%28%31%26%25%22%18%23%18%14%21%29%23%18%21%16%VideoportalsSearchenginesSocialmediaVideostreamingservicesEditorialwebsitesOnlinestoresVideogamesNewslettersWebsitesandappsMusicportalsandappsBrandusersCategoryusersAllrespondentsofbrands29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024DellownersrememberadvertisingtheyheardontheradiomoreoftenthanotherlaptopownersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks61%68%65%46%38%33%39%34%29%39%30%30%33%29%26%23%22%20%21%20%19%21%18%19%OnTVOnadvertisingBymailshot/OntheDirectlyinAtthemoviesInprintedInprintedspacesadvertisingradiothestore/cinemadailymagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandsarethelaptopsinyourhousehold?";MultiPick;Base:n=57Dellowners,n=1,126laptopowners,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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