机构研究报告-德国笔记本电脑用户分析报告：asus -外文培训课件

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，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:

ASUS

owners

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofASUSowners

inGermany:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

ASUSowners

inGermany

(’’brand

users’’)againstGerman

laptopowners

ingeneral

(’’categoryusers’’),

and

the

overall

German

consumer,

labelledas’’all

respondents’’

inthecharts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

13%,

ASUS

is

one

of

the

top

5

laptop

brandsin

GermanyManagement

summary:

brandusageand

competitionTop10

most

owned

laptop

brandsinGermanyAcerLenovoApple/MacHP22%19%19%16%ASUS13%Dell9%SamsungMicrosoftMedionToshiba9%4%3%3%4Notes:"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=4,505

laptop

ownersConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

ASUS

has

stayed

fairly

similar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

laptop

ownersowned

ASUS14%14%14%14%14%13%13%13%13%13%13%13%13%13%13%2021

Q1

2021

Q2

2021

Q3

2021

Q4

2022

Q1

2022

Q2

2022

Q3

2022

Q4

2023

Q1

2023

Q2

2023

Q3

2023

Q4

2024

Q1

2024

Q2

2024

Q35Notes:Sources:"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=270

-

629

ASUS

owners,n=2076

-

4607

laptop

ownersConsumer

Insights

Global

as

of

October

2024ASUS

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints37%

ofASUS

owners

areMillennials.Safety

and

security

isless

important

toASUSowners

thanto

other

laptopowners.Itstands

out

that39%

ofASUSownerswould

love

to

control

theirhome

viasmartphone

or

voice.Facebook

ismore

popularamong

ASUSowners

thanthe

average

laptopowner.Compared

tootherlaptopbrands,ASUShasarelatively

high

share

ofmaleowners.ASUSowners

remember

seeing

adsinvideo

portalsmore

often

than

theaverage

consumer.Science

andtechnology

are

relativelyprevalent

interests

of

ASUSowners.36%

ofASUS

owners

areintheearlymajority

of

innovationadopter

types.ASUSowners

haveasimilar

incomedistributionas

laptopowners

ingeneral.

Tech

or

computers

arerelativelypopularhobbiesamong

ASUSowners.54%

ofASUS

owners

think

thatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.Laptopowners

in

general

and

ASUSowners

specifically,

live

inasimilar

typeof

community.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+37%

of

ASUS

owners

are

MillennialsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users21%21%21%37%31%11%12%12%Category

usersAllrespondents32%35%33%35%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=591

ASUS

owners,n=4,505

laptop

owners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Compared

to

other

laptop

brands,

ASUS

has

a

relatively

high

share

of

maleownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users55%45%Category

usersAllrespondents49%51%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;Base:n=591

ASUS

owners,

n=4,505

laptop

owners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202427%

of

ASUS

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%30%29%25%23%22%19%18%17%16%14%13%11%10%9%2%2%

1%

2%Bachelor

degree

Master

degree

Doctoral

degree1%1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=591

ASUS

owners,n=4,505

laptop

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024ASUS

owners

have

a

similar

income

distribution

as

laptop

owners

in

generalDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users38%38%30%32%32%30%33%Category

usersAllrespondents33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=591

ASUS

owners,n=4,505

laptop

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202410%

of

ASUS

owners

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live30%28%27%26%26%24%24%22%22%10%9%9%8%7%7%4%3%3%

4%Other2%

2%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=591

ASUS

owners,n=4,505laptop

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Laptop

owners

in

general

and

ASUS

owners

specifically,

live

in

a

similar

type

ofcommunityDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany25%24%24%24%24%23%23%22%

22%17%16%15%15%13%

13%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=591

ASUSowners,

n=4,505

laptop

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20247%

of

ASUS

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users7%7%7%86%85%84%6%Category

usersAllrespondents8%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=591

ASUSowners,n=4,505

laptop

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

ASUS

owners

than

to

other

laptopownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany56%53%51%41%42%42%41%36%40%35%37%36%35%35%33%28%27%29%21%26%21%24%21%21%10%11%10%14%12%11%AhappyrelationshipAnhonest

andrespectable

life

own

decisionsMaking

mySafety

andsecurityHavingagood

timeSocial

justice

TobesuccessfulLearningnew

thingsAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=591

ASUSowners,

n=4,505

laptopowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Science

and

technology

are

relatively

prevalent

interests

of

ASUS

ownersConsumer

lifestyle:

main

interestsTop10

interestsofASUS

owners

inGermany55%53%49%52%51%48%48%47%44%43%43%40%40%39%

38%34%37%34%39%

36%33%36%32%33%28%33%31%

31%26%29%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessHome

&gardenPolitics&societyandcurrentworld

eventsSportsScience

&technologyHistoryCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:n=591

ASUS

owners,n=4,505

laptop

owners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Tech

or

computers

are

relatively

popular

hobbies

among

ASUS

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofASUS

ownersinGermany48%48%46%46%46%45%42%38%42%42%39%36%39%38%38%35%37%36%37%37%36%36%35%34%33%33%31%30%29%27%SocializingOutdooractivitiesCooking/bakingReadingTech

/computersVideo

gamingDoing

sportsandfitnessPetsTravelingShoppingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;

Base:n=591

ASUS

owners,n=4,505

laptop

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202423%

of

ASUS

owners

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofASUS

owners

inGermany23%23%22%20%21%19%21%21%18%20%18%17%15%13%15%14%11%11%10%10%9%

9%9%8%8%8%6%6%6%6%HikingRunning/joggingFitness,aerobics,

cardioSwimming/DivingCyclingSoccerDancingYoga

/pilatesBadmintonBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=332

ASUSowners,

n=4505

laptop

owners,n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

202429%

of

ASUS

owners

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byASUSowners

inGermany29%27%26%12%10%10%9%9%9%8%8%8%8%8%8%7%8%7%7%

8%

7%Tennis7%7%7%7%7%7%7%6%6%SoccerBasketballHandballMotorsportsBoxingAthletics(track&

field)Winter

sportsAmericanfootballIceHockeyBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brands

are

the

laptops

in

your

household?";

Multi

Pick;Base:

n=228

ASUS

owners,n=4505

laptop

owners,n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

39%

of

ASUS

owners

would

love

to

control

their

home

viasmartphone

or

voiceConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany52%52%48%43%40%39%37%37%35%33%31%30%27%22%21%Icould

notlivewithoutmy

smartphoneIwant

the

bestaudioandcinematicexperience

from

allmy

devicesIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=591

ASUS

owners,n=4,505

laptop

owners,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202436%

of

ASUS

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany37%36%36%

36%

36%35%17%16%15%12%

12%9%2%Innovators2%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=591

ASUSowners,n=4,505

laptop

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202454%

of

ASUS

owners

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

ASUSowners54%54%50%47%45%44%41%43%40%39%37%35%39%37%38%35%38%38%37%37%36%35%32%34%33%33%30%31%29%28%Rising

prices/inflation/cost

of

livingImmigrationHousingHealth

andsocial

securityCrimeEducationEconomicsituationPovertyClimatechange

EnvironmentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=591

ASUS

owners,n=4,505

laptop

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024ASUS

owners

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users23%41%20%16%18%Category

usersAllrespondents20%43%19%19%41%20%19%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;

Base:

n=591

ASUSowners,n=4,505

laptop

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFacebook

is

more

popular

among

ASUS

owners

than

the

average

laptop

ownerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand67%67%60%67%60%63%62%58%57%42%45%40%24%25%20%22%

21%21%

17%19%14%11%15%14%13%12%12%10%8%7%FacebookYouTube

InstagramTikTokSnapchat

X(Twitter)LinkedInTwitchRedditBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brands

are

the

laptops

in

yourhousehold?";

Multi

Pick;Base:

n=461

ASUS

owners,n=3429laptop

owners,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024ASUS

owners

tend

to

read

daily

newspapers

more

often

than

laptop

owners

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%

82%77%75%71%66%66%64%64%53%

52%47%45%45%42%42%37%34%35%33%38%35%

33%33%

28%31%28%27%27%23%18%

18%17%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMagazinesDailynewspapersPodcastsMovies

/cinemaOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

arethe

laptops

in

yourhousehold?";

Multi

Pick;Base:n=591

ASUSowners,n=4,505

laptop

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024ASUS

owners

remember

seeing

ads

in

video

portals

more

often

than

theaverage

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereASUS

ownersinGermany

havecome

across

digitaladvertisinginthepast4weeks50%46%42%46%42%40%45%44%42%38%40%37%36%34%30%29%

28%24%27%28%28%25%22%24%23%20%17%20%20%17%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesNewslettersMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

arethe

laptops

in

your

household?";

Multi

Pick;Base:n=591

ASUS

owners,n=4,505

laptop

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024ASUS

owners

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

laptop

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks42%42%40%40%40%39%38%

38%37%37%36%36%

35%34%33%30%25%30%26%23%23%19%15%14%Onadvertising

By

mailshot

/OnTVDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brands

are

the

laptops

in

your

household?";

Multi

Pick;Base:

n=591

ASUS

owners,n=4,505

laptop

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

tostreamlinedmarketr