机构研究报告-德国冰箱用户分析报告：bomann -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&BRANDSRefrigerators:

Bomann

ownersin

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBomann

owners

inGermany:

whotheyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Bomann

owners

inGermany

(’’brandusers’’)

againstGerman

refrigerator

owners

ingeneral(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

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

insightsBomannranks

outside

the

top

10

of

most

owned

refrigerator

brandsinGermanyManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinGermanyBoschAEG13%13%SiemensSamsungBauknechtLiebherrBeko9%8%7%6%6%LG5%GorenjeMiele4%3%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=5,473

refrigerator

ownersSources:Consumer

Insights

Global

as

of

October

2024The

market

share

of

Bomann

has

stayed

fairly

similar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningBomann3%3%3%3%3%2%2%2%2%2%2%2%2%2%2%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

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=78

-

139

Bomannowners,n=2492

-

5530

refrigerator

ownersConsumer

Insights

Global

as

of

October

2024Bomann

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints40%

ofBomann

owners

are

partofGeneration

X.Ahappy

relationship

isless

important

to

46%

ofBomann

owners

statethattheyFacebook

ismore

popularamongBomann

owners

thantheaveragerefrigerator

owner.Bomann

owners

than

tootherrefrigerator

owners.payclose

attentionto

energy

efficiencywhen

choosing

electronics.There

is

afairlyeven

splitofmale

andfemale

Bomann

owners.Food

and

dining

are

relatively

prevalentinterests

of

Bomann

owners.41%

ofBomann

owners

are

laggardswhen

itcomes

toinnovation

adoption.Bomann

owners

remember

seeing

adson

websites

and

appsof

brandsandproducts

lessoften

thanotherrefrigerator

owners.Bomann

hasalarger

shareof

ownerswith

alow

income

thanotherrefrigerator

brands.Reading

is

arelatively

popularhobbyamong

Bomann

owners.Arelatively

highshare

ofBomannowners

thinkthattheenvironment

isanissuethatneedstobeaddressed.28%

ofBomann

owners

live

inlargecities.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+40%

of

Bomann

owners

are

part

of

Generation

XDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users14%33%40%14%13%12%Category

usersAllrespondents21%31%36%21%33%35%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=123

Bomann

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024There

is

a

fairly

even

split

of

male

and

female

Bomann

ownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users51%49%Category

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

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=123Bomann

owners,n=5,473

refrigerator

owners,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Many

Bomann

owners

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany33%32%30%28%25%

25%17%17%16%13%12%10%

10%9%7%3%2%2%1%1%1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=123

Bomannowners,n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Bomann

has

a

larger

share

of

owners

with

a

lowincome

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users26%31%44%Category

usersAllrespondents34%33%32%34%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;Single

Pick;Base:n=123

Bomannowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

refrigerator

owners,

Bomann

owners

are

relatively

likely

tolive

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live30%29%28%27%25%24%24%24%20%9%9%9%

9%7%7%4%4%4%2%2%

2%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

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

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=123

Bomannowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202428%

of

Bomann

owners

live

in

largecitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany28%25%24%24%24%24%23%22%22%17%17%15%13%12%9%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=123

Bomann

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20247%

of

Bomann

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users7%7%7%88%6%Category

usersAllrespondents84%9%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=123

Bomann

owners,n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Bomann

ownersthan

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany55%53%49%42%39%41%39%42%41%35%36%39%38%36%35%29%29%28%21%20%20%24%21%21%10%11%11%13%12%11%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsHavingagood

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

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=123

Bomann

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Food

and

dining

are

relatively

prevalent

interests

of

Bomann

ownersConsumer

lifestyle:

main

interestsTop10

interestsofBomann

owners

inGermany59%59%53%51%48%49%42%46%43%42%40%38%35%37%36%36%36%30%34%34%33%33%28%26%31%31%31%30%29%28%Food

&diningMovies,TVshows&musicHealth

&fitnessScience

&technologyTravelSportsFinance&economyHistoryPolitics&societyandcurrentworld

eventsHome

&gardenBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=123

Bomannowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Reading

is

a

relatively

popular

hobby

among

Bomann

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBomann

ownersinGermany47%45%45%43%43%40%38%42%41%40%38%35%35%32%35%34%34%34%30%29%33%33%30%28%29%30%29%28%28%27%ReadingSocializingCooking/bakingOutdooractivitiesShoppingPetsTech

/computersVideo

gamingDoing

sportsandfitnessGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=123

Bomann

owners,n=5,473

refrigerator

owners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Bomann

owners

go

dancingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBomann

owners

inGermany21%20%19%

19%19%18%18%17%15%15%14%13%13%13%12%10%

10%10%9%

9%8%8%6%6%6%

6%5%5%4%4%HikingSwimming/DivingDancingRunning/joggingFitness,aerobics,

cardioCyclingYoga

/pilatesBasketballBadmintonSoccerBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=53

Bomannowners,n=5473

refrigerator

owners,n=17,668

allrespondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Bomann

owners

follow

boxing

fights

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byBomann

owners

inGermany26%26%24%11%11%10%9%9%9%9%8%8%7%7%7%7%7%

7%7%

7%7%7%6%6%

6%6%6%5%

5%4%SoccerHandballBoxingBasketballAthletics(track&field)IceHockeyAmericanfootballCyclingWinter

sportsMotorsportsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

inyour

household?’’;

Single

Pick;

Base:

n=44

Bomannowners,

n=5473

refrigerator

owners,n=11,916all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2146%

of

Bomann

owners

state

that

they

pay

close

attention

to

energy

efficiencywhen

choosing

electronicsConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany50%50%48%46%45%44%32%

31%30%

30%29%27%22%21%

21%Icould

notlivewithoutmy

smartphoneWhen

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIbuynew

electronics,even

when

myoldmodel

stillworksIwould

love

tocontrol

my

home

viasmartphone

or

voiceElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=123

Bomannowners,

n=5,473

refrigerator

owners,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202441%

of

Bomann

owners

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany41%37%37%36%36%34%17%

17%12%11%

11%9%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=123

Bomann

owners,n=5,473

refrigeratorowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Bomann

owners

think

that

the

environment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Bomann

owners59%53%50%47%48%47%45%44%43%

40%37%41%37%34%39%36%36%38%37%37%37%36%36%34%33%33%29%28%26%

26%Rising

prices/inflation/cost

of

livingHousingImmigrationCrimeHealth

andsocial

securityEducationPovertyEnvironmentEconomicsituationUnemploymentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=123

Bomannowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Bomann

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users17%48%43%19%16%Category

usersAllrespondents19%19%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

brand

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=123

Bomann

owners,n=5,473

refrigerator

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

Bomann

owners

than

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand69%66%63%59%58%52%58%57%56%41%40%31%22%22%19%16%22%15%19%12%12%17%15%10%6%12%10%9%7%

7%FacebookYouTube

InstagramTikTokX(Twitter)

SnapchatLinkedInRedditTwitchBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=94

Bomannowners,n=4174

refrigerator

owners,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Bomann

owners

tend

to

watchdigital

video

content

more

often

thanrefrigerator

owners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks81%79%77%

77%68%66%64%

64%63%49%47%46%43%40%38%35%34%33%

33%31%31%

31%28%28%26%

27%27%

25%23%

23%16%

17%16%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMagazinesPodcastsDailynewspapersOnlinemagazinesMovies

/cinemaWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=123

Bomann

owners,n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Bomann

owners

remember

seeing

ads

on

websites

and

apps

of

brands

andproducts

less

often

than

other

refrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBomann

ownersinGermany

havecome

across

digitaladvertisinginthepast4weeks43%43%40%38%42%40%37%40%37%36%38%37%34%

32%30%27%23%22%26%22%26%24%24%18%18%17%17%15%13%12%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streaming

NewslettersservicesVideo

gamesWebsitesandappsof

brandsMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=123

Bomann

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Bomann

owners

remember

ads

they

saw

in

printed

daily

newspapers

less

oftenthan

other

refrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks42%40%

39%38%

38%37%38%37%36%36%35%33%

33%32%30%24%24%23%23%21%15%14%13%7%OnTVBy

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspacesOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=123

Bomannowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGaina