机构研究报告-德国冰箱用户分析报告：bosch -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:

Bosch

owners

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBosch

owners

in

Germany:

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

Bosch

owners

inGermany

(’’brandusers’’)againstGerman

refrigerator

owners

in

general(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.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%,

Bosch

is

the

most

owned

refrigerator

brand

inGermanyManagement

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

Bosch

has

stayed

fairly

similar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningBosch14%14%13%13%13%13%13%13%13%12%12%12%12%12%12%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=301

-725

Boschowners,

n=2492

-

5530

refrigerator

ownersConsumer

Insights

Global

as

of

October

2024Bosch

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleBeing

successful

ismore

important

toBosch

owners

thantoother

refrigerator

buynew

electronics,

even

when

theirConsumerattitudesMarketing

touchpoints34%

ofBosch

owners

arepartofGeneration

X.36%

ofBosch

owners

statethattheyTikTok

ismore

popularamong

Boschowners

thanthe

average

refrigeratorowner.owners.old

model

stillworks.There

is

afairlyeven

splitofmale

andfemale

Bosch

owners.Traveling

isarelatively

prevalentinterest

of

Bosch

owners.39%

ofBosch

owners

areinthe

earlymajority

of

innovationadopter

types.Bosch

owners

remember

seeing

adsonwebsites

andapps

of

brandsandproducts

more

often

than

theaverageconsumer.Bosch

hasalarger

shareof

owners

withahighincome

than

other

refrigeratorbrands.Traveling

isarelatively

popularhobbyamong

Bosch

owners.49%

ofBosch

owners

think

thatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.27%

ofBosch

owners

liveinlargecities.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+34%

of

Bosch

owners

are

part

of

GenerationXDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users25%31%34%10%Category

usersAllrespondents21%31%36%13%21%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=717

Boschowners,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

Bosch

ownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users48%49%50%52%51%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=717Boschowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Bosch

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany32%31%30%25%

25%21%19%17%17%14%13%12%12%10%

10%2%2%1%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=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Bosch

has

a

larger

share

of

ownerswith

a

high

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users42%29%29%Category

usersAllrespondents34%33%32%33%34%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=717

Boschowners,

n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

refrigerator

owners,

Bosch

owners

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live30%29%28%28%25%24%24%24%20%12%9%9%7%7%5%5%4%4%2%

2%

2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202427%

of

Bosch

owners

live

in

largecitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany27%24%24%24%24%23%22%22%22%18%17%17%13%12%12%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=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20247%

of

Bosch

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users7%7%7%85%84%84%8%9%9%Category

usersAllrespondentsYesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

more

important

to

Bosch

owners

than

to

other

refrigeratorownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany59%

55%53%42%40%41%

42%37%41%35%36%36%35%36%35%29%26%29%28%20%21%

21%20%21%11%10%12%11%10%9%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsTobesuccessful

Social

justiceLearningnew

thingsTraditionsAdvancingmy

careerBrand

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=717

Boschowners,n=5,473refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Traveling

is

a

relatively

prevalent

interest

of

Bosch

ownersConsumer

lifestyle:

main

interestsTop10

interestsofBosch

owners

inGermany51%53%52%50%50%49%48%46%43%45%42%40%39%

36%34%36%35%36%35%34%33%33%

31%28%31%

28%26%30%26%24%Food

&diningTravelMovies,TVshows&musicHealth

&fitnessHome

&gardenSportsPolitics&societyandcurrentworld

eventsScience

&technologyCareer

&educationFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=717

Boschowners,

n=5,473

refrigerator

owners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Traveling

is

a

relatively

popular

hobby

among

Bosch

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBosch

owners

inGermany47%48%47%45%42%45%44%41%38%42%40%40%38%38%35%35%33%35%37%36%35%34%34%33%30%32%32%29%27%28%SocializingCooking/bakingOutdooractivitiesTravelingReadingDoing

sportsandfitnessShoppingPetsGardeningandplantsTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Bosch

owners

do

fitness,

aerobics,

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBosch

ownersinGermany22%22%21%20%21%19%

19%19%19%18%17%15%16%14%13%10%12%11%10%10%9%

9%8%8%8%7%6%

6%5%

6%HikingRunning/joggingFitness,aerobics,

cardioSwimming/DivingCyclingSoccerDancingYoga

/pilatesBadmintonBasketballBrand

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=382

Boschowners,n=5473

refrigerator

owners,n=17,668

allrespondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Bosch

owners

follow

basketball

teams

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byBosch

ownersinGermany26%27%26%11%9%9%8%8%8%8%8%7%8%7%7%7%7%7%7%

7%7%

7%7%

7%7%6%6%6%5%

5%SoccerBasketballAthletics(track&field)HandballMotorsportsAmericanfootballWinter

sportsBoxingTennisCyclingBrand

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=256

Boschowners,n=5473

refrigerator

owners,n=11,916all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2136%

of

Bosch

owners

state

that

they

buy

new

electronics,

even

when

their

oldmodel

still

worksConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany54%50%48%46%45%44%36%34%32%

31%30%

30%24%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=717

Boschowners,n=5,473

refrigerator

owners,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202439%

of

Bosch

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany39%37%37%36%34%30%17%

17%15%14%11%9%2%Innovators1%1%Early

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=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202449%

of

Bosch

owners

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Bosch

owners53%50%49%47%45%44%41%38%40%37%39%36%36%37%34%38%37%37%36%32%36%36%31%34%33%29%32%31%30%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

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Bosch

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users21%45%18%16%Category

usersAllrespondents19%43%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=717

Boschowners,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

touchpointsTikTok

is

more

popular

among

Bosch

owners

than

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand66%65%58%59%57%

58%63%61%58%41%45%40%22%26%19%23%22%15%19%12%16%10%15%

15%12%12%10%10%7%

7%YouTube

Instagram

FacebookTikTokSnapchat

X(Twitter)LinkedInTwitchRedditBrand

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=552

Boschowners,n=4174

refrigerator

owners,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Bosch

owners

tend

to

go

to

the

movies

more

often

than

refrigerator

owners

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks85%81%77%70%68%66%

66%

64%64%52%

49%47%46%

43%38%41%

35%38%33%38%

31%34%33%33%

26%31%27%25%25%23%16%

17%16%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMagazinesDailynewspapersPodcastsMovies

/cinemaOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

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=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Bosch

owners

remember

seeing

ads

on

websites

and

apps

of

brands

andproducts

more

often

than

the

average

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBosch

owners

inGermany

havecome

across

digital

advertisinginthepast4weeks46%

43%40%44%40%38%42%37%41%40%39%37%32%33%30%30%26%24%26%28%23%25%24%23%22%22%18%17%18%17%Video

portalsSocial

media

Search

engines

Onlinestores

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesNewslettersMusicportalsEditorialwebsitesandappsBrand

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=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Bosch

owners

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

refrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks41%39%

39%38%38%38%37%37%

38%36%36%

36%35%33%

33%28%24%27%24%23%23%18%13%14%OnTVBy

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspacesOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/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=717

Boschowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabet