机构研究报告-德国冰箱用户分析报告：exquisit -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:

Exquisit

owners

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofExquisitowners

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

toRegion:

56countriesbenchmark

Exquisitowners

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

insightsExquisit

ranks

outside

the

top

10

of

most

owned

refrigerator

brandsin

GermanyManagement

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

Exquisit

has

stayed

fairly

similar

comparedto

2021

Q2Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningExquisit2%2%2%2%2%2%2%2%2%2%2%2%2%1%2021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=39

-

95

Exquisit

owners,n=1944

-

5530

refrigerator

ownersSources:Consumer

Insights

Global

as

of

October

2024Exquisit

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsExquisitismore

popularamong

BabyBoomers

thanother

refrigeratorbrands.Social

justiceis

more

importanttoExquisitowners

than

tootherrefrigerator

owners.Itstands

out

that61%

ofExquisitowners

payclose

attentiontoenergyefficiency

when

choosing

electronics.Facebook

ismore

popularamongExquisitowners

thantheaveragerefrigerator

owner.There

is

afairlyeven

splitofmale

andfemale

Exquisitowners.Movies,

TVshows

andmusicarerelatively

prevalent

interests

ofExquisitowners.66%

ofExquisitowners

arelaggardsorinthelatemajority

of

innovationadoption.Exquisitowners

remember

seeing

adsinvideo

portalsmore

often

thanotherrefrigerator

owners.Exquisithasalarger

shareof

ownerswith

alow

income

thanotherrefrigerator

brands.DIYandarts&craftsare

relativelypopularhobbiesamong

Exquisitowners.Arelatively

highshare

ofExquisitowners

thinkthathousingisanissuethatneeds

to

beaddressed.Exquisitowners

are

more

likely

toliveinmedium-sized

towns

than

refrigeratorowners

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Exquisit

ismore

popular

among

Baby

Boomers

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users15%26%37%23%Category

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

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=82

Exquisit

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

Exquisit

ownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users50%49%50%50%51%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202439%

of

Exquisit

owners

have

a

lower

secondary

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany39%34%32%30%25%

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

10%10%9%6%2%1%1%1%1%0%Bachelor

degree

Master

degree

Doctoral

degreeNoformaleducation

/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

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Exquisit

has

a

larger

share

of

ownerswith

a

low

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users16%29%55%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=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

refrigerator

owners,

Exquisit

owners

are

relatively

likely

tolive

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live37%30%28%25%24%24%24%21%21%13%9%9%7%7%7%4%4%2%

2%Multi-1%Two

or

more0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenOthergenerationalfamilyrelated

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=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Exquisit

owners

are

more

likely

to

live

in

medium-sized

towns

than

refrigeratorowners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany29%26%24%24%24%24%23%22%17%17%17%17%13%12%10%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=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20249%

of

Exquisit

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users9%79%12%Category

usersAllrespondents7%84%9%7%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=82

Exquisit

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•

SportsfollowedSocial

justice

ismore

important

to

Exquisit

ownersthan

to

other

refrigeratorownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany55%53%51%48%44%41%

42%38%42%41%35%39%36%36%35%34%29%

29%20%21%

21%21%17%16%12%11%11%10%9%5%AhappyrelationshipAnhonest

andrespectable

lifeSocial

justiceHavingagood

timeSafety

andsecurityMaking

myown

decisionsLearningnew

thingsTobesuccessfulTraditionsAdvancingmy

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=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Movies,

TV

shows

and

music

are

relatively

prevalent

interests

of

Exquisit

ownersConsumer

lifestyle:

main

interestsTop10

interestsofExquisitownersinGermany72%56%51%48%53%49%42%46%43%43%36%40%35%36%33%35%35%31%34%34%34%33%28%27%32%29%28%27%26%26%Movies,TVshows&musicFood

&diningHealth

&fitnessPolitics&societyandcurrentworld

eventsTravelSportsHome

&gardenScience

&technologyFashion&beautyCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

Exquisit

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofExquisitownersinGermany47%44%48%45%42%45%41%40%38%38%38%35%35%33%37%36%35%34%30%29%

29%32%30%30%29%28%26%24%23%23%Cooking/bakingSocializingPetsShoppingOutdooractivitiesReadingDIYandarts&craftsVideo

gamingTravelingGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Exquisit

owners

go

swimming

or

divingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofExquisitownersinGermany21%21%20%19%

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

10%9%

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

6%6%5%5%4%2%2%HikingSwimming/DivingRunning/joggingFitness,aerobics,

cardioDancingCyclingSoccerBadmintonBasketballYoga

/pilatesBrand

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=35

Exquisit

owners,n=5473

refrigerator

owners,n=17,668

allrespondentsConsumer

Insights

Global

as

of

October

2024Exquisit

owners

follow

similar

sports

leagues,

teams,

and

competitions

asowners

of

other

refrigerator

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byExquisitowners

inGermany26%26%24%9%9%

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

7%7%7%7%

7%7%7%6%6%6%

6%

6%IceHockey6%6%5%

5%4%2%SoccerAmericanfootballHandballBasketballBoxingMotorsportsWinter

sportsAthletics(track&

field)CyclingBrand

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=28

Exquisit

owners,n=5473

refrigerator

owners,n=11,916all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

61%

of

Exquisit

ownerspay

close

attention

to

energy

efficiencywhen

choosing

electronicsConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany61%50%49%48%45%44%32%

31%30%

30%24%22%21%21%11%When

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIcould

notlivewithoutmy

smartphoneIwould

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

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=82

Exquisit

owners,n=5,473

refrigerator

owners,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202466%

of

Exquisit

owners

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany51%37%37%36%34%27%17%

17%15%11%9%7%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=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Exquisit

owners

think

that

housing

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Exquisitowners57%53%50%50%47%49%48%44%44%39%37%43%41%37%40%36%38%38%37%37%36%36%34%33%33%

29%26%30%28%26%Rising

prices/inflation/cost

of

livingHousingImmigrationHealth

andsocial

securityCrimeEducationEconomicsituationPovertyEnvironment

UnemploymentBrand

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=82

Exquisitowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Exquisit

owners

tend

to

have

more

left

leaning

political

views

than

otherrefrigerator

ownersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users26%41%17%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=82

Exquisit

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

Exquisit

owners

than

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand72%66%63%67%59%58%53%58%57%41%36%40%29%22%22%15%19%19%17%15%12%7%12%11%10%

10%3%3%1%

2%YouTubeFacebook

InstagramTikTokX(Twitter)

SnapchatLinkedInQuoraTwitchBrand

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=72

Exquisitowners,n=4174

refrigerator

owners,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Exquisit

owners

tend

to

listen

to

podcasts

less

often

than

refrigerator

owners

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks84%

81%77%70%68%66%64%

64%57%49%47%45%43%41%38%35%

34%33%33%30%30%31%

31%27%26%18%25%23%23%22%16%

17%15%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsDailynewspapersMagazinesPodcastsOnlinemagazinesMovies

/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=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Exquisit

owners

remember

seeing

ads

in

video

portals

more

often

than

otherrefrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereExquisitownersinGermany

havecome

across

digitaladvertisinginthepast4weeks56%43%37%40%37%42%40%

40%39%38%37%34%32%28%30%26%26%24%

24%29%28%24%23%18%22%18%16%20%17%17%Video

portalsOnlinestoresSocial

media

Search

enginesNewsletters

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesMusicportalsEditorialwebsitesandappsBrand

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=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Exquisit

owners

remember

ads

they

saw

on

TV

more

often

than

otherrefrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks49%44%39%40%38%

38%37%38%36%35%

36%34%33%

33%

33%24%24%23%23%22%21%14%13%11%OnTVBy

mailshot

/

OnadvertisingOntheradioDirectly

inthestoreInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaadvertisingmailspaceson

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=82

Exquisit

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

wh