机构研究报告-德国冰箱用户分析报告：siemens -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:

Siemens

ownersin

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSiemens

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

Siemens

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

insightsWith

a

user

share

of

9%,

Siemens

is

one

of

the

top

3

refrigerator

brands

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

Siemens

has

stayed

fairly

similar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningSiemens10%10%10%10%10%9%9%9%9%9%9%9%9%9%9%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=239

-522

Siemens

owners,n=2492

-

5530

refrigerator

ownersConsumer

Insights

Global

as

of

October

2024Siemensowners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Siemens

owners

Being

successful

isless

important

to48%

ofSiemens

owners

statethattheypayclose

attentionto

energy

efficiencywhen

choosing

electronics.68%

ofSiemens

consumers

are

activeon

YouTube.andrefrigerator

owners

overall

isfairlysimilar.Siemens

owners

thantootherrefrigerator

owners.Siemens

owners

remember

seeing

adson

search

engines

more

often

thanother

refrigerator

owners.There

is

afairlyeven

splitofmale

andfemale

Siemens

owners.Traveling

isarelatively

prevalentinterest

of

Siemens

owners.17%

ofSiemens

owners

areinnovatorsor

early

adopters

ofnew

products.Siemens

hasalarger

shareof

ownerswith

ahigh

income

than

otherrefrigerator

brands.Traveling

isarelatively

popularhobbyamong

Siemens

owners.Arelatively

highshare

ofSiemensowners

thinkthatrising

prices,

inflation&cost

of

livingare

issuesthatneed

tobeaddressed.Refrigerator

owners

ingeneral

andSiemens

owners

specifically,

liveinasimilar

typeof

community.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

Siemens

owners

andrefrigerator

owners

overall

is

fairlysimilarDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users15%33%38%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=470

Siemens

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

Siemens

ownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users52%48%Category

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

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=470Siemens

owners,n=5,473

refrigerator

owners,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Siemensowners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany34%32%30%25%

25%20%17%17%16%16%13%13%12%10%

10%2%1%1%1%1%0%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=470

Siemens

owners,

n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Siemens

has

a

larger

share

of

owners

with

a

high

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users46%31%22%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=470

Siemens

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

refrigerator

owners,

Siemensowners

are

relatively

likely

tolive

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live35%30%28%28%25%24%24%24%19%9%9%7%8%7%6%4%4%3%2%

2%Multi-generationalfamily1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherrelated

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=470

Siemensowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Refrigerator

owners

in

general

and

Siemens

owners

specifically,

live

in

a

similartype

of

communityDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany26%24%24%24%

24%24%23%

23%22%17%17%16%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=470

Siemens

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20245%

of

Siemensowners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users5%85%10%9%Category

usersAllrespondents7%84%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=470

Siemens

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•

SportsfollowedBeing

successful

is

less

important

to

Siemens

owners

than

to

other

refrigeratorownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany55%54%53%41%42%45%42%43%41%36%35%35%37%36%35%29%29%29%20%21%21%17%21%21%11%10%10%10%12%11%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

myHavingagood

timeSocial

justiceLearningnew

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=470

Siemens

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Traveling

is

a

relatively

prevalent

interest

of

SiemensownersConsumer

lifestyle:

main

interestsTop10

interestsofSiemensowners

inGermany53%53%51%52%52%49%48%47%46%42%40%43%41%40%36%34%36%34%39%35%33%36%35%30%32%31%29%28%28%26%TravelMovies,TVshows&musicFood

&diningHealth

&fitnessHome

&gardenPolitics&societyandcurrentworld

eventsSportsScience

&technologyFinance&economyHistoryBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=470

Siemens

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Traveling

is

a

relatively

popular

hobby

among

SiemensownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSiemensownersinGermany47%48%46%45%45%45%44%44%41%38%42%40%40%38%35%37%35%33%

33%36%36%35%35%34%34%33%30%29%28%27%SocializingReadingTravelingCooking/bakingOutdooractivitiesDoing

sportsandfitnessShoppingGardeningandplantsTech

/computersPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=470

Siemens

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Siemensowners

do

fitness,

aerobics,

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSiemensowners

inGermany24%23%23%21%20%20%19%

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

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

6%6%5%

6%HikingRunning/joggingFitness,aerobics,

cardioSwimming/DivingCyclingSoccerYoga

/pilatesDancingBadmintonBasketballBrand

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=262

Siemens

owners,n=5473

refrigerator

owners,

n=17,668

allrespondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Siemensowners

follow

soccer

teams

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

bySiemensowners

inGermany29%26%26%11%11%9%9%9%9%9%8%8%8%8%8%7%7%7%7%7%

7%7%7%

7%

7%Boxing7%6%6%

6%6%SoccerHandballBasketballAthleticsTennisAmericanfootballWinter

sportsIceHockeyMotorsports(track&field)Brand

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=183

Siemens

owners,

n=5473

refrigerator

owners,n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2148%

of

Siemensowners

state

that

they

pay

close

attention

to

energy

efficiencywhen

choosing

electronicsConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany52%50%48%48%45%44%33%32%

31%32%30%

30%21%

21%20%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=470

Siemens

owners,

n=5,473

refrigerator

owners,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202417%

of

Siemensowners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%37%37%36%34%28%17%

17%15%14%11%9%3%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=470

Siemens

owners,n=5,473

refrigeratorowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Siemensowners

think

that

rising

prices,

inflation

&

costof

living

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Siemensowners60%53%51%50%47%44%41%43%43%

40%37%39%37%40%36%34%40%40%38%36%32%37%31%36%33%29%32%31%29%28%Rising

prices/inflation/cost

of

livingImmigrationHousingHealth

andsocial

securityEducationCrimeEconomicsituationClimatechangePovertyEnvironmentBrand

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=470

Siemensowners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Siemens

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users18%19%19%47%43%19%16%Category

usersAllrespondents19%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=470

Siemens

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

touchpoints68%

of

Siemens

consumers

are

active

on

YouTubeMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand66%68%59%58%63%58%56%58%57%41%38%40%22%22%22%15%19%13%12%19%18%15%10%9%14%12%10%7%5%

5%YouTubeFacebook

InstagramTikTokX(Twitter)LinkedInSnapchatTwitchXingBrand

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=350

Siemensowners,n=4174

refrigerator

owners,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

202485%

of

Siemensownerswatched

TV

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

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

64%66%64%51%43%50%49%47%38%38%

35%37%33%34%34%

31%33%31%30%

25%23%26%

27%25%20%

16%17%TVDigitalvideocontentRadioOnlinenews

DigitalmusicMagazinesDailynewspapersPodcastsOnlinemagazinesMovies

/cinemaWeeklynewspaperswebsitescontentBrand

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=470

Siemens

owners,n=5,473

refrigerator

owners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Siemensowners

remember

seeing

adson

search

engines

more

often

thanother

refrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSiemensowners

inGermany

havecome

across

digitaladvertisinginthepast4weeks47%43%42%46%43%

40%38%42%40%40%37%37%32%33%30%29%26%26%24%23%25%25%24%22%18%18%16%19%17%17%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streamingservicesWebsitesandappsof

brandsNewslettersVideo

gamesEditorialwebsitesandappsMusicportalsBrand

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=470

Siemens

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Siemensowners

remember

ads

they

saw

on

TV

more

often

than

the

averageconsumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks43%41%39%39%38%38%37%38%36%35%

36%35%35%33%

33%26%26%24%24%23%23%14%13%13%OnTVBy

mailshot

/

OnadvertisingDirectly

inthestoreOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/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=470

Siemens

owners,n=5,473

refrigerator

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesc