机构研究报告-德国电视用户分析报告：samsung -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&BRANDSTVs:

Samsung

owners

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSamsung

owners

inGermany:

who

theyare;

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

tobenchmark

Samsungowners

inGermany

(’’brandusers’’)

againstGerman

TVowners

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

36%,

Samsung

is

by

far

the

most

owned

TV

brand

inGermanyManagement

summary:

brandusageand

competitionTop10

most

owned

TVbrandsinGermanySamsungLG36%16%Philips10%PanasonicSony7%7%GrundigHisenseTelefunkenToshibaMedion4%4%3%2%1%4Notes:"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=5,226

TVownersSources:Consumer

Insights

Global

as

of

October

2024The

market

share

of

Samsung

has

stayed

fairly

similar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

TVowners

owningSamsung38%38%38%38%37%37%37%36%36%36%36%35%35%35%34%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

yourmain

TV?’’;

Single

Pick;Base:n=867

-

2019

Samsung

owners,n=2397

-

5337

TVownersConsumer

Insights

Global

as

of

October

2024Samsung

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints35%

ofSamsung

owners

are

Millennials.

Similaraspects

oflifeareimportant

toSamsungowners

and

other

TVowners.36%

ofSamsung

owners

statethattheybuynew

electronics,

even

when

theirold

model

stillworks.TikTok

ismore

popularamong

Samsungowners

thanthe

average

TVowner.There

is

afairlyeven

splitofmale

andfemale

Samsung

owners.55%

ofSamsung

owners

are

interestedinmovies,

TVshows

and

music.Digitaladvertising

touchpointsofSamsungowners

aresimilar

to

those

ofallTVowners.38%

ofSamsung

owners

are

inthe

earlymajority

of

innovationadopter

types.Consumers

withahighincome

make

up37%

ofSamsung

owners.49%

ofSamsung

owners

havesocializing

asahobby.51%

ofSamsung

owners

thinkthatrising

prices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.TVowners

ingeneral

andSamsungowners

specifically,

live

in

asimilar

typeof

community.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+35%

of

Samsung

owners

are

MillennialsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users22%35%33%10%Category

usersAllrespondents20%31%36%13%21%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:

n=1,882

Samsung

owners,n=5,226

TVowners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024There

is

a

fairly

even

split

of

male

and

female

Samsung

ownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users49%49%50%51%51%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=1,882

Samsung

owners,n=5,226

TV

owners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Many

Samsung

owners

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany33%30%30%25%

25%

25%20%17%

17%13%13%12%10%10%10%2%1%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

yourmain

TV?’’;

Single

Pick;Base:n=1,882

Samsung

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Consumers

with

a

high

income

make

up

37%

of

Samsung

ownersDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users37%33%30%Category

usersAllrespondents35%32%33%33%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

yourmain

TV?’’;

Single

Pick;Base:n=1,882Samsung

owners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202432%

of

Samsung

ownerslive

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live32%30%28%27%24%25%

24%24%21%9%9%

9%7%7%

7%4%4%3%2%

2%Multi-generationalfamily1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

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

yourmain

TV?’’;

Single

Pick;Base:n=1,882

Samsung

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024TV

owners

in

general

and

Samsung

owners

specifically,

live

in

a

similar

type

ofcommunityDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany26%25%24%24%24%24%22%22%21%17%

17%16%13%12%11%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

yourmain

TV?’’;

Single

Pick;Base:

n=1,882

Samsung

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20246%

of

Samsung

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users6%7%7%86%85%84%8%9%9%Category

usersAllrespondentsYesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

main

TV?’’;

Single

Pick;

Base:

n=1,882

Samsung

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSimilar

aspects

of

life

are

important

to

Samsung

owners

and

other

TV

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany56%57%53%42%41%42%41%42%41%35%35%36%35%36%35%29%29%28%20%20%19%23%21%21%10%10%10%12%11%11%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeHavingagood

timeMaking

myown

decisionsSocial

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

yourmain

TV?’’;

Single

Pick;Base:

n=1,882

Samsung

owners,n=5,226

TVowners,n=35,917all

respondentsConsumer

Insights

Global

as

of

October

202455%

of

Samsung

owners

are

interested

in

movies,

TV

shows

and

musicConsumer

lifestyle:

main

interestsTop10

interestsofSamsung

ownersinGermany55%54%49%51%52%48%48%

46%43%45%42%40%37%36%35%38%36%36%34%34%33%31%28%31%27%29%29%28%26%26%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessHome

&gardenSportsPolitics&societyandcurrentworld

eventsScience

&technologyFashion&beautyFinance&economyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=1,882

Samsung

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202449%

of

Samsung

owners

have

socializing

as

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSamsung

ownersinGermany49%

47%45%45%45%43%

41%38%40%42%40%37%38%38%35%34%38%

36%33%35%37%36%34%30%33%30%32%31%29%28%SocializingCooking/bakingOutdooractivitiesReadingTravelingPetsDoing

sportsandfitnessShoppingGardeningandplantsVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;

Base:

n=1,882

Samsung

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Samsung

owners

do

fitness,

aerobics,

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSamsung

owners

inGermany22%22%21%20%21%

20%19%19%18%17%

17%15%14%14%13%13%10%

10%10%9%9%8%

8%

8%6%6%

6%5%

5%

6%BasketballHikingFitness,aerobics,

cardioRunning/joggingSwimming/DivingCyclingSoccerDancingYoga

/pilatesBadmintonBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:

n=1,012

Samsung

owners,n=5226

TV

owners,n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Samsung

owners

follow

soccer

teams

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

bySamsung

owners

inGermany28%27%26%9%9%9%8%8%8%8%8%

8%7%7%8%

7%7%7%7%

7%7%

7%

7%7%

7%7%6%5%

5%5%SoccerBasketballHandballAmericanfootballAthletics(track&field)MotorsportsBoxingTennisWinter

sportsCyclingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=680

Samsung

owners,n=5226

TVowners,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2136%

of

Samsung

owners

state

that

they

buy

new

electronics,

even

when

theirold

model

still

worksConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany54%51%48%41%38%37%36%34%32%31%31%30%24%21%

21%Icould

notlivewithoutmy

smartphoneIwant

thebestaudioandcinematicexperience

from

allmy

devicesIbuynew

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

yourmain

TV?’’;

Single

Pick;Base:n=1,882

Samsung

owners,n=5,226

TVowners,

n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202438%

of

Samsung

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany38%37%37%36%34%33%17%

17%15%12%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

your

main

TV?’’;

Single

Pick;

Base:

n=1,882

Samsung

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202451%

of

Samsung

owners

think

that

rising

prices,

inflation

&

cost

of

living

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Samsung

owners54%51%50%48%48%44%41%40%40%37%36%40%39%38%36%36%38%37%37%36%35%31%31%34%34%33%29%28%31%28%Rising

prices/inflation/cost

of

livingImmigrationHousingCrimeHealth

andsocial

securityEconomicsituationEducationPovertyClimatechange

EnvironmentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:

n=1,882

Samsung

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Samsung

owners

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%19%19%43%43%19%19%19%19%19%Category

usersAllrespondents41%20%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

yourmain

TV?’’;

Single

Pick;Base:

n=1,882

Samsung

owners,n=5,226

TVowners,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

Samsung

owners

than

the

average

TV

ownerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand66%66%59%58%63%

62%59%58%57%45%

41%40%23%25%20%22%

22%16%19%12%12%10%16%15%13%12%10%8%7%

7%YouTube

Instagram

FacebookTikTokSnapchat

X(Twitter)TwitchLinkedInRedditBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=1462

Samsung

owners,

n=3976

TVowners,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

202485%

of

Samsung

ownerswatched

TV

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks85%84%77%71%69%66%66%65%64%53%

50%47%43%43%38%35%34%34%

34%34%33%

33%

31%31%29%

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

17%

17%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMagazinesDailynewspapersPodcastsMovies

/cinemaOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

main

TV?’’;

Single

Pick;Base:

n=1,882

Samsung

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Digital

advertising

touchpoints

of

Samsung

owners

are

similar

to

those

of

all

TVownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSamsung

ownersinGermany

havecome

across

digitaladvertisinginthepast4weeks44%46%41%42%

40%38%42%41%37%40%39%37%34%

32%30%28%

26%24%26%27%24%24%24%22%18%18%19%18%17%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

yourmain

TV?’’;

Single

Pick;Base:n=1,882

Samsung

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Non-digital

advertising

touchpoints

of

Samsung

owners

are

similar

to

those

ofall

TV

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks40%40%39%39%38%38%

37%37%36%35%

36%35%33%

33%32%24%24%23%23%23%22%14%14%13%OnTVBy

mailshot

/

OnadvertisingDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=1,882

Samsung

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

access

to