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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:

TCL

owners

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTCLowners

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

TCL

owners

inGermany

(’’brandusers’’)againstGerman

TVowners

ingeneral

(’’categoryusers’’),

and

the

overall

German

consumer,

labelledas’’all

respondents’’

inthecharts.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

insightsTCL

ranks

outside

the

top

10

of

most

owned

TV

brands

in

GermanyManagement

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

TCL

has

stayed

fairly

similar

compared

to

2022

Q2Management

summary:

brandusagetimelineTimeline

of

TVowners

owningTCL1%1%1%1%1%1%1%1%1%1%2022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=37

-63

TCL

owners,n=4519

-5337

TV

ownersSources:Consumer

Insights

Global

as

of

October

2024TCL

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTCLhasahigh

share

ofowners

thatare

Havingagood

timeisless

important

toItstands

out

that46%

ofTCLownerswant

thebest

audioandcinematicexperience

on

alldevices.TikTok

ismore

popularamong

TCLowners

thanthe

average

TVowner.partof

Generation

Xcompared

to

thetotalonline

population.TCLowners

thantoother

TVowners.Fashion

and

beauty

arerelativelyprevalent

interests

of

TCL

owners.TCLowners

remember

seeing

adsonsearch

engines

lessoften

than

other

TVowners.TCLismore

popularamong

female

TVowners

thanmaleTVowners.23%

ofTCLowners

areinthe

latemajority

of

innovationadopter

types.Cooking

or

baking

are

relatively

popularhobbiesamong

TCL

owners.TCLhasalarger

shareof

owners

with

alow

income

thanother

TVbrands.Arelatively

highshare

ofTCLownersthink

thatdefense

&foreign

affairsareissues

thatneed

tobeaddressed.27%

ofTCLowners

liveinmedium-sizedtowns.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+TCL

has

a

high

share

of

owners

that

are

part

of

Generation

X

compared

to

thetotal

online

populationDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users23%29%41%7%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=56

TCL

owners,

n=5,226

TVowners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024TCL

is

more

popular

among

female

TV

owners

than

male

TV

ownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users39%61%Category

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

yourgender?’’;

Single

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=56

TCL

owners,n=5,226

TVowners,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202416%

of

TCL

owners

have

a

bachelor’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinGermany36%33%30%29%25%

25%17%

17%16%14%13%12%10%10%4%2%2%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

yourmain

TV?’’;

Single

Pick;Base:n=56

TCL

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024TCL

has

a

larger

share

of

owners

with

a

lowincome

than

other

TV

brandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users33%35%33%22%44%Category

usersAllrespondents32%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=56

TCLowners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202432%

of

TCL

owners

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

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

24%24%9%9%9%7%7%5%4%4%2%

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

yourmain

TV?’’;

Single

Pick;Base:n=56

TCL

owners,n=5,226

TVowners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202427%

of

TCL

owners

live

in

medium-sized

townsDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany27%24%24%24%24%23%22%22%20%17%

17%16%14%13%12%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=56

TCL

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20245%

of

TCL

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users5%7%7%88%85%84%7%Category

usersAllrespondents9%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

main

TV?’’;

Single

Pick;

Base:

n=56

TCL

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

less

important

to

TCL

owners

than

to

other

TV

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany56%55%53%42%41%45%42%41%42%38%36%35%

36%35%32%32%29%

29%20%

21%16%21%20%20%10%14%12%11%10%7%AhappyrelationshipMaking

myown

decisions

respectable

lifeAnhonest

andSocial

justiceLearningnew

thingsSafety

andsecurityHavingagood

timeTobesuccessfulAdvancingmy

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=56

TCL

owners,

n=5,226

TVowners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

TCL

ownersConsumer

lifestyle:

main

interestsTop10

interestsofTCLownersinGermany54%51%48%49%48%46%45%45%43%42%39%

37%34%40%35%36%32%36%36%34%34%30%33%32%30%29%27%26%26%24%Movies,TVshows&musicFood

&diningTravelHome

&gardenFashion&beautyHealth

&fitnessSportsFamily

&parentingPolitics&societyandcurrentworld

eventsHistoryBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=56

TCL

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Cooking

or

baking

are

relatively

popular

hobbies

among

TCL

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTCLownersinGermany55%52%47%45%45%42%37%40%35%38%38%36%36%36%36%34%34%30%29%33%30%28%32%32%

30%27%29%29%25%23%Cooking/bakingSocializingTravelingPetsShoppingReadingDIYandarts&craftsTech

/computersGardeningandplantsVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;

Base:

n=56

TCL

owners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024TCL

owners

are

more

likely

to

go

dancing

than

other

TV

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTCLowners

inGermany21%20%21%20%20%19%19%18%17%15%14%13%13%13%10%11%11%11%10%9%9%8%8%7%6%

6%5%5%

6%4%DancingRunning/joggingHikingSwimming/DivingCyclingFitness,aerobics,

cardioSoccerBadmintonYoga

/pilatesBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:

n=23

TCL

owners,

n=5226

TVowners,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024TCL

owners

are

more

likely

to

follow

handball

than

other

TV

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byTCLowners

inGermany27%26%18%18%13%11%9%9%

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

7%7%

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

5%

5%Cycling4%

4%4%HandballSoccerAthletics(track&field)Winter

sportsBasketballIceHockeyAmericanfootballMotorsportsSwimming/divingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=19

TCL

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•

Politics21Itstands

out

that

46%

of

TCL

owners

want

the

best

audio

and

cinematicexperience

on

alldevicesConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany57%51%48%46%38%38%37%34%32%31%31%30%27%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=56

TCL

owners,

n=5,226

TVowners,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202423%

of

TCL

owners

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany38%37%37%36%34%32%23%17%

17%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

your

main

TV?’’;

Single

Pick;

Base:

n=56

TCL

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

TCL

owners

think

that

defense

&

foreign

affairs

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

TCLowners57%54%50%48%45%44%41%40%40%41%39%39%38%37%36%32%36%32%37%37%36%34%33%27%30%30%29%26%21%20%Rising

prices/inflation/cost

of

livingImmigrationCrimeHealth

andsocial

securityHousingEducationPovertyEconomicsituationUnemploymentDefense

&foreign

affairsBrand

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=56

TCL

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

TCL

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users11%48%16%25%Category

usersAllrespondents19%19%43%41%19%20%19%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

yourmain

TV?’’;

Single

Pick;Base:

n=56

TCL

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

TCL

ownersthan

the

average

TV

ownerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand69%

66%67%64%64%58%57%63%59%58%41%40%29%23%22%24%

20%19%16%12%18%16%15%12%9%9%5%

5%2%1%YouTubeFacebook

InstagramTikTokSnapchat

X(Twitter)LinkedInBeReal.JodelBrand

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=45

TCL

owners,n=3976

TVowners,n=26918all

respondentsConsumer

Insights

Global

as

of

October

2024TCL

owners

tend

to

listen

to

podcasts

less

often

than

TV

owners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks84%

84%77%69%66%66%64%64%59%57%50%47%45%43%38%35%34%34%33%31%

31%29%26%

27%27%25%23%21%21%20%17%

17%14%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=56

TCL

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024TCL

owners

remember

seeing

ads

on

search

engines

less

often

than

other

TVownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTCLownersinGermany

havecome

across

digitaladvertisinginthepast4weeks50%44%42%37%36%41%40%40%38%38%37%32%30%30%26%26%27%27%24%21%25%24%24%22%18%18%16%20%17%17%Social

mediaVideo

portalsOnlinestores

Search

engines

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=56

TCL

owners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024TCL

owners

remember

ads

they

saw

on

TV

less

often

than

other

TV

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks40%39%38%37%37%36%35%

36%34%34%33%

33%29%27%25%25%24%24%23%23%14%13%13%11%By

mailshot

/advertisingmailOntheradioOnadvertisingspacesOnTVDirectly

inthestoreInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=56

TCL

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

tostreamlinedmarketresearchtoo