机构研究报告-德国电视用户分析报告：grundig -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:

Grundig

owners

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGrundig

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

Grundigowners

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

insightsGrundig

is

the

sixth

most

owned

TV

brand

in

Germany

with

Samsung

in

firstplaceManagement

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

Grundig

has

stayed

fairly

similar

comparedto

2021

Q1Management

summary:

brandusagetimelineTimeline

of

TVowners

owningGrundig5%5%5%5%4%4%4%4%4%4%4%4%4%4%4%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=126

-

235

Grundig

owners,

n=2397

-

5337

TVownersConsumer

Insights

Global

as

of

October

2024Grundig

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGrundigis

more

popularamongGeneration

Xthanother

TVbrands.Being

successful

isless

important

toGrundigowners

than

to

other

TVowners.Itstands

out

thatonly

32%

ofGrundigowners

buynew

electronics,

even

whentheirold

model

stillworks.Facebook

ismore

popularamongGrundigowners

thanthe

average

TVowner.Grundigis

more

popularamong

femaleTVowners

thanmaleTVowners.43%

ofGrundig

owners

are

interested

in

66%

ofGrundig

owners

are

laggardsorGrundigowners

remember

seeing

adson

social

media

less

often

thanother

TVowners.healthandfitness.inthelatemajority

of

innovationadoption.Grundighasalarger

share

ofownerswith

alow

income

thanotherTVbrands.

Petsarearelatively

popularhobbyamong

Grundigowners.Rising

prices,

inflation&cost

of

livingandhousingareissues

of

particularconcern

toGrundigowners.Grundigowners

aremore

likely

toliveinsmall

towns

than

TVowners

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Grundig

ismore

popular

among

Generation

X

than

other

TV

brandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users13%28%42%17%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=209

Grundig

owners,n=5,226

TVowners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024Grundig

ismore

popular

among

female

TV

owners

than

male

TV

ownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users40%60%Category

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

yourgender?’’;

Single

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=209

Grundig

owners,n=5,226

TVowners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202432%

of

Grundig

owners

have

a

lower

secondary

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany33%32%31%30%25%

25%17%

17%17%13%12%10%10%9%7%2%1%1%2%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=209

Grundig

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grundig

has

a

larger

share

of

ownerswith

a

low

income

than

other

TV

brandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users25%34%42%Category

usersAllrespondents35%33%32%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=209

Grundigowners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

TV

owners,Grundig

owners

are

relatively

likely

to

live

in

asingle

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live30%30%28%24%24%

25%

24%24%22%11%9%9%9%7%7%4%4%2%2%2%1%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=209

Grundig

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grundig

owners

are

more

likely

to

live

in

small

towns

than

TV

owners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany30%24%24%24%24%23%22%22%21%17%

17%15%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=209

Grundig

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20245%

of

Grundig

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users5%7%7%85%10%9%Category

usersAllrespondents85%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

main

TV?’’;

Single

Pick;

Base:

n=209

Grundig

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•

SportsfollowedBeing

successful

is

less

important

to

Grundig

owners

than

to

other

TV

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany56%53%53%42%42%42%45%42%41%35%36%37%37%36%35%33%

29%29%20%22%21%21%20%16%12%10%11%10%9%6%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsSocial

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

yourmain

TV?’’;

Single

Pick;Base:

n=209

Grundig

owners,n=5,226

TVowners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

202443%

of

Grundig

owners

are

interested

in

health

and

fitnessConsumer

lifestyle:

main

interestsTop10

interestsofGrundigownersinGermany54%51%52%49%49%48%46%42%44%43%43%41%41%40%37%34%36%34%35%30%33%33%31%27%28%29%28%26%26%25%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessHome

&gardenPolitics&societyandcurrentworld

eventsHistoryScience

&technologySportsCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=209

Grundig

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Pets

are

a

relatively

popular

hobby

among

Grundig

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGrundig

owners

inGermany47%49%48%45%42%45%44%41%42%41%37%40%38%38%38%36%36%35%35%35%34%33%33%33%30%28%29%27%25%23%Cooking/bakingSocializingPetsOutdooractivitiesShoppingTravelingReadingGardeningandplantsDIYandarts&craftsDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;

Base:

n=209

Grundig

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Grundig

owners

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGrundigownersinGermany24%21%21%19%18%20%20%20%19%17%16%14%13%16%15%10%

10%9%

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

6%6%5%4%3%HikingFitness,aerobics,

cardioSwimming/DivingCyclingRunning/joggingYoga

/pilatesDancingSoccerBadmintonBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:

n=103

Grundig

owners,n=5226

TVowners,n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Grundig

owners

follow

similar

sports

leagues,

teams,

and

competitions

asowners

of

other

TV

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byGrundig

owners

inGermany27%26%22%9%9%8%8%7%7%7%7%

7%7%7%7%7%7%7%6%7%6%6%6%6%5%5%5%4%

4%4%SoccerAthletics(track&

field)Winter

sportsBoxingMotorsportsIceHockeyBasketballSwimming/divingTennisAmericanfootballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=54

Grundig

owners,n=5226

TV

owners,n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

32%

of

Grundig

owners

buy

new

electronics,

even

whentheir

old

model

still

worksConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany51%48%42%38%37%35%32%32%31%31%30%27%21%

21%17%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=209

Grundig

owners,n=5,226

TVowners,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202466%

of

Grundig

owners

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany45%37%34%37%36%24%20%17%

17%11%10%9%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=209

Grundig

owners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Rising

prices,

inflation

&

cost

of

living

and

housing

are

issues

of

particularconcern

to

Grundig

ownersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Grundig

owners54%55%50%48%41%44%40%40%42%42%41%

37%36%41%40%40%36%33%38%37%37%36%31%35%

31%31%34%29%30%28%Rising

prices/inflation/cost

of

livingHousingImmigrationEconomicsituationHealth

andsocial

securityCrimePovertyClimatechangeEducationEnvironmentBrand

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=209

Grundig

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grundig

owners

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users20%19%19%42%43%16%22%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

yourmain

TV?’’;

Single

Pick;Base:

n=209

Grundig

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

touchpointsFacebook

is

more

popular

among

Grundig

owners

than

the

average

TV

ownerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand66%62%66%59%63%58%56%58%57%41%38%40%23%19%20%16%22%16%19%15%15%12%12%7%7%

7%

7%Reddit4%

5%5%FacebookYouTube

InstagramTikTokSnapchat

X(Twitter)LinkedInBeReal.Brand

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=158

Grundig

owners,n=3976

TV

owners,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Grundig

owners

tend

to

listen

to

digital

music

content

less

often

than

TV

ownersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks84%80%77%69%67%66%66%66%64%50%47%43%39%38%36%34%35%35%35%34%33%31%

31%27%26%

27%20%25%23%22%22%17%17%TVRadioDigitalvideo

Digitalmusiccontent

contentDailynewspapersOnlinenewswebsitesMagazinesPodcastsOnlinemagazinesWeeklynewspapersMovies

/cinemaBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

main

TV?’’;

Single

Pick;Base:

n=209

Grundig

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grundig

owners

remember

seeing

ads

on

social

media

less

often

than

other

TVownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGrundigownersinGermany

havecome

across

digitaladvertisinginthepast4weeks44%42%41%40%40%38%38%37%33%37%36%32%30%30%30%26%24%27%24%22%26%24%22%18%20%18%18%17%17%13%Video

portals

Search

engines

OnlinestoresSocial

mediaVideo

gamesNewsletters

Video

streamingservicesWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=209

Grundig

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grundig

owners

remember

ads

they

saw

directly

in

the

store

less

often

thanother

TV

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks44%40%39%38%37%37%35%36%35%

36%35%35%33%

33%28%25%24%24%24%23%23%14%13%8%By

mailshot

/

OnadvertisingOntheradioOnTVDirectly

inthestoreInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/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=209

Grundig

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

acce