机构研究报告-德国电视用户分析报告：Panasonic松下 -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:

Panasonic

owners

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPanasonicowners

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

tobenchmark

Panasonicowners

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

7%,

Panasonic

is

one

of

the

top

5

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

Panasonic

has

stayed

fairly

similar

comparedto

2021

Q1Management

summary:

brandusagetimelineTimeline

of

TVowners

owningPanasonic8%8%8%8%8%8%8%8%8%7%7%7%7%7%7%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=200

-

408

Panasonic

owners,

n=2397

-

5337

TVownersConsumer

Insights

Global

as

of

October

2024Panasonic

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsPanasonicismore

popularamongGeneration

Xthanother

TVbrands.Havingagood

timeisless

important

toPanasonicowners

than

toother

TVowners.Itstands

out

thatonly

46%

ofPanasonicowners

could

notlive

without

theirsmartphone.66%

ofPanasonicconsumers

are

activeon

YouTube.55%

ofPanasonicowners

arefemale.Panasonicowners

remember

seeingadson

social

media

less

often

thanother

TVowners.55%

ofPanasonicowners

areinterested

66%

ofPanasonicowners

arelaggardsPanasonichasasmaller

share

ofowners

with

ahighincome

compared

toother

TVbrands.infood

anddining.or

inthelatemajority

of

innovationadoption.Panasonicowners

are

more

likely

tohavetraveling

asahobby

thanother

TVowners.Arelatively

highshare

ofPanasonicowners

thinkthatclimate

changeis

anissuethatneedstobeaddressed.Panasonicowners

are

more

likely

to

liveinrural

areas

andtowns

thanTVownersingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Panasonic

is

more

popular

among

GenerationX

than

other

TV

brandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users14%22%45%18%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=379

Panasonic

owners,n=5,226

TVowners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

202455%

of

Panasonic

owners

are

femaleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users45%55%Category

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

yourgender?’’;

Single

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=379

Panasonic

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sources:37%

of

Panasonic

owners

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany37%33%30%25%

25%23%17%

17%15%13%12%12%11%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=379

Panasonic

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Panasonic

has

a

smaller

share

of

ownerswith

a

high

income

compared

to

otherTV

brandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users31%35%34%33%33%Category

usersAllrespondents35%32%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=379Panasonic

owners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

TV

owners,Panasonic

owners

are

relatively

likely

to

live

in

acouple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live36%30%28%24%25%

24%24%22%21%9%9%8%7%7%

7%4%4%

4%Other2%2%

2%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

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

yourmain

TV?’’;

Single

Pick;Base:n=379

Panasonic

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Panasonic

owners

are

more

likely

to

live

in

rural

areas

and

townsthan

TVowners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany26%25%24%24%24%24%22%23%22%19%17%

17%13%12%8%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=379

Panasonic

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20247%

of

Panasonic

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users7%7%7%83%85%84%10%9%Category

usersAllrespondents9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

main

TV?’’;

Single

Pick;

Base:

n=379

Panasonic

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•

SportsfollowedHaving

a

good

time

is

less

important

to

Panasonic

owners

than

to

other

TVownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany56%55%53%42%42%44%43%42%41%36%38%35%31%36%35%29%31%29%20%21%20%

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

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsHavingagood

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

yourmain

TV?’’;

Single

Pick;Base:

n=379

Panasonic

owners,n=5,226

TVowners,n=35,917all

respondentsConsumer

Insights

Global

as

of

October

202455%

of

Panasonic

owners

are

interested

in

food

and

diningConsumer

lifestyle:

main

interestsTop10

interestsofPanasonic

ownersinGermany55%55%51%48%54%49%50%46%43%42%42%40%40%40%36%34%37%34%35%32%30%33%31%33%32%28%29%28%28%26%Food

&diningMovies,TVshows&musicTravelHealth

&fitnessPolitics&societyandcurrentworld

eventsHome

&gardenHistoryScience

&technologySportsCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=379

Panasonic

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Panasonic

owners

are

more

likely

to

have

travelingas

a

hobby

than

other

TVownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPanasonic

ownersinGermany49%47%45%42%46%46%45%43%41%42%40%38%38%35%37%36%35%33%36%36%34%34%33%33%30%30%27%31%28%27%Cooking/bakingSocializingReadingTravelingOutdooractivitiesShoppingPetsDoing

sportsandfitnessGardeningandplantsTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;

Base:

n=379

Panasonic

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Panasonic

owners

go

swimming

or

divingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPanasonic

ownersinGermany22%21%20%20%19%19%19%19%18%17%17%15%14%14%13%10%

10%9%9%8%

8%8%7%7%6%

6%6%5%4%3%HikingSwimming/DivingRunning/joggingFitness,aerobics,

cardioCyclingYoga

/pilatesDancingSoccerBadmintonBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:

n=186

Panasonic

owners,n=5226

TVowners,n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Panasonic

owners

follow

ice

hockey

teams

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byPanasonic

owners

inGermany27%26%24%10%9%9%9%8%8%8%

8%7%7%7%7%

7%7%7%7%

7%7%

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

5%5%SoccerHandballIceHockeyAthleticsBasketballMotorsportsWinter

sportsTennisBoxingCycling(track&field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=122

Panasonic

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

46%

of

Panasonic

owners

could

not

live

without

theirsmartphoneConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany51%48%46%38%37%34%32%31%31%30%26%25%21%

21%16%Icould

notlivewithoutmy

smartphoneIwant

thebestaudioandcinematicexperience

from

allmy

devicesIwould

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

yourmain

TV?’’;

Single

Pick;Base:n=379

Panasonic

owners,n=5,226

TVowners,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202466%

of

Panasonic

owners

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany45%37%37%36%34%27%21%17%

17%11%9%7%1%1%1%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=379

Panasonic

owners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Panasonic

owners

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Panasonic

owners60%54%50%51%48%44%41%43%

40%37%40%42%37%41%39%

36%34%39%36%38%37%37%36%35%33%29%31%31%31%28%Rising

prices/inflation/cost

of

livingImmigrationCrimeHealth

andsocial

securityEconomicsituationEducationHousingClimatechangePovertyEnvironmentBrand

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=379

Panasonic

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Panasonic

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users16%48%43%19%17%19%19%Category

usersAllrespondents19%19%19%41%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=379

Panasonic

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

touchpoints66%

of

Panasonic

consumers

are

active

on

YouTubeMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand66%66%59%63%61%58%58%57%52%41%40%30%23%23%22%16%20%19%12%10%16%15%13%12%10%

10%4%7%5%

5%YouTubeFacebook

InstagramTikTokX(Twitter)

SnapchatLinkedInXingTwitchBrand

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=283

Panasonic

owners,n=3976

TV

owners,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Panasonic

owners

tend

toread

weekly

newspapers

more

often

than

TV

ownersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks86%84%77%70%66%69%66%64%

64%50%48%48%47%43%38%40%

34%37%35%34%33%31%

31%26%

27%25%25%25%23%17%23%23%17%TVRadioDigitalvideo

Digitalmusic

OnlinenewsDailynewspapersMagazinesPodcastsOnlinemagazinesWeeklynewspapersMovies

/cinemacontentcontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

main

TV?’’;

Single

Pick;Base:

n=379

Panasonic

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Panasonic

owners

remember

seeing

ads

on

social

media

less

often

than

otherTV

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePanasonic

ownersinGermany

havecome

across

digitaladvertisinginthepast4weeks44%41%40%42%42%40%40%38%37%37%35%32%32%30%28%26%23%26%22%24%21%24%24%22%18%18%15%18%17%17%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsNewslettersEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=379

Panasonic

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Panasonic

owners

remember

ads

they

got

by

mail

more

often

than

the

averageconsumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks42%40%39%38%38%37%37%37%37%36%35%

36%34%33%

33%25%25%24%24%23%23%14%13%12%By

mailshot

/

OnadvertisingOnTVDirectly

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=379

Panasonic

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer

Insights,

youget

acc