机构研究报告-德国电视用户分析报告：philips -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:

Philips

owners

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPhilipsowners

inGermany:

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

Philips

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

insightsWith

a

user

share

of

10%,

Philips

is

one

of

the

top

3

TV

brandsin

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

Philips

has

stayed

fairly

similar

comparedto

2021

Q1Management

summary:

brandusagetimelineTimeline

of

TVowners

owningPhilips10%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

yourmain

TV?’’;

Single

Pick;Base:n=226

-

524

Philips

owners,n=2397

-5337

TV

ownersConsumer

Insights

Global

as

of

October

2024Philips

owners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints36%

ofPhilipsowners

arepartofGeneration

X.Safety

and

security

ismore

important

to

41%

ofPhilipsowners

statethattheyPhilipsowners

thantoother

TVowners.

want

thebest

audioandcinematicexperience

on

alldevices.64%

ofPhilipsconsumers

are

activeonYouTube.There

is

afairlyeven

splitofmale

andfemale

Philipsowners.Food

and

dining

are

relatively

prevalentinterests

of

Philipsowners.Philipsowners

remember

seeing

adsonwebsites

andapps

of

brandsandproducts

more

often

than

theaverageconsumer.40%

ofPhilipsowners

arelaggardswhen

itcomes

toinnovation

adoption.Philipshasasmaller

share

ofownerswith

alow

income

compared

to

otherTVbrands.Outdooractivities

arearelativelypopularhobbyamong

Philipsowners.Arelatively

highshare

ofPhilipsownersthink

thathousingisanissuethatneedstobeaddressed.Philipsowners

are

more

likely

toliveinrural

areas

and

towns

than

theaverageconsumer.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+36%

of

Philips

owners

are

part

of

GenerationXDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users21%20%21%27%31%36%15%Category

usersAllrespondents36%13%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:

n=498

Philips

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

Philips

ownersDemographic

profile:

genderGenderofconsumersinGermanyBrand

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

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=498

Philips

owners,n=5,226

TV

owners,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024The

education

level

of

Philips

owners

and

TV

owners

are

similarDemographic

profile:

educationConsumer’s

level

of

educationinGermany38%33%30%25%

25%23%17%

17%15%13%12%11%10%10%10%1%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=498

Philips

owners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Philips

has

a

smaller

share

of

owners

with

a

low

income

compared

to

other

TVbrandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users38%35%28%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=498

Philipsowners,n=5,226

TVowners,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

TV

owners,

Philips

owners

are

relatively

likely

to

live

in

acouple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live34%30%28%25%24%25%24%24%22%9%9%9%7%7%4%4%3%

4%Other2%

2%

2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

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=498

Philips

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Philips

owners

are

more

likely

to

live

in

rural

areas

and

towns

than

the

averageconsumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany25%24%

24%24%24%24%22%22%22%18%17%

17%13%12%10%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=498

Philips

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20245%

of

Philips

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users5%7%7%86%85%84%9%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=498

Philips

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•

SportsfollowedSafety

andsecurity

is

more

important

to

Philips

owners

than

to

other

TV

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany60%56%53%42%47%42%44%42%41%36%35%35%36%35%36%29%29%25%20%18%20%18%21%21%12%10%11%10%9%8%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

myHavingagood

timeSocial

justice

TobesuccessfulLearningnew

thingsTraditionsAdvancingmy

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=498

Philips

owners,n=5,226

TVowners,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Food

and

dining

are

relatively

prevalent

interests

of

Philips

ownersConsumer

lifestyle:

main

interestsTop10

interestsofPhilipsowners

inGermany56%51%48%54%

54%49%50%46%43%42%44%40%40%37%34%36%35%38%36%34%30%33%31%28%28%31%31%29%26%26%Food

&diningMovies,TVshows&musicTravelHealth

&fitnessHome

&gardenPolitics&societyandcurrentworld

eventsSportsHistoryCareer

&educationFinance&economyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=498

Philips

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Outdoor

activities

are

a

relatively

popular

hobby

among

Philips

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPhilipsownersinGermany50%47%45%48%45%42%46%44%40%38%41%37%39%39%38%35%34%38%35%33%36%36%35%33%30%32%30%31%28%27%SocializingCooking/bakingOutdooractivitiesReadingTravelingShoppingDoing

sportsandfitnessPetsGardeningandplantsTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;

Base:

n=498

Philips

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Philips

owners

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPhilipsowners

inGermany26%22%21%19%20%20%20%19%19%18%17%17%15%14%13%12%10%

10%9%

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

6%6%5%5%HikingRunning/joggingSwimming/DivingFitness,aerobics,

cardioCyclingDancingYoga

/pilatesSoccerBadmintonBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:

n=275

Philips

owners,n=5226

TV

owners,n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024Philips

owners

follow

similar

sports

leagues,

teams,

andcompetitions

as

ownersof

other

TV

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byPhilips

owners

inGermany29%27%26%9%9%9%9%8%8%8%8%8%8%8%7%7%

7%7%7%7%7%7%7%7%7%7%6%6%6%6%SoccerTennisWinter

sportsAthletics(track&field)HandballAmericanfootballIceHockeyBasketballMotorsportsBoxingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=179

Philips

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•

Politics2141%

of

Philips

owners

state

that

they

want

the

best

audio

and

cinematicexperience

on

alldevicesConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany53%51%48%41%38%37%33%32%31%31%31%30%22%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=498

Philips

owners,n=5,226

TVowners,

n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202440%

of

Philips

owners

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%37%37%36%34%33%17%

17%15%11%10%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=498

Philips

owners,

n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Philips

owners

think

that

housing

is

an

issue

that

needsto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Philips

owners56%54%50%51%48%44%46%41%38%40%40%42%37%40%39%

36%34%36%37%37%38%38%36%31%33%29%31%31%30%28%Rising

prices/inflation/cost

of

livingImmigrationHousingHealth

andsocial

securityCrimeEducationPovertyEconomicsituationClimatechange

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=498

Philips

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

Philips

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users17%19%19%49%43%18%17%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=498

Philips

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

touchpoints64%

of

Philips

consumers

are

active

on

YouTubeMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand66%64%59%58%63%60%58%

58%57%41%40%34%23%25%20%22%19%16%13%19%12%10%10%10%15%12%10%7%

7%5%YouTubeFacebook

InstagramTikTokSnapchat

X(Twitter)LinkedInTwitchRedditBrand

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=377

Philips

owners,n=3976

TVowners,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

202486%

of

Philips

owners

watched

TV

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks86%84%77%71%69%70%

66%66%64%51%

50%47%45%43%38%35%

35%

34%

34%34%33%32%

31%31%26%

27%25%

25%23%

23%16%

17%

17%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMagazinesDailynewspapersPodcastsOnlinemagazinesMovies

/cinemaWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

main

TV?’’;

Single

Pick;Base:

n=498

Philips

owners,n=5,226

TVowners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Philips

owners

remember

seeing

ads

on

websites

and

apps

of

brands

andproducts

more

often

than

the

average

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePhilipsowners

inGermany

havecome

across

digitaladvertisinginthepast4weeks44%41%44%43%43%

40%38%42%37%40%39%37%35%32%30%29%26%24%26%27%

24%22%26%24%18%18%20%18%17%17%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streamingservicesWebsitesandappsof

brandsNewslettersVideo

gamesMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

yourmain

TV?’’;

Single

Pick;Base:n=498

Philips

owners,n=5,226

TV

owners,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Philips

owners

remember

ads

they

saw

directly

in

the

store

more

often

thanother

TV

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks43%43%41%40%40%35%

36%

35%39%38%37%37%36%33%

33%27%24%24%24%23%23%14%13%13%By

mailshot

/advertisingmailOnTVOnadvertisingspacesDirectly

inthestoreOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/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=498

Philips

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