机构研究报告-德国可穿戴设备用户分析报告：amazfit -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&BRANDSWearables:

Amazfit

users

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAmazfit

usersinGermany:

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

Amazfitusers

inGermany

(’’brandusers’’)againstGerman

users

ofwearables

ingeneral(’’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

insightsAmazfit

is

the

sixth

most

used

wearable

brand

in

Germany

with

Apple

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

wearable

brandsinGermanyAppleSamsungFitbit36%23%14%HuaweiGarminAmazfitadidas7%7%6%5%5%Xiaomi/MiGoogleFossil3%3%4Notes:"What

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;

Base:

n=2,085

users

ofwearablesConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

Amazfit

has

grown

compared

to

2021

Q3Management

summary:

brandusagetimelineTimeline

of

usersofwearables

using

Amazfit8%8%8%7%7%6%6%6%6%5%5%5%4%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"What

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;

Base:

n=33

-

169

Amazfit

users,n=841

-

2126

usersofwearablesConsumer

Insights

Global

as

of

October

2024Sources:Amazfit

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAmazfitismore

popularamongAhappy

relationship

isless

important

to

Itstands

out

thatonly

32%

ofAmazfitBeReal.

is

more

popularamong

Amazfitusers

thanthe

average

wearable

user.Millennials

thanother

wearable

brands.

Amazfitusers

thantootherusers

ofwearables.users

saythatelectronics

areastatussymbol

forthem.There

is

afairlyeven

splitofmale

andfemale

Amazfitusers.Amazfitusers

remember

seeing

adsoneditorial

websites

andapps

more

oftenthan

other

users

ofwearables.Science

andtechnology

are

relativelyprevalent

interests

of

Amazfitusers.23%

ofAmazfit

usersare

innovators

orearly

adoptersof

new

products.Amazfithasalarger

share

ofusers

withahighincome

than

other

wearablebrands.Amazfitusers

aremore

likely

to

haveoutdoor

activitiesas

ahobbythantheaverage

consumer.48%

ofAmazfit

usersthinkthatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.Amazfitusers

aremore

likely

to

live

incitieswith

over

1million

inhabitantsthan

users

of

wearables

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Amazfit

is

more

popular

amongMillennials

than

other

wearable

brandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users18%19%21%49%26%7%Category

usersAllrespondents41%31%9%33%35%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;Base:n=129

Amazfit

users,n=2,085

users

ofwearables,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024There

is

a

fairly

even

split

of

male

and

female

Amazfit

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users50%49%50%50%51%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

areyourpersonalsmartwatches

/fitness

trackers?";

Multi

Pick;Base:

n=129

Amazfit

users,

n=2,085

usersofwearables,n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Amazfit

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany30%30%25%23%22%19%18%18%18%17%16%15%13%12%10%5%2%2%2%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

brands

are

your

personalsmartwatches

/fitness

trackers?";

Multi

Pick;

Base:

n=129

Amazfit

users,n=2,085

users

ofwearables,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Amazfit

has

a

larger

share

of

users

with

a

high

income

than

other

wearablebrandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users50%26%23%24%Category

usersAllrespondents45%31%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

brands

are

yourpersonal

smartwatches

/fitnesstrackers?";

Multi

Pick;Base:

n=129

Amazfit

users,n=2,085

usersofwearables,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

users

of

wearables,

Amazfit

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live40%34%29%28%24%24%23%19%14%9%7%8%7%7%

7%6%4%3%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

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;

Base:

n=129

Amazfitusers,n=2,085

users

ofwearables,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazfit

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

thanusers

of

wearables

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany27%26%25%25%24%24%24%22%20%17%16%15%15%13%8%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;Base:n=129

Amazfit

users,n=2,085

usersofwearables,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202415%

of

Amazfit

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users15%82%3%Category

usersAllrespondents8%7%86%6%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

areyourpersonalsmartwatches

/fitness

trackers?";

Multi

Pick;Base:

n=129

Amazfit

users,n=2,085

usersofwearables,n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Amazfit

users

than

to

other

users

ofwearablesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany58%53%40%40%43%42%41%35%34%34%39%38%36%35%28%32%29%27%26%22%26%22%21%21%17%16%12%11%12%10%AhappyrelationshipSafety

andsecurityMaking

myown

decisionsHavingagood

timeAnhonest

andrespectable

lifeSocial

justiceLearningnew

thingsTobesuccessfulTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;Base:n=129

Amazfit

users,n=2,085

users

ofwearables,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Science

and

technology

are

relatively

prevalent

interests

of

Amazfit

usersConsumer

lifestyle:

main

interestsTop10

interestsofAmazfit

usersinGermany56%54%52%50%50%49%48%47%43%41%40%40%40%38%38%37%34%30%34%32%31%30%30%29%29%29%29%28%24%24%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelScience

&technologyHome

&gardenVehicles

&mobilityFamily

&parentingHistoryPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;

Base:

n=129

Amazfit

users,n=2,085

users

ofwearables,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazfit

users

are

more

likely

to

have

outdoor

activities

as

a

hobby

than

theaverage

consumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAmazfit

usersinGermany50%50%49%49%48%42%45%45%40%38%42%38%39%

38%34%38%38%38%36%36%36%27%36%35%33%33%33%32%32%29%Cooking/bakingOutdooractivitiesShoppingDoing

sportsandfitnessReadingSocializingTech

/computersVideo

gamingPetsTravelingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

areyourpersonalsmartwatches

/fitness

trackers?";

Multi

Pick;Base:

n=129

Amazfit

users,n=2,085

usersofwearables,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazfit

users

are

more

likely

to

play

badminton

than

other

users

of

wearablesConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAmazfit

usersinGermany27%27%26%25%22%22%21%20%20%19%19%19%18%16%15%15%15%13%13%10%11%10%10%9%9%8%6%6%6%4%HikingCyclingFitness,aerobics,

cardioSwimming/DivingRunning/joggingBadmintonDancingSoccerBasketballTennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;Base:n=70

Amazfit

users,n=2085

usersofwearables,n=17,668all

respondentsConsumer

Insights

Global

as

of

October

2024Amazfit

users

follow

similar

sports

leagues,

teams,

andcompetitions

as

users

ofother

wearable

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byAmazfit

usersinGermany28%26%16%11%11%11%11%10%10%9%9%9%8%9%

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

7%6%7%7%7%7%5%4%SoccerAmericanfootballAthletics(track&field)BasketballCyclingBoxingHandballMotorsportsSwimming/divingIceHockeyBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brands

are

your

personalsmart

watches

/fitness

trackers?";

Multi

Pick;

Base:

n=36

Amazfit

users,

n=2085

users

ofwearables,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

Amazfit

users

say

that

electronics

are

a

statussymbol

for

themConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany57%50%49%48%47%47%46%45%43%37%31%32%30%28%21%Iwould

love

tocontrol

my

home

viasmartphone

or

voiceIwant

the

bestaudioandcinematicexperience

from

allmy

devicesIcould

notlivewithout

Ibuynew

electronics,Electronics

areastatussymbol

formemy

smartphoneeven

when

myoldmodel

stillworksBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

your

personalsmartwatches

/fitness

trackers?";

Multi

Pick;

Base:

n=129

Amazfit

users,n=2,085

usersofwearables,n=5,983

all

respondentsConsumer

Insights

Global

as

of

October

202423%

of

Amazfit

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany39%37%36%36%27%25%20%18%17%16%13%9%3%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrands

areyourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;Base:n=129

Amazfit

users,n=2,085

usersofwearables,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202448%

of

Amazfit

users

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Amazfit

users53%50%48%46%42%44%40%41%40%40%37%34%39%39%38%38%37%37%34%32%32%36%30%33%33%33%32%31%29%28%Rising

prices/inflation/cost

of

livingImmigrationEducationHousingHealth

andsocial

securityClimatechange

EnvironmentCrimePovertyEconomicsituationBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;Base:n=129Amazfit

users,n=2,085

usersofwearables,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

users

of

wearables,

Amazfit

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users21%34%33%12%14%Category

usersAllrespondents19%44%22%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

brands

are

yourpersonal

smartwatches

/fitness

trackers?";

Multi

Pick;Base:

n=129

Amazfit

users,n=2,085

usersofwearables,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBeReal.

is

more

popular

among

Amazfit

users

than

the

average

wearable

userMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand70%70%67%66%

66%58%66%63%57%47%

47%40%38%28%22%26%25%19%24%21%15%18%11%17%

12%10%16%6%7%5%Instagram

FacebookYouTubeTikTokSnapchat

X(Twitter)RedditTwitchBeReal.Brand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brands

are

your

personalsmartwatches

/fitness

trackers?";

Multi

Pick;

Base:

n=88

Amazfitusers,n=1574

usersofwearables,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazfit

users

tend

to

go

to

the

movies

more

often

than

users

ofwearables

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%79%79%78%77%70%67%66%64%64%63%51%50%38%49%47%47%38%41%34%42%32%41%40%34%33%33%31%27%25%19%17%23%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMagazinesDailynewspapersMovies

/cinemaPodcastsOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

areyourpersonalsmartwatches

/fitness

trackers?";

Multi

Pick;Base:n=129

Amazfit

users,n=2,085

usersofwearables,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Amazfit

users

remember

seeing

ads

on

editorial

websites

and

apps

more

oftenthan

other

users

of

wearablesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAmazfit

usersinGermany

havecome

across

digitaladvertisinginthepast4weeks57%50%49%46%45%43%42%42%41%40%40%38%38%37%33%33%33%33%31%24%30%29%22%30%29%25%17%24%24%17%Video

portalsSocial

media

Search

engines

Onlinestores

Video

streaming

NewslettersservicesVideo

gamesEditorialwebsitesandappsWebsitesandappsof

brandsMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

areyourpersonalsmart

watches

/fitness

trackers?";

Multi

Pick;Base:

n=129

Amazfit

users,

n=2,085

usersofwearables,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Amazfit

users

remember

ads

they

saw

on

TV

more

often

than

other

users

ofwearablesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks54%49%47%45%44%44%41%41%42%38%37%37%36%36%34%28%33%33%28%24%17%23%23%14%OnTVOntheradioBy

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspacesInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brands

are

your

personalsmart

watches

/fitness

trackers?";

Multi

Pick;

Base:

n=129

Amazfit

users,n=2,085

users

ofwearables,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,br