荷兰智能手机品牌小米xiaomi用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSSmartphones:

Xiaomi/Mi

usersin

the

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofXiaomi/Mi

users

inthe

Netherlands:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Xiaomi/Mi

usersintheNetherlands(’’brandusers’’)

againstDutch

smartphone

users

ingeneral

(’’category

users’’),

and

theoverall

Dutchonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theNetherlands)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsXiaomi/Mi

ranks

sixth

among

smartphone

brands

in

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

smartphone

brandsinthe

NetherlandsAppleSamsungHuaweiOPPO39%35%4%3%GoogleXiaomi/MiMotorolaASUS3%3%2%2%2%1%HTCOnePlus4Notes:"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=1,909

smartphone

usersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

smartphone

users

using

Xiaomi/Mi

grew

by1

percentage

pointsince

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

smartphone

usersusing

Xiaomi/Mi3%3%3%2%2%2%2%2%2%1%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=30

-56

Xiaomi/Mi

users,n=1908

-

2003

smartphone

usersSources:Consumer

Insights

Global

as

of

August

2023Xiaomi/Mi

users

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsXiaomi/Mi

ismore

popularamongGeneration

Xthanother

smartphonebrands.Social

justiceis

more

importanttoXiaomi/Mi

users

thanto

othersmartphone

users.Itstands

out

that50%

ofXiaomi/Miusers

arewell

protected

againstvirusesanddata

abuse.Xiaomi/Mi

users

access

theinternet

viaadesktop

PCmore

often

thantheaverage

smartphone

user.Xiaomi/Mi

ismore

popularamong

male

History

isarelatively

prevalent

interest29%

ofXiaomi/Mi

users

are

in

thelatemajority

of

innovationadopter

types.Arelatively

highshare

ofXiaomi/Miusers

only

usesocial

media

passively.smartphone

users

thanfemalesmartphone

users.of

Xiaomi/Mi

users.Tech

or

computers

arerelativelypopularhobbiesamong

Xiaomi/Miusers.Arelatively

highshare

ofXiaomi/Miusers

think

thattheeconomic

situationisanissuethatneedstobeaddressed.Xiaomi/Mi

users

remember

seeing

adson

social

media

more

often

than

othersmartphone

users.Xiaomi/Mi

hasalarger

shareof

userswith

amedium

household

income

thanother

smartphone

brands.Xiaomi/Mi

users

aremore

likely

toliveinmedium-sized

towns

than

smartphoneusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Xiaomi/Mi

is

more

popular

among

Generation

X

than

other

smartphone

brandsDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users11%30%46%13%Category

usersAllrespondents21%21%31%31%34%34%15%15%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=56

Xiaomi/Mi

users,

n=1,909

smartphone

users,n=12,161

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Xiaomi/Mi

is

more

popular

among

male

smartphone

users

than

femalesmartphone

usersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users57%43%Category

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

yourgender?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

all

respondentsSources:Consumer

Insights

Global

as

of

August

202345%

of

Xiaomi/Mi

users

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands45%35%34%28%27%26%17%15%13%12%11%7%5%5%

5%3%

3%2%

2%2%2%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

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023Xiaomi/Mi

has

a

larger

share

of

users

with

a

medium

household

income

thanother

smartphone

brandsDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users21%40%40%Category

usersAllrespondents35%31%34%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

your(primarily

used)

smartphone?’’;Single

Pick;Base:

n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

Xiaomi/Mi

users

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive29%29%28%28%27%25%20%

20%20%14%11%11%10%9%

9%3%3%2%1%

1%Multi-0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

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

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023Xiaomi/Mi

users

are

more

likely

to

live

in

medium-sized

towns

than

smartphoneusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands45%34%33%32%32%27%23%23%16%13%12%11%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,

n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

20237%

of

Xiaomi/Mi

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users7%8%8%86%85%85%7%7%7%Category

usersAllrespondentsYesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

(primarily

used)

smartphone?’’;

Single

Pick;

Base:

n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSocial

justice

ismore

important

to

Xiaomi/Mi

users

than

to

other

smartphoneusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands53%54%51%50%50%41%43%37%38%41%41%39%38%34%

34%29%22%25%21%21%21%

21%19%14%13%12%12%

12%9%7%Havingagood

timeAnhonest

andrespectable

lifeAhappyrelationshipMaking

myown

decisionsSafety

andsecuritySocial

justiceLearningnew

thingsTobesuccessfulAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:

n=56

Xiaomi/Mi

users,n=1,909smartphone

users,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023History

is

a

relatively

prevalent

interest

of

Xiaomi/Mi

usersConsumer

lifestyle:

main

interestsTop10

interestsofXiaomi/Mi

usersintheNetherlands59%47%43%47%41%45%45%44%41%41%41%39%33%32%32%29%33%32%32%32%30%29%28%26%25%26%25%

25%19%18%Movies,TVshows&musicTravelFood

&diningHistoryScience

&technologyHome

&gardenHealth

&fitnessPolitics&societyandcurrentworld

eventsArts&literatureSportsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

Xiaomi/Mi

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofXiaomi/Mi

usersintheNetherlands46%43%39%35%38%38%36%35%34%34%

34%32%31%30%30%29%28%28%25%25%25%21%23%23%23%21%19%19%18%

18%ReadingVideo

gamingPetsCooking/bakingTech

/computersSocializingTravelingBoard

games/cardgamesOutdooractivitiesPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023Xiaomi/Mi

users

participate

in

similar

sports

and

activities

as

other

smartphoneusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofXiaomi/Mi

usersintheNetherlands15%14%14%14%13%11%9%8%7%7%7%7%7%7%6%6%5%

5%4%4%4%3%3%3%2%

2%2%2%2%2%HikingFitness,aerobics,cardioRunning/JoggingSwimming/DivingDancingMartial

ArtsBasketballCyclingHunting/FishingSoccerBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:

n=17

Xiaomi/Mi

users,n=749

smartphone

users,n=4,550

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Xiaomi/Mi

users

follow

motorsports

races

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byXiaomi/Mi

usersintheNetherlands22%21%18%11%9%9%

9%7%6%6%

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

4%3%3%2%2%2%2%2%2%2%1%SoccerCyclingMotorsportsTennisSwimming/divingAthletics(track&

field)BasketballBoxingCricketField

hockeyBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=16

Xiaomi/Mi

users,n=607

smartphone

users,

n=3,704

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

the

internet•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

50%

of

Xiaomi/Mi

users

are

well

protected

against

viruses

anddata

abuseConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

intheNetherlands52%50%48%46%39%38%34%31%

31%25%

25%

25%18%

18%13%Itisimportant

tometohavemobileinternet

access

inanyplaceatanytimeI’mwell

protectedagainstvirusesanddata

abuseIactively

dosomething

fortheprotection

of

my

dataI’mconcerned

thatmydata

is

beingmisusedon

theinternetHavingaccess

tothelatest

cellularnetworktechnology

(5G)

isimportant

to

meBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=2,026

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

Xiaomi/Mi

users

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands40%39%36%29%28%

28%23%23%22%13%10%9%0%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Xiaomi/Mi

users

think

that

the

economic

situation

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoXiaomi/Mi

users64%57%52%46%52%50%50%44%46%43%41%40%38%38%32%38%35%31%34%34%32%32%31%30%29%28%26%24%20%20%Rising

prices/inflation/cost

of

livingEconomicsituationHousingHealth

andsocial

securityPovertyClimatechangeFood

andwater

securityImmigrationEnvironmentCivilrightsBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Xiaomi/Mi

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users21%41%23%14%Category

usersAllrespondents19%32%32%31%32%18%20%17%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

your(primarily

used)smartphone?’’;Single

Pick;Base:n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsXiaomi/Mi

users

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

smartphone

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet96%92%87%71%

71%65%55%52%49%50%48%48%48%43%41%38%32%27%

27%25%

25%25%23%20%16%12%

12%SmartphoneLaptopDesktop

PCTabletSmart

TVStreaming

device

Gaming

consoleAllrespondentsSmartwatchSmart

speakersBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

allrespondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Xiaomi/Mi

users

only

use

social

media

passivelyMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype59%51%48%47%46%45%42%38%41%37%41%39%40%39%

39%28%30%29%23%21%22%21%22%25%25%21%20%13%11%16%14%12%11%7%6%4%Sentprivate

Liked

posts

CommentedPostedpictures/videosFollowedpeoplePosted

texts/statusSharedpostsbyother

usersFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

allrespondentsConsumer

Insights

Global

as

of

August

2023Xiaomi/Mi

users

tend

to

read

online

news

websites

more

often

thansmartphone

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks85%76%75%62%62%61%62%48%61%59%54%54%

51%51%44%40%39%35%32%31%23%28%

29%Daily29%28%15%23%23%19%

14%19%19%15%TVDigitalvideo

Onlinenews

Digitalmusiccontent

websites

contentRadioMovies

/cinemaMagazinesWeeklyOnlinePodcastsnewspapersnewspapersmagazinesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=26

Xiaomi/Mi

users,n=973

smartphone

users,n=6,067

all

respondentsConsumer

Insights

Global

as

of

August

2023Xiaomi/Mi

users

remember

seeing

ads

on

social

media

more

often

than

othersmartphone

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereXiaomi/Mi

usersintheNetherlandshavecome

across

digitaladvertisinginthepast4weeks52%43%39%36%41%41%38%38%36%36%

36%32%29%27%27%27%27%

25%22%26%22%21%23%

23%18%18%20%20%17%16%Social

mediaVideo

portals

Search

enginesWebsitesandappsof

brandsOnlinestoresOtherappsNewslettersVideo

gamesEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161

allrespondentsConsumer

Insights

Global

as

of

August

2023Xiaomi/Mi

users

remember

advertising

they

heard

on

the

radio

more

often

thanother

smartphone

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks43%41%39%

39%34%38%31%34%32%32%30%30%30%25%27%21%25%23%21%

21%20%16%

16%

16%OnTVOnadvertisingspacesOntheradioDirectly

inthestoreBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

your(primarily

used)smartphone?’’;Single

Pick;

Base:

n=56

Xiaomi/Mi

users,n=1,909

smartphone

users,n=12,161all

respond