英国耳机品牌akg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&BRANDSHeadphones:

AKG

users

in

theUnited

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAKG

users

inthe

UnitedKingdom: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

AKG

users

inthe

UnitedKingdom(’’brandusers’’)

againstUKheadphone

usersingeneral(’’category

users’’),

and

theoverall

UKonliner,

labelledas’’all

respondents’’

inthecharts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)•

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

insightsAKG

ranks

outside

the

top

10

of

most

used

headphone

brandsin

the

UKManagement

summary:

brandusageand

competitionTop10

most

used

headphonebrandsin

theUKAppleSony35%13%12%SamsungBeats9%8%BoseJBL7%JVC5%4%4%4%SennheiserSkullcandyAnker4Notes:"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=2572,

headphone

usersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

headphone

users

using

AKG

stayed

the

same

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

headphone

usersusing

AKG3%3%3%3%3%3%2%2%2%2021

Q12021

Q22021

Q32022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=36

-

70

AKG

users,

n=1301

-

2598

headphone

usersConsumer

Insights

Global

as

of

August

2023Sources:AKG

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAKGismore

popularamong

Millennials

Learning

new

thingsismore

importantItstands

out

that59%

ofAKGuserswant

thebest

audioandcinematicexperience

on

alldevices.AKGusers

access

theinternet

viaadesktop

PCmore

often

thantheaverage

headphoneuser.thanother

headphonebrands.toAKG

users

than

toother

headphoneusers.AKGismore

popularamong

maleheadphoneusers

than

femaleheadphoneusers.Vehicles

andmobility

arerelativelyprevalent

interests

of

AKG

users.26%

ofAKG

users

areinnovators

orearly

adoptersof

new

products.AKGusers

tendto

send

privatemessages

less

often

than

otherheadphoneusers.AKGhasalarger

shareof

users

withahighincome

thanother

headphonebrands.Tech

or

computers

arerelativelypopularhobbiesamong

AKGusers.Arelatively

highshare

ofAKGusersthink

thatimmigration

isanissuethatneeds

to

beaddressed.AKGusers

remember

seeing

adsoneditorial

websites

andapps

more

oftenthan

other

headphoneusers.AKGusers

aremore

likely

toliveinmegacities

than

headphone

usersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+AKG

is

more

popular

among

Millennials

than

other

headphone

brandsDemographic

profile:

generationsAgeof

consumersintheUKBrand

users18%46%32%4%Category

usersAllrespondents22%39%29%10%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=68,

AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023AKG

is

more

popular

among

male

headphone

users

than

female

headphoneusersDemographic

profile:

genderGenderofconsumersintheUKBrand

users74%26%Category

usersAllrespondents54%46%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

are

your

personalheadphones?";

Multi

Pick;Base:

n=68,

AKG

users,n=2572,headphone

users,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

AKG

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK38%30%28%26%22%

22%22%18%17%15%10%9%9%

9%7%4%3%3%

3%0%

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

are

your

personalheadphones?";

Multi

Pick;

Base:

n=68,

AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AKG

has

a

larger

share

of

users

with

a

high

income

than

other

headphonebrandsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users52%28%20%Category

usersAllrespondents38%35%27%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

are

yourpersonal

headphones?";

Multi

Pick;Base:n=68,

AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

headphone

users,

AKG

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive41%36%34%24%22%21%16%16%14%14%12%12%8%7%4%4%4%3%3%2%

2%Multi-SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherhouseholdgenerationalfamilyrelated

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

are

yourpersonal

headphones?";

Multi

Pick;

Base:

n=68,

AKG

users,n=2572,headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AKG

users

are

more

likely

to

live

in

megacities

than

headphone

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK27%26%26%25%24%24%23%20%18%12%12%11%10%10%10%8%7%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandareyourpersonalheadphones?";

Multi

Pick;Base:n=68,AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

AKG

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users10%9%87%88%3%3%3%Category

usersAllrespondents8%89%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

areyourpersonalheadphones?";

Multi

Pick;Base:

n=68,

AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedLearning

new

things

is

more

important

to

AKGusers

than

to

other

headphoneusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK60%

59%51%49%46%46%42%39%38%36%34%34%30%27%29%29%28%26%26%26%24%24%22%14%14%13%13%10%7%4%AhappyrelationshipLearningnew

thingsAnhonest

and

Tobesuccessfulrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=68,

AKG

users,n=2572,

headphoneusers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

AKG

usersConsumer

lifestyle:

main

interestsTop10

interestsofAKGusersintheUK59%56%46%43%43%40%40%40%40%38%38%34%29%35%32%29%34%32%28%32%32%30%29%28%28%25%26%21%19%16%Science

&technologyTravelMovies,TVshows&musicFood

&diningHealth

&fitnessHome

&gardenHistorySportsVehicles

&mobilityArts&literatureBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:

n=68,

AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

AKG

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAKGusersintheUK44%44%43%40%41%38%37%37%35%35%34%34%31%24%29%

29%29%29%29%28%28%28%27%25%23%26%26%26%25%22%Tech

/computersVideo

gamingCooking/bakingPetsReadingTravelingDIYandarts&craftsOutdooractivitiesDoing

sportsandfitnessGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

areyourpersonalheadphones?";

Multi

Pick;Base:

n=68,

AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AKG

users

are

more

likely

to

play

baseball

or

softball

than

other

headphoneusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAKGusersintheUK18%17%14%14%13%13%13%12%12%12%10%9%9%9%8%8%7%

7%7%7%6%6%5%5%5%4%4%3%3%3%Fitness,aerobics,cardioAmericanFootball

/FlagFootballBaseball/SoftballDancingGolfCricketCyclingTableTennisBasketballRunning/JoggingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=26,

AKG

users,n=1154,

headphone

users,n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023AKG

users

are

more

likely

to

follow

American

football

than

other

headphoneusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAKGusersintheUK30%26%19%12%12%12%12%11%10%10%9%9%9%

9%9%8%9%8%8%7%7%7%6%6%6%5%5%

5%3%3%SoccerAmericanfootballBoxingCricketMotorsportsRugbyTennisAthletics(track&

field)BasketballGymnasticsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

are

your

personalheadphones?";

Multi

Pick;

Base:

n=19,

AKG

users,n=975,

headphone

users,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

59%

of

AKG

users

wantthe

best

audio

and

cinematicexperience

on

alldevicesConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

UK61%59%57%51%49%44%41%40%37%35%34%33%29%21%17%Iwant

the

bestaudioandcinematicexperience

from

allmy

devicesIbuynew

electronics,even

when

myoldmodel

stillworksIwould

love

tocontrol

my

home

viasmartphone

or

voiceIcould

notlivewithoutmy

smartphoneElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

are

your

personalheadphones?";

Multi

Pick;

Base:

n=68,AKG

users,n=2572,

headphone

users,n=4033,

all

respondentsConsumer

Insights

Global

as

of

August

202326%

of

AKG

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK38%36%34%32%29%24%24%20%18%16%14%11%3%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

areyourpersonalheadphones?";

Multi

Pick;Base:n=68,

AKG

users,

n=2572,

headphone

users,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

AKG

users

think

that

immigration

is

an

issue

that

needsto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toAKGusers65%63%54%50%48%42%46%46%41%40%40%34%40%39%37%36%35%29%35%34%34%32%32%33%26%25%29%27%26%25%Rising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityHousingImmigration

ClimatechangeFood

andwater

securityEnvironmentPovertyCrimeBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=68,

AKG

users,n=2572,headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

headphone

users,

AKG

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users25%26%29%35%10%Category

usersAllrespondents35%27%12%23%37%26%14%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

are

yourpersonalheadphones?";

Multi

Pick;Base:

n=68,

AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsAKG

users

access

the

internet

via

a

desktop

PC

more

often

than

the

averageheadphone

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet94%91%91%76%71%69%67%66%63%61%60%57%54%52%47%46%46%44%43%41%38%38%38%37%36%31%30%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletGaming

console

Smart

speakers

Streaming

deviceAllrespondentsSmartwatchCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

areyourpersonalheadphones?";

Multi

Pick;Base:

n=68,

AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AKG

users

tend

to

send

private

messages

less

often

than

other

headphoneusersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type62%60%54%54%54%50%47%47%46%46%44%35%41%40%39%37%37%35%31%31%31%30%26%22%28%28%28%27%17%15%8%6%7%6%5%1%Liked

posts

Sentprivate

Posted

texts

CommentedFollowedpeoplePostedpictures/videosFollowedcompaniesSharedpostsbyother

usersLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessages/statusupdateson

postspassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

areyourpersonalheadphones?";

Multi

Pick;Base:n=68,

AKG

users,

n=2572,

headphone

users,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AKG

users

tend

to

read

daily

newspapers

more

often

than

headphone

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks82%79%77%75%74%68%65%65%61%50%61%59%58%48%55%52%48%36%46%40%39%35%24%35%31%28%27%

27%26%26%16%18%15%Digitalmusic

Digitalvideocontent

contentTVPodcastsDailynewspapersMagazinesRadioMovies

/cinemaOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandareyourpersonalheadphones?";

Multi

Pick;Base:n=31,

AKG

users,n=1285,

headphone

users,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023AKG

users

remember

seeing

ads

on

editorial

websites

and

apps

more

oftenthan

other

headphone

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAKGusersintheUK

havecome

across

digitaladvertisinginthepast4weeks47%47%46%37%44%43%40%35%38%38%37%31%37%35%35%31%31%31%29%29%27%27%24%24%23%21%20%18%17%13%Video

portals

Search

engines

Onlinestores

Video

streaming

Social

mediaservicesVideo

gamesOtherappsEditorialwebsitesandappsMusicportalsWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

are

your

personalheadphones?";

Multi

Pick;

Base:n=68,

AKG

users,n=2572,

headphone

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023AKG

users

remember

ads

they

got

by

mail

more

often

than

other

headphoneusersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks53%51%51%44%44%42%40%38%32%36%35%32%

32%31%22%30%29%29%27%20%19%19%18%18%By

mailshot

/

OnadvertisingOnTVInprinteddailynewspapersDirectly

inthestoreInprintedmagazinesandjournalsAtthemovies/cinemaOntheradioadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;

Base:n=68,

AKG

users,

n=2572,

headphone

users,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023CONSUME