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CONSUMERS&BRANDSRefrigerators:
Fridgemasterowners
in
the
United
KingdomConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofFridgemaster
owners
intheUnitedKingdom:
who
theyare;
whatthey
like;
what
theythink;
andhow
to
reach
them.
Itprovides
insightsontheirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
toNumberof
respondents:benchmark
Fridgemaster
owners
intheUnitedKingdom(’’brandusers’’)
against
UKrefrigeratorowners
ingeneral
(’’category
users’’),
andtheoverallUKonliner,
labelled
as’’all
respondents’’
inthecharts.?
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
insightsFridgemaster
ranks
outside
the
top
10
of
most
owned
refrigerator
brands
in
theUKManagement
summary:
brandusageand
competitionTop10
most
owned
refrigerator
brandsintheUKBekoSamsungBosch18%11%11%HotpointLG8%6%IndesitHisenseBush4%4%4%3%ZanussiAEG3%4Notes:"What
brand
is
the
(main)
refrigerator
in
your
household?’’;
Single
Pick;Base:n=3440,
refrigerator
ownersSources:Consumer
Insights
Global
as
of
August
2023The
share
of
refrigerator
owners
owning
Fridgemaster
stayed
the
same
sinceQ2
of
2022Management
summary:
brandusagetimelineTimeline
of
refrigerator
owners
owningFridgemaster2%2%2%2%2%2022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"What
brand
is
the
(main)
refrigerator
in
your
household?’’;
Single
Pick;Base:n=36
-
71
Fridgemasterowners,n=1792
-
3488
refrigerator
ownersSources:Consumer
Insights
Global
as
of
August
2023Fridgemaster
owners
in
the
United
KingdomManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsTheagedistributionof
Fridgemasterowners
andrefrigerator
owners
overallisfairly
similar.Havingagood
timeandmakingowndecisions
is
relatively
important
toFridgemaster
owners.Itstands
out
that45%
ofFridgemasterowners
want
thebestaudioandcinematic
experience
on
alldevices.Fridgemaster
owners
access
theinternet
viaagamingconsole
moreoften
than
theaverage
refrigeratorowner.Fridgemaster
is
more
popularamongmale
refrigerator
owners
thanfemalerefrigerator
owners.Artsandliterature
arerelativelyprevalent
interests
of
Fridgemasterowners.38%
ofFridgemaster
owners
are
intheearly
majority
ofinnovation
adoptertypes.Arelatively
highshare
ofFridgemasterowners
don’t
usesocial
media.Fridgemaster
hasalarger
share
ofowners
with
alow
income
thanotherrefrigerator
brands.DIYandarts&craftsare
relativelypopularhobbiesamong
Fridgemasterowners.Arelatively
highshare
ofFridgemasterowners
thinkthatimmigration
is
anissuethatneedstobeaddressed.Fridgemaster
owners
remember
seeingadson
social
media
less
often
thanother
refrigerator
owners.Fridgemaster
owners
aremore
likely
toliveinmedium-sized
towns
thanrefrigerator
owners
ingeneral.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+The
age
distribution
of
Fridgemaster
owners
andrefrigerator
owners
overall
isfairly
similarDemographic
profile:
generationsAgeof
consumersintheUKBrand
users21%32%32%34%15%14%13%Category
usersAllrespondents19%33%20%37%31%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"What
brand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;Base:n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Fridgemaster
is
more
popular
amongmale
refrigerator
owners
than
femalerefrigerator
ownersDemographic
profile:
genderGenderofconsumersintheUKBrand
users62%38%Category
usersAllrespondents48%49%52%51%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"What
brand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;
Base:
n=66,Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsSources:Consumer
Insights
Global
as
of
August
202315%
of
Fridgemaster
owners
have
a
technical
or
vocational
educationDemographic
profile:
educationConsumer’s
level
of
educationintheUK28%27%26%23%22%22%22%21%17%15%15%14%
14%10%9%6%3%2%1%
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
brand
is
the
(main)
refrigerator
in
your
household?’’;
Single
Pick;
Base:
n=66,
Fridgemasterowners,
n=3440,
refrigerator
owners,
n=24183,
allrespondentsConsumer
Insights
Global
as
of
August
2023Fridgemaster
has
a
larger
share
of
owners
with
a
lowincome
than
otherrefrigerator
brandsDemographic
profile:
incomeShare
ofconsumersintheUK
inthehigh,
middle,andlowthirdsof
monthlyhouseholdgross
incomeBrand
users15%37%47%Category
usersAllrespondents32%33%36%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
the
(main)
refrigerator
in
your
household?’’;Single
Pick;Base:n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
refrigerator
owners,
Fridgemaster
owners
are
relatively
likelyto
live
in
a
single
householdDemographic
profile:
household
classificationType
of
householdsin
whichconsumersintheUKlive34%
34%30%25%24%21%20%16%15%13%12%12%9%8%8%5%4%
4%Other3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two
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
the
(main)
refrigerator
in
your
household?’’;
Single
Pick;Base:n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Fridgemaster
owners
are
more
likely
to
live
in
medium-sized
towns
thanrefrigerator
owners
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveintheUK30%26%26%25%24%24%21%20%20%13%12%11%10%9%
9%7%6%6%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
brandis
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;Base:n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
20239%
of
Fridgemaster
owners
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersintheUKBrand
users9%88%3%3%3%Category
usersAllrespondents7%90%8%89%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"What
brand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;Base:
n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
allrespondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedHaving
a
good
time
and
making
own
decisions
is
relatively
important
toFridgemaster
ownersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersintheUK62%59%51%49%42%39%42%42%42%41%39%35%34%33%25%30%
29%29%27%24%
24%11%17%13%13%12%10%9%8%8%AhappyrelationshipAnhonest
andrespectable
lifeHavingagood
timeSafety
andsecurityMaking
myown
decisionsLearningnew
thingsTobesuccessfulAdvancingmy
careerTraditionsSocial
justiceBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"What
brand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;Base:n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Arts
andliterature
are
relatively
prevalent
interests
of
Fridgemaster
ownersConsumer
lifestyle:
main
interestsTop10
interestsofFridgemaster
ownersintheUK64%61%56%47%42%43%43%36%37%40%39%38%36%30%35%30%34%33%32%27%32%27%30%30%30%29%26%25%23%21%Movies,TVshows&musicFood
&diningSportsHealth
&fitnessScience
&technologyArts&literatureFinance&economyHome
&gardenHistoryTravelBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"What
brand
is
the
(main)
refrigerator
in
your
household?’’;
Single
Pick;Base:n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023DIY
and
arts
&
crafts
are
relatively
popular
hobbies
among
Fridgemaster
ownersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofFridgemaster
ownersintheUK46%42%41%37%41%41%39%38%38%33%
31%29%32%31%31%30%27%30%29%29%28%26%24%23%23%22%21%15%18%16%Cooking/bakingReadingVideo
gamingDIYandarts&craftsPetsOutdooractivitiesTech
/computersGardeningandplantsSocializingCars/vehiclesBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"What
brand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;
Base:
n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Fridgemaster
owners
are
more
likely
to
go
dancing
than
other
refrigeratorownersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofFridgemaster
owners
intheUK17%15%14%14%14%14%12%12%12%11%11%11%10%10%10%10%9%9%9%9%8%8%7%7%7%6%6%6%4%3%CyclingDancingFitness,aerobics,cardioRunning/JoggingSoccerBadmintonHikingSwimming/DivingAmericanFootball
/FlagFootballBasketballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"What
brand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;Base:n=24,
Fridgemasterowners,n=1395,
refrigerator
owners,n=9322,all
respondentsConsumer
Insights
Global
as
of
August
2023Fridgemaster
owners
are
more
likely
to
follow
rugby
than
other
refrigeratorownersConsumer
lifestyle:
sports
followedTop10
sports
followed
byFridgemasterowners
intheUK32%29%26%17%11%9%9%
9%9%9%
9%
9%Boxing9%9%8%9%8%8%8%7%7%6%6%
6%6%5%5%
5%5%5%SoccerRugbyGolfCyclingMotorsportsBasketballTennisCricketAmericanfootballBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"What
brand
is
the
(main)
refrigerator
inyour
household?’’;
Single
Pick;
Base:
n=26,
Fridgemasterowners,
n=1224,
refrigerator
owners,n=8230,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
consumer
electronics?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
45%
of
Fridgemaster
owners
want
the
best
audio
andcinematic
experience
on
alldevicesConsumer
attitudes:housing
&household
equipmentAgreementwithstatements
towards
housing
&householdequipment
inthe
UK61%57%56%45%39%37%
37%33%32%30%29%28%26%17%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
the
(main)
refrigerator
in
your
household?’’;
Single
Pick;
Base:
n=66,
Fridgemaster
owners,n=3440,
refrigerator
owners,
n=4033,
all
respondentsConsumer
Insights
Global
as
of
August
202338%
of
Fridgemaster
owners
are
in
the
early
majority
of
innovation
adoptertypesConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinthe
UK38%36%35%34%33%32%20%20%15%11%11%
11%2%1%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Whatbrand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;Base:
n=66,
Fridgemasterowners,n=3440,
refrigeratorowners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Fridgemaster
owners
think
that
immigration
is
an
issuethat
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
theUnitedKingdomaccording
toFridgemasterowners70%63%56%51%53%48%43%44%39%35%41%
37%34%41%41%40%40%39%39%37%36%35%35%33%30%30%30%29%27%26%Rising
prices/inflation/cost
of
livingEconomicsituationCrimeImmigrationPovertyUnemployment
ClimatechangeHealth
andsocial
securityHousingEnvironmentBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"What
brand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;Base:n=66,Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Fridgemaster
owners
tend
to
have
more
left
leaning
political
views
than
otherrefrigerator
ownersConsumer
attitudes:politicsPolitical
attitudes
ofconsumersintheUKBrand
users30%33%23%14%15%14%Category
usersAllrespondents24%38%23%23%37%26%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
the
(main)
refrigerator
inyourhousehold?’’;
Single
Pick;Base:n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsFridgemaster
owners
access
the
internet
via
a
gaming
console
more
often
thanthe
average
refrigeratorownerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinthe
UK
useregularlyto
accesstheinternet93%91%86%72%71%69%64%61%59%56%55%52%52%44%41%39%38%38%37%
36%35%35%32%
31%32%31%30%SmartphoneLaptopSmart
TVGaming
consoleBrand
usersTabletSmart
speakersAllrespondentsDesktop
PCStreaming
deviceSmartwatchCategory
users27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"What
brand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;
Base:
n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Fridgemaster
owners
don’t
use
social
mediaMarketing
touchpoints:social
media
usageSocial
mediaactivitiesintheUK
by
type62%59%55%54%54%51%50%47%44%44%43%41%39%33%35%33%34%28%26%31%30%29%23%27%24%22%21%14%15%15%11%9%8%
8%7%
7%Sentprivate
Liked
posts
CommentedFollowedpeoplePosted
texts/statusPostedpictures/videosLikedcompanypostsFollowedcompaniesSharedpostsbyother
usersSharedcompanypostsIhaveonly
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
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;Base:
n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Fridgemaster
owners
tend
to
watch
digital
video
content
more
often
thanrefrigerator
owners
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersintheUK
havebeen
using
inthepast4weeks89%83%83%79%69%68%
68%61%51%59%57%47%52%50%50%46%44%30%35%33%31%24%
26%Daily27%25%25%17%19%
19%18%15%13%8%DigitalvideocontentTVDigitalmusic
Onlinenewscontent
websitesPodcastsRadioMovies
/cinemaOnlinemagazinesMagazinesWeeklynewspapersnewspapersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"What
brandis
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;Base:n=36,
Fridgemasterowners,n=1744,
refrigerator
owners,n=12093,
allrespondentsConsumer
Insights
Global
as
of
August
2023Fridgemaster
owners
remember
seeing
ads
on
social
media
less
often
thanother
refrigerator
ownersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereFridgemaster
ownersintheUK
havecome
across
digital
advertisinginthepast4weeks45%43%42%41%37%39%35%35%33%33%29%29%27%31%29%27%30%27%27%27%21%
21%21%20%18%18%14%15%13%14%Video
portalsSocial
mediaWebsitesandappsof
brandsSearch
engines
Video
streaming
MusicportalsservicesOnlinestoresVideo
gamesEditorialwebsitesandappsOtherappsBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"What
brand
is
the
(main)
refrigerator
in
yourhousehold?’’;
Single
Pick;
Base:n=66,
Fridgemasterowners,n=3440,
refrigerator
owners,n=24183,
all
respondentsConsumer
Insights
Global
as
of
August
2023Fridgemaster
owners
remember
ads
they
got
by
less
often
than
otherrefrigerator
ownersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinthe
UK
havecome
across
non-digital
advertisinginthepast4weeks58%54%51%39%38%36%32%
32%29%
29%
29%29%27%27%21%18%18%
18%
18%19%18%17%17%11%OnTVOnadvertisingspacesDirectly
inthestoreOntheradioBy
mailshot
/advertisingmailInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalson
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"What
brand
is
the
(main)
refrigerator
in
your
household?’’;
Single
Pick;
Base:
n=66,
Fridgemaster
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