英國冰箱海信hisense用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSRefrigerators:

Hisense

owners

inthe

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHisense

owners

intheUnitedKingdom:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Hisense

owners

inthe

UnitedKingdom(’’brandusers’’)

againstUKrefrigerator

owners

ingeneral

(’’category

users’’),

and

theoverall

UKonliner,labelled

as’’all

respondents’’

inthe

charts.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

insightsHisense

is

the

seventh

most

owned

refrigerator

brand

in

the

UK

with

Beko

infirst

placeManagement

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

Hisense

grew

by2

percentage

pointssince

Q2

of

2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningHisense4%3%2%2%2%2%2%2%2021

Q22021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=32

-

139

Hisense

owners,n=1842

-

3488

refrigerator

ownersSources:Consumer

Insights

Global

as

of

August

2023Hisense

owners

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHisense

ismore

popularamongMillennials

thanother

refrigeratorbrands.Success

and

career

advancement

arerelatively

important

to

Hisense

owners.Itstands

out

that52%

ofHisenseowners

want

thebestaudioandcinematic

experience

on

alldevices.Hisense

owners

access

theinternet

viaasmartwatch

more

often

thantheaverage

refrigerator

owner.Sportsisarelatively

prevalent

interestof

Hisense

owners.Hisense

ismore

popularamong

malerefrigerator

owners

than

femalerefrigerator

owners.23%

ofHisense

owners

areinnovatorsor

early

adopters

ofnew

products.Onsocial

media,

Hisense

ownersinteract

with

companies

more

oftenthan

other

refrigerator

owners.Hisense

owners

are

more

likely

to

haveoutdoor

activitiesas

ahobbythan

other

52%

ofHisense

owners

think

thatrisingHisense

hasalarger

shareof

ownerswith

ahigh

income

than

otherrefrigerator

brands.refrigerator

owners.prices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.Hisense

owners

remember

seeing

adson

blogs

and

forums

more

often

thanother

refrigerator

owners.Hisense

owners

are

more

likely

to

live

incitiesandurbanareas

than

refrigeratorowners

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Hisense

ismore

popular

among

Millennials

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersintheUKBrand

users19%19%20%52%22%7%Category

usersAllrespondents33%34%14%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Hisense

ismore

popular

among

male

refrigerator

owners

than

femalerefrigerator

ownersDemographic

profile:

genderGenderofconsumersintheUKBrand

users60%40%Category

usersAllrespondents48%49%52%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=139,Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Hisense

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK37%28%27%23%22%22%22%22%18%15%14%14%10%9%6%4%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=139,

Hisense

owners,

n=3440,

refrigerator

owners,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023Hisense

has

a

larger

share

of

owners

with

a

high

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users45%28%27%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=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

refrigerator

owners,

Hisense

owners

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive40%34%

34%29%25%24%16%15%13%13%12%8%8%6%5%5%4%

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

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=139,

Hisenseowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hisense

owners

are

more

likely

to

live

in

cities

and

urban

areasthan

refrigeratorowners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK28%26%26%25%24%23%21%20%18%13%12%12%11%10%9%8%7%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=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20234%

of

Hisense

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users4%96%90%0%Category

usersAllrespondents7%3%8%89%3%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=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Hisense

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK62%59%55%51%49%47%42%42%40%35%34%30%27%32%32%29%27%24%21%25%24%23%18%13%13%12%11%10%8%4%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulHavingagood

timeMaking

myown

decisionsAdvancingmy

careerLearningnew

thingsSocial

justiceTraditionsBrand

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=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

is

a

relatively

prevalent

interest

of

Hisense

ownersConsumer

lifestyle:

main

interestsTop10

interestsofHisenseowners

intheUK61%56%53%47%46%44%43%43%41%40%36%37%37%36%34%35%30%33%32%27%32%28%30%

27%25%30%30%29%27%26%Movies,TVshows&musicSportsHealth

&fitnessFood

&diningTravelHome

&gardenFinance&economyScience

&technologyHistoryFashion&beautyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hisense

owners

are

more

likely

to

have

outdoor

activities

as

a

hobby

than

otherrefrigerator

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHisenseownersintheUK46%41%37%41%38%37%34%37%37%35%35%34%32%31%31%31%30%27%29%30%29%28%27%27%27%26%25%24%23%22%OutdooractivitiesCooking/bakingVideo

gamingDoing

sportsandfitnessReadingTravelingSocializingTech

/computersGardeningandplantsPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hisense

owners

are

more

likely

to

do

fitness,

aerobics,

cardio

than

otherrefrigerator

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHisenseowners

intheUK24%15%14%14%12%13%13%11%12%12%11%11%10%10%10%10%10%9%9%9%8%7%7%

7%6%7%6%6%6%6%Fitness,aerobics,cardioSoccerBasketballCyclingRunning/JoggingGolfHikingSwimming/DivingBadmintonDancingBrand

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=71,

Hisense

owners,n=1395,

refrigerator

owners,n=9322,

allrespondentsConsumer

Insights

Global

as

of

August

2023Hisense

owners

are

more

likely

to

follow

basketball

than

other

refrigeratorownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHisense

owners

intheUK36%29%26%18%14%12%11%10%10%9%

9%9%9%9%

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

6%6%5%

5%4%

4%SoccerBasketballBoxingGolfRugbyCricketTennisAmericanfootballMotorsportsMixedMartial

ArtsBrand

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=64,

Hisense

owners,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

52%

of

Hisense

owners

want

the

best

audio

and

cinematicexperience

on

alldevicesConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

UK61%57%54%52%50%40%37%

37%33%32%32%29%28%17%16%Iwould

love

tocontrol

my

home

viasmartphone

or

voiceIwant

thebestaudioandcinematicexperience

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

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=139,

Hisense

owners,

n=3440,

refrigerator

owners,

n=4033,

all

respondentsConsumer

Insights

Global

as

of

August

202323%

of

Hisense

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK42%36%34%33%32%22%20%20%20%13%11%11%3%Innovators1%1%Early

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=139,

Hisense

owners,n=3440,

refrigeratorowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202352%

of

Hisense

owners

think

that

rising

prices,

inflation

&

cost

of

living

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toHisense

owners70%63%52%51%48%44%39%43%41%40%40%37%32%39%39%37%35%36%34%33%33%30%25%22%27%27%26%25%25%22%Rising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityCrimePovertyEnvironmentEducationClimatechangeFood

andwater

securityHousingBrand

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=139,

Hisenseowners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

refrigerator

owners,

Hisense

owners

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users15%32%45%8%Category

usersAllrespondents24%23%38%23%15%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

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=139,

Hisense

owners,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

touchpointsHisense

owners

access

the

internet

via

a

smartwatch

more

often

than

theaverage

refrigerator

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet95%93%91%76%71%69%65%64%61%55%

55%52%50%47%43%43%42%41%39%38%38%37%

36%32%

31%31%30%SmartphoneLaptopSmart

TVTabletDesktop

PCSmartwatchGaming

console

Smart

speakers

Streaming

deviceBrand

usersCategory

usersAllrespondents27

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=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Hisense

owners

interact

with

companies

more

often

thanother

refrigerator

ownersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type62%58%59%54%54%51%50%49%47%43%45%44%43%41%39%34%31%37%33%30%28%31%29%

23%22%28%27%14%17%15%8%

8%6%

7%

7%4%Sentprivate

Commented

Liked

postsFollowedpeoplePostedpictures/videosPosted

texts/statusSharedpostsbyother

usersFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessageson

postsbyotherusersupdatespassivelyBrand

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=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hisense

owners

tend

to

read

online

magazines

more

often

than

refrigeratorowners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks83%81%79%77%68%

68%57%

59%57%

52%50%53%53%51%46%

45%41%33%41%35%35%24%35%25%31%30%26%27%19%18%13%

15%12%TVDigitalvideo

Digitalmusiccontent

contentRadioOnlinenewswebsitesMovies

/cinemaPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapersBrand

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=86,

Hisense

owners,n=1744,

refrigerator

owners,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hisense

owners

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

refrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHisenseownersintheUK

havecome

across

digital

advertisinginthepast4weeks45%42%43%43%41%37%39%35%33%33%32%32%29%27%31%29%27%26%21%24%21%23%23%21%20%20%18%18%11%10%Video

portalsSocial

media

Search

engines

Onlinestores

Video

streaming

MusicportalsservicesOtherappsVideo

gamesWebsitesandappsof

brandsBlogs/forumsBrand

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=139,

Hisense

owners,n=3440,

refrigerator

owners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hisense

owners

remember

ads

they

saw

directly

in

the

store

less

often

thanother

refrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks57%54%51%40%39%36%35%29%34%32%32%29%

29%27%18%27%22%19%19%19%18%18%17%17%OnTVOnadvertising

By

mailshot

/OntheradioAtthemovies/cinemaInprinteddailynewspapersDirectly

inthestoreInprintedmagazinesandjournalsspacesadvertisingmailon

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=139,

Hisense

owners,