瑞典智能家居品牌Arlo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&BRANDSSmart

home:

Arlo

owners

inSwedenConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofArlo

owners

inSweden:

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

toRegion:

56countriesbenchmark

Arloowners

inSweden

(’’brandusers’’)againstSwedish

owners

of

smart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

Swedishonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Sweden)?

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

September

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsArlo

is

the

tenth

most

owned

smart

home

brand

in

Sweden

with

Samsung

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

SwedenSamsungPhilips29%21%20%19%BoschGoogle

NestD-Link14%Ikea

Tr?dfriDeltacoTP-LinkBelkin13%11%9%8%Arlo7%4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=810,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Arlo

owners

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsArloismore

popularamong

Millennialsthanother

smart

home

brands.Safety

and

security

isless

important

toArloowners

than

to

other

owners

ofsmart

home

devices.Itstands

out

that48%

ofArloownersthink

thatsmart

appliancesintheirhome

canhelp

themsavemoney.Arloowners

access

theinternet

viaasmartwatch

more

often

thantheaverage

smart

home

device

owner.Arloismore

popularamong

maleowners

of

smart

home

devices

thanfemale

owners

ofsmart

home

devices.Science

andtechnology

are

relativelyprevalent

interests

of

Arloowners.50%

ofArlo

owners

areintheearlymajority

of

innovationadopter

types.Arloowners

tendto

like

postsbyotherusers

lessoften

thanotherowners

ofsmart

home

devices.Arlohasalarger

share

ofowners

witha

Video

gaming

isarelatively

popularArelatively

highshare

ofArloownersthink

thatunifying

thecountry

is

anissuethatneedstobeaddressed.highincome

thanother

smart

homebrands.hobbyamong

Arloowners.Arloowners

remember

seeing

adsinvideo

games

more

often

thanotherowners

of

smart

home

devices.Arloowners

aremore

likely

toliveinmedium-sized

towns

than

owners

ofsmart

home

devices

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Arlo

is

more

popular

among

Millennials

than

other

smart

home

brandsDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users23%22%58%13%6%Category

usersAllrespondents38%30%10%20%35%32%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Arlo

owners,n=810,

ownersofsmarthome

devices,

n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Arlo

is

more

popular

among

male

owners

of

smart

home

devices

than

femaleowners

of

smart

home

devicesDemographic

profile:

genderGenderofconsumersinSwedenBrand

users71%29%Category

usersAllrespondents52%48%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=52,

Arloowners,

n=810,

ownersofsmarthome

devices,

n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

September

202346%

of

Arlo

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSweden24%23%22%22%22%21%21%21%16%15%15%15%

15%11%10%8%7%6%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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=52,

Arloowners,n=810,

ownersofsmarthome

devices,n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Arlo

has

a

larger

share

of

ownerswith

a

high

income

than

other

smart

homebrandsDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users50%28%23%Category

usersAllrespondents35%33%34%31%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

do

youownSmartHome

devicesfrom?’’;

Multi

Pick;Base:

n=52,

Arloowners,

n=810,

ownersofsmarthome

devices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Arlo

owners

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live37%27%27%27%27%26%24%22%12%11%10%10%10%9%8%4%4%3%

3%Other1%

1%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=52,

Arloowners,n=810,

ownersofsmarthome

devices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Arlo

owners

are

more

likely

to

live

in

medium-sized

towns

than

ownersof

smarthome

devices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden44%42%42%37%30%29%18%17%13%11%10%6%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Arlo

owners,n=810,

ownersofsmarthome

devices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

20238%

of

Arlo

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users8%83%81%82%10%10%9%Category

usersAllrespondents9%9%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:

n=52,

Arlo

owners,n=810,

ownersofsmarthome

devices,n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSafety

andsecurity

is

less

important

to

Arlo

owners

than

to

other

owners

ofsmart

home

devicesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%55%48%47%46%42%36%40%40%39%36%36%35%29%29%31%30%29%22%25%22%19%

16%14%19%19%10%

10%9%8%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsMaking

myown

decisionsSocial

justice

TobesuccessfulAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Arlo

owners,n=810,

ownersofsmarthome

devices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Science

and

technology

are

relatively

prevalent

interests

of

Arlo

ownersConsumer

lifestyle:

main

interestsTop10

interestsofArloownersinSweden55%54%49%48%46%44%43%40%31%32%35%35%35%35%31%28%33%33%33%33%32%31%28%25%29%26%25%24%22%20%Science

&technologyFood

&diningFinance&economySportsTravelFamily

&parentingHistoryMovies,TVshows&musicVehicles

&mobilityFashion&beautyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=52,

Arlo

owners,n=810,

ownersofsmarthome

devices,

n=12167,

allrespondentsConsumer

Insights

Global

as

of

September

2023Video

gaming

is

a

relatively

popular

hobby

among

Arlo

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofArloownersinSweden43%42%

43%42%42%

41%36%35%35%35%35%34%33%

30%29%31%31%31%31%27%26%28%27%29%25%25%25%24%21%20%TravelingVideo

gamingDoing

sportsandfitnessGardeningandplantsOutdooractivitiesSocializingTech

/computersReadingCars/vehiclesCooking/bakingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=52,

Arloowners,

n=810,

ownersofsmarthome

devices,

n=12167,

allrespondentsConsumer

Insights

Global

as

of

September

2023Arlo

owners

are

more

likely

to

play

soccer

than

the

average

onlinerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofArloownersinSweden37%34%30%30%18%17%16%15%15%15%15%13%13%13%12%8%8%7%8%8%7%6%6%6%6%6%5%4%4%1%SoccerCyclingFitness,aerobics,cardioHikingHunting/FishingRunning/JoggingBadmintonBaseball/SoftballBasketballDancingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=23,

Arlo

owners,n=752,

ownersofsmarthome

devices,n=5219,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

large

share

of

Arlo

owners

follow

baseball

teams

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byArloowners

inSweden48%31%23%22%17%15%16%15%12%10%9%8%8%8%7%6%6%6%6%5%5%4%4%4%3%3%3%2%2%1%SoccerIceHockeyAthletics(track&field)BaseballBoxingMixedMartial

ArtsBasketballAmericanfootballHandballRugbyBrand

usersCategory

users

Allrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;

Base:

n=18,

Arloowners,n=539,

ownersofsmarthomedevices,

n=3856,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

smart

home?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

48%

of

Arlo

owners

think

that

smart

appliances

in

their

homecan

help

them

save

moneyConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inSweden50%48%33%31%31%31%31%29%27%25%23%22%19%

20%17%Home

safety

isespecially

Smart

appliancesandMaking

myhomeIamworried

thatIt’stoo

expensive

toconvert

my

homeinto

aSmart

Homeimportant

to

me

devices

inmy

home

can

environmentally

friendly

people

canspy

onmehelp

me

save

moneyBrand

usersisimportant

tomethroughmy

devicesCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=52,

Arloowners,n=810,

ownersofsmarthome

devices,

n=2026,

all

respondentsConsumer

Insights

Global

as

of

September

202350%

of

Arlo

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden50%39%38%26%25%24%22%19%19%13%11%12%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Arlo

owners,n=810,

ownersofsmarthome

devices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Arlo

owners

think

that

unifying

the

country

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoArloowners61%60%53%50%45%

45%40%39%

40%37%33%37%37%32%29%34%34%32%27%31%

31%29%27%27%27%26%23%23%14%

14%CrimeEconomicsituationHealth

andsocial

securityEducationRising

prices/inflation/cost

of

livingDefense

&foreign

affairsImmigration

UnemploymentHousingUnifyingthecountryBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,Arlo

owners,n=810,

ownersofsmarthome

devices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Arlo

owners

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users17%29%44%35%10%Category

usersAllrespondents25%26%27%14%26%34%15%LeftCenterRightPrefer

nottoanswer24

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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Arlo

owners,n=810,

ownersofsmarthome

devices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsArlo

owners

access

the

internet

via

a

smartwatch

more

often

than

the

averagesmart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet92%

92%81%74%72%71%66%63%60%60%56%52%49%48%47%47%45%38%38%

37%37%33%32%25%24%21%19%SmartphoneLaptopSmart

TVTabletStreaming

deviceCategory

usersDesktop

PCSmartwatchSmart

speakers

Gaming

consoleBrand

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=52,

Arloowners,

n=810,

ownersofsmarthomedevices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Arlo

owners

tend

to

like

posts

by

other

users

less

often

than

other

owners

ofsmart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type67%67%66%64%53%50%54%48%46%52%51%46%41%38%39%31%30%27%33%32%31%29%28%25%21%23%23%21%

16%14%7%7%6%6%4%4%Sentprivate

Liked

posts

CommentedFollowedpeoplePostedpictures/videosPosted

texts/statusSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Arlo

owners,n=810,

ownersofsmarthomedevices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

2023Arlo

owners

tend

to

listen

to

the

radio

less

often

than

owners

of

smart

homedevices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks76%74%73%72%71%70%70%62%61%61%59%58%57%49%48%48%44%44%32%

31%41%41%41%34%40%33%32%26%13%24%22%19%14%TVDigitalvideocontentMovies

/cinemaDigitalmusic

OnlinenewsMagazinesPodcastsDailynewspapersRadioWeeklynewspapersOnlinemagazinescontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=27,

Arlo

owners,n=874,

ownersofsmarthome

devices,

n=6071,

allrespondentsConsumer

Insights

Global

as

of

September

2023Arlo

owners

remember

seeing

ads

in

video

gamesmore

often

than

otherowners

of

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereArloownersinSweden

havecome

across

digital

advertisinginthepast4weeks52%46%43%41%

41%39%38%33%31%35%33%31%29%25%23%22%22%21%25%24%20%21%22%21%21%21%20%19%19%18%Video

portals

Search

engines

Social

mediaOnlinestoresVideo

gamesOtherappsWebsitesandappsof

brandsEditorialwebsitesandappsMusicportals

Video

streamingservicesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=52,

Arlo

owners,n=810,

ownersofsmarthomedevices,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

September

202350%

of

Arlo

owners

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks50%46%44%40%41%39%40%38%33%25%33%33%32%31%29%

30%29%29%29%24%24%22%17%

17%OnTVDirectly

inthestoreInprintedmagazinesandjournalsAtthemovies

Onadvertising

By

mailshot

/InprinteddailynewspapersOntheradio/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;

Base:n=52,

Arlo

owners,n=810,

ownersofsmarthome

devices,

n=12167,

all

r