墨西哥智能手機(jī)品牌zte用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSSmartphones:

ZTE

users

inMexicoConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofZTE

users

inMexico:

who

theyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

ZTE

usersinMexico

(’’brandusers’’)

againstMexican

smartphone

users

in

general

(’’categoryusers’’),

and

the

overall

Mexican

onliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Mexico)?

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

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsZTE

is

the

seventh

most

used

smartphone

brand

inMexico

with

Samsung

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

smartphone

brandsinMexicoSamsungApple26%21%MotorolaXiaomi/MiHuaweiOPPO16%12%11%3%ZTE3%Honor1%1%1%AlcatelGoogle4Notes:"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=1,924

smartphone

usersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

smartphone

users

using

ZTE

grew

by1

percentage

point

since

Q1of

2021Management

summary:

brandusagetimelineTimeline

of

smartphone

usersusing

ZTE3%3%2%2%2%2%2%2%2%2%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=41

-50

ZTE

users,n=1895

-

1981

smartphone

usersSources:Consumer

Insights

Global

as

of

August

2023ZTE

users

in

MexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsZTE

ismore

popularamong

Generation

Ahappy

relationship

ismore

importantItstands

out

that52%

ofZTE

usersactively

dosomething

fortheprotectionof

theirdata.ZTE

users

access

theinternet

via

alaptopless

often

thanthe

averagesmartphone

user.Xthanother

smartphone

brands.toZTEusers

than

toother

smartphoneusers.There

is

afairlyeven

splitofmale

andfemale

ZTE

users.Artsandliterature

arerelativelyprevalent

interests

of

ZTE

users.54%

ofZTE

users

are

laggardsor

inthelatemajority

ofinnovation

adoption.Arelatively

highshare

ofZTE

users

onlyusesocial

media

passively.ZTE

hasasmaller

share

ofusers

with

amedium

household

income

than

othersmartphone

brands.Outdooractivities

arearelativelypopularhobbyamong

ZTE

users.Arelatively

highshare

ofZTE

users

think

ZTE

users

remember

seeing

adsonthatclimate

changeisanissuethatneeds

to

beaddressed.social

media

more

often

than

othersmartphone

users.ZTE

users

aremore

likely

toliveinsmalltowns

than

smartphone

users

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+ZTE

is

more

popular

among

Generation

X

than

other

smartphone

brandsDemographic

profile:

generationsAgeof

consumersinMexicoBrand

users20%34%40%6%Category

usersAllrespondents31%32%42%41%23%24%4%4%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=50

ZTE

users,

n=1,924

smartphone

users,n=12,151

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

ZTE

usersDemographic

profile:

genderGenderofconsumersinMexicoBrand

users52%52%51%48%48%49%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=50

ZTE

users,

n=1,924

smartphone

users,n=12,151

all

respondentsSources:Consumer

Insights

Global

as

of

August

202364%

of

ZTE

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinMexico60%53%51%23%22%16%10%10%8%

8%

8%8%6%

6%4%2%2%1%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

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=50

ZTE

users,n=1,924

smartphone

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

2023ZTE

has

a

smaller

share

of

users

with

a

medium

household

income

than

othersmartphone

brandsDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users37%36%28%35%Category

usersAllrespondents34%31%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=50

ZTE

users,

n=1,924

smartphone

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

202334%

of

ZTE

users

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinMexicolive34%31%

31%26%25%24%20%

20%18%8%8%7%7%6%6%6%6%5%4%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=50

ZTE

users,n=1,924smartphone

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

2023ZTE

users

are

more

likely

to

live

in

small

townsthan

smartphone

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico36%34%34%21%20%18%19%

18%14%12%

13%10%10%10%10%9%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

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=50

ZTE

users,n=1,924

smartphone

users,

n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

20236%

of

ZTE

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users6%84%10%Category

usersAllrespondents8%88%4%7%88%5%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

(primarily

used)

smartphone?’’;

Single

Pick;

Base:

n=50

ZTE

users,n=1,924

smartphone

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

more

important

to

ZTE

users

than

to

other

smartphoneusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico56%

56%44%48%46%46%45%39%40%35%39%38%36%

35%31%35%27%32%31%28%28%15%

15%10%11%

10%7%6%6%6%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipLearningnew

thingsSafety

andsecurityMaking

myown

decisionsAdvancingmy

careerHavingagood

timeTraditionsSocial

justiceBrand

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=50

ZTE

users,

n=1,924

smartphoneusers,n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

2023Arts

andliterature

are

relatively

prevalent

interests

of

ZTE

usersConsumer

lifestyle:

main

interestsTop10

interestsofZTEusersinMexico64%62%60%56%58%54%53%46%46%51%46%44%46%48%48%46%46%46%46%39%43%42%40%38%38%38%35%34%33%31%Movies,TVshows&musicFood

&diningScience

&technologyCareer

&educationArts&literatureHealth

&fitnessTravelFinance&economyFamily

&parentingSportsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=50

ZTE

users,n=1,924

smartphone

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

among

ZTE

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofZTEusersinMexico56%54%50%46%

45%45%44%44%42%

43%42%41%40%39%38%38%37%33%32%36%33%32%32%32%28%30%30%27%26%26%OutdooractivitiesReadingCooking/bakingTech

/computersBoard

games/cardgamesDoing

sportsandfitnessSocializingTravelingPhotographyVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=50

ZTE

users,n=1,924

smartphone

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

2023ZTE

users

are

more

likely

to

go

hiking

than

other

smartphone

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofZTEusersinMexico28%26%22%

22%22%21%21%19%19%18%14%13%

13%12%10%12%10%9%9%9%8%8%8%8%7%7%6%

6%5%

5%SoccerRunning/JoggingHikingBasketballFitness,aerobics,cardioCyclingYoga

/PilatesAmericanFootball

/FlagFootballBaseball/SoftballDancingBrand

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=31

ZTE

users,

n=1,012

smartphone

users,n=6,286

all

respondentsConsumer

Insights

Global

as

of

August

2023ZTE

users

are

more

likely

to

follow

soccer

than

other

smartphone

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byZTEusersinMexico38%32%31%20%19%17%14%17%16%14%16%14%14%12%10%9%8%8%

8%8%8%6%6%6%4%4%

4%4%4%3%SoccerAmericanfootballBaseballBoxingBasketballMixedMartial

ArtsTennisAthletics(track&

field)CyclingSwimming/divingBrand

usersCategory

users

Allrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=20

ZTE

users,n=759

smartphone

users,n=4,646

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

the

internet?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

52%

of

ZTE

users

actively

do

something

for

the

protection

oftheir

dataConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

inMexico70%65%64%52%52%48%

48%44%43%32%31%29%28%28%20%Itisimportant

tometohavemobileinternet

access

inanyplaceatanytimeIactively

dosomething

fortheprotection

of

my

dataI’mconcerned

thatmydata

is

beingmisusedon

theinternetI’mwell

protectedagainstvirusesanddata

abuseHavingaccess

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=50

ZTE

users,n=1,924

smartphone

users,n=2,027

all

respondentsConsumer

Insights

Global

as

of

August

202354%

of

ZTE

users

are

laggards

or

in

the

late

majority

of

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico40%40%38%36%29%29%18%

18%18%13%12%6%1%1%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=50

ZTE

users,n=1,924

smartphone

users,n=12,151

allrespondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

ZTE

users

think

that

climate

change

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

MexicoaccordingtoZTEusers71%70%68%64%66%62%60%56%58%

58%58%58%

57%56%54%50%49%48%43%46%38%44%44%43%

43%42%41%40%30%

30%CrimePovertyEducationEconomicsituationHealth

andsocial

securityUnemployment

Environment

ClimatechangeFood

andwater

securityRising

prices/inflation/cost

of

livingBrand

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=50

ZTE

users,n=1,924

smartphone

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

ZTE

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users22%34%18%26%Category

usersAllrespondents25%32%25%18%19%24%30%27%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=50

ZTE

users,n=1,924

smartphone

users,n=12,151

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsZTE

users

access

the

internet

via

a

laptop

less

often

than

the

averagesmartphone

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMexicouse

regularly

toaccesstheinternet94%

94%87%71%70%68%55%

54%46%

46%

46%45%

45%39%38%36%35%34%34%32%30%31%24%24%25%

24%18%SmartphoneSmart

TVTabletLaptopGaming

consoleCategory

usersDesktop

PCSmart

speakers

Streaming

deviceSmartwatchBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=50

ZTE

users,n=1,924

smartphone

users,n=12,151

allrespondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

ZTE

users

only

use

social

media

passivelyMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinMexicobytype67%66%61%60%55%59%58%57%55%54%52%53%50%50%46%38%42%36%

36%42%40%34%40%39%28%24%28%20%22%20%10%14%10%1%

1%0%SentprivatemessagesFollowedpeopleLiked

postsbyotherusersPostedpictures/videosCommented

Posted

textsSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

posts/statusupdatespassivelyBrand

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=50

ZTE

users,n=1,924

smartphone

users,n=12,151

allrespondentsConsumer

Insights

Global

as

of

August

2023ZTE

users

tend

to

go

to

the

movies

less

often

than

smartphone

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinMexicohavebeen

using

inthepast4weeks91%86%83%82%81%81%74%73%70%65%64%64%56%51%50%46%45%

42%45%45%44%41%26%26%41%30%

30%36%26%28%18%5%

4%TVDigitalvideo

Onlinenews

Digitalmusiccontent

websites

contentPodcastsRadioMovies

/cinemaMagazinesOnlinemagazinesDailyWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=22

ZTE

users,n=954

smartphone

users,n=6,058

all

respondentsConsumer

Insights

Global

as

of

August

2023ZTE

users

remember

seeing

ads

on

social

media

more

often

than

othersmartphone

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereZTEusersinMexicohavecome

across

digital

advertisinginthepast4weeks60%62%60%58%51%48%42%40%40%40%35%38%36%36%31%34%34%34%34%32%32%32%31%30%25%28%

29%28%26%25%Video

portalsSocial

media

Video

streaming

Search

engines

OnlinestoresservicesVideo

gamesWebsitesandappsof

brandsOtherappsMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=50

ZTE

users,

n=1,924

smartphone

users,n=12,151

allrespondentsConsumer

Insights

Global

as

of

August

202364%

of

ZTE

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks64%58%56%45%45%44%44%42%36%30%24%28%

28%26%25%24%21%

21%21%

22%20%18%18%17%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/

Atthemoviesadvertisingmail/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=50

ZTE

users,n=1,924

smartphone

users,n=12,151

allrespondentsConsumer

Insights

Global

as

of

August