意大利智能家居品牌Belkin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&BRANDSSmart

home:

Belkin

owners

inItalyConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBelkin

owners

inItaly: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

Belkin

owners

inItaly

(’’brand

users’’)againstItalianowners

ofsmart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

Italianonliner,

labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Italy)•

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

insightsBelkin

is

the

eighth

most

ownedsmart

home

brand

in

Italy

with

Samsung

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

ItalySamsungPhilips32%19%18%BticinoGoogle

NestXiaomi/MiTP-Link13%12%10%Gewiss7%7%BelkinVimar4%4%Osram4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=793,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023The

share

of

owners

of

smart

home

devices

owning

Belkin

grew

by1

percentagepoint

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

ownersof

smart

homedevicesowningBelkin6%6%6%6%5%5%5%5%5%5%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=31

-

51

Belkin

owners,n=593

-

793

ownersof

smarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Belkin

owners

in

ItalyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBelkin

ismore

popularamongMillennials

thanother

smart

homebrands.Success

and

career

advancement

arerelatively

important

to

Belkin

owners.Itstands

out

that51%

ofBelkin

ownersthink

thathome

safety

isespeciallyimportant.Belkin

owners

access

theinternet

viaasmartwatch

more

often

thantheaverage

smart

home

device

owner.Family

andparentingarerelativelyCompared

toothersmart

home

brands,

prevalent

interests

of

Belkin

owners.Belkin

hasarelatively

highshareofmale

owners.22%

ofBelkin

owners

areinthe

latemajority

of

innovationadopter

types.Onsocial

media,

Belkin

owners

interactwith

companies

more

often

than

otherowners

of

smart

home

devices.Making

musicisarelatively

popularhobbyamong

Belkin

owners.43%

ofBelkin

owners

think

thatunemployment

isanissuethatneeds

tobeaddressed.Belkin

hasalarger

shareof

owners

withahighincome

than

other

smart

homebrands.Belkin

owners

remember

hearing

adson

musicportalsand

streaming

servicesmore

often

than

other

owners

of

smarthome

devices.Belkin

owners

are

more

likely

to

live

inlarge

citiesthanowners

ofsmart

homedevices

ingeneral.6Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Belkin

is

more

popular

amongMillennials

than

other

smart

home

brandsDemographic

profile:

generationsAgeof

consumersinItalyBrand

users27%43%24%6%Category

usersAllrespondents19%19%33%37%11%31%38%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Compared

to

other

smart

home

brands,

Belkin

has

a

relatively

high

share

ofmale

ownersDemographic

profile:

genderGenderofconsumersinItalyBrand

users57%43%Category

usersAllrespondents51%49%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Belkin

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinItaly35%30%29%22%20%19%19%18%17%17%16%10%9%

9%6%5%

5%4%4%3%

3%Bachelor

degree

Master

degree

Doctoral

degreeNoformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=51,

Belkinowners,

n=793,

ownersofsmarthome

devices,n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Belkin

has

a

larger

share

of

owners

with

a

high

income

than

other

smart

homebrandsDemographic

profile:

incomeShare

ofconsumersinItaly

inthehigh,

middle,

andlowthirdsofmonthly

household

gross

incomeBrand

users41%32%27%Category

usersAllrespondents35%32%33%33%33%33%HighMiddleLow11

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=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Belkin

owners

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinItaly

live45%37%33%23%

23%21%20%16%12%12%10%9%8%6%6%5%4%3%

3%Other2%

2%Multi-SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

morehouseholdgenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

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=51,

Belkinowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Belkin

owners

are

more

likely

to

live

in

largecities

than

owners

of

smart

homedevices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinItaly33%32%32%25%

25%22%21%20%20%18%12%

12%11%10%8%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

allrespondentsConsumer

Insights

Global

as

of

September

20234%

of

Belkin

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinItalyBrand

users4%90%6%Category

users6%85%10%Allrespondents

5%86%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:

n=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Belkin

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinItaly59%57%55%54%49%47%33%33%35%34%32%27%32%32%31%27%25%22%27%25%22%22%19%20%15%17%16%14%9%

9%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsHavingagood

timeSocial

justiceAdvancingmy

careerLearningnew

thingsTraditionsBrand

usersCategory

usersAllrespondents16

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=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Family

and

parenting

are

relatively

prevalent

interests

of

Belkin

ownersConsumer

lifestyle:

main

interestsTop10

interestsofBelkinownersinItaly58%58%56%56%51%50%45%41%44%39%44%43%42%42%42%41%39%36%33%34%32%35%35%35%35%33%33%31%27%24%Food

&diningScience

&technologyTravelHealth

&fitnessMovies,TVshows&musicArts&literatureFamily

&parentingHistoryPolitics&societyandcurrentworld

eventsSportsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

allrespondentsConsumer

Insights

Global

as

of

September

2023Making

music

is

a

relatively

popular

hobby

among

Belkin

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBelkinownersinItaly46%45%43%43%

43%39%38%36%38%37%36%35%34%34%31%31%31%

30%27%29%29%

29%27%27%17%15%15%15%12%12%Tech

/computersSocializingDoing

sportsandfitnessTravelingCars/vehiclesMaking

musicVideo

gamingOutdooractivitiesMeditation/wellnessReadingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

allrespondentsConsumer

Insights

Global

as

of

September

2023Belkin

owners

are

more

likely

to

play

baseball

or

softball

than

other

owners

ofsmart

home

devicesConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBelkinownersinItaly40%32%29%26%23%22%17%16%16%15%13%13%12%12%11%10%10%10%10%10%10%8%8%5%3%2%2%1%Badminton1%1%BasketballCyclingRunning/JoggingSoccerBaseball/SoftballFitness,aerobics,cardioHikingSwimming/DivingCricketBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=22,

Belkin

owners,n=878,

ownersofsmarthomedevices,

n=5965,

all

respondentsConsumer

Insights

Global

as

of

September

2023Belkin

owners

follow

similar

sports

leagues,

teams,

and

competitions

as

ownersof

other

smart

home

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byBelkinowners

inItaly81%39%34%29%27%27%24%24%21%20%16%12%12%12%12%12%10%10%9%8%7%6%6%6%6%4%4%4%4%2%SoccerBasketballTennisVolleyballCyclingMotorsportsSwimming/divingAmericanfootballAthletics(track&

field)BoxingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;

Base:

n=17,

Belkinowners,

n=773,

ownersofsmarthomedevices,

n=5094,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

smart

home•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

51%

of

Belkin

owners

think

that

home

safety

is

especiallyimportantConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inItaly51%35%35%33%33%29%27%27%26%24%

25%23%

23%22%20%Home

safety

isespecially

It’stoo

expensive

toSmart

appliancesandMaking

myhomeIamworried

thatimportant

to

meconvert

my

homeinto

aSmart

Homedevices

inmy

home

can

environmentally

friendly

people

canspy

onmehelp

me

save

moneyCategory

usersisimportant

tomethroughmy

devicesBrand

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=51,

Belkinowners,

n=793,

ownersofsmarthome

devices,

n=2035,

all

respondentsConsumer

Insights

Global

as

of

September

202322%

of

Belkin

owners

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinItaly52%51%49%22%22%18%17%16%15%15%13%6%2%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

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=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

202343%

of

Belkin

owners

think

that

unemployment

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Italy

accordingtoBelkinowners59%

59%59%57%53%50%46%46%45%44%

44%44%43%43%

43%41%

41%35%41%40%37%35%33%33%31%31%27%26%25%25%Unemployment

ClimatechangeEconomicsituationEducationHealth

andsocial

securityPovertyCrimeRising

prices/inflation/cost

of

livingEnvironmentFood

andwater

securityBrand

usersCategory

usersAllrespondents24

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=51,Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Belkin

owners

tend

to

have

more

left

leaning

political

views

than

other

ownersof

smart

home

devicesConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinItalyBrand

users37%8%47%8%Category

usersAllrespondents25%26%25%30%29%20%21%24%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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=51,

Belkin

owners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBelkin

owners

access

the

internet

via

a

smartwatch

more

often

than

the

averagesmart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinItalyuseregularly

toaccesstheinternet95%

94%92%75%75%

75%70%69%69%67%65%59%57%54%51%49%47%47%47%39%35%29%27%27%25%25%25%SmartphoneLaptopSmart

TVTabletDesktop

PCSmartwatchGaming

console

Smart

speakers

Streaming

deviceBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=51,

Belkin

owners,n=793,

ownersofsmarthomedevices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Belkin

owners

interact

with

companies

more

often

than

otherowners

of

smart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinItaly

by

type62%59%62%59%61%61%60%56%50%49%46%43%43%41%47%44%37%32%30%35%27%

27%33%29%19%22%21%18%11%10%9%

9%5%4%

4%0%Postedpictures/videosSentprivate

Liked

postsFollowedpeoplePosted

texts

CommentedSharedpostsbyother

usersLikedcompanypostsSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedmessagesbyotherusers/statusupdateson

postscompanies

used

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents28

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=51,

Belkin

owners,n=793,

ownersofsmarthomedevices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Belkin

owners

tend

to

listen

to

digital

music

content

more

often

than

owners

ofsmart

home

devices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinItaly

havebeen

using

inthepast4weeks88%87%75%71%67%

67%64%62%

62%61%57%

52%49%50%35%45%41%39%33%30%33%33%32%32%29%17%25%22%23%20%18%15%14%TVDigitalmusic

Digitalvideocontent

contentRadioOnlinenewswebsitesMovies

/cinemaMagazinesDailyWeeklyPodcastsOnlinemagazinesnewspapers

newspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=28,

Belkin

owners,n=882,

ownersofsmarthome

devices,

n=6103,all

respondentsConsumer

Insights

Global

as

of

September

2023Belkin

owners

remember

hearing

ads

on

music

portals

and

streaming

servicesmore

often

than

other

owners

of

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBelkinownersinItaly

havecome

across

digital

advertisinginthepast4weeks45%43%41%41%41%37%36%35%35%35%35%33%32%31%31%30%29%28%26%27%27%24%22%21%20%20%19%18%17%16%Social

media

Video

streamingservicesEditorialwebsitesandappsOnlinestoresVideo

portalsVideo

gamesMusicportalsNewslettersSearch

enginesWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=51,

Belkin

owners,n=793,

ownersofsmarthomedevices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

202343%

of

Belkin

owners

remember

ads

they

saw

out-of-homeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinItalyhave

come

across

non-digital

advertisinginthepast4weeks66%65%55%43%39%37%37%29%36%33%33%27%

27%33%31%30%22%22%22%21%

21%18%17%18%OnTVOnadvertising

By

mailshot

/OntheradioDirectly

inthestoreAtthemovies/cinemaInprintedmagazinesandjournalsInprinteddailynewspapersspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;

Base:n=51,