印度智能家居品牌Crestron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:

Crestron

ownersin

IndiaConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofCrestron

owners

inIndia: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

Crestron

owners

inIndia(’’brandusers’’)againstIndianowners

ofsmart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

Indianonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

India)•

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

insightsCrestron

ranks

outside

the

top

10

of

most

ownedsmart

home

brands

in

IndiaManagement

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

IndiaSamsungPhilips48%37%D-Link24%AnchorXiaomi/MiHoneywellSyska22%22%18%16%BuildtrackTP-LinkABB11%10%10%4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=1200,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Crestron

owners

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsCrestron

is

more

popularamongMillennials

thanother

smart

homebrands.Being

successful

isless

important

toCrestron

owners

thanto

other

ownersof

smart

home

devices.Itstands

out

that52%

ofCrestronowners

are

worried

thatpeople

canspyon

themthroughdevices.Crestron

owners

access

theinternet

viaastreaming

device

more

often

thantheaverage

smart

home

device

owner.Crestron

is

more

popularamong

female

Family

andparentingarerelatively51%

ofCrestron

owners

are

innovatorsor

early

adopters

ofnew

products.Onsocial

media,

Crestron

ownersinteract

with

companies

more

oftenthan

other

owners

of

smart

homedevices.owners

of

smart

home

devices

thanmale

owners

of

smart

home

devices.prevalent

interests

of

Crestron

owners.DIYandarts&craftsare

relativelypopularhobbiesamong

Crestronowners.Arelatively

highshare

ofCrestronowners

thinkthatgovernment

debtisanissuethatneeds

tobeaddressed.Crestron

hasalarger

share

ofownerswith

ahigh

income

than

other

smarthome

brands.Crestron

owners

remember

seeing

adson

blogs

and

forums

more

often

thanother

owners

of

smart

home

devices.Crestron

owners

aremore

likely

toliveinlargecities

than

owners

of

smarthome

devices

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Crestron

is

more

popular

among

Millennials

than

other

smart

home

brandsDemographic

profile:

generationsAgeof

consumersinIndiaBrand

users24%64%12%

0%Category

usersAllrespondents41%41%46%46%13%13%0%0%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Crestron

is

more

popular

among

female

owners

of

smart

home

devices

thanmale

owners

of

smart

home

devicesDemographic

profile:

genderGenderofconsumersinIndiaBrand

users51%49%Category

usersAllrespondents59%60%41%40%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

September

20235%

of

Crestron

owners

have

no

formal

educationDemographic

profile:

educationConsumer’s

level

of

educationinIndia41%

41%39%37%35%33%10%10%9%5%5%

6%

5%5%3%

3%3%

3%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=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,n=24192,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Crestron

has

a

larger

share

of

ownerswith

a

high

income

than

other

smarthome

brandsDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users41%33%26%Category

usersAllrespondents36%34%29%33%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=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Crestron

owners

arerelatively

likely

to

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinIndialive36%36%31%25%

25%21%19%18%18%11%11%8%

8%7%5%5%5%4%3%

3%Other0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

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=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Crestron

owners

are

more

likely

to

live

in

largecities

than

owners

of

smart

homedevices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinIndia36%29%29%28%27%26%16%13%13%11%11%11%11%9%

10%10%6%3%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

allrespondentsConsumer

Insights

Global

as

of

September

202344%

of

Crestron

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users44%55%1%Category

usersAllrespondents19%18%70%11%11%71%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=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

less

important

to

Crestron

owners

than

to

other

ownersofsmart

home

devicesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia55%53%42%42%41%40%39%37%32%32%34%32%32%30%

30%29%23%28%27%

27%27%24%23%23%23%18%16%

15%12%12%Tobesuccessful

Anhonest

andrespectable

lifeAdvancingmy

careerSafety

andsecurityMaking

myown

decisionsSocial

justiceHavingagood

timeAhappyrelationshipLearningnew

thingsTraditionsBrand

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=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Family

and

parenting

are

relatively

prevalent

interests

of

Crestron

ownersConsumer

lifestyle:

main

interestsTop10

interestsofCrestron

owners

inIndia53%52%48%49%47%52%

49%47%51%47%49%49%46%44%48%44%44%45%45%45%44%44%43%43%39%38%38%36%36%35%Science

&technologyHealth

&fitnessFashion&beautyFamily

&parentingTravelMovies,TVshows&musicCareer

&educationFinance&economyFood

&diningSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

allrespondentsConsumer

Insights

Global

as

of

September

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

Crestron

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofCrestron

owners

inIndia54%49%49%48%48%43%41%46%43%40%44%44%41%41%40%39%39%38%37%36%36%35%35%33%30%29%25%23%19%19%OutdooractivitiesVideo

gamingReadingTech

/computersCooking/bakingDIYandarts&craftsMaking

musicPhotographyTravelingDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

allrespondentsConsumer

Insights

Global

as

of

September

2023Crestron

owners

are

more

likely

to

play

American

football

than

other

owners

ofsmart

home

devicesConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofCrestron

ownersinIndia41%38%38%37%31%30%29%28%28%26%26%26%24%23%22%22%20%18%17%16%16%14%13%12%12%11%10%9%8%6%AmericanFootball

/BasketballCricketBadmintonCyclingBaseball/SoftballDancingSoccerHikingYoga

/PilatesFlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=56,

Crestronowners,n=1690,

ownersofsmarthomedevices,

n=10403,

all

respondentsConsumer

Insights

Global

as

of

September

2023Crestron

owners

are

more

likely

to

follow

baseball

than

other

owners

of

smarthome

devicesConsumer

lifestyle:

sports

followedTop10

sports

followed

byCrestron

ownersinIndia58%37%33%31%29%27%26%26%24%23%14%22%21%21%20%18%17%15%13%12%12%11%11%10%9%7%7%7%7%4%CricketBasketballBaseballCyclingAmericanfootballBoxingTennisField

hockeyAthletics(track&

field)HandballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;

Base:

n=41,

Crestronowners,n=1641,

ownersofsmarthome

devices,

n=10294,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

smart

home•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

52%

of

Crestron

owners

are

worried

that

people

can

spy

onthem

through

devicesConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inIndia66%57%55%54%54%53%52%52%50%42%40%31%

32%26%25%Smart

appliancesand

Home

safety

isespeciallyMaking

myhomeenvironmentally

friendlyisimportant

tomeIt’stoo

expensive

toconvert

my

homeinto

aSmart

HomeIamworried

thatpeople

canspy

onmethroughmy

devicesdevices

inmy

home

canhelp

me

save

moneyimportant

to

meBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=4030,

allrespondentsConsumer

Insights

Global

as

of

September

202351%

of

Crestron

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia48%42%41%26%26%23%19%18%16%15%13%4%4%3%3%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=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Crestron

owners

think

that

governmentdebt

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoCrestron

owners52%50%46%47%45%45%39%41%40%40%40%39%33%37%37%37%37%36%36%34%

34%33%33%33%33%31%24%23%20%

20%Health

andsocial

securityEducationReligiousconflictsClimatechangePovertyGovernmentdebtCivilrightsRising

prices

Unemployment/inflation/Economicsituationcost

of

livingBrand

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=94,Crestronowners,

n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Crestron

owners

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users18%19%19%11%68%3%Category

usersAllrespondents18%53%9%20%Left51%10%CenterRightPrefer

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=94,

Crestronowners,

n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsCrestron

ownersaccess

the

internet

via

a

streaming

device

more

often

than

theaverage

smart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinIndia

useregularlyto

accesstheinternet97%95%

95%84%79%73%71%68%67%65%61%61%59%59%56%51%50%49%48%43%40%39%36%28%27%26%

25%SmartphoneLaptopSmart

TVSmartwatchBrand

usersTabletDesktop

PCSmart

speakers

Streaming

device

Gaming

consoleCategory

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=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Crestron

owners

interact

with

companies

more

often

thanother

ownersof

smart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinIndiabytype60%55%59%

55%53%59%57%54%49%55%44%54%54%48%52%51%50%49%41%45%45%45%43%38%37%41%39%39%32%30%6%5%2%2%1%0%Liked

postsbyotherusersPostedpictures/videosFollowedpeopleLikedcompanypostsPosted

texts/statusSharedcompanypostsCommented

SentprivateSharedpostsbyother

usersFollowedIhaveonly

Ihaven’t

usedon

postsmessagescompanies

used

social

social

mediaupdatesmediapassivelyBrand

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=94,

Crestronowners,

n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Crestron

owners

tend

to

listen

to

the

radio

more

often

than

owners

of

smarthome

devices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks82%82%80%79%79%76%74%74%66%70%69%57%69%65%63%62%62%57%

54%56%51%

51%48%46%43%39%38%35%

34%35%32%29%28%DailynewspapersDigitalvideocontentTVMovies

/cinemaMagazinesDigitalmusiccontentRadioPodcastsOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

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=94,

Crestronowners,

n=1857,

ownersofsmarthome

devices,n=12093,

all

respondentsConsumer

Insights

Global

as

of

September

2023Crestron

owners

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

ownersof

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereCrestron

owners

inIndiahavecome

across

digitaladvertisinginthepast4weeks61%57%54%50%54%53%52%49%48%48%43%47%46%46%44%44%42%42%41%40%39%38%36%34%32%31%27%25%24%22%Video

portals

Video

streaming

Social

mediaservicesWebsitesandappsof

brandsMusicportalsOnlinestoresEditorialwebsitesandappsSearch

engines

Video

gamesBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=94,

Crestronowners,n=1200,

ownersofsmarthome

devices,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

September

2023Crestron

owners

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

owners

of

smart

home

devicesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks61%59%59%56%

56%54%54%54%53%52%45%43%40%39%37%37%36%36%32%31%31%28%22%21%InprinteddailynewspapersDirectly

inthestoreOnadvertisingspacesOnTVBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaOntheradioon

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=94,

Crestronowners,n=1200,

owne