英国个人电脑品牌Alienware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&BRANDSDesktop

PCs:

Alienware

ownersin

the

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAlienware

owners

inthe

UnitedKingdom: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

Alienware

owners

intheUnitedKingdom(’’brandusers’’)

againstUKdesktop

PCowners

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

insightsAlienware

ranks

eighth

among

desktop

PC

brands

in

the

UKManagement

summary:

brandusageand

competitionTop10

most

owned

desktopPCbrandsintheUKApple(Mac)Dell23%21%HP15%Acer10%9%ASUSMicrosoftLenovoAlienwareLG6%6%5%3%3%AMD4Notes:"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=1708,

desktop

PCownersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

desktop

PC

owners

owning

Alienware

grew

by2

percentage

pointssince

Q1

of

2022Management

summary:

brandusagetimelineTimeline

of

desktopPCowners

owningAlienware6%5%5%3%3%3%2022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=31

-

93

Alienware

owners,

n=1026

-

1708

desktop

PCownersConsumer

Insights

Global

as

of

August

2023Sources:Alienwareowners

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAlienware

is

more

popularamongMillennials

thanother

desktop

PCbrands.Success

and

career

advancement

arerelatively

important

to

Alienwareowners.Itstands

out

that61%

ofAlienwareowners

want

thebestaudioandcinematic

experience

on

alldevices.Alienware

owners

access

theinternetviaatabletless

often

thantheaveragedesktop

PCowner.Compared

tootherdesktop

PC

brands,Alienware

hasarelatively

high

share

ofmale

owners.Gaming

and

eSports

are

relatively33%

ofAlienware

owners

are

earlyprevalent

interests

of

Alienware

owners.

adopters,

when

itcomes

toinnovation.Onsocial

media,

Alienware

ownersinteract

with

companies

more

oftenthan

other

desktop

PCowners.Carsor

vehicles

are

relatively

popularhobbiesamong

Alienware

owners.33%

ofAlienware

owners

think

thathealth&social

security

areissues

thatneed

tobeaddressed.Alienware

hasalarger

share

ofownerswith

ahigh

income

than

other

desktopPCbrands.Alienware

owners

remember

seeing

adsinvideo

portalslessoften

thanotherdesktop

PCowners.Alienware

owners

aremore

likely

toliveinmegacities

than

desktop

PCowners

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Alienware

is

more

popular

among

Millennials

than

other

desktop

PC

brandsDemographic

profile:

generationsAgeof

consumersintheUKBrand

users25%63%11%

1%Category

usersAllrespondents19%40%29%12%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

desktop

PC

brands,

Alienware

has

a

relatively

high

share

ofmale

ownersDemographic

profile:

genderGenderofconsumersintheUKBrand

users63%38%Category

usersAllrespondents57%43%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202373%

of

Alienware

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK34%30%28%28%22%22%21%20%17%15%10%10%10%9%8%6%4%3%0%

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

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023Alienware

has

a

larger

share

of

owners

with

a

high

income

than

other

desktopPC

brandsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users57%22%21%Category

usersAllrespondents44%32%24%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

brands

are

the

desktop

PCs

in

yourhousehold?";

MultiPick;Base:n=88,

Alienware

owners,

n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

desktop

PC

owners,

Alienware

owners

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive48%40%34%24%

24%23%16%13%13%12%10%8%8%6%4%4%3%3%3%

2%Multi-2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

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

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Alienwareowners

are

more

likely

to

live

in

megacities

than

desktop

PC

owners

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK36%27%26%24%22%22%20%17%16%16%14%12%11%10%9%8%7%2%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

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

Alienware

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users10%90%0%Category

usersAllrespondents7%90%3%8%89%3%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=88,

Alienware

owners,n=1708,

desktop

PCowners,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

AlienwareownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%59%47%

49%43%42%40%40%32%32%35%34%34%29%29%27%30%30%29%27%26%24%19%16%14%13%13%10%10%8%Anhonest

andrespectable

lifeAhappyrelationshipLearningnew

thingsTobesuccessfulHavingagood

timeAdvancingmy

careerSafety

andsecurityMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=88,

Alienware

owners,n=1708,desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

ofAlienwareownersConsumer

lifestyle:

main

interestsTop10

interestsofAlienware

ownersintheUK56%

56%43%

43%39%38%37%35%34%33%32%

32%30%30%29%26%26%26%21%25%25%24%24%23%23%22%16%21%15%9%Movies,TVshows&musicHealth

&fitnessFinance&economyFood

&diningHome

&gardenScience

&technologyGaming

&eSportsVehicles

&mobilityFamily

&parentingSportsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=88,

Alienware

owners,

n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Alienware

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAlienware

ownersintheUK44%38%37%

37%36%

35%32%32%30%

30%22%29%30%29%28%28%24%26%25%25%24%24%24%23%23%22%20%16%14%11%Video

gamingCars/vehiclesTech

/computersOutdooractivitiesDoing

sportsandfitnessCooking/bakingDIYandarts&craftsTravelingWritingPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Alienware

owners

play

basketballConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAlienware

owners

intheUK17%16%14%13%12%12%12%11%11%10%10%10%10%10%9%9%8%8%8%8%8%7%7%7%7%6%6%6%5%4%Fitness,aerobics,cardioBasketballSoccerBadmintonRunning/JoggingCyclingDancingGolfHikingCricketBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=31,

Alienware

owners,n=726,

desktop

PCowners,n=9322,

allrespondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Alienware

owners

follow

boxing

fights

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byAlienwareowners

intheUK29%26%13%13%10%10%9%9%8%8%8%7%6%6%6%6%

6%6%6%5%5%5%4%4%4%4%4%3%3%3%BoxingSoccerBasketballGolfAmericanfootballAthletics(track&

field)BaseballRugbyMixedMartial

ArtsSwimming/divingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=20,

Alienware

owners,n=634,

desktop

PCowners,n=8230,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

61%

of

Alienware

owners

want

the

best

audio

and

cinematicexperience

on

alldevicesConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

UK61%59%57%54%43%43%43%37%37%36%35%33%29%23%17%Iwant

thebestaudioandcinematicexperience

from

allmy

devicesIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeIcould

notlivewithoutmy

smartphoneBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=4033,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

Alienware

owners

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK42%38%36%33%32%27%20%18%16%16%11%7%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

Alienware

owners

think

that

health

&

social

security

are

issues

that

needto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toAlienwareowners63%61%47%

48%43%40%38%37%

37%36%34%

34%34%33%33%31%26%30%28%24%28%26%23%27%27%26%25%24%22%20%Health

andsocial

securityEconomicsituationCrimeEducationRising

prices/inflation/cost

of

livingHousingUnemploymentFood

andwater

securityEnvironment

ClimatechangeBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=88,

Alienwareowners,n=1708,

desktop

PCowners,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

desktop

PC

owners,

Alienware

owners

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users9%18%68%5%Category

usersAllrespondents23%23%35%31%26%11%37%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

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsAlienwareownersaccess

the

internet

via

a

tablet

less

often

than

the

averagedesktop

PC

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet92%91%90%73%71%69%65%65%66%61%58%57%52%49%47%44%41%40%40%38%39%38%38%37%36%31%30%SmartphoneLaptopDesktop

PCSmart

TVGaming

consoleCategory

usersSmartwatchStreaming

device

Smart

speakersTabletBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Alienwareowners

interact

with

companies

more

often

thanother

desktop

PC

ownersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type59%54%55%

54%51%47%47%47%46%46%42%41%39%

39%34%36%30%36%36%29%35%34%26%33%31%27%25%18%22%15%8%7%7%6%5%0%Sentprivate

Commentedmessages

on

postsPostedpictures/videosPosted

texts

Liked

postsLikedcompanypostsFollowedpeopleFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamedia/statusupdatesbyotheruserspassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=88,

Alienware

owners,n=1708,

desktop

PCowners,

n=24183,all

respondentsConsumer

Insights

Global

as

of

August

2023Alienwareowners

tend

to

read

daily

newspapers

more

often

than

desktop

PCowners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks81%

81%79%73%73%68%65%56%65%65%62%59%56%52%50%50%46%46%41%31%38%38%35%35%31%31%26%27%25%18%23%16%15%TVDigitalvideocontentRadioDailynewspapersMovies

/cinemaPodcastsDigitalmusiccontentMagazinesOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

arethe

desktop

PCs

in

your

household?";Multi

Pick;Base:

n=26,

Alienware

owners,n=863,

desktop

PCowners,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023Alienwareowners

remember

seeing

ads

in

video

portals

less

often

than

otherdesktop

PC

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAlienware

ownersintheUKhave

come

across

digital

advertisinginthe

past

4weeks45%45%43%40%39%38%37%35%35%33%33%31%30%30%28%27%27%27%23%25%24%24%22%21%20%18%16%13%10%10%Video

gamesSocial

mediaMusicportals

Video

streaming

Video

portalsservicesNewslettersBlogs/forumsOtherappsSearch

enginesWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183,all

respondentsConsumer

Insights

Global

as

of

August

2023Alienwareowners

remember

ads

they

saw

in

printed

magazines

andjournalsmore

often

than

other

desktop

PC

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks54%51%44%41%40%38%38%32%36%36%32%32%32%32%23%30%29%28%22%27%21%19%18%18%OnTVOnadvertisingspacesInprintedmagazinesandjournalsOntheradioBy

mailshot

/

AtthemoviesDirectly

inthestoreInprinteddailynewspapersadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brands

are

the

desktop

PCs

inyourhousehold?";

Multi

Pick;

Base:

n=88,

Alienware

owners,n=1708,

desktop

PCowners,n=24183