瑞士洗衣机品牌LG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

&

BRANDSWashing

machines:

LG

ownersin

SwitzerlandConsumer

InsightsSeptember

2023Consumer

Insights

Global

surveyIntroductionReportoverviewGlobal

survey

methodology

(1)Design:

OnlineSurvey,

split

questionnaire

designThis

report

offers

the

reader

acomprehensiveoverview

ofLG

owners

in

Switzerland:

who

they

are;what

they

like;

what

they

think;

and

how

to

reachthem.

It

provides

insights

ontheir

demographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

of

eachcountry

withAmerican

English

offered

as

an

alternativeAdditionally,

the

report

allows

the

reader

tobenchmark

LG

owners

in

Switzerland

(’’brand

users’’)against

Swiss

washing

machineowners

in

general(’’category

users’’),

and

the

overall

Swiss

onliner,labelledas

’’all

respondents’’

in

the

charts.Region:

56

countriesNumber

of

respondents:•

12,000+

forcountries

withthe

extended

survey(including

Switzerland)•

2,000+

for

the

basic

surveyThe

report

is

updated

quarterly

and

isbasedondataSample:

Internet

users,

aged

18

–64,

quotas

set

ongender

and

agefrom

theConsumer

Insights

Global

survey,

aninternational

survey

that

covers

more

than

15,000brands

across

56

countries.Fieldwork:•

Continuous

from

January

to

December•

Countries

that

receivethe

extended

survey

areupdated

fourtimes

ayear2Notes:(1):

See

the

fullmethodology

for

a

detailed

overviewof

the

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

8%,

LG

is

one

of

the

top

5

washing

machine

brands

inSwitzerlandManagement

summary:

brand

usageand

competitionTop

10

most

owned

washing

machine

brands

in

SwitzerlandMieleElectroluxV-ZUG13%12%11%SamsungLG9%8%Bosch8%AEG5%5%SiemensBauknechtWhirlpool4%3%4Notes:"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=867

washingmachine

ownersConsumer

Insights

Global

as

of

September

2023Sources:LG

owners

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumer

lifestyleConsumer

attitudesMarketing

touchpointsLG

is

more

popular

among

Generation

X

Success

and

career

advancement

areItstands

out

that

58%

ofLG

ownerswouldloveto

control

theirhome

viasmartphone

or

voice.LG

owners

access

the

internet

viaasmartwatch

more

often

than

theaverage

washing

machineowner.than

other

washing

machinebrands.relativelyimportant

to

LG

owners.LG

is

morepopular

among

malewashing

machineowners

than

femalewashing

machineowners.Financeand

economyare

relativelyprevalent

interests

ofLG

owners.21%

ofLG

owners

are

earlyadopters,when

it

comes

to

innovation.LG

owners

tend

to

be

more

activeonsocial

mediathan

other

washingmachineowners.Videogamingis

arelativelypopularhobby

among

LG

owners.LG

has

alargershare

ofowners

withamedium

household

income

than

otherwashing

machinebrands.A

relatively

highshareof

LG

ownersthink

that

crimeis

anissue

that

needsto

be

addressed.LG

owners

remember

seeing

ads

onvideo

streaming

services

more

oftenthan

other

washing

machineowners.LG

owners

are

more

likely

to

live

in

largecities

than

washing

machineowners

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Type

ofcommunity•

LGBTQ+LG

is

more

popular

among

Generation

X

than

other

washing

machine

brandsDemographic

profile:

generationsAge

of

consumers

in

SwitzerlandBrand

users8%40%40%11%11%11%Category

usersAll

respondents19%18%35%34%35%36%Generation

ZMillennialsGeneration

XBabyBoomers7Notes:’’How

old

are

you?’’;

Single

Pick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72

LG

owners,

n=867

washingmachine

owners,n=7,804

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023LG

is

more

popular

among

male

washing

machine

owners

than

female

washingmachine

ownersDemographic

profile:

genderGender

of

consumers

in

SwitzerlandBrand

users58%42%Category

usersAll

respondents49%50%51%50%MaleFemale8Notes:’’What

is

your

gender?’’;

Single

Pick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72

LG

owners,

n=867

washingmachine

owners,n=7,804

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

LG

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

education

in

Switzerland46%38%35%31%21%

21%21%17%11%9%

9%8%

8%6%3%3%

3%3%3%3%0%Noformaleducation

/primary

schoolLower

secondary

Upper

secondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAll

respondents9Notes:’’What

is

the

highest

levelof

education

you

have

completed?’’;

Single

Pick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;Base:

n=72

LG

owners,n=867

washingmachine

owners,n=7,804

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023LG

has

a

larger

share

of

owners

with

a

medium

household

income

than

otherwashing

machine

brandsDemographic

profile:

incomeShare

of

consumers

in

Switzerland

in

the

high,

middle,

and

low

thirds

of

monthly

household

gross

incomeBrand

users43%42%15%Category

usersAll

respondents36%33%31%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

to

only

include

respondentsthat

provide

incomeinformation,recode

based

on

’’Monthly/annualhousehold

income

(local

currency)’’;

Single

Pick;"What

brand

is

the

washingmachine

in

your

household";

SinglePick;

Base:

n=72

LG

owners,n=867

washingmachine

owners,n=7,804

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

washing

machine

owners,

LG

owners

are

relatively

likely

tolive

in

a

multi-generational

familyDemographic

profile:

householdclassificationType

of

households

in

which

consumers

in

Switzerland

live35%32%27%27%26%20%18%18%15%

15%15%13%8%7%5%5%4%3%3%2%1%Single

householdCouplehouseholdSingle

parenthouseholdPartnersand

childrenMulti-generationalfamilyTwo

or

morerelated

adults

householdtypesOtherBrand

usersCategory

usersAll

respondents11

Notes:Sources:Typology

based

on

’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of

14

in

household’’;

Single

Pick;"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867washingmachine

owners,n=7,804

all

respondentsConsumer

Insights

Global

as

ofSeptember

2023LG

owners

are

more

likely

to

live

in

large

cities

than

washing

machine

owners

ingeneralDemographic

profile:

type

ofcommunityCommunities

where

consumers

live

in

Switzerland46%34%33%29%26%24%24%22%20%20%17%6%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAll

respondents12

Notes:Sources:’’In

what

type

of

community

do

you

live?’’;

Single

Pick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72

LG

owners,n=867

washingmachine

owners,n=7,804

allrespondentsConsumer

Insights

Global

as

of

September

20236%

of

LG

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

status

of

consumers

in

SwitzerlandBrand

users6%6%6%89%86%86%6%Category

usersAll

respondents8%8%YesNoWouldrather

notsay13

Notes:Sources:’’Do

you

consider

yourself

part

of

the

LGBTQ+

community?’’;

Single

Pick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72

LG

owners,n=867

washingmachine

owners,n=7,804

allrespondentsConsumer

Insights

Global

as

ofSeptember

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Maininterests•

Hobbies

&

leisure

activities•

Sports

activities•

Sports

followedSuccess

and

career

advancement

are

relatively

important

to

LG

ownersConsumer

lifestyle:

life

valuesMost

important

aspects

of

life

forconsumers

in

Switzerland53%51%48%42%42%40%40%39%37%36%35%32%31%31%29%28%

28%25%

27%22%26%26%25%24%22%12%13%13%14%12%To

besuccessfulHaving

agoodtimeAn

honestandrespectable

lifeSafety

andsecurityA

happyrelationshipMaking

myowndecisionsSocial

justiceAdvancingmycareerLearningnew

thingsTraditionsBrand

usersCategory

usersAll

respondents15

Notes:Sources:’’Out

of

the

followinglist,which

are

the

3

mostimportant

aspects

to

you

in

life?

Please

choose

exactly

3.’’;

MultiPick;"What

brand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867washingmachine

owners,n=7,804

all

respondentsConsumer

Insights

Global

as

ofSeptember

2023Finance

and

economy

are

relatively

prevalent

interests

of

LG

ownersConsumer

lifestyle:

maininterestsTop

10

interests

of

LG

owners

in

Switzerland49%47%46%46%45%43%43%42%41%40%40%39%36%36%35%34%33%33%31%30%26%30%29%29%29%29%29%27%27%24%Health

&fitnessScience&technologySportsFinance&economyCareer

&educationFashion&

beautyFood

&diningMovies,TV

shows&musicTravelHome

&gardenBrand

usersCategory

usersAll

respondents16

Notes:Sources:’’What

topics

are

you

personally

interested

in?’’;

MultiPick;"What

brand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867

washingmachine

owners,n=7,804all

respondentsConsumer

Insights

Global

as

of

September

2023Video

gaming

is

a

relatively

popular

hobby

among

LG

ownersConsumer

lifestyle:

hobbies

&leisureactivitiesTop

10

hobbies

and

leisure

activities

of

LG

owners

in

Switzerland46%44%42%43%41%40%39%39%38%38%38%37%36%32%35%35%33%33%31%31%31%28%27%26%24%23%23%22%21%19%VideogamingTravelingCooking/

bakingSocializingReadingDoing

sportsand

fitnessCars

/vehiclesOutdooractivitiesTech/computersPhotographyBrand

usersCategory

usersAll

respondents17

Notes:Sources:’’What

are

your

personal

hobbies

and

activities?’’;

MultiPick;

"Whatbrand

is

the

washingmachinein

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867

washingmachine

owners,n=7,804

allrespondentsConsumer

Insights

Global

as

of

September

2023LG

owners

are

more

likely

to

play

cricket

than

other

washing

machine

ownersConsumer

lifestyle:

sports

activitiesTop

10

sports

activities

of

LG

owners

in

Switzerland24%20%18%16%16%14%14%14%13%11%13%13%10%10%10%10%10%9%8%8%8%7%7%7%6%6%3%3%3%2%DancingRunning/

JoggingHikingCyclingBasketballFitness,aerobics,cardioSoccerCricketGolfBadmintonBrand

usersCategory

usersAll

respondents18

Notes:Sources:’’Which

of

these

sports

or

activitiesdo

you

do

at

least

occasionally?’’;

MultiPick;"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=30LG

owners,n=474

washingmachine

owners,n=3,860allrespondentsConsumer

Insights

Global

as

of

September

2023LG

owners

are

more

likely

to

follow

basketball

than

other

washing

machineownersConsumer

lifestyle:

sports

followedTop

10

sports

followed

by

LG

owners

in

Switzerland24%24%21%19%13%13%11%11%10%10%9%8%8%8%8%7%7%7%6%6%5%5%5%4%3%3%2%

2%Golf2%2%BasketballSoccerBaseballAmericanfootballCyclingBoxingTennisAthletics(track

&field)CricketBrand

usersCategory

usersAll

respondents19

Notes:Sources:’’In

which

of

these

sports

do

you

follow

competitions,leagues

or

teams?’’;

MultiPick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;Base:

n=30

LG

owners,n=316

washingmachine

owners,n=2,423

allrespondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudes

towards

consumer

electronics•

Innovation

adoption•

Challenges

facing

the

country•

Politics20It

stands

out

that

58%

of

LG

owners

would

love

to

control

their

home

viasmartphone

or

voiceConsumer

attitudes:

housing

&householdequipmentAgreement

with

statements

towards

housing

&

household

equipment

in

Switzerland58%48%45%43%40%40%39%37%35%33%32%32%29%19%

20%Iwouldlovetocontrol

myhome

viasmartphone

or

voiceIwant

the

bestaudio

and

cinematicexperience

from

allmydevicesIbuy

new

electronics,

Icouldnot

live

withoutElectronics

are

astatus

symbol

for

meeven

when

myoldmodel

still

worksmysmartphoneBrand

usersCategory

usersAll

respondents21

Notes:Sources:’’Which

of

these

statements

apply

to

you?’’;

MultiPick;"What

brand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867

washingmachine

owners,n=1,317all

respondentsConsumer

Insights

Global

as

of

September

202321%

of

LG

owners

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:

innovationadoptionInnovation

adopter

types

based

on

statementstowards

innovation

by

consumers

in

Switzerland42%41%36%28%26%25%24%21%20%14%12%10%1%1%0%InnovatorsEarlyadoptersBrand

usersEarlymajorityCategory

usersLate

majorityAll

respondentsLaggards22

Notes:Sources:Recode

based

on

’’Which

of

these

statements

regardingtechnology

apply

to

you?’’;

MultiPick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867

washingmachine

owners,n=7,804

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

LG

owners

think

that

crime

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:

challenges

facingthe

countryThe

10

most

important

issues

facing

Switzerland

according

toLG

owners39%36%35%31%35%32%31%31%30%28%25%25%24%24%22%21%

22%18%20%18%21%21%20%18%

19%18%18%17%13%

13%Environment

Climate

changeHealth

andsocial

securityCrimeEducationPovertyCivil

rightsEconomicsituationUnemployment

ImmigrationBrand

usersCategory

usersAll

respondents23

Notes:Sources:’’What

do

you

personally

think

are

the

mostimportant

issues

in

your

country

of

residence

that

need

to

beaddressed?’’;Multi

Pick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72

LG

owners,n=867

washingmachine

owners,n=7,804

allrespondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

washing

machine

owners,

LG

owners

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:

politicsPolitical

attitudes

of

consumers

in

SwitzerlandBrand

users14%15%21%49%17%Category

usersAll

respondents37%32%29%34%19%17%17%LeftCenterRightPrefer

not

to

answer24

Notes:Sources:Recode

based

on

’’Many

people

use

the

terms

’left’

and

’right’

when

they

want

to

describe

politicalviews.

Where

would

you

place

yourself

on

a

scale

from

left

to

right?’’;

Single

Pick;

"Whatbrand

is

the

washingmachine

in

yourhousehold";

Single

Pick;

Base:

n=72

LG

owners,n=867

washingmachine

owners,n=7,804

allrespondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usage

by

device•

Social

mediausage•

Media

usage

by

channel•

Digital

advertising

touchpoints•

Non-digital

advertising

touchpointsLG

owners

access

the

internet

via

a

smartwatch

more

often

than

the

averagewashing

machine

ownerMarketing

touchpoints:

internet

usage

by

deviceDevices

consumers

in

Switzerland

use

regularly

toaccess

the

internet93%90%89%77%75%70%71%57%57%54%48%49%47%45%43%39%33%33%29%29%28%27%26%27%25%16%

17%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersSmartwatchTabletSmart

speakers

Streaming

device

Gaming

consoleCategory

usersAll

respondents26

Notes:Sources:’’Which

of

these

devices

do

you

regularly

use

with

an

internetconnection?’’;

MultiPick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867

washingmachine

owners,n=7,804

allrespondentsConsumer

Insights

Global

as

ofSeptember

2023LG

owners

tend

to

be

more

active

on

social

media

than

other

washing

machineownersMarketing

touchpoints:

social

media

usageSocial

media

activities

in

Switzerland

by

type58%50%50%50%47%40%45%40%44%42%42%41%41%39%26%39%36%36%36%36%31%27%30%27%33%25%25%22%17%16%9%

9%6%6%4%1%FollowedpeopleCommentedonpostsPostedpictures/

videosSent

privatemessagesSharedcompanypostsLikedcompanypostsFollowedcompaniesPosted

texts/

statusSharedposts

byother

usersLiked

posts

Ihave

only

Ihaven’t

usedby

otherusersusedsocial

social

mediamediaupdatespassivelyBrand

usersCategory

usersAll

respondents27

Notes:Sources:’’Which

of

these

things

have

you

doneon

social

media

in

the

past

4

weeks?’’;

MultiPick;"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867

washingmachine

owners,n=7,804all

respondentsConsumer

Insights

Global

as

of

September

2023LG

owners

tend

to

go

to

the

movies

more

often

than

washing

machine

ownersin

generalMarketing

touchpoints:

mediausageby

channelType

of

media

consumers

in

Switzerland

have

been

using

in

the

past

4

weeks74%73%67%64%70%70%59%56%55%54%55%

55%52%47%52%42%

43%46%45%33%44%42%43%41%39%38%37%32%37%36%24%32%22%Digital

videocontentTVDailynewspapersMovies

/cinemaDigital

musiccontentMagazinesPodcastsOnlinenewswebsitesRadioOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAll

respondents28

Notes:Sources:’’What

kind

of

media

have

you

used

in

the

past

4

weeks?’’;

Multi

Pick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:n=64

LG

owners,n=652

washingmachine

owners,n=5,951

allrespondentsConsumer

Insights

Global

as

of

September

2023LG

owners

remember

seeing

ads

onvideo

streaming

services

more

often

thanother

washing

machine

ownersMarketing

touchpoints:

digital

advertising

touchpointsTop

10

places

where

LG

owners

in

Switzerland

have

come

across

digital

advertising

in

the

past

4

weeks57%49%46%42%46%44%44%42%37%41%35%40%36%30%29%28%24%26%21%25%24%24%22%21%20%20%19%18%14%13%Search

engines

VideoportalsSocial

mediaOnlinestores

VideostreamingservicesWebsitesand

appsofbrandsBlogs/forumsMusic

portalsNewslettersVideogamesBrand

usersCategory

usersAll

respondents29

Notes:Sources:’’Where

have

you

come

across

digital

advertisements

in

the

past4

weeks?’’;

MultiPick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867

washingmachine

owners,n=7,804allrespondentsConsumer

Insights

Global

as

of

September

202346%

of

LG

owners

remember

ads

they

saw

on

TVMarketing

touchpoints:

non-digital

advertising

touchpointsPlaces

where

consumers

in

Switzerland

have

come

across

non-digital

advertising

in

the

past

4

weeks46%44%43%43%43%42%40%38%38%36%35%35%

34%32%31%31%30%29%29%28%28%26%20%19%On

TVDirectlyinthe

storeInprinteddailynewspapersInprintedmagazinesand

journalsAt

the

movies

Bymailshot

/On

theradioOn

advertisingspaces/cinemaadvertisingmailonthe

goBrand

usersCategory

usersAll

respondents30

Notes:Sources:’’Where

have

you

come

across

non-digital

advertisements

in

the

past4

weeks?’’;MultiPick;

"Whatbrand

is

the

washingmachine

in

your

household";

Single

Pick;

Base:

n=72LG

owners,n=867

washingmachine

owners,n=7,804

all

respondentsConsumer

Insights

Global

as

of

September

2023CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGain

a

better

understanding

ofconsumers,

brands,

and

markets.With

theConsumer

Insights,

you

get

access

tostreamlined

market

research

tools

and

all

results

ofthe

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