瑞士智能家居品牌Canary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:

Canary

owners

inSwitzerlandConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofCanaryowners

inSwitzerland:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

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

Canaryowners

inSwitzerland

(’’brandusers’’)

againstSwiss

owners

of

smart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

Swissonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Switzerland)•

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

insightsWith

a

user

share

of

13%,

Canary

is

one

of

the

top

5

smart

home

brands

inSwitzerlandManagement

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

SwitzerlandPhilipsSamsungBosch26%21%21%Google

NestCanary17%13%12%HoneywellBelkin10%Hive9%9%August

HomeHomematic9%4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=469,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Canary

owners

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints40%

ofCanary

owners

areMillennials.Success

and

career

advancement

arerelatively

important

to

Canaryowners.Itstands

out

that33%

ofCanaryownersthink

thatsmart

appliancesintheirhome

canhelp

themsavemoney.Canaryowners

accesstheinternet

viaasmartwatch

more

often

thantheaverage

smart

home

device

owner.Canaryismore

popularamong

maleowners

of

smart

home

devices

thanfemale

owners

ofsmart

home

devices.Politics,society

andcurrent

worldevents

arerelatively

prevalent

interestsof

Canaryowners.17%

ofCanary

owners

areearlyadopters,

when

itcomes

toinnovation.Canaryowners

tendto

bemore

activeon

social

media

thanotherowners

ofsmart

home

devices.Canaryhasalarger

share

ofownerswith

ahigh

income

than

other

smarthome

brands.Meditation

or

wellness

are

relativelyArelatively

highshare

ofCanaryownerspopularhobbiesamong

Canaryowners.

think

thatunifying

thecountry

is

anissuethatneedstobeaddressed.Canaryowners

remember

hearing

adson

musicportalsand

streaming

servicesmore

often

than

other

owners

of

smarthome

devices.Canaryowners

aremore

likely

toliveinlarge

citiesthanowners

ofsmart

homedevices

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+40%

of

Canary

owners

are

MillennialsDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users17%18%18%40%37%35%32%35%12%10%11%Category

usersAllrespondents36%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Canary

ismore

popular

among

male

ownersof

smart

home

devices

thanfemale

ownersof

smart

home

devicesDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users63%37%Category

usersAllrespondents52%50%48%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Canary

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland35%33%33%30%23%21%21%

21%12%12%9%8%

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

3%3%0%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=60,

Canary

owners,n=469,

ownersofsmarthome

devices,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Canary

has

a

larger

share

of

ownerswith

a

high

income

than

other

smart

homebrandsDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users50%38%13%Category

usersAllrespondents35%33%35%30%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=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Canary

owners

are

relativelylikely

to

live

in

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live31%30%27%26%26%22%20%18%18%14%13%12%12%7%7%5%5%3%3%3%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=60,

Canaryowners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Canary

owners

are

more

likely

to

live

in

large

cities

than

ownersof

smart

homedevices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland38%34%33%28%27%24%24%24%23%20%19%7%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

September

20238%

of

Canary

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users8%90%2%Category

usersAllrespondents7%87%7%6%86%8%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=60,

Canary

owners,n=469,

ownersofsmarthome

devices,n=7804,

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

Canary

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland49%48%45%45%40%

40%39%37%37%35%31%35%32%31%30%28%28%26%27%23%25%25%24%22%22%20%15%15%14%13%TobesuccessfulHavingagood

timeSocial

justiceMaking

myown

decisionsAhappyrelationshipSafety

andsecurityTraditionsLearningnew

thingsAdvancingmy

careerAnhonest

andrespectable

lifeBrand

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=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Politics,

society

and

current

world

events

are

relatively

prevalent

interests

ofCanary

ownersConsumer

lifestyle:

main

interestsTop10

interestsofCanary

owners

inSwitzerland46%43%41%

41%40%40%

40%40%34%32%31%31%27%25%26%25%25%25%

25%29%27%27%26%24%22%25%23%22%20%20%Movies,TVshows&musicSportsFashion&beautyFinance&economyFood

&diningPolitics&societyandcurrentworld

eventsHealth

&fitnessVehicles

&mobilityScience

&technologyTravelBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

September

2023Meditation

or

wellness

are

relatively

popular

hobbies

among

Canary

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofCanary

owners

inSwitzerland41%40%39%

39%39%38%33%33%37%35%33%33%28%27%

26%23%27%22%23%23%23%23%24%

23%22%22%21%20%19%

19%OutdooractivitiesDoing

sportsandfitnessVideo

gamingMeditation/wellnessPetsPhotographyReadingSocializingTravelingGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

September

2023Canary

owners

are

more

likely

to

play

baseball

or

softball

than

other

owners

ofsmart

home

devicesConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofCanary

ownersinSwitzerland36%30%23%22%20%20%17%17%17%16%16%15%13%13%12%12%10%10%9%8%8%8%7%7%6%6%6%4%3%3%DancingBadmintonBasketballCyclingBaseball/SoftballFitness,aerobics,cardioGolfHikingCricketSoccerBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=30,

Canary

owners,n=555,

ownersofsmarthomedevices,

n=3860,

all

respondentsConsumer

Insights

Global

as

of

September

2023Canary

owners

are

more

likely

to

follow

boxing

than

the

average

onlinerConsumer

lifestyle:

sports

followedTop10

sports

followed

byCanary

ownersinSwitzerland15%15%14%12%11%10%10%9%7%7%7%7%7%7%7%6%6%5%5%5%4%4%3%3%3%3%3%3%2%1%BoxingAmericanfootballBasketballAthletics(track&field)BaseballField

hockeyHandballCricketCyclingGymnasticsBrand

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=16,

Canary

owners,n=382,

ownersofsmarthomedevices,

n=2423,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

smart

home•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

33%

of

Canary

owners

think

that

smart

appliances

in

theirhome

can

help

them

save

moneyConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inSwitzerland35%35%35%33%32%32%31%28%

28%27%25%24%22%21%21%Making

myhomeenvironmentally

friendlyisimportant

tomeIt’stoo

expensive

toconvert

my

homeinto

aSmart

HomeSmart

appliancesand

Home

safety

isespeciallyIamworried

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=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=1317,

allrespondentsConsumer

Insights

Global

as

of

September

202317%

of

Canary

owners

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland42%41%40%26%25%22%20%

20%20%17%14%12%1%1%0%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=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Canary

owners

think

that

unifying

the

country

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtoCanary

owners33%32%32%32%31%30%29%28%25%25%25%24%23%23%23%18%20%22%

22%22%21%20%16%

16%11%

11%11%10%9%9%PovertyEconomicsituationHealth

andsocial

securityUnifyingthecountryClimatechange

EnvironmentFood

andwater

security

foreign

affairsDefense

&EducationReligiousconflictsBrand

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=60,Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Canary

owners

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users13%27%58%2%Category

usersAllrespondents15%34%32%33%18%17%17%34%LeftCenterRightPrefer

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=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsCanary

owners

access

the

internet

via

a

smartwatch

more

often

than

theaverage

smart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet89%

89%80%72%70%69%51%50%

50%50%48%47%46%

45%43%43%38%35%31%30%29%28%28%27%25%19%17%SmartphoneLaptopSmart

TVSmartwatchBrand

usersDesktop

PCStreaming

device

Gaming

consoleAllrespondentsTabletSmart

speakersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=60,

Canary

owners,n=469,

ownersofsmarthomedevices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Canary

owners

tend

to

be

more

active

on

social

media

than

other

owners

ofsmart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype51%50%40%42%41%39%40%40%40%38%38%36%36%35%35%27%30%27%32%32%29%26%22%27%27%19%27%25%20%16%9%8%6%5%0%0%Sentprivate

Commentedmessages

on

postsPostedpictures/videosPosted

texts/statusLikedcompanypostsFollowedpeopleFollowedcompaniesLiked

postsbyotherusersSharedcompanypostsSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

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=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Canary

owners

tend

to

read

online

news

websites

less

often

than

owners

ofsmart

home

devices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks71%70%

67%70%65%64%63%53%62%57%55%51%50%41%48%44%48%47%46%45%34%43%

43%43%38%33%32%32%25%

22%23%23%22%Digitalvideo

Digitalmusiccontent

contentRadioTVDailynewspapersMovies

/cinemaMagazinesPodcastsWeeklynewspapersOnlinenewswebsitesOnlinemagazinesBrand

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=60,

Canary

owners,n=861,

ownersofsmarthome

devices,

n=5951,all

respondentsConsumer

Insights

Global

as

of

September

2023Canary

owners

remember

hearing

ads

on

music

portals

and

streaming

servicesmore

often

than

other

owners

of

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereCanary

owners

inSwitzerland

havecome

across

digitaladvertisinginthepast4weeks42%42%41%40%40%39%38%37%35%35%35%33%32%30%27%27%22%25%25%25%

23%21%23%21%21%20%19%18%15%13%OnlinestoresMusicportalsVideo

portals

Video

streaming

Search

engines

Social

mediaservicesWebsitesandappsof

brandsBlogs/forumsVideo

gamesEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=60,

Canary

owners,n=469,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Canary

owners

remember

advertising

they

heard

on

the

radio

more

often

thanother

ownersof

smart

home

devicesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks47%43%42%42%40%40%38%30%39%36%35%35%33%32%32%32%30%

30%30%29%28%27%21%20%OntheradioOnTVDirectly

inthestoreInprinteddailynewspapersOnadvertising

By

mailshot

/

AtthemoviesInprintedmagazinesandjournalsspacesadvertisingmail/cinemaon

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=60,

Canary

owners,n=469,

ownersofsmarth