瑞士智能家居品牌Homematic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:

Homematicowners

in

SwitzerlandConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHomematic

owners

inSwitzerland:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Homematic

owners

inSwitzerland

(’’brandusers’’)

againstSwiss

owners

of

smart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

Swissonliner,

labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

Switzerland)•

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

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsHomematic

ranks

tenth

among

smart

home

brands

in

SwitzerlandManagement

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=597,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023The

share

of

owners

of

smart

home

devices

owning

Homematic

grew

by4percentage

points

since

Q1

of

2022Management

summary:

brandusagetimelineTimeline

of

ownersof

smart

homedevicesowningHomematic9%9%9%7%6%5%2022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=30

-

52

Homematic

owners,n=406

-597

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Homematic

owners

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHomematic

is

more

popularamongMillennials

thanother

smart

homebrands.Safety

and

security

isless

important

toHomematic

owners

than

to

otherowners

of

smart

home

devices.Itstands

out

that38%

ofHomematicowners

thinkthatsmart

appliancesintheirhome

canhelp

themsavemoney.Homematic

owners

access

theinternetviaasmart

speaker

more

often

thantheaverage

smart

home

device

owner.Homematic

is

more

popularamongmale

owners

of

smart

home

devicesthan

female

owners

of

smart

homedevices.Career

and

education

are

relativelyprevalent

interests

of

Homematicowners.56%

ofHomematic

owners

are

in

theearly

majority

ofinnovation

adoptertypes.Homematic

owners

tendto

bemoreactiveon

social

media

than

otherowners

of

smart

home

devices.Video

gaming

isarelatively

popularhobbyamong

Homematic

owners.Arelatively

highshare

ofHomematicowners

thinkthatunifying

thecountry

is

adson

blogs

and

forums

more

oftenanissuethatneeds

tobeaddressed.Homematic

owners

remember

seeingHomematic

hasalarger

share

ofowners

with

ahighincome

thanothersmart

home

brands.than

other

owners

of

smart

homedevices.Homematic

owners

aremore

likely

toliveinlarge

citiesthan

owners

ofsmarthome

devices

in

general.6Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Homematic

is

more

popular

among

Millennials

than

other

smart

home

brandsDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users15%50%27%8%10%11%Category

usersAllrespondents18%37%35%35%18%36%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Homematic

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Homematic

is

more

popular

among

male

owners

of

smart

home

devices

thanfemale

ownersof

smart

home

devicesDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users67%33%Category

usersAllrespondents52%50%48%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=52,

Homematic

owners,

n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Homematic

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland35%33%33%27%23%21%21%

21%17%9%8%

8%8%

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

3%3%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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=52,

Homematic

owners,n=597,

ownersofsmarthomedevices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Homematic

has

a

larger

share

of

owners

with

a

high

income

than

other

smarthome

brandsDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users52%28%20%Category

usersAllrespondents35%33%35%30%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=52,

Homematic

owners,

n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Homematic

owners

arerelatively

likely

to

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live35%31%27%26%26%25%23%20%18%14%13%8%8%7%5%5%3%3%3%2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=52,Homematic

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Homematic

owners

are

more

likely

to

live

in

large

cities

than

ownersof

smarthome

devices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland34%33%33%29%25%24%24%24%23%20%19%12%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=52,

Homematic

owners,n=597,

ownersofsmarthome

devices,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

September

202315%

of

Homematic

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users15%81%4%Category

usersAllrespondents7%6%87%86%7%8%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=52,

Homematic

owners,n=597,

ownersofsmarthome

devices,n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

Homematic

owners

than

to

otherowners

of

smart

home

devicesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland49%48%40%42%40%39%37%37%37%35%35%33%30%31%

31%31%31%31%28%22%27%26%25%24%23%15%15%14%13%13%Havingagood

timeMaking

myown

decisionsTraditionsLearningnew

thingsTobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSocial

justiceAdvancingmy

careerSafety

andsecurityBrand

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=52,

Homematicowners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Career

and

education

are

relatively

prevalent

interests

of

Homematic

ownersConsumer

lifestyle:

main

interestsTop10

interestsofHomematic

owners

inSwitzerland41%

41%40%40%

40%40%35%34%31%33%33%33%31%31%31%27%30%29%29%25%25%26%27%26%27%27%27%25%21%

21%Movies,TVshows&musicCareer

&educationHome

&gardenSportsScience

&technologyFamily

&parentingArts&literatureFood

&diningHealth

&fitnessPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=52,

Homematic

owners,n=597,

ownersofsmarthome

devices,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

September

2023Video

gaming

is

a

relatively

popular

hobby

among

Homematic

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHomematic

owners

inSwitzerland41%40%39%

39%39%38%37%

33%33%37%35%33%31%31%31%28%29%26%27%27%26%25%25%22%21%24%23%23%21%19%Doing

sportsandfitnessOutdooractivitiesSocializingTravelingVideo

gamingPetsReadingPhotographyTech

/computersCars/vehiclesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=52,

Homematic

owners,

n=597,

ownersofsmarthome

devices,

n=7804,

allrespondentsConsumer

Insights

Global

as

of

September

2023Homematic

owners

are

more

likely

to

play

basketball

than

other

owners

ofsmart

home

devicesConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHomematic

owners

inSwitzerland36%30%23%23%21%21%20%17%16%16%15%13%13%13%13%13%12%12%12%10%10%10%9%8%7%7%6%4%3%3%BasketballFitness,aerobics,cardioDancingBadmintonSoccerCyclingHikingGolfHunting/FishingSwimming/DivingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=25,

Homematic

owners,n=555,

ownersofsmarthomedevices,

n=3860,

all

respondentsConsumer

Insights

Global

as

of

September

2023Homematic

owners

follow

similar

sports

leagues,

teams,

and

competitions

asowners

of

other

smart

home

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byHomematic

owners

inSwitzerland38%19%15%14%12%12%12%12%12%11%11%10%10%9%8%8%8%7%7%6%7%6%6%6%5%5%4%3%3%2%Athletics(track&

field)BasketballCyclingSoccerBoxingMotorsportsAmericanfootballBaseballGymnasticsGolfBrand

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,

Homematic

owners,n=382,

ownersofsmarthome

devices,

n=2423,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

smart

home•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

38%

of

Homematic

owners

think

that

smart

appliances

in

theirhome

can

help

them

save

moneyConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inSwitzerland42%38%35%32%32%31%31%29%28%

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

myhomeenvironmentally

friendly

devices

inmy

home

canSmart

appliancesand

Home

safety

isespeciallyIamworried

thatpeople

canspy

onmethroughmy

devicesIt’stoo

expensive

toconvert

my

homeinto

aSmart

Homeimportant

to

meisimportant

tomehelp

me

save

moneyBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=52,

Homematic

owners,n=597,

ownersofsmarthome

devices,

n=1317,

allrespondentsConsumer

Insights

Global

as

of

September

202356%

of

Homematic

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland56%41%40%26%25%20%

20%17%14%13%12%12%2%1%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=52,

Homematic

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Homematic

owners

think

that

unifying

the

country

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtoHomematic

owners42%39%33%32%32%31%28%27%29%25%24%28%27%25%25%23%21%21%21%21%21%19%18%18%15%13%11%

11%10%9%PovertyEnvironmentImmigrationCivilrightsEducationCrimeClimatechangeDefense

&foreign

affairsRising

prices/inflation/cost

of

livingUnifyingthecountryBrand

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=52,Homematic

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Homematic

owners

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users15%15%17%31%50%4%Category

usersAllrespondents34%33%34%18%17%32%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=52,

Homematic

owners,n=597,

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

touchpointsHomematic

ownersaccess

the

internet

via

a

smart

speaker

more

often

than

theaverage

smart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet89%

89%87%70%69%

69%56%54%54%51%50%50%50%48%47%46%

45%43%40%31%29%28%28%27%25%19%17%SmartphoneLaptopDesktop

PCSmart

TVTabletGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=52,

Homematic

owners,

n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Homematic

owners

tend

to

be

more

active

on

social

media

than

other

ownersof

smart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype51%50%46%40%42%38%42%41%39%40%40%30%40%40%38%36%36%35%29%35%27%35%33%27%27%26%25%22%19%16%9%8%6%5%0%0%Liked

postsbyotherusersFollowedcompaniesSentprivate

Posted

textsFollowedpeoplePostedpictures/videosSharedpostsbyother

usersLikedcompanypostsSharedcompanypostsCommented

Ihaveonly

Ihaven’t

usedmessages/statusupdateson

postsused

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=52,

Homematic

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Homematic

owners

tend

to

go

to

the

movies

more

often

than

ownersof

smarthome

devices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks80%71%70%69%69%67%66%64%63%57%57%55%53%51%48%47%46%43%

43%44%

43%

43%34%41%40%38%32%33%31%22%

22%32%20%Digitalvideo

Digitalmusiccontent

contentRadioMovies

/cinemaDailynewspapersTVMagazinesPodcastsOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand

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=35,

Homematic

owners,n=861,

ownersofsmarthome

devices,n=5951,

all

respondentsConsumer

Insights

Global

as

of

September

2023Homematic

owners

remember

seeing

ads

on

blogs

and

forums

more

oftenthan

other

owners

of

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHomematic

owners

inSwitzerland

havecome

across

digital

advertisinginthepast4weeks48%42%40%42%41%40%39%35%38%37%37%35%33%33%31%31%27%25%29%29%23%22%22%

21%21%20%19%18%15%13%Search

engines

Social

mediaVideo

portalsOnlinestoresEditorialwebsitesandappsMusicportals

Video

streamingservicesWebsitesandappsof

brandsBlogs/forumsNewslettersBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=52,

Homematic

owners,n=597,

ownersofsmarthome

devices,

n=7804,

all

respondentsConsumer

Insights

Global

as

of

September

2023Homematic

owners

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

owners

of

smart

home

devicesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks48%39%48%43%42%42%40%38%36%35%30%

30%35%35%32%32%31%30%30%29%29%28%21%20%OnadvertisingspacesOntheradioInprinteddailynewspapersOnTVInprintedmagazinesandjournalsAtthemovies

By

mailshot

/Directly

inthestore/cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices