西班牙耳机品牌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&BRANDSHeadphones:

LG

users

in

SpainConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofLG

users

inSpain:who

theyare;

what

theylike;

what

they

think;

and

how

toreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

LGusers

inSpain

(’’brand

users’’)

againstSpanishheadphoneusers

ingeneral

(’’categoryusers’’),

and

the

overall

Spanishonliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Spain)•

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

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsLG

is

the

sixth

most

used

headphone

brand

in

Spain

with

Apple

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

headphonebrandsin

SpainAppleSamsungSony22%16%9%JBL8%Energy

SistemLG6%5%PhilipsJVC5%4%4%BeatsLogitech3%4Notes:"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=1369,

headphone

usersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

headphone

users

using

LG

stayed

the

same

since

Q2

of

2022Management

summary:

brandusagetimelineTimeline

of

headphone

usersusing

LG5%5%5%5%5%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=38

-

74

LGusers,n=728

-

1413

headphone

usersConsumer

Insights

Global

as

of

August

2023Sources:LG

users

in

SpainManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLGis

more

popularamong

Generation

X

Ahappy

relationship

isless

important

to

Itstands

out

that30%

ofLGusers

sayLGusers

access

theinternet

viaagamingconsole

less

often

thantheaverage

headphoneuser.thanother

headphonebrands.LGusers

than

toother

headphoneusers.thatelectronics

areastatussymbol

forthem.Compared

tootherheadphone

brands,LGhasarelatively

highshareof

femaleusers.Family

andparentingarerelativelyprevalent

interests

of

LGusers.44%

ofLG

users

areinthe

early

majority

LGusers

tendtolikepostsbyotherof

innovationadopter

types.users

lessoften

thanotherheadphoneusers.LGhasalarger

shareof

userswith

amedium

household

income

than

otherheadphonebrands.Petsarearelatively

popularhobbyamong

LGusers.Arelatively

highshare

ofLGusersthinkthatimmigration

is

anissue

thatneedstobeaddressed.LGusers

remember

seeing

adsinappsless

often

thanother

headphoneusers.LGusers

are

more

likely

toliveincitieswith

over

1million

inhabitants

thantheaverage

onliner.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+LG

is

more

popular

among

Generation

X

than

other

headphone

brandsDemographic

profile:

generationsAgeof

consumersinSpainBrand

users14%34%44%8%9%Category

usersAllrespondents17%36%38%16%33%40%11%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=73,

LGusers,n=1369,

headphone

users,n=12162,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

headphone

brands,

LG

has

a

relatively

high

share

of

femaleusersDemographic

profile:

genderGenderofconsumersinSpainBrand

users44%56%Category

usersAllrespondents50%50%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

are

your

personalheadphones?";

Multi

Pick;Base:

n=73,

LGusers,n=1369,headphone

users,n=12162,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202341%

of

LG

users

have

an

upper

secondary

education

with

the

permission

to

goto

universityDemographic

profile:

educationConsumer’s

level

of

educationinSpain41%33%30%25%24%18%15%

15%15%14%12%11%12%11%8%3%3%

3%2%2%1%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

brand

are

your

personalheadphones?";

Multi

Pick;

Base:

n=73,

LGusers,

n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

has

a

larger

share

of

users

with

a

medium

household

income

than

otherheadphone

brandsDemographic

profile:

incomeShare

ofconsumersinSpain

inthehigh,

middle,

andlow

thirdsofmonthly

household

gross

incomeBrand

users22%43%35%Category

usersAllrespondents37%32%31%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

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=73,

LGusers,n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

headphone

users,

LG

users

are

relatively

likely

to

live

in

asingle

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSpain

live35%34%34%26%24%21%17%16%15%11%10%10%9%7%7%6%5%4%4%3%3%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;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;

Base:

n=73,

LGusers,n=1369,

headphoneusers,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

than

theaverage

onlinerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSpain34%34%27%26%

26%

26%21%21%17%17%17%15%8%7%5%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandareyourpersonalheadphones?";

Multi

Pick;Base:n=73,LGusers,n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

LG

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSpainBrand

users10%8%84%88%7%Category

usersAllrespondents4%8%88%5%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

areyourpersonalheadphones?";

Multi

Pick;Base:

n=73,

LGusers,n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

LG

users

than

to

other

headphoneusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSpain59%60%58%52%

52%41%41%34%

34%31%29%34%33%32%27%31%30%27%27%18%21%21%19%19%19%18%14%7%5%

6%Anhonest

andrespectable

lifeAhappyrelationshipMaking

myown

decisionsAdvancingmy

careerHavingagood

timeLearningnew

thingsSafety

andsecurityTobesuccessful

Social

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=73,

LGusers,n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

LG

usersConsumer

lifestyle:

main

interestsTop10

interestsofLGusersinSpain66%62%58%56%55%54%50%49%48%47%47%43%42%37%38%40%40%36%32%37%36%36%35%31%29%33%32%32%28%27%TravelFood

&diningMovies,TVshows&musicHistoryScience

&technologyFashion&beautyHealth

&fitnessFamily

&parentingFinance&economyPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:

n=73,

LGusers,n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023Pets

are

a

relatively

popular

hobby

among

LG

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofLGusersinSpain61%56%57%54%49%49%47%47%44%44%43%38%44%42%42%41%40%37%37%37%35%30%34%33%33%32%32%28%27%24%TravelingOutdooractivitiesReadingPetsSocializingDoing

sportsandfitnessCooking/bakingTech

/computersVideo

gamingPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

areyourpersonalheadphones?";

Multi

Pick;Base:

n=73,

LGusers,n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

users

are

more

likely

to

play

basketball

than

other

headphone

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofLGusersinSpain25%

25%23%22%20%19%18%17%16%16%16%16%16%14%13%14%13%12%10%10%10%9%9%8%8%7%6%5%2%2%HikingFitness,aerobics,cardioBasketballCyclingRunning/JoggingSoccerYoga

/PilatesDancingSwimming/DivingGolfBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=44,

LGusers,n=834,

headphone

users,n=6474,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

LG

users

follow

rugby

teams

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byLGusersinSpain39%34%29%23%23%20%20%16%14%13%12%11%11%11%8%7%7%6%6%5%

5%5%5%4%4%3%3%3%

3%2%SoccerBasketballMotorsportsTennisCyclingBoxingAthleticsGymnasticsHandballRugby(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

are

your

personalheadphones?";

Multi

Pick;

Base:

n=23,

LGusers,

n=621,

headphone

users,n=4935,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

30%

of

LG

users

say

that

electronics

are

a

status

symbol

forthemConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inSpain50%49%47%45%41%37%37%36%31%30%29%

29%26%19%18%Iwould

love

tocontrol

my

home

viasmartphone

or

voiceIcould

notlivewithoutmy

smartphoneIwant

the

bestaudioandcinematicexperience

from

allmy

devicesElectronics

areastatussymbol

formeIbuynew

electronics,even

when

myoldmodel

stillworksBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

are

your

personalheadphones?";

Multi

Pick;

Base:

n=73,LGusers,

n=1369,

headphone

users,

n=2025,

all

respondentsConsumer

Insights

Global

as

of

August

202344%

of

LG

users

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSpain44%40%39%31%29%25%19%18%

18%13%10%10%3%Innovators2%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

areyourpersonalheadphones?";

Multi

Pick;Base:n=73,

LGusers,n=1369,

headphone

users,n=12162,

allrespondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

LG

users

think

that

immigration

is

an

issue

that

needsto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Spain

accordingtoLGusers67%62%68%64%66%64%63%63%60%60%59%58%53%49%56%53%52%48%44%49%49%42%41%37%36%33%39%38%35%32%Health

andsocial

securityUnemploymentHousingEducationPovertyEconomicsituationRising

prices/inflation/cost

of

livingImmigrationEnvironment

ClimatechangeBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;Base:n=73,

LGusers,n=1369,headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

users

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSpainBrand

users34%34%33%30%29%7%Category

usersAllrespondents28%27%26%11%28%13%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

brand

are

yourpersonalheadphones?";

Multi

Pick;Base:

n=73,

LGusers,n=1369,

headphone

users,

n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLG

users

access

the

internet

via

a

gaming

console

less

often

than

the

averageheadphone

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSpain

use

regularly

toaccesstheinternet93%

94%91%78%77%74%73%71%67%61%58%56%49%47%47%46%42%39%38%37%36%35%34%33%31%30%29%SmartphoneLaptopSmart

TVTabletDesktop

PCSmart

speakers

Gaming

console

Streaming

deviceAllrespondentsSmartwatchBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

areyourpersonalheadphones?";

Multi

Pick;Base:

n=73,

LGusers,n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

users

tend

to

likeposts

by

other

users

less

often

than

other

headphoneusersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSpain

by

type67%64%64%58%58%57%53%52%52%51%51%51%48%48%46%45%44%41%35%36%31%31%30%25%27%26%18%21%16%15%11%9%

10%5%3%

3%SentprivatemessagesFollowedpeopleLiked

posts

CommentedPostedpictures/videosLikedcompanypostsSharedpostsbyother

usersPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

areyourpersonalheadphones?";

Multi

Pick;Base:n=73,

LGusers,n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

users

tend

to

read

online

magazines

less

often

than

headphone

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSpain

havebeen

using

inthe

past

4weeks92%

90%86%81%

81%71%75%73%70%66%62%

58%62%59%58%59%51%50%43%42%39%36%31%30%

29%

29%28%27%27%22%7%7%5%TVDigitalvideocontentMovies

/cinemaRadioOnlinenews

DigitalmusicPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspaperswebsitescontentBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandareyourpersonalheadphones?";

Multi

Pick;Base:n=37,

LGusers,n=684,

headphone

users,n=6073,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

users

remember

seeing

ads

in

apps

less

often

than

other

headphone

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereLGusersinSpain

havecome

across

digitaladvertisinginthepast4weeks58%55%46%45%45%44%35%41%40%34%40%38%37%34%30%36%31%30%29%27%27%27%26%25%25%25%23%23%22%21%Video

portalsOnlinestores

Video

streaming

Social

media

Search

enginesservicesWebsitesandappsof

brandsEditorialwebsitesandappsVideo

gamesOtherappsMusicportalsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

are

your

personalheadphones?";

Multi

Pick;

Base:n=73,

LGusers,n=1369,

headphone

users,n=12162,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

users

remember

ads

they

saw

in

printed

magazines

and

journals

less

oftenthan

other

headphone

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSpainhave

come

across

non-digital

advertisinginthepast4weeks68%66%64%44%41%

41%38%38%36%35%33%33%32%32%31%26%25%22%22%20%19%19%19%15%OnTVBy

mailshot

/

OnadvertisingDirectly

inthestoreOntheradioAtthemovies/cinemaInprinteddailynewspapersInprintedmagazinesandjournalsadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

are

yourpersonal

headphones?";

Multi

Pick;

Base:n=73,

LGusers,n=1369,

headphone

users,n=12162,

allrespondentsConsumer

Insights

Global

as

of

August

2023CONSUMER

INSIGHTSUnderstand

w