美国智能家居品牌Wink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:

Wink

owners

inthe

United

StatesConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofWinkowners

intheUnitedStates:

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

Winkowners

inthe

UnitedStates(’’brandusers’’)

againstU.S.

owners

of

smart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

U.S.

onliner,labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theUnited

States)•

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

insightsWink

ranks

outside

the

top

10

of

most

owned

smart

home

brands

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

theU.S.AT&TSamsungRing34%21%18%17%17%Google

NestADTAppleHomeKitAPhilips14%10%10%Belkin8%8%Bosch4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=2302,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Wink

owners

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsWinkismore

popularamong

Millennials

Success

and

career

advancement

areItstands

out

that57%

ofWinkownersthink

it’simportant

to

make

theirhomeenvironmentally

friendly.Winkowners

access

theinternet

viaasmartwatch

more

often

thantheaverage

smart

home

device

owner.thanother

smart

home

brands.relatively

important

to

Winkowners.Winkismore

popularamong

maleowners

of

smart

home

devices

thanfemale

owners

ofsmart

home

devices.Science

andtechnology

are

relativelyprevalent

interests

of

Winkowners.50%

ofWinkowners

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

Winkowners

interactwith

companies

more

often

than

otherowners

of

smart

home

devices.Tech

or

computers

arerelativelyWinkhasalarger

shareof

owners

withahighincome

than

other

smart

homebrands.popularhobbiesamong

Wink

owners.Arelatively

highshare

ofWinkownersthink

thatterrorism

isanissuethatneeds

to

beaddressed.Winkowners

remember

seeing

adsinnewsletters

more

often

thanotherowners

of

smart

home

devices.Winkowners

are

more

likely

to

live

incitiesandurbanareas

than

owners

ofsmart

home

devices

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Wink

ismore

popular

among

Millennials

than

other

smart

home

brandsDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users17%57%24%2%Category

usersAllrespondents23%39%27%12%13%22%37%29%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Wink

ismore

popular

among

male

ownersof

smart

home

devices

than

femaleowners

of

smart

home

devicesDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users59%41%Category

usersAllrespondents51%50%49%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Wink

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%37%34%28%24%23%17%17%16%13%12%9%7%6%6%3%3%3%2%0%

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=58,

Wink

owners,

n=2302,

ownersofsmarthome

devices,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Wink

has

a

larger

share

of

ownerswith

a

high

income

than

other

smart

homebrandsDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users66%11%23%Category

usersAllrespondents37%34%28%33%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=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Wink

owners

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live45%27%24%20%

20%19%17%15%14%12%12%11%10%10%9%8%7%7%5%5%

4%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=58,

Winkowners,n=2302,

ownersofsmarthome

devices,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Wink

owners

are

more

likely

to

live

in

cities

and

urban

areas

than

owners

ofsmart

home

devices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.32%28%27%25%23%23%19%19%17%16%14%12%11%8%

8%7%7%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

allrespondentsConsumer

Insights

Global

as

of

September

202314%

of

Wink

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users14%84%2%Category

usersAllrespondents11%85%4%11%85%4%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=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,n=60072,

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

Wink

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.55%50%

51%48%47%42%39%39%

39%36%34%28%33%31%25%30%

30%29%29%28%25%24%13%12%16%15%14%14%13%12%TobesuccessfulAdvancingmy

careerAhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsSafety

andsecurityMaking

myown

decisionsTraditionsSocial

justiceBrand

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=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Science

and

technology

are

relatively

prevalent

interests

of

Wink

ownersConsumer

lifestyle:

main

interestsTop10

interestsofWinkownersintheU.S.57%

53%51%50%48%48%44%41%47%43%41%41%41%40%35%34%33%32%31%31%29%29%27%27%27%26%25%24%23%22%Movies,TVshows&musicHealth

&fitnessFood

&diningScience

&technologyTravelFashion&beautyHome

&gardenPolitics&societyandcurrentworld

eventsSportsReligion

&spiritualityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

allrespondentsConsumer

Insights

Global

as

of

September

2023Tech

or

computers

are

relatively

popular

hobbies

among

Wink

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofWinkownersintheU.S.52%50%47%45%41%43%41%40%40%35%38%36%35%34%34%33%33%31%31%29%27%27%26%25%21%21%20%19%19%19%Video

gamingSocializingOutdooractivitiesTech

/computersTravelingCooking/bakingPhotographyDIYandarts&craftsPetsCars/vehiclesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

allrespondentsConsumer

Insights

Global

as

of

September

2023Wink

owners

are

more

likely

to

play

cricket

than

other

owners

of

smart

homedevicesConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofWinkowners

intheU.S.34%33%28%27%26%26%24%24%23%22%22%21%21%21%20%20%20%15%14%12%13%11%10%10%10%9%9%8%7%4%AmericanFootball

/FlagFootballCricketBaseball/SoftballCyclingBasketballFitness,aerobics,cardioDancingHikingHunting/FishingYoga

/PilatesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=28,

Wink

owners,n=3347,

ownersofsmarthomedevices,

n=22143,

all

respondentsConsumer

Insights

Global

as

of

September

2023Wink

owners

are

more

likely

to

follow

cricket

than

other

ownersof

smart

homedevicesConsumer

lifestyle:

sports

followedTop10

sports

followed

byWink

owners

intheU.S.45%35%29%29%28%22%22%22%21%21%19%17%17%17%15%15%16%15%13%Golf12%9%9%7%8%6%5%4%4%4%2%AmericanfootballBasketballBaseballCricketSoccerBoxingMotorsportsTennisAthletics(track&

field)Brand

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=24,

Wink

owners,

n=2591,

ownersofsmarthomedevices,

n=17395,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

smart

home•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

57%

of

Wink

owners

think

it

’s

important

to

make

their

homeenvironmentally

friendlyConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

U.S.60%57%47%47%43%41%38%29%28%

28%26%26%

25%25%22%Home

safety

isespeciallyimportant

to

meMaking

myhomeSmart

appliancesandIamworried

thatIt’stoo

expensive

toconvert

my

homeinto

aSmart

Homeenvironmentally

friendly

devices

inmy

home

can

people

canspy

onmeisimportant

tomehelp

me

save

moneythroughmy

devicesBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=10011,

allrespondentsConsumer

Insights

Global

as

of

September

202350%

of

Wink

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.47%38%37%31%26%25%24%23%14%14%12%5%3%2%1%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=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Wink

owners

think

that

terrorism

is

an

issue

that

needsto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

Wink

owners52%

53%42%42%45%40%43%43%43%42%42%36%36%40%40%40%36%36%36%35%34%33%31%31%

30%30%28%

28%21%20%EducationCrimeEconomicsituationHealth

andsocial

securityClimatechangeTerrorismPovertyRising

prices

Unemployment

Immigration/inflation/cost

of

livingBrand

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=58,Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Wink

owners

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users21%21%21%19%55%36%5%Category

usersAllrespondents27%28%15%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=58,

Wink

owners,n=2302,

ownersofsmarthome

devices,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsWink

owners

access

the

internet

via

a

smartwatch

more

often

than

the

averagesmart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet90%89%88%71%65%61%62%60%60%60%60%57%57%57%50%48%46%39%38%37%35%35%33%30%29%26%26%SmartphoneLaptopTabletDesktop

PCBrand

usersGaming

consoleCategory

usersSmart

TVSmartwatchStreaming

device

Smart

speakersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=58,

Wink

owners,n=2302,

ownersofsmarthomedevices,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Wink

owners

interact

with

companies

more

often

than

otherowners

of

smart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype62%59%48%56%55%

53%49%52%53%53%53%50%50%49%46%42%48%45%43%43%39%38%36%33%30%27%25%22%18%16%9%8%7%8%6%0%Posted

texts/statusFollowedpeopleSentprivate

Commentedmessages

on

postsLikedcompanypostsPostedpictures/videosSharedpostsbyother

usersLiked

postsbyotherusersSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedcompanies

used

social

social

mediaupdatesmediapassivelyBrand

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=58,

Wink

owners,n=2302,

ownersofsmarthomedevices,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Wink

owners

tend

to

read

magazines

more

often

than

owners

of

smart

homedevices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks88%79%73%70%

71%71%69%54%67%67%54%64%55%64%55%54%50%48%47%45%38%33%40%37%34%30%28%27%25%19%17%15%14%DigitalvideocontentTVMagazinesDigitalmusiccontentMovies

/cinemaRadioDailynewspapersPodcastsOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

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=58,

Wink

owners,n=4289,

ownersofsmarthome

devices,

n=30180,all

respondentsConsumer

Insights

Global

as

of

September

2023Wink

owners

remember

seeing

ads

in

newsletters

more

often

than

otherowners

of

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereWinkownersintheU.S.

havecome

across

digitaladvertisinginthepast4weeks60%52%48%48%48%47%46%45%44%43%41%41%40%39%37%37%35%34%31%30%28%27%24%22%16%14%13%12%11%11%Video

portalsSocial

media

Search

engines

Video

games

Video

streaming

MusicportalsservicesNewslettersEditorialwebsitesandappsBlogs/forumsWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=58,

Wink

owners,n=2302,

ownersofsmarthomedevices,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

September

2023Wink

owners

remember

ads

they

saw

in

printed

magazines

and

journals

moreoften

than

other

ownersof

smart

home

devicesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks57%53%50%50%47%47%47%36%41%31%41%34%40%35%34%33%33%29%21%20%19%18%17%16%OnTVDirectly

inthestoreInprintedmagazinesandjournalsAtthemovies

Onadvertising

By

mailshot

/OntheradioInprinteddailynewspapers/cinemaspacesadvertisingmailon

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=58,

Wink

owners,n=2302,

ownersofsmarthom