墨西哥智能家居品牌Bticino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:

Bticino

owners

inMexicoConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBticino

owners

inMexico:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

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

Bticinoowners

inMexico

(’’brand

users’’)againstMexican

owners

of

smart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

Mexicanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Mexico)•

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

insightsBticino

is

the

eighth

most

owned

smart

home

brand

inMexico

with

Samsung

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

MexicoSamsungLG35%27%Google

NestLenovoPhilips16%15%15%Xiaomi/MiTP-LinkBticino12%11%7%6%5%ADTOsram4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=826,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023The

share

of

owners

of

smart

home

devices

owning

Bticino

grew

by2percentage

points

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

ownersof

smart

homedevicesowningBticino7%6%6%6%6%5%5%5%5%5%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=30

-

56

Bticino

owners,n=622

-

826

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Bticino

owners

in

MexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBticinois

more

popularamongGeneration

Xthanother

smart

homebrands.Career

advancement

is

more

importanttoBticinoowners

thanto

other

ownersof

smart

home

devices.Itstands

out

that73%

ofBticino

ownersthink

thathome

safety

isespeciallyimportant.Bticinoowners

access

the

internet

viaatabletmore

often

thantheaveragesmart

home

device

owner.Bticinois

more

popularamong

maleowners

of

smart

home

devices

thanfemale

owners

ofsmart

home

devices.History

isarelatively

prevalent

interestof

Bticinoowners.32%

ofBticino

owners

are

innovatorsorearly

adoptersof

new

products.Onsocial

media,

Bticinoowners

interactwith

companies

more

often

than

otherowners

of

smart

home

devices.Sportsandfitnessare

relatively

popularhobbiesamong

Bticinoowners.Arelatively

highshare

ofBticinoownersthink

thatgovernment

debtisanissuethatneeds

to

beaddressed.Bticinohasalarger

share

ofownerswith

ahigh

income

than

other

smarthome

brands.Bticinoowners

remember

seeing

adsonsearch

engines

more

often

thanotherowners

of

smart

home

devices.Bticinoowners

aremore

likely

to

liveinmegacities

than

owners

ofsmart

homedevices

ingeneral.6Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Bticino

ismore

popular

among

Generation

X

than

other

smart

home

brandsDemographic

profile:

generationsAgeof

consumersinMexicoBrand

users13%50%36%2%Category

usersAllrespondents31%32%41%41%24%24%4%4%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=56,

Bticino

owners,

n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Bticino

ismore

popular

among

male

ownersof

smart

home

devices

than

femaleowners

of

smart

home

devicesDemographic

profile:

genderGenderofconsumersinMexicoBrand

users70%30%Category

usersAllrespondents52%51%48%49%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Bticino

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinMexico68%54%51%23%22%14%10%9%8%

8%8%6%

6%4%4%2%2%

2%0%

1%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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023Bticino

has

a

larger

share

of

ownerswith

a

high

income

than

other

smart

homebrandsDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users73%18%10%Category

usersAllrespondents36%34%30%33%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=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Bticino

owners

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinMexicolive43%31%

31%26%25%23%20%18%18%8%

8%Multi-generationalfamily7%

7%6%5%5%4%

4%Other4%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

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=56,

Bticinoowners,n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023Bticino

owners

are

more

likely

to

live

in

megacities

than

owners

of

smart

homedevices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico38%34%34%32%21%19%18%18%16%12%

13%10%8%7%6%6%4%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

allrespondentsConsumer

Insights

Global

as

of

September

20237%

of

Bticino

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users7%8%7%88%5%Category

usersAllrespondents88%4%88%5%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=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

more

important

to

Bticino

owners

than

to

other

ownersof

smart

home

devicesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico56%57%56%44%

45%39%39%43%39%38%36%31%30%35%

35%35%31%30%29%28%27%18%15%

15%11%10%9%7%7%6%Anhonest

andrespectable

lifeLearningnew

thingsTobesuccessfulAdvancingmy

careerSafety

andsecurityMaking

myown

decisionsAhappyrelationshipSocial

justiceTraditionsHavingagood

timeBrand

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=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023History

is

a

relatively

prevalent

interest

of

Bticino

ownersConsumer

lifestyle:

main

interestsTop10

interestsofBticinoowners

inMexico66%64%63%60%57%56%50%54%53%46%50%50%50%50%

47%43%48%46%46%46%45%43%40%38%

38%38%34%34%

34%33%Science

&technologyFinance&economyHistoryFood

&diningCareer

&educationHealth

&fitnessSportsTravelMovies,TVshows&musicFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

allrespondentsConsumer

Insights

Global

as

of

September

2023Sports

and

fitness

are

relatively

popular

hobbies

among

Bticino

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBticinoowners

inMexico54%54%52%52%42%43%46%43%46%46%

44%41%45%45%44%43%41%41%40%39%39%38%37%36%33%33%26%25%24%22%Doing

sportsandfitnessOutdooractivitiesTech

/computersTravelingSocializingVideo

gamingCooking/bakingReadingCars/vehiclesGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

allrespondentsConsumer

Insights

Global

as

of

September

2023Bticino

owners

are

more

likely

to

go

cycling

than

the

average

onlinerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBticino

ownersinMexico50%47%44%30%30%29%29%27%27%25%23%22%21%21%19%19%18%14%14%14%14%13%13%12%12%9%8%7%6%5%Running/JoggingFitness,aerobics,cardioSoccerCyclingBasketballHikingAmericanFootball

/FlagFootballBaseball/SoftballYoga

/PilatesSwimming/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=37,

Bticino

owners,n=994,

ownersofsmarthomedevices,

n=6286,

all

respondentsConsumer

Insights

Global

as

of

September

2023Bticino

owners

are

more

likely

to

follow

athletics

(track

&

field)

than

otherowners

of

smart

home

devicesConsumer

lifestyle:

sports

followedTop10

sports

followed

byBticinoownersinMexico74%46%46%39%36%36%36%34%32%31%25%20%19%19%18%18%17%16%16%14%14%12%11%11%9%8%8%8%7%4%SoccerAmericanfootballBoxingBaseballBasketballMotorsportsAthletics(track&

field)TennisMixedMartial

ArtsVolleyballBrand

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=28,

Bticino

owners,n=744,

ownersofsmarthomedevices,

n=4646,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

smart

home•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

73%

of

Bticino

owners

think

that

home

safety

is

especiallyimportantConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inMexico73%57%52%49%48%41%37%

37%30%28%28%27%26%

26%25%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

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=2027,

allrespondentsConsumer

Insights

Global

as

of

September

202332%

of

Bticino

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico40%39%36%32%29%

29%21%18%17%14%12%11%1%1%0%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=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Bticino

owners

think

that

governmentdebt

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

MexicoaccordingtoBticino

owners82%70%

70%64%57%63%55%54%57%54%60%61%57%57%57%58%54%54%54%50%49%

49%43%43%

43%41%40%38%19%

19%CrimeEducationUnemployment

EnvironmentRising

prices/inflation/cost

of

livingEconomicsituationFood

andwater

security

social

securityHealth

andPovertyGovernmentdebtBrand

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=56,Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023Many

Bticino

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users20%36%30%26%14%Category

usersAllrespondents25%32%17%24%30%27%19%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=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBticino

owners

access

the

internet

via

a

tablet

more

often

than

the

averagesmart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMexicouse

regularly

toaccesstheinternet95%90%87%82%75%70%66%60%57%55%54%54%54%50%48%46%46%45%40%39%38%36%34%34%31%25%24%SmartphoneSmart

TVTabletLaptopGaming

consoleCategory

usersDesktop

PCStreaming

device

Smart

speakersSmartwatchBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=56,

Bticino

owners,n=826,

ownersofsmarthomedevices,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Bticino

owners

interact

with

companies

more

often

than

otherowners

of

smart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinMexicobytype79%68%66%60%59%

59%58%61%54%52%55%59%55%54%53%50%37%42%40%46%45%41%40%39%39%28%

28%36%21%

20%10%10%5%1%

1%0%Sentprivate

Liked

postsFollowedpeopleCommentedon

postsPostedpictures/videosPosted

texts/statusSharedpostsbyother

usersLikedcompanypostsSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedmessagesbyotheruserscompanies

used

social

social

mediaupdatesmediapassivelyBrand

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=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023Bticino

owners

tend

to

read

online

magazines

more

often

than

owners

of

smarthome

devices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinMexicohavebeen

using

inthepast4weeks91%83%81%86%84%83%81%80%66%75%71%70%69%66%64%63%57%54%51%51%46%45%44%43%31%30%28%26%

26%26%17%5%4%Digitalvideo

Onlinenewscontent

websitesTVDigitalmusiccontentMovies

/cinemaRadioPodcastsOnlinemagazinesMagazinesDailyWeeklynewspapers

newspapersBrand

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,

Bticino

owners,n=931,

ownersofsmarthome

devices,

n=6058,all

respondentsConsumer

Insights

Global

as

of

September

2023Bticino

owners

remember

seeing

ads

on

search

engines

more

often

than

otherowners

of

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBticinoowners

inMexico

havecome

across

digital

advertisinginthe

past

4weeks60%63%61%59%59%58%57%51%48%52%52%52%48%48%42%41%40%38%36%36%35%34%32%31%30%31%28%

29%25%25%Video

portalsWebsitesandappsof

brandsOnlinestores

Video

streaming

Social

mediaMusicportals

Searchengines

Video

gamesCategory

users

AllrespondentsEditorialwebsitesandappsOtherappsservicesBrand

users30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=56,

Bticino

owners,n=826,

ownersofsmarthome

devices,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

September

2023Bticino

owners

remember

ads

they

saw

in

printed

magazines

and

journals

moreoften

than

other

ownersof

smart

home

devicesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks61%59%58%56%55%45%52%48%44%44%42%41%36%28%

28%27%25%24%22%

21%22%

22%18%17%OnTVDirectly

inthestoreOnadvertisingspacesInprintedmagazinesandjournalsInprinteddailynewspapersOntheradioBy

mailshot

/

Atthemoviesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pic