日本松下冰箱panasonic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&BRANDSRefrigerators:

Panasonic

ownersin

JapanConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPanasonicowners

inJapan: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

tobenchmark

Panasonicowners

inJapan(’’brandusers’’)againstJapaneserefrigerator

owners

ingeneral(’’category

users’’),

and

theoverall

Japanese

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Japan)•

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

insightsPanasonic

ranks

second

among

refrigerator

brands

in

JapanManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinJapanHitachiPanasonicMitsubishiAqua32%20%8%3%3%2%2%1%HaierHisenseSanyoIRIS

OHYAMAA-stage

0%MAXZEN

0%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=469,

refrigerator

ownersSources:Consumer

Insights

Global

as

of

August

2023Panasonic

owners

in

JapanManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsPanasonicismore

popularamongGeneration

Xthanother

refrigeratorbrands.Being

successful

isless

important

toPanasonicowners

than

tootherrefrigerator

owners.14%

ofPanasonicowners

statethatthey

would

love

tocontrol

theirhomeviasmartphone

or

voice.Panasonicowners

access

theinternetviaasmart

TVmore

often

thantheaverage

refrigerator

owner.Compared

tootherrefrigerator

brands,Panasonichasarelatively

highshareoffemale

owners.Traveling

isarelatively

prevalentinterest

of

Panasonicowners.29%

ofPanasonicowners

areintheearly

majority

ofinnovation

adoptertypes.Only24%

of

Panasonicowners

sendprivatemessages.Traveling

isarelatively

popularhobbyamong

Panasonicowners.Panasonicowners

remember

seeingadsinonlinestores

more

often

thanother

refrigerator

owners.Panasonichasalarger

shareof

ownerswith

ahigh

income

than

otherrefrigerator

brands.Arelatively

highshare

ofPanasonicowners

thinkthattheenvironment

isanissuethatneedstobeaddressed.Panasonicowners

are

more

likely

to

liveinmegacities

than

refrigerator

ownersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Panasonic

is

more

popular

among

GenerationX

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinJapanBrand

users8%34%47%11%11%10%Category

usersAllrespondents15%17%33%41%33%40%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

refrigerator

brands,

Panasonic

has

a

relatively

high

share

offemale

ownersDemographic

profile:

genderGenderofconsumersinJapanBrand

users43%57%Category

usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=95,Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202344%

of

Panasonic

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinJapan39%36%36%35%34%33%20%18%

18%6%5%5%4%4%3%1%

1%

1%0%

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;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=95,

Panasonic

owners,

n=469,

refrigerator

owners,

n=3050,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Panasonic

has

a

larger

share

of

owners

with

a

high

income

than

otherrefrigerator

brandsDemographic

profile:

incomeShare

ofconsumersinJapan

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users42%37%21%Category

usersAllrespondents33%33%38%29%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;Single

Pick;Base:n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

refrigerator

owners,

Panasonic

owners

are

relatively

likely

tolive

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinJapanlive34%29%27%24%24%23%23%20%17%16%

16%12%7%7%6%4%4%3%2%1%

1%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=95,

Panasonicowners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Panasonic

owners

are

more

likely

to

live

in

megacities

than

refrigerator

ownersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinJapan36%36%35%24%23%19%17%17%14%14%13%12%11%10%10%4%

4%1%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;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

20237%

of

Panasonic

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinJapanBrand

users7%86%6%6%Category

users

4%Allrespondents

4%90%88%8%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

less

important

to

Panasonic

owners

than

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinJapan77%77%74%56%57%54%53%

47%45%36%38%37%25%27%20%26%22%20%21%18%14%8%7%

7%6%7%6%

6%6%4%Havingagood

timeAhappyrelationshipSafety

andsecurityMaking

myown

decisions

respectable

lifeAnhonest

andLearningnew

thingsTobesuccessfulAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

prevalent

interest

of

Panasonic

ownersConsumer

lifestyle:

main

interestsTop10

interestsofPanasonic

ownersinJapan47%45%41%43%

41%39%42%38%38%34%32%31%28%27%26%24%22%25%26%25%24%21%24%22%21%20%18%16%14%14%TravelFood

&diningMovies,TVshows&musicFashion&beautyHealth

&fitnessSportsFinance&economyHistoryPolitics&societyandcurrentworld

eventsFamily

&parentingBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

popular

hobby

among

Panasonic

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPanasonic

ownersinJapan44%35%33%23%23%21%23%22%18%17%20%19%19%16%15%17%14%18%18%18%15%14%13%12%12%11%11%10%9%

9%TravelingReadingCooking/bakingCars/vehiclesPetsPhotographyTech

/computersVideo

gamingDoing

sportsandfitnessGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

20236%

of

Panasonic

owners

regularly

do

fitness,

aerobics,

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPanasonic

ownersinJapan6%6%6%6%5%5%5%5%4%4%4%3%3%3%3%3%3%2%2%2%2%2%2%2%2%2%2%1%1%1%Fitness,aerobics,cardioGolfRunning/JoggingSwimming/DivingBadmintonCyclingHunting/FishingBaseball/SoftballBasketballDancingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=16,

Panasonic

owners,n=87,

refrigerator

owners,n=563,

allrespondentsConsumer

Insights

Global

as

of

August

2023Panasonic

owners

are

more

likely

to

follow

baseball

than

other

refrigeratorownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byPanasonic

owners

inJapan23%18%16%15%10%9%8%7%6%6%5%4%4%4%4%4%4%3%3%3%3%3%3%3%3%3%

2%2%2%1%BaseballSoccerGolfRugbySwimming/divingTennisTabletennisAthletics(track&

field)BasketballBoxingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

inyour

household?’’;

Single

Pick;

Base:

n=26,

Panasonic

owners,

n=111,

refrigerator

owners,

n=676,all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2014%

of

Panasonic

owners

state

that

they

would

love

to

control

their

home

viasmartphone

or

voiceConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inJapan61%

61%59%14%13%

13%11%

11%11%9%9%9%

10%

10%8%Icould

notlivewithoutmy

smartphoneIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksIwant

thebestaudioandcinematicexperience

from

allmy

devicesElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=95,

Panasonic

owners,

n=469,

refrigerator

owners,

n=504,

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

Panasonic

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinJapan50%50%47%29%27%25%21%20%18%5%3%3%0%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=95,

Panasonic

owners,n=469,

refrigeratorowners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Panasonic

owners

think

that

the

environment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Japan

accordingtoPanasonic

owners61%52%55%51%49%48%41%36%34%

31%28%33%32%

31%28%26%32%31%

28%25%31%

26%24%28%25%22%20%

21%21%20%Rising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityEnvironmentPovertyDefense

&foreign

affairsClimatechangeCrimeEducationFood

andwater

securityBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=95,Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Panasonic

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinJapanBrand

users7%8%61%58%11%21%22%Category

usersAllrespondents12%11%52%13%23%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;"What

brand

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsPanasonic

ownersaccess

the

internet

via

a

smart

TV

more

often

than

theaverage

refrigerator

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinJapanuseregularlyto

accesstheinternet91%

91%88%46%47%45%26%25%22%22%21%21%16%16%13%12%11%8%8%8%8%8%6%6%6%5%4%SmartphoneLaptopTabletDesktop

PCBrand

usersGaming

consoleCategory

usersSmart

TVSmartwatchStreaming

device

Smart

speakersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Only

24%

of

Panasonic

owners

send

private

messagesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinJapan

by

type26%25%28%27%24%27%26%25%21%24%24%22%21%19%21%16%16%16%15%17%16%12%15%10%13%12%11%11%11%10%9%9%9%6%

6%5%Liked

postsbyotherusersFollowedpeopleSentprivate

Commentedmessages

on

postsLikedcompanypostsPostedpictures/videosFollowedcompaniesPosted

texts/statusSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Panasonic

owners

tend

to

watch

TV

more

often

than

refrigerator

owners

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinJapanhave

been

using

inthepast4weeks89%81%76%46%43%42%42%38%34%27%

26%26%26%

26%25%25%

20%Daily24%22%24%

23%22%22%20%19%

15%14%12%9%

9%6%6%5%TVDigitalvideo

Onlinenewscontent

websitesRadioDigitalmusiccontentMagazinesMovies

/cinemaOnlinemagazinesPodcastsWeeklynewspapersnewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Panasonic

owners

remember

seeing

ads

in

online

storesmore

often

than

otherrefrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePanasonic

ownersinJapanhave

come

across

digital

advertisinginthepast4weeks40%39%35%33%

30%29%28%27%26%26%24%24%24%23%20%17%18%15%16%16%16%15%14%14%

14%12%12%10%9%9%Search

engines

Social

mediaOnlinestoresEditorialwebsitesandappsVideo

portalsNewsletters

Video

streamingservicesOtherappsBlogs/forumsVideo

gamesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as

of

August

2023Panasonic

owners

remember

ads

they

saw

on

TV

more

often

than

otherrefrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinJapanhavecome

across

non-digital

advertisinginthepast4weeks76%65%57%33%32%31%21%

21%18%18%16%

16%

16%14%

14%

15%

15%

14%

15%13%

13%8%

9%

9%OnTVDirectly

inthestoreBy

mailshot

/

OnadvertisingOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=95,

Panasonic

owners,n=469,

refrigerator

owners,n=3050,

all

respondentsConsumer

Insights

Global

as