德国智能家居品牌小米xiaomi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:

Xiaomi/Mi

ownersin

GermanyConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofXiaomi/Mi

owners

inGermany:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

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

Xiaomi/Mi

owners

inGermany

(’’brandusers’’)

againstGerman

owners

ofsmart

home

devicesingeneral

(’’category

users’’),

and

theoverall

Germanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

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

insightsXiaomi/Mi

ranks

outside

the

top

10

of

most

ownedsmart

home

brandsinGermanyManagement

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

GermanyPhilipsSamsungBosch23%22%22%Google

NestD-Link13%12%HomematicTelekomTP-Link8%8%7%7%7%GiraIkea

Trådfri4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=1120,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Xiaomi/Miowners

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsXiaomi/Mi

ismore

popularamongMillennials

thanother

smart

homebrands.Making

theirown

decisions

islessimportant

to

Xiaomi/Mi

owners

than

toother

owners

of

smart

home

devices.Itstands

out

that46%

ofXiaomi/Miowners

thinkthatsmart

appliancesintheirhome

canhelp

themsavemoney.Xiaomi/Mi

owners

access

theinternetviaasmart

speaker

more

often

thantheaverage

smart

home

device

owner.Xiaomi/Mi

ismore

popularamong

male

Vehicles

andmobility

arerelativelyowners

of

smart

home

devices

thanfemale

owners

ofsmart

home

devices.31%

ofXiaomi/Mi

owners

areinnovators

Onsocial

media,

Xiaomi/Mi

ownersprevalent

interests

of

Xiaomi/Mi

owners.

or

early

adopters

ofnew

products.

interact

with

companies

more

oftenthan

other

owners

of

smart

homeGardening

andplants

are

relativelypopularhobbiesamong

Xiaomi/Miowners.Arelatively

highshare

ofXiaomi/Miowners

thinkthateducation

isanissuethatneeds

to

beaddressed.devices.Xiaomi/Mi

hasalarger

shareof

ownerswith

ahigh

income

than

other

smarthome

brands.Xiaomi/Mi

owners

remember

seeing

adsinvideo

gamesmore

often

thanotherowners

of

smart

home

devices.Xiaomi/Mi

owners

are

more

likely

toliveinlargecities

than

owners

of

smarthome

devices

ingeneral.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Xiaomi/Mi

is

more

popular

among

Millennials

than

other

smart

home

brandsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users22%43%26%9%Category

usersAllrespondents19%36%32%12%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Xiaomi/Mi

is

more

popular

among

male

owners

of

smart

home

devices

thanfemale

ownersof

smart

home

devicesDemographic

profile:

genderGenderofconsumersinGermanyBrand

users68%32%Category

usersAllrespondents52%50%48%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

September

202337%

of

Xiaomi/Mi

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%

31%

31%25%23%18%18%17%15%15%13%12%12%11%10%8%2%

2%Bachelor

degree

Master

degree

Doctoral

degree2%1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(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=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Xiaomi/Mi

has

a

larger

share

of

owners

with

a

high

income

than

other

smarthome

brandsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users61%19%19%Category

usersAllrespondents36%32%32%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=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Xiaomi/Miowners

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live32%29%29%28%26%24%23%20%17%11%10%9%9%7%7%6%3%

3%Other2%

2%Multi-generationalfamily2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=65,Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Xiaomi/Miowners

are

more

likely

to

live

in

large

cities

than

owners

of

smarthome

devices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany35%26%26%26%25%24%22%21%18%16%16%12%

12%12%8%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

allrespondentsConsumer

Insights

Global

as

of

September

20236%

of

Xiaomi/Miowners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users6%7%7%88%85%84%6%Category

usersAllrespondents8%9%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=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedMakingtheir

own

decisions

is

less

important

to

Xiaomi/Mi

owners

than

to

otherowners

of

smart

home

devicesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany54%53%51%48%40%42%42%42%41%37%36%36%35%36%30%29%29%29%25%

21%20%20%23%20%11%12%11%11%

10%6%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecuritySocial

justiceHavingagood

timeMaking

myown

decisionsTobesuccessfulLearningnew

thingsTraditionsAdvancingmy

careerBrand

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=65,

Xiaomi/Miowners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

Xiaomi/Mi

ownersConsumer

lifestyle:

main

interestsTop10

interestsofXiaomi/Mi

owners

inGermany51%49%49%48%48%42%42%46%45%45%45%

41%40%45%45%42%42%42%37%36%34%31%32%31%30%28%28%27%27%24%Career

&educationScience

&technologyVehicles

&mobilityHome

&gardenFinance&economyFood

&diningHealth

&fitnessMovies,TVshows&musicTravelSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=65,

Xiaomi/Mi

owners,

n=1120,

ownersofsmarthome

devices,

n=35994,

allrespondentsConsumer

Insights

Global

as

of

September

2023Gardening

and

plants

are

relatively

popular

hobbies

among

Xiaomi/MiownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofXiaomi/Mi

owners

inGermany55%54%48%46%

47%46%42%42%43%43%43%42%40%40%37%

33%32%36%37%

36%34%34%31%30%

30%28%25%

25%19%17%SocializingOutdooractivitiesGardeningandplantsTech

/computersDoing

sportsandfitnessTravelingCooking/bakingDIYandarts&craftsPetsCars/vehiclesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

allrespondentsConsumer

Insights

Global

as

of

September

2023Xiaomi/Miowners

are

more

likely

to

go

cycling

than

the

average

onlinerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofXiaomi/Mi

ownersinGermany45%42%40%34%32%29%29%29%28%25%23%21%20%18%18%18%17%18%18%17%15%14%15%15%12%9%9%8%6%5%CyclingRunning/JoggingSwimming/DivingHikingFitness,aerobics,cardioBasketballDancingSoccerBadmintonYoga

/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=40,

Xiaomi/Mi

owners,n=2680,

ownersofsmarthomedevices,

n=17984,

all

respondentsConsumer

Insights

Global

as

of

September

2023Xiaomi/Miowners

are

more

likely

to

follow

basketball

than

the

average

onlinerConsumer

lifestyle:

sports

followedTop10

sports

followed

byXiaomi/Mi

ownersinGermany55%26%24%19%18%16%16%15%15%15%12%12%11%11%11%11%9%9%9%8%7%7%7%6%6%6%6%5%4%2%SoccerBasketballCyclingTennisAthletics(track&field)HandballMotorsportsAmericanfootballGolfSwimming/divingBrand

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=27,

Xiaomi/Mi

owners,n=1724,

ownersofsmarthome

devices,

n=11368,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

smart

home•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

46%

of

Xiaomi/Miowners

think

that

smart

appliances

in

theirhome

can

help

them

save

moneyConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inGermany49%46%46%37%34%29%28%27%27%25%25%23%23%20%15%Home

safety

isespecially

Smart

appliancesandMaking

myhomeIamworried

thatIt’stoo

expensive

toconvert

my

homeinto

aSmart

Homeimportant

to

me

devices

inmy

home

can

environmentally

friendly

people

canspy

onmehelp

me

save

moneyBrand

usersisimportant

tomethroughmy

devicesCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=5992,

allrespondentsConsumer

Insights

Global

as

of

September

202331%

of

Xiaomi/Mi

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany43%39%37%37%34%28%17%16%14%12%9%9%3%1%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=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Xiaomi/Miowners

think

that

education

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Xiaomi/Mi

owners55%56%52%46%36%37%37%34%34%

34%39%39%38%37%32%38%37%37%30%34%

33%34%30%31%29%28%21%20%20%

20%Rising

prices/inflation/cost

of

livingEducationEconomicsituationClimatechangeCrimeEnvironmentHealth

andsocial

securityHousingCivilrightsGovernmentdebtBrand

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=65,Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Many

Xiaomi/Mi

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users20%22%22%46%44%43%23%11%Category

usersAllrespondents17%17%17%18%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=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsXiaomi/Miownersaccess

the

internet

via

a

smart

speaker

more

often

than

theaverage

smart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet92%91%89%75%71%67%66%65%64%55%54%54%50%46%45%43%43%40%37%37%33%31%31%27%26%27%24%SmartphoneSmart

TVLaptopTabletDesktop

PCSmart

speakers

Gaming

console

Streaming

deviceAllrespondentsSmartwatchBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Xiaomi/Miowners

interact

withcompanies

more

often

thanother

ownersof

smart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype66%58%54%52%43%49%

44%43%48%42%45%40%36%43%40%39%37%

34%30%31%18%29%27%21%23%23%19%10%11%

11%16%12%12%8%6%2%Sentprivate

Commented

Liked

postsSharedpostsbyother

usersPostedpictures/videosFollowedpeoplePosted

texts/statusFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessageson

postsbyotherusersupdatespassivelyBrand

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=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

2023Xiaomi/Miowners

tend

to

listen

to

podcasts

more

often

than

ownersof

smarthome

devices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%

81%80%71%79%67%67%66%57%63%52%57%51%46%52%47%48%34%48%38%

38%38%37%36%33%34%30%31%19%

18%29%30%28%TVDigitalvideo

Digitalmusiccontent

contentRadioOnlinenewswebsitesPodcastsOnlinemagazinesMovies

/cinemaDailynewspapersMagazinesWeeklynewspapersBrand

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=65,

Xiaomi/Mi

owners,n=2502,

ownersofsmarthome

devices,n=17900,

all

respondentsConsumer

Insights

Global

as

of

September

2023Xiaomi/Miowners

remember

seeing

ads

in

video

games

more

often

than

otherowners

of

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereXiaomi/Mi

owners

inGermany

havecome

across

digital

advertisinginthepast4weeks62%55%49%46%46%43%40%44%45%39%38%43%42%42%41%37%35%34%28%28%27%26%26%25%24%24%23%21%20%19%Video

portals

Search

engines

Video

streaming

OnlinestoresservicesVideo

gamesSocial

mediaNewslettersWebsitesandappsof

brandsOtherappsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmarthome

devices,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

September

202348%

of

Xiaomi/Mi

owners

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks48%42%46%39%43%42%42%40%40%38%38%36%34%

34%34%28%26%26%

26%27%26%23%15%14%OnTVOnadvertisingspacesDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalson

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=65,

Xiaomi/Mi

owners,n=1120,

ownersofsmar