奥地利冰箱用户分析报告：Siemens西门子-外文版培训课件2024.7拓邦和而泰

CONSUMERS&BRANDSRefrigerators:

Siemens

ownersin

AustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSiemens

owners

inAustria: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

Siemens

owners

inAustria(’’brandusers’’)againstAustrianrefrigerator

owners

ingeneral(’’category

users’’),

and

theoverall

Austrianconsumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Austria)•

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

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

10%,

Siemens

is

one

of

the

top

3

refrigerator

brands

inAustriaManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinAustriaAEGBosch12%10%10%SiemensLiebherrSamsungGorenje8%6%6%6%MieleElektra

BregenzBauknechtBeko5%4%4%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=1,930

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024The

current

share

of

refrigerator

owners

owning

Siemens

is

fairly

similar

to

Q1of

2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningSiemens10%10%10%9%9%9%9%9%9%8%8%8%8%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=148

-189

Siemens

owners,n=1895

-

2040

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Siemensowners

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Siemens

owners

Havingagood

timeismore

importantItstands

out

that32%

ofSiemensowners

would

love

tocontrol

theirhome

viasmartphone

or

voice.Pinterest

ismore

popularamongSiemens

owners

thantheaveragerefrigerator

owner.andrefrigerator

owners

overall

isfairlysimilar.toSiemens

owners

thanto

otherrefrigerator

owners.There

is

afairlyeven

splitofmale

andfemale

Siemens

owners.Vehicles

andmobility

arerelativelyprevalent

interests

of

Siemens

owners.43%

ofSiemens

owners

arelaggardswhen

itcomes

toinnovation

adoption.Siemens

owners

remember

seeing

adsinvideo

portalsmore

often

thantheaverage

consumer.Siemens

hasalarger

shareof

ownerswith

ahigh

income

than

otherrefrigerator

brands.Traveling

isarelatively

popularhobbyamong

Siemens

owners.Arelatively

highshare

ofSiemensowners

thinkthatclimate

changeis

anissuethatneedstobeaddressed.30%

ofSiemens

owners

liveinruralcommunities.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

Siemens

owners

andrefrigerator

owners

overall

is

fairlysimilarDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users16%36%38%36%10%11%12%Category

usersAllrespondents19%34%21%34%34%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

Siemens

ownersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users52%48%Category

usersAllrespondents49%51%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=188Siemens

owners,n=1,930

refrigerator

owners,

n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Siemensowners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustria37%36%34%28%26%

26%18%14%13%12%12%11%9%

9%5%2%

2%2%

2%1%0%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

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=188

Siemens

owners,

n=1,930

refrigerator

owners,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024Siemens

has

a

larger

share

of

owners

with

a

high

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users53%24%23%Category

usersAllrespondents35%33%32%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

is

the

(main)

refrigerator

in

your

household?’’;Single

Pick;Base:n=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Siemensowners

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive35%34%33%29%23%22%22%

22%16%11%

11%9%7%6%6%3%

3%Other4%2%1%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

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=188

Siemensowners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202430%

of

Siemensownerslive

in

rural

communitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria30%29%28%28%25%24%23%23%23%14%12%12%

11%12%7%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

20243%

of

Siemensowners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users3%86%11%10%11%Category

usersAllrespondents5%84%6%83%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

more

important

to

Siemensowners

than

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria59%59%57%42%45%45%

40%40%40%38%42%42%37%37%35%27%26%23%17%18%20%16%19%19%11%11%11%9%9%8%AhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeSafety

andsecurityMaking

myown

decisionsSocial

justiceLearningnew

thingsTobesuccessfulTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

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=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

Siemens

ownersConsumer

lifestyle:

main

interestsTop10

interestsofSiemensowners

inAustria59%55%54%

52%49%53%

53%53%50%48%48%46%44%45%43%41%39%35%32%38%38%37%35%34%35%31%31%30%29%25%TravelHealth

&fitnessFood

&diningMovies,TVshows&musicPolitics&societyandcurrentworld

eventsHome

&gardenScience

&technologyFinance&economyVehicles

&mobilityCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Traveling

is

a

relatively

popular

hobby

among

SiemensownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSiemensownersinAustria59%59%54%50%54%51%50%49%49%

45%44%44%40%44%43%42%40%36%36%38%38%37%34%34%29%27%29%29%27%26%OutdooractivitiesSocializingTravelingDoing

sportsandfitnessReadingCooking/bakingGardeningandplantsPetsTech

/computersDIYandarts&craftsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Siemensowners

are

more

likely

to

go

cycling

than

other

refrigerator

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSiemensowners

inAustria36%34%32%30%26%24%22%21%24%23%22%22%18%20%18%10%

10%10%9%9%9%7%7%

8%7%6%

6%6%4%4%HikingCyclingFitness,aerobics,

cardioSwimming/DivingRunning/joggingYoga

/pilatesDancingSoccerWintersportsTableTennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=129

Siemens

owners,n=1,136

refrigerator

owners,n=6,948

allrespondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

Siemensowners

follow

soccer

teams

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

bySiemensowners

inAustria26%24%23%12%13%13%11%10%12%7%6%6%5%5%5%5%5%5%5%5%

5%5%5%5%4%4%4%4%4%4%SoccerMotorsportsTennisAmericanfootballCyclingIceHockeyWinter

sportsBoxingAthletics(track&

field)BasketballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

inyour

household?’’;

Single

Pick;

Base:

n=65

Siemens

owners,n=643

refrigerator

owners,n=3,968

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

32%

of

Siemensowners

would

love

to

control

their

home

viasmartphone

or

voiceConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inAustria49%48%44%43%42%41%32%26%

26%

26%24%

24%15%

15%11%Icould

notlivewithoutmy

smartphoneWhen

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=188

Siemens

owners,

n=1,930

refrigerator

owners,n=2,032

all

respondentsConsumer

Insights

Global

as

of

June

202443%

of

Siemensowners

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria43%39%38%34%31%30%21%19%19%8%8%6%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

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=188

Siemens

owners,n=1,930

refrigeratorowners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Siemensowners

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoSiemensowners64%66%61%51%

47%45%44%45%43%43%37%34%37%35%33%32%33%31%37%36%35%34%28%34%33%32%32%32%32%31%Rising

prices/inflation/cost

of

livingHealth

andsocial

securityImmigration

Climatechange

EnvironmentEducationEconomicsituationCrimeHousingPovertyBrand

usersCategory

usersAllrespondents24

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=188

Siemensowners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Siemens

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users22%21%21%44%16%18%Category

usersAllrespondents39%17%19%23%38%22%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

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsPinterest

is

more

popular

among

Siemens

owners

than

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand67%58%57%60%65%62%61%57%56%29%18%

18%29%28%22%19%13%16%12%15%13%12%11%10%9%5%5%5%5%3%Facebook

Instagram

YouTubePinterestTikTokLinkedInSnapchat

X(Twitter)AllrespondentsXingRedditBrand

usersCategory

users27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=55

Siemensowners,n=488

refrigerator

owners,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

202484%

of

Siemensownerswatched

TVin

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks84%78%75%73%67%64%72%

68%69%55%48%42%48%47%45%44%

43%

44%39%39%38%34%

29%27%29%

27%23%

26%25%22%21%

19%19%TVDigitalvideocontentRadioOnlinenews

DigitalmusicDailynewspapersMagazinesOnlinemagazinesPodcastsMovies

/cinemaWeeklynewspaperswebsitescontentBrand

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=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024Siemensowners

remember

seeing

adsin

video

portals

more

often

than

theaverage

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSiemensowners

inAustriahavecome

across

digital

advertisinginthepast4weeks48%45%43%43%42%45%

42%41%43%40%41%38%28%29%26%25%27%25%25%25%24%22%18%19%16%19%16%18%18%15%Video

portalsSocial

media

Search

engines

OnlinestoresNewslettersWebsitesandappsof

brandsVideo

streamingservicesEditorialwebsitesandappsMusicportalsVideo

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=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Siemensowners

remember

ads

they

saw

on

TV

more

often

than

otherrefrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks52%47%51%46%45%38%44%43%41%41%36%

36%39%37%36%34%31%30%29%28%26%13%13%12%By

mailshot

/

OnadvertisingOnTVDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/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=188

Siemens

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetteru