奥地利冰箱用户分析报告：Samsung三星-外文版培训课件2024.7拓邦和而泰

CONSUMERS&BRANDSRefrigerators:

Samsung

ownersin

AustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSamsung

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

toRegion:

56countriesbenchmark

Samsungowners

inAustria(’’brand

users’’)againstAustrianrefrigerator

owners

ingeneral(’’category

users’’),

and

theoverall

Austrianconsumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

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

6%,

Samsung

is

one

of

the

top

5

refrigerator

brandsinAustriaManagement

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

share

of

refrigerator

owners

owning

Samsung

grew

by2

percentage

pointssince

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningSamsung6%6%6%6%6%6%6%5%5%5%5%4%4%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=77

-

120

Samsung

owners,n=1895

-

2040

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Samsung

owners

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSamsungis

more

popularamongGeneration

Zthanother

refrigeratorbrands.Anhonest

and

respectable

lifeis

lessimportant

to

Samsung

owners

than

toother

refrigerator

owners.Itstands

out

that36%

ofSamsungowners

would

love

tocontrol

theirhome

viasmartphone

or

voice.TikTok

ismore

popularamong

Samsungowners

thanthe

average

refrigeratorowner.Compared

tootherrefrigerator

brands,Samsunghasarelatively

highshareofmale

owners.Sportsisarelatively

prevalent

interestof

Samsungowners.43%

ofSamsung

owners

are

inthe

earlymajority

of

innovationadopter

types.Samsungowners

remember

hearingadson

musicportalsand

streamingservices

more

often

thanotherrefrigerator

owners.Sportsandfitnessare

relatively

popularSamsunghasasmaller

shareof

owners

hobbiesamong

Samsungowners.with

amedium

household

income

than59%

ofSamsung

owners

thinkthatrising

prices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.other

refrigerator

brands.Samsungowners

aremore

likely

to

liveinlargecities

than

refrigerator

ownersingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Samsung

is

more

popular

among

GenerationZ

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users26%37%28%8%11%12%Category

usersAllrespondents19%34%36%34%21%34%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=118

Samsung

owners,

n=1,930

refrigerator

owners,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

brands,

Samsung

has

a

relatively

high

share

ofmale

ownersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users55%45%Category

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

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=118Samsung

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024The

education

level

of

Samsung

owners

and

refrigerator

owners

are

similarDemographic

profile:

educationConsumer’s

level

of

educationinAustria36%37%36%26%

26%

26%13%12%

12%

12%11%11%9%

9%8%3%3%2%

2%2%

2%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=118

Samsung

owners,n=1,930

refrigerator

owners,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024Samsung

has

a

smaller

share

of

owners

with

a

medium

household

income

thanother

refrigerator

brandsDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users40%26%35%33%33%Category

usersAllrespondents35%32%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=118

Samsung

owners,

n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Samsung

owners

are

relatively

likely

tolive

in

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive37%34%33%22%

23%22%

22%19%14%14%11%11%

11%6%6%4%3%

4%Other2%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=118

Samsungowners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Samsung

owners

are

more

likely

to

live

in

large

cities

than

refrigerator

owners

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria29%28%26%25%

25%23%23%23%20%17%14%12%12%12%

11%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=118

Samsung

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

20246%

of

Samsung

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users6%5%81%14%Category

users84%10%Allrespondents

6%83%11%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=118

Samsung

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•

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Samsung

owners

than

toother

refrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria59%57%56%45%

40%40%42%40%

42%36%42%37%38%35%35%27%22%26%25%17%20%20%

19%19%13%11%11%9%8%

9%AhappyrelationshipHavingagood

timeMaking

myown

decisionsSafety

andsecurityAnhonest

and

Tobesuccessful

Social

justicerespectable

lifeLearningnew

thingsAdvancingmy

careerTraditionsBrand

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=118

Samsung

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Sports

is

a

relatively

prevalent

interest

of

Samsung

ownersConsumer

lifestyle:

main

interestsTop10

interestsofSamsung

ownersinAustria53%54%54%53%48%52%47%50%48%44%49%46%44%43%42%41%35%36%35%36%36%33%33%33%32%31%29%28%27%25%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessSportsHome

&gardenFamily

&parentingCareer

&educationVehicles

&mobilityScience

&technologyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=118

Samsung

owners,n=1,930

refrigerator

owners,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Sports

and

fitness

are

relatively

popular

hobbies

among

Samsung

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSamsung

ownersinAustria56%54%50%51%50%46%45%45%44%44%44%40%38%43%42%39%

36%34%37%36%36%31%35%34%33%30%29%

25%24%28%SocializingOutdooractivitiesDoing

sportsandfitnessPetsTravelingCooking/bakingReadingGardeningandplantsVideo

gamingShoppingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=118

Samsung

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Samsung

owners

are

more

likely

to

play

soccer

than

other

refrigerator

ownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSamsung

owners

inAustria34%32%26%26%25%

24%22%24%25%22%22%21%18%19%18%14%11%10%

10%10%9%9%8%8%7%5%5%4%4%4%Fitness,aerobics,

cardioHikingSwimming/DivingCyclingRunning/joggingSoccerDancingWintersportsYoga

/pilatesBadmintonBrand

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=70

Samsung

owners,n=1,136

refrigerator

owners,

n=6,948

allrespondentsConsumer

Insights

Global

as

of

June

2024Samsung

owners

are

more

likely

to

follow

soccer

than

other

refrigerator

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySamsung

owners

inAustria34%24%23%12%14%11%12%10%10%8%7%7%6%6%5%

5%5%5%5%5%5%5%4%4%4%4%3%3%3%

3%SoccerTennisMotorsportsAmericanfootballBasketballIceHockeyBoxingWinter

sportsCyclingMixedMartial

ArtsBrand

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=51

Samsung

owners,n=643

refrigerator

owners,

n=3,968all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

36%

of

Samsung

owners

would

love

to

control

their

home

viasmartphone

or

voiceConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inAustria53%44%43%42%42%41%36%36%26%

26%24%

24%14%

15%15%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=118

Samsung

owners,n=1,930

refrigerator

owners,n=2,032

all

respondentsConsumer

Insights

Global

as

of

June

202443%

of

Samsung

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria43%39%38%34%30%29%21%19%15%12%8%8%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=118

Samsung

owners,n=1,930

refrigeratorowners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202459%

of

Samsung

owners

think

that

rising

prices,

inflation

&

cost

of

living

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoSamsung

owners64%61%59%47%43%44%42%45%43%37%34%35%37%33%34%32%36%34%34%34%33%32%33%33%33%27%32%32%31%27%Rising

prices/inflation/cost

of

livingHealth

andsocial

securityImmigrationPovertyEconomicsituationEducationClimatechangeCrimeEnvironmentHousingBrand

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=118

Samsungowners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Samsung

owners

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users16%31%25%29%Category

usersAllrespondents21%39%17%19%23%21%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=118

Samsung

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

touchpointsTikTok

is

more

popular

among

Samsung

owners

than

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand58%57%60%65%62%61%57%55%56%50%38%29%28%22%19%18%18%13%18%13%12%10%15%13%4%12%6%5%

5%3%FacebookYouTube

InstagramTikTokSnapchat

X(Twitter)Category

usersLinkedInPinterestTwitchXingBrand

usersAllrespondents27

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=40

Samsungowners,n=488

refrigerator

owners,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Samsung

owners

tend

to

watch

digital

video

content

more

often

thanrefrigerator

owners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks78%77%75%

75%67%64%68%

69%65%53%48%45%48%43%44%42%42%41%40%39%38%35%29%27%30%

27%26%

23%

26%25%19%

19%14%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsDailynewspapersMagazinesOnlinemagazinesPodcastsMovies

/cinemaWeeklynewspaperscontentwebsitesBrand

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=118

Samsung

owners,n=1,930

refrigerator

owners,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024Samsung

owners

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

refrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSamsung

ownersinAustriahave

come

across

digital

advertisinginthe

past4weeks52%50%45%43%40%43%43%42%40%37%41%38%35%35%28%25%29%26%26%25%25%25%22%24%20%19%19%18%16%15%Video

portalsSocial

media

Search

engines

Onlinestores

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesMusicportalsNewslettersEditorialwebsitesandappsBrand

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=118

Samsung

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Samsung

owners

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

refrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks47%46%44%44%43%42%42%36%

36%39%39%38%37%36%33%33%28%31%30%30%26%15%13%12%Onadvertising

By

mailshot

/OntheradioOnTVDirectly

inthestoreInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaspacesadvertisingmailon

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=118

Samsung

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand