澳大利亚冰箱用户分析报告：Hisense海信-外文版培训课件2024.7拓邦和而泰

CONSUMERS&BRANDSRefrigerators:

Hisense

owners

inAustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHisense

owners

inAustralia: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

Hisense

owners

inAustralia(’’brandusers’’)

againstAustralianrefrigerator

owners

ingeneral

(’’category

users’’),

and

theoverall

Australianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Australia)•

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%,

Hisense

is

one

of

the

top

5

refrigerator

brands

inAustraliaManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinAustraliaLGFisher

&PaykelSamsung21%17%13%WestinghouseHisense10%10%Haier5%Bosch4%4%KelvinatorElectroluxPanasonic3%2%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=1,787

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024The

share

of

refrigerator

owners

owning

Hisense

grew

by5

percentage

pointssince

2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningHisense10%10%10%9%8%8%8%8%8%7%7%6%5%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=93

-

180

Hisense

owners,n=1451

-

1873

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Hisense

owners

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints38%

ofHisense

owners

areMillennials.57%

ofHisense

owners

arefemale.Safety

and

security

isless

important

toHisense

owners

than

tootherrefrigerator

owners.41%

ofHisense

owners

statethattheywould

love

to

control

theirhome

viasmartphone

or

voice.TikTok

ismore

popularamong

Hisenseowners

thanthe

average

refrigeratorowner.Hisense

hasalarger

shareof

ownerswith

alow

income

thanotherrefrigerator

brands.Hisense

owners

are

more

interested

infamily

and

parenting

than

otherrefrigerator

owners.28%

ofHisense

owners

areinthe

latemajority

of

innovationadopter

types.Hisense

owners

remember

seeing

adsinonlinestores

more

often

thantheaverage

consumer.61%

ofHisense

owners

think

thatrisingCooking

or

baking

are

relatively

popular

prices,

inflation&cost

of

livingarehobbiesamong

Hisense

owners.

issues

thatneed

tobeaddressed.Hisense

owners

are

more

likely

to

live

insmall

towns

thanrefrigerator

owners

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+38%

of

Hisense

owners

are

MillennialsDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users22%23%24%38%37%34%6%Category

usersAllrespondents30%10%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

202457%

of

Hisense

owners

are

femaleDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users43%57%Category

usersAllrespondents47%53%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=176Hisense

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:28%

of

Hisense

owners

have

an

upper

secondary

education

with

thepermission

to

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinAustralia30%29%28%22%22%21%20%

20%20%19%15%15%11%10%9%2%2%1%

1%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;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024Hisense

has

a

larger

share

of

owners

with

a

low

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users33%32%33%31%36%Category

usersAllrespondents37%31%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=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Hisense

owners

are

relatively

likely

tolive

in

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive34%32%31%22%20%18%16%14%14%13%13%11%11%10%8%8%7%7%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=176

Hisenseowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Hisense

owners

are

more

likely

to

live

in

small

towns

than

refrigerator

owners

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia30%29%

29%22%20%20%20%19%18%16%14%

14%11%9%9%8%8%5%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;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=176

Hisense

owners,n=1,787

refrigerator

owners,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

20247%

of

Hisense

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users7%8%9%89%88%3%4%3%Category

usersAllrespondents88%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=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

Hisense

owners

than

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia63%59%55%54%

52%49%43%

43%31%36%34%29%28%32%28%26%30%29%26%24%25%12%14%11%14%13%12%11%11%9%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsTobesuccessfulLearningnew

thingsAdvancingmy

careerTraditionsSocial

justiceBrand

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=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Hisense

owners

are

more

interested

in

family

and

parenting

than

otherrefrigerator

ownersConsumer

lifestyle:

main

interestsTop10

interestsofHisenseowners

inAustralia55%54%51%47%47%47%44%45%43%38%43%41%39%39%36%33%35%32%32%30%34%31%30%

30%26%30%29%28%25%23%Movies,TVshows&musicHealth

&fitnessFood

&diningTravelHome

&gardenSportsFashion&beautyFamily

&parentingHistoryScience

&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=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Cooking

or

baking

are

relatively

popular

hobbies

among

Hisense

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHisenseownersinAustralia44%41%38%39%38%34%38%36%

35%33%36%36%36%33%32%33%32%32%29%32%32%31%31%30%30%29%29%29%26%25%Cooking/bakingReadingPetsTravelingSocializingOutdooractivitiesGardeningandplantsShoppingDIYandarts&craftsVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Hisense

owners

participate

in

similar

sports

and

activities

as

other

refrigeratorownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHisenseowners

inAustralia15%

15%13%10%11%11%10%10%10%10%10%9%9%

9%9%8%8%8%8%8%8%8%8%

8%8%7%7%7%7%6%Fitness,aerobics,

cardioSwimming/DivingRunning/joggingHikingBasketballHunting

/fishingYoga

/pilatesCyclingDancingAustralianFootballBrand

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=74

Hisense

owners,n=759

refrigerator

owners,n=4,799

allrespondentsConsumer

Insights

Global

as

of

June

2024Hisense

owners

are

more

likely

to

follow

australian

football

than

the

averageconsumerConsumer

lifestyle:

sports

followedTop10

sports

followed

byHisense

owners

inAustralia23%20%18%16%16%13%15%13%12%13%11%10%11%12%12%11%11%10%9%7%7%7%7%6%6%6%

6%6%6%5%AustralianFootballCricketRugbyTennisSoccerBasketballMotorsportsBoxingMixedMartial

ArtsAmericanfootballBrand

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=68

Hisense

owners,n=624

refrigerator

owners,n=3,931

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2141%

of

Hisense

owners

state

that

they

would

love

to

control

their

home

viasmartphone

or

voiceConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inAustralia60%58%55%41%38%

37%37%36%35%34%30%

30%21%20%16%Icould

notlivewithoutmy

smartphoneIwould

love

tocontrol

my

home

viasmartphone

or

voiceWhen

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIbuynew

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=176

Hisense

owners,n=1,787

refrigerator

owners,n=2,017

all

respondentsConsumer

Insights

Global

as

of

June

202428%

of

Hisense

owners

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia38%38%35%31%28%29%26%23%21%12%11%7%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=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202461%

of

Hisense

owners

think

that

rising

prices,

inflation

&

cost

of

living

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toHisense

owners67%61%61%58%55%53%38%35%41%35%36%32%33%37%37%31%31%29%34%34%34%34%32%28%26%31%30%29%29%28%Rising

prices/inflation/cost

of

livingHousingHealth

andsocial

securityUnemploymentCrimeEconomicsituationClimatechangePovertyEnvironmentEducationBrand

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=176

Hisenseowners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Hisense

owners

tend

to

have

more

left

leaning

political

views

than

otherrefrigerator

ownersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users26%43%17%14%16%14%Category

usersAllrespondents20%44%20%20%42%25%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=176

Hisense

owners,

n=1,787

refrigerator

owners,

n=12,120

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

Hisense

owners

than

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand79%78%76%65%63%60%57%51%54%46%38%40%30%29%25%22%26%23%17%21%21%22%20%10%17%16%12%4%2%

3%FacebookYouTube

InstagramTikTokSnapchatPinterestRedditX(Twitter)LinkedIn

ClubhouseBrand

usersCategory

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=41

Hisenseowners,n=449

refrigerator

owners,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024Hisense

owners

tend

to

read

magazines

less

often

than

refrigerator

owners

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks79%78%74%72%71%70%57%

55%54%

55%54%51%41%39%38%37%

37%37%31%

33%31%24%22%

24%Daily23%16%20%17%

17%15%14%13%9%TVDigitalvideo

Digitalmusiccontent

contentRadioPodcastsOnlinenewswebsitesMovies

/cinemaMagazinesOnlinemagazinesWeeklynewspapersnewspapersBrand

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=176

Hisense

owners,

n=1,787

refrigerator

owners,

n=12,120

allrespondentsConsumer

Insights

Global

as

of

June

2024Hisense

owners

remember

seeing

ads

in

online

storesmore

often

than

theaverage

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHisenseownersinAustraliahavecome

across

digitaladvertisinginthepast4weeks50%47%43%45%44%41%38%38%35%35%35%

32%30%32%29%31%31%25%28%26%24%19%22%18%21%20%19%14%14%14%Social

mediaVideo

portals

Search

engines

Onlinestores

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesPodcastsMusicportalsEditorialwebsitesandappsBrand

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=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Hisense

owners

remember

ads

they

got

by

mail

less

often

than

otherrefrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks54%51%47%40%39%36%36%35%34%34%34%34%28%26%23%20%19%17%17%16%16%15%13%13%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersadvertisingmail/cinemaon

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=176

Hisense

owners,n=1,787

refrigerator

owners,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drives