Consumer Electronics Survey Regional Results

1、consumer electronics survey - regional results - celia fan regional media analyst december 2007 contents survey overview & profile of msn/windows live users executive summary researching consumer electronics information ownership & purchase intent of consumer electronics purchase criteria gift givin

2、g usage of msn/windows live services 2 survey overview survey objectives investigate how people research consumer electronics information understand the role of online in planning for consumer electronics purchases gauge ownership level and purchase intent of consumer electronics products among msn/

3、windows live users, and understand their purchase criteria methodology online self-completion questionnaire with respondents recruited from msn sites, hotmail, windows live messenger and windows live spaces across ten countries in asia pacific* fieldwork conducted between 6 august and 17 october 200

4、7 9,531 samples were achieved synovate was commissioned to conduct the survey on behalf of microsoft digital advertising solutions to ensure objectivity of results *includes: australia, china, hong kong, india, japan, malaysia, singapore, s. korea, taiwan, thailand 3 msn/windows live user profile ge

5、nder age average age: 31 occupation 4 source: msn/windows live online consumer electronics survey 2007 10 countries conducted by synovate slightly male skewed (58%) 70% aged 15-34 67% are working 34% are top/middle managers, professionals executive summary the internet - the source for researching c

6、onsumer electronics 86% of respondents use the internet to look for consumer electronics information, far ahead of the next most used sources newspapers (37%), word-of-mouth (37%) and brochures/catalogues (36%). over half (57%) consider the internet the most important source, again leading the secon

7、d most important source (word-of-mouth: 10%) by a large margin. the internet is the preferred choice because of its convenience (68%), ease of comparing product features (64%), and ease of comparing prices (61%). among the online resources people use, manufacturer web sites (57%) and portals (55%) s

8、uch as msn are the most used resources. product review web sites (41%) follow at a distance. source: msn/windows live online consumer electronics survey 2007 conducted by synovate 6 criteria driving consumer electronics purchases the key criteria for selecting consumer electronics products include:

9、price (66%), quality (59%) and product features (41%). brand name is ranked fourth regionally but it is the third most important criteria in china and india. brand loyalty is key too especially in china. 52% of respondents across all ten surveyed markets tend to be loyal toward one particular brand

10、of electronics equipment. the corresponding figure for china respondents is 65%. children have purchase influences in lots of things with consumer electronics included. they have more influences in the purchase of computers (49%) and tv (45%), but least influence in pdas (17%). source: msn/windows l

11、ive online consumer electronics survey 2007 conducted by synovate 7 msn/windows live delivers quality audience msn/windows live helps advertisers reach household decision makers on consumer electronics effectively 87% are sole/main/joint decision makers. msn/windows live users have high ownership of

12、: mobile phones/pda/smartphones (89%) desktop computers (73%) digital cameras/camcorders (68%) and purchase intent (in next 12 months) is also high: mobile phones/pda/smartphones (37%) digital cameras/camcorders (29%) laptop computers (26%) 77% of msn/windows live users intend to buy at least one co

13、nsumer electronics item in the next 12 months, with an estimated spend of us$1,810 in a year. projecting to the total number of msn/windows live users in the surveyed markets, this equals a potential market of us$173 billion for consumer electronics in a year. this is definitely a compelling figure

14、for consumer electronics advertisers. source: msn/windows live online consumer electronics survey 2007 conducted by synovate 8 researching consumer electronics information msn/windows live users trust the internet & communicate online about consumer electronics 36% agree i often discuss electronics

15、or technology products with friends/family using email 39% agree i often discuss electronics or technology products with friends/family using instant messengers 76% agree i often refer to the internet before making a purchase on consumer electronics q. please tell us how much you agree or disagree w

16、ith each of the following statements. base:10 countries - all respondents (sample size: 9,531) source: msn/windows live online consumer electronics survey 2007 conducted by synovate strongly agree/agree to the statements 10 q. when searching for product information on consumer electronics, which of

17、the following sources do you usually use? q. when searching for product information on consumer electronics, which do you think is the most important? base: 10 countries - all respondents (sample size: 9,531) source: msn/windows live online consumer electronics survey 2007 conducted by synovate the

18、internet the most used & most indispensable source for researching consumer electronics 11 most important source internet newspapers friends/relatives/colleagues brochures/ catalogues tv magazines (general interest) electronics-related magazines salesperson at store email offers/programs subscribe t

19、o direct mail radio others sources used q. when searching for product information on consumer electronics, which of the following sources do you usually use? base: 10 countries - all respondents (sample size: 9,531) source: msn/windows live online consumer electronics survey 2007 conducted by synova

20、te the internet the most used source across countries 12 sources used for researching consumer electronics information (top 3 in red) australiachina hong kong indiajapankoreamalaysia singapore taiwanthailand internet83%84%78%83%89%79%86%87%88%91% newspapers37%35%46%56%22%19%54%54%31%43% friends/ rel

21、atives/ colleagues 47%30%45%47%23%31%54%54%41%40% brochures/ catalogues53%18%33%32%52%14%45%49%26%65% tv30%33%33%38%30%35%33%29%38%45% magazines (general interest)28%34%45%27%18%16%40%35%38%41% electronics-related magazines 19%27%35%18%22%16%34%28%35%45% salesperson at store42%10%21%20%35%11%30%33%1

22、4%30% email offers/programs subscribe to 11%10%9%11%11%13%16%15%7%24% direct mail5%7%6%8%6%6%9%10%8%7% radio11%6%10%5%3%5%13%11%5%10% others5%5%5%5%4%4%3%7%4%6% q. when searching for product information on consumer electronics, which do you think is the most important? base: 10 countries - all respo

23、ndents (sample size: 9,531) source: msn/windows live online consumer electronics survey 2007 conducted by synovate the internet the most indispensable source 13 most important source for researching consumer electronics information australiachina hong kong indiajapankoreamalaysia singapore taiwantha

24、iland internet46%62%52%54%52%68%56%50%63%58% friends/ relatives/ colleagues 13%10%11%13%5%7%13%13%12%7% brochures/ catalogues14%2%3%6%15%2%7%8%3%10% tv3%7%7%5%3%9%4%4%7%5% salesperson at store13%2%5%4%12%2%5%8%2%6% electronics-related magazines3%6%7%2%5%2%5%3%5%8% newspapers3%4%4%11%3%2%7%8%2%2% mag

25、azines (general interest)1%4%6%2%2%2%3%2%3%1% email offers/program s subscribe to 1%1%1%1%1%1%1%-1%1% direct mail1%1%1%1%-1%-1%1%- radio-1%1%-2%1%1%- others2%2%2%1%2%2%-3%2%1% portals are important online resources for researching consumer electronics information online resources used for researchin

26、g product information q. what types of websites/services do you use when you search for product information on consumer electronics? base: 10 countries - those who have used internet to search for product information on consumer electronics (sample size: 8,159) source: msn/windows live online consum

27、er electronics survey 2007 conducted by synovate 14 manufacturer websites & portals are popular online resources to research for consumer electronics online resources used for researching product information q. what types of websites/services do you use when you search for product information on con

28、sumer electronics? base: 10 countries - those who have used internet to search for product information on consumer electronics (sample size: 8,159) source: msn/windows live online consumer electronics survey 2007 conducted by synovate 15 australiachina hong kong indiajapankoreamalaysiasingaporetaiwa

29、nthailand manufacturer websites71%39%55%70%70%28%73%76%49%66% portals53%50%60%55%55%62%60%58%75%40% product review websites45%42%38%41%53%29%51%51%36%30% search engines46%35%29%44%21%35%34%31%28%36% shopping sites 32%28%15%32%28%36%12%14%32%17% discussion groups/ forums 13%26%47%12%2%12%26%23%44%24%

30、 auction sites13%8%15%8%9%14%6%6%34%10% blogging sites5%11%14%6%9%18%13%9%15%9% email newsletters8%12%10%12%6%8%13%12%8%9% other websites/services10%9%9%9%6%8%12%8%7%23% online gives the convenience & ease of comparison reasons for using online to research consumer electronics q. which of the follow

31、ing are your reasons for using online to search for consumer electronics information? base: 10 countries - those who have used internet to search for product information on consumer electronics (sample size: 8,159) source: msn/windows live online consumer electronics survey 2007 conducted by synovat

32、e 16 can do it at any time easier to compare product features from different brands easier to compare prices of the same product greater depth of info. available online find out the latest available models wider variety of products available online avoid the pressures from sales people in stores avo

33、id crowds at stores/malls check availability of products in my market can buy the products immediately online reasons for using online to research consumer electronics q. which of the following are your reasons for using online to search for consumer electronics information? base: 10 countries - tho

34、se who have used internet to search for product information on consumer electronics (sample size: 8,159) source: msn/windows live online consumer electronics survey 2007 conducted by synovate 17 australiachina hong kong indiajapankoreamalaysiasingaporetaiwanthailand can do it at any time80%59%70%61%

35、77%51%74%74%64%81% easier to compare product features from different brands 67%61%58%65%56%54%76%70%68%75% easier to compare prices of the same product 59%59%52%62%56%60%59%58%67%71% greater depth of info. available online 55%59%59%58%63%40%54%61%64%53% find out the latest available models 49%47%55%

36、67%39%52%75%72%41%55% wider variety of products available online 33%43%47%43%21%44%44%42%42%59% avoid the pressures from the sales people in stores 45%27%40%24%20%29%40%46%42%47% avoid crowds at stores/malls 34%22%28%23%16%13%30%33%30%35% check availability of products in my market 29%20%18%32%6%13%

37、41%35%18%36% can buy the products immediately online 20%13%11%17%17%15%12%8%22%16% online gives the convenience & ease of comparison items researched/purchased/will purchase online consumer electronics products 18 q. which of the following products have you researched into using the internet in past

38、 12 months? q. which of the following products have you bought over the internet in past 12 months? q. which of the following products do you plan to purchase on the internet in next 12 months? base: 10 countries - all respondents (sample size: 9,531) source: msn/windows live online consumer electro

39、nics survey 2007 conducted by synovate mobile phone laptop computer digital camera mp3 player desktop computer smartphone digital camcorder lcd tv lcd computer monitor mp4 player video game console video game-handheld/portable hdtv plasma tv pda dvd player/ recorder home cinema/ theatre system plan

40、to purchase onlinebought onlineresearched online have performed this80%24%35% mobile phones & laptop computers are the most researched items online consumer electronics researched online in past 12 months 19 q. which of the following products have you researched into using the internet in past 12 mo

41、nths? base: 10 countries - all respondents (sample size: 9,531) source: msn/windows live online consumer electronics survey 2007 conducted by synovate australiachina hong kong indiajapankoreamalaysiasingaporetaiwanthailand mobile phone38%47%58%39%40%43%45%53%53%51% laptop computer32%46%39%37%43%39%3

42、8%47%47%48% digital camera30%41%48%30%33%38%32%34%49%43% mp3 player24%34%39%22%30%41%32%33%42%35% desktop computer23%35%37%18%37%34%31%30%39%36% smartphone15%34%36%22%18%26%30%29%36%40% digital camcorder16%29%28%19%24%30%27%24%29%36% lcd tv18%23%31%18%29%36%23%23%31%33% lcd computer monitor15%25%30%

43、14%24%32%27%22%33%35% mp4 player13%29%28%12%15%29%28%23%32%35% video game console16%23%32%11%25%29%27%27%34%31% video game handle/portable 11%23%38%9%24%32%24%24%33%32% hdtv18%23%29%13%26%33%23%24%28%30% plasma tv21%20%25%17%23%28%25%21%26%30% pda11%23%27%13%16%28%28%23%30%35% dvd player/ recorder15

44、%21%27%15%26%30%21%19%26%30% home cinema/ theatre system 14%21%23%15%19%30%21%19%28%31% one segment equipmentn.an.an.an.a28%n.an.an.an.an.a mp3 players & mobile phones top 2 items bought online consumer electronics bought online in past 12 months 20 q. which of the following products have you bought

45、 over the internet in past 12 months? base: 10 countries - all respondents (sample size: 9,531) source: msn/windows live online consumer electronics survey 2007 conducted by synovate australiachina hong kong indiajapankoreamalaysiasingaporetaiwanthailand mp3 player6%9%5%5%4%21%6%4%10%4% mobile phone

46、6%10%4%7%3%16%6%3%7%4% digital camera5%8%4%5%5%15%4%2%8%3% laptop computer4%8%6%6%4%11%9%4%6%3% desktop computer4%7%3%2%4%14%8%4%5%3% lcd computer monitor4%6%3%3%3%14%3%4%4%2% mp4 player2%6%3%2%1%7%4%1%6%3% dvd player/ recorder2%5%3%4%2%9%3%3%3%3% smartphone1%6%4%3%1%8%2%2%3%3% digital camcorder2%5%

47、2%3%2%7%3%2%4%2% video game handle/portable 2%4%5%1%3%7%4%2%3%3% lcd tv2%4%4%2%2%7%3%3%3%2% video game console2%4%3%1%2%6%2%2%4%3% pda1%4%4%2%1%7%3%3%3%3% hdtv1%4%3%1%1%5%2%3%2%3% home cinema / theatre system 1%4%3%2%1%6%2%3%2%2% plasma tv1%4%3%1%1%4%2%1%2%2% one segment equipmentn.an.an.an.a2%n.an.

48、an.an.an.a laptop computers & digital cameras will be the most purchased items online consumer electronics plan to purchase on the internet in next 12 months q. which of the following products do you plan to purchase on the internet in next 12 months? base: 10 countries - all respondents (sample siz

49、e: 9,531) source: msn/windows live online consumer electronics survey 2007 conducted by synovate 21 australiachina hong kong indiajapankoreamalaysiasingaporetaiwanthailand laptop computer10%12%10%16%3%18%19%20%10%10% digital camera9%10%7%12%4%11%14%16%11%8% mobile phone9%8%8%10%5%7%17%20%11%8% smart

50、phone5%8%8%9%1%9%17%13%9%7% digital camcorder6%8%6%12%3%10%10%8%8%8% mp3 player7%7%7%8%2%10%12%12%9%7% desktop computer5%7%9%7%4%8%14%11%8%6% lcd tv5%6%7%10%3%9%14%10%8%6% plasma tv9%6%6%9%2%7%11%9%7%6% mp4 player3%7%7%7%1%10%14%9%7%8% hdtv6%5%9%8%2%10%10%10%8%6% home cinema/ theatre system 6%6%6%8%

51、2%9%10%9%7%6% video game handle/portable 3%7%7%5%1%10%11%10%8%6% pda5%6%7%8%1%7%10%10%8%6% video game console5%5%8%6%2%9%13%11%7%6% lcd computer monitor4%6%7%6%2%8%12%10%7%6% dvd player/ recorder5%5%6%5%2%8%8%6%7%5% one segment equipmentn.an.an.an.a2%n.an.an.an.an.a ownership & purchase intent of co

52、nsumer electronics msn/windows live users are into the latest technology 62% agree a quality home entertainment experience is important to me 44% agree it is important to me that my household is equipped with the latest technology 63% agree i cannot do without mobile communication 67% agree i believ

53、e i am more productive because of all of the electronic devices i have 36% agree i consider myself on the cutting edge of technology trends q. please tell us how much you agree or disagree with each of the following statements. base:10 countries - all respondents (sample size: 9,531) source: msn/win

54、dows live online consumer electronics survey 2007 conducted by synovate strongly agree/agree to the statements 76% agree music is an important part of my life 23 q. which of the following best describes your role in decision making on consumer electronics/technology products for the home? base: 10 c

55、ountries - all respondents (sample size: 9,531) source: msn/windows live online consumer electronics survey 2007 conducted by synovate reaching the decision makers 87% of msn/windows live users are sole/main/joint decision makers on consumer electronics in household 24 sole/main/joint decision maker

56、s an average msn/windows live user owns *includes one segment equipment in japan *includes flat tv in india q. which of the following products do you personally own or have in household? base: 10 countries - all respondents (sample size: 9,531) source: msn/windows live online consumer electronics su

57、rvey 2007 conducted by synovate own personally/have in household 25 *includes one segment equipment in japan *includes flat tv in india q. which of the following products do you personally own or have in household? base: 10 countries - all respondents (sample size: 9,531) source: msn/windows live on

58、line consumer electronics survey 2007 conducted by synovate high ownership of consumer electronics products among msn/windows live users 26 australiachina hong kong indiajapankoreamalaysiasingaporetaiwanthailand mobile phone/ pda /smartphone* 94%85%89%91%92%83%90%92%90%94% desktop computer77%72%73%6

59、8%65%64%68%76%84%79% digital camera/ camcorder 79%60%75%60%78%69%64%67%75%68% dvd player/ recorder87%52%71%64%64%39%64%68%62%68% mp3 player55%64%65%42%41%63%50%63%68%51% laptop computer51%48%39%47%70%41%57%64%52%48% lcd computer monitor39%38%56%25%42%55%36%45%50%34% lcd tv/ plasma / hdtv/ flat tv* 40%34%41%62%40%45%27%35%33%40% video game console (incl. handheld/ portable) 49%25%53%23%59%23%33%41%44%33% home cinema/ theatre system 25%26%25%19%8%20%16%21%18%34% mp4 player9%30%16%14%5%12%16%19%21%21% items personally own/have in household high ownership and high purchase intent *includes one se