意大利智能家居品牌Gewiss用戶市場調研和分析報告（英文版）-2024年1月上傳培訓課件

CONSUMERS&BRANDSSmart

home:

Gewiss

owners

inItalyConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGewiss

owners

inItaly:who

theyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Gewiss

owners

inItaly(’’brandusers’’)againstItalianowners

ofsmart

home

devices

ingeneral

(’’category

users’’),

and

theoverall

Italianonliner,

labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Italy)?

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

insightsGewiss

is

the

seventh

most

owned

smart

home

brand

in

Italy

withSamsung

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

owned

smart

home

brandsin

ItalySamsungPhilips32%19%18%BticinoGoogle

NestXiaomi/MiTP-Link13%12%10%Gewiss7%7%BelkinVimar4%4%Osram4Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=793,

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023The

share

of

owners

of

smart

home

devices

owning

Gewiss

stayed

the

samesince

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

ownersof

smart

homedevicesowningGewiss8%7%7%7%7%7%7%7%7%7%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=40

-

58

Gewissowners,n=593

-

793

ownersofsmarthome

devicesSources:Consumer

Insights

Global

as

of

September

2023Gewiss

owners

in

ItalyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGewiss

ismore

popularamongGeneration

Xthanother

smart

homebrands.Ahappy

relationship

isless

important

to

Itstands

out

that43%

ofGewiss

ownersGewiss

owners

access

the

internet

viaasmart

speaker

more

often

thantheaverage

smart

home

device

owner.Gewiss

owners

than

to

other

owners

ofsmart

home

devices.think

thatsmart

appliancesintheirhome

canhelp

themsavemoney.Gewiss

ismore

popularamong

maleowners

of

smart

home

devices

thanfemale

owners

ofsmart

home

devices.Health

and

fitnessare

relativelyprevalent

interests

of

Gewiss

owners.33%

ofGewiss

owners

areinnovators

or

Gewiss

owners

tendto

bemore

activeearly

adoptersof

new

products.on

social

media

thanotherowners

ofsmart

home

devices.Tech

or

computers

arerelativelyArelatively

highshare

ofGewiss

ownersGewiss

hasalarger

share

ofownerswith

ahigh

income

than

other

smarthome

brands.popularhobbiesamong

Gewiss

owners.

think

thatgovernment

debtisanissuethatneeds

to

beaddressed.Gewiss

owners

remember

seeing

adsinonlinestores

more

often

than

otherowners

of

smart

home

devices.Gewiss

owners

aremore

likely

toliveincitieswith

over

1million

inhabitantsthan

owners

ofsmart

home

devices

ingeneral.6Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Gewiss

is

more

popular

among

Generation

X

than

other

smart

home

brandsDemographic

profile:

generationsAgeof

consumersinItalyBrand

users10%36%47%37%7%Category

usersAllrespondents19%19%33%11%31%38%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=58,

Gewiss

owners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023Gewiss

is

more

popular

among

male

owners

of

smart

home

devices

thanfemale

ownersof

smart

home

devicesDemographic

profile:

genderGenderofconsumersinItalyBrand

users67%33%Category

usersAllrespondents51%50%49%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsSources:Consumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Gewiss

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinItaly30%29%

29%29%19%19%18%17%17%17%16%10%9%

9%7%5%

5%5%3%3%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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=58,

Gewissowners,n=793,

ownersofsmarthome

devices,n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Gewiss

has

a

larger

share

of

ownerswith

a

high

income

than

other

smart

homebrandsDemographic

profile:

incomeShare

ofconsumersinItaly

inthehigh,

middle,

andlowthirdsofmonthly

household

gross

incomeBrand

users60%21%19%Category

usersAllrespondents35%32%33%33%33%33%HighMiddleLow11

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=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Gewiss

owners

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinItaly

live55%37%33%23%

23%21%20%14%14%12%9%7%5%

5%

6%3%Singlehousehold3%3%2%

2%Multi-generationalfamily2%CouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

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=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Gewiss

owners

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

thanowners

of

smart

home

devices

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinItaly32%32%28%28%25%

25%21%

21%21%20%12%

12%11%10%3%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providersdo

you

ownSmartHome

devices

from?’’;

Multi

Pick;Base:n=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

allrespondentsConsumer

Insights

Global

as

of

September

20232%

of

Gewiss

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinItalyBrand

users2%91%85%86%7%Category

usersAllrespondents6%10%5%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:

n=58,

Gewissowners,n=793,

ownersofsmarthome

devices,n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

Gewiss

owners

than

to

other

owners

ofsmart

home

devicesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinItaly59%57%55%54%48%43%33%33%31%36%32%31%34%32%27%32%31%31%22%22%27%22%19%15%17%16%14%9%

9%

9%Anhonest

andrespectable

lifeAhappyrelationshipLearningnew

thingsSafety

andsecurityTobesuccessfulHavingagood

timeMaking

myown

decisionsSocial

justiceTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

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=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Health

andfitness

are

relatively

prevalent

interests

of

Gewiss

ownersConsumer

lifestyle:

main

interestsTop10

interestsofGewiss

ownersinItaly58%55%58%53%57%56%56%51%50%48%45%42%44%45%44%43%42%42%40%38%38%38%33%32%36%35%31%30%26%23%Health

&fitnessFood

&diningTravelScience

&technologyPolitics&societyandcurrentworld

eventsSportsMovies,TVshows&musicFashion&beautyHome

&gardenVehicles

&mobilityBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;

Base:

n=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

allrespondentsConsumer

Insights

Global

as

of

September

2023Tech

or

computers

are

relatively

popular

hobbies

among

Gewiss

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGewissowners

inItaly55%55%50%46%

45%43%

43%41%37%40%38%38%38%38%36%36%36%34%34%31%31%29%

29%28%24%23%23%

23%17%15%OutdooractivitiesTech

/computersDoing

sportsandfitnessSocializingTravelingCooking/bakingReadingCars/vehiclesDIYandarts&craftsGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

allrespondentsConsumer

Insights

Global

as

of

September

2023Gewiss

owners

are

more

likely

to

play

badminton

than

other

ownersof

smarthome

devicesConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGewiss

ownersinItaly40%32%29%29%28%26%26%23%22%19%17%17%17%17%16%15%14%13%13%11%11%10%10%10%8%8%5%5%3%1%BadmintonCyclingSoccerRunning/JoggingBasketballHikingSwimming/DivingFitness,aerobics,cardioDancingYoga

/PilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providersdo

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=39,

Gewissowners,n=878,

ownersofsmarthomedevices,

n=5965,

all

respondentsConsumer

Insights

Global

as

of

September

2023Gewiss

owners

follow

similar

sports

leagues,

teams,

and

competitions

as

ownersof

other

smart

home

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byGewiss

ownersinItaly81%39%34%34%29%28%27%27%24%21%20%19%17%17%16%14%12%12%12%10%10%9%8%9%7%6%6%5%5%3%SoccerTennisMotorsportsBasketballCyclingSwimming/divingAthletics(track&

field)VolleyballGymnasticsMixedMartial

ArtsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi

Pick;

Base:

n=25,

Gewissowners,n=773,

ownersofsmarthomedevices,

n=5094,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

smart

home?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

43%

of

Gewiss

owners

think

that

smart

appliances

in

theirhome

can

help

them

save

moneyConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inItaly45%43%41%35%33%31%29%27%26%24%

25%23%

23%22%20%Home

safety

isespecially

Smart

appliancesandMaking

myhomeIt’stoo

expensive

toconvert

my

homeinto

aSmart

HomeIamworried

thatpeople

canspy

onmethroughmy

devicesimportant

to

me

devices

inmy

home

can

environmentally

friendlyhelp

me

save

moneyBrand

usersisimportant

tomeCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

Smart

Home

devices

from?’’;

Multi

Pick;

Base:

n=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=2035,

allrespondentsConsumer

Insights

Global

as

of

September

202333%

of

Gewiss

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinItaly52%51%34%26%19%18%17%16%15%15%14%13%7%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

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=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Gewiss

owners

think

that

governmentdebt

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Italy

accordingtoGewiss

owners59%

59%59%57%53%52%50%43%46%41%40%46%44%40%44%

45%40%45%45%44%43%43%41%41%41%

41%31%31%25%24%EconomicsituationEnvironment

UnemploymentCrimePovertyRising

prices

Climatechange/inflation/Health

andsocial

securityEducationGovernmentdebtcost

of

livingBrand

usersCategory

usersAllrespondents24

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=58,Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

ownersof

smart

home

devices,

Gewiss

owners

tend

to

havecentrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinItalyBrand

users22%33%38%7%Category

usersAllrespondents25%25%30%29%20%21%26%24%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;"Which

ofthese

providers

do

youownSmartHome

devices

from?’’;

Multi

Pick;Base:n=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsGewiss

ownersaccess

the

internet

via

a

smart

speaker

more

often

than

theaverage

smart

home

device

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinItalyuseregularly

toaccesstheinternet95%

94%93%85%78%75%70%69%67%67%57%54%48%

49%48%47%47%39%36%36%35%29%27%27%25%25%25%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

console

Smart

speakersAllrespondentsSmartwatchStreaming

deviceBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;Base:

n=58,

Gewissowners,n=793,

ownersofsmarthomedevices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Gewiss

owners

tend

to

be

more

active

on

social

media

than

other

owners

ofsmart

home

devicesMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinItaly

by

type62%62%62%61%60%59%56%50%53%52%43%50%46%47%47%44%41%40%27%32%31%30%27%24%11%22%21%19%18%10%9%

9%5%5%4%0%Liked

postsbyotherusersPostedpictures/videosSentprivatemessagesFollowedpeopleSharedpostsbyother

usersCommentedon

postsFollowedcompaniesPosted

texts/statusLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents28

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=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Gewiss

owners

tend

to

read

magazines

more

often

than

owners

of

smart

homedevices

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinItaly

havebeen

using

inthepast4weeks92%

88%87%77%62%73%67%

67%65%52%62%58%58%45%58%49%42%41%35%33%38%22%23%38%33%33%32%30%27%20%18%17%15%TVRadioMagazinesOnlinenews

Digitalvideo

DigitalmusicDailynewspapersMovies

/cinemaPodcastsWeeklynewspapersOnlinemagazineswebsitescontentcontentBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providersdo

youown

SmartHome

devices

from?’’;

Multi

Pick;Base:n=26,

Gewissowners,n=882,

ownersofsmarthome

devices,

n=6103,all

respondentsConsumer

Insights

Global

as

of

September

2023Gewiss

owners

remember

seeing

ads

in

online

stores

more

often

than

otherowners

of

smart

home

devicesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGewissowners

inItalyhave

come

across

digital

advertisinginthepast4weeks52%45%45%45%41%40%43%41%36%36%35%34%32%29%33%31%30%28%26%26%26%24%21%19%22%20%20%17%18%16%OnlinestoresSocial

mediaVideo

portals

Search

enginesWebsitesandappsof

brandsEditorialwebsitesandappsNewsletters

Video

streaming

MusicportalsservicesVideo

gamesBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHomedevices

from?’’;

Multi

Pick;

Base:n=58,

Gewissowners,n=793,

ownersofsmarthome

devices,

n=12196,

all

respondentsConsumer

Insights

Global

as

of

September

2023Gewiss

owners

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

owners

of

smart

home

devicesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinItalyhave

come

across

non-digital

advertisinginthepast4weeks67%66%65%47%43%40%

39%36%

36%36%27%

27%34%22%33%31%31%18%30%29%21%

21%22%17%OnTVOntheradioInprinteddailynewspapersOnadvertising

By

mailshot

/Directly

inthestoreInprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

do

youown

SmartHome

devices

from?’’;

Multi