英國個(gè)人電腦品牌LG用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSDesktop

PCs:

LG

owners

in

theUnited

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofLG

owners

intheUnitedKingdom:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

LGowners

in

theUnitedKingdom(’’brandusers’’)

againstUKdesktop

PC

owners

ingeneral(’’category

users’’),

and

theoverall

UKonliner,

labelledas’’all

respondents’’

inthecharts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsLG

is

the

ninth

most

owned

desktop

PC

brand

in

the

UK

with

Apple

(Mac)

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

owned

desktopPCbrandsintheUKApple(Mac)Dell23%21%HP15%Acer10%9%ASUSMicrosoftLenovoAlienwareLG6%6%5%3%3%AMD4Notes:"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=1708,

desktop

PCownersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

desktop

PC

owners

owning

LG

stayed

the

same

since

Q2

of

2022Management

summary:

brandusagetimelineTimeline

of

desktopPCowners

owningLG3%3%3%3%3%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=31

-

51

LG

owners,n=1223

-

1708

desktop

PCownersConsumer

Insights

Global

as

of

August

2023Sources:LG

owners

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLGis

more

popularamong

Millennialsthanother

desktop

PCbrands.Success

and

career

advancement

arerelatively

important

to

LG

owners.Itstands

out

that47%

ofLGowners

saythatelectronics

areastatussymbol

forthem.LGowners

access

the

internet

viaastreaming

device

more

often

thantheaverage

desktop

PC

owner.53%

ofLGowners

are

male.Family

andparentingarerelativelyprevalent

interests

of

LGowners.29%

ofLG

owners

are

innovators

orearly

adoptersof

new

products.LGowners

tendtobemore

activeonsocial

media

thanother

desktop

PCowners.LGhasalarger

shareof

owners

with

alow

income

thanother

desktop

PCbrands.Carsor

vehicles

are

relatively

popularhobbiesamong

LGowners.Arelatively

highshare

ofLGownersthink

thatcrime

isanissuethatneedstobeaddressed.LGowners

remember

seeing

adsonblogs

and

forums

more

often

thanother

desktop

PCowners.LGowners

aremore

likely

to

live

incitiesandurbanareas

than

desktop

PCowners

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+LG

is

more

popular

amongMillennials

than

other

desktop

PC

brandsDemographic

profile:

generationsAgeof

consumersintheUKBrand

users27%55%12%6%Category

usersAllrespondents19%20%40%29%12%13%37%31%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=51,

LGowners,n=1708,

desktop

PCowners,

n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202353%

of

LG

owners

are

maleDemographic

profile:

genderGenderofconsumersintheUKBrand

users53%47%Category

usersAllrespondents57%43%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202357%

of

LG

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK31%30%28%24%22%22%21%20%18%18%17%15%9%8%8%4%3%2%1%0%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

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

has

a

larger

share

of

owners

with

a

low

income

than

other

desktop

PCbrandsDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users44%44%27%29%Category

usersAllrespondents32%24%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

brands

are

the

desktop

PCs

in

yourhousehold?";

MultiPick;Base:n=51,

LGowners,n=1708,

desktop

PCowners,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

desktop

PC

owners,

LG

owners

are

relatively

likely

to

live

in

asingle

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive40%39%34%24%24%22%16%16%13%12%12%10%8%6%6%4%4%4%3%2%2%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

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=51,

LGowners,n=1708,desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

owners

are

more

likely

to

live

in

cities

and

urban

areasthan

desktop

PCowners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK41%27%26%24%22%20%20%17%14%14%

14%12%11%10%9%8%7%4%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

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202322%

of

LG

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users22%78%0%Category

usersAllrespondents7%8%90%89%3%3%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

LG

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%59%49%47%45%43%42%41%40%39%34%32%29%29%

26%24%29%

29%27%25%25%24%18%

14%13%16%13%10%10%8%TobesuccessfulAhappyrelationshipAdvancingmy

careerHavingagood

timeLearningnew

thingsAnhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=51,

LGowners,n=1708,

desktopPCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

LG

ownersConsumer

lifestyle:

main

interestsTop10

interestsofLGownersinthe

UK56%

56%43%

43%40%40%39%37%37%37%37%38%35%

32%30%35%32%29%34%32%31%26%29%29%29%27%27%26%21%21%Family

&parentingFood

&diningMovies,TVshows&musicHistoryHealth

&fitnessHome

&gardenSportsTravelFashion&beautyScience

&technologyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

LG

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofLGowners

intheUK42%37%41%39%38%37%37%35%35%33%29%29%31%30%29%

30%22%29%28%28%27%24%25%23%20%19%17%16%14%11%Cooking/bakingReadingCars/vehiclesVideo

gamingPetsPhotographySocializingTech

/computersWritingDIYandarts&craftsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

owners

are

more

likely

to

play

badminton

than

the

average

onlinerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofLGownersintheUK16%14%13%12%12%12%12%12%12%12%12%10%10%10%10%10%10%9%9%8%8%8%8%7%7%7%7%6%6%6%BadmintonCyclingDancingFitness,aerobics,cardioRunning/JoggingSwimming/DivingBasketballSoccerHikingYoga

/PilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=17,

LGowners,n=726,

desktop

PC

owners,n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

owners

are

more

likely

to

follow

volleyball

than

other

desktop

PC

ownersConsumer

lifestyle:

sports

followedTop10

sports

followed

byLGownersintheUK29%26%16%14%12%11%10%10%10%10%10%10%9%9%9%8%6%6%6%6%

6%6%5%5%4%3%3%2%2%2%SoccerBasketballTennisBaseballBoxingVolleyballAmericanfootballCricketCyclingIceHockeyBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=15,

LGowners,n=634,

desktop

PCowners,n=8230,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

consumer

electronics?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

47%

of

LG

owners

say

that

electronics

are

a

status

symbol

forthemConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inthe

UK57%55%55%55%54%47%43%43%43%37%37%33%29%23%17%Icould

notlivewithoutmy

smartphoneIwant

thebestaudioandcinematicexperience

from

allmy

devicesIwould

love

tocontrol

my

home

viasmartphone

or

voiceElectronics

areastatussymbol

formeIbuynew

electronics,even

when

myoldmodel

stillworksBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=51,

LGowners,

n=1708,

desktop

PCowners,n=4033,

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

LG

owners

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK39%38%36%32%27%24%20%20%16%16%12%11%6%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

LG

owners

think

that

crime

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toLGowners63%61%47%

48%43%39%35%34%40%39%39%34%37%38%37%

37%35%36%34%33%28%33%31%31%29%29%30%27%25%24%CrimeRising

prices/inflation/cost

of

livingHealth

andsocial

securityPovertyEnvironment

Unemployment

ClimatechangeHousingEconomicsituationEducationBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

desktop

PC

owners,

LG

owners

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users16%24%47%14%Category

usersAllrespondents23%35%31%26%11%23%37%14%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

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsLG

owners

access

the

internet

via

a

streaming

device

more

often

than

theaverage

desktop

PC

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet92%91%82%78%75%73%71%69%66%61%61%59%58%53%52%51%47%47%45%44%40%38%38%37%36%31%30%SmartphoneDesktop

PCSmart

TVLaptopTabletGaming

console

Streaming

deviceAllrespondentsSmartwatchSmart

speakersBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023LG

owners

tend

to

be

more

active

on

social

media

than

other

desktop

PCownersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type65%59%57%55%54%54%51%53%49%46%41%47%

47%46%45%41%41%39%39%34%31%36%30%29%27%27%18%26%22%15%8%7%7%6%0%0%Liked

posts

SentprivateFollowedpeopleCommentedon

postsFollowedcompaniesPostedpictures/videosPosted

texts/statusLikedcompanypostsSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023LG

owners

tend

to

go

to

the

movies

more

often

than

desktop

PC

owners

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks81%78%79%

78%78%73%68%61%59%56%56%52%50%46%43%43%31%41%31%39%39%31%38%35%30%30%27%26%25%18%16%15%13%TVDigitalvideocontentMovies

/cinemaPodcastsDigitalmusiccontentMagazinesRadioDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

arethe

desktop

PCs

in

your

household?";Multi

Pick;Base:

n=23,

LGowners,n=863,

desktop

PCowners,

n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023LG

owners

remember

seeing

ads

on

blogs

and

forums

more

often

than

otherdesktop

PC

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereLGowners

inthe

UK

havecome

across

digitaladvertisinginthepast4weeks45%45%43%43%39%39%37%35%35%35%31%31%30%31%29%29%29%27%27%27%27%23%21%24%22%20%16%13%10%10%Social

mediaVideo

portalsVideo

games

Search

engines

Onlinestores

Video

streamingservicesWebsitesandappsof

brandsBlogs/forumsNewslettersOtherappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:n=51,

LGowners,n=1708,

desktop

PCowners,

n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023LG

owners

remember

ads

they

saw

out-of-home

less

often

than

other

desktopPC

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks65%54%51%41%36%35%33%33%22%32%32%32%32%29%29%29%23%27%21%27%25%18%19%18%OnTVOntheradioDirectly

inthestoreInprinteddailynewspapersBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsOnadvertisingspacesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brands

are

the

desktop

PCs

inyourhousehold?";

Multi

Pick;

Base:

n=51,

LGowners,n=1708,

desktop

PCowners,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August