日本智能手機(jī)品牌蘋果apple用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSSmartphones:

Apple

users

inJapanConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAppleusersinJapan: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

Appleusers

inJapan(’’brandusers’’)againstJapanesesmartphone

users

ingeneral(’’category

users’’),

and

theoverall

Japanese

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Japan)?

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

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

58%,

Apple

is

by

far

the

most

used

smartphone

brand

inJapanManagement

summary:

brandusageand

competitionTop10

most

used

smartphone

brandsinJapanAppleSharp58%10%Sony8%SamsungGoogleOPPO5%5%3%MotorolaXiaomi/MiHuawei1%1%1%ASUS

1%4Notes:"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=476

smartphone

usersSources:Consumer

Insights

Global

as

of

August

2023<h1_time>Management

summary:

brandusagetimelineTimeline

of

smartphone

usersusing

Apple5Notes:"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=0

-

0Apple

users,n=0

-

0smartphone

usersSources:Consumer

Insights

Global

as

of

August

2023Apple

users

in

JapanManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAppleismore

popularamongGeneration

Zthanother

smartphonebrands.Ahappy

relationship

isanimportantaspect

of

lifefor

59%

of

Appleusers.12%

ofAppleusersstatethattheyactively

dosomething

fortheprotectionof

theirdata.Appleusers

access

theinternet

viaadesktop

PClessoften

thanthe

averagesmartphone

user.Fashion

and

beauty

arerelativelyprevalent

interests

of

Appleusers.55%

ofAppleusersare

female.28%

ofAppleusersare

inthe

earlymajority

of

innovationadopter

types.Appleusers

tendtosendprivatemessages

more

often

thantheaverageonliner.Applehasalarger

share

ofusers

with

ahighincome

thanother

smartphonebrands.35%

ofAppleusershavetraveling

asahobby.51%

ofAppleusersthinkthatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.Appleusers

remember

seeing

adsonvideo

streaming

services

more

oftenthan

theaverage

onliner.Smartphone

users

ingeneral

and

Appleusers

specifically,

liveinsimilartypeofcommunities.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Apple

is

more

popular

among

Generation

Z

than

other

smartphone

brandsDemographic

profile:

generationsAgeof

consumersinJapanBrand

users23%32%35%11%11%10%Category

usersAllrespondents17%33%33%39%17%40%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=276

Apple

users,

n=476

smartphone

users,n=3,050

all

respondentsSources:Consumer

Insights

Global

as

of

August

202355%

of

Apple

users

are

femaleDemographic

profile:

genderGenderofconsumersinJapanBrand

users45%55%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

all

respondentsSources:Consumer

Insights

Global

as

of

August

202322%

of

Apple

users

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinJapan39%37%36%34%33%29%22%18%

18%6%5%

5%4%

4%4%1%1%0%

0%

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

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=276

Apple

users,n=476

smartphone

users,

n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

has

a

larger

share

of

users

with

a

high

income

than

other

smartphonebrandsDemographic

profile:

incomeShare

ofconsumersinJapan

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users38%37%25%Category

usersAllrespondents33%39%28%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

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

202327%

of

Apple

users

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinJapanlive28%27%27%24%23%24%23%21%20%18%16%

16%7%6%6%4%4%3%1%

1%

1%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

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

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=276

Apple

users,n=476smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023Smartphone

users

in

general

and

Apple

users

specifically,

live

in

similar

type

ofcommunitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinJapan36%35%

35%23%

23%

24%14%14%14%13%12%12%12%11%10%4%

4%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

brandis

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=276

Apple

users,n=476

smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

20234%

of

Apple

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinJapanBrand

users4%90%89%6%6%Category

users

5%Allrespondents

4%88%8%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

(primarily

used)

smartphone?’’;

Single

Pick;

Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

an

important

aspect

of

life

for

59%

of

Apple

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinJapan77%77%77%56%59%57%45%45%43%36%37%35%24%22%21%22%26%23%22%20%18%8%

8%7%7%6%

6%6%5%5%Havingagood

timeAhappyrelationshipSafety

andsecurityMaking

myown

decisionsTobesuccessful

Anhonest

andrespectable

lifeLearningnew

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

your(primarily

used)

smartphone?’’;Single

Pick;Base:

n=276

Apple

users,n=476smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relatively

prevalent

interests

of

Apple

usersConsumer

lifestyle:

main

interestsTop10

interestsofApple

usersinJapan43%45%39%42%41%39%38%

37%34%36%31%25%26%28%26%22%24%23%23%22%22%21%18%17%19%18%18%17%16%15%Movies,TVshows&musicFood

&diningTravelFashion&beautyHealth

&fitnessSportsPolitics&societyandcurrentworld

eventsFinance&economyVIPs&celebritiesHistoryBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=276

Apple

users,n=476

smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

202335%

of

Apple

users

have

travelingas

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAppleusersinJapan34%35%33%21%23%

23%22%18%18%20%20%18%18%18%16%14%15%15%

14%15%12%12%12%10%9%9%9%

9%

9%8%TravelingCooking/bakingReadingDoing

sportsandfitnessPetsVideo

gamingCars/vehiclesPhotographyDIYandarts&craftsGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

users

participate

in

similar

sports

and

activities

as

other

smartphoneusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAppleusersinJapan6%6%5%5%5%5%4%4%

4%4%3%3%3%3%3%3%3%3%2%2%2%2%2%2%2%2%2%2%1%1%Fitness,aerobics,cardioRunning/JoggingGolfBaseball/SoftballSwimming/DivingCyclingHikingBasketballDancingSoccerBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:

n=58

Apple

users,n=87

smartphone

users,n=563

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

users

follow

similar

sports

leagues,

teams,

and

competitions

as

users

ofother

smartphone

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byApple

usersinJapan17%

17%16%11%9%9%4%4%4%4%4%3%3%

3%3%3%3%3%3%3%3%3%3%3%2%2%2%2%2%1%BaseballSoccerTennisGolfBasketballRugbyTabletennisBoxingSwimming/divingAthletics(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=64

Apple

users,n=107

smartphone

users,n=676

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

the

internet?

Innovation

adoption?

Challenges

facing

thecountry?

Politics2112%

of

Apple

users

state

that

they

actively

do

something

for

the

protection

oftheir

dataConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

inJapan36%36%34%33%

33%32%17%17%15%12%11%

11%9%9%9%I’mconcerned

thatmydata

is

beingmisusedon

theinternetItisimportant

tometohavemobileinternet

access

inanyplaceatanytimeI’mwell

protectedagainstvirusesanddata

abuseIactively

dosomething

fortheprotection

of

my

dataHavingaccess

tothelatest

cellularnetworktechnology

(5G)

isimportant

to

meBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=276

Apple

users,n=476

smartphone

users,n=504

all

respondentsConsumer

Insights

Global

as

of

August

202328%

of

Apple

users

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinJapan50%48%

48%28%28%27%21%21%20%3%3%3%0%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityLaggardsAllrespondents23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

allrespondentsConsumer

Insights

Global

as

of

August

202351%

of

Apple

users

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Japan

accordingtoAppleusers51%52%51%51%49%48%31%30%30%31%30%27%28%25%26%28%28%26%25%24%19%20%25%24%22%22%21%20%20%18%Rising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityPovertyCrimeEducationDefense

&foreign

affairsEnvironment

Climatechange

UnemploymentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=276

Apple

users,n=476

smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

202356%

of

Apple

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinJapanBrand

users10%9%56%57%10%12%24%Category

usersAllrespondents22%11%52%13%23%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

your(primarily

used)smartphone?’’;Single

Pick;Base:n=276

Apple

users,n=476

smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsApple

users

access

the

internet

via

a

desktop

PC

less

often

than

the

averagesmartphone

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinJapanuseregularlyto

accesstheinternet97%95%91%47%43%42%26%25%24%22%21%17%16%13%

12%11%9%

9%8%8%8%7%6%5%5%6%4%SmartphoneLaptopTabletDesktop

PCBrand

usersGaming

consoleCategory

usersSmart

TVSmartwatchStreaming

device

Smart

speakersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

allrespondentsConsumer

Insights

Global

as

of

August

2023Apple

users

tend

to

send

private

messages

more

often

than

the

average

onlinerMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinJapan

by

type31%30%26%29%24%28%27%26%24%20%22%

22%20%18%21%20%16%17%17%17%13%15%13%13%11%9%11%11%10%9%

9%9%8%6%

6%4%Sentprivate

Liked

postsFollowedpeoplePostedpictures/videosCommentedon

postsLikedcompanypostsPosted

texts/statusSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

allrespondentsConsumer

Insights

Global

as

of

August

202347%

of

Apple

users

watched

digital

video

content

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinJapanhave

been

using

inthepast4weeks79%

79%76%47%45%43%37%34%32%26%

24%26%

25%

26%27%26%24%22%22%19%

22%Daily20%20%17%14%

15%14%9%

10%9%6%4%

5%TVDigitalvideo

Onlinenewscontent

websitesMovies

/cinemaDigitalmusiccontentRadioMagazinesOnlinemagazinesPodcastsWeeklynewspapersnewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

all

respondentsConsumer

Insights

Global

as

of

August

2023Apple

users

remember

seeing

ads

on

video

streaming

services

more

often

thanthe

average

onlinerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAppleusersinJapan

havecome

across

digitaladvertisinginthepast4weeks37%34%35%28%29%29%25%26%24%26%24%24%22%20%18%

18%15%18%15%13%15%14%14%13%12%11%10%10%9%9%Search

engines

Social

mediaVideo

portalsEditorialwebsitesandappsOnlinestores

Video

streamingservicesOtherappsNewslettersVideo

gamesBlogs/forumsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

allrespondentsConsumer

Insights

Global

as

of

August

2023Apple

users

remember

ads

they

got

by

mail

less

often

than

other

smartphoneusersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinJapanhavecome

across

non-digital

advertisinginthepast4weeks64%64%57%32%

32%28%20%

21%15%16%

16%15%14%14%

14%14%13%12%13%

13%11%9%9%9%OnTVDirectly

inthestoreBy

mailshot

/

OnadvertisingOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

your(primarily

used)smartphone?’’;Single

Pick;

Base:

n=276

Apple

users,n=476

smartphone

users,n=3,050

allrespondentsConsumer

Insights

Global

as

of

August

2023CONSUMER

INSIGHTSUnderstand