波蘭冰箱用戶分析報(bào)告：Amica-外文版培訓(xùn)課件2024.7拓邦和而泰

CONSUMERS&BRANDSRefrigerators:

Amica

owners

inPolandConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAmica

owners

inPoland:

whotheyare;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

tobenchmark

Amicaowners

inPoland(’’brandusers’’)againstPolish

refrigerator

owners

ingeneral(’’category

users’’),

and

theoverall

Polish

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Poland)?

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

insightsAmica

is

the

second

most

owned

refrigerator

brand

in

Poland

after

Samsungand

has

a

usershare

of

17%Management

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinPolandSamsungAmica19%17%16%BekoBosch11%LG6%6%6%ElectroluxWhirlpoolIndesitGorenjeSiemens3%2%1%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=1,945

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024The

current

share

of

refrigerator

owners

owning

Amica

is

fairly

similar

to

Q1

of2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningAmica19%18%18%18%18%18%18%17%17%16%16%16%16%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=304

-373

Amica

owners,

n=1931

-

2029

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Amica

owners

in

PolandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Amicaownersandrefrigerator

owners

overall

isfairlysimilar.Ahappy

relationship

isless

important

to

54%

ofAmica

owners

statethattheyAmica

owners

than

toother

refrigerator

could

notlivewithout

theirsmartphone.

owners

thanthe

average

refrigeratorPinterest

ismore

popularamong

Amicaowners.owner.48%

ofAmica

owners

areintheearlymajority

of

innovationadopter

types.There

is

afairlyeven

splitofmale

andfemale

Amica

owners.Home

and

garden

are

relativelyAmica

owners

remember

seeing

adsinvideo

portalsmore

often

than

theaverage

consumer.prevalent

interests

of

Amicaowners.62%

ofAmica

owners

think

thathealth&social

security

areissues

thatneed

tobeaddressed.Amica

hasalarger

shareof

owners

with

Petsarearelatively

popularhobbyalow

income

than

otherrefrigeratorbrands.among

Amica

owners.36%

ofAmica

owners

liveinlargecities.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+The

age

distribution

of

Amica

owners

and

refrigerator

owners

overall

is

fairlysimilarDemographic

profile:

generationsAgeof

consumersinPolandBrand

users21%21%21%37%38%33%32%8%8%8%Category

usersAllrespondents40%31%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

Amica

ownersDemographic

profile:

genderGenderofconsumersinPolandBrand

users48%48%49%52%52%51%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=323Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsSources:Consumer

Insights

Global

as

of

June

202439%

of

Amica

owners

have

an

upper

secondary

education

with

the

permissionto

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinPoland39%34%

34%28%

27%24%17%16%16%15%14%15%3%

3%2%

2%2%2%1%

1%

1%Bachelor

degree

Master

degree

Doctoral

degreeNoformaleducation

/primary

schoolLower

secondary

Uppersecondaryeducation

(noteligible

forTechnical

/vocationaleducationeducation(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=323

Amica

owners,n=1,945

refrigerator

owners,

n=12,189

allrespondentsConsumer

Insights

Global

as

of

June

2024Amica

has

a

larger

share

of

ownerswith

a

low

income

than

other

refrigeratorbrandsDemographic

profile:

incomeShare

ofconsumersinPoland

inthehigh,

middle,

and

lowthirdsof

monthlyhouseholdgrossincomeBrand

users28%32%40%Category

usersAllrespondents34%32%33%34%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=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Amica

owners

are

relatively

likely

to

livein

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinPoland

live36%36%32%20%19%19%17%16%16%

16%12%11%8%7%

7%7%7%7%3%

3%Other2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-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

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

202436%

of

Amica

owners

live

in

large

citiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinPoland36%33%32%26%25%24%18%18%16%16%15%14%10%9%9%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

20246%

of

Amica

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinPolandBrand

users6%6%89%5%Category

users87%7%Allrespondents

6%87%8%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=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

Amica

owners

than

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinPoland65%

60%59%59%58%53%56%

57%51%23%26%21%20%24%22%22%17%16%21%16%20%15%13%12%13%18%18%17%15%13%Anhonest

andrespectable

lifeSafety

andsecurityAhappyrelationshipMaking

myown

decisionsLearningnew

thingsSocial

justiceTraditionsAdvancingmy

careerTobesuccessfulHavingagood

timeBrand

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=323

Amica

owners,n=1,945refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Home

andgarden

are

relatively

prevalent

interests

of

Amica

ownersConsumer

lifestyle:

main

interestsTop10

interestsofAmicaowners

inPoland49%48%47%46%44%

42%39%43%43%43%39%41%38%38%35%37%34%36%35%33%30%30%29%33%29%33%33%33%31%30%Food

&diningHome

&gardenMovies,TVshows&musicTravelHealth

&fitnessScience

&technologyFashion&beautyFinance&economyHistoryPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=323

Amica

owners,

n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Pets

are

a

relatively

popular

hobby

among

Amica

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAmicaownersinPoland45%45%41%40%41%43%42%40%40%36%

33%32%32%33%29%30%27%29%30%28%29%28%29%28%26%27%26%22%22%22%ReadingCooking/bakingTravelingPetsOutdooractivitiesDoing

sportsandfitnessGardeningandplantsShoppingVideo

gamingDIYandarts&craftsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Amica

owners

participate

in

similar

sports

and

activities

as

other

refrigeratorownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAmicaowners

inPoland20%19%17%16%16%14%13%15%13%12%12%10%10%

10%10%10%10%10%10%9%9%8%7%7%7%7%7%7%7%6%HikingFitness,aerobics,

cardioRunning/joggingSwimming/DivingCyclingDancingSoccerBasketballYoga

/pilatesBadmintonBrand

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=140

Amica

owners,n=818

refrigerator

owners,n=4,726

allrespondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

Amica

owners

follow

motorsports

races

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byAmicaowners

inPoland27%26%23%19%18%13%13%12%11%11%10%10%9%9%9%8%7%7%7%7%6%6%6%5%5%

5%5%5%5%3%SoccerVolleyballTennisBasketballAthleticsHandballMixedMotorsportsBoxingCycling(track&field)Martial

ArtsBrand

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=94

Amica

owners,n=695

refrigerator

owners,n=4,186

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

consumer

electronics?

Innovation

adoption?

Challenges

facing

thecountry?

Politics2154%

of

Amica

owners

state

that

they

could

not

live

without

their

smartphoneConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inPoland54%50%49%44%44%41%32%

32%28%26%

26%24%21%

22%20%Icould

notlivewithoutmy

smartphoneWhen

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

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=323

Amica

owners,n=1,945

refrigerator

owners,n=2,037

all

respondentsConsumer

Insights

Global

as

of

June

202448%

of

Amica

owners

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinPoland48%48%45%27%25%23%15%

15%14%14%13%11%1%1%0%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=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

202462%

of

Amica

owners

think

that

health

&

social

security

are

issues

that

need

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Poland

according

toAmicaowners63%66%61%64%62%61%48%46%42%47%44%42%37%35%38%33%35%34%32%35%31%29%33%33%32%32%26%29%28%26%Health

andsocial

securityRising

prices/inflation/cost

of

livingEconomicsituationEducationCivilrightsEnvironmentDefense

&foreign

affairsHousingUnemployment

ClimatechangeBrand

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=323

Amicaowners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Amica

owners

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinPolandBrand

users20%36%26%25%19%19%18%Category

usersAllrespondents22%34%23%33%26%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=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsPinterest

is

more

popular

among

Amica

ownersthan

the

average

refrigeratorownerMarketing

touchpoints:social

media

usageSocial

mediausageinPoland

bybrand84%86%84%71%76%71%52%49%53%44%46%42%28%20%19%16%17%23%15%20%18%12%13%9%6%5%4%4%3%

2%FacebookYouTube

InstagramTikTokPinterestSnapchat

X(Twitter)LinkedIn

GoldenLineRedditBrand

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=85

Amica

owners,n=494

refrigerator

owners,

n=3045

all

respondentsConsumer

Insights

Global

as

of

June

202470%

of

Amica

owners

watched

digital

video

content

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinPoland

havebeen

usinginthepast4weeks81%79%79%70%69%68%65%

67%63%51%50%49%49%48%46%42%41%40%37%34%33%30%

29%28%27%25%23%23%22%22%12%

13%11%TVDigitalvideocontentRadioMovies

/cinemaOnlinenews

DigitalmusicPodcastsMagazinesOnlinemagazinesDailyWeeklywebsitescontentnewspapers

newspapersBrand

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=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Amica

owners

remember

seeing

ads

in

video

portals

more

often

than

theaverage

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAmicaownersinPoland

have

come

across

digital

advertisinginthepast4weeks56%57%54%39%39%36%39%39%37%33%33%31%21%19%19%19%20%18%

19%17%16%20%18%14%15%14%19%17%16%15%Video

portalsOnlinestores

Search

engines

Social

mediaVideo

gamesWebsitesandappsof

brandsVideo

streaming

MusicportalsservicesEditorialwebsitesandappsBlogs/forumsBrand

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=323

Amica

owners,n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024Amica

owners

remember

ads

they

saw

out-of-home

less

often

than

the

averageconsumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinPoland

havecome

across

non-digital

advertisinginthepast4weeks47%47%46%42%

41%39%38%37%35%34%33%32%26%

26%23%20%

20%

20%17%

17%16%14%

14%14%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioBy

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=323

Amica

owners,

n=1,945

refrigerator

owners,n=12,189

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstand