英國著名智能家居品牌戴森dyson市場調研和分析報告（英文版）-2024年1月上傳培訓課件

CONSUMER&

BRANDBrand

KPIs

for

smart

homes:Dyson

in

the

UKConsumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandbenchmarks

abrandsperformance

against

theindustryoverall

and

theircompetitors.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withBritish

Englishoffered

as

analternativeOurdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

4980Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Dysons’

performance

inthesmart

home

market.Fieldwork:June2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Dyson

maintains

its

market

relevance

by

continually

captivating

millennials

withits

enduring

appeal

and

innovative

approachIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??

Millennials

aremost

likely

toresonate

withthe?

Dyson

excels

above

the

industryaverage

inall

keycurrent

brandingstrategy

of

Dysonperformance

indicators?

Women

aremore

likely

to

likeDyson

asabrand?

Dyson

is

inthe

Top

10

performing

brandsfor:than

men?

Awareness?

Popularity?

Usage?

Dyson's

proportion

of

LGBTQIA+

users

matches

theindustryaverage

forsmart

home

users.?

Dyson

tendsto

attractconsumers

from

high-income?

Loyalty?

Buzzbrackets?

It’sgenerally

people

incouple

households

thatlikeDysonDyson

holdsastrong

industryposition,ranking

thirdincategories

like

awareness,

popularity,andusage,securing

the

second

position

formedia

buzz.However,

itranksninth

interms

of

of

loyalty?3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4Dyson

is

well-known

among

the

majority

of

smart

home

users

in

the

UKBrand

profile:

snapshotDysons’brandperformance

within

theindustry

of

Britishonlineconsumers90%53%41%29%27%20%18%12%11%9%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onsmarthome

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:

n=941,

respondents

who

have

used

smarthomeConsumer

Insights

Global,

asofSeptember

2023Sources:Dyson

is

popular

among

the

Millennials

in

the

smart

home

marketBrand

Profile:

consumer

demographics

(1/3)Dyson

hasastrong

resonance

withMillennials,

with40%

ofMillennial

consumers

who

usesmart

homeproductsbeingfansof

the

Dyson

brand,compared

to37%

ofMillennials

who

arefamiliar

withanybrandsinthesmart

home

market.

Gen

Zers

andBabyBoomersshow

asimilar

level

ofliking

forDyson

compared

to

theindustryaverage.Generation

of

consumerswho

likeDyson40%37%30%28%However,

Gen

Xers

areslightlyless

likely

tohaveapositive

affinity

forDyson,

with28%

expressing

theirliking,which

islower

thantheindustryaverage

of

30%.22%21%12%11%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryusers6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosmarthome,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=453,

Dysonenthusiast,

n=1,094,

smarthome

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Women

are

more

likely

to

like

Dyson

as

a

brand

than

menBrand

Profile:

consumer

demographics

(2/3)GenderofDyson

fansTheGender

splitbetween

brandenthusiastsof

Dyson

shows

women

aremore

likely

tohaveanaffinity

with

thebrandover

men,

compared

totheIndustryaverage.LGBTQIA+status

ofDyson

fansDyson

boastsaproportion

ofLGBTQIA+users

thatalignswith

theindustryaverage

forsmart

home

users.8%8%8%

of

Dyson

users

consider

themselvestobepartof

theLGBTQIA+

communitywhich

matches

theoverall

industryaverage

of8%.

ItappearsthatDysonhasattracted

diverse

audiences

and

isexploring

opportunities

intargetinguntapped

demographics.43%49%51%57%

ofwomen

likeDyson

compared

to43%

ofmen,

whereas

theindustryaverage

forsmart

home

users

showsthat51%

of

women

usesmart

homescompared

to

49%

of

men.90%90%2%57%2%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

smarthome,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=453,

Dysonenthusiast,

n=1,094,

smarthome

usersSources:Consumer

Insights

Global,

asofSeptember

2023It’s

generally

people

in

couple

households

that

like

DysonBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aDyson

uservaries

from

thatoftheaverage

smarthome

user.

Specifically,41%

of

Dysonusers

belong

tothehigh-income

groupcompared

to

37%

of

theaverage

smarthome

user.Therefore,

Dyson

isabrandthattendstoattractconsumers

fromhigher-income

groups.Householdtype15%

ofDyson

users

arefrom

singlehouseholds.

Couples

aremore

likely

touseDyson

thanotherbrandsandforthenuclear

family,itis

theaverage.15%17%Single37%34%41%Therefore,

with

thecouple

andnuclearhouseholds

market

wrapped

up

Dysonmay

wanttoconsider

opportunities

andtarget

advertising

atsinglehouseholds.23%21%CoupleNuclear

familySingleparentOther34%34%34%25%10%10%29%18%18%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

smarthome,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=453,

Dysonenthusiast,

n=1,094,

smarthome

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Dyson

take

sustainability

more

seriously

than

consumers

ingeneralBrand

profile:

attitudesWhat

do

consumersthink

ofsmart

home

ingeneral?25%

ofusers

who

likeDyson

saythey

arewell

informed

when

itcomes

to

smart

home

and

17%

of

theseuserssaythattheycan’timagine

theirlifewithout

smart

home.

Thiscompares

toamarket

average

of

23%

and15%,respectively.How

doespriceeffect

theirdecisions?Only16%

of

userswho

likeDyson

sayalow

price

ismore

important

than

highquality

when

itcomes

to

smarthome,

which

alignswith

themarket

average

of

16%Do

consumerstrusttheirsmart

home?Relying

onbrandsusers

know

and

trustwhen

itcomes

to

smart

home

isimportant

to

31%

of

users

wholikeDyson,compared

tothemarket

average

of

27%.Do

smart

home

need

toinnovate

tostay

relevant?32%

ofusers

who

likeDyson

saysmart

homes

excite

themwith

31%

confirming

theylike

to

try

outnew

andinnovativesmart

home.

Thiscompares

to

amarket

average

of27%

and25%,

respectively.How

important

issustainability

toconsumers?According

to26%

ofusers

who

likeDyson,sustainabilityisimportant

when

itcomes

tosmart

home,

comparedtothe

market

average

of

24%.9Notes:“Which

ofthese

statements

about

smarthome

do

youagreewith?”;

Multi

Pick;“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=453,

Dysonenthusiast,

n=1,094,

smarthomeusersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Dyson

performs

better

than

the

industry

average

in

all

categoriesBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthesmart

homemarketWhen

itcomes

to

smart

home,

the

average

awarenessforabrandintheUKis50%.

Awareness

of

Dyson,however,

is

significantlyhigherat89%.Awareness95%With,41%

of

British

smart

home

users

sayingthey

likeDyson,Dyson

finds

itself

way

higherthan

theaverage,26%,

forpopularity.23%

ofsmart

home

usersintheUKsaythey

useDyson,with

theaverage

usageof

abrand

at20%BuzzPopularity73%

ofDyson

users

saythey

would

usethebrandagaincompared

toanaverage

loyalty

score

of

64%.Dyson

is

more

likely

tobeseen

inthemedia

thanother

brands,with

a“Buzz”score

of27%

compared

toanaverage

of

15%.LoyaltyUsageIndustryaverageBrand11

Notes:Sources:Smarthome

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=1,114,

respondents

who

know

the

individual

brand(popularity),

n=1,114,

respondents

whoknow

the

individual

brand(usage),

n=255,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,114,

respondents

who

know

the

individual

brand(buzz)Consumer

Insights

Global,

asofSeptember

2023Dyson

wasthe

third

most

recognized

brand

in

the

smart

home

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDysonRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1SamsungLG94%90%89%87%80%72%71%69%54%42%11%23DysonOutofrespondents

whousesmart

home

89%

wereaware

ofDyson.

Thisranksthemin3rd

placecompared

to

other

brandssurveyed

inthisindustry.4Bosch5Google

NestRingThebrand

leading

thisKPI

isSamsungwho

scored

anawareness

ratingof94%.67Shark8Hive89%9Philips

HueXiaomiAwareNot

aware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Consumer

Insights

Global,

asofSeptember

2023Sources:Dyson

secures

the

third

spot

for

most

popular

brand

in

the

smart

home

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDysonRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

smart

home,

which

ofthefollowing

brandsdoyoulike?”.1SamsungRing50%42%41%38%32%31%31%29%24%22%2Outofconsumers

who

knew

thebrand

41%

saidtheyliked

Dyson.

Thisranks3rd

position

compared

tootherbrandssurveyed

inthesmart

home

market.3Dyson41%4Google

NestLGSamsungwho

scored

apopularityratingof

50%secures

the

top

spotfollowed

by,Ringwho

scored42%.

Dyson,ranking

third,

is

evidently

awell-established

brand

inthesmart

home

market,particularly

interms

ofpopularity.56Bosch59%7Hive8Shark9Philips

HueHoneywell

HomeLikeDonotlike10Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,114,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Dyson

seals

the

third

spot

for

being

the

most

used

smart

homeBrand

KPIs

&benchmarking:

usageSummaryUsage

ofDysonRank#

BrandUsage

%31%Afterpopularity,we

want

tocover

thevalueactiongapsoastounderstandifthe

brandwas

alsothenbeingused,we

asked

each

respondent:

“When

itcomes

tosmart

home,

which

of

the

following

brandshaveyouused

inthepast12

months?”.1SamsungRing23%25%23DysonGoogle

NestTP-LinkShark23%Outofusers

who

knew

thebrand23%

saidtheyusedDyson.

Thisranks3rd

position

compared

tootherbrandssurveyed

inthesmart

home

market.422%521%Samsungwho

hadausagescore

of

31%

istheleadingbrandfollowed

by,Ring

who

scored

25%.

Securing

thethirdposition

intherankings,Dyson

standsasone

ofthepremier

providers

inthesmart

home

market.620%7LG19%77%8ECOVACSHive18%918%UseDonotuse10Bosch14%Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=1,114,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Dyson

had

the

ninth

most

loyal

consumers

in

the

smart

home

marketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDysons’consumersRank#

BrandLoyalty

%88%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

smarthome,

which

of

thefollowing

brandsareyou

likely

touseagaininthefuture?”.1Ring2SamsungTP-LinkShark87%27%384%483%Outofconsumers

who

used

Dyson

73%

saidtheywould

usethebrandagaininthefuture.Thisranks9thposition

compared

to

other

brandssurveyed

inthesmart

home

market.5Philips

HueBosch77%676%7Google

NestLG74%Thebrand

leading

thisKPI

is

Ringwho

scored

aloyaltyscore

of88%

followed

by,Samsungwho

scored

87%.Dyson's

presence

inthetop10

reflects

itsstrongstanding,

andthere

isanexciting

opportunity

toelevate

itsloyalty

score

to

match

theindustryleaders.73%873%9Dyson73%LoyalNot

return10Hive72%Notes:“When

it

comesto

smarthome,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=255,

respondents

who

have

used

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Dyson

wasthe

second

most

heardaboutbrand

in

the

media

in

the

smart

homemarketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofDysonRank#

BrandBuzz%29%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Ring2Dyson27%27%3SamsungGoogle

NestDanalockHive26%Outofconsumers

who

knew

thebrand

27%

saidtheyhadheardaboutDyson

inthemedia.

Thisranks2ndposition

compared

to

other

brandssurveyed

inthesmart

home

market.425%520%619%Ring

withthebuzzscore

of29%

is

leadingthisKPI.Dyson,securing

thesecond

position,

hasundeniablymadeasignificantandlasting

impact

inthemedialandscapethroughitsinnovative

products,groundbreaking

technology,

andcompelling

marketingcampaigns.7Shark18%73%8ECOVACSLG17%916%BuzzNobuzz10Bosch15%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,114,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Explore

the

GlobalCo