美國(guó)智能手機(jī)品牌htc用戶市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSSmartphones:

HTC

users

in

theUnited

StatesConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHTCusers

inthe

UnitedStates:

whotheyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

HTCusers

intheUnitedStates(’’brandusers’’)

againstU.S.

smartphone

usersingeneral(’’category

users’’),

and

theoverall

U.S.

onliner,

labelledas’’all

respondents’’

inthecharts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

theUnited

States)?

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

insightsHTC

is

the

sixth

most

used

smartphone

brand

in

the

U.S.

with

Apple

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

smartphone

brandsinthe

U.S.AppleSamsungMotorolaGoogleOnePlusHTC48%28%7%5%1%1%1%1%1%1%ZTEHuaweiNokiaSony4Notes:"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=9,572

smartphone

usersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

smartphone

users

using

HTC

stayed

the

same

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

smartphone

usersusing

HTC1%1%1%1%1%1%1%1%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=31

-74

HTCusers,n=6060

-

9572

smartphone

usersSources:Consumer

Insights

Global

as

of

August

2023HTC

users

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHTCismore

popularamong

Generation

Tradition

ismore

important

to

HTCItstands

out

thatonly

39%

ofHTCuserswant

to

havemobile

internet

access

inanyplaceatanytime.HTCusers

access

theinternet

viaalaptopless

often

thanthe

averagesmartphone

user.Zthanother

smartphone

brands.users

than

toothersmartphone

users.HTCismore

popularamong

malesmartphone

users

thanfemalesmartphone

users.Vehicles

andmobility

arerelativelyprevalent

interests

of

HTCusers.46%

ofHTCusers

are

in

theearlymajority

of

innovationadopter

types.HTCusers

tendtobemore

activeonsocial

media

thanother

smartphoneusers.Meditation

or

wellness

are

relativelypopularhobbiesamong

HTCusers.HTCusers

haveasimilarincomedistributionas

smartphone

users

ingeneral.28%

ofHTCusers

thinkthathealth&social

security

are

issuesthatneed

to

be

HTCusers

remember

seeing

adsonaddressed.social

media

lessoften

thanothersmartphone

users.HTCusers

aremore

likely

to

liveinlargecitiesthansmartphone

usersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+HTC

ismore

popular

among

Generation

Z

than

other

smartphone

brandsDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users38%39%18%5%Category

usersAllrespondents22%22%37%28%12%13%37%29%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=74

HTC

users,n=9,572

smartphone

users,n=60,072

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023HTC

ismore

popular

among

male

smartphone

users

than

female

smartphoneusersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users59%41%Category

usersAllrespondents49%50%51%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=74

HTC

users,

n=9,572

smartphone

users,n=60,072

all

respondentsSources:Consumer

Insights

Global

as

of

August

202345%

of

HTC

users

have

an

upper

secondary

education

with

the

permission

togo

to

universityDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.45%38%38%23%

23%22%17%17%12%

12%11%9%9%6%

6%4%3%

3%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=74

HTCusers,n=9,572

smartphone

users,

n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

2023HTC

users

have

a

similar

income

distribution

as

smartphone

users

in

generalDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users36%35%33%36%29%Category

usersAllrespondents34%31%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=74

HTC

users,n=9,572

smartphone

users,n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

smartphone

users,

HTC

users

are

relatively

likely

to

live

in

ahousehold

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live26%25%24%23%20%20%19%18%15%15%14%12%12%10%10%8%

8%Other7%5%4%

4%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

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=74

HTCusers,n=9,572smartphone

users,n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

2023HTC

users

are

more

likely

to

live

in

largecities

than

smartphone

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.34%26%

27%23%

23%20%19%19%18%17%17%14%9%8%

8%7%

6%5%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=74

HTC

users,n=9,572

smartphone

users,n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

202318%

of

HTC

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users18%80%3%4%4%Category

usersAllrespondents11%85%85%11%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

(primarily

used)

smartphone?’’;

Single

Pick;

Base:

n=74

HTC

users,n=9,572

smartphone

users,n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedTradition

ismore

important

to

HTC

users

than

to

other

smartphone

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.51%

51%48%48%40%39%39%39%

39%31%30%34%34%28%32%31%30%25%29%28%27%26%25%19%14%14%13%

13%11%

12%AhappyrelationshipTobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsLearningnew

thingsTraditionsAdvancingmy

careerSocial

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=74

HTC

users,n=9,572smartphone

users,n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

HTC

usersConsumer

lifestyle:

main

interestsTop10

interestsofHTCusersintheU.S.53%51%43%41%34%33%33%30%27%29%27%32%32%31%29%29%27%27%27%27%22%26%26%25%24%23%21%20%20%19%Movies,TVshows&musicScience

&technologySportsTravelVehicles

&mobilityHistoryFood

&diningFinance&economyFashion&beautyHealth

&fitnessBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;Base:n=74

HTCusers,n=9,572

smartphone

users,n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

2023Meditation

or

wellness

are

relatively

popular

hobbies

among

HTC

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHTCusersinthe

U.S.41%40%36%

36%35%35%34%34%33%33%31%30%29%28%27%26%26%25%24%23%23%19%19%22%22%20%20%19%19%19%Cooking/bakingOutdooractivitiesVideo

gamingTravelingReadingMeditation/wellnessSocializingPetsWritingBoard

games/cardgamesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=74

HTC

users,n=9,572

smartphone

users,n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

HTC

users

go

cyclingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHTCusersintheU.S.13%14%14%14%13%12%13%12%12%11%11%11%10%10%10%9%10%10%9%10%9%9%9%9%8%8%7%7%4%4%CyclingHikingHunting/FishingDancingFitness,aerobics,cardioAmericanFootball

/FlagFootballBasketballSwimming/DivingBaseball/SoftballCricketBrand

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=23

HTC

users,n=3,672

smartphone

users,n=22,143

all

respondentsConsumer

Insights

Global

as

of

August

2023HTC

users

are

more

likely

to

follow

boxing

than

other

smartphone

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHTCusersintheU.S.23%22%17%16%17%14%16%16%15%12%8%8%7%

7%7%6%

6%6%

6%Golf5%5%5%5%5%5%

5%5%

4%4%

4%AmericanfootballBaseballBasketballBoxingMotorsportsIceHockeyMixedMartial

ArtsSoccerSwimming/divingBrand

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=20

HTCusers,n=2,820

smartphone

users,

n=17,395

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

the

internet?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

only

39%

of

HTC

users

want

to

have

mobile

internet

access

inany

place

at

any

timeConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

intheU.S.50%49%39%36%34%

34%33%32%33%31%

31%31%27%

27%23%Itisimportant

tometohavemobileinternet

access

inanyplaceatanytimeI’mwell

protectedagainstvirusesanddata

abuseIactively

dosomething

fortheprotection

of

my

dataI’mconcerned

thatmydata

is

beingmisusedon

theinternetHavingaccess

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=74

HTCusers,n=9,572

smartphone

users,

n=10,011

all

respondentsConsumer

Insights

Global

as

of

August

202346%

of

HTC

users

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.46%37%36%26%26%24%25%24%18%12%

12%12%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=74

HTC

users,n=9,572

smartphone

users,n=60,072

allrespondentsConsumer

Insights

Global

as

of

August

202328%

of

HTC

users

think

that

health

&

social

security

are

issues

that

need

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

HTCusers54%53%43%43%42%42%41%40%37%36%36%34%31%31%30%29%28%28%28%28%27%21%23%23%22%22%20%20%18%18%Health

andsocial

securityHousingCrimeEconomicsituationRising

prices

Climatechange/inflation/TerrorismPovertyEnvironmentFood

andwater

securitycost

of

livingBrand

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=74

HTC

users,n=9,572

smartphone

users,n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

smartphone

users,

HTC

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users24%18%45%14%Category

usersAllrespondents21%28%34%17%21%28%34%17%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=74

HTCusers,n=9,572

smartphone

users,n=60,072

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsHTC

users

access

the

internet

via

a

laptop

less

often

than

the

averagesmartphone

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet93%89%80%60%

60%58%57%54%50%46%

46%45%44%39%37%

37%35%

35%

35%33%

33%32%30%27%

26%27%26%SmartphoneSmart

TVTabletGaming

consoleBrand

usersLaptopDesktop

PCStreaming

device

Smart

speakersSmartwatchCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=74

HTC

users,n=9,572

smartphone

users,n=60,072

allrespondentsConsumer

Insights

Global

as

of

August

2023HTC

users

tend

to

be

more

active

on

social

media

than

other

smartphone

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype56%53%52%51%49%49%47%45%43%42%41%39%38%38%32%37%36%33%32%31%30%28%23%22%27%26%17%22%20%16%8%

8%8%7%4%3%Commentedon

postsFollowedpeopleLiked

posts

SentprivateSharedpostsbyother

usersPosted

texts/statusPostedpictures/videosSharedcompanypostsFollowedcompaniesLikedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessagesupdatespassivelyBrand

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=74

HTC

users,n=9,572

smartphone

users,n=60,072

allrespondentsConsumer

Insights

Global

as

of

August

2023HTC

users

tend

to

watch

TV

less

often

than

smartphone

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks72%70%69%

69%67%54%54%44%52%51%51%50%49%48%46%41%36%35%34%33%33%31%

28%28%

28%28%18%

17%25%25%21%14%

14%DigitalvideocontentMovies

/cinemaDailynewspapersTVRadioDigitalmusiccontentPodcastsMagazinesWeeklynewspapersOnlinemagazinesOnlinenewswebsitesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

(primarily

used)

smartphone?’’;Single

Pick;Base:

n=39

HTC

users,n=4,810

smartphone

users,n=30,180

all

respondentsConsumer

Insights

Global

as

of

August

2023HTC

users

remember

seeing

ads

on

social

media

less

often

than

othersmartphone

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHTCusersinthe

U.S.

havecome

across

digital

advertisinginthepast4weeks45%44%39%38%37%37%34%31%34%31%30%30%30%30%29%29%28%27%24%24%23%20%23%22%20%19%15%14%12%11%Search

engines

Video

portalsSocial

media

Video

streamingservicesEditorialwebsitesandappsVideo

gamesBlogs/forumsMusicportalsOnlinestoresWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

your(primarily

used)

smartphone?’’;Single

Pick;

Base:

n=74

HTC

users,n=9,572

smartphone

users,n=60,072

allrespondentsConsumer

Insights

Global

as

of

August

2023HTC

users

remember

ads

they

saw

in

printed

daily

newspapers

more

often

thanother

smartphone

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks49%47%41%35%34%34%34%33%33%32%30%30%30%29%27%27%19%26%16%

16%24%18%19%18%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioBy

mailshot

/advertisingmailInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon

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=74

HTC

users,n=9,572

smartphone

users,n=60,072

allrespondentsConsumer

Insights

Glo