美國著名穿戴設(shè)備品牌蘋果apple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

CONSUMER&

BRANDBrand

KPIs

for

wearables:

Applein

the

U.S.Consumer

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

withAmerican

Englishoffered

asanalternativeOurdataallows

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.

4990Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Apples’performance

inthewearables

market.Fieldwork:June2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Apple

maintains

its

market

dominance

by

continually

captivating

youngergenerations

withits

enduring

appeal

and

innovative

approachIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??

Appleisabrand

fortheyounger

generation,

withGen

Zthemost

likely

tofeel

affinity

tothe

currentbrandingstrategy?

Appleexcels

above

the

industryaverage

inall

keyperformance

indicators?

Applestandsasthetop-performing

brandfor:?

Men

andwomen

haveabalanced

likingtowards?

Popularity?

UsageApple?

Appleboastsaproportion

of

LGBTQIA+

users

that?

Loyalty?

Buzzalignswith

the

industryaverage?

Appletendsto

attractconsumers

from

high-incomebracketsAppleholdsaprominent

industryposition,rankingfirstinallcategories

except

awareness,

wherethey're

third,trailingbehindthebrandSony??

It’sgenerally

people

innuclearhouseholds

thatlikeApple?

However,

they

maywant

to

consider

opportunitiesandtargetadvertising

atcouple

households3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4Apple

enjoys

a

media

buzz

in

the

U.S.

that

significantly

surpasses

the

industryaverageBrand

profile:

snapshotApples’

brandperformance

within

the

industryofAmerican

online

consumers92%56%55%52%49%43%19%15%14%10%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onwearables

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:

n=872,

respondents

who

have

used

wearablesConsumer

Insights

Global,

asofSeptember

2023Sources:Apple

is

popular

among

the

youngergenerations

in

the

wearables

marketBrand

Profile:

consumer

demographics

(1/3)Appleresonates

well

withtheyounger

generations,

inparticular,Gen

Z.

29%

ofGen

Z

consumers

who

arewearable

users

are

fans

of

Applecompared

to

23%

ofGen

Zs

who

know

anybrandsinthewearables

market.Generation

of

consumerswho

likeApple39%

39%Gen

Xers

and

Baby

Boomers

are

lesslikely

to

feelpositively

towards

Applewith

23%

and9%

sayingtheylikethem,respectively

lower

thantheindustryaverage.29%26%23%23%12%9%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryusers6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestowearables,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=582,

Apple

enthusiast,

n=1,076,

wearable

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Men

and

women

have

a

balanced

liking

towards

AppleBrand

Profile:

consumer

demographics

(2/3)GenderofApple

fansTheGender

splitbetween

brandenthusiastsof

Appleshows

women

andmen

are

equally

likely

tohaveanaffinitywith

the

brand,compared

to

theIndustryaverage.LGBTQIA+status

ofApple

fansAppleboastsaproportion

of

LGBTQIA+users

thatalignswith

theindustryaverage

forwearable

users.12%11%12%

ofAppleusersconsider

themselvestobepartof

theLGBTQIA+

communitycompared

to

11%

overall.

ItappearsthatApplehasattracted

diverseaudiences

and

is

exploring50%51%49%50%

ofmen

likeApplecompared

to

anequal

proportion

of

women,

whereastheindustryaverage

forwearables

usersshows

that51%

of

men

usewearablescompared

to

49%

of

women.opportunities

intargetinguntappeddemographics.86%87%2%50%2%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

wearables,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=582,

Apple

enthusiast,n=1076,

wearable

usersSources:Consumer

Insights

Global,

asofSeptember

2023It’s

generally

people

in

nuclear

households

that

like

AppleBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

anAppleuservaries

from

thatoftheaverage

wearableuser.

Specifically,39%

of

Appleusers

fallunderthehigh-income

slabcompared

tooverall

industryaverage

of

34%.Therefore,

Appleisabrandthattendstoattractconsumers

from

higher-incomegroups.Householdtype18%

ofAppleusersare

from

singlehouseholds.

Couples

areless

likely

touseApplethanother

brandsandforthenuclearfamily,itisthehighest.18%19%Single34%35%39%Therefore,

with

thenuclear

householdmarket

wrapped

up

Applemay

want

toconsider

opportunities

andtargetadvertising

atcouple

households.14%18%CoupleNuclear

familySingleparentOther30%27%35%26%10%10%31%28%26%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

wearables,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=582,

Apple

enthusiast,

n=1,076,

wearableusersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Apple

take

sustainability

more

seriously

than

consumers

ingeneralBrand

profile:

attitudesWhat

do

consumersthink

ofwearables

ingeneral?26%

ofusers

who

likeApplesay

theyare

well

informed

when

itcomes

to

wearables

and17%

of

these

users

saythattheycan’timaginetheirlifewithout

wearables.

Thiscompares

toamarket

average

of

22%

and14%,respectively.How

doespriceeffect

theirdecisions?Only18%

of

userswho

likeApplesayalow

price

ismore

important

thanhighquality

when

itcomes

towearables,

compared

totheequal

proportion

of

themarket

average

of18%Do

consumerstrusttheirwearables?Relying

onbrandsusers

know

and

trustwhen

itcomes

to

wearables

isimportant

to31%

ofusers

who

likeApple,compared

to

themarket

average

of

28%.Do

wearables

need

toinnovate

tostay

relevant?31%

ofusers

who

likeApplesay

wearables

excite

themwith32%

confirming

theylike

to

try

outnew

andinnovativewearables.

Thiscompares

toamarket

average

of

26%

and

27%,

respectively.How

important

issustainability

toconsumers?According

to23%

ofusers

who

likeApple,sustainabilityisimportant

when

itcomes

towearables,

compared

tothe

market

average

of20%.9Notes:“Which

ofthese

statements

about

wearables

do

youagree

with?”;

Multi

Pick;“When

it

comesto

wearables,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=582,

Apple

enthusiast,

n=1,076,

wearables

usersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Apple

outperforms

the

industry

average

in

all

categoriesBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthewearables

marketWhen

itcomes

to

wearables,

theaverage

awarenessforabrandintheU.S.

is52%.

Awareness

of

Apple,however,

is

significantlyhigherat91%.Awareness100%With,51%

of

American

wearable

users

sayingthey

likeApple,Applefinds

itself

way

higherthantheaverage,26%,

forpopularity.38%

ofwearables

users

intheU.S.

saythey

useApple,with

the

average

usageofabrandat17%BuzzPopularity88%

ofAppleuserssay

theywould

usethebrandagaincompared

toanaverage

loyalty

score

of

70%.Appleismore

likely

tobeseen

inthemedia

than

otherbrands,with

a“Buzz”score

of

48%

compared

toanaverage

of20%.LoyaltyUsageIndustryaverageBrand11

Notes:Sources:Wearables

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1249,

all

respondents

(awareness),

n=1,136,

respondents

who

know

the

individual

brand

(popularity),

n=1,136,

respondents

whoknow

the

individual

brand(usage),

n=426,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,136,

respondents

who

know

the

individual

brand(buzz)Consumer

Insights

Global,

asofSeptember

2023Apple

was

the

third

most

recognized

brand

in

the

wearables

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofApple9%Rank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1SamsungSony93%92%91%90%88%76%66%58%53%48%23AppleOutofrespondents

whousewearables

91%

wereaware

ofApple.This

ranksthemin3rd

place

comparedtootherbrandssurveyed

inthisindustry.4adidasLG5Thebrand

leading

thisKPI

isSamsungwho

scored

anawareness

ratingof93%.6Fitbit7Michael

KorsGarminFossil891%9AwareNot

aware10ASUSNotes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:Consumer

Insights

Global,

asofSeptember

2023Apple

secures

the

top

spot

for

most

popular

brand

in

the

wearables

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAppleRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

wearables,

which

ofthefollowing

brandsdoyoulike?”.1Apple51%42%38%36%29%25%25%24%24%23%2SamsungadidasFitbitOutofconsumers

who

knew

thebrand

51%

saidtheyliked

Apple.Thisranksthe

top

position

compared

toother

brandssurveyed

inthewearables

market.34Samsungwho

scored

apopularityratingof

42%secures

the

2nd

spot

followed

by,adidaswho

scored38%.

Occupyingthetopposition,Applestandsoutas

afirmly

established

brand

interms

of

popularity.49%5LG51%6AmazfitBlackviewSony789Michael

KorsASUSLikeDonotlike10Notes:“When

it

comesto

wearables,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=1,136,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Apple

seals

the

top

position

for

being

the

most

used

wearables

brandBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAppleRank#

BrandUsage

%38%Afterpopularity,we

want

tocover

thevalueactiongapsoastounderstandifthe

brandwas

alsothenbeingused,we

asked

each

respondent:

“When

itcomes

towearables,

which

ofthefollowing

brandshaveyouused

inthepast12

months?”.1Apple2adidasBlackviewSamsungFitbit24%324%38%Outofusers

who

knew

thebrand38%

saidtheyusedApple.Thisranksinthetop

position

compared

toother

brandssurveyed

inthewearables

market.424%523%adidaswho

had

ausagescore

of24%

is

inthe2nd

spotfollowed

by,

Blackview

who

alsoscored

24%.

Appleisone

ofthepremier

providers

inthewearables

market,outpacingallother

brandsintheindustryinterms

ofusage.6HonorAmazfitFitpoloASUS19%62%718%817%916%UseDonotuse10LG15%Notes:“When

it

comesto

wearables,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=1,136,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Interms

of

loyalty,

Apple

had

the

most

loyal

consumers

in

wearables

marketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofApples’

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

wearables,which

of

thefollowing

brandsare

you

likely

touseagaininthefuture?”.1Apple12%2Samsungadidas84%383%4AmazfitMichael

KorsFitbit78%Outofconsumers

who

used

Apple88%

saidtheywould

usethebrandagaininthefuture.Thisranks1stposition

compared

to

other

brandssurveyed

inthewearables

market.576%675%7LG73%Samsungwho

scored

aloyalty

score

of

84%

isinthe2nd

spot

followed

by,adidaswhoscored

83%.

Attheforefront,

Applehasunwavering

brandloyalty

fromdedicatedcustomers

who

remain

loyal

tothe

brandanditsproductsover

theyears.8XiaomiGarminBlackview71%88%Not

return970%Loyal1068%Notes:“When

it

comesto

wearables,which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=426,

respondents

who

have

used

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Apple

held

the

prominent

position

as

the

most

heardabout

brand

in

the

mediawithin

the

wearables

market.Brand

KPIs

&benchmarking:

buzzSummaryBuzz

ofAppleRank#

BrandBuzz%48%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Apple2SamsungadidasFitbit32%329%Outofconsumers

who

knew

thebrand

48%

saidtheyhadheardaboutAppleinthemedia.

This

ranks1stposition

compared

to

other

brandssurveyed

inthewearables

market.428%48%5AmazfitBlackviewLG26%52%625%Samsungandadidassealed

the2nd

and3rd

spotswiththebuzzscore

of

32%

and

29%

respectively.

Apple,inthetop

spot,is

known

forgenerating

significantmediabuzzthroughitsproductlaunches,innovations,andmarketing

efforts.723%8ASUS17%9Sony17%BuzzNobuzz10Honor15%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,136,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

youget

access

tostreamlinedmarketresearchtoolsandallresultsoftheexclusivesurveys.

Explore

the

GlobalConsumerSurvey(GCS),

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