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CONSUMERS&BRANDSLaptops:
DigitalStorm
owners
inthe
United
StatesConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofDigitalStorm
owners
inthe
UnitedStates:who
theyare;
what
theylike;
what
they
think;
andhowtoreach
them.
Itprovides
insightson
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
tobenchmark
DigitalStormowners
inthe
UnitedStates(’’brandusers’’)
againstU.S.laptopowners
ingeneral(’’category
users’’),
and
theoverall
U.S.
onliner,
labelled
?
2,000+
forthebasicsurveyas’’all
respondents’’
inthecharts.Numberof
respondents:?
12,000+
forcountries
with
theextended
survey(including
theUnited
States)Sample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
the
Consumer
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
insightsDigitalStorm
ranks
outside
the
top
10
of
most
ownedlaptop
brands
in
the
U.S.Management
summary:
brandusageand
competitionTop10
most
owned
laptop
brandsintheU.S.HPApple(MacBook)Dell33%27%25%Acer14%SamsungLenovo12%11%MicrosoftASUS10%10%Toshiba5%4%Alienware4Notes:"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=3400,
laptop
ownersConsumer
Insights
Global
as
of
August
2023Sources:DigitalStorm
owners
in
the
United
StatesManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsDigitalStorm
ismore
popularamongMillennials
thanother
laptopbrands.Success
and
career
advancement
arerelatively
important
to
DigitalStormowners.Itstands
out
that62%
ofDigitalStormowners
say
thatelectronics
areastatussymbol
forthem.DigitalStorm
owners
access
theinternetviaasmart
speaker
more
often
thantheaverage
laptopowner.DigitalStorm
ismore
popularamongmale
laptopowners
than
female
laptopowners.Religion
and
spiritualityare
relativelyprevalent
interests
of
DigitalStormowners.33%
ofDigitalStorm
owners
areinnovators
or
early
adopters
ofnewproducts.DigitalStorm
owners
tend
to
bemoreactiveon
social
media
than
other
laptopowners.DigitalStorm
hasalarger
shareofowners
with
ahighincome
thanotherlaptopbrands.Meditation
or
wellness
are
relativelypopularhobbiesamong
DigitalStormowners.Arelatively
highshare
ofDigitalStormowners
thinkthatreligious
conflictsareissues
thatneed
tobeaddressed.DigitalStorm
owners
remember
seeingadsinnewsletters
more
often
thanother
laptopowners.DigitalStorm
owners
are
more
likely
toliveincities
and
urbanareas
thanlaptopowners
ingeneral.5Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+DigitalStorm
is
more
popular
among
Millennials
than
other
laptop
brandsDemographic
profile:
generationsAgeof
consumersintheU.S.Brand
users16%64%20%0%Category
usersAllrespondents21%38%37%28%13%22%29%13%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=90,
DigitalStormowners,
n=3400,
laptop
owners,n=60072,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023DigitalStorm
is
more
popular
among
male
laptop
owners
than
female
laptopownersDemographic
profile:
genderGenderofconsumersintheU.S.Brand
users83%17%Category
usersAllrespondents49%50%51%50%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"What
brands
arethe
laptops
in
your
household?";
Multi
Pick;Base:n=90,
DigitalStorm
owners,n=3400,
laptop
owners,n=60072,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
DigitalStorm
owners
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationintheU.S.43%38%34%30%26%23%17%
17%14%12%11%9%6%4%4%3%
3%1%1%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
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023DigitalStorm
has
a
larger
share
of
owners
with
a
high
income
than
other
laptopbrandsDemographic
profile:
incomeShare
ofconsumersintheU.S.
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users77%12%11%Category
usersAllrespondents39%35%26%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
laptop
owners,
DigitalStorm
owners
are
relatively
likely
tolive
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersintheU.S.
live68%28%24%20%20%19%16%15%14%10%
10%10%8%8%7%6%4%5%
4%2%Singlehousehold2%CouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023DigitalStorm
owners
are
more
likely
to
live
in
cities
and
urban
areas
than
laptopowners
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveintheU.S.34%27%
27%27%24%23%22%19%19%17%15%8%8%8%7%7%6%2%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
20237%
of
DigitalStorm
owners
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersintheU.S.Brand
users7%91%2%4%Category
usersAllrespondents12%85%11%85%4%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"What
brands
arethe
laptops
in
yourhousehold?";
Multi
Pick;Base:n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
DigitalStormownersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersintheU.S.51%51%49%
48%47%41%40%39%
39%39%30%32%32%31%30%30%29%29%27%26%25%21%19%19%14%14%12%
13%11%
12%TobesuccessfulAhappyrelationshipHavingagood
timeSafety
andsecurityMaking
myown
decisionsAdvancingmy
careerAnhonest
andrespectable
lifeLearningnew
thingsTraditionsSocial
justiceBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=90,
DigitalStormowners,
n=3400,laptop
owners,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Religion
and
spirituality
are
relatively
prevalent
interests
of
DigitalStorm
ownersConsumer
lifestyle:
main
interestsTop10
interestsofDigitalStorm
owners
intheU.S.57%51%46%44%42%42%42%41%38%33%37%36%36%36%32%29%34%34%34%
34%29%32%30%29%27%26%25%24%22%22%TravelFood
&diningHealth
&fitnessMovies,TVshows&musicFinance&economyHome
&gardenSportsArts&literatureReligion
&spiritualityScience
&technologyBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:n=90,
DigitalStormowners,n=3400,
laptop
owners,
n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Meditation
or
wellness
are
relatively
popular
hobbies
among
DigitalStormownersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofDigitalStorm
owners
intheU.S.40%
40%39%39%39%38%37%37%36%36%33%36%36%36%35%34%34%33%29%31%27%24%23%22%21%20%19%19%19%19%ReadingMeditation/wellnessOutdooractivitiesVideo
gamingPetsTech
/computersCars/vehiclesDoing
sportsandfitnessTravelingGardeningandplantsBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"What
brands
arethe
laptops
in
your
household?";
Multi
Pick;
Base:n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023DigitalStorm
owners
are
more
likely
to
play
cricket
than
other
laptop
ownersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofDigitalStorm
owners
inthe
U.S.30%29%27%26%23%22%21%17%17%16%15%12%12%11%11%11%11%10%10%10%10%9%9%8%8%8%6%5%5%4%BasketballCricketCyclingAmericanFootball
/FlagFootballBadmintonBaseball/SoftballDancingHunting/FishingRunning/JoggingFitness,aerobics,cardioBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=42,
DigitalStormowners,
n=2797,
laptop
owners,n=22143,
allrespondentsConsumer
Insights
Global
as
of
August
2023DigitalStorm
owners
are
more
likely
to
follow
boxing
than
other
laptop
ownersConsumer
lifestyle:
sports
followedTop10
sports
followed
byDigitalStorm
ownersintheU.S.27%25%23%23%22%20%19%17%18%17%16%16%15%14%14%13%8%
8%7%7%6%5%4%4%3%3%2%
2%2%2%AmericanfootballBaseballBoxingBasketballGolfCricketField
hockeyAthletics(track&
field)TennisCyclingBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"What
brands
are
the
laptops
in
your
household?";
Multi
Pick;Base:
n=32,
DigitalStormowners,n=2145,
laptop
owners,n=17395,
allrespondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
consumer
electronics?
Innovation
adoption?
Challenges
facing
thecountry?
Politics20Itstands
out
that
62%
of
DigitalStorm
owners
say
that
electronics
are
a
statussymbol
for
themConsumer
attitudes:housing
&household
equipmentAgreementwithstatements
towards
housing
&householdequipment
inthe
U.S.68%67%62%54%51%50%43%39%39%35%35%33%29%23%21%Iwould
love
tocontrol
my
home
viasmartphone
or
voiceIwant
the
bestaudioandcinematicexperience
from
allmy
devicesElectronics
areastatussymbol
formeIbuynew
electronics,
Icould
notlivewithouteven
when
myoldmodel
stillworksmy
smartphoneBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=90,
DigitalStormowners,n=3400,
laptop
owners,n=10011,
all
respondentsConsumer
Insights
Global
as
of
August
202333%
of
DigitalStorm
owners
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinthe
U.S.37%35%33%31%30%26%25%25%25%14%12%6%2%1%0%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Whatbrands
arethe
laptops
in
yourhousehold?";
Multi
Pick;Base:n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
DigitalStorm
owners
think
that
religious
conflicts
areissues
that
need
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
theUnitedStates
accordingto
DigitalStorm
owners47%44%42%40%38%38%37%36%34%32%33%33%33%32%
31%28%31%31%
29%27%31%31%30%30%30%28%22%20%13%12%Health
andsocial
securityReligiousconflictsEconomicsituationClimatechangeTerrorismEnvironmentCivilrightsImmigration
UnemploymentEducationBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
laptop
owners,
DigitalStorm
owners
tend
to
have
more
rightleaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersintheU.S.Brand
users8%9%81%2%Category
usersAllrespondents21%29%34%15%17%21%28%34%LeftCenterRightPrefer
nottoanswer24
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
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsDigitalStorm
ownersaccess
the
internet
via
a
smartspeaker
more
often
thanthe
average
laptop
ownerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinthe
U.S.
use
regularly
toaccesstheinternet92%
92%89%79%
79%77%73%73%73%72%68%68%62%60%57%52%46%41%40%37%37%35%33%30%30%26%26%SmartphoneLaptopGaming
consoleDesktop
PCBrand
usersSmart
TVTabletSmart
speakersSmartwatchStreaming
deviceCategory
usersAllrespondents26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"What
brands
arethe
laptops
in
your
household?";
Multi
Pick;Base:n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
allrespondentsConsumer
Insights
Global
as
of
August
2023DigitalStorm
owners
tend
to
be
more
active
on
social
media
than
other
laptopownersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesintheU.S.
bytype60%58%56%55%53%50%50%49%48%42%49%
49%47%46%46%44%44%43%41%36%42%40%33%39%30%27%26%22%18%16%8%
8%8%6%4%2%Postedpictures/videosCommented
Liked
postsSharedcompanypostsFollowedpeopleLikedcompanypostsSharedpostsbyother
usersFollowedcompaniesPosted
texts
Sentprivate
Ihaveonly
Ihaven’t
usedon
postsbyotherusers/statusupdatesmessagesused
social
social
mediamediapassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Whatbrands
arethe
laptops
in
yourhousehold?";
Multi
Pick;Base:n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
allrespondentsConsumer
Insights
Global
as
of
August
2023DigitalStorm
owners
tend
to
read
daily
newspapers
more
often
than
laptopowners
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersintheU.S.
havebeen
using
inthepast4weeks81%78%75%70%74%67%73%68%67%64%62%57%54%61%57%50%54%48%48%43%41%33%39%37%34%31%28%27%25%20%17%15%14%DigitalvideocontentTVMovies
/cinemaDailynewspapersMagazinesDigitalmusiccontentRadioPodcastsOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"What
brands
arethe
laptops
in
yourhousehold?";
Multi
Pick;Base:n=90,
DigitalStormowners,n=3400,
laptop
owners,n=30180,
all
respondentsConsumer
Insights
Global
as
of
August
2023DigitalStorm
owners
remember
seeing
ads
in
newsletters
more
often
than
otherlaptop
ownersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereDigitalStorm
owners
intheU.S.
havecome
across
digitaladvertisinginthepast4weeks52%50%
50%44%48%47%44%44%43%43%42%
42%37%42%41%38%34%37%34%34%30%29%28%27%25%22%17%14%12%11%Video
gamesSocial
mediaEditorialwebsitesandappsNewslettersMusicportalsOnlinestores
Searchengines
Video
portalsWebsitesandappsof
brandsVideo
streamingservicesBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"What
brands
arethe
laptops
in
your
household?";
Multi
Pick;
Base:
n=90,
DigitalStormowners,
n=3400,
laptop
owners,n=60072,
allrespondentsConsumer
Insights
Global
as
of
August
2023<h1_advertising_non_digital>Marketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinthe
U.S.
havecome
across
non-digital
advertisinginthepast4weeks59%58%56%51%50%50%50%48%47%40%39%37%35%34%33%33%33%29%21%20%19%18%18%16%Atthemovies
OnadvertisingOnTVBy
mailshot
/advertisingmailDirectly
inthestoreInprinteddailynewspapersOntheradioInprintedmagazinesandjournals/cinemaspaceson
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"What
brands
are
the
laptops
in
your
household?";
Multi
Pick;
Base:n=90,
DigitalStormowners,n=3400,
laptop
owners,n=60072,
allrespondentsConsumer
Insights
Global
as
of
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