Brand KPIs for smart speakers Harman Kardon in Germany-外文版培訓(xùn)課件（2025.2）

CONSUMER&

BRANDBrandKPIs

for

smart

speakers:Harman

Kardon

in

GermanyConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Harman

Kardon’sperformanceinthe

smart

speaker

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202453%

of

HarmanKardon

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Harman

Kardon’sbranding

resonates

more

with?Harman

KardonranksoutsidetheTop10

inMillennialsawareness

withinthesmart

speaker

market?Harman

Kardongenerally

appealsto

men

more

than

?Thepopularity

ratingof

Harman

Kardonis

25%women?Harman

KardonranksoutsidetheTop10

inusage?Among

Harman

Kardonenthusiasts,44%

fall

underthe

high-income

category?Interms

of

loyalty,Harman

Kardon

isoutsidetheTop10

inGermany?Consumers

want

theirsmart

speaker

brandstohavereliability,

high

value,andcoolness?Harman

Kardonhasascore

of

11%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

HarmanKardon

at

53%Brand

profile:

snapshotBrand

performance

of

Harman

Kardon

inGermany53%32%25%13%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Smartspeakers‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=401,

respondents

who

know

the

individual

brand

(popularity),

n=401,

respondents

whoknow

the

individual

brand(usage),

n=53,

respondents

who

have

used

the

individual

brand

(loyalty),

n=401,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Harman

Kardon’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations49%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHarman

Kardon

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatHarman

Kardon

islikedby6%

of

Babyboomers

and

34%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

28%,

respectively.37%34%28%27%ForMillennials

andGen

Z,

49%

and

12%

feel

positivelytowards

Harman

Kardon,versus

37%

and

27%.

Socurrently,

forHarman

Kardon,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.12%8%6%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosmartspeakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=101,

Harman

Kardon

enthusiast,

n=823,

smartspeakerusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024HarmanKardon

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Harman

Kardon

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof2%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Harman

Kardonhasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.38%62%48%52%62%

ofmen

likeHarman

Kardoncompared

to

38%

of

women,

whereasfortheoverall

industry,52%

of

men

usesmart

speakers

compared

to48%

ofwomen.96%88%2%

of

Harman

Kardonenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

smartspeakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=101,

HarmanKardon

enthusiast,

n=823,

smartspeakerusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

HarmanKardon

enthusiasts,

44%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.30%24%Single38%24%24%44%CoupleSingleparentNuclear44%

ofHarman

Kardonenthusiastsarefrom

high-income

households.Harman

Kardon’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

30%

ofHarman

Kardon

enthusiastshavethiscurrent

living

situation.8%8%30%27%36%26%37%Multi-generational1%3%4%ExtendedOther10%19%4%4%Brand

enthusiastIndustryuserLowHighMediumBrand

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

smartspeakers,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=101,

HarmanKardon

enthusiast,

n=823,

smartspeakerusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

smartspeaker

brands

to

have

reliability,

high

value,

andcoolnessBrand

profile:

qualitiesQualitiesuserswant

from

smart

speakerbrandsForsmart

speakers,

thetopthreequalitiesusers

want

from

abrand

arereliability,

high

value,andcoolness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessHarman

Kardon

users

alsoappreciatethese

key

attributes,indicatingHarmanKardon

exudesthese

qualities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatHarman

Kardonenthusiastsare

least

focused

on

areinclusiveness

and

sustainability.ReliabilityExclusivityHarman

Kardon

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

smartspeakers,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tosmartspeakers,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

tosmartspeakers,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=53,

Harman

Kardon

users’,

n=101,

HarmanKardon

enthusiast,

n=823,

smartspeakerusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

HarmanKardon

fans,

32%

state

that

they

get

excited

about

smartspeakersBrand

profile:

attitudesWhat

doconsumersthink

ofsmart

speakersingeneral?36%34%32%30%24%23%23%21%20%18%16%15%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

smart

speakers

topicsrelating

tosmart

speakersBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

smartspeakersdo

youagreewith?”;

Multi

Pick;“When

it

comesto

smartspeakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=101,

Harman

Kardonenthusiast,

n=823,smartspeakerusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1153%

of

HarmanKardon

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

smart

speakers,

theaverageawareness

ofabrandinGermany

is

48%.

Awarenessof

Harman

Kardon,however,

isat32%.Awareness25%

ofGerman

smart

speaker

users

saytheylikeHarman

Kardon,compared

toanindustryaveragebrandpopularityof

26%.13%

ofindustryusers

inGermany

say

theyuseHarman

Kardon,withtheaverage

usageof

abrandat16%.BuzzPopularity53%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

65%.Harman

Kardon

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of11%compared

to

17%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Smartspeakers‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=401,

respondents

who

know

the

individual

brand

(popularity),

n=401,

respondents

whoknow

the

individual

brand(usage),

n=53,

respondents

who

have

used

the

individual

brand

(loyalty),

n=401,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HarmanKardon

ranks

outside

the

Top

10

in

awareness

within

the

smartspeaker

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHarman

KardonRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Sony89%81%81%76%68%60%57%48%45%33%2AmazonEchoPanasonicBose32%345JBLLinkUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Teufel7Google

NestSonos68%8Outofallrespondents,

32%

were

aware

of

HarmanKardon.

Thisranksthemoutside

the

Top

10

comparedtootherbrandssurveyed

inthismarket.9MarshallAppleHomePodAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

HarmanKardon

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHarman

KardonRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AmazonEcho48%38%34%33%33%28%25%23%22%21%2Bose25%3JBLLink4AppleHomePodSonyOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

Harman

Kardon.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.56Google

NestHarman

KardonTeufel775%89SonosPopularityN/A10Marshall14

Notes:“When

it

comesto

smartspeakers,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=401,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HarmanKardon

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofHarman

KardonRank#

BrandUsage

%40%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

smartspeakers,

which

ofthefollowing

brandshaveyou

usedinthe

past12

months?”.1AmazonEcho13%2AppleHomePodJBLLinkBose22%319%Outofconsumers

who

knew

thebrand,

13%

saidtheyused

Harman

Kardon.ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.418%5Fabriq18%6EufyGenieiLuv16%715%8Sony15%87%9iLive15%UsageN/A10Google

Nest14%15

Notes:“When

it

comesto

smartspeakers,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:n=401,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

HarmanKardon

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHarman

Kardon’s

consumersRank#

BrandLoyalty

%86%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1AmazonEcho2Teufel76%3Sony75%4JBLLinkBose75%47%573%53%6PanasoniciLuv73%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

smart

speakers,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.770%8Sonos69%9Google

NestAppleHomePod68%Outofrespondents

whohaveused

Harman

Kardon,53%

saidthey

would

usethebrand

again.LoyaltyN/A1066%16

Notes:“When

it

comesto

smartspeakers,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:n=53,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HarmanKardon

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHarman

KardonRank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AmazonEcho11%2AppleHomePodGoogle

NestJBLLink31%323%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutHarman

Kardoninthe

media.

Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.421%5Fabriq18%6Bose18%7Sony17%8iLuv12%89%9Sonos11%BuzzN/A10Harman

Kardon11%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=401,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.