全文可编辑-澳大利亚头戴耳机用户分析报告：Beats苹果.ppt

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CONSUMERSBRANDS

Headphones:Beatsusersin

AustraliConsumerInsightsreport

August2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofBeatsusersinAustralia:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereadertobenchmarkBeatsusersinAustralia(’’brandusers’’)againstAustralianheadphoneusersingeneral(’’categoryusers’’),andtheoverallAustralianconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingAustralia)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofAugust2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

BeatsisthesixthmostusedheadphonebrandinAustraliawithAppleinfirstplace

Managementsummary:brandusageandcompetition

Top10mostusedheadphonebrandsinAustralia

Apple

38%

JBL

14%

Sony

Samsung

Bose

12%

12%

11%

Sennheiser

Logitech

Jabra

Phi4%

4%

3%

4

Notes:Whatbrandareyourpersonalheadphones?;MultiPick;Base:n=1,320headphoneusers

Sources