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CONSUMERSBRANDS

Speakers:Sonosownersin

GermanConsumerInsightsreport

August2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

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

Additionally,thereportallowsthereadertobenchmarkSonosownersinGermany(’’brandusers’’)againstGermanownersofspeakersingeneral(’’categoryusers’’),andtheoverallGermanconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingGermany)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofAugust2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

SonosistheseventhmostownedspeakerbrandinGermanywithAmazoninfirstplace

Managementsummary:brandusageandcompetition

Top10mostownedspeakerbrandsinGermany

Amazon

43%

JBL

23%

Bose

16%

Apple

Son11%

9Teufel

Sonos

HarmanKardon

Philips

L6%

5%

5%

4

Notes:Whatbrandsarethespeakersinyourhousehold?’’;MultiPick;Base:n=3,371ownersof