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CONSUMERSBRANDS

Headphones:Sonyusersin

JapaConsumerInsightsreport

August2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

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

Additionally,thereportallowsthereadertobenchmarkSonyusersinJapan(’’brandusers’’)againstJapaneseheadphoneusersingeneral(’’categoryusers’’),andtheoverallJapaneseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingJapan)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofAugust2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

Withausershareof28%,SonyisthemostusedheadphonebrandinJapanManagementsummary:brandusageandcompetition

Top10mostusedheadphonebrandsinJapan

Sony

28%

Apple

21%

Bose

13%

AudioTechnica

9%

Panasonic

Anke6%

6Beats

JV4%

4AKG

Sennheiser3%

24

Notes:Whatbrandareyourpersonalheadphones?;MultiPick;Base:n=508headphoneusers

Sources:

ConsumerInsig