可编辑文档：德国头戴耳机用户分析报告：Bose-外文版培训课件2024.7，temu.pptx

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可编辑文档：德国头戴耳机用户分析报告：Bose-外文版培训课件2024.7，temu.pptx

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CONSUMERSBRANDSHeadphones:BoseusersinGermanyConsumerInsightsreportJune2024

ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)Design:OnlineSurvey,splitquestionnairedesignThisreportoffersthereaderacomprehensiveoverviewofBoseusersinGermany:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Duration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeAdditionally,thereportallowsthereadertobenchmarkBoseusersinGermany(’’brandusers’’)againstGermanheadphoneusersingeneral(’’categoryusers’’),andtheoverallGermanconsumer,labelledas’’allrespondents’’inthecharts.Region:56countriesNumberofrespondents:?12,000+forcountrieswiththeextendedsurvey(includingGermany)?2,000+forthebasicsurveyThereportisupdatedquarterlyandisbasedondataSample:Internetusers,aged18–64,quotassetongenderandagefromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Fieldwork:?ContinuousfromJanuarytoDecember?Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):SeethefullmethodologyforadetailedoverviewofthestudydesignConsumerInsightsGlobalasofJune2024Sources:

CHAPTER01Managementsummary?Brandusage?Keyinsights

Withausershareof9%,Boseisoneofthetop5headphonebrandsinGermanyManagementsummary:brandusageandcompetitionTop10mostusedheadphonebrandsinGermanyAppleJBL29%19%SamsungBose12%9%9%SonyBeats6%6%SennheiserPhilips5%Jabra3%3%BangOlufsen4Notes:Whatbrandareyourpersonalheadphones?;MultiPick;Base:n=3,961headphoneusersConsumerInsightsGlobalasofJune2024Sources:

ThecurrentshareofheadphoneusersusingBoseisfairlysimilartoQ1of2021Managementsummary:brandusagetime