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1、Consumer Electronics Survey-Regional Results-,Celia FanRegional Media AnalystDecember,Contents,Survey overview&profile of MSN/Windows Live usersExecutive summaryResearching consumer electronics informationOwnership&purchase intent of consumer electronicsPurchase criteriaGift givingUsage of MSN/Windo
2、ws Live services,2,Survey Overview,*Includes:Australia,China,Hong Kong,India,Japan,Malaysia,Singapore,S.Korea,Taiwan,Thailand,3,MSN/Windows Live User Profile,Gender,AgeAverage age:31,Occupation,4,Source:MSN/Windows Live Online Consumer Electronics Survey 2007 10 countries conducted by Synovate,Sligh
3、tly male skewed(58%)70%aged 15-3467%are working34%are top/middle managers,professionals,Executive Summary,The Internet-The source for researching consumer electronics,86%of respondents use the Internet to look for consumer electronics information,far ahead of the next most used sources newspapers(37
4、%),word-of-mouth(37%)and brochures/catalogues(36%).Over half(57%)consider the Internet the MOST important source,again leading the second most important source(word-of-mouth:10%)by a large margin.The Internet is the preferred choice because of its convenience(68%),ease of comparing product features(
5、64%),and ease of comparing prices(61%).,Among the online resources people use,manufacturer Web sites(57%)and portals(55%)such as MSN are the most used resources.Product review Web sites(41%)follow at a distance.,Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,6,
6、Criteria driving consumer electronics purchases,The key criteria for selecting consumer electronics products include:price(66%),quality(59%)and product features(41%).Brand name is ranked fourth regionally but it is the third most important criteria in China and India.Brand loyalty is key too especia
7、lly in China.52%of respondents across all ten surveyed markets tend to be loyal toward one particular brand of electronics equipment.The corresponding figure for China respondents is 65%.,Children have purchase influences in lots of things with consumer electronics included.They have more influences
8、 in the purchase of computers(49%)and TV(45%),but least influence in PDAs(17%).,Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,7,MSN/Windows Live delivers quality audience,MSN/Windows Live helps advertisers reach household decision makers on consumer electronic
9、s effectively 87%are sole/main/joint decision makers.MSN/Windows Live users have high ownership of:Mobile phones/PDA/smartphones(89%)Desktop computers(73%)Digital cameras/camcorders(68%)And purchase intent(in next 12 months)is also high:Mobile phones/PDA/smartphones(37%)Digital cameras/camcorders(29
10、%)Laptop computers(26%)77%of MSN/Windows Live users intend to buy at least one consumer electronics item in the next 12 months,with an estimated spend of US$1,810 in a year.,Projecting to the total number of MSN/Windows Live users in the surveyed markets,this equals a potential market of US$173 bill
11、ion for consumer electronics in a year.This is definitely a compelling figure for consumer electronics advertisers.,Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,8,Researching consumer electronics information,MSN/Windows Live users trust the Internet&communica
12、te online about consumer electronics,Q.Please tell us how much you agree or disagree with each of the following statements.Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Strongly agree/Agree to the statements,
13、10,Q.When searching for product information on consumer electronics,which of the following sources do you usually use?Q.When searching for product information on consumer electronics,which do you think is the most important?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live
14、Online Consumer Electronics Survey 2007 conducted by Synovate,The Internet The most used&most indispensable source for researching consumer electronics,11,Most important source,InternetNewspapersFriends/Relatives/ColleaguesBrochures/CataloguesTVMagazines(general interest)Electronics-related magazine
15、sSalesperson at storeEmail offers/programs subscribe toDirect mailRadioOthers,Sources used,Q.When searching for product information on consumer electronics,which of the following sources do you usually use?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer El
16、ectronics Survey 2007 conducted by Synovate,The Internet The most used source across countries,12,Sources used for researching consumer electronics information(Top 3 in red),Q.When searching for product information on consumer electronics,which do you think is the most important?Base:10 countries-Al
17、l respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,The Internet The most indispensable source,13,Most important source for researching consumer electronics information,Portals are important online resources for researching consumer e
18、lectronics information,Online resources used for researching product information,Q.What types of websites/services do you use when you search for product information on consumer electronics?Base:10 countries-Those who have used Internet to search for product information on consumer electronics(Sampl
19、e size:8,159)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,14,Manufacturer websites&portals are popular online resources to research for consumer electronics,Online resources used for researching product information,Q.What types of websites/services do you use
20、 when you search for product information on consumer electronics?Base:10 countries-Those who have used Internet to search for product information on consumer electronics(Sample size:8,159)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,15,Online gives the conven
21、ience&ease of comparison,Reasons for using online to research consumer electronics,Q.Which of the following are your reasons for using online to search for consumer electronics information?Base:10 countries-Those who have used Internet to search for product information on consumer electronics(Sample
22、 size:8,159)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,16,Reasons for using online to research consumer electronics,Q.Which of the following are your reasons for using online to search for consumer electronics information?Base:10 countries-Those who have us
23、ed Internet to search for product information on consumer electronics(Sample size:8,159)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,17,Online gives the convenience&ease of comparison,Items researched/purchased/will purchase online,Consumer electronics produc
24、ts,18,Q.Which of the following products have you researched into using the Internet in past 12 months?Q.Which of the following products have you bought over the Internet in past 12 months?Q.Which of the following products do you plan to purchase on the Internet in next 12 months?Base:10 countries-Al
25、l respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Plan to purchase online,Bought online,Researched online,Have performed this80%24%35%,Mobile phones&laptop computers are the most researched items online,Consumer electronics research
26、ed online in past 12 months,19,Q.Which of the following products have you researched into using the Internet in past 12 months?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,MP3 players&mobile phones Top 2 ite
27、ms bought online,Consumer electronics bought online in past 12 months,20,Q.Which of the following products have you bought over the Internet in past 12 months?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Lap
28、top computers&digital cameras Will be the most purchased items online,Consumer electronics plan to purchase on the Internet in next 12 months,Q.Which of the following products do you plan to purchase on the Internet in next 12 months?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Win
29、dows Live Online Consumer Electronics Survey 2007 conducted by Synovate,21,Ownership&purchase intent of consumer electronics,MSN/Windows Live users are into the latest technology,Q.Please tell us how much you agree or disagree with each of the following statements.Base:10 countries-All respondents(S
30、ample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Strongly agree/Agree to the statements,23,Q.Which of the following best describes your role in decision making on consumer electronics/technology products for the home?Base:10 countries-All respond
31、ents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Reaching the decision makers,87%of MSN/Windows Live users are sole/main/joint decision makers on consumer electronics in household,24,Sole/Main/Joint decision makers,An average MSN/Windows Li
32、ve user owns,*Includes one segment equipment in Japan*Includes flat TV in IndiaQ.Which of the following products do you personally own or have in household?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Own pe
33、rsonally/have in household,25,*Includes one segment equipment in Japan*Includes flat TV in IndiaQ.Which of the following products do you personally own or have in household?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted b
34、y Synovate,High ownership of consumer electronics products among MSN/Windows Live users,26,Items personally own/have in household,High ownership and high purchase intent,*Includes one segment equipment in Japan*Includes flat TV in IndiaQ.Which of these do you intend to purchase in the next 12 months
35、?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Intend to purchase in next 12 months,27,MSN/Windows Live users are potential buyersof consumer electronics,28,*Includes one segment equipment in Japan*Includes f
36、lat TV in IndiaQ.Which of these do you intend to purchase in the next 12 months?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Intend to purchase in next 12 months,Estimated annual spend on consumer electronic
37、s:US$1,810,Q.How much do you estimate that you will spend on consumer electronics in next 12 months?Base:10 countries-Those who are planning to purchase consumer electronics in next 12 months(Sample size:8,459)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Amou
38、nt will spend on consumer electronics in next 12 months,29,This projects to a potential market of US$173 billion in a year,124 MillionNo.of MSN/Windows Live users in surveyed markets*,77%of survey respondents intend to buy consumer electronics in next 12 months,=,$173 billion,$1,810Average spend on
39、consumer electronics in next 12 months,Base:10 countries-Those who are planning to purchase consumer electronics in next 12 months(Sample size:8,459)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate*comScore,Nielsen/NetRatings,InsightXplorer,iResearch,iDSS Aged 15
40、+or the nearest age break,x,x,30,The mobile phone is more than a phone,Q.Do you use your mobile phone/PDA/smartphone to?Base:10 countries-Those who have a mobile phone/PDA/smartphone(Sample size:8,505)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,31,#1 JP,#2 J
41、P,Use the mobile phones/PDA/smart phones for,#3 Korea,#3 Taiwan,#3 Australia,The mobile phone is more than a phone,Q.Do you use your mobile phone/PDA/smartphone to?Base:10 countries Those who have a mobile phone/PDA/smartphone(Sample size:8,505)Source:MSN/Windows Live Online Consumer Electronics Sur
42、vey 2007 conducted by Synovate,32,Use the mobile phones/PDA/smart phones for,Purchase criteria,Key drivers of consumer electronics purchase decisions,Q.What generally drives your electronics purchase decisions?Please select the three most important criteria.Base:10 countries-All respondents(Sample s
43、ize:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,34,Price is important but quality is key too,Criteria for selecting consumer electronic products,Top 3 drivers by market,Q.What generally drives your electronics purchase decisions?Please select the three
44、 most important criteria.Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Generally consistent across markets but brand name is more important in China and India,while design is more important in Korea,35,And br
45、and loyalty cant be ignored,especially in China,36,“I tend to be loyal toward one particular brand of electronics equipment”,Strongly agree/Agree by market,Q.Please tell us how much you agree or disagree with each of the following statements.Base:10 countries-All respondents(Sample size:9,531)Source
46、:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,Pester power The childrens influence,Q.If you have children at home,how much influence do they have in your purchase of the following electronic products?Base:10 countries Respondents with kids at home(Sample size:5,630)
47、Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate*Includes one segment in Japan,37,Video/Portable game console,handheld video game,Influence of children in purchasing the following products(Top 2 boxes),Children have more influences in the purchase of household it
48、ems,such as computers and TV,PDA,Children have most influence in the purchase decisions of computers&TV,Influence of children in purchasing the following products(Top 2 boxes),Q.If you have children at home,how much influence do they have in your purchase of the following electronic products?Base:10
49、 countries Respondents with kids at home(Sample size:5,630)*Includes one segment in Japan Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,38,Gift giving,Q.If you were to give a consumer electronics item as a gift,which of the following items were you most likely
50、 to choose?Base:10 countries-All respondents(Sample size:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by Synovate,MP3 players Most popular item as gifts,40,Top 10 consumer electronics products would choose to give as gifts,Q.If you were to give a consumer electroni
