CONSUMER&

BRANDBrandKPIs

for

headphones:

Bowers

&Wilkins

in

the

United

KingdomConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Bowers

&Wilkins’performanceinthe

headphone

market.Fieldwork:July-August2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202455%

of

Bowers

&

Wilkins

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Bowers

&Wilkins’

branding

resonates

more

with?Bowers

&WilkinsranksoutsidetheTop10

inMillennialsawareness

withintheheadphonemarket?Bowers

&Wilkinsgenerally

appealsto

men

morethan

women?Thepopularity

ratingof

Bowers

&Wilkinsis

17%?Bowers

&Wilkinsranksseventh

inusage?Among

Bowers

&Wilkinsenthusiasts,54%

fallunderthe

high-income

category?Interms

of

loyalty,Bowers

&Wilkinsisoutside

theTop

10

intheUnitedKingdom?Consumers

want

theirheadphonebrandstohavereliability,

high

value,andcoolness?Bowers

&Wilkinshasascore

of

14%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Bowers

&

Wilkins

at

55%Brand

profile:

snapshotBrand

performance

of

Bowers

&Wilkinsinthe

UnitedKingdom55%21%17%15%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:Headphones

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=257,

respondents

who

know

the

individual

brand

(popularity),

n=257,

respondents

whoknow

the

individual

brand(usage),

n=38,

respondents

who

have

used

the

individual

brand

(loyalty),

n=257,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bowers

&

Wilkins’

branding

resonatesmore

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBowers

&Wilkinsbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatBowers

&Wilkinsislikedby5%

of

Babyboomers

and

26%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

28%,

respectively.35%29%28%26%23%ForMillennials

andGen

Z,

47%

and

23%

feel

positivelytowards

Bowers

&Wilkins,versus

35%

and

29%.

Socurrently,

forBowers

&Wilkins,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.8%5%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoheadphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=43,

Bowers&Wilkins

enthusiast,

n=1,034,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Bowers

&

Wilkins

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Bowers

&Wilkinsshowsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%10%87%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Bowers

&Wilkinshasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.28%72%50%50%72%

ofmen

likeBowers

&Wilkinscompared

to

28%

of

women,

whereasfortheoverall

industry,50%

of

womenuseheadphones

compared

to50%

ofmen.91%9%

of

Bowers

&Wilkinsenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

headphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=43,

Bowers&Wilkins

enthusiast,

n=1,034,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024AmongBowers

&

Wilkins

enthusiasts,

54%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.19%18%Single36%14%19%CoupleSingleparentNuclear54%

ofBowers

&Wilkinsenthusiastsarefrom

high-income

households.Bowers

&Wilkins’brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,12%

ofBowers

&Wilkinsenthusiastshavethiscurrent

livingsituation.54%12%9%35%31%35%29%23%Multi-generational12%3%5%ExtendedOther15%23%5%4%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=43,

Bowers&Wilkins

enthusiast,

n=1,034,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

headphone

brands

to

have

reliability,

high

value,

andcoolnessBrand

profile:

qualitiesQualitiesuserswant

from

headphonebrandsForheadphones,

thetopthree

qualitiesusers

wantfrom

abrandarereliability,highvalue,and

coolness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessClevernessBowers

&Wilkinsusers

also

appreciatethese

key

attributes,indicatingBowers

&Wilkinsexudes

thesequalities.40%20%0%SocialresponsibilityCoolnessThequalitiesthatBowers

&Wilkinsenthusiastsare

least

focused

on

aresocial

responsibility

and

inclusiveness.ReliabilityExclusivityBowers

&Wilkinsshouldwork

onpromoting

innovation

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

headphones,

which

ofthese

aspects

are

mostimportant

toyou?”;Multi

Pick;“When

it

comes

toheadphones,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

headphones,

whichofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=38,

Bowers&Wilkins

users’,n=43,

Bowers

&Wilkins

enthusiast,

n=1,034,

headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024AmongBowers

&

Wilkins

fans,

63%

state

that

they

get

excited

aboutheadphonesBrand

profile:

attitudesWhat

doconsumersthink

ofheadphonesin

general?63%56%47%40%38%35%29%23%23%20%17%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustheadphonestopicsrelating

toheadphonesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

headphones

do

youagree

with?”;

Multi

Pick;“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=43,

Bowers&Wilkins

enthusiast,

n=1,034,headphone

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1155%

of

Bowers

&

Wilkins

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

headphones,

theaverage

awarenessof

abrand

intheUnitedKingdomis59%.

Awarenessof

Bowers

&Wilkins,however,

isat21%.Awareness17%

ofUK

headphoneusers

saytheylikeBowers

&Wilkins,compared

to

anindustryaverage

brandpopularity

of25%.15%

ofindustryusers

intheUnitedKingdomsaytheyuseBowers

&Wilkins,with

the

average

usageof

abrandat14%.BuzzPopularity55%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.Bowers

&Wilkinshasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

14%

compared

to14%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Headphones

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=257,

respondents

who

know

the

individual

brand

(popularity),

n=257,

respondents

whoknow

the

individual

brand(usage),

n=38,

respondents

who

have

used

the

individual

brand

(loyalty),

n=257,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bowers

&

Wilkins

ranks

outside

the

Top

10

in

awareness

within

the

headphonemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBowers

&WilkinsRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Sony95%95%93%90%90%89%78%76%76%59%21%2SamsungAppleLG345PhilipsPanasonicJVCUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678BoseOutofallrespondents,

21%

were

aware

of

Bowers

&Wilkins.

ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.79%9BeatsPioneerAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Bowers

&

Wilkins

is

17%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBowers

&WilkinsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Apple46%42%40%38%36%33%28%27%25%24%17%2Beats3SamsungJBL4Outofconsumers

who

knew

thebrand,

17%

saidtheyliked

Bowers

&Wilkins.

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.5Bose6Sony7Bang

&OlufsenSkullcandyJabra883%9PopularityN/A10Sennheiser14

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=257,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bowers

&

Wilkins

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBowers

&WilkinsRank#

BrandUsage

%38%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toheadphones,

which

ofthefollowing

brandshaveyouused

inthe

past12

months?”.1Apple15%2JBL25%3Beats23%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

Bowers

&Wilkins.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.4SamsungJabra23%517%6Sony17%7Bowers

&WilkinsBose15%815%85%9SkullcandyAnker12%UsageN/A1011%15

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=257,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Bowers

&

Wilkins

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBowers

&Wilkins’consumersRank#

BrandLoyalty

%88%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Apple2SennheiserAKG84%383%4SamsungAnker81%45%580%55%6Sony79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

headphones,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7JBL78%8Beats76%9Bose74%Outofrespondents

whohaveused

Bowers

&Wilkins,55%

saidthey

would

usethebrand

again.LoyaltyN/A10Skullcandy70%16

Notes:“When

it

comesto

headphones,

which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

Multi

Pick;Base:

n=38,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bowers

&

Wilkins

has

a

score

of

14%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBowers

&WilkinsRank#

BrandBuzz%37%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AppleBeats14%231%3SamsungJBL24%Outofconsumers

who

knew

thebrand,

14%

saidtheyhadheardaboutBowers

&Wilkinsinthe

media.

Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.421%5Bose17%6AKG15%7Bowers

&WilkinsSony14%814%86%9Jabra14%BuzzN/A10LG13%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=257,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.