Washing machines: Whirlpool owners in the United Kingdom

Selected insights on washing machines: Whirlpool owners in the United Kingdom

• The share of washing machine owners owning Whirlpool declined by 1 percentage point since Q1 of 2021
• Whirlpool is more popular among Millennials than other washing machine brands
• Whirlpool is more popular among male washing machine owners than female washing machine owners
• A relatively high share of Whirlpool owners have a college degree
• Safety and security is less important to Whirlpool owners than to other washing machine owners

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards traveling
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors

Demographic Profile

• Top 10 most used washing machine brands in the United Kingdom
• Gender
• Age
• Household size
• Community
• Age of consumers in the United Kingdom
• Share of consumers in the United Kingdom in the low, middle and high thirds of monthly household gross income
• Type of households in which consumers in the United Kingdom live
• Communities in the United Kingdom where consumers live

• Agreement with statements in the United Kingdom
• Top 10 hobbies and interests of Whirlpool customers in the United Kingdom
• Agreement with statements on innovation by consumers in the United Kingdom
• Most important aspects of life for consumers in the United Kingdom

• Type of device consumers in the United Kingdom use regularly to access the internet
• Social media activities in the United Kingdom by type
• Type of media, consumers in the United Kingdom have been using in the past 4 weeks
• Top 10 places where Whirlpool customers in the United Kingdom have seen adverts in the past 4 weeks