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CONSUMERS&BRANDSTarget
audience:
consumers
inSouth
Dakota
(United
States)Consumer
Insights
ReportFebruary2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
livein
SouthDakota
and
compares
themtotheaverage
consumerintheUnited
States.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inSouthDakota
(UnitedStates):
whotheyare;
what
theylike;what
theythink;andhowtoreach
them.
Itprovides
insightson
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereadertobenchmark
consumers
inSouthDakota(’’region’’)againstthe
average
U.S.consumer,
labelledas’’country’’
inthe
charts.American
Englishoffered
asanalternativeRegion:
56countriesNumberofrespondents:?
12,000+
forcountries
with
theextended
survey(including
United
States)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedregularly
andisbased
ondataFieldwork:from
theConsumer
InsightsGlobal
survey.?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
February2024Sources:Consumers
in
South
Dakota
(United
States)Management
summary:
key
insightsGeneral
demographicsConsumerlifestyleAnhonest
and
respectable
lifehasmore
Arelatively
highshare
ofconsumers
inimportance
toconsumers
inSouth
SouthDakota
think
thatpoverty
isanPerspective
andoutlookMarketing
touchpointsConsumers
inSouthDakota
tend
to
beolder,
23%
are
BabyBoomers.Consumers
inSouthDakotatend
to
gotothe
movies
lessoften
thantheDakota
than
totheaverage
consumer
in
issuethatneedstobeaddressed.theUnited
States.average
consumer
intheUnitedStates.39%
ofconsumers
inSouthDakota
havealow
household
income.30%
ofconsumers
inSouthDakota
have
Thesocial
network
ismoreHistory
isarelatively
prevalent
interestof
consumers
inSouthDakota.centrist
political
views.popularinSouthDakotathanin
otherregions
of
the
United
States.Many
consumers
inSouthDakotaliveinsmall
towns
and
rural
communities.Consumers
inSouthDakota
see
theeconomic
situationoftheUnitedStatesmore
negatively
than
theaverageconsumer
intheUnited
States.Consumers
in
SouthDakota
are
lesslikely
to
havevideo
gamingasahobbythan
theaverage
consumer
intheUnited
States.Consumers
inSouthDakotarememberseeing
adsatthe
movies/cinema
lessoften
than
theaverage
consumer
intheUnitedStates.SouthDakota
hasarathersmallmigrant
community.Consumers
inSouthDakota
are
morepessimistic
abouttheirpersonal
futurethan
theaverage
consumer
intheUnited
States.Consumers
inSouthDakota
are
lesslikely
to
follow
basketballthantheaverage
consumer
intheUnitedStates.Consumers
inSouthDakotarememberseeing
adson
search
engines
moreoften
than
theaverage
consumer
intheUnitedStates.3Sources:Consumer
Insights
Global
as
of
February2024CHAPTER
01General
demographics?
Ageand
household
composition?
Employment
andincome?
Livingsituation?
Diversity4Consumers
in
South
Dakota
tend
to
be
older,
23%are
Baby
BoomersGeneral
demographics:
age&household
compositionGenerationsHouseholdtypeSingle20%20%12%28%23%24%24%CoupleSingleparentNuclear
family19%25%30%12%10%19%37%Multi-generationalfamily5%4%12%Related
adultsOther15%23%23%9%7%RegionCountryBoomersGen
XMillennialsGen
ZRegionCountry5Notes:’’Howoldareyou?’’;
Single
Pick;Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=151
respondentsin
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Sources:39%
of
consumers
in
South
Dakota
have
a
low
household
incomeGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets28%33%33%33%35%65%45%76%81%34%39%55%24%19%RegionCountryRegionCountryRegionLowCountryMiddle
HighWorkingNot-workingGoodsServices6Notes:Recodes
based
on:’’Which
ofthe
following
categoriesbest
describes
your
currentemployment
status?’’;Single
Pick;’’Which
ofthe
following
categoriesbest
describes
yourcurrentjob
sector?’’;
Single
Pick;
’’Monthly/annualhousehold
income
(local
currency)’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick
n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Sources:Many
consumers
in
South
Dakota
live
in
small
towns
and
rural
communitiesGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership30%32%68%43%45%55%57%74%70%57%43%26%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=151
respondents
in
South
Dakota,n=60267respondents
in
the
United
StatesSources:Consumer
Insights
Global
as
of
February2024South
Dakota
has
a
rather
small
migrant
communityGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community74%86%89%11%90%26%14%10%RegionCountryRegionCountryMigrant
backgroundNomigrant
backgroundLGBTQ+
communityNot
LGBTQ+8Notes:’’Were
youoryour
parents
bornoutside
ofyour
currentcountry
ofresidence?’’;Multi
Pick;
’’Do
youconsider
yourself
part
ofthe
LGBTQ+community?’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=151respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Sources:CHAPTER
02Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
Sportsfollowed?
Innovation
adoptionAn
honest
and
respectable
life
has
more
importance
to
consumers
in
SouthDakota
than
to
the
average
consumer
in
the
United
StatesConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSouth
Dakota60%58%50%48%43%40%40%31%30%29%28%28%25%21%14%13%12%11%9%7%An
honestandrespectablelifeAhappyrelationship
securitySafety
andTobesuccessfulMakingmy
owndecisionsLearningnew
things
good
timeHavingaTraditions
Advancingmy
careerSocialjusticeRegionCountry10
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=151
respondents
in
South
Dakota,n=60267
respondentsin
the
United
StatesConsumer
Insights
Global
as
of
February2024History
is
a
relativelyprevalent
interest
of
consumers
in
South
DakotaConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinSouth
Dakota52%51%44%43%37%36%35%34%33%32%31%31%30%30%28%26%27%26%23%21%Movies,TVshows&musicFood
&diningHistoryHealth
&fitnessScience
&technologyTravelHome
&gardenFamily
&parentingSportsCareer
&educationRegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Consumers
in
South
Dakota
are
less
likely
to
have
video
gaming
as
a
hobby
thanthe
average
consumer
in
the
United
StatesConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinSouth
Dakota44%42%37%37%36%35%35%33%31%31%29%29%29%26%27%26%26%24%24%23%Cooking/bakingOutdooractivitiesPetsDIYandarts&craftsReadingRegionSocializing
GardeningandplantsBoardTravelingVideogaminggames/cardgamesCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024A
relatively
large
share
of
consumers
in
South
Dakota
go
hikingConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinSouth
Dakota22%13%13%12%12%11%10%10%9%9%9%9%8%9%8%8%8%7%7%7%HikingHunting&fishingFitness,aerobics&cardioRunning&joggingAmericanfootball/flagCyclingGolfSwimming
Basketball&divingDancingfootballRegionCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=61
respondents
in
South
Dakota,n=22626
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Consumers
in
South
Dakota
are
less
likely
to
follow
basketball
than
the
averageconsumer
in
the
United
StatesConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinSouth
Dakota23%
23%18%15%13%13%9%8%8%7%7%7%5%5%5%5%5%4%3%3%AmericanfootballBaseballBasketball
IceHockeyMixedMartial
ArtsBoxing
MotorsportsCountryGolfSoccerAthletics(track&field)Region14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=40
respondents
in
South
Dakota,n=18133
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February202462%
of
consumers
in
South
Dakota
are
laggards
or
in
the
late
majority
ofinnovation
adoptionConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSouth
Dakota36%35%33%29%26%24%12%3%1%1%InnovatorsEarly
adoptersEarly
majorityLatemajorityLaggardsRegionCountry15
Notes:Sources:Recode
based
on’’Which
ofthese
statements
apply
to
you?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024CHAPTER
03Perspective
and
outlook?
Challenges
facing
thecountry?
Politics?
View
on
country’seconomic
situation?
View
on
personal
economic
situation?
Economic
concerns?
View
on
personal
future16A
relatively
high
share
of
consumers
in
South
Dakota
think
that
poverty
is
anissue
that
needs
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
theUnitedStates
accordingto
consumersinSouth
Dakota62%52%52%48%46%45%42%42%40%41%38%38%37%36%36%34%34%31%29%29%Rising
prices
Poverty/inflation/cost
of
livingCrimeHealthandsocialsecurityHousingRegionEconomic
Government
Unemploy-
Education
Food
andsituationdebtmentwatersecurityCountry17
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=151
respondents
in
South
Dakota,n=60267respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February202430%
of
consumers
in
South
Dakota
have
centrist
political
viewsPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinSouth
DakotaRegion15%30%31%25%Country20%28%36%16%LeftCenterRightPrefer
notto
answer18
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Consumers
in
South
Dakota
see
the
economic
situation
of
the
United
Statesmore
negatively
than
the
average
consumer
in
the
United
StatesPerspective
andoutlook:
view
on
economic
situation
oftheUnitedStatesPerceivedeconomic
situation
of
the
UnitedStates
by
consumersinSouth
DakotaRegion
4%18%29%26%22%Country21%21%24%20%13%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative19
Notes:Sources:’’Howwould
you
evaluate
the
economic
situation
ofyourcountry
ofresidence?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Consumers
in
South
Dakota
are
more
negative
about
their
personal
economicsituation
than
the
average
consumer
in
the
United
StatesPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinSouth
DakotaRegion6%21%39%19%14%Country20%26%29%16%10%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative20
Notes:Sources:’’Howwould
you
evaluate
yourpersonal
economic
situation?’’;
Single
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Consumers
in
South
Dakota
are
more
prudent
about
spending
money
than
theaverage
consumer
in
the
United
StatesPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinSouth
Dakota57%50%49%46%41%35%26%24%12%11%Ihavebeen
trying
tospend
lessmoney
inthepast12
monthMy
cost
of
livinghasincreased
notablyIamworried
aboutnotbeing
abletopaymy
billsIamworried
aboutviolence
andpublicunrestsinmyIhavelost
my
jobinthepast12
monthscountry
of
residenceRegionCountry21
Notes:Sources:’’Which
ofthese
statements
apply
toyouwhen
youconsider
youreveryday
life
in
the
past12
months?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;Base:n=151
respondents
in
South
Dakota,n=60267
respondents
inthe
United
StatesConsumer
Insights
Global
as
of
February2024Consumers
in
South
Dakota
are
more
pessimistic
about
their
personal
futurethan
the
average
consumer
in
the
United
StatesPerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinSouth
DakotaRegion12%37%27%19%5%Country30%31%24%10%5%Very
optimisitcOptimisticNeither
optimistic
norpessimisticPessimisticVery
pessimistic22
Notes:Sources:’’Howdo
youfeelabout
yourpersonal
future?’’;Single
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024CHAPTER
04Marketing
touchpoints?
Media
usage?
Digitaladvertising
touchpoints?
Social
networks?
Internet
usagebydevice?
Non-digital
advertising
touchpointsConsumers
in
South
Dakota
tend
to
go
to
the
movies
less
often
than
theaverage
consumer
in
the
United
StatesMarketing
touchpoints:media
usageType
of
mediaconsumersintheU.S.
havebeen
using
inthepast4weeks69%68%67%67%56%53%50%49%48%37%33%33%31%29%27%24%23%21%17%13%10%8%DigitalvideocontentTVRadioDigitalmusiccontentMovies
/cinemaOnlinenewswebsitesPodcastsMagazinesDailyWeeklyOnlinemagazinesnewspapers
newspapersRegionCountry24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Consumers
in
South
Dakota
remember
seeing
ads
on
search
engines
moreoften
than
the
average
consumer
in
the
United
StatesMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks46%44%40%38%37%37%35%33%29%29%29%28%28%27%22%21%18%16%14%12%SocialmediaSearchenginesVideoportalsVideostreaming
andappsWebsitesOnlinestoresVideogamesMusicportalsOtherapps
Editorialwebsitesservicesof
brandsRegionandappsCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024The
social
network
is
more
popular
in
South
Dakota
than
in
otherregions
of
the
United
StatesMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinSouth
Dakota83%76%65%62%56%45%43%39%38%34%31%29%26%20%20%16%15%10%8%5%FacebookYouTube
SnapchatTikTokPinterestCountryTwitterRedditLinkedInTwitchRegion26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=120
respondents
in
South
Dakota,n=53334
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Consumers
in
South
Dakota
access
the
internet
via
a
gaming
console
less
oftenthan
the
average
consumer
in
the
United
StatesMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSouth
Dakota
use
regularly
toaccesstheinternet89%86%58%57%48%47%45%40%37%36%33%33%27%27%25%19%17%14%SmartphoneLaptopSmart
TVTabletStreaming
Desktop
PCdeviceGamingconsoleSmartwatchSmartspeakersRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=151
respondents
in
South
Dakota,n=60267
respondents
in
the
United
StatesConsumer
Insights
Global
as
of
February2024Consumers
in
South
Dakota
remember
seeing
ads
at
the
movies/cinema
lessoften
than
the
average
consumer
in
the
United
StatesMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast
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