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CONSUMERS&BRANDSTarget
audience:
consumers
inP?ij?nne
Tavastia
(Finland)Consumer
Insights
ReportMarch2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
liveinP?ij?nneTavastiaandcompares
themto
theaverage
consumerinFinland.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inP?ij?nneTavastia(Finland):who
theyare;
what
theylike;what
theythink;
andhow
Region:
56countriestoreach
them.
Itprovides
insightson
theirNumberofrespondents:demographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereadertobenchmark
consumers
inP?ij?nneTavastia(’’region’’)
againsttheaverage
Finnishconsumer,labelled
as’’country’’
inthecharts.?
12,000+
forcountries
with
theextended
survey(including
Finland)?
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
March2024Sources:Consumers
in
P?ij?nne
Tavastia
(Finland)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpointsBaby
Boomers
make
up
arelativelyMaking
theirown
decisions
hasmorelarge
segment
ofconsumers
inP?ij?nne
importance
toconsumers
inP?ij?nneArelatively
highshare
ofconsumers
inP?ij?nneTavastiathinkthatConsumers
inP?ij?nneTavastiatendtoread
online
magazines
more
often
thanTavastia.Tavastiathantotheaverage
consumerinFinland.unemployment
isanissuethatneeds
to
the
average
consumer
inFinland.beaddressed.Many
consumers
inP?ij?nneTavastiahavealow
household
income.Thesocial
network
ismorepopularinP?ij?nneTavastiathan
inother
regions
of
Finland.Home
and
garden
are
relativelyprevalent
interests
of
consumers
inP?ij?nneTavastia.Consumers
inP?ij?nneTavastiareflectthegeneral
political
landscapeinFinland.Many
consumers
inP?ij?nneTavastialiveinthecityand
inurbanareas.54%
ofconsumers
inP?ij?nneTavastiaremember
seeing
advertising
directly
inthe
store.Consumers
inP?ij?nneTavastiaaremore
likely
tohavecooking
and
bakingasahobby
than
theaverage
consumerinFinland.Consumers
inP?ij?nneTavastiasee
theeconomic
situationofFinlandmorenegatively
thantheaverage
consumerinFinland.13%
ofconsumers
inP?ij?nneTavastiahaveamigrant
background.Consumers
inP?ij?nneTavastiaremember
seeing
adsonsearchengines
more
often
than
the
averageconsumer
inFinland.6%
of
consumers
inP?ij?nneTavastiafollow
tennis.Consumers
inP?ij?nneTavastiaaremore
pessimistic
abouttheirpersonalfuturethantheaverage
consumer
inFinland.3Sources:Consumer
Insights
Global
as
of
March2024CHAPTER
01General
demographics?
Ageand
household
composition?
Employment
andincome?
Livingsituation?
Diversity4A
relatively
high
share
of
consumers
in
P?ij?nne
Tavastia
live
in
a
singlehouseholdGeneral
demographics:
age&household
compositionGenerationsHouseholdtypeSingle42%12%32%17%33%26%30%CoupleSingleparentNuclear
family29%34%6%7%18%22%33%Multi-generationalfamily0%0%6%5%Related
adultsOther22%20%2%2%RegionCountryGen
ZMillennialsGen
XBoomersRegionCountry5Notes:’’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=496
respondentsin
P?ij?nne
Tavastia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
P?ij?nne
Tavastia
have
a
low
household
incomeGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets24%33%67%33%33%33%42%81%34%43%83%58%19%17%RegionCountryRegionCountryRegionHighCountryMiddle
LowWorkingNot-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=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
P?ij?nne
Tavastia
live
in
the
city
and
in
urban
areasGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership47%48%49%52%56%69%72%53%52%44%31%28%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=496
respondents
in
P?ij?nne
Tavastia,n=12188respondents
in
FinlandSources:Consumer
Insights
Global
as
of
March202413%
of
consumers
in
P?ij?nne
Tavastia
have
a
migrant
backgroundGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community87%13%87%13%92%91%8%9%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=496respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Sources:CHAPTER
02Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
Sportsfollowed?
Innovation
adoptionMakingtheir
own
decisions
has
more
importance
to
consumers
in
P?ij?nneTavastia
than
to
the
average
consumer
in
FinlandConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinP?ij?nne
Tavastia59%57%52%49%44%43%42%38%28%
28%26%26%25%24%13%12%12%10%8%
8%Safety
andAhappyMakingAn
honest
LearningSocialHavingaTraditionsTobeAdvancingsecurity
relationship
my
ownandnew
thingsjusticegood
timesuccessful
my
careerdecisions
respectablelifeRegionCountry10
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=496
respondents
in
P?ij?nne
Tavastia,n=12188respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Home
and
garden
are
relatively
prevalent
interests
of
consumers
in
P?ij?nneTavastiaConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinP?ij?nne
Tavastia66%61%55%52%51%49%48%46%41%41%41%40%37%37%36%34%35%33%30%30%Movies,TVshows&musicFood
&diningHealth
&fitnessTravelHistoryRegionHome
&gardenScience
&technologyPolitics&societyArts&literatureSportsCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
P?ij?nne
Tavastia
are
more
likely
to
have
cooking
and
baking
as
ahobby
than
the
average
consumer
in
FinlandConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinP?ij?nne
Tavastia50%43%42%42%40%41%40%40%37%36%35%34%34%33%31%31%30%29%30%24%Cooking/bakingOutdooractivitiesReadingDoingsportsandfitnessTravelingRegionPetsDIYandarts&crafts
gamingVideoGardening
SocializingandplantsCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202424%
of
consumers
in
P?ij?nne
Tavastia
regularly
do
fitness,
aerobics,
and
cardioConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinP?ij?nne
Tavastia26%24%23%22%21%21%19%17%14%14%10%10%10%9%8%8%7%7%
7%Soccer5%Fitness,aerobics&cardioCyclingHikingRunning&joggingSwimming
Badminton
Dancing&divingYoga
&pilatesHunting&fishingRegionCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=265
respondents
in
P?ij?nne
Tavastia,n=6430
respondents
in
FinlandConsumer
Insights
Global
as
of
March20246%
of
consumers
in
P?ij?nne
Tavastia
follow
tennisConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinP?ij?nne
Tavastia26%24%19%18%17%16%11%9%9%6%6%6%5%5%4%3%3%3%
3%3%IceHockeySoccerAthletics
Motorsports
BasketballTennisBoxingGolfMixedSwimming(track&field)Martial
Arts
&divingRegionCountry14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=150
respondents
in
P?ij?nne
Tavastia,
n=4211
respondents
in
FinlandConsumer
Insights
Global
as
of
March202415%
of
consumers
in
P?ij?nne
Tavastia
are
innovators
or
early
adopters
of
newproductsConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinP?ij?nne
Tavastia33%33%33%30%25%22%12%8%3%1%InnovatorsEarly
adoptersEarly
majorityRegion
CountryLatemajorityLaggards15
Notes:Sources:Recode
based
on’’Which
ofthese
statements
apply
to
you?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024CHAPTER
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
P?ij?nne
Tavastia
think
thatunemployment
is
an
issue
that
needs
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
Finland
according
toconsumersinP?ij?nne
Tavastia68%66%66%61%53%50%49%49%45%44%43%44%42%41%41%39%38%36%32%31%Rising
prices
Health/inflation/
andsocialcost
of
living
securityUnemploy-
Economicment
situationPovertyRegionCrimeGovernment
Education
Immigration
Defensedebt&foreignaffairsCountry17
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=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
P?ij?nne
Tavastia
reflect
the
general
political
landscape
in
FinlandPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinP?ij?nne
TavastiaRegion23%26%28%23%Country22%28%28%22%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=496
respondents
in
P?ij?nne
Tavastia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
P?ij?nne
Tavastia
see
the
economic
situation
of
Finland
morenegatively
than
the
average
consumer
in
FinlandPerspective
andoutlook:
view
on
economic
situation
ofFinlandPerceivedeconomic
situation
of
Finland
byconsumersinP?ij?nne
TavastiaRegion
6%24%37%23%11%Country6%31%37%22%5%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative19
Notes:Sources:’’Howwould
you
evaluate
the
economic
situation
ofyourcountry
ofresidence?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
P?ij?nne
Tavastia
are
more
negative
about
their
personaleconomic
situation
than
the
average
consumer
in
FinlandPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinP?ij?nne
TavastiaRegion
4%27%33%23%14%Country6%32%34%20%8%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative20
Notes:Sources:’’Howwould
you
evaluate
yourpersonal
economic
situation?’’;
Single
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
P?ij?nne
Tavastia
are
more
worried
about
not
being
able
to
paytheir
bills
than
the
average
consumer
in
FinlandPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinP?ij?nne
Tavastia60%60%59%57%36%28%20%19%7%6%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=496
respondents
in
P?ij?nne
Tavastia,n=12188respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
P?ij?nne
Tavastia
are
more
pessimistic
about
their
personalfuturethan
the
average
consumer
in
FinlandPerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinP?ij?nne
TavastiaRegion10%46%25%13%7%Country12%47%28%10%3%Very
optimisitcOptimisticNeither
optimistic
norpessimisticPessimisticVery
pessimistic22
Notes:Sources:’’Howdo
youfeelabout
yourpersonal
future?’’;Single
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024CHAPTER
04Marketing
touchpoints?
Media
usage?
Digitaladvertising
touchpoints?
Social
networks?
Internet
usagebydevice?
Non-digital
advertising
touchpointsConsumers
in
P?ij?nne
Tavastia
tend
to
read
online
magazines
more
often
thanthe
average
consumer
in
FinlandMarketing
touchpoints:media
usageType
of
mediaconsumersinFinland
havebeen
usinginthepast4weeks86%82%75%
75%74%70%68%61%59%57%49%41%41%40%38%37%35%34%33%29%24%20%TVDigitalvideocontentRadioOnlinenews
Digitalmusicwebsites
contentOnlinemagazinesRegion
CountryMovies
/cinemaDailynewspapersMagazinesPodcastsWeeklynewspapers24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
P?ij?nne
Tavastia
remember
seeing
ads
on
search
engines
moreoften
than
the
average
consumer
in
FinlandMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks55%54%53%51%49%43%43%42%34%31%31%31%28%26%21%19%18%18%16%14%VideoportalsSocialmediaSearchenginesOnlinestoresEditorial
Newsletters
WebsitesVideogamesVideostreamingservicesBlogs/forumswebsitesandappsandappsof
brandsRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=496
respondents
in
P?ij?nne
Tavastia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024The
social
network
is
more
popular
in
P?ij?nne
Tavastia
than
in
otherregions
of
FinlandMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinP?ij?nne
Tavastia85%78%73%72%69%68%34%33%28%
29%26%23%23%21%20%20%14%13%9%5%Facebook
YouTubeTikTokSnapchatRegionPinterestCountryLinkedInTwitterRedditVauva.fi26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=457
respondents
in
P?ij?nne
Tavastia,n=10968
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
P?ij?nne
Tavastia
access
the
internet
via
a
streaming
device
lessoften
than
the
average
consumer
in
FinlandMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinP?ij?nne
Tavastia
useregularlyto
accesstheinternet94%93%71%69%47%
48%Smart
TV41%39%35%
35%33%30%28%26%25%22%7%5%SmartphoneLaptopTabletDesktop
PCGamingconsoleSmartwatch
StreamingdeviceSmartspeakersRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=496
respondents
in
P?ij?nne
Tavastia,n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202454%
of
consumers
in
P?ij?nne
Tavastia
remember
seeing
advertising
directly
inthe
storeMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4weeks54%53%51%48%48%46%45
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