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CONSUMERS&BRANDSTarget
audience:
consumers
inHauts-de-France
(France)Consumer
Insights
ReportMarch2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
liveinHauts-de-France
and
compares
themtotheaverage
consumerinFrance.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inHauts-de-France
(France):who
theyare;
what
theylike;what
theythink;
andhow
Region:
56countriestoreach
them.
Itprovides
insightson
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereaderNumberofrespondents:?
12,000+
forcountries
with
theextended
survey(including
France)tobenchmark
consumers
inHauts-de-France
(’’region’’)
?
2,000+
forthebasicsurveyagainstthe
average
French
consumer,
labelledas’’country’’
inthe
charts.Sample:
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
Hauts-de-France
(France)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpoints37%
ofconsumers
inHauts-de-Francearepartof
Generation
X.Learning
new
thingshaslessimportance
Arelatively
highshare
ofconsumers
intoconsumers
inHauts-de-France
thanto
Hauts-de-France
think
thatpoverty
isan
read
online
news
websites
less
oftenConsumers
inHauts-de-France
tend
totheaverage
consumer
inFrance.issuethatneedstobeaddressed.than
theaverage
consumer
inFrance.37%
ofconsumers
inHauts-de-Francehavealow
household
income.Arelatively
highshare
ofconsumers
inHauts-de-France
areinterested
inhomeandgarden.29%
ofconsumers
inHauts-de-Francehavemore
rightleaningpolitical
views.Thesocial
network
ismorepopularinHauts-de-France
thaninother
regions
of
France.Many
consumers
inHauts-de-Franceliveinsmall
towns
and
ruralcommunities.21%
ofconsumers
inHauts-de-Francearevery
negative
aboutthe
economicsituationof
France.Many
consumers
inHauts-de-Franceconsider
petsahobby.59%
ofconsumers
inHauts-de-Franceremember
seeing
advertising
on
TV.Hauts-de-France
hasarathersmallmigrant
community.25%
ofconsumers
inHauts-de-Francefollow
soccer.9%
of
consumers
inHauts-de-Francearevery
pessimistic
abouttheirpersonal
future.8%
of
consumers
inHauts-de-Franceremember
seeing
advertising
on
blogsandforums.3Sources:Consumer
Insights
Global
as
of
March2024CHAPTER
01General
demographics?
Ageand
household
composition?
Employment
andincome?
Livingsituation?
Diversity437%
of
consumers
in
Hauts-de-France
are
part
of
GenerationXGeneral
demographics:
age&household
compositionGenerations12%HouseholdtypeSingle19%21%12%34%24%24%CoupleSingleparentNuclear
family37%32%11%10%35%34%33%Multi-generationalfamily0%1%9%9%Related
adultsOther21%19%2%3%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=1423
respondentsin
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Sources:37%
of
consumers
in
Hauts-de-France
have
a
lowhousehold
incomeGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets27%73%28%32%33%33%33%85%86%35%37%68%15%14%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=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Sources:A
relatively
large
share
of
consumers
in
Hauts-de-France
live
in
a
house
ratherthan
an
appartmentGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership30%44%56%45%55%46%76%25%86%70%54%15%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=1423
respondents
in
Hauts-de-France,
n=12173respondents
in
FranceSources:Consumer
Insights
Global
as
of
March2024Hauts-de-France
has
a
rather
small
migrant
communityGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community71%79%92%92%29%21%8%8%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=1423respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Sources:CHAPTER
02Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
Sportsfollowed?
Innovation
adoptionLearning
new
things
has
less
importance
to
consumers
in
Hauts-de-France
thanto
the
average
consumer
in
FranceConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinHauts-de-France54%52%49%47%46%45%42%39%36%34%28%23%19%17%16%15%11%
11%8%7%Ahappyrelationship
good
timeHavingaAn
honestandrespectablelifeTobesuccessfulSafety
and
LearningSocialjusticeMakingmy
owndecisionsTraditions
Advancingmy
careersecuritynew
thingsRegionCountry10
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=1423
respondents
in
Hauts-de-France,
n=12173respondents
in
FranceConsumer
Insights
Global
as
of
March2024A
relatively
high
share
of
consumers
in
Hauts-de-France
are
interested
in
homeand
gardenConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinHauts-de-France47%
47%44%43%42%39%39%37%37%36%35%33%30%28%27%
27%25%25%22%22%Movies,TVshows&musicFood
&diningTravelHealth
&fitnessHome
&gardenSportsFamily
&parentingFashion&beautyHistoryScience
&technologyRegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Many
consumers
in
Hauts-de-France
consider
pets
a
hobbyConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinHauts-de-France42%41%39%38%37%36%34%34%32%32%31%30%30%29%29%29%27%27%27%26%Cooking/bakingReadingOutdooractivitiesTraveling
GardeningandplantsPetsVideogaming
arts&craftsDIYandDoingsportsSocializingandfitnessRegionCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Consumers
in
Hauts-de-France
participate
in
similar
sports
and
activities
as
theaverage
consumerConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinHauts-de-France20%18%15%14%11%11%10%10%9%
9%9%8%6%6%5%5%5%
5%5%4%HikingRunning&joggingCyclingFitness,aerobics&cardioSoccerRegionSwimming
Basketball
Badminton
Dancing&divingYoga
&pilatesCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=610
respondents
in
Hauts-de-France,
n=5601
respondents
in
FranceConsumer
Insights
Global
as
of
March202425%
of
consumers
in
Hauts-de-France
follow
soccerConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinHauts-de-France26%25%14%13%12%11%10%10%10%9%9%7%7%6%6%5%4%4%
4%4%SoccerTennisRugbyBasketballCyclingRegionAthletics(track&field)HandballBoxing
Motorsports
Swimming&divingCountry14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=463
respondents
in
Hauts-de-France,
n=4350
respondents
in
FranceConsumer
Insights
Global
as
of
March202429%
of
consumers
in
Hauts-de-France
are
in
the
late
majority
of
innovationadopter
typesConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinHauts-de-France43%41%29%26%23%20%9%8%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=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
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
Hauts-de-France
think
that
poverty
is
anissue
that
needs
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
France
accordingtoconsumersinHauts-de-France63%60%49%45%43%
43%39%39%40%38%37%38%38%37%37%37%36%36%36%34%Rising
prices
Poverty/inflation/cost
of
livingEconomic
Unemploy-
Immigration
ClimateHealthandsocialsecurityCrimeEducationEnviron-mentsituationmentchangeRegionCountry17
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=1423
respondents
in
Hauts-de-France,n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202429%
of
consumers
in
Hauts-de-France
have
more
right
leaning
political
viewsPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinHauts-de-FranceRegion21%25%29%25%Country23%27%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=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202421%
of
consumers
in
Hauts-de-France
are
very
negative
about
the
economicsituation
of
FrancePerspective
andoutlook:
view
on
economic
situation
ofFrancePerceivedeconomic
situation
of
FrancebyconsumersinHauts-de-FranceRegion7%13%29%29%21%Country8%17%27%29%18%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative19
Notes:Sources:’’Howwould
you
evaluate
the
economic
situation
ofyourcountry
ofresidence?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Consumers
in
Hauts-de-France
are
more
negative
about
their
personaleconomic
situation
than
the
average
consumer
in
FrancePerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinHauts-de-FranceRegion6%22%41%20%11%Country8%26%39%19%8%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative20
Notes:Sources:’’Howwould
you
evaluate
yourpersonal
economic
situation?’’;
Single
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202427%
of
consumers
in
Hauts-de-France
are
worried
about
violence
and
publicunrestsPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinHauts-de-France56%56%53%53%27%25%19%18%5%6%Ihavebeen
trying
tospend
lessmoney
inthepast12
monthMy
cost
of
livinghasincreased
notablyIamworried
aboutviolence
andpublicunrestsinmyIamworried
aboutnotbeing
abletopaymy
billsIhavelost
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=1423
respondents
in
Hauts-de-France,
n=12173respondents
in
FranceConsumer
Insights
Global
as
of
March20249%
of
consumers
in
Hauts-de-France
are
very
pessimistic
about
their
personalfuturePerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinHauts-de-FranceRegion9%26%38%18%9%Country10%30%36%17%7%Very
optimisitcOptimisticNeither
optimistic
norpessimisticPessimisticVery
pessimistic22
Notes:Sources:’’Howdo
youfeelabout
yourpersonal
future?’’;Single
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024CHAPTER
04Marketing
touchpoints?
Media
usage?
Digitaladvertising
touchpoints?
Social
networks?
Internet
usagebydevice?
Non-digital
advertising
touchpointsConsumers
in
Hauts-de-France
tend
toread
online
news
websites
less
oftenthan
the
average
consumer
in
FranceMarketing
touchpoints:media
usageType
of
mediaconsumersinFrance
havebeen
using
inthepast4weeks80%79%60%59%57%57%56%54%39%34%34%31%30%29%26%24%23%22%20%18%15%14%TVRadioMovies
/cinemaDigitalvideo
Onlinenews
Digitalmusiccontent
websites
contentRegionMagazinesDailynewspapersOnlinemagazinesPodcastsWeeklynewspapersCountry24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March20248%
of
consumers
in
Hauts-de-France
remember
seeing
advertising
on
blogsand
forumsMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks38%36%31%30%28%26%25%24%21%20%20%20%19%19%18%14%15%13%8%
8%VideoportalsSearchenginesVideostreamingservicesSocialmediaVideogamesWebsitesandappsof
brandsOnlinestoresEditorialwebsitesandappsMusicportalsBlogs/forumsRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024The
social
network
is
more
popular
in
Hauts-de-France
than
in
otherregions
of
FranceMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinHauts-de-France83%76%59%57%57%50%45%39%37%
37%24%21%21%20%19%16%12%10%5%4%FacebookYouTube
SnapchatTikTokRegionTwitterPinterestLinkedInTwitchRedditCountry26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=1238
respondents
in
Hauts-de-France,
n=10542
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Consumers
in
Hauts-de-France
access
the
internet
via
a
desktop
PC
less
oftenthan
the
average
consumer
in
FranceMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinHauts-de-France
use
regularly
toaccesstheinternet90%
90%68%67%43%42%40%39%29%
28%29%26%18%16%16%15%14%14%SmartphoneLaptopTabletDesktop
PCGamingconsoleSmart
TVSmartwatchSmartspeakersStreamingdeviceRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=1423
respondents
in
Hauts-de-France,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202459%
of
consumers
in
Hauts-de-France
remember
seeing
advertising
on
TVMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4weeks59%58%32%31%31%31%30%28%24%23%21%19%19%18%14%12%OnTVOntheradioDirectly
inth
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