意大利杂志cose di casa用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSMagazines:

Cose

di

Casareaders

in

ItalyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofCose

diCasareaders

inItaly:whotheyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

CosediCasareaders

inItaly(’’brandusers’’)

againstItalianmagazinereaders

ingeneral(’’category

users’’),

and

theoverall

Italianonliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Italy)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsCose

di

Casa

is

the

seventh

most

read

magazine

in

Italy

with

Focus

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

read

magazinesinItalyFocusDonna

ModernaNational

GeographicTVSorrisi

eCanzonialVolante31%25%19%18%18%18%CasaFacileCose

diCasa16%16%16%15%Vanity

FairL’EspressoDiva

eDonna4Notes:"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=320magazine

readersConsumer

Insights

Global

as

of

August

2023Sources:Cose

di

Casa

readers

in

ItalyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsCose

diCasa

is

more

popularamongGeneration

Zthanother

magazines.Success

and

career

advancement

arerelatively

important

to

Cose

diCasareaders.Itstands

out

that67%

ofCose

diCasareaders

think

it’simportant

to

get

thebest

imageandsoundquality.Cose

diCasa

readers

access

theinternetviaasmartwatch

more

often

thantheaverage

magazinereader.Compared

toothermagazines,

Cose

diCasahasarelatively

high

share

offemale

readers.Fashion

and

beauty

arerelativelyprevalent

interests

of

CosediCasareaders.19%

ofCose

diCasareaders

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Cose

di

Casareadersinteract

with

companies

more

oftenthan

other

magazine

readers.Cose

diCasa

hasalarger

share

ofreaders

with

alow

income

than

othermagazines.Making

musicisarelatively

popularhobbyamong

Cose

diCasareaders.58%

ofCose

diCasareaders

think

thattheeconomic

situationisanissue

thatneeds

to

beaddressed.Cose

diCasa

readers

remember

seeingadson

blogs

and

forums

more

oftenthan

other

magazine

readers.Cose

diCasa

readers

are

more

likely

toliveinlarge

citiesthan

magazinereaders

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Cose

di

Casa

ismore

popular

among

Generation

Z

than

other

magazinesDemographic

profile:

generationsAgeof

consumersinItalyBrand

users23%37%29%12%13%12%Category

usersAllrespondents15%34%38%38%19%31%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=52

Cose

di

Casa

readers,

n=320

magazine

readers,

n=12,196

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

magazines,

Cose

di

Casa

has

a

relatively

high

share

offemale

readersDemographic

profile:

genderGenderofconsumersinItalyBrand

users42%58%Category

usersAllrespondents48%52%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=52

Cose

di

Casa

readers,

n=320

magazine

readers,

n=12,196

allrespondentsSources:Consumer

Insights

Global

as

of

August

202346%

of

Cose

di

Casa

readershave

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinItaly30%28%23%23%21%20%19%19%17%16%16%13%12%9%8%6%5%4%4%3%3%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

you

readin

the

past

3months?";

Multi

Pick;Base:n=52

Cose

di

Casa

readers,n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Cose

di

Casa

has

a

larger

share

of

readers

with

a

low

income

than

othermagazinesDemographic

profile:

incomeShare

ofconsumersinItaly

inthehigh,

middle,

andlowthirdsofmonthly

household

gross

incomeBrand

users35%35%30%Category

usersAllrespondents38%36%26%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthe

following

printed

magazines

orweeklynewspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=52

Cose

di

Casa

readers,

n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

magazine

readers,Cose

di

Casa

readers

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinItaly

live38%33%32%24%23%21%21%21%

21%12%10%10%6%6%6%5%3%2%2%Singlehousehold2%

2%OtherCoupleSingleparenthouseholdPartnersandchildrenMulti-Two

or

morehouseholdgenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;Base:n=52

Cose

di

Casa

readers,

n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Cose

di

Casa

readers

are

more

likely

to

live

in

largecities

than

magazine

readersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinItaly33%32%31%31%25%24%23%23%20%12%11%11%10%9%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;

Base:

n=52

Cose

di

Casa

readers,

n=320

magazinereaders,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Cose

di

Casa

readers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinItalyBrand

users8%87%6%Category

users5%87%7%Allrespondents

5%86%9%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweeklynewspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=52

Cose

di

Casa

readers,n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Cose

di

CasareadersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinItaly59%56%54%53%46%42%40%36%34%34%31%32%24%27%32%

32%31%27%25%24%23%22%17%17%17%16%16%14%9%

9%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulLearningnew

thingsHavingagood

timeMaking

myown

decisionsTraditionsAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";Multi

Pick;Base:n=52

Cose

di

Casa

readers,

n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relatively

prevalent

interests

of

Cose

di

Casa

readersConsumer

lifestyle:

main

interestsTop10

interestsofCose

diCasa

readersinItaly62%60%56%56%56%51%54%54%52%50%50%48%42%48%

48%42%47%46%44%43%42%42%39%38%35%35%35%33%32%30%Food

&diningFashion&beautyTravelMovies,TVshows&musicHealth

&fitnessSportsHome

&gardenArts&literaturePolitics&societyandcurrentworld

eventsScience

&technologyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=52

Cose

di

Casa

readers,

n=320magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

Cose

di

Casa

readersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofCose

di

Casa

readersinItaly55%54%50%46%46%45%43%39%40%35%38%38%36%37%37%36%35%34%29%34%33%33%30%27%27%23%22%19%14%12%ReadingTravelingCooking/bakingSocializingVideo

gamingPhotographyTech

/computersOutdooractivitiesBoard

games/cardgamesMaking

musicBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=52

Cose

di

Casa

readers,

n=320magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Cose

di

Casa

readers

are

more

likely

to

play

basketball

than

other

magazinereadersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofCose

di

Casa

readersinItaly21%20%17%19%17%16%15%15%15%13%13%12%12%11%11%10%10%10%10%8%8%5%2%2%2%2%1%1%1%1%Running/JoggingBasketballCyclingFitness,aerobics,cardioSoccerYoga

/PilatesAmericanFootball

/FlagFootballBadmintonBaseball/SoftballCricketBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;

Base:

n=24

Cose

di

Casareaders,

n=371

magazine

readers,

n=5,965

all

respondentsConsumer

Insights

Global

as

of

August

2023Cose

di

Casa

readers

are

more

likely

to

follow

baseball

than

other

magazinereadersConsumer

lifestyle:

sports

followedTop10

sports

followed

byCose

diCasa

readersinItaly38%37%34%21%21%21%19%19%19%17%17%17%16%16%15%15%15%15%15%12%12%10%10%9%8%6%5%4%2%2%SoccerCyclingGymnasticsAthletics(track&field)BasketballTennisBaseballGolfSwimming/divingVolleyballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

you

readin

the

past

3months?";

Multi

Pick;Base:n=25

Cose

diCasa

readers,

n=319

magazine

readers,

n=5,094

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

67%

of

Cose

di

Casa

readers

think

it

’s

important

to

get

thebest

image

and

sound

qualityConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainItaly67%56%50%50%48%43%40%37%36%31%22%21%21%15%12%Itis

important

tometogetthebestimageandsoundqualityDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanageIprefer

toown

hardcopies

of

films,books

or

music(e.g.,DVD,

CD,vinyl)Idon’ttrustthemainstream

media

inmy

country

ofresidence(e.g.,news

channels)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=52

Cose

di

Casa

readers,

n=320

magazinereaders,

n=2,032

all

respondentsConsumer

Insights

Global

as

of

August

202319%

of

Cose

di

Casa

readers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinItaly51%51%46%21%19%17%18%17%15%14%13%13%2%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=52Cose

di

Casa

readers,

n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

202358%

of

Cose

di

Casa

readers

think

that

the

economic

situation

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Italy

accordingtoCose

di

Casa

readers57%58%59%59%56%53%

53%47%42%47%41%46%40%46%45%44%44%42%41%40%37%33%35%35%33%31%31%31%30%26%EconomicsituationCrimeClimatechange

Rising

prices/inflation/Health

andsocial

securityPovertyImmigration

UnemploymentCivilrightsFood

andwater

securitycost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;Base:n=52

Cose

di

Casa

readers,

n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

Cose

di

Casa

readershave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinItalyBrand

users29%30%23%33%29%15%Category

usersAllrespondents24%18%26%24%29%21%LeftCenterRightPrefer

nottoanswer24

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;"Which

ofthe

following

printed

magazinesorweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=52

Cose

di

Casa

readers,

n=320

magazine

readers,n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsCose

di

Casa

readers

access

the

internet

via

a

smartwatch

more

often

than

theaverage

magazine

readerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinItalyuseregularly

toaccesstheinternet96%94%87%77%76%75%72%69%67%67%64%58%56%54%47%46%46%42%40%39%35%31%32%28%25%25%25%SmartphoneSmart

TVLaptopTabletDesktop

PCGaming

consoleAllrespondentsSmartwatchSmart

speakers

Streaming

deviceBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=52

Cose

diCasa

readers,

n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Cose

di

Casa

readers

interact

with

companies

more

often

thanother

magazine

readersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinItaly

by

type65%61%62%62%61%60%60%55%54%50%44%50%48%

45%41%48%46%37%30%

31%32%25%27%25%21%21%

21%18%15%10%9%6%

6%5%3%0%Sentprivate

Liked

posts

CommentedPostedpictures/videosFollowedpeopleLikedcompanypostsSharedpostsbyother

usersFollowedcompaniesPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;

Base:

n=52

Cose

diCasa

readers,

n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

2023Cose

di

Casa

readers

tend

to

listen

to

podcasts

more

often

than

magazinereaders

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinItaly

havebeen

using

inthepast4weeks89%87%87%75%73%70%62%68%68%67%65%63%58%58%49%48%46%

44%46%46%38%45%33%41%41%35%21%33%23%32%30%18%15%TVRadioDailynewspapersDigitalvideocontentMagazinesMovies

/cinemaPodcastsDigitalmusiccontentWeeklynewspapersOnlinenewswebsitesOnlinemagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;

Base:

n=52

Cose

di

Casa

readers,

n=320magazine

readers,

n=6,103

all

respondentsConsumer

Insights

Global

as

of

August

2023Cose

di

Casa

readers

remember

seeing

ads

on

blogs

and

forums

more

oftenthan

other

magazine

readersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereCose

di

Casa

readersinItaly

havecome

across

digitaladvertisinginthepast4weeks50%47%41%43%

43%40%37%37%35%35%35%34%28%31%31%24%30%29%29%29%29%25%24%22%21%16%19%17%15%11%Search

engines

Video

streaming

Video

portalsservicesOnlinestoresWebsitesandappsof

brandsBlogs/forumsNewslettersSocial

mediaVideo

gamesMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;

Base:

n=52

Cose

diCasa

readers,

n=320

magazine

readers,

n=12,196

all

respondentsConsumer

Insights

Global

as

of

August

202367%

of

Cose

di

Casa

readers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinItalyhave

come

across

non-digital

advertisinginthepast4weeks67%

67%65%50%40%46%44%42%42%41%40%40%40%27%36%37%37%36%31%30%27%22%21%17%OnTVOntheradioOnadvertisingspacesInprinteddailynewspapersDirectly

inthestoreAtthemovies

By

mailshot

/Inprintedmagazinesandjournals/cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?