印度特伦甘纳(Telangana)目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inTelangana

(India)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinTelanganaandcompares

themto

theaverage

consumer

inIndia.Duration:

approx.

15

minutesThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inTelangana(India):who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inTelangana(’’region’’)

againsttheaverage

Indian

consumer,

labelled

as

’’country’’

inthe

charts.Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

India)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedregularly

andisbased

ondatafrom

theConsumer

InsightsGlobal

survey.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

March2024Sources:Consumers

in

Telangana

(India)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsGeneration

Zmakeuparelatively

largesegment

of

consumers

inTelangana.Ahappy

relationship

hasmoreimportance

toconsumers

inTelanganathan

totheaverage

consumer

inIndia.Arelatively

highshare

ofconsumers

inTelanganathinkthatfood

&watersecurity

isanissuethatneeds

tobeaddressed.Consumers

inTelanganatendtogotothe

movies

more

often

than

theaverageconsumer

inIndia.36%

ofconsumers

inTelanganahaveamedium

household

income.Food

and

dining

are

relatively

prevalentinterests

of

consumers

inTelangana.Thesocial

network

Snapchatis

morepopularinTelanganathan

inotherregions

of

India.25%

ofconsumers

inTelanganahavecentrist

political

views.68%

ofconsumers

inTelanganaliveincitiesandurbanareas.Consumers

inTelanganaaremore

likelytohavecooking

andbaking

as

ahobbythan

theaverage

consumer

inIndia.46%

ofconsumers

in

TelanganaareConsumers

inTelanganarememberpositive

abouttheeconomic

situationof

seeing

adsatthe

movies/cinema

moreTelanganahasarather

small

migrantcommunity.India.often

than

theaverage

consumer

inIndia.40%

ofconsumers

inTelanganafollowcricket.42%

ofconsumers

inTelanganaareoptimisticabouttheirpersonal

future.58%

ofconsumers

inTelanganaremember

seeing

advertising

on

socialmedia.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4GenerationZ

make

up

a

relatively

large

segment

of

consumers

in

TelanganaGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle0%0%14%4%5%11%10%9%CoupleSingleparentNuclear

family38%44%5%5%19%18%Multi-generationalfamily20%24%51%42%39%37%Related

adultsOther3%3%RegionGen

Z

MillennialsCountryGen

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=1368

respondentsin

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:10%

of

consumers

in

Telangana

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets20%22%79%30%36%33%33%33%87%90%80%34%13%10%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=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:A

relatively

large

share

of

consumers

in

Telangana

live

in

a

rentedaccommodationGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership24%76%32%32%68%34%66%33%35%68%67%65%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1368

respondents

in

Telangana,

n=24201respondents

in

IndiaSources:Consumer

Insights

Global

as

of

March2024Telangana

has

a

rathersmall

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community75%80%81%19%83%25%20%17%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=1368respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionA

happy

relationship

has

more

importance

to

consumers

in

Telangana

than

tothe

average

consumer

in

IndiaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinTelangana54%53%47%43%42%43%37%33%31%

30%26%24%23%23%21%18%15%14%12%12%TobeAhappyAn

honest

Safety

and

Learning

AdvancingMakingmy

owndecisionsHavingagood

timeTraditionsSocialjusticesuccessful

relationshipandrespectablelifesecuritynew

things

my

careerRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1368

respondents

in

Telangana,

n=24201

respondents

inIndiaConsumer

Insights

Global

as

of

March2024Food

and

dining

are

relativelyprevalent

interests

of

consumers

in

TelanganaConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinTelangana56%55%54%52%50%50%49%48%47%47%47%44%44%44%44%40%39%38%37%36%Movies,TVshows&musicHealth

&fitnessFood

&diningScience

&technology

educationCareer

&TravelFashion&beautySportsFamily

&parenting

economyFinance&RegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Telangana

are

more

likely

to

have

cooking

and

baking

as

a

hobbythan

the

average

consumer

in

IndiaConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinTelangana52%51%46%45%43%42%43%39%36%35%34%33%

33%33%30%30%

30%29%29%28%TravelingCooking/bakingTech

&computersReadingVideogamingOutdoor

Photography

GardeningCars/vehiclesMeditation&wellnessactivitiesandplantsRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202429%

of

consumers

in

Telangana

regularly

play

cricketConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinTelangana29%27%18%17%16%16%15%14%13%13%

12%12%12%12%11%11%11%11%10%9%CricketBadminton

DancingCyclingYoga

&pilatesSoccerRunning&joggingSwimming&divingFitness,aerobics&cardioBasketballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=588

respondents

in

Telangana,

n=10449

respondents

in

IndiaConsumer

Insights

Global

as

of

March202440%

of

consumers

in

Telangana

follow

cricketConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinTelangana40%39%25%24%19%15%13%

13%12%11%11%10%10%

10%10%10%9%8%

9%Cycling8%CricketSoccerTennisBasketball

Volleyball

Tabletennis

BoxingAmerican

Swimmingfootball

&divingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=595

respondents

in

Telangana,

n=10687

respondents

in

IndiaConsumer

Insights

Global

as

of

March202443%

of

consumers

in

Telangana

are

in

the

early

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinTelangana43%42%23%23%17%16%16%16%3%Innovators2%Early

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

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

Telangana

think

that

food

&

watersecurity

is

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoconsumersinTelangana58%54%51%45%42%42%42%40%38%37%37%36%36%35%34%33%

33%33%33%30%Unemploy-

EducationmentHealthandsocialsecurityEnviron-mentPovertyRegionFood

and

Rising

priceswater

/inflation/security

cost

of

livingCrimeEconomicsituationReligiousconflictsCountry17

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=1368

respondents

in

Telangana,

n=24201respondents

in

IndiaConsumer

Insights

Global

as

of

March202425%

of

consumers

in

Telangana

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinTelanganaRegion17%25%49%10%Country19%21%50%10%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=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202446%

of

consumers

in

Telangana

are

positive

about

the

economic

situation

ofIndiaPerspective

andoutlook:

view

on

economic

situation

ofIndiaPerceivedeconomic

situation

of

India

byconsumersinTelangana2%Region35%46%14%3%1%Country41%40%14%4%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202447%

of

consumers

in

Telangana

are

positive

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinTelangana1%Region30%47%19%4%1%Country35%43%17%4%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Telangana

are

more

prudent

about

spending

money

than

theaverage

consumer

in

IndiaPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinTelangana49%44%43%40%27%25%21%19%12%9%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=1368

respondents

in

Telangana,

n=24201

respondents

inIndiaConsumer

Insights

Global

as

of

March202442%

of

consumers

in

Telangana

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinTelangana2%2%Region40%42%14%2%2%Country49%35%11%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Telangana

tend

to

go

to

the

movies

more

often

than

the

averageconsumer

in

IndiaMarketing

touchpoints:media

usageType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks84%79%77%76%70%63%63%60%55%54%52%51%43%40%37%

37%Podcasts34%33%32%27%27%27%TVDigitalvideocontentMovies

/cinemaDailynewspapersDigitalmusic

Onlinenewscontent

websitesRegion

CountryMagazinesOnlinemagazinesRadioWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202458%

of

consumers

in

Telangana

remember

seeing

advertising

on

social

mediaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks58%56%55%54%44%42%41%40%39%38%35%

35%35%36%32%31%24%22%21%20%SocialmediaVideoportalsVideostreamingservicesOnlinestoresSearchenginesVideogamesWebsitesandappsof

brandsMusicportalsEditorial

OtherappswebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024The

social

network

Snapchat

is

more

popular

in

Telanganathan

in

other

regionsof

IndiaMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinTelangana89%88%84%84%80%74%54%50%45%44%43%40%30%26%26%21%21%18%13%

14%RedditYouTube

Instagram

Facebook

SnapchatLinkedInRegionTwitterPinterestQuoraSharechatCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1310

respondents

in

Telangana,

n=23003

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Telangana

access

the

internet

via

a

smart

TV

more

often

than

theaverage

consumer

in

IndiaMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinTelanganause

regularly

toaccesstheinternet96%

95%72%70%68%61%51%49%47%45%39%37%36%34%26%25%25%21%SmartphoneLaptopSmart

TVSmartwatch

Desktop

PCTabletSmartspeakersStreamingdeviceGamingconsoleRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1368

respondents

in

Telangana,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Telangana

remember

seeing

ads

at

the

movies/cinema

moreoften

than

the

average

consumer

in

IndiaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks58%54%44%42%41%39%37%36%35%35%30%28%27%26%21%17%OnTVAtthemovies/cinemaInprinteddailynewspaper