意大利坎帕尼亚大区（Campania）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inCampania

(Italy)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinCampaniaandcompares

themto

theaverage

consumer

inItaly.Duration:

approx.

15

minutesThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inCampania(Italy):who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inCampania(’’region’’)

againsttheaverage

Italianconsumer,

labelled

as

’’country’’

inthe

charts.Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

Italy)•

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

Campania

(Italy)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inCampaniatendtobeyounger,

27%

arepartof

Generation

Z.Being

successful

hasmore

importancetoconsumers

inCampaniathan

totheaverage

consumer

inItaly.Arelatively

highshare

ofconsumers

inCampaniathink

thatunemployment

isanissuethatneeds

tobeaddressed.Consumers

inCampaniatendtoreadonlinenews

websites

lessoften

thantheaverage

consumer

inItaly.Many

consumers

inCampaniahavealow

household

income.Sportsisarelatively

prevalent

interest

of

Many

consumers

inCampaniatend

toconsumers

inCampania.Thesocial

network

TikTok

is

morepopularinCampaniathan

inotherregions

of

Italy.havemore

leftleaning

political

viewsthan

theaverage

consumer.72%

ofconsumers

inCampanialive

insmall

towns

and

rural

communities.Consumers

inCampaniaare

lesslikely

tohaveoutdoor

activitiesas

ahobbythantheaverage

consumer

inItaly.6%

of

consumers

inCampania

are

very21%

ofconsumers

inCampaniapositive

abouttheeconomic

situationof

remember

seeing

advertising

atthe19%

ofconsumers

in

Campaniahaveamigrant

background.Italy.movies/cinema.Consumers

inCampaniaare

more

likelytofollow

soccer

thanthe

averageconsumer

inItaly.8%

of

consumers

inCampaniaare

veryoptimisticabouttheirpersonal

future.44%

ofconsumers

inCampaniaremember

seeing

advertising

on

videoportals.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4A

relatively

high

share

of

consumers

in

Campania

live

in

a

household

of

two

ormore

related

adultsGeneral

demographics:

age&household

compositionGenerations9%HouseholdtypeSingle7%12%39%12%16%CoupleSingleparentNuclear

family32%33%21%5%6%31%33%31%Multi-generationalfamily2%2%35%Related

adultsOther27%23%19%3%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=1157

respondentsin

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Campania

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets24%32%68%33%33%33%37%31%45%83%85%63%17%15%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=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Sources:A

relatively

large

share

of

consumers

in

Campania

live

in

a

rentedaccommodationGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership25%75%31%65%64%36%67%33%72%69%35%29%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1157

respondents

in

Campania,

n=12209respondents

in

ItalySources:Consumer

Insights

Global

as

of

March202419%

of

consumers

in

Campania

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community78%81%94%94%22%19%6%6%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=1157respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionBeing

successful

has

more

importance

to

consumers

in

Campania

than

to

theaverage

consumer

in

ItalyConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinCampania60%58%54%50%35%33%32%31%31%30%29%27%22%22%21%17%15%14%12%9%An

honestandrespectablelifeAhappyrelationship

securitySafety

and

LearningHavingaMakingmy

owndecisionsTobesuccessfulSocialjusticeTraditions

Advancingmy

careernew

things

good

timeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1157

respondents

in

Campania,

n=12209

respondents

inItalyConsumer

Insights

Global

as

of

March2024Sports

is

a

relativelyprevalent

interest

of

consumers

in

CampaniaConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinCampania57%56%54%54%51%49%47%43%42%42%

41%41%35%34%35%34%33%31%32%

31%Food

&diningTravelMovies,TVshows&musicSportsScience

&technologyHealth

&fitnessArts&literatureFashion&beautyPolitics&societyHistoryRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Campaniaare

less

likely

to

have

outdoor

activities

as

a

hobbythan

the

average

consumer

in

ItalyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinCampania46%44%43%41%37%37%36%35%35%35%33%34%32%31%30%29%28%27%23%21%TravelingReadingDoingsportsCooking/bakingTech

&computersVideogamingOutdooractivitiesSocializingPetsPhotographyandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024A

relatively

large

share

of

consumers

in

Campania

play

soccerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinCampania18%18%17%15%14%13%11%10%8%8%8%7%6%6%5%5%5%5%4%4%SoccerRunning&joggingFitness,aerobics&cardioCyclingYoga

&pilatesSwimming&divingHikingBasketballDancing

Volleyball

&beachvolleyballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=565

respondents

in

Campania,

n=6081

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Campaniaare

more

likely

to

follow

soccer

than

the

averageconsumer

in

ItalyConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinCampania42%35%17%17%12%

12%12%12%11%11%10%10%10%9%8%7%5%

6%4%4%SoccerTennisVolleyball

Basketball

Motorsports

CyclingAthletics

Swimming

GymnasticsBoxing(track&field)&divingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=542

respondents

in

Campania,

n=5160

respondents

in

ItalyConsumer

Insights

Global

as

of

March202457%

of

consumers

in

Campania

are

in

the

early

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinCampania57%51%18%17%15%14%13%12%1%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=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

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

Campania

think

that

unemployment

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Italy

accordingtoconsumersinCampania62%56%56%54%52%48%46%46%45%44%43%42%42%41%40%39%39%39%38%31%Unemploy-

Economicment

situationPovertyCrimeRising

prices

Health/inflation/

andsocialcost

of

living

securityClimatechangeEnviron-mentEducation

ImmigrationRegionCountry17

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=1157

respondents

in

Campania,

n=12209respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Many

consumers

in

Campania

tend

to

have

moreleft

leaning

political

views

thanthe

average

consumerPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinCampaniaRegion31%25%25%20%20%Country26%25%30%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=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March20246%

of

consumers

in

Campaniaare

very

positive

about

the

economic

situation

ofItalyPerspective

andoutlook:

view

on

economic

situation

ofItalyPerceivedeconomic

situation

of

ItalybyconsumersinCampaniaRegion

6%14%39%30%11%Country

4%17%39%29%10%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202450%

of

consumers

in

Campania

are

neither

positive

nor

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinCampaniaRegion

5%23%50%15%6%Country

4%27%48%16%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202416%

of

consumers

in

Campania

are

worried

about

not

being

able

to

pay

theirbillsPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinCampania58%56%51%47%18%16%16%14%7%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=1157

respondents

in

Campania,

n=12209

respondents

inItalyConsumer

Insights

Global

as

of

March20248%

of

consumers

in

Campaniaare

very

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinCampaniaRegion8%28%41%16%6%Country7%30%40%19%5%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Campania

tend

to

read

online

news

websites

less

often

than

theaverage

consumer

in

ItalyMarketing

touchpoints:media

usageType

of

mediaconsumersinItaly

havebeen

using

inthepast4weeks88%87%66%64%63%60%49%42%42%41%39%34%31%32%30%30%25%24%19%18%15%

15%TVDigitalvideocontentRadioOnlinenews

Digitalmusicwebsites

contentMovies

/cinemaMagazinesDailynewspapersPodcastsOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202444%

of

consumers

in

Campania

remember

seeing

advertising

on

video

portalsMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%43%40%

40%34%33%30%28%28%27%23%

23%22%20%19%18%18%17%15%15%VideoportalsSearchenginesSocialmediaOnlinestoresVideostreaming

andappsservicesWebsitesVideogamesEditorialwebsitesandappsMusicportalsNewslettersof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024The

social

network

TikTok

is

more

popular

in

Campania

than

in

other

regions

ofItalyMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinCampania79%76%76%72%70%67%49%38%25%24%23%22%21%20%12%10%9%7%6%

6%RedditFacebook

Instagram

YouTubeTikTokTwitterRegionPinterestCountryLinkedInTwitchSnapchat26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1055

respondents

in

Campania,

n=10814

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Campania

access

the

internet

via

a

desktop

PC

more

often

thanthe

average

consumer

in

ItalyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinCampania

useregularlyto

accesstheinternet95%93%69%68%67%66%57%54%54%47%41%34%27%26%25%25%26%

25%SmartphoneSmart

TVLaptopTabletDesktop

PCGamingconsoleStreamingdeviceSmartspeakersSmartwatchRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1157

respondents

in

Campania,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202421%

of

consumers

in

Campania

remember

seeing

advertising

at

themovies/cinemaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks65%

65%36%32%30%

30%31%27%27%25%21%20%20%20%20%18%OnTVOnadvertisingspacesOntheradioBy