意大利艾米利亚-罗马涅大区Emilia-Romagna目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inEmilia-Romagna

(Italy)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinEmilia-Romagna

and

compares

themtotheaverageconsumer

inItaly.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inEmilia-Romagna

(Italy):whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereaderAmerican

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

Italy)tobenchmark

consumers

inEmilia-Romagna

(’’region’’)

•

2,000+

forthebasicsurveyagainstthe

average

Italian

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

Emilia-Romagna

(Italy)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints42%

ofconsumers

inEmilia-Romagnaarepartof

Generation

X.Safety

and

security

isarelativelyimportant

aspect

oflifetoconsumers

inEmilia-Romagna.Arelatively

highshare

ofconsumers

inEmilia-Romagna

thinkthatclimatechangeisanissuethatneeds

tobeaddressed.Consumers

inEmilia-Romagna

tendtoread

dailynewspapers

more

often

thanthe

average

consumer

inItaly.Many

consumers

inEmilia-Romagnahaveahighhousehold

income.Arelatively

highshare

ofconsumers

inEmilia-Romagna

are

interested

inmovies,

TVshows

andmusic.74%

ofconsumers

inEmilia-Romagnaareactive

onInstagram.28%

ofconsumers

inEmilia-Romagnahavemore

leftleaning

political

views.Many

consumers

inEmilia-Romagna

liveinthecity

and

inurbanareas.Consumers

inEmilia-RomagnaMany

consumers

inEmilia-Romagnaconsider

traveling

ahobby.20%

ofconsumers

in

Emilia-Romagnaarepositive

abouttheeconomicsituationof

Italy.remember

seeing

adsonTVmore

oftenthan

theaverage

consumer

inItaly.6%

of

consumers

inEmilia-Romagnaconsider

themselves

partof

theLGBTQ+community.15%

ofconsumers

inEmilia-Romagnafollow

basketball.44%

ofconsumers

inEmilia-RomagnaConsumers

inEmilia-Romagna

aremore

remember

seeing

advertising

on

videopessimistic

abouttheirpersonal

futurethan

theaverage

consumer

inItaly.portals.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Many

consumers

in

Emilia-Romagna

live

in

a

couple

householdGeneral

demographics:

age&household

compositionGenerations11%HouseholdtypeSingle15%12%12%39%23%21%CoupleSingleparentNuclear

family42%29%5%6%31%33%31%Multi-generationalfamily3%2%19%23%Related

adultsOther19%19%4%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=898

respondentsin

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Emilia-Romagna

have

a

high

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets29%32%68%33%43%77%83%33%33%33%24%71%23%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=898

respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Emilia-Romagna

live

in

the

city

and

in

urban

areasGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership25%75%27%60%63%64%67%73%40%37%36%33%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=898

respondents

in

Emilia-Romagna,

n=12209respondents

in

ItalySources:Consumer

Insights

Global

as

of

March20246%

of

consumers

in

Emilia-Romagna

consider

themselves

part

of

the

LGBTQ+communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community77%78%22%93%94%23%7%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=898respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionSafety

andsecurity

is

a

relatively

important

aspect

of

life

to

consumers

in

Emilia-RomagnaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinEmilia-Romagna62%60%55%54%38%35%31%

32%31%29%26%

27%22%22%17%16%14%11%10%9%An

honestandrespectablelifeAhappyrelationship

securitySafety

and

Learningnew

thingsMakingmy

owndecisionsHavingagood

timeSocialjusticeTobesuccessfulTraditions

Advancingmy

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=898

respondents

in

Emilia-Romagna,

n=12209respondents

in

ItalyConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Emilia-Romagna

are

interested

in

movies,TV

shows

and

musicConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinEmilia-Romagna58%58%57%56%52%49%43%42%42%41%39%39%35%35%34%33%32%32%31%31%TravelFood

&diningMovies,TVshows&musicHealth

&fitnessScience

&technologySportsPolitics&societyArts&literatureFashion&beautyHistoryRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=898

respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Many

consumers

in

Emilia-Romagna

consider

traveling

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinEmilia-Romagna49%46%46%44%39%38%37%37%35%

35%33%33%32%32%29%29%28%

28%22%

23%TravelingReadingCooking/bakingOutdooractivitiesDoingsportsPetsTech

&computersSocializingVideogamingGardeningandplantsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=898

respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202419%

of

consumers

in

Emilia-Romagna

regularly

go

running

and

joggingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinEmilia-Romagna19%18%16%15%13%13%12%11%10%10%9%9%8%8%6%5%5%

5%4%

4%DancingRunning&joggingFitness,aerobics&cardioCyclingHikingSoccerRegionSwimming&divingYoga

&pilatesVolleyball

&

BasketballbeachvolleyballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=448

respondents

in

Emilia-Romagna,

n=6081

respondents

in

ItalyConsumer

Insights

Global

as

of

March202415%

of

consumers

in

Emilia-Romagna

follow

basketballConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinEmilia-Romagna35%32%17%15%15%12%

12%12%12%12%11%

11%10%

10%8%

9%6%6%5%4%SoccerBasketballTennis

Motorsports

VolleyballRegionCyclingAthletics

Swimming

GymnasticsRugby(track&field)&divingCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=348

respondents

in

Emilia-Romagna,

n=5160

respondents

in

ItalyConsumer

Insights

Global

as

of

March202421%

of

consumers

in

Emilia-Romagna

are

laggards

when

it

comes

to

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinEmilia-Romagna51%48%21%18%17%16%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=898

respondents

in

Emilia-Romagna,

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

Emilia-Romagna

think

that

climatechange

is

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Italy

accordingtoconsumersinEmilia-Romagna59%57%56%56%52%52%48%47%46%46%46%44%43%43%42%42%41%40%39%39%Economic

Rising

prices

Unemploy-HealthandsocialsecurityClimatechangeCrimeEnviron-mentPoverty

Immigration

Educationsituation

/inflation/cost

of

livingmentRegionCountry17

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=898

respondents

in

Emilia-Romagna,n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202428%

of

consumers

in

Emilia-Romagna

have

more

left

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinEmilia-RomagnaRegion28%26%28%18%Country26%25%30%20%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=898

respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202420%

of

consumers

in

Emilia-Romagna

are

positive

about

the

economic

situationof

ItalyPerspective

andoutlook:

view

on

economic

situation

ofItalyPerceivedeconomic

situation

of

ItalybyconsumersinEmilia-RomagnaRegion

4%20%36%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=898

respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202427%

of

consumers

in

Emilia-Romagna

are

positive

about

their

personaleconomic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinEmilia-RomagnaRegion

3%27%49%16%5%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=898

respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202452%

of

consumers

in

Emilia-Romagna

are

notably

affected

by

rising

prices

andincreased

cost

of

livingPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinEmilia-Romagna58%57%52%51%16%16%14%13%6%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=898

respondents

in

Emilia-Romagna,

n=12209

respondentsin

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Emilia-Romagna

are

more

pessimistic

about

their

personal

futurethan

the

average

consumer

in

ItalyPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinEmilia-RomagnaRegion

5%31%37%21%7%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=898

respondents

in

Emilia-Romagna,

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

Emilia-Romagna

tend

to

read

daily

newspapers

more

often

thanthe

average

consumer

in

ItalyMarketing

touchpoints:media

usageType

of

mediaconsumersinItaly

havebeen

using

inthepast4weeks87%

87%67%66%63%

63%51%49%43%41%37%36%34%32%31%30%26%24%19%18%17%15%TVDigitalvideocontentRadioOnlinenews

Digitalmusicwebsites

contentMovies

/cinemaDailynewspapersCountryMagazinesPodcastsOnlinemagazinesWeeklynewspapersRegion24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=898

respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202444%

of

consumers

in

Emilia-Romagna

remember

seeing

advertising

on

videoportalsMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%43%41%40%37%34%33%30%27%

27%24%23%21%21%20%19%19%17%17%15%VideoportalsSearchenginesSocialmediaVideostreamingservicesOnlinestoresWebsitesandappsof

brands

andappsEditorialwebsitesVideogamesMusicportalsNewslettersRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=898

respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202474%

of

consumers

in

Emilia-Romagna

are

active

on

InstagramMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinEmilia-Romagna77%76%74%72%67%

67%38%36%24%

24%24%23%23%22%10%

10%Twitch8%7%6%5%Facebook

Instagram

YouTubeTikTokLinkedInRegionTwitterPinterestSnapchatBeReal.Country26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=793

respondents

in

Emilia-Romagna,

n=10814

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Emilia-Romagna

access

the

internet

via

a

smart

speaker

lessoften

than

the

average

consumer

in

ItalyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinEmilia-Romagna

useregularlytoaccess

theinternet96%95%68%

68%66%

67%54%52%47%

47%34%32%27%27%26%25%25%

25%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleSmartspeakersSmartwatch

StreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=898

respondents

in

Emilia-Romagna,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Emilia-Romagna

remember

seeing

ads

on

TV

more

often

than

theaverage

consumer

in

ItalyMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks69%65%39%36%34%33%30%31%29%27%24%23%22%20%20%20%OnTVOnadvertisingspacesOnth