美国内华达州nevada目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inNevada

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

livein

Nevadaandcompares

themto

theaverage

consumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inNevada

(United

States):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inNevada

(’’region’’)

againsttheaverage

U.S.consumer,

labelled

as

’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

United

States)•

2,000+

forthebasicsurveySample:

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

February2024Sources:Consumers

inNevada

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inNevada

tendtobeolder,16%

areBaby

Boomers.Havingagood

timehasless

importancetoconsumers

inNevada

than

to

theaverage

consumer

intheUnitedStates.Arelatively

highshare

ofconsumers

inConsumers

inNevada

tendto

listen

toNevada

thinkthatfood

&water

security

the

radio

lessoften

than

theaverageisanissuethatneedstobeaddressed.consumer

inthe

United

States.38%

ofconsumers

inNevada

haveamedium

household

income.Food

and

dining

are

relatively

prevalentinterests

of

consumers

inNevada.Consumers

inNevada

reflect

theThesocial

network

Instagramismoregeneral

political

landscapeintheUnited

popularinNevada

than

inotherregionsStates.

of

the

United

States.Many

consumers

inNevada

liveinthecityandinurbanareas.Many

consumers

inNevada

considerreading

ahobby.Consumers

in

Nevada

see

the

economic

34%

ofconsumers

inNevada

remember29%

ofconsumers

in

Nevada

haveamigrant

background.situationof

theUnited

Statesmorenegatively

thantheaverage

consumerintheUnited

States.seeing

advertising

directly

inthe

store.Consumers

inNevada

aremore

likely

tofollow

icehockey

than

theaverageconsumer

intheUnited

States.46%

ofconsumers

inNevada

rememberseeing

advertising

on

social

media.11%

ofconsumers

inNevada

arepessimistic

abouttheirpersonal

future.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Consumers

inNevada

tend

to

be

older,

16%are

Baby

BoomersGeneral

demographics:

age&household

compositionGenerations16%HouseholdtypeSingle21%20%12%28%21%19%CoupleSingleparentNuclear

family28%36%11%10%18%24%37%Multi-generationalfamily4%4%16%15%Related

adultsOther23%20%10%7%RegionCountryBoomersGen

XMillennialsGen

ZRegionCountry5Notes:’’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=644

respondentsin

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Nevada

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets28%33%33%33%36%35%65%81%89%38%34%64%19%11%RegionCountryRegionCountryRegionLowCountryMiddle

HighWorkingNot-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=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Nevada

live

in

the

city

and

in

urban

areasGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership31%32%68%39%45%55%55%57%69%61%45%43%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=644

respondents

in

Nevada,

n=60267

respondentsin

the

United

StatesSources:Consumer

Insights

Global

as

of

February202429%

of

consumers

in

Nevada

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community71%74%88%12%89%11%29%26%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=644respondents

in

Nevada,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionHaving

a

good

time

has

less

importance

to

consumers

in

Nevada

than

to

theaverage

consumer

in

the

United

StatesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinNevada50%

50%49%48%43%40%40%39%31%30%28%28%25%23%16%14%12%

12%11%10%AhappyrelationshipAn

honest

Safety

andTobesuccessfulMakingmy

owndecisionsLearningHavinga

Advancing

TraditionsSocialjusticeandrespectablelifesecuritynew

things

good

time

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=644

respondents

in

Nevada,

n=60267

respondents

in

theUnited

StatesConsumer

Insights

Global

as

of

February2024Food

and

dining

are

relativelyprevalent

interests

of

consumers

in

NevadaConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinNevada52%

52%48%43%36%35%35%33%33%32%31%31%30%30%30%28%28%26%26%24%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelScience

&technologyHistorySportsFinance&economyPolitics&societyFashion&beautyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Nevada

consider

reading

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinNevada42%41%41%38%37%35%35%35%32%31%29%27%26%26%26%24%24%23%22%20%Cooking/bakingReadingPetsVideogamingTravelingRegionOutdooractivitiesSocializingDIYandarts&craftsBoardMeditation&wellnessgames/cardgamesCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202410%

of

consumers

in

Nevada

regularly

go

swimming

and

divingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinNevada13%13%12%11%11%10%10%10%10%10%9%9%9%8%8%8%8%7%7%7%Fitness,aerobics&cardioHikingBasketball

Swimming&divingDancingRegionAmericanfootball/flagRunning&joggingYoga

&pilatesHunting&fishingCyclingfootballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=217

respondents

in

Nevada,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

inNevada

are

more

likely

to

follow

ice

hockey

than

the

averageconsumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinNevada25%23%18%

18%16%15%12%12%8%8%

8%8%8%7%7%7%7%6%5%5%American

BasketballfootballBaseballBoxingIceHockeyRegionSoccerGolfMixedMartial

ArtsMotorsports

TennisCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=202

respondents

in

Nevada,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202440%

of

consumers

in

Nevada

are

in

the

early

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinNevada40%36%26%26%24%22%12%11%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=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024CHAPTER

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

Nevada

think

that

food

&

water

securityis

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinNevada56%52%45%44%44%42%41%41%40%39%39%39%37%37%36%36%34%31%30%29%Rising

prices/inflation/cost

of

livingCrimeEconomicsituationHealthandsocialsecurityHousingRegionFood

and

EducationwatersecurityPovertyClimatechangeUnemploy-mentCountry17

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=644

respondents

in

Nevada,n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

inNevada

reflect

the

general

political

landscape

in

the

United

StatesPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinNevadaRegion23%27%33%18%Country20%28%36%16%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=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

inNevada

see

the

economic

situation

of

the

United

States

morenegatively

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinNevadaRegion18%20%25%21%16%Country21%21%24%20%13%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=644

respondents

in

Nevada,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

inNevada

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinNevadaRegion17%23%27%20%12%Country20%26%29%16%10%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

inNevada

are

more

affected

by

rising

prices

andincreased

cost

ofliving

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinNevada56%52%50%46%38%35%26%25%12%12%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

aboutnotbeing

abletopaymy

billsIamworried

aboutviolence

andpublicunrestsinmyIhavelost

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=644

respondents

in

Nevada,

n=60267

respondents

in

theUnited

StatesConsumer

Insights

Global

as

of

February202411%

of

consumers

in

Nevada

are

pessimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinNevadaRegion28%31%24%11%6%Country30%31%24%10%5%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

inNevada

tend

to

listen

to

the

radio

less

often

than

the

averageconsumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks69%68%67%67%53%50%

50%48%48%46%35%33%34%33%27%25%24%20%17%16%13%11%TVDigitalvideo

Digitalmusiccontent

contentRadioMovies

/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202446%

of

consumers

in

Nevada

remember

seeing

advertising

on

social

mediaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks46%44%41%37%37%35%34%33%30%29%28%28%27%26%23%22%19%18%14%11%SocialmediaVideostreamingservicesVideoportalsSearchenginesOnlinestoresVideogamesWebsitesandappsof

brandsMusicportalsOtherapps

EditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024The

social

network

Instagramismore

popular

in

Nevada

than

in

other

regionsof

the

United

StatesMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinNevada77%

76%67%65%61%56%45%44%34%33%31%31%26%25%20%

20%LinkedIn17%16%11%

10%TwitchFacebookYouTube

InstagramTikTokTwitterRegionSnapchatCountryPinterestReddit26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=568

respondents

in

Nevada,n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

inNevada

access

the

internet

via

a

smart

TV

less

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinNevadause

regularly

toaccesstheinternet89%87%58%

58%57%54%47%45%37%37%

37%36%36%33%27%

27%27%25%SmartphoneLaptopSmart

TVTabletStreamingdeviceGamingconsoleDesktop

PCSmartspeakersSmartwatchRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=644

respondents

in

Nevada,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202434%

of

consumers

in

Nevada

remember

seeing

advertising

directly

in

the

storeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks46%45%34%33%33%33%32%29%28%25%18%

19%18%17%16%13%OnTVDirec