美国南卡罗来纳州South Carolina目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inSouth

Carolina

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

livein

SouthCarolina

and

compares

themtothe

average

consumerintheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inSouthCarolina

(UnitedStates):

whotheyare;

what

theylike;what

theythink;andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inSouthCarolina

(’’region’’)againstthe

average

U.S.consumer,

labelledas’’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

in

South

Carolina

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inSouthCarolina

tendtobe

Anhonest

and

respectable

lifehasmore

Arelatively

highshare

ofconsumers

inConsumers

inSouthCarolinatendtolisten

to

podcastsless

often

than

theaverage

consumer

intheUnitedStates.older,

32%

are

partofGeneration

X.importance

toconsumers

inSouthCarolina

thantotheaverage

consumerintheUnited

States.SouthCarolina

think

thatrising

prices,inflation&cost

of

livingare

issuesthatneed

tobeaddressed.37%

ofconsumers

inSouthCarolinahaveamedium

household

income.Thesocial

network

Facebook

ismoreArelatively

highshare

ofconsumers

inSouthCarolina

areinterested

infoodanddining.Consumers

inSouthCarolina

reflect

the

popularinSouthCarolinathanin

othergeneral

political

landscapeintheUnited

regions

of

the

United

States.States.Many

consumers

inSouthCarolinaliveinsmall

towns

and

rural

communities.Consumers

inSouthCarolinarememberSouthCarolinahasarathersmallmigrant

community.Many

consumers

inSouthCarolinaconsider

traveling

ahobby.16%

ofconsumers

inSouthCarolina

are

seeing

adsatthe

movies/cinema

lessvery

negativeabouttheeconomicsituationof

theUnited

States.often

than

theaverage

consumer

intheUnitedStates.24%

ofconsumers

inSouthCarolinafollow

American

football.33%

ofconsumers

inSouthCarolina

are

Consumers

inSouthCarolinarememberoptimisticabouttheirpersonal

future.seeing

adson

websites

andappsofbrandsandproductsless

often

than

theaverage

consumer

intheUnitedStates.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Many

consumers

in

South

Carolina

live

in

a

couple

householdGeneral

demographics:

age&household

compositionGenerations14%HouseholdtypeSingle19%20%12%28%23%24%CoupleSingleparentNuclear

family19%32%33%11%10%20%37%Multi-generationalfamily5%4%14%15%Related

adultsOther23%22%8%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=1000

respondentsin

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:37%

of

consumers

in

South

Carolina

have

a

medium

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets28%33%33%33%35%65%39%81%81%37%35%61%19%19%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=1000

respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

South

Carolina

live

in

small

towns

and

rural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership21%32%68%38%45%55%57%69%79%62%43%31%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1000

respondents

in

South

Carolina,

n=60267respondents

in

the

United

StatesSources:Consumer

Insights

Global

as

of

February2024South

Carolina

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%82%89%11%90%26%18%10%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=1000respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionAn

honest

and

respectable

life

has

more

importance

to

consumers

in

SouthCarolina

than

to

the

average

consumer

in

the

United

StatesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Carolina55%49%

50%48%42%40%40%38%31%30%28%27%25%23%14%13%13%12%11%9%An

honestandrespectablelifeAhappyrelationship

securitySafety

andTobesuccessfulMakingmy

owndecisionsHavingagood

time

new

thingsLearningTraditions

Advancingmy

careerSocialjusticeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1000

respondents

in

South

Carolina,

n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024A

relatively

high

share

of

consumers

in

South

Carolina

are

interested

in

food

anddiningConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinSouth

Carolina52%51%46%43%35%34%33%32%31%30%

30%30%29%30%28%26%26%26%25%24%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelSportsRegionHistoryHome

&gardenScience

&technologyPolitics&

Finance&society

economyCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1000

respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

South

Carolina

consider

traveling

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinSouth

Carolina41%

42%37%36%35%34%35%31%31%31%31%29%27%26%27%25%24%24%23%20%Cooking/bakingPetsReadingOutdooractivitiesTravelingRegionVideoDIYandGardening

SocializingBoardgaming

arts&crafts

andplantsgames/cardgamesCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1000

respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

South

Carolina

participate

in

similar

sports

and

activities

as

theaverage

consumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinSouth

Carolina13%13%12%12%12%12%12%10%10%10%9%9%9%9%9%8%8%8%8%7%Fitness,aerobics&cardioBasketballHunting&fishingHikingAmerican

SwimmingCyclingDancingRunning&joggingBaseball&softballfootball/flag&divingfootballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=361

respondents

in

South

Carolina,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202424%

of

consumers

in

South

Carolina

follow

American

footballConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinSouth

Carolina24%23%18%16%15%14%8%8%7%7%7%7%6%6%5%5%5%5%5%5%American

BasketballfootballBaseballGolfBoxing

Motorsports

SoccerMixedMartial

ArtsTennisIceHockeyRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=298

respondents

in

South

Carolina,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202426%

of

consumers

in

South

Carolina

are

laggards

when

it

comes

to

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Carolina37%36%26%26%26%24%12%11%1%Innovators1%Early

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1000

respondents

in

South

Carolina,

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

South

Carolina

think

that

rising

prices,inflation

&

cost

of

living

are

issues

that

need

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinSouth

Carolina56%52%45%43%42%42%41%40%37%36%36%34%34%33%32%31%

31%30%

30%29%Rising

prices/inflation/cost

of

livingCrimeEconomicsituationHealthandsocialsecurityPovertyRegionHousing

Government

Education

Unemploy-

Immigrationdebt

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=1000

respondents

in

South

Carolina,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

South

Carolina

reflect

the

general

political

landscape

in

theUnited

StatesPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinSouth

CarolinaRegion19%29%37%15%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=1000

respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202416%

of

consumers

in

South

Carolina

are

very

negative

about

the

economicsituation

of

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinSouth

CarolinaRegion19%20%25%20%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=1000

respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202427%

of

consumers

in

South

Carolina

are

positive

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinSouth

CarolinaRegion19%27%30%16%9%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=1000

respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202434%

of

consumers

in

South

Carolina

are

worried

about

not

being

able

to

paytheir

billsPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinSouth

Carolina50%49%46%44%35%34%26%24%12%10%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

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=1000

respondents

in

South

Carolina,

n=60267

respondentsin

the

United

StatesConsumer

Insights

Global

as

of

February202433%

of

consumers

in

South

Carolina

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinSouth

CarolinaRegion30%30%33%24%9%5%Country31%24%10%5%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1000

respondents

in

South

Carolina,

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

in

South

Carolina

tend

to

listen

to

podcasts

less

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks71%69%67%64%55%53%50%48%47%44%33%33%29%28%27%24%23%20%17%15%13%10%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1000

respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

South

Carolina

remember

seeing

ads

on

websites

andapps

ofbrands

and

products

less

often

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks43%

44%37%37%35%35%33%31%28%28%27%25%23%22%22%21%18%14%14%11%SocialmediaVideoportalsVideostreamingservicesSearchenginesOnlinestoresVideogamesWebsitesandappsof

brandsMusicportalsOtherapps

EditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1000

respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024The

social

network

Facebook

is

more

popular

in

South

Carolina

than

in

otherregions

of

the

United

StatesMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinSouth

Carolina80%76%64%

65%56%51%45%44%35%34%31%29%26%25%20%18%16%13%10%7%FacebookYouTube

InstagramTikTokSnapchatRegionTwitterPinterestLinkedInRedditTwitchCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=882

respondents

in

South

Carolina,

n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

South

Carolina

access

the

internet

via

a

desktop

PC

less

oftenthan

the

average

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Carolina

use

regularly

toaccesstheinternet90%89%58%

57%58%56%47%45%37%36%34%33%32%28%27%27%25%24%SmartphoneSmart

TVLaptopTabletGamingconsoleStreaming

Desktop

PC

SmartwatchdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1000

respondents

in

South

Carolina,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

South

Carolina

remember

seeing

ads

at

the

movies/cinema

lessoften

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks46%46%3