美国密歇根州(Michigan)目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inMichigan

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

livein

Michiganandcompares

themto

theaverage

consumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inMichigan

(United

States):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inMichigan

(’’region’’)againstthe

average

U.S.consumer,

labelledas’’country’’

inthe

charts.•

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

Michigan

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsGeneration

Zmakeuparelatively

largesegment

of

consumers

inMichigan.Ahappy

relationship

isarelativelyimportant

aspect

oflifetoconsumers

inMichigan.Arelatively

highshare

ofconsumers

inMichigan

think

thatfood

&watersecurity

isanissuethatneeds

tobeaddressed.Consumers

inMichigan

tendtoreaddailynewspapers

less

often

than

theaverage

consumer

intheUnitedStates.39%

ofconsumers

inMichigan

haveamedium

household

income.Arelatively

highshare

ofconsumers

inMichigan

areinterested

inmovies,

TVshows

andmusic.77%

ofconsumers

inMichigan

areactiveon

Facebook.Many

consumers

inMichiganhavecentrist

political

views.Many

consumers

inMichiganlive

insmall

towns

and

rural

communities.46%

ofconsumers

inMichiganMany

consumers

inMichiganconsidercooking

and

bakingahobby.Consumers

in

Michigan

see

theeconomic

situationoftheUnitedStatesmore

negatively

than

theaverageconsumer

intheUnited

States.remember

seeing

advertising

on

TV.Michigan

hasarathersmall

migrantcommunity.Consumers

inMichigan

rememberseeing

adson

editorial

websites

andappslessoften

thanthe

averageconsumer

inthe

United

States.9%

of

consumers

inMichiganfollow

icehockey.29%

ofconsumers

inMichigan

areneither

optimisticnorpessimistic

abouttheirpersonal

future.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4GenerationZ

make

up

a

relatively

large

segment

of

consumers

in

MichiganGeneral

demographics:

age&household

compositionGenerations13%HouseholdtypeSingle22%20%12%28%21%19%CoupleSingleparentNuclear

family30%29%12%10%16%24%37%Multi-generationalfamily3%4%16%15%Related

adultsOther28%23%9%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=2054

respondentsin

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:39%

of

consumers

in

Michigan

have

a

medium

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets26%33%33%33%35%65%41%79%81%39%36%59%21%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=2054

respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Michigan

live

in

small

towns

and

rural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership26%32%68%44%45%55%57%72%74%56%43%28%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=2054

respondents

in

Michigan,

n=60267respondents

in

the

United

StatesSources:Consumer

Insights

Global

as

of

February2024Michigan

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%84%87%89%11%26%16%13%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=2054respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionA

happy

relationship

is

a

relatively

important

aspect

of

life

to

consumers

inMichiganConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMichigan53%50%48%

48%40%

40%40%38%32%30%29%28%25%

25%Learning14%13%12%12%11%10%AhappyrelationshipAn

honest

Safety

andTobesuccessfulMakingmy

owndecisionsHavingaTraditions

Advancingmy

careerSocialjusticeandrespectablelifesecuritygood

time

new

thingsRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=2054

respondents

in

Michigan,

n=60267

respondents

inthe

United

StatesConsumer

Insights

Global

as

of

February2024A

relatively

high

share

of

consumers

in

Michigan

are

interested

in

movies,

TVshows

and

musicConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinMichigan55%52%44%43%35%

35%32%32%31%31%30%30%29%29%28%27%26%26%24%24%Movies,TVshows&musicFood

&diningHealth

&fitnessHistoryTravelHome

&gardenSportsScience

&technology

&beautyFashionPolitics&societyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=2054

respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Michigan

consider

cooking

and

baking

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinMichigan45%42%39%37%37%35%35%35%33%31%29%29%28%28%26%27%26%25%24%24%Cooking/bakingReadingPetsVideogamingOutdooractivities

arts&craftsDIYandSocializing

Traveling

GardeningandplantsBoardgames/cardgamesRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2054

respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202414%

of

consumers

in

Michigan

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinMichigan14%14%13%13%12%11%11%10%10%10%10%10%9%9%9%9%8%8%7%7%HikingFitness,aerobics&cardioHunting&fishingDancing

Swimming

Basketball&divingCyclingRunning&joggingYoga

&pilatesAmericanfootball/flagfootballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=796

respondents

in

Michigan,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February20249%

of

consumers

in

Michigan

follow

ice

hockeyConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinMichigan23%23%18%16%15%14%9%8%8%7%7%7%6%5%5%5%5%4%4%3%American

BasketballfootballBaseball

IceHockeyBoxingRegionMixedMartial

ArtsGolfSoccer

Motorsports

VolleyballCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=588

respondents

in

Michigan,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202455%

of

consumers

in

Michigan

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMichigan36%36%28%27%26%24%12%9%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=2054

respondents

in

Michigan,

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

Michigan

think

that

food

&

water

securityis

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinMichigan56%52%43%43%42%

42%41%40%40%38%37%36%35%34%34%32%31%30%29%29%Rising

prices

Economic/inflation/

situationcost

of

livingHealthandsocialsecurityCrimePovertyRegionHousingCountryEducation

Food

and

Unemploy-

Governmentwatermentdebtsecurity17

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=2054

respondents

in

Michigan,

n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Michigan

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinMichiganRegion23%31%28%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=2054

respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Michigan

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

consumersinMichiganRegion12%19%28%24%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=2054

respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Michigan

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinMichiganRegion11%25%33%20%11%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=2054

respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202455%

of

consumers

in

Michigan

are

prudent

about

spending

moneyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinMichigan55%50%49%46%38%35%26%24%12%12%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=2054

respondents

in

Michigan,

n=60267

respondents

inthe

United

StatesConsumer

Insights

Global

as

of

February202429%

of

consumers

in

Michigan

are

neither

optimistic

nor

pessimistic

about

theirpersonal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinMichiganRegion20%34%29%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=2054

respondents

in

Michigan,

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

Michigan

tend

to

read

daily

newspapers

less

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks70%69%67%64%56%53%50%

50%48%46%33%33%31%29%27%24%22%18%17%13%12%10%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=2054

respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Michigan

remember

seeing

ads

on

editorial

websites

and

appsless

often

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%44%38%

37%37%37%33%33%28%28%27%

27%26%26%22%21%18%16%14%9%SocialmediaVideostreamingservicesVideoportalsSearchenginesWebsitesandappsof

brandsVideogamesOnlinestoresMusicportalsOtherapps

EditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2054

respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202477%

of

consumers

in

Michigan

are

active

on

FacebookMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinMichigan77%

76%65%

65%56%52%45%44%34%33%31%26%

26%26%20%16%

16%Reddit14%10%

10%TwitchFacebookYouTube

InstagramTikTokSnapchatRegionPinterestCountryTwitterLinkedIn26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1800

respondents

in

Michigan,

n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Michigan

access

the

internet

via

a

streaming

device

less

oftenthan

the

average

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMichiganuseregularlytoaccesstheinternet89%

89%58%58%57%55%47%45%37%36%36%33%30%29%27%27%23%23%SmartphoneSmart

TVLaptopTabletGamingconsoleStreaming

Desktop

PCdeviceSmartspeakersSmartwatchRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2054

respondents

in

Michigan,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202446%

of

consumers

in

Michigan

remember

seeing

advertising

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks46%46%34%33%33%33%32%31%28%27%19%18%16%15%14%12%OnTVOntheradioOn