美国马萨诸塞州（Massachusetts）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inMassachusetts

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinMassachusetts

and

compares

themtothe

averageconsumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inMassachusetts

(UnitedStates):

whotheyare;

what

theylike;what

theythink;andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inMassachusetts

(’’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

Massachusetts

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inMassachusetts

tendtobe

Being

successful

hasless

importance

toArelatively

highshare

ofconsumers

inConsumers

inMassachusetts

tendtogotothe

movies

lessoften

thantheolder,

31%

are

partofGeneration

X.consumers

inMassachusetts

than

tothe

Massachusetts

think

thathousing

isanaverage

consumer

intheUnitedStates.issuethatneedstobeaddressed.average

consumer

intheUnitedStates.37%

ofconsumers

inMassachusettshaveahighhousehold

income.Health

and

fitnessare

relativelyprevalent

interests

of

consumers

inMassachusetts.Many

consumers

inMassachusettstend

23%

ofconsumers

inMassachusetts

aretohavemore

left

leaningpolitical

viewsthan

theaverage

consumer.activeon

LinkedIn.Many

consumers

inMassachusettsliveinsmall

towns

and

rural

communities.48%

ofconsumers

inMassachusettsMany

consumers

inMassachusettsconsider

reading

ahobby.25%

ofconsumers

in

Massachusetts

are

remember

seeing

advertising

on

TV.positive

abouttheeconomic

situationoftheUnited

States.Massachusetts

hasaratherlargemigrant

community.34%

ofconsumers

inMassachusettsremember

seeing

advertising

on

searchConsumers

inMassachusetts

are

morelikely

to

follow

icehockey

than

theaverage

consumer

intheUnitedStates.28%

ofconsumers

inMassachusetts

are

engines.neither

optimisticnorpessimistic

abouttheirpersonal

future.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Many

consumers

in

Massachusetts

live

in

a

single

householdGeneral

demographics:

age&household

compositionGenerations15%HouseholdtypeSingle22%20%12%28%20%19%CoupleSingleparentNuclear

family31%29%9%10%20%24%37%Multi-generationalfamily3%4%19%15%Related

adultsOther25%23%7%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=805

respondentsin

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:37%

of

consumers

in

Massachusetts

have

a

high

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets33%34%35%65%37%81%84%33%33%32%30%66%19%16%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=805

respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:A

relatively

large

share

of

consumers

in

Massachusetts

live

in

an

appartmentrather

than

a

houseGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership32%68%45%55%47%54%57%68%53%46%43%32%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=805

respondents

in

Massachusetts,

n=60267respondents

in

the

United

StatesSources:Consumer

Insights

Global

as

of

February2024Massachusetts

has

a

rather

large

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community69%74%87%89%11%31%26%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=805respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionBeing

successful

has

less

importance

to

consumers

in

Massachusetts

than

tothe

average

consumer

in

the

United

StatesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMassachusetts52%50%48%

48%42%40%40%35%30%29%30%28%26%25%14%14%12%12%11%11%AhappyrelationshipAn

honest

Safety

andTobeHavingaMakingmy

owndecisionsLearningnew

thingsTraditionsSocialjusticeAdvancingmy

careerandrespectablelifesecuritysuccessful

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=805

respondents

in

Massachusetts,

n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Health

and

fitness

are

relatively

prevalent

interests

of

consumers

inMassachusettsConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinMassachusetts52%52%44%43%40%35%33%32%32%31%31%31%30%30%26%26%26%24%24%23%Movies,TVshows&musicFood

&diningHealth

&fitnessHistorySportsTravelScience

&technologyPolitics&societyFashion&beautyArts&literatureRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=805

respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Massachusetts

consider

reading

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinMassachusetts42%40%38%37%35%35%32%31%31%30%30%29%28%27%27%

26%24%

24%24%23%ReadingCooking/bakingPetsVideogamingOutdooractivitiesTraveling

SocializingCountryDIYandarts&craftsBoardgames/cardgamesGardeningandplantsRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=805

respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202415%

of

consumers

in

Massachusetts

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinMassachusetts15%14%13%13%12%11%10%10%9%9%9%9%9%9%8%8%8%7%7%7%HikingFitness,aerobics&cardioBasketball

Swimming&divingDancingRegionRunning&joggingCyclingYoga

&pilatesGolfAmericanfootball/flagfootballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=296

respondents

in

Massachusetts,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Massachusetts

are

more

likely

to

follow

ice

hockey

than

theaverage

consumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinMassachusetts25%23%23%21%18%16%15%8%8%8%7%7%7%6%6%

6%Tennis5%5%5%3%American

BasketballfootballBaseball

IceHockeySoccerRegionGolfBoxingMixedMartial

ArtsMotorsportsCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=258

respondents

in

Massachusetts,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202456%

of

consumers

in

Massachusetts

are

laggards

or

in

the

late

majority

ofinnovation

adoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMassachusetts36%34%28%28%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=805

respondents

in

Massachusetts,

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

Massachusetts

think

that

housing

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinMassachusetts55%52%43%43%42%41%

41%40%38%37%37%37%36%36%34%31%31%30%30%28%Rising

prices

Health/inflation/

andsocialcost

of

living

securityHousingEconomicsituationPovertyRegionCrimeEducationClimate

Immigration

Environ-change

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=805

respondents

in

Massachusetts,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Massachusetts

tend

to

have

more

left

leaning

political

viewsthan

the

average

consumerPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinMassachusettsRegion27%32%23%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=805

respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202425%

of

consumers

in

Massachusetts

are

positive

about

the

economic

situationof

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinMassachusettsRegion14%25%26%23%12%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=805

respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202432%

of

consumers

in

Massachusetts

are

neither

positive

nor

negative

abouttheir

personal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinMassachusettsRegion13%26%32%19%10%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=805

respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202450%

of

consumers

in

Massachusetts

are

notably

affected

by

rising

prices

andincreased

cost

of

livingPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinMassachusetts54%50%50%46%35%35%26%26%12%8%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=805

respondents

in

Massachusetts,

n=60267

respondentsin

the

United

StatesConsumer

Insights

Global

as

of

February202428%

of

consumers

in

Massachusetts

are

neither

optimistic

nor

pessimisticabout

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinMassachusettsRegion22%35%28%10%5%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=805

respondents

in

Massachusetts,

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

Massachusetts

tend

to

go

to

the

movies

less

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks70%69%67%64%53%52%50%48%48%43%36%34%33%33%27%26%24%21%17%

17%13%12%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=805

respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202434%

of

consumers

in

Massachusetts

remember

seeing

advertising

on

searchenginesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%43%37%37%36%35%34%33%28%28%28%

27%27%25%22%19%19%18%14%12%SocialmediaVideostreamingservicesVideoportalsSearchenginesWebsitesandappsof

brandsOnlinestoresVideogamesOtherappsMusicportalsEditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=805

respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202423%

of

consumers

in

Massachusetts

are

active

on

LinkedInMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinMassachusetts76%73%65%64%56%52%45%41%34%32%31%29%26%23%22%20%16%

16%Reddit10%9%FacebookYouTube

InstagramTikTokSnapchatRegionTwitterLinkedInPinterestTwitchCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=708

respondents

in

Massachusetts,

n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Massachusetts

access

the

internet

via

a

streaming

device

lessoften

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMassachusetts

useregularlyto

accesstheinternet89%

89%61%58%57%56%47%

47%37%36%33%33%

33%31%27%27%24%24%SmartphoneLaptopSmart

TVTabletGamingconsoleDesktop

PC

StreamingdeviceSmartspeakersSmartwatchRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=805

respondents

in

Massachusetts,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202448%

of

consumers

in

Massachusetts

remember

seeing

advertising

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks48%46%33%33%33%

33%32%29%28%27%18%19%16%16%