美国华盛顿州washington目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inWashington

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinWashington

and

compares

themtotheaverageconsumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inWashington

(United

States):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inWashington

(’’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

Washington

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inWashington

tendtobeyounger,

46%

areMillennials.Learning

new

thingsisarelativelyimportant

aspect

oflifetoconsumers

inWashington.Arelatively

highshare

ofconsumers

inConsumers

inWashington

tendtoWashington

think

thatclimate

changeis

watch

digitalvideocontent

more

oftenanissuethatneeds

tobeaddressed.than

theaverage

consumer

intheUnitedStates.Many

consumers

inWashingtonhaveahighhousehold

income.Science

andtechnology

are

relativelyprevalent

interests

of

consumers

inWashington.Consumers

inWashington

reflect

thegeneral

political

landscapeintheUnited

Thesocial

network

InstagramismoreMany

consumers

inWashingtonlive

inthecity

and

inurbanareas.States.popularinWashingtonthan

inotherregions

of

the

United

States.Consumers

in

Washington

are

morelikely

to

havevideo

gamingasahobbythan

theaverage

consumer

intheUnited

States.Consumers

in

Washington

see

theeconomic

situationoftheUnitedStatesmore

positively

thantheaverageconsumer

intheUnited

States.13%

ofconsumers

in

Washingtonconsider

themselves

partof

theLGBTQ+community.Consumers

inWashington

rememberseeing

adsdirectly

inthestore

moreoften

than

theaverage

consumer

intheUnitedStates.Consumers

inWashington

are

morelikely

to

follow

soccer

thanthe

averageconsumer

inthe

UnitedStates.Consumers

inWashington

are

moreoptimisticabouttheirpersonal

futurethan

theaverage

consumer

intheUnited

States.Consumers

inWashington

rememberseeing

adson

videostreaming

servicesmore

often

than

theaverage

consumerinthe

United

States.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Consumers

in

Washington

tend

to

be

younger,

46%are

MillennialsGeneral

demographics:

age&household

compositionGenerations11%HouseholdtypeSingle18%20%12%28%19%19%23%CoupleSingleparentNuclear

family9%10%29%46%24%37%Multi-generationalfamily3%4%15%15%Related

adultsOther23%20%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=1260

respondentsin

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Washington

have

a

high

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets33%34%35%65%46%81%81%33%29%66%33%25%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=1260

respondents

in

Washington,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Washington

live

in

the

city

and

in

urban

areasGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership32%68%34%43%45%55%47%57%66%57%53%43%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1260

respondents

in

Washington,

n=60267respondents

in

the

United

StatesSources:Consumer

Insights

Global

as

of

February202413%

of

consumers

in

Washington

consider

themselves

part

of

the

LGBTQ+communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%74%26%86%89%11%26%14%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=1260respondents

in

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionLearning

new

things

is

a

relatively

important

aspect

of

life

to

consumers

inWashingtonConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinWashington50%

50%48%47%40%40%39%38%30%30%

30%28%29%25%15%14%14%12%11%9%AhappyrelationshipAn

honest

Safety

andTobeHavingaMakingmy

owndecisionsLearning

Advancingnew

things

my

careerSocialjusticeTraditionsandrespectablelifesecuritysuccessful

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=1260

respondents

in

Washington,

n=60267

respondentsin

the

United

StatesConsumer

Insights

Global

as

of

February2024Science

and

technology

are

relatively

prevalent

interests

of

consumers

inWashingtonConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinWashington54%52%43%41%36%36%35%34%32%32%32%

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

&diningHealth

&fitnessScience

&technologyTravelSportsHistoryFinance&economyPolitics&societyFashion&beautyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1260

respondents

in

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Washington

are

more

likely

to

have

video

gaming

as

a

hobby

thanthe

average

consumer

in

the

United

StatesConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinWashington42%39%39%39%38%37%35%35%34%32%31%29%29%27%27%

27%26%25%24%24%VideogamingPetsCooking/bakingReadingOutdooractivitiesTravelingCountryDIYandarts&crafts

andplantsGardening

SocializingBoardgames/cardgamesRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1260

respondents

in

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202417%

of

consumers

in

Washington

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinWashington17%15%14%13%13%12%12%11%11%11%10%10%10%9%9%9%9%8%7%7%HikingFitness,aerobics&cardioBasketballCyclingDancingRegionRunning&joggingSwimming&divingHunting&fishingGolfYoga

&pilatesCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=520

respondents

in

Washington,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Washington

are

more

likely

to

follow

soccer

than

the

averageconsumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinWashington24%23%18%17%15%14%13%8%8%

8%8%8%7%7%6%6%6%6%5%4%American

BasketballfootballSoccerBaseballBoxingRegionGolfTennisIceHockeyMixedMartial

Arts

&divingSwimmingCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=408

respondents

in

Washington,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202417%

of

consumers

in

Washington

are

innovators

or

early

adopters

of

newproductsConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinWashington36%34%26%25%24%24%15%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=1260

respondents

in

Washington,

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

Washington

think

that

climate

change

isan

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinWashington52%

52%42%41%

42%40%

41%40%38%37%37%36%36%35%34%30%29%29%

29%28%Rising

prices

Health/inflation/

andsocialcost

of

living

securityCrimeEconomicsituationHousingRegionPovertyCountryClimatechangeEducationEnviron-mentFood

andwatersecurity17

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=1260

respondents

in

Washington,

n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Washington

reflect

the

general

political

landscape

in

the

UnitedStatesPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinWashingtonRegion21%26%38%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=1260

respondents

in

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Washington

see

the

economic

situation

of

the

United

Statesmore

positively

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinWashingtonRegion27%21%19%19%13%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=1260

respondents

in

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Washington

are

more

positive

about

their

personal

economicsituation

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinWashingtonRegion24%27%24%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=1260

respondents

in

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202430%

of

consumers

in

Washington

are

worried

about

violence

and

public

unrestsPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinWashington50%50%47%46%35%35%30%26%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=1260

respondents

in

Washington,

n=60267

respondents

inthe

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Washington

are

more

optimistic

about

their

personal

futurethanthe

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinWashingtonRegion35%31%21%9%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=1260

respondents

in

Washington,

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

Washington

tend

to

watch

digital

video

content

more

often

thanthe

average

consumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks73%69%67%66%55%53%52%50%50%48%37%37%33%33%33%29%27%24%19%17%16%13%DigitalvideocontentTVDigitalmusiccontentRadioMovies

/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1260

respondents

in

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Washington

remember

seeing

ads

on

video

streaming

servicesmore

often

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks48%44%43%41%37%37%37%33%32%31%30%28%28%27%26%22%19%18%17%14%SocialmediaVideostreamingservicesVideoportalsSearchenginesVideogamesOnlinestoresWebsitesandappsof

brandsMusicportalsOtherapps

EditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1260

respondents

in

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024The

social

network

Instagramismore

popular

in

Washington

than

in

otherregions

of

the

United

StatesMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinWashington76%76%67%65%61%56%45%44%36%35%34%31%26%

26%Pinterest22%20%18%16%11%10%FacebookYouTube

InstagramTikTokTwitterRegionSnapchatCountryLinkedInRedditTwitch26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1121

respondents

in

Washington,

n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Washington

access

the

internet

via

a

gaming

console

more

oftenthan

the

average

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinWashington

use

regularly

toaccesstheinternet89%

89%63%58%57%57%48%47%43%38%37%36%35%33%31%29%27%27%SmartphoneLaptopSmart

TVTabletGamingconsoleStreaming

Desktop

PC

SmartwatchdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1260

respondents

in

Washington,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Washington

remember

seeing

ads

directly

in

the

store

moreoften

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks46%44%38%3