美国弗吉尼亚州(Commonwealth of Virginia)目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inVirginia

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

livein

Virginiaandcompares

themto

theaverage

consumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inVirginia

(UnitedStates):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inVirginia

(’’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

in

Virginia

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints30%

ofconsumers

inVirginia

arepartof

Anhonest

and

respectable

lifeis

aRising

prices,

inflation&cost

of

livingandcrime

areissues

of

particularconcern

toconsumers

inVirginia.52%

ofconsumers

inVirginia

listened

todigitalmusiccontent

inthe

past4weeks.Generation

X.relatively

important

aspectof

lifetoconsumers

inVirginia.35%

ofconsumers

inVirginia

haveahighhousehold

income.Arelatively

highshare

ofconsumers

inVirginia

are

interested

infood

anddining.Many

consumers

inVirginia

havecentrist

political

views.Thesocial

network

YouTube

ismorepopularinVirginia

than

inother

regionsof

the

United

States.Many

consumers

inVirginia

liveinsmalltowns

and

rural

communities.27%

ofconsumers

inVirginia

areConsumers

in

Virginia

havesimilarhobbiesas

theaverage

consumer

intheUnited

States.neither

positive

nornegativeaboutthe48%

ofconsumers

inVirginia

remembereconomic

situationoftheUnitedStates.

seeing

advertising

on

TV.24%

ofconsumers

in

Virginia

haveamigrant

background.35%

ofconsumers

inVirginia

areoptimisticabouttheirpersonal

future.Digitaladvertising

touchpointsofconsumers

inVirginia

are

similartothose

oftheaverage

consumer

intheUnitedStates.Consumers

inVirginia

follow

similarsportsleagues

andcompetitions

astheaverage

consumer

intheUnitedStates.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity430%

of

consumers

in

Virginia

are

part

of

Generation

XGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle20%20%12%28%13%20%19%CoupleSingleparentNuclear

family30%10%10%22%24%37%36%Multi-generationalfamily4%4%17%15%Related

adultsOther23%21%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=1263

respondentsin

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:17%

of

consumers

in

Virginia

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets33%33%33%35%65%35%36%81%83%33%32%64%19%17%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=1263

respondents

in

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Virginia

live

in

smalltowns

and

rural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership31%32%68%45%45%55%57%63%69%55%43%37%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1263

respondents

in

Virginia,

n=60267

respondentsin

the

United

StatesSources:Consumer

Insights

Global

as

of

February202424%

of

consumers

in

Virginia

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%76%89%11%90%10%26%24%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=1263respondents

in

Virginia,

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

is

a

relatively

important

aspect

of

life

toconsumers

in

VirginiaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinVirginia51%50%49%48%43%40%40%38%30%29%

28%28%25%25%14%

14%13%12%11%

11%An

honestandrespectablelifeAhappyrelationship

securitySafety

andTobeHavingaMakingmy

owndecisionsLearning

Advancing

Traditionsnew

things

my

careerSocialjusticesuccessful

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=1263

respondents

in

Virginia,

n=60267

respondents

inthe

United

StatesConsumer

Insights

Global

as

of

February2024A

relatively

high

share

of

consumers

in

Virginia

are

interested

in

food

and

diningConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinVirginia53%52%46%43%35%34%34%33%32%31%30%29%

30%29%26%

26%26%

26%26%26%Movies,TVshows&musicFood

&diningHealth

&fitnessHistoryTravelScience

&technologySportsFinance&economyHome

&gardenFashion&beautyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1263

respondents

in

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Virginia

have

similar

hobbies

as

the

average

consumer

in

theUnited

StatesConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinVirginia44%42%37%

37%35%35%35%33%31%31%29%

29%26%27%26%24%24%24%24%23%Cooking/bakingReadingPetsVideogamingOutdooractivitiesTravelingCountryDIYandarts&crafts

andplantsGardening

SocializingBoardgames/cardgamesRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1263

respondents

in

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202413%

of

consumers

in

Virginia

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinVirginia13%13%13%12%11%11%10%10%10%9%9%9%8%8%8%8%7%7%7%7%HikingFitness,aerobics&cardioHunting&fishingBasketballDancingRegionCyclingSwimming

AmericanBaseball&softballGolf&divingfootball/flagfootballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=461

respondents

in

Virginia,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Virginia

follow

similar

sports

leagues

and

competitions

as

theaverage

consumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinVirginia23%23%18%

18%15%15%8%8%8%7%7%7%6%6%6%5%

5%5%5%

5%American

BasketballfootballBaseballBoxingSoccerRegionTennisGolfMixedMartial

ArtsIceHockey

MotorsportsCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=369

respondents

in

Virginia,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202452%

of

consumers

in

Virginia

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinVirginia37%36%26%26%26%24%12%10%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=1263

respondents

in

Virginia,

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

future16Rising

prices,

inflation

&

cost

of

living

and

crime

are

issues

of

particular

concernto

consumers

in

VirginiaPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinVirginia54%52%44%42%40%

40%41%38%37%37%36%36%35%34%31%

31%31%29%

30%29%Rising

prices/inflation/cost

of

livingCrimeHealthandsocialsecurityEconomicsituationPovertyRegionEducationCountryHousing

Unemploy-

GovernmentImmigrationment

debt17

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=1263

respondents

in

Virginia,

n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Virginia

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinVirginiaRegion20%32%32%16%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=1263

respondents

in

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202427%

of

consumers

in

Virginia

are

neither

positive

nor

negative

about

theeconomic

situation

of

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinVirginiaRegion17%21%27%21%14%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=1263

respondents

in

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202419%

of

consumers

in

Virginia

are

negative

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinVirginiaRegion15%27%30%19%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=1263

respondents

in

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202450%

of

consumers

in

Virginia

are

prudent

about

spending

moneyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinVirginia50%50%46%46%35%33%26%23%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=1263

respondents

in

Virginia,

n=60267

respondents

in

theUnited

StatesConsumer

Insights

Global

as

of

February202435%

of

consumers

in

Virginia

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinVirginiaRegion27%35%24%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=1263

respondents

in

Virginia,

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

touchpoints52%

of

consumers

in

Virginia

listened

to

digital

music

content

in

the

past

4weeksMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks71%69%67%66%54%53%52%50%48%46%33%32%33%31%27%24%24%22%17%15%13%12%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1263

respondents

in

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Digital

advertising

touchpoints

of

consumers

in

Virginia

are

similar

to

those

ofthe

average

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%44%38%

37%37%35%33%32%28%28%27%

27%27%26%22%21%18%17%14%12%SocialmediaVideoportalsVideostreamingservicesSearchenginesWebsitesandappsof

brandsVideogamesOnlinestoresMusicportalsOtherapps

EditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1263

respondents

in

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024The

social

network

YouTube

is

more

popular

in

Virginia

than

in

other

regions

ofthe

United

StatesMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinVirginia78%76%69%65%57%56%45%44%34%31%29%29%26%24%21%20%16%

16%Reddit10%

10%TwitchFacebookYouTube

InstagramTikTokTwitterRegionSnapchatCountryPinterestLinkedIn26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1112

respondents

in

Virginia,

n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Virginia

access

the

internet

via

a

desktop

PC

less

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinVirginiauseregularly

toaccesstheinternet90%89%60%58%58%

57%47%45%37%35%36%34%33%30%27%27%25%24%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=1263

respondents

in

Virginia,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202448%

of

consumers

in

Virginia

rememberseeingadvertising

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks48%46%33%33%

33%32%31%29%28%27%19%18%18%16%16%15%OnTVOntheradioD