美国德克萨斯州texas目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inTexas

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

livein

Texasandcompares

themtotheaverage

consumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inTexas

(UnitedStates):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inTexas(’’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

Texas

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints39%

ofconsumers

inTexas

areMillennials.Being

successful

hasmore

importancetoconsumers

inTexasthan

totheaverage

consumer

intheUnitedStates.Arelatively

highshare

ofconsumers

inTexasthinkthatimmigration

isanissuethatneeds

to

beaddressed.Consumers

inTexas

tendto

gotothemovies

more

often

than

the

averageconsumer

inthe

United

States.34%

ofconsumers

inTexas

haveamedium

household

income.Arelatively

highshare

ofconsumers

inTexasare

interested

inreligion

andspirituality.39%

ofconsumers

inTexas

havemorerightleaning

political

views.Thesocial

network

TikTok

is

morepopularinTexas

than

inother

regionsof

the

United

States.Many

consumers

inTexasliveinthecityandinurbanareas.24%

ofconsumers

inTexas

areveryConsumers

in

Texas

havesimilarhobbiesas

theaverage

consumer

intheUnited

States.positive

aboutthe

economic

situationof

Non-digital

advertising

touchpointsin29%

ofconsumers

in

Texas

haveamigrant

background.theUnited

States.Texasare

similartothe

rest

oftheUnitedStates.33%

ofconsumers

inTexas

areveryConsumers

inTexas

follow

similar

sports

optimisticabouttheirpersonal

future.leagues

andcompetitions

astheaverageconsumer

intheUnited

States.Digitaladvertising

touchpointsofconsumers

inTexasare

similartothoseof

the

average

consumer

intheUnitedStates.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity439%

of

consumers

in

Texas

are

MillennialsGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle10%18%20%12%28%18%19%28%39%CoupleSingleparentNuclear

family10%10%25%24%37%Multi-generationalfamily4%4%17%15%Related

adultsOther24%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=4730

respondentsin

Texas,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Texas

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets32%34%34%33%33%33%33%35%65%81%86%67%19%14%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=4730

respondents

in

Texas,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Texas

live

in

the

city

and

in

urban

areasGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership33%32%68%44%45%55%47%57%68%56%54%43%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=4730

respondents

in

Texas,n=60267

respondentsin

the

United

StatesSources:Consumer

Insights

Global

as

of

February202429%

of

consumers

in

Texas

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community71%74%88%12%89%11%29%26%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=4730respondents

in

Texas,

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

more

importance

to

consumers

in

Texas

than

to

theaverage

consumer

in

the

United

StatesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinTexas50%49%48%48%44%40%40%

40%30%29%28%26%25%

25%15%14%12%

12%11%

11%AhappyrelationshipAn

honestandrespectablelifeTobesuccessfulSafety

andsecurityMakingmy

owndecisionsHavingaLearning

Advancing

TraditionsSocialjusticegood

time

new

things

my

careerRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=4730

respondents

in

Texas,n=60267

respondents

in

theUnited

StatesConsumer

Insights

Global

as

of

February2024A

relatively

high

share

of

consumers

in

Texas

are

interested

in

religion

andspiritualityConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinTexas52%

52%44%43%37%35%32%

32%31%31%30%30%

30%30%28%28%26%26%26%23%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelHistoryRegionScience

&technologySportsFashion&beautyFinance&

Religion

&economy

spiritualityCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=4730

respondents

in

Texas,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Texas

have

similar

hobbies

as

the

average

consumer

in

theUnited

StatesConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinTexas43%42%38%37%36%35%35%35%31%30%29%

29%27%26%26%26%24%

24%24%23%Cooking/bakingReadingVideogamingPetsOutdooractivitiesTraveling

SocializingCountryDIYandarts&craftsBoardgames/cardgamesGardeningandplantsRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=4730

respondents

in

Texas,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Texas

participate

in

similar

sports

and

activities

as

the

averageconsumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinTexas13%13%13%12%12%11%11%10%10%10%

10%9%9%9%9%9%8%8%8%

8%Fitness,aerobics&cardioBasketballHikingAmericanfootball/flagDancingRegionHunting&fishingRunning&joggingSwimming&divingCyclingBaseball&softballfootballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1747

respondents

in

Texas,n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Texas

follow

similar

sports

leagues

and

competitions

as

theaverage

consumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinTexas23%

23%19%18%15%14%10%9%8%8%7%7%7%7%6%5%

5%Mixed5%5%4%American

BasketballfootballBaseballSoccerBoxingRegionGolfTennisAthletics

IceHockeyMartial

Arts

(track&field)Country14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=1421

respondents

in

Texas,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202415%

of

consumers

in

Texas

are

innovators

or

early

adopters

of

new

productsConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinTexas37%36%26%25%24%23%14%12%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=4730

respondents

in

Texas,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

Texas

think

that

immigration

is

an

issuethat

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinTexas52%50%42%41%41%40%40%

40%37%36%35%35%34%33%32%32%31%30%29%

29%Rising

prices/inflation/cost

of

livingCrimeEconomicsituationHealthandsocialsecurityPoverty

Immigration

EducationHousing

Unemploy-

Food

andmentwatersecurityRegionCountry17

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=4730

respondents

in

Texas,n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202439%

of

consumers

in

Texas

have

more

right

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinTexasRegion19%26%39%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=4730

respondents

in

Texas,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202424%

of

consumers

in

Texas

are

very

positive

about

the

economic

situation

ofthe

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinTexasRegion24%20%25%19%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=4730

respondents

in

Texas,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202422%

of

consumers

in

Texas

are

very

positive

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinTexasRegion22%25%29%15%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=4730

respondents

in

Texas,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202413%

of

consumers

in

Texas

lost

their

jobs

in

the

past

yearPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinTexas50%49%46%45%34%35%26%26%13%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=4730

respondents

in

Texas,n=60267

respondents

in

theUnited

StatesConsumer

Insights

Global

as

of

February202433%

of

consumers

in

Texas

are

very

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinTexasRegion33%30%23%9%4%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=4730

respondents

in

Texas,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

Texas

tend

to

go

to

the

movies

more

often

than

the

averageconsumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks70%

69%67%67%54%53%51%50%50%48%35%33%33%

33%27%27%24%23%17%

17%13%12%TVDigitalvideocontentRadioMovies

/cinemaDigitalmusiccontentPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=4730

respondents

in

Texas,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Digital

advertising

touchpoints

of

consumers

in

Texas

are

similar

to

those

of

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%44%38%37%38%

37%33%32%30%29%28%28%28%

27%22%22%19%18%14%

14%SocialmediaVideostreamingservicesVideoportalsSearchenginesVideogamesOnlinestoresWebsitesandappsof

brandsMusicportalsOtherapps

EditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=4730

respondents

in

Texas,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024The

social

network

TikTok

is

more

popular

in

Texas

than

in

other

regions

of

theUnited

StatesMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinTexas76%75%68%65%58%56%50%45%37%34%34%31%27%26%21%20%16%

16%Reddit11%10%FacebookYouTube

InstagramTikTokSnapchatRegionTwitterPinterestLinkedInTwitchCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=4212

respondents

in

Texas,n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Texas

access

the

internet

via

a

smart

TV

more

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinTexasuseregularlytoaccess

theinternet89%

89%59%58%

58%57%48%47%37%

37%37%36%33%

33%27%

27%27%

27%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=4730

respondents

in

Texas,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Non-digital

advertising

touchpoints

in

Texas

are

similar

to

the

rest

of

the

UnitedStatesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks46%46%34%

33%33%32%

32%32%27%

28%20%19%18%

18%16%15%OnTVOnadvertis