美国宾夕法尼亚州（Pennsylvania）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inPennsylvania

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinPennsylvania

and

compares

themtotheaverageconsumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inPennsylvania

(UnitedStates):

whotheyare;

what

theylike;what

theythink;andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inPennsylvania

(’’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

Pennsylvania

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inPennsylvania

tendtobeolder,

33%

are

partofGeneration

X.Being

successful

hasless

importance

toconsumers

inPennsylvania

than

to

theaverage

consumer

intheUnitedStates.Arelatively

highshare

ofconsumers

inPennsylvania

think

thatrising

prices,inflation&cost

of

livingare

issuesthatneed

tobeaddressed.Consumers

inPennsylvaniatendtogotothe

movies

lessoften

thantheaverage

consumer

intheUnitedStates.Many

consumers

inPennsylvaniahaveamedium

household

income.Arelatively

highshare

ofconsumers

inPennsylvania

areinterested

inmovies,TVshows

andmusic.79%

ofconsumers

inPennsylvaniaareactiveon

Facebook.Many

consumers

inPennsylvaniahavecentrist

political

views.Many

consumers

inPennsylvanialive

insmall

towns

and

rural

communities.Consumers

inPennsylvaniarememberseeing

adsatthe

movies/cinema

lessoften

than

theaverage

consumer

intheUnitedStates.Consumers

in

Pennsylvaniaare

morelikely

to

havepetsasahobbythan

theaverage

consumer

intheUnitedStates.Consumers

in

Pennsylvaniasee

theeconomic

situationoftheUnitedStatesmore

negatively

than

theaverageconsumer

intheUnited

States.Pennsylvaniahasarathersmall

migrantcommunity.27%

ofconsumers

inPennsylvaniafollow

American

football.33%

ofconsumers

inPennsylvaniaremember

seeing

advertising

on

searchengines.29%

ofconsumers

inPennsylvania

areneither

optimisticnorpessimistic

abouttheirpersonal

future.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Consumers

in

Pennsylvania

tend

to

be

older,

33%

are

part

of

Generation

XGeneral

demographics:

age&household

compositionGenerations16%HouseholdtypeSingle21%20%12%28%22%19%CoupleSingleparentNuclear

family33%31%11%10%21%24%37%Multi-generationalfamily4%4%13%15%Related

adultsOther23%20%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=2369

respondentsin

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Pennsylvania

have

a

medium

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets27%33%33%33%35%65%40%81%84%42%60%31%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=2369

respondents

in

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Pennsylvania

live

in

smalltowns

and

ruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership29%32%68%46%45%55%57%73%71%54%43%27%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=2369

respondents

in

Pennsylvania,

n=60267respondents

in

the

United

StatesSources:Consumer

Insights

Global

as

of

February2024Pennsylvania

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%83%89%11%90%26%17%10%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=2369respondents

in

Pennsylvania,

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

Pennsylvania

than

to

theaverage

consumer

in

the

United

StatesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinPennsylvania52%52%50%48%40%40%40%36%30%

30%30%28%25%24%15%14%12%12%11%9%AhappyrelationshipAn

honest

Safety

andTobesuccessfulMakingmy

owndecisionsHavingagood

time

new

thingsLearningTraditions

Advancingmy

careerSocialjusticeandrespectablelifesecurityRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=2369

respondents

in

Pennsylvania,

n=60267

respondentsin

the

United

StatesConsumer

Insights

Global

as

of

February2024A

relatively

high

share

of

consumers

in

Pennsylvania

are

interested

in

movies,

TVshows

and

musicConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinPennsylvania55%52%42%

43%35%33%32%32%

31%31%31%30%30%29%26%26%26%24%

24%24%Movies,TVshows&musicFood

&diningHealth

&fitnessHistorySportsTravelHome

&gardenScience

&technologyPolitics&societyFashion&beautyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=2369

respondents

in

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Pennsylvania

are

more

likely

to

have

pets

as

a

hobby

than

theaverage

consumer

in

the

United

StatesConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinPennsylvania43%42%40%37%

37%35%35%33%31%

31%29%27%

27%26%

26%25%25%25%24%24%Cooking/bakingPetsReadingVideogamingOutdooractivitiesSocializingCountryDIYandarts&craftsTraveling

GardeningandplantsBoardgames/cardgamesRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2369

respondents

in

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202414%

of

consumers

in

Pennsylvania

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinPennsylvania14%13%13%12%12%10%10%9%9%9%9%9%8%8%8%8%7%7%7%7%HikingFitness,aerobics&cardioHunting

Swimming

Basketball&fishing

&divingDancingCountryRunning&joggingAmericanfootball/flagCyclingYoga

&pilatesfootballRegion13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=859

respondents

in

Pennsylvania,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202427%

of

consumers

in

Pennsylvania

follow

American

footballConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinPennsylvania27%23%18%18%16%15%11%8%8%7%7%6%6%5%5%5%5%5%4%4%AmericanfootballBaseballBasketball

IceHockeyBoxingRegionGolfSoccerMixedMartial

ArtsTennis

MotorsportsCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=736

respondents

in

Pennsylvania,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202456%

of

consumers

in

Pennsylvaniaare

laggards

or

in

the

late

majority

ofinnovation

adoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinPennsylvania36%34%31%26%25%24%12%9%1%Innovators1%Early

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=2369

respondents

in

Pennsylvania,

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

Pennsylvania

think

that

rising

prices,inflation

&

cost

of

living

are

issues

that

need

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinPennsylvania59%52%45%45%42%42%41%40%39%37%36%34%34%32%32%31%31%31%30%29%Rising

prices/inflation/cost

of

livingCrimeEconomicsituationHealthandsocialsecurityPovertyRegionHousing

Unemploy-

Education

GovernmentImmigrationment

debtCountry17

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=2369

respondents

in

Pennsylvania,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Pennsylvania

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinPennsylvaniaRegion23%33%29%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=2369

respondents

in

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Pennsylvania

see

the

economic

situation

of

the

United

Statesmore

negatively

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinPennsylvaniaRegion13%19%26%25%17%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=2369

respondents

in

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Pennsylvania

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinPennsylvaniaRegion12%24%33%19%12%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=2369

respondents

in

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Pennsylvania

are

more

prudent

about

spending

money

than

theaverage

consumer

in

the

United

StatesPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinPennsylvania55%50%48%46%36%35%26%26%12%10%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=2369

respondents

in

Pennsylvania,

n=60267

respondentsin

the

United

StatesConsumer

Insights

Global

as

of

February202429%

of

consumers

in

Pennsylvaniaare

neither

optimistic

nor

pessimistic

abouttheir

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinPennsylvaniaRegion21%34%29%10%7%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=2369

respondents

in

Pennsylvania,

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

Pennsylvania

tend

to

go

to

the

movies

less

often

than

the

averageconsumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks71%69%67%65%53%52%50%48%47%43%33%33%31%31%27%24%24%21%17%13%13%13%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=2369

respondents

in

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202433%

of

consumers

in

Pennsylvania

remember

seeing

advertising

on

searchenginesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%

44%37%37%36%35%33%

33%28%28%27%27%25%24%22%19%18%16%14%9%SocialmediaVideoportalsVideostreamingservicesSearchenginesOnlinestoresWebsitesandappsof

brandsVideogamesMusicportalsOtherapps

EditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2369

respondents

in

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202479%

of

consumers

in

Pennsylvaniaare

active

on

FacebookMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinPennsylvania79%76%65%

65%56%49%45%40%34%31%29%27%26%24%20%19%16%15%10%8%FacebookYouTube

InstagramTikTokSnapchatRegionTwitterPinterestLinkedInRedditTwitchCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=2080

respondents

in

Pennsylvania,

n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Pennsylvania

access

the

internet

via

a

smartwatch

less

often

thanthe

average

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinPennsylvaniauseregularlyto

accesstheinternet89%

89%58%

58%57%

57%47%45%37%36%35%33%33%31%27%27%26%23%SmartphoneLaptopSmart

TVTabletGamingconsoleStreaming

Desktop

PCdeviceSmartspeakersSmartwatchRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2369

respondents

in

Pennsylvania,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Pennsylvania

remember

seeing

ads

at

the

movies/cinema

lessoften

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks48%46%33%33%32%32%32%30%2