芬兰新地区Uusimaa目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inUusimaa

(Finland)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinUusimaaandcompares

themto

theaverage

consumer

inFinland.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inUusimaa

(Finland):who

theyare;

whattheylike;what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inUusimaa

(’’region’’)

againsttheaverage

Finnishconsumer,

labelled

as

’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

Finland)•

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

March2024Sources:Consumers

in

Uusimaa

(Finland)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints13%

ofconsumers

inUusimaa

are

Baby

Learning

new

thingsisarelativelyArelatively

highshare

ofconsumers

inConsumers

inUusimaatend

to

readBoomers.important

aspect

oflifetoconsumers

inUusimaa.Uusimaa

think

thatclimatechangeisan

dailynewspapers

less

often

than

theissuethatneedstobeaddressed.average

consumer

inFinland.Many

consumers

inUusimaa

haveahighhousehold

income.Traveling

isarelatively

prevalent

interest

31%

ofconsumers

inUusimaa

haveof

consumers

inUusimaa.Thesocial

network

LinkedIn

ismorepopularinUusimaathaninotherregions

of

Finland.more

rightleaning

politicalviews.Many

consumers

inUusimaa

liveinthecityandinurbanareas.Consumers

inUusimaa

are

more

likelytohavetraveling

asahobbythantheaverage

consumer

inFinland.Consumers

inUusimaa

see

theeconomic

situationofFinlandmoreConsumers

inUusimaaremember15%

ofconsumers

in

Uusimaa

haveamigrant

background.positively

thantheaverage

consumer

in

seeing

adsout-of-home

more

oftenFinland.than

theaverage

consumer

inFinland.22%

ofconsumers

inUusimaa

followsoccer.Consumers

inUusimaa

are

moreoptimisticabouttheirpersonal

futurethan

theaverage

consumer

inFinland.Digitaladvertising

touchpointsofconsumers

inUusimaaaresimilar

tothose

oftheaverage

consumer

inFinland.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity413%

of

consumers

in

Uusimaa

are

Baby

BoomersGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle32%33%13%12%32%30%30%CoupleSingleparentNuclear

family32%8%7%22%22%33%33%Multi-generationalfamily1%0%5%5%Related

adultsOther22%22%2%2%RegionCountryGen

ZMillennialsGen

XBoomersRegionCountry5Notes:’’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=3858

respondentsin

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Uusimaa

have

a

high

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets28%33%67%33%41%83%88%33%33%32%28%72%17%12%RegionCountryRegionCountryRegionHighCountryMiddle

LowWorkingNot-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=3858

respondents

in

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Uusimaa

live

in

the

city

andin

urban

areasGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership34%49%52%51%56%72%80%66%49%44%28%20%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=3858

respondents

in

Uusimaa,

n=12188respondents

in

FinlandSources:Consumer

Insights

Global

as

of

March202415%

of

consumers

in

Uusimaa

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community85%87%13%91%91%15%9%9%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=3858respondents

in

Uusimaa,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionLearning

new

things

is

a

relatively

important

aspect

of

life

to

consumers

inUusimaaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinUusimaa59%57%52%50%43%42%38%

38%30%28%27%26%25%24%13%12%12%10%8%8%Safety

andsecurity

relationshipAhappyAn

honestandMakingmy

ownLearningnew

things

good

timeHavingaSocialjusticeTobesuccessfulTraditions

Advancingmy

careerrespectable

decisionslifeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=3858

respondents

in

Uusimaa,

n=12188

respondents

inFinlandConsumer

Insights

Global

as

of

March2024Traveling

is

a

relativelyprevalent

interest

of

consumers

in

UusimaaConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinUusimaa61%

61%52%52%51%48%

48%46%41%40%39%39%37%36%35%35%33%33%31%30%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessScience

&technologyHistoryPolitics&societySportsArts&literatureFinance&economyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=3858

respondents

in

Uusimaa,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Uusimaa

are

more

likely

to

have

traveling

as

a

hobby

than

theaverage

consumer

in

FinlandConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinUusimaa45%43%42%

42%42%42%40%40%39%36%33%32%30%30%30%29%29%26%26%23%ReadingOutdooractivitiesTravelingDoingsportsandfitnessCooking/bakingSocializingCountryPetsVideoDIYandTech

&gaming

arts&crafts

computersRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3858

respondents

in

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Uusimaa

participate

in

similar

sports

and

activities

as

the

averageconsumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinUusimaa26%26%23%22%21%20%19%19%16%14%11%10%10%

10%9%9%8%8%8%7%CyclingFitness,aerobics&cardioHikingRunning&joggingSwimming&divingYoga

&pilatesBadminton

DancingSoccerHunting&fishingRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=2086

respondents

in

Uusimaa,

n=6430

respondents

in

FinlandConsumer

Insights

Global

as

of

March202422%

of

consumers

in

Uusimaa

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinUusimaa26%26%22%19%18%16%11%11%10%9%7%6%5%

5%Boxing5%4%4%4%4%4%IceHockeySoccerAthletics(track&field)Basketball

Motorsports

TennisAmericanfootball

Martial

ArtsMixedVolleyballRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=1357

respondents

in

Uusimaa,n=4211

respondents

in

FinlandConsumer

Insights

Global

as

of

March202434%

of

consumers

in

Uusimaa

are

in

the

early

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinUusimaa34%33%33%32%25%24%10%8%1%1%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=3858

respondents

in

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024CHAPTER

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

Uusimaa

think

that

climate

change

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Finland

according

toconsumersinUusimaa66%63%61%59%49%46%45%44%

44%44%43%44%43%40%39%38%37%

36%34%30%Rising

prices

Health/inflation/

andsocialcost

of

living

securityEconomic

Governmentsituation

debtCrimeUnemploy-mentPovertyEducation

Immigration

ClimatechangeRegionCountry17

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=3858

respondents

in

Uusimaa,

n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March202431%

of

consumers

in

Uusimaa

have

more

right

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinUusimaaRegion23%26%31%20%Country22%28%28%22%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=3858

respondents

in

Uusimaa,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Uusimaa

see

the

economic

situation

of

Finland

more

positivelythan

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

economic

situation

ofFinlandPerceivedeconomic

situation

of

Finland

byconsumersinUusimaaRegion7%34%35%20%4%Country6%31%37%22%5%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=3858

respondents

in

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Uusimaa

are

more

positive

about

their

personal

economicsituation

than

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinUusimaaRegion7%35%33%19%6%Country6%32%34%20%8%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=3858

respondents

in

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202420%

of

consumers

in

Uusimaa

are

worried

about

violence

andpublic

unrestsPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinUusimaa60%60%57%55%28%26%20%19%6%5%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=3858

respondents

in

Uusimaa,

n=12188

respondents

inFinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Uusimaa

are

more

optimistic

about

their

personal

future

than

theaverage

consumer

in

FinlandPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinUusimaaRegion13%49%26%9%2%Country12%47%28%10%3%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3858

respondents

in

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Uusimaa

tend

to

read

daily

newspapers

less

often

than

theaverage

consumer

in

FinlandMarketing

touchpoints:media

usageType

of

mediaconsumersinFinland

havebeen

usinginthepast4weeks82%81%76%75%70%65%63%61%60%59%41%

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

33%Podcasts24%19%TVDigitalvideocontentRadioOnlinenews

Digitalmusicwebsites

contentOnlinemagazinesMovies

/cinemaDailynewspapersMagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=3858

respondents

in

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Digital

advertising

touchpoints

of

consumers

in

Uusimaa

are

similar

to

those

ofthe

average

consumer

in

FinlandMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks53%

53%51%50%44%43%43%

42%33%31%29%28%27%26%21%21%20%19%19%

18%VideoportalsSocialmediaSearchenginesOnlinestoresEditorial

Newsletters

WebsitesVideogamesMusicportalsVideostreamingserviceswebsitesandappsandappsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3858

respondents

in

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024The

social

network

LinkedIn

is

more

popular

in

Uusimaa

than

in

other

regions

ofFinlandMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinUusimaa78%76%69%

69%68%

68%33%31%29%28%27%23%21%20%20%18%15%14%12%11%Facebook

Instagram

YouTubeTikTokLinkedInRegionSnapchatCountryTwitterPinterestRedditJodel26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=3516

respondents

in

Uusimaa,

n=10968

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Uusimaa

access

the

internet

via

a

laptop

more

often

than

theaverage

consumer

in

FinlandMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinUusimaauseregularly

toaccesstheinternet93%

93%76%71%49%

48%Smart

TV43%41%35%34%30%

30%27%27%26%25%8%7%SmartphoneLaptopTabletDesktop

PCGamingconsoleSmartwatch

StreamingdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3858

respondents

in

Uusimaa,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Uusimaa

remember

seeing

ads

out-of-home

more

often

than

theaverage

consumer

in

FinlandMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks54%53%53%51%50%48%42%40%39%38%31%27%25%24%20%16%Directly

inthestoreOnadvertisingspaces