芬兰Southern Ostrobothnia目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inSouthern

Ostrobothnia

(Finland)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinSouthernOstrobothnia

andcompares

themto

theaverageconsumer

inFinland.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inSouthern

Ostrobothnia(Finland):

who

theyare;

what

theylike;

whattheythink;

Region:

56countriesandhowtoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inSouthern

Ostrobothnia(’’region’’)

againsttheaverage

Finnishconsumer,labelled

as’’country’’

inthecharts.•

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

Southern

Ostrobothnia

(Finland)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inSouthern

OstrobothniaAhappy

relationship

hasmoretendtobeyounger,

35%

are

Millennials.

importance

toconsumers

inSouthernOstrobothnia

thantotheaverageArelatively

highshare

ofconsumers

inSouthern

Ostrobothnia

thinkthattheeconomic

situationisanissuethatneeds

to

beaddressed.Consumers

inSouthern

Ostrobothniatendtoread

weekly

newspapers

moreoften

than

theaverage

consumer

inFinland.35%

ofconsumers

inSouthernOstrobothnia

haveahighhouseholdincome.consumer

inFinland.Family

andparentingarerelativelyprevalent

interests

of

consumers

inSouthern

Ostrobothnia.33%

ofconsumers

inSouthernOstrobothnia

havemore

rightleaningpolitical

views.Thesocial

network

TikTok

is

morepopularinSouthern

Ostrobothnia

thaninother

regions

of

Finland.Many

consumers

inSouthernOstrobothnia

live

insmall

towns

andrural

communities.Consumers

inSouthern

Ostrobothniaaremore

likely

to

havepetsasahobbythan

theaverage

consumer

inFinland.41%

ofconsumers

inSouthernOstrobothnia

are

neitherpositive

nornegative

abouttheeconomic

situationof

Finland.Consumers

inSouthern

Ostrobothniaremember

seeing

adsinprinteddailynewspapers

more

often

than

theaverage

consumer

inFinland.9%

of

consumers

inSouthernOstrobothnia

haveamigrantbackground.Consumers

inSouthern

Ostrobothniaaremore

likely

to

follow

baseball

thanthe

average

consumer

inFinland.33%

ofconsumers

inSouthernOstrobothnia

are

neitheroptimistic

norpessimistic

abouttheirpersonal

future.53%

ofconsumers

inSouthernOstrobothniaremember

seeingadvertising

on

video

portals.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4A

relatively

high

share

of

consumers

in

Southern

Ostrobothnia

live

in

a

nuclearfamilyGeneral

demographics:

age&household

compositionGenerations6%HouseholdtypeSingle30%33%12%32%28%30%34%CoupleSingleparentNuclear

family5%7%28%22%35%33%Multi-generationalfamily1%0%6%5%Related

adultsOther24%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=333

respondentsin

Southern

Ostrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Southern

Ostrobothnia

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets32%33%33%33%33%67%35%76%83%32%33%69%24%17%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=333

respondents

in

Southern

Ostrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Southern

Ostrobothnia

live

in

smalltowns

and

ruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership38%49%52%56%44%58%72%28%97%62%42%3%RegionHouseCountryRegionOwnedCountryRentedRegionUrbanCountryRuralApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=333

respondents

in

Southern

Ostrobothnia,n=12188

respondents

in

FinlandSources:Consumer

Insights

Global

as

of

March20249%

of

consumers

in

Southern

Ostrobothnia

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community87%13%91%91%95%9%9%5%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=333respondents

in

SouthernOstrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionA

happy

relationship

has

more

importance

to

consumers

in

SouthernOstrobothnia

than

to

the

average

consumer

in

FinlandConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouthern

Ostrobothnia63%60%59%52%45%43%38%33%28%26%24%24%22%21%12%

12%12%11%9%8%Safety

andsecurity

relationshipAhappyAn

honestandMakingmy

ownLearningnew

things

good

timeHavingaSocialjusticeTraditionsTobeAdvancingsuccessful

my

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=333

respondents

in

Southern

Ostrobothnia,

n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Family

and

parenting

are

relatively

prevalent

interests

of

consumers

in

SouthernOstrobothniaConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinSouthern

Ostrobothnia63%61%51%51%51%48%46%44%37%36%35%34%33%33%32%31%31%31%28%25%Movies,TVshows&musicHealth

&fitnessFood

&diningTravelSportsHome

&gardenHistoryFinance&economyFamily

&parentingVehicles

&mobilityRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=333

respondents

in

Southern

Ostrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Ostrobothnia

are

more

likely

to

have

pets

as

a

hobbythan

the

average

consumer

in

FinlandConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinSouthern

Ostrobothnia43%42%41%41%40%41%40%39%38%36%34%33%30%30%

30%29%30%29%24%

24%Cooking/bakingReadingOutdooractivitiesPetsDoingsportsDIYandarts&craftsTraveling

SocializingVideogamingGardeningandplantsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=333

respondents

in

Southern

Ostrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202427%

of

consumers

in

Southern

Ostrobothnia

regularly

go

cyclingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinSouthern

Ostrobothnia27%26%23%22%22%21%20%19%15%14%12%10%10%10%9%9%8%8%8%7%CyclingHikingFitness,aerobics&cardioRunning&joggingSwimming&divingHunting&fishingDancing

BadmintonSoccerYoga

&pilatesRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=164

respondents

in

Southern

Ostrobothnia,

n=6430

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Ostrobothnia

are

more

likely

to

follow

baseball

than

theaverage

consumer

in

FinlandConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinSouthern

Ostrobothnia29%26%23%20%

19%18%14%11%11%11%9%8%8%7%6%5%5%5%5%4%IceHockey

AthleticsSoccer

Motorsports

BaseballRegionBasketball

VolleyballCountryTennisBoxingAmericanfootball(track&field)14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=119

respondents

in

Southern

Ostrobothnia,

n=4211

respondents

in

FinlandConsumer

Insights

Global

as

of

March202435%

of

consumers

in

Southern

Ostrobothnia

are

in

the

early

majority

ofinnovation

adopter

typesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouthern

Ostrobothnia35%34%33%33%26%25%8%5%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=333

respondents

in

Southern

Ostrobothnia,

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

Southern

Ostrobothnia

think

that

theeconomic

situation

is

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Finland

according

toconsumersinSouthern

Ostrobothnia69%66%61%60%55%49%49%48%45%45%44%43%44%

44%38%36%36%35%33%32%Rising

prices

Health/inflation/

andsocialcost

of

living

securityEconomicsituationPovertyUnemploy-mentCrimeGovernment

Education

Immigration

Defensedebt&foreignaffairsRegionCountry17

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=333

respondents

in

SouthernOstrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202433%

of

consumers

in

Southern

Ostrobothnia

have

more

right

leaning

politicalviewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinSouthern

OstrobothniaRegion15%32%33%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=333

respondents

in

Southern

Ostrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202441%

of

consumers

in

Southern

Ostrobothnia

are

neither

positive

nor

negativeabout

the

economic

situation

of

FinlandPerspective

andoutlook:

view

on

economic

situation

ofFinlandPerceivedeconomic

situation

of

Finland

byconsumersinSouthern

OstrobothniaRegion

6%25%41%22%6%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=333

respondents

in

SouthernOstrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Ostrobothnia

are

more

negative

about

their

personaleconomic

situation

than

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinSouthern

OstrobothniaRegion6%26%38%21%9%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=333

respondents

in

Southern

Ostrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202462%

of

consumers

in

Southern

Ostrobothnia

are

prudent

about

spendingmoneyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinSouthern

Ostrobothnia62%60%58%57%29%28%19%19%6%4%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=333

respondents

in

Southern

Ostrobothnia,

n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March202433%

of

consumers

in

Southern

Ostrobothnia

are

neither

optimistic

norpessimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinSouthern

OstrobothniaRegion12%44%33%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=333

respondents

in

Southern

Ostrobothnia,

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

Southern

Ostrobothnia

tend

to

read

weekly

newspapers

moreoften

than

the

average

consumer

in

FinlandMarketing

touchpoints:media

usageType

of

mediaconsumersinFinland

havebeen

usinginthepast4weeks82%82%76%75%73%70%61%60%60%59%50%44%40%41%41%38%38%37%35%35%33%24%TVRadioDigitalvideo

Digitalmusic

Onlinenewscontent

content

websitesDailynewspapersRegion

CountryMagazinesMovies

/cinemaWeeklynewspapersPodcastsOnlinemagazines24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=333

respondents

in

Southern

Ostrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202453%

of

consumers

in

Southern

Ostrobothnia

remember

seeing

advertising

onvideo

portalsMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks53%53%53%51%45%44%43%42%31%28%27%26%26%25%24%23%21%

21%20%18%VideoportalsSocialmediaOnlinestoresSearchenginesEditorial

Newsletters

WebsitesMusicportalsVideostreamingservicesVideogameswebsitesandappsandappsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=333

respondents

in

Southern

Ostrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024The

social

network

TikTok

is

more

popular

in

Southern

Ostrobothnia

than

inother

regions

of

FinlandMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinSouthern

Ostrobothnia86%78%74%69%68%

68%44%38%33%29%25%21%20%20%16%14%13%11%11%10%Facebook

Instagram

YouTubeTikTokSnapchatRegionPinterestCountryTwitterLinkedInRedditTwitch26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=306

respondents

in

SouthernOstrobothnia,

n=10968

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Ostrobothnia

access

the

internet

via

a

laptop

less

oftenthan

the

average

consumer

in

FinlandMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouthern

Ostrobothnia

useregularlytoaccess

theinternet94%93%71%66%51%48%42%41%35%

35%34%30%30%26%26%

25%7%

7%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleSmartwatch

StreamingdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=333

respondents

in

Southern

Ostrobothnia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Ostrobothnia

remember

seeing

ads

in

printed

dailynewspapers

more

often

than

the

average

consumer

in

FinlandMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4wee