芬兰Päijänne Tavastia目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inPäijänne

Tavastia

(Finland)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinPäijänneTavastiaandcompares

themto

theaverage

consumerinFinland.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inPäijänneTavastia(Finland):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inPäijänneTavastia(’’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

Päijänne

Tavastia

(Finland)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsBaby

Boomers

make

up

arelativelyMaking

theirown

decisions

hasmorelarge

segment

ofconsumers

inPäijänne

importance

toconsumers

inPäijänneArelatively

highshare

ofconsumers

inPäijänneTavastiathinkthatConsumers

inPäijänneTavastiatendtoread

online

magazines

more

often

thanTavastia.Tavastiathantotheaverage

consumerinFinland.unemployment

isanissuethatneeds

to

the

average

consumer

inFinland.beaddressed.Many

consumers

inPäijänneTavastiahavealow

household

income.Thesocial

network

Facebook

ismorepopularinPäijänneTavastiathan

inother

regions

of

Finland.Home

and

garden

are

relativelyprevalent

interests

of

consumers

inPäijänneTavastia.Consumers

inPäijänneTavastiareflectthegeneral

political

landscapeinFinland.Many

consumers

inPäijänneTavastialiveinthecityand

inurbanareas.54%

ofconsumers

inPäijänneTavastiaremember

seeing

advertising

directly

inthe

store.Consumers

inPäijänneTavastiaaremore

likely

tohavecooking

and

bakingasahobby

than

theaverage

consumerinFinland.Consumers

inPäijänneTavastiasee

theeconomic

situationofFinlandmorenegatively

thantheaverage

consumerinFinland.13%

ofconsumers

inPäijänneTavastiahaveamigrant

background.Consumers

inPäijänneTavastiaremember

seeing

adsonsearchengines

more

often

than

the

averageconsumer

inFinland.6%

of

consumers

inPäijänneTavastiafollow

tennis.Consumers

inPäijänneTavastiaaremore

pessimistic

abouttheirpersonalfuturethantheaverage

consumer

inFinland.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4A

relatively

high

share

of

consumers

in

Päijänne

Tavastia

live

in

a

singlehouseholdGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle42%12%32%17%33%26%30%CoupleSingleparentNuclear

family29%34%6%7%18%22%33%Multi-generationalfamily0%0%6%5%Related

adultsOther22%20%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=496

respondentsin

Päijänne

Tavastia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Päijänne

Tavastia

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets24%33%67%33%33%33%42%81%34%43%83%58%19%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=496

respondents

in

Päijänne

Tavastia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Päijänne

Tavastia

live

in

the

city

and

in

urban

areasGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership47%48%49%52%56%69%72%53%52%44%31%28%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=496

respondents

in

Päijänne

Tavastia,n=12188respondents

in

FinlandSources:Consumer

Insights

Global

as

of

March202413%

of

consumers

in

Päijänne

Tavastia

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community87%13%87%13%92%91%8%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=496respondents

in

Päijänne

Tavastia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionMakingtheir

own

decisions

has

more

importance

to

consumers

in

PäijänneTavastia

than

to

the

average

consumer

in

FinlandConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinPäijänne

Tavastia59%57%52%49%44%43%42%38%28%

28%26%26%25%24%13%12%12%10%8%

8%Safety

andAhappyMakingAn

honest

LearningSocialHavingaTraditionsTobeAdvancingsecurity

relationship

my

ownandnew

thingsjusticegood

timesuccessful

my

careerdecisions

respectablelifeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=496

respondents

in

Päijänne

Tavastia,n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Home

and

garden

are

relatively

prevalent

interests

of

consumers

in

PäijänneTavastiaConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinPäijänne

Tavastia66%61%55%52%51%49%48%46%41%41%41%40%37%37%36%34%35%33%30%30%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelHistoryRegionHome

&gardenScience

&technologyPolitics&societyArts&literatureSportsCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=496

respondents

in

Päijänne

Tavastia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Päijänne

Tavastia

are

more

likely

to

have

cooking

and

baking

as

ahobby

than

the

average

consumer

in

FinlandConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinPäijänne

Tavastia50%43%42%42%40%41%40%40%37%36%35%34%34%33%31%31%30%29%30%24%Cooking/bakingOutdooractivitiesReadingDoingsportsandfitnessTravelingRegionPetsDIYandarts&crafts

gamingVideoGardening

SocializingandplantsCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=496

respondents

in

Päijänne

Tavastia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202424%

of

consumers

in

Päijänne

Tavastia

regularly

do

fitness,

aerobics,

and

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinPäijänne

Tavastia26%24%23%22%21%21%19%17%14%14%10%10%10%9%8%8%7%7%

7%Soccer5%Fitness,aerobics&cardioCyclingHikingRunning&joggingSwimming

Badminton

Dancing&divingYoga

&pilatesHunting&fishingRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=265

respondents

in

Päijänne

Tavastia,n=6430

respondents

in

FinlandConsumer

Insights

Global

as

of

March20246%

of

consumers

in

Päijänne

Tavastia

follow

tennisConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinPäijänne

Tavastia26%24%19%18%17%16%11%9%9%6%6%6%5%5%4%3%3%3%

3%3%IceHockeySoccerAthletics

Motorsports

BasketballTennisBoxingGolfMixedSwimming(track&field)Martial

Arts

&divingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=150

respondents

in

Päijänne

Tavastia,

n=4211

respondents

in

FinlandConsumer

Insights

Global

as

of

March202415%

of

consumers

in

Päijänne

Tavastia

are

innovators

or

early

adopters

of

newproductsConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinPäijänne

Tavastia33%33%33%30%25%22%12%8%3%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=496

respondents

in

Päijänne

Tavastia,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

Päijänne

Tavastia

think

thatunemployment

is

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Finland

according

toconsumersinPäijänne

Tavastia68%66%66%61%53%50%49%49%45%44%43%44%42%41%41%39%38%36%32%31%Rising

prices

Health/inflation/

andsocialcost

of

living

securityUnemploy-

Economicment

situationPovertyRegionCrimeGovernment

Education

Immigration

Defensedebt&foreignaffairsCountry17

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=496

respondents

in

Päijänne

Tavastia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Päijänne

Tavastia

reflect

the

general

political

landscape

in

FinlandPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinPäijänne

TavastiaRegion23%26%28%23%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=496

respondents

in

Päijänne

Tavastia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Päijänne

Tavastia

see

the

economic

situation

of

Finland

morenegatively

than

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

economic

situation

ofFinlandPerceivedeconomic

situation

of

Finland

byconsumersinPäijänne

TavastiaRegion

6%24%37%23%11%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=496

respondents

in

Päijänne

Tavastia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Päijänne

Tavastia

are

more

negative

about

their

personaleconomic

situation

than

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinPäijänne

TavastiaRegion

4%27%33%23%14%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=496

respondents

in

Päijänne

Tavastia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Päijänne

Tavastia

are

more

worried

about

not

being

able

to

paytheir

bills

than

the

average

consumer

in

FinlandPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinPäijänne

Tavastia60%60%59%57%36%28%20%19%7%6%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=496

respondents

in

Päijänne

Tavastia,n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Päijänne

Tavastia

are

more

pessimistic

about

their

personalfuturethan

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinPäijänne

TavastiaRegion10%46%25%13%7%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=496

respondents

in

Päijänne

Tavastia,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

Päijänne

Tavastia

tend

to

read

online

magazines

more

often

thanthe

average

consumer

in

FinlandMarketing

touchpoints:media

usageType

of

mediaconsumersinFinland

havebeen

usinginthepast4weeks86%82%75%

75%74%70%68%61%59%57%49%41%41%40%38%37%35%34%33%29%24%20%TVDigitalvideocontentRadioOnlinenews

Digitalmusicwebsites

contentOnlinemagazinesRegion

CountryMovies

/cinemaDailynewspapersMagazinesPodcastsWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=496

respondents

in

Päijänne

Tavastia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Päijänne

Tavastia

remember

seeing

ads

on

search

engines

moreoften

than

the

average

consumer

in

FinlandMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks55%54%53%51%49%43%43%42%34%31%31%31%28%26%21%19%18%18%16%14%VideoportalsSocialmediaSearchenginesOnlinestoresEditorial

Newsletters

WebsitesVideogamesVideostreamingservicesBlogs/forumswebsitesandappsandappsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=496

respondents

in

Päijänne

Tavastia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024The

social

network

Facebook

is

more

popular

in

Päijänne

Tavastia

than

in

otherregions

of

FinlandMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinPäijänne

Tavastia85%78%73%72%69%68%34%33%28%

29%26%23%23%21%20%20%14%13%9%5%Facebook

Instagram

YouTubeTikTokSnapchatRegionPinterestCountryLinkedInTwitterRedditVauva.fi26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=457

respondents

in

Päijänne

Tavastia,n=10968

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Päijänne

Tavastia

access

the

internet

via

a

streaming

device

lessoften

than

the

average

consumer

in

FinlandMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinPäijänne

Tavastia

useregularlyto

accesstheinternet94%93%71%69%47%

48%Smart

TV41%39%35%

35%33%30%28%26%25%22%7%5%SmartphoneLaptopTabletDesktop

PCGamingconsoleSmartwatch

StreamingdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=496

respondents

in

Päijänne

Tavastia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202454%

of

consumers

in

Päijänne

Tavastia

remember

seeing

advertising

directly

inthe

storeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks54%53%51%48%48%46%45