芬兰Northern Savonia目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inNorthern

Savonia

(Finland)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinNorthernSavonia

and

compares

themtotheaverage

consumerinFinland.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inNorthern

Savonia(Finland):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inNorthern

Savonia(’’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

Northern

Savonia

(Finland)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints14%

ofconsumers

inNorthern

SavoniaareBaby

Boomers.Learning

new

thingshaslessimportance

Arelatively

highshare

ofconsumers

inConsumers

inNorthern

Savoniatend

tolisten

to

digitalmusiccontent

less

oftenthan

theaverage

consumer

inFinland.toconsumers

inNorthern

Savonia

thantotheaverage

consumer

inFinland.Northern

Savonia

think

thatgovernment

debtisanissuethatneedstobeaddressed.39%

ofconsumers

inNorthern

Savoniahavealow

household

income.Arelatively

highshare

ofconsumers

inNorthern

Savonia

areinterested

inscience

and

technology.Thesocial

network

Facebook

ismorepopularinNorthern

Savoniathaninother

regions

of

Finland.Many

consumers

inNorthern

Savoniahavecentrist

political

views.58%

ofconsumers

inNorthern

Savonialiveinsmall

towns

and

ruralcommunities.Many

consumers

inNorthern

Savonia25%

ofconsumers

in

Northern

SavoniaConsumers

inNorthern

Savoniaremember

seeing

adsout-of-home

lessoften

than

theaverage

consumer

inFinland.consider

board

andcardgames

ahobby.

arenegative

abouttheeconomicsituationof

Finland.Northern

Savonia

hasarathersmallmigrant

community.26%

ofconsumers

inNorthern

Savoniafollow

icehockey.12%

ofconsumers

inNorthern

Savoniaarepessimistic

abouttheirpersonalfuture.Consumers

inNorthern

Savoniaremember

seeing

adsoneditorialwebsites

andapps

less

often

than

theaverage

consumer

inFinland.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Many

consumers

in

Northern

Savonia

live

in

a

single

householdGeneral

demographics:

age&household

compositionGenerations14%HouseholdtypeSingle34%33%12%32%34%30%CoupleSingleparentNuclear

family34%34%7%7%19%22%33%Multi-generationalfamily1%0%5%5%Related

adultsOther22%18%1%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=596

respondentsin

NorthernSavonia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:39%

of

consumers

in

Northern

Savonia

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets27%33%67%33%33%33%39%82%83%34%39%61%18%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=596

respondents

in

NorthernSavonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:58%

of

consumers

in

Northern

Savonia

live

in

small

towns

andruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership49%52%50%56%58%72%72%28%50%44%42%29%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=596

respondents

in

NorthernSavonia,

n=12188respondents

in

FinlandSources:Consumer

Insights

Global

as

of

March2024Northern

Savonia

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community87%13%92%91%95%8%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=596respondents

in

NorthernSavonia,

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

has

less

importance

to

consumers

in

Northern

Savoniathan

to

the

average

consumer

in

FinlandConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinNorthern

Savonia62%59%56%52%46%43%39%38%28%26%24%23%23%22%16%12%12%9%8%4%Safety

andsecurity

relationshipAhappyAn

honestandMakingmy

ownLearningnew

thingsSocialjusticeHavingagood

timeTraditionsTobeAdvancingsuccessful

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=596

respondents

in

NorthernSavonia,

n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Northern

Savonia

are

interested

inscience

and

technologyConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinNorthern

Savonia61%58%51%50%48%46%44%41%40%39%37%36%35%34%

35%34%33%32%28%

28%Movies,TVshows&musicFood

&diningHealth

&fitnessScience

&technologyTravelHistorySportsPolitics&societyHome

&gardenVehicles

&mobilityRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=596

respondents

in

NorthernSavonia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Many

consumers

in

Northern

Savonia

consider

board

and

card

games

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinNorthernSavonia43%42%40%40%40%39%39%36%34%33%33%32%30%30%29%30%

30%29%24%22%Cooking/bakingOutdooractivitiesReadingPetsDoingsportsandfitnessTravelingCountryDIYandarts&crafts

gamingVideoSocializingBoardgames/cardgamesRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=596

respondents

in

NorthernSavonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024A

relatively

small

share

of

consumers

in

Northern

Savonia

do

fitness,

aerobics,and

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinNorthern

Savonia26%25%22%21%21%19%17%15%15%14%11%9%

10%10%9%8%7%7%7%5%CyclingHikingFitness,aerobics&cardioRunning&joggingSwimming&divingHunting

Badminton&fishingYoga

&pilatesDancingSoccerRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=273

respondents

in

NorthernSavonia,

n=6430

respondents

in

FinlandConsumer

Insights

Global

as

of

March202426%

of

consumers

in

Northern

Savonia

follow

ice

hockeyConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinNorthern

Savonia26%26%21%19%18%17%14%11%9%

9%6%6%5%5%5%5%4%4%3%3%IceHockey

AthleticsSoccer

Motorsports

Basketball

VolleyballTennisBaseballAmericanfootballBoxing(track&field)RegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=205

respondents

in

NorthernSavonia,n=4211

respondents

in

FinlandConsumer

Insights

Global

as

of

March202436%

of

consumers

in

Northern

Savonia

are

laggards

when

it

comes

toinnovation

adoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinNorthernSavonia36%33%33%33%25%24%8%6%1%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=596

respondents

in

NorthernSavonia,

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

Northern

Savonia

think

that

governmentdebt

is

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Finland

according

toconsumersinNorthern

Savonia67%66%64%61%53%50%50%49%46%45%44%44%43%39%38%37%36%33%31%

32%Rising

prices

Health/inflation/

andsocialcost

of

living

securityEconomic

Unemploy-

Government

PovertyCrimeEducation

Immigration

Defensesituationmentdebt&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=596

respondents

in

NorthernSavonia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Many

consumers

in

Northern

Savonia

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinNorthern

SavoniaRegion23%30%23%24%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=596

respondents

in

NorthernSavonia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202425%

of

consumers

in

Northern

Savonia

are

negative

about

the

economicsituation

of

FinlandPerspective

andoutlook:

view

on

economic

situation

ofFinlandPerceivedeconomic

situation

of

Finland

byconsumersinNorthern

SavoniaRegion

5%30%37%25%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=596

respondents

in

NorthernSavonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Northern

Savonia

are

more

negative

about

their

personaleconomic

situation

than

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinNorthern

SavoniaRegion

3%30%35%20%11%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=596

respondents

in

NorthernSavonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202458%

of

consumers

in

Northern

Savonia

are

notably

affected

by

rising

prices

andincreased

cost

of

livingPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinNorthern

Savonia60%58%57%55%28%27%19%14%6%5%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

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=596

respondents

in

NorthernSavonia,

n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March202412%

of

consumers

in

Northern

Savonia

are

pessimistic

about

their

personalfuturePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinNorthern

SavoniaRegion10%47%28%12%4%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=596

respondents

in

NorthernSavonia,

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

Northern

Savonia

tend

to

listen

to

digital

music

content

less

oftenthan

the

average

consumer

in

FinlandMarketing

touchpoints:media

usageType

of

mediaconsumersinFinland

havebeen

usinginthepast4weeks87%82%75%73%70%70%64%61%59%52%43%41%40%38%36%

37%Magazines36%33%32%27%25%24%TVRadioDigitalvideo

Onlinenews

Digitalmusiccontent

websites

contentDailynewspapersRegion

CountryOnlinemagazinesMovies

/cinemaPodcastsWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=596

respondents

in

NorthernSavonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Northern

Savonia

remember

seeing

ads

on

editorial

websites

andapps

less

often

than

the

average

consumer

in

FinlandMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks53%51%48%46%43%42%41%38%31%28%26%26%24%23%21%20%19%18%18%17%VideoportalsSocialmediaOnlinestoresSearchenginesEditorialwebsitesandapps

of

brandsWebsites

NewslettersandappsVideogamesMusicportalsVideostreamingservicesRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=596

respondents

in

NorthernSavonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024The

social

network

Facebook

is

more

popular

in

Northern

Savonia

than

in

otherregions

of

FinlandMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinNorthern

Savonia82%78%69%68%

68%64%34%33%29%25%21%20%20%16%16%14%14%9%9%6%FacebookYouTube

InstagramTikTokSnapchatRegionPinterestCountryTwitterLinkedInRedditSuomi2426

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=488

respondents

in

NorthernSavonia,

n=10968

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Northern

Savonia

access

the

internet

via

a

smartwatch

less

oftenthan

the

average

consumer

in

FinlandMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinNorthernSavonia

useregularlyto

accesstheinternet93%90%71%70%48%45%40%

41%40%35%30%26%26%25%22%21%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=596

respondents

in

NorthernSavonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Northern

Savonia

remember

seeing

ads

out-of-home

less

oftenthan

the

average

consumer

in

FinlandMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks53%51%50%49%48%42%41%

40%40%38%32%31%25%