法国新阿基坦（Nouvelle-Aquitaine）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inNouvelle-Aquitaine

(France)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinNouvelle-Aquitaineand

compares

themtothe

averageconsumer

inFrance.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inNouvelle-Aquitaine

(France):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inNouvelle-Aquitaine(’’region’’)

againsttheaverage

French

consumer,labelled

as’’country’’

inthecharts.•

12,000+

forcountries

with

theextended

survey(including

France)•

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

Nouvelle-Aquitaine

(France)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inNouvelle-Aquitaine

tendtobeolder,

37%

are

partofGenerationX.Anhonest

and

respectable

lifeis

arelatively

important

aspectof

lifetoconsumers

inNouvelle-Aquitaine.Arelatively

highshare

ofconsumers

inConsumers

inNouvelle-Aquitaine

tendNouvelle-Aquitaine

think

that

housing

is

tolistentothe

radio

more

often

thananissuethatneeds

tobeaddressed.the

average

consumer

inFrance.38%

ofconsumers

inNouvelle-Aquitaine

Arelatively

highshare

ofconsumers

inMany

consumers

inNouvelle-Aquitainehavecentrist

political

views.77%

ofconsumers

inNouvelle-Aquitaineareactive

onFacebook.havealow

household

income.Nouvelle-Aquitaine

areinterested

inhome

andgarden.Many

consumers

inNouvelle-Aquitaineliveinsmall

towns

and

ruralcommunities.Consumers

inNouvelle-Aquitaine

seethe

economic

situationof

Francemore33%

ofconsumers

inNouvelle-Aquitaineremember

hearing

advertising

on

theradio.Consumers

in

Nouvelle-Aquitaine

aremore

likely

tohavepetsasahobbythan

negatively

thantheaverage

consumertheaverage

consumer

inFrance.inFrance.Nouvelle-Aquitaine

hasarathersmallmigrant

community.Digitaladvertising

touchpointsofconsumers

inNouvelle-Aquitaine

aresimilar

to

those

oftheaverageconsumer

inFrance.Consumers

inNouvelle-Aquitaine

aremore

likely

tofollow

rugbythantheaverage

consumer

inFrance.Consumers

inNouvelle-Aquitaine

aremore

pessimistic

abouttheirpersonalfuturethantheaverage

consumer

inFrance.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Consumers

in

Nouvelle-Aquitaine

tend

to

be

older,

37%

are

part

of

GenerationXGeneral

demographics:

age&household

compositionGenerations13%HouseholdtypeSingle22%21%12%34%26%24%CoupleSingleparentNuclear

family37%31%9%10%32%34%33%Multi-generationalfamily1%1%9%9%Related

adultsOther21%19%3%3%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=1004

respondentsin

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:38%

of

consumers

in

Nouvelle-Aquitaine

have

a

lowhousehold

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets27%73%29%30%33%33%33%86%86%33%38%71%14%14%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=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:A

relatively

large

share

of

consumers

in

Nouvelle-Aquitaine

live

in

a

house

ratherthan

an

appartmentGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership32%43%44%56%45%55%76%25%84%68%57%16%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173respondents

in

FranceSources:Consumer

Insights

Global

as

of

March2024Nouvelle-Aquitaine

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community71%76%92%92%29%24%8%8%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=1004respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionAn

honest

and

respectable

life

is

a

relatively

important

aspect

of

life

toconsumers

in

Nouvelle-AquitaineConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinNouvelle-Aquitaine52%52%49%48%47%46%39%37%34%34%28%27%18%

19%16%

16%12%11%8%7%AhappyrelationshipAn

honestandrespectablelifeHavingagood

time

successfulTobeSafety

and

LearningSocialjusticeMakingmy

owndecisionsTraditions

Advancingmy

careersecuritynew

thingsRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173respondents

in

FranceConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Nouvelle-Aquitaine

are

interested

inhome

and

gardenConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinNouvelle-Aquitaine48%47%44%43%

43%41%38%

39%38%36%35%35%28%28%27%27%26%26%

25%25%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessHome

&gardenSportsFashion&beautyFamily

&parentingHistoryScience

&technologyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Nouvelle-Aquitaine

are

more

likely

to

have

pets

as

a

hobby

thanthe

average

consumer

in

FranceConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinNouvelle-Aquitaine45%42%39%39%38%38%38%37%35%35%31%31%30%30%

29%29%29%28%27%27%Cooking/bakingReadingOutdooractivitiesTraveling

GardeningandplantsPetsVideogamingDoingsportsDIYandarts&craftsSocializingandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Nouvelle-Aquitaine

participate

in

similar

sports

and

activities

asthe

average

consumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinNouvelle-Aquitaine20%

20%14%

14%11%11%11%10%10%9%8%8%7%6%5%

6%5%5%4%4%HikingRunning&joggingCyclingFitness,aerobics&cardioSoccerRegionYoga

&pilatesSwimming

Basketball&divingDancing

BadmintonCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=471

respondents

in

Nouvelle-Aquitaine,

n=5601

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Nouvelle-Aquitaine

are

more

likely

to

follow

rugby

than

theaverage

consumer

in

FranceConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinNouvelle-Aquitaine26%25%20%14%14%13%11%10%10%10%9%8%7%

7%6%5%

5%4%4%3%SoccerRugbyTennisBasketballCyclingRegionAthletics(track&field)Handball

Motorsports

BoxingVolleyballCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=350

respondents

in

Nouvelle-Aquitaine,

n=4350

respondents

in

FranceConsumer

Insights

Global

as

of

March202453%

of

consumers

in

Nouvelle-Aquitaine

are

laggards

or

in

the

late

majority

ofinnovation

adoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinNouvelle-Aquitaine41%39%28%26%25%23%9%8%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=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

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

Nouvelle-Aquitaine

think

that

housing

isan

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoconsumersinNouvelle-Aquitaine67%60%50%47%45%44%43%43%42%40%40%40%39%39%38%39%38%37%37%34%Rising

prices

Poverty/inflation/cost

of

livingEconomicsituationHealthandsocialsecurityClimatechangeEducationCountryHousingEnviron-

ImmigrationmentCrimeRegion17

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=1004

respondents

in

Nouvelle-Aquitaine,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Many

consumers

in

Nouvelle-Aquitaine

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinNouvelle-AquitaineRegion22%30%27%22%22%Country23%27%28%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=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Nouvelle-Aquitaine

see

the

economic

situation

of

France

morenegatively

than

the

average

consumer

in

FrancePerspective

andoutlook:

view

on

economic

situation

ofFrancePerceivedeconomic

situation

of

FrancebyconsumersinNouvelle-AquitaineRegion6%16%27%31%21%Country8%17%27%29%18%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Nouvelle-Aquitaine

are

more

negative

about

their

personaleconomic

situation

than

the

average

consumer

in

FrancePerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinNouvelle-AquitaineRegion

4%22%42%20%11%Country8%26%39%19%8%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Nouvelle-Aquitaine

are

more

prudent

about

spending

moneythan

the

average

consumer

in

FrancePerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinNouvelle-Aquitaine61%56%56%53%25%24%21%18%5%6%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

aboutviolence

andpublicunrestsinmyIamworried

aboutnotbeing

abletopaymy

billsIhavelost

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=1004

respondents

in

Nouvelle-Aquitaine,

n=12173respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Nouvelle-Aquitaine

are

more

pessimistic

about

their

personalfuturethan

the

average

consumer

in

FrancePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinNouvelle-AquitaineRegion7%26%39%20%9%Country10%30%36%17%7%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Nouvelle-Aquitaine

tend

to

listen

to

the

radio

more

often

than

theaverage

consumer

in

FranceMarketing

touchpoints:media

usageType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks79%

79%64%59%57%57%56%55%40%39%34%31%31%29%26%25%23%22%21%20%14%

15%TVRadioDigitalvideocontentMovies

/cinemaOnlinenews

Digitalmusicwebsites

contentRegionMagazinesDailynewspapersOnlinemagazinesPodcastsWeeklynewspapersCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Digital

advertising

touchpoints

of

consumers

in

Nouvelle-Aquitaine

are

similar

tothose

of

the

average

consumer

in

FranceMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks38%37%31%

31%28%28%26%23%21%21%

20%20%20%

20%18%18%15%13%9%7%VideoportalsSearchenginesSocialmediaVideostreamingservicesVideogamesWebsitesandappsof

brandsOnlinestoresEditorialwebsitesandappsMusicportalsOtherappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202477%

of

consumers

in

Nouvelle-Aquitaine

are

active

on

FacebookMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinNouvelle-Aquitaine77%76%59%58%58%57%39%37%36%35%24%22%22%21%21%19%11%

12%Twitch5%

5%RedditFacebook

Instagram

YouTubeSnapchatTikTokPinterestCountryTwitterLinkedInRegion26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=870

respondents

in

Nouvelle-Aquitaine,

n=10542

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Nouvelle-Aquitaine

access

the

internet

via

a

tablet

less

often

thanthe

average

consumer

in

FranceMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinNouvelle-Aquitaine

useregularlyto

accesstheinternet90%

90%68%66%43%41%42%39%29%28%27%25%18%16%16%15%14%12%SmartphoneLaptopDesktop

PCTabletSmart

TVGamingconsoleSmartwatchSmartspeakersStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1004

respondents

in

Nouvelle-Aquitaine,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202433%

of

consumers

in

Nouvelle-Aquitaine

remember

hearing

advertising

on

theradioMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks58%57%33%32%31%31%31%

31%24%22%21%