法国诺曼底（Normandie）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inNormandie

(France)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinNormandie

and

compares

themtotheaverageconsumer

inFrance.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inNormandie

(France):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inNormandie

(’’region’’)againstthe

average

French

consumer,

labelledas’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

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

Normandie

(France)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints24%

ofconsumers

inNormandie

arepartof

Generation

Z.Being

successful

isarelatively

important

Arelatively

highshare

ofconsumers

inConsumers

inNormandie

tendtolistentopodcastsless

often

than

theaverageconsumer

inFrance.aspect

of

lifetoconsumers

inNormandie.Normandie

think

thatrising

prices,inflation&cost

of

livingare

issuesthatneed

tobeaddressed.39%

ofconsumers

inNormandie

havealow

household

income.Arelatively

highshare

ofconsumers

inThesocial

network

Facebook

ismorepopularinNormandie

than

inotherregions

of

France.Normandie

areinterested

infashionand

26%

ofconsumers

inNormandie

havebeauty.

centrist

political

views.Many

consumers

inNormandie

consider

Consumers

in

Normandie

see

theMany

consumers

inNormandie

live

insmall

towns

and

rural

communities.Consumers

inNormandie

rememberseeing

adsout-of-home

lessoften

thanthe

average

consumer

inFrance.Normandie

hasarathersmall

migrantcommunity.board

and

card

games

ahobby.economic

situationofFrance

morenegatively

thantheaverage

consumerinFrance.9%

of

consumers

inNormandie

followhandball.21%

ofconsumers

inNormandieremember

seeing

advertising

inonlinestores.Consumers

inNormandie

are

morepessimistic

abouttheirpersonal

futurethan

theaverage

consumer

inFrance.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity424%

of

consumers

in

Normandie

are

part

of

GenerationZGeneral

demographics:

age&household

compositionGenerations11%Householdtype20%21%12%34%SingleCouple24%24%35%31%12%10%SingleparentNuclear

family33%34%33%Multi-generationalfamily0%1%8%9%Related

adultsOther24%21%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=648

respondentsin

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:39%

of

consumers

in

Normandie

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets27%73%27%30%33%33%33%84%86%34%39%70%16%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=648

respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:A

relatively

large

share

of

consumers

in

Normandie

live

in

a

house

rather

thanan

appartmentGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership39%44%56%45%55%50%76%25%81%61%50%19%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=648

respondents

in

Normandie,

n=12173respondents

in

FranceSources:Consumer

Insights

Global

as

of

March2024Normandie

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community71%79%92%92%29%21%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=648respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionBeing

successful

is

a

relatively

important

aspect

of

life

to

consumers

inNormandieConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinNormandie54%52%48%47%46%45%42%39%34%

34%31%28%19%16%15%14%11%10%8%

8%Ahappyrelationship

good

timeHavingaAn

honestandrespectablelifeTobesuccessfulSafety

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=648

respondents

in

Normandie,

n=12173

respondents

inFranceConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Normandie

are

interested

in

fashion

andbeautyConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinNormandie47%

47%44%43%42%39%37%37%36%35%

35%33%29%28%28%27%25%25%25%23%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=648

respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Many

consumers

in

Normandie

consider

board

and

card

games

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinNormandie42%41%39%39%38%37%32%32%32%30%30%

30%31%29%29%29%27%27%26%24%Cooking/bakingReadingOutdooractivitiesTravelingPetsDIYandarts&crafts

andplantsGardeningVideogamingBoardDoingsportsandfitnessgames/cardgamesRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=648

respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March20248%

of

consumers

in

Normandie

regularly

go

swimming

and

divingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinNormandie20%18%14%11%11%11%10%9%9%8%8%7%6%6%6%5%

5%5%5%5%HikingRunning&joggingCyclingFitness,aerobics&cardioSwimming&divingSoccerBadminton

DancingBasketballYoga

&pilatesRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=274

respondents

in

Normandie,

n=5601

respondents

in

FranceConsumer

Insights

Global

as

of

March20249%

of

consumers

in

Normandie

follow

handballConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinNormandie26%23%14%13%12%11%10%

10%10%9%9%9%8%7%6%5%5%5%5%4%SoccerRugbyTennisBasketballCyclingRegionHandballCountryAthletics(track&field)Boxing

MotorsportsMixedMartial

Arts14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=215

respondents

in

Normandie,

n=4350

respondents

in

FranceConsumer

Insights

Global

as

of

March202429%

of

consumers

in

Normandie

are

in

the

late

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinNormandie41%40%29%26%23%22%10%9%0%1%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=648

respondents

in

Normandie,

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

Normandie

think

that

rising

prices,inflation

&

cost

of

living

are

issues

that

need

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoconsumersinNormandie66%60%47%45%43%

43%41%40%39%38%38%38%37%38%37%36%36%35%35%34%Rising

prices

Poverty/inflation/cost

of

livingEconomicsituationHealthandsocialsecurityEducation

Unemploy-mentClimatechangeEnviron-mentCrimeHousingRegionCountry17

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=648

respondents

in

Normandie,

n=12173respondents

in

FranceConsumer

Insights

Global

as

of

March202426%

of

consumers

in

Normandie

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinNormandieRegion20%26%26%28%Country23%27%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=648

respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Normandie

see

the

economic

situation

of

France

more

negativelythan

the

average

consumer

in

FrancePerspective

andoutlook:

view

on

economic

situation

ofFrancePerceivedeconomic

situation

of

FrancebyconsumersinNormandieRegion7%16%25%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=648

respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Normandie

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

FrancePerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinNormandieRegion6%27%35%20%12%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=648

respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202459%

of

consumers

in

Normandie

are

prudent

about

spending

moneyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinNormandie59%56%52%53%25%22%21%18%6%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=648

respondents

in

Normandie,

n=12173

respondents

inFranceConsumer

Insights

Global

as

of

March2024Consumers

in

Normandie

are

more

pessimistic

about

their

personal

future

thanthe

average

consumer

in

FrancePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinNormandieRegion9%31%32%19%8%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=648

respondents

in

Normandie,

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

Normandie

tend

to

listen

to

podcasts

less

often

than

the

averageconsumer

in

FranceMarketing

touchpoints:media

usageType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks79%78%60%

59%57%57%56%54%39%38%34%32%31%

31%Magazines26%23%23%22%22%18%16%15%TVRadioMovies

/cinemaDigitalvideo

Onlinenews

Digitalmusiccontent

websites

contentRegionDailynewspapersOnlinemagazinesPodcastsWeeklynewspapersCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=648

respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202421%

of

consumers

in

Normandie

remember

seeing

advertising

in

online

storesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks38%34%31%29%28%26%

26%25%21%21%20%20%20%19%18%15%15%14%7%

8%VideoportalsSearchenginesVideostreamingservicesSocialmediaOnlinestoresWebsitesandappsof

brandsVideogamesEditorialwebsitesandappsMusicportalsNewslettersRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=648

respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024The

social

network

Facebook

is

more

popular

in

Normandie

than

in

otherregions

of

FranceMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinNormandie82%76%59%58%58%57%39%

39%Snapchat37%37%24%

24%21%

21%Pinterest21%16%11%

12%Twitch5%

5%RedditFacebook

Instagram

YouTubeTikTokTwitterLinkedInRegionCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=560

respondents

in

Normandie,

n=10542

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Normandie

access

the

internet

via

a

tablet

less

often

than

theaverage

consumer

in

FranceMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinNormandie

use

regularly

toaccesstheinternet90%

90%68%66%43%42%42%38%30%29%28%27%18%17%16%15%14%13%SmartphoneLaptopDesktop

PCTabletSmart

TVGamingconsoleSmartwatchSmartspeakersStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=648

respondents

in

Normandie,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Normandie

remember

seeing

ads

out-of-home

less

often

thanthe

average

consumer

in

FranceMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks58%57%32%31%31%31%28%26%24%22%21%19%19%

19%14%

14%OnTVOntheradioDirectly

inthestoreOnadvertis