法国布列塔尼区Bretagne目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inBretagne

(France)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinBretagneandcompares

themto

theaverage

consumer

inFrance.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inBretagne

(France):

who

theyare;

whattheylike;what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inBretagne

(’’region’’)

againsttheaverage

French

consumer,

labelled

as

’’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

Bretagne

(France)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inBretagne

tendtobeolder,

40%

are

partofGeneration

X.Ahappy

relationship

isarelativelyimportant

aspect

oflifetoconsumers

inBretagne.Arelatively

highshare

ofconsumers

inBretagne

think

thattheenvironment

isanissuethatneeds

tobeaddressed.Consumers

inBretagne

tendtoreaddailynewspapers

more

often

than

theaverage

consumer

inFrance.37%

ofconsumers

inBretagne

haveamedium

household

income.Home

and

garden

are

relativelyprevalent

interests

of

consumers

inBretagne.Consumers

inBretagne

reflect

thegeneral

political

landscapeinFrance.78%

ofconsumers

inBretagne

areactiveon

Facebook.Many

consumers

inBretagne

liveinsmall

towns

and

rural

communities.33%

ofconsumers

inBretagne

arenegative

aboutthe

economic

situationof

France.Consumers

inBretagne

rememberseeing

adsinprinteddailynewspapersmore

often

than

theaverage

consumerinFrance.Consumers

in

Bretagne

aremore

likelytohaveoutdoor

activitiesasahobbythan

theaverage

consumer

inFrance.Bretagne

hasarathersmall

migrantcommunity.33%

ofconsumers

inBretagne

areConsumers

inBretagne

aremore

likelytofollow

cycling

than

theaverageconsumer

inFrance.optimisticabouttheirpersonal

future.31%

ofconsumers

inBretagneremember

seeing

advertising

on

searchengines.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Consumers

in

Bretagne

tend

to

be

older,

40%

are

part

of

Generation

XGeneral

demographics:

age&household

compositionGenerations13%HouseholdtypeSingle21%21%12%34%28%24%Couple40%28%8%10%Singleparent33%34%Nuclear

family33%Multi-generational

0%1%family7%9%Related

adults21%20%3%3%OtherRegionCountryGen

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=682

respondentsin

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:37%

of

consumers

in

Bretagne

have

a

medium

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets27%27%73%30%33%33%33%84%86%37%34%73%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=682

respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:A

relatively

large

share

of

consumers

in

Bretagne

live

in

a

house

rather

than

anappartmentGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership32%38%44%56%45%55%76%25%83%69%62%17%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=682

respondents

in

Bretagne,n=12173

respondentsin

FranceSources:Consumer

Insights

Global

as

of

March2024Bretagne

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community71%79%90%92%29%21%10%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=682respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionA

happy

relationship

is

a

relatively

important

aspect

of

life

to

consumers

inBretagneConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBretagne55%52%51%47%46%46%39%37%34%32%30%28%19%

19%16%15%11%9%8%7%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=682

respondents

in

Bretagne,n=12173

respondents

inFranceConsumer

Insights

Global

as

of

March2024Home

and

garden

are

relatively

prevalent

interests

of

consumers

in

BretagneConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinBretagne50%47%45%45%44%43%42%42%39%36%36%35%28%27%26%25%24%23%22%21%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessHome

&gardenSportsFamily

&parentingHistoryFashion&beautyArts&literatureRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=682

respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Bretagne

are

more

likely

to

have

outdoor

activities

as

a

hobbythan

the

average

consumer

in

FranceConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinBretagne42%

42%42%42%39%38%38%37%35%31%31%31%31%30%29%29%28%27%27%25%Cooking/bakingOutdooractivitiesReadingTraveling

GardeningandplantsPetsDIYandarts&craftsDoingsportsVideogamingSocializingandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=682

respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202424%

of

consumers

in

Bretagne

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinBretagne24%20%15%14%12%11%11%10%9%9%8%7%6%6%6%5%4%4%4%3%HikingRunning&joggingCyclingFitness,aerobics&cardioSoccerRegionSwimming&divingYoga

&pilatesDancingHunting&fishingBasketballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=336

respondents

in

Bretagne,n=5601

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Bretagne

are

more

likely

to

follow

cycling

than

the

averageconsumer

in

FranceConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinBretagne28%26%16%15%14%14%13%11%10%10%10%9%9%7%6%6%5%5%5%4%SoccerRugbyCyclingTennisAthletics(track&field)Basketball

Handball

Motorsports

Swimming&divingBoxingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=247

respondents

in

Bretagne,n=4350

respondents

in

FranceConsumer

Insights

Global

as

of

March202454%

of

consumers

in

Bretagne

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBretagne41%39%28%26%26%23%9%8%0%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=682

respondents

in

Bretagne,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

Bretagne

think

that

the

environment

isan

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoconsumersinBretagne62%60%47%45%

45%43%43%41%41%39%40%38%38%37%37%36%37%36%34%34%Rising

prices

Economic/inflation/

situationcost

of

livingPovertyClimatechangeHealthandsocialsecurityEnviron-mentEducationCrimeHousing

ImmigrationRegionCountry17

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=682

respondents

in

Bretagne,n=12173respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Bretagne

reflect

the

general

political

landscape

in

FrancePerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinBretagneRegion24%29%25%22%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=682

respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202433%

of

consumers

in

Bretagne

are

negative

about

the

economic

situation

ofFrancePerspective

andoutlook:

view

on

economic

situation

ofFrancePerceivedeconomic

situation

of

FrancebyconsumersinBretagneRegion

5%17%30%33%15%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=682

respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202445%

of

consumers

in

Bretagne

are

neither

positive

nor

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinBretagneRegion6%24%45%17%7%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=682

respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202458%

of

consumers

in

Bretagne

are

prudent

about

spending

moneyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinBretagne58%56%54%53%25%23%18%16%6%5%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=682

respondents

in

Bretagne,n=12173

respondents

inFranceConsumer

Insights

Global

as

of

March202433%

of

consumers

in

Bretagne

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinBretagneRegion8%33%39%17%4%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=682

respondents

in

Bretagne,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

Bretagne

tend

to

read

daily

newspapers

more

often

than

theaverage

consumer

in

FranceMarketing

touchpoints:media

usageType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks82%79%65%59%57%57%54%54%41%39%36%34%34%33%31%26%22%

23%22%21%18%15%TVRadioMovies

/cinemaDigitalvideo

Onlinenewscontent

websitesMagazinesDailynewspapersCountryDigitalmusiccontentOnlinemagazinesPodcastsWeeklynewspapersRegion24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=682

respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202431%

of

consumers

in

Bretagne

remember

seeing

advertising

on

search

enginesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks38%38%31%

31%31%28%26%22%21%20%20%

20%19%18%18%16%15%

15%9%8%VideoportalsSearchenginesSocialmediaVideostreamingservicesOnlinestoresWebsitesandappsof

brandsVideogamesEditorialwebsitesandappsMusicportalsOtherappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=682

respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202478%

of

consumers

in

Bretagne

are

active

on

FacebookMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinBretagne78%76%59%57%57%54%39%37%31%29%24%22%21%21%20%15%12%11%5%4%FacebookYouTube

Instagram

SnapchatTikTokPinterestCountryTwitterLinkedInTwitchRedditRegion26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=588

respondents

in

Bretagne,n=10542

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Bretagne

access

the

internet

via

a

tablet

less

often

than

theaverage

consumer

in

FranceMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinBretagne

use

regularly

toaccesstheinternet91%90%68%67%43%42%42%39%29%28%26%26%19%18%16%15%15%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=682

respondents

in

Bretagne,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Bretagne

remember

seeing

ads

in

printed

daily

newspapers

moreoften

than

the

average

consumer

in

FranceMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks62%58%34%33%33%31%31%31%24%23%23%21%21%19%19%14%OnTVOntheradioOnadvertising

Directly

inBy

mailshot