德国下萨克森州（Niedersachsen）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inNiedersachsen

(Germany)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

thatliveinNiedersachsen

and

compares

themtotheaverageconsumer

inGermany.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inNiedersachsen

(Germany):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inNiedersachsen

(’’region’’)againstthe

average

German

consumer,

labelledas’’country’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

Germany)•

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

February2024Sources:Consumers

in

Niedersachsen

(Germany)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints36%

ofconsumers

inNiedersachsen

are

Ahappy

relationship

isarelativelyRising

prices,

inflation&cost

of

livingandhealth&social

security

are

issuesof

particularconcern

toconsumers

inNiedersachsen.68%

ofconsumers

inNiedersachsenlistened

to

theradiointhe

past4weeks.partof

Generation

X.important

aspect

oflifetoconsumers

inNiedersachsen.37%

ofconsumers

inNiedersachsenhavealow

household

income.Thesocial

network

InstagramismorepopularinNiedersachsen

than

inotherHome

and

garden

are

relativelyprevalent

interests

of

consumers

inNiedersachsen.Consumers

inNiedersachsen

reflect

the

regions

of

Germany.general

political

landscapeinGermany.Many

consumers

inNiedersachsen

liveinsmall

towns

and

rural

communities.44%

ofconsumers

inNiedersachsenConsumers

in

Niedersachsen

are

morelikely

to

havegardening

and

plantsasahobbythan

theaverage

consumer

inGermany.36%

ofconsumers

in

Niedersachsen

are

remember

gettingadvertising

bymail.neither

positive

nornegativeabouttheeconomic

situationofGermany.27%

ofconsumers

in

Niedersachsenhaveamigrant

background.46%

ofconsumers

inNiedersachsenremember

seeing

advertising

on

video38%

ofconsumers

inNiedersachsen

are

portals.neither

optimisticnorpessimistic

abouttheirpersonal

future.Consumers

inNiedersachsen

followsimilar

sportsleagues

and

competitionsastheaverage

consumer

inGermany.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity436%

of

consumers

in

Niedersachsen

are

part

of

Generation

XGeneral

demographics:

age&household

compositionGenerations14%HouseholdtypeSingle24%24%14%34%30%29%CoupleSingleparentNuclear

family36%30%8%7%23%25%34%Multi-generationalfamily2%2%10%9%Related

adultsOther20%19%4%4%RegionCountryBoomersGen

XMillennialsGen

ZRegionCountry5Notes:’’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=3149

respondentsin

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:37%

of

consumers

in

Niedersachsen

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets28%73%30%30%33%33%33%82%83%34%37%70%18%17%RegionCountryRegionCountryRegionLowCountryMiddle

HighWorkingNot-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=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Niedersachsen

live

in

smalltowns

andruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership53%57%60%61%39%60%75%47%43%40%40%25%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=3149

respondents

in

Niedersachsen,

n=35938respondents

in

GermanySources:Consumer

Insights

Global

as

of

February202427%

of

consumers

in

Niedersachsen

have

a

migrantbackgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community70%73%93%93%30%27%7%7%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=3149respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionA

happy

relationship

is

a

relatively

important

aspect

of

life

to

consumers

inNiedersachsenConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinNiedersachsen56%53%43%41%42%41%38%36%37%

36%30%

29%21%20%19%19%11%10%10%9%AhappyrelationshipAn

honest

Safety

andMakingmy

owndecisionsHavingagood

timeSocialjusticeLearningnew

things

successfulTobeTraditions

Advancingmy

careerandrespectablelifesecurityRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=3149

respondents

in

Niedersachsen,

n=35938respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Home

and

garden

are

relatively

prevalent

interests

of

consumers

inNiedersachsenConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinNiedersachsen54%50%45%45%

44%43%43%42%41%36%36%

36%34%33%32%

32%31%29%

29%29%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessHome

&gardenPolitics&societySportsScience

&

Finance&technology

economyHistoryRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Niedersachsen

are

more

likely

to

have

gardening

andplants

as

ahobby

than

the

average

consumer

in

GermanyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinNiedersachsen50%47%45%44%41%41%41%40%38%37%36%36%36%35%33%31%30%30%

29%28%Socializing

Cooking/bakingReadingOutdooractivitiesTravelingRegionDoingsportsandfitnessPetsGardeningandplantsVideogamingTech

&computersCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Niedersachsen

participate

in

similar

sports

and

activities

as

theaverage

consumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinNiedersachsen21%20%19%18%19%

19%15%15%15%14%10%10%10%9%8%

9%7%6%5%5%Fitness,aerobics&cardioHikingRunning&joggingCyclingSwimming&divingSoccerDancingYoga

&pilatesBadminton

BasketballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1640

respondents

in

Niedersachsen,

n=18632

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Niedersachsen

follow

similar

sports

leagues

and

competitions

asthe

average

consumer

in

GermanyConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinNiedersachsen25%25%9%8%8%

8%8%7%

7%Tennis7%7%7%7%6%6%6%6%6%6%4%SoccerBasketball

HandballAthletics(track&field)BoxingAmerican

Motorsports

IceHockeyfootballCyclingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=1035

respondents

in

Niedersachsen,

n=12130

respondents

in

GermanyConsumer

Insights

Global

as

of

February202455%

of

consumers

in

Niedersachsen

are

laggards

or

in

the

late

majority

ofinnovation

adoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinNiedersachsen40%37%36%36%16%16%10%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=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024CHAPTER

03Perspective

and

outlook•

Challenges

facing

thecountry•

Politics•

View

on

country’seconomic

situation•

View

on

personal

economic

situation•

Economic

concerns•

View

on

personal

future16Rising

prices,

inflation

&

cost

of

living

and

health

&

social

security

are

issues

ofparticular

concern

to

consumers

in

NiedersachsenPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

consumersinNiedersachsen58%55%42%42%41%41%40%39%39%37%37%37%36%36%36%35%35%35%34%33%Rising

prices

Health/inflation/

andsocialcost

of

living

securityHousing

Immigration

ClimatechangePovertyCountryEconomic

EducationsituationCrimeEnviron-mentRegion17

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=3149

respondents

in

Niedersachsen,n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Niedersachsen

reflect

the

general

political

landscape

in

GermanyPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinNiedersachsenRegion22%45%15%18%Country20%44%20%17%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=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202436%

of

consumers

in

Niedersachsen

are

neither

positive

nor

negative

about

theeconomic

situation

of

GermanyPerspective

andoutlook:

view

on

economic

situation

ofGermanyPerceivedeconomic

situation

of

Germany

by

consumersinNiedersachsenRegion11%35%36%13%5%Country14%33%33%14%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=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Niedersachsen

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinNiedersachsenRegion9%31%38%16%7%Country12%33%35%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202458%

of

consumers

in

Niedersachsen

are

prudent

about

spending

moneyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinNiedersachsen60%58%58%54%27%25%25%24%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=3149

respondents

in

Niedersachsen,

n=35938

respondentsin

GermanyConsumer

Insights

Global

as

of

February202438%

of

consumers

in

Niedersachsen

are

neither

optimistic

nor

pessimisticabout

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinNiedersachsenRegion11%29%38%17%5%Country13%30%36%16%6%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpoints68%

of

consumers

in

Niedersachsen

listened

to

the

radio

in

the

past

4

weeksMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks80%78%68%68%67%66%49%48%41%

41%37%37%36%36%30%

31%Podcasts29%29%28%26%20%19%TVRadioDigitalvideo

Digitalmusic

Onlinenewscontent

content

websitesDailynewspapersRegion

CountryMagazinesMovies

/cinemaOnlinemagazinesWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202446%

of

consumers

in

Niedersachsen

remember

seeing

advertising

on

videoportalsMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks46%43%43%42%40%39%38%38%28%27%25%

25%24%23%23%

23%19%

19%17%17%VideoportalsSearchenginesSocialmediaOnlinestoresVideostreamingservicesNewsletters

WebsitesandappsVideogamesEditorialwebsitesandappsMusicportalsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024The

social

network

Instagramismore

popular

in

Niedersachsen

than

in

otherregions

of

GermanyMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinNiedersachsen70%67%66%

65%63%60%40%38%25%

25%22%20%20%20%16%12%13%12%9%9%YouTubeFacebook

InstagramTikTokPinterestRegionSnapchatCountryTwitterLinkedInTwitchReddit26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=2672

respondents

in

Niedersachsen,

n=30382

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Niedersachsen

access

the

internet

via

a

laptop

less

often

thanthe

average

consumer

in

GermanyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinNiedersachsenuseregularly

toaccesstheinternet93%92%65%63%57%56%52%

51%44%43%34%

34%28%27%27%

27%25%24%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleSmartspeakersSmartwatch

StreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=3149

respondents

in

Niedersachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202444%

of

consumers

in

Niedersachsen

remember

getting

advertising

by

mailMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks44%40%40%

40%38%38%37%37%34%34%27%25%25%25%16%14%By