德国石勒苏益格-荷尔斯泰因（Schleswig-Holstein）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inSchleswig-Holstein

(Germany)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

thatliveinSchleswig-Holstein

and

compares

themto

theaverage

consumerinGermany.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inSchleswig-Holstein(Germany):

who

theyare;

what

theylike;

whattheythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inSchleswig-Holstein(’’region’’)

againsttheaverage

German

consumer,labelled

as’’country’’

inthecharts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

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

Schleswig-Holstein

(Germany)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inSchleswig-Holstein

tendtobeolder,

40%

are

partofGenerationX.Being

successful

hasless

importance

toconsumers

inSchleswig-Holstein

thanto

Schleswig-Holstein

thinkthathousingistheaverage

consumer

inGermany.Arelatively

highshare

ofconsumers

inConsumers

inSchleswig-Holstein

tendtogo

tothe

movies

less

often

than

theaverage

consumer

inGermany.anissuethatneeds

tobeaddressed.38%

ofconsumers

inSchleswig-Holstein

Politicsandsociety

arerelativelyMany

consumers

inSchleswig-Holsteinhavecentrist

political

views.68%

ofconsumers

inSchleswig-Holsteinareactive

onFacebook.havealow

household

income.prevalent

interests

of

consumers

inSchleswig-Holstein.Many

consumers

inSchleswig-Holsteinliveinsmall

towns

and

ruralcommunities.37%

ofconsumers

inSchleswig-Holstein

Consumers

inSchleswig-HolsteinConsumers

in

Schleswig-Holstein

aremore

likely

tohavepetsasahobbythan

theeconomic

situationof

Germany.theaverage

consumer

inGermany.areneither

positive

nornegative

aboutremember

gettingadsbymail

moreoften

than

theaverage

consumer

inGermany.Schleswig-Holstein

hasarather

smallmigrant

community.41%

ofconsumers

inSchleswig-Holsteinareneither

optimistic

norpessimisticabouttheirpersonal

future.Consumers

inSchleswig-Holstein

aremore

likely

tofollow

handball

than

theaverage

consumer

inGermany.46%

ofconsumers

inSchleswig-Holsteinremember

seeing

advertising

on

videoportals.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Consumers

in

Schleswig-Holstein

tend

to

be

older,

40%are

part

of

Generation

XGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle27%24%14%34%17%30%29%CoupleSingleparentNuclear

family8%7%40%27%23%25%34%Multi-generationalfamily1%2%7%9%Related

adultsOther19%15%3%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=1138

respondentsin

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:38%

of

consumers

in

Schleswig-Holstein

have

a

lowhousehold

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets28%73%30%32%30%33%33%33%83%86%70%38%17%14%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=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Schleswig-Holstein

live

in

small

towns

andruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership56%60%40%61%39%60%40%64%77%44%36%23%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1138

respondents

in

Schleswig-Holstein,

n=35938respondents

in

GermanySources:Consumer

Insights

Global

as

of

February2024Schleswig-Holstein

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community70%79%93%95%30%21%7%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=1138respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionBeing

successful

has

less

importance

to

consumers

in

Schleswig-Holstein

thanto

the

average

consumer

in

GermanyConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSchleswig-Holstein53%53%46%41%41%

42%40%36%37%

36%31%29%21%20%20%16%11%10%8%8%AhappyrelationshipAn

honest

Safety

andMakingmy

owndecisionsHavingagood

timeSocialjusticeLearningTobeAdvancing

Traditionsandrespectablelifesecuritynew

things

successful

my

careerRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1138

respondents

in

Schleswig-Holstein,

n=35938respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Politics

and

society

are

relativelyprevalent

interests

of

consumers

in

Schleswig-HolsteinConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinSchleswig-Holstein52%50%46%45%44%43%42%42%42%40%36%36%34%

34%34%33%32%31%31%29%Movies,TVshows&musicTravelFood

&diningPolitics&societyHealth

&fitnessHome

&gardenSportsHistoryScience

&

Finance&technology

economyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Schleswig-Holstein

are

more

likely

to

have

pets

as

a

hobby

thanthe

average

consumer

in

GermanyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinSchleswig-Holstein48%47%46%44%44%42%

41%41%40%38%

38%36%35%35%33%32%30%29%29%25%Socializing

Cooking/bakingReadingOutdooractivitiesPetsTravelingCountryDoingsportsandfitnessGardeningandplants

computers

arts&craftsTech

&DIYandRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Schleswig-Holstein

participate

in

similar

sports

and

activities

asthe

average

consumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinSchleswig-Holstein21%20%19%19%18%19%16%15%15%14%11%10%10%9%9%9%7%6%5%5%Fitness,aerobics&cardioHikingRunning&joggingSwimming&divingCyclingRegionYoga

&pilatesSoccerDancing

BadmintonTableTennisCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=594

respondents

in

Schleswig-Holstein,

n=18632

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Schleswig-Holstein

are

more

likely

to

follow

handball

than

theaverage

consumer

in

GermanyConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinSchleswig-Holstein26%25%14%9%9%8%8%8%8%8%7%7%6%7%7%6%6%6%6%5%SoccerHandball

AmericanfootballTennisAthletics(track&field)Basketball

IceHockeyCountryBoxing

Motorsports

CyclingRegion14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=388

respondents

in

Schleswig-Holstein,

n=12130

respondents

in

GermanyConsumer

Insights

Global

as

of

February202458%

of

consumers

in

Schleswig-Holstein

are

laggards

or

in

the

late

majority

ofinnovation

adoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSchleswig-Holstein41%37%36%32%18%16%10%9%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=1138

respondents

in

Schleswig-Holstein,

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

future16A

relatively

high

share

of

consumers

in

Schleswig-Holstein

think

that

housing

isan

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

consumersinSchleswig-Holstein60%55%49%43%42%41%40%41%39%40%38%37%37%36%36%36%35%35%34%33%Rising

prices

Housing

Immigration

HealthClimatechangePovertyCountryEducationEnviron-mentEconomicsituationCrime/inflation/andsocialsecuritycost

of

livingRegion17

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=1138

respondents

in

Schleswig-Holstein,n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Many

consumers

in

Schleswig-Holstein

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinSchleswig-HolsteinRegion24%46%16%15%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=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202437%

of

consumers

in

Schleswig-Holstein

are

neither

positive

nor

negative

aboutthe

economic

situation

of

GermanyPerspective

andoutlook:

view

on

economic

situation

ofGermanyPerceivedeconomic

situation

of

Germany

by

consumersinSchleswig-HolsteinRegion10%32%37%15%5%5%Country14%33%33%14%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Schleswig-Holstein

are

more

negative

about

their

personaleconomic

situation

than

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinSchleswig-HolsteinRegion8%31%37%18%6%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=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Schleswig-Holstein

are

moreaffected

by

rising

prices

andincreased

cost

of

living

than

the

average

consumer

in

GermanyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinSchleswig-Holstein65%60%58%54%26%26%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=1138

respondents

in

Schleswig-Holstein,

n=35938respondents

in

GermanyConsumer

Insights

Global

as

of

February202441%

of

consumers

in

Schleswig-Holstein

are

neither

optimistic

nor

pessimisticabout

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinSchleswig-HolsteinRegion8%28%41%18%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=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Schleswig-Holstein

tend

to

go

to

the

movies

less

often

than

theaverage

consumer

in

GermanyMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks80%78%71%70%66%67%48%

48%46%41%40%37%37%36%31%30%29%29%28%24%20%19%TVRadioDigitalvideo

Digitalmusic

Onlinenewscontent

content

websitesMagazinesDailynewspapersCountryPodcastsOnlinemagazinesMovies

/cinemaWeeklynewspapersRegion24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202446%

of

consumers

in

Schleswig-Holstein

remember

seeing

advertising

on

videoportalsMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks46%45%43%42%41%39%38%38%29%27%27%26%25%24%23%

23%19%19%17%17%VideoportalsSearchenginesOnlinestoresSocialmediaVideostreamingservicesNewsletters

WebsitesandappsVideogamesEditorialwebsitesandappsMusicportalsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202468%

of

consumers

in

Schleswig-Holstein

are

active

on

FacebookMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinSchleswig-Holstein69%68%67%65%61%60%38%36%26%25%20%20%19%18%16%13%13%10%9%7%YouTubeFacebook

InstagramTikTokPinterestRegionTwitterSnapchatLinkedInTwitchXingCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=956

respondents

in

Schleswig-Holstein,

n=30382

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Schleswig-Holstein

access

the

internet

via

a

smartwatch

lessoften

than

the

average

consumer

in

GermanyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSchleswig-Holstein

useregularly

toaccesstheinternet93%92%65%64%57%56%52%

51%44%43%34%31%28%27%26%25%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=1138

respondents

in

Schleswig-Holstein,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Schleswig-Holstein

remember

getting

ads

by

mail

more

oftenthan

the

average

consumer

in

GermanyMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks48%45%40%40%

40%39%38%37%34%