德国萨克森自由州（Freistaat Sachsen）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inSachsen

(Germany)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

thatliveinSachsenandcompares

themto

theaverage

consumer

inGermany.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inSachsen

(Germany):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereaderAmerican

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)tobenchmark

consumers

inSachsen

(’’region’’)

against

•

2,000+

forthebasicsurveytheaverage

German

consumer,

labelledas’’country’’

inthe

charts.Sample:

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

Sachsen

(Germany)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inSachsen

tend

to

beolder,

Being

successful

hasless

importance

toArelatively

highshare

ofconsumers

inSachsen

think

thatimmigration

isanissuethatneedstobeaddressed.Consumers

inSachsen

tend

to

goto

themovies

lessoften

thanthe

averageconsumer

inGermany.38%

arepartof

Generation

X.consumers

inSachsen

thantotheaverage

consumer

inGermany.Many

consumers

inSachsen

havealowhousehold

income.Home

and

garden

are

relativelyprevalent

interests

of

consumers

inSachsen.Consumers

inSachsen

reflect

thegeneral

political

landscapeinGermany.27%

ofconsumers

inSachsen

are

activeon

Pinterest.42%

ofconsumers

inSachsen

live

incitiesandurbanareas.Consumers

inSachsen

see

theConsumers

inSachsen

rememberseeing

adsatthe

movies/cinema

lessoften

than

theaverage

consumer

inGermany.Consumers

in

Sachsen

are

more

likely

to

economic

situationofGermany

morehavegardening

and

plantsasahobby

negatively

thantheaverage

consumerthan

theaverage

consumer

inGermany.

inGermany.Sachsen

hasarathersmall

migrantcommunity.9%

of

consumers

inSachsenfollowathletics(track&

field).Consumers

inSachsen

are

morepessimistic

abouttheirpersonal

future46%

ofconsumers

inSachsenremember

seeing

advertising

on

searchthan

theaverage

consumer

inGermany.

engines.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4A

relatively

high

share

of

consumers

in

Sachsen

live

in

a

single

householdGeneral

demographics:

age&household

compositionGenerations15%HouseholdtypeSingle30%14%34%24%30%29%CoupleSingleparentNuclear

family38%30%8%7%22%25%34%Multi-generationalfamily1%2%7%9%Related

adultsOther19%16%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=1998

respondentsin

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Sachsen

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets24%28%28%73%33%33%33%80%83%33%42%72%20%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=1998

respondents

in

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:A

relatively

large

share

of

consumers

in

Sachsen

live

in

a

rented

accommodationGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership59%60%60%61%39%70%71%42%40%40%29%30%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1998

respondents

in

Sachsen,

n=35938respondents

in

GermanySources:Consumer

Insights

Global

as

of

February2024Sachsen

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community70%85%94%93%30%15%6%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=1998respondents

in

Sachsen,

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

Sachsen

than

to

theaverage

consumer

in

GermanyConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSachsen55%53%44%43%42%41%38%36%36%35%29%

29%21%20%18%16%14%11%10%7%Ahappyrelationship

securitySafety

and

An

honestandMakingmy

ownHavingagood

timeSocialjusticeLearningnew

things

successfulTobeTraditions

Advancingmy

careerrespectable

decisionslifeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1998

respondents

in

Sachsen,

n=35938

respondents

inGermanyConsumer

Insights

Global

as

of

February2024Home

and

garden

are

relatively

prevalent

interests

of

consumers

in

SachsenConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinSachsen50%

50%44%

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

36%36%34%33%32%32%31%31%29%27%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessHome

&gardenPolitics&societyHistorySportsScience

&

Finance&technology

economyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1998

respondents

in

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen

are

more

likely

to

have

gardening

and

plants

as

a

hobbythan

the

average

consumer

in

GermanyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinSachsen47%47%46%44%43%41%41%

41%40%38%36%36%34%33%32%30%30%

29%29%25%Cooking/bakingSocializing

OutdooractivitiesReading

Gardening

TravelingandplantsPetsDoingsportsTech

&computers

arts&craftsDIYandandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1998

respondents

in

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024A

relatively

large

share

of

consumers

in

Sachsen

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinSachsen26%21%19%18%17%17%16%16%15%15%10%10%9%9%9%7%7%6%6%5%HikingCyclingSwimming&divingRunning&joggingFitness,aerobics&cardioDancingCountryYoga

&pilatesSoccerBadmintonTableTennisRegion13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1014

respondents

in

Sachsen,

n=18632

respondents

in

GermanyConsumer

Insights

Global

as

of

February20249%

of

consumers

in

Sachsen

follow

athletics

(track

&

field)Consumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinSachsen25%23%9%9%8%8%8%8%7%7%7%7%6%6%6%6%5%5%5%4%SoccerAthletics(track&field)Handball

Motorsports

CyclingRegionBasketball

IceHockeyCountryBoxingTennisAmericanfootball14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=643

respondents

in

Sachsen,

n=12130

respondents

in

GermanyConsumer

Insights

Global

as

of

February202460%

of

consumers

in

Sachsen

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSachsen44%37%36%31%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=1998

respondents

in

Sachsen,

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

Sachsen

think

that

immigration

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

consumersinSachsen63%55%54%43%41%41%40%39%39%39%38%36%37%36%35%35%34%29%28%26%Rising

pricesImmigration

HealthEconomicsituationCrimeEducationCountryPovertyHousingClimatechangeUnemploy-ment/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=1998

respondents

in

Sachsen,

n=35938respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen

reflect

the

general

political

landscape

in

GermanyPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinSachsenRegion18%46%20%16%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=1998

respondents

in

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen

see

the

economic

situation

of

Germany

more

negativelythan

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

economic

situation

ofGermanyPerceivedeconomic

situation

of

Germany

by

consumersinSachsenRegion9%29%37%18%7%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=1998

respondents

in

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinSachsenRegion7%30%38%18%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=1998

respondents

in

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen

are

more

affected

by

rising

prices

and

increased

cost

ofliving

than

the

average

consumer

in

GermanyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinSachsen65%58%57%54%29%28%25%24%6%6%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=1998

respondents

in

Sachsen,

n=35938

respondents

inGermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen

are

more

pessimistic

about

their

personal

futurethanthe

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinSachsenRegion8%27%36%21%8%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=1998

respondents

in

Sachsen,

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

Sachsen

tend

to

go

to

the

movies

less

often

than

the

averageconsumer

in

GermanyMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks79%78%72%66%67%65%48%44%41%40%37%

37%37%36%31%29%29%27%25%23%19%

19%TVRadioDigitalvideo

Digitalmusic

Onlinenewscontent

content

websitesMagazinesDailynewspapersCountryOnlinemagazinesPodcastsMovies

/cinemaWeeklynewspapersRegion24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1998

respondents

in

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202446%

of

consumers

in

Sachsen

remember

seeing

advertising

on

search

enginesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks46%43%43%42%39%38%38%35%27%26%25%24%23%22%23%22%19%17%17%16%SearchenginesVideoportalsOnlinestoresSocialmediaVideostreamingservicesNewsletters

WebsitesandappsVideogamesEditorialwebsitesandappsMusicportalsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1998

respondents

in

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202427%

of

consumers

in

Sachsen

are

active

on

PinterestMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinSachsen69%67%66%

65%60%53%38%35%27%25%20%20%18%15%16%12%13%11%9%7%YouTubeFacebook

InstagramTikTokPinterestRegionTwitterSnapchatLinkedInTwitchRedditCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1616

respondents

in

Sachsen,

n=30382

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen

access

the

internet

via

a

streaming

device

less

oftenthan

the

average

consumer

in

GermanyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSachsen

use

regularly

toaccesstheinternet93%92%65%64%56%53%51%46%44%41%34%29%28%27%27%25%21%19%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleSmartwatchSmartspeakersStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1998

respondents

in

Sachsen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen

remember

seeing

ads

at

the

movies/cinema

less

oftenthan

the

average

consumer

in

GermanyMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks42%40%40%40%38%38%37%36%34%35%25%

25%25%24%16%11%By

mailshot

/

OnadvertisingOn