德国萨尔州（Saarland）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inSaarland

(Germany)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

thatliveinSaarlandandcompares

themto

theaverage

consumer

inGermany.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inSaarland(Germany):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inSaarland(’’region’’)againstthe

average

German

consumer,

labelledas’’country’’

inthe

charts.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

Saarland

(Germany)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inSaarlandtend

to

beolder,

Anhonest

and

respectable

lifehasmore

Arelatively

highshare

ofconsumers

inConsumers

inSaarlandtend

to

gotothe

movies

less

often

than

theaverageconsumer

inGermany.18%

areBaby

Boomers.importance

toconsumers

inSaarlandthan

totheaverage

consumer

inGermany.Saarlandthink

thatrisingprices,inflation&cost

of

livingare

issuesthatneed

tobeaddressed.38%

ofconsumers

inSaarlandhaveamedium

household

income.Thesocial

network

Pinterest

ismorepopularinSaarlandthan

inotherregions

of

Germany.Home

and

garden

are

relativelyprevalent

interests

of

consumers

inSaarland.Consumers

inSaarlandreflect

thegeneral

political

landscapeinGermany.Many

consumers

inSaarlandliveinsmall

towns

and

rural

communities.Consumers

in

Saarlandsee

theeconomic

situationofGermany

morenegatively

thantheaverage

consumerConsumers

inSaarlandrememberseeing

adsatthe

movies/cinema

lessoften

than

theaverage

consumer

inGermany.Saarlandhasarathersmall

migrantcommunity.Consumers

inSaarlandare

more

likelytohaveDIY

and

arts&craftsasahobbythan

theaverage

consumer

inGermany.

inGermany.25%

ofconsumers

inSaarlandfollowsoccer.Consumers

inSaarlandare

morepessimistic

abouttheirpersonal

future46%

ofconsumers

inSaarlandremember

seeing

advertising

on

videothan

theaverage

consumer

inGermany.

portals.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Consumers

in

Saarland

tend

to

be

older,

18%are

Baby

BoomersGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle20%24%14%34%18%31%29%CoupleSingleparentNuclear

family7%7%37%29%27%25%34%Multi-generationalfamily2%2%9%9%Related

adultsOther19%16%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=438

respondentsin

Saarland,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:38%

of

consumers

in

Saarland

have

a

medium

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets25%28%73%34%33%33%33%83%85%38%37%66%17%15%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=438

respondents

in

Saarland,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Saarland

live

in

small

towns

and

rural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership50%51%60%61%39%60%40%78%50%49%40%22%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=438

respondents

in

Saarland,n=35938

respondentsin

GermanySources:Consumer

Insights

Global

as

of

February2024Saarland

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community70%75%92%93%30%25%8%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=438respondents

in

Saarland,n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionAn

honest

and

respectable

life

has

more

importance

to

consumers

in

Saarlandthan

to

the

average

consumer

in

GermanyConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSaarland57%53%46%41%41%

42%38%36%36%33%32%29%21%20%19%17%11%10%9%7%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=438

respondents

in

Saarland,

n=35938

respondents

inGermanyConsumer

Insights

Global

as

of

February2024Home

and

garden

are

relatively

prevalent

interests

of

consumers

in

SaarlandConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinSaarland54%50%44%44%43%43%42%42%

42%40%36%36%34%

34%32%31%31%30%29%28%Movies,TVshows&musicFood

&diningTravelHome

&gardenHealth

&fitnessPolitics&societySportsScience

&technologyHistoryCareer

&educationRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=438

respondents

in

Saarland,n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Saarland

are

more

likely

to

have

DIY

and

arts

&

crafts

as

a

hobbythan

the

average

consumer

in

GermanyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinSaarland49%49%47%44%43%42%41%41%38%37%35%36%35%35%33%33%32%30%29%25%Socializing

Cooking/bakingReadingOutdooractivitiesTraveling

GardeningandplantsDoingsportsPetsDIYandarts&crafts

computersTech

&andfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=438

respondents

in

Saarland,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202423%

of

consumers

in

Saarland

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinSaarland23%21%20%20%19%18%17%15%15%12%10%10%9%9%9%8%7%6%5%5%HikingRunning&joggingFitness,aerobics&cardioSwimming&divingCyclingRegionSoccerDancingYoga

&pilatesBadminton

BasketballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=223

respondents

in

Saarland,

n=18632

respondents

in

GermanyConsumer

Insights

Global

as

of

February202425%

of

consumers

in

Saarland

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinSaarland25%

25%9%8%

8%8%7%7%6%

7%7%7%6%6%6%6%6%5%6%4%SoccerAthletics(track&field)Handball

AmericanfootballBoxing

Motorsports

TennisBasketball

IceHockeyCyclingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=148

respondents

in

Saarland,

n=12130

respondents

in

GermanyConsumer

Insights

Global

as

of

February202456%

of

consumers

in

Saarland

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSaarland40%37%36%34%16%15%10%10%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=438

respondents

in

Saarland,

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

Saarland

think

that

rising

prices,

inflation&

cost

of

living

are

issues

that

need

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

consumersinSaarland60%55%44%41%41%40%40%39%39%36%36%36%35%35%34%34%

34%33%33%28%Rising

pricesImmigration

HealthPovertyEconomicsituationHousingCountryClimatechangeCrimeEducationEnviron-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=438

respondents

in

Saarland,n=35938respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Saarlandreflect

the

general

political

landscape

in

GermanyPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinSaarlandRegion22%46%16%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=438

respondents

in

Saarland,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Saarland

see

the

economic

situation

of

Germany

more

negativelythan

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

economic

situation

ofGermanyPerceivedeconomic

situation

of

Germany

by

consumersinSaarlandRegion10%29%37%18%6%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=438

respondents

in

Saarland,n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202442%

of

consumers

in

Saarland

are

neither

positive

nor

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinSaarlandRegion8%29%42%16%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=438

respondents

in

Saarland,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Saarland

are

more

prudent

about

spending

money

than

theaverage

consumer

in

GermanyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinSaarland64%63%58%54%30%27%25%24%6%4%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

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=438

respondents

in

Saarland,

n=35938

respondents

inGermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Saarland

are

more

pessimistic

about

their

personal

future

thanthe

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinSaarlandRegion8%29%36%19%7%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=438

respondents

in

Saarland,

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

Saarland

tend

to

go

to

the

movies

less

often

than

the

averageconsumer

in

GermanyMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks80%78%71%66%66%

67%48%

48%43%41%41%37%36%35%31%30%29%29%26%23%19%15%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=438

respondents

in

Saarland,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202446%

of

consumers

in

Saarland

remember

seeing

advertising

on

video

portalsMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks46%43%42%41%40%38%38%37%29%27%27%27%26%25%24%23%20%19%17%16%VideoportalsSearchenginesSocialmediaOnlinestoresVideostreaming

andappsWebsitesVideogamesNewsletters

EditorialwebsitesMusicportalsservicesRegionof

brandsCountryandapps25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=438

respondents

in

Saarland,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024The

social

network

Pinterest

ismore

popular

in

Saarland

than

in

other

regionsof

GermanyMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinSaarland68%68%67%65%60%57%38%31%29%25%20%20%18%15%16%13%13%9%9%8%YouTubeFacebook

InstagramTikTokPinterestRegionTwitterSnapchatLinkedInTwitchRedditCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=372

respondents

in

Saarland,n=30382

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Saarland

access

the

internet

via

a

smartwatch

less

often

than

theaverage

consumer

in

GermanyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSaarland

useregularly

toaccesstheinternet92%90%66%65%56%52%51%

51%44%

44%34%31%28%28%27%25%23%22%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleSmartspeakersStreaming

SmartwatchdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=438

respondents

in

Saarland,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Saarland

remember

seeing

ads

at

the

movies/cinema

less

oftenthan

the

average

consumer

in

GermanyMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks43%42%40%40%38%38%38%37%35%

34%29%25%25%22%16%11%By

mailshot

/

Onadvertisi