德国汉堡hamburg目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inHamburg

(Germany)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

thatliveinHamburgandcompares

themto

theaverage

consumer

inGermany.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inHamburg

(Germany):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inHamburg

(’’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

Hamburg

(Germany)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inHamburg

tendtobeyounger,

40%

areMillennials.Ahappy

relationship

haslessimportance

toconsumers

inHamburgthan

totheaverage

consumer

inGermany.Arelatively

low

shareof

consumers

inHamburg

think

thatrising

prices,inflation&cost

of

livingare

issuesthatneed

tobeaddressed.Consumers

inHamburg

tendtolisten

topodcastsmore

often

than

the

averageconsumer

inGermany.Many

consumers

inHamburghaveahighhousehold

income.Thesocial

network

BeReal.

ismorepopularinHamburgthanin

otherregions

of

Germany.Arelatively

highshare

ofconsumers

inHamburg

areinterested

inhistory.Consumers

inHamburg

tendtohaveleft

or

rightleaning

ratherthancentristpolitical

views.Many

consumers

inHamburglive

inthecityandinurbanareas.Many

consumers

inHamburgconsidertraveling

ahobby.Consumers

inHamburg

remembergettingadsbymail

less

often

than

theaverage

consumer

inGermany.Hamburg

hasaratherlarge

migrantcommunity.Consumers

inHamburg

see

theeconomic

situationofGermany

morepositively

thantheaverage

consumer

inGermany.10%

ofconsumers

inHamburg

followbasketball.Consumers

inHamburg

rememberseeing

adson

search

engines

less

oftenthan

theaverage

consumer

inGermany.Consumers

inHamburg

are

moreoptimisticabouttheirpersonal

futurethan

theaverage

consumer

inGermany.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Consumers

in

Hamburg

tend

to

be

younger,

40%are

MillennialsGeneral

demographics:

age&household

compositionGenerations9%HouseholdtypeSingle25%24%14%34%23%29%CoupleSingleparentNuclear

family29%8%7%28%25%40%34%Multi-generationalfamily2%2%10%9%Related

adultsOther22%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=1213

respondentsin

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Hamburg

have

a

high

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets25%28%73%33%44%83%88%33%29%75%33%26%17%12%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=1213

respondents

in

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Hamburg

live

in

the

city

and

in

urban

areasGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership16%60%61%39%60%40%65%67%84%40%35%33%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1213

respondents

in

Hamburg,

n=35938respondents

in

GermanySources:Consumer

Insights

Global

as

of

February2024Hamburg

has

a

rather

large

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community65%70%90%93%35%30%10%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=1213respondents

in

Hamburg,

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

has

less

importance

to

consumers

in

Hamburg

than

to

theaverage

consumer

in

GermanyConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinHamburg53%46%41%42%39%39%36%36%36%

36%30%29%25%24%21%20%13%13%11%10%AhappyrelationshipAn

honestandrespectablelifeHavinga

Safety

andgood

time

securityMakingmy

owndecisionsSocialjusticeLearningnew

things

successfulTobeTraditions

Advancingmy

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=1213

respondents

in

Hamburg,

n=35938

respondents

inGermanyConsumer

Insights

Global

as

of

February2024A

relatively

high

share

of

consumers

in

Hamburg

are

interested

in

historyConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinHamburg50%47%44%43%43%42%41%40%37%

36%34%33%32%31%

31%31%29%28%28%27%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessPolitics&societySportsHistoryScience

&

Finance&technology

economy

educationCareer

&RegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1213

respondents

in

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Many

consumers

in

Hamburg

consider

traveling

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinHamburg47%44%44%42%41%41%39%38%38%35%36%35%33%30%29%28%26%26%26%22%Socializing

Cooking/bakingTravelingReadingOutdooractivitiesDoingsportsTech

&computersPetsVideogamingGardeningandplantsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1213

respondents

in

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024A

relatively

small

share

of

consumers

in

Hamburg

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinHamburg21%19%

18%19%17%15%15%13%13%12%10%10%10%9%8%9%8%8%7%6%Fitness,aerobics&cardioRunning&joggingSwimming&divingHikingCyclingRegionSoccerDancingBasketballYoga

&pilatesBadmintonCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=586

respondents

in

Hamburg,

n=18632

respondents

in

GermanyConsumer

Insights

Global

as

of

February202410%

of

consumers

in

Hamburgfollow

basketballConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinHamburg25%22%10%9%8%8%7%7%7%7%7%7%7%6%6%6%6%6%5%4%SoccerBasketballTennisAmericanfootballHandballRegionBoxingCyclingAthletics

Motorsports

IceHockey(track&field)Country14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=396

respondents

in

Hamburg,

n=12130

respondents

in

GermanyConsumer

Insights

Global

as

of

February202440%

of

consumers

in

Hamburg

are

in

the

early

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinHamburg40%37%36%30%18%16%12%10%1%1%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1213

respondents

in

Hamburg,

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

low

share

of

consumers

in

Hamburg

think

that

rising

prices,

inflation&

cost

of

living

are

issues

that

need

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

consumersinHamburg55%47%41%41%40%39%37%36%36%35%35%35%34%34%33%33%32%30%29%28%Rising

prices

Housing/inflation/cost

of

livingClimatechangeEnviron-

Immigration

HealthPovertyCrimeEducation

EconomicsituationmentandsocialsecurityRegionCountry17

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=1213

respondents

in

Hamburg,

n=35938respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Hamburg

tend

to

haveleft

orright

leaning

ratherthan

centristpolitical

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinHamburgRegion23%38%25%14%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=1213

respondents

in

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Hamburg

see

the

economic

situation

of

Germany

more

positivelythan

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

economic

situation

ofGermanyPerceivedeconomic

situation

of

Germany

by

consumersinHamburgRegion20%39%29%10%3%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=1213

respondents

in

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Hamburg

are

more

positive

about

their

personal

economicsituation

than

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinHamburgRegion15%37%33%11%4%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=1213

respondents

in

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February20247%

of

consumers

in

Hamburg

lost

their

jobs

in

the

past

yearPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinHamburg58%54%50%46%25%24%21%20%7%6%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=1213

respondents

in

Hamburg,

n=35938

respondents

inGermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Hamburg

are

more

optimistic

about

their

personal

futurethanthe

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinHamburgRegion15%37%32%12%4%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=1213

respondents

in

Hamburg,

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

Hamburg

tend

to

listen

to

podcasts

more

often

than

the

averageconsumer

in

GermanyMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks78%72%67%66%66%60%50%48%41%40%39%37%36%35%35%33%33%31%29%29%18%

19%WeeklyTVDigitalvideocontentRadioDigitalmusic

Onlinenewscontent

websitesPodcastsMagazinesMovies

/cinemaOnlinemagazinesDailynewspapers

newspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1213

respondents

in

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Hamburg

remember

seeing

ads

on

search

engines

less

oftenthan

the

average

consumer

in

GermanyMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks43%42%41%38%38%37%36%33%27%26%25%25%

25%24%23%20%19%19%18%17%VideoportalsSearchenginesOnlinestoresSocialmediaVideostreaming

andappsservicesRegionWebsites

NewslettersVideogamesEditorialwebsitesandappsMusicportalsof

brandsCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1213

respondents

in

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024The

social

network

BeReal.

is

more

popular

in

Hamburg

than

in

other

regionsofGermanyMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinHamburg67%65%64%61%60%55%41%38%25%24%21%20%20%19%17%16%13%13%11%7%YouTubeFacebook

InstagramTikTokTwitterRegionPinterestCountrySnapchatLinkedInTwitchBeReal.26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1052

respondents

in

Hamburg,

n=30382

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Hamburg

access

the

internet

via

a

smartphone

less

often

thanthe

average

consumer

in

GermanyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinHamburguse

regularly

toaccesstheinternet92%88%64%

65%56%55%51%

51%44%

44%35%34%29%

28%29%27%

27%25%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleSmartwatch

StreamingdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1213

respondents

in

Hamburg,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Hamburg

remember

getting

ads

by

mail

less

often

than

theaverage

consumer

in

GermanyMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks40%40%39%38%37%37%35%34%34%30%25%25%23%22%20%16%OnTVOnadvertising

By

mailshot

/Direc