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CONSUMERS&BRANDSTarget

audience:

consumers

inSachsen-Anhalt

(Germany)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

thatliveinSachsen-Anhalt

and

compares

themto

theaverage

consumerinGermany.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inSachsen-Anhalt

(Germany):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inSachsen-Anhalt

(’’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

Sachsen-Anhalt

(Germany)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inSachsen-Anhalt

tendtobeolder,

40%

arepartof

Generation

X.Learning

new

thingshaslessimportance

Arelatively

highshare

ofconsumers

inConsumers

inSachsen-Anhalt

tendtogoto

themovies

lessoften

than

thetoconsumers

inSachsen-Anhaltthan

totheaverage

consumer

inGermany.Sachsen-Anhalt

think

thatunemployment

isanissuethatneeds

to

average

consumer

inGermany.beaddressed.Many

consumers

inSachsen-Anhalthavealow

household

income.Home

and

garden

are

relativelyprevalent

interests

of

consumers

inSachsen-Anhalt.Thesocial

network

Facebook

ismorepopularinSachsen-Anhaltthan

inotherregions

of

Germany.Many

consumers

inSachsen-Anhalthavecentrist

political

views.Many

consumers

inSachsen-Anhaltliveinsmall

towns

and

rural

communities.Consumers

in

Sachsen-Anhalt

are

morelikely

to

havepetsasahobbythan

theaverage

consumer

inGermany.Consumers

in

Sachsen-Anhalt

see

theeconomic

situationofGermany

morenegatively

thantheaverage

consumerinGermany.Consumers

inSachsen-Anhaltremember

seeing

adsout-of-home

lessoften

than

theaverage

consumer

inGermany.Sachsen-Anhalt

hasarathersmallmigrant

community.11%

ofconsumers

inSachsen-Anhaltfollow

handball.Consumers

inSachsen-Anhalt

are

morepessimistic

abouttheirpersonal

future39%

ofconsumers

inSachsen-Anhaltremember

seeing

advertising

on

socialthan

theaverage

consumer

inGermany.

media.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity4Consumers

in

Sachsen-Anhalt

tend

to

be

older,

40%

are

part

of

GenerationXGeneral

demographics:

age&household

compositionGenerations14%HouseholdtypeSingle28%24%14%34%31%29%CoupleSingleparentNuclear

family40%30%7%7%23%25%34%Multi-generationalfamily2%2%7%Related

adultsOther9%19%17%2%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=1023

respondentsin

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Sachsen-Anhalt

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets24%28%73%31%33%33%33%30%46%82%83%69%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=1023

respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Sachsen-Anhalt

live

in

small

towns

and

ruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership60%61%39%60%62%62%74%40%40%38%38%26%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1023

respondents

in

Sachsen-Anhalt,

n=35938respondents

in

GermanySources:Consumer

Insights

Global

as

of

February2024Sachsen-Anhalt

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community70%83%93%93%30%17%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=1023respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionLearning

new

things

has

less

importance

to

consumers

in

Sachsen-Anhalt

thanto

the

average

consumer

in

GermanyConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSachsen-Anhalt57%53%46%41%42%

42%38%36%36%33%32%29%20%21%17%16%12%

11%10%8%AhappyrelationshipAn

honest

Safety

andMakingmy

owndecisionsSocialjusticeHavingaTobeLearningTraditions

Advancingmy

careerandrespectablelifesecuritygood

time

successful

new

thingsRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1023

respondents

in

Sachsen-Anhalt,

n=35938respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Home

and

garden

are

relatively

prevalent

interests

of

consumers

in

Sachsen-AnhaltConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinSachsen-Anhalt51%50%44%43%42%42%41%40%38%36%36%35%34%32%32%31%30%28%27%25%Movies,TVshows&musicFood

&diningHome

&gardenTravelHealth

&fitnessPolitics&societyHistorySportsScience

&technology

parentingFamily

&RegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1023

respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen-Anhalt

are

more

likely

to

have

pets

as

a

hobby

than

theaverage

consumer

in

GermanyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinSachsen-Anhalt48%

47%44%42%42%41%41%40%38%38%38%36%33%33%30%29%29%29%28%28%SocializingPetsCooking/bakingOutdoor

Gardeningactivities

andplantsReadingCountryTravelingDoingsportsandfitnessVideogamingTech

&computersRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1023

respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202421%

of

consumers

in

Sachsen-Anhalt

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinSachsen-Anhalt21%21%19%18%16%15%15%15%14%13%10%

10%10%9%8%6%5%4%4%3%HikingRunning&joggingCyclingFitness,aerobics&cardioSwimming&divingSoccerDancingYoga

&pilatesHunting&fishingTableTennisRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=483

respondents

in

Sachsen-Anhalt,

n=18632

respondents

in

GermanyConsumer

Insights

Global

as

of

February202411%

of

consumers

in

Sachsen-Anhalt

follow

handballConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinSachsen-Anhalt25%25%11%9%8%8%

8%7%7%7%6%6%7%7%6%6%6%5%5%4%SoccerHandballAthletics(track&field)BoxingBasketball

IceHockey

Motorsports

CyclingAmericanfootballTennisRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=309

respondents

in

Sachsen-Anhalt,

n=12130

respondents

in

GermanyConsumer

Insights

Global

as

of

February202458%

of

consumers

in

Sachsen-Anhalt

are

laggards

or

in

the

late

majority

ofinnovation

adoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSachsen-Anhalt44%37%36%33%16%15%10%7%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=1023

respondents

in

Sachsen-Anhalt,

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-Anhalt

think

thatunemployment

is

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

consumersinSachsen-Anhalt59%55%47%44%43%41%40%39%40%39%39%36%35%35%34%34%33%33%30%26%Rising

pricesImmigration

HealthEducation

EconomicsituationCrimePovertyUnemploy-

HousingmentEnviron-ment/inflation/andsocialsecuritycost

of

livingRegionCountry17

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=1023

respondents

in

Sachsen-Anhalt,n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Many

consumers

in

Sachsen-Anhalt

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinSachsen-AnhaltRegion17%49%18%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=1023

respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen-Anhalt

see

the

economic

situation

of

Germany

morenegatively

than

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

economic

situation

ofGermanyPerceivedeconomic

situation

of

Germany

by

consumersinSachsen-AnhaltRegion8%27%42%17%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=1023

respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen-Anhalt

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinSachsen-AnhaltRegion7%30%39%17%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=1023

respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202430%

of

consumers

in

Sachsen-Anhalt

are

worried

about

not

being

able

to

paytheir

billsPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinSachsen-Anhalt62%58%58%54%30%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=1023

respondents

in

Sachsen-Anhalt,

n=35938respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen-Anhalt

are

more

pessimistic

about

their

personal

futurethan

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinSachsen-AnhaltRegion8%24%40%20%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=1023

respondents

in

Sachsen-Anhalt,

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-Anhalt

tend

to

go

to

the

movies

less

often

than

theaverage

consumer

in

GermanyMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks84%78%72%66%67%65%48%44%41%38%37%36%35%34%31%29%29%25%24%21%19%

19%TVRadioDigitalvideo

Digitalmusiccontent

contentDailynewspapersOnlinenewswebsitesMagazinesPodcastsOnlinemagazinesMovies

/cinemaWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1023

respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202439%

of

consumers

in

Sachsen-Anhalt

remember

seeing

advertising

on

socialmediaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks43%42%41%40%39%38%38%38%27%26%26%25%24%23%23%23%19%17%16%15%VideoportalsSearchenginesSocialmediaOnlinestoresVideostreamingservicesVideogamesNewsletters

WebsitesandappsMusicportalsEditorialwebsitesandappsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1023

respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024The

social

network

Facebook

is

more

popular

in

Sachsen-Anhalt

than

in

otherregions

of

GermanyMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinSachsen-Anhalt71%68%67%65%60%59%38%

38%25%22%20%20%18%18%16%13%

13%Twitch11%9%7%FacebookYouTube

InstagramTikTokPinterestRegionSnapchatCountryTwitterLinkedInReddit26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=843

respondents

in

Sachsen-Anhalt,

n=30382

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen-Anhalt

access

the

internet

via

a

tablet

less

often

than

theaverage

consumer

in

GermanyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSachsen-Anhalt

useregularlyto

accesstheinternet94%92%65%62%56%

56%51%47%44%41%34%

34%29%28%27%25%24%23%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleSmartwatchSmartspeakersStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1023

respondents

in

Sachsen-Anhalt,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Sachsen-Anhalt

remember

seeing

ads

out-of-home

less

oftenthan

the

average

consumer

in

GermanyMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks41%40%40%

40%38%37%34%

34%34%31%25%25%25%21%16%11%OnT

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