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CONSUMERS&BRANDSTarget

audience:

consumers

inAbruzzo

(Italy)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinAbruzzoandcompares

themto

theaverage

consumer

inItaly.Duration:

approx.

15

minutesThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inAbruzzo(Italy):who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inAbruzzo(’’region’’)

againsttheaverage

Italianconsumer,

labelled

as

’’country’’

inthe

charts.Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:?

12,000+

forcountries

with

theextended

survey(including

Italy)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedregularly

andisbased

ondatafrom

theConsumer

InsightsGlobal

survey.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

March2024Sources:Consumers

in

Abruzzo

(Italy)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inAbruzzo

tendto

beolder,

Safety

and

security

haslessimportanceArelatively

low

shareof

consumers

inConsumers

inAbruzzo

tendto

listen

to43%

arepartof

Generation

X.toconsumers

inAbruzzothanto

theaverage

consumer

inItaly.Abruzzothinkthatcrime

isanissue

that

digitalmusiccontent

lessoften

than

theneeds

to

beaddressed.average

consumer

inItaly.38%

ofconsumers

inAbruzzo

haveahighhousehold

income.Arelatively

highshare

ofconsumers

inAbruzzoare

interested

infashionandbeauty.26%

ofconsumers

inAbruzzo

havemore

leftleaning

political

views.Thesocial

network

Facebook

ismorepopularinAbruzzothan

inotherregions

of

Italy.Many

consumers

inAbruzzoliveinsmall

towns

and

rural

communities.40%

ofconsumers

inAbruzzo

areneither

positive

nornegativeabouttheeconomic

situationofItaly.Consumers

in

Abruzzo

areless

likely

tohavetraveling

asahobby

than

theaverage

consumer

inItaly.63%

ofconsumers

inAbruzzoremember

seeing

adsonTV.26%

ofconsumers

in

Abruzzo

haveamigrant

background.42%

ofconsumers

inAbruzzo

areConsumers

inAbruzzo

rememberseeing

adson

websites

andappsofbrandsandproductsless

often

than

theaverage

consumer

inItaly.Consumers

inAbruzzo

aremore

likely

to

neither

optimisticnorpessimistic

aboutfollow

cyclingthantheaverageconsumer

inItaly.theirpersonal

future.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity4Consumers

in

Abruzzo

tend

to

be

older,

43%

are

part

of

Generation

XGeneral

demographics:

age&household

compositionGenerations11%HouseholdtypeSingle14%12%12%39%20%21%CoupleSingleparentNuclear

family43%27%4%6%36%33%31%Multi-generationalfamily1%2%23%23%Related

adultsOther19%19%2%3%RegionCountryGen

ZMillennialsGen

XBoomersRegionCountry5Notes:’’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=248

respondentsin

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Abruzzo

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets32%68%33%36%38%76%83%33%33%29%34%64%24%17%RegionCountryRegionCountryRegionHighCountryMiddle

LowWorkingNot-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=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Abruzzo

live

in

smalltowns

and

ruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership23%25%75%57%64%67%84%78%43%36%33%16%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=248

respondents

in

Abruzzo,

n=12209

respondentsin

ItalySources:Consumer

Insights

Global

as

of

March202426%

of

consumers

in

Abruzzo

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%78%94%95%26%22%6%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=248respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionSafety

andsecurity

has

less

importance

to

consumers

in

Abruzzo

than

to

theaverage

consumer

in

ItalyConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAbruzzo60%59%54%53%35%32%

32%31%31%29%29%27%22%21%19%17%17%14%11%9%An

honestandrespectablelifeAhappyrelationship

new

thingsLearning

Safety

and

HavingaMakingmy

owndecisionsSocialjusticeTobesuccessfulTraditions

Advancingmy

careersecuritygood

timeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=248

respondents

in

Abruzzo,

n=12209

respondents

inItalyConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Abruzzo

are

interested

in

fashion

andbeautyConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinAbruzzo57%56%54%50%49%44%44%43%42%

42%41%41%35%33%33%

33%32%31%30%29%Food

&diningTravelHealth

&fitnessMovies,TVshows&musicSportsRegionScience

&technology

&beautyFashionArts&literaturePolitics&societyHome

&gardenCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Abruzzo

are

less

likely

to

have

travelingas

a

hobby

than

theaverage

consumer

in

ItalyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinAbruzzo46%46%44%43%38%38%37%36%

37%35%33%32%32%29%29%29%29%28%25%23%ReadingOutdooractivitiesDoingsportsTravelingCooking/bakingPetsSocializingTech

&computersVideogamingGardeningandplantsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024A

relatively

large

share

of

consumers

in

Abruzzo

go

cyclingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinAbruzzo21%18%16%16%15%13%13%11%10%10%8%8%7%5%

5%5%4%4%4%3%Running&joggingCyclingFitness,aerobics&cardioSoccerHikingSwimming

Volleyball

&

Yoga

&Hunting&fishingDancing&divingbeachpilatesvolleyballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=138

respondents

in

Abruzzo,

n=6081

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Abruzzo

are

more

likely

to

follow

cycling

than

the

averageconsumer

in

ItalyConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinAbruzzo35%34%21%17%16%14%12%12%12%12%11%11%11%10%9%8%6%6%5%4%SoccerTennisCyclingVolleyballAthletics(track&field)Basketball

Motorsports

Swimming

Gymnastics&divingBoxingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=104

respondents

in

Abruzzo,

n=5160

respondents

in

ItalyConsumer

Insights

Global

as

of

March202456%

of

consumers

in

Abruzzo

are

in

the

early

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAbruzzo56%51%18%17%17%15%12%10%2%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=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024CHAPTER

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

Abruzzo

think

that

crime

is

an

issue

thatneeds

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Italy

accordingtoconsumersinAbruzzo59%56%56%54%52%

52%49%46%

46%46%43%42%41%41%40%39%37%37%36%36%Unemploy-

Economic

Rising

prices

PovertyHealthandsocialsecurityEducationCountryEnviron-mentClimate

ImmigrationchangeCrimementsituation

/inflation/cost

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=248

respondents

in

Abruzzo,

n=12209respondents

in

ItalyConsumer

Insights

Global

as

of

March202426%

of

consumers

in

Abruzzo

have

more

left

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinAbruzzoRegion26%26%23%28%23%Country25%30%20%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=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202440%

of

consumers

in

Abruzzo

are

neither

positive

nor

negative

about

theeconomic

situation

of

ItalyPerspective

andoutlook:

view

on

economic

situation

ofItalyPerceivedeconomic

situation

of

ItalybyconsumersinAbruzzoRegion

3%16%40%30%11%10%Country

4%17%39%29%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202429%

of

consumers

in

Abruzzo

are

positive

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinAbruzzoRegion

2%29%49%14%5%Country

4%27%48%16%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202454%

of

consumers

in

Abruzzo

are

notably

affected

by

rising

prices

andincreased

cost

of

livingPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinAbruzzo60%58%54%51%16%15%14%11%6%5%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

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=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202442%

of

consumers

in

Abruzzo

are

neither

optimistic

nor

pessimistic

about

theirpersonal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinAbruzzoRegion7%29%42%17%6%Country7%30%40%19%5%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints?

Media

usage?

Digitaladvertising

touchpoints?

Social

networks?

Internet

usagebydevice?

Non-digital

advertising

touchpointsConsumers

in

Abruzzo

tend

to

listen

to

digital

music

content

less

often

than

theaverage

consumer

in

ItalyMarketing

touchpoints:media

usageType

of

mediaconsumersinItaly

havebeen

using

inthepast4weeks87%86%66%

66%64%63%49%

49%41%36%34%34%33%32%30%28%23%

24%Podcasts21%18%15%13%TVDigitalvideocontentRadioOnlinenewswebsitesDailynewspapersDigitalmusiccontentMovies

/cinemaMagazinesOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Abruzzo

remember

seeing

ads

on

websites

and

apps

of

brandsand

products

less

often

than

the

average

consumer

in

ItalyMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks43%42%40%39%34%34%31%30%27%24%23%20%

20%19%17%17%16%15%14%10%VideoportalsSearchenginesSocialmediaVideostreamingservicesOnlinestoresVideogamesWebsitesandappsof

brands

andappsEditorialwebsitesBlogs/forumsMusicportalsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024The

social

network

Facebook

is

more

popular

in

Abruzzo

than

in

other

regionsof

ItalyMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinAbruzzo81%76%75%72%67%

67%38%33%24%24%23%22%19%19%10%9%5%

5%BeReal.5%

6%RedditFacebook

Instagram

YouTubeTikTokPinterestRegionLinkedInCountryTwitterTwitch26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=219

respondents

in

Abruzzo,

n=10814

respondents

in

ItalyConsumer

Insights

Global

as

of

March2024Consumers

in

Abruzzo

access

the

internet

via

a

smart

speaker

less

often

thanthe

average

consumer

in

ItalyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinAbruzzouse

regularly

toaccesstheinternet95%

95%68%67%65%65%54%54%46%

47%34%32%26%

26%25%25%21%20%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=248

respondents

in

Abruzzo,

n=12209

respondents

in

ItalyConsumer

Insights

Global

as

of

March202463%

of

consumers

in

Abruzzo

remember

seeing

ads

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks65%63%36%34%30%31%29%28%27%24%19%

20%20%20%18%17%OnTVOnadvertisingspacesOnther