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CONSUMERS&BRANDSTarget

audience:

consumers

inNorth

Dakota

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

livein

NorthDakota

and

compares

themtotheaverage

consumerintheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inNorth

Dakota

(UnitedStates):

whotheyare;

what

theylike;what

theythink;andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inNorth

Dakota(’’region’’)againstthe

average

U.S.consumer,

labelledas’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:?

12,000+

forcountries

with

theextended

survey(including

United

States)?

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

North

Dakota

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints14%

ofconsumers

inNorth

Dakota

areBaby

Boomers.Making

theirown

decisions

hasmoreimportance

toconsumers

inNorthDakota

than

totheaverage

consumer

in

inflation&cost

of

livingare

issuesthatArelatively

highshare

ofconsumers

inNorth

Dakota

think

thatrising

prices,Consumers

inNorth

Dakotatend

tolisten

to

theradiomore

often

than

theaverage

consumer

intheUnitedStates.39%

ofconsumers

inNorth

Dakota

haveamedium

household

income.theUnited

States.need

tobeaddressed.Thesocial

network

Snapchatis

morepopularinNorth

Dakotathanin

otherregions

of

the

United

States.Religion

and

spiritualityare

relativelyprevalent

interests

of

consumers

inNorth

Dakota.Many

consumers

inNorth

Dakotahavecentrist

political

views.Many

consumers

inNorth

Dakotaliveinsmall

towns

and

rural

communities.Consumers

in

North

Dakota

see

theeconomic

situationoftheUnitedStatesConsumers

inNorth

Dakotarememberseeing

adsout-of-home

more

oftenthan

theaverage

consumer

intheUnitedStates.North

Dakota

hasarathersmallmigrant

community.Consumers

inNorth

Dakota

are

morelikely

to

haveboard

and

card

gamesas

a

more

negatively

than

theaveragehobbythan

theaverage

consumer

inthe

consumer

intheUnited

States.United

States.42%

ofconsumers

inNorth

Dakota

areoptimisticabouttheirpersonal

future.Consumers

inNorth

Dakotarememberseeing

adson

search

engines

moreoften

than

theaverage

consumer

intheUnitedStates.Consumers

inNorth

Dakota

are

lesslikely

to

follow

baseball

thanthe

averageconsumer

intheUnited

States.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity4A

relatively

high

share

of

consumers

in

North

Dakota

live

in

a

single

householdGeneral

demographics:

age&household

compositionGenerations14%HouseholdtypeSingle26%12%28%20%19%23%CoupleSingleparentNuclear

family29%38%10%10%18%24%37%Multi-generationalfamily4%4%10%10%Related

adultsOther15%23%19%7%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=124

respondentsin

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:39%

of

consumers

in

North

Dakota

have

a

medium

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets28%33%33%33%35%65%39%77%81%39%61%33%23%19%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=124

respondents

in

North

Dakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

North

Dakota

live

in

small

towns

andrural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership32%68%45%55%46%57%57%82%55%43%43%19%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=124

respondents

in

NorthDakota,n=60267respondents

in

the

United

StatesSources:Consumer

Insights

Global

as

of

February2024North

Dakota

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%84%89%11%97%26%16%3%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=124respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionMakingtheir

own

decisions

has

more

importance

to

consumers

in

North

Dakotathan

to

the

average

consumer

in

the

United

StatesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinNorth

Dakota57%54%50%48%42%40%40%37%36%30%28%25%25%

25%Learning14%12%11%10%8%7%AhappyrelationshipAn

honestandMakingmy

ownSafety

andsecurityTobeHavingaTraditions

Advancingmy

careerSocialjusticesuccessful

good

time

new

thingsrespectable

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=124

respondents

in

North

Dakota,n=60267

respondentsin

the

United

StatesConsumer

Insights

Global

as

of

February2024Religion

andspirituality

are

relativelyprevalent

interests

of

consumers

in

NorthDakotaConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinNorth

Dakota52%52%45%43%36%35%32%31%31%31%31%30%30%30%28%28%28%26%23%23%Movies,TVshows&musicFood

&diningHistoryHealth

&fitnessReligion

&

Science

&spirituality

technologyTravelFamily

&parentingHome

&gardenSportsRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

North

Dakota

are

more

likely

to

have

board

and

card

gamesas

ahobby

than

the

average

consumer

in

the

United

StatesConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinNorth

Dakota42%41%40%38%37%36%36%35%36%35%34%33%31%29%27%26%27%24%23%20%Cooking/bakingReadingOutdooractivitiesPetsVideogamingTravelingCountryBoardDIYandarts&craftsSocializing

Meditation&wellnessgames/cardgamesRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024A

relatively

large

share

of

consumers

in

North

Dakota

go

hunting

and

fishingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinNorth

Dakota17%15%13%13%12%12%12%11%10%10%9%9%9%9%8%8%8%8%7%7%Fitness,aerobics&cardioHunting&fishingBasketballYoga

&pilatesHikingRunning&joggingBaseball&softballCyclingAmericanfootball/flagGolffootballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=51

respondents

in

NorthDakota,n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

North

Dakota

are

less

likely

to

follow

baseball

than

the

averageconsumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinNorth

Dakota25%23%18%15%12%10%9%8%7%7%6%6%5%4%4%4%4%4%4%4%American

Basketball

IceHockey

BaseballfootballGolfSwimming&divingAthletics

Gymnastics(track&field)MixedMartial

ArtsSoccerRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=35

respondents

in

NorthDakota,n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202456%

of

consumers

in

North

Dakota

are

laggards

or

in

the

late

majority

ofinnovation

adoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinNorth

Dakota36%31%28%27%26%24%12%12%2%Innovators1%Early

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

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

North

Dakota

think

that

rising

prices,inflation

&

cost

of

living

are

issues

that

need

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinNorth

Dakota67%52%49%48%42%42%41%40%40%39%36%37%36%34%30%30%30%

29%29%29%Rising

prices

Economic/inflation/

situationcost

of

livingCrimeHealth

Immigration

Housing

Government

Education

Food

andPovertyandsocialsecuritydebtwatersecurityRegionCountry17

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=124

respondents

in

NorthDakota,n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

North

Dakota

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinNorth

DakotaRegion16%33%32%19%Country20%28%36%16%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=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

North

Dakota

see

the

economic

situation

of

the

United

Statesmore

negatively

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinNorth

DakotaRegion6%20%31%26%17%Country21%21%24%20%13%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202440%

of

consumers

in

North

Dakota

are

neither

positive

nor

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinNorth

DakotaRegion9%21%40%22%7%Country20%26%29%16%10%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

North

Dakota

are

more

worried

about

not

being

able

to

pay

theirbills

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinNorth

Dakota58%50%47%46%45%35%26%25%16%12%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

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=124

respondents

in

NorthDakota,n=60267

respondents

inthe

United

StatesConsumer

Insights

Global

as

of

February202442%

of

consumers

in

North

Dakota

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinNorth

DakotaRegion16%42%26%15%2%Country30%31%24%10%5%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024CHAPTER

04Marketing

touchpoints?

Media

usage?

Digitaladvertising

touchpoints?

Social

networks?

Internet

usagebydevice?

Non-digital

advertising

touchpointsConsumers

in

North

Dakota

tend

to

listen

to

the

radio

more

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks78%69%69%67%65%57%53%50%48%44%41%33%33%28%27%26%25%24%17%16%13%11%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesDailynewspapersPodcastsMagazinesWeeklynewspapersOnlinemagazinesRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

North

Dakota

remember

seeing

ads

on

search

engines

moreoften

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks51%50%44%44%37%37%36%33%32%28%28%27%

27%25%22%19%18%14%13%13%SearchenginesSocialmediaVideoportalsVideostreamingservicesVideogamesWebsitesandappsof

brandsOnlinestoresMusicportalsEditorial

OtherappswebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024The

social

network

Snapchat

is

more

popular

in

North

Dakota

than

in

otherregions

of

the

United

StatesMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinNorth

Dakota83%76%70%65%56%48%45%44%40%34%31%29%26%24%20%16%

16%Reddit12%10%9%FacebookYouTube

Instagram

SnapchatTikTokPinterestCountryTwitterLinkedInTwitchRegion26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=109

respondents

in

NorthDakota,n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

North

Dakota

access

the

internet

via

a

smartwatch

less

oftenthan

the

average

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinNorth

Dakota

useregularly

toaccesstheinternet94%89%64%58%57%57%47%44%37%36%36%33%31%31%27%27%23%20%SmartphoneLaptopSmart

TVTabletGamingconsoleDesktop

PC

StreamingdeviceSmartspeakersSmartwatchRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=124

respondents

in

NorthDakota,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

North

Dakota

remember

seeing

ads

out-of-home

more

oftenthan

the

average

consumer

in

the

United

StatesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginth

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