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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
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
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