芬蘭屈米區(qū)Kymenlaakso目標(biāo)消費(fèi)者研究報(bào)告-外文版培訓(xùn)課件

CONSUMERS&BRANDSTarget

audience:

consumers

inKymenlaakso

(Finland)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinKymenlaakso

andcompares

themtotheaverageconsumer

inFinland.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inKymenlaakso

(Finland):whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inKymenlaakso

(’’region’’)againstthe

average

Finnishconsumer,

labelledas’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:?

12,000+

forcountries

with

theextended

survey(including

Finland)?

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

March2024Sources:Consumers

in

Kymenlaakso

(Finland)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inKymenlaakso

tendtobeolder,

14%

are

BabyBoomers.Ahappy

relationship

hasmoreimportance

toconsumers

inKymenlaakso

thanto

theaverageconsumer

inFinland.Arelatively

highshare

ofconsumers

inKymenlaakso

thinkthatimmigration

isanissuethatneeds

tobeaddressed.Consumers

inKymenlaakso

tendtolisten

to

podcastsless

often

than

theaverage

consumer

inFinland.36%

ofconsumers

inKymenlaakso

havealow

household

income.32%

ofconsumers

inKymenlaakso

have

22%

ofconsumers

inKymenlaakso

areHome

and

garden

are

relativelyprevalent

interests

of

consumers

inKymenlaakso.more

rightleaning

politicalviews.activeon

Pinterest.Many

consumers

inKymenlaakso

liveinsmall

towns

and

rural

communities.Consumers

inKymenlaakso

see

theeconomic

situationofFinlandmorenegatively

thantheaverage

consumerinFinland.Consumers

inKymenlaakso

rememberseeing

adson

TVmore

often

thantheaverage

consumer

inFinland.10%

ofconsumers

in

Kymenlaakso

haveamigrant

background.Consumers

inKymenlaakso

aremorelikely

to

haveDIYandarts&craftsasahobbythan

theaverage

consumer

inFinland.54%

ofconsumers

inKymenlaaksoremember

seeing

advertising

on

videoportals.53%

ofconsumers

inKymenlaakso

areoptimisticabouttheirpersonal

future.19%

ofconsumers

inKymenlaaksofollow

athletics(track&field).3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity4Many

consumers

in

Kymenlaakso

live

in

a

couple

householdGeneral

demographics:

age&household

compositionGenerations14%Householdtype32%33%12%32%SingleCouple34%30%35%33%9%7%SingleparentNuclear

family16%22%33%Multi-generationalfamily0%0%7%5%Related

adultsOther22%18%2%2%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=328

respondentsin

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:20%

of

consumers

in

Kymenlaakso

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets30%33%67%33%33%33%38%80%83%34%36%62%20%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=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Kymenlaakso

live

in

smalltowns

and

ruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership48%49%52%56%66%72%95%52%44%34%28%5%RegionHouseCountryRegionOwnedCountryRentedRegionUrbanCountryRuralApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=328

respondents

in

Kymenlaakso,

n=12188respondents

in

FinlandSources:Consumer

Insights

Global

as

of

March202410%

of

consumers

in

Kymenlaakso

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community87%13%90%10%91%91%9%9%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=328respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionA

happy

relationship

has

more

importance

to

consumers

in

Kymenlaakso

thanto

the

average

consumer

in

FinlandConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKymenlaakso64%59%58%52%44%43%38%35%28%26%26%24%24%22%13%12%12%8%8%7%Safety

andsecurity

relationshipAhappyAn

honestandMakingmy

ownLearningnew

things

good

timeHavingaSocialjusticeTraditionsTobeAdvancingsuccessful

my

careerrespectable

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=328

respondents

in

Kymenlaakso,

n=12188

respondentsin

FinlandConsumer

Insights

Global

as

of

March2024Home

and

garden

are

relatively

prevalent

interests

of

consumers

inKymenlaaksoConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinKymenlaakso61%60%52%51%48%47%

46%46%45%40%39%37%36%35%35%33%32%31%30%28%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessHome

&gardenHistoryScience

&technologySportsVehicles

&mobilityPolitics&societyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Kymenlaakso

are

more

likely

to

have

DIY

and

arts

&

crafts

as

ahobby

than

the

average

consumer

in

FinlandConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinKymenlaakso45%43%42%40%40%40%39%38%38%37%36%34%33%31%29%30%30%24%22%22%Cooking/bakingReadingOutdooractivitiesDoingsportsandfitnessPetsDIYandarts&craftsTravelingVideogamingGardeningandplantsBoardgames/cardgamesRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202427%

of

consumers

in

Kymenlaakso

regularly

go

cyclingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinKymenlaakso27%26%22%21%20%20%20%19%14%13%10%10%9%

9%9%8%8%6%5%3%CyclingRunning&joggingFitness,aerobics&cardioHikingSwimming&divingHunting

Badminton&fishingYoga

&pilatesDancing

Martial

ArtsRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=162

respondents

in

Kymenlaakso,

n=6430

respondents

in

FinlandConsumer

Insights

Global

as

of

March202419%

of

consumers

in

Kymenlaakso

follow

athletics

(track

&

field)Consumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinKymenlaakso26%24%19%19%18%15%12%11%9%9%7%6%6%5%5%4%4%4%

4%3%IceHockey

AthleticsSoccer

Motorsports

BasketballRegionBaseballCountryBoxingCyclingTennisAmericanfootball(track&field)14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=104

respondents

in

Kymenlaakso,

n=4211

respondents

in

FinlandConsumer

Insights

Global

as

of

March202428%

of

consumers

in

Kymenlaakso

are

in

the

late

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKymenlaakso34%33%33%31%28%25%8%6%1%0%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

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

high

share

of

consumers

in

Kymenlaakso

think

that

immigration

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Finland

according

toconsumersinKymenlaakso66%64%60%

61%50%50%49%45%46%44%

44%43%

44%43%43%38%36%37%35%32%Rising

prices

Health/inflation/

andsocialcost

of

living

securityEconomic

Unemploy-situation

mentCrimeGovernment

Poverty

Immigration

DefenseEducationdebt&foreignaffairsRegionCountry17

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=328

respondents

in

Kymenlaakso,

n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March202432%

of

consumers

in

Kymenlaakso

have

more

right

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinKymenlaaksoRegion19%28%32%21%Country22%28%28%22%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=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Kymenlaakso

see

the

economic

situation

of

Finland

morenegatively

than

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

economic

situation

ofFinlandPerceivedeconomic

situation

of

Finland

byconsumersinKymenlaaksoRegion

4%31%36%23%6%Country6%31%37%22%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=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202436%

of

consumers

in

Kymenlaakso

are

neither

positive

nor

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinKymenlaaksoRegion

4%32%36%19%9%Country6%32%34%20%8%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202461%

of

consumers

in

Kymenlaakso

are

notably

affected

by

rising

prices

andincreased

cost

of

livingPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinKymenlaakso61%60%58%57%28%28%20%19%6%6%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=328

respondents

in

Kymenlaakso,

n=12188

respondents

inFinlandConsumer

Insights

Global

as

of

March202453%

of

consumers

in

Kymenlaakso

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinKymenlaaksoRegion6%53%26%13%2%Country12%47%28%10%3%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints?

Media

usage?

Digitaladvertising

touchpoints?

Social

networks?

Internet

usagebydevice?

Non-digital

advertising

touchpointsConsumers

in

Kymenlaakso

tend

to

listen

to

podcasts

less

often

than

theaverage

consumer

in

FinlandMarketing

touchpoints:media

usageType

of

mediaconsumersinFinland

havebeen

usinginthepast4weeks86%82%75%

75%75%70%61%60%59%56%45%40%41%39%39%38%37%34%33%29%27%24%TVDigitalvideocontentRadioOnlinenews

Digitalmusicwebsites

contentDailynewspapersRegion

CountryMagazinesOnlinemagazinesMovies

/cinemaWeeklynewspapersPodcasts24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202454%

of

consumers

in

Kymenlaakso

remember

seeing

advertising

on

videoportalsMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks54%53%51%49%45%43%42%40%31%30%29%28%26%23%22%21%20%20%18%18%VideoportalsSocialmediaSearchenginesOnlinestoresNewsletters

EditorialwebsitesWebsitesandappsVideogamesVideostreamingservicesMusicportalsandapps

of

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202422%

of

consumers

in

Kymenlaakso

are

active

on

PinterestMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinKymenlaakso78%76%69%

69%69%68%35%33%29%

29%22%21%20%20%

20%Twitter17%13%

14%Reddit11%10%Facebook

Instagram

YouTubeTikTokSnapchatRegionPinterestCountryLinkedInTwitch26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=292

respondents

in

Kymenlaakso,

n=10968

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Kymenlaakso

access

the

internet

via

a

tablet

more

often

than

theaverage

consumer

in

FinlandMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinKymenlaakso

useregularlytoaccess

the

internet93%92%71%67%50%48%47%41%40%35%32%30%30%29%26%25%7%6%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=328

respondents

in

Kymenlaakso,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Kymenlaakso

remember

seeing

ads

on

TV

more

often

than

theaverage

consumer

in

FinlandMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks57%53%52%51%48%44%43%42%41%40%35%31%25%24%16%14%OnTVDirectly

inthestoreOnt