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CONSUMERS&BRANDSTarget
audience:
consumers
inNorthern
Ostrobothnia
(Finland)Consumer
Insights
ReportMarch2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
liveinNorthernOstrobothnia
andcompares
themto
theaverageconsumer
inFinland.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inNorthern
Ostrobothnia(Finland):
who
theyare;
what
theylike;
whattheythink;
Region:
56countriesandhowtoreach
them.
Itprovides
insightson
theirNumberofrespondents:demographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereadertobenchmark
consumers
inNorthern
Ostrobothnia(’’region’’)
againsttheaverage
Finnishconsumer,labelled
as’’country’’
inthecharts.?
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
Northern
Ostrobothnia
(Finland)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpointsAlargeshare
ofconsumers
inNorthern
Ahappy
relationship
hasmoreArelatively
highshare
ofconsumers
inNorthern
Ostrobothnia
thinkthatpoverty
isanissue
thatneedstobeaddressed.78%
ofconsumers
inNorthernOstrobothniawatched
digital
videocontent
inthe
past4weeks.Ostrobothnia
are
partofGeneration
Z.importance
toconsumers
inNorthernOstrobothnia
thantotheaverageconsumer
inFinland.37%
ofconsumers
inNorthernOstrobothnia
havealow
householdincome.Thesocial
network
TikTok
is
morepopularinNorthern
Ostrobothnia
thaninother
regions
of
Finland.Arelatively
highshare
ofconsumers
inNorthern
Ostrobothnia
are
interested
inmovies,
TVshows
andmusic.Consumers
inNorthern
Ostrobothniareflect
thegeneral
political
landscapeinFinland.Many
consumers
inNorthernOstrobothnia
live
inthecityandinurbanareas.Non-digital
advertising
touchpointsinNorthern
Ostrobothnia
are
similartothe
rest
of
Finland.Consumers
inNorthern
Ostrobothniaareless
likely
to
havetraveling
asahobbythan
theaverage
consumer
inFinland.32%
ofconsumers
inNorthernOstrobothnia
are
positiveabouttheeconomic
situationofFinland.11%
ofconsumers
inNorthernOstrobothnia
haveamigrantbackground.56%
ofconsumers
inNorthernOstrobothnia
remember
seeingadvertising
on
video
portals.30%
ofconsumers
inNorthernOstrobothnia
are
neitheroptimistic
norpessimistic
abouttheirpersonal
future.Consumers
inNorthern
Ostrobothniafollow
similarsports
leagues
andcompetitions
astheaverage
consumerinFinland.3Sources:Consumer
Insights
Global
as
of
March2024CHAPTER
01General
demographics?
Ageand
household
composition?
Employment
andincome?
Livingsituation?
Diversity4A
large
share
of
consumers
in
Northern
Ostrobothnia
are
part
of
Generation
ZGeneral
demographics:
age&household
compositionGenerations9%HouseholdtypeSingle30%33%12%32%28%30%CoupleSingleparentNuclear
family33%32%9%7%25%22%33%Multi-generationalfamily0%0%6%5%Related
adultsOther26%22%3%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=917
respondentsin
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Sources:37%
of
consumers
in
Northern
Ostrobothnia
have
a
lowhousehold
incomeGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets27%33%67%33%33%33%35%80%83%36%37%65%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=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
Northern
Ostrobothnia
live
in
the
city
and
in
urban
areasGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership46%49%49%52%56%67%72%54%51%44%33%28%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=917
respondents
in
NorthernOstrobothnia,n=12188
respondents
in
FinlandSources:Consumer
Insights
Global
as
of
March202411%
of
consumers
in
Northern
Ostrobothnia
have
a
migrant
backgroundGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community87%13%89%11%92%91%8%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=917respondents
in
NorthernOstrobothnia,
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
NorthernOstrobothnia
than
to
the
average
consumer
in
FinlandConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinNorthern
Ostrobothnia59%58%56%52%43%
43%38%35%28%26%
26%Havinga26%24%23%13%12%11%
12%Tobe9%8%Safety
andsecurity
relationshipAhappyAn
honestandMakingmy
ownLearninggood
time
new
thingsSocialjusticeTraditionsAdvancingsuccessful
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=917
respondents
in
NorthernOstrobothnia,
n=12188respondents
in
FinlandConsumer
Insights
Global
as
of
March2024A
relatively
high
share
of
consumers
in
Northern
Ostrobothnia
are
interested
inmovies,
TV
shows
and
musicConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinNorthern
Ostrobothnia64%61%51%50%48%46%46%41%40%40%37%
37%36%36%35%35%33%
33%32%31%Movies,TVshows&musicHealth
&fitnessFood
&diningScience
&technologyTravelHistorySportsPolitics&societyHome
&gardenFinance&economyRegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
Northern
Ostrobothnia
are
less
likely
to
have
travelingas
a
hobbythan
the
average
consumer
in
FinlandConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinNorthernOstrobothnia44%44%43%43%42%40%40%38%36%35%33%32%30%30%30%29%28%28%24%23%OutdooractivitiesReadingDoingsportsCooking/bakingVideogamingPetsTraveling
SocializingDIYandarts&crafts
computersTech
&andfitnessRegionCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024A
relatively
large
share
of
consumers
in
Northern
Ostrobothnia
go
cyclingConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinNorthern
Ostrobothnia33%26%24%22%21%20%19%19%14%14%12%10%10%10%10%9%8%8%8%7%CyclingFitness,aerobics&cardioHikingRunning&joggingHunting
Swimming
BadmintonYoga
&pilatesSoccerDancing&fishing&divingRegionCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=503
respondents
in
NorthernOstrobothnia,
n=6430
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
Northern
Ostrobothnia
follow
similar
sports
leagues
andcompetitions
as
the
average
consumer
in
FinlandConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinNorthern
Ostrobothnia27%26%19%19%18%18%11%10%9%8%6%6%6%5%5%5%5%5%5%4%IceHockey
AthleticsSoccer
Motorsports
BasketballRegionBoxingBaseballTennisMixedMartial
ArtsVolleyball(track&field)Country14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=331
respondents
in
NorthernOstrobothnia,
n=4211
respondents
in
FinlandConsumer
Insights
Global
as
of
March202459%
of
consumers
in
Northern
Ostrobothnia
are
laggards
or
in
the
late
majorityof
innovation
adoptionConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinNorthernOstrobothnia34%33%33%32%26%25%8%8%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=917
respondents
in
NorthernOstrobothnia,
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
Northern
Ostrobothnia
think
thatpoverty
is
an
issue
that
needs
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
Finland
according
toconsumersinNorthern
Ostrobothnia65%
66%61%60%49%
49%49%47%46%45%44%44%43%
43%39%38%36%
36%33%31%Rising
prices
Health/inflation/
andsocialcost
of
living
securityEconomicsituationPovertyUnemploy-
GovernmentCrimeEducation
Immigration
Environ-mentmentdebtRegionCountry17
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=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
Northern
Ostrobothnia
reflect
the
general
political
landscape
inFinlandPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinNorthern
OstrobothniaRegion23%27%28%22%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=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202432%
of
consumers
in
Northern
Ostrobothnia
are
positive
about
the
economicsituation
of
FinlandPerspective
andoutlook:
view
on
economic
situation
ofFinlandPerceivedeconomic
situation
of
Finland
byconsumersinNorthern
OstrobothniaRegion6%6%32%37%19%5%Country31%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=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202410%
of
consumers
in
Northern
Ostrobothnia
are
very
negative
about
theirpersonal
economic
situationPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinNorthern
OstrobothniaRegion6%33%33%18%10%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=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March20248%
of
consumers
in
Northern
Ostrobothnia
lost
their
jobs
in
the
past
yearPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinNorthern
Ostrobothnia61%60%57%56%28%27%19%19%8%6%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=917
respondents
in
NorthernOstrobothnia,
n=12188respondents
in
FinlandConsumer
Insights
Global
as
of
March202430%
of
consumers
in
Northern
Ostrobothnia
are
neither
optimistic
norpessimistic
about
their
personal
futurePerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinNorthern
OstrobothniaRegion13%45%30%10%3%3%Country12%47%28%10%Very
optimisitcOptimisticNeither
optimistic
norpessimisticPessimisticVery
pessimistic22
Notes:Sources:’’Howdo
youfeelabout
yourpersonal
future?’’;Single
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024CHAPTER
04Marketing
touchpoints?
Media
usage?
Digitaladvertising
touchpoints?
Social
networks?
Internet
usagebydevice?
Non-digital
advertising
touchpoints78%
of
consumers
in
Northern
Ostrobothnia
watched
digital
video
content
inthe
past
4
weeksMarketing
touchpoints:media
usageType
of
mediaconsumersinFinland
havebeen
usinginthepast4weeks83%
82%78%75%70%
70%61%59%
59%59%42%41%41%40%39%38%37%35%34%33%25%24%TVDigitalvideocontentRadioDigitalmusic
Onlinenewscontent
websitesOnlinemagazinesRegion
CountryMovies
/cinemaDailynewspapersMagazinesPodcastsWeeklynewspapers24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202456%
of
consumers
in
Northern
Ostrobothnia
remember
seeing
advertising
onvideo
portalsMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks56%53%51%
51%44%43%42%41%31%30%28%27%26%26%24%23%21%20%19%18%VideoportalsSocialmediaOnlinestoresSearchenginesEditorial
Newsletters
WebsitesVideogamesMusicportalsVideostreamingserviceswebsitesandappsandappsof
brandsRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024The
social
network
TikTok
is
more
popular
in
Northern
Ostrobothnia
than
inother
regions
of
FinlandMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinNorthern
Ostrobothnia78%76%71%69%68%68%39%33%33%29%21%20%
20%20%18%18%15%14%13%11%FacebookYouTube
InstagramTikTokSnapchatRegionPinterestCountryLinkedInTwitterRedditJodel26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=832
respondents
in
NorthernOstrobothnia,
n=10968
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
Northern
Ostrobothnia
access
the
internet
via
a
gaming
consolemore
often
than
the
average
consumer
in
FinlandMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinNorthernOstrobothnia
useregularlytoaccesstheinternet95%93%71%68%51%48%41%37%36%35%35%30%26%
26%25%24%7%5%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=917
respondents
in
NorthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Non-digital
advertising
touchpoints
in
Northern
Ostrobothnia
are
similar
to
therest
of
FinlandMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4weeks54%53%51%
51%48%48
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