法國勃艮第-弗朗什-孔泰大區(qū)Bourgogne-Franche-Comté目標消費者研究報告-外文版培訓課件

CONSUMERS&BRANDSTarget

audience:

consumers

inBourgogne-Franche-Comté(France)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinBourgogne-Franche-Comté

and

compares

themtotheaverage

consumer

inFrance.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inBourgogne-Franche-Comté(France):

who

theyare;

what

theylike;

whattheythink;

Region:

56countriesandhowtoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inBourgogne-Franche-Comté

(’’region’’)

againsttheaverage

Frenchconsumer,

labelled

as’’country’’

inthecharts.?

12,000+

forcountries

with

theextended

survey(including

France)?

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

Bourgogne-Franche-Comté

(France)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints36%

ofconsumers

inBourgogne-Franche-Comté

arepartof

GenerationX.Anhonest

and

respectable

lifehasmore

Arelatively

highshare

ofconsumers

inimportance

toconsumers

inBourgogne-

Bourgogne-Franche-Comté

think

thatConsumers

inBourgogne-Franche-Comté

tendtolistentodigitalmusicFranche-Comté

than

tothe

averageconsumer

inFrance.climate

changeisanissuethatneeds

to

content

less

often

than

the

averagebeaddressed.consumer

inFrance.35%

ofconsumers

inBourgogne-Franche-Comté

haveamediumhousehold

income.Home

and

garden

are

relativelyprevalent

interests

of

consumers

inBourgogne-Franche-Comté.26%

ofconsumers

inBourgogne-Franche-Comté

havemore

leftleaningpolitical

views.Thesocial

network

Snapchatis

morepopularinBourgogne-Franche-Comtéthan

inother

regions

of

France.Many

consumers

inBourgogne-Franche-Comté

liveinsmall

towns

andrural

communities.Consumers

inBourgogne-Franche-Comté

aremore

likely

to

haveDIYandarts&craftsasahobbythan

theaverage

consumer

inFrance.20%

ofconsumers

inBourgogne-Franche-Comté

arevery

negative

abouttheeconomic

situationof

France.58%

ofconsumers

inBourgogne-Franche-Comté

remember

seeingadvertising

on

TV.Bourgogne-Franche-Comté

hasarathersmall

migrant

community.19%

ofconsumers

inBourgogne-28%

ofconsumers

inBourgogne-Franche-Comté

remember

seeingadvertising

on

social

media.8%

of

consumers

inBourgogne-Franche-

Franche-Comté

arepessimistic

aboutComté

follow

handball.

theirpersonal

future.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity413%

of

consumers

in

Bourgogne-Franche-Comté

live

in

a

single

parenthouseholdGeneral

demographics:

age&household

compositionGenerations13%HouseholdtypeSingle23%21%12%34%24%24%CoupleSingleparentNuclear

family36%34%13%10%30%34%33%Multi-generationalfamily0%1%7%9%Related

adultsOther21%18%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=516

respondentsin

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:76%

of

consumers

in

Bourgogne-Franche-Comté

are

part

of

the

work

forceGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets24%27%73%32%35%33%33%33%82%86%76%33%18%14%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=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Bourgogne-Franche-Comté

live

in

small

towns

andruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership40%41%44%56%45%55%76%25%82%60%59%19%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=516

respondents

in

Bourgogne-Franche-Comté,n=12173

respondents

in

FranceSources:Consumer

Insights

Global

as

of

March2024Bourgogne-Franche-Comté

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community71%79%92%92%29%21%8%8%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=516respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionAn

honest

and

respectable

life

has

more

importance

to

consumers

inBourgogne-Franche-Comté

than

to

the

average

consumer

in

FranceConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBourgogne-Franche-Comté51%52%49%48%47%46%39%

39%37%34%28%27%19%19%16%15%11%8%8%6%An

honestandrespectablelifeAhappyHavingaTobeSafety

and

LearningSocialjusticeMakingmy

owndecisionsTraditions

Advancingmy

careerrelationship

good

time

successfulsecuritynew

thingsRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173respondents

in

FranceConsumer

Insights

Global

as

of

March2024Home

and

garden

are

relatively

prevalent

interests

of

consumers

in

Bourgogne-Franche-ComtéConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinBourgogne-Franche-Comté50%47%45%44%43%41%40%40%39%36%35%34%28%

28%27%27%25%24%23%22%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessHome

&gardenSportsFamily

&Science

&FashionArts&literatureparenting

technology

&beautyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Bourgogne-Franche-Comté

are

more

likely

to

haveDIY

and

arts

&crafts

as

a

hobby

than

the

average

consumer

in

FranceConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinBourgogne-Franche-Comté44%42%40%40%39%

39%38%37%36%35%33%31%

31%30%29%29%29%27%27%27%Cooking/bakingReadingOutdooractivitiesTravelingDIYandarts&crafts

andplantsGardeningPetsVideogamingSocializingDoingsportsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024A

relatively

large

share

of

consumers

in

Bourgogne-Franche-Comté

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinBourgogne-Franche-Comté25%20%14%12%11%11%11%11%9%9%8%8%6%5%5%5%5%

5%Dancing5%4%HikingRunning&joggingFitness,aerobics&cardioCyclingSwimming&divingSoccerBadminton

Hunting&fishingYoga

&pilatesRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=246

respondents

in

Bourgogne-Franche-Comté,

n=5601

respondents

in

FranceConsumer

Insights

Global

as

of

March20248%

of

consumers

in

Bourgogne-Franche-Comté

follow

handballConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinBourgogne-Franche-Comté26%24%14%13%13%11%10%10%9%9%8%8%7%5%5%6%5%5%4%4%SoccerRugbyTennisCyclingHandball

BasketballAthletics

Motorsports

BoxingMixed(track&field)Martial

ArtsRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=174

respondents

in

Bourgogne-Franche-Comté,

n=4350

respondents

in

FranceConsumer

Insights

Global

as

of

March202428%

of

consumers

in

Bourgogne-Franche-Comté

are

in

the

late

majority

ofinnovation

adopter

typesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBourgogne-Franche-Comté42%41%28%26%23%21%9%9%0%1%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

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

Bourgogne-Franche-Comté

think

thatclimate

change

is

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoconsumersinBourgogne-Franche-Comté61%

60%44%45%43%43%42%39%40%

40%38%38%38%37%37%37%

37%36%34%31%Rising

prices

ClimatePovertyEconomicsituationHealthandsocialsecurityEnviron-mentEducation

ImmigrationCrimeTerrorism/inflation/changecost

of

livingRegionCountry17

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=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202426%

of

consumers

in

Bourgogne-Franche-Comté

have

moreleft

leaning

politicalviewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinBourgogne-Franche-ComtéRegion26%23%28%23%Country23%27%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=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202420%

of

consumers

in

Bourgogne-Franche-Comté

are

very

negative

about

theeconomic

situation

of

FrancePerspective

andoutlook:

view

on

economic

situation

ofFrancePerceivedeconomic

situation

of

FrancebyconsumersinBourgogne-Franche-ComtéRegion9%15%27%30%20%Country8%17%27%29%18%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202422%

of

consumers

in

Bourgogne-Franche-Comté

are

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinBourgogne-Franche-ComtéRegion8%8%28%36%22%7%Country26%39%19%8%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202459%

of

consumers

in

Bourgogne-Franche-Comté

are

prudent

about

spendingmoneyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinBourgogne-Franche-Comté59%56%55%53%25%23%18%18%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=516

respondents

in

Bourgogne-Franche-Comté,

n=12173respondents

in

FranceConsumer

Insights

Global

as

of

March202419%

of

consumers

in

Bourgogne-Franche-Comté

are

pessimistic

about

theirpersonal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinBourgogne-Franche-ComtéRegion8%30%37%19%6%Country10%30%36%17%7%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints?

Media

usage?

Digitaladvertising

touchpoints?

Social

networks?

Internet

usagebydevice?

Non-digital

advertising

touchpointsConsumers

in

Bourgogne-Franche-Comté

tend

to

listen

to

digital

music

contentless

often

than

the

average

consumer

in

FranceMarketing

touchpoints:media

usageType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks81%79%63%59%57%

57%57%54%40%39%34%31%

31%Magazines30%27%26%23%22%22%20%16%15%TVRadioMovies

/cinemaDigitalvideo

Onlinenewscontent

websitesDigitalmusiccontentDailynewspapersOnlinemagazinesPodcastsWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202428%

of

consumers

in

Bourgogne-Franche-Comté

remember

seeing

advertisingon

social

mediaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks38%34%31%

31%28%

28%26%23%21%21%20%20%18%18%18%17%15%11%9%8%VideoportalsSearchenginesSocialmediaVideostreaming

andappsservicesWebsitesOnlinestoresEditorialwebsitesandappsVideogamesMusicportalsBlogs/forumsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024The

social

network

Snapchat

is

more

popular

in

Bourgogne-Franche-Comtéthan

in

other

regions

of

FranceMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinBourgogne-Franche-Comté76%75%59%58%57%56%43%39%37%33%24%22%21%20%21%20%12%8%6%5%FacebookYouTube

Instagram

SnapchatTikTokLinkedInCountryTwitterPinterestTwitchRedditRegion26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=440

respondents

in

Bourgogne-Franche-Comté,

n=10542

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Bourgogne-Franche-Comté

access

the

internet

via

a

laptop

lessoften

than

the

average

consumer

in

FranceMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinBourgogne-Franche-Comté

use

regularly

toaccesstheinternet91%

90%68%66%43%43%42%41%29%

29%Smart

TV28%27%19%

18%17%17%16%15%SmartphoneLaptopTabletDesktop

PCGamingconsoleSmartwatchSmartspeakersStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=516

respondents

in

Bourgogne-Franche-Comté,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202458%

of

consumers

in

Bourgogne-Franche-Comté

remember

seeing

advertisingon

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks58%

58%32%31%31%

31%31%28%24%