德國圖林根州（Freistaat Thüringen）目標(biāo)消費(fèi)者研究報告-外文版培訓(xùn)課件

CONSUMERS&BRANDSTarget

audience:

consumers

inThüringen

(Germany)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

thatliveinThüringenandcompares

themto

theaverage

consumer

inGermany.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inThüringen

(Germany):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inThüringen

(’’region’’)againstthe

average

German

consumer,

labelledas’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:?

12,000+

forcountries

with

theextended

survey(including

Germany)?

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

Thüringen

(Germany)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inThüringen

tendtobeolder,

18%

are

BabyBoomers.Being

successful

hasless

importance

toconsumers

inThüringen

than

to

theaverage

consumer

inGermany.Arelatively

highshare

ofconsumers

inThüringen

think

thatrising

prices,inflation&cost

of

livingare

issuesthatneed

tobeaddressed.Consumers

inThüringen

tendtolistentothe

radiomore

often

than

theaverage

consumer

inGermany.Many

consumers

inThüringenhavealow

household

income.Home

and

garden

are

relativelyprevalent

interests

of

consumers

inThüringen.Thesocial

network

Pinterest

ismorepopularinThüringenthan

inotherregions

of

Germany.Many

consumers

inThüringenhavecentrist

political

views.Many

consumers

inThüringenliveinsmall

towns

and

rural

communities.Consumers

in

Thüringen

aremore

likelyConsumers

in

Thüringen

see

the39%

ofconsumers

inThüringenremember

gettingadsbymail.Thüringen

hasarathersmall

migrantcommunity.tohavegardening

andplants

asahobby

economic

situationofGermany

morethan

theaverage

consumer

inGermany.

negatively

thantheaverage

consumerinGermany.43%

ofconsumers

inThüringenremember

seeing

advertising

on

searchengines.9%

of

consumers

inThüringenfollowhandball.Consumers

inThüringen

aremorepessimistic

abouttheirpersonal

futurethan

theaverage

consumer

inGermany.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity4Consumers

in

Thüringen

tend

to

be

older,

18%are

Baby

BoomersGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle25%24%14%34%18%32%29%CoupleSingleparentNuclear

family35%29%8%7%23%25%34%Multi-generationalfamily2%2%8%9%Related

adultsOther18%19%4%4%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=955

respondentsin

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Thüringen

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets24%28%73%31%33%33%33%78%83%34%42%69%22%17%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=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Thüringen

live

in

small

towns

andrural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership60%61%61%39%60%60%40%83%40%39%40%18%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=955

respondents

in

Thüringen,

n=35938respondents

in

GermanySources:Consumer

Insights

Global

as

of

February2024Thüringen

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community70%85%94%93%30%15%6%7%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=955respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionBeing

successful

has

less

importance

to

consumers

in

Thüringen

than

to

theaverage

consumer

in

GermanyConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinThüringen58%53%44%43%41%42%36%

36%36%

36%33%29%21%20%17%15%11%11%10%8%AhappyrelationshipAn

honest

Safety

andMakingmy

owndecisionsHavingagood

timeSocialjusticeLearningnew

things

successfulTobeTraditions

Advancingmy

careerandrespectablelifesecurityRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=955

respondents

in

Thüringen,

n=35938

respondents

inGermanyConsumer

Insights

Global

as

of

February2024Home

and

garden

are

relatively

prevalent

interests

of

consumers

in

ThüringenConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinThüringen50%49%45%44%44%44%43%

43%42%38%36%36%34%33%32%31%31%31%29%28%Movies,TVshows&musicHome

&gardenHealth

&fitnessTravelFood

&diningPolitics&societyHistoryScience

&technologySportsFinance&economyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Thüringen

are

more

likely

to

have

gardening

and

plants

as

ahobby

than

the

average

consumer

in

GermanyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinThüringen47%46%45%45%44%41%41%40%38%38%38%36%34%33%31%30%30%29%28%25%OutdooractivitiesSocializing

Cooking/bakingReading

Gardening

TravelingandplantsPetsDoingsportsDIYandarts&crafts

gamingVideoandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024A

relatively

large

share

of

consumers

in

Thüringen

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinThüringen28%21%19%

19%18%17%16%16%15%15%10%10%10%9%9%6%6%5%4%3%HikingRunning&joggingSwimming&divingCyclingFitness,aerobics&cardioDancingCountrySoccerYoga

&pilatesTableTennisHunting&fishingRegion13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=501

respondents

in

Thüringen,

n=18632

respondents

in

GermanyConsumer

Insights

Global

as

of

February20249%

of

consumers

in

Thüringen

follow

handballConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinThüringen25%23%9%9%8%8%8%8%7%7%7%7%7%6%6%5%5%4%4%4%SoccerHandballAthletics

Motorsports

Cycling(track&field)BoxingBasketball

AmericanfootballVolleyballTennisRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=297

respondents

in

Thüringen,

n=12130

respondents

in

GermanyConsumer

Insights

Global

as

of

February202461%

of

consumers

in

Thüringen

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinThüringen43%37%36%32%18%16%10%7%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=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

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

Thüringen

think

that

rising

prices,inflation

&

cost

of

living

are

issues

that

need

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

consumersinThüringen63%55%49%45%41%41%41%40%39%40%37%37%36%35%35%34%32%33%31%26%Rising

pricesImmigration

HealthEducationPovertyRegionEconomicsituationHousingCrimeUnemploy-

Environ-ment

ment/inflation/andsocialsecuritycost

of

livingCountry17

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=955

respondents

in

Thüringen,

n=35938respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Many

consumers

in

Thüringen

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinThüringenRegion20%48%17%16%Country20%44%20%17%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=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Thüringen

see

the

economic

situation

of

Germany

morenegatively

than

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

economic

situation

ofGermanyPerceivedeconomic

situation

of

Germany

by

consumersinThüringenRegion7%27%40%20%7%Country14%33%33%14%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=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Thüringen

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinThüringenRegion

5%29%41%17%8%Country12%33%35%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Thüringen

are

moreaffected

by

rising

prices

and

increased

costof

living

than

the

average

consumer

in

GermanyPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinThüringen65%59%58%54%31%26%25%24%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=955

respondents

in

Thüringen,

n=35938

respondents

inGermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Thüringen

are

more

pessimistic

about

their

personal

future

thanthe

average

consumer

in

GermanyPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinThüringenRegion7%25%39%22%7%Country13%30%36%16%6%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024CHAPTER

04Marketing

touchpoints?

Media

usage?

Digitaladvertising

touchpoints?

Social

networks?

Internet

usagebydevice?

Non-digital

advertising

touchpointsConsumers

in

Thüringen

tend

to

listen

to

the

radio

more

often

than

the

averageconsumer

in

GermanyMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%78%73%66%67%63%48%45%41%39%37%36%36%35%31%29%29%26%24%24%19%17%TVRadioDigitalvideo

Digitalmusic

Onlinenewscontent

content

websitesMagazinesDailynewspapersCountryPodcastsOnlinemagazinesMovies

/cinemaWeeklynewspapersRegion24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202443%

of

consumers

in

Thüringen

remember

seeing

advertising

on

searchenginesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks43%43%42%41%40%38%38%35%27%

27%25%24%24%23%

23%22%19%17%17%16%SearchenginesVideoportalsOnlinestoresSocialmediaVideostreamingservicesNewslettersCountryVideogamesWebsitesandappsof

brands

andappsEditorialwebsitesMusicportalsRegion25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024The

social

network

Pinterest

ismore

popular

in

Thüringen

than

in

other

regionsof

GermanyMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinThüringen71%71%67%65%62%60%41%38%31%25%20%20%17%17%16%12%

13%Twitch10%9%8%FacebookYouTube

InstagramTikTokPinterestRegionSnapchatCountryTwitterLinkedInReddit26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=752

respondents

in

Thüringen,

n=30382

respondents

in

GermanyConsumer

Insights

Global

as

of

February2024Consumers

in

Thüringen

access

the

internet

via

a

desktop

PC

less

often

thanthe

average

consumer

in

GermanyMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinThüringen

use

regularly

toaccesstheinternet92%

92%65%63%60%56%51%50%44%41%34%32%28%27%

27%25%25%22%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleSmartspeakersSmartwatch

StreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=955

respondents

in

Thüringen,

n=35938

respondents

in

GermanyConsumer

Insights

Global

as

of

February202439%

of

consumers

in

Thüringen

remember

getting

ads

by

mailMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks40%40%39%38%38%37%35%35%34%32%25%25%24%23%16%11%By

mailshot

/advertisingmai