墨西哥报纸la prensa用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSDaily

newspapers:

La

Prensareaders

in

MexicoConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofLa

Prensareaders

inMexico:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56

countriesbenchmark

LaPrensa

readers

inMexico

(’’brandusers’’)

againstMexican

readers

ofdaily

newspapers

ingeneral

(’’category

users’’),

and

theoverall

Mexicanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberofrespondents:•

12,000+

forcountries

with

the

extended

survey(including

Mexico)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsLa

Prensa

ranks

tenth

among

daily

newspapers

in

MexicoManagement

summary:

brandusageand

competitionTop10

most

read

dailynewspapersinMexicoElUniversal46%ElFinancieroElHeraldo

deMéxicoElSol

deMéxicoMilenio25%25%24%23%22%21%20%20%LaJornadaReformaElEconomistaExcélsiorLaPrensa13%4Notes:"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=420,

readers

ofdaily

newspapersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

readers

of

daily

newspapers

reading

La

Prensa

grew

by

6percentage

points

since

Q1

of

2022Management

summary:

brandusagetimelineTimeline

of

readersofdailynewspapersreadingLaPrensa13%12%11%11%10%10%9%8%7%7%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=31

-54

LaPrensa

readers,

n=412

-

489

readers

ofdaily

newspapersConsumer

Insights

Global

as

of

August

2023Sources:La

Prensa

readers

inMexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints46%

ofLa

Prensareaders

areMillennials.Making

theirown

decisions

ismoreimportant

to

La

Prensareaders

than

toother

readers

ofdailynewspapers.Itstands

out

that67%

ofLaPrensareaders

prefer

digitalcontent

asitiseasier

to

manage.LaPrensa

readers

access

theinternetviaalaptopmore

often

thantheaverage

reader

of

dailynewspaper.LaPrensa

is

more

popularamongfemale

readers

of

dailynewspapersthan

male

readers

ofdailynewspapers.Fashion

and

beauty

arerelativelyprevalent

interests

of

LaPrensareaders.28%

ofLa

Prensareaders

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

LaPrensa

readersinteract

with

companies

more

oftenthan

other

readers

ofdaily

newspapers.LaPrensa

hasalarger

share

ofreaderswith

amedium

household

income

thanother

dailynewspapers.Video

gaming

isarelatively

popularhobbyamong

LaPrensa

readers.Arelatively

highshare

ofLaPrensareaders

think

thattheeconomicsituationis

anissue

thatneedstobeaddressed.LaPrensa

readers

remember

seeing

adson

social

media

more

often

than

otherreaders

of

dailynewspapers.LaPrensa

readers

are

more

likely

toliveinmegacities

thanreaders

ofdailynewspapers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+46%

of

La

Prensa

readers

are

MillennialsDemographic

profile:

generationsAge

of

consumersinMexicoBrand

users28%46%22%4%3%4%Category

usersAllrespondents24%47%26%32%41%24%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=54,

LaPrensareaders,

n=420,

readersofdaily

newspapers,

n=12151,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023La

Prensa

is

more

popular

among

female

readers

of

daily

newspapers

thanmale

readers

of

daily

newspapersDemographic

profile:

genderGenderofconsumersinMexicoBrand

users52%48%Category

usersAllrespondents61%39%51%49%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";

Multi

Pick;

Base:

n=54,

La

Prensareaders,

n=420,

readers

ofdaily

newspapers,

n=12151,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202319%

of

La

Prensa

readershave

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinMexico52%51%41%23%19%19%15%12%10%9%8%7%

7%6%6%6%4%3%2%0%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

you

readin

the

past2

weeks?";Multi

Pick;Base:n=54,

La

Prensareaders,

n=420,

readers

ofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023La

Prensa

has

a

larger

share

of

readers

with

a

medium

household

income

thanother

daily

newspapersDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users39%37%24%Category

usersAllrespondents37%32%32%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=54,

LaPrensareaders,

n=420,

readers

ofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

readers

of

daily

newspapers,

La

Prensa

readers

are

relativelylikely

to

live

in

a

multi-generational

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinMexicolive43%37%31%26%19%18%19%17%13%13%11%8%8%7%6%6%6%4%4%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:

n=54,

LaPrensareaders,

n=420,

readersofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023La

Prensa

readers

are

more

likely

to

live

in

megacities

than

readers

of

dailynewspapers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico35%34%31%28%24%19%18%18%15%13%13%10%9%9%7%6%6%5%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2weeks?";Multi

Pick;Base:

n=54,

LaPrensareaders,

n=420,

readersofdaily

newspapers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

20237%

of

La

Prensa

readers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users7%87%89%88%6%5%5%Category

usersAllrespondents5%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=54,

LaPrensareaders,

n=420,

readers

ofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedMakingtheir

own

decisions

is

more

important

to

La

Prensa

readers

than

toother

readers

of

dailynewspapersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico59%56%48%45%42%39%41%41%

36%35%41%34%39%35%35%33%31%31%29%28%27%13%11%10%15%15%10%8%6%6%Anhonest

andrespectable

lifeAhappyrelationshipMaking

myown

decisionsTobesuccessfulSafety

andsecurityAdvancingmy

careerLearningnew

thingsSocial

justiceHavingagood

timeTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=54,

La

Prensareaders,

n=420,

readers

ofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relativelyprevalent

interests

of

La

Prensa

readersConsumer

lifestyle:

main

interestsTop10

interestsofLaPrensareadersinMexico67%

64%63%63%61%60%58%53%54%54%52%52%52%50%48%48%48%46%46%43%42%41%34%38%38%38%37%36%33%27%Movies,TVshows&musicFinance&economyScience

&technologyFood

&diningHistorySportsCareer

&educationFashion&beautyPolitics&societyandcurrentworld

eventsFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youread

in

the

past2

weeks?";Multi

Pick;Base:n=54,

LaPrensareaders,

n=420,

readers

ofdaily

newspapers,n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Video

gaming

is

a

relatively

popular

hobby

among

La

Prensa

readersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofLaPrensareadersinMexico69%56%55%55%54%54%50%44%48%46%

46%36%46%45%45%44%44%43%43%43%

42%37%41%39%36%36%33%32%26%25%Video

gamingCooking/bakingReadingTravelingDoing

sportsandfitnessOutdooractivitiesBoard

games/cardgamesCars/vehiclesSocializingTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=54,

La

Prensareaders,

n=420,

readers

ofdailynewspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023La

Prensa

readers

are

more

likely

to

go

swimming

or

diving

than

other

readersof

daily

newspapersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofLaPrensa

readersinMexico37%30%30%26%24%23%19%22%21%21%20%19%18%17%17%15%13%13%12%11%11%10%9%9%9%8%7%7%6%5%Running/JoggingSoccerFitness,aerobics,cardioBasketballSwimming/DivingCyclingHikingAmericanFootball

/FlagFootballVolleyball

/Beach

VolleyballDancingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=34,

LaPrensareaders,

n=265,

readersofdaily

newspapers,

n=6286,

all

respondentsConsumer

Insights

Global

as

of

August

2023La

Prensa

readers

are

more

likely

to

follow

mixed

martial

arts

than

otherreaders

of

daily

newspapersConsumer

lifestyle:

sports

followedTop10

sports

followed

byLaPrensa

readersinMexico45%43%33%33%32%31%31%29%24%23%22%20%19%19%19%17%17%15%14%14%12%12%12%8%8%8%7%5%5%4%SoccerAmericanfootballBoxingBasketballMixedMartial

ArtsBaseballTennisVolleyballGymnasticsAthletics(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthe

following

printed

dailynewspapers

have

you

readin

the

past2

weeks?";Multi

Pick;Base:n=28,

La

Prensareaders,

n=226,readers

ofdaily

newspapers,

n=4646,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

digital

media•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

67%

of

La

Prensa

readers

prefer

digital

content

as

it

is

easierto

manageConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainMexico74%70%67%63%54%51%44%36%29%20%15%13%12%11%9%Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanageIusealternativewebsites

andappstowatchpaidIprefer

toown

hardcopies

of

films,books

or

music(e.g.,DVD,

CD,vinyl)Idon’ttrustthemainstream

media

inmy

country

ofresidence(e.g.,news

channels)content

forfreeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

you

readin

the

past

2weeks?";Multi

Pick;Base:n=54,

La

Prensareaders,

n=420,

readers

ofdaily

newspapers,n=2020,

all

respondentsConsumer

Insights

Global

as

of

August

202328%

of

La

Prensa

readers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico40%38%31%29%27%26%24%18%17%

16%16%12%2%Innovators2%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;Base:

n=54,

LaPrensareaders,n=420,

readersofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

La

Prensa

readers

think

that

the

economic

situation

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingMexicoaccordingtoLaPrensa

readers70%

70%63%67%67%

65%60%57%63%59%61%57%58%57%57%54%52%52%50%44%43%49%47%41%45%43%41%40%34%30%EconomicsituationEducationCrimeUnemploymentPovertyFood

andwater

securityRising

prices/inflation/cost

of

livingEnvironmentHealth

andsocial

securityClimatechangeBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";MultiPick;Base:n=54,

LaPrensareaders,

n=420,

readers

ofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

La

Prensa

readers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users19%44%20%27%17%Category

usersAllrespondents28%33%13%24%30%27%19%LeftCenterRightPrefer

nottoanswer25

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;"Which

ofthe

following

printed

dailynewspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=54,

LaPrensareaders,

n=420,

readers

ofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLa

Prensa

readers

access

the

internet

via

a

laptop

more

often

than

the

averagereader

of

daily

newspaperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMexicouse

regularly

toaccesstheinternet89%87%87%80%76%71%70%69%57%56%

56%55%

54%47%46%46%45%44%40%38%37%37%35%34%31%31%24%SmartphoneSmart

TVLaptopTabletGaming

consoleCategory

usersDesktop

PCStreaming

deviceSmartwatchSmart

speakersBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=54,

La

Prensareaders,

n=420,readers

ofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

La

Prensa

readers

interact

with

companies

more

often

thanother

readers

of

dailynewspapersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinMexicobytype60%66%59%63%61%

60%61%57%58%59%57%56%54%54%53%52%52%48%39%46%40%46%42%36%41%33%41%28%27%20%13%10%9%1%0%

0%Liked

postsbyotherusersPostedpictures/videosSentprivate

Commentedmessages

on

postsFollowedpeopleLikedcompanypostsSharedpostsbyother

usersPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;Base:

n=54,

LaPrensareaders,

n=420,readers

ofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023La

Prensa

readers

tend

to

read

online

magazines

more

often

than

readers

ofdaily

newspapers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinMexicohavebeen

using

inthepast4weeks92%83%81%88%88%81%79%75%

73%73%71%66%71%70%67%64%58%54%

47%54%53%51%44%51%50%45%39%30%28%26%25%10%4%DigitalvideocontentTVDailynewspapersMovies

/cinemaDigitalmusiccontentRadioPodcastsOnlinenewswebsitesOnlinemagazinesMagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2weeks?";Multi

Pick;Base:

n=24,

LaPrensareaders,

n=199,

readersofdailynewspapers,

n=6058,

all

respondentsConsumer

Insights

Global

as

of

August

2023La

Prensa

readers

remember

seeing

ads

on

social

media

more

often

than

otherreaders

of

daily

newspapersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereLaPrensareadersinMexicohavecome

across

digitaladvertisinginthepast4weeks70%70%65%58%52%52%48%48%40%46%46%40%39%37%36%32%35%34%32%31%31%30%

31%24%29%26%25%24%17%11%Social

mediaVideo

portalsWebsitesandappsof

brandsEditorialwebsitesandappsOnlinestores

Video

streaming

Search

engines

Video

gamesservicesBlogs/forumsOtherappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

dailynewspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:n=54,

LaPrensareaders,

n=420,readers

ofdaily

newspapers,

n=12151,

all

respondentsConsumer

Insights

Global

as

of

August

2023La

Prensa

readers

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

readers

of

daily

newspapersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks67%63%61%59%48%57%48%56%54%44%42%41%38%35%35%

35%34%28%28%20%25%22%21%17%InprinteddailynewspapersOnTVDirectly

inthestoreOnadvertisingspacesInprintedmagazinesandjournalsAtthemovies/cinemaOntheradioBy

mailshot

/advertisingmailon

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthe

following

print