印度卡纳塔克邦（Karnataka）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inKarnataka

(India)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinKarnatakaandcompares

themto

theaverage

consumer

inIndia.Duration:

approx.

15

minutesThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inKarnataka(India):who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inKarnataka

(’’region’’)

againsttheaverage

Indian

consumer,

labelled

as

’’country’’

inthe

charts.Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

India)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedregularly

andisbased

ondatafrom

theConsumer

InsightsGlobal

survey.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

March2024Sources:Consumers

in

Karnataka

(India)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsMillennials

makeuparelatively

largesegment

of

consumers

inKarnataka.Being

successful

isanimportant

aspectof

lifefor53%

of

consumers

inKarnataka.53%

ofconsumers

in

Karnatakathinkthatunemployment

isanissuethatneeds

to

beaddressed.Consumers

inKarnatakarelativelyfrequently

consume

alltypesofmedia.Many

consumers

inKarnataka

haveahighhousehold

income.Thesocial

network

LinkedIn

ismorepopularinKarnataka

than

inotherregions

of

India.Food

and

dining

are

relatively

prevalentinterests

of

consumers

inKarnataka.Consumers

inKarnatakareflect

thegeneral

political

landscapeinIndia.Many

consumers

inKarnataka

live

inthecity

and

inurbanareas.Consumers

inKarnatakaare

more

likelytohavecooking

andbaking

as

ahobbythan

theaverage

consumer

inIndia.41%

ofconsumers

inKarnatakaareConsumers

inKarnatakarememberpositive

aboutthe

economic

situationof

seeing

adsout-of-home

more

often28%

ofconsumers

in

Karnatakahaveamigrant

background.India.than

theaverage

consumer

inIndia.40%

ofconsumers

inKarnatakafollowcricket.38%

ofconsumers

inKarnatakaareoptimisticabouttheirpersonal

future.57%

ofconsumers

inKarnatakaremember

seeing

advertising

on

socialmedia.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Millennials

make

up

a

relatively

large

segment

of

consumers

in

KarnatakaGeneral

demographics:

age&household

compositionGenerations0%HouseholdtypeSingle0%14%4%5%14%11%9%CoupleSingleparentNuclear

family44%6%5%53%24%18%Multi-generationalfamily22%24%42%31%33%Related

adultsOther37%3%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=2012

respondentsin

Karnataka,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Karnataka

have

a

high

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets14%22%79%33%43%88%87%33%86%30%33%27%12%13%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=2012

respondents

in

Karnataka,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Karnataka

live

in

the

city

and

in

urban

areasGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership23%24%76%32%68%34%66%35%37%77%65%64%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=2012

respondents

in

Karnataka,

n=24201respondents

in

IndiaSources:Consumer

Insights

Global

as

of

March202428%

of

consumers

in

Karnataka

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community72%75%81%81%19%28%25%19%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=2012respondents

in

Karnataka,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionBeing

successful

is

an

important

aspect

of

life

for

53%

of

consumers

inKarnatakaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinKarnataka53%53%44%42%43%40%33%

33%30%

30%26%25%24%24%24%23%16%15%12%

12%TobeAhappyAn

honest

Safety

and

LearningMakingmy

owndecisionsHavinga

Advancinggood

time

my

careerSocialjusticeTraditionssuccessful

relationshipandrespectablelifesecuritynew

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=2012

respondents

in

Karnataka,

n=24201

respondents

inIndiaConsumer

Insights

Global

as

of

March2024Food

and

dining

are

relativelyprevalent

interests

of

consumers

in

KarnatakaConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinKarnataka53%52%51%51%50%50%50%49%47%47%46%44%44%44%42%42%39%38%37%36%Food

&diningMovies,TVshows

technology&musicScience

&Health

&fitnessTravelSportsFashionCareer

&Finance&Family

&&beauty

education

economy

parentingRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=2012

respondents

in

Karnataka,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Karnataka

are

more

likely

to

have

cooking

and

baking

as

a

hobbythan

the

average

consumer

in

IndiaConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinKarnataka53%51%44%44%43%42%43%39%38%37%36%36%35%33%33%32%32%30%29%29%TravelingTech

&computersCooking/bakingReading

Photography

OutdooractivitiesVideogamingCars/vehiclesGardening

Meditationandplants

&wellnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2012

respondents

in

Karnataka,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202427%

of

consumers

in

Karnataka

regularly

playcricketConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinKarnataka27%

27%21%18%18%16%15%14%14%

14%13%13%13%13%12%12%11%11%11%10%CricketBadmintonCyclingYoga

&pilatesDancingRegionSoccerFitness,aerobics&cardioRunning&joggingBasketball

Swimming&divingCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=910

respondents

in

Karnataka,

n=10449

respondents

in

IndiaConsumer

Insights

Global

as

of

March202440%

of

consumers

in

Karnataka

follow

cricketConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinKarnataka40%39%28%25%20%15%16%13%13%12%12%11%11%11%10%10%10%9%9%8%CricketSoccerTennisBasketball

VolleyballRegionBoxingAmerican

Tabletennis

Swimmingfootball

&divingCyclingCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=931

respondents

in

Karnataka,n=10687

respondents

in

IndiaConsumer

Insights

Global

as

of

March202430%

of

consumers

in

Karnataka

are

innovators

or

early

adopters

of

newproductsConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinKarnataka42%37%27%23%18%17%16%15%3%3%InnovatorsEarly

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=2012

respondents

in

Karnataka,

n=24201

respondents

in

IndiaConsumer

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

future1653%

of

consumers

in

Karnataka

think

that

unemployment

is

an

issue

that

needsto

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoconsumersinKarnataka54%53%45%42%42%40%38%38%

38%37%

37%35%35%35%

36%35%34%34%33%33%Unemploy-

EducationmentPovertyReligiousconflictsEnviron-mentHealth

Rising

prices

ClimateCrimeEconomicsituationandsocial

/inflation/security

cost

of

livingchangeRegionCountry17

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=2012

respondents

in

Karnataka,

n=24201respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Karnataka

reflect

the

general

political

landscape

in

IndiaPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinKarnatakaRegion19%19%24%49%9%Country21%50%10%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=2012

respondents

in

Karnataka,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202441%

of

consumers

in

Karnataka

are

positive

about

the

economic

situation

ofIndiaPerspective

andoutlook:

view

on

economic

situation

ofIndiaPerceivedeconomic

situation

of

India

byconsumersinKarnataka2%Region41%41%13%4%1%Country41%40%14%4%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=2012

respondents

in

Karnataka,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202443%

of

consumers

in

Karnataka

are

positive

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinKarnataka1%Region36%43%16%4%1%Country35%43%17%4%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=2012

respondents

in

Karnataka,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Karnataka

are

moreaffected

by

rising

prices

and

increased

costof

living

than

the

average

consumer

in

IndiaPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinKarnataka47%45%44%40%27%27%22%19%13%12%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

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=2012

respondents

in

Karnataka,

n=24201

respondents

inIndiaConsumer

Insights

Global

as

of

March202438%

of

consumers

in

Karnataka

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinKarnataka1%2%Region47%38%12%2%2%Country49%35%11%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2012

respondents

in

Karnataka,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Karnataka

relatively

frequently

consume

all

types

of

mediaMarketing

touchpoints:media

usageType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks83%79%79%76%68%64%63%63%59%55%52%51%47%43%42%37%37%36%33%32%29%27%TVDigitalvideocontentMovies

/cinemaDailynewspapersDigitalmusic

Onlinenewscontent

websitesRegion

CountryMagazinesPodcastsRadioOnlinemagazinesWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=2012

respondents

in

Karnataka,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202457%

of

consumers

in

Karnataka

remember

seeing

advertising

on

social

mediaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks57%55%55%54%45%43%42%42%41%40%38%37%36%35%34%31%25%24%24%21%SocialmediaVideoportalsVideostreamingservicesSearchenginesOnlinestoresWebsitesandappsof

brandsVideogamesMusicportalsEditorialwebsitesandappsBlogs/forumsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2012

respondents

in

Karnataka,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024The

social

network

LinkedIn

is

more

popular

in

Karnataka

than

in

other

regionsof

IndiaMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinKarnataka87%84%84%83%81%80%53%46%44%43%43%40%28%26%25%21%19%18%17%14%Instagram

YouTubeFacebookLinkedInTwitterRegionSnapchatCountryPinterestQuoraSharechatReddit26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1935

respondents

in

Karnataka,

n=23003

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Karnataka

access

the

internet

via

a

laptop

more

often

than

theaverage

consumer

in

IndiaMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinKarnataka

useregularly

toaccesstheinternet96%95%79%70%66%61%55%51%49%47%45%42%39%36%31%30%25%25%SmartphoneLaptopSmart

TVSmartwatch

Desktop

PCTabletSmartspeakersGamingconsoleStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=2012

respondents

in

Karnataka,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Karnataka

remember

seeing

ads

out-of-home

more

often

thanthe

average

consumer

in

IndiaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks53%

54%44%44%42%42%41%39%37%36%33%31%30%27%24%21%OnTVInprinteddailynewspapersDirectly

inthestoreAtthemovie