美国米纳斯吉拉斯州Minas Gerais目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inMinas

Gerais

(Brazil)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinMinasGerais

andcompares

themto

theaverage

consumerinBrazil.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inMinasGerais

(Brazil):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inMinasGerais

(’’region’’)againstthe

average

Brazilian

consumer,

labelledas’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

Brazil)•

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

Minas

Gerais

(Brazil)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inMinasGerais

tend

to

beyounger,

48%

areMillennials.Consumers

inMinasGerais

valuesimilar

Arelatively

highshare

ofconsumers

inConsumers

inMinasGerais

tendtolisten

to

theradiomore

often

than

theaverage

consumer

inBrazil.aspects

of

lifeastheaverage

consumerinBrazil.MinasGerais

think

thatgovernmentdebtisanissue

thatneeds

to

beaddressed.39%

ofconsumers

inMinasGerais

haveahighhousehold

income.Arelatively

highshare

ofconsumers

inMinasGerais

areinterested

inreligionandspirituality.40%

ofconsumers

inMinasGerais

areactiveon

Twitter.Consumers

inMinasGerais

reflect

thegeneral

political

landscapeinBrazil.35%

ofconsumers

inMinasGerais

liveinsmall

towns

and

rural

communities.Consumers

inMinasGerais

rememberhearing

adson

the

radiomore

oftenthan

theaverage

consumer

inBrazil.Consumers

in

Minas

Gerais

havesimilarhobbiesas

theaverage

consumer

inBrazil.10%

ofconsumers

in

MinasGerais

arevery

negativeabouttheeconomicsituationof

Brazil.8%

of

consumers

inMinasGerais

haveamigrant

background.51%

ofconsumers

inMinasGeraisremember

seeing

advertising

on

socialmedia.Consumers

inMinasGerais

followsimilar

sportsleagues

and

competitionsastheaverage

consumer

inBrazil.41%

ofconsumers

inMinasGerais

areoptimisticabouttheirpersonal

future.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4Consumers

in

Minas

Gerais

tend

to

be

younger,

48%are

MillennialsGeneral

demographics:

age&household

compositionGenerations3%HouseholdtypeSingle4%6%8%24%48%26%21%21%CoupleSingleparentNuclear

family8%9%41%29%28%Multi-generationalfamily7%6%25%24%Related

adultsOther29%26%5%4%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=885

respondentsin

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Sources:39%

of

consumers

in

Minas

Gerais

have

a

high

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets19%21%79%33%39%85%88%33%33%36%26%81%15%12%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=885

respondents

in

Minas

Gerais,n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Sources:35%

of

consumers

in

Minas

Gerais

live

in

small

towns

and

rural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership21%23%77%24%24%76%31%69%35%79%76%65%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=885

respondents

in

Minas

Gerais,

n=12153respondents

in

BrazilSources:Consumer

Insights

Global

as

of

March20248%

of

consumers

in

Minas

Gerais

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community90%91%92%92%10%9%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=885respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionConsumers

in

Minas

Gerais

value

similar

aspects

of

life

as

the

averageconsumer

in

BrazilConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMinasGerais61%60%45%44%42%41%33%30%30%

30%28%26%26%

26%24%22%11%10%6%

6%An

honestandrespectablelifeAhappyrelationship

successfulTobeSafety

and

LearningMakingmy

owndecisionsAdvancing

Havingamy

career

good

timeSocialjusticeTraditionssecuritynew

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=885

respondents

in

Minas

Gerais,

n=12153

respondentsin

BrazilConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Minas

Gerais

are

interested

in

religionand

spiritualityConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinMinasGerais62%61%61%60%53%

53%51%50%49%47%47%

47%43%42%41%40%40%38%37%36%Movies,TVshows&musicHealth

&fitnessFinance&

Science

&economy

technologyTravelFood

&diningSportsFamily

&parenting

spiritualityReligion

&Politics&societyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Consumers

in

Minas

Gerais

have

similar

hobbies

as

the

average

consumer

inBrazilConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinMinasGerais48%48%48%46%45%44%40%40%40%

40%39%39%39%38%35%34%33%31%27%26%Tech

&computersTravelingVideogamingPetsCooking/bakingOutdooractivitiesReadingSocializingDoingsportsCars/vehiclesandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Consumers

in

Minas

Gerais

participate

in

similar

sports

and

activities

as

theaverage

consumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinMinasGerais22%21%21%20%14%

14%14%13%13%12%10%10%10%9%8%8%7%6%6%

6%Fitness,aerobics&cardioSoccerCyclingDancingRunning&joggingSwimming

Volleyball

&HikingBasketballHunting&fishing&divingbeachvolleyballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=428

respondents

in

Minas

Gerais,

n=6016

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Consumers

in

Minas

Gerais

follow

similar

sports

leagues

and

competitions

asthe

average

consumer

in

BrazilConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinMinasGerais40%38%20%18%18%16%11%10%10%10%9%9%9%8%8%

8%8%

8%6%

6%CyclingSoccerVolleyball

Basketball

Motorsports

TennisMixedMartial

ArtsBoxingAmerican

Swimmingfootball

&divingRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=381

respondents

in

Minas

Gerais,

n=5141

respondents

in

BrazilConsumer

Insights

Global

as

of

March202422%

of

consumers

in

Minas

Gerais

are

innovators

or

early

adopters

of

newproductsConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMinasGerais44%43%22%21%19%17%16%14%3%3%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

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

Minas

Gerais

think

that

government

debtis

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingtoconsumersinMinasGerais69%67%66%65%64%62%62%

62%59%57%57%56%55%54%45%

45%38%35%32%31%Unemploy-mentPovertyEducationCrimeEconomic

Rising

prices

Healthsituation

/inflation/

andsocialcost

of

living

securityEnviron-

Government

Housingment

debtRegionCountry17

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=885

respondents

in

Minas

Gerais,

n=12153respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Consumers

in

Minas

Gerais

reflect

the

general

political

landscape

in

BrazilPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinMinasGeraisRegion24%20%39%17%Country26%20%37%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=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March202410%

of

consumers

in

Minas

Gerais

are

very

negative

about

the

economicsituation

of

BrazilPerspective

andoutlook:

view

on

economic

situation

ofBrazilPerceivedeconomic

situation

of

Brazil

byconsumersinMinasGeraisRegion8%21%37%23%10%Country9%23%37%23%8%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March202443%

of

consumers

in

Minas

Gerais

are

positive

about

their

personal

economicsituationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinMinasGeraisRegion11%43%31%11%4%Country13%38%33%12%3%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Consumers

in

Minas

Gerais

are

moreaffected

by

rising

prices

and

increasedcost

of

living

than

the

average

consumer

in

BrazilPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinMinasGerais53%52%47%41%35%33%27%24%8%6%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=885

respondents

in

Minas

Gerais,

n=12153

respondents

inBrazilConsumer

Insights

Global

as

of

March202441%

of

consumers

in

Minas

Gerais

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinMinasGeraisRegion36%41%14%7%

2%Country39%37%17%5%

2%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Minas

Gerais

tend

to

listen

to

the

radio

more

often

than

theaverage

consumer

in

BrazilMarketing

touchpoints:media

usageType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks82%

82%79%

79%69%65%63%

62%55%54%52%52%50%46%31%29%19%

19%Magazines18%17%10%

10%WeeklyTVDigitalvideocontentMovies

/cinemaDigitalmusic

Onlinenewscontent

websitesRadioPodcastsOnlinemagazinesDailynewspapers

newspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March202451%

of

consumers

in

Minas

Gerais

remember

seeing

advertising

on

socialmediaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks57%55%51%48%41%40%39%39%35%31%28%

28%28%26%24%

25%22%22%21%19%VideoportalsSocialmediaOnlinestoresVideostreaming

andappsservicesWebsitesMusicportalsOtherappsVideogamesSearchenginesEditorialwebsitesandappsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March202440%

of

consumers

in

Minas

Gerais

are

active

onTwitterMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinMinasGerais88%86%84%83%77%76%52%

51%40%38%31%

30%29%

29%Pinterest14%

13%Twitch12%

12%Snapchat9%7%Instagram

YouTubeFacebookTikTokTwitterRegionLinkedInCountryReddit26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=842

respondents

in

Minas

Gerais,

n=11481

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Consumers

in

Minas

Gerais

access

the

internet

via

a

desktop

PC

more

oftenthan

the

average

consumer

in

BrazilMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMinasGeraisuseregularlytoaccess

the

internet95%94%75%73%49%48%

47%45%39%39%35%33%32%31%23%21%18%17%SmartphoneSmart

TVDesktop

PCLaptopGamingconsoleTabletStreaming

SmartwatchdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=885

respondents

in

Minas

Gerais,

n=12153

respondents

in

BrazilConsumer

Insights

Global

as

of

March2024Consumers

in

Minas

Gerais

remember

hearing

ads

on

the

radio

more

oftenthan

the

average

consumer

in

BrazilMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks60%59%40%39%35%32%31%29%23%22%15%

15%12%11%9%

8%OnTVOnadver