美国路易斯安那州Louisiana目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inLouisiana

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

livein

Louisianaandcompares

themto

theaverage

consumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inLouisiana

(United

States):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inLouisiana

(’’region’’)againstthe

average

U.S.consumer,

labelledas’’country’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

United

States)•

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

Louisiana

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsGeneration

Zmakeuparelatively

largesegment

of

consumers

inLouisiana.Being

successful

hasmore

importancetoconsumers

inLouisianathan

totheaverage

consumer

intheUnitedStates.Arelatively

highshare

ofconsumers

inLouisiana

think

thatcrime

isanissuethatneeds

to

beaddressed.Consumers

inLouisiana

usealltypesofmedia

less

frequently

thanthe

averageconsumer

inthe

United

States.Many

consumers

inLouisianahavealow

household

income.Arelatively

highshare

ofconsumers

inLouisiana

areinterested

inmovies,

TVshows

andmusic.Many

consumers

inLouisianahavecentrist

political

views.Thesocial

network

TikTok

is

morepopularinLouisianathan

inotherregions

of

the

United

States.Many

consumers

inLouisianalive

insmall

towns

and

rural

communities.28%

ofconsumers

inLouisiana

areMany

consumers

inLouisianaconsidercooking

and

bakingahobby.neither

positive

nornegativeabouttheConsumers

inLouisiana

remembereconomic

situationoftheUnitedStates.

seeing

adsout-of-home

lessoften

thanthe

average

consumer

inthe

UnitedLouisianahasarathersmall

migrantcommunity.Consumers

inLouisiana

are

lesslikely

to

27%

ofconsumers

inLouisiana

arefollow

soccer

thanthe

averageconsumer

intheUnited

States.States.neither

optimisticnorpessimistic

abouttheirpersonal

future.Consumers

inLouisiana

rememberseeing

adson

editorial

websites

andappslessoften

thanthe

averageconsumer

inthe

United

States.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4GenerationZ

make

up

a

relatively

large

segment

of

consumers

in

LouisianaGeneral

demographics:

age&household

compositionGenerations11%HouseholdtypeSingle23%20%12%28%20%19%CoupleSingleparentNuclear

family28%34%13%10%14%24%37%Multi-generationalfamily4%4%18%15%Related

adultsOther28%23%9%7%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=800

respondentsin

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Louisiana

have

a

lowhousehold

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets21%33%35%65%42%80%81%36%33%58%42%33%20%19%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=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Louisiana

live

in

small

towns

andrural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership27%32%68%45%55%48%57%68%74%52%43%32%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=800

respondents

in

Louisiana,

n=60267respondents

in

the

United

StatesSources:Consumer

Insights

Global

as

of

February2024Louisiana

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%85%89%89%11%26%15%11%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=800respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionBeing

successful

has

more

importance

to

consumers

in

Louisiana

than

to

theaverage

consumer

in

the

United

StatesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinLouisiana53%50%49%48%44%40%40%39%30%

30%28%28%25%23%15%14%12%11%11%9%AhappyrelationshipAn

honestandrespectablelifeTobesuccessfulSafety

andsecurityMakingmy

owndecisionsHavingaLearning

Advancing

TraditionsSocialjusticegood

time

new

things

my

careerRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=800

respondents

in

Louisiana,

n=60267

respondents

inthe

United

StatesConsumer

Insights

Global

as

of

February2024A

relatively

high

share

of

consumers

in

Louisiana

are

interested

in

movies,

TVshows

and

musicConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinLouisiana53%52%43%43%35%32%31%31%30%30%28%28%28%27%26%

26%26%25%25%23%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelScience

&technologyHistorySportsHome

&gardenFashion&beauty

spiritualityReligion

&RegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Louisiana

consider

cooking

andbaking

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinLouisiana45%42%37%36%35%35%33%32%31%29%27%26%27%26%25%25%24%24%23%23%Cooking/bakingReadingPetsVideogaming

arts&craftsDIYandTravelingCountryOutdooractivitiesSocializing

GardeningandplantsBoardgames/cardgamesRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024A

relatively

small

share

of

consumers

in

Louisiana

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinLouisiana13%13%12%11%10%10%10%9%9%9%9%8%8%8%8%7%7%7%7%7%Hunting&fishingFitness,aerobics&cardioBasketballDancingAmericanfootball/flagHikingSwimming

Baseball&diving

&softballCyclingRunning&joggingfootballRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=236

respondents

in

Louisiana,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Louisiana

are

less

likely

to

follow

soccer

than

the

averageconsumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinLouisiana24%23%18%17%15%13%8%8%8%7%7%5%5%5%5%4%4%3%3%3%American

BasketballfootballBaseballBoxingGolfMixedMartial

ArtsMotorsports

SoccerAthletics

IceHockey(track&field)RegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=216

respondents

in

Louisiana,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202439%

of

consumers

in

Louisiana

are

in

the

early

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinLouisiana39%36%28%26%24%24%12%9%1%Innovators1%Early

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

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

Louisiana

think

that

crime

is

an

issue

thatneeds

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinLouisiana52%50%48%42%41%40%38%38%37%37%35%35%36%35%34%31%29%29%28%27%Rising

prices/inflation/cost

of

livingCrimePovertyHealthandsocialsecurityEconomic

Unemploy-

EducationHousingFood

and

GovernmentsituationmentwaterdebtsecurityRegionCountry17

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=800

respondents

in

Louisiana,

n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Louisiana

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinLouisianaRegion20%32%31%17%Country20%28%36%16%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=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202428%

of

consumers

in

Louisiana

are

neither

positive

nor

negative

about

theeconomic

situation

of

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinLouisianaRegion17%17%28%24%14%Country21%21%24%20%13%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202435%

of

consumers

in

Louisiana

are

neither

positive

nor

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinLouisianaRegion15%21%35%18%10%Country20%26%29%16%10%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202438%

of

consumers

in

Louisiana

are

worriedabout

not

being

able

to

pay

theirbillsPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinLouisiana52%50%46%43%38%35%28%26%12%12%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

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=800

respondents

in

Louisiana,

n=60267

respondents

in

theUnited

StatesConsumer

Insights

Global

as

of

February202427%

of

consumers

in

Louisiana

are

neither

optimistic

nor

pessimistic

abouttheir

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinLouisianaRegion27%29%27%11%5%Country30%31%24%10%5%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Louisiana

use

all

types

of

media

less

frequently

than

the

averageconsumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks69%69%67%61%53%51%50%48%48%42%33%33%27%26%25%24%21%18%17%13%13%8%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Louisiana

remember

seeing

ads

on

editorial

websites

and

appsless

often

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%42%37%37%35%33%33%29%28%28%27%27%27%24%22%

22%18%14%14%9%SocialmediaVideoportalsVideostreamingservicesSearchenginesOnlinestoresVideogamesWebsitesandappsof

brandsMusicportalsOtherapps

EditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024The

social

network

TikTok

is

more

popular

in

Louisiana

than

in

other

regions

ofthe

United

StatesMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinLouisiana79%76%66%65%56%55%49%45%36%34%31%26%

26%24%20%15%16%11%10%9%FacebookYouTube

InstagramTikTokSnapchatRegionPinterestCountryTwitterLinkedInRedditTwitch26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=695

respondents

in

Louisiana,

n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Louisiana

access

the

internet

via

a

laptop

less

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinLouisianauseregularlytoaccess

the

internet91%89%57%

57%58%47%47%46%37%36%35%33%31%27%27%23%23%22%SmartphoneSmart

TVLaptopTabletGamingconsoleStreamingdeviceSmartspeakersSmartwatch

Desktop

PCRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=800

respondents

in

Louisiana,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Louisiana

remember

seeing

ads

out-of-home

less

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks46%43%33%33%32%30%28%27%27%23%19%18%