美国爱达荷州（Idaho）目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inIdaho

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

livein

Idahoandcompares

themtotheaverage

consumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inIdaho(UnitedStates):

whotheyare;

what

theylike;

whattheythink;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inIdaho(’’region’’)

againsttheaverage

U.S.consumer,

labelled

as

’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

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

Idaho

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inIdahotendtobeolder,16%

areBaby

Boomers.Ahappy

relationship

hasmoreimportance

toconsumers

inIdahothantotheaverage

consumer

intheUnitedStates.Arelatively

highshare

ofconsumers

inIdahothinkthatgovernment

debtis

anissuethatneedstobeaddressed.Consumers

inIdahotendto

gotothemovies

lessoften

thanthe

averageconsumer

inthe

United

States.Many

consumers

inIdahohavealowhousehold

income.Consumers

inIdahoreflect

thegeneralpolitical

landscapeintheUnited

States.28%

ofconsumers

inIdahoareactiveon

Pinterest.History

isarelatively

prevalent

interestof

consumers

inIdaho.Many

consumers

inIdaholiveinsmalltowns

and

rural

communities.Consumers

inIdahosee

theeconomicsituationof

the

UnitedStatesmorenegatively

thantheaverage

consumerintheUnited

States.Consumers

inIdahoremember

gettingadsbymail

more

often

than

theaverage

consumer

intheUnitedStates.Consumers

in

Idahoaremore

likely

tohavepetsasahobbythantheaverageconsumer

intheUnited

States.15%

ofconsumers

in

Idahoconsiderthemselves

partoftheLGBTQ+community.Consumers

inIdahoremember

seeingadson

websites

andappsof

brandsandproducts

more

often

than

the

averageconsumer

inthe

United

States.Consumers

inIdahoareless

likely

tofollow

basketballthanthe

averageconsumer

intheUnited

States.Consumers

inIdahoaremorepessimistic

abouttheirpersonal

futurethan

theaverage

consumer

intheUnited

States.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity4A

relatively

high

share

of

consumers

in

Idaho

live

in

a

couple

householdGeneral

demographics:

age&household

compositionGenerations16%HouseholdtypeSingle17%20%12%28%24%CoupleSingleparentNuclear

family19%30%31%4%10%26%24%37%Multi-generationalfamily2%4%18%15%Related

adultsOther23%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=253

respondentsin

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Idaho

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets30%33%33%33%35%65%42%75%81%28%41%59%25%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=253

respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Idaho

live

in

smalltowns

andrural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership32%68%34%45%55%49%57%65%66%51%43%35%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=253

respondents

in

Idaho,

n=60267

respondents

inthe

United

StatesSources:Consumer

Insights

Global

as

of

February202415%

of

consumers

in

Idaho

consider

themselves

part

of

the

LGBTQ+communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%26%78%84%89%11%22%16%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=253respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionA

happy

relationship

has

more

importance

to

consumers

in

Idaho

than

to

theaverage

consumer

in

the

United

StatesConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIdaho57%52%50%48%44%40%40%35%30%30%28%27%25%24%14%13%12%11%9%9%AhappyrelationshipAn

honest

Safety

andTobeHavingaMakingmy

owndecisionsLearningnew

thingsTraditionsSocialjusticeAdvancingmy

careerandrespectablelifesecuritysuccessful

good

timeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=253

respondents

in

Idaho,

n=60267

respondents

in

theUnited

StatesConsumer

Insights

Global

as

of

February2024History

is

a

relativelyprevalent

interest

of

consumers

in

IdahoConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinIdaho52%49%43%38%38%35%32%32%31%30%30%30%26%26%26%26%24%23%23%

23%Movies,TVshows&musicFood

&diningHistoryHome

&gardenHealth

&fitnessTravelPolitics&

Science

&

Finance&society

technology

economyArts&literatureRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=253

respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

are

more

likely

to

have

pets

as

a

hobby

than

the

averageconsumer

in

the

United

StatesConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinIdaho44%43%43%42%37%35%35%35%31%30%29%29%27%27%26%27%27%26%24%24%Cooking/bakingPetsReadingOutdooractivities

arts&crafts

gamingDIYandVideoSocializing

Gardening

TravelingandplantsBoardgames/cardgamesRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=253

respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024A

relatively

large

share

of

consumers

in

Idaho

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinIdaho19%15%13%13%13%13%12%10%10%10%

10%10%9%9%9%8%7%7%6%5%HikingHunting&fishingCyclingFitness,aerobics&cardioYoga

&pilatesDancing

Swimming&divingRunning&joggingBasketball

BadmintonRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=96

respondents

in

Idaho,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

are

less

likely

to

follow

basketball

than

the

averageconsumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinIdaho23%18%15%15%9%8%8%8%7%7%6%5%5%4%4%4%4%3%3%3%American

BasketballfootballBaseballSoccerGolfIceHockey

Motorsports

BoxingCountryMixedMartial

Arts

&divingSwimmingRegion14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=51

respondents

in

Idaho,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202460%

of

consumers

in

Idaho

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIdaho36%34%31%26%25%24%12%9%1%0%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=253

respondents

in

Idaho,

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

Idaho

think

that

government

debt

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinIdaho58%52%44%43%42%

42%41%40%39%39%38%37%36%36%34%34%33%30%29%29%Rising

prices

Economic/inflation/

situationcost

of

livingHousingCrimeEducationRegionHealth

Government

Poverty

Immigration

Food

andandsocialsecuritydebtwatersecurityCountry17

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=253

respondents

in

Idaho,

n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

reflect

the

general

political

landscape

in

the

United

StatesPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinIdahoRegion17%30%37%16%16%Country20%28%36%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=253

respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

see

the

economic

situation

of

the

United

States

morenegatively

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinIdahoRegion15%14%23%25%23%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=253

respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

are

more

negative

about

their

personal

economic

situationthan

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinIdahoRegion14%22%28%22%14%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=253

respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

are

moreaffected

by

rising

prices

and

increased

cost

ofliving

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinIdaho57%56%50%46%37%35%26%25%13%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=253

respondents

in

Idaho,

n=60267

respondents

in

theUnited

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

are

more

pessimistic

about

their

personal

futurethan

theaverage

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinIdahoRegion26%28%26%13%8%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=253

respondents

in

Idaho,

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

Idaho

tend

to

go

to

the

movies

less

often

than

the

averageconsumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks69%67%64%61%55%53%50%48%45%36%34%33%33%27%26%24%23%20%17%15%13%

13%DigitalvideocontentTVRadioDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=253

respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

remember

seeing

ads

on

websites

and

apps

of

brands

andproducts

more

often

than

the

average

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%

44%38%37%37%34%34%33%32%30%28%28%27%23%22%20%18%14%

14%13%SocialmediaVideoportalsVideostreaming

andappsservices

of

brandsWebsitesSearchenginesOnlinestoresVideogamesMusicportalsEditorial

OtherappswebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=253

respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202428%

of

consumers

in

Idaho

are

active

on

PinterestMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinIdaho76%76%65%58%56%47%45%37%34%31%29%28%26%20%18%16%16%13%10%7%FacebookYouTube

InstagramTikTokSnapchatRegionPinterestCountryTwitterLinkedInRedditTwitch26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=218

respondents

in

Idaho,

n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

access

the

internet

via

a

tablet

less

often

than

the

averageconsumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinIdahouseregularlyto

accesstheinternet90%89%58%57%53%51%47%37%36%35%33%31%31%28%27%27%20%18%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleStreaming

SmartwatchdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=253

respondents

in

Idaho,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Idaho

remember

getting

ads

by

mail

more

often

than

the

averageconsumer

in

the

United

StatesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks46%41%35%34%33%34%33%33%

32%28%18