法国奥弗涅-罗讷-阿尔卑斯大区Auvergne-Rhône-Alpes目标消费者研究报告-外文版培训课件

CONSUMERS&BRANDSTarget

audience:

consumers

inAuvergne-Rhône-Alpes

(France)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinAuvergne-Rhône-Alpes

and

compares

themtotheaverageconsumer

inFrance.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inAuvergne-Rhône-Alpes(France):

who

theyare;

what

theylike;

whattheythink;

Region:

56countriesandhowtoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inAuvergne-Rhône-Alpes(’’region’’)

againsttheaverage

French

consumer,labelled

as’’country’’

inthecharts.•

12,000+

forcountries

with

theextended

survey(including

France)•

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

Auvergne-Rhône-Alpes

(France)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints13%

ofconsumers

inAuvergne-Rhône-AlpesareBaby

Boomers.Consumers

inAuvergne-Rhône-Alpesvaluesimilar

aspects

oflifeastheaverage

consumer

inFrance.60%

ofconsumers

in

Auvergne-Rhône-Alpesthink

thatrising

prices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.Consumers

inAuvergne-Rhône-Alpestendtoconsume

similar

media

astheaverage

consumer

inFrance.35%

ofconsumers

inAuvergne-Rhône-Alpeshaveamediumhouseholdincome.Consumers

inAuvergne-Rhône-Alpeshavesimilarinterests

astheaverageconsumer

inFrance.40%

ofconsumers

inAuvergne-Rhône-Alpesareactiveon

Snapchat.Consumers

inAuvergne-Rhône-Alpesreflect

thegeneral

political

landscapeinFrance.76%

ofconsumers

inAuvergne-Rhône-Alpesliveinsmall

towns

and

ruralcommunities.Non-digital

advertising

touchpointsinAuvergne-Rhône-Alpes

are

similartotherest

of

France.Many

consumers

inAuvergne-Rhône-Alpesconsider

outdoor

activities

ahobby.18%

ofconsumers

inAuvergne-Rhône-Alpesarepositive

abouttheeconomicsituationof

France.30%

ofconsumers

inAuvergne-Rhône-Alpeshaveamigrantbackground.40%

ofconsumers

inAuvergne-Rhône-Alpesremember

seeing

advertising

onvideo

portals.Consumers

inAuvergne-Rhône-Alpesfollow

similarsports

leagues

andcompetitions

astheaverage

consumerinFrance.31%

ofconsumers

inAuvergne-Rhône-Alpesareoptimistic

abouttheirpersonal

future.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics•

Ageand

household

composition•

Employment

andincome•

Livingsituation•

Diversity434%

of

consumers

in

Auvergne-Rhône-Alpes

live

in

a

nuclear

familyGeneral

demographics:

age&household

compositionGenerations13%HouseholdtypeSingle22%21%12%34%24%24%CoupleSingleparentNuclear

family33%32%8%10%34%34%33%Multi-generationalfamily1%1%9%9%Related

adultsOther22%21%2%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=1335

respondentsin

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:35%

of

consumers

in

Auvergne-Rhône-Alpes

have

a

medium

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets27%27%73%30%33%33%33%85%86%35%35%73%15%14%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=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:A

relatively

large

share

of

consumers

in

Auvergne-Rhône-Alpes

live

in

anappartment

rather

than

a

houseGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership43%44%56%45%55%50%76%76%57%50%24%25%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1335

respondents

in

Auvergne-Rhône-Alpes,n=12173

respondents

in

FranceSources:Consumer

Insights

Global

as

of

March202430%

of

consumers

in

Auvergne-Rhône-Alpes

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community70%71%92%94%30%29%8%6%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=1335respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

Innovation

adoptionConsumers

in

Auvergne-Rhône-Alpes

value

similar

aspects

of

life

as

the

averageconsumer

in

FranceConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAuvergne-Rhône-Alpes52%50%49%47%47%

46%39%37%34%

34%30%28%18%

19%17%16%11%10%8%

8%Ahappyrelationship

good

timeHavingaAn

honestandrespectablelifeTobesuccessfulSafety

and

LearningSocialjusticeMakingmy

owndecisionsTraditions

Advancingmy

careersecuritynew

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=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Auvergne-Rhône-Alpes

have

similar

interests

as

the

averageconsumer

in

FranceConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinAuvergne-Rhône-Alpes47%46%45%44%44%43%40%39%38%36%35%34%28%

28%27%26%25%25%25%24%TravelMovies,TVshows&musicFood

&diningHealth

&fitnessSportsHome

&gardenFamily

&parentingFashion&beauty

technologyScience

&HistoryRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Many

consumers

in

Auvergne-Rhône-Alpes

consider

outdoor

activities

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinAuvergne-Rhône-Alpes44%42%42%41%39%39%

38%37%32%31%30%29%29%29%29%27%

27%27%26%25%Cooking/bakingTravelingOutdooractivitiesReadingDoingsportsGardeningandplantsVideogamingSocializingPetsDIYandarts&craftsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202425%

of

consumers

in

Auvergne-Rhône-Alpes

regularly

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinAuvergne-Rhône-Alpes25%20%15%14%13%11%11%11%9%

9%8%

8%6%6%6%6%5%5%5%4%HikingRunning&joggingCyclingFitness,aerobics&cardioSoccerRegionSwimming&divingYoga

&pilatesDancingBasketball

BadmintonCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=657

respondents

in

Auvergne-Rhône-Alpes,

n=5601

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Auvergne-Rhône-Alpes

follow

similar

sports

leagues

andcompetitions

as

the

average

consumer

in

FranceConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinAuvergne-Rhône-Alpes26%26%16%14%14%13%12%10%10%9%9%9%7%

7%6%5%5%5%4%4%SoccerRugbyTennisCyclingBasketballRegionAthletics(track&field)Handball

Motorsports

BoxingSwimming&divingCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=500

respondents

in

Auvergne-Rhône-Alpes,

n=4350

respondents

in

FranceConsumer

Insights

Global

as

of

March202427%

of

consumers

in

Auvergne-Rhône-Alpes

are

in

the

late

majority

ofinnovation

adopter

typesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAuvergne-Rhône-Alpes42%41%27%26%23%22%9%9%1%Innovators0%Early

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

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

future1660%

of

consumers

in

Auvergne-Rhône-Alpes

think

that

rising

prices,

inflation

&cost

of

living

are

issues

that

need

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoconsumersinAuvergne-Rhône-Alpes60%

60%45%44%43%43%39%

40%39%39%38%38%38%38%38%37%37%36%35%

36%Rising

prices

Economic/inflation/

situationcost

of

livingPovertyHealthandsocialsecurityCrimeClimatechangeEducation

Immigration

Environ-

Unemploy-ment

mentRegionCountry17

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=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Auvergne-Rhône-Alpes

reflect

the

general

political

landscape

inFrancePerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinAuvergne-Rhône-AlpesRegion22%27%30%21%Country23%27%28%22%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=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202418%

of

consumers

in

Auvergne-Rhône-Alpes

are

positive

about

the

economicsituation

of

FrancePerspective

andoutlook:

view

on

economic

situation

ofFrancePerceivedeconomic

situation

of

FrancebyconsumersinAuvergne-Rhône-AlpesRegion8%18%27%29%18%Country8%17%27%29%18%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202441%

of

consumers

in

Auvergne-Rhône-Alpes

are

neither

positive

nor

negativeabout

their

personal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinAuvergne-Rhône-AlpesRegion7%27%41%18%7%Country8%26%39%19%8%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202424%

of

consumers

in

Auvergne-Rhône-Alpes

are

worriedabout

violence

andpublic

unrestsPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinAuvergne-Rhône-Alpes56%54%53%52%25%24%18%16%6%5%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=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173respondents

in

FranceConsumer

Insights

Global

as

of

March202431%

of

consumers

in

Auvergne-Rhône-Alpes

are

optimistic

about

their

personalfuturePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinAuvergne-Rhône-AlpesRegion9%31%36%17%6%Country10%30%36%17%7%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Digitaladvertising

touchpoints•

Social

networks•

Internet

usagebydevice•

Non-digital

advertising

touchpointsConsumers

in

Auvergne-Rhône-Alpes

tend

to

consume

similar

media

as

theaverage

consumer

in

FranceMarketing

touchpoints:media

usageType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks80%

79%59%

59%57%57%57%55%40%

39%34%33%32%31%26%

26%23%22%21%21%14%

15%TVRadioDigitalvideocontentMovies

/cinemaOnlinenewswebsitesMagazinesDigitalmusiccontentDailynewspapersOnlinemagazinesPodcastsWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202440%

of

consumers

in

Auvergne-Rhône-Alpes

remember

seeing

advertising

onvideo

portalsMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks40%38%31%30%28%

28%26%25%21%21%20%20%19%18%18%17%15%14%9%

9%VideoportalsSearchenginesSocialmediaVideostreaming

andappsservicesWebsitesEditorialwebsitesVideogamesOnlinestoresMusicportalsOtherappsof

brands

andappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202440%

of

consumers

in

Auvergne-Rhône-Alpes

are

active

on

SnapchatMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinAuvergne-Rhône-Alpes76%71%60%59%57%55%40%39%37%34%24%20%21%21%19%18%12%

12%Twitch5%5%FacebookYouTube

Instagram

SnapchatTikTokTwitterLinkedInPinterestRedditRegionCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1145

respondents

in

Auvergne-Rhône-Alpes,

n=10542

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Auvergne-Rhône-Alpes

access

the

internet

via

a

desktop

PC

lessoften

than

the

average

consumer

in

FranceMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinAuvergne-Rhône-Alpes

useregularlytoaccess

theinternet91%

90%68%67%43%42%40%40%29%28%26%26%18%

18%16%15%14%14%SmartphoneLaptopDesktop

PCTabletSmart

TVGamingconsoleSmartwatchSmartspeakersStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1335

respondents

in

Auvergne-Rhône-Alpes,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Non-digital

advertising

touchpoints

in

Auvergne-Rhône-Alpes

are

similar

to

therest

of

FranceMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks58%57%31%

31%31%31%31%29%24%22%21%19%19%19%14%13%OnT