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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSTarget

audience:

Sports

podcastlisteners

in

ChinaConsumer

Insights

reportJune2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

answered’’Sports’’

to

themulti-pick

question

’’Ingeneral,

whichof

thefollowing

podcastgenres

do

you

listen

to?’’.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofsports

podcastlisteners

inChina:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

sportspodcast

listeners

inChina(’’target

audience’’)

against

theaverage

Chineseconsumer,

labelled

as

’’all

respondents’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:•

12,000+

forcountries

with

theextended

survey(including

China)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overview

ofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:Sports

podcast

listeners

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSportspodcast

listeners

tendtobeyounger,

63%

areMillennials.Learning

new

thingshaslessimportance

tosportspodcast

listenersthan

totheaverage

consumer.70%

ofsports

podcastlisteners

statethatthey

prefer

digitalcontent

asitiseasier

to

manage.Sportspodcast

listeners

relativelyfrequently

consume

alltypesofmedia.61%

ofsports

podcastlisteners

aremale.Sportspodcast

listeners

rememberseeing

adson

editorial

websites

andappsmore

often

than

the

averageconsumer.Sportsisarelatively

prevalent

interestof

sportspodcastlisteners.Arelatively

highshare

ofsportspodcastlisteners

think

thattheenvironment

isanissuethatneeds

tobeaddressed.Many

sportspodcastlisteners

haveahighannual

household

income.Sportspodcast

listeners

are

more

likelytohavesports

and

fitnessasahobbythan

theaverage

consumer.Many

sportspodcastlisteners

describethemselves

ashavingcentrist

politicalviews.Social

media

iswidely

used

amongsports

podcast

listeners,

especially

thesocial

network

Zhihu

ispopular.Sportspodcast

listeners

are

more

likelytoliveincitiesandurbanareas

than

theaverage

consumer.Sportspodcast

listeners

are

more

likelytofollow

basketball

than

theaverageconsumer.Sportspodcast

listeners

are

morepositive

abouttheirpersonal

economicsituationthan

theaverage

consumer

inChina.Sportspodcast

listeners

rememberseeing

adsdirectly

inthestore

moreoften

than

theaverage

consumer.3Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

01Demographic

profile•

Lifestages•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

Livingsituation•

LGBTQ+Sports

podcast

listeners

tend

to

be

younger,

63%are

MillennialsDemographic

profile:

lifestagesAgeof

consumersinChinaTarget

audience18%63%17%2%Allrespondents22%43%30%5%Generation

ZMillennialsGeneration

XBaby

Boomers5Notes:’’Howoldareyou?’’;

Single

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:

n=240

sports

podcast

listeners,

n=24130

all

respondentsSources:Consumer

Insights

Global

as

of

June

202461%

of

sports

podcast

listeners

are

maleDemographic

profile:

genderGenderofconsumersinChinaTarget

audience61%39%Allrespondents51%49%MaleFemale6Notes:’’Whatis

yourgender?’’;

Single

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:

n=240

sportspodcast

listeners,

n=24130

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

sports

podcast

listeners

have

a

college

degreeDemographic

profile:

educationLevel

of

educationinChina71%57%14%12%12%13%6%5%3%4%2%1%1%0%Noformaleducation

/primary

schoolSecondaryeducationFurthereducation(permission

togoto

university)Technical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeor

equivalentor

equivalentor

equivalentTarget

audienceAllrespondents7Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:n=240

sportspodcast

listeners,

n=24130

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Many

sports

podcast

listeners

have

a

high

annual

household

incomeDemographic

profile:

incomeShare

ofconsumersinChinainthehigh,

middle,andlowthirdsof

household

gross

incomeTarget

audience40%36%24%Allrespondents34%32%34%HighMiddleLow8Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;In

general,which

ofthe

following

podcast

genresdo

youlistento?;Multi

Pick;Base:n=224

sports

podcast

listeners,

n=22316

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

sports

podcast

listeners

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinChinalive63%49%15%14%12%8%9%8%7%4%3%3%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdNuclear

familyMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherTarget

audienceAllrespondents9Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:n=240

sportspodcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:Sports

podcast

listeners

are

more

likely

to

live

in

cities

and

urban

areas

than

theaverage

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinChina64%51%23%19%15%13%6%4%Small

town2%2%2%0%Rural

communityMedium-sized

townTarget

audienceLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsAllrespondents10

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

Ingeneral,which

ofthe

following

podcast

genresdo

youlisten

to?;

Multi

Pick;Base:

n=240

sports

podcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

sports

podcast

listeners

live

in

a

house

rather

than

anapartmentDemographic

profile:

livingsituationTAccommodation

typeHome

ownership9%10%90%60%61%91%41%39%Target

audienceAllrespondentsTarget

audienceOwnedAllrespondentsHouseApartmentRented11

Notes:Sources:’Whatis

your

currentliving

situation

(main

residence)?’’;Single

Pick;

Ingeneral,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;

Base:

n=240

sports

podcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

20245%

of

sports

podcast

listeners

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinChinaTarget

audience

5%90%5%Allrespondents

5%88%8%YesNoWould

rathernot

say12

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;

Base:

n=240

sports

podcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

PetsLearning

new

things

has

less

importance

to

sports

podcast

listeners

than

to

theaverage

consumerConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinChina44%42%41%39%38%38%36%36%33%33%29%28%28%26%24%24%23%22%9%7%Safety

and

AnhonestAhappyAdvancing

LearningMakingmy

owndecisionsHavingagood

timeSocialjusticeTobesuccessfulTraditionssecurityandrespectableliferelationship

my

career

new

thingsTarget

audienceAllrespondents14

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:

n=240

sports

podcastlisteners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024Sports

is

a

relativelyprevalent

interest

of

sports

podcast

listenersConsumer

lifestyle:

main

interestsTop10

interestsofsports

podcastlistenersinChina70%69%64%58%58%53%51%43%42%41%42%41%40%36%31%28%27%23%22%20%Health

&fitnessSportsMovies,TVshows&musicFood

&diningTravelFinance&

Science

&economy

technologyPolitics&

Vehicles

&

Gaming

&societyandcurrentworldmobilityeSportseventsTarget

audienceAllrespondents15

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:n=240

sports

podcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024Sports

podcast

listeners

are

more

likely

to

have

sports

and

fitness

as

a

hobbythan

the

average

consumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofsports

podcastlistenersinChina75%74%62%61%52%50%48%47%47%46%44%43%40%31%29%29%28%27%25%25%DoingsportsOutdooractivitiesShoppingTravelingVideogamingReadingCooking/bakingTech

&computersCars/vehiclesSocializingandfitnessTarget

audienceAllrespondents16

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;

Base:

n=240

sportspodcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

sports

podcast

listeners

go

running

and

joggingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofsports

podcast

listenersinChina55%51%48%45%42%40%40%36%29%28%24%23%22%22%22%21%14%11%10%6%Badminton

Running&joggingBasketballFitness,aerobics&cardioHikingCyclingTableTennisSoccerSwimming&divingTennisTarget

audienceAllrespondents17

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:

n=210

sports

podcast

listeners,

n=13500

all

respondentsConsumer

Insights

Global

as

of

June

2024Sports

podcast

listeners

are

more

likely

to

follow

basketball

than

the

averageconsumerConsumer

lifestyle:

sports

followedTop10

sports

followed

bysportspodcast

listenersinChina52%44%36%30%29%25%24%23%22%19%18%14%12%8%8%7%6%6%6%6%BasketballSoccerTabletennis

Swimming&divingTennisAthletics

Motorsports

Cycling(track&field)Volleyball

GymnasticsTarget

audienceAllrespondents18

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:n=166

sportspodcast

listeners,

n=6851

allrespondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

sports

podcast

listeners

own

pets,

especially

dogs

arepopularConsumer

lifestyle:

petsPetsliving

with

sports

podcastlistenersinChina62%45%38%31%27%19%19%11%7%6%5%4%4%

4%Rodent2%1%DogCatFishBirdReptileInsectIdon’thaveanypetsTarget

audienceAllrespondents19

Notes:Sources:’’Which

ofthese

pets

live

with

youin

your

household?’’;

Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:n=73

sportspodcast

listeners,

n=5999

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

attitudes•

Consumer

attitudes•

Challenges

facing

thecountry•

Politics•

Innovation

adoptionView

on

economic

situationof

China••

View

on

personal

economic

situation•

Economic

concerns2070%

of

sports

podcast

listeners

state

that

they

prefer

digital

content

as

it

iseasier

to

manageConsumer

attitudesAgreementwithstatements

inChina85%72%70%61%42%40%15%15%12%10%Iwant

to

access

mymusic/movies

onallmydevices

(TV,Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanage

mainstream

media

in

afford

allthe

streamingIdon’ttrusttheItistooexpensive

tomy

country

ofresidence(e.g.,news

channels)services

thatIwantsmartphone,

tablet,etc.)Target

audienceAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;

Multi

Pick;Base:n=240

sportspodcast

listeners,

n=4020

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

sports

podcast

listeners

think

that

the

environment

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Chinaaccordingtosports

podcastlisteners50%49%44%41%40%39%38%38%36%34%33%32%31%32%31%32%25%24%24%22%Environ-mentHealthandsocialsecurityFood

and

Rising

prices

Climatewater

/inflation/

changesecurity

cost

of

livingUnifyingthe

countryEducation

Economic

Unemploy-

Housingsituation

mentTarget

audienceAllrespondents22

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:

n=240sports

podcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

sports

podcast

listeners

describe

themselves

as

having

centrist

politicalviewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinChinaTarget

audience19%19%55%20%6%Allrespondents48%20%13%LeftCenterRightPrefer

nottoanswer23

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;In

general,which

ofthe

following

podcastgenresdo

youlisten

to?;Multi

Pick;Base:n=240

sports

podcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

202453%

of

sports

podcast

listeners

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovationInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinChina45%38%31%24%16%15%14%8%7%2%InnovatorsEarly

adoptersEarly

majorityLatemajorityLaggardsTarget

audience

Allrespondents24

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:

n=240

sports

podcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024Sports

podcast

listeners

see

the

economic

situation

of

China

more

positivelythan

the

average

consumer

in

ChinaConsumer

attitudes:view

oneconomic

situationofChinaEconomic

situation

inChinaas

perceived

bysportspodcast

listeners0%Target

audience45%44%8%3%1%3%Allrespondents39%45%13%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative25

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:n=240

sports

podcast

listeners,

n=24130

allrespondentsConsumer

Insights

Global

as

of

June

2024Sports

podcast

listeners

are

more

positive

about

their

personal

economicsituation

than

the

average

consumer

in

ChinaConsumer

attitudes:view

onpersonal

economic

situationPerceivedpersonal

economic

situation

of

sportspodcast

listeners0%3%Target

audience30%53%15%1%Allrespondents28%48%19%5%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative26

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Ingeneral,which

ofthe

following

podcast

genres

do

youlisten

to?;Multi

Pick;Base:

n=240

sports

podcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024Sports

podcast

listeners

are

more

worriedabout

not

being

able

to

pay

their

billsthan

the

average

Chinese

consumerConsumer

attitudes:economic

concernsAgreementwithstatements

regardingeconomic

concernsofsports

podcastlisteners34%32%27%27%15%8%8%6%4%3%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

aboutnotbeing

abletopaymy

billsIamworried

aboutviolence

andpublicunrestsinmyIhavelost

my

jobinthepast12

monthscountry

of

residenceTarget

audienceAllrespondents27

Notes:Sources:’’Which

ofthese

statements

apply

toyouwhen

youconsider

youreveryday

life

in

the

past12

months?’’;

Multi

Pick;

Ingeneral,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;

Base:

n=240

sports

podcastlisteners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Social

media

usage•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSports

podcast

listeners

relatively

frequently

consume

all

types

of

mediaMarketing

touchpoints:media

usageTypeof

mediaconsumersinChinahave

been

usingin

thepast

4weeks88%88%84%80%70%68%67%66%66%64%57%55%54%50%34%34%32%30%26%25%24%11%DigitalvideocontentMovies

/cinemaTVDigitalmusic

magazinescontentOnlineOnlinenewswebsitesPodcasts

Magazines

Daily

newspapersRadioWeeklynewspapersTarget

audienceAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Ingeneral,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:

n=240

sports

podcast

listeners,

n=24130

all

respondentsConsumer

Insights

Global

as

of

June

2024Social

media

is

widely

used

among

sports

podcast

listeners,

especially

the

socialnetwork

Zhihu

is

popularMarketing

touchpoints:social

media

usageTop10

social

networks

used

by

sports

podcast

listeners90%89%74%69%63%51%48%43%44%38%34%27%26%25%22%21%15%14%11%7%TianyaWeChatDouyinLittleRed

BaiduTieba

SinaWeiboBookZhihuQzoneDoubanhupuTarget

audienceAllrespondents30

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;Base:n=73

sports

podcast

listeners,

n=5999

all

respondentsConsumer

Insights

Global

as

of

June

2024Sports

podcast

listeners

remember

seeing

ads

on

editorial

websites

and

appsmore

often

than

the

average

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

channelswheresports

podcastlistenersinChinaremembercomingacross

digital

advertising60%57%53%53%50%50%48%47%45%45%34%34%34%32%30%26%25%24%20%19%SocialmediaVideogamesSearchenginesVideostreamingservicesOnlinestoresVideoportalsEditorialwebsitesandappsBlogs/forumsNewsletters

Websitesandappsof

brandsTarget

audienceAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

youlisten

to?;Multi

Pick;

Base:

n=240

sports

podcast

listeners,

n=

24130

allrespondentsConsumer

Insights

Global

as

of

June

2024Sports

podcast

listeners

remember

seeing

ads

directly

in

the

store

more

oftenthan

the

average

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinChinahavecome

across

non-digital

advertisinginthepast4weeks66%63%62%58%47%45%44%44%42%42%36%36%21%20%19%17%OnadvertisingspacesDirectly

inthestoreOnTVAtthemovies/cinemaInprinteddailynewspapersInprintedmagazinesandjournalsOntheradioBy

mailshot

/advertisingmailon

thegoTarget

audienceAllrespondents32

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;In

general,which

ofthe

following

podcast

genresdo

you

listen

to?;Multi

Pick;

Base:

n=240

sports

podcast

listeners,

n=24130

allrespondentsConsumer

Insights

Global

as

of

June

2024Interested

in

more

insights?Buildyourown

multi-dimensional

targetgroups,like

Americanfootballfanslistening

to

sportspodcasts,

benchmarkthem

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thatspeaktheirlanguage.ClicktoopenUnderstandwhat

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podcastlistenersConsumerInsights+See

the

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mediausage,genrepreferences,

andvideogames

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eyes

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podcastlisteners

andlearn

abouttheirpreferences.Experience

the

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Insights.Getaccessto2M+exclusive

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