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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:

Health

&fitness

podcast

listeners

inItalyConsumer

Insights

reportJune

2024Consumer

Insights

Target

Audience

ReportIntroductionReportoverviewConsumer

Insights

Global

methodology(1)Design:

Online

Survey,

split

questionnaire

designThis

reportanalyses

consumers

who

answered"Health

&

fitness"

to

themulti-pick

question

"Ingeneral,

which

of

thefollowing

podcast

genres

do

youlisten

to?"Duration:

approx.

15

minutesLanguage:

official

language(s)

of

each

country

withAmerican

English

offered

as

an

alternativeThe

report

offers

the

reader

a

comprehensiveoverview

of

health

&

fitness

podcastlisteners

inItaly:who

they

are;

what

they

like;

what

theythink;

and

howto

reach

them.

Itprovides

insights

ontheirdemographics,

lifestyle,

opinions,

and

marketingtouchpoints.

Additionally,

the

reportallows

thereaderto

benchmark

health

&

fitness

podcastlisteners

inItaly

(’’target

audience’’)

against

the

average

Italianconsumer,

labelled

as

’’all

respondents’’

in

the

charts.Region:

56

countriesNumber

of

respondents:•

12,000+

for

countries

with

the

extended

survey(including

Italy)•

2,000+

for

the

basic

surveySample:

Internet

users,

aged

18

–

64,

quotas

set

ongender

and

ageFieldwork:Thereportisupdated

quarterly

and

isbased

ondata•

Continuous

from

January

to

December•

Countries

thatreceive

theextended

survey

areupdated

four

times

ayearfrom

theConsumer

Insights

Global

survey.2Notes:(1):See

the

fullmethodology

for

a

detailed

overview

of

the

study

designConsumer

Insights

Global

as

of

June

2024Sources:Health

&

fitness

podcast

listeners

in

ItalyManagement

summary:

key

insightsDemographic

profileConsumer

lifestyleConsumer

attitudesMarketing

touchpointsHealth&

fitness

podcast

listeners

tendto

be

younger,

31%

are

part

ofGeneration

Z.Having

agood

time

has

less

importance

78%

of

health&

fitness

podcastHealth&

fitness

podcast

listenersrelatively

frequently

consume

all

typesof

media.to

health

&

fitness

podcastlistenersthan

to

theaverageconsumer.listeners

statethatthey

want

to

accesstheir

media

onall

their

devices.65%

of

health

&

fitness

podcastlisteners

arefemale.Health

and

fitness

are

relativelyprevalent

interests

of

health&

fitnesspodcastlisteners.A

relatively

high

share

of

health&fitness

podcast

listeners

think

thatclimate

changeis

an

issuethatneeds

tobeaddressed.Health

&

fitness

podcastlistenersremember

seeing

ads

inapps

moreoften

than

the

average

consumer.Many

health

&

fitness

podcastlistenershave

ahighannual

household

income.Health&

fitness

podcast

listeners

aremore

likely

to

have

meditation

andwellness

as

a

hobbythan

the

averageconsumer.Social

mediais

widely

used

amonghealth

&

fitness

podcastlisteners,especially

thesocial

network

TikTok

ispopular

.Many

health

&

fitness

podcast

listenersdescribethemselves

as

having

centristpolitical

views.Health&

fitness

podcast

listeners

aremore

likely

to

live

in

cities

and

urbanareas

than

the

average

consumer.Health&

fitness

podcast

listeners

aremore

likely

to

follow

volleyball

than

theaverage

consumer.Health&

fitness

podcast

listeners

aremore

positive

about

their

personaleconomic

situation

than

the

averageconsumer

in

Italy.Health

&

fitness

podcastlistenersremember

hearing

ads

ontheradiomore

often

than

theaverageconsumer.3Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

01Demographic

profile•

Life

stages•

Gender•

Education•

Income•

Household

classification•

Type

of

community•

Living

situation•

LGBTQ+Health

&

fitness

podcast

listeners

tend

to

be

younger,

31%

are

part

ofGeneration

ZDemographic

profile:

life

stagesAge

of

consumers

in

ItalyTarget

audienceAll

respondents31%32%29%7%19%31%39%11%GenerationZMillennialsGenerationXBaby

Boomers5Notes:’’How

oldare

you?’’;

Single

Pick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=1

92

health

&fitnesspodcastlisteners,n=12207

all

respondentsSources:Consumer

Insights

Global

as

of

June

202465%

of

health

&

fitness

podcast

listeners

are

femaleDemographic

profile:

genderGender

of

consumers

in

ItalyTarget

audienceAll

respondents35%65%50%50%MaleFemale6Notes:’’What

is

your

gender?’’;

Single

Pick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=12207

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

health

&

fitness

podcast

listeners

have

a

college

degreeDemographic

profile:

educationLevel

of

education

in

Italy33%30%23%20%19%18%16%14%9%5%5%5%3%2%No

formaleducation/primary

schoolSecondaryeducationFurthereducation(permission

togo

to

university)Technical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeor

equivalentor

equivalentor

equivalentTarget

audienceAll

respondents7Notes:’’What

is

the

highest

level

ofeducationyouhave

completed?’’;

Single

Pick;In

general,

whichofthe

following

podcastgenresdoyoulistento?;

MultiPick;Base:

n=192

health

&fitnesspodcastlisteners,n=12207

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Many

health

&

fitness

podcast

listeners

have

a

high

annual

household

incomeDemographic

profile:

incomeShare

of

consumers

in

Italy

in

the

high,

middle,

and

low

thirds

of

household

gross

incomeTarget

audienceAll

respondents45%33%22%36%31%33%HighMiddleLow8Notes:Recalculated

toonly

include

respondents

that

provide

income

information,recode

based

on

’’Monthly/annualhouseholdincome

(local

currency)’’;

Single

Pick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;Base:

n=168

health

&fitnesspodcastlisteners,n=10231

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024Many

health

&

fitness

podcast

listeners

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

households

in

which

consumers

in

Italy

live36%33%23%21%20%19%13%11%7%6%4%4%3%2%Single

householdCouplehouseholdSingle

parenthouseholdNuclear

familyMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherTarget

audienceAll

respondents9Notes:Typologybased

on

’’householdsize’’,’’householdconstellation’’

and

’’children

under

the

age

of

14inhousehold’’;

Single

Pick;

In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=12207

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024Health

&

fitness

podcast

listeners

are

more

likely

to

live

in

cities

and

urban

areasthan

the

average

consumerDemographic

profile:

type

of

communityCommunities

where

consumers

live

in

Italy33%31%30%24%21%21%12%11%8%8%Rural

communitySmall

townMedium-sized

townLargecityCity

with

over

1million

inhabitantsTargetaudienceAll

respondents10

Notes:Sources:’’In

what

type

ofcommunitydoyoulive?’’;

Single

Pick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;Base:

n=192

health

&fitnesspodcastlisteners,n=12207

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

health

&

fitness

podcast

listeners

live

inaccommodation

they

ow

n

themselvesDemographic

profile:

living

situationTAccommodationtypeHome

ownership19%24%61%64%82%76%39%36%TargetaudienceAll

respondentsTargetaudienceOwnedAll

respondentsHouseApartmentRented11

Notes:Sources:’What

isyour

current

living

situation(main

residence)?’’;

Single

Pick;In

general,

whichofthe

following

podcastgenres

do

youlistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=12207

all

respondentsConsumer

Insights

Global

as

of

June

20247%

of

health

&

fitness

podcast

listeners

consider

themselves

part

of

theLGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

status

of

consumers

in

ItalyTarget

audienceAll

respondents7%90%4%5%87%8%YesNoWould

rather

not

say12

Notes:Sources:’’Do

youconsider

yourself

part

ofthe

LGBTQ+

community?’’;

Single

Pick;In

general,

whichofthe

following

podcastgenres

do

youlistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=12207

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

02Consumer

lifestyle•

Life

values•

Main

interests•

Hobbies

&

leisure

activities•

Sports

activities•

Sports

followed•

PetsHaving

a

good

time

has

less

importance

to

health

&

fitness

podcast

listenersthan

to

the

average

consumerConsumer

lifestyle:

life

valuesMostimportant

aspects

of

life

for

consumers

in

Italy61%56%52%54%35%35%34%31%33%31%27%26%22%19%17%17%15%14%12%9%An

honestandrespectablelifeA

happy

Safety

and

LearningMakingSocialjusticeTo

beHaving

a

Traditions

Advancingmy

careerrelationship

securitynew

things

my

owndecisionssuccessful

good

timeTargetaudienceAll

respondents14

Notes:Sources:’’Out

ofthe

following

list,whichare

the

3

mostimportant

aspects

toyouinlife?

Please

choose

exactly3.’’;

MultiPick;

Ingeneral,

whichof

the

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=192health

&fitnesspodcastlisteners,n=12207

allrespondentsConsumer

Insights

Global

as

of

June

2024Health

and

fitness

are

relatively

prevalent

interests

of

health

&

fitness

podcastlistenersConsumer

lifestyle:

main

interestsTop

10

interests

of

health

&

fitness

podcast

listeners

in

Italy79%75%75%64%56%56%56%53%53%52%49%46%45%43%42%41%35%31%31%27%Health&fitnessFood

&diningTravelMovies,TV

shows&

musicSportsFashion&

beauty

technologyScience

&Politics

&

Finance

&Historysocietyand

currentworldeconomyeventsTarget

audienceAll

respondents15

Notes:Sources:’’What

topicsare

youpersonallyinterested

in?’’;

MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;Base:

n=192

health

&fitnesspodcastlisteners,n=12207

all

respondentsConsumer

Insights

Global

as

of

June

2024Health

&

fitness

podcast

listeners

are

more

likely

to

have

meditation

andwellness

as

a

hobby

than

the

average

consumerConsumer

lifestyle:

hobbies

&

leisure

activitiesTop

10

hobbies

and

leisure

activities

of

health

&

fitness

podcast

listeners

in

Italy64%60%60%58%50%50%48%46%44%41%41%41%36%36%35%32%28%28%27%16%TravelingReadingOutdooractivitiesDoingsportsShopping

Socializing

Cooking/

bakingPetsMeditation&

wellnessVideogamingand

fitnessTarget

audienceAll

respondents16

Notes:Sources:’’What

are

your

personal

hobbiesand

activities?’’;

MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulisten

to?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=12207

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

health

&

fitness

podcast

listeners

do

fitness,

aerobics,and

cardioConsumer

lifestyle:

sports

activitiesTop

10

sports

activities

of

health

&

fitness

podcast

listeners

in

Italy36%35%23%20%20%19%18%17%16%16%14%13%13%11%10%9%8%8%5%4%Fitness,aerobics&

cardioRunning&

joggingYoga&pilatesSwimming&

divingTennisCyclingHikingSoccerVolleyball

&

DancingbeachvolleyballTarget

audienceAll

respondents17

Notes:Sources:’’Which

ofthese

sportsor

activities

doyoudoat

least

occasionally?’’;

MultiPick;In

general,

whichofthe

following

podcast

genres

doyoulistento?;

MultiPick;

Base:

n=147

health

&fitnesspodcastlisteners,n=6104

allrespondentsConsumer

Insights

Global

as

of

June

2024Health

&

fitness

podcast

listeners

are

more

likely

to

follow

volley

b

all

than

theaverage

consumerConsumer

lifestyle:

sports

followedTop

10

sports

followed

byhealth

&

fitness

podcast

listeners

in

Italy45%35%32%27%21%20%20%19%19%18%16%12%12%12%11%10%9%8%5%4%SoccerTennisVolleyballCyclingSwimming

Motorsports

Basketball

Athletics

Gymnastics

Boxing&

diving(track

&field)Target

audienceAll

respondents18

Notes:Sources:’’In

whichofthese

sportsdoyoufollow

competitions,leagues

or

teams?’’;

MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=108

health

&fitnesspodcastlisteners,n=5180

allrespondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

health

&

fitness

podcast

listeners

own

pets,

especiallydogs

are

popularConsumer

lifestyle:

petsPets

living

with

health

&

fitness

podcast

listeners

in

Italy62%46%44%42%27%18%14%12%9%8%6%6%5%3%1%Insect0%DogCatBirdFishReptileRodentI

don’t

haveany

petsTarget

audienceAll

respondents19

Notes:Sources:’’Which

ofthese

pets

live

withyouinyour

household?’’;MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=50

health

&fitnesspodcastlisteners,n=3048

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

attitudes•

Consumer

attitudes•

Challenges

facing

the

country•

Politics•

Innovation

adoptionView

on

economic

situation

of

Italy••

View

on

personal

economic

situation•

Economic

concerns2078%

of

health

&

fitness

podcast

listeners

state

that

they

want

to

access

theirmedia

on

all

their

devicesConsumer

attitudesAgreement

with

statements

in

Italy78%66%57%55%48%35%26%26%17%13%I

want

to

access

myDigital

services

allowI

prefer

digital

contentIt

is

too

expensive

toI

don’t

trust

themusic

/

movies

on

all

my

me

to

discover

newas

it

is

easier

to

manage

afford

all

the

streaming

mainstream

media

indevices

(TV,smartphone,tablet,

etc.)and

exciting

contentservices

thatI

wantmy

country

of

residence(e.g.,

news

channels)Target

audienceAll

respondents21

Notes:Sources:’’Which

ofthese

statements

apply

to

you?’’;MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;Base:

n=192

health

&fitnesspodcastlisteners,

n=2032

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

health

&

fitness

podcast

listeners

think

that

climatechange

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:

challenges

facing

the

countryThe

10

most

important

issues

facing

Italy

according

to

health

&

fitness

podcast

listeners64%63%57%56%55%55%52%52%51%50%46%46%46%44%45%41%40%40%40%39%Unemploy-

Economic

Rising

prices

HealthClimatechangePovertyEnviron-

EducationmentCrimeImmigrationmentsituation

/

inflation

/

and

socialcost

of

living

securityTarget

audienceAll

respondents22

Notes:Sources:’’What

doyoupersonallythink

are

the

mostimportant

issuesinyour

country

ofresidence

that

need

tobe

addressed?’’;

Multi

Pick;

In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;Base:

n=192health

&fitnesspodcastlisteners,n=12207

allrespondentsConsumer

Insights

Global

as

of

June

2024Many

health

&

fitness

podcast

listeners

describe

themselves

as

having

centristpolitical

viewsConsumer

attitudes:

politicsPolitical

attitudes

of

consumers

in

ItalyTarget

audienceAll

respondents27%29%28%17%26%25%30%20%LeftCenterRightPrefer

not

to

answer23

Notes:Sources:Recode

based

on

’’Many

people

use

the

terms

’left’

and

’right’

when

theywant

todescribe

politicalviews.Where

wouldyouplace

yourself

on

a

scale

from

left

to

right?’’;

Single

Pick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;Base:

n=192

health

&fitnesspodcastlisteners,n=12207

allrespondentsConsumer

Insights

Global

as

of

June

202422%

of

health

&

fitness

podcast

listeners

are

innovat

or

s

or

early

adopters

ofnew

productsConsumer

attitudes:

innovationInnovation

adopter

types

based

on

statements

towards

innovation

by

consumers

in

Italy54%51%20%18%18%12%12%12%2%Innovators1%Early

adoptersEarly

majorityLatemajorityLaggardsTarget

audience

All

respondents24

Notes:Sources:Recode

based

on’’Which

ofthese

statements

applyto

you?’’;

MultiPick;In

general,

whichofthe

following

podcastgenres

do

youlistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=12207

all

respondentsConsumer

Insights

Global

as

of

June

2024Health

&

fitness

podcast

listeners

see

the

economic

situation

of

Italy

morepositively

than

the

average

consumer

in

ItalyConsumer

attitudes:

view

on

economic

situation

of

ItalyEconomic

situation

in

Italy

as

perceived

by

health

&

fitness

podcast

listenersTarget

audience9%20%32%29%10%All

respondents

4%18%39%29%10%Very

positivePositiveNeither

positive

nor

negativeNegativeVery

negative25

Notes:Sources:’’How

wouldyouevaluate

the

economic

situationofyour

country

of

residence?’’;

Single

Pick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=12207

allrespondentsConsumer

Insights

Global

as

of

June

2024Health

&

fitness

podcast

listeners

are

more

positive

about

their

personaleconomic

situation

than

the

average

consumer

in

ItalyConsumer

attitudes:

view

on

personal

economic

situationPerceived

personal

economic

situation

of

health

&

fitness

podcast

listenersTarget

audience8%41%41%9%

2%All

respondents

4%27%48%16%5%Very

positivePositiveNeither

positive

nor

negativeNegativeVery

negative26

Notes:Sources:’’How

wouldyouevaluate

your

personal

economic

situation?’’;

Single

Pick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,

n=12207

allrespondentsConsumer

Insights

Global

as

of

June

2024Health

&

fitness

podcast

listeners

are

more

worried

about

violence

and

publicunrests

than

the

average

Italian

consumerConsumer

attitudes:

economic

concernsAgreement

with

statements

regarding

economic

concerns

of

health

&

fitness

podcast

listeners62%57%51%50%25%18%14%12%6%6%Ihave

been

trying

tospend

less

money

inthepast12

monthMy

cost

of

living

hasincreased

notablyIam

worried

aboutviolence

and

publicunrests

in

myI

am

worried

aboutnotbeing

abletopay

my

billsIhave

lost

my

job

inthepast12

monthscountry

ofresidenceTargetaudienceAll

respondents27

Notes:Sources:’’Which

ofthese

statements

apply

toyouwhen

youconsider

your

everyday

life

inthe

past

12months?’’;MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=12207

allrespondentsConsumer

Insights

Global

as

ofJune

2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Social

media

usage•

Digital

advertising

touchpoints•

Non-digital

advertising

touchpointsHealth

&

fitness

podcast

listeners

relat

iv

e

ly

frequently

consume

all

types

ofmediaMarketing

touchpoints:

media

usageType

of

media

consumers

in

Italy

have

been

using

in

the

past4

weeks91%87%83%80%73%68%65%63%57%54%53%49%52%41%37%35%32%30%28%25%18%15%TVDigitalvideoRadioPodcastsDigital

Daily

news

Movies

/Online

Magazines

OnlineWeeklynewsmusicpaperscinemanewsmagazinescontentcontentwebsitespapersTargetaudienceAll

respondents29

Notes:Sources:’’What

kindof

media

have

youusedinthe

past

4

weeks?’’;

MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,

n=12207

all

respondentsConsumer

Insights

Global

as

of

June

2024Social

media

is

widely

used

among

health

&

fitness

podcast

listeners,

especiallythe

social

network

TikTok

is

popularMarketing

touchpoints:

social

media

usageTop

10

social

networks

used

byhealth

&

fitness

podcast

listeners92%86%82%72%70%62%62%40%38%32%30%22%20%19%18%12%10%8%6%Snapchat5%Instagram

YouTube

FacebookTikTokX

(Twitter)

LinkedInAll

respondentsRedditTwitchTargetaudience30

Notes:Sources:’’What

socialmedia

platforms

doyouuse

regularly?’’;

MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;Base:

n=50

health

&fitnesspodcastlisteners,n=3048

all

respondentsConsumer

Insights

Global

as

of

June

2024Health

&

fitness

podcast

listeners

remember

seeing

ads

in

apps

more

oftenthan

the

average

consumerMarketing

touchpoints:

digital

advertising

touchpointsTop

10

channels

where

health

&

fitness

podcast

listeners

in

Italy

remember

coming

across

digital

advertising59%59%48%45%42%40%39%37%34%31%30%29%28%28%27%24%19%16%15%10%VideoportalsSearchenginesSocialmediaVideostreaming

and

appsWebsitesMusicportalsOther

appsOnlinestoresNewslettersVideogamesservicesof

brandsTarget

audienceAll

respondents31

Notes:Sources:’’Where

have

youcome

across

digital

advertisements

inthe

past

4

weeks?’’;

MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=

12207allrespondentsConsumer

Insights

Global

as

ofJune

2024Health

&

fitness

podcast

listeners

remember

hearing

ads

on

the

radio

moreoften

than

the

average

consumerMarketing

touchpoints:

non-digital

advertising

touchpointsPlaces

where

consumers

in

Italy

have

come

across

non-digital

advertising

in

the

past4

weeks72%65%47%47%43%38%37%36%35%33%30%30%26%20%20%20%On

TVOn

theradioOn

advertising

By

mailshot

/Directly

inthe

storeIn

printeddailynewspapersIn

printedmagazinesand

journalsAt

the

movies/cinemaspacesadvertisingmailonthegoTargetaudienceAll

respondents32

Notes:Sources:’’Where

have

youcome

across

non-digitaladvertisements

inthe

past

4

weeks?’’;

MultiPick;In

general,

whichofthe

following

podcastgenres

doyoulistento?;

MultiPick;

Base:

n=192

health

&fitnesspodcastlisteners,n=12207

allrespondentsConsumer

Insights

Global

as

of

June

2024Interested

in

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