英國報紙evening standard用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSDaily

newspapers:

EveningStandard

readers

in

the

UnitedKingdomConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofEvening

Standardreaders

intheUnitedKingdom:

who

theyare;

whatthey

like;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

tobenchmark

EveningStandardreaders

intheUnitedKingdom(’’brandusers’’)

against

UKreaders

of

dailynewspapers

ingeneral

(’’category

users’’),

and

theoverall

UKonliner,

labelledas’’all

respondents’’

inthe

charts.Numberofrespondents:?

12,000+

forcountries

with

the

extended

survey(including

theUnited

Kingdom)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsEvening

Standard

ranks

outside

the

top

10

of

most

read

daily

newspapers

in

theUKManagement

summary:

brandusageand

competitionTop10

most

read

dailynewspapersintheUKDaily

MailDaily

MirrorTheSun37%26%24%23%23%Daily

ExpressMetroTheGuardianTheTimes18%16%Daily

Star14%14%TheDailyTelegraphFinancialTimes13%4Notes:"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=482,

readers

ofdaily

newspapersConsumer

Insights

Global

as

of

August

2023Sources:Evening

Standard

readers

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsEvening

Standard

is

more

popularamong

Millennials

than

other

dailynewspapers.Making

theirown

decisions

ismoreimportant

to

Evening

Standardreadersthan

toother

readers

of

dailynewspapers.Itstands

out

that42%

ofEveningStandard

readers

usealternativewebsites

towatch

paid

content

forfree.Evening

Standard

readers

access

theinternet

viaastreaming

device

moreoften

than

theaverage

reader

ofdailynewspaper.Compared

tootherdailynewspapers,Evening

Standard

hasarelatively

highshareof

male

readers.45%

ofEvening

Standardreaders

are

intheearly

majority

of

innovation

adoptertypes.Career

and

education

are

relativelyprevalent

interests

of

EveningStandardreaders.Onsocial

media,

Evening

Standardreaders

interact

with

companies

moreoften

than

other

readers

ofdailynewspapers.Evening

Standard

hasalarger

share

ofreaders

with

ahigh

income

thanotherdailynewspapers.Arelatively

highshare

ofEveningStandard

readers

thinkthattheeconomic

situationisanissuethatneeds

to

beaddressed.Writing

isarelatively

popularhobbyamong

Evening

Standard

readers.Evening

Standard

readers

rememberseeing

adsinvideo

gamesmore

oftenthan

other

readers

ofdaily

newspapers.Evening

Standard

readers

aremorelikely

to

liveinmegacities

than

readersof

dailynewspapers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Evening

Standard

ismore

popular

among

Millennials

than

other

dailynewspapersDemographic

profile:

generationsAge

of

consumersintheUKBrand

users16%62%16%5%Category

usersAllrespondents14%37%33%17%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=55,

Evening

Standard

readers,

n=482,

readersofdaily

newspapers,

n=24183,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

daily

newspapers,

Evening

Standard

has

a

relatively

highshare

of

male

readersDemographic

profile:

genderGenderofconsumersintheUKBrand

users65%35%Category

usersAllrespondents59%41%49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";

Multi

Pick;

Base:

n=55,

Evening

Standard

readers,

n=482,

readers

ofdaily

newspapers,

n=24183,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Evening

Standard

readershave

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK40%33%31%28%22%22%19%19%19%15%9%9%8%7%5%5%3%

3%1%0%

0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

you

readin

the

past2

weeks?";Multi

Pick;Base:n=55,

Evening

Standard

readers,

n=482,readers

ofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Evening

Standard

has

a

larger

share

of

readers

with

a

high

income

than

otherdaily

newspapersDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users66%30%4%Category

usersAllrespondents38%33%30%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=55,

Evening

Standard

readers,

n=482,

readers

ofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

readers

of

daily

newspapers,

Evening

Standard

readers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheUKlive49%37%34%24%23%17%16%16%16%12%10%8%7%7%7%4%4%

4%Other2%

2%Multi-0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesgenerationalfamilyBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:

n=55,

Evening

Standard

readers,

n=482,

readers

ofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Evening

Standard

readers

are

more

likely

to

live

in

megacities

than

readers

ofdaily

newspapers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK35%28%26%24%22%21%20%18%15%15%13%13%12%10%10%8%

7%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2weeks?";Multi

Pick;Base:

n=55,

Evening

Standard

readers,

n=482,

readers

ofdailynewspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20239%

of

Evening

Standard

readers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users9%9%8%89%89%2%2%3%Category

usersAllrespondents89%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=55,

Evening

Standard

readers,

n=482,readers

ofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedMakingtheir

own

decisions

is

more

important

to

Evening

Standard

readers

thanto

other

readers

of

daily

newspapersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%53%49%49%

49%44%42%44%40%40%35%34%28%32%31%29%29%27%26%24%22%13%15%16%12%13%13%13%11%10%Safety

andsecurityAhappyrelationshipAnhonest

andrespectable

life

own

decisionsMaking

myLearningnew

thingsTobesuccessfulHavingagood

timeAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=55,

Evening

Standard

readers,

n=482,

readers

ofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relativelyprevalent

interests

of

Evening

StandardreadersConsumer

lifestyle:

main

interestsTop10

interestsofEveningStandard

readersintheUK58%57%56%56%55%51%51%51%46%43%47%47%46%44%44%42%40%39%38%36%35%34%34%32%30%29%25%25%23%18%SportsTravelHealth

&fitnessFood

&diningHistoryScience

&technologyMovies,TVshows&musicFinance&economyPolitics&societyandcurrentworld

eventsCareer

&educationBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youread

in

the

past2

weeks?";Multi

Pick;Base:n=55,

Evening

Standard

readers,

n=482,

readersofdailynewspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Writing

is

a

relatively

popular

hobby

among

Evening

Standard

readersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofEveningStandard

readersinthe

UK51%51%51%47%45%41%44%39%41%35%40%38%38%37%36%36%36%33%31%29%30%29%28%27%25%22%19%16%15%11%Doing

sportsandfitnessOutdooractivitiesSocializingReadingTravelingCooking/bakingWritingCars/vehiclesTech

/computersVideo

gamingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=55,

Evening

Standard

readers,

n=482,

readers

ofdailynewspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Evening

Standard

readers

are

more

likely

to

play

basketball

than

other

readersof

daily

newspapersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofEveningStandard

readersintheUK31%31%29%29%27%25%25%20%20%18%18%16%14%14%14%13%12%12%10%10%10%10%9%9%7%6%6%5%4%3%Fitness,aerobics,cardioSoccerBasketballCyclingBadmintonHikingRunning/JoggingHunting/FishingSwimming/DivingAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=33,

Evening

Standard

readers,

n=449,readers

ofdaily

newspapers,

n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023Evening

Standard

readers

are

more

likely

to

follow

basketball

than

other

readersof

daily

newspapersConsumer

lifestyle:

sports

followedTop10

sports

followed

byEvening

Standard

readersintheUK49%37%27%27%27%26%24%24%20%20%20%18%17%14%14%10%10%10%9%9%9%9%9%8%7%6%5%5%5%4%SoccerBasketballBoxingTennisCricketSwimming/divingAmericanfootballCyclingMotorsportsAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthe

following

printed

dailynewspapers

have

you

readin

the

past2

weeks?";Multi

Pick;Base:n=32,

Evening

Standard

readers,n=456,

readersofdaily

newspapers,

n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

42%

of

Evening

Standard

readers

use

alternative

websites

towatch

paid

content

for

freeConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediaintheUK64%49%49%44%42%39%38%

38%

38%27%26%25%21%16%14%Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

toown

hardcopies

of

films,Iusealternativewebsites

andappstowatchpaidIprefer

digitalcontentasitiseasier

tomanage

mainstream

media

inmy

country

ofresidenceIdon’ttrustthebooks

or

music(e.g.,DVD,

CD,vinyl)content

forfree(e.g.,news

channels)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

you

readin

the

past

2weeks?";Multi

Pick;Base:n=55,

Evening

Standard

readers,

n=482,

readers

ofdailynewspapers,

n=4034,

all

respondentsConsumer

Insights

Global

as

of

August

202345%

of

Evening

Standard

readers

are

in

the

early

majority

of

innovation

adoptertypesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK45%36%35%32%32%25%20%16%16%16%11%11%2%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;Base:

n=55,

Evening

Standardreaders,

n=482,

readers

ofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Evening

Standard

readers

think

that

the

economicsituation

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedKingdomaccording

toEvening

Standard

readers65%61%58%63%52%49%48%39%41%37%35%40%38%37%39%38%36%36%36%29%36%35%29%35%34%33%33%27%24%30%EconomicsituationRising

prices/inflation/cost

of

livingHealth

andsocial

securityEnvironment

ClimatechangeCrimeImmigrationEducationPovertyGovernmentdebtBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2

weeks?";MultiPick;Base:n=55,

Evening

Standard

readers,

n=482,

readersofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

readers

of

daily

newspapers,

Evening

Standard

readers

tendto

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users22%21%23%29%44%5%6%Category

usersAllrespondents36%37%37%26%14%LeftCenterRightPrefer

nottoanswer24

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;"Which

ofthe

following

printed

dailynewspapers

have

youreadin

the

past2

weeks?";Multi

Pick;Base:n=55,

Evening

Standard

readers,

n=482,

readersofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsEvening

Standard

readers

access

the

internet

via

a

streaming

device

more

oftenthan

the

average

reader

of

daily

newspaperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet91%89%

89%84%76%75%71%69%65%61%60%59%55%52%51%49%45%41%40%40%38%38%36%36%35%31%30%SmartphoneLaptopSmart

TVTabletDesktop

PCSmart

speakers

Streaming

device

Gaming

consoleAllrespondentsSmartwatchBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:

n=55,

Evening

Standard

readers,n=482,

readersofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Evening

Standard

readers

interact

with

companies

more

oftenthan

other

readers

of

daily

newspapersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

bytype51%56%54%54%53%41%51%42%47%46%

47%42%44%31%35%36%41%40%39%33%36%33%31%30%29%18%27%27%22%15%8%7%7%

7%6%0%SentprivatemessagesFollowedpeoplePosted

texts/statusLikedcompanypostsLiked

posts

CommentedFollowedcompaniesPostedpictures/videosSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past

2weeks?";Multi

Pick;Base:

n=55,

Evening

Standard

readers,n=482,

readersofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Evening

Standard

readers

tend

to

go

to

the

movies

more

often

than

readers

ofdaily

newspapers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheUK

havebeen

using

inthepast4weeks84%

83%82%71%80%79%74%73%72%59%68%58%56%50%56%56%56%56%51%46%51%47%43%35%40%35%35%22%31%26%27%18%15%TVDigitalvideocontentRadioDailynewspapersDigitalmusiccontentPodcastsOnlinenewswebsitesMagazinesMovies

/cinemaWeeklynewspapersOnlinemagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

daily

newspapers

have

youreadin

the

past2weeks?";Multi

Pick;Base:

n=55,

Evening

Standard

readers,

n=482,

readers

ofdaily

newspapers,

n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023Evening

Standard

readers

remember

seeing

ads

in

video

games

more

oftenthan

other

readers

of

daily

newspapersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereEveningStandard

readersintheUKhave

come

across

digital

advertisingin

thepast4weeks51%51%51%43%42%40%40%40%38%

37%38%38%35%31%31%30%31%29%29%29%27%27%24%22%20%20%18%18%13%10%Search

engines

Social

mediaVideo

portalsVideo

games

Video

streaming

OnlinestoresservicesWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

dailynewspapers

have

youreadin

the

past

2weeks?";Multi

Pick;

Base:n=55,

Evening

Standard

readers,n=482,

readersofdaily

newspapers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Evening

Standard

readers

remember

ads

they

saw

in

printed

daily

newspapersmore

often

than

the

average

onlinerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks58%51%51%49%49%42%47%35%47%42%47%44%38%38%36%34%34%32%29%27%21%19%18%18%OnTVDirectly

inthestoreOnadvertising

By

mailshot

/OntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

daily