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CONSUMERS&BRANDSTarget
audience:
consumers
inHimachal
Pradesh
(India)Consumer
Insights
ReportMarch2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
liveinHimachalPradesh
andcompares
themto
theaverage
consumerinIndia.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inHimachal
Pradesh
(India):who
theyare;
what
theylike;what
theythink;
andhow
Region:
56countriestoreach
them.
Itprovides
insightson
theirNumberofrespondents:demographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereadertobenchmark
consumers
inHimachal
Pradesh(’’region’’)
againsttheaverage
Indian
consumer,labelled
as’’country’’
inthecharts.?
12,000+
forcountries
with
theextended
survey(including
India)?
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
Himachal
Pradesh
(India)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpointsGeneration
Zmakeuparelatively
largesegment
of
consumers
inHimachalPradesh.Safety
and
security
haslessimportancetoconsumers
inHimachal
Pradesh
thantotheaverage
consumer
inIndia.Arelatively
highshare
ofconsumers
inHimachal
Pradesh
think
thatConsumers
inHimachal
Pradesh
tend
togoto
themovies
lessoften
than
theunemployment
isanissuethatneeds
to
average
consumer
inIndia.beaddressed.Many
consumers
inHimachal
Pradeshhavealow
household
income.Religion
and
spiritualityare
relativelyprevalent
interests
of
consumers
inHimachal
Pradesh.Thesocial
network
ismoreConsumers
inHimachal
Pradesh
reflectthegeneral
political
landscapeinIndia.popularinHimachal
Pradeshthaninother
regions
of
India.Many
consumers
inHimachal
Pradeshliveinsmall
towns
and
ruralcommunities.Consumers
in
Himachal
Pradesh
aremore
likely
tohavegardening
and
plants
arepositive
abouttheeconomicasahobby
than
theaverage
consumerinIndia.48%
ofconsumers
in
Himachal
PradeshConsumers
inHimachal
Pradeshremember
seeing
adsout-of-home
lessoften
than
theaverage
consumer
inIndia.situationof
India.Himachal
Pradesh
hasarathersmallmigrant
community.46%
ofconsumers
inHimachal
Pradeshareoptimistic
abouttheirpersonalfuture.Consumers
inHimachal
Pradesh
aremore
likely
tofollow
volleyball
than
theaverage
consumer
inIndia.Consumers
inHimachal
Pradeshremember
seeing
adsonvideostreaming
services
less
often
than
theaverage
consumer
inIndia.3Sources:Consumer
Insights
Global
as
of
March2024CHAPTER
01General
demographics?
Ageand
household
composition?
Employment
andincome?
Livingsituation?
Diversity4A
relatively
high
share
of
consumers
in
Himachal
Pradesh
live
in
a
household
oftwo
or
more
related
adultsGeneral
demographics:
age&household
compositionGenerations0%HouseholdtypeSingle0%14%4%5%18%5%CoupleSingleparentNuclear
family9%32%44%4%5%13%18%Multi-generationalfamily18%24%50%42%53%Related
adultsOther37%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=114
respondentsin
Himachal
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
Himachal
Pradesh
have
a
low
household
incomeGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets22%79%32%32%25%33%33%33%82%87%68%44%18%13%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=114
respondents
in
Himachal
Pradesh,
n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
Himachal
Pradeshlive
in
smalltowns
andruralcommunitiesGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership15%15%24%76%32%68%34%66%68%85%85%33%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=114
respondents
in
Himachal
Pradesh,
n=24201respondents
in
IndiaSources:Consumer
Insights
Global
as
of
March2024Himachal
Pradesh
has
a
rather
small
migrant
communityGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community75%81%19%84%87%13%25%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=114respondents
in
Himachal
Pradesh,
n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Sources:CHAPTER
02Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
Sportsfollowed?
Innovation
adoptionSafety
andsecurity
has
less
importance
to
consumers
in
Himachal
Pradesh
thanto
the
average
consumer
in
IndiaConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinHimachal
Pradesh61%53%53%47%43%42%33%30%27%26%25%24%23%23%22%21%15%13%12%8%TobesuccessfulAn
honestandrespectablelifeAhappyLearning
Advancing
Safety
and
HavingaMakingmy
owndecisionsTraditionsSocialjusticerelationship
new
things
my
careersecuritygood
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=114
respondents
in
Himachal
Pradesh,
n=24201respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Religion
andspirituality
are
relativelyprevalent
interests
of
consumers
inHimachal
PradeshConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinHimachal
Pradesh50%50%50%49%48%47%47%46%45%
44%44%44%42%42%38%37%37%33%30%29%Movies,TVshows&musicSportsHealth
&fitnessCareer
&education
technologyScience
&Food
&diningTravelFinance&
Religion
&economy
spiritualityHome
&gardenRegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=114
respondents
in
Himachal
Pradesh,
n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Himachal
Pradesh
are
more
likely
to
have
gardening
and
plants
asa
hobby
than
the
average
consumer
in
IndiaConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinHimachal
Pradesh51%47%45%42%43%40%39%40%38%37%35%33%33%33%30%
30%29%29%29%28%TravelingCooking/bakingTech
&computers
activitiesOutdoorReading
GardeningandplantsDoingsportsPhotography
Cars/vehiclesMeditation&wellnessandfitnessRegionCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=114
respondents
in
Himachal
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024A
relatively
large
share
of
consumers
in
Himachal
Pradesh
play
volleyballorbeach
volleyballConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinHimachal
Pradesh29%27%20%18%18%18%17%16%14%14%14%13%13%12%12%12%11%11%8%6%CricketBadmintonFitness,
Volleyball
&
Yoga
&CyclingDancingHikingRunningSocceraerobics&cardiobeachvolleyballpilates&joggingRegionCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=58
respondents
in
Himachal
Pradesh,
n=10449
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Himachal
Pradesh
are
more
likely
to
follow
volleyballthan
theaverage
consumer
in
IndiaConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinHimachal
Pradesh43%39%25%23%18%15%13%11%11%
10%Boxing11%9%9%
9%8%8%
8%7%7%7%CricketSoccerVolleyballTennisBasketballCountryCycling
Field
hockey
Swimming&divingAthletics(track&field)Region14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=55
respondents
in
Himachal
Pradesh,n=10687
respondents
in
IndiaConsumer
Insights
Global
as
of
March202448%
of
consumers
in
Himachal
Pradesh
are
in
the
early
majority
of
innovationadopter
typesConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinHimachal
Pradesh48%42%23%19%17%16%16%15%3%Innovators2%Early
adoptersEarly
majorityRegion
CountryLatemajorityLaggards15
Notes:Sources:Recode
based
on’’Which
ofthese
statements
apply
to
you?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=114
respondents
in
Himachal
Pradesh,
n=24201
respondents
in
IndiaConsumer
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
future16A
relatively
high
share
of
consumers
in
Himachal
Pradesh
think
thatunemployment
is
an
issue
that
needs
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
IndiaaccordingtoconsumersinHimachal
Pradesh67%54%51%47%47%45%43%40%40%38%37%38%36%36%34%34%33%32%30%27%Unemploy-
EducationmentEnviron-mentPovertyHealthandsocialsecurityClimatechangeCrimeRising
prices
Food
and/inflation/
watercost
of
living
securityReligiousconflictsRegionCountry17
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=114
respondents
in
Himachal
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Himachal
Pradesh
reflect
the
general
political
landscape
in
IndiaPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinHimachal
PradeshRegion21%23%46%11%Country19%21%50%10%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=114
respondents
in
Himachal
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202448%
of
consumers
in
Himachal
Pradesh
are
positive
about
the
economicsituation
of
IndiaPerspective
andoutlook:
view
on
economic
situation
ofIndiaPerceivedeconomic
situation
of
India
byconsumersinHimachal
Pradesh0%Region34%48%14%4%1%Country41%40%14%4%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative19
Notes:Sources:’’Howwould
you
evaluate
the
economic
situation
ofyourcountry
ofresidence?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=114
respondents
in
Himachal
Pradesh,
n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202448%
of
consumers
in
Himachal
Pradesh
are
positive
about
their
personaleconomic
situationPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinHimachal
Pradesh0%Region27%48%21%5%1%Country35%43%17%4%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative20
Notes:Sources:’’Howwould
you
evaluate
yourpersonal
economic
situation?’’;
Single
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=114
respondents
in
Himachal
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202446%
of
consumers
in
Himachal
Pradesh
are
prudent
about
spending
moneyPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinHimachal
Pradesh46%44%40%36%27%22%19%18%12%10%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=114
respondents
in
Himachal
Pradesh,n=24201respondents
in
IndiaConsumer
Insights
Global
as
of
March202446%
of
consumers
in
Himachal
Pradesh
are
optimistic
about
their
personalfuturePerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinHimachal
Pradesh2%0%Region39%46%13%2%2%Country49%35%11%Very
optimisitcOptimisticNeither
optimistic
norpessimisticPessimisticVery
pessimistic22
Notes:Sources:’’Howdo
youfeelabout
yourpersonal
future?’’;Single
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=114
respondents
in
Himachal
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024CHAPTER
04Marketing
touchpoints?
Media
usage?
Digitaladvertising
touchpoints?
Social
networks?
Internet
usagebydevice?
Non-digital
advertising
touchpointsConsumers
in
Himachal
Pradesh
tend
to
go
to
the
movies
less
often
than
theaverage
consumer
in
IndiaMarketing
touchpoints:media
usageType
of
mediaconsumersinIndiahavebeen
using
inthepast4weeks81%79%76%75%63%63%59%55%54%51%48%43%39%37%36%34%33%32%31%27%19%18%TVDigitalvideocontentDailynewspapersDigitalmusiccontentMovies
/cinemaOnlinenewswebsitesMagazinesRadioPodcastsWeeklynewspapersOnlinemagazinesRegionCountry24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=114
respondents
in
Himachal
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Himachal
Pradesh
remember
seeing
ads
on
video
streamingservices
less
often
than
the
average
consumer
in
IndiaMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks55%
55%55%54%41%42%40%40%36%
36%35%31%30%29%28%25%21%21%19%19%SocialmediaVideoportalsSearchenginesWebsitesandapps
streamingVideoVideogamesOnlinestoresMusicportalsBlogs/forumsOtherappsof
brandsservicesRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=114
respondents
in
Himachal
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024The
social
network
is
more
popular
in
Himachal
Pradesh
than
in
otherregions
of
IndiaMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinHimachal
Pradesh86%84%84%84%81%80%44%43%42%40%33%28%26%21%19%17%10%10%9%7%YouTubeFacebook
SnapchatLinkedInRegionTwitterPinterestQuoraKooJoshCountry26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=102
respondents
in
Himachal
Pradesh,
n=23003
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Himachal
Pradesh
access
the
internet
via
a
smart
TV
less
oftenthan
the
average
consumer
in
IndiaMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinHimachal
Pradesh
useregularly
toaccesstheinternet95%94%70%61%59%49%47%44%39%36%35%33%26%25%25%24%17%11%SmartphoneLaptopSmart
TVSmartwatch
Desktop
PCTabletSmartspeakersGamingconsoleStreamingdeviceRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=114
respondents
in
Himachal
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Himachal
Pradesh
remember
seeing
ads
out-of-home
less
oftenthan
the
average
consumer
in
IndiaMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4weeks54%54%44%39%38%37%36%33%30%27
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