美國(guó)內(nèi)布拉斯加州Nebraska目標(biāo)消費(fèi)者研究報(bào)告-外文版培訓(xùn)課件

CONSUMERS&BRANDSTarget

audience:

consumers

inNebraska

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

livein

Nebraskaandcompares

themto

theaverage

consumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inNebraska

(United

States):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inNebraska

(’’region’’)againstthe

average

U.S.consumer,

labelledas’’country’’

inthe

charts.?

12,000+

forcountries

with

theextended

survey(including

United

States)?

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

February2024Sources:Consumers

in

Nebraska

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inNebraska

tendtobeolder,

15%

are

BabyBoomers.Havingagood

timeandmakingowndecisions

is

relatively

important

toconsumers

inNebraska.Arelatively

highshare

ofconsumers

inNebraska

think

thatrising

prices,inflation&cost

of

livingare

issuesthatneed

tobeaddressed.Consumers

inNebraska

tendtoreadmagazines

lessoften

thanthe

averageconsumer

inthe

United

States.37%

ofconsumers

inNebraska

haveamedium

household

income.Arelatively

highshare

ofconsumers

inNebraska

areinterested

inreligion

andspirituality.Thesocial

network

Snapchatis

morepopularinNebraska

than

inotherregions

of

the

United

States.21%

ofconsumers

inNebraska

havemore

leftleaning

political

views.59%

ofconsumers

inNebraska

live

insmall

towns

and

rural

communities.Many

consumers

inNebraska

considerboard

and

card

games

ahobby.Consumers

in

Nebraska

see

theeconomic

situationoftheUnitedStatesmore

negatively

than

theaverageconsumer

intheUnited

States.Consumers

inNebraska

rememberseeing

adsatthe

movies/cinema

lessoften

than

theaverage

consumer

intheUnitedStates.Nebraska

hasarathersmall

migrantcommunity.Consumers

inNebraska

are

more

likelytofollow

volleyball

thantheaverageconsumer

intheUnited

States.Consumers

inNebraska

are

morepessimistic

abouttheirpersonal

futurethan

theaverage

consumer

intheUnited

States.Consumers

inNebraska

rememberseeing

adsinonlinestores

lessoftenthan

theaverage

consumer

intheUnitedStates.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity4A

relatively

high

share

of

consumers

in

Nebraska

live

in

a

single

householdGeneral

demographics:

age&household

compositionGenerations15%HouseholdtypeSingle25%12%28%20%19%23%CoupleSingleparentNuclear

family31%30%10%10%21%24%37%Multi-generationalfamily2%4%13%15%Related

adultsOther24%23%7%7%RegionCountryBoomersGen

XMillennialsGen

ZRegionCountry5Notes:’’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=347

respondentsin

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:37%

of

consumers

in

Nebraska

have

a

medium

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets27%33%33%33%36%35%65%81%83%37%36%64%19%17%RegionCountryRegionCountryRegionLowCountryMiddle

HighWorkingNot-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=347

respondents

in

Nebraska,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:A

relatively

large

share

of

consumers

in

Nebraska

live

in

a

rentedaccommodationGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership32%68%35%45%55%54%57%59%65%46%43%41%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=347

respondents

in

Nebraska,n=60267respondents

in

the

United

StatesSources:Consumer

Insights

Global

as

of

February2024Nebraska

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%82%83%89%11%26%17%18%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=347respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionHaving

a

good

time

and

making

own

decisions

is

relatively

important

toconsumers

in

NebraskaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinNebraska53%51%50%48%40%40%38%34%34%33%30%28%25%24%14%12%

12%11%11%9%AhappyrelationshipAn

honest

Safety

andTobesuccessfulMakingmy

owndecisionsHavingagood

time

new

thingsLearningTraditions

Advancingmy

careerSocialjusticeandrespectablelifesecurityRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=347

respondents

in

Nebraska,

n=60267

respondents

inthe

United

StatesConsumer

Insights

Global

as

of

February2024A

relatively

high

share

of

consumers

in

Nebraska

are

interested

in

religion

andspiritualityConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinNebraska54%52%42%

43%35%32%31%31%31%

30%30%30%30%27%

26%26%26%25%23%23%Movies,TVshows&musicFood

&diningTravelSportsHealth

&fitnessHistoryHome

&gardenReligion

&

Science

&spirituality

technology

parentingFamily

&RegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=347

respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Nebraska

consider

board

and

card

games

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinNebraska45%42%38%37%

37%35%35%33%31%31%30%29%29%29%28%26%27%24%24%

24%Cooking/bakingPetsReadingOutdooractivitiesVideogamingTravelingCountryDIYandarts&craftsSocializingBoardGardeningandplantsgames/cardgamesRegion12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=347

respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202412%

of

consumers

in

Nebraska

regularly

go

hunting

and

fishingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinNebraska13%

13%13%12%12%12%10%10%10%

9%9%9%9%9%8%8%8%7%7%7%HikingFitness,aerobics&cardioHunting

Swimming&fishing

&divingCyclingRegionRunning&joggingBasketballGolfAmericanfootball/flagDancingfootballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=130

respondents

in

Nebraska,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Nebraska

are

more

likely

to

follow

volleyball

than

the

averageconsumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinNebraska24%23%18%16%15%

15%10%8%

8%8%8%7%7%7%6%5%

5%5%5%4%American

BasketballfootballBaseballVolleyballBoxingRegionGolfSoccerMixedMartial

ArtsTennisIceHockeyCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=106

respondents

in

Nebraska,n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202455%

of

consumers

in

Nebraska

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinNebraska36%34%29%27%26%24%12%10%1%Innovators1%Early

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=347

respondents

in

Nebraska,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024CHAPTER

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

Nebraska

think

that

rising

prices,

inflation&

cost

of

living

are

issues

that

need

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinNebraska59%52%47%44%42%41%41%40%39%37%36%36%35%34%

34%34%32%31%30%29%Rising

prices

Economic/inflation/

situationcost

of

livingHealthandsocialsecurityCrimePovertyRegionHousing

Unemploy-

Education

ImmigrationGovernmentment

debtCountry17

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=347

respondents

in

Nebraska,n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202421%

of

consumers

in

Nebraska

have

moreleft

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinNebraskaRegion21%27%33%19%Country20%28%36%16%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=347

respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Nebraska

see

the

economic

situation

of

the

United

States

morenegatively

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinNebraskaRegion12%20%26%28%15%Country21%21%24%20%13%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=347

respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Nebraska

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinNebraskaRegion10%25%29%24%12%Country20%26%29%16%10%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=347

respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Nebraska

are

more

prudent

about

spending

money

than

theaverage

consumer

in

the

United

StatesPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinNebraska56%50%47%46%35%34%26%22%15%12%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

aboutnotbeing

abletopaymy

billsIamworried

aboutviolence

andpublicunrestsinmyIhavelost

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=347

respondents

in

Nebraska,n=60267

respondents

in

theUnited

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Nebraska

are

more

pessimistic

about

their

personal

futurethanthe

average

consumer

in

the

United

StatesPerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinNebraskaRegion20%38%21%13%8%Country30%31%24%10%5%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=347

respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024CHAPTER

04Marketing

touchpoints?

Media

usage?

Digitaladvertising

touchpoints?

Social

networks?

Internet

usagebydevice?

Non-digital

advertising

touchpointsConsumers

in

Nebraska

tend

to

read

magazines

less

often

than

the

averageconsumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks70%69%67%65%58%53%51%50%48%43%33%33%31%27%27%24%21%19%17%16%13%11%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=347

respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Nebraska

remember

seeing

ads

in

online

stores

less

often

thanthe

average

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks48%44%39%37%37%

37%33%

33%28%28%27%27%25%24%23%22%18%16%14%12%SocialmediaVideostreamingservicesVideoportalsSearchenginesVideogamesWebsitesandappsof

brandsMusicportalsOnlinestoresOtherapps

EditorialwebsitesandappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=347

respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024The

social

network

Snapchat

is

more

popular

in

Nebraska

than

in

other

regionsof

the

United

StatesMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinNebraska79%76%66%65%56%47%45%43%42%34%31%26%

26%25%20%16%13%12%10%5%FacebookYouTube

InstagramTikTokSnapchatRegionPinterestCountryTwitterLinkedInRedditTwitch26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=300

respondents

in

Nebraska,n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Nebraska

access

the

internet

via

a

tablet

less

often

than

theaverage

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinNebraskauseregularlytoaccesstheinternet89%

89%57%58%54%53%47%40%37%36%34%33%31%28%27%27%22%21%SmartphoneSmart

TVLaptopTabletStreamingdeviceGamingconsoleDesktop

PCSmartspeakersSmartwatchRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=347

respondents

in

Nebraska,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Nebraska

remember

seeing

ads

at

the

movies/cinema

less

oftenthan

the

average

consumer

in

the

United

StatesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks46%43%34%33%33%32%30%29%2