芬蘭拉普蘭德（Lapland）目標消費者研究報告-外文版培訓(xùn)課件

CONSUMERS&BRANDSTarget

audience:

consumers

inLapland

(Finland)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinLaplandandcompares

themto

theaverage

consumer

inFinland.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inLapland(Finland):who

theyare;

whattheylike;what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inLapland

(’’region’’)

againsttheaverage

Finnishconsumer,

labelled

as

’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:?

12,000+

forcountries

with

theextended

survey(including

Finland)?

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

Lapland

(Finland)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsConsumers

inLaplandtendtobeyounger,

27%

arepartof

Generation

Z.Social

justicehasless

importance

toconsumers

inLapland

thanto

theaverage

consumer

inFinland.Arelatively

highshare

ofconsumers

inConsumers

inLaplandtendtoreadLapland

thinkthatfood

&water

security

weekly

newspapers

more

often

than

theisanissuethatneedstobeaddressed.average

consumer

inFinland.37%

ofconsumers

inLaplandhavealow

household

income.Arelatively

highshare

ofconsumers

inLapland

are

interested

invehicles

andmobility.Many

consumers

inLapland

havecentrist

political

views.Thesocial

network

Snapchatis

morepopularinLaplandthan

inother

regionsof

Finland.Many

consumers

inLapland

liveinsmalltowns

and

rural

communities.10%

ofconsumers

inLaplandareveryConsumers

in

Laplandaremore

likely

to

positive

aboutthe

economic

situationof

Consumers

inLaplandrememberLapland

hasarather

largemigrantcommunity.haveDIYandarts&craftsasahobbythan

theaverage

consumer

inFinland.Finland.seeing

adsout-of-home

lessoften

thanthe

average

consumer

inFinland.31%

ofconsumers

inLaplandareneither

optimisticnorpessimistic

abouttheirpersonal

future.Consumers

inLaplandfollow

similarsportsleagues

andcompetitions

astheaverage

consumer

inFinland.Consumers

inLaplandrememberseeing

adson

social

medialess

oftenthan

theaverage

consumer

inFinland.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity4Consumers

in

Lapland

tend

to

be

younger,

27%are

part

of

GenerationZGeneral

demographics:

age&household

compositionGenerations10%HouseholdtypeSingle36%33%12%32%29%30%CoupleSingleparentNuclear

family31%32%8%7%18%22%33%Multi-generationalfamily0%0%7%5%Related

adultsOther27%22%2%2%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=250

respondentsin

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Lapland

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets29%33%67%33%33%33%38%78%83%34%37%62%22%17%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=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Lapland

live

in

small

towns

and

rural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership49%52%56%56%67%72%89%11%44%44%33%28%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=250

respondents

in

Lapland,

n=12188

respondentsin

FinlandSources:Consumer

Insights

Global

as

of

March2024Lapland

has

a

rather

large

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community82%87%88%91%18%13%12%9%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=250respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionSocial

justice

has

less

importance

to

consumers

in

Lapland

than

to

the

averageconsumer

in

FinlandConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinLapland59%56%52%48%44%43%43%38%29%28%26%25%24%16%14%14%12%12%10%8%Safety

andsecurity

relationshipAhappyAn

honestandMakingmy

ownLearningnew

things

good

timeHavingaSocialjusticeTraditionsTobeAdvancingsuccessful

my

careerrespectable

decisionslifeRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=250

respondents

in

Lapland,

n=12188

respondents

inFinlandConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Lapland

are

interested

in

vehicles

andmobilityConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinLapland61%52%52%51%48%47%46%41%40%

40%37%36%35%33%

33%32%31%31%31%28%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelScience

&technologyHome

&gardenPolitics&societyHistorySportsVehicles

&mobilityRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Lapland

are

more

likely

to

haveDIY

and

arts

&

crafts

as

a

hobbythan

the

average

consumer

in

FinlandConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinLapland44%43%43%42%40%40%39%39%36%35%34%33%30%30%29%30%

30%28%26%24%OutdooractivitiesCooking/bakingReadingDoingsportsDIYandarts&craftsPetsTravelingVideogamingSocializing

GardeningandplantsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024A

relatively

large

share

of

consumers

in

Lapland

go

hunting

and

fishingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinLapland26%

26%26%22%21%19%19%19%18%14%14%10%10%10%10%9%8%8%7%4%CyclingHikingRunning&joggingFitness,aerobics&cardioHunting

SwimmingDancingYoga

&pilatesSoccerBadminton&fishing&divingRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=134

respondents

in

Lapland,

n=6430

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Lapland

follow

similar

sports

leagues

and

competitions

as

theaverage

consumer

in

FinlandConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinLapland27%26%20%19%19%18%11%10%9%7%7%6%6%5%5%5%5%4%4%3%IceHockey

AthleticsSoccer

Motorsports

Basketball

VolleyballTennisAmericanfootballBoxingGolf(track&field)RegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=78

respondents

in

Lapland,

n=4211

respondents

in

FinlandConsumer

Insights

Global

as

of

March202428%

of

consumers

in

Lapland

are

in

the

late

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinLapland34%33%33%28%27%25%9%8%1%1%InnovatorsEarly

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

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

Lapland

think

that

food

&

water

securityis

an

issue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Finland

according

toconsumersinLapland66%61%61%52%49%45%45%45%

45%44%43%44%40%40%38%36%36%33%30%25%Rising

prices

Health/inflation/

andsocialcost

of

living

securityEconomicsituationPovertyUnemploy-mentCrimeGovernment

Education

Immigration

Food

anddebtwatersecurityRegionCountry17

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=250

respondents

in

Lapland,

n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Many

consumers

in

Lapland

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinLaplandRegion19%31%31%19%Country22%28%28%22%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=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202410%

of

consumers

in

Lapland

are

very

positive

about

the

economic

situation

ofFinlandPerspective

andoutlook:

view

on

economic

situation

ofFinlandPerceivedeconomic

situation

of

Finland

byconsumersinLaplandRegion10%25%38%22%5%Country6%31%37%22%5%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Lapland

are

more

negative

about

their

personal

economicsituation

than

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinLaplandRegion7%26%32%23%11%Country6%32%34%20%8%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Lapland

are

more

worriedabout

not

being

able

to

pay

their

billsthan

the

average

consumer

in

FinlandPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinLapland60%60%57%52%33%28%19%19%9%6%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=250

respondents

in

Lapland,

n=12188

respondents

inFinlandConsumer

Insights

Global

as

of

March202431%

of

consumers

in

Lapland

are

neither

optimistic

nor

pessimistic

about

theirpersonal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinLaplandRegion11%46%31%8%4%Country12%47%28%10%3%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints?

Media

usage?

Digitaladvertising

touchpoints?

Social

networks?

Internet

usagebydevice?

Non-digital

advertising

touchpointsConsumers

in

Lapland

tend

to

read

weekly

newspapers

more

often

than

theaverage

consumer

in

FinlandMarketing

touchpoints:media

usageType

of

mediaconsumersinFinland

havebeen

usinginthepast4weeks82%78%75%75%71%70%61%59%57%55%43%41%41%40%39%38%37%37%36%33%30%24%TVRadioDigitalvideo

Digitalmusic

Onlinenewscontent

content

websitesDailynewspapersRegion

CountryMagazinesMovies

/cinemaOnlinemagazinesPodcastsWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Lapland

remember

seeing

ads

on

social

media

less

often

thanthe

average

consumer

in

FinlandMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks53%51%46%43%42%41%38%34%31%28%26%26%25%24%21%20%

20%20%18%18%VideoportalsSocialmediaOnlinestoresSearchenginesEditorial

Newsletters

WebsitesMusicportalsVideogamesVideostreamingserviceswebsitesandappsandappsof

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024The

social

network

Snapchat

is

more

popular

in

Lapland

than

in

other

regions

ofFinlandMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinLapland77%

78%69%68%65%65%37%36%33%29%20%

20%20%19%17%14%14%13%11%10%FacebookYouTube

Instagram

SnapchatTikTokPinterestCountryTwitterRedditJodelTwitchRegion26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=211

respondents

in

Lapland,

n=10968

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Lapland

access

the

internet

via

a

gaming

console

more

oftenthan

the

average

consumer

in

FinlandMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinLaplanduseregularlytoaccesstheinternet93%91%71%66%48%45%41%39%37%34%

35%30%26%

26%25%22%8%7%SmartphoneLaptopSmart

TVTabletGamingconsoleDesktop

PC

Smartwatch

StreamingdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=250

respondents

in

Lapland,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Lapland

remember

seeing

ads

out-of-home

less

often

than

theaverage

consumer

in

FinlandMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks53%51%48%48%42%41%40%39%36%34%31%31%25%24%16%10%Directly

inthestoreO