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CONSUMERS&BRANDSTarget
audience:
consumers
inSouthern
Ostrobothnia
(Finland)Consumer
Insights
ReportMarch2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
liveinSouthernOstrobothnia
andcompares
themto
theaverageconsumer
inFinland.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inSouthern
Ostrobothnia(Finland):
who
theyare;
what
theylike;
whattheythink;
Region:
56countriesandhowtoreach
them.
Itprovides
insightson
theirNumberofrespondents:demographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereadertobenchmark
consumers
inSouthern
Ostrobothnia(’’region’’)
againsttheaverage
Finnishconsumer,labelled
as’’country’’
inthecharts.?
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
Southern
Ostrobothnia
(Finland)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpointsConsumers
inSouthern
OstrobothniaAhappy
relationship
hasmoretendtobeyounger,
35%
are
Millennials.
importance
toconsumers
inSouthernOstrobothnia
thantotheaverageArelatively
highshare
ofconsumers
inSouthern
Ostrobothnia
thinkthattheeconomic
situationisanissuethatneeds
to
beaddressed.Consumers
inSouthern
Ostrobothniatendtoread
weekly
newspapers
moreoften
than
theaverage
consumer
inFinland.35%
ofconsumers
inSouthernOstrobothnia
haveahighhouseholdincome.consumer
inFinland.Family
andparentingarerelativelyprevalent
interests
of
consumers
inSouthern
Ostrobothnia.33%
ofconsumers
inSouthernOstrobothnia
havemore
rightleaningpolitical
views.Thesocial
network
TikTok
is
morepopularinSouthern
Ostrobothnia
thaninother
regions
of
Finland.Many
consumers
inSouthernOstrobothnia
live
insmall
towns
andrural
communities.Consumers
inSouthern
Ostrobothniaaremore
likely
to
havepetsasahobbythan
theaverage
consumer
inFinland.41%
ofconsumers
inSouthernOstrobothnia
are
neitherpositive
nornegative
abouttheeconomic
situationof
Finland.Consumers
inSouthern
Ostrobothniaremember
seeing
adsinprinteddailynewspapers
more
often
than
theaverage
consumer
inFinland.9%
of
consumers
inSouthernOstrobothnia
haveamigrantbackground.Consumers
inSouthern
Ostrobothniaaremore
likely
to
follow
baseball
thanthe
average
consumer
inFinland.33%
ofconsumers
inSouthernOstrobothnia
are
neitheroptimistic
norpessimistic
abouttheirpersonal
future.53%
ofconsumers
inSouthernOstrobothniaremember
seeingadvertising
on
video
portals.3Sources:Consumer
Insights
Global
as
of
March2024CHAPTER
01General
demographics?
Ageand
household
composition?
Employment
andincome?
Livingsituation?
Diversity4A
relatively
high
share
of
consumers
in
Southern
Ostrobothnia
live
in
a
nuclearfamilyGeneral
demographics:
age&household
compositionGenerations6%HouseholdtypeSingle30%33%12%32%28%30%34%CoupleSingleparentNuclear
family5%7%28%22%35%33%Multi-generationalfamily1%0%6%5%Related
adultsOther24%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=333
respondentsin
Southern
Ostrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
Southern
Ostrobothnia
work
in
goods-producing
industriesGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets32%33%33%33%33%67%35%76%83%32%33%69%24%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=333
respondents
in
Southern
Ostrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
Southern
Ostrobothnia
live
in
smalltowns
and
ruralcommunitiesGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership38%49%52%56%44%58%72%28%97%62%42%3%RegionHouseCountryRegionOwnedCountryRentedRegionUrbanCountryRuralApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=333
respondents
in
Southern
Ostrobothnia,n=12188
respondents
in
FinlandSources:Consumer
Insights
Global
as
of
March20249%
of
consumers
in
Southern
Ostrobothnia
have
a
migrant
backgroundGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community87%13%91%91%95%9%9%5%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=333respondents
in
SouthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Sources:CHAPTER
02Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
Sportsfollowed?
Innovation
adoptionA
happy
relationship
has
more
importance
to
consumers
in
SouthernOstrobothnia
than
to
the
average
consumer
in
FinlandConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSouthern
Ostrobothnia63%60%59%52%45%43%38%33%28%26%24%24%22%21%12%
12%12%11%9%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=333
respondents
in
Southern
Ostrobothnia,
n=12188respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Family
and
parenting
are
relatively
prevalent
interests
of
consumers
in
SouthernOstrobothniaConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinSouthern
Ostrobothnia63%61%51%51%51%48%46%44%37%36%35%34%33%33%32%31%31%31%28%25%Movies,TVshows&musicHealth
&fitnessFood
&diningTravelSportsHome
&gardenHistoryFinance&economyFamily
&parentingVehicles
&mobilityRegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=333
respondents
in
Southern
Ostrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
Southern
Ostrobothnia
are
more
likely
to
have
pets
as
a
hobbythan
the
average
consumer
in
FinlandConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinSouthern
Ostrobothnia43%42%41%41%40%41%40%39%38%36%34%33%30%30%
30%29%30%29%24%
24%Cooking/bakingReadingOutdooractivitiesPetsDoingsportsDIYandarts&craftsTraveling
SocializingVideogamingGardeningandplantsandfitnessRegionCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=333
respondents
in
Southern
Ostrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202427%
of
consumers
in
Southern
Ostrobothnia
regularly
go
cyclingConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinSouthern
Ostrobothnia27%26%23%22%22%21%20%19%15%14%12%10%10%10%9%9%8%8%8%7%CyclingHikingFitness,aerobics&cardioRunning&joggingSwimming&divingHunting&fishingDancing
BadmintonSoccerYoga
&pilatesRegionCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=164
respondents
in
Southern
Ostrobothnia,
n=6430
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
Southern
Ostrobothnia
are
more
likely
to
follow
baseball
than
theaverage
consumer
in
FinlandConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinSouthern
Ostrobothnia29%26%23%20%
19%18%14%11%11%11%9%8%8%7%6%5%5%5%5%4%IceHockey
AthleticsSoccer
Motorsports
BaseballRegionBasketball
VolleyballCountryTennisBoxingAmericanfootball(track&field)14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=119
respondents
in
Southern
Ostrobothnia,
n=4211
respondents
in
FinlandConsumer
Insights
Global
as
of
March202435%
of
consumers
in
Southern
Ostrobothnia
are
in
the
early
majority
ofinnovation
adopter
typesConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSouthern
Ostrobothnia35%34%33%33%26%25%8%5%1%1%InnovatorsEarly
adoptersEarly
majorityLatemajorityLaggardsRegionCountry15
Notes:Sources:Recode
based
on’’Which
ofthese
statements
apply
to
you?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=333
respondents
in
Southern
Ostrobothnia,
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
Southern
Ostrobothnia
think
that
theeconomic
situation
is
an
issue
that
needs
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
Finland
according
toconsumersinSouthern
Ostrobothnia69%66%61%60%55%49%49%48%45%45%44%43%44%
44%38%36%36%35%33%32%Rising
prices
Health/inflation/
andsocialcost
of
living
securityEconomicsituationPovertyUnemploy-mentCrimeGovernment
Education
Immigration
Defensedebt&foreignaffairsRegionCountry17
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=333
respondents
in
SouthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202433%
of
consumers
in
Southern
Ostrobothnia
have
more
right
leaning
politicalviewsPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinSouthern
OstrobothniaRegion15%32%33%20%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=333
respondents
in
Southern
Ostrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202441%
of
consumers
in
Southern
Ostrobothnia
are
neither
positive
nor
negativeabout
the
economic
situation
of
FinlandPerspective
andoutlook:
view
on
economic
situation
ofFinlandPerceivedeconomic
situation
of
Finland
byconsumersinSouthern
OstrobothniaRegion
6%25%41%22%6%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=333
respondents
in
SouthernOstrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
Southern
Ostrobothnia
are
more
negative
about
their
personaleconomic
situation
than
the
average
consumer
in
FinlandPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinSouthern
OstrobothniaRegion6%26%38%21%9%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=333
respondents
in
Southern
Ostrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202462%
of
consumers
in
Southern
Ostrobothnia
are
prudent
about
spendingmoneyPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinSouthern
Ostrobothnia62%60%58%57%29%28%19%19%6%4%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=333
respondents
in
Southern
Ostrobothnia,
n=12188respondents
in
FinlandConsumer
Insights
Global
as
of
March202433%
of
consumers
in
Southern
Ostrobothnia
are
neither
optimistic
norpessimistic
about
their
personal
futurePerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinSouthern
OstrobothniaRegion12%44%33%9%2%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=333
respondents
in
Southern
Ostrobothnia,
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
Southern
Ostrobothnia
tend
to
read
weekly
newspapers
moreoften
than
the
average
consumer
in
FinlandMarketing
touchpoints:media
usageType
of
mediaconsumersinFinland
havebeen
usinginthepast4weeks82%82%76%75%73%70%61%60%60%59%50%44%40%41%41%38%38%37%35%35%33%24%TVRadioDigitalvideo
Digitalmusic
Onlinenewscontent
content
websitesDailynewspapersRegion
CountryMagazinesMovies
/cinemaWeeklynewspapersPodcastsOnlinemagazines24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=333
respondents
in
Southern
Ostrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March202453%
of
consumers
in
Southern
Ostrobothnia
remember
seeing
advertising
onvideo
portalsMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks53%53%53%51%45%44%43%42%31%28%27%26%26%25%24%23%21%
21%20%18%VideoportalsSocialmediaOnlinestoresSearchenginesEditorial
Newsletters
WebsitesMusicportalsVideostreamingservicesVideogameswebsitesandappsandappsof
brandsRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=333
respondents
in
Southern
Ostrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024The
social
network
TikTok
is
more
popular
in
Southern
Ostrobothnia
than
inother
regions
of
FinlandMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinSouthern
Ostrobothnia86%78%74%69%68%
68%44%38%33%29%25%21%20%20%16%14%13%11%11%10%Facebook
YouTubeTikTokSnapchatRegionPinterestCountryTwitterLinkedInRedditTwitch26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=306
respondents
in
SouthernOstrobothnia,
n=10968
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
Southern
Ostrobothnia
access
the
internet
via
a
laptop
less
oftenthan
the
average
consumer
in
FinlandMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSouthern
Ostrobothnia
useregularlytoaccess
theinternet94%93%71%66%51%48%42%41%35%
35%34%30%30%26%26%
25%7%
7%SmartphoneLaptopSmart
TVTabletDesktop
PCGamingconsoleSmartwatch
StreamingdeviceSmartspeakersRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=333
respondents
in
Southern
Ostrobothnia,
n=12188
respondents
in
FinlandConsumer
Insights
Global
as
of
March2024Consumers
in
Southern
Ostrobothnia
remember
seeing
ads
in
printed
dailynewspapers
more
often
than
the
average
consumer
in
FinlandMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4wee
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