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CONSUMERS&BRANDSTarget
audience:
consumers
inProvence-Alpes-C?te
d’Azur(France)Consumer
Insights
ReportMarch2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
liveinProvence-Alpes-C?te
d’Azurandcompares
themto
theaverageconsumer
inFrance.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inProvence-Alpes-C?te
d’Azur(France):
who
theyare;
what
theylike;
whattheythink;
Region:
56countriesandhowtoreach
them.
Itprovides
insightson
theirNumberofrespondents:demographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereadertobenchmark
consumers
inProvence-Alpes-C?ted’Azur(’’region’’)
againstthe
average
French
consumer,labelled
as’’country’’
inthecharts.?
12,000+
forcountries
with
theextended
survey(including
France)?
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
Provence-Alpes-C?te
d’Azur
(France)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpointsConsumers
inProvence-Alpes-C?ted’Azurtend
to
beolder,
39%
arepartofGeneration
X.Anhonest
and
respectable
lifeis
animportant
aspect
oflifefor47%
ofconsumers
inProvence-Alpes-C?ted’Azur.Arelatively
highshare
ofconsumers
inProvence-Alpes-C?te
d’Azurthink
thatcrime
is
anissuethatneeds
to
beaddressed.Consumers
inProvence-Alpes-C?ted’Azurtend
to
listen
tothe
radiolessoften
than
theaverage
consumer
inFrance.35%
ofconsumers
inProvence-Alpes-C?ted’Azurhaveamedium
householdincome.Artsandliterature
arerelativelyprevalent
interests
of
consumers
inProvence-Alpes-C?te
d’Azur.Consumers
inProvence-Alpes-C?ted’Azurreflect
the
general
politicallandscapeinFrance.59%
ofconsumers
inProvence-Alpes-C?ted’Azurareactiveon
Instagram.Many
consumers
inProvence-Alpes-C?ted’Azurliveinthecityandinurbanareas.60%
ofconsumers
inProvence-Alpes-C?ted’Azurremember
seeingadvertising
on
TV.Many
consumers
inProvence-Alpes-C?te
30%
ofconsumers
inProvence-Alpes-d’Azurconsider
traveling
ahobby.C?ted’Azurarenegative
abouttheeconomic
situationofFrance.Provence-Alpes-C?te
d’Azurhasarather
Consumers
inProvence-Alpes-C?te34%
ofconsumers
inProvence-Alpes-C?ted’Azurremember
seeingadvertising
on
search
engines.large
migrantcommunity.d’Azurfollow
similar
sportsleagues
andcompetitions
astheaverage
consumerinFrance.41%
ofconsumers
inProvence-Alpes-C?ted’Azurareneither
optimistic
norpessimistic
abouttheirpersonal
future.3Sources:Consumer
Insights
Global
as
of
March2024CHAPTER
01General
demographics?
Ageand
household
composition?
Employment
andincome?
Livingsituation?
Diversity4Consumers
in
Provence-Alpes-C?te
d’Azur
tend
to
be
older,
39%
are
part
ofGenerationXGeneral
demographics:
age&household
compositionGenerations13%HouseholdtypeSingle23%21%12%34%23%24%CoupleSingleparentNuclear
family39%31%10%10%31%34%33%Multi-generationalfamily1%1%10%9%Related
adultsOther21%18%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=839
respondentsin
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceSources:Consumer
Insights
Global
as
of
March202412%
of
consumers
in
Provence-Alpes-C?te
d’Azur
work
in
goods-producingindustriesGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets27%73%28%31%35%33%33%33%86%88%72%34%14%12%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=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Sources:A
relatively
large
share
of
consumers
in
Provence-Alpes-C?te
d’Azur
live
in
anappartment
rather
than
a
houseGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership44%56%45%55%49%60%62%76%51%40%38%25%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=839
respondents
in
Provence-Alpes-C?te
d’Azur,n=12173
respondents
in
FranceSources:Consumer
Insights
Global
as
of
March2024Provence-Alpes-C?te
d’Azur
has
a
rather
large
migrant
communityGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community65%71%92%94%35%29%8%6%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=839respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceSources:Consumer
Insights
Global
as
of
March2024CHAPTER
02Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
Sportsfollowed?
Innovation
adoptionAn
honest
and
respectable
life
is
an
important
aspect
of
life
for
47%
ofconsumers
in
Provence-Alpes-C?te
d’AzurConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinProvence-Alpes-C?te
d’Azur52%51%47%47%46%45%40%
39%36%34%28%28%19%19%16%
16%13%11%8%7%AhappyrelationshipAn
honestandrespectablelifeHavingagood
time
successfulTobeSafety
and
LearningSocialjusticeMakingmy
owndecisionsTraditions
Advancingmy
careersecuritynew
thingsRegionCountry10
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173respondents
in
FranceConsumer
Insights
Global
as
of
March2024Arts
andliterature
are
relativelyprevalent
interests
of
consumers
in
Provence-Alpes-C?te
d’AzurConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinProvence-Alpes-C?te
d’Azur49%48%47%44%43%43%42%39%38%36%35%32%30%29%28%27%27%25%24%22%Movies,TVshows&musicTravelFood
&diningHealth
&fitnessSportsHome
&gardenFashion&beautyHistoryArts&literature
parentingFamily
&RegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Many
consumers
in
Provence-Alpes-C?te
d’Azur
consider
traveling
a
hobbyConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinProvence-Alpes-C?te
d’Azur43%42%42%40%40%39%38%37%31%31%30%29%29%
29%28%28%28%27%27%25%TravelingReadingCooking/bakingOutdooractivitiesDoingsportsPetsGardening
SocializingandplantsVideogaming
arts&craftsDIYandandfitnessRegionCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202425%
of
consumers
in
Provence-Alpes-C?te
d’Azur
regularly
go
hikingConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinProvence-Alpes-C?te
d’Azur25%20%14%14%12%11%11%10%9%9%9%8%7%6%6%6%5%5%5%4%HikingFitness,aerobics&cardioRunning&joggingSwimming&divingCyclingRegionSoccerYoga
&pilatesDancingBasketball
BadmintonCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=416
respondents
in
Provence-Alpes-C?te
d’Azur,
n=5601
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Consumers
in
Provence-Alpes-C?te
d’Azur
follow
similar
sports
leagues
andcompetitions
as
the
average
consumer
in
FranceConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinProvence-Alpes-C?te
d’Azur28%26%16%15%14%13%10%
10%10%9%8%8%7%7%6%6%6%5%4%3%SoccerTennisRugbyBasketballCyclingRegionAthletics(track&field)BoxingHandball
Motorsports
AmericanfootballCountry14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=320
respondents
in
Provence-Alpes-C?te
d’Azur,
n=4350
respondents
in
FranceConsumer
Insights
Global
as
of
March202410%
of
consumers
in
Provence-Alpes-C?te
d’Azur
are
early
adopters,
when
itcomes
to
new
products
andinnovationsConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinProvence-Alpes-C?te
d’Azur41%38%27%26%23%23%10%9%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=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
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
Provence-Alpes-C?te
d’Azur
think
thatcrime
is
an
issue
that
needs
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
France
accordingtoconsumersinProvence-Alpes-C?te
d’Azur60%60%46%45%44%
43%42%40%40%
40%40%39%38%38%38%38%37%37%36%34%Rising
prices
Poverty/inflation/cost
of
livingEconomicsituationCrimeEducationRegionHealthandsocialsecurityClimatechangeHousing
Unemploy-
Environ-ment
mentCountry17
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=839
respondents
in
Provence-Alpes-C?ted’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Consumers
in
Provence-Alpes-C?te
d’Azur
reflect
the
general
political
landscapein
FrancePerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinProvence-Alpes-C?te
d’AzurRegion23%24%31%23%Country23%27%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=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202430%
of
consumers
in
Provence-Alpes-C?te
d’Azur
are
negative
about
theeconomic
situation
of
FrancePerspective
andoutlook:
view
on
economic
situation
ofFrancePerceivedeconomic
situation
of
FrancebyconsumersinProvence-Alpes-C?te
d’AzurRegion8%16%28%30%18%18%Country8%17%27%29%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative19
Notes:Sources:’’Howwould
you
evaluate
the
economic
situation
ofyourcountry
ofresidence?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202441%
of
consumers
in
Provence-Alpes-C?te
d’Azur
are
neither
positive
nornegative
about
their
personal
economic
situationPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinProvence-Alpes-C?te
d’AzurRegion9%23%41%19%8%Country8%26%39%19%8%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative20
Notes:Sources:’’Howwould
you
evaluate
yourpersonal
economic
situation?’’;
Single
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202427%
of
consumers
in
Provence-Alpes-C?te
d’Azur
are
worried
about
violenceand
public
unrestsPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinProvence-Alpes-C?te
d’Azur56%56%55%53%27%25%18%17%6%6%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=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173respondents
in
FranceConsumer
Insights
Global
as
of
March202441%
of
consumers
in
Provence-Alpes-C?te
d’Azur
are
neither
optimistic
norpessimistic
about
their
personal
futurePerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinProvence-Alpes-C?te
d’AzurRegion10%27%41%16%6%Country10%30%36%17%7%Very
optimisitcOptimisticNeither
optimistic
norpessimisticPessimisticVery
pessimistic22
Notes:Sources:’’Howdo
youfeelabout
yourpersonal
future?’’;Single
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March2024CHAPTER
04Marketing
touchpoints?
Media
usage?
Digitaladvertising
touchpoints?
Social
networks?
Internet
usagebydevice?
Non-digital
advertising
touchpointsConsumers
in
Provence-Alpes-C?te
d’Azur
tend
to
listen
to
the
radioless
oftenthan
the
average
consumer
in
FranceMarketing
touchpoints:media
usageType
of
mediaconsumersinFrance
havebeen
using
inthepast4weeks79%
79%59%58%
57%57%
57%55%42%39%34%33%32%31%26%25%24%23%22%22%15%14%TVDigitalvideocontentMovies
/cinemaRadioOnlinenews
Digitalmusicwebsites
contentRegionMagazinesDailynewspapersOnlinemagazinesPodcastsWeeklynewspapersCountry24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202434%
of
consumers
in
Provence-Alpes-C?te
d’Azur
remember
seeing
advertisingon
search
enginesMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks38%37%34%31%28%27%25%
26%21%21%21%
20%20%20%20%18%15%13%9%9%VideoportalsSearchenginesSocialmediaVideostreamingservicesOnlinestoresVideogamesEditorialwebsitesandapps
of
brandsWebsitesandappsMusicportalsOtherappsRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202459%
of
consumers
in
Provence-Alpes-C?te
d’Azur
are
active
on
InstagramMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinProvence-Alpes-C?te
d’Azur77%76%59%58%59%57%39%37%35%35%23%
24%22%21%21%20%12%9%5%3%Facebook
YouTubeSnapchatTikTokTwitterPinterestLinkedInTwitchRedditRegionCountry26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=722
respondents
in
Provence-Alpes-C?te
d’Azur,
n=10542
respondents
in
FranceConsumer
Insights
Global
as
of
March2024Consumers
in
Provence-Alpes-C?te
d’Azur
access
the
internet
via
a
tablet
moreoften
than
the
average
consumer
in
FranceMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinProvence-Alpes-C?te
d’Azuruse
regularly
toaccesstheinternet90%
90%68%66%46%46%43%42%30%29%28%25%18%17%16%16%
16%15%SmartphoneLaptopTabletDesktop
PCSmart
TVGamingconsoleSmartwatch
StreamingdeviceSmartspeakersRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=839
respondents
in
Provence-Alpes-C?te
d’Azur,
n=12173
respondents
in
FranceConsumer
Insights
Global
as
of
March202460%
of
consumers
in
Provence-Alpes-C?te
d’Azur
remember
seeing
advertisingon
TVMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4weeks60%58%32%
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