法國大東部大區(qū)Grand Est目標消費者研究報告-外文版培訓課件

CONSUMERS&BRANDSTarget

audience:

consumers

inGrand

Est

(France)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinGrandEstandcompares

themto

theaverage

consumer

inFrance.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inGrand

Est(France):

who

theyare;

whattheylike;what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inGrandEst(’’region’’)

againsttheaverage

French

consumer,

labelled

as

’’country’’

inthe

charts.American

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:?

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

Grand

Est

(France)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints35%

ofconsumers

inGrand

EstareMillennials.Consumers

inGrand

Estvaluesimilaraspects

of

lifeastheaverage

consumerinFrance.Arelatively

highshare

ofconsumers

inGrandEstthinkthatimmigration

isanissuethatneedstobeaddressed.17%

ofconsumers

inGrand

Estreadweekly

newspapers

inthe

past4weeks.35%

ofconsumers

inGrand

Esthaveamedium

household

income.Thesocial

network

Snapchatis

morepopularinGrandEstthan

inotherregions

of

France.Arelatively

highshare

ofconsumers

inGrandEstare

interested

inmovies,

TVshows

andmusic.31%

ofconsumers

inGrand

Esthavemore

rightleaning

politicalviews.Many

consumers

inGrandEstliveinsmall

towns

and

rural

communities.29%

ofconsumers

inGrand

Estareneither

positive

nornegativeabouttheeconomic

situationofFrance.58%

ofconsumers

inGrand

Estremember

seeing

advertising

on

TV.Many

consumers

inGrandEstconsidervideo

gamingahobby.28%

ofconsumers

in

Grand

Esthaveamigrant

background.Digitaladvertising

touchpointsofconsumers

inGrandEstare

similartothose

oftheaverage

consumer

inFrance.11%

ofconsumers

inGrand

Estfollowcycling.18%

ofconsumers

inGrand

Estarepessimistic

abouttheirpersonal

future.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity435%

of

consumers

in

Grand

Est

are

MillennialsGeneral

demographics:

age&household

compositionGenerationsHouseholdtypeSingle20%21%12%12%25%24%CoupleSingleparentNuclear

family33%34%33%10%10%33%34%35%Multi-generationalfamily1%1%9%9%Related

adultsOther21%20%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=1137

respondentsin

GrandEst,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:18%

of

consumers

in

Grand

Est

work

in

goods-producing

industriesGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets26%27%73%31%35%33%33%33%82%86%74%33%18%14%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=1137

respondents

in

GrandEst,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Grand

Est

live

in

small

towns

andrural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership44%44%56%45%55%46%76%82%56%54%25%18%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1137

respondents

in

GrandEst,n=12173respondents

in

FranceSources:Consumer

Insights

Global

as

of

March202428%

of

consumers

in

Grand

Est

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community71%72%92%92%28%29%8%8%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=1137respondents

in

GrandEst,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionConsumers

in

Grand

Est

value

similar

aspects

of

life

as

the

average

consumer

inFranceConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGrand

Est53%52%47%46%

46%45%39%

39%35%34%28%

28%19%17%16%

16%14%11%8%

8%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=1137

respondents

in

GrandEst,n=12173

respondents

inFranceConsumer

Insights

Global

as

of

March2024A

relatively

high

share

of

consumers

in

Grand

Est

are

interested

in

movies,

TVshows

and

musicConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinGrandEst49%47%44%42%42%

43%39%36%36%35%34%

35%27%

28%27%26%25%26%

25%23%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessSportsHome

&gardenFamily

&parenting

technologyScience

&HistoryFashion&beautyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=1137

respondents

in

GrandEst,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Many

consumers

in

Grand

Est

consider

video

gaming

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinGrandEst42%40%39%38%38%37%35%35%34%32%31%30%30%29%29%28%27%27%27%

27%Cooking/bakingTravelingOutdooractivitiesReadingVideogamingPetsGardeningandplants

arts&craftsDIYandDoingsportsSocializingandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1137

respondents

in

GrandEst,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Grand

Est

participate

in

similar

sports

and

activities

as

theaverage

consumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinGrand

Est20%20%14%14%13%11%11%10%10%9%8%7%6%5%5%5%4%4%4%4%HikingRunning&joggingCyclingSoccerFitness,aerobics&cardioSwimming

Basketball&divingDancingHunting

Badminton&fishingRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=503

respondents

in

GrandEst,n=5601

respondents

in

FranceConsumer

Insights

Global

as

of

March202411%

of

consumers

in

Grand

Est

follow

cyclingConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinGrand

Est26%25%14%13%12%11%11%10%10%9%9%9%7%7%6%5%5%

5%4%4%SoccerTennisRugbyCyclingAthletics(track&field)Basketball

HandballCountryBoxing

MotorsportsMixedMartial

ArtsRegion14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=393

respondents

in

GrandEst,

n=4350

respondents

in

FranceConsumer

Insights

Global

as

of

March202452%

of

consumers

in

Grand

Est

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGrandEst41%40%27%26%25%23%9%9%1%Innovators0%Early

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1137

respondents

in

GrandEst,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

Grand

Est

think

that

immigration

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoconsumersinGrandEst60%59%46%45%44%43%42%40%

40%39%

39%38%38%38%38%

38%37%37%36%36%Rising

prices

Poverty/inflation/cost

of

livingEconomic

Immigration

HealthClimatechangeEducation

Unemploy-mentCrimeEnviron-mentsituationandsocialsecurityRegionCountry17

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=1137

respondents

in

GrandEst,n=12173respondents

in

FranceConsumer

Insights

Global

as

of

March202431%

of

consumers

in

Grand

Est

have

more

right

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinGrand

EstRegion22%26%31%22%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=1137

respondents

in

GrandEst,

n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202429%

of

consumers

in

Grand

Est

are

neither

positive

nor

negative

about

theeconomic

situation

of

FrancePerspective

andoutlook:

view

on

economic

situation

ofFrancePerceivedeconomic

situation

of

FrancebyconsumersinGrand

EstRegion7%15%29%30%19%Country8%17%27%29%18%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=1137

respondents

in

GrandEst,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202440%

of

consumers

in

Grand

Est

are

neither

positive

nor

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinGrand

EstRegion7%26%40%17%9%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=1137

respondents

in

GrandEst,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202454%

of

consumers

in

Grand

Est

are

notably

affected

by

rising

prices

andincreased

cost

of

livingPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinGrandEst56%55%54%53%25%25%19%18%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=1137

respondents

in

GrandEst,n=12173

respondents

inFranceConsumer

Insights

Global

as

of

March202418%

of

consumers

in

Grand

Est

are

pessimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinGrand

EstRegion9%27%38%18%8%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=1137

respondents

in

GrandEst,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024CHAPTER

04Marketing

touchpoints?

Media

usage?

Digitaladvertising

touchpoints?

Social

networks?

Internet

usagebydevice?

Non-digital

advertising

touchpoints17%

of

consumers

in

Grand

Est

read

weekly

newspapers

in

the

past

4

weeksMarketing

touchpoints:media

usageType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks80%79%59%

59%57%

57%56%

57%39%38%34%

34%32%31%25%

26%23%23%22%19%17%15%TVRadioMovies

/cinemaDigitalvideo

Onlinenews

Digitalmusiccontent

websites

contentRegionMagazinesDailynewspapersPodcastsOnlinemagazinesWeeklynewspapersCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=1137

respondents

in

GrandEst,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Digital

advertising

touchpoints

of

consumers

in

Grand

Est

are

similar

to

those

ofthe

average

consumer

in

FranceMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks38%

38%32%31%28%27%26%26%22%21%20%20%19%19%18%16%15%

15%9%

9%VideoportalsSearchenginesSocialmediaVideostreamingservicesVideogamesWebsitesandappsof

brandsOnlinestoresEditorialwebsitesandappsMusicportalsOtherappsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1137

respondents

in

GrandEst,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March2024The

social

network

Snapchat

is

more

popular

in

GrandEst

than

in

other

regionsof

FranceMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinGrand

Est80%76%59%58%57%53%46%39%36%

37%23%

24%21%20%21%18%12%

12%Twitch5%4%FacebookYouTube

Instagram

SnapchatTikTokRegionTwitterPinterestLinkedInRedditCountry26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=996

respondents

in

GrandEst,n=10542

respondents

in

FranceConsumer

Insights

Global

as

of

March2024Consumers

in

Grand

Est

access

the

internet

via

a

laptop

less

often

than

theaverage

consumer

in

FranceMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGrandEst

useregularlytoaccesstheinternet91%

90%68%64%46%43%

43%42%29%

28%29%27%20%18%15%

16%15%13%SmartphoneLaptopTabletDesktop

PCGamingconsoleSmart

TVSmartwatchSmartspeakersStreamingdeviceRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=1137

respondents

in

GrandEst,n=12173

respondents

in

FranceConsumer

Insights

Global

as

of

March202458%

of

consumers

in

Grand

Est

remember

seeing

advertising

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks58%

58%34%31%31%31%28%28%24%23%24%22%21%19%14%13%OnTVDirectly

inthestoreOntheradioOnadvertising

By