全文可编辑-英国葡萄酒红酒目标客户消费者分析报告-外文版培训课件2024.10.ppt

CONSUMERSBRANDS

Targetaudience:Winedrinkers

intheUConsumerInsightsreport

September2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered’’Wine’’(onlyshowntorespondentsoflegaldrinkingage)tothemulti-pickquestion’’Whichofthesebeverageproductsdoyouconsumeregularly?’’.

ThereportoffersthereaderacomprehensiveoverviewofwinedrinkersintheUnitedKingdom:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkwinedrinkersintheUnitedKingdom(’’targetaudience’’)againsttheaverageUKconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingUnitedKingdom)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofSeptember2024

WinedrinkersintheUnitedKingdom

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Winedrinkerstendtobeolder,37%arepartofGenerationX.

53%ofwinedrinkersarefemale.Manywinedrinkershaveahighannual

householdincome.

12%ofwinedrinkersliveinamegacitywithover5millioninhabitants.

Ahappyrelationshipis