芬蘭雜志國(guó)家地理national geographic用戶市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSMagazines:

National

Geographicreaders

in

FinlandConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofNational

Geographic

readers

inFinland:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

NationalGeographic

readers

in

Finland(’’brandusers’’)

againstFinnishmagazine

readers

ingeneral

(’’category

users’’),

and

theoverall

Finnishonliner,

labelled

as’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

theextended

survey(including

Finland)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsNational

Geographic

ranks

outside

the

top

10

of

most

read

magazines

inFinlandManagement

summary:

brandusageand

competitionTop10

most

read

magazinesinFinlandAkuAnkkaSeiska24%20%KodinKuvalehtiMe

NaisetTekniikan

MaailmaTiede15%15%15%13%13%12%ApuHyv?

TerveysAnna11%11%Kotiliesi4Notes:"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=841magazine

readersConsumer

Insights

Global

as

of

August

2023Sources:National

Geographic

readers

in

FinlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsNational

Geographic

ismore

popularamong

Millennials

thanothermagazines.Success

and

career

advancement

arerelatively

important

to

NationalGeographic

readers.Itstands

out

that52%

ofNationalGeographic

readers

prefer

to

own

hardcopies

of

films,booksor

music.National

Geographic

readers

access

theinternet

viaadesktop

PCmore

oftenthan

theaverage

magazine

reader.National

Geographic

ismore

popularamong

male

magazinereaders

thanfemale

magazine

readers.History

isarelatively

prevalent

interestof

NationalGeographic

readers.44%

ofNational

Geographic

readers

areintheearly

majority

of

innovationadoptertypes.Onsocial

media,

NationalGeographicreaders

interact

with

companies

moreoften

than

other

magazine

readers.Video

gaming

isarelatively

popularhobbyamong

National

Geographicof

readers

withalow

income

than

other

readers.magazines.National

Geographic

hasalarger

shareArelatively

highshare

ofNationalGeographic

readers

thinkthateducation

isanissue

thatneedstobeaddressed.National

Geographic

readers

rememberseeing

adson

blogs

and

forums

moreoften

than

other

magazine

readers.National

Geographic

readers

aremorelikely

to

liveinmedium-sized

towns

thanmagazine

readers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+National

Geographic

is

more

popular

among

Millennials

than

other

magazinesDemographic

profile:

generationsAgeof

consumersinFinlandBrand

users24%40%26%10%Category

usersAllrespondents17%31%35%17%21%33%33%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=50

National

Geographic

readers,

n=841

magazine

readers,

n=12,177all

respondentsSources:Consumer

Insights

Global

as

of

August

2023National

Geographic

is

more

popular

among

male

magazine

readers

thanfemale

magazine

readersDemographic

profile:

genderGenderofconsumersinFinlandBrand

users62%38%Category

usersAllrespondents49%49%51%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=50

National

Geographic

readers,

n=841

magazine

readers,n=12,177

all

respondentsSources:Consumer

Insights

Global

as

of

August

202348%

of

National

Geographic

readershave

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinFinland34%33%28%26%

26%26%20%19%16%16%13%13%6%6%5%4%3%2%2%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

you

readin

the

past

3months?";

Multi

Pick;Base:n=50

National

Geographicreaders,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:National

Geographic

has

a

larger

share

of

readers

with

a

low

income

than

othermagazinesDemographic

profile:

incomeShare

ofconsumersinFinlandinthehigh,

middle,

and

lowthirdsof

monthlyhouseholdgrossincomeBrand

users33%15%52%Category

usersAllrespondents37%33%30%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthe

following

printed

magazines

orweeklynewspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=50

National

Geographic

readers,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

magazine

readers,

National

Geographic

readers

arerelatively

likely

to

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinFinland

live44%32%32%30%30%26%24%23%14%8%8%7%6%5%5%2%2%2%0%

0%Multi-0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;Base:n=50

National

Geographic

readers,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023National

Geographic

readers

are

more

likely

to

live

in

medium-sized

towns

thanmagazine

readers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinFinland48%43%43%40%32%32%18%18%10%8%7%2%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;

Base:

n=50

National

Geographicreaders,

n=841magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

202312%

of

National

Geographic

readers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinFinlandBrand

users12%84%4%Category

usersAllrespondents7%80%79%13%14%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthe

following

printed

magazines

orweeklynewspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=50

National

Geographicreaders,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

NationalGeographic

readersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinFinland62%59%58%53%52%48%46%43%35%38%34%32%30%28%23%28%28%26%26%24%22%18%12%10%14%12%11%

12%8%7%Anhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsSocial

justiceLearningnew

thingsHavingagood

timeAhappyrelationshipTobesuccessfulAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";Multi

Pick;Base:n=50

National

Geographic

readers,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023History

is

a

relatively

prevalent

interest

of

National

Geographic

readersConsumer

lifestyle:

main

interestsTop10

interestsofNational

Geographic

readersinFinland72%62%60%60%58%58%53%56%54%52%49%50%48%48%46%46%44%42%41%41%39%36%33%38%36%34%33%33%33%29%Movies,TVshows&musicHistoryHealth

&fitnessScience

&technologyFood

&diningArts&literaturePolitics&societyandcurrentworld

eventsTravelSportsHome

&gardenBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;Base:

n=50

National

Geographic

readers,

n=841magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023Video

gaming

is

a

relatively

popular

hobby

among

National

Geographic

readersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofNational

Geographic

readersinFinland64%64%56%56%48%48%48%46%43%42%42%40%40%40%40%39%38%36%36%35%32%29%28%23%23%23%22%22%21%21%OutdooractivitiesReadingCooking/bakingVideo

gamingDoing

sportsandfitnessTravelingPhotographyTech

/computersBoard

games/cardgamesDIYandarts&craftsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=50

National

Geographic

readers,

n=841magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023National

Geographic

readers

are

more

likely

to

play

soccer

than

other

magazinereadersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofNational

Geographic

readersinFinland36%31%30%28%28%28%26%24%23%21%21%20%20%18%18%18%16%16%14%14%11%10%10%9%9%9%7%

7%5%5%HikingFitness,aerobics,cardioCyclingRunning/JoggingSwimming/DivingSoccerHunting/FishingBadmintonYoga

/PilatesBasketballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3

months?";

Multi

Pick;

Base:

n=35

NationalGeographic

readers,

n=462

magazine

readers,

n=6,173

all

respondentsConsumer

Insights

Global

as

of

August

2023National

Geographic

readers

are

more

likely

to

follow

ice

hockey

than

othermagazine

readersConsumer

lifestyle:

sports

followedTop10

sports

followed

byNational

Geographic

readersinFinland36%28%27%25%22%20%20%17%18%18%14%14%12%12%12%11%10%10%10%9%8%7%6%5%

5%5%4%4%3%3%IceHockeySoccerAthleticsMotorsportsTennisBaseballBasketballBoxingCyclingGolf(track&field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

you

readin

the

past

3months?";

Multi

Pick;Base:n=22

NationalGeographic

readers,

n=287

magazine

readers,

n=4,010

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

52%

of

National

Geographic

readers

prefer

to

own

hardcopies

of

films,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainFinland62%53%

53%52%48%44%39%35%33%

34%32%25%12%9%9%Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

toown

hardcopies

of

films,books

or

music(e.g.,DVD,

CD,vinyl)Itis

important

tometogetthebestimage

asitiseasier

tomanage

mainstream

media

inandsoundqualityCategory

usersIprefer

digitalcontentIdon’ttrustthemy

country

ofresidence(e.g.,news

channels)Brand

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=50

National

Geographic

readers,

n=841magazine

readers,

n=2,031

all

respondentsConsumer

Insights

Global

as

of

August

202344%

of

National

Geographic

readers

are

in

the

early

majority

of

innovationadopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinFinland44%34%33%

33%33%25%24%24%24%9%8%8%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=50National

Geographicreaders,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

National

Geographic

readers

think

that

education

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Finland

according

toNational

Geographic

readers67%62%67%60%57%62%58%58%58%54%49%48%49%44%44%43%42%42%40%40%39%

39%37%33%37%34%34%33%33%30%PovertyRising

prices/inflation/cost

of

livingEducationHealth

andsocial

securityUnemploymentCrimeEconomicsituationDefense

&foreign

affairsEnvironmentImmigrationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;Base:n=50

National

Geographic

readers,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023National

Geographic

readers

tend

to

have

moreleft

leaning

political

views

thanother

magazine

readersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinFinlandBrand

users38%24%36%2%Category

usersAllrespondents23%29%29%19%21%28%27%24%LeftCenterRightPrefer

nottoanswer24

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;"Which

ofthe

following

printed

magazinesorweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=50

National

Geographic

readers,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsNational

Geographic

readers

access

the

internet

via

a

desktop

PC

more

oftenthan

the

average

magazine

readerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinFinland

useregularlytoaccess

the

internet96%93%

93%81%75%71%60%60%60%50%48%48%47%43%40%39%38%36%30%30%27%27%26%24%18%8%7%SmartphoneLaptopDesktop

PCSmart

TVTabletGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;Base:n=50

NationalGeographic

readers,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

National

Geographic

readers

interact

with

companies

moreoften

than

other

magazine

readersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinFinland

bytype74%72%

67%65%65%66%62%58%54%53%46%49%46%48%46%41%33%37%36%

34%34%34%30%29%21%22%20%10%12%10%8%8%9%6%5%0%FollowedpeopleLiked

posts

Sentprivate

CommentedPostedpictures/videosLikedcompanypostsFollowedcompaniesPosted

texts/statusSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;

Base:

n=50

NationalGeographic

readers,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

2023National

Geographic

readers

tend

to

go

to

the

movies

more

often

thanmagazine

readers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinFinland

havebeen

usinginthepast4weeks94%87%82%81%80%75%74%72%57%58%72%

65%72%70%69%69%66%64%60%59%56%53%43%47%44%40%36%33%39%37%37%35%24%DigitalvideocontentTVDigitalmusic

Onlinenewscontent

websitesMagazinesDailynewspapersRadioWeeklynewspapersMovies

/cinemaOnlinemagazinesPodcastsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past3months?";

Multi

Pick;

Base:

n=32

National

Geographicreaders,

n=440

magazine

readers,

n=6,096

all

respondentsConsumer

Insights

Global

as

of

August

2023National

Geographic

readers

remember

seeing

ads

on

blogs

and

forumsmoreoften

than

other

magazine

readersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereNational

Geographic

readersinFinland

have

come

across

digital

advertisinginthe

past

4weeks66%60%60%55%50%56%52%

52%50%50%46%43%42%40%40%39%34%34%32%32%32%32%31%28%28%27%20%19%18%16%Video

portals

Search

engines

Social

mediaOnlinestoresEditorialwebsitesandappsWebsitesandappsof

brandsOtherappsBlogs/forumsMusicportalsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youreadin

the

past

3months?";

Multi

Pick;

Base:

n=50

NationalGeographic

readers,

n=841

magazine

readers,

n=12,177

all

respondentsConsumer

Insights

Global

as

of

August

202370%

of

National

Geographic

readers

remember

ads

they

saw

directly

in

thestoreMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinFinland

havecome

across

non-digital

advertisinginthepast4weeks70%60%60%56%53%52%52%52%50%49%48%48%46%46%46%44%

44%42%40%36%32%26%16%15%Directly

inthestoreOnTVInprinteddailynewspapersOnadvertising

By

mailshot

/OntheradioInprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthe

following

printed

magazines

orweekly

newspapers

have

youre