CONSUMERS&BRANDSTarget

audience:

consumers

inSouthern

Savonia

(Finland)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinSouthernSavonia

and

compares

themtotheaverage

consumerinFinland.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inSouthern

Savonia(Finland):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inSouthern

Savonia(’’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

Savonia

(Finland)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpoints25%

ofconsumers

inSouthern

Savoniaarepartof

Generation

Z.Social

justicehasless

importance

toconsumers

inSouthern

Savonia

thantotheaverage

consumer

inFinland.Arelatively

highshare

ofconsumers

inSouthern

Savonia

think

thatcrime

isanissuethatneedstobeaddressed.Consumers

inSouthern

Savoniatendtoread

weekly

newspapers

more

oftenthan

theaverage

consumer

inFinland.39%

ofconsumers

inSouthern

Savoniahaveamedium

household

income.Fashion

and

beauty

arerelativelyprevalent

interests

of

consumers

inSouthern

Savonia.Many

consumers

inSouthern

Savoniahavecentrist

political

views.Thesocial

network

Pinterest

ismorepopularinSouthern

Savoniathaninother

regions

of

Finland.Many

consumers

inSouthern

Savonialiveinsmall

towns

and

ruralcommunities.Consumers

inSouthern

Savoniasee

theeconomic

situationofFinlandmorenegatively

thantheaverage

consumerinFinland.Many

consumers

inSouthern

Savoniaconsider

outdoor

activitiesahobby.Consumers

inSouthern

Savoniaremember

seeing

adsonTVmore

oftenthan

theaverage

consumer

inFinland.13%

ofconsumers

inSouthern

Savoniahaveamigrant

background.27%

ofconsumers

inSouthern

Savoniafollow

icehockey.33%

ofconsumers

inSouthern

Savoniaareneither

optimistic

norpessimisticabouttheirpersonal

future.Consumers

inSouthern

Savoniaremember

hearing

adsonmusic

portalsandstreaming

services

lessoften

thanthe

average

consumer

inFinland.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity425%

of

consumers

in

Southern

Savonia

are

part

of

Generation

ZGeneral

demographics:

age&household

compositionGenerations12%HouseholdtypeSingle34%33%12%32%28%30%CoupleSingleparentNuclear

family35%29%9%7%22%22%33%Multi-generationalfamily0%0%5%5%Related

adultsOther25%22%3%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=210

respondentsin

Southern

Savonia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:39%

of

consumers

in

Southern

Savonia

have

a

medium

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets23%31%33%67%33%80%83%39%33%69%38%33%20%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=210

respondents

in

Southern

Savonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Southern

Savonia

live

in

small

towns

andrural

communitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership50%49%52%56%44%65%72%97%51%35%28%3%RegionHouseCountryRegionOwnedCountryRentedRegionUrbanCountryRuralApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=210

respondents

in

Southern

Savonia,n=12188respondents

in

FinlandSources:Consumer

Insights

Global

as

of

March202413%

of

consumers

in

Southern

Savonia

have

a

migrant

backgroundGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community87%13%87%13%91%94%9%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=210respondents

in

SouthernSavonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionSocial

justice

has

less

importance

to

consumers

in

Southern

Savonia

than

to

theaverage

consumer

in

FinlandConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouthern

Savonia62%59%52%51%44%43%41%38%28%27%26%23%24%18%14%13%12%12%8%

8%Safety

andsecurity

relationshipAhappyAn

honestandMakingmy

ownHavingagood

time

new

thingsLearningSocialjusticeTraditionsTobeAdvancingsuccessful

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=210

respondents

in

Southern

Savonia,

n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Fashion

and

beauty

are

relativelyprevalent

interests

of

consumers

in

SouthernSavoniaConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinSouthern

Savonia65%61%51%50%49%49%48%46%40%40%38%38%38%37%36%35%35%34%33%25%Movies,TVshows&musicHealth

&fitnessFood

&diningTravelHistoryRegionHome

&gardenPolitics&societySportsScience

&technology

&beautyFashionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=210

respondents

in

Southern

Savonia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Many

consumers

in

Southern

Savonia

consider

outdoor

activities

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinSouthern

Savonia47%44%43%42%42%40%40%38%36%34%33%32%32%31%31%30%29%30%28%24%OutdooractivitiesDoingsportsReadingCooking/bakingPetsDIYandarts&craftsTraveling

SocializingVideogamingGardeningandplantsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=210

respondents

in

Southern

Savonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202430%

of

consumers

in

Southern

Savonia

regularly

go

cyclingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinSouthern

Savonia30%26%24%22%

22%21%20%19%14%14%12%11%10%10%10%9%8%7%7%6%CyclingHikingFitness,aerobics&cardioRunning&joggingSwimming

Badminton

HuntingDancingYoga

&pilatesSoccer&diving&fishingRegionCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=117

respondents

in

Southern

Savonia,

n=6430

respondents

in

FinlandConsumer

Insights

Global

as

of

March202427%

of

consumers

in

Southern

Savonia

follow

ice

hockeyConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinSouthern

Savonia27%26%21%19%19%18%15%11%9%9%6%6%5%5%

5%Boxing5%4%4%3%3%IceHockey

AthleticsSoccer

Motorsports

Basketball

VolleyballTennisCyclingGolf(track&field)RegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=79

respondents

in

Southern

Savonia,

n=4211

respondents

in

FinlandConsumer

Insights

Global

as

of

March202413%

of

consumers

in

Southern

Savonia

are

innovators

or

early

adopters

of

newproductsConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouthern

Savonia33%33%30%30%27%25%13%8%1%0%InnovatorsEarly

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=210

respondents

in

Southern

Savonia,

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

Savonia

think

that

crime

is

anissue

that

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

Finland

according

toconsumersinSouthern

Savonia70%66%61%59%49%49%

49%47%45%44%43%44%44%42%39%38%36%33%32%31%Rising

prices

Health/inflation/

andsocialcost

of

living

securityCrimeEconomic

Unemploy-Poverty

GovernmentImmigration

Environ-debt

mentEducationsituationmentRegionCountry17

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=210

respondents

in

SouthernSavonia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Many

consumers

in

Southern

Savonia

have

centrist

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinSouthern

SavoniaRegion20%29%27%25%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=210

respondents

in

Southern

Savonia,n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Savonia

see

the

economic

situation

of

Finland

morenegatively

than

the

average

consumer

in

FinlandPerspective

andoutlook:

view

on

economic

situation

ofFinlandPerceivedeconomic

situation

of

Finland

byconsumersinSouthern

SavoniaRegion6%26%37%27%3%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=210

respondents

in

SouthernSavonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March202438%

of

consumers

in

Southern

Savonia

are

neither

positive

nor

negative

abouttheir

personal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinSouthern

SavoniaRegion6%28%38%18%10%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=210

respondents

in

Southern

Savonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Savonia

are

more

worriedabout

not

being

able

to

paytheir

bills

than

the

average

consumer

in

FinlandPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinSouthern

Savonia67%60%58%57%35%28%20%19%6%5%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=210

respondents

in

Southern

Savonia,

n=12188respondents

in

FinlandConsumer

Insights

Global

as

of

March202433%

of

consumers

in

Southern

Savonia

are

neither

optimistic

nor

pessimisticabout

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinSouthern

SavoniaRegion11%43%33%10%4%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=210

respondents

in

Southern

Savonia,

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

Savonia

tend

to

read

weekly

newspapers

more

oftenthan

the

average

consumer

in

FinlandMarketing

touchpoints:media

usageType

of

mediaconsumersinFinland

havebeen

usinginthepast4weeks87%82%77%76%75%70%61%59%57%55%49%43%40%41%38%37%

37%Magazines34%33%32%27%24%TVDigitalvideocontentRadioDigitalmusic

Onlinenewscontent

websitesDailynewspapersRegion

CountryOnlinemagazinesMovies

/cinemaWeeklynewspapersPodcasts24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=210

respondents

in

Southern

Savonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Savonia

remember

hearing

ads

on

music

portals

andstreaming

services

less

often

than

the

average

consumer

in

FinlandMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks56%53%51%

51%46%43%43%42%31%28%

28%27%27%26%24%21%20%18%17%15%VideoportalsSocialmediaSearchenginesOnlinestoresNewsletters

EditorialwebsitesWebsitesandappsVideogamesVideostreamingservicesMusicportalsandapps

of

brandsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=210

respondents

in

Southern

Savonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024The

social

network

Pinterest

ismore

popular

in

Southern

Savonia

than

in

otherregions

of

FinlandMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinSouthern

Savonia81%78%69%69%68%65%37%33%33%29%27%21%20%20%19%14%14%13%13%10%FacebookYouTube

InstagramTikTokSnapchatRegionPinterestCountryTwitterLinkedInRedditTwitch26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=181

respondents

in

SouthernSavonia,

n=10968

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Savonia

access

the

internet

via

a

laptop

less

often

thanthe

average

consumer

in

FinlandMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouthern

Savonia

useregularly

toaccesstheinternet93%

93%71%66%50%48%44%41%35%33%31%30%26%25%24%22%7%6%SmartphoneLaptopSmart

TVTabletDesktop

PCGamingconsoleStreaming

SmartwatchdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=210

respondents

in

Southern

Savonia,

n=12188

respondents

in

FinlandConsumer

Insights

Global

as

of

March2024Consumers

in

Southern

Savonia

remember

seeing

ads

on

TV

more

often

thanthe

average

consumer

in

FinlandMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks60%53%51%51%48%48%45%43%42%40%36%31%2