Target audience: Beer drinkers in the United Kingdom

Selected insights on target audience: Beer drinkers in the United Kingdom

• 40% of beer drinkers have a high annual household income
• A happy relationship is a relatively important aspect of life to beer drinkers
• 16% of beer drinkers are innovators or early adopters of new products
• A relatively high share of beer drinkers think that the economic situation is an issue that needs to be addressed
• Beer drinkers remember seeing ads on video streaming services more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in the United Kingdom
• Gender of consumers in the United Kingdom
• Level of education in the United Kingdom
• Share of consumers in the United Kingdom in the high, middle, and low thirds of household gross income
• Type of households in which consumers in the United Kingdom live
• Communities where consumers live in the United Kingdom
• Accommodation type and home ownership in the United Kingdom
• LGBTQ+ status of consumers in the United Kingdom

• Most important aspects of life for consumers in the United Kingdom
• Top 10 interests of beer drinkers in the United Kingdom
• Top 10 hobbies and leisure activities of beer drinkers in the United Kingdom
• Top 10 sports activities of beer drinkers in the United Kingdom
• Top 10 sports followed by beer drinkers in the United Kingdom
• Pets living with beer drinkers in the United Kingdom

• Agreement with statements in the United Kingdom
• The 10 most important issues facing the United Kingdom according to beer drinkers
• Political attitudes of consumers in the United Kingdom
• Innovation adopter types based on statements towards innovation by consumers in the United Kingdom
• Economic situation in the United Kingdom as percieved by beer drinkers
• Perceived personal economic situation of beer drinkers
• Agreement with statements regarding economic concerns of beer drinkers

• Type of media consumers in the United Kingdom have been using in the past 4 weeks
• Top 10 social networks used by beer drinkers
• Top 10 channels where beer drinkers in the United Kingdom remember coming across digital advertising
• Places where consumers in the United Kingdom have come across non-digital advertising in the past 4 weeks