Target audience: Compact SUV owners in Italy

Selected insights on target audience: Compact SUV owners in Italy

• Compact SUV owners typically have a high annual household income
• Learning new things has less importance to compact SUV owners than to the average consumer
• 16% of compact SUV owners are innovators or early adopters of new products
• A relatively high share of compact SUV owners think that immigration is an issue that needs to be addressed
• 43% of compact SUV owners remember seeing advertising on search engines

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

• Most important aspects of life for consumers in Italy
• Top 10 interests of compact SUV owners in Italy
• Top 10 hobbies and leisure activities of compact SUV owners in Italy
• Top 10 sports activities of compact SUV owners in Italy
• Top 10 sports followed by compact SUV owners in Italy
• Pets living with compact SUV owners in Italy

• Agreement with statements in Italy
• The 10 most important issues facing Italy according to compact SUV owners
• Political attitudes of consumers in Italy
• Innovation adopter types based on statements towards innovation by consumers in Italy
• Economic situation in Italy as percieved by compact SUV owners
• Perceived personal economic situation of compact SUV owners
• Agreement with statements regarding economic concerns of compact SUV owners

• Type of media consumers in Italy have been using in the past 4 weeks
• Top 10 social networks used by compact SUV owners
• Top 10 channels where compact SUV owners in Italy remember coming across digital advertising
• Places where consumers in Italy have come across non-digital advertising in the past 4 weeks