Target audience: Protein supplement users in China

Selected insights on target audience: Protein supplement users in China

• Many protein supplement users have a high annual household income
• Being successful has more importance to protein supplement users than to the average consumer
• 33% of protein supplement users are innovators or early adopters of new products
• A relatively high share of protein supplement users think that climate change is an issue that needs to be addressed
• Protein supplement users remember seeing ads in video games 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 China
• Gender of consumers in China
• Level of education in China
• Share of consumers in China in the high, middle, and low thirds of household gross income
• Type of households in which consumers in China live
• Communities where consumers live in China
• Accommodation type and home ownership in China
• LGBTQ+ status of consumers in China

• Most important aspects of life for consumers in China
• Top 10 interests of protein supplement users in China
• Top 10 hobbies and leisure activities of protein supplement users in China
• Top 10 sports activities of protein supplement users in China
• Top 10 sports followed by protein supplement users in China
• Pets living with protein supplement users in China

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

• Type of media consumers in China have been using in the past 4 weeks
• Top 10 social networks used by protein supplement users
• Top 10 channels where protein supplement users in China remember coming across digital advertising
• Places where consumers in China have come across non-digital advertising in the past 4 weeks