Target audience: Consumers worried about climate change in Serbia

Selected insights on target group: Consumers worried about climate change in Serbia

• There are consumers worried about climate change throughout all income brackets
• Safety and security has more importance to consumers worried about climate change than to the average consumer
• Arts and literature are relatively prevalent interests of consumers worried about climate change
• Consumers worried about climate change are more likely to have outdoor activities as a hobby than the average consumer
• Consumers worried about climate change remember seeing ads in video portals more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Serbia
• Gender of consumers in Serbia
• Consumer’s level of education in Serbia
• Share of consumers in Serbia in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Serbia live
• Communities where consumers live in Serbia

• Most important aspects of life for consumers in Serbia
• Top 10 interests of consumers worried about climate change in Serbia
• Top 10 hobbies and leisure activities of consumers worried about climate change in Serbia

• Agreement with statements in Serbia
• The 10 most important issues facing Serbia according to consumers worried about climate change
• Political attitudes of consumers in Serbia

• Top 10 places where consumers worried about climate change in Serbia have come across digital advertising in the past 4 weeks
• Devices consumers in Serbia use regularly to access the internet
• Social media activities in Serbia by type
• Places where consumers in Serbia have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Serbia have been using in the past 4 weeks