Target audience: Candy and chocolate lovers in Belgium

Selected insights on target group: Candy and chocolate lovers in Belgium

• There are candy and chocolate lovers throughout all income brackets
• Career advancement has less importance to candy and chocolate lovers than to the average consumer
• Home and garden are relatively prevalent interests of candy and chocolate lovers
• Candy and chocolate lovers are more likely to have cooking and baking as a hobby than the average consumer
• Candy and chocolate lovers remember seeing ads on search engines 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 Belgium
• Gender of consumers in Belgium
• Consumer’s level of education in Belgium
• Share of consumers in Belgium in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Belgium live
• Communities where consumers live in Belgium

• Most important aspects of life for consumers in Belgium
• Top 10 interests of candy and chocolate lovers in Belgium
• Top 10 hobbies and leisure activities of candy and chocolate lovers in Belgium

• Agreement with statements in Belgium
• The 10 most important issues facing Belgium according to candy and chocolate lovers
• Political attitudes of consumers in Belgium

• Top 10 places where candy and chocolate lovers in Belgium have come across digital advertising in the past 4 weeks
• Devices consumers in Belgium use regularly to access the internet
• Social media activities in Belgium by type
• Places where consumers in Belgium have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Belgium have been using in the past 4 weeks