Target audience: Non-alcoholic wine drinkers in Spain

Selected insights on target audience: Non-alcoholic wine drinkers in Spain

• 39% of non-alcoholic wine drinkers have a medium annual household income
• An honest and respectable life has less importance to non-alcoholic wine drinkers than to the average consumer
• 23% of non-alcoholic wine drinkers are innovators or early adopters of new products
• A relatively high share of non-alcoholic wine drinkers think that poverty is an issue that needs to be addressed
• Non-alcoholic wine drinkers remember hearing ads on music portals and 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 Spain
• Gender of consumers in Spain
• Level of education in Spain
• Share of consumers in Spain in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Spain live
• Communities where consumers live in Spain
• Accommodation type and home ownership in Spain
• LGBTQ+ status of consumers in Spain

• Most important aspects of life for consumers in Spain
• Top 10 interests of non-alcoholic wine drinkers in Spain
• Top 10 hobbies and leisure activities of non-alcoholic wine drinkers in Spain
• Top 10 sports activities of non-alcoholic wine drinkers in Spain
• Top 10 sports followed by non-alcoholic wine drinkers in Spain
• Pets living with non-alcoholic wine drinkers in Spain

• Agreement with statements in Spain
• The 10 most important issues facing Spain according to non-alcoholic wine drinkers
• Political attitudes of consumers in Spain
• Innovation adopter types based on statements towards innovation by consumers in Spain
• Economic situation in Spain as percieved by non-alcoholic wine drinkers
• Perceived personal economic situation of non-alcoholic wine drinkers
• Agreement with statements regarding economic concerns of non-alcoholic wine drinkers

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