2024年美国农村与城市消费人群画像报告-英文版

UNITEDSTATES Ruralvscityrepresentationreport Understandingtherural-citydivideinAmerica. Livingconsumerintelligence|yougov.com/business 2Ruralvsurbanrepresentationreport Understandingtherural-citydivideinAmerica Whoarerural-basedAmericans,andhowdotheydifferfromcitydwellers?Areassumptionsabouteachgroupbymediaandadvertisersleadingtomissedopportunities? Inthisreport,whichcombinesYouGovProfileswithYouGovSurveyscustomresearch,weexplorethedemographic,psychographic,andbehavioraldifferencesofthetwogroups. Amongthemanytakeaways,thereportrevealsthatnearlytwothirdsofruraldwellersfeelmisrepresentedbymainstreammediaandmisunderstoodbyadvertisers,whilecitydwellersaresignificantlymorelikelytoanticipatetheirhouseholdfinancialsituationwillworseninthenext12months. 3Ruralvscityrepresentationreport Halfofruraldwellers(50%)thinkTVshowsandmoviesdonotrepresentthemaccurately Conversely,29%ofcitydwellersthinkTVshowsandmoviesdonotrepresentthemaccurately. Ingeneral,howaccuratedoyouthinkthedepictionofurban/cityAmericansisinpopularTVshowsandmovies? Ingeneral,howaccuratedoyouthinkthedepictionofruralAmericansisinpopularTVshowsandmovies? 13% 11% 48% 48% 23% 22% 6%9% 10% 5% 37% 34%36% 28% 14% 5% VeryaccurateSomewhataccurateNotveryaccurateNotaccurateatall VeryaccurateSomewhataccurateNotveryaccurateNotaccurateatall CitydwellersRuraldwellers YouGovpolled666USadultsaged18+onFebruary16-17,2024.ThesurveywascarriedoutthroughYouGovSurveys:Self-serve.Dataisweightedbyage,gender,race,politicalaffiliation,educationlevelandregion. CitydwellersRuraldwellers 4Ruralvscityrepresentationreport DoesHollywoodtypecastruralAmerica? Morethanhalfofcitydwellers(53%)andnearlytwo-thirdsofruraldwellers(66%)thinkHollywoodpresentsastereotypedviewofruralAmerica. Whichofthefollowingstatementsdoyouagreewith? HollywoodpresentsastereotypedviewofruralAmerica 9% HollywooddoesnotcoverruralAmericaenoughHollywoodaccuratelydepictslifeinruralAmerica4% 8% HollywoodcoversruralAmericatoomuch3% 29% 24% 53% 66% RuraldwellersCitydwellers YouGovpolled666USadultsaged18+onFebruary16-17,2024.ThesurveywascarriedoutthroughYouGovSurveys:Self-serve.Dataisweightedbyage,gender,race,politicalaffiliation,educationlevelandregion. 5Ruralvscityrepresentationreport Almost2in3ruraldwellers(64%)thinkadvertisersdonotunderstandthem Conversely,34%ofcitydwellersthinkadvertisersdonotunderstandtheirvalues,interests,andopinions. Howwelldoyouthinkadvertisersunderstandthevalues,interestsandopinionsofruralAmericans? Howwelldoyouthinkadvertisersunderstandthevalues,interestsandopinionsofurban/cityAmericans? 10% 3% 24% 23% 25% 30%34% 18% 14% 11% 41% 47% 22% 19% 12% 10% VerywellSomewhatwellNotverywellNotwellatall VerywellSomewhatwellNotverywellNotwellatall CitydwellersRuraldwellersCitydwellersRuraldwellers YouGovpolled666USadultsaged18+onFebruary16-17,2024.ThesurveywascarriedoutthroughYouGovSurveys:Self-serve.Dataisweightedbyage,gender,race,politicalaffiliation,educationlevelandregion. 6Ruralvscityrepresentationreport Ruraldwellersmorelikelyto anticipate Fiveyearsfromnow,doyouthinkAmericanswholiveinurbanandruralAmericawillhavemoreorlessincommonthantheydonow? increasedpolarization 43% 19% 9% 34% 31% 43% 27% ofruraldwellersbelieveurbanandruralAmericanswillhavelessincommoninfiveyearsthantheydo now. Moreincommon Nochange Lessincommon RuraldwellersCitydwellers YouGovpolled666USadultsaged18+onFebruary16-17,2024.ThesurveywascarriedoutthroughYouGovSurveys:Self-serve.Dataisweightedbyage,gender,race,politicalaffiliation,educationlevelandregion. 7Ruralvscityrepresentationreport Understandingruralandcity-basedAmericans 93.3M City 43.9M Rural city-basedAmericans,weleveragedYouGovProfilesto Tobetterunderstandthenuancesbetweenruraland identifyeachgroup’suniquedemographic,psychographic,andbehavioraldifferences. Basedonsurveysofmorethan200,000Americansoverthepast12months,thenextsectionofthisreportspecificallyfiltersandanalyzes: •PeoplewholiveinruralareasintheUS •PeoplewholiveinacityintheUS 36%ofourUSrespondentscategorizedthemselvesaslivinginacityin2024,while18%categorizedthemselvesaslivinginaruralarea. 8Ruralvscityrepresentationreport Whoareruraldwellers? Age 45% 38% •Ruraldwellersaremorelikelytobeaged55+comparedtothegeneralpopulation. 9%12% 13% 18% 14% 17% 19% 16% •Ruralareashavemoreretireesandfewerfull-timeworkersthanthegeneralpopulation. 18-2425-3435-4445-5455+ RuraldwellersGenpop 28% ofruraldwellersworkfulltime,comparedto36%ofthegeneralpopulation. 22% ofruraldwellersareretired,comparedto17%ofthegeneralpopulation. YouGovProfiles+USA,January2024RuralDwellers(n>38,000) 9Ruralvscityrepresentationreport Ruraldwellershaveapenchantforpets 54% 45% Petsowned 42% 34% Ruraldwellersaresignificantlymorelikelytohavecatsordogscompared togeneralpopulation. YouGovProfiles+USA,January2024 RuralDwellers(n>14,000) DogsCats RuraldwellersGenpop Top5dogbreeds:positiveratingswithruraldwellers Rank Dogbreed Positivityrating 1 LabradorRetriever 81% 2 GoldenRetriever 81% 3 GermanShepherd 76% 4 Collie 76% 5 AlaskanHusky 73% 10Ruralvsci