Target audience: Planting and gardening enthusiasts in the Netherlands

Selected insights on target audience: Planting and gardening enthusiasts in the Netherlands

• 36% of planting and gardening enthusiasts have a high annual household income
• Being successful has less importance to planting and gardening enthusiasts than to the average consumer
• 60% of planting and gardening enthusiasts are laggards or in the late majority of innovation adoption
• A relatively high share of planting and gardening enthusiasts think that health & social security are issues that need to be addressed
• Planting and gardening enthusiasts 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
• 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 the Netherlands
• Gender of consumers in the Netherlands
• Level of education in the Netherlands
• Share of consumers in the Netherlands in the high, middle, and low thirds of household gross income
• Type of households in which consumers in the Netherlands live
• Communities where consumers live in the Netherlands
• Accommodation type and home ownership in the Netherlands
• LGBTQ+ status of consumers in the Netherlands

• Most important aspects of life for consumers in the Netherlands
• Top 10 interests of planting and gardening enthusiasts in the Netherlands
• Top 10 hobbies and leisure activities of planting and gardening enthusiasts in the Netherlands
• Top 10 sports activities of planting and gardening enthusiasts in the Netherlands
• Top 10 sports followed by planting and gardening enthusiasts in the Netherlands
• Pets living with planting and gardening enthusiasts in the Netherlands

• Agreement with statements in the Netherlands
• The 10 most important issues facing the Netherlands according to planting and gardening enthusiasts
• Political attitudes of consumers in the Netherlands
• Innovation adopter types based on statements towards innovation by consumers in the Netherlands
• Economic situation in the Netherlands as percieved by planting and gardening enthusiasts
• Perceived personal economic situation of planting and gardening enthusiasts
• Agreement with statements regarding economic concerns of planting and gardening enthusiasts

• Type of media consumers in the Netherlands have been using in the past 4 weeks
• Top 10 social networks used by planting and gardening enthusiasts
• Top 10 channels where planting and gardening enthusiasts in the Netherlands remember coming across digital advertising
• Places where consumers in the Netherlands have come across non-digital advertising in the past 4 weeks