Target audience: Grocery & beverage delivery users in Spain

Selected insights on target audience: Grocery & beverage delivery users in Spain

• 39% of grocery & beverage delivery users have a high annual household income
• An honest and respectable life has less importance to grocery & beverage delivery users than to the average consumer
• 46% of grocery & beverage delivery users are in the early majority of innovation adopter types
• A relatively low share of grocery & beverage delivery users think that rising prices, inflation & cost of living are issues that need to be addressed
• Grocery & beverage delivery users remember seeing ads on video streaming services more often than the average consumer

Management summary

• Key insights

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

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• 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 Spain
• Gender of consumers in Spain
• Consumer’s level of education in Spain
• Share of consumers in Spain in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Spain live
• Communities where consumers live in Spain
• LGBTQ+ status of consumers in Spain

• Most important aspects of life for consumers in Spain
• Top 10 interests of grocery & beverage delivery users in Spain
• Top 10 hobbies and leisure activities of grocery & beverage delivery users in Spain
• Top 10 sports activities of grocery & beverage delivery users in Spain
• Top 10 sports followed by grocery & beverage delivery users in Spain

• Agreement with statements in Spain
• Innovation adopter types based on statements towards innovation by consumers in Spain
• The 10 most important issues facing Spain according to grocery & beverage delivery users
• Political attitudes of consumers in Spain

• Top 10 places where grocery & beverage delivery users in Spain have come across digital advertising in the past 4 weeks
• Devices consumers in Spain use regularly to access the internet
• Social media activities in Spain by type
• Places where consumers in Spain have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Spain have been using in the past 4 weeks