CONSUMERS&BRANDSTarget

audience:

consumers

inMississippi

(United

States)Consumer

Insights

ReportFebruary2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinMississippi

and

compares

themtotheaverageconsumer

intheUnited

States.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inMississippi

(United

States):who

theyare;

what

theylike;what

theythink;

andhow

Region:

56countriestoreach

them.

Itprovides

insightson

theirNumberofrespondents:demographics,

lifestyle,

opinions,andmarketingtouchpoints.

Additionally,thereport

allows

thereadertobenchmark

consumers

inMississippi

(’’region’’)againstthe

average

U.S.consumer,

labelledas’’country’’

inthe

charts.?

12,000+

forcountries

with

theextended

survey(including

United

States)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedregularly

andisbased

ondataFieldwork:from

theConsumer

InsightsGlobal

survey.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

February2024Sources:Consumers

in

Mississippi

(United

States)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsGeneration

Zmakeuparelatively

largesegment

of

consumers

inMississippi.Making

theirown

decisions

isarelatively

Arelatively

low

shareof

consumers

inConsumers

inMississippi

usealltypesimportant

aspect

oflifetoconsumers

inMississippi.Mississippi

think

thathousing

isanissue

of

media

less

frequently

than

thethatneeds

to

beaddressed.average

consumer

intheUnitedStates.Many

consumers

inMississippi

havealow

household

income.Religion

and

spiritualityare

relativelyprevalent

interests

of

consumers

inMississippi.Consumers

inMississippi

reflect

thegeneral

political

landscapeintheUnited

popularinMississippi

than

inotherStates.Thesocial

network

TikTok

is

moreMany

consumers

inMississippi

live

insmall

towns

and

rural

communities.regions

of

the

United

States.Many

consumers

inMississippi

considerDIYandarts&craftsahobby.28%

ofconsumers

in

Mississippi

areneither

positive

nornegativeabouttheConsumers

inMississippi

rememberseeing

adsdirectly

inthestore

lesseconomic

situationoftheUnitedStates.

often

than

theaverage

consumer

intheUnitedStates.Mississippi

hasarathersmall

migrantcommunity.Consumers

inMississippi

areless

likelytofollow

soccer

thanthe

averageconsumer

intheUnited

States.26%

ofconsumers

inMississippi

areneither

optimisticnorpessimistic

abouttheirpersonal

future.Consumers

inMississippi

rememberseeing

adson

videoportals

less

oftenthan

theaverage

consumer

intheUnitedStates.3Sources:Consumer

Insights

Global

as

of

February2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity4GenerationZ

make

up

a

relatively

large

segment

of

consumers

in

MississippiGeneral

demographics:

age&household

compositionGenerations12%HouseholdtypeSingle22%20%12%28%20%19%CoupleSingleparentNuclear

family30%29%12%10%14%24%37%Multi-generationalfamily4%4%20%30%Related

adultsOther15%23%8%7%RegionCountryBoomersGen

XMillennialsGen

ZRegionCountry5Notes:’’Howoldareyou?’’;

Single

Pick;Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=662

respondentsin

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Mississippi

have

a

lowhousehold

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets15%33%35%65%44%37%77%81%33%56%48%33%23%19%RegionCountryRegionCountryRegionLowCountryMiddle

HighWorkingNot-workingGoodsServices6Notes:Recodes

based

on:’’Which

ofthe

following

categoriesbest

describes

your

currentemployment

status?’’;Single

Pick;’’Which

ofthe

following

categoriesbest

describes

yourcurrentjob

sector?’’;

Single

Pick;

’’Monthly/annualhousehold

income

(local

currency)’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick

n=662

respondents

in

Mississippi,n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:Many

consumers

in

Mississippi

live

in

smalltowns

and

ruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership22%32%68%44%45%55%57%83%78%56%43%17%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=662

respondents

in

Mississippi,

n=60267respondents

in

the

United

StatesSources:Consumer

Insights

Global

as

of

February2024Mississippi

has

a

rather

small

migrant

communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community74%84%89%11%91%26%16%9%RegionCountryRegionCountryMigrant

backgroundNomigrant

backgroundLGBTQ+

communityNot

LGBTQ+8Notes:’’Were

youoryour

parents

bornoutside

ofyour

currentcountry

ofresidence?’’;Multi

Pick;

’’Do

youconsider

yourself

part

ofthe

LGBTQ+community?’’;

Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=662respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionMakingtheir

own

decisions

is

a

relatively

important

aspect

of

life

to

consumersin

MississippiConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMississippi51%50%49%48%40%

40%40%

40%34%30%28%26%25%24%14%14%12%12%11%11%AhappyrelationshipAn

honest

Safety

andTobesuccessfulMakingmy

owndecisionsHavingagood

time

new

thingsLearningTraditions

Advancingmy

careerSocialjusticeandrespectablelifesecurityRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=662

respondents

in

Mississippi,

n=60267

respondents

inthe

United

StatesConsumer

Insights

Global

as

of

February2024Religion

andspirituality

are

relativelyprevalent

interests

of

consumers

inMississippiConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinMississippi53%52%43%41%35%32%31%31%30%30%30%27%26%27%26%26%25%23%23%22%Movies,TVshows&musicFood

&diningHealth

&fitnessHistoryReligion

&spirituality

&beautyFashionTravelHome

&gardenSportsFinance&economyRegionCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Many

consumers

in

Mississippi

consider

DIY

and

arts

&

crafts

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinMississippi43%42%37%

37%35%35%34%34%31%29%29%28%26%27%25%25%24%24%23%22%Cooking/bakingReadingPetsVideoDIYandOutdoorTraveling

Gardening

SocializingandplantsBoardgaming

arts&crafts

activitiesgames/cardgamesRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202413%

of

consumers

in

Mississippi

regularly

go

hunting

and

fishingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinMississippi13%13%13%12%12%10%10%9%

9%9%9%9%8%8%8%8%

8%7%7%5%Hunting&fishingBasketball

AmericanfootballFitness,aerobics&cardioDancingRegionHikingSwimming

Baseball&diving

&softballRunning&joggingYoga

&pilates/flagfootballCountry13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=222

respondents

in

Mississippi,

n=22626

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Mississippi

are

less

likely

to

follow

soccer

than

the

averageconsumer

in

the

United

StatesConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinMississippi23%19%18%15%14%11%8%8%7%6%5%5%4%4%4%4%4%3%

4%3%American

BasketballfootballBaseballBoxingAthletics(track&field)GolfMixedMartial

ArtsSoccerGymnastics

VolleyballRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=151

respondents

in

Mississippi,

n=18133

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202441%

of

consumers

in

Mississippi

are

in

the

early

majority

of

innovation

adoptertypesConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMississippi41%36%29%26%24%23%12%7%1%0%InnovatorsEarly

adoptersEarly

majorityRegion

CountryLatemajorityLaggards15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024CHAPTER

03Perspective

and

outlook?

Challenges

facing

thecountry?

Politics?

View

on

country’seconomic

situation?

View

on

personal

economic

situation?

Economic

concerns?

View

on

personal

future16A

relatively

low

share

of

consumers

in

Mississippi

think

that

housing

is

an

issuethat

needs

to

be

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

consumersinMississippi53%52%46%42%41%40%39%39%38%37%36%35%34%31%30%29%29%29%

29%28%Rising

prices/inflation/cost

of

livingCrimeHealthandsocialsecurityEconomicsituationPovertyRegionUnemploy-

EducationmentHousing

Government

Food

anddebtwatersecurityCountry17

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=662

respondents

in

Mississippi,

n=60267respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Mississippi

reflect

the

general

political

landscape

in

the

UnitedStatesPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinMississippiRegion20%25%37%18%Country20%28%36%16%LeftCenterRightPrefer

notto

answer18

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202428%

of

consumers

in

Mississippi

are

neither

positive

nor

negative

about

theeconomic

situation

of

the

United

StatesPerspective

andoutlook:

view

on

economic

situation

oftheUnitedStatesPerceivedeconomic

situation

of

the

UnitedStates

by

consumersinMississippiRegion18%19%28%21%15%Country21%21%24%20%13%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative19

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202432%

of

consumers

in

Mississippi

are

neither

positive

nor

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinMississippiRegion14%26%32%15%12%Country20%26%29%16%10%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February202438%

of

consumers

in

Mississippi

are

worriedabout

not

being

able

to

pay

theirbillsPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinMississippi50%50%46%42%38%35%26%26%12%11%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

aboutnotbeing

abletopaymy

billsIamworried

aboutviolence

andpublicunrestsinmyIhavelost

my

jobinthepast12

monthscountry

of

residenceRegionCountry21

Notes:Sources:’’Which

ofthese

statements

apply

toyouwhen

youconsider

youreveryday

life

in

the

past12

months?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;Base:n=662

respondents

in

Mississippi,

n=60267

respondents

inthe

United

StatesConsumer

Insights

Global

as

of

February202426%

of

consumers

in

Mississippi

are

neither

optimistic

nor

pessimistic

abouttheir

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinMississippiRegion27%33%26%10%5%Country30%31%24%10%5%Very

optimisitcOptimisticNeither

optimistic

norpessimisticPessimisticVery

pessimistic22

Notes:Sources:’’Howdo

youfeelabout

yourpersonal

future?’’;Single

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024CHAPTER

04Marketing

touchpoints?

Media

usage?

Digitaladvertising

touchpoints?

Social

networks?

Internet

usagebydevice?

Non-digital

advertising

touchpointsConsumers

in

Mississippi

use

all

types

of

media

less

frequently

than

the

averageconsumer

in

the

United

StatesMarketing

touchpoints:media

usageType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks69%66%67%62%53%49%50%47%48%42%33%33%28%27%27%24%21%21%17%13%13%11%TVDigitalvideocontentRadioDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersRegionCountry24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Mississippi

remember

seeing

ads

on

video

portals

less

often

thanthe

average

consumer

in

the

United

StatesMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks44%

44%37%37%34%33%31%30%28%28%27%27%25%24%22%20%18%14%10%10%SocialmediaVideostreamingservicesVideoportalsSearchenginesVideogamesOnlinestoresWebsitesandappsof

brandsMusicportalsOtherappsBlogs/forumsRegionCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024The

social

network

TikTok

is

more

popular

in

Mississippi

than

in

other

regions

ofthe

United

StatesMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinMississippi82%76%69%65%56%52%51%45%38%34%31%28%26%26%20%16%13%12%10%9%FacebookYouTube

InstagramTikTokSnapchatRegionPinterestCountryTwitterLinkedInRedditTwitch26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=586

respondents

in

Mississippi,

n=53334

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Mississippi

access

the

internet

via

a

desktop

PC

less

often

thanthe

average

consumer

in

the

United

StatesMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinMississippiuse

regularly

toaccesstheinternet91%89%57%

57%58%52%47%39%37%35%36%33%31%27%27%24%23%19%SmartphoneSmart

TVLaptopTabletGamingconsoleStreaming

Smartwatch

Desktop

PCdeviceSmartspeakersRegionCountry27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=662

respondents

in

Mississippi,

n=60267

respondents

in

the

United

StatesConsumer

Insights

Global

as

of

February2024Consumers

in

Mississippi

remember

seeing

ads

directly

in

the

store

less

oftenthan

the

average

consumer

in

the

United

StatesMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks46%45%33%33%32%30%29%28%2