Target audience: Facebook users in Belgium

Selected insights on target group: Facebook users in Belgium

• There are Facebook users throughout all income brackets
• Facebook users value similar aspects of life as the overall consumer
• 54% of Facebook users are interested in movies, TV shows and music
• A relatively high share of Facebook users consider socializing a hobby
• Facebook users remember seeing ads on social media more often than the average consumer

Management summary

• Key insights

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

• Life values
• Main interests
• Hobbies & leisure activities

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

• Most important aspects of life for consumers in Belgium
• Top 10 interests of Facebook users in Belgium
• Top 10 hobbies and leisure activities of Facebook users in Belgium

• Agreement with statements in Belgium
• The 10 most important issues facing Belgium according to Facebook users
• Political attitudes of consumers in Belgium

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