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Italian Consumer Lifestyles: Technology and the Environment - November 2012

Mintel's Continental Europe Consumer Lifestyles reports analyse consumer data across four countries: France, Germany, Spain and Italy.

The first set of individual country reports published in July focus on consumer attitudes towards health, cooking, food shopping, the economy and their finances. The second set, published in November, examine attitudes towards sustainability, technology and finance.

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Table of contents

  1. European Consumer Target Groups

    • European Consumer Lifestyles
      • Category-specific data
        • Methodology
          • Five target groups
              • Figure 1: Target groups among German, French, Italian and Spanish consumers, % point difference vs average, September 2012
          • Italian Target Groups

            • Introduction
              • Figure 2: Target groups among Italian consumers, September 2012
          • Executive Summary

            • ‘Greenwashing’ is a concern for Shrewd Shoppers
              • Low Budget Creatives’ resourcefulness extends to online bargain-hunting
                • Risk Averse held back by cost restraints and reluctance to change
                  • Affluent Early Adopters are active smartphone users
                    • Less than one in three Routine Shoppers are prepared to make eco-compromises
                    • Shrewd Shoppers (31%)

                      • Key points
                        • Who are they?
                          • Figure 3: Demographic profile of Shrewd Shoppers, May 2012
                        • Shopper profile
                          • Figure 4: Top five psychographic statements relating to Shrewd Shoppers, compared to average target group response, Italy, September 2012
                        • Their financial outlook
                          • Green lifestyles – attitudes and behaviour
                            • Green behaviour
                              • Reasons for not prioritising being green
                                • Figure 5: Reasons for not prioritising ‘being green’, Shrewd Shoppers’ vs Routine Shoppers’ response, September 2012
                              • What it means
                                • Technology – ownership and behaviour
                                  • Online activities
                                    • Figure 6: Top five activities conducted online, Shrewd Shoppers vs average target group response, Italy, September 2012
                                  • What it means
                                  • Low Budget Creatives (12%)

                                    • Key points
                                      • Who are they?
                                        • Figure 7: Demographic profile of Low Budget Creatives, May 2012
                                      • Shopper profile
                                        • Figure 8: Top five psychographic statements relating to Low Budget Creatives, compared to average target group response, Italy, September 2012
                                      • Their financial outlook
                                        • Green lifestyles – attitudes and behaviour
                                          • Green behaviour
                                            • Reasons for not prioritising being green
                                              • Figure 9: Selected attitudes towards ‘being green’, Low Budget Creatives vs average target group response, September 2012
                                            • What it means
                                              • Technology – ownership and behaviour
                                                • Online activities
                                                  • Figure 10: Selected online activities, Low Budget Creatives vs average target group response, Italy, September 2012
                                                • What it means
                                                • Risk Averse (11%)

                                                  • Key points
                                                    • Who are they?
                                                      • Figure 11: Demographic profile of Risk Averse, May 2012
                                                    • Shopper profile
                                                      • Figure 12: Top five psychographic statements, Risk Averse vs average target group response, Italy, September 2012
                                                    • Their financial outlook
                                                      • Green lifestyles – attitudes and behaviour
                                                        • Green behaviour
                                                          • Reasons for not prioritising being green
                                                            • Figure 13: Top five attitudes towards ‘being green’, Risk Averse vs average target group response, September 2012
                                                          • What it means
                                                            • Technology – ownership and behaviour
                                                              • Online activities
                                                                • Figure 14: Selected online activities, Risk Averse vs average target group response, Italy, September 2012
                                                              • What it means
                                                              • Early Adopters (13%)

                                                                • Key points
                                                                  • Who are they?
                                                                    • Figure 15: Demographic profile of Early Adopters, May 2012
                                                                  • Shopper profile
                                                                    • Figure 16: Top five psychographic statements relating to Early Adopters, compared to average target group response, Italy, September 2012
                                                                  • Their financial outlook
                                                                    • Green lifestyles – attitudes and behaviour
                                                                      • Green behaviour
                                                                        • Reasons for not prioritising being green
                                                                          • Figure 17: Selected attitudes towards ‘being green’, Early Adopters vs average target group response, September 2012
                                                                        • What it means
                                                                          • Technology – ownership and behaviour
                                                                            • Online activities
                                                                              • Figure 18: Top activities conducted by Early Adopters using smartphones and tablet computers, Italy, September 2012
                                                                            • What it means
                                                                            • Routine Shoppers (33%)

                                                                              • Key points
                                                                                • Who are they?
                                                                                  • Figure 19: Demographic profile of Routine Shoppers, May 2012
                                                                                • Shopper profile
                                                                                  • Figure 20: Top five psychographic statements, Routine Shoppers vs average target group response, Italy, September 2012
                                                                                • Their financial outlook
                                                                                  • Green lifestyles – attitudes and behaviour
                                                                                    • Green behaviour
                                                                                      • Figure 21: Top five attitudes towards ‘being green’, Routine Shoppers vs average target group response, September 2012
                                                                                    • What it means
                                                                                      • Technology – ownership and behaviour
                                                                                        • Online activities
                                                                                          • Figure 22: Selected online activities, Routine Shoppers vs average target group response, Italy, September 2012
                                                                                        • What it means
                                                                                        • Appendix – Consumer Target Groups

                                                                                            • Figure 23: European target groups, September 2012
                                                                                            • Figure 24: Psychographic segmentation, by target groups, Italy, September 2012
                                                                                            • Figure 25: Target groups, by demographics, Italy, September 2012
                                                                                        • Appendix – Financial Tracker

                                                                                            • Figure 26: Current financial situation, by target group, Italy, May 2012
                                                                                            • Figure 27: Financial situation compared to last year, by target group, Italy, May 2012
                                                                                            • Figure 28: Financial confidence, by target group, Italy, May 2012
                                                                                            • Figure 29: Impact of the slowdown, by target group, Italy, May 2012
                                                                                        • Appendix – Green Lifestyles Tracker

                                                                                            • Figure 30: Reasons for not prioritising "being green", by target groups, Italy, September 2012
                                                                                            • Figure 31: Green behaviour, by target groups, Italy, September 2012
                                                                                            • Figure 32: Attitudes towards "being green", by target groups, Italy, September 2012
                                                                                        • Appendix – Technology Tracker

                                                                                            • Figure 33: Technology products owned by household/ personally owned, by target groups, Italy, September 2012
                                                                                            • Figure 34: Other technology products owned by household/ personally owned, by target groups, Italy, September 2012
                                                                                            • Figure 35: Internet access, by target groups, Italy, September 2012
                                                                                            • Figure 36: Online activities, by target groups, Italy, September 2012
                                                                                            • Figure 37: Online activities, by target groups, Italy, September 2012
                                                                                            • Figure 38: Online activities, by target groups, Italy, September 2012

                                                                                        Companies Covered

                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                        Italian Consumer Lifestyles: Technology and the Environment - November 2012

                                                                                        £1,295.00 (Excl.Tax)