电通（Dentsu）：2025美国第三空间消费者行为洞察报告：品牌营销策略分析（英文版）（45页）.pdf

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1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESHOW CAN BRANDS PLAY IN MODERN THIRD SPACES?MAY 2025US EDITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via Toluna,an online research panel.Administered on May 8,2025

2、.Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)M E T H O D O L O G Y3PART OF THE DENTSU CONSUMER NAVIGATOR SERIEST

3、HIRD SPACE IS NOT A FAMILIAR TERM TO MOST CONSUMERS.However,certain demographics,such as those who live in urban areas,parents with children in the household,and Millennials,are more likely to report familiarity with the term than their counterparts.13%Of US consumers report being familiar with the

4、term“Third Space”prior to this survey.FAMILIARITY WITH THE TERM THIRD SPACEHOW OUR SURVEY DEFINED THIRD SPACEAS PROVIDED TO RESPONDENTSThis survey asks about your experiences with third spaces.A third space is any placeonline or in-personwhere people go to connect with others and feel a sense of com

5、munity.Its different from home(your first space)or work or school(your second space).What makes a third space special is that its mainly about social connection,not just doing business.You might spend money there,like buying a coffee at a caf,but the real value comes from the people,conversations,an

6、d sense of belonging you find there.4PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCONTENTSA G E N D A01TOP CONSUMER INSIGHTS02THIRD SPACES REIMAGINED:WHERE WERE CONNECTING03BARRIERS&BRIDGES:ACCESSING THIRD SPACES04DIGITAL VS.PHYSICAL:DUAL REALMS OF CONNECTION05ENABLERS OR INTRUDERS?BRANDS IN THE COMM