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1、U N I T E D S T A T E SUnderstanding the rural-city divide in America.Living consumer intelligence| vs city representation report Rural vs urban representation report2Understanding the rural-city divide in AmericaWho are rural-based Americans,and how do they differ from city dwellers?Are assumptions
2、 about each group by media and advertisers leading to missed opportunities?In this report,which combines YouGov Profiles with YouGov Surveys custom research,we explore the demographic,psychographic,and behavioral differences of the two groups.Among the many takeaways,the report reveals that nearly t
3、wo thirds of rural dwellers feel misrepresented by mainstream media and misunderstood by advertisers,while city dwellers are significantly more likely to anticipate their household financial situation will worsen in the next 12 months.3Half of rural dwellers(50%)think TV shows and movies do not repr
4、esent them accuratelyRural vs city representation report13%48%23%6%11%48%22%9%Very accurateSomewhat accurate Not very accurateNot accurate at allIn general,how accurate do you think the depiction of urban/city Americans is in popular TV shows and movies?City dwellersRural dwellersYouGov polled 666 U
5、S adults aged 18+on February 16-17,2024.The survey was carried out through YouGov Surveys:Self-serve.Data is weighted by age,gender,race,political affiliation,education level and region.10%37%28%5%5%34%36%14%Very accurateSomewhat accurate Not very accurateNot accurate at allIn general,how accurate d
6、o you think the depiction of rural Americans is in popular TV shows and movies?City dwellersRural dwellersConversely,29%of city dwellers think TV shows and movies do not represent them accurately.Does Hollywood typecast rural America?More than half of city dwellers(53%)and nearly two-thirds of rural
7、 dwellers(66%)think Hollywood presents a stereotyped view of rural America.4YouGov polled 666 US adults aged 18+on February 16-17,2024.The survey was carried out through YouGov Surveys:Self-serve.Data is weighted by age,gender,race,political affiliation,education level and region.8%9%24%53%3%4%29%66
8、%Hollywood covers rural America too muchHollywood accurately depicts life in rural AmericaHollywood does not cover rural America enoughHollywood presents a stereotyped view of rural AmericaRural dwellersCity dwellersWhich of the following statements do you agree with?Rural vs city representation rep
9、ort5Almost 2 in 3 rural dwellers(64%)think advertisers do not understand themRural vs city representation reportConversely,34%of city dwellers think advertisers do not understand their values,interests,and opinions.YouGov polled 666 US adults aged 18+on February 16-17,2024.The survey was carried out
10、 through YouGov Surveys:Self-serve.Data is weighted by age,gender,race,political affiliation,education level and region.10%24%25%18%3%23%30%34%Very wellSomewhat wellNot very wellNot well at allCity dwellersRural dwellers14%41%22%12%11%47%19%10%Very wellSomewhat wellNot very wellNot well at allCity d
11、wellersRural dwellersHow well do you think advertisers understand the values,interests and opinions of rural Americans?How well do you think advertisers understand the values,interests and opinions of urban/city Americans?Rural dwellers more likely to anticipate increased polarizationRural dwellers
12、more likely to anticipate increased polarizationRural vs city representation report643%of rural dwellers believe urban and rural Americans will have less in common in five years than they do now.Five years from now,do you think Americans who live in urban and rural America will have more or less in
13、common than they do now?YouGov polled 666 US adults aged 18+on February 16-17,2024.The survey was carried out through YouGov Surveys:Self-serve.Data is weighted by age,gender,race,political affiliation,education level and region.9%34%43%19%31%27%More in commonNo changeLess in commonRural dwellersCit
14、y dwellers7Understanding rural and city-based AmericansTo better understand the nuances between rural and city-based Americans,we leveraged YouGov Profiles to identify each groups unique demographic,psychographic,and behavioral differences.Based on surveys of more than 200,000 Americans over the pas
15、t 12 months,the next section of this report specifically filters and analyzes:People who live in a city in the USPeople who live in rural areas in the US36%of our US respondents categorized themselves as living in a city in 2024,while 18%categorized themselves as living in a rural area.City93.3MRura
16、l43.9MRural vs city representation report9%13%14%19%45%12%18%17%16%38%18-2425-3435-4445-5455+Rural dwellersGen popWho are rural dwellers?Rural dwellers are more likely tobe aged 55+compared to thegeneral population.Rural areas have more retireesand fewer full-time workers thanthe general population.
17、Rural vs city representation report828%of rural dwellers work full time,compared to 36%of the general population.22%of rural dwellers are retired,compared to 17%of the general population.AgeYouGov Profiles+USA,January 2024Rural Dwellers(n 38,000)54%42%45%34%DogsCatsRural dwellersGen popRural dweller
18、s have a penchant for petsRural vs city representation report9Rural dwellers are significantly more likely to have cats or dogs compared to general population.Pets ownedRankDog breedPositivity rating 1Labrador Retriever81%2Golden Retriever81%3German Shepherd76%4Collie76%5Alaskan Husky73%Top 5 dog br
19、eeds:positive ratings with rural dwellersYouGov Profiles+USA,January 2024Rural Dwellers(n 14,000)Who are city dwellers?City dwellers are more likely tobe aged 18-34 than the generalpopulation.City dwellers are more likelythan the average American towork full-time and live with achild or childrenRura
20、l vs city representation report1040%of city dwellers work full-time,compared to 36%of the general population.27%live with a child or children under 18,compared to 22%of the general population.16%24%19%15%26%12%18%17%16%38%18-2425-3435-4445-5455+City dwellersGen popAgeYouGov Profiles+USA,January 2024
21、Rural Dwellers(n 75,000)11Understanding the demographic divide Rural vs city representation reportRural dwellers are more likely to identify as white than the general population.City dwellers are more likely to identify as Hispanic or Black.74%10%8%8%51%23%17%9%62%16%12%9%WhiteHispanicBlackOtherRura
22、l dwellersCity dwellersGen pop“What racial or ethnic group best describes you?”YouGov Profiles+USA,January 2024(n 38,000)FinancialHow are rural and city dwellers are responding to the current financial climate?12Rural vs city representation reportFinance forecasting 45%of rural dwellers anticipate t
23、heir household financial situation will get better in the next 12 months,compared to 26%of city dwellers.13Rural vs city representation report26%28%28%45%27%14%BetterNo changeWorseCity dwellersRural dwellersExpected change to household situation in the next 12 monthsYouGov Profiles+USA,January 2024(
24、n 14,000)23%27%33%39%38%46%45%73%22%28%34%45%48%50%61%82%Household productsFoodCarsBeauty/personal careproductsClothes/accessoriesTravelproducts/servicesAlcoholic drinksTelecoms servicesNotice of significant increase in product prices City dwellersRural dwellers14Whos noticing price hikes?Rural vs c
25、ity representation reportRural dwellers are more likely to notice price increases across product categories,most notably for food and household products.Household productsFoodCarsBeauty&personal care productsClothes&accessoriesTravel products&servicesAlcoholic drinksTelecoms servicesYouGov Profiles+
26、USA,January 2024(n 2,500)15Tightening the beltRural vs city representation reportBoth rural and city dwellers would most likely cut back on eating out if they needed to reduce household spend.What would you be most likely to cut back on if you needed to reduce household spend?RankRural dwellers1Eati
27、ng out(60%)2Travel(holidays)(41%)3Clothing(39%)4Technology purchases(38%)5Media streaming service subscriptions(33%)RankCity dwellers1Eating out(53%)2Buying video games/video game subscriptions(32%)3Clothing(32%)4Travel(holidays)(32%)5Attending sports events(30%)YouGov Profiles+USA,January 2024(n 2,
28、500)How rural and cityUnderstanding the purchase journey and retail preferences of rural and city dwellers.16Rural vs city representation report17Exploring the purchase journeyRural dwellers are more likely to see something in-store and buy it there than city dwellers,whereas city dwellers are more
29、likely to browse online before buying it in-store.Rural vs city representation reportYouGov Profiles+USA,January 2024(n 9,000)11%16%19%24%24%41%45%50%68%14%19%23%24%29%32%44%46%62%Use an app to purchase in-storeSee something in-store and buy it onlineClick and collectUse an app to purchase onlineSee
30、 something online and buy it in-storeSee something in-store and buy it in-storeSee something online and buy it onlineBrowse in stores to see what was availableBrowse online to see what is availablePurchase journeyCity dwellersRural dwellers18Retail preferencesCity dwellers are significantly more lik
31、ely to be willing to pay more for luxury brands(+24 percentage-points),while rural dwellers are more likely to opt for products made in the US.Rural vs city representation report14%19%21%21%20%65%73%83%86%40%42%45%46%47%60%68%79%82%Celebrity endorsements have an effect on the things I buyI only buy
32、the best known brandsI am willing to pay more for luxury brandsI keep up to date with current fashion trendsI consider myself more fashionable than most peopleLuxury brands are not worth the priceIf I have a choice I buy products made in my home countryWhen buying clothes I choose comfort over style
33、When it comes to day to day items,I choose functionality over luxuryStatements agreed with about retailCity dwellersRural dwellersYouGov Profiles+USA,January 2024(n 10,000)MediaHow do rural and city dwellers consume media and respond to advertising?19Rural vs city representation report20Consuming me
34、diaCity dwellers are 7 percentage-points more likely to have read an online magazine,whilerural dwellers are 8 percentage-points more likely to visit social media sites weekly.Rural vs city representation report16%16%15%20%27%27%39%43%41%59%64%9%14%15%17%19%21%36%42%48%67%68%Read anonlinemagazineRea
35、d a printnewspaperRead a printmagazineListened toonline radioListened to apodcastRead anonlinenewspaperListened to amusicstreamingservicesStreamedcontent on-demandListened toradioVisited socialmedia sitesWatched TVMedia channels consumed last weekCity dwellersRural dwellersWatched TVVisited social m
36、edia sitesListened to radioStreamed content on-demandListened to a music streaming serviceRead an online newspaperListened to a podcastListened to online radioRead a print magazineRead a print newspaperRead an online magazineYouGov Profiles+USA,January 2024(n 2,500)21Social media spotlightFacebook i
37、s favored by rural dwellers,with 72%using the platform.City dwellers are more likely to use Instagram,with 50%using the platform versus 34%of rural dwellers.Rural vs city representation reportYouGov Profiles+USA,January 2024(n 20,000)City dwellersRural dwellers35%38%58%73%85%48%53%70%66%83%To look/a
38、pply for jobsKeep up-to-date with celebrities I likeKeep up-to-date with the newsTo keep in contact with familyTo keep in contact with friendsReasons for using social media21%22%22%34%72%17%33%30%50%70%PinterestXTikTokInstagramFacebookSocial networks used last month22City dwellers are more receptive
39、 to advertisingCompared to rural dwellers,2.5x more city dwellers agree theyre a sucker for anything branded,even if its expensive.Rural vs city representation report13%20%24%32%34%44%49%58%Im a sucker for anything branded,even if its expensiveIf you sponsor my team,I will buy your productsI enjoy w
40、atching advertisements with my favorite celebritiesI like brands that are willing to get involved in social issuesStatements agreed with about advertisingCity dwellersRural dwellersYouGov Profiles+USA,January 2024(n 10,000)71%of rural dwellers feel bombarded by advertising,compared to 67%of city dwe
41、llers.ConsiderationThe brands in this section are ranked by the difference in purchase consideration between the rural dwellers versus city dwellers.23Rural vs city representation report24Rural vs city representation reportMethodologyLooking at hundreds of thousands of YouGov panel surveys,we compar
42、ed brand purchase consideration of rural dwellers versus city dwellers in America.The brands in this section are ranked by the difference in consideration between the two groups.For instance,40.7%of rural dwellers would consider purchasing Betty Crocker,but just 26.5%of city dwellers feel the same.T
43、his 14.2 percentage-point difference places Betty Crocker higher in our ranking than Campbells,despite the latter having an overall higher percentage of rural dwellers(49.9%)who would consider purchasing it.Consideration scores are rounded to the nearest decimal point,and differences are determined
44、from those rounded scores.This data in this analysis comes from connecting YouGov BrandIndex and YouGov Profiles.Brands must have been tracked for 365 days to qualify for the ranking,which measures consideration sentiment between January 1,2023,and December 31,2023.*An initial version of this report
45、 incorrectly categorized Bob Evans as a fast food&fast casual restauarant.This was edited on April 10,2024.YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 3,500)25Rural vs city representation reportRural dwellersBrandRural dwellersCity dwellersDifferenceYuengling11.7%7.5%4.2Coors Light12.1%
46、10.3%1.9Michelob ULTRA9.4%8.4%1.0Miller Lite10.6%9.9%0.7Keystone Light2.7%2.6%0.1City dwellersBrandCity dwellersRuraldwellersDifferenceHeineken19.8%10.6%9.2Corona20.7%14.0%6.7Budweiser14.2%9.7%4.5Modelo13.9%9.8%4.1Amstel6.4%2.5%3.9Which beer brandsdo rural and city dwellers prefer?781026R
47、ural vs city representation reportWhich spirit brandsdo rural and city dwellers prefer?Rural dwellersBrandRural dwellersCity dwellersDifferenceFireball8.9%7.1%1.8Crown Royal14.9%13.3%1.6Southern Comfort7.2%5.8%1.4Captain Morgan13.8%12.8%1.0Wild Turkey5.6%5.3%0.3City dwellersBrandCity dwellersRuraldw
48、ellersDifferenceHennessy12.2%5.1%7.1Johnnie Walker11.4%5.1%6.31800 Tequila9.7%5.4%4.3Grey Goose13.8%9.5%4.3J&B5.3%1.1%4.27124635YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 2,800)1291181027Rural vs city representation reportWhich soft beverage brandsdo rural and city dwellers prefer?Rura
49、l dwellersBrandRural dwellersCity dwellersDifferenceFolgers31.5%21.5%10.0Maxwell House21.7%14.2%7.5Welchs30.3%23.3%7.0A&W21.7%15.8%5.9Ocean Spray31.9%27.0%4.9City dwellersBrandCity dwellersRuraldwellersDifferenceRed Bull14.2%5.0%9.2Coca-Cola35.6%28.5%7.1Naked Juice14.7%7.7%7.0Vitaminwater17.9%11.5%6
50、.4Starbucks Doubleshot Energy+Coffee11.0%5.0%6.07124635YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 2,500)1291181028Rural vs city representation reportWhich food brandsdo rural and city dwellers prefer?Rural dwellersBrandRural dwellersCity dwellersDifferenceBetty Crocker40.7%26.5%14.2Bis
51、quick34.7%20.7%14.0Campbells49.9%36.4%13.5Pillsbury47.1%33.8%13.3Ore-Ida38.9%25.9%13.0City dwellersBrandCity dwellersRuraldwellersDifferenceKitKat43.%33.2%9.9Ben&Jerrys28.8%20.7%8.1Beyond Meat11.4%5.3%6.1Impossible Foods10.5%4.7%5.8Organic Valley13.6%8.8%4.83124675YouGov BrandIndex USA,January 1,202
52、3-December 31,2023 (n 3,500)Rural vs city representation reportWhich fast food&fast casual brandsdo rural and city dwellers prefer?312567Rural dwellersBrandRural dwellersCity dwellersDifferenceArbys30.3%20.7%9.6Subway36.2%30.6%5.6Hardees12.1%7.4%4.7Sonic25.6%21.3%4.3Zaxbys10.4%7.4%3.0City
53、 dwellersBrandCity dwellersRuraldwellersDifferenceChipotle26.1%16.5%9.6Panda Express21.9%15.5%6.4Popeyes21.2%15.5%5.7In-N-Out Burger14.0%8.4%5.6El Pollo Loco8.5%3.3%5.2YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 5,800)Rural vs city representation reportWhich fashion brands do
54、 rural and city dwellers prefer?312567Rural dwellersBrandRural dwellersCity dwellersDifferenceWrangler32.5%19.2%13.3Hanes36.5%27.5%9.0Skechers36.7%28.4%8.3Fruit of the Loom33.4%25.6%7.8Duluth Trading Company15.7%9.9%5.8City dwellersBrandCity dwellersRuraldwellersDifferenceNike40.8%23.5%17.3Adidas33.
55、7%20.0%13.7H&M17.5%6.3%11.2Zara12.9%1.8%11.1Gucci15.5%4.7%10.8YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 3,900)Rural vs city representation reportWhich consumer tech brands do rural and city dwellers prefer?312567Rural dwellersBrandRural dwellersCity dwellersDifferenceVizio1
56、8.6%12.8%5.8Bose22.7%19.4%3.3Roku19.6%16.5%3.1HP27.4%24.5%2.9Canon17.3%14.7%2.6City dwellersBrandCity dwellersRuraldwellersDifferenceiPhone38.7%28.8%9.9Apple37.0%27.1%9.9Mac17.3%10.5%6.8PlayStation16.4%10.2%6.2Apple Watch16.9%10.8%6.1YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 4,900)129
57、11810432Rural vs city representation reportWhich media networksdo rural and city dwellers prefer?31256Rural dwellersBrandRural dwellersCity dwellersDifferenceHistory Channel46.7%33.4%13.3HGTV29.0%20.9%8.1Newsmax16.3%9.2%7,1The Weather Channel34.3%27.4%6.9Discovery Channel42.0%35.2%6.8City dwellersBr
58、andCity dwellersRuraldwellersDifferenceCNN31.1%16.9%14.2HBO38.5%25.3%13.2ESPN27.0%18.7%8.3MTV18.4%10.2%8.2Nickelodeon17.5%10.9%6.6YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 4,900)3Rural vs city representation reportWhich online brands do rural and city dwellers prefer?31256R
59、ural dwellersBrandRural dwellersCity dwellersDifferenceeBay40.3%33.5%6.8Amazon79.1%73.1%6.0Pinterest32.0%26.4%5.6GoodRx18.5%13.5%5.0Ancestry18.1%13.2%4.9City dwellersBrandCity dwellersRuraldwellersDifferenceWhatsApp26.7%8.9%17.8Instagram41.7%27.1%14.6Uber Eats19.2%5.7%13.5Spotify31.8%19.1%12.7DoorDa
60、sh20.7%10.3%10.4YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 4,800)4Rural vs city representation reportWhich car brands do rural and city dwellers prefer?31256Rural dwellersBrandRural dwellersCity dwellersDifferenceChevrolet29.4%21.3%8.1Ford28.3%22.5%5.8Ram10.0%5.4%4.6GMC15.5%
61、10.9%4.6General Motors13.9%10.1%3.8City dwellersBrandCity dwellersRuraldwellersDifferenceMercedes-Benz11.8%4.7%7.1Tesla10.5%4.3%6.2Audi10.4%4.8%5.6Lexus12.1%6.7%5.4Porsche5.8%2.4%3.4YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 5,000)5Rural vs city representation reportWhich ch
62、arities&non-profits do rural and city dwellers prefer?31256Rural dwellersBrandRural dwellersCity dwellersDifferenceWounded Warrior Project29.4%18.7%10.7St.Jude Childrens Research Hospital42.5%33.8%8.7NRA15.6%7.0%8.6Salvation Army21.4%18.1%3.3Association of Mature American Citizens4.4%3.5%0.9City dwe
63、llersBrandCity dwellersRuraldwellersDifferencePlanned Parenthood23.4%14.3%9.1Human Rights Campaign12.0%4.7%7.3NAACP12.9%5.7%7.2ACLU14.3%7.5%6.8Southern Poverty Law Center10.8%5.7%5.1YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 4,000)6Rural vs city representation reportWhich ma
64、ss retail,club&drug stores do rural and city dwellers prefer?31256Rural dwellersBrandRural dwellersCity dwellersDifferenceDollar General35.5%16.3%19.2Walmart70.2%55.6%14.6Dollar Tree27.9%21.0%6.9Sams Club26.1%19.7%6.4Big Lots16.2%12.2%4.0City dwellersBrandCity dwellersRuraldwellersDifferenceTarget44
65、.9%26.1%18.8CVS31.2%20.9%10.3Costco29.4%20.7%8.7Walgreens30.4%24.3%6.1Burlington11.8%7.7%4.1YouGov BrandIndex USA,January 1,2023-December 31,2023 (n 5,000)129118107Rural vs city representation report37Get to know your audience With YouGov Profiles,you can dig deeper into the media consumption habits
66、 and attitudes of virtually any target audience including:Customers of aparticular brandCategory considerersAffinity audiencesWith YouGov Surveys,you can get quick answers from a targeted audience to inform your strategy:Self-serve andserviced surveysGranular audience targetingResults in as little a
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