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Observatoire de la rue - Baromètre #1 - Agence la Rue

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Observatoire sur les comportements des Français vis à vis de leur relation avec la rue, la cité, la ville. Etude comportementale réalisée sur 3 villes. Sujets abordés : la publicité, le digital, les habitudes de consommation, le sentiment d'appartenance à sa ville... Etude commandée par l'agence la Rue, agence de conseil en communication globale située à Issy-Les-Moulineaux.

Publié dans : Marketing
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Observatoire de la rue - Baromètre #1 - Agence la Rue

  1. 1. n°1 / Novembre 2013
  2. 2. La rue, est le cordon ombilical qui relie l’individu à la société Victor Hugo A La Rue l’Agence, nous avons pensé qu’il était pertinent de regarder de l’intérieur comment les gens vivent leur rue, leur ville. Et par rapport à ce que l’on entend, ce que l’on nous dit, ou ce que l’on veut nous faire croire, les gens nous remettent les idées bien en place. Pour nous, pour tous les professionnels de marketing, annonceurs et prestataires, ce 1er baromètre est un repère de bons sens. Etude menée en partenariat avec le cabinet d’études DMC, en octobre 2013. 300 questionnaires en face à face, répartis sur Paris, Toulouse et Rouen.Et un groupe quali de 8 personnes.
  3. 3. Prejuge n°1 la rue c’est l’enfer ?
  4. 4. Realite , les gens se plaisent dans la rue ! Non 92 % la rue aiment 70 % la trouvent positive www.larue-lagence.com
  5. 5. Prejuge n°2 pourquoi les gens aiment-ils la rue?
  6. 6. ils l’aiment 20 % pour les animations ils ne l’aiment pas 36 % à cause de la saleté 25 37 % parce qu’il y a de la vie 21 % à cause des voitures % à cause de l’insécurité www.larue-lagence.com
  7. 7. Prejuge n°3 la rue est anxiogène ?
  8. 8. Realite , Non 91% des gens se sentent bien dans leur ville ! 84 % estiment que leur ville évolue bien www.larue-lagence.com
  9. 9. Prejuge n°4 la rue un lieu que l’on quitte ?
  10. 10. Realite , les gens sont bien ancrés dans leur cité. Non 44 % pensent vivre dans la même ville en 2014 I MA VILLE I MA RUE 29 % pensent vivre dans la même rue en 2014 29% pensent bouger 27% ne se prononcent pas www.larue-lagence.com
  11. 11. Prejuge n°5 un lien d’appartenance à la rue?
  12. 12. Realite , pas d’identification à la rue. Non 34 % seulement se sentent liés à leur rue, à leur ville. www.larue-lagence.com
  13. 13. Prejuge n°6 le language de la rue est universel?
  14. 14. Realite , toutes les langues se côtoient dans la rue. Non sans compter que l’on ne parle pas de la même façon d’un quartier à un autre, d’une banlieue à un centre-ville. bonjour ! www.larue-lagence.com
  15. 15. Prejuge n°7 le mobilier urbain c’est du marketing ?
  16. 16. Realite , près d’un citadin sur deux apprécie Non 40 % et en veut plus. les panneaux d’affichage 18 % 41 % les lampadaires les abribus 46 % les bancs Paris obtient les meilleurs scores. Une exigence de design ! Tout ce qui embellit la Rue est accepté et ce qui l’enlaidit est fortement rejeté. www.larue-lagence.com
  17. 17. Prejuge n°8 internet unpatte ? fil à la
  18. 18. Realite , internet une aide à la mobi-liberté urbaine. Non % 45 des gens utilisent leur smartphone en ville Usage : 10% des gens utilisent leur PC en ville 5% des gens utilisent leur tablette en ville Dans la Rue, la consommation mobile change et s’adapte. Ainsi le ludique laisse place au pratique. 1 communiquer 2 se géolocaliser 3 situer un magasin www.larue-lagence.com
  19. 19. Prejuge n°9 internet emporte le CA des magasins de centre ville ?
  20. 20. Realite , prime à la visite et à l’achat en boutiques. Non 12 seulement % des gens vont acheter par internet après avoir vu le produit en ville, et pour la raison du prix. 75 % des internautes font des recherches en ligne avant d’acheter en magasin. Internet ne représente que 9% des ventes de détails en France. www.larue-lagence.com
  21. 21. Prejuge n°10 les gens de la rue sont publiphobes ?
  22. 22. Realite , Non 69%des gens s’intéressent à la publicité. Pourquoi? 41 % parce qu’elle est informative 15 13 % % parce qu’elle est Et demandent aux publicitaires et annonceurs une meilleure exigence publicitaire, au risque de la considérer par défaut comme polluante ( 25%) et intrusive ( 20%). gaie parce qu’elle est jolie www.larue-lagence.com
  23. 23. Jean-Michel LHOMME 01 75 60 30 61 jm.lhomme@larue-lagence.com Nina JOVANOVIC 01 75 60 30 68 n.jovanovic@larue-lagence.com www.larue-lagence.com

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