Yougov Plc · LSE:YOU
Yougov — Land O'Lakes, Inc. and Getty Images Launch Initiative to Challenge Rural Stereotypes
38 slides from Yougov's investor presentation, Oct 8, 2025
Slide 1: Rural vs city representation report
UNITED STATES Rural vs city representation report Understanding the rural-city divide in America. Living consumer intelligence | yougov.com/business
Slide 2: Understanding the rural-city divide in America
2 Rural vs urban representation report Understanding the rural-city divide in America Who are rural-based Americans, and how do they differ from city dwellers? Are assumptions about each group by media and advertisers leading to missed opportunities? In this report, which combines YouGov Profiles wi
Slide 3: Half of rural dwellers think TV shows and movies do not represent them accurately
3 Rural vs city representation report Half of rural dwellers (50%) think TV shows and movies do not represent them accurately Conversely, 29% of city dwellers think TV shows and movies do not represent them accurately. In general, how accurate do you think the In general, how accurate do you think t
Slide 4: Does Hollywood typecast rural America?
4 Rural vs city representation report Does Hollywood typecast rural America? More than half of city dwellers (53%) and nearly two-thirds of rural dwellers (66%) think Hollywood presents a stereotyped view of rural America. Which of the following statements do you agree with? Hollywood presents a ste
Slide 5: Almost 2 in 3 rural dwellers think advertisers do not understand them
5 Rural vs city representation report Almost 2 in 3 rural dwellers (64%) think advertisers do not understand them Conversely, 34% of city dwellers think advertisers do not understand their values, interests, and opinions. How well do you think advertisers How well do you think advertisers understand
Slide 6: Rural dwellers more likely to anticipate increased polarization
6 Rural vs city representation report Rural dwellers more likely to Five years from now, do you think Americans who live in urban and rural America will have more or less in anticipate common than they do now? 43% increased polarization 34% 31% 27% 19% 43% 9% of rural dwellers believe urban and rura
Slide 7: Understanding rural and city-based Americans
7 Rural vs city representation report Understanding rural and city-based Americans To better understand the nuances between rural and city-based Americans, we leveraged YouGov Profiles to City identify each group’s unique demographic, psychographic, and behavioral differences. 93.3M Based on surveys
Slide 8: Who are rural dwellers?
8 Rural vs city representation report Who are rural Age 45% dwellers? 38% • Rural dwellers are more likely to 18% 17% 19% 16% 13% 14% be aged 55+ compared to the 9% 12% general population. • Rural areas have more retirees 18-24 25-34 35-44 45-54 55+ and fewer full-time workers than Rural dwellers Ge
Slide 9: Rural dwellers have a penchant for pets
9 Rural vs city representation report Rural dwellers Pets owned have a penchant 54% 45% 42% for pets 34% Rural dwellers are significantly more likely to have cats or dogs compared Dogs Cats to general population. Rural dwellers Gen pop Top 5 dog breeds: positive ratings with rural dwellers Rank Dog
Slide 10: Who are city dwellers?
10 Rural vs city representation report Who are city Age dwellers? 38% 24% 26% • City dwellers are more likely to 16% 18% 19% 17% 15% 16% be aged 18-34 than the general 12% population. • City dwellers are more likely 18-24 25-34 35-44 45-54 55+ than the average American to City dwellers Gen pop work
Slide 11: Understanding the demographic divide
11 Rural vs city representation report Understanding the demographic divide Rural dwellers are more likely to identify as white than the general population. City dwellers are more likely to identify as Hispanic or Black. “What racial or ethnic group best describes you?” 74% 62% 51% 23% 16% 17% 10% 1
Slide 12: Financial
12 Rural vs city representation report Financial How are rural and city dwellers are responding to the current financial climate?
Slide 13: Finance forecasting
13 Rural vs city representation report Finance forecasting 45% of rural dwellers anticipate their household financial situation will get better in the next 12 months, compared to 26% of city dwellers. Expected change to household situation in the next 12 months 45% 28% 27% 28% 26% 14% Better No chan
Slide 14: Who's noticing price hikes?
14 Rural vs city representation report Who’s noticing price hikes? Rural dwellers are more likely to notice price increases across product categories, most notably for food and household products. Notice of significant increase in product prices 82% 73% 61% 48% 50% 45% 46% 45% 39% 38% 33% 34% 27% 28
Slide 15: Tightening the belt
15 Rural vs city representation report Tightening the belt Both 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? Rank Rural dwellers Rank City dwellers 1 Ea
Slide 16: How rural and city dwellers shop
16 Rural vs city representation report How rural and city Understanding the purchase journey and retail preferences of rural and city dwellers.
Slide 17: Exploring the purchase journey
17 Rural vs city representation report Exploring the purchase journey Rural dwellers are more likely to see something in-store and buy it there than city dwellers, whereas city dwellers are more likely to browse online before buying it in-store. Purchase journey Browse online to see what is availabl
Slide 18: Retail preferences
18 Rural vs city representation report Retail preferences City dwellers are significantly more likely 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. Statements agreed with about retail When it comes to day
Slide 19: Media
19 Rural vs city representation report Media How do rural and city dwellers consume media and respond to advertising?
Slide 20: Consuming media
20 Rural vs city representation report Consuming media City dwellers are 7 percentage-points more likely to have read an online magazine, while rural dwellers are 8 percentage-points more likely to visit social media sites weekly. Media channels consumed last week 67% 68% 64% 59% 48% 43% 42% 41% 39%
Slide 21: Social media spotlight
21 Rural vs city representation report Social media spotlight Facebook is 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. Social networks used last month Reasons for using social media F
Slide 22: City dwellers are more receptive to advertising
22 Rural vs city representation report City dwellers are more receptive to advertising Compared to rural dwellers, 2.5x more city dwellers agree they’re a sucker for anything branded, even if it’s expensive. 71% Statements agreed with about advertising 58% I like brands that are willing to get invol
Slide 23: Consideration
23 Rural vs city representation report Consideration The brands in this section are ranked by the difference in purchase consideration between the rural dwellers versus city dwellers.
Slide 24: Methodology
24 Rural vs city representation report Methodology Looking at hundreds of thousands of YouGov panel surveys, we compared 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. Fo
Slide 25: Which beer brands do rural and city dwellers prefer?
25 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which beer brands do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Yuengling 11.7% 7.5% 4.2 Heineken 19.8% 10.6% 9.2 Coors Ligh
Slide 26: Which spirit brands do rural and city dwellers prefer?
26 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which spirit brands do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Fireball 8.9% 7.1% 1.8 Hennessy 12.2% 5.1% 7.1 Crown Royal
Slide 27: Which soft beverage brands do rural and city dwellers prefer?
27 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which soft beverage brands do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Folgers 31.5% 21.5% 10.0 Red Bull 14.2% 5.0% 9.2 Ma
Slide 28: Which food brands do rural and city dwellers prefer?
28 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which food brands do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Betty Crocker 40.7% 26.5% 14.2 KitKat 43.`% 33.2% 9.9 Bisqui
Slide 29: Which fast food & fast casual brands do rural and city dwellers prefer?
29 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which fast food & fast casual brands do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Arby's 30.3% 20.7% 9.6 Chipotle 26.1% 16.
Slide 30: Which fashion brands do rural and city dwellers prefer?
30 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which fashion brands do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Wrangler 32.5% 19.2% 13.3 Nike 40.8% 23.5% 17.3 Hanes 36.
Slide 31: Which consumer tech brands do rural and city dwellers prefer?
31 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which consumer tech brands do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Vizio 18.6% 12.8% 5.8 iPhone 38.7% 28.8% 9.9 Bose 2
Slide 32: Which media networks do rural and city dwellers prefer?
32 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which media networks do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers History Channel 46.7% 33.4% 13.3 CNN 31.1% 16.9% 14.2 HGT
Slide 33: Which online brands do rural and city dwellers prefer?
33 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which online brands do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers eBay 40.3% 33.5% 6.8 WhatsApp 26.7% 8.9% 17.8 Amazon 79.1%
Slide 34: Which car brands do rural and city dwellers prefer?
34 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which car brands do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Chevrolet 29.4% 21.3% 8.1 Mercedes-Benz 11.8% 4.7% 7.1 Ford 2
Slide 35: Which charities & non-profits do rural and city dwellers prefer?
35 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which charities & non-profits do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Wounded Warrior 29.4% 18.7% 10.7 Planned Parenth
Slide 36: Which mass retail, club & drug stores do rural and city dwellers prefer?
36 Rural vs city representation report 1 2 3 4 5 6 7 8 9 10 11 12 Which mass retail, club & drug stores do rural and city dwellers prefer? Rural dwellers City dwellers Rural City City Rural Brand Difference Brand Difference dwellers dwellers dwellers dwellers Dollar General 35.5% 16.3% 19.2 Target 4
Slide 37: Get to know your audience
37 Rural vs city representation report Get to know your audience With YouGov Profiles, you can With YouGov Surveys, you can dig deeper into the media get quick answers from a consumption habits and targeted audience to inform attitudes of virtually any target your strategy: audience including: • Sel
Slide 38: Thank you
Thank you Living Consumer Intelligence | yougov.com/business YouGov, 2023, all rights reserved. All materials contained herein are protected by copyright laws. Any storage, reproduction or distribution of such materials, in whole or in part, in any form without the prior written permission of YouGov
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