美國租車服務網(wǎng)站turo用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓課件

CONSUMERS&BRANDSCar

rental:

Tu

ro

customers

inthe

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTurocustomers

intheUnitedStates:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

It

provides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

tobenchmark

Turocustomers

intheUnited

States(’’brandusers’’)

againstU.S.carrental

bookers

ingeneral

(’’category

users’’),

and

theoverall

U.S.

onliner,labelled

as’’all

respondents’’

inthe

charts.Numberofrespondents:?

12,000+

forcountries

with

the

extended

survey(including

theUnited

States)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsTuro

ranks

outside

the

top

10

of

most

used

car

rental

providers

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinthe

U.S.Enterprise

Rent-A-CarBudget41%27%Hertz22%21%AvisACE

Rent

A

CarAlamo17%16%14%14%DollarAdvantageRent-A-CarThrifty9%9%National

CarRental4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=1048,

carrentalbookersConsumer

Insights

Global

as

of

August

2023Sources:Turo

customers

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTuroismore

popularamong

Millennials

Success

and

career

advancement

areItstands

out

that65%

ofTurocustomers

book

spontaneously

viatheirsmartphone

when

traveling.Turocustomers

access

theinternet

viaadesktop

PCmore

often

than

theaverage

carrental

booker.than

other

carrental

providers.relatively

important

to

Turocustomers.Turoismore

popularamong

male

carrental

bookers

than

female

carrentalbookers.Science

andtechnology

are

relativelyprevalent

interests

of

Turocustomers.47%

ofTuro

customers

areinnovatorsor

early

adopters

ofnew

products.Onsocial

media,

Turocustomersinteract

with

companies

more

oftenthan

other

carrental

bookers.Carsor

vehicles

are

relatively

popularhobbiesamong

Turocustomers.Turohasalarger

share

ofcustomerswith

ahigh

income

than

other

carrentalproviders.Arelatively

highshare

ofTurocustomers

thinkthattheenvironment

is

Turocustomers

remember

seeing

adsanissuethatneeds

tobeaddressed.invideo

gamesmore

often

thanothercarrental

bookers.Turocustomers

are

more

likely

to

live

incitiesandurbanareas

thancarrentalbookers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Turo

ismore

popular

among

Millennials

than

other

car

rental

providersDemographic

profile:

generationsAge

of

consumersintheU.S.Brand

users25%67%6%

2%Category

usersAllrespondents21%42%27%10%22%37%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=81,

Turocustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Turo

ismore

popular

among

male

car

rental

bookers

than

female

car

rentalbookersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users69%31%Category

usersAllrespondents56%44%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=81,

Turocustomers,

n=1048,

carrentalbookers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Tu

ro

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%31%

31%30%27%26%23%18%17%17%12%6%6%5%4%4%3%1%0%

0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=81,

Turocustomers,n=1048,

carrentalbookers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Turo

has

a

larger

share

of

customers

with

a

high

income

than

other

car

rentalprovidersDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users69%15%15%Category

usersAllrespondents51%30%19%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=81,

Turocustomers,

n=1048,

carrentalbookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

rental

bookers,

Turo

customers

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheU.S.

live54%35%24%20%19%18%15%13%14%12%11%10%9%8%6%6%6%

6%Other5%5%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=81,

Turo

customers,n=1048,

carrentalbookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Turo

customers

are

more

likely

to

live

in

cities

and

urban

areas

than

car

rentalbookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.36%31%27%25%23%

23%19%17%15%15%11%11%10%10%9%8%6%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=81,

Turocustomers,n=1048,

carrentalbookers,

n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

20239%

of

Turo

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users9%85%6%Category

usersAllrespondents11%11%87%3%85%4%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=81,

Turo

customers,n=1048,

carrentalbookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Turo

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.59%51%49%48%45%43%39%40%39%38%33%31%31%29%26%30%27%28%29%27%27%25%19%17%12%12%14%13%12%7%TobesuccessfulAhappyrelationshipMaking

myown

decisions

respectable

lifeAnhonest

andSafety

andsecurityAdvancingmy

careerLearningnew

thingsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=81,

Turocustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Science

and

technology

are

relatively

prevalent

interests

of

Turo

customersConsumer

lifestyle:

main

interestsTop10

interestsofTurocustomers

intheU.S.64%63%59%53%53%53%52%51%51%49%49%49%49%45%43%41%35%36%33%33%32%31%31%29%29%29%26%25%24%22%Movies,TVshows&musicScience

&technologyFood

&diningHealth

&fitnessTravelFamily

&parentingFashion&beautyFinance&economyHistoryPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=81,

Turocustomers,n=1048,

carrentalbookers,

n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Tu

ro

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTurocustomers

intheU.S.59%54%52%52%49%47%47%47%44%43%42%42%41%40%40%37%36%36%34%33%31%29%29%28%26%24%19%19%19%19%Video

gamingPetsCars/vehiclesTravelingCooking/bakingDoing

sportsandfitnessOutdooractivitiesReadingPhotographyTech

/computersBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=81,

Turocustomers,

n=1048,

carrentalbookers,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

2023Turo

customers

are

more

likely

to

go

dancing

than

other

car

rental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTurocustomers

intheU.S.37%32%30%28%28%27%27%26%25%25%19%18%16%16%15%14%13%12%12%12%13%11%11%10%9%9%9%8%8%7%DancingBasketballFitness,aerobics,cardioRunning/JoggingSwimming/DivingBaseball/SoftballYoga

/PilatesAmericanFootball

/FlagFootballCyclingHikingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=47,

Turocustomers,n=1000,

carrentalbookers,

n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023Turo

customers

are

more

likely

to

follow

soccer

than

other

car

rental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byTurocustomers

inthe

U.S.41%32%31%31%30%25%25%23%23%22%22%21%20%17%17%15%12%12%10%Golf10%7%8%7%7%6%5%5%3%4%3%AmericanfootballBasketballBaseballSoccerBoxingVolleyballSwimming/divingTennisCyclingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=40,

Turocustomers,n=802,

carrentalbookers,

n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

65%

of

Tu

ro

customers

book

spontaneously

via

theirsmartphone

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheU.S.65%64%59%57%52%51%47%44%44%38%38%35%34%24%24%When

I’mtraveling,Ibook

accommodations,

Iusemy

smartphonecarrentals,etc.spontaneously

viamysmartphoneWhen

I’mon

vacation,Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,sustainability

traveling,Ialways

lookisimportant

tomeAllrespondentsWhen

itcomes

toasaguideforthecheapest

offerBrand

usersCategory

users21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=81,

Turocustomers,n=1048,

carrentalbookers,n=10011,

allrespondentsConsumer

Insights

Global

as

of

August

202347%

of

Tu

ro

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.39%37%36%35%26%25%21%19%18%14%12%11%5%3%Innovators1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=81,

Turocustomers,n=1048,carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Tu

ro

customers

think

that

the

environment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedStates

accordingto

Turocustomers59%53%53%51%49%48%48%46%46%44%44%42%42%

42%35%41%40%

40%38%37%36%34%

34%33%33%32%30%30%28%28%EconomicsituationCrimeHealth

andsocial

securityClimatechange

EnvironmentEducationHousingRising

prices/inflation/cost

of

livingImmigrationPovertyBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:

n=81,

Turocustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

rental

bookers,

Turo

customers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users14%20%58%9%Category

usersAllrespondents22%28%28%41%10%21%34%17%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=81,

Turocustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsTuro

customers

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

car

rental

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet99%91%89%86%80%79%77%73%70%70%69%67%64%60%58%57%51%49%46%43%42%39%37%35%33%26%26%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

console

Streaming

device

Smart

speakersAllrespondentsSmartwatchBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

renteda

carfromin

the

past12

months?";

Multi

Pick;Base:n=81,

Turocustomers,

n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Turo

customers

interact

with

companies

more

often

than

othercar

rental

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype68%68%67%65%64%54%64%63%57%53%60%60%57%55%49%53%43%49%49%42%42%40%33%36%36%27%32%22%24%16%8%8%7%4%3%0%FollowedpeopleSharedpostsbyother

usersLikedcompanypostsCommented

Sentprivate

Liked

postsPostedpictures/videosPosted

texts/statusSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedon

postsmessagesbyotheruserscompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

rented

acarfromin

the

past12

months?";

Multi

Pick;

Base:

n=81,

Turocustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Turo

customers

tend

to

listen

to

podcasts

more

often

than

car

rental

bookers

ingeneralMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks90%89%81%81%79%70%79%77%67%68%67%65%62%54%61%48%59%50%56%49%34%46%43%42%28%42%33%38%25%25%17%21%14%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaPodcastsRadioDailynewspapersMagazinesOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=81,

Turocustomers,n=1048,

carrentalbookers,n=30180,

all

respondentsConsumer

Insights

Global

as

of

August

2023Turo

customers

remember

seeing

ads

in

video

games

more

often

than

othercar

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTurocustomers

intheU.S.

havecome

across

digitaladvertisinginthepast4weeks67%67%65%64%57%56%54%52%50%46%46%44%44%43%40%37%37%36%35%35%34%32%30%28%29%27%26%22%21%14%Social

mediaVideo

portals

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsSearch

engines

MusicportalsOnlinestoresEditorialwebsitesandappsOtherappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;

Base:

n=81,

Turocustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Turo

customers

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks64%59%58%55%54%52%51%51%41%49%47%41%41%34%34%33%33%29%29%27%24%19%18%16%OnTVDirectly

inthestoreOnadvertising

Atthemovies

By

mailshot

/InprinteddailynewspapersOntheradioInprintedmagazinesandjournalsspaces/cinemaadvertisingmailon

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;

Base:

n=81,

Turocustomers,n=1048,

carre