美國在線度假旅游門戶網(wǎng)站jetline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&BRANDSPackage

holiday

portals:

jetlineusers

in

the

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofjetline

users

inthe

UnitedStates:who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

jetlineusers

intheUnited

States(’’brandusers’’)

againstU.S.

packagedholiday

bookers

ingeneral

(’’category

users’’),

and

theoverall

U.S.

onliner,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

theUnited

States)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsjetline

ranks

sixth

among

package

holiday

portals

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

used

package

holiday

portals

intheU.S.BExpedia54%42%CheapTicketseDreamsHotwire29%27%27%jetline24%24%TravelocityKAYAK23%lastminute23%17%4Notes:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=509,

packaged

holiday

bookersSources:Consumer

Insights

Global

as

of

August

2023jetline

users

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsjetline

ismore

popularamongMillennials

thanother

packageholidayportals.Ahappy

relationship

isless

important

to

Itstands

out

that57%

ofjetline

usersjetline

usersaccess

theinternet

viaasmart

speaker

more

often

thantheaverage

packagedholiday

booker.jetline

usersthanto

other

packagedholiday

bookers.book

spontaneously

viatheirsmartphone

when

traveling.Similartoother

packageholidayportals,

Artsandliterature

arerelativelyjetline

hasahigh

share

ofmale

users.

prevalent

interests

of

jetlineusers.43%

ofjetline

users

areintheearlymajority

of

innovationadopter

types.Onsocial

media,

jetline

usersinteractwith

companies

more

often

than

otherpackaged

holidaybookers.jetline

hasalarger

shareof

userswith

a

Outdooractivities

arearelativelyhighincome

thanother

packageholiday

popularhobbyamong

jetline

users.portals.Arelatively

highshare

ofjetline

usersthink

thatcivilrightsareissues

thatneed

tobeaddressed.jetline

usersremember

seeing

adsoneditorial

websites

andapps

more

oftenthan

other

packaged

holidaybookers.jetline

usersare

more

likely

toliveincitiesandurbanareas

than

packagedholiday

bookers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+jetline

is

more

popular

among

Millennials

than

other

package

holiday

portalsDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users20%22%22%66%13%1%Category

usersAllrespondents58%16%4%37%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;

Multi

Pick;Base:n=123,

jetline

users,n=509,

packaged

holiday

bookers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Similar

to

other

package

holiday

portals,

jetline

has

a

high

share

of

male

usersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users70%30%Category

usersAllrespondents66%34%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:

n=123,

jetline

users,n=509,

packagedholiday

bookers,

n=60072,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202380%

of

jetline

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%36%34%33%27%23%19%17%15%12%11%9%8%6%3%3%2%

2%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

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=123,

jetline

users,n=509,

packagedholiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:jetline

has

a

larger

share

of

users

with

a

high

income

than

other

package

holidayportalsDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users74%13%14%Category

usersAllrespondents63%21%16%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

youbookeda

packageholidayfromin

the

past

12

months?’’;Multi

Pick;Base:n=123,

jetline

users,n=509,

packaged

holiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

jetline

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live63%48%24%20%19%15%11%11%10%

10%10%8%7%8%7%7%6%6%4%4%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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

youbookeda

packageholiday

fromin

the

past

12

months?’’;MultiPick;Base:n=123,

jetline

users,n=509,

packaged

holiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023jetline

users

are

more

likely

to

live

in

cities

and

urban

areasthan

packagedholiday

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.46%37%27%23%19%18%17%16%15%14%14%11%11%8%8%7%6%2%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

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=123,

jetline

users,n=509,

packaged

holiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202312%

of

jetline

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users12%12%11%88%0%Category

usersAllrespondents86%2%85%4%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=123,

jetline

users,n=509,

packagedholiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

less

important

to

jetline

users

than

to

other

packagedholiday

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.51%50%48%46%39%42%39%37%35%34%33%

30%29%33%28%28%30%29%29%28%27%26%25%25%19%14%12%

13%12%7%TobesuccessfulLearningnew

thingsHavingagood

timeSafety

andsecurityAhappyrelationshipAdvancingmy

careerMaking

myown

decisionsSocial

justiceAnhonest

andrespectable

lifeTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:

n=123,

jetline

users,n=509,

packagedholiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Arts

andliterature

are

relatively

prevalent

interests

of

jetline

usersConsumer

lifestyle:

main

interestsTop10

interestsofjetlineusersintheU.S.51%49%40%45%44%44%42%42%41%41%40%41%40%39%37%37%33%33%32%31%30%29%29%29%27%27%22%22%22%19%Health

&fitnessFood

&diningSportsMovies,TVshows&musicHome

&gardenReligion

&spiritualityScience

&technologyArts&literatureFamily

&parentingVehicles

&mobilityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=123,

jetline

users,n=509,

packaged

holiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

among

jetline

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofjetline

usersintheU.S.53%44%43%41%41%39%40%40%40%35%39%37%37%37%36%36%35%35%34%33%32%31%31%29%27%26%24%19%19%19%OutdooractivitiesReadingCooking/bakingDoing

sportsandfitnessVideo

gamingTravelingCars/vehiclesWritingGardeningandplantsPetsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=123,

jetline

users,n=509,

packagedholidaybookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023jetline

users

are

more

likely

to

play

American

football

than

other

packagedholiday

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofjetlineusersintheU.S.35%32%28%27%27%24%24%23%22%22%22%20%19%12%18%18%17%14%14%13%13%Golf11%9%9%10%8%7%5%5%4%AmericanFootball

/FlagFootballBasketballBaseball/SoftballCyclingDancingCricketSoccerBadmintonFitness,aerobics,cardioBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=70,

jetline

users,n=450,packaged

holiday

bookers,n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023jetline

users

are

more

likely

to

follow

cricket

than

other

packaged

holidaybookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byjetline

usersinthe

U.S.34%33%30%28%26%25%22%22%21%21%20%19%17%17%17%16%16%15%14%13%Golf11%10%8%7%7%6%5%4%2%Cricket2%Field

hockeyAmericanfootballBasketballBaseballBoxingSoccerAthleticsTennis(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=54,

jetline

users,n=381,packaged

holiday

bookers,n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

57%

of

jetline

users

book

spontaneously

via

their

smartphonewhen

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheU.S.57%50%49%

49%46%47%45%44%43%43%38%39%34%24%24%When

I’mtraveling,Ibook

accommodations,

traveling,sustainability

Iusemy

smartphonecarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

I’mon

vacation,Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,Ialways

lookforthecheapest

offerisimportant

tomeasaguideBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=123,

jetline

users,n=509,

packaged

holiday

bookers,n=10011,

all

respondentsConsumer

Insights

Global

as

of

August

202343%

of

jetline

users

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.43%39%37%28%26%26%25%18%17%14%12%8%4%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=123,

jetline

users,n=509,

packaged

holiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

jetline

users

think

that

civil

rights

are

issues

that

needto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

jetline

users42%42%40%37%35%37%34%32%35%35%30%

34%30%33%33%33%32%28%28%28%32%28%32%31%30%29%29%28%27%26%CivilrightsHealth

andsocial

securityEconomicsituationEnvironmentEducationImmigrationCrimeHousingClimatechangeFood

andwater

securityBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=123,

jetline

users,n=509,

packagedholiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

jetline

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users15%11%72%2%Category

usersAllrespondents20%19%57%4%21%28%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

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=123,

jetline

users,n=509,

packaged

holiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsjetline

users

access

the

internet

via

a

smartspeaker

more

often

than

theaverage

packaged

holiday

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet90%

90%89%79%76%75%75%68%69%67%65%65%63%61%60%57%56%54%53%49%48%46%37%35%33%26%26%SmartphoneTabletLaptopSmart

TVSmart

speakersCategory

usersSmartwatchStreaming

device

Gaming

consoleDesktop

PCBrand

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

booked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=123,

jetline

users,n=509,packaged

holiday

bookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

jetline

users

interact

with

companies

more

often

than

otherpackaged

holiday

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype50%53%54%

54%49%54%53%50%47%51%51%49%49%48%47%42%45%43%44%43%42%41%36%40%41%33%34%27%22%16%8%8%4%1%0%0%Commentedon

postsPostedpictures/videosLiked

postsbyotherusersLikedcompanypostsFollowedcompaniesFollowedpeopleSentprivatemessagesSharedpostsbyother

usersPosted

texts/statusSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

booked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=123,

jetline

users,n=509,

packaged

holiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023jetline

users

tend

to

read

daily

newspapers

more

often

than

packaged

holidaybookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks84%80%67%75%74%70%

71%69%68%66%66%64%63%

63%54%63%57%51%51%50%48%47%47%46%44%38%34%33%29%28%25%17%14%DigitalvideocontentTVMovies

/cinemaDailynewspapersMagazinesDigitalmusiccontentRadioPodcastsOnlinemagazinesWeeklynewspapersOnlinenewswebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=123,

jetline

users,n=509,

packagedholiday

bookers,

n=30180,

all

respondentsConsumer

Insights

Global

as

of

August

2023jetline

users

remember

seeing

ads

on

editorial

websites

and

apps

more

oftenthan

other

packaged

holiday

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherejetlineusersintheU.S.

havecome

across

digitaladvertisinginthepast4weeks54%50%50%48%44%49%49%48%46%45%45%43%43%41%38%37%37%37%36%34%34%33%29%29%28%27%23%22%14%11%Video

portalsSocial

media

Video

streaming

Video

games

Search

enginesservicesEditorialwebsitesandappsOnlinestoresMusicportalsWebsitesandappsof

brandsBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:n=123,

jetline

users,n=509,

packaged

holiday

bookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023jetline

users

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

packaged

holiday

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks59%58%54%50%50%43%49%37%48%41%47%47%46%35%44%42%34%33%33%32%29%19%18%16%OnTVOnadvertisingspacesInprinteddailynewspapersDirectly

inthestoreBy

mailshot

/

AtthemoviesOntheradioInprintedmagazinesandjournalsadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

a

package

holiday

fromin

the

past

12

months?’’;Multi

Pick;

Bas