德國共享汽車-租車ford carsharing用戶市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSCar

sharing:

Ford

Carsharingusers

in

GermanyConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFord

Carsharingusers

inGermany:

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

toNumberofrespondents:benchmark

Ford

Carsharingusers

inGermany

(’’brandusers’’)

againstGerman

carsharingusers

ingeneral(’’category

users’’),

and

theoverall

German

onliner,labelled

as’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

the

extended

survey(including

Germany)?

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

insightsFord

Carsharing

ranksthird

among

car

sharing

services

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesinGermanySHARENOWFlinkster30%24%23%22%22%21%Ford

CarsharingApp2drivecambiocarsharingMILESSixtShare18%Getaround17%SnappCar13%13%Greenwheels4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=485,

carsharing

usersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

car

sharing

users

using

Ford

Carsharing

grew

by

9

percentagepoints

since

Q2

of

2021Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

Ford

Carsharing23%22%19%18%16%16%15%15%14%2021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=31-

111

FordCarsharing

users,n=214

-

485

carsharing

usersConsumer

Insights

Global

as

of

August

2023Sources:Ford

Carsharing

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFord

Carsharing

ismore

popularamong

Being

successful

ismore

important

toItstands

out

thatonly

33%

ofFordCarsharingusers

thinkthatthepublictransportation

system

intheirarea

isgood.Ford

Carsharing

users

access

theinternet

viaadesktop

PCmore

oftenthan

theaverage

carsharinguser.Millennials

than

other

carsharingservices.Ford

Carsharing

users

thantoother

carsharingusers.Similartoother

carsharing

services,Ford

Carsharing

hasahigh

share

ofmale

users.Gaming

and

eSports

are

relativelyprevalent

interests

of

Ford

Carsharingusers.Onsocial

media,

Ford

Carsharingusersinteract

with

companies

more

oftenthan

other

carsharingusers.32%

ofFord

Carsharingusers

areinnovators

or

early

adopters

ofnewproducts.Ford

Carsharing

hasalarger

shareofCarsor

vehicles

are

relatively

popularFord

Carsharing

users

remember

seeingadson

blogs

and

forums

more

oftenthan

other

carsharingusers.users

with

ahigh

income

thanother

car

hobbiesamong

Ford

Carsharingusers.sharingservices.Arelatively

highshare

ofFordCarsharingusers

thinkthatunifying

thecountry

isanissuethatneedstobeaddressed.Ford

Carsharing

usersare

more

likely

toliveincities

withover

1millioninhabitants

than

carsharingusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Ford

Carsharing

is

more

popular

among

Millennials

than

other

car

sharingservicesDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users23%24%68%9%

0%Category

usersAllrespondents56%17%4%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Similar

to

other

car

sharing

services,Ford

Carsharing

has

a

high

share

of

maleusersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users65%35%Category

usersAllrespondents61%39%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Ford

Carsharing

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany35%31%27%26%25%21%19%18%14%14%13%

12%12%11%6%5%5%2%1%

1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,

n=485,

carsharingusers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ford

Carsharing

has

a

larger

share

of

users

with

a

high

income

than

other

carsharing

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users62%18%20%Category

usersAllrespondents47%26%26%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Ford

Carsharing

users

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinGermany

live48%38%29%26%24%19%16%14%12%11%10%9%8%7%

7%5%5%4%4%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ford

Carsharing

users

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

car

sharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany40%38%38%30%26%24%21%17%16%14%12%10%6%5%3%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=111,

FordCarsharing

users,n=485,

carsharing

users,

n=35994,

allrespondentsConsumer

Insights

Global

as

of

August

202311%

of

Ford

Carsharing

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users11%10%83%84%6%7%Category

usersAllrespondents7%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedBeing

successful

is

more

important

to

Ford

Carsharing

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%47%43%42%42%39%37%36%36%35%35%

36%31%34%34%34%30%28%25%23%23%20%23%21%20%20%19%14%11%10%Tobesuccessful

Anhonest

andrespectable

lifeAhappyrelationshipSafety

andsecurityHavingagood

timeMaking

myown

decisionsAdvancingmy

careerSocial

justiceLearningnew

thingsTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Ford

Carsharing

usersConsumer

lifestyle:

main

interestsTop10

interestsofFord

Carsharing

usersinGermany49%43%42%42%42%41%41%40%34%38%36%36%35%35%34%35%34%32%32%32%32%32%31%

30%26%30%28%27%27%11%SportsGaming

&eSportsHealth

&fitnessTravelPolitics&societyandcurrentworld

eventsMovies,TVshows&musicCareer

&educationFinance&economyScience

&technologyFashion&beautyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

allrespondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Ford

Carsharing

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFord

Carsharing

usersinGermany47%46%42%42%41%40%40%40%38%37%36%36%35%35%34%32%28%32%32%32%32%31%31%

30%26%24%28%27%25%17%Cars/vehiclesOutdooractivitiesDoing

sportsandfitnessTech

/computersCooking/bakingReadingSocializingTravelingVideo

gamingDIYandarts&craftsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

allrespondentsConsumer

Insights

Global

as

of

August

2023Ford

Carsharing

users

are

more

likely

to

play

basketball

than

other

car

sharingusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFord

Carsharing

usersinGermany26%24%

25%20%19%18%18%18%18%18%17%17%16%16%15%15%15%15%14%14%10%8%8%7%6%5%3%2%2%2%CricketBasketballFitness,aerobics,cardioAmericanFootball

/BadmintonRunning/JoggingSwimming/DivingCyclingBaseball/SoftballGolfFlagFootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=57,

FordCarsharing

users,n=277,

carsharingusers,n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ford

Carsharing

users

are

more

likely

to

follow

baseball

than

other

car

sharingusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFordCarsharing

usersinGermany25%24%21%20%16%16%14%14%14%13%12%12%11%10%10%10%9%8%7%8%7%6%6%6%5%5%5%2%2%1%CricketBasketballBaseballSoccerCyclingAmericanfootballGolfAthletics(track&

field)BoxingIceHockeyBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=46,

FordCarsharing

users,n=176,

carsharing

users,n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

only

33%

of

Ford

Carsharing

users

think

that

the

publictransportation

system

in

their

area

is

goodConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinGermany47%44%43%39%35%34%33%33%32%33%29%28%26%24%19%Itrytooptformoreenvironmentally-friendlymeans

oftransportationIcanimagineusingaself-driving

taxiThepublictransportation

systeminmy

area

isgoodThere

are

notenough

parkingspaces

where

IliveDriving

carsisbadfortheenvironmentBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,n=485,

carsharing

users,n=2989,

allrespondentsConsumer

Insights

Global

as

of

August

202332%

of

Ford

Carsharing

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany46%43%37%37%32%21%18%16%15%14%9%8%2%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Ford

Carsharing

users

think

that

unifying

the

country

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingGermany

accordingto

FordCarsharing

users56%35%33%39%39%39%37%36%

37%34%33%32%31%29%29%28%28%28%27%24%21%24%23%23%21%20%18%14%19%12%EnvironmentEconomicsituationRising

prices

Climatechange/inflation/Health

andsocial

securityHousingUnifyingthecountryCivilrightsDefense

&foreign

affairsTerrorismcost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Ford

Carsharing

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users22%34%41%4%Category

usersAllrespondents26%39%27%8%22%43%17%18%LeftCenterRightPrefer

nottoanswer25

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

carsharing

providers

haveyouused

in

the

past

12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,

n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsFord

Carsharing

users

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

car

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet91%87%84%75%70%70%67%65%63%60%60%55%54%53%52%50%50%50%45%44%43%42%41%33%27%26%24%SmartphoneDesktop

PCLaptopSmart

TVGaming

console

Streaming

deviceSmartwatchTabletSmart

speakersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Ford

Carsharing

users

interact

with

companies

more

oftenthan

other

car

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype54%53%49%47%43%40%44%44%43%43%41%41%40%39%39%37%36%36%36%33%

33%27%33%32%30%28%26%19%16%12%11%8%5%2%2%1%Commentedon

postsPostedpictures/videosFollowedpeopleSentprivate

Liked

postsLikedcompanypostsPosted

texts/statusSharedcompanypostsSharedpostsbyother

usersFollowedIhaveonly

Ihaven’t

usedmessagesbyotheruserscompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ford

Carsharing

users

tend

to

read

magazines

more

often

than

car

sharingusers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinGermany

havebeen

using

inthepast4weeks80%

76%79%78%71%70%

67%67%67%66%64%63%57%

57%56%55%54%48%37%48%47%47%46%43%

41%36%41%30%30%22%29%28%18%TVDigitalvideocontentRadioMagazinesMovies

/cinemaPodcastsOnlinemagazinesDigitalmusiccontentDailynewspapersOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:

n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ford

Carsharing

users

remember

seeing

ads

on

blogs

andforums

more

oftenthan

other

car

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFord

Carsharing

usersinGermany

havecome

across

digitaladvertisinginthepast4weeks48%41%38%42%41%40%36%40%40%40%40%39%38%36%26%36%34%34%31%32%30%30%29%29%24%24%21%19%16%12%Video

portals

Video

streaming

Video

gamesservicesOnlinestoresSocial

mediaWebsitesandappsof

brandsBlogs/forumsEditorialwebsitesandappsSearch

engines

MusicportalsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;

Base:

n=111,

FordCarsharing

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202353%

of

Ford

Carsharing

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks53%48%44%41%42%34%41%30%41%40%39%38%38%33%38%36%36%34%31%30%26%26%26%14%OnTVOnadvertising

AtthemoviesOntheradioInprintedmagazinesandjournalsDirectly

inthestoreBy

mailshot

/advertisingmailInprinteddailynewspapersspaces/cinemaon

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in