德國(guó)共享汽車租車stadtmobil用戶市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSCar

sharing:

stadtmobil

users

inGermanyConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofstadtmobil

users

inGermany:

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

tobenchmark

stadtmobilusers

inGermany

(’’brandusers’’)

againstGerman

carsharingusers

ingeneral(’’category

users’’),

and

theoverall

German

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56

countriesNumberofrespondents:?

12,000+

forcountries

with

the

extended

survey(including

Germany)?

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

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsstadtmobil

ranks

outside

the

top

10

of

most

used

car

sharing

services

inGermanyManagement

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

stadtmobil

declined

by6

percentage

pointssince

Q1of

2022Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

stadtmobil17%16%15%15%12%11%11%11%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=32-

55

stadtmobil

users,n=208

-

485

carsharing

usersConsumer

Insights

Global

as

of

August

2023Sources:stadtmobil

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsstadtmobil

ismore

popularamongMillennials

than

other

carsharingservices.Havingagood

timeisless

important

tostadtmobil

usersthanto

other

carsharingusers.Itstands

out

that55%

ofstadtmobilusers

trytooptformoreenvironmentally-friendly

means

oftransportation.stadtmobil

usersaccess

theinternet

viaasmart

speaker

more

often

thantheaverage

carsharing

user.Similartoother

carsharing

services,stadtmobil

hasahigh

share

ofmaleusers.Traveling

isarelatively

prevalentinterest

of

stadtmobilusers.stadtmobil

userstend

to

post

picturesandvideos

onlinemore

often

thanother

carsharingusers.31%

ofstadtmobil

users

areinnovatorsor

early

adopters

ofnew

products.Traveling

isarelatively

popularhobbyamong

stadtmobil

users.stadtmobil

hasalarger

shareof

userswith

ahigh

income

than

other

carsharingservices.Arelatively

highshare

ofstadtmobilusers

think

thatclimate

changeisanissuethatneedstobeaddressed.stadtmobil

usersremember

seeing

adson

blogs

and

forums

more

often

thanother

carsharingusers.stadtmobil

usersare

more

likely

toliveinlargecities

than

carsharingusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+stadtmobil

ismore

popular

among

Millennials

than

other

car

sharing

servicesDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users24%24%64%9%4%4%Category

usersAllrespondents56%17%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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Similar

to

other

car

sharing

services,

stadtmobil

has

a

high

share

of

male

usersDemographic

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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

stadtmobil

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany38%31%27%25%21%20%19%18%16%16%14%12%12%11%7%5%2%Lower

secondary

Uppersecondary2%1%

1%0%Noformaleducation

/primary

schoolTechnical

/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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023stadtmobil

has

a

larger

share

of

users

with

a

high

income

than

other

car

sharingservicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users60%22%18%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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

stadtmobil

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinGermany

live55%38%29%26%24%19%16%16%11%9%9%7%7%

7%7%5%4%4%3%2%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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023stadtmobil

users

are

more

likely

to

live

in

large

cities

than

car

sharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany55%38%30%26%24%22%21%17%16%15%12%10%5%5%4%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=55,

stadtmobil

users,n=485,

carsharing

users,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

stadtmobil

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users11%10%80%84%9%Category

usersAllrespondents7%7%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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

is

less

important

to

stadtmobil

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%43%42%42%42%40%40%38%34%33%37%36%36%35%34%34%30%25%24%27%23%22%22%21%20%20%14%13%11%10%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulMaking

myown

decisionsHavingagood

timeSocial

justiceAdvancingmy

careerLearningnew

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=55,stadtmobil

users,

n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relativelyprevalent

interest

of

stadtmobil

usersConsumer

lifestyle:

main

interestsTop10

interestsofstadtmobil

usersinGermany58%53%49%45%

42%40%43%42%42%42%40%40%40%38%38%36%36%35%27%34%32%30%28%28%27%26%26%25%19%11%TravelMovies,TVshows&musicHealth

&fitnessSportsCareer

&educationFashion&beautyFinance&economyFamily

&parentingGaming

&eSportsArts&literatureBrand

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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

allrespondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

popular

hobby

among

stadtmobil

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofstadtmobil

usersinGermany64%62%49%47%46%44%37%38%42%38%42%41%40%40%40%36%36%35%35%34%32%30%28%28%25%25%24%24%19%17%OutdooractivitiesTravelingDoing

sportsandfitnessCars/vehiclesTech

/computersCooking/bakingSocializingGardeningandplantsDIYandarts&craftsPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

allrespondentsConsumer

Insights

Global

as

of

August

2023stadtmobil

users

are

more

likely

to

go

cycling

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofstadtmobil

usersinGermany35%31%27%25%24%24%24%20%20%19%18%18%18%17%16%16%16%15%15%15%14%14%9%9%8%6%6%5%3%3%CyclingFitness,aerobics,cardioBasketballRunning/JoggingSoccerSwimming/DivingGolfHunting/FishingBadmintonDancingBrand

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=38,

stadtmobil

users,n=277,

carsharing

users,n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

2023stadtmobil

users

are

more

likely

to

follow

basketball

than

other

car

sharingusersConsumer

lifestyle:

sports

followedTop10

sports

followed

bystadtmobil

usersinGermany33%25%24%22%21%16%16%15%15%13%13%13%13%12%10%10%9%7%8%7%7%6%6%6%5%4%4%2%2%Baseball1%BasketballSoccerCyclingGolfAmericanfootballBoxingField

hockeyHandballSwimming/divingBrand

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=23,

stadtmobil

users,n=176,

carsharingusers,n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

55%

of

stadtmobil

users

try

to

opt

for

more

environmentally-friendly

means

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinGermany55%51%47%44%35%34%33%33%33%28%26%24%24%24%19%Itrytooptformoreenvironmentally-friendly

transportation

systemmeans

oftransportation

inmy

area

isgoodThepublicIcanimagineusingaself-driving

taxiDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

IliveBrand

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=55,

stadtmobil

users,n=485,

carsharing

users,n=2989,

all

respondentsConsumer

Insights

Global

as

of

August

202331%

of

stadtmobil

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany49%43%37%37%27%21%18%16%15%11%9%9%4%2%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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

stadtmobil

users

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingGermany

accordingto

stadtmobil

users56%45%44%44%39%39%39%37%37%37%36%35%34%33%32%31%29%22%27%27%24%26%26%25%25%25%24%21%19%12%Climatechange

EnvironmentRising

prices/inflation/cost

of

livingHealth

andsocial

securityHousingUnifyingthecountryCivilrightsEconomicsituationPovertyUnemploymentBrand

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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023stadtmobil

users

tend

to

have

moreleft

leaning

political

views

than

other

carsharing

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users31%38%27%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=55,

stadtmobil

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

touchpointsstadtmobil

users

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

car

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet91%89%87%82%75%73%71%67%65%60%60%56%55%53%53%52%51%51%50%44%43%42%41%33%27%26%24%SmartphoneLaptopDesktop

PCSmart

TVGaming

console

Smart

speakers

Streaming

deviceSmartwatchTabletBrand

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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023stadtmobil

users

tend

to

post

pictures

and

videos

online

more

often

than

othercar

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype64%56%53%49%55%54%49%40%47%44%39%44%36%43%43%39%30%35%35%35%33%27%32%31%31%28%16%26%19%12%11%8%5%5%2%

2%Postedpictures/videosCommented

Posted

texts

SentprivateFollowedpeopleLiked

postsbyotherusersSharedpostsbyother

usersSharedcompanypostsLikedcompanypostsFollowedIhaveonly

Ihaven’t

usedon

posts/statusupdatesmessagescompanies

used

social

social

mediamediapassivelyBrand

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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023stadtmobil

users

tend

to

read

online

news

websites

more

often

than

car

sharingusers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinGermany

havebeen

using

inthepast4weeks85%79%

76%

79%78%67%76%76%67%67%73%66%61%58%57%56%48%48%47%47%46%45%41%39%39%37%36%30%29%28%21%

22%18%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesMovies

/cinemaPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapersBrand

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=55,

stadtmobil

users,n=485,

carsharing

users,

n=35994,all

respondentsConsumer

Insights

Global

as

of

August

2023stadtmobil

users

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

car

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherestadtmobil

usersinGermany

havecome

across

digitaladvertisinginthepast4weeks49%48%45%45%42%41%40%36%41%40%40%40%38%36%36%35%35%33%31%30%29%29%28%24%26%24%24%21%19%12%OnlinestoresVideo

portals

Video

streamingservicesEditorialwebsitesandappsSearch

engines

Video

gamesBlogs/forumsWebsitesandappsof

brandsSocial

mediaOtherappsBrand

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=55,

stadtmobil

users,n=485,

carsharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023stadtmobil

users

remember

ads

they

saw

out-of-home

less

often

than

other

carsharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks51%48%44%42%34%40%

40%39%38%38%36%30%36%35%35%35%34%33%33%31%30%26%26%14%OnTVOntheradioAtthemovies

By

mailshot

/Directly

inthestoreOnadvertisingspacesInprinteddailynewspapersInprintedmagazinesandjournals/cinemaadvertisingmailon

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;

Base: