墨西哥汽車租賃用戶分析報告：Alamo-外文版培訓課件2024.7

CONSUMERS&BRANDSCar

rental:

Alamo

customers

inMexicoConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAlamo

customers

in

Mexico:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,the

report

allows

thereader

tobenchmark

Alamocustomers

inMexico

(’’brandusers’’)

againstMexican

carrental

bookers

ingeneral(’’category

users’’),

and

the

overall

Mexican

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

the

extended

survey(including

Mexico)?

2,000+

forthe

basicsurveyThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

15%,

Alamo

is

one

of

the

top

5

car

rental

providers

inMexicoManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinMexicoExpediaHertz31%30%BAvis26%19%Alamo15%14%EuropcarBudget14%America

CarRentalNational

CarRentalDollar

CarRental12%11%9%4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=357

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Alamo

customers

in

MexicoManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAlamohasahighshareof

customersthatare

Millennialscompared

tothetotalonline

population.Learning

new

thingsismore

importanttoAlamocustomers

than

to

other

carrental

bookers.Itstands

out

that50%

ofAlamocustomers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.Snapchatis

more

popularamong

Alamocustomers

thantheaverage

carrentalbooker.Alamohasmore

male

than

femalecustomers.Alamocustomers

are

more

interested

infashionandbeautythan

other

carrental

bookers.Alamocustomers

remember

seeing

adson

search

engines

more

often

thanother

carrental

bookers.38%

ofAlamo

customers

areinnovatorsor

early

adopters

ofnew

products.Compared

tothe

average

consumer,Alamocustomers

are

more

likely

tohaveahighincome.Photography

isarelatively

popularhobbyamong

Alamo

customers.Arelatively

highshare

ofAlamocustomers

thinkthatpoverty

isanissuethatneeds

to

beaddressed.Alamocustomers

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

theaverage

consumer.5Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Alamo

has

a

high

share

of

customers

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAge

of

consumersinMexicoBrand

users29%56%15%0%Category

usersAllrespondents25%51%23%2%33%40%24%4%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=52

Alamo

customers,n=357

carrentalbookers,n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Alamo

has

more

male

than

female

customersDemographic

profile:

genderGenderofconsumersinMexicoBrand

users56%56%44%44%Category

usersAllrespondents52%48%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=52

Alamo

customers,n=357

carrentalbookers,

n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202481%

of

Alamo

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinMexico62%56%49%23%21%12%10%10%10%9%8%6%6%4%4%

4%4%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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=52

Alamo

customers,n=357

carrentalbookers,n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

the

average

consumer,

Alamo

customers

are

more

likely

to

have

ahigh

incomeDemographic

profile:

incomeShare

ofconsumersinMexicointhehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users56%29%15%Category

usersAllrespondents53%29%18%33%33%33%HighMiddleLow10

Notes: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=52

Alamo

customers,n=357

carrentalbookers,

n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Alamo

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinMexicolive54%46%31%24%21%19%17%17%12%10%8%8%6%6%6%4%4%4%2%

2%Other0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes: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=52

Alamo

customers,

n=357

carrentalbookers,

n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Alamo

customers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

the

average

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinMexico34%33%33%27%25%23%22%18%18%13%12%11%8%6%6%

6%4%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=52

Alamo

customers,n=357

carrentalbookers,n=12,166

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202417%

of

Alamo

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinMexicoBrand

users17%83%0%Category

usersAllrespondents7%7%90%89%3%4%YesNoWould

rathernot

say13

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=52

Alamo

customers,

n=357

carrentalbookers,n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedLearning

new

things

is

more

important

to

Alamo

customers

than

to

other

carrental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinMexico59%57%56%44%45%41%39%35%35%38%37%37%30%35%35%32%33%31%31%29%26%17%19%15%11%9%8%7%6%6%Anhonest

andrespectable

lifeLearningnew

thingsSafety

andsecurityTobesuccessfulAhappyrelationshipMaking

myown

decisionsAdvancingmy

careerHavingagood

timeTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:’’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=52Alamo

customers,n=357

carrentalbookers,

n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Alamo

customers

are

more

interested

in

fashion

and

beauty

than

other

carrental

bookersConsumer

lifestyle:

main

interestsTop10

interestsofAlamo

customersinMexico68%65%63%63%62%62%58%57%57%56%56%55%55%46%54%54%54%51%51%49%48%47%37%46%46%44%41%37%39%28%Science

&technologyMovies,TVshows&musicTravelFood

&diningHealth

&fitnessFinance&economySportsVehicles

&mobilityCareer

&educationFashion&beautyBrand

usersCategory

usersAllrespondents16

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=52

Alamo

customers,n=357

carrentalbookers,

n=12,166

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Photography

is

a

relatively

popular

hobby

among

Alamo

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAlamocustomers

inMexico67%64%62%56%54%52%52%50%

50%50%49%42%48%46%45%45%44%44%43%43%43%42%40%38%36%36%34%30%26%25%TravelingVideo

gamingTech

/computersDoing

sportsandfitnessShoppingOutdooractivitiesReadingCooking/bakingCars/vehiclesPhotographyBrand

usersCategory

usersAllrespondents17

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=52

Alamo

customers,

n=357

carrentalbookers,

n=12,166

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Alamo

customers

are

more

likely

to

go

dancing

than

other

car

rental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAlamo

customers

inMexico37%37%35%34%27%24%23%22%22%21%

21%21%19%18%15%15%14%13%13%12%12%12%10%9%9%9%7%7%7%4%Running/joggingSoccerBasketballCyclingFitness,aerobics,

cardioYoga

/pilatesDancingSwimming/DivingHikingTennisBrand

usersCategory

usersAllrespondents18

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=36

Alamo

customers,n=235

carrentalbookers,

n=6,331

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Alamo

customers

are

more

likely

to

followboxing

than

other

car

rental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAlamocustomers

inMexico46%44%40%38%36%32%29%28%27%23%20%20%19%17%17%17%17%15%15%15%14%13%13%12%8%8%8%8%7%4%SoccerAmericanfootballBoxingBasketballTennisMixedMartial

ArtsMotorsportsVolleyballCyclingBaseballBrand

usersCategory

usersAllrespondents19

Notes:’’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=28

Alamo

customers,n=198

carrentalbookers,

n=4,730

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20It

stands

out

that

50%

of

Alamo

customers

say

that

when

it

comes

to

traveling,sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inMexico71%65%63%63%57%53%50%45%37%38%34%33%30%31%25%When

I’mtraveling,Ibook

accommodations,carrentals,etc.Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mon

vacation,Iusemy

smartphone

traveling,sustainability

traveling,Ialways

lookWhen

itcomes

toWhen

itcomes

toasaguideisimportant

tomeforthecheapest

offerspontaneously

viamysmartphoneBrand

usersCategory

usersAllrespondents21

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=52

Alamo

customers,n=357

carrentalbookers,

n=2,025

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202438%

of

Alamo

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinMexico42%40%36%35%28%24%22%18%13%13%12%8%4%4%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes: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=52

Alamo

customers,n=357carrentalbookers,

n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Alamo

customers

think

that

povertyis

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

MexicoaccordingtoAlamo

customers75%73%69%65%59%63%57%55%55%60%60%52%48%53%52%47%44%49%47%46%46%41%38%

38%44%41%40%38%

33%31%CrimePovertyEducationUnemployment

Rising

prices/inflation/EconomicsituationEnvironmentHealth

andsocial

securityClimatechangeFood

andwater

securitycost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:’’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=52

Alamo

customers,n=357

carrentalbookers,n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Alamo

customers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinMexicoBrand

users25%23%48%4%Category

usersAllrespondents28%32%33%7%26%30%28%16%LeftCenterRightPrefer

notto

answer24

Notes: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=52

Alamo

customers,n=357

carrentalbookers,n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsSnapchat

is

morepopular

among

Alamo

customers

than

the

average

car

rentalbookerMarketing

touchpoints:social

media

usageSocial

mediausageinMexicobybrand94%100%100%93%83%83%83%81%67%81%72%75%67%51%67%58%56%42%42%40%38%35%30%24%13%17%16%17%15%6%FacebookTikTokInstagram

YouTubeBrand

usersPinterestSnapchat

X(Twitter)LinkedInTwitchRedditCategory

usersAllrespondents26

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=12

Alamo

customers,

n=72

carrentalbookers,n=3039

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Alamo

customers

tend

to

read

magazines

more

often

than

car

rental

bookers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinMexicohavebeen

using

inthepast4weeks92%90%79%85%83%80%

81%77%67%69%

68%69%69%67%64%62%63%47%57%44%54%52%50%45%44%29%41%29%40%27%19%7%4%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentRadioPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=52

Alamo

customers,n=357

carrentalbookers,n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Alamo

customers

remember

seeing

ads

on

search

engines

more

often

thanother

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAlamo

customersinMexicohavecome

across

digitaladvertisinginthepast4weeks77%70%60%57%58%54%50%46%

46%50%50%46%34%45%42%41%37%38%30%34%35%35%31%31%29%27%25%18%18%10%Video

portalsOnlinestores

Video

streaming

Search

engines

Video

gamesservicesSocial

mediaMusicportalsWebsitesandappsof

brandsPodcastsBlogs/forumsBrand

usersCategory

usersAllrespondents28

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=52

Alamo

customers,n=357

carrentalbookers,

n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Alamo

customers

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinMexicohavecome

across

non-digital

advertisinginthepast4weeks65%64%56%56%52%50%48%44%

44%41%

40%30%39%38%31%36%35%31%23%30%26%22%20%16%OnTVOntheradioOnadvertisingspacesDirectly

inthe

storeInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies

By

mailshot

//cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;Base:n=52

Alamo

customers,n=357

carrentalbookers,

n=12,166

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandin