南非外卖服务网站ocean basket用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSRestaurant

delivery:

OceanBasket

users

in

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofOcean

Basket

users

inSouthAfrica:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Ocean

Basket

users

inSouthAfrica(’’brandusers’’)

againstSouthAfricanrestaurant

delivery

usersingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insights<h1_brand_usage>Management

summary:

brandusageand

competitionTop10

most

used

restaurant

delivery

servicesinSouth

AfricaDebonairs

Pizza66%64%63%Mr

DFoodKFCUber

Eats58%McDelivery

(McDonald’s

delivery

service)34%32%32%Nando’sSteersBolt

Food24%22%22%Roman’s

PizzaFishaways4Notes:"Which

ofthese

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=541,

restaurantdelivery

usersConsumer

Insights

Global

as

of

August

2023Sources:OceanBasket

users

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsOcean

Basket

ismore

popularamongMillennials

thanother

restaurantdelivery

services.Ahappy

relationship

isless

important

to

Itstands

out

that50%

ofOcean

BasketOcean

Basket

usersaccess

theinternetviaasmartwatch

more

often

thantheaverage

restaurant

delivery

user.Ocean

Basket

usersthanto

otherrestaurant

delivery

users.users

areoften

frustrated

byunexpected

extra

fees.Ocean

Basket

ismore

popularamongfemale

restaurant

delivery

users

thanmale

restaurant

delivery

users.Traveling

isarelatively

prevalentinterest

of

Ocean

Basket

users.56%

ofOcean

Basket

users

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Ocean

Basket

usersinteract

with

companies

more

oftenthan

other

restaurant

delivery

users.Meditation

or

wellness

are

relativelypopularhobbiesamong

Ocean

Basketusers.Ocean

Basket

hasalarger

shareofusers

with

ahigh

income

thanotherrestaurant

delivery

services.Arelatively

highshare

ofOcean

Basketusers

think

thatimmigration

is

anissuethatneeds

to

beaddressed.Ocean

Basket

usersremember

seeingadson

editorial

websites

and

appsmore

often

than

other

restaurantdelivery

users.Ocean

Basket

usersare

more

likely

toliveinmegacities

thanrestaurantdelivery

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+OceanBasket

is

more

popular

among

Millennials

than

other

restaurant

deliveryservicesDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users20%61%19%0%Category

usersAllrespondents35%36%45%18%2%43%18%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,all

respondentsSources:Consumer

Insights

Global

as

of

August

2023OceanBasket

is

more

popular

among

female

restaurant

delivery

users

thanmale

restaurant

delivery

usersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users44%56%Category

usersAllrespondents52%54%48%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

thepast

12

months?";

Multi

Pick;

Base:

n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

OceanBasket

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa59%41%35%35%29%22%20%16%14%11%4%

5%2%2%1%

1%0%

0%1%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

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:OceanBasket

has

a

larger

share

of

users

with

a

high

income

than

otherrestaurant

delivery

servicesDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users77%18%5%Category

usersAllrespondents40%35%25%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

online

providersofrestaurantand

fooddeliveryhave

youused

in

the

past

12

months?";

Multi

Pick;Base:n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

restaurant

delivery

users,

Ocean

Basket

users

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive39%30%28%23%20%19%17%16%13%11%11%11%9%9%9%8%6%6%6%5%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

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12months?";

Multi

Pick;Base:n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023OceanBasket

users

are

more

likely

to

live

in

megacities

than

restaurant

deliveryusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa34%34%33%22%21%21%16%16%16%14%14%13%10%8%8%8%6%

6%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

online

providers

ofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Ocean

Basket

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users8%9%8%84%83%8%8%Category

usersAllrespondents81%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

OceanBasket

users

than

to

otherrestaurant

delivery

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa62%61%56%49%47%41%45%42%41%41%41%36%29%27%29%30%28%23%27%25%23%11%16%13%13%13%9%8%8%7%TobesuccessfulSafety

andsecurityAnhonest

andrespectable

lifeLearningnew

thingsAhappyrelationshipAdvancingmy

careerMaking

myown

decisionsHavingagood

timeTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";Multi

Pick;Base:n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

prevalent

interest

of

OceanBasket

usersConsumer

lifestyle:

main

interestsTop10

interestsofOcean

Basket

usersinSouth

Africa78%75%75%72%72%70%69%69%62%62%59%59%57%55%53%54%53%52%51%51%51%49%43%44%44%42%38%37%37%37%TravelFood

&diningHealth

&fitnessCareer

&educationFinance&economyMovies,TVshows&musicFashion&beautyScience

&technologyFamily

&parentingReligion

&spiritualityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

providersofrestaurantand

fooddeliveryhave

youused

in

the

past

12

months?";

Multi

Pick;Base:n=64,

Ocean

Basketusers,n=541,restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Meditation

or

wellness

are

relatively

popular

hobbies

among

Ocean

BasketusersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofOcean

Basket

usersinSouth

Africa70%66%64%64%63%54%55%54%53%52%52%50%49%48%43%43%42%42%38%37%37%36%34%31%31%29%28%28%26%25%Cooking/bakingReadingOutdooractivitiesTravelingSocializingTech

/computersCars/vehiclesDIYandarts&craftsMeditation/wellnessDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=64,

Ocean

Basketusers,n=541,restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023OceanBasket

users

are

more

likely

to

go

running

or

jogging

than

otherrestaurant

delivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofOcean

Basket

usersinSouth

Africa38%38%33%30%30%30%28%20%20%19%19%18%18%17%17%16%15%14%14%12%13%11%10%10%10%9%8%8%8%7%Fitness,aerobics,cardioRunning/JoggingHikingDancingSoccerSwimming/DivingYoga

/PilatesCyclingCricketHunting/FishingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=48,

Ocean

Basketusers,n=626,

restaurantdelivery

users,n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

202344%

of

OceanBasket

users

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byOceanBasket

usersinSouth

Africa44%38%36%33%32%28%25%22%21%20%20%20%19%19%17%17%16%13%13%13%12%11%11%11%9%9%9%6%6%4%SoccerRugbyCricketSwimming/divingAthletics(track&field)BasketballMotorsportsBoxingCyclingTennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

providers

ofrestaurant

and

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=34,

OceanBasketusers,n=540,

restaurantdelivery

users,n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

services•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

50%

of

Ocean

Basket

users

are

often

frustrated

byunexpected

extra

feesConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinSouth

Africa84%75%67%64%61%58%56%50%43%41%32%27%16%7%7%Igladlypayforservices

thatmakemy

throughmy

smartphonelifemore

convenientIlikeorganizing

mylife

Iprefer

touseservicesIamoften

frustratedbyunexpected

extrafees

attheend

ofaservice

bookingI’moften

unsatisfiedwhere

Icanhaveapersonal

contactwith

servicesBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=2036,

all

respondentsConsumer

Insights

Global

as

of

August

202356%

of

OceanBasket

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa48%41%39%27%24%20%18%18%

18%15%9%8%8%4%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=64,Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

OceanBasket

users

think

that

immigration

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoOceanBasket

users89%88%86%82%78%83%76%72%81%78%74%68%77%68%62%62%66%66%60%55%64%60%56%49%45%55%53%47%38%35%UnemploymentPovertyRising

prices/inflation/cost

of

livingCrimeEconomicsituationFood

andwater

securityGovernmentdebtEducationHousingImmigrationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023OceanBasket

users

tend

to

have

moreleft

leaning

political

views

than

otherrestaurant

delivery

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users41%34%20%5%Category

usersAllrespondents32%31%23%14%29%30%23%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

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=64,

Ocean

Basketusers,n=541,

restaurant

delivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsOceanBasket

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

restaurant

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet97%95%94%91%85%77%70%66%61%56%50%48%48%47%47%43%41%36%34%30%25%24%22%20%19%13%12%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

console

Streaming

deviceAllrespondentsSmartwatchSmart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

providers

of

restaurantand

fooddelivery

have

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=64,

OceanBasketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

OceanBasket

users

interact

with

companies

more

often

thanother

restaurant

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype91%72%89%69%80%74%67%77%75%75%73%58%72%68%61%70%54%70%64%62%55%46%54%46%52%52%48%45%32%27%6%4%1%0%

1%0%FollowedpeopleCommented

Liked

postsLikedcompanypostsSharedpostsbyother

usersFollowedcompaniesPostedpictures/videosSentprivate

Posted

textsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersmessages/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

of

restaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=64,

OceanBasketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023OceanBasket

users

tend

to

read

online

magazines

more

often

than

restaurantdelivery

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks94%84%94%86%77%84%70%80%78%70%70%69%60%65%63%59%52%49%48%45%44%33%40%39%37%29%34%18%34%30%20%27%17%TVDigitalvideocontentRadioDigitalmusiccontentPodcastsOnlinenewswebsitesOnlinemagazinesDailynewspapersMovies

/cinemaMagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

ofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=64,

Ocean

Basketusers,n=541,

restaurantdelivery

users,n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023OceanBasket

users

remember

seeing

ads

on

editorial

websites

and

apps

moreoften

than

other

restaurant

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereOcean

Basket

usersinSouth

Africahave

come

across

digital

advertisinginthepast4weeks78%75%73%68%66%66%66%63%60%60%44%59%55%54%53%52%50%43%42%43%40%38%37%35%33%31%30%26%23%20%Social

mediaVideo

portalsOnlinestores

Search

enginesWebsitesandappsof

brandsVideo

games

Video

streamingservicesOtherappsMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

providers

ofrestaurant

and

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;

Base:n=64,

OceanBasketusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023OceanBasket

users

remember

ads

they

got

by

mail

more

often

than

otherrestaurant

delivery

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks64%61%58%52%55%53%51%48%45%44%44%

44%33%41%37%30%28%

28%26%27%26%21%13%9%OnTVOntheradioOnadvertising

By

mailshot

/Directly

inthestoreInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

providersof

restaurantand

fooddelivery