南非外卖服务网站wimpy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:

Wimpyusers

in

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofWimpy

usersinSouthAfrica:

whotheyare;

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

Wimpy

users

inSouth

Africa(’’brandusers’’)

againstSouthAfricanrestaurant

delivery

usersingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

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

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWimpy

ranks

outside

the

top

10

of

most

used

restaurant

delivery

services

inSouth

AfricaManagement

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:Wimpy

users

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsWimpy

is

more

popularamongMillennials

thanother

restaurantdelivery

services.Ahappy

relationship

isless

important

to

Itstands

out

that54%

ofWimpy

usersWimpy

users

access

theinternet

viaatabletmore

often

thantheaveragerestaurant

delivery

user.Wimpy

users

thantootherrestaurantdelivery

users.refer

to

useservices

withpersonalcontact.Wimpy

is

more

popularamong

femalerestaurant

delivery

users

thanmalerestaurant

delivery

users.Financeand

economy

arerelativelyprevalent

interests

of

Wimpy

users.54%

ofWimpy

usersare

innovators

orearly

adoptersof

new

products.Onsocial

media,

Wimpy

users

interactwith

companies

more

often

than

otherrestaurant

delivery

users.Outdooractivities

arearelativelypopularhobbyamong

Wimpy

users.Arelatively

highshare

ofWimpy

usersthink

thattheeconomic

situationisanissuethatneedstobeaddressed.Wimpy

hasalarger

share

ofusers

withahighincome

than

other

restaurantdelivery

services.Wimpy

users

remember

seeing

adsinvideo

games

more

often

thanotherrestaurant

delivery

users.Wimpy

users

aremore

likely

to

live

incitieswith

over

1million

inhabitantsthan

restaurant

delivery

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Wimpy

is

more

popular

among

Millennials

than

other

restaurant

deliveryservicesDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users34%35%36%55%11%

0%Category

usersAllrespondents45%43%18%2%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=76,

Wimpy

users,n=541,

restaurantdelivery

users,n=12205,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Wimpy

is

more

popular

among

female

restaurant

delivery

users

than

malerestaurant

delivery

usersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users42%58%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=76,

Wimpy

users,n=541,

restaurantdelivery

users,n=12205,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Wimpy

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa49%41%35%35%29%22%20%18%18%14%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=76,

Wimpy

users,n=541,restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Wimpy

has

a

larger

share

of

users

with

a

high

income

than

other

restaurantdelivery

servicesDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users61%23%16%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=76,

Wimpy

users,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

restaurant

delivery

users,

Wimpyusers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive33%30%28%23%20%20%17%

17%16%13%11%11%9%9%8%8%6%6%5%5%4%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=76,

Wimpy

users,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wimpy

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

thanrestaurant

delivery

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa34%34%27%27%22%21%19%16%16%14%13%11%9%8%8%8%8%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=76,

Wimpy

users,n=541,

restaurantdeliveryusers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Wimpy

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users8%9%8%83%83%9%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=76,

Wimpy

users,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

Wimpy

users

than

to

other

restaurantdelivery

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa62%63%61%49%49%47%41%42%41%41%37%34%33%

29%27%32%29%28%23%23%22%13%11%11%11%9%9%8%8%7%Tobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityLearningnew

thingsAdvancingmy

careerAhappyrelationshipMaking

myown

decisionsTraditionsSocial

justiceHavingagood

timeBrand

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=76,

Wimpy

users,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Finance

and

economy

are

relatively

prevalent

interests

of

Wimpy

usersConsumer

lifestyle:

main

interestsTop10

interestsofWimpy

usersinSouth

Africa79%78%74%72%70%68%62%57%64%64%62%61%59%59%54%53%53%51%52%51%51%49%43%44%44%42%41%37%37%37%Finance&economyCareer

&educationFood

&diningTravelHealth

&fitnessMovies,TVshows&musicFashion&beautyScience

&technologyFamily

&parentingVehicles

&mobilityBrand

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=76,

Wimpy

users,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

among

WimpyusersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofWimpyusersinSouth

Africa71%64%62%59%59%54%54%51%51%49%48%46%45%43%43%42%42%42%38%37%37%36%34%33%31%31%29%28%27%24%Cooking/bakingReadingOutdooractivitiesTech

/computersTravelingCars/vehiclesSocializingDoing

sportsandfitnessVideo

gamingBoard

games/cardgamesBrand

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=76,

Wimpy

users,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wimpy

users

are

more

likely

to

do

yoga

or

pilates

than

other

restaurant

deliveryusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofWimpy

usersinSouth

Africa33%32%28%28%25%25%20%20%19%18%18%17%17%17%16%16%15%14%14%14%12%11%10%10%10%9%8%8%7%6%Running/JoggingFitness,aerobics,cardioSoccerYoga

/PilatesDancingHikingCricketSwimming/DivingCyclingBasketballBrand

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=54,

Wimpy

users,n=626,

restaurantdelivery

users,n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

202343%

of

Wimpy

users

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byWimpyusersinSouth

Africa43%36%36%32%29%29%26%25%25%24%22%22%21%20%20%19%16%13%13%13%12%11%11%11%9%9%9%9%7%6%SoccerRugbyCricketSwimming/divingTennisBasketballAthletics(track&

field)BoxingGolfMotorsportsBrand

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=40,

Wimpyusers,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

54%

of

Wimpy

users

refer

to

use

services

withpersonalcontactConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinSouth

Africa78%74%67%64%58%56%54%43%41%33%32%27%14%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=76,

Wimpy

users,n=541,

restaurantdeliveryusers,n=2036,

all

respondentsConsumer

Insights

Global

as

of

August

202354%

of

Wimpy

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa45%41%39%24%20%18%18%18%18%16%15%12%9%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=76,Wimpy

users,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Wimpy

users

think

that

the

economic

situation

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoWimpyusers89%84%82%86%80%76%71%78%76%74%72%68%62%68%

62%60%68%63%

60%55%63%56%59%53%47%55%49%53%51%45%UnemploymentCrimeEconomicsituationPovertyEducationFood

andwater

securityRising

prices/inflation/cost

of

livingGovernmentdebtHealth

andsocial

securityHousingBrand

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=76,

Wimpy

users,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Wimpy

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users28%36%30%7%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=76,

Wimpy

users,n=541,

restaurantdelivery

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

touchpointsWimpy

users

access

the

internet

via

a

tablet

more

often

than

the

averagerestaurant

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet97%

97%95%89%85%77%68%62%58%56%48%47%43%43%41%39%36%32%30%25%25%24%22%20%19%13%12%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletGaming

console

Streaming

deviceAllrespondentsSmartwatchSmart

speakersCategory

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=76,

Wimpyusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Wimpy

users

interact

with

companies

more

often

than

otherrestaurant

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype87%80%78%74%72%64%72%72%72%69%68%67%66%64%63%62%61%58%54%48%55%46%54%46%52%52%50%32%45%27%6%4%1%0%

1%0%Commentedon

postsFollowedpeopleFollowedcompaniesLiked

postsbyotherusersPostedpictures/videosLikedcompanypostsSharedpostsbyother

usersSentprivate

Posted

textsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessages/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=76,

Wimpyusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wimpy

users

tend

to

read

magazines

more

often

than

restaurant

delivery

usersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks93%88%86%77%84%83%70%78%74%69%60%65%63%63%52%59%54%50%49%49%45%40%39%39%37%29%34%33%30%20%27%18%17%TVDigitalvideocontentRadioDigitalmusiccontentPodcastsOnlinenewswebsitesDailynewspapersMagazinesOnlinemagazinesMovies

/cinemaWeeklynewspapersBrand

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=76,

Wimpy

users,n=541,restaurantdelivery

users,n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wimpy

users

remember

seeing

ads

in

video

games

more

often

than

otherrestaurant

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereWimpy

usersinSouth

Africahavecome

across

digital

advertisinginthepast4weeks72%71%68%60%66%55%62%61%

60%57%55%54%54%49%44%43%37%45%43%42%40%41%38%35%33%31%30%26%23%20%Social

mediaVideo

portalsOnlinestores

Search

engines

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsOtherappsMusicportalsEditorialwebsitesandappsBrand

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=76,

Wimpyusers,n=541,

restaurantdelivery

users,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wimpy

users

remember

ads

they

got

by

mail

more

often

than

other

restaurantdelivery

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks57%53%52%51%51%48%47%47%41%46%45%44%44%37%33%33%26%30%28%28%26%21%13%9%OnTVOnadvertisingspacesDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

providersof

restaurantand

fooddelivery

have

youused

in

the

past