中国在线订票网站Agoda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&BRANDSOnline

flight

booking:

Agodausers

in

ChinaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAgodausersinChina:whotheyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Agodausers

inChina(’’brandusers’’)againstChineseflightticketbookers

in

general(’’category

users’’),

and

theoverall

Chinese

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

China)•

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

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsAgoda

ranks

outside

the

top

10

of

most

used

online

flight

portals

in

ChinaManagement

summary:

brandusageand

competitionTop10

most

used

onlineflightportals

inChinaCtripFliggy69%37%LY.com27%25%24%Meituan

TravelQunareLong17%hangbanguanjiaTuniu12%11%Blvmama8%7%4Notes:"Which

ofthese

providers

have

youbookeda

flight

fromin

the

past12

months

(online

booking

via

awebsite

orapp)?";

MultiPick;Base:n=811,

flight

ticket

bookersConsumer

Insights

Global

as

of

August

2023Sources:Agoda

users

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAgodaismore

popularamongGeneration

Zthanother

onlineflightportals.Making

theirown

decisions

ismoreimportant

to

Agoda

usersthanto

otherflight

ticket

bookers.Itstands

out

that24%

ofAgoda

usersalways

look

for

the

cheapest

offerwhentraveling.Agodausers

access

theinternet

viaagamingconsole

more

often

thantheaverage

flight

ticket

booker.Compared

tootheronline

flight

portals,

Home

and

garden

are

relatively48%

ofAgodausersare

innovators

orearly

adoptersof

new

products.Onsocial

media,

Agodausers

interactwith

companies

more

often

than

otherflight

ticket

bookers.Agodahasarelatively

highshareoffemale

users.prevalent

interests

of

Agodausers.DIYandarts&craftsare

relativelyArelatively

highshare

ofAgodausersthink

thatdefense

&foreign

affairsareissues

thatneed

tobeaddressed.Agodahasalarger

share

ofusers

with

a

popularhobbiesamong

Agodausers.medium

household

income

than

otheronlineflightportals.Agodausers

remember

seeing

adsoneditorial

websites

andapps

more

oftenthan

other

flight

ticket

bookers.Agodausers

aremore

likely

to

live

inmegacities

than

theaverage

onliner.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Agoda

is

more

popular

among

Generation

Z

than

other

online

flight

portalsDemographic

profile:

generationsAgeof

consumersinChinaBrand

users34%48%18%0%Category

usersAllrespondents19%57%21%2%22%43%29%6%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbookedaflight

fromin

the

past

12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;Base:

n=50,

Agoda

users,

n=811,

flight

ticket

bookers,n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

online

flight

portals,

Agoda

has

a

relatively

high

share

offemale

usersDemographic

profile:

genderGenderofconsumersinChinaBrand

users46%54%Category

usersAllrespondents51%49%51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

aflight

fromin

the

past12

months

(onlinebooking

via

awebsite

orapp)?";

Multi

Pick;Base:n=50,

Agoda

users,n=811,

flight

ticket

bookers,n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202392%

of

Agoda

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinChina61%60%56%20%

20%14%12%12%12%7%6%4%4%4%3%2%1%1%0%

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

providers

have

youbookeda

flight

fromin

the

past12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;Base:n=50,

Agodausers,n=811,

flight

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Agoda

has

a

larger

share

of

users

with

a

medium

household

income

than

otheronline

flight

portalsDemographic

profile:

incomeShare

ofconsumersinChinainthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users41%37%22%21%Category

usersAllrespondents50%29%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

providers

have

youbookeda

flight

fromin

thepast

12

months

(online

booking

via

a

website

orapp)?";

Multi

Pick;

Base:

n=50,

Agoda

users,n=811,

flight

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

flight

ticket

bookers,

Agoda

users

are

relatively

likely

to

live

ina

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinChinalive60%54%48%16%15%14%12%12%11%10%9%9%7%6%5%3%

3%3%2%2%0%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

providers

have

youbookeda

flight

fromin

the

past12

months

(online

booking

viaawebsite

orapp)?";

Multi

Pick;Base:n=50,

Agoda

users,n=811,

flight

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Agoda

users

are

more

likely

to

live

in

megacities

than

the

average

onlinerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinChina60%58%45%26%18%

18%15%14%

14%7%6%5%5%4%3%2%0%

0%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

providershave

youbooked

aflight

fromin

the

past

12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;Base:

n=50,

Agoda

users,n=811,

flightticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Agoda

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinChinaBrand

users8%86%6%Category

users

4%Allrespondents

5%91%4%88%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

aflight

from

in

the

past

12

months

(online

booking

via

a

website

orapp)?";

Multi

Pick;

Base:

n=50,

Agodausers,n=811,

flight

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedMakingtheir

own

decisions

is

more

important

to

Agoda

users

than

to

otherflight

ticket

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinChina46%46%44%43%42%40%40%38%36%36%35%34%33%32%30%24%29%28%28%24%28%26%25%24%19%22%20%10%10%6%Advancingmy

careerSafety

andsecurityMaking

myown

decisions

respectable

lifeAnhonest

andAhappyrelationshipTobesuccessfulHavingagood

timeLearningnew

thingsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bookedaflight

fromin

the

past

12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;Base:

n=50,

Agoda

users,n=811,

flight

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Home

andgarden

are

relatively

prevalent

interests

of

Agoda

usersConsumer

lifestyle:

main

interestsTop10

interestsofAgodausersinChina56%54%52%49%49%40%47%44%44%42%39%38%37%36%34%34%32%32%32%30%28%25%24%22%21%21%20%18%15%15%Health

&fitnessFood

&diningTravelFashion&beautyScience

&technologyFinance&economyVehicles

&mobilityHistoryGaming

&eSportsHome

&gardenBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

flight

fromin

thepast12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;Base:n=50,

Agoda

users,n=811,flight

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

Agoda

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAgodausersinChina58%53%51%50%50%48%48%42%41%39%38%38%38%38%35%35%27%35%35%33%28%34%29%23%23%21%Pets19%17%15%12%OutdooractivitiesDoing

sportsandfitnessCars/vehiclesTravelingPhotographyDIYandarts&craftsSocializingVideo

gamingCooking/bakingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbooked

aflight

fromin

the

past12

months

(online

booking

via

a

website

orapp)?";

Multi

Pick;

Base:

n=50,

Agoda

users,n=811,flight

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Agoda

users

are

more

likely

to

play

American

football

than

other

flight

ticketbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAgodausersinChina46%42%40%39%33%32%32%29%28%28%27%26%25%24%23%22%22%20%20%20%15%11%9%8%4%

4%4%

4%3%

2%BasketballBadmintonFitness,aerobics,cardioCyclingDancingAmericanFootball

/FlagFootballRunning/JoggingSoccerBaseball/SoftballCricketBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bookedaflight

fromin

the

past

12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;Base:

n=34,Agoda

users,n=966,

flight

ticket

bookers,n=12877,

all

respondentsConsumer

Insights

Global

as

of

August

2023Agoda

users

are

more

likely

to

follow

tennis

than

other

flight

ticket

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAgodausersinChina26%24%24%22%22%21%20%20%18%18%18%18%17%15%12%12%11%11%11%10%9%9%8%8%7%6%6%6%6%5%BasketballSoccerTabletennisTennisAthletics(track&field)GymnasticsCyclingMotorsportsSwimming/divingVolleyballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

flight

fromin

the

past12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;Base:n=15,

Agoda

users,n=504,

flight

ticket

bookers,

n=6479,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

24%

of

Agoda

users

always

look

for

the

cheapest

offer

whentravelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

inChina61%61%60%

60%58%56%56%48%47%47%46%36%24%18%14%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,sustainability

traveling,Ialways

lookcarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

itcomes

toisimportant

tomeforthecheapest

offerBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbookeda

flight

fromin

the

past

12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;Base:n=50,

Agoda

users,n=811,

flightticket

bookers,n=4090,

all

respondentsConsumer

Insights

Global

as

of

August

202348%

of

Agoda

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinChina48%47%41%36%32%23%16%16%13%10%9%4%4%2%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

aflight

fromin

the

past

12

months

(online

booking

via

a

website

orapp)?";

Multi

Pick;Base:

n=50,

Agoda

users,

n=811,

flight

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Agoda

users

think

that

defense

&

foreign

affairs

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

ChinaaccordingtoAgodausers39%38%36%34%33%29%32%32%31%30%30%30%28%28%28%28%22%27%26%25%22%24%24%24%24%22%14%13%13%12%EnvironmentEducationClimatechangeHealth

andFood

andDefense

&EconomicsituationHousingPovertyUnifyingthecountrysocial

security

water

security

foreign

affairsBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbookedaflight

fromin

the

past

12

months

(onlinebooking

via

awebsite

orapp)?";

Multi

Pick;Base:n=50,

Agoda

users,n=811,

flight

ticket

bookers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

202340%

of

Agoda

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinChinaBrand

users24%40%22%14%Category

usersAllrespondents21%49%20%10%21%45%22%12%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

providers

have

youbookedaflight

fromin

the

past

12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;Base:

n=50,

Agoda

users,n=811,

flight

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsAgoda

users

access

the

internet

via

a

gaming

console

more

often

than

theaverage

flight

ticket

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinChinauseregularlytoaccess

theinternet96%94%90%83%78%70%69%67%68%66%64%61%53%54%51%52%46%45%40%

40%38%34%30%29%25%23%17%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletSmartwatchGaming

console

Smart

speakers

Streaming

deviceCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

booked

aflight

fromin

the

past12

months

(online

booking

via

a

website

orapp)?";

Multi

Pick;

Base:n=50,

Agoda

users,n=811,

flight

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Agoda

users

interact

with

companies

more

often

than

otherflight

ticket

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinChinabytype58%56%52%51%40%50%50%48%48%48%46%46%44%32%44%44%34%41%40%39%39%38%38%35%27%35%33%23%32%28%4%2%

2%2%2%1%LikedcompanypostsLiked

postsbyotherusersPostedpictures/videosSharedcompanypostsCommented

Posted

textsFollowedcompaniesSentprivatemessagesFollowedpeopleSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

booked

aflight

fromin

the

past

12

months

(online

booking

viaa

website

orapp)?";

Multi

Pick;Base:n=50,

Agoda

users,n=811,

flight

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Agoda

users

tend

to

listen

to

the

radio

more

often

than

flight

ticket

bookers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinChinahave

been

usinginthepast4weeks76%76%75%74%62%74%68%68%66%65%58%57%48%56%52%50%46%44%35%44%33%38%30%33%30%28%28%27%26%26%25%13%12%DigitalvideocontentMovies

/cinemaTVDigitalmusiccontentRadioMagazinesOnlinenewswebsitesOnlinemagazinesDailynewspapersPodcastsWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

aflight

fromin

the

past

12

months

(online

booking

viaa

website

orapp)?";

Multi

Pick;Base:

n=50,

Agodausers,n=811,

flight

ticket

bookers,

n=12469,

all

respondentsConsumer

Insights

Global

as

of

August

2023Agoda

users

remember

seeing

adson

editorial

websites

and

apps

more

oftenthan

other

flight

ticket

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAgodausersinChinahavecome

across

digitaladvertisinginthepast4weeks46%46%46%44%44%42%42%42%40%40%40%38%37%36%34%34%32%32%33%32%30%30%28%26%26%24%24%24%21%20%NewslettersOnlinestores

Video

streamingservicesWebsitesandappsof

brandsEditorialwebsitesandappsVideo

portalsSocial

media

Search

engines

Video

gamesBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

aflight

fromin

the

past12

months

(online

booking

via

awebsite

orapp)?";

Multi

Pick;

Base:n=50,

Agoda

users,n=811,

flight

ticket

bookers,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Agoda

users

remember

ads

they

got

by

mail

more

often

than

other

flight

ticketbookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinChinahavecome

across

non-digital

advertisinginthepast4weeks60%56%56%54%54%50%49%48%43%42%41%36%36%35%34%30%20%24%23%22%21%21%20%19%Directly

inthestoreAtthemovies/cinemaOnTVOnadvertising

By

mailshot

/InprinteddailynewspapersInprintedmagazinesandjournalsOntheradiospacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbookeda

flight

from

in

the

past12

months

(online

booking

via

a