英国拼车网站blablacar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&BRANDSRide

sharing:

BlaBlaCar

users

inthe

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBlaBlaCar

users

inthe

UnitedKingdom:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

BlaBlaCarusers

inthe

UnitedKingdom(’’brandusers’’)

againstUKridesharingusers

ingeneral

(’’category

users’’),

and

theoverall

UKonliner,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)•

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

insightsWith

a

user

share

of

9%,

BlaBlaCar

is

one

of

the

top

5

ride

sharing

services

inthe

UKManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesintheUKUberBolt68%22%FREE

NOWAddisonLeeBlaBlaCarGett12%10%9%9%8%7%6%5%OlaGocarshareLiftshareWheely4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=802,

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023BlaBlaCar

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBlaBlaCar

ismore

popularamongMillennials

thanother

ridesharingservices.Success

and

career

advancement

arerelatively

important

to

BlaBlaCar

users.Itstands

out

that44%

ofBlaBlaCarusers

trytooptformoreenvironmentally-friendly

means

oftransportation.BlaBlaCar

usersaccess

theinternet

viaadesktop

PCmore

often

thantheaverage

ridesharinguser.Financeand

economy

arerelativelyprevalent

interests

of

BlaBlaCarusers.Compared

tootherride

sharingservices,

BlaBlaCarhasarelatively

highshareof

male

users.Onsocial

media,

BlaBlaCarusersinteract

with

companies

more

oftenthan

other

ridesharing

users.29%

ofBlaBlaCar

users

areinnovatorsor

early

adopters

ofnew

products.Photography

isarelatively

popularhobbyamong

BlaBlaCar

users.BlaBlaCar

hasalarger

shareof

userswith

ahigh

income

than

other

ridesharingservices.37%

ofBlaBlaCar

users

think

thatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.BlaBlaCar

usersremember

seeing

adson

social

media

less

often

thanotherridesharing

users.BlaBlaCar

usersare

more

likely

toliveinmegacities

than

ridesharing

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+BlaBlaCar

is

more

popular

among

Millennials

than

other

ride

sharing

servicesDemographic

profile:

generationsAgeof

consumersintheUKBrand

users18%75%5%

1%Category

usersAllrespondents27%45%22%7%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=73,

BlaBlaCar

users,n=802,

ride

sharing

users,

n=24183,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

services,

BlaBlaCar

has

a

relatively

high

share

ofmale

usersDemographic

profile:

genderGenderofconsumersintheUKBrand

users58%42%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=73,

BlaBlaCarusers,n=802,

ridesharing

users,n=24183,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202382%

ofBlaBlaCar

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK38%33%32%28%23%22%22%18%15%14%12%9%8%7%5%4%3%3%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=73,

BlaBlaCarusers,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:BlaBlaCar

has

a

larger

share

of

users

with

a

high

income

than

other

ride

sharingservicesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users56%20%23%25%Category

usersAllrespondents40%35%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=73,

BlaBlaCar

users,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

BlaBlaCar

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive53%35%34%24%21%16%16%14%14%12%10%8%8%

8%7%5%4%4%3%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=73,

BlaBlaCar

users,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023BlaBlaCar

users

are

more

likely

to

live

in

megacities

than

ride

sharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK36%32%29%26%24%20%20%16%16%13%12%11%10%10%8%7%7%1%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=73,

BlaBlaCar

users,n=802,

ride

sharingusers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202310%

ofBlaBlaCar

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users10%10%8%88%86%3%4%3%Category

usersAllrespondents89%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=73,

BlaBlaCar

users,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

BlaBlaCar

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK60%59%49%47%44%42%36%34%39%37%37%34%32%27%32%30%29%23%24%29%27%25%18%

14%13%17%13%12%10%7%AhappyrelationshipTobesuccessfulMaking

myown

decisionsHavingagood

timeAdvancingmy

careerAnhonest

andrespectable

lifeSafety

andsecurityLearningnew

thingsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;Multi

Pick;Base:n=73,

BlaBlaCarusers,n=802,

ridesharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Finance

and

economy

are

relatively

prevalent

interests

of

BlaBlaCar

usersConsumer

lifestyle:

main

interestsTop10

interestsofBlaBlaCar

usersintheUK57%56%45%45%44%42%43%42%35%41%40%40%37%28%32%34%34%33%29%34%34%33%33%32%30%25%23%23%21%18%TravelHealth

&fitnessFinance&economyMovies,TVshows&musicFood

&diningScience

&technologySportsCareer

&educationFamily

&parentingHome

&gardenBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=73,

BlaBlaCarusers,n=802,

ride

sharingusers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Photography

is

a

relatively

popular

hobby

amongBlaBlaCar

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBlaBlaCar

usersintheUK42%38%42%41%41%41%39%37%37%36%36%36%35%35%34%34%33%32%25%32%29%28%26%26%23%22%22%19%17%16%OutdooractivitiesVideo

gamingReadingCooking/bakingDoing

sportsandfitnessTech

/computersTravelingCars/vehiclesPhotographyGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=73,

BlaBlaCarusers,n=802,

ridesharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023BlaBlaCar

users

are

more

likely

to

play

basketball

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBlaBlaCar

usersintheUK27%25%21%19%19%19%16%16%15%15%14%14%14%13%13%12%10%10%10%9%9%7%7%6%6%5%4%4%3%2%CyclingBasketballSoccerCricketSwimming/DivingBaseball/SoftballFitness,aerobics,cardioDancingBadmintonRugbyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=40,

BlaBlaCarusers,n=728,

ride

sharing

users,n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023BlaBlaCar

users

are

more

likely

to

follow

American

football

than

other

ridesharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBlaBlaCar

usersintheUK29%26%21%21%18%16%12%12%12%12%12%11%11%11%10%10%9%9%9%7%7%6%6%6%6%5%5%4%4%3%SoccerTennisBasketballAmericanfootballBaseballCricketGolfSwimming/divingBoxingCyclingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=25,

BlaBlaCarusers,n=589,

ride

sharing

users,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

44%

of

BlaBlaCar

users

try

to

opt

for

more

environmentally-friendly

means

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheUK44%44%40%36%33%31%32%27%27%26%25%25%25%22%16%Itrytooptformoreenvironmentally-friendly

transportation

systemmeans

oftransportation

inmy

area

isgoodThepublicDriving

carsisbadfortheenvironmentIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=73,

BlaBlaCarusers,n=802,

ride

sharingusers,n=2013,

all

respondentsConsumer

Insights

Global

as

of

August

202329%

ofBlaBlaCar

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK41%38%36%32%25%25%20%18%16%16%14%11%4%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/

ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=73,BlaBlaCarusers,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202337%

ofBlaBlaCar

users

think

that

rising

prices,

inflation

&

cost

of

living

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toBlaBlaCar

users63%62%48%48%41%41%

40%37%33%37%37%36%35%32%34%30%26%26%32%32%32%25%30%29%27%26%26%26%26%24%Rising

prices

Climatechange/inflation/EconomicsituationHousingUnemploymentCrimeEducationGovernmentdebtHealth

andsocial

securityImmigrationcost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=73,

BlaBlaCar

users,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

BlaBlaCar

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users16%19%59%5%Category

usersAllrespondents23%36%29%26%12%14%23%37%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=73,

BlaBlaCarusers,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBlaBlaCar

users

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

ride

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet92%91%84%77%

77%77%69%67%66%61%62%62%58%55%55%52%52%46%46%43%39%40%38%38%36%31%30%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

console

Streaming

deviceAllrespondentsSmartwatchSmart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=73,BlaBlaCarusers,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

BlaBlaCar

users

interact

with

companies

more

often

than

otherride

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type63%60%56%54%54%55%52%53%49%47%39%48%48%47%45%44%42%41%40%31%37%36%30%35%27%30%22%30%19%15%8%7%5%2%0%0%Liked

postsbyotherusersPostedpictures/videosFollowedpeopleSentprivatemessagesSharedpostsbyother

usersFollowedcompaniesCommented

Posted

textsLikedcompanypostsSharedcompanypostsIhaveonly

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

ridesharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=73,BlaBlaCarusers,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023BlaBlaCar

users

tend

to

read

dailynewspapers

more

often

than

ride

sharingusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks82%79%79%78%68%74%63%60%60%59%55%55%55%55%54%53%50%45%35%45%46%

45%39%31%38%34%27%31%28%18%26%20%15%DigitalvideocontentTVDigitalmusiccontentRadioPodcastsMagazinesMovies

/cinemaDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=73,

BlaBlaCar

users,n=802,ride

sharing

users,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023BlaBlaCar

users

remember

seeing

ads

on

social

media

less

often

than

other

ridesharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBlaBlaCar

usersintheUK

havecome

across

digital

advertisinginthepast4weeks55%52%47%43%40%38%38%37%37%35%36%36%34%33%32%27%32%31%31%27%27%25%24%23%20%18%17%15%13%10%Video

portalsOnlinestores

Search

engines

Musicportals

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsSocial

mediaEditorialwebsitesandappsBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;

Base:

n=73,BlaBlaCarusers,n=802,

ride

sharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023BlaBlaCar

users

remember

ads

they

saw

in

printed

magazines

and

journalsmore

often

than

other

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks51%51%51%49%46%45%38%31%38%36%36%36%34%33%32%29%27%24%25%22%21%19%18%18%OnTVDirectly

inthestoreOnadvertising

By

mailshot

/InprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaOntheradiospacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

you

used

in

the

past12

mon