印度外卖服务网站railrestro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:

RailRestrousers

in

IndiaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofRailRestro

users

inIndia: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,thereport

allows

thereader

tobenchmark

RailRestro

usersinIndia(’’brandusers’’)againstIndianrestaurant

delivery

users

in

general(’’category

users’’),

and

theoverall

Indian

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

India)•

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

insightsRailRestro

ranks

outside

the

top

10

of

most

usedrestaurant

delivery

services

inIndiaManagement

summary:

brandusageand

competitionTop10

most

used

restaurant

delivery

servicesinIndiaSwiggy78%Domino’s65%KFC57%Zomato52%50%PizzaHutMcDelivery

(McDonald’s

delivery

service)IRCTCeCatering33%22%22%22%Behrouz

BiryaniDunzoMOJOPizza13%4Notes:"Which

ofthese

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=929,

restaurantdelivery

usersConsumer

Insights

Global

as

of

August

2023Sources:RailRestro

users

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsRailRestro

ismore

popularamongGeneration

Xthanother

restaurantdelivery

services.Social

justiceis

more

importanttoRailRestro

users

thanto

otherrestaurant

delivery

users.Itstands

out

that53%

ofRailRestrousers

areoften

unsatisfiedwithservices.RailRestro

users

access

theinternet

viaastreaming

device

more

often

thantheaverage

restaurant

delivery

user.RailRestro

ismore

popularamongfemale

restaurant

delivery

users

thanmale

restaurant

delivery

users.Religion

and

spiritualityare

relativelyprevalent

interests

of

RailRestro

users.52%

ofRailRestro

users

are

innovatorsor

early

adopters

ofnew

products.Onsocial

media,

RailRestro

usersinteract

with

companies

more

oftenthan

other

restaurant

delivery

users.Carsor

vehicles

are

relatively

popularhobbiesamong

RailRestro

users.Arelatively

highshare

ofRailRestrousers

think

thatunifyingthe

country

isanissuethatneeds

tobeaddressed.RailRestro

hasalarger

shareof

userswith

ahigh

income

than

otherrestaurant

delivery

services.RailRestro

users

remember

seeing

adsinvideo

gamesmore

often

thanotherrestaurant

delivery

users.RailRestro

users

aremore

likely

toliveincitieswith

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+RailRestro

ismore

popular

among

Generation

X

than

other

restaurant

deliveryservicesDemographic

profile:

generationsAgeof

consumersinIndiaBrand

users26%53%21%0%0%0%Category

usersAllrespondents38%48%14%41%46%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023RailRestro

ismore

popular

among

female

restaurantdelivery

users

than

malerestaurant

delivery

usersDemographic

profile:

genderGenderofconsumersinIndiaBrand

users48%52%Category

usersAllrespondents59%60%41%40%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

thepast

12

months?";

Multi

Pick;

Base:

n=62,

RailRestrousers,

n=929,

restaurantdelivery

users,n=24192,all

respondentsSources:Consumer

Insights

Global

as

of

August

202385%

of

RailRestro

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinIndia52%43%41%39%35%21%13%10%10%8%5%5%3%3%3%3%2%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

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:RailRestro

has

a

larger

share

of

users

with

a

high

income

than

other

restaurantdelivery

servicesDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users51%29%20%Category

usersAllrespondents38%37%24%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=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

restaurant

delivery

users,

RailRestro

users

are

relatively

likelyto

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinIndialive39%36%34%30%25%23%20%18%18%11%8%8%5%5%5%3%

3%3%3%2%2%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=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023RailRestro

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

restaurant

delivery

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinIndia35%34%33%28%27%

27%18%14%13%11%11%11%10%10%9%5%3%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

online

providers

ofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

RailRestro

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users29%68%3%Category

usersAllrespondents12%80%8%18%71%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=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSocial

justice

ismore

important

to

RailRestro

users

than

to

other

restaurantdelivery

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia55%53%50%46%44%45%44%42%41%37%33%32%31%

30%21%26%23%27%26%24%23%

24%19%23%19%15%13%13%12%9%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeLearningnew

thingsSafety

andsecurityHavingagood

timeAdvancingmy

careerMaking

myown

decisionsSocial

justiceTraditionsBrand

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=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Religion

and

spirituality

are

relatively

prevalent

interests

of

RailRestro

usersConsumer

lifestyle:

main

interestsTop10

interestsofRailRestro

usersinIndia71%69%66%66%66%65%63%63%60%48%60%59%47%58%56%56%52%50%50%47%45%45%43%43%39%38%36%33%30%29%Health

&fitnessFashion&beautyFinance&economyReligion

&spiritualityTravelScience

&technologyMovies,TVshows&musicVehicles

&mobilityCareer

&educationSportsBrand

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=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

RailRestro

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofRailRestro

usersinIndia65%61%60%58%58%58%56%55%53%53%53%50%48%48%42%43%41%40%40%37%35%35%34%34%33%32%29%28%27%25%Cars/vehiclesVideo

gamingTech

/computersOutdooractivitiesSocializingReadingTravelingGardeningandplantsPhotographyWritingBrand

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=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023RailRestro

users

are

more

likely

to

play

American

football

than

other

restaurantdelivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofRailRestro

usersinIndia50%35%33%32%32%32%31%29%29%29%27%26%23%20%19%18%18%16%16%15%14%13%12%11%10%9%8%

8%8%6%CricketAmericanFootball

/FlagFootballBadmintonCyclingDancingBasketballBaseball/SoftballHunting/FishingSoccerFitness,aerobics,cardioBrand

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=39,

RailRestrousers,n=1025,

restaurantdelivery

users,n=10403,

all

respondentsConsumer

Insights

Global

as

of

August

2023RailRestro

users

are

more

likely

to

follow

American

football

than

otherrestaurant

delivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byRailRestro

usersinIndia44%42%42%39%37%37%37%37%34%34%34%31%29%22%22%17%14%14%14%13%13%12%11%11%10%11%9%9%7%7%AmericanfootballCricketVolleyballBaseballBasketballBoxingCyclingSoccerTennisField

hockeyBrand

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=36,

RailRestrousers,n=1018,

restaurantdelivery

users,n=10294,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

services•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

53%

of

RailRestro

users

are

often

unsatisfied

with

servicesConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinIndia73%73%71%69%64%59%55%53%49%49%42%32%29%16%15%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=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=4031,

all

respondentsConsumer

Insights

Global

as

of

August

202352%

of

RailRestro

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia44%42%37%29%28%23%18%17%15%15%14%8%5%5%3%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=62,RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

RailRestro

users

think

that

unifying

the

country

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoRailRestro

users63%62%60%58%58%55%53%53%53%52%52%50%45%50%40%48%44%43%41%42%41%37%36%33%34%33%28%23%19%16%EconomicsituationHealth

andsocial

securityClimatechange

UnemploymentEducationEnvironmentPovertyReligiousconflictsUnifyingthecountryCivilrightsBrand

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=62,

RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

restaurant

delivery

users,

RailRestro

users

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users11%18%68%3%Category

usersAllrespondents17%25%49%9%19%20%51%10%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=62,

RailRestrousers,n=929,

restaurant

delivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsRailRestro

users

access

the

internet

via

a

streaming

device

more

often

than

theaverage

restaurant

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinIndia

useregularlyto

accesstheinternet97%

97%95%92%87%83%79%76%74%71%71%69%66%65%61%57%55%49%47%48%44%40%36%30%31%27%25%SmartphoneLaptopSmart

TVTabletSmartwatchDesktop

PCSmart

speakers

Streaming

device

Gaming

consoleBrand

usersCategory

usersAllrespondents26

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=62,RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

RailRestro

users

interact

with

companies

more

often

thanother

restaurant

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinIndiabytype77%74%70%57%69%69%65%53%64%51%65%63%60%50%60%

60%49%54%43%53%52%52%50%49%39%46%37%39%37%30%6%4%3%2%2%1%Commentedon

postsFollowedpeopleLiked

postsbyotherusersFollowedcompaniesSentprivatemessagesLikedcompanypostsPostedpictures/videosSharedcompanypostsPosted

texts/statusSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

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=62,RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023RailRestro

users

tend

to

listen

to

podcasts

more

often

than

restaurant

deliveryusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks92%92%88%79%88%76%87%85%76%74%73%63%73%73%71%62%69%56%66%64%51%63%53%51%43%47%38%43%32%41%34%34%28%TVDigitalvideo

Digitalmusiccontent

contentDailynewspapersOnlinenewswebsitesMagazinesPodcastsMovies

/cinemaOnlinemagazinesRadioWeeklynewspapersBrand

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=62,

RailRestrousers,n=929,restaurantdelivery

users,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023RailRestro

users

remember

seeing

adsin

video

games

more

often

than

otherrestaurant

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereRailRestro

usersinIndiahavecome

across

digitaladvertisinginthepast4weeks81%77%69%67%67%68%68%66%65%63%59%55%53%53%52%52%50%46%43%41%42%41%40%40%36%34%34%31%31%25%Video

portalsSocial

mediaVideo

games

Search

enginesWebsitesandappsof

brandsOnlinestores

Video

streaming

MusicportalsservicesOtherappsEditorialwebsitesandappsBrand

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=62,RailRestrousers,n=929,

restaurantdelivery

users,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023RailRestro

users

remember

advertising

they

heard

on

the

radio

more

often

thanother

restaurant

delivery

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks68%63%53%63%59%58%49%56%55%42%54%53%47%46%43%39%37%36%36%35%31%28%23%21%OnTVInprinteddailynewspapersOnadvertisingspacesDirectly

inthestoreBy

mailshot

/

AtthemoviesInprintedmagazinesandjournalsOntheradioadvertisingmail/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