英国共享汽车租车hertz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&BRANDSCar

sharing:

Hertz

24/7

users

inthe

United

KingdomConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHertz

24/7

users

intheUnitedKingdom: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:

56

countriesAdditionally,thereport

allows

thereader

tobenchmark

Hertz

24/7

users

intheUnited

Kingdom(’’brandusers’’)

againstUKcarsharing

users

ingeneral(’’category

users’’),

and

theoverall

UKonliner,

labelledas’’all

respondents’’

inthecharts.Numberofrespondents:•

12,000+

forcountries

with

the

extended

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

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsHertz

24/7

rankssecond

among

car

sharing

services

in

the

UKManagement

summary:

brandusageand

competitionTop9most

used

car

sharingservicesintheUKEnterprise

CarClubHertz

24/7Zipcar39%37%31%KarshareHiyacar23%23%22%21%21%GetaroundTuroUbeeqoMomondo15%4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=202,

carsharing

usersConsumer

Insights

Global

as

of

August

2023Sources:Hertz

24/7

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHertz

24/7

is

more

popularamongMillennials

than

other

carsharingservices.Making

theirown

decisions

ismoreimportant

to

Hertz

24/7

users

thantoother

carsharingusers.Itstands

out

that47%

ofHertz

24/7users

think

thatthepublictransportation

system

intheirarea

isgood.Hertz

24/7

users

access

theinternet

viaasmartwatch

more

often

thantheaverage

carsharing

user.Similartoother

carsharing

services,Hertz

24/7

hasahighshareof

maleusers.Traveling

isarelatively

prevalentinterest

of

Hertz

24/7

users.Onsocial

media,

Hertz

24/7

usersinteract

with

companies

more

oftenthan

other

carsharingusers.32%

ofHertz

24/7

users

are

innovatorsor

early

adopters

ofnew

products.Tech

or

computers

arerelativelypopularhobbiesamong

Hertz

24/7users.Hertz

24/7

hasalarger

share

ofuserswith

ahigh

income

than

other

carsharingservices.Arelatively

highshare

ofHertz

24/7users

think

thatclimate

changeisanissuethatneedstobeaddressed.Hertz

24/7

users

remember

seeing

adsinvideo

portalsmore

often

thanothercarsharingusers.Hertz

24/7

users

aremore

likely

to

liveincitiesandurbanareas

thancarsharingusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Hertz

24/7

is

more

popular

among

Millennials

than

other

car

sharing

servicesDemographic

profile:

generationsAge

of

consumersintheUKBrand

users15%78%5%

1%Category

usersAllrespondents27%60%12%1%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=74,

Hertz24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Similar

to

other

car

sharing

services,

Hertz

24/7

has

a

high

share

of

male

usersDemographic

profile:

genderGenderofconsumersintheUKBrand

users65%35%Category

usersAllrespondents60%40%49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=74,

Hertz

24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Hertz

24/7

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK36%35%28%28%24%22%22%16%15%12%11%9%9%7%7%7%4%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

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=74,

Hertz

24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Hertz

24/7

has

a

larger

share

of

users

with

a

high

income

than

other

car

sharingservicesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users54%25%21%Category

usersAllrespondents49%28%23%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

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=74,

Hertz

24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Hertz

24/7

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheUKlive51%43%34%24%18%16%16%12%

12%11%11%8%8%

8%

8%4%

4%Multi-generationalfamily4%

4%Other2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=74,

Hertz

24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

24/7

users

are

more

likely

to

live

in

cities

and

urban

areas

than

car

sharingusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK36%32%26%26%24%20%19%19%16%15%12%11%11%10%7%5%5%4%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

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=74,

Hertz24/7

users,

n=202,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

20237%

of

Hertz

24/7

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users7%91%3%3%3%Category

usersAllrespondents9%88%8%89%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=74,

Hertz

24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedMakingtheir

own

decisions

is

more

important

to

Hertz

24/7

users

than

to

othercar

sharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%51%49%49%42%43%41%35%34%38%36%35%27%35%34%33%29%25%24%27%24%25%22%17%10%13%13%11%11%10%AhappyrelationshipSafety

andsecurityTobesuccessful

Anhonest

andMaking

myHavingagood

timeLearningnew

thingsAdvancingmy

careerTraditionsSocial

justicerespectable

life

own

decisionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=74,

Hertz24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relativelyprevalent

interest

of

Hertz

24/7

usersConsumer

lifestyle:

main

interestsTop10

interestsofHertz24/7

usersintheUK57%56%54%50%50%45%45%45%43%41%39%

40%39%39%38%37%36%35%35%34%33%32%30%30%29%27%25%

25%21%9%TravelMovies,TVshows&musicHealth

&fitnessFood

&diningScience

&technologySportsHome

&gardenHistoryPolitics&societyandcurrentworld

eventsGaming

&eSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=74,

Hertz24/7

users,n=202,

carsharing

users,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

Hertz

24/7

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHertz24/7

usersintheUK51%47%45%43%42%41%40%38%36%36%36%35%35%34%34%25%34%31%29%28%28%28%26%24%25%24%22%19%17%16%Video

gamingReadingTech

/computersTravelingOutdooractivitiesDoing

sportsandfitnessGardeningandplantsPhotographyCars/vehiclesBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=74,

Hertz

24/7

users,n=202,

carsharing

users,

n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023Hertz

24/7

users

are

more

likely

to

go

cycling

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHertz24/7

usersintheUK22%20%18%18%18%18%18%16%16%16%15%15%15%14%14%13%14%12%12%12%10%10%10%10%Golf9%7%6%6%4%3%SoccerCyclingBasketballCricketFitness,aerobics,cardioRunning/JoggingBadmintonAmericanFootball

/FlagFootballSwimming/DivingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=40,

Hertz24/7

users,n=217,

carsharing

users,n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

202331%

of

Hertz

24/7

users

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byHertz24/7

usersinthe

UK31%26%

26%22%18%18%18%16%15%15%15%14%14%14%13%12%10%10%9%9%9%9%8%

8%8%7%6%5%4%3%SoccerCricketBoxingSwimming/divingTennisCyclingBasketballMotorsportsRugbyBaseballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=33,

Hertz

24/7

users,n=164,

carsharingusers,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

47%

of

Hertz

24/7

users

think

that

the

public

transportationsystem

in

their

area

is

goodConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheUK47%43%40%40%34%33%29%28%27%27%26%25%25%24%16%ThepublicItrytooptformoreIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaces

where

IliveDriving

carsisbadfortheenvironmenttransportation

system

environmentally-friendlyinmy

area

isgoodmeans

oftransportationBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=74,

Hertz

24/7

users,n=202,

carsharing

users,n=4027,

all

respondentsConsumer

Insights

Global

as

of

August

202332%

of

Hertz

24/7

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK36%35%32%31%27%26%22%20%18%17%15%11%7%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=74,

Hertz24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Hertz

24/7

users

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedKingdomaccording

toHertz24/7

users63%49%48%44%34%38%42%40%32%32%36%36%37%30%31%36%

36%30%30%34%31%27%33%26%26%24%24%29%27%25%Climatechange

Rising

prices/inflation/Health

andsocial

securityEconomicsituationHousingCrimeEnvironment

Unemployment

ImmigrationFood

andwater

securitycost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=74,

Hertz24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Hertz

24/7

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users11%32%49%8%7%Category

usersAllrespondents14%35%44%23%37%26%14%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

carsharing

providers

haveyouused

in

the

past

12

months?";

Multi

Pick;Base:n=74,

Hertz

24/7

users,n=202,

carsharing

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

touchpointsHertz

24/7

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

car

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet96%90%

91%84%80%78%70%69%69%65%62%61%59%58%56%55%53%52%51%49%48%47%38%38%36%31%30%SmartphoneLaptopSmart

TVGaming

consoleBrand

usersSmartwatchTabletDesktop

PCStreaming

device

Smart

speakersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=74,

Hertz

24/7

users,n=202,

carsharingusers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Hertz

24/7

users

interact

withcompanies

more

often

thanother

car

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

bytype61%52%51%54%53%55%54%54%50%49%49%49%47%46%39%45%41%41%38%27%38%36%35%30%35%31%30%

29%22%15%8%7%5%5%1%1%Commented

Sentprivate

Liked

postsLikedcompanypostsFollowedpeoplePostedpictures/videosFollowedcompaniesPosted

texts/statusSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsmessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=74,

Hertz24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

24/7

users

tend

to

listen

to

digital

music

content

more

often

than

carsharing

users

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheUK

havebeen

using

inthepast4weeks84%81%77%79%77%68%68%64%

61%64%59%59%57%50%55%

55%46%54%53%49%47%45%44%44%38%35%31%28%26%27%26%18%15%DigitalvideocontentTVDigitalmusiccontentRadioMovies

/cinemaPodcastsOnlinenewswebsitesDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:

n=74,

Hertz24/7

users,n=202,

carsharing

users,n=24183,all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

24/7

users

remember

seeing

ads

in

video

portals

more

often

than

othercar

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHertz24/7

usersintheUK

havecome

across

digitaladvertisinginthepast4weeks57%57%48%45%44%43%41%41%36%39%37%36%35%35%35%35%34%33%27%31%32%30%30%27%26%24%20%18%13%10%Social

mediaVideo

portals

Video

streaming

OnlinestoresservicesVideo

games

Search

enginesBlogs/forumsMusicportalsWebsitesandappsof

brandsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;

Base:

n=74,

Hertz24/7

users,n=202,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

24/7

users

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

car

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks58%53%51%50%42%49%40%45%35%39%32%38%36%34%34%

34%32%31%30%29%27%19%18%18%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioAtthemovies

By

mailshot

/InprintedmagazinesandjournalsInprinteddailynewspapers/cinemaadvertisingmailon

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;

Base:

n=74,

Hertz24/7

users,n=202,

ca