英国共享汽车租车turo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:

Tu

ro

users

in

theUnited

KingdomConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTurousers

intheUnitedKingdom:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

It

provides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

tobenchmark

TurousersintheUnitedKingdom(’’brandusers’’)

againstUKcarsharingusers

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

insightsTuro

ranks

seventh

among

car

sharing

services

in

the

UKManagement

summary:

brandusageand

competitionTop9most

used

car

sharingservicesintheUKEnterprise

CarClub39%Hertz

24/7Zipcar37%31%KarshareHiyacar23%23%22%21%21%GetaroundTuroUbeeqoMomondo15%4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=423,

carsharing

usersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

car

sharing

users

using

Turo

grew

by3

percentage

points

since

Q1of

2022Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

Turo21%21%20%19%18%18%2022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=36-

88

Turo

users,n=204

-

423

carsharing

usersConsumer

Insights

Global

as

of

August

2023Sources:Turo

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTurohasahighshareof

usersthatareSuccess

and

career

advancement

areItstands

out

that42%

ofTurousers

canimagineusingaself-driving

taxi.Turousers

access

theinternet

viaagamingconsole

more

often

thantheaverage

carsharing

user.Millennials

compared

tothetotal

online

relatively

important

to

Turousers.population.VIPsand

celebrities

arerelativelyprevalent

interests

of

Turousers.42%

ofTuro

usersare

innovatorsorearly

adoptersof

new

products.Turoismore

popularamong

male

carsharingusers

thanfemale

carsharingusers.Onsocial

media,

Turousers

interactwith

companies

more

often

than

othercarsharingusers.Making

musicisarelatively

popularhobbyamong

Turousers.Arelatively

highshare

ofTurousersthink

thatdefense

&foreign

affairsareissues

thatneed

tobeaddressed.Turohasalarger

share

ofusers

with

ahighincome

thanother

carsharingservices.Turousers

remember

seeing

adsinonlinestores

more

often

than

other

carsharingusers.Turousers

aremore

likely

to

liveincitiesandurbanareas

than

carsharingusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Turo

has

a

high

share

of

users

that

are

Millennials

compared

to

the

total

onlinepopulationDemographic

profile:

generationsAge

of

consumersintheUKBrand

users28%27%65%6%

1%Category

usersAllrespondents60%12%1%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=88,

Turousers,n=423,

carsharing

users,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Turo

ismore

popular

among

male

car

sharing

users

than

female

car

sharingusersDemographic

profile:

genderGenderofconsumersintheUKBrand

users68%32%Category

usersAllrespondents60%40%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=88,

Turousers,n=423,

carsharing

users,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202377%

of

Tu

ro

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK35%35%33%28%24%22%22%16%15%11%9%9%9%7%7%6%6%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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=88,

Turousers,n=423,

carsharing

users,n=24183,all

respondentsConsumer

Insights

Global

as

of

August

2023Turo

has

a

larger

share

of

users

with

a

high

income

than

other

car

sharingservicesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users68%16%17%Category

usersAllrespondents49%28%23%33%33%33%HighMiddleLow11

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=88,

Turousers,n=423,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Tu

ro

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheUKlive53%43%34%24%18%16%16%12%

12%11%10%9%8%

8%5%3%

4%Multi-generationalfamily3%

4%Other4%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

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=88,

Turo

users,

n=423,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Turo

users

are

more

likely

to

live

in

cities

and

urban

areas

than

car

sharing

usersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK34%32%26%24%24%20%19%19%18%17%15%12%11%10%7%5%4%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=88,

Turousers,n=423,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202313%

of

Tu

ro

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users13%86%1%Category

usersAllrespondents9%88%3%8%89%3%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=88,

Turo

users,

n=423,

carsharing

users,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Turo

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%51%49%49%43%42%40%35%38%35%27%34%34%27%28%33%

33%31%29%25%25%

24%19%17%13%17%10%13%11%10%AhappyrelationshipTobesuccessfulHavingagood

timeAnhonest

andrespectable

lifeSafety

andsecurityAdvancingmy

careerMaking

myown

decisionsSocial

justiceLearningnew

thingsTraditionsBrand

usersCategory

usersAllrespondents16

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=88,

Turousers,n=423,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023VIPs

and

celebrities

are

relativelyprevalent

interests

of

Turo

usersConsumer

lifestyle:

main

interestsTop10

interestsofTurousersintheUK56%50%48%48%45%43%42%41%39%

40%39%35%40%39%38%37%36%35%34%34%33%32%30%30%30%29%27%25%19%12%Movies,TVshows&musicSportsTravelHistoryHealth

&fitnessScience

&technologyFinance&economyHome

&gardenFood

&diningVIPs&celebritiesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=88,

Turousers,n=423,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

Turo

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTurousersintheUK45%41%40%39%36%34%38%37%36%36%35%35%35%35%34%25%34%33%33%33%33%29%30%30%29%28%28%22%22%11%OutdooractivitiesSocializingCooking/bakingPetsDoing

sportsandfitnessMaking

musicReadingTravelingTech

/computersVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=88,

Turousers,n=423,

carsharing

users,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023Turo

users

are

more

likely

to

play

baseball

or

softball

than

other

car

sharingusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTurousersintheUK25%24%24%20%20%19%18%14%18%17%16%16%16%15%15%14%13%13%12%12%10%10%9%7%7%6%4%3%3%2%SoccerBaseball/SoftballBasketballCyclingRunning/JoggingFitness,aerobics,cardioDancingRugbyAmericanFootball

/FlagFootballCricketBrand

usersCategory

usersAllrespondents19

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=50,

Turousers,n=217,

carsharing

users,n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023Turo

users

are

more

likely

to

follow

basketball

than

other

car

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byTurousersintheUK31%30%26%

26%26%22%16%16%16%16%16%16%14%14%13%12%10%10%9%9%9%9%8%6%6%5%5%4%3%2%TabletennisSoccerBasketballBoxingTennisAmericanfootballBaseballCricketCyclingSwimming/divingBrand

usersCategory

usersAllrespondents20

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=42,

Turousers,n=164,

carsharing

users,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

42%

of

Tu

ro

users

can

imagine

using

a

self-driving

taxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheUK51%42%40%40%

40%33%29%28%27%27%26%26%25%25%16%Itrytooptformoreenvironmentally-friendlymeans

oftransportationIcanimagineusingaself-driving

taxiThepublictransportation

systeminmy

area

isgoodDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=88,

Turousers,n=423,

carsharing

users,n=2013,

all

respondentsConsumer

Insights

Global

as

of

August

202342%

of

Tu

ro

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK39%36%35%32%27%25%22%20%18%17%11%11%3%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

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=88,

Turousers,n=423,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Tu

ro

users

think

that

defense

&

foreign

affairs

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedKingdomaccording

toTurousers63%48%44%36%34%34%

40%34%30%36%30%36%26%34%34%33%33%33%32%32%30%29%28%28%24%

25%22%18%15%14%Climatechange

EnvironmentFood

andwater

security

social

securityHealth

andEducationRising

prices/inflation/cost

of

livingCivilrightsImmigrationDefense

&foreign

affairsEconomicsituationBrand

usersCategory

usersAllrespondents24

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=88,

Turousers,n=423,

carsharing

users,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Tu

ro

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users6%28%63%3%Category

usersAllrespondents14%35%44%7%23%37%26%14%LeftCenterRightPrefer

nottoanswer25

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=88,

Turousers,n=423,

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

touchpointsTuro

users

access

the

internet

via

a

gamingconsole

more

often

than

theaverage

car

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet90%

91%89%86%80%69%69%65%65%61%58%58%56%55%53%53%53%

53%52%51%49%48%38%38%36%31%30%SmartphoneLaptopSmart

TVGaming

consoleBrand

usersDesktop

PCSmart

speakersAllrespondentsSmartwatchStreaming

deviceTabletCategory

users27

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=88,

Turousers,n=423,

carsharingusers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Turo

users

interact

with

companies

more

often

than

other

carsharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

bytype54%

54%54%52%51%49%49%47%46%45%44%43%42%41%40%39%38%27%38%31%36%36%

36%35%34%32%29%30%22%15%14%8%7%5%1%0%Commentedon

postsLikedcompanypostsSharedpostsbyother

usersPostedpictures/videosFollowedpeopleLiked

posts

SentprivateFollowedcompaniesSharedcompanypostsPosted

texts

Ihaveonly

Ihaven’t

usedbyotherusersmessages/statusupdatesused

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents28

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=88,

Turousers,n=423,

carsharingusers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Turo

users

tend

to

go

to

the

movies

more

often

than

car

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheUK

havebeen

using

inthepast4weeks94%86%83%

77%79%77%68%74%71%71%66%61%59%57%50%57%54%55%46%54%54%53%44%44%27%40%38%35%31%28%15%26%18%DigitalvideocontentMovies

/cinemaTVDailynewspapersPodcastsOnlinenews

DigitalmusicMagazinesRadioOnlinemagazinesWeeklynewspaperswebsitescontentBrand

usersCategory

usersAllrespondents29

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=88,

Turousers,n=423,

carsharing

users,n=24183,

allrespondentsConsumer

Insights

Global

as

of

August

2023Turo

users

remember

seeing

ads

in

online

stores

more

often

than

other

carsharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTurousersintheUK

havecome

across

digitaladvertisinginthepast4weeks51%48%45%44%43%43%42%41%41%36%40%37%38%36%36%35%34%34%33%27%32%32%31%30%27%26%21%20%18%13%Video

portalsSocial

mediaOnlinestores

Video

streaming

Video

gamesservicesOtherappsSearch

enginesWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents30

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=88,

Turousers,n=423,

carsharingusers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023<h1_advertising_non_digital>Marketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks55%

55%53%51%50%44%42%42%40%40%34%39%38%36%35%34%32%32%30%29%27%19%18%18%Atthemovies/cinemaOnTVInprinteddailynewspapersOnadvertisingspacesDirectly

inthestoreInprintedmagazinesandjournalsBy

mailshot

/advertisingmailOntheradioon

thegoBrand

usersCategory

usersAllrespondents31

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=88,

Turousers,n=423,

carsharin