英国马自达mazda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&BRANDSCars:

Mazda

drivers

in

theUnited

KingdomConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMazdadrivers

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

Mazdadrivers

intheUnited

Kingdom(’’brandusers’’)

againstUKcardrivers

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

insightsMazda

ranks

outside

the

top

10

of

most

driven

car

makes

in

the

UKManagement

summary:

brandusageand

competitionTop10

most

drivencar

makesintheUKBMWFord12%12%Audi11%VauxhallVolkswagenToyota7%6%5%Nissan4%PeugeotHyundaiMercedes-Benz4%3%3%4Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=3435,

cardriversConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

car

drivers

driving

Mazda

stayed

the

same

since

Q2

of

2022Management

summary:

brandusagetimelineTimeline

of

cardriversdriving

Mazda1%1%1%1%1%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=31

-

51

Mazda

drivers,n=2482

-

3435

cardriversConsumer

Insights

Global

as

of

August

2023Sources:Mazda

drivers

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints33%

ofMazdadrivers

are

Millennials.Ahappy

relationship

ismore

importanttoMazdadrivers

thanto

other

cardrivers.Itstands

out

that80%

ofMazda

driverssaythatowning

acarisimportant

tothem.Mazda

drivers

access

theinternet

viaatabletmore

often

thantheaverage

cardriver.Compared

toothercarmakes,

Mazdahasarelatively

high

share

ofmaledrivers.Traveling

isarelatively

prevalentinterest

of

Mazdadrivers.39%

ofMazdadrivers

are

laggardswhen

Onsocial

media,

Mazda

drivers

interactitcomes

to

innovation

adoption.with

companies

less

often

thanothercardrivers.Mazda

hasalarger

shareof

drivers

withamedium

household

income

than

other

Traveling

isarelatively

popularhobbyArelatively

highshare

ofMazdadriversthink

thatrisingprices,

inflation&costof

livingareissues

thatneed

tobeaddressed.carmakes.among

Mazda

drivers.Mazda

drivers

remember

seeing

adsonsearch

engines

more

often

thanothercardrivers.Mazda

drivers

aremore

likely

to

live

inrural

communities

than

cardrivers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+33%

of

Mazda

drivers

are

MillennialsDemographic

profile:

generationsAge

of

consumersintheUKBrand

users22%33%38%37%29%16%Category

usersAllrespondents19%30%12%20%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=51,

Mazda

drivers,

n=3435,cardrivers,n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

car

makes,

Mazdahas

a

relatively

high

share

of

male

driversDemographic

profile:

genderGenderofconsumersintheUKBrand

users57%43%Category

usersAllrespondents50%50%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=51,

Mazda

drivers,n=3435,

cardrivers,

n=24183,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202335%

of

Mazda

drivers

have

an

upper

secondary

education

with

the

permissionto

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationintheUK35%31%31%28%22%

22%22%18%

18%15%15%10%9%

9%4%3%3%1%

1%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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=51,

Mazda

drivers,n=3435,

cardrivers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

has

a

larger

share

of

drivers

with

a

medium

household

income

thanother

car

makesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users33%49%19%Category

usersAllrespondents36%37%27%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=51,Mazda

drivers,n=3435,

cardrivers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

drivers,

Mazda

drivers

are

relatively

likely

to

live

in

acouple

householdDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheUKlive37%34%33%25%25%24%18%16%14%13%12%12%8%8%6%4%3%2%

2%Multi-2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=51,

Mazda

drivers,n=3435,

cardrivers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

are

more

likely

to

live

in

rural

communities

than

car

drivers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK27%26%26%25%24%23%22%21%20%13%12%12%10%10%8%

8%7%6%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;

"What

brandis

yourprimarily

used

car?";

Single

Pick;

Base:

n=51,

Mazda

drivers,

n=3435,

cardrivers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

Mazda

drivers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users10%7%88%2%Category

usersAllrespondents89%4%8%89%3%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

primarily

used

car?";

Single

Pick;Base:n=51,

Mazda

drivers,n=3435,

cardrivers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

more

important

to

Mazda

drivers

than

to

other

cardriversConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK76%63%59%49%49%49%42%47%42%33%37%34%27%29%29%27%22%27%22%24%20%14%13%13%

13%12%10%9%4%4%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeTobesuccessfulMaking

myown

decisionsLearningnew

thingsAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=51,

Mazda

drivers,

n=3435,

cardrivers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relativelyprevalent

interest

of

Mazda

driversConsumer

lifestyle:

main

interestsTop10

interestsofMazda

driversintheUK69%65%59%56%55%49%43%42%

43%43%41%41%36%40%39%36%34%35%33%33%

32%31%27%25%31%

25%25%30%29%29%Movies,TVshows&musicTravelFood

&diningSportsHistoryHome

&gardenScience

&technologyHealth

&fitnessFinance&economyPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=51,

Mazda

drivers,n=3435,

cardrivers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

popular

hobby

among

MazdadriversConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMazda

driversintheUK51%47%47%41%40%39%38%37%36%35%35%30%29%31%31%31%29%30%27%26%26%25%25%25%22%

22%19%19%17%17%TravelingCooking/bakingReadingOutdooractivitiesGardeningandplantsDoing

sportsandfitnessTech

/computersSocializingBoard

games/cardgamesPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=51,

Mazda

drivers,n=3435,

cardrivers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

are

more

likely

to

go

running

or

jogging

than

other

car

driversConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMazda

driversintheUK20%18%18%15%14%14%13%12%11%11%10%10%10%10%10%10%9%8%8%8%7%7%

7%7%6%6%4%4%3%

3%Running/JoggingFitness,aerobics,cardioHikingCyclingYoga

/PilatesSwimming/DivingDancingSoccerAmericanFootball

/FlagFootballBadmintonBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=24,

Mazda

drivers,

n=1369,

cardrivers,n=9322,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

are

more

likely

to

follow

soccer

than

other

car

driversConsumer

lifestyle:

sports

followedTop10

sports

followed

byMazda

driversintheUK39%28%26%14%14%14%12%12%12%10%10%9%9%9%8%

8%9%8%8%8%8%7%7%6%5%6%5%6%5%5%SoccerCricketRugbyTennisAmericanfootballCyclingMotorsportsAthletics(track&

field)BoxingGolfBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=25,

Mazda

drivers,n=1248,

cardrivers,n=8230,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

80%

of

Mazda

drivers

say

that

owning

a

car

is

important

tothemConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheUK80%65%57%26%

26%27%

25%25%22%18%18%18%15%

15%14%Owning

acarisimportant

to

meDriving

carsisbadfortheenvironmentIamacarenthusiastCategory

usersThere

are

notenough

parkingspaces

where

IliveIspend

toomuchtimecommutingBrand

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=51,

Mazda

drivers,n=3435,

cardrivers,n=4027,

all

respondentsConsumer

Insights

Global

as

of

August

202339%

of

Mazda

drivers

are

laggards

whenit

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK39%36%

36%32%32%25%20%20%19%14%12%11%2%Innovators1%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=51,

Mazda

drivers,

n=3435,

cardrivers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Mazda

drivers

think

that

rising

prices,

inflation

&

cost

ofliving

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedKingdomaccording

toMazda

drivers80%63%

63%61%48%48%41%39%37%37%38%37%43%36%34%40%39%39%39%37%36%35%33%34%33%33%28%

29%25%

24%Rising

prices/inflation/cost

of

livingEconomicsituationEnvironment

ClimatechangeHealth

andsocial

securityImmigrationHousingPovertyCrimeGovernmentdebtBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=51,

Mazda

drivers,

n=3435,

cardrivers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

of

Mazda

drivers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users24%33%39%31%28%12%13%14%Category

usersAllrespondents21%23%37%26%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;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=51,

Mazda

drivers,n=3435,

cardrivers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsMazda

drivers

access

the

internet

via

a

tablet

more

often

than

the

average

cardriverMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet96%91%

91%71%70%69%66%65%64%61%54%52%45%41%39%39%38%38%36%35%35%33%

33%33%31%30%27%SmartphoneSmart

TVLaptopTabletDesktop

PCGaming

console

Smart

speakersAllrespondentsSmartwatchStreaming

deviceBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:n=51,

Mazda

drivers,n=3435,

cardrivers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Mazda

drivers

interact

with

companies

less

often

than

othercar

driversMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

bytype67%55%

54%67%54%

54%

55%41%47%51%47%39%41%41%39%31%29%29%33%31%30%24%22%27%

27%20%22%15%15%10%8%

8%8%7%6%6%Sentprivate

Liked

postsFollowedpeopleCommentedon

postsPostedpictures/videosSharedpostsbyother

usersPosted

texts/statusFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusersupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=51,

Mazda

drivers,

n=3435,

cardrivers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

tend

to

read

magazines

more

often

than

car

drivers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheUK

havebeen

using

inthepast4weeks86%83%68%

68%80%79%76%63%59%55%

51%55%52%

49%50%46%38%28%37%35%31%32%

31%29%28%16%27%26%21%20%18%15%10%RadioDigitalvideocontentTVDigitalmusiccontentMagazinesOnlinenewswebsitesDailynewspapersPodcastsWeeklynewspapersMovies

/cinemaOnlinemagazinesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

primarily

used

car?";

Single

Pick;

Base:n=29,

Mazda

drivers,

n=1723,

cardrivers,n=12093,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

remember

seeing

ads

on

search

engines

more

often

than

othercar

driversMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMazda

driversintheUK

havecome

across

digital

advertisinginthepast4weeks59%55%51%51%44%43%39%37%

37%35%

35%25%31%

31%29%27%

27%27%27%27%23%21%19%24%20%18%

18%14%13%10%Social

media

Search

engines

Video

portals

Video

streamingservicesWebsitesandappsof

brandsOnlinestoresMusicportalsOtherappsVideo

gamesEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=51,

Mazda

drivers,

n=3435,

cardrivers,n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

remember

ads

they

saw

on

TV

more

often

than

other

car

driversMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks65%51%

51%43%36%

36%43%34%41%28%35%28%32%29%29%20%27%19%27%20%19%

19%18%18%OnTVOnadvertisingspacesOntheradioDirectly

inthestoreBy

mailshot

/advertisingmailInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;

Base:n=51,

Mazda

drivers,

n=3435,

cardrivers,

n=24183,

all

respondentsConsumer

Insights

Global

as

of

August

2023CONSUMER

INSI