瑞士共享汽车租车swiss e-car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:

Swiss

E-Car

users

inSwitzerlandConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSwiss

E-Car

users

inSwitzerland:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

SwissE-Carusers

inSwitzerland

(’’brandusers’’)

againstSwiss

carsharingusers

ingeneral(’’category

users’’),

and

theoverall

Swiss

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56

countriesNumberofrespondents:•

12,000+

forcountries

with

the

extended

survey(including

Switzerland)•

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

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSwiss

E-Car

ranksthird

among

car

sharing

services

in

SwitzerlandManagement

summary:

brandusageand

competitionTop8most

used

car

sharingservicesinSwitzerlandmobilityDrive

My

CarSwiss

E-CarSponti-Caredrive

carsharingUbeeqo47%38%33%23%22%17%17%WeeShare2EM10%4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=165,

carsharing

usersConsumer

Insights

Global

as

of

August

2023Sources:Swiss

E-Car

users

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSwiss

E-Carismore

popularamongMillennials

than

other

carsharingservices.Ahappy

relationship

isless

important

to

38%

ofSwiss

E-Car

users

statethattheySwiss

E-Carusers

accesstheinternet

viaagamingconsole

more

often

thantheaverage

carsharing

user.Swiss

E-Carusers

than

to

other

carsharingusers.trytooptformore

environmentally-friendly

means

oftransportation.Swiss

E-Carhasmore

malethan

femaleusers.Swiss

E-Carusers

aremore

interested

in

31%

ofSwiss

E-Car

users

areinnovatorsOnsocial

media,

Swiss

E-Car

usersinteract

with

companies

more

oftenthan

other

carsharingusers.family

and

parenting

than

other

carsharingusers.or

early

adopters

ofnew

products.Swiss

E-Carhasalarger

shareof

userswith

amedium

household

income

thanother

carsharingservices.Arelatively

highshare

ofSwiss

E-Carusers

think

thatunifyingthe

country

isanissuethatneeds

tobeaddressed.Swiss

E-Carusers

aremore

likely

tohaveDIYandarts&craftsasahobbythan

other

carsharingusers.Swiss

E-Carusers

remember

hearingadson

musicportalsand

streamingservices

more

often

thanothercarsharingusers.Swiss

E-Carusers

aremore

likely

toliveinlargecities

thancarsharingusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Swiss

E-Car

is

more

popular

among

Millennials

than

other

car

sharing

servicesDemographic

profile:

generationsAge

of

consumersinSwitzerlandBrand

users15%13%49%33%4%Category

usersAllrespondents39%36%13%11%18%35%36%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=55,

SwissE-Car

users,n=165,

carsharing

users,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Swiss

E-Car

has

more

male

than

female

usersDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users65%35%34%Category

usersAllrespondents66%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=55,

Swiss

E-Carusers,n=165,

carsharing

users,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202382%

of

Swiss

E-Car

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland44%

44%36%35%29%21%21%15%11%9%8%7%4%4%3%3%2%2%2%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=55,

Swiss

E-Car

users,n=165,

carsharing

users,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Swiss

E-Car

has

a

larger

share

of

users

with

a

medium

household

income

thanother

car

sharing

servicesDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users39%41%20%20%Category

usersAllrespondents45%36%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=55,

Swiss

E-Car

users,n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Swiss

E-Carusers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinSwitzerland

live38%33%27%25%26%24%20%15%13%13%13%11%9%7%

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

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=55,

Swiss

E-Carusers,n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Swiss

E-Car

users

are

more

likely

to

live

in

large

cities

than

car

sharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland53%42%33%33%29%24%24%20%19%16%7%2%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

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=55,

SwissE-Car

users,n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

20232%

of

Swiss

E-Car

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users2%3%96%95%86%2%2%Category

usersAllrespondents6%8%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=55,

Swiss

E-Car

users,n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Swiss

E-Car

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland48%42%40%40%39%38%38%37%37%28%34%31%35%35%33%33%32%31%27%27%22%22%25%24%24%21%13%18%14%12%Safety

andsecurityTobesuccessfulMaking

myown

decisionsHavingagood

timeAhappyrelationshipLearningnew

thingsAnhonest

andrespectable

lifeAdvancingmy

careerSocial

justiceTraditionsBrand

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=55,

SwissE-Car

users,

n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Swiss

E-Car

users

are

more

interested

in

family

and

parenting

than

other

carsharing

usersConsumer

lifestyle:

main

interestsTop10

interestsofSwiss

E-Car

usersinSwitzerland46%39%38%41%40%

40%36%40%36%36%35%33%29%31%31%

31%27%30%29%29%27%27%26%25%26%24%24%23%21%17%Food

&diningHealth

&fitnessScience

&technologyMovies,TVshows&musicFinance&economyTravelVehicles

&mobilityFamily

&parentingHome

&gardenFashion&beautyBrand

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=55,

SwissE-Car

users,n=165,

carsharing

users,n=7804,

allrespondentsConsumer

Insights

Global

as

of

August

2023Swiss

E-Car

users

are

more

likely

to

haveDIY

and

arts

&

crafts

as

a

hobby

thanother

car

sharing

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSwiss

E-Car

usersinSwitzerland45%44%41%39%41%39%39%38%33%37%36%35%33%32%31%31%29%29%27%27%27%25%24%23%22%22%21%19%17%15%ReadingOutdooractivitiesCars/vehiclesDoing

sportsandfitnessTech

/computersWritingDIYandarts&craftsTravelingCooking/bakingGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=55,

Swiss

E-Car

users,n=165,

carsharing

users,n=7804,

allrespondentsConsumer

Insights

Global

as

of

August

2023Swiss

E-Car

users

are

more

likely

to

play

golf

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSwiss

E-Car

usersinSwitzerland22%20%20%18%18%18%18%16%16%14%13%15%13%13%12%Golf12%11%11%11%9%9%8%7%7%6%5%5%4%3%3%BasketballCyclingSoccerBaseball/SoftballHikingFitness,aerobics,cardioAmericanFootball

/FlagFootballTableTennisBadmintonBrand

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=26,

SwissE-Car

users,n=81,

carsharing

users,n=3860,

all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

Swiss

E-Car

users

follow

athletics

(track

&

field)Consumer

lifestyle:

sports

followedTop10

sports

followed

bySwiss

E-Car

usersinSwitzerland19%12%11%11%

11%9%8%7%

7%7%

7%7%7%7%7%7%6%5%5%5%5%5%4%4%3%3%3%2%2%1%Field

hockeyAthletics(track&

field)BasketballSwimming/divingAmericanfootballBaseballBoxingGolfSoccerHandballBrand

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=14,

Swiss

E-Car

users,n=46,

carsharingusers,n=2423,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2038%

of

Swiss

E-Car

users

state

that

they

try

to

opt

for

more

environmentally-friendly

means

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinSwitzerland50%49%47%38%37%30%29%28%27%

26%26%24%24%22%19%ThepublicItrytooptformoreIcanimagineusingaself-driving

taxiDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

Ilivetransportation

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=55,

Swiss

E-Carusers,n=165,

carsharing

users,

n=1285,

all

respondentsConsumer

Insights

Global

as

of

August

202331%

of

Swiss

E-Car

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland42%41%

41%27%26%25%21%20%16%12%11%

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

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=55,

SwissE-Car

users,

n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Swiss

E-Car

users

think

that

unifying

the

country

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingSwitzerland

accordingtoSwiss

E-Car

users42%40%37%32%36%35%33%33%32%31%31%31%31%30%29%27%25%24%24%23%22%21%13%21%20%19%18%16%16%9%Rising

prices

Climatechange/inflation/EducationEnvironmentFood

andwater

security

social

securityHealth

andUnifyingthecountryUnemploymentCrimeCivilrightscost

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=55,

SwissE-Car

users,n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Swiss

E-Carusers

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users18%20%17%24%58%48%0%Category

usersAllrespondents28%4%32%34%17%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=55,

Swiss

E-Car

users,n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSwiss

E-Car

users

access

the

internet

via

a

gaming

console

more

often

than

theaverage

car

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet89%89%87%70%70%68%58%56%56%55%51%51%49%47%

47%47%45%45%43%40%37%35%33%28%27%25%17%SmartphoneLaptopDesktop

PCSmart

TVGaming

consoleCategory

usersTabletSmartwatchStreaming

device

Smart

speakersBrand

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=55,

Swiss

E-Car

users,n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Swiss

E-Car

users

interact

with

companies

more

often

thanother

car

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype51%50%47%45%38%42%40%41%36%41%40%38%31%38%38%38%27%

27%37%36%36%33%22%33%27%31%31%27%25%16%9%7%

7%6%1%0%Commentedon

postsFollowedcompaniesPostedpictures/videosFollowedpeoplePosted

texts/statusLikedcompanypostsSharedcompanypostsSentprivatemessagesSharedpostsbyother

usersLiked

posts

Ihaveonly

Ihaven’t

usedbyotherusersused

social

social

mediamediaupdatespassivelyBrand

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=55,

SwissE-Car

users,

n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Swiss

E-Car

users

tend

to

listen

to

digital

music

content

more

often

than

carsharing

users

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks79%74%66%

70%69%64%64%64%62%55%47%55%55%44%53%38%52%51%51%49%43%47%47%46%43%41%36%38%32%36%32%30%22%Digitalvideo

Digitalmusiccontent

contentTVDailynewspapersMovies

/cinemaOnlinemagazinesPodcastsMagazinesRadioOnlinenewswebsitesWeeklynewspapersBrand

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=55,

SwissE-Car

users,n=165,

carsharing

users,n=7804,all

respondentsConsumer

Insights

Global

as

of

August

2023Swiss

E-Car

users

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

car

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSwiss

E-Car

usersinSwitzerland

havecome

across

digitaladvertisinginthepast4weeks47%45%41%42%40%40%40%40%38%35%38%37%37%33%35%35%35%33%33%31%30%29%29%25%23%22%21%19%18%13%Musicportals

Search

engines

Video

gamesVideo

portalsWebsitesandappsof

brandsNewslettersSocial

media

Video

streaming

OnlinestoresservicesBlogs/forumsBrand

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=55,

SwissE-Car

users,n=165,

carsharing

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Swiss

E-Car

users

remember

ads

they

saw

in

printed

daily

newspapers

moreoften

than

other

car

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks51%45%35%45%35%42%42%42%

42%42%

42%40%

40%36%36%35%33%32%33%32%30%29%28%20%InprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies

OnadvertisingDirectly

inthestoreBy

mailshot

/advertisingmailOnTVOntheradio/cinemaspaceson

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=55,

SwissE-Car

users,