瑞典在线度假旅游网站ving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&BRANDSPackage

holiday

portals:

Vingusers

in

SwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofVing

users

inSweden:

who

theyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Vingusers

inSweden

(’’brandusers’’)againstSwedish

packagedholiday

bookers

ingeneral(’’category

users’’),

and

theoverall

Swedish

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Sweden)•

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

insightsWith

a

user

share

of

23%,

Ving

is

one

of

the

top

3

package

holiday

portals

inSwedenManagement

summary:

brandusageand

competitionTop10

most

used

package

holiday

portals

inSwedenApolloTUI31%24%23%VingExpediaViking

LinemomondoTicket15%14%14%9%9%8%8%AirtourslastminuteSolresor4Notes:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=230,

packaged

holiday

bookersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

packaged

holiday

bookers

using

Ving

declined

by5

percentagepoints

since

Q4

of

2022Management

summary:

brandusagetimelineTimeline

of

packagedholiday

bookersusing

Ving28%27%26%25%24%23%23%23%20%2021

Q12021

Q22021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=31

-

53

Ving

users,n=131

-

230

packaged

holiday

bookersSources:Consumer

Insights

Global

as

of

August

2023Ving

users

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsVing

ismore

popularamong

BabyBoomers

thanother

packageholidayportals.Traditions,safety,and

security

arerelatively

important

to

Ving

users.Itstands

out

that72%

ofVing

users

usetheirsmartphone

asavacation

guide.Ving

usersaccess

theinternet

viaastreaming

device

more

often

thantheaverage

packagedholiday

booker.Traveling

isarelatively

prevalentinterest

of

Vingusers.45%

ofVing

users

arelaggardsor

inthelatemajority

ofinnovation

adoption.Compared

tootherpackageholidayportals,Ving

hasarelatively

high

shareof

female

users.Onsocial

media,

Ving

usersinteractwith

companies

more

often

than

otherpackaged

holidaybookers.Traveling

isarelatively

popularhobbyamong

Ving

users.Arelatively

highshare

ofVing

usersthink

thatcrime

isanissuethatneedstobeaddressed.Ving

hasalarger

shareof

users

withamedium

household

income

than

otherpackageholiday

portals.Ving

usersremember

seeing

adsinappsmore

often

than

other

packagedholiday

bookers.Ving

usersare

more

likely

toliveinlargecitiesthanpackagedholiday

bookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Ving

is

more

popular

among

BabyBoomers

than

other

package

holiday

portalsDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users19%30%34%17%Category

usersAllrespondents22%38%31%10%20%35%32%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;

Multi

Pick;Base:n=53,

Ving

users,n=230,

packagedholiday

bookers,n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

package

holiday

portals,

Ving

has

a

relatively

high

share

offemale

usersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users43%57%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:

n=53,

Ving

users,n=230,

packaged

holiday

bookers,

n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023The

education

level

of

Ving

users

and

packaged

holiday

bookers

is

similarDemographic

profile:

educationConsumer’s

level

of

educationinSweden27%26%24%21%21%

21%21%19%17%17%16%15%13%13%10%6%4%3%2%2%2%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

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=53,

Ving

users,n=230,

packagedholiday

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ving

has

a

larger

share

of

users

with

a

medium

household

income

than

otherpackage

holiday

portalsDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users48%38%14%Category

usersAllrespondents42%32%26%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

providers

have

youbookeda

packageholidayfromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Ving

users,

n=230,

packagedholiday

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

Ving

users

are

relatively

likely

tolive

in

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live30%29%27%27%26%24%21%19%19%16%14%10%9%

9%8%3%3%2%2%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;MultiPick;Base:n=53,

Ving

users,n=230,

packagedholiday

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ving

users

are

more

likely

to

live

in

large

cities

than

packaged

holiday

bookers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden62%53%42%29%26%23%18%13%11%9%8%6%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Ving

users,

n=230,

packagedholiday

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

20234%

of

Ving

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users4%92%4%Category

usersAllrespondents7%85%9%9%82%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=53,

Ving

users,n=230,

packagedholiday

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedTraditions,

safety,

and

security

are

relatively

important

to

Ving

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden66%61%59%60%51%47%46%41%39%35%32%36%36%30%28%26%21%23%22%21%20%20%14%13%11%11%10%8%8%8%Safety

andsecurityAhappyrelationshipHavingagood

timeAnhonest

andrespectable

life

own

decisionsMaking

myLearningnew

thingsTraditionsTobesuccessfulAdvancingmy

careerSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:

n=53,

Ving

users,n=230,

packagedholiday

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

prevalent

interest

of

Ving

usersConsumer

lifestyle:

main

interestsTop10

interestsofVingusersinSweden85%64%61%60%54%49%54%53%49%48%36%45%45%44%43%43%36%34%34%34%33%32%25%32%

32%32%32%32%28%26%TravelMovies,TVshows&musicFood

&diningHealth

&fitnessPolitics&societyandcurrentworld

eventsSportsFashion&beautyFinance&economyFamily

&parentingHome

&gardenBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Ving

users,n=230,

packaged

holiday

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

popular

hobby

among

Ving

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofVingusersinSweden85%65%62%44%49%47%45%45%43%43%43%41%40%37%35%35%28%27%34%33%Pets32%32%31%30%29%28%20%28%27%26%TravelingSocializingOutdooractivitiesCooking/bakingDoing

sportsandfitnessReadingTech

/computersCars/vehiclesGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=53,

Ving

users,n=230,

packaged

holiday

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ving

users

are

more

likely

to

go

running

or

jogging

than

other

packaged

holidaybookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofVingusersinSweden30%25%23%21%20%19%15%19%18%17%17%15%15%15%12%11%11%10%9%9%9%7%7%6%7%6%6%5%5%4%Running/JoggingHikingFitness,aerobics,cardioCyclingSwimming/DivingDancingBasketballSoccerBadmintonGolfBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=30,

Ving

users,n=107,

packagedholiday

bookers,

n=5219,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ving

users

are

more

likely

to

follow

soccer

than

other

packaged

holiday

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byVingusersinSweden36%25%22%21%16%15%13%11%11%11%11%11%9%9%9%9%8%7%7%7%6%5%

5%5%5%4%3%3%3%2%SoccerIceHockeyAthletics(track&field)BasketballGolfGymnasticsSwimming/divingTennisCyclingHandballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=24,

Ving

users,n=76,packaged

holiday

bookers,n=3856,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

72%

of

Ving

users

use

their

smartphone

as

a

vacation

guideConsumer

attitudes:travelAgreementwithstatements

towards

travel

inSweden72%62%52%51%47%47%45%43%39%38%31%22%21%20%19%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

toWhen

I’mtraveling,IWhen

itcomes

totraveling,Ialways

look

book

accommodations,

traveling,sustainabilityforthecheapest

offerCategory

userscarrentals,etc.spontaneously

viamysmartphoneisimportant

tomeBrand

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=53,

Ving

users,n=230,

packaged

holiday

bookers,n=2028,

all

respondentsConsumer

Insights

Global

as

of

August

202345%

of

Ving

users

are

laggards

or

in

the

late

majority

of

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden43%40%38%26%25%24%23%21%17%16%13%11%2%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=53,

Ving

users,n=230,

packaged

holiday

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Ving

users

think

that

crime

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoVingusers79%63%61%58%55%53%53%

51%45%47%45%36%43%31%42%33%40%38%38%37%36%34%33%33%32%32%30%26%23%21%CrimeRising

prices/inflation/cost

of

livingImmigrationEconomicsituationDefense

&foreign

affairsEducationHealth

andsocial

securityUnemployment

ClimatechangeTerrorismBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Ving

users,n=230,

packagedholiday

bookers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

packaged

holiday

bookers,

Ving

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users11%23%55%11%9%Category

usersAllrespondents17%28%46%34%26%26%15%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

providers

have

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=53,

Ving

users,

n=230,

packagedholiday

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsVing

users

access

the

internet

via

a

streaming

device

more

often

than

theaverage

packaged

holiday

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet98%92%89%81%76%

77%72%71%68%60%60%

59%57%47%45%45%44%43%37%36%32%32%28%27%25%24%19%SmartphoneSmart

TVLaptopStreaming

deviceBrand

usersTabletGaming

consoleAllrespondentsDesktop

PCSmartwatchSmart

speakersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

booked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=53,

Ving

users,n=230,packaged

holiday

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Ving

users

interact

with

companies

more

often

than

otherpackaged

holiday

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type77%66%74%66%64%62%57%58%54%51%

51%50%39%47%46%43%42%39%31%37%29%38%37%35%23%32%28%18%19%14%8%7%6%4%4%2%Sentprivate

Liked

posts

CommentedPostedpictures/videosFollowedpeopleLikedcompanypostsPosted

texts/statusFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

booked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=53,

Ving

users,n=230,packaged

holiday

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ving

users

tend

to

read

weekly

newspapers

more

often

than

packaged

holidaybookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks81%79%75%71%72%

71%71%

71%70%62%59%

59%57%

57%54%53%53%48%44%43%43%40%41%35%32%31%29%29%23%21%14%19%19%RadioTVDigitalvideo

Onlinenews

DigitalmusicMovies

/cinemaPodcastsWeeklynewspapers

newspapersDailyMagazinesOnlinemagazinescontentwebsitescontentBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=21,

Ving

users,n=116,

packagedholidaybookers,

n=6071,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ving

users

remember

seeing

ads

in

apps

more

often

than

other

packagedholiday

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereVingusersinSweden

havecome

across

digital

advertisinginthepast4weeks47%47%47%44%41%44%38%43%43%40%38%38%33%30%31%31%30%30%29%28%27%19%25%19%24%24%24%23%22%21%Search

engines

Social

mediaWebsitesandappsof

brandsOtherappsNewslettersVideo

portalsEditorialwebsitesandappsOnlinestores

Video

streaming

MusicportalsservicesBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:n=53,

Ving

users,n=230,packaged

holiday

bookers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ving

users

remember

ads

they

saw

in

printed

daily

newspapers

less

often

thanother

packaged

holiday

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks53%50%45%44%42%40%40%

40%39%

40%38%38%34%33%32%31%30%27%26%24%24%22%21%17%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioInprintedmagazinesandjournalsBy

mailshot

/

AtthemoviesInprinteddailynewspapersadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

a

package

holiday

fromin

the

past

12

months?’’;