美国租车服务网站fox rent a 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

rental:

Fox

Rent

a

Carcustomers

in

the

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFox

Rent

aCarcustomers

intheUnitedStates:

whothey

are;

whatthey

like;

what

theythink;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

toNumberofrespondents:benchmark

Fox

Rent

aCarcustomers

intheUnitedStates(’’brandusers’’)

againstU.S.

carrental

bookersingeneral

(’’category

users’’),

and

theoverall

U.S.onliner,

labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

the

extended

survey(including

theUnited

States)•

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

insightsFox

Rent

a

Car

ranks

outside

the

top

10

of

most

used

car

rental

providers

in

theU.S.Management

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinthe

U.S.Enterprise

Rent-A-CarBudget41%27%Hertz22%21%AvisACE

Rent

A

CarAlamo17%16%14%14%DollarAdvantageRent-A-CarThrifty9%9%National

CarRental4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=1048,

carrentalbookersConsumer

Insights

Global

as

of

August

2023Sources:Fox

Rent

a

Car

customers

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFox

Rent

aCarismore

popularamongMillennials

than

other

carrentalproviders.Success

and

career

advancement

arerelatively

important

to

Fox

Rent

aCarcustomers.Itstands

out

that48%

ofFox

Rent

aCarcustomers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.Fox

Rent

aCarcustomers

access

theinternet

viaadesktop

PCmore

oftenthan

theaverage

carrental

booker.Fox

Rent

aCarismore

popularamongFamily

andparentingarerelativelymale

carrental

bookers

than

female

car

prevalent

interests

of

Fox

Rent

aCarOnsocial

media,

Fox

Rent

aCarcustomers

interact

with

companiesmore

often

than

other

carrentalbookers.45%

ofFox

Rent

aCarcustomers

areinnovators

or

early

adopters

ofnewproducts.rental

bookers.customers.Fox

Rent

aCarhasalarger

share

ofcustomers

with

ahigh

income

thanother

carrental

providers.Writing

isarelatively

popularhobbyamong

Fox

Rent

aCarcustomers.Arelatively

highshare

ofFox

Rent

aCarcustomers

thinkthatimmigration

isanissuethatneedstobeaddressed.Fox

Rent

aCarcustomers

rememberseeing

adsinvideo

gamesmore

oftenthan

other

carrental

bookers.Fox

Rent

aCarcustomers

are

morelikely

to

liveincities

and

urbanareasthan

carrental

bookers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Fox

Rent

a

Car

is

more

popular

among

Millennials

than

other

car

rentalprovidersDemographic

profile:

generationsAge

of

consumersintheU.S.Brand

users23%64%10%3%Category

usersAllrespondents21%42%27%10%22%37%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=69,

FoxRenta

Carcustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Fox

Rent

a

Car

is

more

popular

among

male

car

rental

bookers

than

female

carrental

bookersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users75%25%Category

usersAllrespondents56%44%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

FoxRent

aCarcustomers,

n=1048,

carrentalbookers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Fox

Rent

a

Car

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%36%31%30%26%23%18%17%17%14%12%9%7%6%4%4%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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=69,

FoxRent

aCarcustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Fox

Rent

a

Car

has

a

larger

share

of

customers

with

a

high

income

than

othercar

rental

providersDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users77%11%12%Category

usersAllrespondents51%30%19%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=69,

Fox

RentaCarcustomers,

n=1048,

carrentalbookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

rental

bookers,

Fox

Rent

a

Car

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheU.S.

live62%35%24%20%19%18%15%13%12%11%10%9%7%8%6%6%6%

5%Multi-generationalfamily6%4%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

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

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

Fox

RentaCar

customers,n=1048,

carrentalbookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fox

Rent

a

Car

customers

are

more

likely

to

live

in

cities

and

urban

areas

thancar

rental

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.44%31%27%23%

23%19%18%17%15%15%13%11%10%9%9%8%6%1%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

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=69,

FoxRentaCar

customers,n=1048,

carrentalbookers,

n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

202312%

of

Fox

Rent

a

Carcustomers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users12%11%11%88%0%Category

usersAllrespondents87%3%85%4%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=69,

Fox

RentaCar

customers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Fox

Rent

a

CarcustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.67%51%49%48%45%43%41%39%38%

39%33%38%30%29%25%29%27%27%25%25%22%19%14%20%12%12%16%14%13%12%TobesuccessfulAhappyrelationshipMaking

myown

decisionsSafety

andsecurityHavingagood

timeAdvancingmy

careerAnhonest

andrespectable

lifeLearningnew

thingsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=69,

FoxRenta

Carcustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

Fox

Rent

a

CarcustomersConsumer

lifestyle:

main

interestsTop10

interestsofFoxRentaCar

customers

intheU.S.62%53%52%52%51%51%49%41%48%48%46%46%45%43%33%42%42%39%35%36%32%31%29%29%29%29%27%22%22%20%Movies,TVshows&musicFood

&diningTravelFamily

&parentingArts&literatureSportsHealth

&fitnessScience

&technologyCareer

&educationHistoryBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

FoxRenta

Carcustomers,n=1048,

carrentalbookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Writing

is

a

relatively

popular

hobby

among

Fox

Rent

a

CarcustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFoxRentaCar

customers

intheU.S.51%45%45%45%44%43%43%42%41%41%41%41%40%40%39%37%36%36%34%33%31%29%29%27%24%23%22%19%19%19%Video

gamingOutdooractivitiesPetsReadingCars/vehiclesTravelingBoard

games/cardgamesCooking/bakingPhotographyWritingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

Fox

RentaCarcustomers,

n=1048,

carrentalbookers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fox

Rent

a

Car

customers

are

more

likely

to

play

table

tennis

than

other

carrental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFoxRentaCar

customers

inthe

U.S.35%33%32%32%30%29%28%26%25%25%19%18%16%16%15%14%12%12%13%11%11%Golf10%9%9%9%7%8%7%5%4%BasketballDancingAmericanFootball

/FlagFootballTableTennisSoccerFitness,aerobics,cardioBaseball/SoftballCyclingHikingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=40,

FoxRenta

Carcustomers,n=1000,

carrentalbookers,

n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fox

Rent

a

Car

customers

are

more

likely

to

follow

soccer

than

other

car

rentalbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFoxRentaCarcustomers

intheU.S.36%33%33%31%30%28%25%25%23%23%22%19%19%17%17%15%12%12%10%Golf10%7%8%7%7%6%5%5%3%4%2%AmericanfootballBasketballSoccerBaseballBoxingVolleyballSwimming/divingTennisCricketBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=33,

FoxRent

aCarcustomers,n=802,carrentalbookers,

n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

48%

of

Fox

Rent

a

Car

customers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheU.S.57%55%52%48%48%46%46%44%44%38%38%35%34%24%24%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,sustainability

Iusemy

smartphonecarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

I’mon

vacation,When

itcomes

totraveling,Ialways

lookforthecheapest

offerisimportant

tomeasaguideBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=69,

FoxRent

aCarcustomers,n=1048,

carrentalbookers,n=10011,

allrespondentsConsumer

Insights

Global

as

of

August

202345%

of

Fox

Rent

a

Carcustomers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.39%39%37%33%26%25%21%19%18%12%12%10%6%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=69,

FoxRentaCar

customers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Fox

Rent

a

Car

customers

think

that

immigration

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedStates

accordingto

FoxRentaCar

customers51%51%44%40%43%43%42%42%

42%40%39%

34%34%37%38%36%36%33%30%35%33%33%32%28%30%30%29%28%28%27%EducationImmigrationEconomicsituationHealth

andsocial

securityHousingClimatechangeCrimeFood

andwater

securityEnvironmentGovernmentdebtBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:

n=69,

FoxRenta

Carcustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

rental

bookers,

Fox

Rent

a

Car

customers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users19%12%65%4%Category

usersAllrespondents22%28%28%41%10%21%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=69,

FoxRentaCar

customers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFox

Rent

a

Car

customers

access

the

internet

via

a

desktop

PC

more

often

thanthe

average

car

rental

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet91%90%89%72%

73%72%70%70%69%68%68%64%62%60%58%57%51%49%46%43%42%39%37%35%33%26%26%SmartphoneLaptopTabletSmart

TVStreaming

deviceCategory

usersDesktop

PCGaming

consoleSmartwatchSmart

speakersBrand

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

renteda

carfromin

the

past12

months?";

Multi

Pick;Base:n=69,

Fox

RentaCarcustomers,

n=1048,carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Fox

Rent

a

Car

customers

interact

with

companies

more

oftenthan

other

car

rental

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype62%57%53%59%58%55%49%55%54%53%43%52%51%51%49%42%49%45%43%43%42%36%40%33%36%27%32%22%24%16%8%8%7%4%3%1%Liked

postsbyotherusersFollowedpeopleCommentedon

postsFollowedcompaniesPostedpictures/videosSharedpostsbyother

usersLikedcompanypostsSharedcompanypostsSentprivate

Posted

texts

Ihaveonly

Ihaven’t

usedmessages/statusupdatesused

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

rented

acarfromin

the

past12

months?";

Multi

Pick;

Base:

n=69,

FoxRentaCar

customers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fox

Rent

a

Car

customers

tend

to

read

weekly

newspapers

more

often

than

carrental

bookers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks90%86%81%79%70%78%77%67%65%64%62%54%61%48%59%50%58%57%57%49%34%48%46%42%33%42%28%38%25%25%17%21%14%DigitalvideocontentTVMovies

/cinemaRadioDigitalmusiccontentPodcastsDailynewspapersOnlinenewswebsitesMagazinesWeeklynewspapersOnlinemagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=69,

FoxRentaCar

customers,n=1048,

carrentalbookers,

n=30180,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fox

Rent

a

Car

customers

remember

seeing

ads

in

video

gamesmore

oftenthan

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFoxRentaCar

customers

intheU.S.

have

come

across

digital

advertisinginthepast4weeks70%67%57%54%50%44%51%46%44%43%43%43%40%34%41%39%37%37%36%35%35%30%29%28%27%22%21%16%14%11%Video

streaming

Video

gamesservicesVideo

portalsSocial

mediaMusicportalsOnlinestores

Search

enginesWebsitesandappsof

brandsEditorialwebsitesandappsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;

Base:

n=69,

FoxRenta

Carcustomers,n=1048,

carrentalbookers,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202364%

of

Fox

Rent

a

Carcustomers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks64%61%58%55%52%41%51%41%47%43%41%41%27%36%34%34%33%33%29%29%24%19%18%16%OnTVOntheradioAtthemovies

OnadvertisingDirectly

inthestoreInprinteddailynewspapersInprintedmagazinesandjournalsBy

mailshot

/advertisingmail/cinemaspaceson

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi