南非卡塔尔航空公司qatar airways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&BRANDSAirlines:

Qatar

Airwayscustomers

in

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofQatarAirways

customers

in

South

Africa:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

QatarAirways

customers

inSouthAfrica(’’brandusers’’)

againstSouthAfricanairlinecustomersingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsQatar

Airways

ranks

sixth

among

airlines

in

South

AfricaManagement

summary:

brandusageand

competitionTop10

most

used

airlinesinSouth

AfricaFlySafair48%47%SouthAfricanAirways

(SAA)British

AirwaysEmirates34%24%Airlink14%12%QatarAirwaysLIFT8%CemAir6%5%5%AirFranceEtihad

Airways4Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=704,

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:Qatar

Airways

customers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsQatarAirways

is

more

popularamongMillennials

thanother

airlines.Safety

and

security

isless

important

toQatarAirways

customers

than

tootherairlinecustomers.Itstands

out

that74%

ofQatarAirwayscustomers

book

spontaneously

viatheirsmartphone

when

traveling.QatarAirways

customers

access

theinternet

viaadesktop

PCmore

oftenthan

theaverage

airline

customer.Compared

tootherairlines,

QatarAirways

hasarelatively

high

share

ofmale

customers.Family

andparentingarerelativelyprevalent

interests

of

QatarAirwayscustomers.39%

ofQatarAirways

customers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

QatarAirwayscustomers

interact

with

companiesmore

often

than

other

airlinecustomers.QatarAirways

hasalarger

share

ofcustomers

with

ahigh

income

thanother

airlines.Tech

or

computers

arerelativelypopularhobbiesamong

QatarAirwayscustomers.Arelatively

highshare

ofQatarAirwayscustomers

thinkthatclimatechangeisanissuethatneeds

tobeaddressed.QatarAirways

customers

rememberseeing

adsinvideo

gamesmore

oftenthan

other

airlinecustomers.QatarAirways

customers

are

more

likelytoliveinlargecities

than

airlinecustomers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Qatar

Airways

is

more

popular

among

Millennials

than

other

airlinesDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users38%36%36%54%8%

0%Category

usersAllrespondents44%43%17%18%3%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:

n=85,

Qatar

Airways

customers,n=704,

airline

customers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

airlines,

Qatar

Airways

has

a

relatively

high

share

of

malecustomersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users56%44%Category

usersAllrespondents51%49%54%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

MultiPick;Base:

n=85,

QatarAirways

customers,n=704,

airline

customers,

n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Qatar

Airways

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa55%51%35%35%22%20%20%15%11%9%7%5%4%2%2%1%1%1%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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=85,

QatarAirways

customers,n=704,

airlinecustomers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Qatar

Airways

has

a

larger

share

of

customers

with

a

high

income

than

otherairlinesDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users58%29%13%Category

usersAllrespondents50%31%18%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

airlines

have

youbookeda

flight

from

in

thepast

12

months?";

Multi

Pick;Base:

n=85,

QatarAirways

customers,n=704,

airline

customers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

Qatar

Airways

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive40%30%28%22%20%18%17%16%16%13%11%11%11%9%8%7%6%6%5%5%2%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

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=85,

Qatar

Airways

customers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Qatar

Airways

customers

are

more

likely

to

live

in

largecities

than

airlinecustomers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa46%37%34%21%19%18%16%16%13%13%12%12%10%8%8%7%6%5%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

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=85,

QatarAirways

customers,n=704,

airline

customers,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

202311%

of

Qatar

Airways

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users11%9%85%5%Category

usersAllrespondents83%8%8%81%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=85,

QatarAirways

customers,

n=704,

airlinecustomers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

less

important

to

Qatar

Airways

customers

than

to

otherairline

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa64%64%61%48%47%43%41%43%42%41%41%33%29%32%25%

29%24%27%22%23%21%15%16%13%12%10%9%9%

9%8%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:n=85,QatarAirways

customers,

n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

Qatar

AirwayscustomersConsumer

lifestyle:

main

interestsTop10

interestsofQatar

Airwayscustomers

inSouth

Africa75%74%69%68%66%59%57%64%62%62%61%61%51%61%60%59%51%59%59%53%53%44%52%51%49%43%44%41%37%37%Career

&educationFinance&economyTravelFamily

&parentingMovies,TVshows&musicHealth

&fitnessSportsFood

&diningScience

&technologyVehicles

&mobilityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=85,

QatarAirways

customers,n=704,

airline

customers,n=12205,all

respondentsConsumer

Insights

Global

as

of

August

2023Tech

or

computers

are

relatively

popular

hobbies

among

Qatar

AirwayscustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofQatar

Airwayscustomers

inSouth

Africa71%60%60%59%56%57%49%56%53%48%54%48%47%47%46%46%42%42%40%28%39%38%37%37%36%34%31%29%29%24%TravelingOutdooractivitiesTech

/computersReadingCooking/bakingSocializingDoing

sportsandfitnessVideo

gamingCars/vehiclesBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=85,

QatarAirways

customers,

n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Qatar

Airways

customers

are

more

likely

to

go

cycling

than

other

airlinecustomersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofQatar

Airwayscustomers

inSouth

Africa29%29%28%28%26%25%24%24%23%20%19%19%18%18%18%17%16%15%16%15%14%14%12%11%11%9%9%8%5%6%CyclingRunning/JoggingFitness,aerobics,cardioHikingSoccerDancingSwimming/DivingGolfBasketballCricketBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past12

months?";

Multi

Pick;Base:n=54,

Qatar

Airways

customers,n=400,

airlinecustomers,n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023Qatar

Airways

customers

are

more

likely

to

follow

American

football

than

theaverage

onlinerConsumer

lifestyle:

sports

followedTop10

sports

followed

byQatar

Airways

customersinSouth

Africa45%41%38%35%33%32%32%31%31%31%29%28%26%24%21%19%19%20%19%16%15%13%12%11%11%11%9%9%6%6%SoccerCricketRugbyBoxingTennisAmericanfootballMotorsportsSwimming/divingAthletics(track&

field)BasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=53,

QatarAirways

customers,n=358,airline

customers,n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

74%

of

Qatar

Airways

customers

book

spontaneously

via

theirsmartphone

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

inSouth

Africa76%

76%74%70%68%62%62%55%55%48%47%47%46%40%39%When

I’mon

vacation,Iusemy

smartphone

book

accommodations,When

I’mtraveling,IIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,sustainability

traveling,Ialways

lookisimportant

tomeAllrespondentsWhen

itcomes

toasaguidecarrentals,etc.spontaneously

viamysmartphoneforthecheapest

offerBrand

usersCategory

users21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=85,

QatarAirways

customers,n=704,

airline

customers,

n=2033,

allrespondentsConsumer

Insights

Global

as

of

August

202339%

of

Qatar

Airways

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%39%35%29%29%20%18%18%17%16%11%9%9%4%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=85,

QatarAirways

customers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Qatar

Airways

customers

think

that

climate

change

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoQatar

Airways

customers87%80%80%78%86%75%79%74%75%72%71%65%68%62%60%66%66%59%55%62%57%53%60%46%53%52%52%45%35%26%UnemploymentCrimePovertyRising

prices/inflation/cost

of

livingEconomicsituationFood

andwater

securityEducationHealth

andsocial

securityClimatechangeHousingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:

n=85,

QatarAirways

customers,

n=704,

airline

customers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Qatar

Airways

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users22%39%29%29%9%9%Category

usersAllrespondents28%34%29%30%23%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

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=85,

QatarAirways

customers,n=704,

airline

customers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsQatar

Airways

customers

access

the

internet

via

a

desktop

PC

more

often

thanthe

average

airline

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet98%

97%95%93%92%77%73%72%66%64%54%54%48%47%47%45%43%38%36%32%31%27%25%20%19%18%12%SmartphoneLaptopDesktop

PCSmart

TVTabletGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=85,

QatarAirways

customers,

n=704,airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Qatar

Airways

customers

interact

with

companies

more

oftenthan

other

airline

customersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype82%75%73%

72%73%72%71%62%68%61%68%67%66%66%64%64%59%52%58%48%59%55%46%54%45%53%46%49%37%27%6%4%1%1%

1%0%Liked

postsbyotherusersFollowedpeopleCommented

Sentprivate

Posted

textsPostedpictures/videosLikedcompanypostsFollowedcompaniesSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsmessages/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=85,

QatarAirways

customers,n=704,airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Qatar

Airways

customers

tend

to

read

daily

newspapers

more

often

than

airlinecustomers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks98%90%85%84%78%78%77%72%65%67%

66%67%64%60%60%60%58%54%39%53%49%47%43%34%39%27%40%29%36%20%22%

21%17%TVDigitalvideocontentRadioDigitalmusiccontentDailynewspapersPodcastsMagazinesOnlinenewswebsitesOnlinemagazinesMovies

/cinemaWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

you

bookedaflight

from

in

the

past

12

months?";

Multi

Pick;Base:n=85,

QatarAirways

customers,n=704,

airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Qatar

Airways

customers

remember

seeing

ads

in

video

gamesmore

often

thanother

airline

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereQatar

Airwayscustomers

inSouth

Africahavecome

across

digitaladvertisinginthepast4weeks68%66%60%64%60%55%61%53%53%52%44%51%47%46%43%44%42%43%31%41%38%37%35%32%

30%26%30%28%23%15%Social

mediaVideo

portalsOnlinestores

Search

enginesOtherapps

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsMusicportalsBlogs/forumsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;

Base:n=85,

Qatar

Airways

customers,n=704,airline

customers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Qatar

Airways

customers

remember

ads

they

saw

in

printed

daily

newspapersmore

often

than

other

airline

customersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks66%56%55%51%50%49%48%45%44%44%44%42%41%28%37%37%35%31%28%26%22%15%21%9%OnadvertisingspacesOnTVInprinteddailynewspapersDirectly

inthestoreOntheradioInprintedmagazinesandjournalsBy

mailshot

/

Atthemoviesadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;