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CONSUMERS&BRANDSRide
sharing:
Taxi
Skåne
users
inSwedenConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofTaxi
Skåneusers
inSweden:
whotheyare;what
theylike;
whatthey
think;
andhowtoreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
tobenchmark
TaxiSkåneusersinSweden
(’’brandusers’’)againstSwedish
ridesharingusers
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
insightsTaxi
Skåne
ranks
eighth
among
ride
sharing
services
in
SwedenManagement
summary:
brandusageand
competitionTop10
most
used
ridesharingservicesinSwedenUberBolt47%43%TaxiStockholmSverigetaxiTaxiKurir32%23%16%TaxiGöteborgGreenCabTaxiSkåneCabonlineTaxi9714%11%9%8%8%4Notes:"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiprovidershave
youused
in
the
past12
months?’’;
Multi
Pick;
Base:n=532,
ride
sharing
usersSources:Consumer
Insights
Global
as
of
August
2023The
share
of
ride
sharing
users
using
Taxi
Skåne
stayed
the
same
since
Q4
of2021Management
summary:
brandusagetimelineTimeline
of
ride
sharingusersusing
TaxiSkåne11%11%10%10%9%9%9%2021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiprovidershave
youused
in
the
past12
months?’’;
Multi
Pick;
Base:n=39
-
50
TaxiSkåne
users,n=425
-532
ridesharing
usersSources:Consumer
Insights
Global
as
of
August
2023Taxi
Skåne
users
in
SwedenManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsTaxiSkåneismore
popularamongGeneration
Zthanother
ridesharingservices.Havingagood
timeisless
important
toTaxiSkåneusers
than
to
other
ridesharingusers.Itstands
out
that59%
ofTaxiSkåneusers
trytooptformoreenvironmentally-friendly
means
oftransportation.TaxiSkåneusers
access
theinternet
viaasmartwatch
more
often
thantheaverage
ridesharinguser.TaxiSkåneismore
popularamong
male
Career
and
education
are
relativelyTaxiSkåneusers
tendto
comment
onpostsmore
often
than
theaverageonliner.ridesharing
usersthanfemale
ridesharingusers.prevalent
interests
of
TaxiSkåneusers.32%
ofTaxi
Skåneusers
are
innovatorsor
early
adopters
ofnew
products.Carsor
vehicles
are
relatively
popularhobbiesamong
TaxiSkåneusers.TaxiSkånehasalarger
shareof
userswith
ahigh
income
than
other
ridesharingservices.Arelatively
highshare
ofTaxiSkåneusers
think
thatclimate
changeisanissuethatneedstobeaddressed.TaxiSkåneusers
remember
seeing
adsinvideo
gamesmore
often
thanotherridesharing
users.TaxiSkåneusers
aremore
likely
toliveinlargecities
than
theaverage
onliner.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+Taxi
Skåne
ismore
popular
among
Generation
Z
than
other
ride
sharingservicesDemographic
profile:
generationsAgeof
consumersinSwedenBrand
users42%38%18%2%Category
usersAllrespondents30%37%28%5%20%35%32%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxi
providershave
youused
in
thepast12
months?’’;
Multi
Pick;
Base:
n=50,
TaxiSkåne
users,n=532,
ride
sharing
users,n=12167,
allrespondentsSources:Consumer
Insights
Global
as
of
August
2023Taxi
Skåne
ismore
popular
among
male
ride
sharing
users
than
female
ridesharing
usersDemographic
profile:
genderGenderofconsumersinSwedenBrand
users70%30%Category
usersAllrespondents58%42%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiproviders
have
youused
in
the
past
12
months?’’;Multi
Pick;Base:n=50,
TaxiSkåne
users,
n=532,
ride
sharing
users,n=12167,
allrespondentsSources:Consumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Taxi
Skåne
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinSweden26%24%24%23%23%21%21%17%16%16%14%14%14%10%10%8%6%5%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
ride
sharing
/ride
hailing
oronline
taxiprovidershave
youused
in
the
past12
months?’’;Multi
Pick;Base:
n=50,
TaxiSkåne
users,n=532,
ride
sharing
users,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Taxi
Skåne
has
a
larger
share
of
users
with
a
high
income
than
other
ridesharing
servicesDemographic
profile:
incomeShare
ofconsumersinSweden
inthehigh,
middle,
andlowthirdsofmonthly
householdgross
incomeBrand
users48%32%20%Category
usersAllrespondents42%31%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;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiprovidershave
youused
in
the
past
12
months?’’;Multi
Pick;Base:n=50,
TaxiSkåne
users,n=532,
ride
sharing
users,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
ride
sharing
users,
Taxi
Skåne
users
are
relatively
likely
to
livein
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinSweden
live44%27%27%26%24%
24%24%22%12%10%10%
10%10%9%6%4%3%
3%Other2%2%1%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenMulti-Two
or
morehouseholdgenerationalfamilyrelated
adults
household
typesBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiprovidershave
youused
in
the
past12months?’’;Multi
Pick;Base:n=50,
TaxiSkåne
users,n=532,
ride
sharing
users,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Taxi
Skåne
users
are
more
likely
to
live
in
large
cities
than
the
average
onlinerDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSweden55%52%42%30%29%27%18%14%13%11%5%4%Rural
communitySmall
townMedium-sized
townLarge
cityBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiproviders
have
youused
in
the
past
12
months?’’;Multi
Pick;Base:n=50,
TaxiSkåne
users,n=532,
ride
sharingusers,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
202310%
of
Taxi
Skåne
users
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSwedenBrand
users10%84%81%6%7%Category
usersAllrespondents12%9%82%9%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
ride
sharing
/ridehailing
oronline
taxiproviders
have
youused
in
the
past
12
months?’’;Multi
Pick;Base:n=50,
TaxiSkåne
users,n=532,
ride
sharing
users,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedHaving
a
good
time
is
less
important
to
Taxi
Skåne
users
than
to
other
ridesharing
usersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSweden59%54%52%50%47%44%42%36%40%39%38%35%
36%36%30%30%30%28%19%18%22%22%18%16%14%12%10%9%8%
8%Safety
andsecurityAhappyrelationshipMaking
myown
decisions
respectable
lifeAnhonest
andLearningnew
thingsHavingagood
timeTobesuccessful
Social
justiceTraditionsAdvancingmy
careerBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxi
providershave
youused
in
the
past12
months?’’;Multi
Pick;Base:n=50,
TaxiSkåne
users,
n=532,
ride
sharing
users,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Career
and
education
are
relatively
prevalent
interests
of
Taxi
Skåne
usersConsumer
lifestyle:
main
interestsTop10
interestsofTaxi
Skåne
usersinSweden66%64%58%58%57%56%
55%49%54%48%46%44%44%44%42%40%40%37%36%36%26%35%33%32%32%
32%30%28%25%20%TravelMovies,TVshows&musicHealth
&fitnessFood
&diningCareer
&educationPolitics&societyandcurrentworld
eventsScience
&technologyFashion&beautyFamily
&parentingHome
&gardenBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiprovidershave
youused
in
the
past12
months?’’;
Multi
Pick;
Base:
n=50,
TaxiSkåne
users,n=532,
ridesharing
users,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Cars
or
vehicles
are
relatively
popular
hobbies
among
Taxi
Skåne
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofTaxi
Skåne
usersinSweden62%56%56%49%48%48%47%46%46%46%44%43%43%41%41%40%38%37%29%35%32%31%29%30%Pets27%26%26%25%24%20%TravelingCooking/bakingReadingSocializingCars/vehiclesTech
/computersVideo
gamingGardeningandplantsDoing
sportsandfitnessBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
ride
sharing
/ridehailing
oronline
taxiprovidershave
youused
in
the
past
12
months?’’;Multi
Pick;Base:n=50,
TaxiSkåne
users,n=532,
ridesharing
users,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Taxi
Skåne
users
are
more
likely
to
play
soccer
than
other
ride
sharing
usersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofTaxi
Skåne
usersinSweden26%26%22%20%21%20%20%20%20%19%18%16%15%15%15%14%12%12%12%12%9%8%8%9%7%7%5%5%4%2%Running/JoggingSoccerCyclingFitness,aerobics,cardioHikingSwimming/DivingGolfHunting/FishingBadmintonVolleyball
/Beach
VolleyballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxi
providershave
youused
in
the
past12
months?’’;
Multi
Pick;
Base:
n=24,
TaxiSkåneusers,n=266,
ride
sharing
users,n=5219,
all
respondentsConsumer
Insights
Global
as
of
August
2023Taxi
Skåne
users
are
more
likely
to
follow
tennis
than
other
ride
sharing
usersConsumer
lifestyle:
sports
followedTop10
sports
followed
byTaxiSkåne
usersinSweden30%27%22%20%17%18%16%16%16%14%14%12%10%10%9%9%8%7%7%7%6%6%5%5%5%5%4%4%3%2%SoccerTennisIceHockeyGolfHandballBasketballMotorsportsAmericanfootballAthletics(track&
field)BaseballBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiprovidershave
youused
in
the
past12
months?’’;Multi
Pick;Base:
n=17,
TaxiSkåneusers,n=187,
ride
sharing
users,n=3856,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
mobility•
Innovation
adoption•
Challenges
facing
thecountry•
Politics21Itstands
out
that
59%
of
Taxi
Skåne
users
try
to
opt
for
more
environmentally-friendly
means
of
transportationConsumer
attitudes:mobilityAgreementwithstatements
towards
mobilityinSweden59%58%52%46%46%45%38%36%33%33%32%32%30%21%19%Itrytooptformoreenvironmentally-friendly
transportation
systemmeans
oftransportation
inmy
area
isgoodThepublicDriving
carsisbadfortheenvironmentIcanimagineusingaself-driving
taxiThere
are
notenough
parkingspaceswhere
IliveBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiproviders
have
youused
in
the
past12
months?’’;Multi
Pick;Base:
n=50,
TaxiSkåneusers,n=532,
ridesharingusers,n=1010,
all
respondentsConsumer
Insights
Global
as
of
August
202332%
of
Taxi
Skåne
users
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSweden46%42%38%30%26%24%23%18%15%12%11%10%2%2%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
ridesharing
/
ride
hailing
oronline
taxiproviders
have
youused
in
the
past
12
months?’’;Multi
Pick;Base:n=50,TaxiSkåne
users,n=532,
ride
sharing
users,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Taxi
Skåne
users
think
that
climate
change
is
an
issuethat
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Sweden
accordingtoTaxi
Skåne
users62%61%56%52%48%53%52%47%45%44%35%39%36%40%40%34%38%
38%32%37%37%36%36%34%33%32%
28%26%32%31%CrimeEconomicsituationRising
prices
Climatechange/inflation/Health
andsocial
securityEducationImmigration
UnemploymentDefense
&foreign
affairsEnvironmentcost
of
livingBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxi
providershave
youused
in
the
past12
months?’’;
Multi
Pick;
Base:
n=50,
TaxiSkåne
users,n=532,
ride
sharing
users,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Many
Taxi
Skåne
users
have
centrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSwedenBrand
users24%23%26%36%36%4%Category
usersAllrespondents28%39%11%26%34%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
ride
sharing
/ride
hailing
oronline
taxiproviders
have
youused
in
the
past12
months?’’;Multi
Pick;Base:
n=50,
TaxiSkåne
users,n=532,
ridesharing
users,n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsTaxi
Skåne
users
access
the
internet
via
a
smartwatch
more
often
than
theaverage
ride
sharing
userMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSwedenuseregularly
toaccesstheinternet92%
93%
92%86%84%80%71%70%70%68%62%60%58%56%54%54%50%47%45%45%45%37%35%33%32%24%19%SmartphoneLaptopSmart
TVStreaming
deviceBrand
usersTabletGaming
consoleAllrespondentsSmartwatchDesktop
PCSmart
speakersCategory
users27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiproviders
have
youused
in
the
past
12
months?’’;Multi
Pick;Base:n=50,
TaxiSkåne
users,n=532,
ride
sharing
users,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Taxi
Skåne
users
tend
to
comment
on
posts
more
often
than
the
averageonlinerMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinSweden
by
type71%72%64%
64%70%66%66%60%51%60%57%46%50%48%39%42%40%40%38%35%29%36%34%28%31%23%31%22%17%14%7%5%6%2%
2%0%Commented
Sentprivate
Liked
postsFollowedpeoplePostedpictures/videosPosted
texts/statusSharedpostsbyother
usersFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediaon
postsmessagesbyotherusersupdatespassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
ridesharing
/ride
hailing
oronline
taxiproviders
have
youused
in
the
past
12
months?’’;Multi
Pick;Base:n=50,
TaxiSkåne
users,n=532,
ride
sharing
users,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Taxi
Skåne
users
tend
to
read
magazines
more
often
than
ride
sharing
users
ingeneralMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinSweden
havebeen
using
inthepast4weeks80%79%79%79%79%72%72%71%70%59%69%62%69%61%60%57%55%55%50%40%45%45%44%41%40%32%36%31%29%19%17%
17%14%TVRadioMovies
/cinemaDigitalmusic
DigitalvideoPodcastsMagazinesOnlinenewswebsitesOnlinemagazinesDailyWeeklycontentcontentnewspapers
newspapersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiproviders
have
youused
in
the
past
12
months?’’;Multi
Pick;Base:n=29,
TaxiSkåne
users,n=282,ride
sharing
users,n=6071,
all
respondentsConsumer
Insights
Global
as
of
August
2023Taxi
Skåne
users
remember
seeing
ads
in
video
games
more
often
than
otherride
sharing
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereTaxi
Skåne
usersinSweden
havecome
across
digitaladvertisinginthepast4weeks58%52%48%48%46%38%46%43%41%36%36%32%32%32%32%31%30%24%30%29%24%29%19%28%26%25%19%23%21%18%Video
portals
Search
engines
Social
mediaEditorialwebsitesandappsNewslettersOnlinestoresVideo
gamesWebsitesandappsof
brandsVideo
streaming
MusicportalsservicesBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxiproviders
have
youused
in
the
past
12
months?’’;Multi
Pick;
Base:
n=50,
TaxiSkåne
users,n=532,
ride
sharing
users,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Taxi
Skåne
users
remember
ads
they
saw
in
printed
magazines
and
journalsmore
often
than
other
ride
sharing
usersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSwedenhave
come
across
non-digital
advertisinginthepast4weeks60%52%50%46%45%44%44%36%42%42%39%40%40%36%25%35%34%29%31%30%30%24%22%17%OnTVInprintedmagazinesandjournalsOntheradioDirectly
inthestoreOnadvertising
By
mailshot
/
AtthemoviesInprinteddailynewspapersspacesadvertisingmail/cinemaon
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
ride
sharing
/ride
hailing
oronline
taxipr
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