荷兰拼车网站Sameneenrit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&BRANDSRide

sharing:

Sameneenrit

usersin

the

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSameneenrit

usersintheNetherlands: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

toNumberof

respondents:benchmark

Sameneenrit

users

in

theNetherlands(’’brandusers’’)

againstDutch

ride

sharingusers

ingeneral

(’’category

users’’),

and

theoverall

Dutchonliner,

labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theNetherlands)•

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

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSameneenrit

ranks

sixth

among

ride

sharing

services

in

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesintheNetherlandsUberBolt46%26%TaxiDirectSneleentaxiBlaBlaCarSameneenritStaxi21%19%16%14%12%11%11%10%Taxi.euTaxiElectricappAcab4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=362,

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023Sameneenrit

users

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSameneenrit

is

more

popularamongMillennials

thanother

ridesharingservices.Success

and

career

advancement

arerelatively

important

to

Sameneenritusers.Itstands

out

that36%

ofSameneenritusers

canimagineusingaself-drivingtaxi.Sameneenrit

users

access

theinternetviaasmartwatch

more

often

thantheaverage

ridesharinguser.Sameneenrit

hasmore

male

thanfemale

users.Vehicles

andmobility

arerelativelyprevalent

interests

of

Sameneenritusers.24%

ofSameneenrit

usersareinnovators

or

early

adopters

ofnewproducts.Sameneenrit

users

tendtofollowpeople

on

social

media

lessoften

thanother

ridesharingusers.Sameneenrit

hasalarger

share

ofuserswith

ahigh

income

than

other

ridesharingservices.Making

musicisarelatively

popularhobbyamong

Sameneenrit

users.Arelatively

highshare

ofSameneenritusers

think

thatdefense

&foreignaffairsare

issuesthatneed

to

beaddressed.Sameneenrit

users

remember

seeingadson

social

media

less

often

thanother

ridesharingusers.Sameneenrit

users

aremore

likely

toliveinlarge

citiesthan

ride

sharingusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Sameneenrit

is

more

popular

among

Millennials

than

other

ride

sharing

servicesDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users14%54%18%14%Category

usersAllrespondents29%40%22%10%21%31%34%15%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=50,

Sameneenrit

users,n=362,

ride

sharing

users,n=12161,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Sameneenrit

has

more

male

than

female

usersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users58%42%Category

usersAllrespondents54%46%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=50,

Sameneenrit

users,

n=362,

ride

sharing

users,n=12161,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202376%

of

Sameneenrit

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands52%35%34%26%21%17%17%16%14%12%12%8%8%7%5%4%4%3%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=50,

Sameneenritusers,n=362,

ride

sharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Sameneenrit

has

a

larger

share

of

users

with

a

high

income

than

other

ridesharing

servicesDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users67%20%13%Category

usersAllrespondents43%30%27%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=50,

Sameneenrit

users,n=362,

ride

sharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

Sameneenrit

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive48%29%29%27%26%24%20%18%12%10%9%8%7%6%6%4%4%4%3%2%1%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=50,

Sameneenrit

users,n=362,

ride

sharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sameneenrit

users

are

more

likely

to

live

in

largecities

than

ride

sharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands60%47%33%32%30%24%23%18%12%12%5%4%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

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,

Sameneenrit

users,n=362,

ride

sharingusers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

20236%

of

Sameneenrit

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users6%92%85%2%Category

usersAllrespondents9%6%8%85%7%YesNoWould

rathernot

say13

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,

Sameneenrit

users,n=362,

ride

sharing

users,n=12161,

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

Sameneenrit

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands51%50%45%44%42%39%38%38%36%36%31%34%34%32%30%30%30%28%26%25%22%21%21%21%19%16%18%18%13%12%Anhonest

and

Tobesuccessfulrespectable

lifeHavingagood

timeLearningnew

thingsAhappyrelationshipMaking

myown

decisionsAdvancingmy

careerSafety

andsecurityTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

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,

Sameneenrit

users,

n=362,

ride

sharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

Sameneenrit

usersConsumer

lifestyle:

main

interestsTop10

interestsofSameneenrit

usersintheNetherlands46%46%45%44%43%41%40%36%34%34%32%32%32%31%27%28%24%26%26%26%25%25%25%24%24%23%18%21%19%9%Science

&technologyFood

&diningMovies,TVshows&musicHealth

&fitnessVehicles

&mobilityGaming

&eSportsPolitics&societyandcurrentworld

eventsArts&literatureHistoryTravelBrand

usersCategory

usersAllrespondents16

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,

Sameneenritusers,n=362,

ridesharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

Sameneenrit

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSameneenrit

usersintheNetherlands42%38%34%36%34%34%33%32%25%32%32%29%28%30%30%29%26%30%26%26%24%20%23%22%22%21%19%17%19%14%Video

gamingCooking/bakingOutdooractivitiesTravelingDoing

sportsandfitnessPetsSocializingMaking

musicBoard

games/cardgamesDIYandarts&craftsBrand

usersCategory

usersAllrespondents17

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,

Sameneenrit

users,

n=362,

ridesharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sameneenrit

users

are

more

likely

to

play

basketball

than

other

ride

sharingusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSameneenrit

usersinthe

Netherlands21%18%16%14%14%14%12%12%13%10%10%10%10%9%9%8%8%8%7%6%6%6%6%5%4%4%2%2%2%2%BasketballCyclingCricketFitness,aerobics,cardioHikingBaseball/SoftballDancingHunting/FishingAmericanFootball

/FlagFootballBadmintonBrand

usersCategory

usersAllrespondents18

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=18,

Sameneenritusers,n=156,

ride

sharing

users,n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sameneenrit

users

are

more

likely

to

follow

basketball

than

other

ride

sharingusersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySameneenritusersintheNetherlands21%19%14%10%10%10%10%10%9%9%8%8%8%7%6%6%6%6%6%6%6%5%5%5%4%4%2%2%2%2%BasketballBaseballBoxingSoccerTennisGolfMotorsportsAmericanfootballCyclingGymnasticsBrand

usersCategory

usersAllrespondents19

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=11,Sameneenrit

users,n=114,

ride

sharing

users,n=3704,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

36%

of

Sameneenrit

users

can

imagine

using

a

self-driving

taxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheNetherlands42%38%38%36%36%34%

34%33%31%30%28%27%24%24%13%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=50,

Sameneenritusers,n=362,

ridesharingusers,n=2028,

all

respondentsConsumer

Insights

Global

as

of

August

202324%

of

Sameneenrit

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands42%40%40%28%23%22%21%21%20%16%

16%9%2%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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,Sameneenrit

users,n=362,

ride

sharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Sameneenrit

users

think

that

defense

&

foreign

affairsare

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoSameneenrit

users46%43%38%34%32%35%35%33%30%30%29%23%28%26%21%24%24%24%24%23%19%18%22%22%22%21%20%20%14%13%EconomicsituationFood

andwater

securityCrimeDefense

&foreign

affairsUnifyingthecountryEducationEnvironmentHealth

andsocial

securityHousingCivilrightsBrand

usersCategory

usersAllrespondents23

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,

Sameneenrit

users,n=362,

ride

sharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

Sameneenrit

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users18%19%20%24%56%42%2%Category

usersAllrespondents30%9%32%32%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=50,

Sameneenritusers,n=362,

ridesharingusers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSameneenrit

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

ride

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet90%87%

87%76%75%71%56%55%55%54%52%49%50%48%48%44%42%41%38%37%31%28%27%25%23%19%12%SmartphoneLaptopSmart

TVSmartwatchBrand

usersDesktop

PCTabletGaming

console

Streaming

device

Smart

speakersCategory

usersAllrespondents26

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,Sameneenrit

users,n=362,

ride

sharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sameneenrit

users

tend

to

follow

people

on

social

media

less

often

than

otherride

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype54%48%47%46%46%44%42%

40%40%40%39%39%37%36%33%32%32%32%32%32%31%21%30%21%26%25%22%12%20%18%11%7%7%4%1%0%Liked

postsbyotherusersPostedpictures/videosSentprivatemessagesSharedcompanypostsCommented

Posted

textsSharedpostsbyother

usersLikedcompanypostsFollowedcompaniesFollowedpeopleIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

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,Sameneenrit

users,n=362,

ride

sharing

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sameneenrit

users

tend

to

watchdigital

video

content

less

often

than

ridesharing

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks75%74%67%72%63%63%58%

62%61%59%58%58%58%54%51%46%46%46%46%45%32%44%39%38%39%37%29%33%29%19%15%15%8%TVDigitalmusic

Digitalvideocontent

contentRadioMovies

/cinemaPodcastsDailynewspapersMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

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=24,

Sameneenrit

users,n=182,

ride

sharing

users,n=6067,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sameneenrit

users

remember

seeing

ads

on

social

media

less

often

than

otherride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSameneenrit

usersintheNetherlandshave

come

across

digital

advertisinginthepast4weeks48%43%42%40%37%36%36%36%36%35%34%33%32%30%30%

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Global

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of

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touchpoints:non-digital

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Notes:Sources:’’Wherehave

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