德国拼车网站BVG Muva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:

BVG

Muva

users

inGermanyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBVG

Muva

users

in

Germany:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

BVGMuva

users

inGermany

(’’brandusers’’)

againstGerman

ride

sharingusers

ingeneral(’’category

users’’),

and

theoverall

German

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

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

insightsBVG

Muva

is

the

eighth

most

used

ride

sharing

service

in

Germany

with

Uber

infirst

placeManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinGermanyUberBlaBlaCar32%27%ADAC

MitfahrclubFREE

NOW24%19%Fahrgemeinschaft.deBesserMitfahren.deDrive2day14%13%12%11%10%BVG

MuvaCleverShuttleflinc9%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=552,

ride

sharing

usersSources:Consumer

Insights

Global

as

of

August

2023BVG

Muva

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBVG

Muvaismore

popularamongMillennials

thanother

ridesharingservices.Ahappy

relationship

isless

important

to

Itstands

out

that44%

ofBVG

MuvaBVG

Muvausers

access

theinternet

viaasmartwatch

more

often

thantheaverage

ridesharinguser.BVG

Muvausers

thantoother

ridesharingusers.users

canimagineusingaself-drivingtaxi.54%

ofBVG

Muva

users

aremale.Fashion

and

beauty

arerelativelyprevalent

interests

of

BVGMuva

users.34%

ofBVG

Muva

users

areinnovatorsor

early

adopters

ofnew

products.Onsocial

media,

BVG

Muvausersinteract

with

companies

more

oftenthan

other

ridesharing

users.BVG

Muvahasalarger

shareof

userswith

ahigh

income

than

other

ridesharingservices.BVG

Muvausers

are

more

likely

tohaveboard

or

card

gamesas

ahobbythanother

ridesharingusers.Arelatively

highshare

ofBVG

Muvausers

think

thatterrorism

is

anissuethatneeds

to

beaddressed.BVG

Muvausers

remember

seeing

adson

editorial

websites

and

appsmoreoften

than

other

ridesharing

users.BVG

Muvausers

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

ride

sharingusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+BVG

Muva

is

more

popular

among

Millennials

than

other

ride

sharing

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users16%75%7%

2%Category

usersAllrespondents24%49%21%6%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=61,

BVGMuva

users,n=552,

ridesharing

users,n=35994,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202354%

of

BVG

Muva

users

are

maleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users54%46%Category

usersAllrespondents58%42%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=61,

BVGMuva

users,n=552,

ride

sharing

users,n=35994,

allrespondentsConsumer

Insights

Global

as

of

August

2023Sources:A

relatively

high

share

of

BVG

Muva

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany41%31%28%25%25%20%19%18%16%15%13%12%11%8%5%3%2%2%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=61,

BVGMuva

users,n=552,

ride

sharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:BVG

Muva

has

a

larger

share

of

users

with

a

high

income

than

other

ridesharing

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users65%20%15%Category

usersAllrespondents48%26%26%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=61,

BVGMuva

users,n=552,

ride

sharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

BVG

Muva

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live59%32%29%26%24%22%19%18%10%9%8%8%7%5%5%4%4%3%3%2%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=61,

BVGMuva

users,n=552,

ride

sharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023BVG

Muva

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

ride

sharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany46%37%35%26%24%24%21%20%16%13%12%12%8%3%Small

town2%Rural

communityMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

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=61,

BVGMuva

users,n=552,

ride

sharingusers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202316%

of

BVG

Muva

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users16%79%5%Category

usersAllrespondents10%84%6%7%84%9%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=61,

BVGMuva

users,n=552,

ride

sharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

BVG

Muva

users

than

to

other

ridesharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%48%46%42%42%41%38%36%36%36%36%34%34%28%32%31%31%30%25%25%22%23%23%20%20%10%20%16%12%11%Havingagood

timeSafety

andsecurityTobesuccessfulAhappyrelationshipSocial

justiceAnhonest

andrespectable

life

own

decisionsMaking

myAdvancingmy

careerLearningnew

thingsTraditionsBrand

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=61,

BVGMuva

users,n=552,

ride

sharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relatively

prevalent

interests

of

BVG

Muva

usersConsumer

lifestyle:

main

interestsTop10

interestsofBVG

MuvausersinGermany49%46%45%44%42%39%42%40%39%

39%32%34%33%36%34%34%35%34%31%33%33%32%26%31%30%30%30%30%29%28%TravelHealth

&fitnessSportsFashion&beautyFinance&economyPolitics&societyandcurrentworld

eventsScience

&technologyHome

&gardenHistoryMovies,TVshows&musicBrand

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=61,

BVGMuva

users,

n=552,

ridesharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023BVG

Muva

users

are

more

likely

to

have

board

orcard

games

as

a

hobby

thanother

ride

sharing

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBVG

MuvausersinGermany47%45%44%43%43%42%41%40%38%36%36%36%34%34%34%33%

33%28%30%30%30%28%28%25%25%23%22%21%19%17%OutdooractivitiesDoing

sportsandfitnessTravelingCars/vehiclesSocializingTech

/computersBoard

games/cardgamesCooking/bakingPhotographyDIYandarts&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=61,

BVGMuva

users,n=552,

ridesharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023BVG

Muva

users

are

more

likely

to

go

hunting

or

fishing

than

other

ride

sharingusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBVG

MuvausersinGermany23%23%23%20%20%20%19%19%18%18%18%15%17%16%16%15%15%14%13%13%9%6%6%5%5%4%3%2%2%2%BasketballCyclingFitness,aerobics,cardioHunting/FishingSwimming/DivingAmericanFootball

/FlagFootballCricketRunning/JoggingBaseball/SoftballDancingBrand

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=32,

BVGMuvausers,n=555,

ride

sharing

users,n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

2023BVG

Muva

users

are

more

likely

to

follow

cycling

than

other

ride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBVGMuvausersinGermany26%25%24%16%16%15%13%13%11%11%11%11%10%9%8%8%7%8%7%7%6%6%5%4%4%3%2%2%2%1%BasketballCyclingAmericanfootballBoxingTabletennisGymnasticsSoccerBaseballCricketHandballBrand

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=24,

BVGMuvausers,n=396,

ride

sharing

users,n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

44%

of

BVG

Muva

users

can

imagine

using

a

self-driving

taxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinGermany48%45%44%44%39%34%33%33%31%31%28%26%26%24%19%Thepublictransportation

systeminmy

area

isgoodIcanimagineusingaself-driving

taxiItrytooptformoreenvironmentally-friendly

fortheenvironmentmeans

oftransportationDriving

carsisbadThere

are

notenough

parkingspaceswhere

IliveBrand

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=61,

BVGMuva

users,n=552,

ride

sharingusers,n=6004,

all

respondentsConsumer

Insights

Global

as

of

August

202334%

of

BVG

Muva

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany44%43%37%37%34%21%20%16%16%14%9%5%3%1%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=61,BVGMuva

users,n=552,

ride

sharing

users,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

BVG

Muva

users

think

that

terrorism

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

BVGMuvausers56%44%41%36%34%39%37%33%37%33%

37%31%37%34%32%28%34%31%28%28%28%26%24%21%21%20%20%

20%17%14%EnvironmentRising

prices

Climatechange/inflation/CivilrightsEconomicsituationDefense

&foreign

affairsGovernmentdebtPovertyTerrorismHousingcost

of

livingBrand

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=61,

BVGMuva

users,n=552,

ridesharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

BVG

Muva

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users15%46%39%0%Category

usersAllrespondents26%38%25%10%22%43%17%18%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=61,

BVGMuva

users,n=552,

ride

sharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBVG

Muva

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

ride

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet90%91%89%75%74%72%65%64%62%61%58%56%55%54%54%50%49%48%46%43%39%39%38%33%27%26%24%SmartphoneLaptopDesktop

PCSmartwatchBrand

usersSmart

TVSmart

speakersAllrespondentsTabletGaming

console

Streaming

deviceCategory

users26

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=61,

BVGMuva

users,n=552,

ridesharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

BVG

Muva

users

interact

with

companies

more

often

thanother

ride

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype58%54%51%49%49%39%48%47%46%43%43%43%41%40%38%30%38%36%34%34%32%30%30%30%28%16%27%25%19%12%11%8%4%2%2%2%FollowedpeopleSharedcompanypostsCommentedon

postsPostedpictures/videosPosted

texts/statusLikedcompanypostsSentprivate

Liked

postsSharedpostsbyother

usersFollowedIhaveonly

Ihaven’t

usedmessagesbyotheruserscompanies

used

social

social

mediaupdatesmediapassivelyBrand

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=61,

BVGMuva

users,n=552,

ridesharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023BVG

Muva

users

tend

to

listen

to

digital

music

content

less

often

than

ridesharing

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks79%

79%

79%78%70%67%64%

67%62%59%58%56%56%52%51%

51%48%37%48%47%45%36%46%46%45%36%36%30%29%

30%22%28%18%TVDigitalvideocontentRadioPodcastsDailynewspapersMagazinesMovies

/cinemaDigitalmusic

Onlinenewscontent

websitesOnlinemagazinesWeeklynewspapersBrand

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=61,

BVGMuva

users,n=552,ride

sharing

users,n=17900,

all

respondentsConsumer

Insights

Global

as

of

August

2023BVG

Muva

users

remember

seeing

ads

on

editorial

websites

and

apps

moreoften

than

other

ride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBVG

MuvausersinGermany

have

come

across

digital

advertisinginthe

past

4weeks49%44%44%43%43%42%40%38%38%36%36%34%33%33%33%32%31%30%30%27%27%27%26%26%24%24%21%19%16%12%EditorialwebsitesandappsVideo

streaming

Social

mediaservicesVideo

portalsOnlinestoresBlogs/forumsNewslettersVideo

gamesMusicportalsWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents29

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=61,

BVGMuva

users,n=552,

ridesharing

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202352%

of

BVG

Muva

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks52%45%42%41%41%40%40%39%31%39%31%38%38%29%38%37%36%36%36%34%33%26%26%14%OnTVDirectly

inthestoreInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies

By

mailshot

/OntheradioOnadvertisingspaces/cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

you

used

in

the

past12

months?’