德国沃尔沃volvo用户市场调研和分析报告（英文版）-2024年1月上传培训课件吉利

CONSUMERS&BRANDSCars:

Volvo

drivers

in

GermanyConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofVolvo

drivers

inGermany:

whothey

are;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

Volvo

drivers

inGermany

(’’brandusers’’)againstGerman

cardrivers

ingeneral

(’’categoryusers’’),

and

the

overall

German

onliner,

labelled

as

’’allrespondents’’

inthecharts.Region:

56

countriesNumberofrespondents:•

12,000+

forcountries

with

the

extended

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

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsVolvo

ranks

outside

the

top

10

of

most

driven

car

makes

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

drivencar

makesinGermanyVolkswagenBMW14%12%Audi12%Opel8%7%FordMercedes-BenzŠkoda7%4%4%4%HyundaiRenaultToyota3%4Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=5051,

cardriversConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

car

drivers

driving

Volvo

stayed

the

same

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

cardriversdriving

Volvo1%1%1%1%1%1%1%1%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=33

-

52

Volvo

drivers,n=2935

-

5103

cardriversConsumer

Insights

Global

as

of

August

2023Sources:Volvo

drivers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsVolvo

ismore

popularamong

BabyBoomers

than

other

carmakes.Havingagood

timeismore

importanttoVolvo

drivers

than

to

other

cardrivers.31%

ofVolvo

drivers

statethatdrivingcars

isbadfortheenvironment.Volvo

drivers

access

the

internet

viaasmart

speaker

more

often

thantheaverage

cardriver.Compared

toothercarmakes,

Volvohasarelatively

high

share

ofmaledrivers.27%

ofVolvo

drivers

are

innovators

orearly

adoptersof

new

products.Politics,society

andcurrent

worldevents

arerelatively

prevalent

interestsof

Volvo

drivers.Arelatively

highshare

ofVolvo

driversdon’tusesocial

media.Arelatively

highshare

ofVolvo

driversthink

thatcrime

isanissuethatneedstobeaddressed.Volvo

hasalarger

shareof

drivers

withahighincome

than

other

carmakes.Volvo

drivers

remember

seeing

adsonsearch

engines

more

often

thanothercardrivers.Sportsandfitnessare

relatively

popularhobbiesamong

Volvo

drivers.Volvo

drivers

aremore

likely

to

live

incitieswith

over

1million

inhabitantsthancardrivers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Volvo

is

more

popular

among

Baby

Boomers

than

other

car

makesDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users10%38%29%23%Category

usersAllrespondents18%18%35%34%34%34%14%14%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Volvodrivers,

n=5051,cardrivers,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

car

makes,

Volvo

has

a

relatively

high

share

of

male

driversDemographic

profile:

genderGenderofconsumersinGermanyBrand

users58%42%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=52,

Volvodrivers,n=5051,

cardrivers,

n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Volvo

drivers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%

31%25%25%23%21%19%18%

18%14%13%13%12%11%11%8%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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,

Volvodrivers,n=5051,

cardrivers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Volvo

has

a

larger

share

of

drivers

with

a

high

income

than

other

car

makesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users59%28%13%Category

usersAllrespondents39%34%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;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,Volvodrivers,n=5051,

cardrivers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

drivers,

Volvo

drivers

are

relatively

likely

to

live

in

acouple

householdDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinGermany

live46%32%29%29%

29%26%24%18%13%9%

9%7%

7%6%3%3%2%

2%

2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,

Volvodrivers,n=5051,

cardrivers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Volvo

drivers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

thancar

drivers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany35%29%26%

26%24%23%21%21%18%16%13%13%12%11%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Volvo

drivers,

n=5051,

cardrivers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

20232%

of

Volvo

drivers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users2%94%85%84%4%Category

usersAllrespondents6%9%7%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

primarily

used

car?";

Single

Pick;Base:n=52,

Volvo

drivers,

n=5051,

cardrivers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

more

important

to

Volvo

drivers

than

to

other

car

driversConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany62%56%53%44%42%38%36%42%42%40%40%36%36%

36%33%30%29%19%20%17%21%21%20%20%11%11%10%13%11%10%AhappyrelationshipHavingagood

timeMaking

myown

decisions

respectable

lifeAnhonest

andSafety

andsecurityLearningnew

thingsSocial

justice

TobesuccessfulAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Volvo

drivers,

n=5051,

cardrivers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Politics,

society

and

current

world

events

are

relatively

prevalent

interests

ofVolvo

driversConsumer

lifestyle:

main

interestsTop10

interestsofVolvo

driversinGermany49%48%48%46%42%47%42%46%44%44%42%42%41%40%40%38%38%36%35%35%34%34%33%32%29%

29%28%27%26%24%Health

&fitnessTravelPolitics&societyandcurrentworld

eventsFood

&diningHome

&gardenMovies,TVshows&musicSportsVehicles

&mobilityHistoryFashion&beautyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,

Volvodrivers,n=5051,

cardrivers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

and

fitness

are

relatively

popular

hobbies

amongVolvo

driversConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofVolvo

driversinGermany52%48%47%50%50%50%42%44%40%42%42%42%40%40%40%38%36%36%33%31%34%32%32%30%27%25%25%25%28%25%SocializingDoing

sportsandfitnessOutdooractivitiesTravelingCooking/bakingReadingGardeningandplantsPetsDIYandarts&craftsTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=52,

Volvodrivers,n=5051,

cardrivers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Volvo

drivers

are

more

likely

to

go

running

or

jogging

than

other

car

driversConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofVolvo

driversinGermany27%27%23%21%21%20%19%19%17%18%16%15%13%15%14%12%9%9%8%

8%8%8%8%8%7%6%6%5%3%

3%HikingRunning/JoggingFitness,aerobics,cardioSwimming/DivingCyclingYoga

/PilatesBadmintonBasketballDancingHunting/FishingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=31,

Volvo

drivers,

n=2645,

cardrivers,n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

2023Volvo

drivers

are

more

likely

to

follow

soccer

than

other

car

driversConsumer

lifestyle:

sports

followedTop10

sports

followed

byVolvo

driversinGermany31%25%24%12%10%9%8%7%8%7%7%7%7%7%6%6%6%

6%6%6%6%

6%6%5%4%4%4%4%3%2%SoccerIceHockeyBasketballBoxingCyclingMotorsportsAthleticsBaseballHandballTennis(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=21,

Volvodrivers,n=1701,

cardrivers,n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2131%

of

Volvo

drivers

state

that

driving

cars

is

bad

for

the

environmentConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinGermany69%67%60%37%36%32%31%28%27%25%

25%24%17%16%15%Owning

acarisimportant

to

meIamacarenthusiastDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaces

where

IliveIspend

toomuchtimecommutingBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,

Volvodrivers,n=5051,

cardrivers,

n=6004,

all

respondentsConsumer

Insights

Global

as

of

August

202327%

of

Volvo

drivers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%37%37%37%36%27%23%16%15%11%9%10%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=52,

Volvo

drivers,

n=5051,

cardrivers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Volvo

drivers

think

that

crime

is

an

issue

that

needs

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingGermany

accordingto

Volvo

drivers56%60%56%36%40%40%40%35%34%39%39%38%38%33%37%37%37%37%

37%35%34%

34%35%35%33%30%29%29%29%23%Rising

prices

Climatechange/inflation/CrimeEnvironmentImmigrationEducationHealth

andsocial

securityHousingPovertyEconomicsituationcost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Volvodrivers,

n=5051,

cardrivers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Volvo

drivers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users12%71%10%8%Category

usersAllrespondents22%22%43%18%17%43%17%18%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;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=52,

Volvo

drivers,

n=5051,

cardrivers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsVolvo

drivers

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

car

driverMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet92%90%

91%69%65%63%59%56%55%52%52%50%50%46%43%40%37%34%33%30%29%27%27%26%26%24%21%SmartphoneLaptopTabletSmart

TVDesktop

PCSmart

speakers

Gaming

consoleAllrespondentsSmartwatchStreaming

deviceBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:n=52,

Volvodrivers,n=5051,

cardrivers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Volvo

drivers

don’t

use

social

mediaMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype55%

54%46%43%

43%35%40%

40%31%39%

39%29%30%36%

36%31%30%27%23%27%25%

20%19%23%17%17%12%16%12%10%15%12%12%11%8%7%Sentprivate

Liked

posts

Commented

Posted

textsFollowedpeopleLikedcompanypostsPostedpictures/videosSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=52,

Volvo

drivers,

n=5051,

cardrivers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Volvo

drivers

tend

to

read

online

news

websites

more

often

than

car

drivers

ingeneralMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%

82%79%77%72%67%70%

68%67%63%53%39%50%

48%47%47%

47%32%47%38%46%37%37%36%32%29%33%32%30%28%19%

18%17%TVRadioDigitalvideo

Onlinenewscontent

websitesMagazinesDigitalmusiccontentPodcastsDailynewspapersOnlinemagazinesMovies

/cinemaWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

primarily

used

car?";

Single

Pick;

Base:n=30,

Volvo

drivers,

n=2505,

cardrivers,n=17900,

all

respondentsConsumer

Insights

Global

as

of

August

2023Volvo

drivers

remember

seeing

ads

on

search

engines

more

often

than

othercar

driversMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereVolvo

driversinGermany

havecome

across

digitaladvertisinginthepast4weeks60%42%46%46%41%40%42%42%41%38%35%38%28%26%26%25%29%29%27%27%22%21%26%26%24%20%19%24%21%19%Search

engines

OnlinestoresVideo

portalsSocial

media

Video

streamingservicesWebsitesandappsof

brandsNewslettersOtherappsVideo

gamesEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Volvo

drivers,

n=5051,

cardrivers,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Volvo

drivers

remember

advertising

they

heard

on

the

radio

more

often

thanother

car

driversMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks52%50%46%39%44%43%42%41%40%40%38%37%38%37%36%34%33%29%28%26%26%17%15%14%By

mailshot

/advertisingmailOntheradioOnadvertisingspacesOnTVInprintedmagazinesandjournalsDirectly

inthestoreInprinteddailynewspapersAtthemovies/cinemaon

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;

Base:n=52,

Volvo

drivers,

n=5051,

cardrivers,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CONSUMER

INSIGHTSUnder