南非汽车租赁用户分析报告：Rentalcars-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Bidvest

Car

Rentalcustomers

in

South

AfricaConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBidvest

CarRental

customers

inSouthAfrica:who

they

are;

what

theylike;

whatthey

think;andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,the

report

allows

thereader

tobenchmark

Bidvest

CarRental

customers

inSouthAfrica(’’brand

users’’)

againstSouthAfricancarrentalbookers

ingeneral

(’’category

users’’),

and

theoverallSouthAfricanconsumer,

labelled

as

’’allNumberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

South

Africa)•

2,000+

forthe

basicsurveySample:

Internet

users,

aged18

–64,

quotasset

ongender

and

agerespondents’’

inthecharts.Thereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

01Management

summary•

Brand

usage•

Key

insightsBidvest

Car

Rental

is

the

second

most

used

car

rental

provider

in

South

Africaafter

Avis

and

has

a

user

share

of

27%Management

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinSouth

AfricaAvisBidvest

CarRentalBEuropcar55%27%26%26%Drive

SouthAfricaBudget17%16%First

CarRentalHertz12%11%10%8%RJustCarHire4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=504

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024The

share

of

car

rental

bookers

using

Bidvest

Car

Rental

grew

by1

percentagepoints

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

BidvestCar

Rental27%27%26%26%26%26%25%25%25%24%24%23%22%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=97-

136

Bidvest

CarRental

customers,n=373

-

510

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Bidvest

Car

Rental

customers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBidvest

CarRental

hasahighshareofcustomers

thatare

Millennialscompared

to

thetotalonlinepopulation.Learning

new

thingsismore

importanttoBidvest

CarRental

customers

than

toother

carrental

bookers.Itstands

out

that65%

ofBidvest

CarRental

customers

say

thatwhen

itcomes

to

traveling,

sustainability

isimportant

to

them.Pinterest

ismore

popularamongBidvest

CarRental

customers

thantheaverage

carrental

booker.Fashion

and

beauty

arerelativelyBidvest

CarRental

customersremember

seeing

adsinnewslettersmore

often

than

other

carrentalbookers.Bidvest

CarRental

ismore

popularamong

female

carrental

bookers

thanmale

carrental

bookers.prevalent

interests

of

Bidvest

CarRental

50%

ofBidvest

CarRental

customerscustomers.areinnovators

or

early

adopters

of

newproducts.Shoppingisarelatively

popularhobbyamong

Bidvest

CarRental

customers.Justlikecarrental

bookers

ingeneral,Bidvest

CarRental

customers

arerelatively

likely

tohaveahigh

income.Arelatively

highshare

ofBidvest

CarRental

customers

thinkthatclimatechangeisanissuethatneeds

tobeaddressed.Bidvest

CarRental

customers

are

morelikely

to

liveinlarge

citiesthan

carrentalbookers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Bidvest

Car

Rental

has

a

high

share

of

customers

that

are

Millennials

comparedto

the

total

online

populationDemographic

profile:

generationsAge

of

consumersinSouth

AfricaBrand

users37%38%39%54%9%

0%Category

usersAllrespondents51%12%

0%44%16%1%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=134

Bidvest

CarRental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Bidvest

Car

Rental

is

morepopular

among

femalecar

rental

bookers

than

malecar

rental

bookersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users44%56%Category

usersAllrespondents54%53%46%47%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=134

BidvestCar

Rental

customers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202472%

of

Bidvest

Car

Rental

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa56%54%36%33%19%17%16%15%14%10%11%7%3%3%2%1%1%1%0%

0%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:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=134

Bidvest

CarRental

customers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Just

likecar

rental

bookers

in

general,

Bidvest

Car

Rental

customers

are

relativelylikely

to

have

a

high

incomeDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users55%26%19%Category

usersAllrespondents53%26%21%33%33%33%HighMiddleLow11

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=134

BidvestCar

Rental

customers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Bidvest

Car

Rental

customers

arerelatively

likely

to

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive34%32%30%24%24%19%16%15%15%14%12%

12%12%10%10%7%5%4%2%

2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=134

Bidvest

CarRental

customers,

n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Bidvest

Car

Rental

customers

are

more

likely

to

live

in

large

cities

than

car

rentalbookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa40%36%34%21%20%19%17%17%14%13%13%12%9%8%8%8%6%4%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=134

Bidvest

CarRental

customers,n=504

carrentalbookers,n=12,201all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202411%

of

Bidvest

Car

Rental

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users11%84%4%6%Category

usersAllrespondents8%86%8%83%9%YesNoWould

rathernot

say14

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=134

Bidvest

CarRental

customers,

n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedLearning

new

things

is

more

important

to

Bidvest

Car

Rental

customers

than

toother

car

rental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa63%63%62%45%43%48%45%45%41%41%39%35%31%32%30%28%24%20%24%

23%27%13%14%13%10%9%9%9%7%5%TobesuccessfulSafety

andsecurityAnhonest

andrespectable

lifeLearningnew

thingsAhappyrelationshipAdvancingmy

careerMaking

myown

decisionsHavingagood

timeTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=134Bidvest

CarRental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Fashion

and

beauty

are

relativelyprevalent

interests

of

Bidvest

Car

RentalcustomersConsumer

lifestyle:

main

interestsTop10

interestsofBidvestCar

Rental

customersinSouth

Africa76%75%75%68%68%67%67%64%63%63%63%56%63%63%62%51%62%58%57%45%57%55%53%52%52%44%50%43%39%37%Career

&educationHealth

&fitnessFinance&economyMovies,TVshows&musicTravelScience

&technologyFashion&beautyFood

&diningVehicles

&mobilitySportsBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=134

Bidvest

CarRental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Shopping

is

a

relatively

popular

hobby

among

Bidvest

Car

Rental

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBidvestCar

Rental

customersinSouth

Africa72%69%63%60%57%57%56%57%55%50%55%55%54%54%52%50%48%49%47%40%40%39%39%38%31%38%37%37%30%30%ShoppingTravelingCooking/bakingReadingOutdooractivitiesTech

/computersSocializingCars/vehiclesDoing

sportsandfitnessVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=134

BidvestCar

Rental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Bidvest

Car

Rental

customers

are

more

likely

to

go

dancing

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBidvestCar

Rental

customers

inSouth

Africa34%31%31%29%28%27%25%25%23%23%22%21%20%20%19%19%19%16%16%15%15%15%15%13%12%12%9%9%7%6%DancingRunning/joggingFitness,aerobics,

cardioHikingSoccerSwimming/DivingCyclingYoga

/pilatesBasketballCricketBrand

usersCategory

usersAllrespondents19

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=91

Bidvest

CarRental

customers,n=301

carrentalbookers,

n=5,904

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Bidvest

Car

Rental

customers

are

more

likely

to

followboxing

than

other

carrental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBidvestCar

Rental

customers

inSouth

Africa47%43%39%37%34%33%31%29%28%26%26%25%25%21%20%20%20%20%20%19%15%15%14%Golf13%12%11%11%8%7%7%SoccerRugbyCricketBoxingMotorsportsTennisBasketballAmericanfootballSwimming/divingBrand

usersCategory

usersAllrespondents20

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=76

BidvestCar

Rental

customers,n=261carrentalbookers,

n=5,320

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21It

stands

out

that

65%

of

Bidvest

Car

Rental

customers

say

that

when

it

comesto

traveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inSouth

Africa81%75%74%71%71%67%65%56%53%50%42%41%41%40%38%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mon

vacation,When

I’mtraveling,IWhen

itcomes

toWhen

itcomes

toIusemy

smartphone

book

accommodations,

traveling,sustainability

traveling,Ialways

lookasaguidecarrentals,etc.spontaneously

viamysmartphoneisimportant

tomeforthecheapest

offerBrand

usersCategory

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=134

BidvestCar

Rental

customers,n=504

carrentalbookers,

n=2,032all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202450%

of

Bidvest

Car

Rental

customers

are

innovators

orearly

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%40%34%34%31%20%18%18%17%15%10%10%6%4%3%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=134

Bidvest

CarRentalcustomers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Bidvest

Car

Rental

customers

think

that

climate

changeis

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoBidvestCar

Rental

customers88%88%81%85%84%78%73%69%75%71%65%69%68%63%64%64%64%63%51%57%59%59%58%53%51%

46%42%47%35%28%UnemploymentCrimeRising

prices/inflation/cost

of

livingPovertyHealth

andsocial

securityEconomicsituationEducationFood

andwater

securityGovernment

ClimatechangedebtBrand

usersCategory

usersAllrespondents24

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:

n=134

Bidvest

CarRental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Bidvest

Car

Rental

customers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users32%33%24%40%4%6%Category

usersAllrespondents29%32%29%31%27%14%LeftCenterRightPrefer

notto

answer25

Notes: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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=134

Bidvest

CarRental

customers,

n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsPinterest

is

more

popular

among

Bidvest

Car

Rental

customers

than

theaverage

car

rental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinSouth

Africabybrand97%90%91%91%89%77%88%76%65%84%84%69%66%63%44%27%62%55%53%47%42%40%31%21%11%13%13%8%7%7%Instagram

FacebookYouTubeTikTokX(Twitter)

PinterestCategory

usersLinkedInSnapchatQuoraRedditBrand

usersAllrespondents27

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=32

Bidvest

CarRental

customers,n=108

carrentalbookers,

n=3047

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Bidvest

Car

Rental

customers

tend

to

read

daily

newspapersmore

often

thancar

rental

bookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks91%89%80%89%86%77%82%76%75%64%69%61%69%67%63%50%62%60%52%51%50%47%44%34%43%42%36%28%32%29%25%18%21%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsPodcastsDailynewspapersOnlinemagazinesMovies

/cinemaMagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=134

Bidvest

CarRental

customers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Bidvest

Car

Rental

customers

remember

seeing

ads

in

newsletters

more

oftenthan

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBidvestCar

Rental

customersinSouth

Africa

havecome

across

digital

advertisinginthe

past

4weeks74%70%60%67%66%58%55%54%42%51%49%48%47%46%36%45%33%45%44%41%40%39%37%37%28%32%31%24%23%16%Social

mediaVideo

portalsOnlinestoresWebsitesandappsof

brandsVideo

games

Video

streaming

Search

enginesservicesPodcastsMusicportalsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=134

BidvestCar

Rental

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Bidvest

Car

Rental

customers

remember

ads

they

saw

in

printed

dailynewspapersmore

often

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks54%53%52%52%51%49%43%48%45%45%41%41%31%38%37%34%25%33%25%24%23%20%19%10%OnadvertisingspacesOnTVDirectly

inthe

storeOntheradioInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;Base:n=134

Bidvest

CarRentalcustomers,n=504

carrentalbook