南非汽车租赁用户分析报告：hertz-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Hertz

customers

inSouth

AfricaConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHertz

customers

inSouthAfrica: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,the

report

allows

thereader

tobenchmark

Hertz

customers

inSouthAfrica

(’’brandusers’’)

againstSouthAfricancarrental

bookers

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

South

Africa)•

2,000+

forthe

basicsurveySample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

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

designSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

01Management

summary•

Brand

usage•

Key

insightsHertz

is

the

eighth

most

used

car

rental

providerin

South

Africa

with

Avis

in

firstplaceManagement

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

Hertz

grew

by1

percentage

points

sinceQ1

of

2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

Hertz12%11%11%11%11%10%10%10%9%9%9%8%8%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=30-

62

Hertzcustomers,n=373

-

510

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Hertz

customers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHertz

ismore

popularamongGeneration

Xthanother

carrentalproviders.Being

successful

isless

important

toItstands

out

that73%

ofHertzHertz

customers

than

toothercarrental

customers

book

spontaneously

viatheirX(Twitter)

ismore

popularamong

Hertzcustomers

thantheaverage

carrentalbooker.bookers.smartphone

when

traveling.Hertz

ismore

popularamong

malecarrental

bookers

than

female

carrentalbookers.Sportsisarelatively

prevalent

interestof

Hertz

customers.49%

ofHertz

customers

are

innovatorsor

early

adopters

ofnew

products.Hertz

customers

remember

seeing

adson

search

engines

more

often

thanother

carrental

bookers.Traveling

isarelatively

popularhobbyamong

Hertz

customers.Arelatively

highshare

ofHertzcustomers

thinkthathousingisanissuethatneeds

to

beaddressed.Hertz

hasalarger

shareof

customerswith

ahigh

income

than

other

carrentalproviders.Hertz

customers

aremore

likely

to

liveinmegacities

than

carrental

bookers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Hertz

is

morepopular

among

Generation

X

than

other

car

rental

providersDemographic

profile:

generationsAge

of

consumersinSouth

AfricaBrand

users22%58%20%0%Category

usersAllrespondents38%39%51%12%

0%44%16%1%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=55

Hertz

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Hertz

is

morepopular

among

male

car

rental

bookers

than

femalecar

rentalbookersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users69%31%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=55

Hertzcustomers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Many

Hertz

customers

have

a

bachelor’s

degree

or

the

equivalentDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa56%49%36%33%19%18%16%16%14%13%11%7%4%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=55

Hertzcustomers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Hertz

has

a

larger

share

of

customers

with

a

high

income

than

other

car

rentalprovidersDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users65%13%22%21%Category

usersAllrespondents53%26%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=55

Hertzcustomers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Hertz

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive44%32%30%25%24%24%15%14%13%12%12%10%10%9%7%7%5%4%2%2%0%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=55

Hertzcustomers,

n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Hertz

customers

are

more

likely

to

live

in

megacities

than

car

rental

bookers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa36%35%34%21%19%18%17%17%16%15%13%13%12%9%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=55

Hertz

customers,n=504

carrentalbookers,n=12,201

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

20244%

of

Hertz

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users4%93%4%Category

usersAllrespondents8%86%6%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=55

Hertzcustomers,

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•

SportsfollowedBeing

successful

is

less

important

to

Hertz

customers

than

to

other

car

rentalbookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa63%62%45%47%51%48%45%45%35%36%41%39%38%32%30%28%27%20%

23%18%22%13%18%13%13%11%10%9%9%7%Tobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityLearningnew

thingsAhappyrelationshipAdvancingmy

careerHavingagood

timeMaking

myown

decisionsTraditionsSocial

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=55

Hertzcustomers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Sports

is

a

relatively

prevalent

interest

of

Hertz

customersConsumer

lifestyle:

main

interestsTop10

interestsofHertzcustomers

inSouth

Africa73%71%71%69%67%67%67%55%65%63%56%63%64%64%

64%53%62%51%62%58%57%45%55%52%52%50%40%44%43%37%SportsCareer

&educationVehicles

&mobilityMovies,TVshows&musicFood

&diningTravelFinance&economyHealth

&fitnessScience

&technologyFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=55

Hertz

customers,n=504

carrentalbookers,n=12,201

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Traveling

is

a

relatively

popular

hobby

among

Hertz

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHertzcustomers

inSouth

Africa69%64%62%58%57%56%55%50%55%55%54%52%51%50%49%49%48%38%47%47%45%40%39%39%38%37%37%31%30%30%TravelingShoppingCars/vehiclesCooking/bakingTech

/computersReadingOutdooractivitiesVideo

gamingDoing

sportsandfitnessSocializingBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=55

Hertzcustomers,n=504

carrentalbookers,

n=12,201

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Hertz

customers

are

more

likely

to

play

rugby

than

other

car

rental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHertzcustomers

inSouth

Africa29%25%25%24%23%23%22%22%22%20%20%20%20%19%19%18%18%16%16%15%15%15%15%12%12%9%9%9%6%5%SoccerHikingFitness,aerobics,

cardioCyclingRunning/joggingDancingSwimming/DivingYoga

/pilatesBasketballRugbyBrand

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=34

Hertz

customers,n=301

carrentalbookers,

n=5,904

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Hertz

customers

are

more

likely

to

followsoccer

than

other

car

rental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHertzcustomersinSouth

Africa64%51%43%36%34%33%33%31%29%27%26%25%25%22%22%21%11%20%20%20%19%15%14%14%Golf13%12%11%10%8%7%SoccerRugbyCricketBoxingBasketballAthletics(track&

field)MotorsportsTennisAmericanfootballBrand

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=40

Hertzcustomers,n=261

carrentalbookers,

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

73%

of

Hertz

customers

book

spontaneously

via

theirsmartphone

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

inSouth

Africa73%73%71%71%67%67%56%55%53%50%44%42%41%41%38%When

I’mtraveling,Ibook

accommodations,

Iusemy

smartphonecarrentals,etc.spontaneously

viamysmartphoneWhen

I’mon

vacation,Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,sustainability

traveling,Ialways

lookisimportant

tomeAllrespondentsWhen

itcomes

toasaguideforthecheapest

offerBrand

usersCategory

users22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=55

Hertzcustomers,n=504

carrentalbookers,

n=2,032

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202449%

of

Hertz

customers

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%40%34%34%25%20%20%18%18%17%10%9%6%5%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=55

Hertzcustomers,

n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Hertz

customers

think

that

housing

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoHertzcustomers88%89%81%85%84%78%78%

73%69%71%69%67%63%64%65%65%65%64%63%51%57%59%58%58%53%53%46%42%45%44%UnemploymentCrimePovertyHealth

andsocial

securityRising

prices/inflation/cost

of

livingEconomicsituationHousingEducationFood

andwater

securityGovernmentdebtBrand

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=55

Hertz

customers,n=504

carrentalbookers,n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Many

Hertz

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users31%38%25%5%6%Category

usersAllrespondents33%29%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=55

Hertzcustomers,

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

touchpointsX

(Twitter)

is

morepopular

among

Hertz

customers

than

the

average

car

rentalbookerMarketing

touchpoints:social

media

usageSocial

mediausageinSouth

Africabybrand91%91%90%89%77%84%84%82%76%65%73%66%64%62%55%

55%42%45%44%27%40%31%21%18%8%18%18%11%7%7%X(Twitter)

YouTube

Instagram

FacebookBrand

usersTikTokLinkedInPinterestQuoraRedditSnapchatCategory

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=11

Hertzcustomers,

n=108

carrentalbookers,

n=3047

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Hertz

customers

tend

to

listen

to

digital

music

content

more

often

than

carrental

bookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks96%91%89%80%86%77%80%76%75%64%69%61%65%64%62%63%50%55%53%47%44%43%42%36%36%

36%28%34%29%27%25%18%21%TVDigitalvideo

Digitalmusiccontent

contentRadioPodcastsOnlinenewswebsitesOnlinemagazinesMovies

/cinemaDailynewspapersMagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=55

Hertz

customers,n=504

carrentalbookers,n=12,201all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Hertz

customers

remember

seeing

ads

on

search

engines

more

often

thanother

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHertzcustomers

inSouth

Africahavecome

across

digitaladvertisinginthepast4weeks70%69%69%67%55%64%62%60%54%53%47%47%47%46%36%45%45%33%44%42%40%41%32%39%37%35%28%24%23%16%Social

mediaVideo

portals

Search

engines

OnlinestoresWebsitesandappsof

brandsMusicportals

Video

streaming

Video

gamesservicesPodcastsNewslettersBrand

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=55

Hertzcustomers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Hertz

customers

remember

ads

they

saw

directly

in

the

storemore

often

thanother

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks62%58%56%54%53%51%43%48%45%45%41%38%35%25%33%31%31%

31%25%24%22%20%19%10%Directly

inthe

storeOnadvertisingspacesOnTVOntheradioInprintedmagazinesandjournalsBy

mailshot

/advertisingmailInprinteddailynewspapersAtthemovies/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=55

Hertzcustomers,n=504

carrentalbookers,

n=12,201

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024STATISTACONSUMER