奥地利拼车顺风车用户分析报告：Uber优步-外文版培训课件2024.7微信支付宝

CONSUMERS&BRANDSRide

sharing:

Uber

users

inAustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofUber

users

inAustria:whotheyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Uberusers

inAustria(’’brandusers’’)againstAustrianride

sharingusers

ingeneral(’’category

users’’),

and

theoverall

Austrianconsumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Austria)•

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

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

57%,

Uber

is

by

far

the

most

used

ride

sharing

service

inAustriaManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinAustriaUberBolt57%34%FREE

NOW15%BlaBlaCar12%Greendrive5%5%Fahrgemeinschaft.deBesserMitfahren.deCarployee4%4%3%WienMobil

Hüpferummadum3%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=392

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024The

share

of

ride

sharing

users

using

Uber

declined

by

percentage

points

sinceQ1

of

2021Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

Uber59%58%57%57%57%56%56%54%54%54%53%53%52%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=147

-

222

Uberusers,n=270

-392

ridesharing

usersSources:Consumer

Insights

Global

as

of

June

2024Uber

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsUber

hasahigh

share

ofusers

thatarepartof

Generation

Zcompared

to

thetotalonline

population.Havingagood

timeisanimportantaspect

of

lifefor

42%

of

Uber

users.Itstands

out

that38%

ofUber

users

canimagineusingaself-driving

taxi.LinkedInismore

popularamong

Uberusers

thanthe

average

ridesharinguser.Traveling

isarelatively

prevalentinterest

of

Uberusers.23%

ofUber

users

areinnovators

orearly

adoptersof

new

products.54%

ofUber

users

aremale.Uber

usersremember

seeing

adsonsearch

engines

more

often

thanotherridesharing

users.Uber

hasasmaller

shareof

users

with

a

Outdooractivities

arearelatively55%

ofUber

users

think

thatrisingprices,

inflation&cost

of

livingareissues

thatneed

tobeaddressed.low

income

thanother

ridesharingservices.popularhobbyamong

Uber

users.Uber

usersare

more

likely

toliveincitieswith

over

1million

inhabitantsthan

theaverage

consumer.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Uber

has

a

high

share

of

users

that

are

part

of

Generation

Z

compared

to

thetotal

online

populationDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users34%40%21%5%5%Category

usersAllrespondents31%37%27%21%34%34%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=222

Uberusers,n=392

ride

sharing

users,n=12,175

allrespondentsSources:Consumer

Insights

Global

as

of

June

202454%

of

Uber

users

are

maleDemographic

profile:

genderGenderofconsumersinAustriaBrand

users54%54%46%46%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=222

Uberusers,n=392

ride

sharing

users,n=12,175

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Uber

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustria37%30%29%27%26%25%20%17%17%15%12%11%9%8%6%2%2%

2%1%1%1%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;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=222

Uberusers,n=392ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

has

a

smaller

share

of

users

with

a

low

income

than

other

ride

sharingservicesDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users46%28%26%Category

usersAllrespondents42%26%31%33%33%33%HighMiddleLow11

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=222

Uberusers,

n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024The

living

arrangements

of

Uber

users

and

ride

sharing

users

overall

are

similarDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive36%34%33%23%23%22%21%21%19%13%12%11%6%

6%6%4%4%

4%Other2%1%0%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenMulti-Two

or

morehouseholdgenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

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=222

Uberusers,n=392

ride

sharing

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitants

than

theaverage

consumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria47%43%29%23%23%18%17%15%15%15%14%13%11%10%8%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

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=222

Uberusers,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

20248%

of

Uber

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users8%8%85%84%7%8%Category

usersAllrespondents

6%83%11%YesNoWould

rathernot

say14

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=222

Uberusers,n=392ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

an

important

aspect

of

life

for

42%

of

Uber

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria53%57%54%40%42%38%

42%36%42%34%40%36%35%32%27%26%30%29%27%19%27%26%26%19%12%11%11%10%9%9%AhappyrelationshipHavingagood

timeSafety

andsecurityMaking

myown

decisions

respectable

lifeAnhonest

and

Tobesuccessful

Social

justiceLearningnew

thingsAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

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=222

Uberusers,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Traveling

is

a

relatively

prevalent

interest

of

Uber

usersConsumer

lifestyle:

main

interestsTop10

interestsofUberusersinAustria64%56%50%50%53%53%46%50%50%49%48%46%46%44%44%42%41%31%41%32%39%34%39%36%33%37%30%35%30%24%TravelFood

&diningMovies,TVshows&musicHealth

&fitnessCareer

&educationPolitics&societyandcurrentworld

eventsHistorySportsFinance&economyFashion&beautyBrand

usersCategory

usersAllrespondents17

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=222

Uberusers,n=392

ridesharingusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Outdoor

activities

are

a

relatively

popular

hobby

among

Uber

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofUberusersinAustria63%53%55%54%52%50%50%43%50%45%47%43%45%45%44%42%38%42%40%40%30%35%30%34%29%30%

34%28%31%26%OutdooractivitiesTravelingSocializingDoing

sportsandfitnessCooking/bakingReadingShoppingTech

/computersGardeningandplantsPetsBrand

usersCategory

usersAllrespondents18

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=222

Uberusers,n=392

ride

sharingusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

other

ride

sharingusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofUberusersinAustria36%31%34%32%32%31%29%29%27%25%22%22%22%21%18%15%14%10%12%13%12%12%12%11%10%10%9%9%6%5%Fitness,aerobics,

cardioHikingSwimming/DivingCyclingRunning/joggingDancingBadmintonSoccerYoga

/pilatesTennisBrand

usersCategory

usersAllrespondents19

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=155

Uberusers,n=237

ride

sharing

users,n=6,948

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

are

more

likely

to

follow

basketball

than

the

average

consumerConsumer

lifestyle:

sports

followedTop10

sports

followed

byUberusersinAustria27%24%23%15%15%12%14%12%11%10%10%

10%8%8%7%7%6%7%6%6%6%6%6%5%5%5%5%4%4%4%SoccerTennisMotorsportsBasketballAmericanfootballWinter

sportsIceHockeyBoxingAthletics(track&

field)CyclingBrand

usersCategory

usersAllrespondents20

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=93

Uberusers,n=142

ride

sharing

users,n=3,968

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

38%

of

Uber

users

can

imagine

using

a

self-driving

taxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustria62%61%61%55%56%43%38%32%32%30%21%19%19%19%14%Owning

acarisimportant

to

meThepublictransportation

systeminmy

area

isgoodIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveIspend

toomuchtimecommutingBrand

usersCategory

usersAllrespondents22

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=222

Uberusers,n=392

ride

sharing

users,n=2,030

all

respondentsConsumer

Insights

Global

as

of

June

202423%

of

Uber

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria41%40%38%34%29%

29%20%19%16%14%8%8%3%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

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=222Uberusers,n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202455%

of

Uber

users

think

that

rising

prices,

inflation

&

cost

of

living

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoUberusers61%55%53%42%45%41%38%43%42%41%36%40%33%39%33%35%33%32%32%31%36%35%34%34%32%29%32%31%29%27%Rising

prices/inflation/cost

of

livingImmigrationEducationClimatechangeHealth

andsocial

securityEconomicsituationHousingEnvironmentCrimeUnemploymentBrand

usersCategory

usersAllrespondents24

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=222

Uberusers,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Uber

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users23%25%39%37%24%14%15%Category

usersAllrespondents22%21%38%19%22%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;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=222

Uberusers,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Uber

users

than

the

average

ride

sharing

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand79%73%72%

73%61%66%68%62%56%34%33%28%23%25%19%22%21%18%12%19%18%14%13%

11%10%10%9%9%5%6%Instagram

YouTubeFacebookTikTokLinkedInSnapchatPinterest

X(Twitter)AllrespondentsRedditTwitchBrand

usersCategory

users27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=72

Uberusers,

n=124

ride

sharing

users,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

tend

to

listen

to

digital

music

content

more

often

than

ride

sharingusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks80%75%64%72%

75%72%69%63%61%66%60%50%47%42%48%45%45%43%44%43%43%42%40%39%38%25%38%38%27%26%20%

19%19%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesMovies

/cinemaDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspapersBrand

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=222

Uberusers,

n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

remember

seeing

ads

on

search

engines

more

often

than

other

ridesharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereUberusersinAustriahavecome

across

digital

advertisinginthepast4weeks56%55%52%43%51%51%50%41%46%38%45%43%36%35%32%25%32%24%32%30%25%27%27%25%15%23%19%24%

23%18%Video

portalsSocial

media

Search

engines

OnlinestoresWebsitesandappsof

brandsVideo

streaming

NewslettersservicesMusicportalsEditorialwebsitesandappsVideo

gamesBrand

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=222

Uberusers,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

remember

ads

they

saw

directly

in

the

store

more

often

than

otherride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks49%48%40%48%42%45%44%

44%43%42%37%

37%36%35%

36%

36%31%30%27%26%

26%25%20%13%OnadvertisingspacesDirectly

inthestoreBy

mailshot

/advertisingmailOnTVOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

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?’’;Multi

Pick;Base:

n=222Uberusers,n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insights

Global