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

CONSUMERS&BRANDSRide

sharing:

FREE

NOWusersin

AustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFREE

NOWusers

inAustria:who

theyare;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

FREENOW

usersinAustria(’’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

15%,

FREE

NOW

is

one

of

the

top

3

ride

sharing

services

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

FREE

NOWdeclined

by4

percentagepoints

since

Q3

of

2021Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

FREE

NOW19%18%18%18%17%17%17%17%15%14%14%13%12%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=43

-

58

FREENOW

users,n=270

-392

ridesharing

usersSources:Consumer

Insights

Global

as

of

June

2024FREE

NOW

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFREE

NOW

ismore

popularamongGeneration

Zthanother

ridesharingservices.Anhonest

and

respectable

lifeis

lessimportant

to

FREE

NOWusers

thantoother

ridesharingusers.Itstands

out

that43%

ofFREE

NOWusers

saythatthere

are

notenoughparkingspaces

where

they

live.TikTok

ismore

popularamong

FREENOWusers

thanthe

average

ridesharinguser.There

is

afairlyeven

splitofmale

andfemale

FREE

NOW

users.Artsandliterature

arerelativelyprevalent

interests

of

FREENOW

users.31%

ofFREE

NOWusers

are

innovatorsor

early

adopters

ofnew

products.FREE

NOW

users

remember

seeing

adson

videostreaming

services

more

oftenthan

other

ridesharing

users.FREE

NOW

hasalarger

shareof

userswith

ahigh

income

than

other

ridesharingservices.Shoppingisarelatively

popularhobbyamong

FREE

NOWusers.Arelatively

highshare

ofFREE

NOWusers

think

thatreligious

conflictsareissues

thatneed

tobeaddressed.FREE

NOW

users

aremore

likely

toliveincitieswith

over

1million

inhabitantsthan

ride

sharingusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+FREE

NOW

is

more

popular

amongGeneration

Z

than

other

ride

sharingservicesDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users43%34%19%3%Category

usersAllrespondents31%37%27%5%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=58

FREENOW

users,

n=392

ride

sharing

users,n=12,175

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

FREE

NOW

usersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users52%54%50%48%46%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=58

FREENOW

users,n=392

ride

sharing

users,n=12,175

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

FREE

NOW

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustria37%33%29%27%26%26%17%17%16%15%12%11%9%8%5%3%2%2%

2%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;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=58

FREENOW

users,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024FREE

NOW

has

a

larger

share

of

users

with

a

high

income

than

other

ridesharing

servicesDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users57%16%27%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=58

FREENOW

users,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

FREE

NOW

users

are

relatively

likely

tolive

in

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive34%33%24%23%22%22%21%21%17%17%13%12%11%6%

6%5%4%

4%Other2%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two

or

moregenerationalfamilyrelated

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=58

FREENOW

users,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024FREE

NOW

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

ride

sharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria50%43%29%23%23%17%

17%16%

15%15%14%12%11%10%5%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=58

FREENOW

users,n=392

ride

sharingusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

20243%

of

FREE

NOW

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users3%90%7%8%Category

users8%84%Allrespondents

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=58

FREENOW

users,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

FREE

NOW

users

than

toother

ride

sharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria57%53%48%43%40%38%42%42%40%38%35%34%32%31%27%29%28%28%27%19%27%19%26%24%16%16%11%11%10%9%AhappyrelationshipSafety

andsecurityHavingagood

timeTobesuccessful

Social

justiceLearningnew

thingsMaking

myown

decisions

respectable

lifeAnhonest

andAdvancingmy

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=58

FREENOW

users,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Arts

andliterature

are

relatively

prevalent

interests

of

FREE

NOW

usersConsumer

lifestyle:

main

interestsTop10

interestsofFREE

NOWusersinAustria67%56%57%50%47%46%50%50%50%49%48%47%46%45%41%31%41%41%39%40%37%30%36%36%34%32%30%30%24%21%TravelFood

&diningHealth

&fitnessCareer

&educationMovies,TVshows&musicArts&literatureFinance&economyPolitics&societyandcurrentworld

eventsFashion&beautyHistoryBrand

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=58

FREENOW

users,n=392

ride

sharingusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Shopping

is

a

relatively

popular

hobby

among

FREE

NOW

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFREE

NOWusersinAustria62%58%57%53%50%54%50%50%43%47%45%44%42%38%43%43%43%42%40%38%34%31%31%30%25%24%21%21%19%18%OutdooractivitiesShoppingSocializingDoing

sportsandfitnessCooking/bakingTravelingReadingCars/vehiclesBoard

games/cardgamesPhotographyBrand

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=58

FREENOW

users,n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024FREE

NOW

users

are

more

likely

to

play

basketball

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFREE

NOWusersinAustria34%32%31%29%29%27%26%25%24%24%22%22%22%21%21%19%19%19%18%17%14%12%11%10%10%10%9%8%5%4%HikingFitness,aerobics,

cardioRunning/joggingCyclingSwimming/DivingYoga

/pilatesBadmintonDancingSoccerBasketballBrand

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=39

FREENOWusers,n=237

ride

sharing

users,n=6,948

all

respondentsConsumer

Insights

Global

as

of

June

2024FREE

NOW

users

are

more

likely

to

follow

basketball

than

other

ride

sharingusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFREE

NOWusersinAustria24%24%23%21%16%15%12%12%12%10%10%10%

10%9%9%8%7%7%7%6%6%5%5%5%5%5%4%4%4%3%SoccerBasketballTennisAmericanfootballCyclingAthletics(track&

field)MotorsportsWinter

sportsBoxingMixedMartial

ArtsBrand

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=21

FREENOWusers,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

43%

of

FREE

NOW

users

say

that

there

are

not

enoughparking

spaces

where

they

liveConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustria62%55%

56%55%53%43%43%41%32%30%28%19%19%19%14%Thepublictransportation

systeminmy

area

isgoodOwning

acarisimportant

to

meThere

are

notenough

parkingspaceswhere

IliveIcanimagineusingaself-driving

taxiIspend

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=58

FREENOW

users,n=392

ridesharingusers,n=2,030

all

respondentsConsumer

Insights

Global

as

of

June

202431%

of

FREE

NOW

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria40%

40%38%34%29%29%21%19%16%14%9%8%2%Innovators2%1%Early

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=58FREENOW

users,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

FREE

NOW

users

think

that

religious

conflicts

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoFREE

NOWusers61%53%45%41%38%42%43%38%43%36%34%40%33%39%33%38%32%29%34%34%34%32%29%31%31%31%29%27%19%15%Rising

prices/inflation/cost

of

livingEducationHealth

andsocial

securityImmigrationPovertyClimatechangeEconomicsituationReligiousconflictsUnemploymentCrimeBrand

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=58

FREENOW

users,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

FREE

NOW

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users24%25%38%37%26%12%Category

usersAllrespondents22%15%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=58

FREENOW

users,n=392

ridesharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsTikTok

is

more

popular

among

FREE

NOW

users

than

the

average

ride

sharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand79%74%73%73%66%62%68%61%56%47%34%32%28%26%26%

23%19%21%11%5%19%18%

18%12%11%11%10%9%3%

3%Instagram

FacebookYouTubeTikTokPinterestLinkedInSnapchatRedditX(Twitter)XingBrand

usersCategory

usersAllrespondents27

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=19

FREENOW

users,n=124

ride

sharing

users,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024FREE

NOW

users

tend

to

listen

to

podcasts

more

often

than

ride

sharing

usersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks83%78%72%75%64%75%69%

63%

69%66%60%59%55%47%53%43%44%52%42%48%48%45%42%43%38%25%38%38%27%26%21%

19%19%DigitalvideocontentTVRadioDigitalmusiccontentPodcastsOnlinenewswebsitesDailynewspapersMagazinesOnlinemagazinesMovies

/cinemaWeeklynewspapersBrand

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=58

FREENOW

users,n=392ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024FREE

NOW

users

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

ride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFREE

NOWusersinAustriahavecome

across

digital

advertisinginthepast4weeks60%57%52%43%50%50%48%45%46%38%45%43%41%34%34%33%33%32%32%25%30%25%29%25%24%23%19%18%15%11%Social

mediaVideo

portalsOnlinestores

Video

streaming

Search

engines

MusicportalsservicesWebsitesandappsof

brandsNewslettersPodcastsEditorialwebsitesandappsBrand

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=58

FREENOW

users,n=392

ride

sharing

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024FREE

NOW

users

remember

advertising

they

heard

on

the

radio

more

oftenthan

other

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks50%45%50%45%44%43%42%41%42%40%37%36%36%

36%36%31%35%30%28%26%

26%21%

20%13%OnadvertisingspacesOntheradioOnTVDirectly

inthestoreBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/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=58FREENOW

users,n=392

ride

sharing

users,n=12,1