澳大利亚拼车顺风车用户分析报告：Ola-外文版培训课件2024.7微信支付宝

CONSUMERS&BRANDSRide

sharing:

Ola

users

inAustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofOlausersinAustralia:who

theyare;

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

Olausers

inAustralia(’’brand

users’’)againstAustralianridesharingusers

ingeneral(’’category

users’’),

and

theoverall

Australianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Australia)•

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

10%,

Ola

is

one

of

the

top

5

ride

sharing

services

inAustraliaManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinAustraliaUber73%13cabs38%DiDiSilverTop

TaxiOla31%11%10%Eureka

Taxi8%6%GoCatchHopHop

RideComfortDelGro

SWANTAXIiHail6%6%5%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=1,035

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024The

share

of

ride

sharing

users

using

Ola

declined

by

18

percentage

pointssince

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

Ola28%26%26%25%24%22%21%19%17%15%14%12%10%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=108

-

208

Ola

users,n=723

-

1035

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024Ola

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsOlaismore

popularamong

Millennialsthanother

ridesharing

services.Social

justiceis

more

importanttoOlausers

than

tootherride

sharingusers.Itstands

out

that56%

ofOla

usersthinkthatthepublic

transportation

system

intheirarea

is

good.X(Twitter)

ismore

popularamong

Olausers

thanthe

average

ridesharinguser.Olaismore

popularamong

male

ridesharingusers

thanfemale

ridesharingusers.Food

and

dining

are

relatively

prevalentinterests

of

Olausers.28%

ofOlausersare

innovators

or

early

Olausers

remember

seeing

adsinvideoadopters

ofnew

products.games

more

often

than

other

ridesharingusers.Outdooractivities

arearelativelypopularhobbyamong

Olausers.Olahasalarger

share

ofusers

with

ahighincome

thanother

ridesharingservices.Arelatively

highshare

ofOlausers

thinkthatclimate

changeisanissuethatneeds

to

beaddressed.Olausers

aremore

likely

to

live

incitiesandurbanareas

than

ridesharing

usersingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Ola

is

more

popular

among

Millennials

than

other

ride

sharing

servicesDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users26%27%58%13%3%Category

usersAllrespondents43%25%5%24%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=108

Ola

users,n=1,035

ride

sharing

users,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024Ola

is

more

popular

among

male

ride

sharing

users

than

female

ride

sharingusersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users62%38%Category

usersAllrespondents51%50%49%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=108

Ola

users,n=1,035

ride

sharing

users,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Ola

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia44%35%30%21%20%21%19%18%17%15%13%11%11%7%6%4%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;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=108

Ola

users,n=1,035ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Ola

has

a

larger

share

of

users

with

a

high

income

than

other

ride

sharingservicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users51%30%19%Category

usersAllrespondents39%36%25%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=108

Ola

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

Ola

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive40%35%32%20%19%18%17%16%14%13%12%10%9%8%7%7%

7%6%3%

3%Multi-3%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesOtherhouseholdgenerationalfamilyBrand

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=108

Ola

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Ola

users

are

more

likely

to

live

in

cities

and

urban

areas

than

ride

sharing

usersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia35%29%

29%22%19%

20%19%18%18%17%14%13%13%11%8%7%6%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

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=108

Ola

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

20247%

of

Ola

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users7%91%2%2%Category

usersAllrespondents10%88%9%88%3%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=108

Ola

users,n=1,035ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSocial

justice

ismore

important

to

Ola

users

than

to

other

ride

sharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia58%56%55%51%49%45%43%42%39%35%35%32%32%31%30%28%

29%24%26%21%25%19%19%

14%14%12%11%11%8%6%AhappyrelationshipAnhonest

and

Tobesuccessfulrespectable

lifeSafety

andsecurityHavingagood

timeMaking

myown

decisionsLearningnew

thingsSocial

justiceAdvancingmy

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=108

Ola

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Food

and

dining

are

relatively

prevalent

interests

of

Ola

usersConsumer

lifestyle:

main

interestsTop10

interestsofOlausersinAustralia56%53%53%53%51%48%48%47%43%43%42%41%40%40%38%35%33%37%32%34%33%31%28%32%32%30%26%24%23%20%Food

&diningMovies,TVshows&musicTravelHealth

&fitnessScience

&technologyHome

&gardenSportsFashion&beautyPolitics&societyandcurrentworld

eventsVehicles

&mobilityBrand

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=108

Ola

users,n=1,035

ride

sharingusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Outdoor

activities

are

a

relatively

popular

hobby

among

Ola

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofOlausersinAustralia50%45%44%44%44%43%38%39%39%39%37%32%36%36%36%34%33%33%33%33%32%32%31%31%30%29%

29%24%23%21%OutdooractivitiesSocializingTravelingCooking/bakingReadingDoing

sportsandfitnessBoard

games/cardgamesGardeningandplantsPetsShoppingBrand

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=108

Ola

users,n=1,035

ride

sharingusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Ola

users

are

more

likely

to

go

cycling

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofOlausersinAustralia24%23%22%20%19%18%18%16%16%15%15%15%13%13%12%12%11%10%10%9%9%8%8%8%8%7%6%6%6%5%CyclingBasketballAustralianFootballRunning/joggingBadmintonFitness,aerobics,

cardioCricketDancingGolfSoccerBrand

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=63

Ola

users,n=503

ride

sharing

users,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024Ola

users

are

more

likely

to

follow

golf

than

other

ride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byOlausersinAustralia22%21%21%20%18%16%16%14%14%14%13%13%13%12%12%11%10%11%10%10%9%9%7%7%7%6%6%5%5%4%CricketSoccerAustralianFootballTennisRugbyGolfMotorsportsBasketballAthletics(track&

field)BoxingBrand

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=43

Ola

users,n=382

ride

sharing

users,n=3,931

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

56%

of

Ola

users

think

that

the

public

transportation

system

intheir

area

is

goodConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustralia71%67%65%56%46%38%31%27%27%23%23%24%20%18%18%Owning

acarisimportant

to

meThepublictransportation

systeminmy

area

isgoodIcanimagineusingaself-driving

taxiIspend

toomuchtimecommutingThere

are

notenough

parkingspaceswhere

IliveBrand

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=108

Ola

users,

n=1,035

ridesharing

users,n=2,022

all

respondentsConsumer

Insights

Global

as

of

June

202428%

of

Ola

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia38%

38%32%29%27%27%21%20%19%18%16%12%1%1%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=108Ola

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Ola

users

think

that

climate

change

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toOlausers59%61%57%54%53%46%38%42%40%38%33%37%37%35%

31%29%33%

34%31%33%32%29%26%31%30%24%29%29%28%27%Rising

prices/inflation/cost

of

livingHousingEconomicsituationClimatechange

EnvironmentHealth

andsocial

securityEducationUnemploymentCrimePovertyBrand

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=108

Ola

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

Ola

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users14%35%44%6%Category

usersAllrespondents20%40%29%11%20%42%25%14%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=108

Ola

users,n=1,035

ridesharing

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsX

(Twitter)

ismore

popular

among

Ola

users

than

the

average

ride

sharing

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand77%76%61%58%60%59%53%58%54%53%50%40%42%31%32%32%25%22%27%21%26%26%22%

23%16%18%16%

16%7%5%FacebookYouTube

InstagramTikTokX(Twitter)LinkedInSnapchatRedditFlickrPinterestBrand

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

Ola

users,n=259

ride

sharing

users,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024Ola

users

tend

to

go

to

the

movies

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks85%80%78%77%70%74%69%58%64%

64%56%55%54%55%53%44%37%43%37%41%33%39%28%32%31%21%27%24%24%23%17%14%17%DigitalvideocontentTVRadioDigitalmusiccontentMovies

/cinemaPodcastsOnlinenewswebsitesMagazinesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

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=108

Ola

users,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Ola

users

remember

seeing

ads

in

video

games

more

often

than

other

ridesharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereOlausersinAustraliahavecome

across

digitaladvertisinginthepast4weeks56%51%48%47%46%45%44%41%39%40%39%39%36%35%35%34%33%30%29%29%21%28%26%26%25%24%19%24%19%14%Video

portalsSocial

media

Video

streamingservicesWebsitesandappsof

brandsOnlinestores

Search

engines

Video

gamesMusicportalsPodcastsEditorialwebsitesandappsBrand

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=108

Olausers,n=1,035

ride

sharing

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Ola

users

remember

ads

they

saw

in/at

the

movies/cinema

more

often

thanother

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks55%52%51%40%47%47%40%44%43%39%36%34%34%31%31%29%27%26%20%19%19%17%17%16%OnTVOntheradioDirectly

inthestoreOnadvertising

Atthemovies

By

mailshot

/InprintedmagazinesandjournalsInprinteddailynewspapersspaces/cinemaadvertisingmailon

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=108

Olausers,n=1,035

ride

sharing

users,

n=12,120

all

respondentsCon