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

CONSUMERS&BRANDSRide

sharing:

ComfortDelGroSWAN

TAXI

users

in

AustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofComfortDelGro

SWAN

TAXI

users

inAustralia:who

theyare;

what

theylike;

what

theythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

ComfortDelGro

SWAN

TAXIusersinAustralia(’’brandusers’’)

againstAustralian

ridesharingusers

ingeneral

(’’category

users’’),

and

theoverall

Australian

consumer,

labelled

as

’’allrespondents’’

inthecharts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Australia)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsComfortDelGro

SWAN

TAXI

is

the

ninth

most

used

ride

sharing

service

inAustralia

with

Uber

in

first

placeManagement

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

2024ComfortDelGro

SWAN

TAXI

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsComfortDelGro

SWANTAXIismorepopularamong

Millennials

thanotherridesharing

services.Tradition

ismore

important

toComfortDelGro

SWANTAXIusers

thantootherride

sharingusers.Itstands

out

that47%

ofComfortDelGro

Clubhouseismore

popularamongSWAN

TAXI

users

canimagineusingaself-driving

taxi.ComfortDelGro

SWANTAXIusers

thantheaverage

ridesharing

user.ComfortDelGro

SWANTAXIismorepopularamong

maleride

sharingusersthan

female

ridesharingusers.Vehicles

andmobility

arerelativelyprevalent

interests

of

ComfortDelGroSWAN

TAXI

users.28%

ofComfortDelGro

SWAN

TAXI

users

ComfortDelGro

SWANTAXIusersareearly

adopters,

when

itcomes

toinnovation.remember

seeing

adson

editorialwebsites

andapps

more

often

thanother

ridesharingusers.ComfortDelGro

SWANTAXIhasalargershareof

users

with

ahigh

income

thanother

ridesharingservices.DIYandarts&craftsare

relativelyArelatively

highshare

ofpopularhobbiesamong

ComfortDelGro

ComfortDelGro

SWANTAXIusers

thinkSWAN

TAXI

users.thatunifyingthecountry

isanissuethatneeds

to

beaddressed.ComfortDelGro

SWANTAXIusers

aremore

likely

toliveincitiesandurbanareas

thanridesharing

usersingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+ComfortDelGro

SWAN

TAXI

ismore

popular

among

Millennials

than

other

ridesharing

servicesDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users17%62%20%2%Category

usersAllrespondents27%43%25%5%24%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=60

ComfortDelGro

SWAN

TAXI

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024ComfortDelGro

SWAN

TAXI

ismore

popular

among

male

ride

sharing

users

thanfemale

ride

sharing

usersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users65%35%Category

usersAllrespondents51%50%49%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=60

ComfortDelGroSWANTAXI

users,n=1,035

ride

sharingusers,n=12,120

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

ComfortDelGro

SWAN

TAXI

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia40%35%30%22%20%21%19%18%17%15%13%13%11%11%7%2%Lower

secondary

Uppersecondary2%

2%1%

1%0%Noformaleducation

/primary

schoolTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’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=60

ComfortDelGroSWAN

TAXI

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:ComfortDelGro

SWAN

TAXI

has

a

larger

share

of

users

witha

high

income

thanother

ride

sharing

servicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users45%42%13%Category

usersAllrespondents39%36%25%33%33%33%HighMiddleLow10

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=60

ComfortDelGro

SWAN

TAXI

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

ComfortDelGro

SWAN

TAXI

users

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive58%35%32%20%19%16%14%13%12%12%10%10%9%

8%7%

7%Other3%3%

3%

3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

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=60

ComfortDelGro

SWAN

TAXI

users,n=1,035

ride

sharing

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ComfortDelGro

SWAN

TAXI

users

are

more

likely

to

live

in

cities

and

urban

areasthan

ride

sharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia42%29%

29%22%19%

20%19%18%17%14%13%13%12%11%8%7%6%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

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=60

ComfortDelGro

SWAN

TAXI

users,n=1,035ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202413%

of

ComfortDelGro

SWAN

TAXI

users

consider

themselves

part

of

theLGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users13%87%0%Category

usersAllrespondents10%88%2%9%88%3%YesNoWould

rathernot

say13

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=60

ComfortDelGro

SWANTAXI

users,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedTradition

ismore

important

to

ComfortDelGro

SWAN

TAXI

users

than

to

otherride

sharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia58%55%48%45%

49%43%43%42%35%32%35%33%32%28%27%30%26%29%28%27%25%25%20%11%14%14%13%12%11%8%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulHavingagood

timeLearningnew

thingsMaking

myown

decisionsAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

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=60

ComfortDelGroSWANTAXI

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

ComfortDelGro

SWANTAXI

usersConsumer

lifestyle:

main

interestsTop10

interestsofComfortDelGro

SWANTAXI

usersinAustralia53%51%48%47%43%43%41%38%38%37%35%33%33%33%34%31%28%33%32%32%30%30%30%26%23%28%27%26%22%20%Vehicles

&mobilityTravelCareer

&educationFashion&beautyHealth

&fitnessFood

&diningMovies,TVshows&musicFamily

&parentingHome

&gardenScience

&technologyBrand

usersCategory

usersAllrespondents16

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=60

ComfortDelGro

SWAN

TAXI

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

ComfortDelGroSWAN

TAXI

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofComfortDelGro

SWANTAXIusersinAustralia45%43%42%39%38%39%36%36%36%35%35%31%33%32%32%31%31%30%30%30%30%28%

27%24%27%25%

25%23%21%24%TravelingCooking/bakingOutdooractivitiesDIYandarts&craftsReadingVideo

gamingDoing

sportsandfitnessSocializingTech

/computersBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

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=60

ComfortDelGroSWANTAXI

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ComfortDelGro

SWAN

TAXI

users

are

more

likely

to

play

badminton

than

otherride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofComfortDelGro

SWANTAXI

usersinAustralia27%27%20%19%18%15%13%13%13%13%13%13%12%12%10%12%12%12%10%11%10%9%9%8%8%8%8%6%6%6%BadmintonAustralianFootballFitness,aerobics,

cardioBasketballCyclingGolfHikingRunning/joggingCricketDancingBrand

usersCategory

usersAllrespondents18

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=30

ComfortDelGroSWAN

TAXI

users,n=503

ride

sharing

users,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024ComfortDelGro

SWAN

TAXI

users

are

more

likely

to

follow

baseball

than

otherride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byComfortDelGro

SWANTAXI

usersinAustralia21%18%18%16%15%14%13%12%12%11%11%10%10%8%8%7%7%7%7%7%7%7%6%6%6%5%5%4%4%4%AustralianFootballBaseballCricketAmericanfootballBoxingSoccerAthletics(track&

field)CyclingMotorsportsRugbyBrand

usersCategory

usersAllrespondents19

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=15ComfortDelGro

SWAN

TAXI

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•

Politics20Itstands

out

that

47%

of

ComfortDelGro

SWAN

TAXI

users

can

imagine

using

aself-driving

taxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustralia67%65%60%47%47%46%38%27%23%23%23%

24%20%18%18%Owning

acarisimportant

to

meIcanimagineusingaself-driving

taxiThepublictransportation

systeminmy

area

isgoodIspend

toomuchtimecommutingThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents21

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=60

ComfortDelGro

SWAN

TAXI

users,n=1,035

ride

sharing

users,n=2,022

all

respondentsConsumer

Insights

Global

as

of

June

202428%

of

ComfortDelGro

SWAN

TAXI

users

are

early

adopters,

when

it

comes

toinnovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia43%38%

38%28%29%27%21%18%

18%16%12%10%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=60ComfortDelGro

SWAN

TAXI

users,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

ComfortDelGro

SWAN

TAXI

users

think

that

unifying

thecountry

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toComfortDelGro

SWANTAXI

users61%59%54%53%38%33%33%38%38%37%37%37%31%29%34%31%27%33%31%28%28%27%25%23%22%20%13%

13%12%11%Health

andsocial

securityEnvironment

ClimatechangeHousingEducationUnemployment

Rising

prices/inflation/UnifyingthecountryEconomicsituationCivilrightscost

of

livingBrand

usersCategory

usersAllrespondents23

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=60

ComfortDelGro

SWAN

TAXI

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

ComfortDelGro

SWAN

TAXI

users

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users15%27%52%7%Category

usersAllrespondents20%40%29%25%11%20%42%14%LeftCenterRightPrefer

nottoanswer24

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=60

ComfortDelGro

SWAN

TAXI

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsClubhouse

is

more

popular

among

ComfortDelGro

SWAN

TAXI

users

than

theaverage

ride

sharing

userMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand77%76%62%61%60%59%54%54%50%40%31%31%31%22%23%

23%

18%16%25%23%23%23%23%22%7%7%5%5%3%

4%Facebook

Clubhouse

Instagram

YouTubeTikTokFlickrLinkedInPinterestRedditWeChatBrand

usersCategory

usersAllrespondents26

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=13

ComfortDelGro

SWAN

TAXI

users,n=259

ride

sharing

users,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

2024ComfortDelGro

SWAN

TAXI

users

tend

toread

magazines

more

often

than

ridesharing

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks78%77%70%78%74%73%70%64%54%62%60%58%60%57%55%47%45%44%37%43%37%41%33%35%28%28%17%27%24%24%21%17%14%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaRadioMagazinesPodcastsOnlinenewswebsitesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

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=60

ComfortDelGro

SWANTAXI

users,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ComfortDelGro

SWAN

TAXI

users

remember

seeing

ads

on

editorial

websitesand

apps

more

often

than

other

ride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereComfortDelGro

SWANTAXI

usersinAustraliahavecome

across

digitaladvertisinginthepast4weeks51%48%45%43%43%42%41%40%39%38%37%37%37%36%35%28%35%34%33%32%30%29%26%24%24%19%19%14%13%11%Onlinestores

Video

streamingservicesEditorialwebsitesandappsVideo

portalsWebsitesandappsof

brandsSearch

engines

Social

mediaPodcastsVideo

gamesNewslettersBrand

usersCategory

usersAllrespondents28

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=60ComfortDelGro

SWAN

TAXI

users,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024ComfortDelGro

SWAN

TAXI

users

remember

ads

they

saw

in

printed

magazinesand

journals

more

often

than

other

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks53%52%52%47%47%47%45%44%43%40%40%38%29%36%34%34%28%27%26%20%19%17%17%16%Directly

inthestoreInprintedmagazinesandjournalsOnadvertisingspacesOnTVAtthemovies/cinemaOntheradioBy

mailshot

/advertisingmailInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents29

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=60ComfortDelGro

SWAN

TAXI