巴西汽车租赁用户分析报告：azul viagens-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Azul

Viagenscustomers

in

BrazilConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAzulViagens

customers

inBrazil:

whotheyare;

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

toRegion:

56countriesbenchmark

Azul

Viagens

customers

inBrazil

(’’brandusers’’)

againstBrazilian

carrental

bookers

ingeneral(’’category

users’’),

and

the

overall

Brazilian

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

Brazil)•

2,000+

forthe

basicsurveyThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:•

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

insightsWith

a

user

share

of

16%,

Azul

Viagens

is

one

of

the

top

5

car

rental

providers

inBrazilManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinBrazilLocalizaMovida59%25%23%20%DBAzulViagensUnidas16%15%Hertz8%7%6%5%ExpediaViajaNetEuropcar4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=508

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024The

share

of

car

rental

bookers

using

Azul

Viagens

grew

by4

percentage

pointssince

2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

Azul

Viagens17%16%16%16%16%16%15%14%14%14%12%11%11%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=46-

87

Azul

Viagens

customers,

n=413

-

532

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Azul

Viagens

customers

in

BrazilManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsAzulViagens

ismore

popularamongMillennials

thanother

carrentalproviders.Anhonest

and

respectable

lifeis

lessimportant

to

AzulViagens

customersthan

toother

carrental

bookers.Itstands

out

that46%

ofAzulViagenscustomers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.TikTok

ismore

popularamong

AzulViagens

customers

thantheaverage

carrental

booker.Compared

toothercarrental

providers,

Gaming

and

eSports

are

relativelyAzulViagens

customers

rememberhearing

adson

musicportalsandstreaming

services

more

often

thanother

carrental

bookers.AzulViagens

hasarelatively

highshareof

malecustomers.prevalent

interests

of

Azul

Viagenscustomers.39%

ofAzulViagens

customers

areinnovators

or

early

adopters

ofnewproducts.AzulViagens

hasasmaller

share

ofcustomers

with

amedium

householdincome

thanothercarrental

providers.Photography

isarelatively

popularhobbyamong

AzulViagens

customers.65%

ofAzulViagens

customers

thinkthateducation

is

anissue

thatneeds

tobeaddressed.AzulViagens

customers

aremore

likelytoliveinmegacities

than

carrentalbookers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Azul

Viagens

is

more

popular

among

Millennials

than

other

car

rental

providersDemographic

profile:

generationsAge

of

consumersinBrazilBrand

users31%59%9%

1%Category

usersAllrespondents25%48%40%24%3%29%26%5%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=80

Azul

Viagens

customers,n=508

carrentalbookers,

n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

providers,

Azul

Viagens

has

a

relatively

high

shareof

male

customersDemographic

profile:

genderGenderofconsumersinBrazilBrand

users63%38%Category

usersAllrespondents56%44%52%48%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=80

Azul

Viagens

customers,n=508

carrentalbookers,n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202478%

of

Azul

Viagens

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinBrazil48%46%36%36%20%19%18%16%11%9%9%8%6%5%4%3%2%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=80

Azul

Viagens

customers,n=508

carrentalbookers,

n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Azul

Viagens

has

a

smaller

share

of

customers

with

a

medium

householdincome

than

other

car

rental

providersDemographic

profile:

incomeShare

ofconsumersinBrazil

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users54%22%28%24%Category

usersAllrespondents52%20%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=80

Azul

Viagens

customers,n=508

carrentalbookers,n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Azul

Viagens

customers

are

relativelylikely

to

live

in

a

single

parent

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinBrazil

live44%42%29%24%20%19%16%15%14%13%9%

9%8%8%7%6%6%5%4%3%1%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=80

Azul

Viagens

customers,n=508

carrentalbookers,n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Azul

Viagens

customers

are

more

likely

to

live

in

megacities

than

car

rentalbookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinBrazil34%33%

33%31%29%23%17%16%

16%16%15%13%10%5%4%3%1%1%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=80

Azul

Viagens

customers,n=508

carrentalbookers,

n=12,147

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202415%

of

Azul

Viagens

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinBrazilBrand

users15%83%3%3%4%Category

usersAllrespondents11%85%9%88%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=80

Azul

Viagens

customers,n=508

carrentalbookers,

n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Azul

Viagens

customers

thanto

other

car

rental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBrazil60%53%50%

47%45%45%45%45%42%34%28%28%33%24%26%30%30%29%27%22%27%26%25%24%12%10%10%9%8%6%AhappyrelationshipTobesuccessful

Anhonest

andrespectable

lifeHavingagood

timeAdvancingmy

careerLearningnew

thingsSafety

andsecurityMaking

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=80

AzulViagens

customers,n=508

carrentalbookers,

n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Gaming

and

eSportsare

relatively

prevalent

interests

of

Azul

Viagens

customersConsumer

lifestyle:

main

interestsTop10

interestsofAzul

Viagenscustomers

inBrazil69%67%66%66%65%65%64%61%61%60%59%56%55%54%54%52%51%51%48%49%39%49%38%48%48%47%46%42%36%27%TravelFinance&economyHealth

&fitnessMovies,TVshows&musicScience

&technologyCareer

&educationFood

&diningFamily

&parentingSportsGaming

&eSportsBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=80

Azul

Viagens

customers,

n=508

carrentalbookers,

n=12,147

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Photography

is

a

relatively

popular

hobby

amongAzul

Viagens

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAzul

Viagenscustomers

inBrazil61%57%56%55%

55%54%54%

53%42%48%44%49%46%45%45%41%44%44%43%38%42%43%42%41%40%39%34%28%26%22%TravelingOutdooractivitiesTech

/computersVideo

gamingSocializingPhotographyShoppingCooking/bakingCars/vehiclesReadingBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=80

Azul

Viagens

customers,n=508

carrentalbookers,n=12,147all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Azul

Viagens

customers

are

more

likely

to

go

hiking

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAzulViagenscustomers

inBrazil31%30%29%28%24%23%21%21%21%20%19%19%18%16%16%15%14%14%13%13%13%12%11%11%10%9%9%8%7%6%SoccerFitness,aerobics,

cardioCyclingSwimming/DivingBasketballHikingVolleyball

/Beach

VolleyballRunning/joggingDancingHunting

/fishingBrand

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=47

Azul

Viagens

customers,n=325

carrentalbookers,

n=6,011

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Azul

Viagens

customers

are

more

likely

to

follow

boxing

than

other

car

rentalbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byAzul

ViagenscustomersinBrazil47%44%38%29%27%25%25%24%21%19%18%18%17%16%16%16%16%10%15%14%14%13%13%12%9%8%9%8%8%7%SoccerBasketballVolleyballBoxingSwimming/divingAmericanfootballMixedMartial

ArtsAthletics(track&

field)TennisGymnasticsBrand

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=38

Azul

Viagens

customers,n=261

carrentalbookers,

n=5,086

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21It

stands

out

that

46%

of

Azul

Viagens

customers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inBrazil68%

68%63%60%56%51%47%46%41%39%38%35%31%30%26%When

I’mtraveling,Ibook

accommodations,carrentals,etc.Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mon

vacation,Iusemy

smartphone

traveling,sustainability

traveling,Ialways

lookWhen

itcomes

toWhen

itcomes

toasaguideisimportant

tomeforthecheapest

offerspontaneously

viamysmartphoneBrand

usersCategory

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=80

Azul

Viagens

customers,n=508

carrentalbookers,n=2,024

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202439%

of

Azul

Viagens

customers

are

innovators

orearly

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBrazil44%43%41%31%26%22%16%16%15%12%9%9%8%6%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=80

Azul

Viagens

customers,n=508

carrentalbookers,n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202465%

of

Azul

Viagens

customers

think

that

education

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingtoAzul

Viagenscustomers67%67%63%66%69%68%65%65%63%63%62%61%57%55%61%58%56%55%54%53%53%50%44%51%39%35%35%34%34%32%EducationCrimePovertyUnemployment

Rising

prices/inflation/EnvironmentEconomicsituationHealth

andsocial

securityHousingGovernmentdebtcost

of

livingBrand

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=80

Azul

Viagens

customers,n=508

carrentalbookers,

n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Azul

Viagens

customers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinBrazilBrand

users29%27%21%39%40%11%11%Category

usersAllrespondents22%26%19%37%18%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=80

Azul

Viagens

customers,n=508

carrentalbookers,n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsTikTok

is

morepopular

among

Azul

Viagens

customers

than

the

average

carrental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinBrazil

by

brand94%92%87%87%84%83%76%80%76%

76%59%49%50%40%48%40%29%48%36%34%36%32%31%30%24%14%12%20%14%9%Instagram

FacebookTikTokYouTubeLinkedInPinterest

X(Twitter)KwaiTwitchSnapchatBrand

usersCategory

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=25

Azul

Viagens

customers,n=126

carrentalbookers,n=3043

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Azul

Viagens

customers

tend

to

read

weekly

newspapersmore

often

than

carrental

bookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks90%89%79%88%88%86%81%81%65%80%79%62%70%66%50%61%

62%55%

55%52%50%46%44%29%35%29%28%19%26%18%24%13%10%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentPodcastsOnlinenewswebsitesRadioOnlinemagazinesDailynewspapersMagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=80

Azul

Viagens

customers,n=508

carrentalbookers,n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Azul

Viagens

customers

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAzul

Viagenscustomers

inBrazil

havecome

across

digitaladvertisinginthepast4weeks66%64%56%63%60%53%52%50%48%48%45%43%40%31%40%39%38%38%38%37%36%31%29%28%26%26%23%19%24%23%Video

portals

Video

streaming

Social

mediaservicesMusicportalsWebsitesandappsof

brandsVideo

gamesOnlinestoresEditorialwebsitesandappsPodcastsSearch

enginesBrand

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=80

Azul

Viagens

customers,n=508

carrentalbookers,

n=12,147

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Azul

Viagens

customers

remember

ads

they

saw

in

printed

daily

newspapersmore

often

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinBrazil

havecome

across

non-digital

advertisinginthepast4weeks69%66%59%48%40%48%

47%39%36%36%35%33%30%29%28%18%23%21%12%21%20%14%12%8%OnTVDirectly

inthe

storeOnadvertising

AtthemoviesOntheradioInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsspaces/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=80

Azul

Viagens

customers,

n=508carrentalbookers,

n=12,147

all

respondentsSources:

Statista

Consumer

Insights