巴西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

inBrazilConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofUber

users

inBrazil:

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

Uberusers

inBrazil

(’’brand

users’’)

againstBrazilian

ride

sharingusers

ingeneral

(’’categoryusers’’),

and

the

overall

Brazilian

consumer,

labelledas’’all

respondents’’

inthecharts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Brazil)•

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

89%,

Uber

is

the

most

used

ride

sharing

service

in

BrazilManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinBrazilUber9989%66%inDrive19%BlaBlaCarLadyDriverWappa11%4%3%3%3%2%2%GarupaMe

levaMoovit

CarpoolEuVô4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=1,154

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024The

current

share

of

ride

sharing

users

using

Uber

is

fairly

similar

to

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

Uber91%90%90%90%90%89%89%89%88%88%88%88%87%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=863

-

1076

Uberusers,n=981

-

1198

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024Uber

users

in

BrazilManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Uberusers

andridesharing

usersoverall

isfairlysimilar.Similaraspects

oflifeareimportant

to70%

ofUber

users

statethatowning

aUber

usersandother

ridesharingusers.

carisimportant

tothem.3%

of

Uberconsumers

are

activeonX(Twitter).Science

andtechnology

are

relativelyprevalent

interests

of

Uberusers.23%

ofUber

users

areinnovators

orearly

adoptersof

new

products.Digitaladvertising

touchpointsof

Uberusers

aresimilar

to

those

ofall

ridesharingusers.There

is

afairlyeven

splitofmale

andfemale

Uber

users.Uber

usershavesimilar

hobbiesasother

ridesharingusers.Unemployment

andeducation

areissues

ofparticularconcern

toUberusers.Justlikeridesharing

usersingeneral,Uber

usersare

relatively

unlikely

tohavealow

income.Ride

sharingusers

ingeneral

and

Uberusers

specifically,

liveinsimilartypeofcommunities.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

Uber

users

and

ride

sharing

users

overall

is

fairly

similarDemographic

profile:

generationsAgeof

consumersinBrazilBrand

users27%27%29%41%40%26%27%26%5%5%5%Category

usersAllrespondents40%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=1,026

Uberusers,n=1,154

ride

sharing

users,n=12,147

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

Uber

usersDemographic

profile:

genderGenderofconsumersinBrazilBrand

users51%50%52%49%50%48%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=1,026

Uberusers,

n=1,154

ridesharing

users,n=12,147

allrespondentsSources:Consumer

Insights

Global

as

of

June

202461%

of

Uber

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinBrazil44%43%36%36%29%27%13%13%9%

9%

9%9%3%4%

3%4%2%2%2%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=1,026

Uberusers,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Just

like

ride

sharing

users

in

general,

Uber

users

are

relatively

unlikely

to

have

alowincomeDemographic

profile:

incomeShare

ofconsumersinBrazil

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users40%39%35%25%Category

usersAllrespondents34%27%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=1,026

Uberusers,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Similar

to

other

ride

sharing

users,

Uber

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinBrazil

live35%33%29%24%22%21%20%19%19%9%9%

8%8%7%7%

7%Multi-generationalfamily6%6%4%3%

3%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

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=1,026

Uberusers,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Ride

sharing

users

in

general

and

Uber

users

specifically,

live

in

similar

type

ofcommunitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinBrazil34%33%33%27%26%23%17%16%15%14%

14%13%10%8%8%4%2%1%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=1,026

Uberusers,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202410%

of

Uber

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinBrazilBrand

users10%10%9%87%87%3%3%4%Category

usersAllrespondents88%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=1,026

Uberusers,n=1,154ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSimilar

aspects

of

life

are

important

to

Uber

users

and

other

ride

sharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBrazil58%60%58%44%44%42%45%43%42%34%33%33%28%27%27%27%27%29%27%27%23%22%25%23%11%12%11%7%

7%6%Anhonest

andrespectable

lifeAhappyrelationshipTobesuccessfulSafety

andsecurityAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

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=1,026

Uberusers,

n=1,154

ridesharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Science

and

technology

are

relatively

prevalent

interests

of

Uber

usersConsumer

lifestyle:

main

interestsTop10

interestsofUberusersinBrazil70%68%61%66%

65%60%62%61%52%61%59%48%58%56%48%55%55%47%45%46%46%

45%39%42%43%

43%37%43%42%38%Movies,TVshows&musicHealth

&fitnessFinance&economyTravelScience

&technologyFood

&diningSportsCareer

&educationPolitics&societyandcurrentworld

eventsFamily

&parentingBrand

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=1,026

Uberusers,n=1,154

ride

sharingusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

have

similar

hobbies

as

other

ride

sharing

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofUberusersinBrazil55%53%45%53%52%46%46%48%46%42%47%46%45%

46%45%40%44%43%

43%38%43%43%38%39%38%

38%34%36%36%32%TravelingTech

/computersVideo

gamingShoppingOutdooractivitiesReadingPetsCooking/bakingSocializingDoing

sportsandfitnessBrand

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=1,026

Uberusers,n=1,154

ridesharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

the

averageconsumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofUberusersinBrazil26%26%21%24%23%21%18%18%14%17%17%13%14%15%14%13%13%10%11%10%9%10%

9%9%

10%9%

9%Yoga

/8%7%7%Fitness,aerobics,

cardioSoccerCyclingRunning/joggingDancingSwimming/DivingVolleyball

/Beach

VolleyballBasketballHikingpilatesBrand

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=565

Uberusers,n=632

ride

sharing

users,n=6,011

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

Uber

users

follow

soccer

teams

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byUberusersinBrazil42%

40%38%21%21%19%20%18%17%13%13%11%12%12%12%11%

10%10%10%10%10%10%10%10%

10%9%8%9%8%7%SoccerVolleyballBasketballMixedMartial

ArtsBoxingMotorsportsAmericanfootballSwimming/divingTennisGymnasticsBrand

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=470

Uberusers,n=516

ride

sharing

users,n=5,086

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2170%

of

Uber

users

state

that

owning

a

car

is

important

to

themConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinBrazil70%67%60%51%50%44%31%30%26%25%25%22%

21%18%18%Owning

acarisimportant

to

meThepublictransportation

systeminmy

area

isgoodIspend

toomuchtimecommutingIcanimagineusingaself-driving

taxiThere

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=1,026

Uberusers,n=1,154

ridesharingusers,n=2,024

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

byconsumersinBrazil43%40%

40%22%22%20%20%19%17%

17%16%16%3%3%3%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=1,026

Uberusers,n=1,154

ride

sharing

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Unemployment

and

education

are

issues

of

particular

concern

to

Uber

usersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingtoUberusers71%73%69%70%

69%63%70%66%68%66%65%59%62%62%59%61%53%60%59%56%55%50%50%44%37%35%37%35%34%32%UnemploymentEducationPovertyCrimeHealth

andsocial

securityEconomicsituationRising

prices/inflation/cost

of

livingEnvironmentHousingGovernmentdebtBrand

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=1,026

Uberusers,n=1,154

ride

sharing

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinBrazilBrand

users28%28%22%21%38%38%12%12%Category

usersAllrespondents26%19%37%18%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=1,026

Uberusers,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints3%

of

Uber

consumers

are

active

on

X

(Twitter)Marketing

touchpoints:social

media

usageSocial

mediausageinBrazil

by

brand92%93%84%87%86%80%82%80%76%55%56%49%42%39%32%40%32%35%38%29%34%33%31%30%14%12%15%12%

11%9%Instagram

YouTubeFacebookTikTokX(Twitter)LinkedInPinterestKwaiTwitchSnapchatBrand

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=251

Uberusers,n=294

ride

sharing

users,

n=3043

all

respondentsConsumer

Insights

Global

as

of

June

2024Uber

users

tend

to

listen

to

digital

music

content

more

often

than

the

averageconsumerMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks89%87%79%87%87%81%76%74%65%74%71%62%59%59%

58%52%

52%51%58%50%46%37%

36%29%21%

21%20%19%Daily19%18%10%

10%

10%WeeklyDigitalvideocontentTVMovies

/cinemaDigitalmusiccontentPodcastsOnlinenewswebsitesRadioOnlinemagazinesMagazinesnewspapers

newspapersBrand

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=1,026

Uberusers,n=1,154ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Digital

advertising

touchpoints

of

Uber

users

are

similar

to

those

of

all

ridesharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereUberusersinBrazil

havecome

across

digital

advertisinginthepast4weeks65%64%56%56%55%48%47%46%39%45%44%38%37%36%34%

33%28%31%31%31%27%24%28%26%21%24%24%23%22%19%Video

portalsSocial

media

Video

streaming

OnlinestoresservicesWebsitesandappsof

brandsMusicportalsPodcastsVideo

gamesEditorialwebsitesandappsSearch

enginesBrand

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=1,026

Uberusers,n=1,154

ride

sharing

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Non-digital

advertising

touchpoints

of

Uber

users

are

similar

to

those

of

all

ridesharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinBrazil

havecome

across

non-digital

advertisinginthepast4weeks64%

64%59%47%45%39%36%34%33%32%30%30%29%29%23%16%

15%14%13%12%12%9%10%8%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioAtthemovies/cinemaInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/advertisingmailon

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=1,026Uberusers,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global