巴西拼车顺风车用户分析报告：inDrive-外文版培训课件2024.7微信支付宝

CONSUMERS&BRANDSRide

sharing:

inDrive

users

inBrazilConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofinDrive

users

inBrazil:

whotheyare;

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

inDrive

users

inBrazil

(’’brandusers’’)againstBrazilian

ridesharing

users

in

general(’’category

users’’),

and

theoverall

Brazilian

consumer,labelled

as’’all

respondents’’

inthe

charts.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

19%,

inDrive

is

one

of

the

top

3

ride

sharing

services

inBrazilManagement

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

share

of

ride

sharing

users

using

inDrive

grew

by2

percentage

points

sinceQ1

of

2022Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

inDrive19%18%18%17%17%16%16%15%15%2022

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

-

216

inDrive

users,n=250

-

1198

ridesharing

usersSources:Consumer

Insights

Global

as

of

June

2024inDrive

users

in

BrazilManagement

summary:

key

insightsDemographic

profileConsumerlifestyleAnhonest

and

respectable

lifeis

lessimportant

to

inDrive

users

than

toother

saythey

spend

toomuchtimeConsumerattitudesMarketing

touchpoints44%

ofinDrive

users

are

Millennials.Itstands

out

that43%

ofinDrive

usersSnapchatis

more

popularamonginDrive

users

thanthe

average

ridesharinguser.inDrive

ismore

popularamong

maleridesharing

usersthanfemale

ridesharingusers.ridesharing

users.commuting.Vehicles

andmobility

arerelativelyprevalent

interests

of

inDrive

users.32%

ofinDrive

users

are

innovatorsorearly

adoptersof

new

products.inDrive

users

remember

seeing

adsonvideo

streaming

services

more

oftenthan

other

ridesharing

users.inDrive

hasasmaller

share

ofuserswith

alow

income

thanotherridesharingservices.Carsor

vehicles

are

relatively

popularhobbiesamong

inDriveusers.Arelatively

highshare

ofinDrive

usersthink

thatclimatechangeisanissuethatneeds

to

beaddressed.inDrive

users

aremore

likely

toliveincitiesandurbanareas

than

ride

sharingusers

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+44%

of

inDrive

users

are

MillennialsDemographic

profile:

generationsAgeof

consumersinBrazilBrand

users30%44%23%2%Category

usersAllrespondents27%40%27%5%29%40%26%5%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=216

inDrive

users,n=1,154

ride

sharing

users,n=12,147

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024inDrive

ismore

popular

among

male

ride

sharing

users

than

female

ride

sharingusersDemographic

profile:

genderGenderofconsumersinBrazilBrand

users60%40%Category

usersAllrespondents50%52%50%48%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=216

inDrive

users,n=1,154

ride

sharing

users,n=12,147

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

inDrive

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinBrazil44%43%36%36%29%24%17%13%11%9%

9%9%4%

3%

4%3%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=216

inDrive

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024inDrive

has

a

smaller

share

of

users

with

a

lowincome

than

other

ride

sharingservicesDemographic

profile:

incomeShare

ofconsumersinBrazil

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users41%36%22%Category

usersAllrespondents39%34%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=216

inDrive

users,

n=1,154

ridesharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

inDrive

users

are

relatively

likely

to

live

ina

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinBrazil

live39%33%29%24%22%20%19%19%16%10%9%8%8%7%7%7%6%6%4%3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=216

inDriveusers,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024inDrive

users

are

more

likely

to

live

in

cities

and

urban

areas

than

ride

sharingusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinBrazil35%34%33%30%26%23%19%17%15%14%13%10%9%8%6%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=216

inDrive

users,n=1,154

ride

sharingusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202416%

of

inDrive

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinBrazilBrand

users16%82%2%Category

usersAllrespondents10%87%88%3%9%4%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=216

inDrive

users,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•

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

inDrive

users

than

to

otherride

sharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBrazil60%58%51%48%44%40%45%42%42%34%31%28%33%32%27%29%27%24%27%23%27%25%25%22%11%13%12%7%7%6%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipLearningnew

thingsSafety

andsecurityAdvancingmy

careerHavingagood

timeMaking

myown

decisionsSocial

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=216

inDrive

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

inDrive

usersConsumer

lifestyle:

main

interestsTop10

interestsofinDriveusersinBrazil68%68%67%67%65%60%64%61%61%52%59%59%56%

56%48%55%47%50%50%50%49%48%45%42%45%39%43%37%41%31%Health

&fitnessTravelMovies,TVshows&musicFinance&economyFood

&diningScience

&technologyCareer

&educationSportsVehicles

&mobilityPolitics&societyandcurrentworld

eventsBrand

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=216

inDrive

users,n=1,154

ride

sharingusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

inDrive

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofinDriveusersinBrazil59%57%56%55%53%52%46%48%46%46%46%46%45%45%44%44%44%43%38%43%43%42%43%40%39%38%38%34%31%26%TravelingTech

/computersVideo

gamingOutdooractivitiesPetsShoppingReadingSocializingCars/vehiclesCooking/bakingBrand

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=216

inDrive

users,n=1,154

ridesharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024inDrive

users

are

more

likely

to

play

soccer

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofinDriveusersinBrazil37%32%26%23%23%21%21%21%21%18%17%17%15%14%14%13%13%13%12%12%11%10%10%10%9%9%8%7%7%6%SoccerFitness,aerobics,

cardioCyclingRunning/joggingDancingSwimming/DivingBasketballHikingVolleyball

/Beach

VolleyballHunting

/fishingBrand

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=132

inDrive

users,n=632

ride

sharing

users,n=6,011

all

respondentsConsumer

Insights

Global

as

of

June

2024inDrive

users

are

more

likely

to

follow

boxing

than

other

ride

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byinDrive

usersinBrazil45%40%38%29%25%21%21%19%19%18%18%18%17%16%16%16%13%12%11%10%10%10%10%10%9%9%9%8%8%6%SoccerBasketballVolleyballBoxingMixedMartial

ArtsAmericanfootballSwimming/divingCyclingMotorsportsTennisBrand

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=108

inDriveusers,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•

Politics21Itstands

out

that

43%

of

inDrive

users

say

they

spend

too

much

timecommutingConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinBrazil67%

67%60%57%50%44%43%31%30%26%25%25%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=216

inDrive

users,n=1,154

ride

sharingusers,n=2,024

all

respondentsConsumer

Insights

Global

as

of

June

202432%

of

inDrive

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBrazil43%40%38%28%22%22%19%17%16%16%15%15%4%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=216inDrive

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

inDrive

users

think

that

climate

change

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingtoinDriveusers71%69%71%70%

69%63%69%

66%62%68%68%65%63%59%61%53%61%59%61%57%56%55%50%44%42%37%34%38%30%28%UnemploymentEducationCrimePovertyHealth

andsocial

securityEconomicsituationRising

prices/inflation/cost

of

livingEnvironmentHousingClimatechangeBrand

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=216

inDrive

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202440%

of

inDrive

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinBrazilBrand

users31%21%40%8%Category

usersAllrespondents28%21%38%12%26%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=216

inDrive

users,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

touchpointsSnapchat

is

more

popular

among

inDrive

users

than

the

average

ride

sharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinBrazil

by

brand92%92%84%87%86%80%76%83%80%60%55%49%43%39%32%40%32%35%38%29%34%31%

31%30%25%12%23%14%12%9%Instagram

FacebookYouTubeTikTokX(Twitter)LinkedInKwaiPinterestSnapchatTwitchBrand

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=65

inDrive

users,

n=294

ride

sharing

users,n=3043

all

respondentsConsumer

Insights

Global

as

of

June

2024inDrive

users

tend

toread

magazines

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks90%88%87%87%79%82%81%75%74%65%71%62%68%62%58%52%58%50%55%51%46%48%36%36%21%32%19%29%19%18%

17%

10%10%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentPodcastsOnlinenewswebsitesRadioOnlinemagazinesMagazinesDailyWeeklynewspapers

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=216

inDrive

users,

n=1,154ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024inDrive

users

remember

seeing

ads

on

video

streaming

services

more

oftenthan

other

ride

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereinDriveusersinBrazil

havecome

across

digitaladvertisinginthepast4weeks68%64%56%61%56%55%48%47%46%44%38%44%42%39%38%36%35%33%32%31%31%28%27%26%26%21%19%24%24%23%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=216

inDriveusers,n=1,154

ride

sharing

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024inDrive

users

remember

ads

they

saw

in

printed

magazines

and

journals

moreoften

than

other

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinBrazil

havecome

across

non-digital

advertisinginthepast4weeks69%64%59%50%45%41%34%40%29%39%36%32%30%29%27%15%24%12%23%15%14%12%10%8%OnTVOnadvertisingspacesDirectly

inthestoreAtthemovies/cinemaOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

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the

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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=216inDrive

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsC