德国租车用户分析报告：慕尼黑Stattauto-外文版培训课件2024.7

CONSUMERS&BRANDSCar

sharing:

STAT

TAUTO

usersin

GermanyConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSTATTAUTOusers

inGermany:

who

theyare;

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

STATTAUTO

users

inGermany

(’’brandusers’’)

againstGerman

carsharingusers

ingeneral(’’category

users’’),

and

the

overall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

Germany)•

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

June

2024CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSTAT

TAUTO

ranks

outside

the

top

10

of

most

used

car

sharing

services

inGermanyManagement

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesinGermanySHARE

NOWMILES31%26%24%SixtShareFlinkster21%cambiocarsharingFord

CarsharingApp2drive20%19%19%18%Hertz

24/7WeShare16%stadtmobil13%4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=544

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT

TAUTO

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSTATTAUTOhasahigh

share

ofusersthatare

Millennialscompared

tothetotalonline

population.Ahappy

relationship

isless

important

to

Itstands

out

that60%

ofSTATTAUTOPinterest

ismore

popularamongSTATTAUTOusersthanthe

average

carsharinguser.STATTAUTOusers

thanto

other

carsharingusers.users

would

like

to

switch

tomore

eco-friendly

transportation.55%

ofSTATTAUTOusers

aremale.Gaming

and

eSports

are

relatively36%

ofSTATTAUTOusers

areinnovators

STATTAUTOusers

remember

hearingprevalent

interests

of

STATTAUTO

users.

or

early

adopters

ofnew

products.adson

musicportalsand

streamingservices

more

often

thanothercarsharingusers.STATTAUTOhasalarger

shareof

userswith

ahigh

income

than

other

carsharingservices.Shoppingisarelatively

popularhobbyamong

STATTAUTOusers.Arelatively

highshare

ofSTATTAUTOusers

think

thatreligious

conflictsareissues

thatneed

tobeaddressed.STATTAUTOusers

are

more

likely

toliveinlargecities

than

carsharingusers

ingeneral.5Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+STAT

TAUTO

has

a

high

share

of

users

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users30%58%11%

0%Category

usersAllrespondents25%58%15%2%19%33%34%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202455%

of

STAT

TAUTO

users

are

maleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users55%53%45%47%Category

usersAllrespondents50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202466%

of

STAT

TAUTO

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany32%31%30%28%24%20%17%17%17%13%13%13%11%9%8%8%3%2%2%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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT

TAUTO

has

a

larger

share

of

users

with

a

high

income

than

other

carsharing

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users55%27%18%Category

usersAllrespondents50%28%22%33%33%33%HighMiddleLow10

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

the

average

consumer,

STAT

TAUTO

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live43%43%29%25%25%23%19%17%16%10%9%8%7%6%4%4%4%4%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=53STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT

TAUTO

users

are

more

likely

to

live

in

large

cities

than

car

sharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany50%36%33%25%23%23%21%16%15%15%14%12%6%6%5%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

20249%

of

STAT

TAUTO

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users9%87%85%4%4%Category

usersAllrespondents11%7%86%8%YesNoWould

rathernot

say13

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

STAT

TAUTO

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%48%42%42%42%39%36%40%31%34%38%36%36%32%31%27%30%30%29%28%21%26%26%21%20%18%10%11%11%11%Havingagood

timeSafety

andsecurityTobesuccessfulMaking

myown

decisionsLearningnew

thingsAhappyrelationshipAnhonest

andrespectable

lifeSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=53STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Gaming

and

eSportsare

relatively

prevalent

interests

of

STAT

TAUTO

usersConsumer

lifestyle:

main

interestsTop10

interestsofSTATTAUTOusersinGermany51%50%47%

50%45%49%45%43%47%47%45%45%45%41%41%32%36%40%40%38%38%36%30%36%34%31%30%28%20%14%Gaming

&eSportsSportsTravelCareer

&educationMovies,TVshows&musicFood

&diningHealth

&fitnessHistoryArts&literaturePolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents16

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Shopping

is

a

relatively

popular

hobby

among

STAT

TAUTO

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSTATTAUTOusersinGermany54%53%53%51%49%49%40%47%46%44%42%38%39%38%42%40%40%40%38%38%37%29%36%35%34%30%30%30%29%19%ShoppingOutdooractivitiesTravelingGardeningandplantsCars/vehiclesSocializingCooking/bakingReadingTech

/computersDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents17

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT

TAUTO

users

are

more

likely

to

play

tennis

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSTATTAUTOusersinGermany32%30%28%27%26%26%26%20%23%23%23%23%22%22%22%21%20%19%18%16%16%15%15%15%11%10%9%6%6%4%Running/joggingSwimming/DivingCyclingFitness,aerobics,

cardioSoccerBadmintonBasketballDancingHikingTennisBrand

usersCategory

usersAllrespondents18

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=32

STATTAUTO

users,n=324

carsharing

users,n=18,382

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT

TAUTO

users

are

more

likely

to

followcycling

than

other

carsharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySTATTAUTO

usersinGermany30%29%26%21%19%17%17%16%15%15%13%13%13%12%10%10%9%10%9%9%9%8%7%7%7%7%7%7%6%3%SoccerBasketballTennisCyclingMotorsportsHandballAthletics(track&

field)BoxingAmericanfootballMixedMartial

ArtsBrand

usersCategory

usersAllrespondents19

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=26

STATTAUTO

users,n=222

carsharingusers,n=12,212

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20It

stands

out

that

60%

of

STAT

TAUTO

users

would

like

to

switch

to

moreeco-friendly

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinGermany60%45%44%44%42%40%38%37%33%33%32%27%26%23%19%Itrytooptformoreenvironmentally-friendlymeans

oftransportationThere

are

notenough

parkingspaceswhere

IliveThepublictransportation

systeminmy

area

isgoodIcanimagineusingaself-driving

taxiDriving

cars

isbadfortheenvironmentBrand

usersCategory

usersAllrespondents21

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=5,991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202436%

of

STAT

TAUTO

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany46%42%37%36%30%22%16%16%15%13%10%8%6%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

STAT

TAUTO

users

think

that

religious

conflicts

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

STATTAUTO

users45%45%43%42%34%36%

40%36%37%35%39%38%38%37%35%34%34%34%

33%34%32%32%31%29%28%26%22%22%17%15%Climatechange

EnvironmentEducationEconomicsituationHousingCivilrightsHealth

andsocial

securityUnemployment

ImmigrationReligiousconflictsBrand

usersCategory

usersAllrespondents23

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT

TAUTO

users

tend

to

have

more

left

leaning

political

views

than

other

carsharing

usersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users30%32%28%30%9%9%Category

usersAllrespondents22%39%43%20%19%18%LeftCenterRightPrefer

notto

answer24

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

carsharing

providers

haveyouused

in

the

past

12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsPinterest

is

more

popular

among

STAT

TAUTO

users

than

the

average

carsharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand77%71%57%62%69%69%63%58%63%54%54%46%46%43%37%38%38%34%33%31%29%17%26%22%14%12%

13%10%9%2%Instagram

FacebookYouTubePinterestSnapchatTikTokX(Twitter)LinkedInTwitchClubhouseBrand

usersCategory

usersAllrespondents26

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=13

STATTAUTO

users,n=136

carsharing

users,n=8991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT

TAUTO

users

tend

to

go

to

the

movies

more

often

than

carsharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks81%79%72%78%77%67%75%61%74%66%66%62%48%60%60%58%56%53%53%49%

49%40%47%37%43%35%44%36%31%28%27%27%18%DigitalvideocontentTVRadioMovies

/cinemaDigitalmusiccontentPodcastsMagazinesDailynewspapersOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:

n=53

STATTAUTO

users,

n=544

carsharing

users,n=35,985all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT

TAUTO

users

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

carsharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSTATTAUTOusersinGermany

havecome

across

digitaladvertisinginthepast4weeks55%51%49%49%49%47%41%46%44%43%43%43%43%43%41%40%38%38%36%35%35%29%28%25%24%23%22%18%17%11%OnlinestoresWebsitesandappsof

brandsMusicportals

Video

streaming

Video

portalsservicesEditorialwebsitesandappsSearch

engines

Social

mediaVideo

gamesBlogs/forumsBrand

usersCategory

usersAllrespondents28

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STAT

TAUTO

users

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

carsharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks62%58%58%47%47%45%39%43%35%43%43%39%39%39%37%37%36%28%35%34%31%25%24%15%Atthemovies/cinemaOntheradioOnTVInprintedmagazinesandjournalsOnadvertisingspacesDirectly

inthe

storeBy

mailshot

/advertisingmailInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=53

STATTAUTO

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsu