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CONSUMERS&BRANDSCar
sharing:
Greenwheels
usersin
GermanyConsumer
Insights
reportJune2024Statista
Consumer
Insights
Global
surveyIntroductionReport
overviewGlobalsurvey
methodology(1)Design:
OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofGreenwheels
users
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
Greenwheels
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
insightsGreenwheels
ranks
outside
the
top
10
of
most
used
carsharing
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
2024The
share
of
carsharing
users
using
Greenwheels
declined
by3
percentagepoints
since
Q1
of
2023Management
summary:
brandusagetimelineTimeline
of
carsharingusersusing
Greenwheels15%14%14%13%13%13%12%12%2022
Q22022
Q32022
Q42023
Q12023
Q22023
Q32023
Q42024
Q15Notes:"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=36-
76
Greenwheels
users,n=310
-544
carsharing
usersSources:
Statista
Consumer
Insights
Global
as
of
June
2024Greenwheels
users
in
GermanyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsGreenwheels
ismore
popularamongMillennials
thanother
carsharingservices.Social
justiceis
lessimportant
toGreenwheels
users
thanto
other
carsharingusers.Itstands
out
that45%
ofGreenwheelsusers
canimagineusingaself-drivingtaxi.Snapchatis
more
popularamongGreenwheels
usersthanthe
average
carsharinguser.Greenwheels
ismore
popularamongfemale
carsharingusers
than
male
carsharingusers.Religion
and
spiritualityare
relativelyprevalent
interests
of
Greenwheelsusers.41%
ofGreenwheels
users
areinnovators
or
early
adopters
ofnewproducts.Greenwheels
users
remember
seeingadson
blogs
and
forums
more
oftenthan
other
carsharingusers.Greenwheels
hasalarger
shareof
users
Photography
isarelatively
popularArelatively
highshare
ofGreenwheelsusers
think
thatunifyingthe
country
isanissuethatneeds
tobeaddressed.with
ahigh
income
than
other
carsharingservices.hobbyamong
Greenwheels
users.Greenwheels
users
are
more
likely
toliveincities
withover
1millioninhabitants
than
carsharingusers
ingeneral.6Sources:
Statista
Consumer
Insights
Global
as
of
June
2024CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+Greenwheels
is
more
popular
among
Millennials
than
other
carsharing
servicesDemographic
profile:
generationsAge
of
consumersinGermanyBrand
users20%73%6%
0%2%Category
usersAllrespondents25%58%15%19%33%34%13%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=64
Greenwheels
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Greenwheels
is
more
popular
among
female
car
sharing
users
than
male
carsharing
usersDemographic
profile:
genderGenderofconsumersinGermanyBrand
users41%59%Category
usersAllrespondents53%47%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=64
Greenwheels
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
202466%
of
Greenwheels
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinGermany42%32%31%24%20%17%17%14%13%13%13%
13%13%11%9%5%5%3%2%2%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:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=64
Greenwheels
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Greenwheels
has
a
larger
share
of
users
with
a
high
income
than
other
carsharing
servicesDemographic
profile:
incomeShare
ofconsumersinGermany
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users56%19%28%26%Category
usersAllrespondents50%22%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
carsharing
providers
have
youused
in
the
past12
months?";
Multi
Pick;Base:n=64
Greenwheels
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Compared
to
other
car
sharing
users,
Greenwheels
users
are
relatively
likely
tolive
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinGermany
live69%43%29%25%25%19%16%9%10%9%7%6%6%6%5%4%4%3%3%2%2%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
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=64Greenwheels
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Greenwheels
users
are
more
likely
to
live
in
cities
with
over
1
million
inhabitantsthan
car
sharing
users
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinGermany45%36%36%33%25%23%21%16%15%14%13%12%6%5%0%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents13
Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
carsharing
providers
have
youused
in
the
past12
months?";
Multi
Pick;Base:
n=64
Greenwheels
users,n=544
carsharing
users,n=35,985
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
June
20246%
of
Greenwheels
users
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinGermanyBrand
users6%91%3%4%Category
usersAllrespondents11%85%7%86%8%YesNoWould
rathernot
say14
Notes:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
carsharing
providershave
youused
in
the
past12
months?";
Multi
Pick;
Base:
n=64
Greenwheels
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•
SportsfollowedSocial
justice
is
less
important
to
Greenwheels
users
than
to
other
carsharingusersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinGermany53%48%44%42%42%41%
39%36%36%36%31%
36%31%31%
31%31%30%29%28%27%27%27%21%20%18%17%16%11%
11%10%AhappyrelationshipHavingagood
timeAnhonest
and
Tobesuccessfulrespectable
lifeSafety
andsecurityMaking
myown
decisionsAdvancingmy
careerLearningnew
thingsTraditionsSocial
justiceBrand
usersCategory
usersAllrespondents16
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=64Greenwheels
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Religion
and
spirituality
are
relatively
prevalent
interests
of
Greenwheels
usersConsumer
lifestyle:
main
interestsTop10
interestsofGreenwheelsusersinGermany50%50%47%47%45%45%41%41%41%39%39%39%38%36%30%36%36%36%34%29%34%34%33%31%31%27%25%19%14%13%Fashion&beautyHealth
&fitnessHistorySportsVehicles
&mobilityFinance&economyMovies,TVshows&musicTravelGaming
&eSportsReligion
&spiritualityBrand
usersCategory
usersAllrespondents17
Notes:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=64
Greenwheels
users,n=544
carsharing
users,n=35,985
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Photography
is
a
relatively
popular
hobby
among
Greenwheels
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofGreenwheelsusersinGermany56%49%42%41%46%44%39%38%42%40%41%40%38%37%35%34%34%34%33%31%31%30%29%26%24%24%22%21%18%19%OutdooractivitiesCooking/bakingPhotographyReadingDoing
sportsandfitnessTech
/computersTravelingBoard
games/cardgamesCars/vehiclesDIYandarts&craftsBrand
usersCategory
usersAllrespondents18
Notes:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
carsharing
providershave
youused
in
the
past12
months?";
Multi
Pick;Base:n=64
Greenwheels
users,n=544
carsharing
users,n=35,985
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Greenwheels
users
are
more
likely
to
play
basketball
than
other
car
sharingusersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofGreenwheelsusersinGermany28%28%27%27%25%25%22%22%22%
22%22%
22%19%19%19%18%16%16%15%15%15%15%14%11%10%9%9%6%6%4%BadmintonBasketballCyclingFitness,aerobics,
cardioDancingSoccerSwimming/DivingRunning/joggingTennisYoga
/pilatesBrand
usersCategory
usersAllrespondents19
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=38
Greenwheels
users,
n=324
carsharingusers,n=18,382
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Greenwheels
users
are
more
likely
to
followmixedmartial
arts
than
other
carsharing
usersConsumer
lifestyle:
sports
followedTop10
sports
followed
byGreenwheelsusersinGermany29%26%22%19%19%17%16%16%15%14%13%13%12%11%11%11%10%10%9%9%8%7%8%7%7%7%7%6%4%3%BasketballAmericanfootballMixedMartial
ArtsSoccerBoxingCyclingAthletics(track&
field)HandballSwimming/divingTennisBrand
usersCategory
usersAllrespondents20
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=25
Greenwheels
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•
Politics21It
stands
out
that
45%
of
Greenwheels
users
can
imagine
using
a
self-driving
taxiConsumer
attitudes:mobilityAgreementwithstatements
towards
mobilityinGermany48%47%45%44%44%39%37%34%33%33%32%27%26%23%19%ThepublicItrytooptformoreIcanimagineusingaself-driving
taxiDriving
cars
isbadfortheenvironmentThere
are
notenough
parkingspaceswhere
Ilivetransportation
system
environmentally-friendlyinmy
area
isgoodmeans
oftransportationBrand
usersCategory
usersAllrespondents22
Notes:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=64
Greenwheels
users,n=544
carsharing
users,n=5,991
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
June
202441%
of
Greenwheels
users
are
innovators
orearly
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinGermany46%39%36%33%37%22%16%16%16%13%11%10%3%Innovators2%1%Early
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
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=64
Greenwheels
users,n=544carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024A
relatively
high
share
of
Greenwheels
users
think
that
unifying
the
country
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Germany
accordingto
Greenwheelsusers54%40%38%39%38%38%36%31%37%35%34%30%34%33%33%33%28%26%31%27%27%27%27%27%20%20%18%16%17%13%Climatechange
EnvironmentRising
prices/inflation/cost
of
livingHousingEconomicsituationDefense
&Food
andHealth
andUnemploymentUnifyingthe
countryforeign
affairs
water
security
social
securityBrand
usersCategory
usersAllrespondents24
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=64
Greenwheels
users,n=544
carsharing
users,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Compared
to
other
car
sharing
users,
Greenwheels
users
tend
to
have
moreright
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinGermanyBrand
users19%28%48%5%Category
usersAllrespondents22%39%43%30%9%20%19%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
carsharing
providers
haveyouused
in
the
past
12
months?";
Multi
Pick;Base:n=64
Greenwheels
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
touchpointsSnapchat
is
morepopular
among
Greenwheels
users
than
the
average
carsharing
userMarketing
touchpoints:social
media
usageSocial
mediausageinGermany
bybrand80%71%70%63%58%63%62%50%60%57%50%40%26%34%33%30%30%30%30%29%17%22%14%12%13%10%9%5%2%2%TumblrInstagram
SnapchatLinkedInYouTubePinterest
ClubhouseTwitchX(Twitter)Brand
usersCategory
usersAllrespondents27
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=10
Greenwheels
users,n=136
carsharing
users,n=8991
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Greenwheels
users
tend
to
read
weekly
newspapersmore
often
than
carsharing
users
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinGermany
havebeen
using
inthepast4weeks83%78%77%67%72%67%72%67%
61%66%
66%62%61%61%58%56%52%49%48%47%37%47%45%43%35%44%42%40%31%28%27%18%27%DigitalvideocontentMovies
/cinemaTVRadioPodcastsDigitalmusiccontentMagazinesDailynewspapersOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand
usersCategory
usersAllrespondents28
Notes:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
carsharing
providershave
youused
in
the
past12
months?";
Multi
Pick;Base:
n=64
Greenwheels
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Greenwheels
users
remember
seeing
ads
on
blogs
and
forums
more
often
thanother
car
sharing
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereGreenwheelsusersinGermany
havecome
across
digitaladvertisinginthepast4weeks55%49%46%45%44%43%42%40%41%41%39%38%38%38%36%36%35%35%24%33%29%28%28%25%24%23%22%18%17%11%Video
streaming
Video
portalsservicesVideo
gamesBlogs/forumsOnlinestoresMusicportalsWebsitesandappsof
brandsNewslettersSocial
mediaEditorialwebsitesandappsBrand
usersCategory
usersAllrespondents29
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=64
Greenwheels
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Greenwheels
users
remember
ads
they
saw
in/at
the
movies/cinema
moreoften
than
other
car
sharing
usersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinGermany
havecome
across
non-digital
advertisinginthe
past
4weeks59%50%39%50%43%48%45%43%42%39%39%39%39%37%38%37%35%35%34%31%28%25%24%15%Atthemovies/cinemaOntheradioOnTVInprintedmagazinesandjournalsOnadvertisingspacesInprinteddailynewspapersBy
mailshot
/advertisingmailDirectly
inthe
storeon
the
goBrand
usersCategory
usersAllrespondents30
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=64
Greenwheels
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024STATISTACONSUME
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