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CONSUMERS&BRANDSCar
sharing:
stadtmobil
users
inGermanyConsumer
Insights
reportJune2024Statista
Consumer
Insights
Global
surveyIntroductionReport
overviewGlobalsurvey
methodology(1)Design:
OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofstadtmobil
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
tobenchmark
stadtmobilusers
inGermany
(’’brandusers’’)
againstGerman
carsharingusers
ingeneral(’’category
users’’),
and
the
overall
German
consumer,labelled
as’’all
respondents’’
inthe
charts.Region:
56countriesNumberof
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
insightsstadtmobil
is
the
tenth
most
used
car
sharing
service
in
Germany
with
SHARENOW
in
first
placeManagement
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
stadtmobil
declined
by4
percentage
pointssince
Q1
of
2022Management
summary:
brandusagetimelineTimeline
of
carsharingusersusing
stadtmobil17%16%15%15%14%13%13%12%11%11%11%2021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q22023
Q32023
Q42024
Q15Notes:"Which
ofthese
carsharing
providers
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=32-
74
stadtmobil
users,n=208
-
544
carsharing
usersSources:
Statista
Consumer
Insights
Global
as
of
June
2024stadtmobil
users
in
GermanyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsstadtmobil
ismore
popularamongMillennials
thanother
carsharingservices.Ahappy
relationship
isless
important
to
Itstands
out
that61%
ofstadtmobilLinkedInis
more
popularamongstadtmobil
usersthanthe
average
carsharinguser.stadtmobil
users
thanto
other
carsharingusers.users
would
like
to
switch
tomore
eco-friendly
transportation.There
is
afairlyeven
splitofmale
andfemale
stadtmobil
users.Vehicles
andmobility
arerelativelyprevalent
interests
of
stadtmobilusers.44%
ofstadtmobil
users
areinnovatorsor
early
adopters
ofnew
products.stadtmobil
users
remember
seeing
adson
videostreaming
services
more
oftenthan
other
carsharingusers.Compared
tothe
average
consumer,Photography
isarelatively
popularstadtmobil
users
are
more
likely
tohave
hobbyamong
stadtmobil
users.ahighincome.Arelatively
highshare
ofstadtmobilusers
think
thattheenvironment
isanissuethatneedstobeaddressed.stadtmobil
users
are
more
likely
toliveinlargecities
than
carsharingusers
ingeneral.6Sources:
Statista
Consumer
Insights
Global
as
of
June
2024CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+stadtmobil
is
more
popular
among
Millennials
than
other
carsharing
servicesDemographic
profile:
generationsAge
of
consumersinGermanyBrand
users18%72%58%8%
1%Category
usersAllrespondents25%15%2%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=71
stadtmobil
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024There
is
a
fairly
even
split
of
male
and
female
stadtmobil
usersDemographic
profile:
genderGenderofconsumersinGermanyBrand
users49%51%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=71
stadtmobil
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024A
relatively
high
share
of
stadtmobil
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinGermany42%32%31%24%20%18%17%17%15%13%13%13%11%10%8%4%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
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=71
stadtmobil
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Compared
to
the
average
consumer,
stadtmobil
users
are
more
likely
to
have
ahigh
incomeDemographic
profile:
incomeShare
ofconsumersinGermany
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users53%27%20%Category
usersAllrespondents50%28%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=71
stadtmobil
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Compared
to
other
car
sharing
users,
stadtmobil
users
are
relatively
likely
to
livein
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinGermany
live56%43%29%25%25%19%16%14%10%10%9%7%6%
6%6%4%4%
4%
4%Other3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesBrand
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=71stadtmobil
users,
n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024stadtmobil
users
are
more
likely
to
live
in
large
cities
than
carsharing
users
ingeneralDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinGermany39%36%34%33%25%23%21%20%16%15%14%12%7%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=71
stadtmobil
users,n=544
carsharing
users,
n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
20247%
of
stadtmobil
users
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinGermanyBrand
users7%92%85%1%Category
usersAllrespondents11%4%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=71
stadtmobil
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
stadtmobil
users
than
to
other
carsharing
usersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinGermany53%48%42%42%41%39%39%36%36%36%35%35%31%30%31%31%30%27%25%30%29%28%21%23%20%18%10%11%11%11%Safety
andsecurityHavingagood
timeTobesuccessfulAhappyrelationshipAnhonest
andrespectable
lifeLearningnew
thingsMaking
myown
decisionsSocial
justiceAdvancingmy
careerTraditionsBrand
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=71stadtmobil
users,
n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Vehicles
andmobility
are
relatively
prevalent
interests
of
stadtmobil
usersConsumer
lifestyle:
main
interestsTop10
interestsofstadtmobil
usersinGermany47%54%51%50%50%47%45%44%44%44%42%41%41%34%41%41%38%28%38%38%37%31%36%34%33%31%30%29%25%14%Health
&fitnessMovies,TVshows&musicSportsTravelVehicles
&mobilityHistoryCareer
&educationFinance&economyGaming
&eSportsScience
&technologyBrand
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=71
stadtmobil
users,n=544
carsharing
users,n=35,985
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Photography
is
a
relatively
popular
hobby
among
stadtmobil
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofstadtmobil
usersinGermany54%49%45%49%49%49%42%47%46%38%45%44%44%42%
42%35%39%37%40%40%38%37%35%30%29%26%24%21%19%18%OutdooractivitiesTech
/computersTravelingCooking/bakingSocializingCars/vehiclesDoing
sportsandfitnessPhotographyReadingBoard
games/cardgamesBrand
usersCategory
usersAllrespondents18
Notes:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
carsharing
providershave
youused
in
the
past12
months?";
Multi
Pick;Base:n=71
stadtmobil
users,n=544
carsharing
users,n=35,985
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024stadtmobil
users
are
more
likely
to
play
soccer
than
other
car
sharing
usersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofstadtmobil
usersinGermany37%32%30%28%28%27%27%20%23%23%22%22%22%21%20%19%18%18%16%16%15%15%15%15%11%10%9%6%6%4%Fitness,aerobics,
cardioSoccerSwimming/DivingRunning/joggingCyclingBadmintonBasketballHikingTennisDancingBrand
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=44
stadtmobil
users,n=324
carsharing
users,n=18,382
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024stadtmobil
users
are
more
likely
to
followbasketball
than
other
car
sharingusersConsumer
lifestyle:
sports
followedTop10
sports
followed
bystadtmobil
usersinGermany30%29%26%28%20%18%17%17%16%15%15%15%13%13%12%10%9%10%9%8%8%8%7%7%7%7%7%6%4%3%SoccerBasketballTennisCyclingAmericanfootballBoxingHandballMixedMartial
ArtsSwimming/divingAthletics(track&
field)Brand
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=31
stadtmobil
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
61%
of
stadtmobil
users
would
like
to
switch
to
moreeco-friendly
transportationConsumer
attitudes:mobilityAgreementwithstatements
towards
mobilityinGermany61%48%44%44%42%38%37%33%33%32%30%27%26%23%19%Itrytooptformoreenvironmentally-friendly
transportation
systemmeans
oftransportation
inmy
area
isgoodThepublicIcanimagineusingaself-driving
taxiThere
are
notenough
parkingspaceswhere
IliveDriving
cars
isbadfortheenvironmentBrand
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=71
stadtmobil
users,n=544
carsharing
users,n=5,991
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
202444%
of
stadtmobil
users
are
innovators
orearly
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinGermany46%39%37%36%35%22%16%16%13%11%10%10%4%3%1%InnovatorsEarly
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=71
stadtmobil
users,
n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024A
relatively
high
share
of
stadtmobil
users
think
that
the
environment
is
an
issuethat
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Germany
accordingto
stadtmobil
users54%42%42%34%40%38%34%39%38%38%37%37%36%35%35%35%34%34%33%28%31%31%29%28%28%26%27%27%24%24%Climatechange
EnvironmentEconomicsituationRising
prices/inflation/cost
of
livingHealth
andsocial
securityCrimeUnemploymentEducationHousingPovertyBrand
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=71
stadtmobil
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024Compared
to
other
car
sharing
users,
stadtmobil
users
tend
to
have
more
rightleaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinGermanyBrand
users15%41%37%7%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=71
stadtmobil
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
touchpointsLinkedIn
is
morepopular
among
stadtmobil
users
than
the
average
carsharinguserMarketing
touchpoints:social
media
usageSocial
mediausageinGermany
bybrand76%71%65%62%59%63%63%58%57%53%53%43%37%41%26%41%33%34%29%29%17%24%24%13%22%18%6%Reddit14%12%10%Facebook
YouTubeLinkedInTikTokPinterest
X(Twitter)
SnapchatTwitchBrand
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=17
stadtmobil
users,n=136
carsharing
users,n=8991
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024stadtmobil
users
tend
to
read
weekly
newspapersmore
often
than
carsharingusers
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinGermany
havebeen
using
inthepast4weeks90%86%72%78%77%67%73%70%70%66%61%56%62%48%59%58%56%56%55%51%49%40%47%37%46%43%35%44%31%28%27%27%18%DigitalvideocontentTVPodcastsDigitalmusiccontentMovies
/cinemaMagazinesRadioDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand
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=71
stadtmobil
users,n=544
carsharing
users,
n=35,985all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024stadtmobil
users
remember
seeing
ads
on
video
streaming
services
more
oftenthan
other
carsharing
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswherestadtmobil
usersinGermany
havecome
across
digitaladvertisinginthepast4weeks58%54%49%46%46%41%46%45%44%38%44%44%43%42%41%41%41%40%38%35%35%29%28%28%28%24%24%23%17%14%Video
streaming
Video
portalsservicesOnlinestoresVideo
games
Search
engines
Social
mediaPodcastsNewslettersMusicportalsWebsitesandappsof
brandsBrand
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=71
stadtmobil
users,n=544
carsharingusers,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024stadtmobil
users
remember
ads
they
saw
in
printed
daily
newspapersmoreoften
than
other
car
sharing
usersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinGermany
havecome
across
non-digital
advertisinginthe
past
4weeks59%52%48%45%43%44%43%41%39%39%39%39%39%37%37%35%35%34%34%31%28%24%25%15%OnTVAtthemovies/cinemaInprinteddailynewspapersOnadvertisingspacesDirectly
inthe
storeOntheradioBy
mailshot
/advertisingmailInprintedmagazinesandjournalson
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=71
stadtmobil
users,n=544
carsharing
users,n=35,985
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
June
2024STATISTACONSUMER
INSIGHT
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