德国租车用户分析报告：hertz 24 7-外文版培训课件2024.7

CONSUMERS&BRANDSCar

sharing:

Hertz

24/7

users

inGermanyConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHertz

24/7

usersinGermany:

whotheyare;

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

Hertz

24/7

users

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

insightsHertz

24/7

is

the

eighth

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

2024Hertz

24/7

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHertz

24/7

hasahighshareof

usersthatare

Millennialscompared

tothetotalonline

population.Havingagood

timeisless

important

toHertz

24/7

users

than

toothercarsharingusers.Itstands

out

that43%

ofHertz

24/7users

canimagineusingaself-drivingtaxi.Facebook

ismore

popularamong

Hertz24/7

users

thantheaverage

carsharinguser.53%

ofHertz

24/7

users

are

male.Gaming

and

eSports

are

relativelyprevalent

interests

of

Hertz

24/7

users.35%

ofHertz

24/7

usersare

innovatorsor

early

adopters

ofnew

products.Hertz

24/7

users

remember

seeing

adsinvideo

gamesmore

often

thanothercarsharingusers.Hertz

24/7

hasalarger

share

ofuserswith

ahigh

income

than

other

carsharingservices.Carsor

vehicles

are

relatively

popularhobbiesamong

Hertz

24/7

users.Arelatively

highshare

ofHertz

24/7users

think

thatdefense

&foreignaffairsare

issuesthatneed

to

beaddressed.Hertz

24/7

users

aremore

likely

to

liveinmedium-sized

towns

than

carsharingusers

ingeneral.5Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Hertz

24/7

has

a

high

share

of

users

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users29%61%9%

1%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=97

Hertz

24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202453%

of

Hertz

24/7

users

are

maleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users53%53%47%47%Category

usersAllrespondents50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=97

Hertz24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Hertz

24/7

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany35%32%31%24%20%19%17%16%17%13%

13%13%12%

13%11%3%

3%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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=97

Hertz24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Hertz

24/7

has

a

larger

share

of

users

with

a

high

income

than

other

carsharingservicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users56%24%20%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=97

Hertz24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

Hertz

24/7

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live58%43%29%25%25%19%16%12%11%10%8%9%7%6%6%4%

4%Other3%

3%Multi-generationalfamily2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

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=97Hertz24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Hertz

24/7

users

are

more

likely

to

live

in

medium-sized

towns

than

carsharingusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany36%34%33%32%25%23%21%20%16%15%14%11%

12%5%3%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=97

Hertz

24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

20249%

of

Hertz

24/7

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users9%89%85%2%Category

usersAllrespondents11%4%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=97

Hertz24/7

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•

SportsfollowedHaving

a

good

time

is

less

important

to

Hertz

24/7

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%48%48%42%42%39%37%36%36%36%34%33%32%31%31%27%30%27%30%29%28%21%26%21%20%18%10%11%12%11%AhappyrelationshipTobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeLearningnew

thingsMaking

myown

decisionsSocial

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=97

Hertz24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Gaming

and

eSportsare

relatively

prevalent

interests

of

Hertz

24/7

usersConsumer

lifestyle:

main

interestsTop10

interestsofHertz24/7

usersinGermany47%47%51%50%50%47%47%41%45%

45%45%43%43%41%40%39%38%38%37%37%36%30%36%34%33%31%31%27%25%14%Health

&fitnessMovies,TVshows&musicSportsScience

&technologyTravelVehicles

&mobilityGaming

&eSportsHistoryFood

&diningFashion&beautyBrand

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=97

Hertz

24/7

users,n=544

carsharing

users,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Cars

or

vehicles

are

relatively

popular

hobbies

among

Hertz

24/7

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHertz24/7

usersinGermany49%49%47%42%41%46%44%44%43%44%42%35%40%40%40%39%39%38%37%37%36%35%34%34%30%30%29%29%29%19%Doing

sportsandfitnessSocializingOutdooractivitiesCooking/bakingVideo

gamingCars/vehiclesGardeningandplantsTravelingReadingTech

/computersBrand

usersCategory

usersAllrespondents17

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=97

Hertz24/7

users,n=544

carsharing

users,

n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Hertz

24/7

users

are

more

likely

to

play

basketball

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHertz24/7

usersinGermany30%28%27%25%23%20%20%22%22%22%21%21%21%20%19%18%19%16%16%16%15%15%15%15%14%10%9%9%6%6%Running/joggingFitness,aerobics,

cardioSoccerBadmintonBasketballSwimming/DivingHikingCyclingDancingYoga

/pilatesBrand

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=53

Hertz

24/7

users,n=324

carsharing

users,n=18,382

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Hertz

24/7

users

are

more

likely

to

followbasketball

than

other

car

sharingusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHertz24/7

usersinGermany33%29%27%26%19%18%16%15%15%14%13%13%12%12%11%10%10%10%9%10%9%8%7%8%7%7%7%7%6%4%SoccerBasketballAmericanfootballTennisHandballBoxingCyclingSwimming/divingMotorsportsAthletics(track&

field)Brand

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=46

Hertz24/7

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

43%

of

Hertz

24/7

users

can

imagine

using

a

self-driving

taxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinGermany54%53%44%44%43%39%37%33%33%32%

32%27%26%23%19%ThepublicItrytooptformoreIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveDriving

cars

isbadfortheenvironmenttransportation

system

environmentally-friendlyinmy

area

isgoodmeans

oftransportationBrand

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=97

Hertz24/7

users,n=544

carsharing

users,n=5,991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202435%

of

Hertz

24/7

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany46%41%37%36%33%22%16%16%13%12%11%10%3%Innovators2%1%Early

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=97

Hertz24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Hertz

24/7

users

think

that

defense

&

foreign

affairsare

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Hertz24/7

users54%43%34%37%41%36%36%37%40%38%34%39%39%38%38%37%35%31%36%35%35%33%28%27%

26%30%29%27%20%20%ClimatechangeEducationEnvironmentEconomicsituationHousingRising

prices/inflation/cost

of

livingHealth

andsocial

securityImmigrationDefense

&foreign

affairsUnemploymentBrand

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=97

Hertz

24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

Hertz

24/7

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users20%33%41%6%Category

usersAllrespondents22%39%43%30%9%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=97

Hertz24/7

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

touchpointsFacebook

is

morepopular

among

Hertz

24/7

users

than

the

average

car

sharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand75%71%70%63%63%62%50%58%57%43%40%40%40%37%34%33%30%30%26%22%29%25%18%6%17%13%15%14%12%10%Facebook

Instagram

YouTubeLinkedInTikTokX(Twitter)

PinterestRedditSnapchatTwitchBrand

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=20

Hertz24/7

users,n=136

carsharing

users,n=8991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Hertz

24/7

users

tend

to

go

to

the

movies

more

often

than

car

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%72%

78%77%67%75%74%61%

66%64%62%48%61%58%58%56%55%55%49%48%47%37%46%43%35%44%41%40%31%28%27%27%18%DigitalvideocontentMovies

/cinemaTVDigitalmusiccontentRadioPodcastsDailynewspapersMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

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=97

Hertz

24/7

users,n=544

carsharing

users,n=35,985all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Hertz

24/7

users

remember

seeing

ads

in

video

games

more

often

than

othercar

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHertz24/7

usersinGermany

have

come

across

digital

advertisinginthepast4weeks54%52%49%43%48%46%41%46%44%38%44%44%41%40%38%36%35%35%

35%24%32%31%29%28%24%28%25%23%18%17%Video

portalsSocial

media

Video

streaming

Onlinestores

Search

engines

Video

gamesservicesMusicportalsWebsitesandappsof

brandsEditorialwebsitesandappsNewslettersBrand

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=97

Hertz24/7

users,n=544

carsharingusers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Hertz

24/7

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

4weeks48%43%47%45%39%43%

43%39%39%

39%39%35%37%37%28%37%35%34%33%32%31%24%25%15%OnTVAtthemovies/cinemaDirectly

inthe

storeOnadvertisingspacesOntheradioInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalson

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=97

Hertz24/7

users,n=544

carsharing

users,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunders