德国汽车租赁用户分析报告：企业租车（Enterprise Rent-A-Car）-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Enterprise

Rent-A-Car

customers

in

GermanyConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofEnterprise

Rent-A-Car

customers

inGermany:

who

they

are;

what

theylike;

whattheythink;

andhow

to

reach

them.

Itprovides

insightsontheirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,the

report

allows

thereader

tobenchmark

Enterprise

Rent-A-Car

customers

inGermany

(’’brand

users’’)

againstGerman

carrentalbookers

ingeneral

(’’category

users’’),

and

theoverallGerman

consumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

Germany)•

2,000+

forthe

basicsurveySample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

01Management

summary•

Brand

usage•

Key

insightsEnterprise

Rent-A-Car

is

the

sixth

most

used

car

rental

providerin

Germany

withEuropcar

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinGermanyEuropcarSixt31%26%Avis19%BHertz17%17%16%Enterprise

Rent-A-CarBuchbinderBudget13%11%10%10%Dollar

CarRentalbilliger-mietwagen.de4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=802

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024The

share

of

car

rental

bookers

using

Enterprise

Rent-A-Car

grew

by2percentage

points

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

Enterprise

Rent-A-Car16%16%16%15%15%15%15%15%15%15%14%13%13%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=46-

129

Enterprise

Rent-A-Car

customers,n=345

-

824

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Enterprise

Rent-A-Car

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsEnterprise

Rent-A-Car

ismore

popularamong

Generation

Zthanother

carrental

providers.Success

and

career

advancement

arerelatively

important

to

Enterprise

Rent-A-Carcustomers.Itstands

out

that39%

ofEnterpriseRent-A-Car

customers

saythatwhen

itcomes

to

traveling,

sustainability

isimportant

to

them.Snapchatis

more

popularamongEnterprise

Rent-A-Car

customers

thanthe

average

carrental

booker.Enterprise

Rent-A-Car

ismore

popularamong

female

carrental

bookers

thanmale

carrental

bookers.Movies,

TVshows

andmusicarerelatively

prevalent

interests

ofEnterprise

Rent-A-Car

customers.Enterprise

Rent-A-Car

customers32%

ofEnterprise

Rent-A-Car

customers

remember

seeing

adsinvideo

gamesareinnovators

or

early

adopters

of

newproducts.more

often

than

other

carrentalbookers.Justlikecarrental

bookers

ingeneral,Enterprise

Rent-A-Car

customers

arerelatively

likely

tohaveahigh

income.Pets

arearelatively

popularhobbyamong

Enterprise

Rent-A-Carcustomers.Arelatively

highshare

ofEnterpriseRent-A-Car

customers

think

thateducation

isanissue

thatneedstobeaddressed.Enterprise

Rent-A-Car

customers

aremore

likely

toliveinlarge

citiesthan

carrental

bookers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Enterprise

Rent-A-Car

is

morepopular

among

Generation

Z

than

other

carrental

providersDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users26%50%20%4%Category

usersAllrespondents20%45%28%7%19%33%34%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Enterprise

Rent-A-Car

is

morepopular

among

femalecar

rental

bookers

thanmale

car

rental

bookersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users46%54%Category

usersAllrespondents55%45%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,

n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Enterprise

Rent-A-Car

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%30%24%23%21%20%20%19%19%17%14%13%13%11%11%5%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

usersAllrespondents10

Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Just

likecar

rental

bookers

in

general,

Enterprise

Rent-A-Car

customers

arerelatively

likely

to

have

a

high

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users54%55%27%27%19%18%Category

usersAllrespondents33%33%33%HighMiddleLow11

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Enterprise

Rent-A-Car

customers

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live46%38%29%28%25%25%21%13%11%10%9%7%8%7%6%4%4%4%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

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Enterprise

Rent-A-Car

customers

are

more

likely

to

live

in

large

cities

than

carrental

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany40%31%28%25%23%23%22%21%16%15%14%14%10%9%8%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=127

Enterprise

Rent-A-Car

customers,

n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

20247%

of

Enterprise

Rent-A-Car

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users7%7%7%89%89%4%4%Category

usersAllrespondents86%8%YesNoWould

rathernot

say14

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

andcareer

advancement

are

relatively

important

to

Enterprise

Rent-A-Car

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%43%42%42%37%39%35%35%36%36%35%

35%34%33%32%27%25%29%28%20%26%24%21%20%16%10%12%11%11%AhappyrelationshipHavingagood

timeSafety

andsecurityMaking

myown

decisions

respectable

lifeAnhonest

and

TobesuccessfulLearningnew

thingsSocial

justiceAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=127Enterprise

Rent-A-Car

customers,

n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Movies,

TV

shows

and

music

are

relativelyprevalent

interests

of

Enterprise

Rent-A-Car

customersConsumer

lifestyle:

main

interestsTop10

interestsofEnterprise

Rent-A-Car

customersinGermany61%61%54%54%53%50%50%41%47%45%47%46%45%45%43%43%41%39%35%41%41%41%39%39%28%38%34%31%29%25%Movies,TVshows&musicTravelHealth

&fitnessSportsFood

&diningFinance&economyHome

&gardenCareer

&educationVehicles

&mobilityScience

&technologyBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Pets

are

a

relatively

popular

hobby

among

Enterprise

Rent-A-Car

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofEnterprise

Rent-A-Car

customersinGermany58%57%57%54%53%52%48%47%46%41%42%44%44%43%44%40%40%34%38%38%37%37%35%34%34%34%29%33%33%Pets19%OutdooractivitiesTravelingSocializingDoing

sportsandfitnessReadingCooking/bakingCars/vehiclesShoppingVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Enterprise

Rent-A-Car

customers

are

more

likely

to

play

badminton

than

othercar

rental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofEnterprise

Rent-A-Car

customers

inGermany31%29%29%28%28%27%26%26%23%23%22%16%20%20%19%18%18%18%18%16%15%15%15%12%12%10%9%9%6%6%CyclingHikingRunning/joggingFitness,aerobics,

cardioDancingSwimming/DivingBadmintonBasketballYoga

/pilatesSoccerBrand

usersCategory

usersAllrespondents19

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=83

Enterprise

Rent-A-Car

customers,n=513carrentalbookers,

n=18,382

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Enterprise

Rent-A-Car

customers

are

more

likely

to

followbasketball

than

theaverage

consumerConsumer

lifestyle:

sports

followedTop10

sports

followed

byEnterprise

Rent-A-Car

customers

inGermany35%35%26%20%17%16%16%16%15%15%14%13%13%13%13%13%11%11%10%9%9%8%7%7%7%7%7%6%5%3%SoccerBasketballAthletics(track&field)HandballMotorsportsAmericanfootballBoxingCyclingTennisMixedMartial

ArtsBrand

usersCategory

usersAllrespondents20

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=60

EnterpriseRent-A-Car

customers,n=372

carrentalbookers,n=12,212

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21It

stands

out

that

39%

of

Enterprise

Rent-A-Car

customers

say

that

when

itcomes

to

traveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inGermany60%58%54%53%50%45%42%40%39%32%

33%

33%28%22%17%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mon

vacation,When

I’mtraveling,IWhen

itcomes

toWhen

itcomes

toIusemy

smartphone

book

accommodations,

traveling,sustainability

traveling,Ialways

lookasaguidecarrentals,etc.spontaneously

viamysmartphoneisimportant

tomeforthecheapest

offerBrand

usersCategory

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=127

EnterpriseRent-A-Car

customers,n=802

carrentalbookers,n=5,991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202432%

of

Enterprise

Rent-A-Car

customers

are

innovators

or

early

adopters

ofnew

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany41%38%37%36%32%23%20%16%16%14%13%10%3%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=127

Enterprise

Rent-A-Carcustomers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Enterprise

Rent-A-Car

customers

think

that

educationis

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Enterprise

Rent-A-Car

customers54%51%47%46%40%37%43%37%43%41%41%40%40%33%34%39%39%39%39%38%32%32%37%31%37%35%35%35%35%34%Rising

prices/inflation/cost

of

livingEducationHousingEnvironmentHealth

andsocial

securityEconomicsituationImmigration

ClimatechangeCrimePovertyBrand

usersCategory

usersAllrespondents24

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:

n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Enterprise

Rent-A-Car

customers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%20%20%42%31%8%Category

usersAllrespondents45%25%10%43%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSnapchat

is

morepopular

among

Enterprise

Rent-A-Car

customers

than

theaverage

car

rental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand85%75%74%74%66%58%69%57%63%56%50%37%44%29%12%41%30%22%41%33%30%

29%14%26%16%24%17%19%6%Reddit10%Instagram

FacebookYouTubeTikTokLinkedInPinterestSnapchatX(Twitter)TwitchBrand

usersCategory

usersAllrespondents27

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=27

Enterprise

Rent-A-Car

customers,n=175

carrentalbookers,

n=8991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Enterprise

Rent-A-Car

customers

tend

to

read

weekly

newspapersmore

oftenthan

car

rental

bookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%80%67%80%79%78%71%68%66%62%

62%61%56%53%51%37%50%51%40%51%50%

50%48%42%35%41%40%27%36%31%28%26%18%DigitalvideocontentTVRadioDigitalmusiccontentMagazinesPodcastsOnlinenewswebsitesDailynewspapersMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=127

Enterprise

Rent-A-Car

customers,

n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Enterprise

Rent-A-Car

customers

remember

seeing

adsin

video

games

moreoften

than

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereEnterprise

Rent-A-Car

customersinGermany

havecome

across

digitaladvertisingin

thepast

4weeks63%55%53%52%50%38%50%48%38%46%41%46%43%43%41%40%28%37%34%35%24%34%32%27%27%25%23%18%17%14%Video

portalsOnlinestoresSocial

media

Search

engines

Video

games

Video

streamingservicesWebsitesandappsof

brandsMusicportalsEditorialwebsitesandappsPodcastsBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=127

Enterprise

Rent-A-Car

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Enterprise

Rent-A-Car

customers

remember

ads

they

saw

in

printed

magazinesand

journals

more

often

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks47%47%46%38%45%44%44%44%41%41%41%40%39%39%37%37%36%32%34%33%28%25%24%15%OnadvertisingspacesInprintedmagazinesandjournalsDirectly

inthe

storeOntheradioOnTVBy

mailshot

/advertisingmailInprinteddailynewspapersAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;Base:n=127

Enterprise

Rent-A-Carcustomers,n=802

carrentalbookers,

n=35,985