德国汽车租赁用户分析报告：美国道乐（dollar）汽车租赁集团-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Dollar

Car

Rentalcustomers

in

GermanyConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDollar

CarRental

customers

inGermany:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,the

report

allows

thereader

toNumberof

respondents:benchmark

DollarCarRental

customers

inGermany(’’brandusers’’)

againstGerman

carrental

bookers

ingeneral

(’’category

users’’),

and

theoverall

Germanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.•

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

than15,000brandsacross

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

insightsDollar

Car

Rental

is

the

ninth

most

used

car

rental

provider

in

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

Dollar

Car

Rental

grew

by4

percentagepoints

since

2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

Dollar

Car

Rental12%12%10%10%10%8%6%6%2022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=31-

98

DollarCar

Rental

customers,n=542

-

824

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Dollar

Car

Rental

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDollar

CarRental

is

more

popularSuccess

and

career

advancement

areamong

Millennials

thanother

carrental

relatively

important

to

Dollar

CarRentalItstands

out

that40%

ofDollar

CarRental

customers

say

thatwhen

itcomes

to

traveling,

sustainability

isimportant

to

them.TikTok

ismore

popularamong

DollarCarRental

customers

thanthe

averagecarrental

booker.providers.customers.Dollar

CarRental

is

more

popularamong

female

carrental

bookers

thanmale

carrental

bookers.Gaming

and

eSports

are

relativelyprevalent

interests

of

DollarCarRentalcustomers.Dollar

CarRental

customers

rememberseeing

adson

blogs

and

forums

moreoften

than

other

carrental

bookers.33%

ofDollar

CarRental

customers

areinnovators

or

early

adopters

ofnewproducts.Dollar

CarRental

hasalarger

share

ofcustomers

with

ahigh

income

thanother

carrental

providers.Photography

isarelatively

popularhobbyamong

Dollar

CarRentalcustomers.Arelatively

highshare

ofDollar

CarRental

customers

thinkthatfood

&water

security

isanissuethatneedstobeaddressed.Dollar

CarRental

customers

are

morelikely

to

liveincities

withover

1millioninhabitants

than

carrental

bookers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Dollar

Car

Rental

is

morepopular

among

Millennials

than

other

car

rentalprovidersDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users22%20%68%9%

1%Category

usersAllrespondents45%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=82

DollarCarRental

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Dollar

Car

Rental

is

morepopular

among

femalecar

rental

bookers

than

malecar

rental

bookersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users41%59%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=82

DollarCarRental

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Dollar

Car

Rental

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany35%31%24%23%23%21%20%19%17%17%13%13%11%9%7%6%3%2%1%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=82

DollarCar

Rental

customers,

n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Dollar

Car

Rental

has

a

larger

share

of

customers

with

a

high

income

than

othercar

rental

providersDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users67%11%21%Category

usersAllrespondents55%27%18%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=82

DollarCarRental

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Dollar

Car

Rental

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live51%38%29%28%25%25%18%13%13%10%7%8%7%6%6%5%4%3%2%2%0%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=82

DollarCarRental

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Dollar

Car

Rental

customers

are

more

likely

to

live

in

cities

with

over

1

millioninhabitants

than

car

rental

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany38%34%31%25%23%23%22%21%17%16%14%14%10%9%2%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=82

DollarCarRental

customers,n=802

carrentalbookers,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202410%

of

Dollar

Car

Rental

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users10%89%1%Category

usersAllrespondents7%89%4%7%86%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=82

DollarCarRental

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

Dollar

Car

RentalcustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%42%42%37%38%35%33%37%36%36%35%34%33%33%32%29%27%

29%24%28%24%24%21%20%17%16%12%11%10%Havingagood

timeSafety

andsecurityTobesuccessfulAhappyrelationshipMaking

myown

decisions

respectable

lifeAnhonest

andAdvancingmy

careerLearningnew

thingsSocial

justiceTraditionsBrand

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=82DollarCarRental

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Gaming

and

eSports

are

relatively

prevalent

interests

of

Dollar

Car

RentalcustomersConsumer

lifestyle:

main

interestsTop10

interestsofDollar

Car

Rental

customers

inGermany61%54%50%50%46%47%45%45%44%43%43%43%41%41%40%39%38%38%36%30%37%35%35%34%34%31%25%25%24%14%TravelHealth

&fitnessMovies,TVshows&musicSportsFamily

&parentingFood

&diningHistoryScience

&technologyGaming

&eSportsVehicles

&mobilityBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=82

DollarCar

Rental

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Photography

is

a

relatively

popular

hobby

among

Dollar

Car

Rental

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDollar

Car

Rental

customers

inGermany58%54%53%49%47%46%45%44%42%40%40%40%39%39%39%38%38%38%37%35%34%

34%34%34%29%24%23%19%18%16%OutdooractivitiesTravelingShoppingCars/vehiclesCooking/bakingSocializingPhotographyReadingTech

/computersMeditation/wellnessBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=82

DollarCarRental

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Dollar

Car

Rental

customers

are

more

likely

to

play

basketball

than

other

carrental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDollar

Car

Rental

customers

inGermany29%28%27%27%

27%26%26%24%23%22%21%20%19%18%18%18%16%15%15%15%15%15%12%12%12%10%9%9%6%6%BasketballFitness,aerobics,

cardioBadmintonCyclingDancingSwimming/DivingSoccerRunning/joggingYoga

/pilatesHikingBrand

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=47

DollarCarRental

customers,n=513

carrentalbookers,

n=18,382

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Dollar

Car

Rental

customers

are

more

likely

to

followboxing

than

other

carrental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDollar

Car

Rental

customersinGermany35%26%24%21%20%17%17%17%16%14%13%13%12%13%12%11%11%11%11%10%9%8%7%7%7%7%7%5%6%3%BasketballAmericanfootballBoxingAthletics(track&field)SoccerHandballMixedMartial

ArtsTennisCyclingMotorsportsBrand

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=35

DollarCar

Rental

customers,

n=372carrentalbookers,

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

40%

of

Dollar

Car

Rental

customers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inGermany60%56%54%48%45%45%42%40%40%39%33%

33%28%22%17%When

I’mtraveling,Ibook

accommodations,

Iusemy

smartphonecarrentals,etc.spontaneously

viamysmartphoneWhen

I’mon

vacation,Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,sustainability

traveling,Ialways

lookisimportant

tomeAllrespondentsWhen

itcomes

toasaguideforthecheapest

offerBrand

usersCategory

users22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=82

DollarCarRental

customers,

n=802

carrentalbookers,

n=5,991

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202433%

of

Dollar

Car

Rental

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany41%37%36%35%29%23%22%20%16%13%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

providershave

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=82

DollarCarRentalcustomers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Dollar

Car

Rental

customers

think

that

food

&

watersecurity

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Dollar

Car

Rental

customers40%38%41%40%37%35%39%38%37%33%33%37%35%32%32%35%35%34%34%32%31%30%29%28%27%26%24%20%18%16%ClimatechangeHousingEconomicsituationUnemploymentCrimeFood

andwater

securityPovertyEnvironmentDefense

&foreign

affairsEducationBrand

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=82

DollarCar

Rental

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Dollar

Car

Rental

customers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users16%40%43%25%1%Category

usersAllrespondents20%45%10%20%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=82

DollarCarRental

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

touchpointsTikTok

is

morepopular

among

Dollar

Car

Rental

customers

than

the

average

carrental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand80%75%70%70%69%60%66%58%63%57%50%37%50%40%29%30%30%30%30%

30%22%24%17%12%5%4%

4%BeReal.4%2%Clubhouse2%TikTokFacebookYouTube

Instagram

SnapchatLinkedInJodelPinterestBrand

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=10

DollarCarRental

customers,n=175

carrentalbookers,n=8991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Dollar

Car

Rental

customers

tend

to

go

to

the

movies

more

often

than

car

rentalbookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%80%67%80%78%76%71%66%66%66%62%62%61%60%50%50%51%37%51%49%48%45%42%35%40%40%39%37%31%28%27%26%18%DigitalvideocontentTVPodcastsMovies

/cinemaRadioMagazinesDigitalmusiccontentDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=82

DollarCarRental

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Dollar

Car

Rental

customers

remember

seeing

ads

on

blogs

and

forums

moreoften

than

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDollar

Car

Rental

customers

inGermany

havecome

across

digital

advertisinginthepast4weeks55%50%49%48%38%46%43%43%41%40%40%39%38%38%38%37%35%35%24%34%29%28%27%25%24%23%20%17%14%11%Social

media

Video

streaming

Video

gamesservicesVideo

portalsOnlinestoresNewslettersWebsitesandappsof

brandsPodcastsBlogs/forumsMusicportalsBrand

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=82

DollarCarRental

customers,n=802carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Dollar

Car

Rental

customers

remember

ads

they

saw

in/at

the

movies/cinemamore

often

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks50%48%38%48%47%46%45%44%44%41%41%

41%39%39%

39%32%38%37%37%34%28%25%24%15%OnTVInprintedmagazinesandjournalsOnadvertising

AtthemoviesOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersDirectly

inthe

storespaces/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=82

DollarCar

Rental

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources: