德国汽车租赁用户分析报告：Budget百捷特租车-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Budget

customers

inGermanyConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBudget

customers

inGermany:

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

toRegion:

56countriesbenchmark

Budgetcustomers

inGermany

(’’brandusers’’)

againstGerman

carrental

bookers

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

May

2024CHAPTER

01Management

summary•

Brand

usage•

Key

insightsBudget

is

the

eighth

most

used

car

rental

providerin

Germany

with

Europcar

infirst

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

Budget

grew

by2

percentage

points

sinceQ1

of

2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

Budget11%11%11%11%10%10%10%10%10%10%10%9%9%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=33-

92

Budgetcustomers,

n=345

-

824

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Budget

customers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBudget

ismore

popularamongGeneration

Zthanother

carrentalproviders.Success

and

career

advancement

arerelatively

important

to

Budgetcustomers.Itstands

out

that40%

ofBudgetcustomers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.LinkedInis

more

popularamong

Budgetcustomers

thantheaverage

carrentalbooker.Compared

toothercarrental

providers,

Sportsisarelatively

prevalent

interestBudget

customers

remember

seeingadson

blogs

and

forums

more

oftenthan

other

carrental

bookers.Budget

hasarelatively

high

share

offemale

customers.of

Budgetcustomers.37%

ofBudget

customers

areinnovators

or

early

adopters

ofnewproducts.Making

musicisarelatively

popularhobbyamong

Budget

customers.Budget

hasalarger

shareof

customerswith

alow

income

thanothercarrentalproviders.Arelatively

highshare

ofBudgetcustomers

thinkthatunemployment

isanissuethatneeds

tobe

addressed.Budget

customers

aremore

likely

to

liveinlargecities

than

carrental

bookers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Budget

is

morepopular

among

Generation

Z

than

other

car

rental

providersDemographic

profile:

generationsAge

of

consumersinGermanyBrand

users35%51%13%1%Category

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

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=89

Budget

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

providers,

Budget

has

a

relatively

high

share

offemalecustomersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users49%51%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=89

Budget

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202458%

of

Budget

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany38%31%24%23%21%21%20%19%18%17%13%13%11%10%8%3%2%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=89

Budgetcustomers,

n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Budget

has

a

larger

share

of

customers

with

a

low

income

than

other

car

rentalprovidersDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users54%55%14%32%Category

usersAllrespondents27%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=89

Budget

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Budget

customers

are

relatively

likely

tolive

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live44%38%29%28%25%25%20%13%13%12%10%7%8%7%7%4%3%2%

2%Multi-2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

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

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=89

Budget

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Budget

customers

are

more

likely

to

live

in

large

cities

than

car

rental

bookers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany38%31%29%25%23%23%22%21%20%16%14%14%10%8%4%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=89

Budget

customers,n=802

carrentalbookers,

n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

20248%

of

Budget

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users8%7%7%87%89%6%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=89

Budget

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

Budget

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%43%43%42%42%37%36%36%35%35%34%33%30%29%29%29%28%28%27%24%24%22%21%20%19%16%12%11%10%Havingagood

timeAhappyrelationshipTobesuccessfulLearningnew

thingsSafety

andsecurityMaking

myown

decisions

respectable

lifeAnhonest

andAdvancingmy

careerSocial

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=89Budget

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Sports

is

a

relatively

prevalent

interest

of

Budget

customersConsumer

lifestyle:

main

interestsTop10

interestsofBudgetcustomers

inGermany61%54%54%51%50%50%47%46%45%45%44%43%41%42%39%35%40%39%39%39%38%37%36%34%34%25%32%28%27%25%SportsTravelHealth

&fitnessMovies,TVshows&musicFood

&diningVehicles

&mobilityFamily

&parentingFashion&beautyCareer

&educationHome

&gardenBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=89

Budget

customers,n=802

carrentalbookers,

n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Making

music

is

a

relatively

popular

hobby

among

Budget

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBudgetcustomers

inGermany58%54%53%49%48%47%46%42%44%44%44%44%44%42%40%40%40%38%37%35%35%35%35%34%29%24%19%18%18%13%OutdooractivitiesCars/vehiclesDoing

sportsandfitnessSocializingTravelingReadingCooking/bakingMaking

musicPhotographyTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=89

Budget

customers,n=802

carrentalbookers,n=35,985

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Budget

customers

are

more

likely

to

play

basketball

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBudgetcustomers

inGermany29%29%28%27%26%25%22%22%22%21%21%20%19%18%18%18%17%16%15%15%15%12%12%10%10%9%9%6%6%4%BasketballCyclingDancingSoccerSwimming/DivingBadmintonRunning/joggingFitness,aerobics,

cardioYoga

/pilatesTennisBrand

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=55

Budget

customers,n=513

carrentalbookers,

n=18,382

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Budget

customers

are

more

likely

to

followbasketball

than

other

car

rentalbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBudgetcustomersinGermany40%35%27%26%24%18%18%17%17%16%15%14%13%13%13%13%13%11%11%10%9%8%8%7%7%7%7%7%6%4%SoccerBasketballAmericanfootballAthletics(track&field)BoxingTennisMotorsportsHandballCyclingSwimming/divingBrand

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=48

Budgetcustomers,

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

40%

of

Budget

customers

say

that

when

it

comes

to

traveling,sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inGermany60%58%54%52%46%45%42%40%40%39%33%

33%28%22%17%When

I’mon

vacation,Iusemy

smartphone

book

accommodations,When

I’mtraveling,IIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,sustainability

traveling,Ialways

lookisimportant

tomeAllrespondentsWhen

itcomes

toasaguidecarrentals,etc.spontaneously

viamysmartphoneforthecheapest

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=89

Budget

customers,n=802

carrentalbookers,

n=5,991

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202437%

of

Budget

customers

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany41%37%37%36%34%23%20%16%15%13%11%10%3%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=89

Budget

customers,n=802carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Budget

customers

think

that

unemployment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Budgetcustomers54%51%44%43%37%42%40%36%41%40%39%34%39%38%38%37%37%31%37%36%35%33%

34%29%34%33%29%28%27%26%ClimatechangeEconomicsituationEnvironmentHousingUnemployment

Rising

prices/inflation/EducationCrimeHealth

andsocial

securityImmigrationcost

of

livingBrand

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=89

Budget

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Budget

customers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users24%30%38%8%Category

usersAllrespondents20%45%25%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=89

Budget

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

touchpointsLinkedIn

is

morepopular

among

Budget

customers

than

the

average

car

rentalbookerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand75%69%69%

69%66%58%63%57%

56%50%50%44%44%37%30%22%29%29%25%25%25%25%24%17%14%12%11%6%5%2%Facebook

Instagram

YouTubeLinkedInPinterestTikTokClubhouse

Snapchat

X(Twitter)XingBrand

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=16

Budget

customers,n=175

carrentalbookers,n=8991

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Budget

customers

tend

to

go

to

the

movies

more

often

than

car

rental

bookersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks81%

80%67%80%78%74%71%71%69%66%62%62%61%56%56%51%37%50%51%50%48%45%42%35%40%

40%27%40%36%31%28%26%18%DigitalvideocontentTVMovies

/cinemaRadioDigitalmusiccontentMagazinesPodcastsDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=89

Budget

customers,n=802

carrentalbookers,n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Budget

customers

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBudgetcustomers

inGermany

havecome

across

digital

advertisinginthepast4weeks55%49%50%48%46%45%45%43%42%41%40%40%39%38%38%38%38%37%35%34%23%34%28%27%25%24%20%18%14%11%Video

portalsOnlinestores

Video

streamingservicesWebsitesandappsof

brandsSocial

mediaVideo

gamesBlogs/forumsEditorialwebsitesandappsSearch

enginesPodcastsBrand

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=89

Budget

customers,n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Budget

customers

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

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

inthe

storeOntheradioAtthemovies/cinemaOnTVInprintedmagazinesandjournalsOnadvertising

By

mailshot

/Inprinteddailynewspapersspacesadvertisingmailon

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=89

Budgetcustomers,

n=802

carrentalbookers,

n=35,985

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024STATISTACONSUMER

I