英国租车用户分析报告：zipcar-外文版培训课件2024.7

CONSUMERS&BRANDSCar

sharing:

Zipcar

users

in

theUnited

KingdomConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofZipcar

users

inthe

UnitedKingdom:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,the

report

allows

thereader

tobenchmark

Zipcarusers

inthe

UnitedKingdom(’’brandusers’’)

againstUKcarsharing

users

ingeneral(’’category

users’’),

and

the

overall

UKconsumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

theUnited

Kingdom)•

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

June

2024CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

31%,

Zipcar

is

one

of

the

top

3

carsharing

services

in

theUKManagement

summary:

brandusageand

competitionTop9most

used

car

sharingservicesintheUKEnterprise

CarClubHertz

24/7Zipcar36%36%31%KarshareHiyacar25%24%23%23%21%TuroGetaroundUbeeqoMomondo17%4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=392

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024The

share

of

carsharing

users

using

Zipcar

declined

by3

percentage

pointssince

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

Zipcar34%34%34%34%32%31%31%30%30%30%28%28%28%2021

Q12021

Q22021

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=53-

129

Zipcar

users,n=157

-

431

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024Zipcar

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsZipcar

hasahigh

share

ofusers

thatare

Success

and

career

advancement

areMillennials

compared

tothe

total

online

relatively

important

to

Zipcar

users.population.Itstands

out

that52%

ofZipcar

userswould

liketo

switch

to

more

eco-friendly

transportation.Snapchatis

more

popularamong

Zipcarusers

thanthe

average

carsharinguser.Science

andtechnology

are

relativelyprevalent

interests

of

Zipcarusers.Zipcar

users

remember

seeing

adsinvideo

portalsmore

often

than

other

carsharingusers.Zipcar

ismore

popularamong

male

carsharingusers

than

female

carsharingusers.35%

ofZipcar

users

areinnovators

orearly

adoptersof

new

products.Tech

or

computers

arerelativelypopularhobbiesamong

Zipcar

users.Arelatively

highshare

ofZipcar

usersthink

thatcrime

isanissuethatneedstobeaddressed.Zipcar

hasalarger

shareof

users

with

ahighincome

than

other

carsharingservices.Zipcar

users

are

more

likely

toliveinmegacities

than

carsharingusers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Zipcar

has

a

high

share

of

users

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAge

of

consumersintheUKBrand

users31%54%15%13%0%Category

usersAllrespondents28%57%2%21%36%31%11%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=123

Zipcar

users,n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Zipcar

is

morepopular

among

male

carsharing

users

than

femalecar

sharingusersDemographic

profile:

genderGenderofconsumersintheUKBrand

users60%40%Category

usersAllrespondents52%48%49%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=123

Zipcar

users,n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202476%

of

Zipcar

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK38%36%35%30%28%22%21%14%12%11%9%9%8%7%7%6%5%2%1%0%

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=123

Zipcar

users,n=392

carsharing

users,n=24,190all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Zipcar

has

a

larger

share

of

users

with

a

high

income

than

other

car

sharingservicesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users60%19%21%22%Category

usersAllrespondents54%24%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=123

Zipcar

users,n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

the

average

consumer,

Zipcar

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive51%48%33%23%17%15%14%13%12%12%9%8%8%7%7%6%5%

5%Other3%3%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=123

Zipcar

users,

n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Zipcar

users

are

more

likely

to

live

in

megacities

than

carsharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK37%34%27%27%24%21%21%16%14%13%12%11%11%10%7%7%5%5%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=123

Zipcar

users,n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202411%

of

Zipcar

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users11%10%8%89%0%Category

usersAllrespondents88%3%89%3%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=123

Zipcar

users,

n=392

carsharing

users,n=24,190all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

andcareer

advancement

are

relatively

important

to

Zipcar

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK58%50%50%48%46%38%43%42%39%38%32%32%36%35%30%25%29%28%26%26%25%24%20%16%14%13%12%10%

10%5%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsSocial

justiceTraditionsBrand

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=123Zipcar

users,n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Science

and

technology

are

relatively

prevalent

interests

of

Zipcar

usersConsumer

lifestyle:

main

interestsTop10

interestsofZipcarusersinthe

UK58%56%54%54%52%51%50%49%46%45%44%43%44%43%42%42%42%41%36%37%34%35%33%33%32%31%27%27%22%19%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessSportsScience

&technologyFamily

&parentingFashion&beautyCareer

&educationFinance&economyBrand

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=123

Zipcar

users,n=392

carsharing

users,n=24,190

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Tech

or

computers

are

relatively

popular

hobbies

among

Zipcar

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofZipcarusersintheUK54%53%53%52%50%47%44%42%42%42%41%41%40%40%39%39%39%29%39%39%38%35%34%34%33%31%31%30%26%24%Tech

/computersTravelingShoppingReadingVideo

gamingCooking/bakingPetsOutdooractivitiesSocializingDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=123

Zipcar

users,n=392

carsharing

users,n=24,190

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Zipcar

users

are

more

likely

to

play

basketball

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofZipcarusersintheUK27%24%24%24%21%20%20%19%19%18%18%18%18%17%17%16%16%15%14%12%12%12%10%10%10%Golf7%7%6%6%5%BasketballCyclingSoccerSwimming/DivingRunning/joggingBadmintonFitness,aerobics,

cardioTennisDancingBrand

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=62

Zipcar

users,n=196

carsharing

users,n=9,420

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202438%

of

Zipcar

users

followsoccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byZipcarusersintheUK38%30%

29%28%25%24%24%22%20%19%18%17%17%17%15%Golf15%14%13%13%10%10%10%11%8%7%7%7%6%6%4%SoccerCricketBasketballTennisSwimming/divingAmericanfootballBoxingMotorsportsAthletics(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=62

Zipcar

users,n=170

carsharing

users,n=8,848

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21It

stands

out

that

52%

of

Zipcar

users

would

like

to

switch

to

more

eco-friendlytransportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheUK54%52%43%40%39%36%35%32%31%30%27%26%25%25%17%ThepublicItrytooptformoreIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveDriving

cars

isbadfortheenvironmenttransportation

system

environmentally-friendlyinmy

area

isgoodmeans

oftransportationBrand

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=123

Zipcar

users,n=392

carsharing

users,n=4,029

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202435%

of

Zipcar

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK40%36%35%33%28%23%19%18%18%16%11%11%7%4%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=123

Zipcar

users,n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Zipcar

users

think

that

crime

is

an

issue

that

needs

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toZipcarusers62%37%46%46%42%41%40%30%40%40%37%32%36%37%36%28%35%34%34%34%

31%28%32%32%31%30%30%30%25%23%Rising

prices/inflation/cost

of

livingHousingCrimeEconomicsituationEnvironment

ClimatechangeHealth

andsocial

securityUnemploymentEducationFood

andwater

securityBrand

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=123

Zipcar

users,n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202441%

of

Zipcar

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users20%20%33%31%41%42%7%7%Category

usersAllrespondents23%39%25%13%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=123

Zipcar

users,n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSnapchat

is

morepopular

among

Zipcar

users

than

the

average

car

sharinguserMarketing

touchpoints:social

media

usageSocial

mediausageintheUK

by

brand81%

74%73%81%72%75%66%64%60%59%58%49%57%47%40%44%37%40%30%29%28%28%20%12%26%25%17%8%22%19%Facebook

Instagram

YouTubeTikTokSnapchat

X(Twitter)Category

usersLinkedInPinterestRedditTwitchBrand

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=36

Zipcar

users,n=103

carsharing

users,

n=6049

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Zipcar

users

tend

to

watch

digital

videocontent

more

often

than

car

sharingusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks89%85%76%78%76%68%72%72%67%67%63%58%60%60%50%59%58%56%47%51%47%47%45%45%42%40%36%33%33%26%25%17%15%DigitalvideocontentTVPodcastsMovies

/cinemaDigitalmusiccontentRadioDailynewspapersOnlinenewswebsitesMagazinesOnlinemagazinesWeeklynewspapersBrand

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=123

Zipcar

users,n=392

carsharing

users,n=24,190

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Zipcar

users

remember

seeing

ads

in

video

portals

more

often

than

other

carsharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereZipcarusersinthe

UK

havecome

across

digitaladvertisinginthepast4weeks62%60%53%48%48%46%46%45%33%45%44%42%39%39%38%37%36%36%35%35%34%33%32%27%26%25%22%18%17%10%Video

portalsSocial

media

Video

streaming

Video

games

Search

engines

OnlinestoresservicesWebsitesandappsof

brandsPodcastsMusicportalsBlogs/forumsBrand

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=123

Zipcar

users,n=392

carsharingusers,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Zipcar

users

remember

ads

they

saw

in/at

the

movies/cinema

more

often

thanother

car

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks59%50%50%

50%46%44%43%43%32%43%41%41%40%37%36%36%33%33%32%30%25%20%17%16%OnTVAtthemovies

OnadvertisingInprinteddailynewspapersOntheradioBy

mailshot

/advertisingmailDirectly

inthe

storeInprintedmagazinesandjournals/cinemaspaceson

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=123

Zipcar

users,n=392

carsharing

users,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drive