英国汽车租赁用户分析报告：arnold clark-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Arnold

Clarkcustomers

in

the

UnitedKingdomConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofArnold

Clarkcustomers

intheUnitedKingdom:

who

theyare;

whatthey

like;

what

theythink;

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

toNumberof

respondents:benchmark

ArnoldClark

customers

in

theUnitedKingdom(’’brandusers’’)

against

UKcarrental

bookersingeneral

(’’category

users’’),

and

theoverall

UKconsumer,

labelled

as

’’all

respondents’’

inthe

charts.•

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

May

2024CHAPTER

01Management

summary•

Brand

usage•

Key

insightsArnold

Clark

ranks

outside

the

top

10

of

most

used

car

rental

providers

in

theUKManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinthe

UKBEuropcar32%25%23%22%Enterprise

Rent-A-CarAvisHertz21%Budget17%16%ACE

Rent

A

CarExpedia13%13%Dollar

CarRentalSixt12%4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=560

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

customers

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsArnold

Clarkismore

popularamongMillennials

thanother

carrentalproviders.Career

advancement

is

more

importantItstands

out

that49%

ofArnold

ClarktoArnoldClarkcustomers

than

to

other

customers

say

thatwhen

itcomes

toSnapchatis

more

popularamongArnold

Clarkcustomers

thantheaverage

carrental

booker.carrental

bookers.traveling,sustainabilityisimportant

tothem.Arnold

Clarkismore

popularamongVIPsand

celebrities

arerelativelyfemale

carrental

bookers

than

male

car

prevalent

interests

of

ArnoldClarkArnold

Clarkcustomers

rememberseeing

adson

blogs

and

forums

moreoften

than

other

carrental

bookers.25%

ofArnold

Clarkcustomers

are

inthe

latemajority

of

innovation

adoptertypes.rental

bookers.customers.Arnold

Clarkhasasmaller

share

ofcustomers

with

amedium

householdincome

thanothercarrental

providers.Arnold

Clarkcustomers

aremore

likelytohaveoutdoor

activitiesasahobbythan

theaverage

consumer.Arelatively

highshare

ofArnold

Clarkcustomers

thinkthatunemployment

isanissuethatneeds

tobe

addressed.Arnold

Clarkcustomers

aremore

likelytoliveincitiesandurbanareas

than

carrental

bookers

ingeneral.5Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Arnold

Clark

is

morepopular

among

Millennials

than

other

car

rental

providersDemographic

profile:

generationsAge

of

consumersintheUKBrand

users29%64%3%

3%Category

usersAllrespondents22%46%23%9%21%36%31%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=59

Arnold

Clarkcustomers,

n=560

carrentalbookers,

n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

is

morepopular

among

femalecar

rental

bookers

than

male

carrental

bookersDemographic

profile:

genderGenderofconsumersintheUKBrand

users44%56%Category

usersAllrespondents55%45%49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=59

Arnold

Clark

customers,n=560

carrentalbookers,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202476%

of

Arnold

Clark

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK40%39%31%30%22%22%21%16%15%14%9%9%8%7%7%4%2%2%0%

1%0%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

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=59

Arnold

Clark

customers,n=560

carrentalbookers,

n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

has

a

smaller

share

of

customers

with

a

medium

householdincome

than

other

car

rental

providersDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users52%51%27%21%Category

usersAllrespondents31%17%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=59

Arnold

Clark

customers,n=560

carrentalbookers,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Arnold

Clark

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive51%43%33%25%24%23%17%12%10%10%8%8%7%6%5%5%4%3%2%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

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=59

Arnold

Clark

customers,n=560

carrentalbookers,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

customers

are

more

likely

to

live

in

cities

and

urban

areas

than

carrental

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK29%

29%27%27%24%22%21%21%16%13%14%12%12%10%8%7%5%3%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=59

Arnold

Clark

customers,n=560

carrentalbookers,

n=24,190

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202410%

of

Arnold

Clark

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users10%8%88%2%Category

usersAllrespondents89%3%8%89%3%YesNoWould

rathernot

say13

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=59

Arnold

Clark

customers,n=560

carrentalbookers,

n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

more

important

to

Arnold

Clark

customers

than

to

othercar

rental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK60%63%58%48%42%41%37%32%37%37%36%

35%28%36%35%29%29%28%27%26%22%24%13%12%15%13%12%10%8%7%AhappyrelationshipAnhonest

and

Tobesuccessfulrespectable

lifeLearningnew

thingsHavingagood

timeAdvancingmy

careerSafety

andsecurityMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

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=59Arnold

Clark

customers,n=560

carrentalbookers,

n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024VIPs

and

celebrities

are

relatively

prevalent

interests

of

Arnold

Clark

customersConsumer

lifestyle:

main

interestsTop10

interestsofArnoldClarkcustomers

intheUK59%59%58%49%49%44%47%46%46%46%45%44%44%44%42%42%41%39%38%36%36%34%32%32%31%27%27%23%18%12%Movies,TVshows&musicFinance&economyFashion&beautyTravelFood

&diningHealth

&fitnessHistoryHome

&gardenVIPs&celebritiesArts&literatureBrand

usersCategory

usersAllrespondents16

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=59

Arnold

Clarkcustomers,

n=560

carrentalbookers,

n=24,190

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

customers

are

more

likely

to

have

outdoor

activities

as

a

hobbythan

the

average

consumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofArnoldClark

customers

inthe

UK54%52%46%46%46%44%39%44%44%43%42%41%41%40%39%39%39%39%38%36%32%30%29%30%27%26%26%24%20%17%OutdooractivitiesCooking/bakingDoing

sportsandfitnessSocializingTech

/computersGardeningandplantsReadingBoard

games/cardgamesPhotographyTravelingBrand

usersCategory

usersAllrespondents17

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=59

Arnold

Clark

customers,n=560

carrentalbookers,n=24,190all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

customers

are

more

likely

to

play

basketball

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofArnoldClark

customersintheUK36%36%36%34%27%25%24%24%23%22%22%20%17%17%15%15%14%14%13%12%10%10%Golf10%10%8%7%7%6%6%5%BadmintonBasketballFitness,aerobics,

cardioCyclingDancingSoccerCricketSwimming/DivingYoga

/pilatesBrand

usersCategory

usersAllrespondents18

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=39

Arnold

Clarkcustomers,n=295

carrentalbookers,

n=9,420

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

customers

are

more

likely

to

followbasketball

than

other

car

rentalbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byArnold

Clark

customers

intheUK38%29%25%24%22%20%19%17%10%17%17%17%15%15%14%14%14%Golf14%14%12%11%10%10%10%7%7%6%6%5%4%BasketballSoccerBoxingCricketAmericanfootballSwimming/divingTennisCyclingAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

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=20

Arnold

Clark

customers,n=260

carrentalbookers,

n=8,848

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20It

stands

out

that

49%

of

Arnold

Clark

customers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheUK61%59%53%49%48%47%42%42%40%39%35%34%34%23%22%When

I’mon

vacation,Iusemy

smartphone

book

accommodations,

traveling,sustainabilityWhen

I’mtraveling,IWhen

itcomes

toIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,Ialways

lookforthecheapest

offerasaguidecarrentals,etc.spontaneously

viamysmartphoneisimportant

tomeBrand

usersCategory

usersAllrespondents21

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=59

Arnold

Clark

customers,n=560

carrentalbookers,n=4,029

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202425%

of

Arnold

Clark

customers

are

in

the

late

majority

of

innovation

adoptertypesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK37%36%33%31%31%25%25%21%18%14%11%10%4%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=59

Arnold

Clark

customers,n=560

carrentalbookers,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Arnold

Clark

customers

think

that

unemployment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toArnold

Clark

customers62%56%41%47%46%41%42%40%40%

40%33%36%

36%31%31%31%33%

34%29%34%29%34%

29%28%33%32%32%30%31%27%HousingEconomicsituationUnemploymentEducationCrimeImmigrationRising

prices

Climatechange

Environment/inflation/Health

andsocial

securitycost

of

livingBrand

usersCategory

usersAllrespondents23

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=59

Arnold

Clarkcustomers,

n=560

carrentalbookers,

n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Arnold

Clark

customers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users22%22%23%32%44%2%Category

usersAllrespondents39%34%6%39%25%13%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=59

Arnold

Clark

customers,n=560

carrentalbookers,

n=24,190

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

Arnold

Clark

customers

than

the

average

carrental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageintheUK

by

brand72%79%79%79%70%60%73%71%67%57%64%50%50%41%46%40%38%26%36%34%22%31%29%29%29%19%18%8%5%3%Facebook

Instagram

YouTubeTikTokSnapchatLinkedInX(Twitter)TwitchFlickrPinterestBrand

usersCategory

usersAllrespondents26

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=14

Arnold

Clark

customers,n=140

carrentalbookers,n=6049

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

customers

tend

to

go

to

the

movies

more

often

than

car

rentalbookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks84%80%78%76%75%73%71%71%69%58%68%61%

61%61%56%55%52%51%49%50%46%45%41%26%41%40%25%36%33%31%17%25%15%TVRadioDigitalvideocontentPodcastsMovies

/cinemaDigitalmusiccontentMagazinesDailynewspapersOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=59

Arnold

Clark

customers,n=560

carrentalbookers,n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

customers

remember

seeing

ads

on

blogs

and

forums

more

oftenthan

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereArnoldClark

customers

intheUKhave

come

across

digital

advertisinginthepast4weeks56%51%51%49%47%46%46%46%44%44%33%44%

45%35%42%39%39%37%36%32%29%29%26%22%21%20%18%17%13%10%Social

mediaVideo

portalsPodcastsBlogs/forumsOnlinestores

Video

streaming

Search

engines

Video

gamesservicesMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents28

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=59

Arnold

Clark

customers,n=560

carrentalbookers,

n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Arnold

Clark

customers

remember

ads

they

saw

in/at

the

movies/cinema

moreoften

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks59%56%56%44%54%53%50%50%49%47%47%43%42%37%38%33%33%30%29%28%25%20%17%16%Atthemovies/cinemaOntheradioOnadvertisingspacesOnTVInprinteddailynewspapersDirectly

inthe

storeInprintedmagazinesandjournalsBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;Base:n=59

Arnold

Clark

customers,n=560carrentalbookers,

n=24,190

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024STATISTACONSUMER