印度汽车租赁用户分析报告：Vroom租车-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Vroom

Drivecustomers

in

IndiaConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofVroom

Drive

customers

inIndia: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

tobenchmark

Vroom

Drive

customers

inIndia(’’brandusers’’)

againstIndiancarrental

bookers

ingeneral(’’category

users’’),

and

the

overall

Indian

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

India)•

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

insightsVroom

Drive

ranks

outside

the

top

10

of

most

used

car

rental

providers

in

IndiaManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinIndiaBZoomcarExpedia54%46%25%Drivezy19%18%17%SavaariEcoRent

aCarMyChoizeAvis16%16%Hertz13%12%SSTravels4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=1,363

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024The

share

of

car

rental

bookers

using

Vroom

Drive

declined

by5

percentagepoints

since

Q4

of

2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

Vroom

Drive14%14%14%13%13%13%13%13%12%12%11%10%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=106

-

186

Vroom

Drivecustomers,n=940

-

1363

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vroom

Drive

customers

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsVroom

Drive

hasahigh

share

ofcustomers

thatare

Millennialscompared

to

thetotalonlinepopulation.Anhonest

and

respectable

lifeis

lessimportant

to

Vroom

Drive

customersthan

toother

carrental

bookers.Itstands

out

that45%

ofVroom

Drivecustomers

always

look

forthe

cheapestoffer

when

traveling.WeChat

ismore

popularamong

VroomDrive

customers

thantheaverage

carrental

booker.Vehicles

andmobility

arerelativelyprevalent

interests

of

Vroom

Drive20%

ofVroom

Drive

customers

are

inthe

latemajority

of

innovation

adoptertypes.Vroom

Drive

customers

rememberseeing

adson

editorial

websites

andappsmore

often

than

other

carrentalbookers.Vroom

Drive

ismore

popularamongfemale

carrental

bookers

than

male

car

customers.rental

bookers.Making

musicisarelatively

popularArelatively

highshare

ofVroom

Drivecustomers

thinkthatthe

economicsituationis

anissue

thatneedstobeaddressed.Vroom

Drive

hasasmaller

share

ofcustomers

with

amedium

householdincome

thanothercarrental

providers.hobbyamong

Vroom

Drive

customers.Vroom

Drive

customers

aremore

likelytoliveinmegacities

than

carrentalbookers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Vroom

Drivehas

a

high

share

of

customers

that

are

Millennials

compared

to

thetotal

online

populationDemographic

profile:

generationsAge

of

consumersinIndiaBrand

users35%33%56%9%

0%Category

usersAllrespondents52%15%0%0%43%44%14%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=126

Vroom

Drivecustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vroom

Drive

is

morepopular

among

femalecar

rental

bookers

than

male

carrental

bookersDemographic

profile:

genderGenderofconsumersinIndiaBrand

users49%51%Category

usersAllrespondents58%60%42%40%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=126

Vroom

Drive

customers,

n=1,363

carrentalbookers,n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202490%

of

Vroom

Drive

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinIndia57%45%39%

39%38%32%10%7%5%4%4%

4%3%3%

3%2%2%1%

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=126

VroomDrive

customers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vroom

Drivehas

a

smaller

share

of

customers

with

a

medium

householdincome

than

other

car

rental

providersDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users45%30%25%Category

usersAllrespondents43%36%21%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=126

Vroom

Drive

customers,

n=1,363

carrentalbookers,n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Vroom

Drive

customers

are

relativelylikely

to

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinIndialive37%37%32%28%25%24%24%23%18%9%7%

7%5%

5%4%3%3%3%3%2%1%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=126

Vroom

Drivecustomers,n=1,363

carrentalbookers,n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vroom

Drive

customers

are

more

likely

to

live

in

megacities

than

car

rentalbookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinIndia44%35%29%29%27%26%14%13%12%12%11%10%10%8%6%6%4%3%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

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=126

Vroom

Drivecustomers,n=1,363

carrentalbookers,

n=24,203

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202421%

of

Vroom

Drive

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users21%76%2%Category

usersAllrespondents16%79%5%16%74%10%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=126

Vroom

Drivecustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Vroom

Drive

customers

thanto

other

car

rental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia49%53%51%44%45%44%43%43%39%39%38%33%29%29%28%30%29%26%24%23%20%

23%21%13%18%16%11%14%13%11%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsHavingagood

timeSocial

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=126Vroom

Drivecustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

Vroom

Drive

customersConsumer

lifestyle:

main

interestsTop10

interestsofVroom

Drivecustomers

inIndia72%69%66%63%63%

62%51%61%62%60%60%60%59%59%58%50%58%47%54%54%53%49%48%47%46%44%44%40%38%30%Science

&technologyTravelSportsFinance&economyHealth

&fitnessCareer

&educationMovies,TVshows&musicVehicles

&mobilityFashion&beautyFood

&diningBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=126

Vroom

Drivecustomers,n=1,363

carrentalbookers,

n=24,203all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Making

music

is

a

relatively

popular

hobby

among

Vroom

Drive

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofVroom

Drivecustomers

inIndia67%65%60%59%58%57%57%57%44%56%53%42%53%52%51%51%49%47%45%44%42%42%39%38%36%33%30%29%26%22%TravelingVideo

gamingShoppingReadingCooking/bakingOutdooractivitiesTech

/computersMeditation/wellnessCars/vehiclesMaking

musicBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=126

Vroom

Drive

customers,

n=1,363

carrentalbookers,n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vroom

Drive

customers

are

more

likely

to

play

badminton

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofVroom

Drive

customersinIndia50%47%39%37%34%33%33%30%29%28%28%27%27%24%21%20%19%18%18%17%16%16%13%14%13%11%11%11%10%6%CricketBadmintonCyclingDancingFitness,aerobics,

cardioSoccerRunning/joggingYoga

/pilatesBaseball/softballBasketballBrand

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=81

Vroom

Drivecustomers,n=718

carrentalbookers,

n=10,363

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vroom

Drive

customers

are

more

likely

to

followbasketball

than

other

car

rentalbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byVroom

Drivecustomers

inIndia61%49%46%42%41%39%36%36%35%35%33%32%28%25%25%21%18%17%16%15%15%15%13%11%11%11%10%9%9%7%CricketSoccerBasketballTennisBoxingTabletennisCyclingAmericanfootballVolleyballBaseballBrand

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=83

Vroom

Drive

customers,

n=733

carrentalbookers,

n=10,662

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21It

stands

out

that

45%

of

Vroom

Drive

customers

always

look

for

the

cheapestoffer

when

travelingConsumer

attitudes:travelAgreementwithstatements

towards

travel

inIndia68%67%61%61%60%59%56%54%50%49%45%42%41%36%34%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=126

Vroom

Drive

customers,n=1,363

carrentalbookers,n=4,037

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202420%

of

Vroom

Drive

customers

are

in

the

late

majority

of

innovation

adoptertypesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia42%38%35%35%31%23%20%17%16%15%12%8%5%3%2%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=126

Vroom

Drivecustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Vroom

Drive

customers

think

that

the

economicsituation

is

an

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoVroom

Drivecustomers67%58%56%56%55%54%54%51%51%50%49%47%47%45%40%45%45%45%44%43%41%40%34%39%37%37%36%35%32%32%Unemployment

ClimatechangeHealth

andsocial

securityEducationEnvironmentEconomicsituationPovertyRising

prices/inflation/cost

of

livingCrimeReligiousconflictsBrand

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=126

Vroom

Drivecustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Vroom

Drive

customers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users17%18%19%21%62%53%1%Category

usersAllrespondents24%5%22%Left50%9%CenterRightPrefer

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=126

Vroom

Drivecustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsWeChatis

morepopular

among

Vroom

Drive

customers

than

the

average

carrental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinIndiabybrand100%97%94%

94%85%90%81%91%78%81%75%64%63%59%40%54%41%53%47%47%42%39%27%38%20%12%15%11%9%6%YouTubeFacebook

Instagram

SnapchatBrand

usersLinkedInX(Twitter)MojPinterestWeChatJoshCategory

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=32

Vroom

Drivecustomers,n=359

carrentalbookers,n=6042

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vroom

Drive

customers

tend

to

listen

to

podcasts

more

often

than

the

averageconsumerMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks91%90%88%80%86%76%86%79%77%63%75%73%63%72%70%55%71%67%64%51%60%59%42%54%53%38%52%43%32%41%32%39%27%TVDigitalvideocontentDailynewspapersDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesMagazinesPodcastsOnlinemagazinesWeeklynewspapersRadioBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=126

Vroom

Drivecustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vroom

Drive

customers

remember

seeing

ads

on

editorial

websites

and

appsmore

often

than

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereVroom

Drivecustomers

inIndia

have

come

across

digital

advertisinginthe

past

4weeks74%71%67%56%67%

66%54%63%60%58%57%56%55%53%41%53%51%52%48%46%43%42%40%36%35%33%32%31%24%21%Video

streaming

Social

mediaservicesVideo

portalsOnlinestoresWebsitesandappsof

brandsSearch

engines

MusicportalsVideo

gamesEditorialwebsitesandappsPodcastsBrand

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=126

Vroom

Drive

customers,

n=1,363carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Vroom

Drive

customers

remember

ads

they

got

by

mail

more

often

than

othercar

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks71%64%61%49%61%49%60%57%56%48%54%54%52%42%44%40%26%39%38%37%36%30%26%20%OnTVDirectly

inthe

storeOnadvertisingspacesInprinteddailynewspapersAtthemovies

By

mailshot

/InprintedmagazinesandjournalsOntheradio/cinemaadvertisingmailon

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=126

VroomDrive

customers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:

Statista

Consumer

Insight