印度汽车租赁用户分析报告：zoomcar-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Zoomcar

customersin

IndiaConsumer

Insights

reportMay2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofZoomcar

customers

inIndia:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Zoomcar

customers

inIndia(’’brandusers’’)

againstIndiancarrental

bookers

ingeneral(’’category

users’’),

and

theoverall

Indian

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

India)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

May

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsZoomcar

is

the

second

most

used

car

rental

provider

in

India

after

Band

has

a

usershare

of

46%Management

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

carrentalbookersConsumer

Insights

Global

as

of

May

2024Sources:The

share

of

car

rental

bookers

using

Zoomcar

declined

by8

percentage

pointssince

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

Zoomcar54%53%52%52%51%50%49%47%47%46%46%45%45%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=503

-

678

Zoomcarcustomers,

n=940

-

1363

carrentalbookersConsumer

Insights

Global

as

of

May

2024Sources:Zoomcar

customers

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsZoomcar

hasahigh

share

ofcustomers

Ahappy

relationship

isanimportantItstands

out

that69%

ofZoomcarcustomers

want

to

experiencesomething

uniqueduringtheirtravels.X(Twitter)

ismore

popularamongZoomcar

customers

thantheaveragecarrental

booker.thatare

Millennialscompared

tothetotalonline

population.aspect

of

lifefor

47%

of

Zoomcarcustomers.Zoomcar

hasmore

malethanfemalecustomers.Science

andtechnology

are

relativelyprevalent

interests

of

Zoomcarcustomers.43%

ofZoomcar

customers

areinnovators

or

early

adopters

ofnewproducts.Zoomcar

customers

remember

seeingadson

videostreaming

services

moreoften

than

other

carrental

bookers.Zoomcar

hasalarger

shareofcustomers

with

ahigh

income

thanother

carrental

providers.Tech

or

computers

arerelativelypopularhobbiesamong

Zoomcarcustomers.Arelatively

highshare

ofZoomcarcustomers

thinkthatunemployment

isanissuethatneeds

tobeaddressed.Zoomcar

customers

aremore

likely

toliveinmegacities

thancarrentalbookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Zoomcar

has

a

high

share

of

customers

that

are

Millennials

compared

to

thetotal

online

populationDemographic

profile:

generationsAgeof

consumersinIndiaBrand

users33%33%56%11%

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=626

Zoomcarcustomers,

n=1,363

carrentalbookers,n=24,203

all

respondentsSources:Consumer

Insights

Global

as

of

May

2024Zoomcar

has

more

male

than

female

customersDemographic

profile:

genderGenderofconsumersinIndiaBrand

users61%39%Category

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

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=626

Zoomcarcustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsSources:Consumer

Insights

Global

as

of

May

202493%

of

Zoomcar

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinIndia51%45%39%

39%

39%38%10%7%5%4%4%3%3%3%

3%

3%Bachelor

degree

Master

degree

Doctoral

degree2%1%1%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=626

Zoomcar

customers,n=1,363

carrentalbookers,

n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024Zoomcar

has

a

larger

share

of

customers

with

a

high

income

than

other

carrental

providersDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users52%33%15%Category

usersAllrespondents43%36%21%33%33%33%HighMiddleLow11

Notes:Sources: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=626

Zoomcarcustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Zoomcar

customers

are

relatively

likelyto

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinIndialive37%36%32%28%26%24%24%23%18%9%7%7%5%

5%4%4%3%3%2%2%

2%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources: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=626

Zoomcarcustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024Zoomcar

customers

are

more

likely

to

live

in

megacities

than

car

rental

bookersin

generalDemographic

profile:

typeofcommunityCommunities

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

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=626

Zoomcarcustomers,n=1,363

carrentalbookers,n=24,203

allrespondentsConsumer

Insights

Global

as

of

May

202411%

of

Zoomcar

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users11%84%6%5%Category

usersAllrespondents16%79%16%74%10%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=626

Zoomcarcustomers,n=1,363

carrentalbookers,n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

an

important

aspect

of

life

for

47%

of

ZoomcarcustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia49%53%50%44%44%47%44%43%43%38%38%33%29%27%28%30%27%24%23%26%20%21%23%23%13%14%11%12%11%10%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’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=626Zoomcarcustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024Science

and

technology

are

relatively

prevalent

interests

of

Zoomcar

customersConsumer

lifestyle:

main

interestsTop10

interestsofZoomcar

customers

inIndia74%71%69%64%63%63%62%51%61%62%60%59%58%47%58%50%55%54%54%54%53%44%49%48%40%47%46%44%38%30%Science

&technologyTravelHealth

&fitnessFood

&diningMovies,TVshows&musicSportsFinance&economyCareer

&educationFashion&beautyVehicles

&mobilityBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=626

Zoomcarcustomers,

n=1,363

carrentalbookers,n=24,203

allrespondentsConsumer

Insights

Global

as

of

May

2024Tech

or

computers

are

relatively

popular

hobbies

among

Zoomcar

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofZoomcar

customers

inIndia74%65%62%62%57%44%55%53%52%51%51%50%50%50%49%42%47%45%39%44%33%43%42%42%42%36%36%29%34%30%TravelingTech

/computersShoppingCars/vehiclesReadingPhotographyCooking/bakingOutdooractivitiesVideo

gamingDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=626

Zoomcarcustomers,n=1,363

carrentalbookers,

n=24,203all

respondentsConsumer

Insights

Global

as

of

May

2024Zoomcar

customers

are

more

likely

to

play

soccer

than

other

car

rental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofZoomcar

customersinIndia43%37%29%29%27%27%27%26%25%24%22%22%21%21%20%19%19%18%18%11%17%16%16%14%14%13%13%11%11%10%CricketCyclingBadmintonSoccerYoga

/pilatesDancingFitness,aerobics,

cardioRunning/joggingBasketballSwimming/DivingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=363

Zoomcarcustomers,n=718

carrentalbookers,

n=10,363

all

respondentsConsumer

Insights

Global

as

of

May

2024Zoomcar

customers

are

more

likely

to

follow

cricket

than

other

car

rentalbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byZoomcar

customers

inIndia59%49%44%39%35%35%29%25%25%24%23%23%23%22%21%21%18%17%15%15%16%15%15%13%11%11%10%9%8%9%CricketSoccerTennisBasketballVolleyballAmericanfootballMotorsportsBoxingTabletennisCyclingBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’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=393

Zoomcar

customers,n=733

carrentalbookers,

n=10,662

all

respondentsConsumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

69%

of

Zoomcar

customers

want

to

experience

somethingunique

during

their

travelsConsumer

attitudes:travelAgreementwithstatements

towards

travel

inIndia69%69%65%61%61%60%59%54%50%49%42%41%40%36%34%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,IWhen

I’mon

vacation,When

itcomes

toWhen

itcomes

tobook

accommodations,

Iusemy

smartphone

traveling,sustainability

traveling,Ialways

lookcarrentals,etc.spontaneously

viamysmartphoneasaguideisimportant

tomeforthecheapest

offerBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=626

Zoomcarcustomers,n=1,363

carrentalbookers,

n=4,037

allrespondentsConsumer

Insights

Global

as

of

May

202443%

of

Zoomcar

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia42%38%36%34%31%23%17%16%15%14%12%9%7%5%3%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources: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=626

Zoomcarcustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Zoomcar

customers

think

that

unemployment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoZoomcar

customers65%58%54%52%47%50%50%50%49%49%47%37%45%45%35%45%45%37%45%45%44%43%41%36%40%34%40%39%32%32%UnemploymentPovertyClimatechangeEducationHealth

andsocial

securityEnvironmentRising

prices/inflation/cost

of

livingCrimeReligiousconflictsEconomicsituationBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’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=626

Zoomcarcustomers,

n=1,363

carrentalbookers,n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

202453%

of

Zoomcar

customers

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users16%18%19%27%24%53%4%5%Category

usersAllrespondents53%22%Left50%9%CenterRightPrefer

nottoanswer25

Notes:Sources: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=626

Zoomcarcustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsX

(Twitter)

ismore

popular

among

Zoomcar

customers

than

the

average

carrental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinIndiabybrand97%94%85%93%92%91%78%90%81%78%64%74%59%40%66%54%41%46%42%39%27%36%26%17%33%23%13%31%24%17%Instagram

YouTubeFacebookLinkedInX(Twitter)

SnapchatCategory

usersPinterestQuoraRedditSharechatBrand

usersAllrespondents27

Notes:Sources:’’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=138

Zoomcarcustomers,n=359

carrentalbookers,n=6042

all

respondentsConsumer

Insights

Global

as

of

May

2024Zoomcar

customers

tend

to

listen

to

podcasts

more

often

than

car

rentalbookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks92%92%88%80%86%76%83%78%78%77%63%73%63%72%70%55%64%51%63%63%59%42%53%38%51%45%44%43%32%41%32%39%27%TVDigitalvideocontentDailynewspapersMovies

/cinemaDigitalmusic

OnlinenewsPodcastsMagazinesOnlinemagazinesRadioWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=626

Zoomcarcustomers,n=1,363

carrentalbookers,n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024Zoomcar

customers

remember

seeing

ads

on

video

streaming

services

moreoften

than

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereZoomcar

customers

inIndia

have

come

across

digital

advertisinginthepast4weeks73%71%67%56%66%54%66%61%57%56%56%53%51%40%51%49%48%46%35%43%31%42%41%39%38%36%33%24%32%21%Social

mediaVideo

portals

Video

streaming

Search

engines

OnlinestoresservicesWebsitesandappsof

brandsVideo

gamesMusicportalsEditorialwebsitesandappsPodcastsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=626

Zoomcarcustomers,n=1,363

carrentalbookers,

n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024Zoomcar

customers

remember

ads

they

got

by

mail

more

often

than

other

carrental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks69%64%62%57%54%55%52%52%49%49%48%46%44%43%37%42%39%38%36%30%29%26%26%20%OnTVInprinteddailynewspapersOnadvertisingspacesDirectly

inthestoreAtthemovies/cinemaInprintedmagazinesandjournalsBy

mailshot

/advertisingmailOntheradioon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;Base:n=626

Zoomcar

customers,n=1,363carrentalbookers,

n=24,203

all

respondentsConsumer

Insights

Global

as

of

May

2024CONSUMER