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CONSUMERS&BRANDSCar
rental:
Budget
customers
inCanadaConsumer
Insights
reportMay2024Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofBudgetcustomers
inCanada:who
theyare;
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,thereport
allows
thereader
toRegion:
56countriesbenchmark
Budgetcustomers
inCanada
(’’brandusers’’)
againstCanadiancarrental
bookers
ingeneral(’’category
users’’),
and
theoverall
Canadian
consumer,labelled
as’’all
respondents’’
inthe
charts.Numberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
Canada)•
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
insightsWith
a
user
share
of
31%,
Budget
is
the
most
used
car
rental
provider
in
CanadaManagement
summary:
brandusageand
competitionTop10
most
used
car
rentalprovidersinCanadaBudget31%Enterprise
Rent-A-Car27%B19%Avis15%15%HertzExpedia13%Alamo10%10%Dollar
CarRentalThrifty8%8%AllianceCarandTruckRental4Notes:"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=354
carrentalbookersConsumer
Insights
Global
as
of
May
2024Sources:The
share
of
car
rental
bookers
using
Budget
grew
by4
percentage
points
since2021Management
summary:
brandusagetimelineTimeline
of
carrental
bookersusing
Budget31%31%29%29%28%28%28%27%25%25%25%25%24%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=61-
111
Budget
customers,n=244
-
380
carrentalbookersConsumer
Insights
Global
as
of
May
2024Sources:Budget
customers
in
CanadaManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsBudget
hasahigh
share
ofcustomersthatare
Millennialscompared
tothetotalonline
population.Safety
and
security
ismore
important
to
Itstands
out
that50%
ofBudgetYouTube
ismore
popularamongBudget
customers
thantheaverage
carrental
booker.Budget
customers
than
toothercarrental
bookers.customers
always
look
forthecheapestoffer
when
traveling.There
is
afairlyeven
splitofmale
andfemale
Budget
customers.Budget
customers
aremore
interested19%
ofBudgetcustomers
are
earlyinhistory
than
other
carrental
bookers.
adopters,
when
itcomes
toinnovation.Budget
customers
remember
seeingadson
blogs
and
forums
more
oftenthan
other
carrental
bookers.Budget
hasalarger
shareof
customerswith
amedium
household
income
thanother
carrental
providers.Outdooractivities
arearelativelypopularhobbyamong
Budgetcustomers.Arelatively
highshare
ofBudgetcustomers
thinkthatpoverty
isanissuethatneeds
to
beaddressed.Budget
customers
and
carrentalbookers
ingeneral
are
relatively
likely
toliveincities
withover
1millioninhabitants.6Sources:Consumer
Insights
Global
as
of
May
2024CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+Budget
has
a
high
share
of
customers
that
are
Millennials
compared
to
the
totalonline
populationDemographic
profile:
generationsAgeof
consumersinCanadaBrand
users21%41%32%27%6%Category
usersAllrespondents23%41%8%23%35%30%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
providershave
yourentedacarfromin
the
past
12
months?";
Multi
Pick;
Base:n=109
Budget
customers,n=354
carrentalbookers,
n=12,127
all
respondentsSources:Consumer
Insights
Global
as
of
May
2024There
is
a
fairly
even
split
of
male
and
female
Budget
customersDemographic
profile:
genderGenderofconsumersinCanadaBrand
users51%49%Category
usersAllrespondents55%45%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=109
Budget
customers,n=354
carrentalbookers,
n=12,127
all
respondentsSources:Consumer
Insights
Global
as
of
May
202427%
of
Budget
customers
have
an
upper
secondary
education
with
thepermission
to
go
to
universityDemographic
profile:
educationConsumer’s
level
of
educationinCanada36%35%29%28%27%24%20%17%17%17%14%11%9%5%
5%3%
3%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:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
providers
have
yourenteda
car
fromin
the
past
12
months?";
Multi
Pick;Base:n=109
Budget
customers,
n=354
carrentalbookers,n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024Budget
has
a
larger
share
of
customers
with
a
medium
household
income
thanother
car
rental
providersDemographic
profile:
incomeShare
ofconsumersinCanada
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users45%46%40%14%Category
usersAllrespondents35%19%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=109
Budget
customers,n=354
carrentalbookers,
n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024Compared
to
the
average
consumer,
Budget
customers
are
relatively
likely
tolive
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinCanada
live35%34%24%23%22%22%20%15%15%
14%11%11%10%9%8%8%8%6%3%1%
1%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo
or
morerelated
adults
household
typesOthergenerationalfamilyBrand
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=109
Budget
customers,n=354
carrentalbookers,n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024Budget
customers
and
car
rental
bookers
in
general
are
relatively
likely
to
live
incities
with
over
1
million
inhabitantsDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinCanada39%38%36%31%30%21%20%17%16%13%10%8%7%7%6%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
providershave
yourented
acarfromin
the
past12months?";
Multi
Pick;Base:
n=109
Budget
customers,n=354
carrentalbookers,n=12,127
allrespondentsConsumer
Insights
Global
as
of
May
20249%
of
Budget
customers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinCanadaBrand
users9%8%89%2%Category
usersAllrespondents88%3%10%85%5%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=109
Budget
customers,n=354
carrentalbookers,n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedSafety
andsecurity
is
more
important
to
Budget
customers
than
to
other
carrental
bookersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinCanada57%55%47%50%53%50%41%37%40%37%36%36%29%28%31%
33%28%25%28%28%25%18%12%12%17%13%13%10%7%5%AhappyrelationshipAnhonest
andrespectable
lifeSafety
andsecurityTobesuccessfulLearningnew
thingsMaking
myown
decisionsHavingagood
timeAdvancingmy
careerSocial
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=109Budget
customers,n=354
carrentalbookers,n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024Budget
customers
are
more
interested
in
history
than
other
car
rental
bookersConsumer
lifestyle:
main
interestsTop10
interestsofBudgetcustomers
inCanada53%54%57%55%55%53%52%51%46%50%39%40%40%40%40%39%38%32%38%29%39%34%35%33%33%
32%26%32%31%26%TravelMovies,TVshows&musicFood
&diningHealth
&fitnessHistorySportsFinance&economyScience
&technologyFashion&beautyPolitics&societyandcurrentworld
eventsBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
providers
have
yourentedacarfromin
the
past
12
months?";
Multi
Pick;Base:n=109
Budget
customers,n=354
carrentalbookers,
n=12,127
allrespondentsConsumer
Insights
Global
as
of
May
2024Outdoor
activities
are
a
relatively
popular
hobby
among
Budget
customersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofBudgetcustomers
inCanada58%55%54%44%44%39%43%42%41%41%41%39%39%39%37%33%38%36%35%34%34%23%34%33%32%
33%28%27%25%17%TravelingOutdooractivitiesReadingDoing
sportsandfitnessCooking/bakingSocializingTech
/computersVideo
gamingPetsCars/vehiclesBrand
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=109
Budget
customers,n=354
carrentalbookers,n=12,127
allrespondentsConsumer
Insights
Global
as
of
May
2024Budget
customers
are
more
likely
to
play
basketball
than
other
car
rentalbookersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofBudgetcustomers
inCanada29%27%25%23%22%22%19%19%19%18%17%17%16%15%15%15%15%15%14%13%13%13%Golf12%11%10%9%9%8%7%7%HikingFitness,aerobics,
cardioCyclingBasketballBadmintonRunning/joggingSwimming/DivingSoccerYoga
/pilatesBrand
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=70
Budget
customers,n=182
carrentalbookers,
n=5,096
all
respondentsConsumer
Insights
Global
as
of
May
2024Budget
customers
are
more
likely
to
follow
icehockey
than
other
car
rentalbookersConsumer
lifestyle:
sports
followedTop10
sports
followed
byBudgetcustomersinCanada31%23%22%22%22%19%19%19%19%17%17%14%14%13%13%12%12%11%11%10%Golf10%8%7%7%7%7%6%6%4%3%IceHockeyAmericanfootballBaseballBasketballSoccerTennisBoxingMotorsportsAthletics(track&
field)Brand
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=44
Budgetcustomers,
n=136
carrentalbookers,
n=3,821
all
respondentsConsumer
Insights
Global
as
of
May
2024CHAPTER
04Consumer
attitudes•
Attitudestowards
traveling•
Innovation
adoption•
Challenges
facing
thecountry•
Politics21Itstands
out
that
50%
of
Budget
customers
always
look
for
the
cheapest
offerwhen
travelingConsumer
attitudes:travelAgreementwithstatements
towards
travel
inCanada56%54%52%
53%50%45%44%41%40%39%37%25%24%21%19%When
I’mon
vacation,Iusemy
smartphoneasaguideIwant
to
experiencesomething
uniqueduringmy
travelsWhen
itcomes
toWhen
I’mtraveling,IWhen
itcomes
totraveling,Ialways
look
book
accommodations,
traveling,sustainabilityforthecheapest
offerCategory
userscarrentals,etc.spontaneously
viamysmartphoneisimportant
tomeBrand
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
providers
have
yourenteda
carfromin
the
past
12
months?";
Multi
Pick;Base:n=109
Budgetcustomers,
n=354
carrentalbookers,
n=2,020
allrespondentsConsumer
Insights
Global
as
of
May
202419%
of
Budget
customers
are
early
adopters,
when
it
comes
to
innovationConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinCanada39%38%36%30%26%25%24%19%18%17%15%10%2%2%1%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=109
Budget
customers,n=354carrentalbookers,
n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024A
relatively
high
share
of
Budget
customers
think
that
poverty
is
an
issue
thatneeds
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Canada
according
toBudgetcustomers64%64%63%63%56%
56%52%42%46%46%42%42%41%40%40%38%34%32%39%31%36%36%35%35%34%27%31%31%25%31%HousingRising
prices/inflation/cost
of
livingEconomicsituationHealth
andsocial
securityPovertyClimatechange
Unemployment
ImmigrationGovernmentdebtCrimeBrand
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=109
Budget
customers,n=354
carrentalbookers,
n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
202437%
of
Budget
customers
have
centrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinCanadaBrand
users25%23%23%37%28%11%Category
usersAllrespondents35%28%14%37%21%19%LeftCenterRightPrefer
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=109
Budget
customers,n=354
carrentalbookers,n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024CHAPTER
05Marketing
touchpoints•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsYouTube
ismore
popular
among
Budget
customers
than
the
average
car
rentalbookerMarketing
touchpoints:social
media
usageSocial
mediausageinCanada
bybrand81%
74%73%71%58%67%64%55%62%52%48%48%35%23%43%38%
38%22%37%23%35%33%33%29%28%16%23%14%8%3%WeChatFacebookYouTube
InstagramTikTokX(Twitter)
SnapchatCategory
usersLinkedInRedditPinterestBrand
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=21
Budget
customers,n=86
carrentalbookers,n=3046
all
respondentsConsumer
Insights
Global
as
of
May
2024Budget
customers
tend
to
listen
to
podcasts
more
often
than
the
averageconsumerMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinCanada
havebeen
using
inthepast4weeks88%79%77%
77%67%72%68%64%63%54%62%62%60%50%60%59%48%54%51%39%34%30%30%
30%21%27%20%24%
24%16%19%
16%12%DigitalvideocontentTVRadioDigitalmusiccontentPodcastsOnlinenewswebsitesMovies
/cinemaDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersBrand
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=109
Budget
customers,n=354
carrentalbookers,n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024Budget
customers
remember
seeing
ads
on
blogs
and
forumsmore
often
thanother
car
rental
bookersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereBudgetcustomers
inCanada
havecome
across
digitaladvertisinginthepast4weeks61%60%54%44%53%48%47%43%42%42%35%40%39%37%29%33%32%30%30%28%24%29%17%28%28%26%18%25%16%10%Video
portalsSocial
media
Search
engines
Video
streaming
OnlinestoresservicesWebsitesandappsof
brandsPodcastsVideo
gamesMusicportalsBlogs/forumsBrand
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=109
Budget
customers,n=354
carrentalbookers,
n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024Budget
customers
remember
ads
they
saw
directly
in
the
store
more
often
thanother
car
rental
bookersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinCanada
havecome
across
non-digital
advertisinginthepast4weeks50%44%50%50%49%41%48%44%43%39%31%36%35%33%28%
28%25%24%19%22%20%17%14%13%OntheradioOnTVDirectly
inthestoreOnadvertising
By
mailshot
/
AtthemoviesInprinteddailynewspapersInprintedmagazinesandjournalsspacesadvertisingmail/cinemaon
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=109
Budget
customers,n=354
carrentalbookers,
n=12,127
all
respondentsConsumer
Insights
Global
as
of
May
2024
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