德国外卖服务网站uber eats用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSRestaurant

delivery:

Uber

Eatsusers

in

GermanyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofUber

Eatsusers

inGermany:

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

toRegion:

56countriesbenchmark

UberEatsusers

inGermany

(’’brandusers’’)

againstGerman

restaurant

delivery

users

ingeneral

(’’category

users’’),

and

theoverall

Germanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

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

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsUber

Eats

ranks

fifth

among

restaurant

delivery

services

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

restaurant

delivery

servicesinGermanyLieferandoDomino’sPizzaHutCallaPizzaUber

EatsburgermeL’OsteriaSmiley’s76%25%13%12%11%10%7%6%Vapiano5%5%hunger.de4Notes:"Which

ofthese

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=977,

restaurantdelivery

usersConsumer

Insights

Global

as

of

August

2023Sources:Uber

Eats

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsUber

Eatsismore

popularamongGeneration

Zthanother

restaurantdelivery

services.Success

and

career

advancement

arerelatively

important

to

Uber

Eatsusers.Itstands

out

that56%

ofUber

Eatsusers

gladlypayforservices

thatmakelifemore

convenient.Uber

Eatsusers

access

theinternet

viaasmartwatch

more

often

thantheaverage

restaurant

delivery

user.Career

and

education

are

relativelyprevalent

interests

of

UberEatsusers.There

is

afairlyeven

splitofmale

andfemale

Uber

Eatsusers.38%

ofUber

Eatsusers

areinnovatorsor

early

adopters

ofnew

products.Onsocial

media,

UberEatsusersinteract

with

companies

more

oftenthan

other

restaurant

delivery

users.Sportsandfitnessare

relatively

popularhobbiesamong

UberEatsusers.Uber

Eatshasalarger

shareof

userswith

ahigh

income

than

otherrestaurant

delivery

services.Arelatively

highshare

ofUber

Eatsusers

think

thatclimate

changeisanissuethatneedstobeaddressed.Uber

Eatsusers

remember

seeing

adsinvideo

gamesmore

often

thanotherrestaurant

delivery

users.Uber

Eatsusers

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

restaurant

delivery

users

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Uber

Eats

is

more

popular

among

Generation

Z

than

other

restaurant

deliveryservicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users36%48%14%2%Category

usersAllrespondents18%18%40%31%10%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=105,

UberEatsusers,n=977,

restaurantdelivery

users,n=35994,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023There

is

a

fairly

even

split

of

male

and

female

Uber

Eats

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users49%51%Category

usersAllrespondents45%55%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

thepast

12

months?";

Multi

Pick;

Base:

n=105,

UberEats

users,n=977,

restaurantdelivery

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Uber

Eats

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany36%31%30%25%23%20%20%19%18%18%13%12%12%11%6%2%1%1%

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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=105,

UberEats

users,n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Uber

Eats

has

a

larger

share

of

users

with

a

high

income

than

other

restaurantdelivery

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users51%29%20%Category

usersAllrespondents37%34%30%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

providersofrestaurantand

fooddeliveryhave

youused

in

the

past

12

months?";

Multi

Pick;Base:n=105,

UberEatsusers,n=977,

restaurantdelivery

users,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

restaurant

delivery

users,

Uber

Eats

users

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live43%31%29%

29%26%24%20%20%20%9%8%7%6%5%5%4%4%3%

3%Other2%

2%Multi-SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typeshouseholdgenerationalfamilyBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12months?";

Multi

Pick;Base:n=105,

UberEatsusers,n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Uber

Eats

users

are

more

likely

to

live

in

cities

withover

1

million

inhabitantsthan

restaurant

delivery

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany44%33%29%26%25%24%21%19%16%13%13%13%12%7%3%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

providers

ofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=105,

UberEatsusers,n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

Uber

Eats

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users10%8%88%3%Category

usersAllrespondents84%8%9%7%84%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=105,

UberEats

users,n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Uber

Eats

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany58%53%52%41%37%42%41%

42%37%34%36%

36%36%31%30%30%30%29%30%22%21%20%20%19%19%11%11%10%

10%8%AhappyrelationshipSafety

andsecurityHavingagood

timeTobesuccessful

Anhonest

andMaking

myLearningnew

thingsAdvancingmy

careerSocial

justiceTraditionsrespectable

life

own

decisionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";Multi

Pick;Base:n=105,

UberEatsusers,n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relatively

prevalent

interests

of

Uber

Eats

usersConsumer

lifestyle:

main

interestsTop10

interestsofUberEats

usersinGermany67%65%62%49%62%60%55%54%54%52%51%50%47%44%42%42%43%41%35%40%35%35%34%35%32%32%30%27%26%25%Movies,TVshows&musicHealth

&fitnessTravelFood

&diningCareer

&educationFashion&beautyScience

&technologySportsPolitics&societyandcurrentworld

eventsFamily

&parentingBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

providersofrestaurantand

fooddeliveryhave

youused

in

the

past

12

months?";

Multi

Pick;Base:n=105,

UberEats

users,

n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

and

fitness

are

relatively

popular

hobbies

among

Uber

Eats

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofUberEats

usersinGermany67%66%63%61%60%54%52%42%49%48%47%46%40%46%41%40%39%37%36%35%35%34%33%26%32%28%28%21%21%17%SocializingOutdooractivitiesDoing

sportsandfitnessTravelingCooking/bakingReadingTech

/computersCars/vehiclesBoard

games/cardgamesVideo

gamingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=105,

UberEats

users,n=977,restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Uber

Eats

users

are

more

likely

to

go

running

or

jogging

than

other

restaurantdelivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofUberEats

usersinGermany51%37%36%34%25%

25%20%25%24%24%23%23%22%20%19%19%17%18%15%14%15%12%11%9%9%9%8%6%6%5%Running/JoggingCyclingFitness,aerobics,cardioSwimming/DivingHikingYoga

/PilatesSoccerBasketballDancingBadmintonBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=79,

UberEatsusers,n=1288,

restaurantdelivery

users,n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

2023Uber

Eats

users

are

more

likely

to

follow

tennis

than

other

restaurant

deliveryusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byUberEats

usersinGermany34%27%27%26%25%24%22%21%16%16%15%14%9%8%8%8%8%8%7%7%7%6%6%6%6%5%4%3%2%2%SoccerTennisAmericanfootballBasketballBoxingCyclingBaseballMixedMartial

ArtsMotorsportsAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

providers

ofrestaurant

and

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=53,

UberEatsusers,n=767,

restaurantdelivery

users,n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

services•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

56%

of

Uber

Eats

users

gladly

pay

forservices

that

make

lifemore

convenientConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinGermany60%56%52%42%40%37%32%30%28%22%15%13%11%9%7%Ilikeorganizing

mylifethroughmy

smartphone

services

thatmakemylifemore

convenientIgladlypayforIprefer

touseserviceswhere

Icanhaveapersonal

contactIamoften

frustratedbyunexpected

extrafees

attheend

ofaservice

bookingI’moften

unsatisfiedwith

servicesBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=105,

UberEats

users,n=977,

restaurantdelivery

users,n=5994,

all

respondentsConsumer

Insights

Global

as

of

August

202338%

of

Uber

Eats

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany39%37%37%36%35%25%19%16%13%13%12%9%7%2%Innovators1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

providers

ofrestaurantand

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=105,UberEatsusers,n=977,

restaurantdelivery

users,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Uber

Eats

users

think

that

climate

change

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

UberEats

users66%56%53%49%47%47%44%39%45%43%37%43%37%42%39%34%39%39%39%37%37%34%32%28%33%32%30%31%30%26%Rising

prices

Climatechange/inflation/Health

andsocial

securityEnvironmentEducationEconomicsituationHousingPovertyUnemploymentCrimecost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

providersofrestaurantand

food

delivery

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=105,

UberEats

users,n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

restaurant

delivery

users,

Uber

Eats

users

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users26%24%44%45%22%9%Category

usersAllrespondents13%17%18%22%43%17%LeftCenterRightPrefer

nottoanswer24

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

online

providersofrestaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=105,

UberEats

users,

n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsUber

Eats

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

restaurant

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet98%96%91%87%72%72%71%65%64%61%59%58%57%55%51%50%49%46%43%41%33%33%33%30%27%26%24%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

providers

of

restaurantand

fooddelivery

have

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=105,

UberEats

users,n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Uber

Eats

users

interact

with

companies

more

often

thanother

restaurant

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype69%66%66%65%64%63%58%54%53%40%51%39%50%46%36%45%44%43%42%40%30%38%27%31%30%19%21%16%14%12%11%7%8%4%3%0%SentprivatemessagesPostedpictures/videosCommentedon

postsFollowedpeopleLiked

postsbyotherusersLikedcompanypostsSharedpostsbyother

usersPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

of

restaurantand

fooddelivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=105,

UberEats

users,n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Uber

Eats

users

tend

to

listen

to

podcasts

more

often

than

restaurant

deliveryusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks90%81%80%80%67%79%

78%71%

72%67%68%63%47%62%55%54%53%46%52%40%52%39%30%38%38%29%37%36%28%36%30%19%18%DigitalvideocontentTVDigitalmusiccontentRadioPodcastsMovies

/cinemaDailynewspapersOnlinenewswebsitesMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

ofrestaurantand

food

delivery

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=105,

UberEatsusers,n=977,restaurantdelivery

users,n=17900,

all

respondentsConsumer

Insights

Global

as

of

August

2023Uber

Eats

users

remember

seeing

ads

in

video

games

more

often

than

otherrestaurant

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereUberEats

usersinGermany

havecome

across

digital

advertisinginthe

past

4weeks64%60%57%56%56%55%53%40%53%48%47%45%42%41%38%37%35%

35%24%33%32%31%28%26%24%24%22%21%19%16%Video

portals

Search

engines

OnlinestoresSocial

mediaVideo

gamesWebsitesandappsof

brandsVideo

streamingservicesOtherappsEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

providers

ofrestaurant

and

fooddelivery

have

youused

in

the

past12

months?";

Multi

Pick;

Base:n=105,

UberEats

users,n=977,

restaurantdelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202352%

of

Uber

Eats

users

remember

ads

they

saw

out-of-homeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks52%50%46%50%

50%50%43%48%43%42%41%31%41%40%40%39%31%38%36%34%26%26%17%14%OnadvertisingspacesDirectly

inthestoreBy

mailshot

/advertisingmailOnTVOntheradioInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

providersof

restaurantand

fooddelivery

have

youused

in

the

past

12