南非在线票务网站Howler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&BRANDSOnline

ticket

booking:

Howlerusers

in

South

AfricaConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHowler

users

inSouthAfrica: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

tobenchmark

Howler

users

inSouthAfrica(’’brandusers’’)

againstSouthAfricanonline

ticketbookers

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsHowler

ranks

eighth

among

ticket

portals

in

South

AfricaManagement

summary:

brandusageand

competitionTop10

most

used

ticketportals

inSouth

AfricaComputicket80%TicketproWebticketsBig

ConcertsTicketmasterQuicket37%33%21%17%17%iTickets15%12%HowlerEventbriteStubHub7%4%4Notes:"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=520,

online

ticket

bookersConsumer

Insights

Global

as

of

September

2023Sources:The

share

of

online

ticket

bookers

using

Howler

grew

by

3

percentage

pointssince

Q2

of

2022Management

summary:

brandusagetimelineTimeline

of

online

ticketbookersusing

Howler12%11%10%10%10%9%2021

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=31

-

61

Howler

users,n=320

-

520

online

ticket

bookersConsumer

Insights

Global

as

of

September

2023Sources:Howler

users

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHowler

ismore

popularamongMillennials

thanother

ticket

portals.Ahappy

relationship

ismore

importanttoHowler

users

thantoother

onlineticket

bookers.Itstands

out

that52%

ofHowler

usersareoften

frustrated

byunexpectedextra

fees.Howler

users

access

theinternet

viaastreaming

device

more

often

thantheaverage

onlineticket

booker.Howler

hasmore

malethanfemaleusers.Health

and

fitnessare

relativelyprevalent

interests

of

Howler

users.43%

ofHowler

users

areinnovators

orearly

adoptersof

new

products.Howler

users

tendto

share

companypostsonlinemore

often

than

theaverage

onliner.Justlikeonlineticket

bookers

ingeneral,Howler

users

arerelatively

likely

tohave

Socializing

is

arelatively

popularhobbyArelatively

highshare

ofHowler

usersthink

thatgovernment

debtisanissuethatneeds

to

beaddressed.ahighincome.among

Howler

users.Howler

users

remember

seeing

adsonsocial

media

more

often

than

otheronlineticket

bookers.Howler

users

aremore

likely

toliveinmegacities

than

online

ticketbookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Howler

is

more

popular

amongMillennials

than

other

ticket

portalsDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users38%39%36%51%10%

2%Category

usersAllrespondents45%14%1%2%43%18%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=61,

Howlerusers,n=520,

online

ticket

bookers,

n=12205,

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023Howlerhas

more

male

than

female

usersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users57%43%Category

usersAllrespondents60%40%54%46%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=61,

Howler

users,n=520,

online

ticket

bookers,n=12205,all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:The

education

level

of

Howler

users

and

online

ticket

bookers

is

similarDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa49%48%35%35%22%21%21%20%20%7%7%5%2%2%1%

1%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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

providers

have

youboughteventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:

n=61,

Howler

users,n=520,

online

ticket

bookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Just

like

online

ticket

bookers

in

general,

Howler

users

are

relatively

likely

to

havea

high

incomeDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users47%47%33%34%20%19%Category

usersAllrespondents33%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

online

providershave

youbought

event

ticketsfrom(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=61,

Howlerusers,n=520,

online

ticket

bookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

online

ticket

bookers,

Howler

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive33%30%30%27%26%20%16%15%

15%11%

11%Multi-10%

10%9%8%8%6%5%5%5%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

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

online

providershave

you

bought

event

tickets

from(website

orapp)

in

the

past12months?";

Multi

Pick;Base:n=61,

Howler

users,n=520,

online

ticket

bookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Howler

users

are

more

likely

to

live

in

megacities

than

online

ticket

bookers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa34%33%21%21%21%21%20%19%18%16%15%15%13%10%8%8%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

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=61,

Howler

users,n=520,

online

ticketbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

202311%

of

Howler

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users11%9%84%5%6%Category

usersAllrespondents85%8%81%11%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

providers

have

youbought

event

tickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=61,

Howler

users,n=520,

online

ticket

bookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

more

important

to

Howler

users

than

to

other

onlineticket

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa61%

61%54%52%47%43%39%43%41%

41%41%37%33%

31%27%31%29%24%20%23%21%15%16%15%13%9%9%8%8%7%AhappyrelationshipTobesuccessfulSafety

andsecurityAnhonest

andrespectable

lifeAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsSocial

justiceHavingagood

timeTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12months?";

Multi

Pick;Base:n=61,

Howler

users,n=520,

online

ticket

bookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Health

andfitness

are

relatively

prevalent

interests

of

Howler

usersConsumer

lifestyle:

main

interestsTop10

interestsofHowler

usersinSouth

Africa70%69%67%

68%53%66%65%57%62%62%59%57%57%58%56%55%44%54%54%53%41%52%51%51%49%49%43%42%37%33%Health

&fitnessFood

&diningCareer

&educationMovies,TVshows&musicTravelScience

&technologyVehicles

&mobilityFinance&economySportsPolitics&societyandcurrentworld

eventsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:

n=61,

Howler

users,

n=520,

onlineticket

bookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Socializing

is

a

relatively

popular

hobby

among

Howler

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHowler

usersinSouth

Africa62%61%60%49%59%57%56%54%

53%48%52%50%49%49%49%48%47%43%40%39%37%38%37%37%36%35%31%29%28%26%SocializingReadingTech

/computersOutdooractivitiesTravelingCooking/bakingDoing

sportsandfitnessVideo

gamingCars/vehiclesDIYandarts&craftsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=61,

Howler

users,n=520,

onlineticket

bookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Howler

users

are

more

likely

to

go

hiking

than

other

online

ticket

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHowler

usersinSouth

Africa36%33%31%28%27%26%25%24%24%23%21%20%14%18%18%18%16%16%16%15%15%14%14%11%11%11%9%8%7%6%HikingRunning/JoggingFitness,aerobics,cardioSoccerCricketSwimming/DivingDancingBasketballCyclingHunting/FishingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=39,

Howlerusers,n=310,

online

ticket

bookers,n=5826,

all

respondentsConsumer

Insights

Global

as

of

September

2023Howler

users

are

more

likely

to

follow

mixed

martial

arts

than

other

online

ticketbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHowler

usersinSouth

Africa43%43%36%32%32%31%30%28%26%23%21%21%21%20%20%19%19%11%18%17%16%16%14%Golf13%13%11%9%9%7%7%SoccerRugbyCricketBoxingMotorsportsMixedMartial

ArtsBasketballTennisAthletics(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:

n=33,Howler

users,n=273,

online

ticket

bookers,n=5054,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

services•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

52%

of

Howler

users

are

often

frustrated

by

unexpected

extrafeesConsumer

attitudes:services

&eservicesAgreementwithstatements

towards

services&eservicesinSouth

Africa77%73%72%

73%58%56%52%46%

47%41%41%27%15%10%7%Ilikeorganizing

mylifethroughmy

smartphone

services

thatmakemylifemore

convenientIgladlypayforIamoften

frustratedbyunexpected

extrafees

atthe

end

ofaservice

bookingIprefer

touseserviceswhere

Icanhaveapersonal

contactI’moften

unsatisfiedwith

servicesBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=61,

Howler

users,n=520,

online

ticketbookers,

n=2036,

all

respondentsConsumer

Insights

Global

as

of

September

202343%

of

Howler

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%34%34%31%26%20%18%18%18%15%14%13%8%6%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=61,

Howler

users,n=520,

online

ticket

bookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Howler

users

think

that

governmentdebt

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoHowler

users86%92%86%82%77%72%79%72%79%78%77%

73%68%74%71%62%64%64%59%54%56%60%56%56%55%49%45%53%47%46%UnemploymentPovertyGovernmentdebtRising

prices/inflation/cost

of

livingEconomicsituationCrimeEducationHealth

andsocial

security

water

securityFood

andHousingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

providershave

youbought

event

tickets

from(website

orapp)

in

thepast

12

months?";

Multi

Pick;Base:

n=61,

Howler

users,n=520,

online

ticket

bookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Many

Howler

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users26%31%31%11%10%Category

usersAllrespondents30%29%30%29%30%23%17%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

online

providershave

youbought

eventtickets

from(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=61,

Howler

users,n=520,

online

ticket

bookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsHowler

users

access

the

internet

via

a

streaming

device

more

often

than

theaverage

online

ticket

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet97%97%

97%95%92%77%74%64%61%57%56%54%53%48%48%46%43%41%36%34%32%25%21%

21%20%19%12%LaptopSmartphoneSmart

TVTabletDesktop

PCGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;Base:n=61,Howler

users,n=520,

online

ticket

bookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Howler

users

tend

to

share

company

posts

online

more

often

than

the

averageonlinerMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype82%77%67%77%

77%62%77%74%72%69%67%65%52%64%64%63%63%62%61%61%61%59%54%48%46%46%46%45%43%27%6%3%2%1%0%

0%Liked

posts

CommentedFollowedpeopleSentprivatemessagesPostedpictures/videosPosted

texts/statusLikedcompanypostsSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

eventtickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;Base:n=61,Howler

users,n=520,

online

ticket

bookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Howler

users

tend

to

listen

to

podcasts

more

often

than

online

ticket

bookers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks97%91%89%78%86%77%76%74%73%73%67%65%64%60%57%49%53%39%48%48%45%42%42%

41%40%27%34%

33%29%27%24%17%20%DigitalvideocontentTVDigitalmusiccontentPodcastsRadioOnlinenewswebsitesMagazinesMovies

/cinemaDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

providers

have

youbought

event

tickets

from(website

orapp)

in

the

past12

months?";

Multi

Pick;

Base:

n=33,

Howler

users,n=251,online

ticket

bookers,n=6103,

all

respondentsConsumer

Insights

Global

as

of

September

2023Howler

users

remember

seeing

ads

on

social

media

more

often

than

otheronline

ticket

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHowler

usersinSouth

Africahavecome

across

digitaladvertisinginthepast4weeks80%72%70%69%67%63%62%60%59%43%55%52%51%50%38%48%48%48%

47%37%44%44%43%30%42%26%31%31%28%20%Social

media

Search

engines

Video

portalsOnlinestores

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesOtherappsMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

online

providers

have

youbought

eventtickets

from

(website

orapp)

in

the

past

12

months?";

Multi

Pick;

Base:

n=61,Howler

users,n=520,

online

ticket

bookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

September

2023Howler

users

remember

ads

they

saw

out-of-home

more

often

than

otheronline

ticket

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks67%64%55%56%52%48%48%46%45%44%44%37%38%36%34%33%33%30%28%26%23%21%19%9%OnadvertisingspacesDirectly

inthestoreOntheradioOnTVBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

online

providershave

you

bought

eve