南非租车服务网站first car rental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&BRANDSCar

rental:

First

Car

Rentalcustomers

in

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFirst

CarRental

customers

inSouth

Africa:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56

countriesAdditionally,thereport

allows

thereader

tobenchmark

FirstCarRental

customers

inSouthAfrica(’’brandusers’’)

againstSouthAfricancarrentalbookers

ingeneral

(’’category

users’’),

and

theoverallSouthAfricanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberofrespondents:•

12,000+

forcountries

with

the

extended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsFirst

Car

Rental

ranks

sixth

amongcar

rental

providers

in

South

AfricaManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinSouth

AfricaAvisBidvest

CarRentalEuropcar57%25%24%Budget20%Drive

SouthAfricaFirst

CarRentalHertz15%12%11%10%RTempest

CarHireJustCarHire7%6%4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=482,

carrentalbookersConsumer

Insights

Global

as

of

August

2023Sources:First

Car

Rental

customers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFirst

CarRental

is

more

popularamongMillennials

than

other

carrentalproviders.Career

advancement

is

lessimportanttoFirstCarRental

customers

thantoother

carrental

bookers.Itstands

out

that86%

ofFirst

CarRental

First

CarRental

customers

access

thecustomers

usetheirsmartphone

asavacation

guide.internet

viaasmartwatch

more

oftenthan

theaverage

carrental

booker.Compared

toothercarrental

providers,

Fashion

and

beauty

arerelatively41%

ofFirst

CarRental

customers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

First

CarRentalcustomers

interact

with

companiesmore

often

than

other

carrentalbookers.First

CarRental

hasarelatively

highshareof

female

customers.prevalent

interests

of

FirstCarRentalcustomers.First

CarRental

hasasmaller

shareofcustomers

with

ahigh

income

thanother

carrental

providers.Outdooractivities

arearelativelypopularhobbyamong

First

CarRentalcustomers.Arelatively

highshare

ofFirst

CarRentalcustomers

thinkthatimmigration

isanissuethatneedstobeaddressed.First

CarRental

customers

rememberseeing

adsinappsmore

often

thanother

carrental

bookers.First

CarRental

customers

are

morelikely

to

liveinmegacities

than

carrentalbookers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+First

Car

Rental

is

more

popular

among

Millennials

than

other

car

rentalprovidersDemographic

profile:

generationsAge

of

consumersinSouth

AfricaBrand

users27%64%48%9%

0%Category

usersAllrespondents36%36%15%1%43%18%2%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=56,

FirstCar

Rental

customers,n=482,

carrentalbookers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

car

rental

providers,

First

Car

Rental

has

a

relatively

highshare

of

female

customersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users48%52%Category

usersAllrespondents54%46%54%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=56,

FirstCarRental

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202370%

of

First

Car

Rental

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa53%52%35%35%20%19%18%16%15%13%11%5%2%2%1%1%0%0%0%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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=56,

FirstCarRental

customers,

n=482,

carrentalbookers,

n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023First

Car

Rental

has

a

smaller

share

of

customers

with

a

high

income

than

othercar

rental

providersDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users46%35%20%18%Category

usersAllrespondents49%33%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=56,

FirstCarRental

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

the

average

onliner,

First

Car

Rental

customers

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinSouth

Africalive30%27%27%26%24%20%20%17%16%14%13%11%10%9%8%7%7%6%5%3%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

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=56,

FirstCarRental

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023First

Car

Rental

customers

are

more

likely

to

live

in

megacities

than

car

rentalbookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa35%

34%

34%25%23%21%17%16%16%13%13%13%9%8%8%8%4%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=56,

FirstCarRental

customers,n=482,

carrentalbookers,

n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

202314%

of

First

Car

Rental

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users14%79%7%8%Category

usersAllrespondents9%83%8%81%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=56,

FirstCarRental

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

less

important

to

First

Car

Rental

customers

than

toother

car

rental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa66%64%61%48%47%42%41%40%41%41%40%38%27%32%29%30%27%22%18%23%21%16%13%

13%13%11%10%9%9%8%TobesuccessfulSafety

andsecurityAhappyrelationshipAnhonest

andrespectable

lifeLearningnew

thingsAdvancingmy

careerMaking

myown

decisionsSocial

justiceTraditionsHavingagood

timeBrand

usersCategory

usersAllrespondents15

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=56,

FirstCarRental

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Fashion

and

beauty

are

relativelyprevalent

interests

of

First

Car

RentalcustomersConsumer

lifestyle:

main

interestsTop10

interestsofFirstCar

Rental

customers

inSouth

Africa71%70%68%68%66%53%64%63%49%59%63%60%61%61%60%51%61%61%

61%57%53%51%46%46%44%43%43%37%37%33%Health

&fitnessCareer

&educationFinance&economyScience

&technologyFashion&beautyMovies,TVshows&musicFamily

&parentingFood

&diningPolitics&societyandcurrentworld

eventsTravelBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=56,

FirstCar

Rental

customers,n=482,

carrentalbookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

among

First

Car

RentalcustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFirstCar

Rental

customers

inSouth

Africa70%68%64%64%59%57%57%57%56%50%49%49%48%48%48%45%45%45%39%38%37%38%36%31%31%30%29%28%27%24%OutdooractivitiesReadingCooking/bakingTravelingTech

/computersDoing

sportsandfitnessVideo

gamingCars/vehiclesBoard

games/cardgamesGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=56,

FirstCarRental

customers,n=482,

carrentalbookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023First

Car

Rental

customers

are

more

likely

to

go

dancing

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFirstCar

Rental

customers

inSouth

Africa43%43%38%36%34%30%29%27%25%24%21%21%21%19%18%18%16%16%15%14%14%13%13%11%9%9%8%8%7%6%DancingFitness,aerobics,cardioRunning/JoggingHikingCyclingYoga

/PilatesHunting/FishingSoccerCricketBasketballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=43,

FirstCar

Rental

customers,n=274,

carrentalbookers,

n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023First

Car

Rental

customers

are

more

likely

to

follow

boxing

than

other

car

rentalbookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFirstCar

Rental

customers

inSouth

Africa41%38%36%34%34%32%29%28%27%27%25%25%25%23%21%20%19%19%19%17%16%16%13%12%11%11%9%9%6%6%RugbySoccerBoxingCricketAthletics(track&

field)TennisAmericanfootballBasketballMotorsportsSwimming/divingBrand

usersCategory

usersAllrespondents19

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=29,

FirstCarRental

customers,

n=240,carrentalbookers,

n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

86%

of

First

Car

Rental

customers

use

their

smartphone

as

avacation

guideConsumer

attitudes:travelAgreementwithstatements

towards

travel

inSouth

Africa86%75%73%71%68%68%62%55%55%52%51%47%44%40%39%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,Ialways

look

traveling,sustainabilitycarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toWhen

itcomes

toforthecheapest

offerisimportant

tomeBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=56,

FirstCarRental

customers,

n=482,

carrentalbookers,

n=2033,

allrespondentsConsumer

Insights

Global

as

of

August

202341%

of

First

Car

Rental

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%41%36%36%30%20%20%18%18%16%8%5%5%4%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

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=56,

FirstCarRental

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

First

Car

Rental

customers

think

that

immigration

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingSouth

Africa

accordingtoFirstCar

Rental

customers89%91%86%75%78%71%79%78%70%68%72%71%

63%62%70%66%68%66%64%59%63%63%60%56%55%53%49%45%43%35%UnemploymentPovertyCrimeEconomicsituationHealth

andsocial

securityRising

prices/inflation/cost

of

livingHousingEducationFood

andwater

securityImmigrationBrand

usersCategory

usersAllrespondents23

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=56,

FirstCar

Rental

customers,n=482,

carrentalbookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

rental

bookers,

First

Car

Rental

customers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users32%34%25%38%5%Category

usersAllrespondents31%27%8%29%30%23%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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=56,

FirstCarRental

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFirst

Car

Rental

customers

access

the

internet

via

a

smartwatch

more

often

thanthe

average

car

rental

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet100%97%95%91%83%79%77%67%61%57%55%54%54%50%48%46%43%40%36%36%33%33%25%20%21%19%12%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletGaming

consoleAllrespondentsSmartwatchStreaming

device

Smart

speakersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

renteda

carfromin

the

past12

months?";

Multi

Pick;Base:n=56,

FirstCarRental

customers,n=482,carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

First

Car

Rental

customers

interact

with

companies

more

oftenthan

other

car

rental

bookersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype72%73%72%72%69%67%66%66%66%64%64%62%61%61%60%60%58%45%56%46%55%54%52%52%50%48%48%46%40%27%13%6%4%1%

1%0%Liked

posts

Sentprivate

CommentedLikedcompanypostsFollowedcompaniesFollowedpeoplePosted

texts/statusPostedpictures/videosSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

rented

acarfromin

the

past12

months?";

Multi

Pick;

Base:

n=56,

FirstCarRental

customers,n=482,carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023First

Car

Rental

customers

tend

to

read

daily

newspapers

more

often

than

carrental

bookers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks93%91%78%89%87%77%73%

73%73%73%70%68%60%67%67%65%65%49%63%59%46%34%46%43%42%41%27%39%33%29%26%17%20%TVDigitalvideocontentRadioDailynewspapersOnlinenews

DigitalmusicPodcastsMagazinesOnlinemagazinesMovies

/cinemaWeeklynewspaperswebsitescontentBrand

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=30,

FirstCarRental

customers,n=226,

carrentalbookers,

n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023First

Car

Rental

customers

remember

seeing

ads

in

apps

more

often

than

othercar

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFirstCar

Rental

customers

inSouth

Africahavecome

across

digitaladvertisinginthepast4weeks70%68%66%60%66%66%64%62%55%63%57%55%52%48%46%46%44%44%43%43%40%38%38%37%31%30%27%27%20%15%Social

mediaOtherappsSearch

engines

Video

portalsOnlinestoresWebsitesandappsof

brandsVideo

streaming

Video

gamesservicesEditorialwebsitesandappsBlogs/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=56,

FirstCar

Rental

customers,n=482,carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023First

Car

Rental

customers

remember

adsthey

saw

in

printed

magazines

andjournals

more

often

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks57%52%46%52%52%50%50%44%50%48%46%45%44%44%39%37%33%29%28%27%26%21%16%9%InprinteddailynewspapersDirectly

inthestoreOnadvertisingspacesOntheradioOnTVBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaon

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past