英国拼车网站Viavan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&BRANDSRide

sharing:

Viavan

users

in

theUnited

KingdomConsumer

InsightsAugust

2023Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofViavan

users

inthe

UnitedKingdom:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,the

report

allows

thereader

tobenchmark

Viavanusers

inthe

UnitedKingdom(’’brandusers’’)

againstUKridesharingusers

ingeneral

(’’category

users’’),

and

theoverall

UKonliner,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

theUnited

Kingdom)•

2,000+

forthe

basicsurveySample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

01Management

summary•

Brand

usage•

Key

insightsViavan

ranks

outside

the

top

10

of

most

used

ride

sharing

services

in

the

UKManagement

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesintheUKUberBolt68%22%FREE

NOWAddisonLeeBlaBlaCarGett12%10%9%9%8%7%6%5%OlaGocarshareLiftshareWheely4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=1591,

ride

sharing

usersSources:

Statista

Consumer

Insights

Global

as

of

August

2023Viavan

users

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsViavan

ismore

popularamongMillennials

thanother

ridesharingservices.Ahappy

relationship

isless

important

to

Itstands

out

that54%

ofViavan

usersViavan

users

access

the

internet

viaadesktop

PCmore

often

thantheaverage

ridesharinguser.Viavan

users

than

to

other

ridesharingusers.trytooptformore

environmentally-friendly

means

oftransportation.Compared

tootherride

sharingservices,

Viavanhasarelatively

highshareof

male

users.Vehicles

andmobility

arerelativelyprevalent

interests

of

Viavanusers.38%

ofViavan

users

areinnovators

orearly

adoptersof

new

products.Onsocial

media,

Viavan

users

interactwith

companies

more

often

than

otherridesharing

users.Carsor

vehicles

are

relatively

popularViavan

hasalarger

shareof

users

witha

hobbiesamong

Viavanusers.36%

ofViavan

users

think

thatclimatechangeisanissuethatneeds

tobeaddressed.Viavan

users

remember

seeing

adsinnewsletters

more

often

than

other

ridesharingusers.highincome

than

other

ridesharingservices.Viavan

users

aremore

likely

toliveincitiesandurbanareas

than

ride

sharingusers

ingeneral.5Sources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Viavan

is

morepopular

among

Millennials

than

other

ride

sharing

servicesDemographic

profile:

generationsAge

of

consumersintheUK0%Brand

users20%75%5%Category

usersAllrespondents27%45%22%7%20%37%31%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=61,

Viavan

users,n=1591,

ride

sharing

users,n=24183,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

services,

Viavan

has

a

relatively

high

share

ofmale

usersDemographic

profile:

genderGenderofconsumersintheUKBrand

users57%43%Category

usersAllrespondents51%49%49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=61,

Viavan

users,n=1591,

ride

sharing

users,n=24183,

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

ofViavan

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK38%34%33%28%23%22%22%18%15%15%14%9%7%7%5%4%3%2%1%

1%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=61,

Viavan

users,n=1591,

ride

sharing

users,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Viavan

has

a

larger

share

of

users

with

a

high

income

than

other

ride

sharingservicesDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users63%22%14%Category

usersAllrespondents40%35%25%33%33%33%HighMiddleLow10

Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=61,

Viavan

users,n=1591,

ride

sharing

users,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

Viavan

users

are

relatively

likely

to

live

ina

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive70%35%34%24%21%16%14%14%12%10%8%8%

8%7%4%3%4%3%2%2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=61,

Viavan

users,

n=1591,

ridesharing

users,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Viavan

users

are

more

likely

to

live

in

cities

and

urban

areas

than

ride

sharingusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK41%32%28%26%24%20%20%16%15%13%13%12%10%10%8%7%2%Rural

community2%Small

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=61,

Viavan

users,n=1591,

ride

sharing

users,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202310%

ofViavan

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users10%10%8%89%86%2%Category

usersAllrespondents4%89%3%YesNoWould

rathernot

say13

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=61,

Viavan

users,n=1591,ride

sharing

users,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Viavan

users

than

to

other

ride

sharingusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK60%59%49%44%42%39%34%38%36%33%36%34%34%34%27%28%32%30%29%27%24%23%21%17%13%14%13%11%10%7%Tobesuccessful

Anhonest

andrespectable

lifeAhappyrelationshipSafety

andsecuritySocial

justiceHavingagood

timeLearningnew

thingsMaking

myown

decisionsAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;Multi

Pick;Base:n=61,

Viavan

users,n=1591,

ride

sharing

users,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

Viavan

usersConsumer

lifestyle:

main

interestsTop10

interestsofViavan

usersintheUK57%56%52%46%45%43%42%41%41%41%40%39%39%38%37%35%34%34%33%30%

30%30%29%25%23%23%21%20%18%16%Health

&fitnessSportsTravelFamily

&parentingScience

&technologyVehicles

&mobilityHistoryMovies,TVshows&musicFinance&economyCareer

&educationBrand

usersCategory

usersAllrespondents16

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=61,

Viavan

users,n=1591,

ride

sharingusers,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Viavan

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofViavan

usersintheUK49%44%44%43%43%42%38%42%39%37%41%38%37%36%35%35%34%34%32%29%30%30%29%26%25%22%22%19%17%16%OutdooractivitiesCars/vehiclesDoing

sportsandfitnessCooking/bakingTech

/computersReadingTravelingSocializingPetsPhotographyBrand

usersCategory

usersAllrespondents17

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=61,

Viavan

users,n=1591,

ride

sharingusers,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Viavan

users

are

more

likely

to

play

basketball

than

other

ride

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofViavan

usersintheUK28%25%25%23%20%20%20%19%18%18%16%15%14%14%13%12%10%10%10%9%9%8%7%7%6%6%5%5%3%3%BasketballCyclingFitness,aerobics,cardioBaseball/SoftballGolfRunning/JoggingSoccerBadmintonDancingAmericanFootball

/FlagFootballBrand

usersCategory

usersAllrespondents18

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=37,

Viavan

users,n=728,

ride

sharing

users,n=9322,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202326%

ofViavan

users

followtennisConsumer

lifestyle:

sports

followedTop10

sports

followed

byViavan

usersintheUK29%26%26%26%23%23%21%21%21%18%18%18%12%11%10%9%9%8%

8%6%7%6%6%5%5%4%4%3%3%2%SoccerTennisCyclingSwimming/divingAmericanfootballBasketballBoxingBaseballIceHockeyRugbyBrand

usersCategory

usersAllrespondents19

Notes:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=28,

Viavanusers,n=589,

ride

sharing

users,n=8230,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20It

stands

out

that

54%

of

Viavan

users

try

to

opt

for

more

environmentally-friendly

means

of

transportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheUK57%54%41%40%33%31%28%28%

27%27%

26%25%25%22%16%ThepublicItrytooptformoreIcanimagineusingaself-driving

taxiDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

Ilivetransportation

system

environmentally-friendlyinmy

area

isgoodmeans

oftransportationBrand

usersCategory

usersAllrespondents21

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=61,

Viavan

users,n=1591,

ride

sharing

users,n=4027,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202338%

ofViavan

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK39%38%36%32%31%25%20%18%16%13%11%10%7%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/

ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=61,Viavan

users,n=1591,

ride

sharing

users,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202336%

ofViavan

users

think

that

climate

change

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toViavan

users63%62%48%48%37%36%41%41%

40%35%33%39%

39%37%36%36%30%30%34%34%33%28%32%27%34%33%33%33%31%30%Climatechange

UnemploymentHousingRising

prices/inflation/cost

of

livingCrimeEconomicsituationHealth

andsocial

securityPovertyEducationEnvironmentBrand

usersCategory

usersAllrespondents23

Notes:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=61,

Viavan

users,n=1591,

ride

sharing

users,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Compared

to

other

ride

sharing

users,

Viavan

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users3%30%64%3%Category

usersAllrespondents23%23%36%29%26%12%14%37%LeftCenterRightPrefer

notto

answer24

Notes: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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=61,

Viavan

users,n=1591,

ride

sharing

users,n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsViavan

users

access

the

internet

via

a

desktop

PC

more

often

than

the

averageride

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet92%91%89%81%77%72%70%69%67%67%62%61%61%61%55%56%52%46%46%43%40%39%38%38%36%31%30%SmartphoneLaptopTabletSmart

TVDesktop

PCSmartwatchSmart

speakers

Streaming

device

Gaming

consoleBrand

usersCategory

usersAllrespondents26

Notes:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=61,

Viavanusers,n=1591,

ride

sharing

users,

n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023On

social

media,

Viavan

users

interact

with

companies

more

often

than

otherride

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type63%60%56%54%55%54%53%51%51%48%47%47%46%46%46%44%44%41%41%40%31%39%36%30%35%27%30%22%19%15%8%7%5%

5%2%0%LikedcompanypostsSentprivate

Posted

texts

Commented

Liked

postsSharedpostsbyother

usersFollowedcompaniesFollowedpeoplePostedpictures/videosSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessages/statusupdateson

postsbyotheruserspassivelyBrand

usersCategory

usersAllrespondents27

Notes:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=61,

Viavanusers,n=1591,

ride

sharing

users,

n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Viavan

users

tend

to

read

daily

newspapersmore

often

than

ride

sharing

usersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks95%79%79%78%68%76%73%70%63%50%62%62%59%60%59%57%57%54%46%46%46%34%45%35%39%31%31%28%18%26%27%20%15%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaPodcastsDailynewspapersRadioOnlinenewswebsitesOnlinemagazinesWeeklynewspapersMagazinesBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=37,

Viavan

users,n=802,

ridesharing

users,n=12093,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

2023Viavan

users

remember

seeing

ads

in

newsletters

more

often

than

other

ridesharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereViavan

usersintheUK

havecome

across

digitaladvertisinginthepast4weeks59%52%48%47%46%43%43%41%41%40%39%38%37%38%36%36%35%32%31%27%31%27%24%25%20%18%15%13%10%10%Video

portals

Video

streaming

Video

gamesservicesMusicportalsSocial

mediaWebsitesandappsof

brandsSearch

enginesNewslettersBlogs/forumsOnlinestoresBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;

Base:

n=61,

Viavanusers,n=1591,

ride

sharing

users,

n=24183,

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

August

202357%

ofViavan

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks57%51%51%49%48%48%46%44%41%39%39%33%36%34%32%31%29%27%24%22%21%19%18%18%OnTVAtthemovies/cinemaDirectly

inthe

storeOnadvertising

By

mailshot

/InprinteddailynewspapersInprintedmagazinesandjournalsOntheradiospacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

you

used

in

the

past12

months?’’;Multi

Pick;

Base:n=61,Viavan

users,n=1591,

ri