南非马自达mazda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&BRANDSCars:

Mazda

drivers

in

SouthAfricaConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMazdadrivers

inSouthAfrica:

whotheyare;

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:

56

countriesbenchmark

Mazdadrivers

inSouthAfrica

(’’brandusers’’)

againstSouthAfricancardrivers

ingeneral(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberofrespondents:•

12,000+

forcountries

with

the

extended

survey(including

South

Africa)•

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

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsMazda

ranks

outside

the

top

10

of

most

driven

car

makes

in

South

AfricaManagement

summary:

brandusageand

competitionTop10

most

drivencar

makesinSouth

AfricaVolkswagenToyota17%15%BMW10%Ford9%HyundaiAudi7%6%Nissan5%Mercedes-BenzKia4%4%3%Renault4Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=1769,

cardriversConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

car

drivers

driving

Mazda

stayed

the

same

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

cardriversdriving

Mazda3%3%3%3%2%2%2%2%2%2%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=35

-

54

Mazda

drivers,n=1729

-

1774

cardriversConsumer

Insights

Global

as

of

August

2023Sources:Mazda

drivers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints42%

ofMazdadrivers

are

Millennials.Safety

and

security

ismore

important

to

Itstands

out

thatonly

10%

ofMazdaMazda

drivers

access

theinternet

viaasmartwatch

lessoften

thantheaveragecardriver.Mazda

drivers

thantoothercardrivers.drivers

say

thatthere

arenotenoughparkingspaces

where

they

live.Compared

toothercarmakes,

Mazdahasarelatively

high

share

ofmaledrivers.Home

and

garden

are

relativelyprevalent

interests

of

Mazdadrivers.25%

ofMazdadrivers

are

laggardswhen

Onsocial

media,

Mazda

drivers

interactitcomes

to

innovation

adoption.with

companies

less

often

thanothercardrivers.Mazda

hasasmaller

share

ofdriverswith

amedium

household

income

thanother

carmakes.DIYandarts&craftsare

relativelypopularhobbiesamong

Mazda

drivers.Arelatively

highshare

ofMazdadriversthink

thatrisingprices,

inflation&costof

livingareissues

thatneed

tobeaddressed.Mazda

drivers

remember

seeing

adsinonlinestores

less

often

than

othercardrivers.Mazda

drivers

aremore

likely

to

live

inrural

areas

and

towns

than

theaverageonliner.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+42%

of

Mazda

drivers

are

MillennialsDemographic

profile:

generationsAge

of

consumersinSouth

AfricaBrand

users31%42%23%4%Category

usersAllrespondents35%43%20%2%36%43%18%2%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Mazda

drivers,

n=1769,cardrivers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

car

makes,

Mazdahas

a

relatively

high

share

of

male

driversDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users60%40%Category

usersAllrespondents54%46%54%46%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=52,

Mazda

drivers,n=1769,

cardrivers,

n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202350%

of

Mazda

drivers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa48%38%35%35%33%

33%20%19%10%6%5%4%4%2%

2%2%1%

1%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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,

Mazda

drivers,n=1769,

cardrivers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

has

a

smaller

share

of

drivers

with

a

medium

household

income

thanother

car

makesDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users41%28%36%30%Category

usersAllrespondents38%27%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,Mazda

drivers,n=1769,

cardrivers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

drivers,

Mazda

drivers

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinSouth

Africalive30%29%28%27%22%20%17%16%15%12%11%10%9%

9%8%8%8%7%6%5%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,

Mazda

drivers,n=1769,

cardrivers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

are

more

likely

to

live

in

rural

areas

andtownsthan

the

averageonlinerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa36%34%29%25%21%21%17%16%15%

15%14%13%10%8%8%8%6%4%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;

"What

brandis

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Mazda

drivers,

n=1769,

cardrivers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

20234%

of

Mazda

drivers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users4%85%12%11%11%Category

usersAllrespondents8%82%8%81%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

your

primarily

used

car?";

Single

Pick;Base:n=52,

Mazda

drivers,n=1769,

cardrivers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

more

important

to

Mazda

drivers

than

to

other

car

driversConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa61%61%58%58%54%47%46%43%43%41%41%35%27%31%29%27%23%27%23%19%23%13%13%10%9%

9%8%

8%

8%Social

justice6%TobesuccessfulSafety

andsecurityAnhonest

andrespectable

lifeAhappyrelationshipAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsHavingaTraditionsgood

timeBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Mazda

drivers,

n=1769,

cardrivers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Home

and

garden

are

relatively

prevalent

interests

of

MazdadriversConsumer

lifestyle:

main

interestsTop10

interestsofMazda

driversinSouth

Africa56%58%57%51%48%52%52%51%51%50%46%44%49%48%48%44%46%44%44%43%37%43%38%41%40%40%40%37%34%30%Movies,TVshows&musicScience

&technologyFinance&economyVehicles

&mobilityFood

&diningHealth

&fitnessSportsHome

&gardenReligion

&spiritualityTravelBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,

Mazda

drivers,n=1769,

cardrivers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

Mazda

driversConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMazda

driversinSouth

Africa52%50%50%49%48%42%42%41%40%37%40%38%37%38%37%

37%36%31%31%35%33%31%29%29%28%28%28%27%27%26%ReadingCooking/bakingDIYandarts&craftsTravelingTech

/computersGardeningandplantsVideo

gamingCars/vehiclesOutdooractivitiesSocializingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=52,

Mazda

drivers,n=1769,

cardrivers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

participate

in

similar

sports

and

activities

as

other

car

driversConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMazda

driversinSouth

Africa20%18%18%16%16%15%13%15%14%14%

14%13%12%12%10%10%9%8%8%7%7%7%6%6%6%6%5%6%4%4%HikingRunning/JoggingDancingSoccerFitness,aerobics,cardioCyclingGolfHunting/FishingBasketballCricketBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=20,

Mazda

drivers,

n=872,

cardrivers,n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Mazda

drivers

follow

motorsports

racesandcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byMazda

driversinSouth

Africa33%35%32%23%21%21%19%19%17%17%15%13%13%13%12%12%11%11%11%9%9%8%

8%8%7%6%6%4%

4%3%SoccerCricketMotorsportsRugbyAthletics(track&

field)BoxingAmericanfootballTennisGolfGymnasticsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:

n=23,

Mazda

drivers,n=771,

cardrivers,

n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

10%

of

Mazda

drivers

say

that

there

are

not

enoughparking

spaces

where

they

liveConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinSouth

Africa78%77%74%38%36%35%20%

20%18%

17%17%16%13%13%10%Owning

acarisimportant

to

meIamacarenthusiastDriving

carsisbadfortheenvironmentIspend

toomuchtimecommutingThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:

n=52,

Mazda

drivers,n=1769,

cardrivers,n=2033,

all

respondentsConsumer

Insights

Global

as

of

August

202325%

of

Mazda

drivers

are

laggards

whenit

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa48%43%41%25%20%20%18%

18%18%17%15%10%2%2%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=52,

Mazda

drivers,

n=1769,

cardrivers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Mazda

drivers

think

that

rising

prices,

inflation

&

cost

ofliving

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingSouth

Africa

accordingtoMazda

drivers86%90%80%86%85%78%79%72%68%72%65%72%61%63%58%62%54%52%61%

60%60%49%55%52%53%46%47%48%45%40%UnemploymentCrimeRising

prices/inflation/cost

of

livingPovertyEconomicsituationFood

andwater

securityGovernmentdebtHealth

andsocial

securityEducationHousingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Mazda

drivers,

n=1769,

cardrivers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Mazdadrivers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users21%40%27%12%Category

usersAllrespondents29%29%33%24%15%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;"What

brand

is

yourprimarily

used

car?";Single

Pick;Base:n=52,

Mazda

drivers,n=1769,

cardrivers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsMazda

drivers

access

the

internet

via

a

smartwatch

less

often

than

the

averagecar

driverMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet95%

95%90%83%77%77%53%48%47%44%44%43%40%36%35%31%31%28%25%23%20%21%19%13%12%10%8%SmartphoneLaptopDesktop

PCSmart

TVTabletGaming

console

Streaming

deviceAllrespondentsSmartwatchSmart

speakersBrand

usersCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;Base:n=52,

Mazda

drivers,n=1769,

cardrivers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Mazda

drivers

interact

with

companies

less

often

than

othercar

driversMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype67%67%64%62%67%62%65%64%62%58%62%61%53%50%54%52%

52%48%47%40%46%46%46%

46%35%45%37%29%27%23%6%

6%4%2%1%1%Liked

posts

SentprivateFollowedpeopleCommentedon

postsPostedpictures/videosPosted

texts/statusSharedpostsbyother

usersFollowedcompaniesLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrand

is

your

primarily

used

car?";

Single

Pick;Base:n=52,

Mazda

drivers,

n=1769,

cardrivers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

tend

to

read

online

magazines

less

often

than

car

drivers

ingeneralMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks82%79%78%77%74%68%65%71%71%60%60%58%54%52%49%41%39%39%37%34%32%30%31%29%27%24%19%19%20%16%16%10%17%RadioTVDigitalvideo

Digitalmusic

OnlinenewsPodcastsDailynewspapersMagazinesOnlinemagazinesMovies

/cinemaWeeklynewspaperscontentcontentwebsitesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

your

primarily

used

car?";

Single

Pick;

Base:n=31,

Mazda

drivers,

n=887,

cardrivers,n=6103,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

remember

seeing

ads

in

online

stores

less

often

than

other

cardriversMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMazda

driversinSouth

Africahave

come

across

digital

advertisinginthe

past

4weeks63%63%60%56%50%55%52%48%46%45%44%43%39%37%39%38%37%33%31%31%35%31%31%30%26%21%19%26%23%20%Social

media

Search

engines

Video

portalsWebsitesandappsof

brandsOtherappsOnlinestoresVideo

games

Video

streamingservicesEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";

Single

Pick;

Base:

n=52,

Mazda

drivers,

n=1769,

cardrivers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Mazda

drivers

remember

ads

they

saw

on

TV

more

often

than

other

car

driversMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks56%46%46%46%45%44%44%

44%44%40%

40%37%31%29%28%26%

26%25%21%

21%19%10%9%6%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaon

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

yourprimarily

used

car?";Single

Pick;

Base:n=52,

Mazda

drivers,

n=1769,

cardrivers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2