瑞典航空公司wizz air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&BRANDSAirlines:

Wizz

Air

customers

inSwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofWizz

Aircustomers

inSweden:

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

tobenchmark

WizzAircustomers

inSweden

(’’brandusers’’)

againstSwedish

airline

customers

ingeneral(’’category

users’’),

and

theoverall

Swedish

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Sweden)•

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

insightsWizz

Air

ranks

ninth

among

airlines

in

SwedenManagement

summary:

brandusageand

competitionTop10

most

used

airlinesinSwedenSASScandinavianAirlinesNorwegian41%30%RyanairLufthansa22%12%TurkishAirlinesBritish

AirwaysAirFrance8%8%8%8%8%KLMRoyal

DutchAirlinesWizzAirFinnair7%4Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=676,

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

airline

customers

using

Wizz

Air

grew

by1

percentage

point

sinceQ4

of

2021Management

summary:

brandusagetimelineTimeline

of

airlinecustomers

using

WizzAir8%8%7%7%7%7%7%2021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past12

months?";

Multi

Pick;

Base:

n=30

-

52

Wizz

Air

customers,n=446

-

676

airline

customersConsumer

Insights

Global

as

of

August

2023Sources:Wizz

Air

customers

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsWizzAirismore

popularamongMillennials

thanother

airlines.Being

successful

isless

important

toWizzAircustomers

than

to

other

airlinecustomers.Itstands

out

thatonly

42%

ofWizzAircustomers

want

to

experiencesomething

uniqueduringtheirtravels.WizzAircustomers

access

theinternetviaagaming

console

lessoften

thantheaverage

airlinecustomer.54%

ofWizz

Aircustomers

are

male.Food

and

dining

are

relatively

prevalentinterests

of

WizzAircustomers.52%

ofWizz

Aircustomers

are

in

theearly

majority

ofinnovation

adoptertypes.WizzAircustomers

tendto

followcompanies

on

social

media

more

oftenthan

other

airlinecustomers.WizzAirhasalarger

shareof

customerswith

amedium

household

income

thanother

airlines.WizzAircustomers

aremore

likely

tohavepetsasahobbythanother

airlinecustomers.62%

ofWizz

Aircustomers

thinkthatcrime

is

anissuethatneeds

to

beaddressed.WizzAircustomers

remember

seeingadsinvideo

portalsmore

often

thanother

airlinecustomers.Wizz

Aircustomers

and

airlinecustomers

ingeneral

are

relatively

likelytoliveinlargecities.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Wizz

Air

is

more

popular

among

Millennials

than

other

airlinesDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users21%42%35%27%10%10%Category

usersAllrespondents24%31%20%35%32%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:

n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202354%

of

Wizz

Air

customers

are

maleDemographic

profile:

genderGenderofconsumersinSwedenBrand

users54%54%46%46%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

MultiPick;Base:

n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:23%

of

Wizz

Air

customers

have

a

lower

secondary

educationDemographic

profile:

educationConsumer’s

level

of

educationinSweden28%25%24%23%21%21%21%17%17%16%15%15%14%14%10%6%4%2%2%2%2%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

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wizz

Air

has

a

larger

share

of

customers

with

a

medium

household

income

thanother

airlinesDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users32%41%27%Category

usersAllrespondents44%33%24%33%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

airlines

have

youbookeda

flight

from

in

thepast

12

months?";

Multi

Pick;Base:

n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

airline

customers,

Wizz

Air

customers

are

relatively

likely

tolive

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live33%28%27%27%26%26%24%23%13%10%

10%10%9%

9%8%6%4%3%

3%Other1%

1%Multi-generationalfamilySinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

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

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wizz

Air

customers

and

airline

customers

in

general

are

relatively

likely

to

live

inlargecitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden50%48%42%29%28%27%18%15%13%11%10%8%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

allrespondentsConsumer

Insights

Global

as

of

August

20234%

of

Wizz

Air

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users4%83%13%Category

usersAllrespondents8%84%82%8%9%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

less

important

to

Wizz

Air

customers

than

to

other

airlinecustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%56%52%56%53%47%38%37%36%40%39%36%36%33%29%29%

30%25%19%21%22%18%15%10%14%13%12%10%9%8%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeHavingagood

timeMaking

myown

decisionsLearningnew

thingsSocial

justiceAdvancingmy

careerTraditionsTobesuccessfulBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:n=52,

WizzAir

customers,n=676,

airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Food

and

dining

are

relatively

prevalent

interests

of

Wizz

Air

customersConsumer

lifestyle:

main

interestsTop10

interestsofWizzAircustomers

inSweden69%65%63%58%54%57%54%50%49%46%36%44%42%38%38%38%

38%32%34%31%37%37%36%35%33%32%32%32%31%26%TravelFood

&diningMovies,TVshows&musicHealth

&fitnessPolitics&societyandcurrentworld

eventsFashion&beautySportsHistoryScience

&technologyHome

&gardenBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

from

in

the

past

12

months?";

Multi

Pick;

Base:

n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

allrespondentsConsumer

Insights

Global

as

of

August

2023Wizz

Air

customers

are

more

likely

to

have

pets

as

a

hobby

than

other

airlinecustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofWizzAircustomersinSweden75%63%46%47%46%46%44%43%43%40%41%40%40%39%37%37%35%35%34%31%31%25%29%26%Pets26%

26%25%24%24%20%TravelingOutdooractivitiesSocializingCooking/bakingReadingDoing

sportsandfitnessGardeningandplantsCars/vehiclesVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

allrespondentsConsumer

Insights

Global

as

of

August

2023Wizz

Air

customers

are

more

likely

to

go

hunting

or

fishing

than

other

airlinecustomersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofWizzAircustomers

inSweden27%25%22%21%21%20%15%19%18%17%15%15%13%12%12%12%12%10%10%9%9%9%8%7%8%7%6%5%5%4%HikingRunning/JoggingCyclingHunting/FishingSwimming/DivingBadmintonBasketballSoccerDancingFitness,aerobics,cardioBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

airlines

have

youbookedaflight

fromin

the

past12

months?";

Multi

Pick;Base:n=24,

Wizz

Air

customers,n=340,

airlinecustomers,n=5219,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wizz

Air

customers

are

more

likely

to

follow

basketball

than

other

airlinecustomersConsumer

lifestyle:

sports

followedTop10

sports

followed

byWizzAircustomers

inSweden31%29%22%21%18%16%15%13%13%13%12%12%12%11%10%9%

9%7%7%6%6%7%5%5%5%5%4%4%3%3%SoccerIceHockeyHandballAthletics(track&field)BasketballTennisGolfMotorsportsSwimming/divingAmericanfootballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=20,

Wizz

Air

customers,n=260,

airlinecustomers,n=3856,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

42%

of

Wizz

Air

customers

want

to

experience

somethingunique

during

their

travelsConsumer

attitudes:travelAgreementwithstatements

towards

travel

inSweden64%62%52%51%48%47%43%42%39%33%27%22%22%21%19%When

I’mon

vacation,Iusemy

smartphoneasaguideWhen

itcomes

totraveling,Ialways

lookforthecheapest

offerIwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mtraveling,Ibook

accommodations,

traveling,sustainabilitycarrentals,etc.spontaneously

viamysmartphoneWhen

itcomes

toisimportant

tomeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past12

months?";

Multi

Pick;Base:

n=52,

Wizz

Air

customers,n=676,

airline

customers,n=2028,

allrespondentsConsumer

Insights

Global

as

of

August

202352%

of

Wizz

Air

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden52%39%38%26%

26%24%23%17%16%13%12%11%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=52,

Wizz

Air

customers,

n=676,airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

202362%

of

Wizz

Air

customers

think

that

crime

is

an

issue

that

needs

to

beaddressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoWizzAircustomers64%62%61%55%50%53%52%50%45%46%

44%40%38%34%35%

34%36%39%38%36%37%37%35%33%33%32%32%31%31%25%CrimeEconomicsituationRising

prices/inflation/cost

of

livingImmigrationHealth

andsocial

securityEnvironment

Climatechange

UnemploymentEducationHousingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;Base:

n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

Wizz

Air

customers

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users27%26%26%27%29%37%17%Category

usersAllrespondents25%12%26%34%15%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

airlines

have

youbookedaflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=52,

Wizz

Air

customers,n=676,

airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsWizz

Air

customers

access

the

internet

via

a

gaming

console

less

often

than

theaverage

airline

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet93%92%88%78%77%73%71%70%60%54%53%51%50%47%46%45%43%37%34%32%32%27%27%25%24%24%19%SmartphoneLaptopSmart

TVStreaming

deviceBrand

usersTabletDesktop

PCGaming

consoleSmartwatchSmart

speakersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:

n=52,

Wizz

Air

customers,n=676,

airlinecustomers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wizz

Air

customers

tend

to

follow

companies

on

social

media

more

often

thanother

airline

customersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type77%73%66%73%71%64%58%56%52%51%

52%48%46%46%39%40%38%35%31%33%28%35%33%31%29%26%27%16%23%14%7%6%6%6%3%2%Liked

posts

Sentprivate

CommentedFollowedpeoplePostedpictures/videosSharedpostsbyother

usersFollowedcompaniesPosted

texts/statusLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;Base:n=52,

Wizz

Air

customers,

n=676,

airlinecustomers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wizz

Air

customers

tend

to

go

to

the

movies

more

often

than

airline

customersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks88%82%81%78%71%72%69%69%66%65%62%

62%62%59%57%54%44%54%43%40%38%38%

38%37%35%32%31%23%15%

14%23%

22%19%DigitalvideocontentTVMovies

/cinemaRadioOnlinenews

DigitalmusicPodcastsDailynewspapersMagazinesWeeklynewspapersOnlinemagazineswebsitescontentBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

airlines

have

you

bookedaflight

from

in

the

past

12

months?";

Multi

Pick;Base:n=52,

Wizz

Aircustomers,

n=676,

airline

customers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wizz

Air

customers

remember

seeing

ads

in

video

portals

more

often

thanother

airline

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereWizz

Aircustomers

inSweden

havecome

across

digitaladvertisinginthepast4weeks58%49%45%43%43%41%38%38%37%33%31%31%31%28%29%29%27%24%21%26%19%26%20%24%24%22%21%21%19%17%Video

portalsSocial

media

Search

engines

Onlinestores

Video

streamingservicesWebsitesandappsof

brandsNewslettersEditorialwebsitesandappsMusicportalsOtherappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbooked

aflight

fromin

the

past

12

months?";

Multi

Pick;

Base:n=52,

Wizz

Air

customers,n=676,

airlinecustomers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Wizz

Air

customers

remember

ads

they

saw

on

TV

less

often

than

other

airlinecustomersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks49%45%45%44%42%40%39%38%33%33%28%33%31%31%30%29%29%29%27%27%21%24%22%17%Onadvertising

By

mailshot

/InprinteddailynewspapersOnTVDirectly

inthestoreOntheradioInprintedmagazinesandjournalsAtthemovies/cinemaspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

airlines

have

youbookeda

flight

fromin

the

past12

months?";

Multi

Pick;

Base:n=5