美国共享汽车租车gig car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

sharing:

Gig

Car

Share

usersin

the

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGig

CarShareusers

intheUnited

States: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

GigCarShareusers

intheUnitedStates(’’brandusers’’)

againstU.S.carsharingusers

ingeneral

(’’category

users’’),

and

theoverall

U.S.

onliner,labelled

as’’all

respondents’’

inthe

charts.Numberofrespondents:•

12,000+

forcountries

with

the

extended

survey(including

theUnited

States)•

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

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsGig

Car

Share

ranks

eighth

among

car

sharing

services

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesintheU.S.Enterprise

CarShareZipcar38%37%Drivezy29%28%27%26%25%25%EvoGetaroundTuroFree2MoveGigCarShareJustShareItReachNow22%18%4Notes:Sources:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=748,

carsharing

usersConsumer

Insights

Global

as

of

August

2023Gig

Car

Share

users

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGigCarShareismore

popularamongMillennials

than

other

carsharingservices.Career

advancement

is

more

importanttoGigCarShareusers

than

toother

carsharingusers.Itstands

out

that51%

ofGig

CarShareusers

canimagineusingaself-drivingtaxi.GigCarShareusers

access

the

internetviaasmartwatch

more

often

thantheaverage

carsharing

user.GigCarShareismore

popularamongmale

carsharing

usersthanfemale

carsharingusers.History

isarelatively

prevalent

interestof

GigCarShareusers.43%

ofGig

CarShareusers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

GigCarShare

usersinteract

with

companies

more

oftenthan

other

carsharingusers.Board

or

card

gamesare

relativelyGigCarSharehasalarger

shareofpopularhobbiesamong

Gig

CarShareusers

with

ahigh

income

thanother

car

users.sharingservices.Arelatively

highshare

ofGig

CarShareusers

think

thatimmigration

is

anissuethatneeds

to

beaddressed.GigCarShareusers

remember

seeingadsinnewsletters

more

often

thanother

carsharingusers.GigCarShareusers

aremore

likely

toliveincities

and

urbanareas

thancarsharingusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Gig

Car

Share

is

more

popular

among

Millennials

than

other

car

sharing

servicesDemographic

profile:

generationsAge

of

consumersintheU.S.Brand

users13%74%12%1%2%Category

usersAllrespondents28%55%15%22%37%29%13%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=183,

GigCarShare

users,

n=748,

carsharing

users,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Gig

Car

Share

is

more

popular

among

male

car

sharing

users

than

female

carsharing

usersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users77%23%Category

usersAllrespondents64%36%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=183,

Gig

CarShareusers,n=748,

carsharing

users,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Gig

Car

Share

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%38%36%29%24%24%23%17%12%13%11%9%7%6%4%4%3%1%0%

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

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=183,

GigCar

Shareusers,n=748,

carsharing

users,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Gig

Car

Share

has

a

larger

share

of

users

with

a

high

income

than

other

carsharing

servicesDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users86%6%8%Category

usersAllrespondents56%22%22%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

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=183,

Gig

CarShareusers,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Gig

Car

Share

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersintheU.S.

live73%44%24%20%19%15%13%12%11%10%9%8%7%6%5%5%

5%

4%5%3%2%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

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=183,

Gig

CarShareusers,n=748,

carsharing

users,

n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gig

Car

Share

users

are

more

likely

to

live

in

cities

and

urban

areas

than

carsharing

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.40%33%27%27%23%22%19%18%17%14%14%12%9%8%6%5%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

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=183,

GigCarShareusers,n=748,

carsharing

users,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

202313%

of

Gig

Car

Share

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users13%14%11%87%84%1%Category

usersAllrespondents3%85%4%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=183,

Gig

CarShareusers,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

more

important

to

Gig

Car

Share

users

than

to

other

carsharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.52%51%48%48%43%39%39%39%36%34%34%33%29%33%27%27%31%30%30%25%28%25%24%19%17%12%11%11%14%13%TobesuccessfulAhappyrelationshipHavingagood

timeAdvancingmy

careerSafety

andsecurityAnhonest

andrespectable

lifeLearningnew

thingsMaking

myown

decisionsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=183,

GigCarShareusers,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023History

is

a

relativelyprevalent

interest

of

Gig

Car

Share

usersConsumer

lifestyle:

main

interestsTop10

interestsofGigCar

Share

usersintheU.S.45%42%40%43%42%41%41%40%39%37%38%37%37%37%33%34%34%26%33%33%31%

31%29%29%29%27%27%25%22%22%SportsHealth

&fitnessFamily

&parentingHistoryFinance&economyFood

&diningScience

&technologyArts&literatureFashion&beautyHome

&gardenBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=183,

GigCar

Shareusers,n=748,

carsharing

users,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

2023Board

or

card

gamesare

relatively

popular

hobbies

among

Gig

Car

Share

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGigCar

Share

usersintheU.S.45%42%41%40%35%36%39%37%38%37%37%36%36%36%36%34%33%33%31%31%30%29%28%27%26%23%19%19%19%16%Video

gamingOutdooractivitiesTravelingCars/vehiclesBoard

games/cardgamesPetsMaking

musicPhotographyReadingWritingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=183,

Gig

CarShareusers,n=748,

carsharing

users,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

2023Gig

Car

Share

users

are

more

likely

to

go

cycling

than

other

car

sharing

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGig

Car

Share

usersintheU.S.30%24%24%23%21%20%20%20%17%16%16%16%16%15%12%15%14%12%12%12%Golf11%11%10%9%9%9%8%7%5%4%AmericanFootball

/BasketballCyclingBaseball/SoftballDancingCricketSoccerFitness,aerobics,cardioSwimming/DivingFlagFootballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=89,

GigCar

Shareusers,n=598,

carsharingusers,n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gig

Car

Share

users

are

more

likely

to

follow

golf

than

other

car

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byGigCar

Share

usersintheU.S.34%32%27%25%25%23%22%21%20%20%19%19%17%17%16%15%15%15%12%Golf11%9%9%8%7%7%6%5%4%3%2%CricketAmericanfootballBasketballBaseballBoxingSoccerCyclingTennisAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=83,

Gig

CarShareusers,n=490,

carsharing

users,n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

51%

of

Gig

Car

Share

users

can

imagine

using

a

self-drivingtaxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityintheU.S.54%52%51%41%39%38%35%34%27%27%23%18%18%17%16%ThepublicItrytooptformoreIcanimagineusingaself-driving

taxiDriving

carsisbadfortheenvironmentThere

are

notenough

parkingspaceswhere

Ilivetransportation

system

environmentally-friendlyinmy

area

isgoodmeans

oftransportationBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=183,

GigCar

Shareusers,n=748,

carsharing

users,n=10011,

allrespondentsConsumer

Insights

Global

as

of

August

202343%

of

Gig

Car

Share

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.39%37%

37%33%26%26%25%21%19%14%12%5%4%3%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=183,

Gig

CarShareusers,n=748,carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Gig

Car

Share

users

think

that

immigration

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingtheUnitedStates

accordingto

GigCar

Share

users42%40%36%36%34%34%32%33%33%33%

33%33%32%30%28%31%28%31%31%28%29%27%30%29%29%29%28%27%26%25%EconomicsituationClimatechange

ImmigrationEnvironmentHealth

andsocial

securityCivilrightsEducationHousingFood

andwater

securityPovertyBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:

n=183,

GigCar

Shareusers,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

sharing

users,

Gig

Car

Share

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users12%10%77%1%Category

usersAllrespondents18%21%53%34%8%21%28%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

carsharing

providers

haveyouused

in

the

past

12

months?";

Multi

Pick;Base:n=183,

GigCar

Shareusers,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsGig

Car

Share

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

car

sharing

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet95%90%89%80%80%73%73%72%71%70%67%66%63%60%59%59%57%55%49%47%47%46%37%35%33%26%26%SmartphoneLaptopSmart

TVStreaming

deviceBrand

usersTabletGaming

consoleAllrespondentsSmartwatchSmart

speakersDesktop

PCCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=183,

Gig

CarShareusers,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Gig

Car

Share

users

interact

with

companies

more

often

thanother

car

sharing

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype54%

52%49%52%51%49%54%54%53%51%50%49%49%48%49%46%46%45%44%36%43%43%33%43%42%38%34%27%22%16%8%8%4%2%1%

1%Commentedon

postsLikedcompanypostsSentprivatemessagesSharedcompanypostsFollowedpeopleLiked

postsbyotherusersSharedpostsbyother

usersPostedpictures/videosPosted

texts/statusFollowedIhaveonly

Ihaven’t

usedcompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

you

used

in

the

past12

months?";

Multi

Pick;

Base:

n=183,

Gig

CarShareusers,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gig

Car

Share

users

tend

toread

daily

newspapers

more

often

than

car

sharingusers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks78%78%77%74%70%75%69%67%67%59%66%66%62%50%63%61%54%55%50%49%49%48%46%43%33%38%35%34%28%26%14%25%17%TVDigitalvideocontentMovies

/cinemaDigitalmusiccontentRadioPodcastsMagazinesDailynewspapersOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:

n=183,

GigCarShareusers,n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gig

Car

Share

users

remember

seeing

ads

in

newsletters

more

often

than

othercar

sharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGigCar

Share

usersintheU.S.

have

come

across

digital

advertisinginthe

past4weeks53%52%50%48%44%47%47%45%45%44%37%44%42%40%39%38%37%36%35%36%34%33%29%28%27%26%22%21%14%11%Video

streaming

Social

mediaservicesVideo

gamesVideo

portalsMusicportalsOnlinestores

Search

enginesWebsitesandappsof

brandsEditorialwebsitesandappsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;

Base:

n=183,

GigCarShare

users,

n=748,

carsharing

users,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202357%

of

Gig

Car

Share

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks57%56%56%52%50%40%48%40%47%45%43%43%33%41%34%39%34%33%33%31%29%19%18%16%OnTVAtthemovies

OnadvertisingDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsBy

mailshot

/advertisingmail/cinemaspaceson

thegoBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;

Base:

n=183,

Gig

CarShareusers,n=7