美国汽车租赁用户分析报告：GREEN MOTION租车频道为-外文版培训课件2024.7

CONSUMERS&BRANDSCar

rental:

Green

Motioncustomers

in

the

United

StatesConsumer

Insights

reportMay2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofGreen

Motion

customers

inthe

UnitedStates:

whothey

are;

whatthey

like;

what

theythink;andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,the

report

allows

thereader

toNumberof

respondents:benchmark

Green

Motion

customers

inthe

UnitedStates(’’brandusers’’)

againstU.S.

carrental

bookersingeneral

(’’category

users’’),

and

theoverall

U.S.consumer,

labelled

as

’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

the

extended

survey(including

theUnited

States)•

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

May

2024CHAPTER

01Management

summary•

Brand

usage•

Key

insightsGreen

Motion

ranks

outside

the

top

10

of

most

used

car

rental

providers

in

theU.S.Management

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinthe

U.S.Enterprise

Rent-A-CarBudget41%27%Hertz22%22%BAvis22%ACE

Rent

A

CarAlamo16%15%13%Dollar

CarRentalExpedia13%13%AdvantageRent-A-Car4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=2,036

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024The

current

share

of

car

rental

bookers

using

Green

Motion

is

fairly

similar

to

Q3of

2021Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

GreenMotion5%5%5%5%5%5%5%4%4%4%4%2021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=45-

109

GreenMotion

customers,n=1140

-

2115

carrentalbookersSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsGreen

Motion

is

more

popularamongMillennials

thanother

carrentalproviders.Success

and

career

advancement

arerelatively

important

to

Green

Motioncustomers.Itstands

out

that60%

ofGreen

Motioncustomers

say

thatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.Snapchatis

more

popularamong

GreenMotion

customers

thantheaverage

carrental

booker.Green

Motion

is

more

popularamongReligion

and

spiritualityare

relativelymale

carrental

bookers

than

female

car

prevalent

interests

of

Green

MotionGreen

Motion

customers

rememberseeing

adson

editorial

websites

andappsmore

often

than

other

carrentalbookers.42%

ofGreen

Motion

customers

areinnovators

or

early

adopters

ofnewproducts.rental

bookers.customers.Green

Motion

hasalarger

share

ofcustomers

with

ahigh

income

thanother

carrental

providers.Shoppingisarelatively

popularhobbyamong

Green

Motion

customers.Arelatively

highshare

ofGreen

Motioncustomers

thinkthatcivilrightsareissues

thatneed

tobeaddressed.Green

Motion

customers

are

more

likelytoliveincitiesandurbanareas

than

carrental

bookers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Green

Motion

is

morepopular

among

Millennials

than

other

car

rentalprovidersDemographic

profile:

generationsAge

of

consumersintheU.S.Brand

users30%57%13%1%Category

usersAllrespondents25%42%25%8%24%36%28%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=88

GreenMotion

customers,n=2,036

carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

is

morepopular

among

male

car

rental

bookers

than

femalecarrental

bookersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users76%24%Category

usersAllrespondents55%45%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=88

GreenMotioncustomers,

n=2,036

carrentalbookers,n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202477%

of

Green

Motion

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%39%30%

30%28%22%17%17%17%12%11%9%6%5%5%5%3%3%2%0%

1%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:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=88

Green

Motion

customers,n=2,036

carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

has

a

larger

share

of

customers

with

a

high

income

than

othercar

rental

providersDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users78%14%8%Category

usersAllrespondents50%31%19%33%33%33%HighMiddleLow11

Notes: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=88

GreenMotioncustomers,

n=2,036

carrentalbookers,n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Green

Motion

customers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live59%33%22%20%19%17%16%14%13%12%11%11%8%8%7%6%

6%Other5%5%5%4%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes: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=88

GreenMotion

customers,n=2,036

carrentalbookers,n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

are

more

likely

to

live

in

cities

and

urban

areas

thancar

rental

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.45%31%26%23%23%21%20%20%17%16%11%10%10%8%7%7%6%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=88

GreenMotion

customers,n=2,036

carrentalbookers,

n=60,327

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202414%

of

Green

Motion

customers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users14%85%1%Category

usersAllrespondents10%87%3%11%85%4%YesNoWould

rathernot

say14

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=88

GreenMotion

customers,n=2,036

carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

andcareer

advancement

are

relatively

important

to

Green

MotioncustomersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.57%50%49%49%46%41%45%42%40%41%38%30%30%30%28%25%23%27%26%26%25%20%18%18%17%14%12%12%11%

11%TobesuccessfulSafety

andsecurityMaking

myown

decisionsAhappyrelationshipAnhonest

andrespectable

lifeAdvancingmy

careerLearningnew

thingsSocial

justiceHavingagood

timeTraditionsBrand

usersCategory

usersAllrespondents16

Notes:’’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=88GreenMotion

customers,n=2,036

carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Religion

and

spirituality

are

relativelyprevalent

interests

of

Green

MotioncustomersConsumer

lifestyle:

main

interestsTop10

interestsofGreenMotion

customers

intheU.S.58%56%55%55%53%52%51%42%50%48%47%46%46%45%45%45%40%37%34%34%31%30%30%30%29%27%26%23%22%19%Movies,TVshows&musicFood

&diningSportsFashion&beautyFamily

&parentingReligion

&spiritualityVehicles

&mobilityHealth

&fitnessScience

&technologyTravelBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=88

GreenMotion

customers,n=2,036

carrentalbookers,

n=60,327all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Shopping

is

a

relatively

popular

hobby

among

Green

Motion

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofGreenMotion

customers

intheU.S.64%60%51%50%49%48%48%48%46%41%47%45%44%42%40%40%37%37%36%Pets35%34%34%32%31%30%29%26%24%19%17%ShoppingVideo

gamingMaking

musicTravelingCars/vehiclesCooking/bakingReadingOutdooractivitiesSocializingBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=88

GreenMotioncustomers,

n=2,036

carrentalbookers,n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

are

more

likely

to

play

baseball

or

softball

than

othercar

rental

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofGreenMotion

customers

intheU.S.38%36%32%31%31%28%28%28%27%26%19%16%15%15%15%13%11%12%Golf10%9%9%9%9%8%8%7%6%5%5%4%AmericanfootballBaseball/softballDancingBasketballSoccerBadmintonRunning/joggingCyclingCricket/FlagfootballBrand

usersCategory

usersAllrespondents19

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=49

GreenMotion

customers,n=991

carrentalbookers,

n=22,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202447%

of

Green

Motion

customers

follow

American

footballConsumer

lifestyle:

sports

followedTop10

sports

followed

byGreenMotion

customersintheU.S.47%42%38%32%32%32%31%30%30%28%28%26%23%22%18%15%14%13%11%Golf10%8%8%8%8%7%6%5%5%4%3%AmericanfootballBasketballBaseballBoxingSoccerSwimming/divingVolleyballMotorsportsTennisBrand

usersCategory

usersAllrespondents20

Notes:’’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=48

Green

Motion

customers,n=811

carrentalbookers,

n=17,957

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21It

stands

out

that

60%

of

Green

Motion

customers

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

intheU.S.66%65%60%58%57%52%51%44%41%37%37%36%32%24%23%When

I’mtraveling,Ibook

accommodations,carrentals,etc.spontaneously

viamysmartphoneIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,sustainability

Iusemy

smartphoneWhen

I’mon

vacation,When

itcomes

totraveling,Ialways

lookforthecheapest

offerisimportant

tomeCategory

usersasaguideBrand

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=88

Green

Motion

customers,n=2,036

carrentalbookers,n=10,046

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

May

202442%

of

Green

Motion

customers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.40%38%36%27%26%25%25%22%19%19%11%7%3%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes: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=88

GreenMotion

customers,n=2,036

carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024A

relatively

high

share

of

Green

Motion

customers

think

that

civil

rights

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

GreenMotion

customers52%

52%49%46%43%41%43%43%42%41%41%40%40%40%40%39%38%35%31%35%

35%30%33%34%34%31%28%29%27%26%EducationCivilrightsEconomicsituationEnvironmentHealth

andsocial

securityCrimeImmigrationRising

prices

Climatechange/inflation/Food

andwater

securitycost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:’’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=88

GreenMotion

customers,n=2,036

carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Compared

to

other

car

rental

bookers,

Green

Motion

customers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users11%13%73%3%Category

usersAllrespondents21%20%28%28%40%10%35%17%LeftCenterRightPrefer

notto

answer25

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

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=88

GreenMotion

customers,n=2,036

carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSnapchat

is

morepopular

among

Green

Motion

customers

than

the

averagecar

rental

bookerMarketing

touchpoints:social

media

usageSocial

mediausageintheU.S.

bybrand93%86%86%78%70%79%71%71%69%69%60%55%40%49%50%43%29%22%43%41%27%36%35%23%27%17%20%13%9%4%Facebook

InstagramTikTokSnapchat

X(Twitter)

YouTubeLinkedInPinterestRedditBeReal.Brand

usersCategory

usersAllrespondents27

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=14

GreenMotion

customers,n=500

carrentalbookers,

n=15220

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

tend

to

read

daily

newspapersmore

often

than

carrental

bookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks85%85%82%78%68%78%66%74%70%69%68%67%63%61%52%61%49%53%51%50%49%47%43%32%40%26%36%23%33%25%16%20%13%TVDigitalvideocontentMovies

/cinemaDailynewspapersRadioPodcastsDigitalmusiccontentMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=88

GreenMotion

customers,n=2,036

carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

remember

seeing

ads

on

editorial

websites

and

appsmore

often

than

other

car

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereGreenMotion

customers

intheU.S.

have

come

across

digital

advertisinginthe

past

4weeks66%64%61%61%55%52%51%50%49%48%48%46%45%43%39%32%38%37%37%37%37%31%27%27%27%27%21%19%17%13%Social

media

Video

streaming

Video

gamesservicesVideo

portalsMusicportalsWebsitesandappsof

brandsPodcastsEditorialwebsitesandappsOnlinestores

Search

enginesBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=88

GreenMotioncustomers,

n=2,036carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

May

2024Green

Motion

customers

remember

ads

they

saw

in/at

the

movies/cinemamore

often

than

other

car

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks68%64%61%58%56%55%53%52%40%45%41%41%32%39%33%32%32%29%28%27%25%18%17%15%OnTVAtthemovies

OnadvertisingOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersDirectly

inthe

storeBy

mailshot

/advertisingmail/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi

Pick;Base:n=88

Green

Motion

customers,n=2,036

carrentalbookers,

n=60,327

all

respondentsSources:

Statista

Consumer

In