澳大利亚拼车顺风车用户分析报告：13cabs-外文版培训课件2024.7微信支付宝

CONSUMERS&BRANDSRide

sharing:

13cabs

users

inAustraliaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

of13cabs

usersinAustralia:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

13cabs

usersinAustralia(’’brand

users’’)againstAustralianridesharingusers

ingeneral(’’category

users’’),

and

theoverall

Australianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Australia)•

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

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insights13cabs

is

the

second

most

used

ride

sharing

service

in

Australia

after

Uber

andhas

a

user

share

of

38%Management

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinAustraliaUber73%13cabs38%DiDiSilverTop

TaxiOla31%11%10%Eureka

Taxi8%6%GoCatchHopHop

RideComfortDelGro

SWANTAXIiHail6%6%5%4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=1,035

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024The

share

of

ride

sharing

users

using

13cabs

declined

by4

percentage

pointssince

Q3

of

2023Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

13cabs42%41%40%40%38%2023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=101

-

415

13cabs

users,n=251

-

1035

ridesharing

usersSources:Consumer

Insights

Global

as

of

June

202413cabs

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

13cabs

usersandridesharingusers

overall

isfairlysimilar.Career

advancement

is

animportantaspect

of

lifefor

16%

of

13cabs

users.69%

of13cabs

usersstatethatowning

acarisimportant

tothem.LinkedInismore

popularamong

13cabsusers

thanthe

average

ridesharinguser.13cabs

users

aremore

interested

inhistory

thanotherride

sharingusers.21%

of13cabs

usersare

inthelatemajority

of

innovationadopter

types.53%

of13cabs

usersare

male.13cabs

users

remember

seeing

adsinvideo

portalsmore

often

than

theaverage

consumer.Justlikeridesharing

usersingeneral,13cabs

users

arerelatively

unlikely

tohavealow

income.13cabs

users

aremore

likely

to

havesocializing

asahobbythantheaverageconsumer.Arelatively

highshare

of13cabs

usersthink

thatpoverty

isanissuethatneedstobeaddressed.Ride

sharingusers

ingeneral

and13cabs

users

specifically,

liveinsimilartypeofcommunities.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

13cabs

users

and

ride

sharing

users

overall

is

fairlysimilarDemographic

profile:

generationsAgeof

consumersinAustraliaBrand

users24%42%26%7%Category

usersAllrespondents27%43%25%5%24%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=396

13cabs

users,n=1,035

ride

sharing

users,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

202453%

of

13cabs

users

are

maleDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users53%51%47%49%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=396

13cabs

users,n=1,035

ride

sharing

users,n=12,120

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024The

education

level

of

13cabs

users

and

ride

sharing

users

are

similarDemographic

profile:

educationConsumer’s

level

of

educationinAustralia35%33%30%20%20%21%19%

19%18%15%14%13%12%11%11%2%

2%

2%Bachelor

degree

Master

degree

Doctoral

degree1%

1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=396

13cabs

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Just

like

ride

sharing

users

in

general,

13cabs

users

are

relatively

unlikely

to

havea

low

incomeDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users38%39%38%36%25%25%Category

usersAllrespondents33%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=396

13cabs

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024The

living

arrangements

of

13cabs

users

and

ride

sharing

users

overall

aresimilarDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive35%35%32%20%19%18%16%14%14%13%13%

12%9%9%8%7%

7%Other7%5%3%

3%Multi-SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

morehouseholdgenerationalfamilyrelated

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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=396

13cabs

users,

n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024Ride

sharing

users

in

general

and

13cabs

users

specifically,

live

in

similar

type

ofcommunitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia31%29%

29%21%19%

20%19%18%17%14%13%13%

13%11%11%8%6%6%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;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=396

13cabs

users,n=1,035

ride

sharingusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202410%

of

13cabs

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users10%10%9%88%88%2%2%3%Category

usersAllrespondents88%YesNoWould

rathernot

say14

Notes:Sources:’’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=396

13cabs

users,n=1,035ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

an

important

aspect

of

life

for

16%

of

13cabs

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia58%57%55%45%49%48%42%43%42%35%32%34%32%32%28%26%30%29%26%24%25%14%16%11%11%14%12%10%11%8%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityHavingagood

timeTobesuccessfulMaking

myown

decisionsLearningnew

thingsAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’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=396

13cabs

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202413cabs

users

are

more

interested

in

history

than

other

ride

sharing

usersConsumer

lifestyle:

main

interestsTop10

interestsof13cabs

usersinAustralia53%55%52%51%51%48%43%47%41%46%43%38%41%39%37%32%37%37%37%35%34%30%33%31%32%27%31%30%30%28%Movies,TVshows&musicFood

&diningTravelHealth

&fitnessHome

&gardenSportsHistoryFinance&economyScience

&technologyFashion&beautyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=396

13cabs

users,n=1,035

ride

sharingusers,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202413cabs

users

are

more

likely

to

have

socializing

as

a

hobby

than

the

averageconsumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

of13cabs

usersinAustralia47%45%45%43%42%41%39%39%38%39%31%32%36%34%36%36%36%34%34%

31%30%33%

29%29%33%32%32%31%24%30%Cooking/bakingTravelingOutdooractivitiesSocializingReadingPetsShoppingVideo

gamingGardeningandplantsDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=396

13cabs

users,n=1,035

ridesharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

13cabs

users

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesof13cabs

usersinAustralia19%18%16%15%15%

15%14%14%14%13%13%13%12%12%12%12%12%11%11%11%10%10%10%9%9%8%8%8%8%6%Fitness,aerobics,

cardioHikingCyclingRunning/joggingAustralianFootballSwimming/DivingYoga

/pilatesBasketballDancingTennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’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=200

13cabs

users,n=503

ride

sharing

users,n=4,799

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

13cabs

users

follow

tennis

players

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

by13cabs

usersinAustralia22%21%18%18%16%16%15%14%12%14%13%13%13%11%12%10%10%11%9%8%8%8%7%7%7%6%6%6%6%5%AustralianFootballCricketTennisSoccerBasketballRugbyBoxingAmericanfootballMotorsportsMixedMartial

ArtsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’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=155

13cabsusers,n=382

ride

sharing

users,n=3,931

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2169%

of

13cabs

users

state

that

owning

a

car

is

important

to

themConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustralia69%67%65%46%

46%38%26%25%24%23%23%23%20%18%18%Owning

acarisimportant

to

meThepublictransportation

systeminmy

area

isgoodThere

are

notenough

parkingspaceswhere

IliveIspend

toomuchtimecommutingIcanimagineusingaself-driving

taxiBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’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=396

13cabs

users,n=1,035

ride

sharingusers,n=2,022

all

respondentsConsumer

Insights

Global

as

of

June

202421%

of

13cabs

users

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia38%

38%35%29%27%27%21%21%18%16%

16%12%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources: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=39613cabs

users,n=1,035

ride

sharing

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

13cabs

users

think

that

poverty

is

an

issue

that

needsto

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

to13cabs

users59%63%61%61%54%53%38%38%42%41%33%32%37%37%33%37%35%35%31%34%

31%28%34%32%31%31%30%29%29%29%Rising

prices/inflation/cost

of

livingHousingHealth

andsocial

securityEconomicsituationPovertyUnemploymentCrimeEducationClimatechange

EnvironmentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’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=396

13cabs

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202436%

of

13cabs

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users20%20%20%36%32%12%11%Category

usersAllrespondents40%29%42%25%14%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=396

13cabs

users,n=1,035

ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

13cabs

users

than

the

average

ride

sharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand84%

77%76%61%59%60%59%51%54%50%44%40%37%25%31%32%22%27%27%26%26%18%16%23%23%22%21%10%7%5%FacebookYouTube

InstagramTikTokLinkedInSnapchatPinterestRedditX(Twitter)FlickrBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=82

13cabs

users,n=259

ride

sharing

users,n=3009

all

respondentsConsumer

Insights

Global

as

of

June

202413cabs

users

tend

to

listen

to

the

radio

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks82%78%74%78%77%70%65%65%64%54%58%55%48%48%43%37%44%37%42%

41%33%

32%27%30%

28%24%24%22%21%19%

17%17%14%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsPodcastsMovies

/cinemaDailynewspapersMagazinesOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’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=396

13cabs

users,n=1,035ride

sharing

users,n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202413cabs

users

remember

seeing

ads

in

video

portals

more

often

than

theaverage

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhere13cabs

usersinAustralia

havecome

across

digital

advertisinginthepast4weeks51%51%51%45%48%41%43%39%35%38%37%36%35%28%34%29%34%30%30%29%21%26%28%27%24%19%24%19%

19%14%Video

portalsSocial

media

Search

engines

OnlinestoresWebsitesandappsof

brandsVideo

streaming

MusicportalsservicesPodcastsVideo

gamesEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’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=396

13cabsusers,n=1,035

ride

sharing

users,

n=12,120

all

respondentsConsumer

Insights

Global

as

of

June

202413cabs

users

remember

advertising

they

heard

on

the

radio

more

often

thanother

ride

sharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks56%52%47%

47%45%40%45%40%44%36%34%34%32%29%29%27%26%21%20%19%

19%17%17%16%OnTVOnadvertisingspacesOntheradioDirectly

inthestoreBy

mailshot

/

AtthemoviesInprinteddailynewspapersInprintedmagazinesandjournalsadvertisingmail/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’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=39613cabs

users,n=1,035

ride

sharing

users,

n=12,120

all

respondentsConsumer

Insigh