澳大利亚租车用户分析报告：Flexicar-外文版培训课件2024.7

CONSUMERS&BRANDSCar

sharing:

Flexicar

users

inAustraliaConsumer

Insights

reportJune2024Statista

Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology(1)Design:

OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFlexicar

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,the

report

allows

thereader

tobenchmark

Flexicar

users

inAustralia(’’brand

users’’)againstAustraliancarsharing

usersingeneral(’’category

users’’),

and

the

overall

Australianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

the

extended

survey(including

Australia)•

2,000+

forthe

basicsurveyThereport

isupdatedquarterly

andisbased

on

datafrom

the

StatistaConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than

15,000brandsacross

56

countries.Sample:

Internet

users,

aged18

–64,

quotasset

ongender

and

ageFieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

21%,

Flexicar

is

one

of

the

top

5

carsharing

services

inAustraliaManagement

summary:

brandusageand

competitionTop10

most

used

car

sharingservicesinAustraliaUber

Carshare(CarNext

Door)41%Drive

My

CarDrive

mateFlexicar39%23%21%21%21%GoGetGreenShareCarKINTOSharePopcar14%12%11%TuroStudentCarShare7%4Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=275

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024The

share

of

carsharing

users

using

Flexicar

grew

by8

percentage

points

since2021Management

summary:

brandusagetimelineTimeline

of

carsharingusersusing

Flexicar24%23%22%22%22%21%21%20%20%18%17%15%13%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=32-

68

Flexicarusers,n=177

-

308

carsharing

usersSources:

Statista

Consumer

Insights

Global

as

of

June

2024Flexicar

users

in

AustraliaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFlexicar

ismore

popularamongMillennials

thanother

carsharingservices.Career

advancement

is

lessimportanttoFlexicar

users

thanto

other

carsharingusers.Itstands

out

that48%

ofFlexicar

userswould

liketo

switch

to

more

eco-friendly

transportation.Pinterest

ismore

popularamongFlexicar

users

thantheaverage

carsharinguser.Similartoother

carsharing

services,Flexicar

hasahighshareof

maleusers.VIPsand

celebrities

arerelativelyprevalent

interests

of

Flexicar

users.38%

ofFlexicar

usersare

innovators

orearly

adoptersof

new

products.Flexicar

users

remember

seeing

adsoneditorial

websites

andapps

more

oftenthan

other

carsharingusers.Flexicar

hasalarger

share

ofusers

with

Shoppingisarelatively

popularhobbyArelatively

highshare

ofFlexicar

usersthink

thatthe

environment

isanissuethatneeds

to

beaddressed.alow

income

than

othercarsharingservices.among

Flexicar

users.Flexicar

users

aremore

likely

to

live

inmegacities

than

carsharingusers

ingeneral.6Sources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Flexicar

is

more

popular

among

Millennials

than

other

carsharing

servicesDemographic

profile:

generationsAge

of

consumersinAustraliaBrand

users26%60%52%12%2%2%Category

usersAllrespondents29%16%24%38%29%9%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=58

Flexicar

users,n=275

carsharing

users,

n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Similar

to

other

carsharing

services,

Flexicar

has

a

high

share

of

male

usersDemographic

profile:

genderGenderofconsumersinAustraliaBrand

users64%63%36%37%Category

usersAllrespondents50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=58

Flexicarusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Flexicar

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustralia45%37%30%22%20%21%20%16%15%14%11%10%9%9%9%3%2%

2%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:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=58

Flexicarusers,n=275

carsharing

users,n=12,120all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Flexicar

has

a

larger

share

of

users

with

a

low

income

than

other

carsharingservicesDemographic

profile:

incomeShare

ofconsumersinAustralia

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users40%40%29%31%Category

usersAllrespondents36%24%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

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:n=58

Flexicarusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

Flexicar

users

are

relatively

likely

to

live

ina

household

of

twoor

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustralialive43%43%32%20%17%17%16%13%12%10%10%10%9%9%8%7%5%5%5%4%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes: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=58Flexicarusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Flexicar

users

are

more

likely

to

live

in

megacities

than

carsharing

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustralia32%29%26%26%24%20%20%18%18%16%16%14%11%10%8%7%4%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

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=58

Flexicar

users,

n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

20242%

of

Flexicar

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustraliaBrand

users2%97%2%2%Category

usersAllrespondents6%92%9%88%3%YesNoWould

rathernot

say14

Notes:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;

Base:

n=58

Flexicarusers,n=275

carsharing

users,n=12,120all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedCareer

advancement

is

less

important

to

Flexicar

users

than

to

other

carsharingusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustralia57%55%49%49%45%45%43%43%41%38%35%32%33%30%27%29%29%29%25%25%20%17%14%12%14%14%14%12%12%11%AhappyrelationshipTobesuccessful

Anhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsSafety

andsecurityMaking

myown

decisionsTraditionsSocial

justiceAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:’’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=58Flexicarusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024VIPs

and

celebrities

are

relatively

prevalent

interests

of

Flexicar

usersConsumer

lifestyle:

main

interestsTop10

interestsofFlexicarusersinAustralia51%42%47%38%45%43%43%43%41%41%41%40%40%38%33%36%34%34%34%34%33%30%30%28%25%25%22%22%20%13%Health

&fitnessFood

&diningScience

&technologyMovies,TVshows&musicTravelHistoryVIPs&celebritiesCareer

&educationHome

&gardenVehicles

&mobilityBrand

usersCategory

usersAllrespondents17

Notes:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=58

Flexicar

users,n=275

carsharing

users,n=12,120

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Shopping

is

a

relatively

popular

hobby

among

Flexicar

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFlexicarusersinAustralia53%50%43%41%37%36%36%36%40%39%39%38%38%38%35%30%34%34%

35%30%32%31%29%29%28%27%24%24%20%19%ShoppingOutdooractivitiesTech

/computersTravelingDoing

sportsandfitnessCars/vehiclesSocializingCooking/bakingPhotographyVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:n=58

Flexicarusers,n=275

carsharing

users,n=12,120

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Flexicar

users

are

more

likely

to

play

australian

football

than

other

car

sharingusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFlexicarusersinAustralia34%29%24%22%19%17%17%17%17%17%17%13%15%16%15%15%10%14%12%11%11%10%Golf10%9%8%8%8%6%6%6%AustralianFootballBadmintonCyclingBasketballHikingCricketDancingFitness,aerobics,

cardioRunning/joggingBrand

usersCategory

usersAllrespondents19

Notes:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past12

months?";

Multi

Pick;Base:

n=35

Flexicar

users,n=128

carsharing

users,n=4,799

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Flexicar

users

are

more

likely

to

followboxing

than

other

car

sharing

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFlexicarusersinAustralia17%18%17%17%14%14%13%12%12%11%10%10%10%10%10%11%9%9%9%9%8%8%7%7%6%6%6%4%4%4%BoxingAustralianFootballBaseballBasketballAmericanfootballCricketRugbySoccerMotorsportsAthletics(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:’’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=16

Flexicarusers,n=77

carsharing

users,n=3,931

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

mobility•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21It

stands

out

that

48%

of

Flexicar

users

would

like

to

switch

to

moreeco-friendlytransportationConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinAustralia53%48%46%38%38%36%36%31%27%23%22%21%21%20%18%ThepublicItrytooptformoreThere

are

notenough

parkingspaceswhere

IliveIcanimagineusingaself-driving

taxiDriving

cars

isbadfortheenvironmenttransportation

system

environmentally-friendlyinmy

area

isgoodmeans

oftransportationBrand

usersCategory

usersAllrespondents22

Notes:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=58

Flexicarusers,n=275

carsharing

users,n=2,022

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

202438%

of

Flexicar

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustralia43%40%38%38%29%24%21%17%17%14%12%5%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes: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=58

Flexicarusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Flexicar

users

think

that

the

environment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Australiaaccording

toFlexicarusers61%53%40%40%40%33%32%33%38%37%37%34%34%34%27%28%33%31%31%29%29%28%

28%28%28%25%24%22%17%13%HousingClimatechangeEducationEnvironmentEconomicsituationRising

prices/inflation/cost

of

livingPovertyUnemploymentHealth

andsocial

securityCivilrightsBrand

usersCategory

usersAllrespondents24

Notes:’’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=58

Flexicar

users,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Compared

to

other

car

sharing

users,

Flexicar

users

tend

to

have

more

rightleaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustraliaBrand

users12%26%62%0%Category

usersAllrespondents16%37%43%25%5%20%42%14%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

carsharing

providers

haveyouused

in

the

past

12

months?";

Multi

Pick;Base:n=58

Flexicarusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsPinterest

is

more

popular

among

Flexicar

users

than

the

average

car

sharinguserMarketing

touchpoints:social

media

usageSocial

mediausageinAustraliabybrand87%81%76%72%60%59%60%

60%60%60%57%40%54%53%47%36%26%

26%40%36%21%33%33%28%23%22%12%5%11%5%Facebook

Instagram

PinterestTikTokYouTube

X(Twitter)

SnapchatLinkedInFlickrTumblrBrand

usersCategory

usersAllrespondents27

Notes:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=15

Flexicarusers,n=90

carsharing

users,n=3009

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Flexicar

users

tend

to

read

magazines

more

often

than

carsharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustraliahavebeen

using

inthepast4weeks84%79%78%70%74%

74%71%66%64%54%64%64%62%59%

57%56%55%50%37%47%41%37%39%24%40%39%24%36%33%31%17%24%14%Digitalvideo

Digitalmusiccontent

contentTVMovies

/cinemaPodcastsMagazinesDailynewspapersRadioOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

carsharing

providershave

youused

in

the

past12

months?";

Multi

Pick;Base:

n=58

Flexicar

users,

n=275

carsharing

users,n=12,120

allrespondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Flexicar

users

remember

seeing

ads

on

editorial

websites

and

apps

more

oftenthan

other

carsharing

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFlexicarusersinAustraliahavecome

across

digitaladvertisinginthepast4weeks48%47%47%47%44%45%45%43%35%41%41%41%41%40%39%38%36%34%34%33%31%30%29%29%29%28%24%21%19%14%EditorialwebsitesandappsSearch

engines

Video

streaming

Video

gamesservicesMusicportalsVideo

portalsPodcastsWebsitesandappsof

brandsSocial

mediaOnlinestoresBrand

usersCategory

usersAllrespondents29

Notes:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=58

Flexicarusers,n=275

carsharingusers,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024Flexicar

users

remember

ads

they

saw

in

printed

daily

newspapersmore

oftenthan

other

carsharing

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustraliahavecome

across

non-digital

advertisinginthepast4weeks53%52%50%47%45%45%38%45%43%41%41%40%40%38%36%34%34%34%28%26%21%20%17%16%Directly

inthe

storeBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies

OnadvertisingOnTVInprinteddailynewspapersOntheradio/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

carsharing

providers

have

youused

in

the

past

12

months?";

Multi

Pick;Base:n=58

Flexicarusers,n=275

carsharing

users,n=12,120

all

respondentsSources:

Statista

Consumer

Insights

Global

as

of

June

2024STATISTACONSUMER

INSIGH