机构研究报告-荷兰拼车软件用户分析报告：Bolt

温馨提示：以下内容均为外文报告原文，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSRidesharing:BoltusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofBoltusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBoltusersintheNetherlands(’’brandusers’’)againstDutchridesharingusersingeneral(’’categoryusers’’),andtheoverallDutchconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingtheNetherlands)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofBolthasgrowncomparedto2021Q4Managementsummary:brandusagetimelineTimelineofridesharingusersusingBolt27%27%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%26%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%23%23%22%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%17%52021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=35-94Boltusers,n=204-362ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024BoltusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsBoltismorepopularamongGenerationZthanotherridesharingservices.Bolthasmoremalethanfemaleusers.Justlikeridesharingusersingeneral,Boltusersarerelativelylikelytohaveahighincome.Boltusersaremorelikelytoliveinlargecitiesthantheaverageconsumer.AnhonestandrespectablelifeislessimportanttoBoltusersthantootherridesharingusers.GamingandeSportsarerelativelyprevalentinterestsofBoltusers.SportsandfitnessarerelativelypopularhobbiesamongBoltusers.Itstandsoutthat59%ofBoltusersthinkthatthepublictransportationsystemintheirareaisgood.18%ofBoltusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofBoltusersthinkthathousingisanissuethatneedstobeaddressed.LinkedInismorepopularamongBoltusersthantheaverageridesharinguser.Boltusersrememberseeingadsinonlinestoresmoreoftenthanotherridesharingusers.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+BoltismorepopularamongGenerationZthanotherridesharingservicesDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers46%41%13%0%Categoryusers36%38%21%4%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BolthasmoremalethanfemaleusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers57%43%Categoryusers54%46%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBoltusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%38%28%31%26%23%17%17%17%2%2%3%10%13%7%4%4%10%2%4%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Justlikeridesharingusersingeneral,BoltusersarerelativelylikelytohaveahighincomeDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers44%28%28%Categoryusers42%30%27%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202421%ofBoltusersliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive26%27%28%29%21%21%22%21%22%7%12%8%11%11%9%9%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildren5%2%1%Multi-generationalTwoormorerelatedadults4%3%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024BoltusersaremorelikelytoliveinlargecitiesthantheaverageconsumerDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands41%38%34%34%34%30%20%22%24%13Notes:Sources:12%6%4%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202412%ofBoltusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers12%82%6%Categoryusers10%84%6%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeislessimportanttoBoltusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands66%58%55%49%50%55%37%28%39%41%34%29%35%42%31%34%18%21%18%23%23%18%15%18%13%12%9%10%8%11%AhappyrelationshipHavingagoodtimeTobesuccessfulSafetyandsecurityLearningnewthingsAnhonestandrespectablelifeMakingmyowndecisionsSocialjusticeAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024GamingandeSportsarerelativelyprevalentinterestsofBoltusersConsumerlifestyle:maininterestsTop10interestsofBoltusersintheNetherlands55%55%50%51%54%47%47%47%37%44%41%33%41%51%50%34%32%26%33%31%28%32%34%27%30%24%29%24%14%16%Food&diningTravelHealth&fitnessSportsMovies,TVshowsFinance&economyHistoryFamily&parentingGaming&eSportsCareer&education17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SportsandfitnessarerelativelypopularhobbiesamongBoltusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofBoltusersintheNetherlands48%47%39%45%37%31%41%33%27%41%38%32%39%39%37%34%33%31%34%28%26%31%32%38%32%30%32%29%24%17%TravelingOutdooractivitiesDoingsportsandfitnessSocializingCooking/bakingShoppingVideogamingReadingPetsPhotography18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BoltusersaremorelikelytoplaysoccerthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofBoltusersintheNetherlands28%23%18%21%15%9%20%16%11%20%11%7%19%17%16%16%10%5%16%10%5%14%10%6%12%7%3%10%6%4%Fitness,aerobics,cardioSwimming/DivingRunning/joggingSoccerHikingCyclingYoga/pilatesDancingBasketballTennis19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=53Boltusers,n=344ridesharingusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024BoltusersaremorelikelytofollowbasketballthanotherridesharingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyBoltusersintheNetherlands34%31%25%16%12%14%7%9%5%10%8%5%7%8%9%7%8%7%5%6%4%4%4%4%3%3%2%3%2%3%20Notes:Sources:SoccerTennisBasketballBoxingCyclingMotorsportsMixedAthleticsMartialArts(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=41Boltusers,n=344ridesharingusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballWintersportsCHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat59%ofBoltusersthinkthatthepublictransportationsystemintheirareaisgoodConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityintheNetherlands62%56%59%59%50%35%38%30%24%28%23%24%22%15%12%OwningacarisimportanttomeThepublictransportationsystemTherearenotenoughparkingIspendtoomuchtimecommutingIcanimagineusingaself-drivingtaxi22Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202418%ofBoltusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands48%45%37%31%24%18%17%20%17%21%14%8%0%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofBoltusersthinkthathousingisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoBoltusers56%50%56%49%46%54%46%41%43%44%45%35%29%29%31%31%33%31%36%31%30%34%27%27%26%27%35%26%25%31%HousingRisingprices/inflation/ImmigrationClimatechangeEconomicsituationPovertyEducationEnvironmentHealthandsocialsecurityCrime24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyBoltusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers17%39%30%14%Categoryusers22%36%31%11%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints64%LinkedInismorepopularamongBoltusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand76%73%66%60%66%66%63%59%53%42%52%51%47%43%32%35%25%36%32%19%28%28%25%21%13%9%17%13%6%27Notes:Sources:InstagramFacebookYouTubeLinkedInTikTokSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=58Boltusers,n=192ridesharingusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202468%BoltuserstendtogotothemoviesmoreoftenthanridesharingusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks81%78%76%62%69%65%66%65%65%64%64%55%56%39%51%48%43%48%44%30%39%37%29%38%36%27%30%28%19%18%14%13%DigitalvideocontentTVDigitalmusiccontentRadioMovies/cinemaOnlinenewswebsitesPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BoltusersrememberseeingadsinonlinestoresmoreoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereBoltusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks50%49%49%38%44%40%41%33%27%39%35%38%29%32%26%27%29%21%27%22%14%26%29%20%23%24%16%19%16%15%VideoportalsSocialmediaOnlinestoresSearchenginesWebsitesandappsofbrandsVideogamesPodcastsVideostreamingservicesMusicportalsEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024BoltusersrememberadvertisingtheyheardontheradiomoreoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks44%38%43%37%39%40%37%37%36%31%32%32%31%28%16%28%25%20%26%24%21%21%25%19%DirectlyinOnTVOntheOnadvertisingAtthemoviesInprintedBymailshot/Inprintedthestoreradiospaces/cinemamagazinesadvertisingdailyonthegoandjournalsmailnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=94Boltusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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