机构研究报告-荷兰拼车软件用户分析报告：Taxi Direct

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:TaxiDirectusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofTaxiDirectusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkTaxiDirectusersintheNetherlands(’’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•KeyinsightsThemarketshareofTaxiDirecthasdeclinedcomparedto2021Q4Managementsummary:brandusagetimelineTimelineofridesharingusersusingTaxiDirect21%21%21%20%20%19%20%20%19%20%20%19%20%20%19%20%20%19%20%20%19%20%20%19%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%18%18%18%18%18%18%18%18%18%20%20%20%17%17%17%17%17%17%17%17%17%20%20%20%20%20%20%15%15%15%15%15%15%15%15%15%20%20%20%52021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=41-76TaxiDirectusers,n=204-362ridesharingusersSources:ConsumerInsightsGlobalasofAugust2024TaxiDirectusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTaxiDirectismorepopularamongGenerationXthanotherridesharingservices.TaxiDirectismorepopularamongmaleridesharingusersthanfemaleridesharingusers.TaxiDirecthasalargershareofuserswithamediumhouseholdincomethanMakingtheirowndecisionsislessimportanttoTaxiDirectusersthantootherridesharingusers.HealthandfitnessarerelativelyprevalentinterestsofTaxiDirectusers.VideogamingisarelativelypopularhobbyamongTaxiDirectusers.Itstandsoutthat34%ofTaxiDirectuserscanimagineusingaself-drivingtaxi.52%ofTaxiDirectusersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofTaxiDirectusersthinkthattheenvironmentisanissuethatneedstobeaddressed.SnapchatismorepopularamongTaxiDirectusersthantheaverageridesharinguser.TaxiDirectusersrememberseeingadsonsocialmedialessoftenthanotherridesharingusers.otherridesharingservices.TaxiDirectusersaremorelikelytoliveinsmalltownsthanridesharingusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TaxiDirectismorepopularamongGenerationXthanotherridesharingservicesDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers34%38%28%0%Categoryusers36%38%21%4%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TaxiDirectismorepopularamongmaleridesharingusersthanfemaleridesharingusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers74%26%Categoryusers54%46%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202456%ofTaxiDirectusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%34%26%28%31%26%14%13%17%14%17%10%8%2%2%3%2%4%4%4%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TaxiDirecthasalargershareofuserswithamediumhouseholdincomethanotherridesharingservicesDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers44%35%21%Categoryusers42%30%27%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherridesharingusers,TaxiDirectusersarerelativelylikelytoliveinanuclearfamilyDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive34%27%28%29%21%22%20%22%16%14%12%8%6%2%1%6%11%9%4%4%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust20244%ofTaxiDirectusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers4%92%4%Categoryusers10%84%6%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsislessimportanttoTaxiDirectusersthantootherridesharingusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands62%58%49%55%54%55%39%38%41%34%35%42%32%28%18%24%31%34%20%18%18%21%16%18%10%12%9%10%8%11%AhappyHavingaSafetyandAnhonestandTobesuccessfulMakingmySocialjusticeLearningAdvancingTraditionsrelationshipgoodtimesecurityrespectablelifeowndecisionsnewthingsmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HealthandfitnessarerelativelyprevalentinterestsofTaxiDirectusersConsumerlifestyle:maininterestsTop10interestsofTaxiDirectusersintheNetherlands62%47%48%55%50%46%54%47%51%50%37%40%33%25%40%31%35%40%40%41%33%36%32%26%36%24%34%28%22%14%Health&fitnessFood&diningTravelFashion&beautyHome&gardenMovies,TVshowsSportsFinance&economyGaming&eSportsVehicles&mobility17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024VideogamingisarelativelypopularhobbyamongTaxiDirectusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofTaxiDirectusersintheNetherlands47%40%28%26%36%33%27%36%37%31%36%39%35%33%31%34%38%32%32%39%37%28%20%28%24%19%26%22%22%15%VideogamingDoingsportsandfitnessOutdooractivitiesTravelingShoppingSocializingCooking/bakingCars/vehiclesTech/computersBoardgames/cardgames18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TaxiDirectusersaremorelikelytogodancingthanotherridesharingusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofTaxiDirectusersintheNetherlands24%23%18%20%15%18%18%17%16%18%16%14%9%10%6%11%10%5%12%11%7%12%4%2%10%6%4%8%7%3%Fitness,aerobics,cardioSwimming/DivingDancingHikingRunning/joggingYoga/pilatesSoccerWintersportsTennisBasketball19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=24TaxiDirectusers,n=344ridesharingusers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024TaxiDirectusersaremorelikelytofollowboxingthanotherridesharingusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyTaxiDirectusersintheNetherlands30%31%25%16%16%8%5%8%7%10%12%7%8%8%9%6%3%2%6%4%4%6%6%4%4%9%5%4%2%3%SoccerBoxingMotorsportsTennisCyclingAmericanfootballAthletics(track&field)MixedMartialArtsBasketballWintersports20Notes:Sources:BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=20TaxiDirectusers,n=344ridesharingusers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024CHAPTER04Consumerattitudes•Attitudestowardsmobility•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat34%ofTaxiDirectuserscanimagineusingaself-drivingtaxiConsumerattitudes:mobilityAgreementwithstatementstowardsmobilityintheNetherlands56%56%59%54%50%35%34%22%26%23%24%30%24%12%15%OwningacarisimportanttomeThepublictransportationsystemIcanimagineusingaself-drivingtaxiIspendtoomuchtimecommutingTherearenotenoughparking22Notes:inmyareaisgoodspaceswhereIliveBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202452%ofTaxiDirectusersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands52%45%37%31%24%24%20%21%14%14%8%8%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofTaxiDirectusersthinkthattheenvironmentisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoTaxiDirectusers50%56%54%48%41%43%38%34%31%34%32%27%26%32%35%45%32%36%44%32%46%31%33%28%26%25%31%22%29%29%HousingImmigrationEducationEnvironmentHealthandsocialsecurityPovertyRisingprices/inflation/EconomicsituationCrimeClimatechange24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManyTaxiDirectusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers18%38%36%8%Categoryusers22%36%31%11%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints66%63%SnapchatismorepopularamongTaxiDirectusersthantheaverageridesharinguserMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand77%77%73%73%66%60%59%58%58%43%25%51%35%46%42%32%38%32%19%23%13%6%28%19%25%15%13%9%27Notes:Sources:FacebookInstagramYouTubeSnapchatTikTokLinkedInX(Twitter)TwitchRedditBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=26TaxiDirectusers,n=192ridesharingusers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202468%TaxiDirectuserstendtogotothemoviesmoreoftenthantheaverageconsumerMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks84%78%76%62%68%66%65%64%66%56%62%66%55%39%42%36%27%42%37%29%40%48%43%38%44%30%38%28%19%16%14%13%DigitalvideocontentTVRadioMovies/cinemaDigitalmusiccontentDailynewspapersMagazinesOnlinenewswebsitesPodcastsOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TaxiDirectusersrememberseeingadsonsocialmedialessoftenthanotherridesharingusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereTaxiDirectusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks48%39%38%48%49%38%42%33%27%38%32%26%36%29%21%34%44%40%28%24%16%24%29%20%22%16%15%18%16%19%SearchenginesVideoportalsOnlinestoresWebsitesandappsVideogamesSocialmediaMusicportalsVideostreamingservicesEditorialwebsitesNewslettersofbrandsBrandusersCategoryusersAllrespondentsandapps29Notes:Sources:’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseridesharing/ridehailingoronlinetaxiprovidershaveyouusedinthepast12months?’’;MultiPick;Base:n=50TaxiDirectusers,n=344ridesharingusers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TaxiDirectusersrememberadstheysawin/atthemovies/cinemamoreoftenthanotherridesharingusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks46%28%16%40%38%31%36%37%39%34%37%31%32%25%20%30%25%19%30%32%32%20%24%21%Atthemovies/cinemaDirectlyinthestoreOnTVOnadvertisingspacesInprintedmagazinesInprinteddailyOntheradioBy