机构研究报告-荷兰线上机票预订用户分析报告：CheapTickets

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&BRANDSOnlineflightbooking:CheapTicketsusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofCheapTicketsusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkCheapTicketsusersintheNetherlands(’’brandusers’’)againstDutchflightticketbookersingeneral(’’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•KeyinsightsThemarketshareofCheapTicketshasdeclinedcomparedto2023Q1Managementsummary:brandusagetimelineTimelineofflightticketbookersusingCheapTickets38%27%27%27%27%27%27%27%27%27%27%27%22%22%22%22%22%22%22%22%22%22%22%19%19%17%19%19%17%19%19%17%19%19%17%19%19%17%19%19%17%19%19%17%19%19%17%19%19%17%19%19%17%19%19%17%52023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81-112CheapTicketsusers,n=211-601flightticketbookersSources:ConsumerInsightsGlobalasofAugust2024CheapTicketsusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsCheapTicketsismorepopularamongMillennialsthanotheronlineflightportals.Comparedtootheronlineflightportals,CheapTicketshasarelativelyhighshareofmaleusers.CheapTicketsusershaveasimilarincomedistributionasflightticketbookersingeneral.LearningnewthingsismoreimportanttoCheapTicketsusersthantootherflightticketbookers.SportsisarelativelyprevalentinterestofCheapTicketsusers.PhotographyisarelativelypopularhobbyamongCheapTicketsusers.Itstandsoutthat34%ofCheapTicketsusersbookspontaneouslyviatheirsmartphonewhentraveling.47%ofCheapTicketsusersareintheearlymajorityofinnovationadoptertypes.ArelativelyhighshareofCheapTicketsusersthinkthateducationisanissuethatneedstobeaddressed.X(Twitter)ismorepopularamongCheapTicketsusersthantheaverageflightticketbooker.CheapTicketsusersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotherflightticketbookers.CheapTicketsusersaremorelikelytoliveinruralcommunitiesthanflightticketbookersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+CheapTicketsismorepopularamongMillennialsthanotheronlineflightportalsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers32%42%23%4%Categoryusers28%37%28%8%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootheronlineflightportals,CheapTicketshasarelativelyhighshareofmaleusersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers55%45%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofCheapTicketsusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%38%34%28%28%26%20%14%17%16%10%10%2%2%3%1%5%4%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024CheapTicketsusershaveasimilarincomedistributionasflightticketbookersingeneralDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers39%33%28%Categoryusers39%35%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherflightticketbookers,CheapTicketsusersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive28%28%29%29%29%25%20%22%20%SinglehouseholdCouplehousehold11%8%8%SingleparenthouseholdPartnersandchildren2%1%1%Multi-generational10%9%9%Twoormorerelatedadults5%5%3%Otherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CheapTicketsusersaremorelikelytoliveinruralcommunitiesthanflightticketbookersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands38%33%34%35%29%30%13Notes:Sources:24%23%19%15%12%9%RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20245%ofCheapTicketsusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers5%93%2%Categoryusers7%91%2%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedLearningnewthingsismoreimportanttoCheapTicketsusersthantootherflightticketbookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands58%52%55%53%50%55%40%37%41%33%41%42%31%33%30%34%29%AhappyHavingaSafetyand23%18%AnhonestandTobesuccessfulMakingmy19%18%Learning17%21%18%11%10%9%SocialjusticeAdvancing11%7%7%Traditionsrelationshipgoodtimesecurityrespectablelifeowndecisionsnewthingsmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SportsisarelativelyprevalentinterestofCheapTicketsusersConsumerlifestyle:maininterestsTop10interestsofCheapTicketsusersintheNetherlands69%61%47%52%59%50%52%57%50%47%45%47%43%37%33%34%34%27%33%32%28%32%32%28%31%31%28%27%31%25%TravelFood&diningMovies,TVshowsHealth&fitnessSportsFamily&parentingPolitics&societyandcurrentHistoryScience&technologyFashion&beauty17Notes:Sources:&musicworldeventsBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024PhotographyisarelativelypopularhobbyamongCheapTicketsusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofCheapTicketsusersintheNetherlands58%60%39%45%40%32%43%44%38%41%36%27%40%45%37%38%38%31%36%32%32%33%36%31%32%28%26%28%21%17%TravelingSocializingReadingDoingsportsandfitnessCooking/bakingOutdooractivitiesPetsShoppingVideogamingPhotography18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024CheapTicketsusersaremorelikelytogodancingthanotherflightticketbookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofCheapTicketsusersintheNetherlands26%24%18%19%18%16%19%16%16%14%11%9%6%11%11%7%11%9%9%9%5%9%3%2%7%10%5%6%4%3%Fitness,aerobics,cardioHikingRunning/joggingDancingSoccerSwimming/DivingYoga/pilatesWintersportsCyclingBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=53CheapTicketsusers,n=591flightticketbookers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024CheapTicketsusersaremorelikelytofollowsoccerthantheaverageconsumerConsumerlifestyle:sportsfollowedTop10sportsfollowedbyCheapTicketsusersintheNetherlands35%34%25%15%12%9%12%9%7%11%12%7%10%8%5%8%4%4%8%6%5%8%5%4%6%3%2%5%2%3%20Notes:Sources:SoccerCyclingMotorsportsTennisBasketballAthleticsBoxingMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=47CheapTicketsusers,n=591flightticketbookers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballWintersportsCHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat34%ofCheapTicketsusersbookspontaneouslyviatheirsmartphonewhentravelingConsumerattitudes:travelAgreementwithstatementstowardstravelintheNetherlands62%61%45%43%40%41%40%28%33%34%29%WhenI’monvacation,IusemysmartphoneasaguideIwanttoexperiencesomethinguniqueduringmytravelsWhenitcomestotraveling,Ialwayslookforthecheapestoffer19%WhenI’mtraveling,Ibookaccommodations,carrentals,etc.22%18%16%Whenitcomestotraveling,sustainabilityisimportanttome22Notes:spontaneouslyviamysmartphoneBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202447%ofCheapTicketsusersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands47%40%37%29%31%24%18%19%21%14%11%238%1%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofCheapTicketsusersthinkthateducationisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoCheapTicketsusers57%54%56%54%51%54%50%44%45%46%37%34%44%47%43%37%33%33%35%41%44%34%28%31%33%31%29%27%28%26%HousingRisingprices/inflation/HealthandsocialsecurityEducationImmigrationEconomicsituationPovertyCrimeClimatechangeEnvironment24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CheapTicketsuserstendtohavemoreleftleaningpoliticalviewsthanotherflightticketbookersConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers27%31%32%11%Categoryusers22%32%34%12%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints65%24%X(Twitter)ismorepopularamongCheapTicketsusersthantheaverageflightticketbookerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand74%66%72%74%60%67%70%59%52%52%40%32%46%35%37%25%19%33%36%28%25%25%13%12%9%9%3%2%27Notes:Sources:FacebookInstagramYouTubeLinkedInTikTokX(Twitter)SnapchatRedditFoursquareBrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=46CheapTicketsusers,n=299flightticketbookers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024CheapTicketsuserstendtogotothemovieslessoftenthanflightticketbookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks82%78%76%77%74%62%72%68%64%70%66%55%54%51%53%43%45%39%44%36%30%39%33%29%31%28%27%25%28%19%13%10%13%TVDigitalvideocontentRadioDigitalmusiccontentOnlinenewswebsitesMovies/cinemaPodcastsMagazinesDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024CheapTicketsusersrememberhearingadsonmusicportalsandstreamingservicesmoreoftenthanotherflightticketbookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereCheapTicketsusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks55%50%52%48%49%38%40%42%38%35%33%27%33%25%20%30%23%21%30%31%26%29%19%16%24%18%19%23%18%14%VideoportalsSocialmediaSearchenginesOnlinestoresVideostreamingVideogamesWebsitesMusicportalsNewslettersPodcasts29Notes:Sources:servicesandappsofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024CheapTicketsusersrememberadstheysawonTVmoreoftenthanotherflightticketbookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks50%40%39%42%41%31%38%37%31%38%35%32%28%22%20%27%23%21%24%25%16%19%20%19%OnTVOnadvertisingspacesDirectlyinthestoreOntheradioInprintedmagazinesBymailshot/advertisingAtthemovies/cinemaInprinteddaily30Notes:Sources:onthegoandjournalsmailBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=101CheapTicketsusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

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