机构研究报告-荷兰线上机票预订用户分析报告：Skyscanner

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:SkyscannerusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSkyscannerusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSkyscannerusersintheNetherlands(’’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•KeyinsightsThemarketshareofSkyscannerhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofflightticketbookersusingSkyscanner17%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%16%16%15%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%14%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%11%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=44-81Skyscannerusers,n=320-601flightticketbookersSources:ConsumerInsightsGlobalasofAugust2024SkyscannerusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSkyscannerismorepopularamongMillennialsthanotheronlineflightportals.53%ofSkyscannerusersaremale.Skyscannerhasalargershareofuserswithahighincomethanotheronlineflightportals.SuccessandcareeradvancementarerelativelyimportanttoSkyscannerusers.HealthandfitnessarerelativelyprevalentinterestsofSkyscannerusers.SportsandfitnessarerelativelypopularhobbiesamongSkyscannerusers.Itstandsoutthat40%ofSkyscannerusersbookspontaneouslyviatheirsmartphonewhentraveling.43%ofSkyscannerusersareintheearlymajorityofinnovationadoptertypes.HousingisofparticularconcerntoSkyscannerusers.LinkedInismorepopularamongSkyscannerusersthantheaverageflightticketbooker.Skyscannerusersrememberhearingadsinpodcastsmoreoftenthanotherflightticketbookers.Skyscannerusersaremorelikelytoliveinlargecitiesthanflightticketbookersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SkyscannerismorepopularamongMillennialsthanotheronlineflightportalsDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers28%46%22%4%Categoryusers28%37%28%8%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202453%ofSkyscannerusersaremaleDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers53%47%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSkyscannerusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationintheNetherlands42%38%34%28%26%27%14%17%19%16%10%1%2%3%5%4%5%4%1%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SkyscannerhasalargershareofuserswithahighincomethanotheronlineflightportalsDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers49%23%27%Categoryusers39%35%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherflightticketbookers,SkyscannerusersarerelativelylikelytoliveinasinglehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive27%28%28%29%29%25%25%22%20%9%8%8%1%1%1%7%10%9%6%5%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SkyscannerusersaremorelikelytoliveinlargecitiesthanflightticketbookersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands46%35%33%34%35%30%23%24%10%9%12%10%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20247%ofSkyscannerusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers7%88%5%Categoryusers7%91%2%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedSuccessandcareeradvancementarerelativelyimportanttoSkyscannerusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands59%58%55%53%55%48%40%37%41%37%33%34%41%42%36%30%23%18%20%19%18%15%10%9%17%14%18%5%7%11%AhappyHavingaSafetyandMakingmyAnhonestandTobesuccessfulLearningAdvancingSocialjusticeTraditionsrelationshipgoodtimesecurityowndecisionsrespectablelifenewthingsmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024HealthandfitnessarerelativelyprevalentinterestsofSkyscannerusersConsumerlifestyle:maininterestsTop10interestsofSkyscannerusersintheNetherlands65%69%47%64%57%50%60%59%50%54%45%37%51%43%33%40%34%27%40%33%26%33%31%25%32%31%28%31%24%16%TravelMovies,TVshowsFood&diningHealth&fitnessSportsFamily&parentingFinance&economyFashion&beautyScience&technologyCareer&education17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202428%23%SportsandfitnessarerelativelypopularhobbiesamongSkyscannerusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSkyscannerusersintheNetherlands65%60%39%48%45%37%46%44%38%43%36%27%40%40%32%32%32%32%30%38%36%31%31%27%22%26%21%17%TravelingCooking/bakingReadingDoingsportsandfitnessSocializingPetsOutdooractivitiesBoardgames/cardgamesShoppingPhotography18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Skyscannerusersaremorelikelytodofitness,aerobics,cardiothanotherflightticketbookersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSkyscannerusersintheNetherlands35%24%18%21%18%16%17%16%11%16%14%9%12%9%6%11%9%5%9%10%5%9%11%7%9%6%4%6%3%2%Fitness,aerobics,cardioHikingRunning/joggingSwimming/DivingDancingYoga/pilatesCyclingSoccerTennisWintersports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=40Skyscannerusers,n=591flightticketbookers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust2024SkyscannerusersaremorelikelytofollowsoccerthanotherflightticketbookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbySkyscannerusersintheNetherlands41%34%25%16%12%7%11%9%7%10%8%5%10%6%5%10%12%9%6%4%4%5%3%2%5%5%4%4%2%3%20Notes:Sources:SoccerTennisMotorsportsBasketballBoxingCyclingAthleticsAmerican(track&field)footballBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=41Skyscannerusers,n=591flightticketbookers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024MixedMartialArtsWintersportsCHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics21Itstandsoutthat40%ofSkyscannerusersbookspontaneouslyviatheirsmartphonewhentravelingConsumerattitudes:travelAgreementwithstatementstowardstravelintheNetherlands63%61%45%46%40%44%40%40%WhenI’monvacation,Iusemysmartphoneasaguide28%Iwanttoexperiencesomethinguniqueduringmytravels33%Whenitcomestotraveling,Ialwayslookforthecheapestoffer29%19%WhenI’mtraveling,Ibookaccommodations,carrentals,etc.18%16%15%Whenitcomestotraveling,sustainabilityisimportanttome22Notes:spontaneouslyviamysmartphoneBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202443%ofSkyscannerusersareintheearlymajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands43%40%37%29%31%24%26%17%19%12%11%238%1%1%1%InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024HousingisofparticularconcerntoSkyscannerusersConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoSkyscannerusers60%57%56%54%52%54%46%47%43%44%40%45%41%36%44%32%31%29%28%37%34%26%33%33%26%28%26%28%31%25%HousingRisingprices/inflation/ImmigrationHealthandsocialsecurityPovertyClimatechangeEducationEconomicsituationEnvironmentCrime24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManySkyscannerusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers21%37%36%6%Categoryusers22%32%34%12%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsLinkedInismorepopularamongSkyscannerusersthantheaverageflightticketbookerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand75%74%60%75%70%59%69%65%66%52%46%35%50%40%32%38%36%25%31%25%29%28%25%19%17%12%InstagramYouTube9%6%6%6%FacebookTikTokLinkedInSnapchatX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=52Skyscannerusers,n=299flightticketbookers,n=6058allrespondentsConsumerInsightsGlobalasofAugust202436%SkyscanneruserstendtolistentopodcastsmoreoftenthanflightticketbookersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks85%74%62%80%78%76%69%66%55%58%68%64%57%51%56%53%49%43%39%30%36%28%19%26%28%27%22%33%29%6%10%13%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesMovies/cinemaPodcastsOnlinemagazinesDailynewspapersMagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SkyscannerusersrememberhearingadsinpodcastsmoreoftenthanotherflightticketbookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSkyscannerusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks56%50%38%52%48%40%44%42%38%30%33%27%30%18%14%28%31%26%26%25%20%19%19%16%18%19%19%17%16%15%VideoportalsSocialmediaSearchenginesOnlinestoresPodcastsWebsitesandappsofbrandsVideostreamingservicesMusicportalsNewslettersEditorialwebsitesandapps29Notes:Sources:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024SkyscannerusersrememberadstheysawinprintedmagazinesandjournalslessoftenthanotherflightticketbookersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks44%41%31%41%40%39%33%37%31%33%35%32%23%23%21%23%25%16%14%20%19%12%22%20%OnadvertisingspacesOnTVDirectlyinthestoreOntheradioBymailshot/advertisingAtthemovies/cinemaInprinteddailyInprintedmagazinesonthegomailnewspapersandjournals30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=81Skyscannerusers,n=591flightticketbookers,n=12,141allrespondentsSour