机构研究报告-荷兰线上机票预订用户分析报告：TUI

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:TUIusersintheNetherlandsConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofTUIusersintheNetherlands:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkTUIusersintheNetherlands(’’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•KeyinsightsThemarketshareofTUIhasstayedfairlysimilarcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofflightticketbookersusingTUI18%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%17%16%16%17%16%16%17%16%16%17%16%16%17%16%16%17%16%16%17%16%16%17%16%16%17%16%16%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%15%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%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%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=40-99TUIusers,n=320-601flightticketbookersSources:ConsumerInsightsGlobalasofAugust2024TUIusersintheNetherlandsManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsTUIhasahighshareofusersthatarepartofGenerationZcomparedtothetotalonlinepopulation.TUIismorepopularamongfemaleflightticketbookersthanmaleflightticketbookers.Comparedtotheaverageconsumer,TUIusersarelesslikelytohavealowMakingtheirowndecisionsismoreimportanttoTUIusersthantootherflightticketbookers.FashionandbeautyarerelativelyprevalentinterestsofTUIusers.TUIusersaremorelikelytohavepetsasahobbythanotherflightticketbookers.64%ofTUIusersstatethatwhentheyareonvacation,theyusetheirsmartphoneasaguide.22%ofTUIusersareinthelatemajorityofinnovationadoptertypes.ArelativelyhighshareofTUIusersthinkthatcrimeisanissuethatneedstobeaddressed.SnapchatismorepopularamongTUIusersthantheaverageflightticketbooker.TUIusersrememberseeingadsinvideoportalslessoftenthanotherflightticketbookers.income.26%ofTUIusersliveinsmalltowns.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+TUIhasahighshareofusersthatarepartofGenerationZcomparedtothetotalonlinepopulationDemographicprofile:generationsAgeofconsumersintheNetherlandsBrandusers33%34%26%7%Categoryusers28%37%28%8%Allrespondents23%31%34%12%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TUIismorepopularamongfemaleflightticketbookersthanmaleflightticketbookersDemographicprofile:genderGenderofconsumersintheNetherlandsBrandusers41%59%Categoryusers49%51%Allrespondents49%51%9Notes:Sources:MaleFemale’’Whatisyourgender?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust202433%ofTUIusershaveatechnicalorvocationaleducationDemographicprofile:educationConsumer’slevelofeducationintheNetherlands38%33%28%31%34%26%16%14%17%16%2%2%3%7%5%4%9%10%2%2%2%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtotheaverageconsumer,TUIusersarelesslikelytohavealowincomeDemographicprofile:incomeShareofconsumersintheNetherlandsinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers43%34%23%Categoryusers39%35%26%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherflightticketbookers,TUIusersarerelativelylikelytoliveinacouplehouseholdDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersintheNetherlandslive35%33%28%28%29%29%20%22%12%11%8%8%2%1%1%6%10%9%2%5%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust202426%ofTUIusersliveinsmalltownsDemographicprofile:typeofcommunityCommunitieswhereconsumersliveintheNetherlands33%33%34%31%35%30%26%23%24%11%9%12%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust20244%ofTUIusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersintheNetherlandsBrandusers4%93%3%Categoryusers7%91%2%Allrespondents7%88%5%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedMakingtheirowndecisionsismoreimportanttoTUIusersthantootherflightticketbookersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersintheNetherlands56%58%55%55%53%55%41%42%42%40%40%41%33%34%35%24%23%18%17%16%18%13%19%18%12%10%9%8%7%11%AhappyrelationshipHavingagoodtimeAnhonestandrespectablelifeMakingmyowndecisionsSafetyandsecurityTobesuccessfulSocialjusticeLearningnewthingsAdvancingmycareerTraditions16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024FashionandbeautyarerelativelyprevalentinterestsofTUIusersConsumerlifestyle:maininterestsTop10interestsofTUIusersintheNetherlands77%69%62%59%58%57%47%50%50%46%45%37%42%31%25%42%43%33%41%34%27%40%33%26%39%32%28%37%35%35%TravelFood&diningMovies,TVshowsHealth&fitnessFashion&beautySportsFamily&parentingFinance&economyHistoryHome&garden17Notes:Sources:&musicBrandusersCategoryusersAllrespondents’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TUIusersaremorelikelytohavepetsasahobbythanotherflightticketbookersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofTUIusersintheNetherlands63%60%39%48%45%37%43%40%32%42%38%31%42%32%32%40%44%38%39%36%27%38%36%31%27%28%26%25%19%15%TravelingCooking/bakingSocializingOutdooractivitiesPetsReadingDoingsportsandfitnessShoppingVideogamingCars/vehicles18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelylargeshareofTUIusersplaysoccerConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofTUIusersintheNetherlands23%24%18%18%16%11%16%14%9%15%18%16%15%11%7%13%9%5%11%9%6%8%10%5%7%6%4%6%3%2%Fitness,aerobics,cardioRunning/joggingSwimming/DivingHikingSoccerYoga/pilatesDancingCyclingTennisWintersports19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=50TUIusers,n=591flightticketbookers,n=5,031allrespondentsConsumerInsightsGlobalasofAugust20243%TUIusersaremorelikelytofollowcyclingthanotherflightticketbookersConsumerlifestyle:sportsfollowedTop10sportsfollowedbyTUIusersintheNetherlands32%34%25%17%12%9%12%12%7%11%6%5%11%9%7%8%4%4%8%8%5%7%5%4%2%2%2%2%3%20Notes:Sources:SoccerCyclingTennisBoxingMotorsportsAthleticsBasketballMixed(track&field)MartialArtsBrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=40TUIusers,n=591flightticketbookers,n=4,046allrespondentsConsumerInsightsGlobalasofAugust2024AmericanfootballWintersportsCHAPTER04Consumerattitudes•Attitudestowardstraveling•Innovationadoption•Challengesfacingthecountry•Politics2164%ofTUIusersstatethatwhentheyareonvacation,theyusetheirsmartphoneasaguideConsumerattitudes:travelAgreementwithstatementstowardstravelintheNetherlands64%61%45%38%40%28%37%40%33%27%29%WhenI’monvacation,IusemysmartphoneasaguideIwanttoexperiencesomethinguniqueduringmytravelsWhenitcomestotraveling,Ialwayslookforthecheapestoffer19%WhenI’mtraveling,Ibookaccommodations,carrentals,etc.21%18%16%Whenitcomestotraveling,sustainabilityisimportanttome22Notes:spontaneouslyviamysmartphoneBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=2,026allrespondentsSources:ConsumerInsightsGlobalasofAugust202422%ofTUIusersareinthelatemajorityofinnovationadoptertypesConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersintheNetherlands40%37%37%22%24%26%29%31%19%13%11%8%2%1%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofTUIusersthinkthatcrimeisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingtheNetherlandsaccordingtoTUIusers57%55%56%55%55%54%54%47%43%44%39%45%41%44%38%37%28%31%34%33%37%33%34%34%31%27%29%24%19%19%HousingImmigrationRisingprices/inflation/HealthandsocialsecurityPovertyCrimeEconomicsituationEducationClimatechangeTerrorism24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherflightticketbookers,TUIuserstendtohavemorerightleaningpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersintheNetherlandsBrandusers13%34%39%15%Categoryusers22%32%34%12%Allrespondents20%31%34%15%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpointsSnapchatismorepopularamongTUIusersthantheaverageflightticketbookerMarketingtouchpoints:socialmediausageSocialmediausageintheNetherlandsbybrand80%74%60%65%66%66%64%70%59%54%46%35%48%36%25%38%40%32%32%28%25%30%25%19%16%12%InstagramFacebook9%6%6%6%YouTubeTikTokSnapchatLinkedInX(Twitter)RedditTwitchBrandusersCategoryusersAllrespondents27Notes:Sources:’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=50TUIusers,n=299flightticketbookers,n=6058allrespondentsConsumerInsightsGlobalasofAugust2024TUIuserstendtolistentodigitalmusiccontentmoreoftenthantheaverageconsumerMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersintheNetherlandshavebeenusinginthepast4weeks82%78%76%73%68%64%71%74%62%68%66%55%52%53%51%39%43%36%30%43%43%34%33%29%29%28%28%28%27%19%7%10%13%TVRadioDigitalvideocontentDigitalmusiccontentMovies/cinemaPodcastsOnlinenewswebsitesMagazinesOnlinemagazinesDailynewspapersWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TUIusersrememberseeingadsinvideoportalslessoftenthanotherflightticketbookersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereTUIusersintheNetherlandshavecomeacrossdigitaladvertisinginthepast4weeks52%48%40%44%42%38%43%50%38%36%31%26%31%33%27%29%25%20%21%23%21%21%18%14%20%19%16%17%12%10%SocialmediaSearchenginesVideoportalsWebsitesandappsOnlinestoresVideostreamingservicesVideogamesPodcastsMusicportalsBlogs/forums29Notes:Sources:ofbrandsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsConsumerInsightsGlobalasofAugust2024TUIusersrememberadstheysawinprintedmagazinesandjournalsmoreoftenthantheaverageconsumerMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersintheNetherlandshavecomeacrossnon-digitaladvertisinginthepast4weeks37%41%31%37%40%39%36%37%31%35%35%32%25%22%20%21%25%16%20%23%21%18%20%19%OnadvertisingspacesOnTVDirectlyinthestoreOntheradioInprintedmagazinesAtthemovies/cinemaBymailshot/advertisingInprinteddailyonthegoandjournalsmailnewspapers30Notes:BrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whichoftheseprovidershaveyoubookedaflightfrominthepast12months(onlinebookingviaawebsiteorapp)?";MultiPick;Base:n=95TUIusers,n=591flightticketbookers,n=12,141allrespondentsSources:ConsumerInsightsGlobalasofAugust2024•

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